Sarah Ciccolallo

Download this plain speaking brief, written for MDs, Directors and Owners of mid-cap SMEs who don't have a Marketing Director but need marketing to drive growth in new markets or sectors. It'll help you consider the state of your marketing now, where you need to take it, and evaluate anyone you hire to help you. To download, click the full-screen square at the bottom of the preview, then click the download arrow at the top-right of the screen.

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This is a very interesting report, on attitudes towards pharma companies in the UK, by ABPI-Ipsos. https://lnkd.in/emxZTPXj Particularly intrigued by the section on HCPs’ attitudes. Insights that jumped out: - Familiarity - HCPs’ familiarity with pharma has reached its highest point, since this report began 4 years ago. Nearly 9 in 10 HCPs feel that they know at least a “fair amount” about the pharma sector. That’s up from 7 in 10, from the first report in 2021 - Engagement - HCPs are engaging more with pharma. All indicators have increased since last year - Trust – this has increased gradually since 2020, from 30% to 38%, although the ABPI caution that this doesn’t represent a statistically significant change - Distrust – only 1 in 10 HCPs distrust the sector. This is a lower level of distrust than for eg banks and energy companies - Perceptions – positive perceptions of pharma’s R&D, regulatory standards, and clinical trial transparency, underpin HCPs’ trust - Quant v Qual – for all of the positive stats, it’s good to have a bit of Qual colour – “I trust pharmaceutical companies as they do a lot of research in order to benefit patients – GP”. I found the trust/distrust element especially intriguing here. It’s easy for us all to become a bit cynical. It's still true that the hardest task I’m set as a media planner, is to drive HCP clicks to a pharma dot com. But overall this is another reason (IMHO) why pharma should be proud to champion the positive and potentially life-saving work that they do. If you want to build on this positivity with a paid media campaign aimed at HCPs, then just drop me a quick note and I’ll be glad to help.

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Excellent summation from Les Binet here on maximising effectiveness, efficiency, ROI and enhancing margins by doing some simple things with media spend distribution but also the core of the effectiveness is creativity. I find creative is often observed as an overhead of advertising rather than an investment but the research doesn't lie - amazing creative is as big an ROI multiplier than other factors combined, so the payback of these combinations in the short, medium and long term is absolutely worth it.

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Is compliance just an excuse for lazy marketing in pharma? Or does it truly prevent us from being relevant and supporting customers when and where they need it? These are some of the tough questions we tackle in our upcoming podcast, 'SEO for Pharma: Building Trust and Getting Results.' with Tom Vaughton and Oliver Capel. Watch the clip below for a taste of this insightful conversation 👇 - Shouldn't all our marketing aim to answer HCPs' questions? - Shouldn't we provide information where HCPs are actively searching? - Can compliance teams become partners in solving engagement challenges? - Is pharma's product-centric, promotional approach to marketing falling short? Find answers to these questions (and more) by signing up for our email newsletter here 👉 https://lnkd.in/eYnJ_yHR You’ll be the first to know when the podcast drops! 🎉

