Blog articles by Ana Edelenbosch

Ana Edelenbosch

Articles by

Ana Edelenbosch

Ana is a senior research manager in SKIM's healthcare practice. With nearly a decade of experience in healthcare market research, Ana partners with pharmaceutical, medtech and consumer health companies to help them better understand and influence decision behaviour. Ana has a background in intercultural communications, a growth mindset and a natural ability to connect with people which are her assets in developing true partnerships that thrive in a dynamic environment.

The disrupted patient & physician journey: What pharma needs to know

The disrupted patient & physician journey: What pharma needs to know

By Ana Edelenbosch and Daisy Lau on July 16, 2020

The context for decision-making in the healthcare industry has been thoroughly disrupted – from patients navigating the world of telehealth to HCP’s increased reliance on online channels for knowledge gathering.

Despite this rapidly evolving environment, your mission as a pharma marketeer, continues: to enable value creation and product differentiation and empower both physicians and patients for improved outcomes. However, to do so effectively today, you need to understand how patient journeys are changing, and what new needs have emerged. Only by understanding the nuances of these shifts, will you be able to effectively adapt your marketing, communications and/or innovation strategies for greater impact now and in the long term.

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3 tips to accelerate digital pharma marketing strategies now

3 tips to accelerate digital pharma marketing strategies now

By Ana Edelenbosch and Janneke van den Bent on June 2, 2020

The digitalization of pharma was slowly underway pre-COVID, but there’s an immediate sense of urgency to make this shift now. As face-to-face sales calls are still a no-go, pharma companies are racing to accelerate their online sales and marketing strategies.

HCPs’ habits have been radically disrupted. Their attitudes, practice behavior, decision-making processes, and prescribing habits have changed. New needs are emerging.

As a pharma marketer you know you need to revise and reshape your multichannel strategy to these behavioral shifts, but restructuring to a digital-first communications strategy is much easier said than done.

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