SKIM

While traditionally sales calls were made using printed detail aid materials, detailing has become the new standard. Our client at a global pharmaceutical company, Rachelle, reached out to us to measure the performance of their draft detail aid among GP’s on key parameters (e.g. key message recall, prescription-recommendation intent) and defining potential areas for improvement to fine-tune the detail aid.

How can a global organization improve strategic decision-making, align all stakeholders around an action plan, and accelerate deployment? 

These were the exact questions Danone faced last year in its plant-based acceleration unit of the specialized nutrition division. 

As one of the top global food companies, adapting to changing consumer behavior is always a key challenge for Danone. And with their committment to both healthy people and a healthy planet, Danone needed to respond to the growing popularity of plant-based products. Danone wanted to continue to grow infant nutrition by leveraging plant-based assets from the company.

Danone’s global strategy and insights team saw an opportunity to use business wargaming, a data-driven, agile decision-making approach to enabling faster and more holistic decision, to help accelerate strategic decision-making and growth for its plant-based portfolio. 

FMCG revenue professionals are challenged with creating a win-win-win situation: Provide consumers with the right product at the right price, create value with retail customers in challenging times, all while delivering top and bottom-line growth. And all of this while working within legal limits in countries that prohibit resale price maintenance. 

Leading consumer goods companies like Unilever are increasingly adopting a net revenue management (NRM) approach to tackle this challenge. By applying a structured approach to analytics and encouraging open-mindedness, companies like Unilever are maximizing their net revenue and profits. 

While you may subscribe to this holistic approach in theory, how exactly does an NRM mindset work at the brand level? How can NRM help you adapt to sudden market changes, like rising costs, or when you need to stake your claim in a fiercely competitive category? 

Read on to learn about how two leading Unilever-owned Dutch brands, Unox and Andrélon, took part in a NRM journey. 

Edrington UK is the sales, marketing and distribution business of internationally renowned spirits company, Edrington. The company’s portfolio includes beloved whiskies and cognacs such as The Macallan, The Famous Grouse and Jim Beam. When the pandemic disrupted consumer behavior and paths to purchase shifted more towards digital channels, Edrington needed a data-driven approach to understand the changes and help prioritize its marketing strategies. If you’re facing similar shifts in consumer behavior and shopper journeys, Edrington’s success story is enlightening and inspiring.

SKIM, insights-based consultancy, has been recognized as the third most innovative insights agency in Greenbook’s 2023 GRIT Business & Innovation Report. Since making its debut on the list six years ago, SKIM has steadily climbed the ranks of the Top 50 list. The company continues to be recognized for its analytics expertise, innovations, and unique approach to client partnerships.

The changing nature of health information behavior is challenging pharmaceutical and medtech companies and their insights approaches. In this blog, we reveal the practical applicability and outcomes of the health information behavior framework, including the actionable insights pharmaceutical and medtech marketers need: patient types, information tipping points, preferred sources and channels, unmet needs, as well as other potential marketing opportunities. Read on to learn of two real-world examples of how marketing teams in the dermatology and oncology indications leveraged health information behavior insights to reveal the what, when, why, and to what end patients engage with health information.