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I have had the privilege of being part of the Marketing Leadership Masterclass over the course of the last 12 weeks, run brilliantly by Thomas Barta and Syl Saller CBE. For those that aren’t familiar, the virtual course covers a huge array of topics, spanning all aspects of marketing leadership from behaviours, skills, strategy with a number of hugely inspiring outside speakers from the world of FMCG and service marketing. I thought I would share my top insights below. I would love to hear your reflections on reading. 1.     Be sure of the value you are creating – either for the consumer, your customer or your company. Consider why you are working on something, what are value are you creating, how will you extract the value, is it worth your time, the investment you are making. Always be clear on the ‘value creation zone’. 2.     Zooming out, Zooming in – always be clear on the big picture problem you are trying to solve and present your case using the right level of detail / data to support. 3.     Know your audience – what type of a leader are they? Know what motivates them and adjust your style and the way you present your case accordingly. Are they more detail focused, or more emotional? What will they need to see to go with you on your journey and be convinced? 4.     Zero based Budgeting – this breeds creativity, do less with more. Prove what you need and why. 5.     Know your brand objective  - go back to the funnel – are you needing to raise awareness, considering, preference or conversion? Be focused on the objective. 6.     Bitesizing – consider your journey as smaller, bitesize steps. Consider your audience and reframe the challenge in palatable chunks that will work for them. This approach often helps mobilise energy and support internally. 7.     Start a movement internally – put yourself out there and gather support, build belief. Test and learn and prove the case enabling you to go further, unlocking the support you need. 8.     Don’t let the elephant in the room get in the way – be brave, recognise it, lean into it. 9.     A Team – be demanding on talent, hire for distinctiveness either internally and also with the partners you are working with. Face into where there is a weak link and address it. It’s only fair on them and the rest of the team too. 10.  Build trust – connect with your team, show vulnerability, and build confidence. There is no room for ego. 11.  Ruthlessly prioritise – invest your time and resources in what will build equity and deliver results. Keep doing this, reassessing. Keep focused on the value creation zone. 12.  Be clear on how you inspire others – know yourself and what your purpose is as a leader. 13.  Be Brave, aim high and be your authentic self It was hugely valuable and really thought provoking. Thankyou Thomas Barta and Syl Saller CBE, thoroughly recommend to others.

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✔ 𝐂𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐨𝐧𝐝𝐢𝐭𝐢𝐨𝐧𝐬 𝐟𝐨𝐫 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 ✔ I deliver Leadership Courses & Workshops via my Coaching & Mentoring Practice. They are usually 1-day, or 2-day sessions. However, if you only have 2 minutes and 43 seconds to spare, and you wish to improve your Leadership skills across your organisation, I urge you to watch this! This nails it completely 💯. "You'll know when you are a good Leader.... when people will follow you......merely out of curiosity!" It must have been inspirational to work with General Powell. Any other great Leadership traits, please do share in the Comments. Ian Hallett Lora M. Alexandra Barosa-Pereira Matt Lanfear, PhD Jess Smith Andrew Latchum Aboodi Shabi Dr. Kylie Prince Dean Peterson Helen Yu Foong N. Niki De Zilva Gaurav Arora, MCC (ICF) Michael Mints Amy Misnik, Pharm.D. Terri Levine Daniel Findley Claire Davies Brenda Bence, Ranked Top Ten Coach Globally Jagdish Gill Rachel Mitchell #colinpowell #leadership #trust #inspirational #coaching #mentoring https://lnkd.in/eVamWRtH

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Better ideas through mindful innovation - Matt Hart MINDFUL CREATIVE PODCAST - EPISODE 07 My guest this week is an innovations guy. He has spent the last 20+ years sparking creativity in world-leading organisations. He unlocks business and brand performance for clients. He pays forward his experience to nurture the global problem solvers of tomorrow, leading a band of outer-minded thinkers pursuing an empathetic approach to brand and fan innovation using agile methods that combine human creativity with cutting-edge data science. In our conversation, we explore his journey from being a forest ranger to a global innovator. We touch on business innovation, personal creativity, and mindful practices while addressing modern challenges in leadership and organisational change. It's my pleasure to introduce Matt Hart #mindfulcreative #innovations #ideas

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Just in case this helps any of my connections all the info you need is here.

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This is a fabulous advert from Heinz for their new pasta sauce range as it brings together the concepts of both mental and physical availability. ✔️ Mental availability - It lays a useful memory structure down in my brain 🧠 that I may indeed recall next time I encounter a category entry point around making pasta for the family - that Heinz is a good option and they’ll have it in a large jar format ❗️Physical Availability 🛒- Heinz have clearly addressed a physical availability issue by introducing the new family sized jar. I already knew that Heinz was now selling pasta sauces, but previously when I went to buy a jar from the supermarket for family pasta dishes I did not buy it because it wasn’t in a suitable format 💡Distinctive brand assets - it’s clearly a Heinz ad so scores high on branding points …the famous keystone label on the jar and the distinctive font all cleverly used as indirect branding devices alongside the actual brand name. 10/10 from me anyway, for all the above reasons. #branding #distinctivebrandassets #advertising #brandgrowth

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A BIG YES to the new AD Jaguar campaign focus on the audience needs, the values of the company and new standards for the automotive industry. Where is the magic? Tell me you sale cars without showing cars. Sounds this challenge/opportunity familiar to my Pharma colleagues? That’s the type of campaigns I love! JLR #wedonttalkaboutbruno #wedonttalkabouttheproduct #adcampaign #jaguar

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SOS = support on standby. We recently finished 152 days straight of marketing support. We worked with a women’s health pharmaceutical brand within the menopause category. → 62 Veeva jobs created → 39 training courses completed  → 2 award wins  → OTC marketing award, MVP award  → Drove record levels of purchase  → Increase awareness across 13 million menopausal women These are just a few of the accomplishments. Brief -  Switch a POM medicine in the menopause category to be available as a P licence within pharmacies. Work as an extension of the company's marketing team Conduct in-depth research to understand the needs of both consumers and HCPs What we did -  Executed a comprehensive omni-channel campaign to tackle taboos and reduce the stigma surrounding the condition. Consumer assets were designed to raise awareness and remove embarrassment by emphasising the commonality of the condition such as TV/OOH/social media. Simultaneously, HCP assets were developed to enhance their confidence in understanding and addressing the condition and being confident to talk to consumers. This included HCP learning portals, case study videos, bespoke website and social media working closely with the Pharmacy Networks. Not only was it an incredible campaign to work across, but one with great impact. I’m really proud of my team for this one! If you’re interested in how our SOS Marketing services can help you on a campaign, DM me. #SOSMarketing #InterimMarketingSupport #MarketingAgency #MarketingCampaign #MarketingResults

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Just loving working with Steve Monk and Valia Christidou FIFST, MSc at Good Guys Bakehouse 👍 A great business with brilliant products (more cheese than mini-cheddars, and less calories than ryvita, wow!) 😯 . Not surprised at all they are shortlisted for the Grocer Gold Award 2024 Finalist for Best Start Up. Good luck team 🤞 I support businesses from many sectors with marketing, and have spent many (many) years in FMCG, in marketing, sales and innovation roles, hence why Good Guys is, for me, right in my sweet spot and a perfect client! 😉 Steve is a brilliant leader too, commercially he is super-experienced, and I am thankful for his feedback on my support for him and his business... "Chris is a brilliant all-round commercial person to have on the Good Guys team. With a Marketing and Sales background, Chris has been hands-on managing customers, visiting trade shows and driving new listings, alongside supporting business growth conversations around marketing, innovation, strategy and brand direction. I worked with Chris many years ago (in the corporate world) and knew that I had to get him on board for my new business. It is a pleasure once again working with him” If I can help, DM me. I always have time for a chat and a coffee, to understand how I can take you from good to great 🤞 #fmcg #fmcgmarketing #fmcgsales #npd #innovation #fmcginnovation #marketingadvice #marketingsupport #marketingconsulting #sme #GrocerGold #snacks #biscuits #strategy #marketingstrategy

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The ticking time bomb of outdated insight... I've seen firsthand how ineffective, outdated insight can cripple a brand's NPD success. And it's not just about wasted budgets. - You lose credibility - You waste time - You deplete morale Consider this example: A major dog food company recently spent well over £10 million on a product launch - which was largely driven by outdated trend data and low sample size consumer insight. Here are some ways the not so robust and outdated insight has negatively impacted their product launch: ☒ Misaligned Product Development They created a product formulated to appease an emerging trend that was already long out of date by the time they retrieved the research. By the time the less than agile approach to NPD allowed them to launch, it had been over 16 months since the initial data collection, and the market had shifted in another direction. ☒ Inefficient Marketing Spend The marketing was set up to engage a broad, very generic "dog owner" audience on a variety of mainstream media channels - missing the mark with the younger subsegment consumer group, who they later found out, are those who best align with the specific product benefits and are much less likely to be found where the advertising was deployed. ☒ Wasted time and money They poured millions into producing and distributing a product that was too late, and marketed it toward the wrong audience on the wrong channel - resulting in a LOT of unsold inventory and the added bonus of strained retailer relationships. The result? A complete flop that barely made it past the first month on shelves! The cost of these inefficiencies goes far beyond the immediate financial hit. My advice is YOU should stop making critical NPD decisions based on data that's as stale as that bag of potatoes you forgot about. You know, the one in the cupboard that's literally grown arms and legs. So, what's the solution? It's time we embrace a real-time, continuous approach to insight generation and a truly agile approach to NPD that enables brands to get the right product to market, and engage the right target audience faster, and more cost-efficiently. Triyit can help with both of these things, and save you a pretty penny along the way! You can't expect great results today, with a strategy that relies on data from last year. I'm here to help!

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I’m speaking at the Patient Centricity and Engagement Conference today about the role of images in pharma comms - an industry dominated by words and references. How can the science of semiotics help us use better visuals in our branding and comms? 11 LONDON #semiotics #pharma

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Building trade stories to win with retailers isn't rocket science, yet how many times as a commercial person you've been in that meeting with your client and it's all about the brand strategy vs competitors and not about how you'll win with shoppers, grow the retailer's category and deliver on their strategy too? I've certainly seen it many times... We build trade stories that deliver triple win! have a look at our top line approach in this video and let's chat about how we can help you win with your retail customer.

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Really looking forward to speaking at the first ever Shopper Marketing Summit I will showcase how our insight driven creative methodology -based on unconscious buying behaviour - solves a range of Shopper Marketing challenges.   Do you need your Shopper Marketing to resonate more?   #shoppersummit #KHWS #Resonate #shoppermarketing

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Earlier this week, I had the pleasure of replacing Ben Phillips on the MAD//FEST LONDON Digi Ads stage to discuss #RetailMedia & #Sustainability. ♻ It was a great exercise for various reasons: From simplifying a complex topic for the audience to understand, To speaking by myself on a stage with a wide audience... No pressure! 😅 The deck is starting with a quote from Stephan Loerke from WFA 📢 : "We know most WFA member companies are still working as hard as ever in these areas, but even those that are making progress are increasingly reluctant to talk about them." (...) "But delivering on DEI and sustainability targets is an integral part of the growth agenda, not a distraction from it." 🔊 So let's indeed, talk about it !! 📣 📌 The next slides are a very broad & short overview of some reports published by 📖 Scope3, WFA, ExchangeWire amongst others. 📚 (All the sources are indicated and I can only encourage you to read the reports in full as my slide are not reflecting the richness of their content) 💡 Giving few ideas on how to start the #Sustainability journey for Retail Media - focusing on 2 main pillars: 📋 the HOW to advertise better 📋 the WHAT to advertise I hope you'll appreciate the coffee analogy running through the deck.. 😂 (Shall I mention that I don't even drink coffee? ☕ ) #RetailMedia #DigitalCommerce #Sustainability #Advertising #Madfest2024 Haleon

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Just heading home after an incredible day at Technology for Marketing. Lots of brilliant speakers shared their insights, and I’ve been reflecting on what really stood out. Here are my top takeaways: 1. Full-funnel marketing matters: Don’t neglect the balance between brand building and performance marketing. Both have a role to play in driving sustainable growth. ⚖️ 2. Don’t underestimate the value of building trust throughout the journey to purchase. It needs to be earned and nurtured through consistent, value-driven interactions. 💗 3. Maximise profitability with a standardised framework when expanding globally. Stay true to your brand while offering a localised experience that feels authentic and relevant to each market. 🌍 4. Partnerships are powerful: Whether collaborating on product development or expanding into new customer segments, the right partnerships can deliver unique experiences and help you reach a different audience. 👊🏻 5. Test, learn, scale: When entering a new market, don't rush. Start small, experiment and get insights. When you have enough data, optimise and scale your activity. 📈 6. Execution makes the difference: Going from good to great often lies in flawless execution. Strategy alone won’t carry you if the follow-through isn’t sharp.🏅 7. Omnichannel matters: With customers interacting with your brand in different ways, across multiple channels, make sure you're capturing and utilising data across all touchpoints to create a seamless customer experience.📱 8. Be smarter with your AI prompts: You’ll get better, more tailored results. This AI Marketing Guide was shared and has some specific examples to help you get the most out of the tool. 🔗 https://bit.ly/3B9IK6V #tfm24 #marketing

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