At McCann Health Nordic we believe that lifecycle management represents the purest form of marketing. It’s live strategy with in-play tactics. It’s head-to-head. It’s a continual refinement of best practices and a creative exploration of new ones. The right lifecycle management will utilise the product’s full potential to maximise sales, and extend product value beyond patent expiry, culminating in a steady sunset of the product.
Our approach to lifecycle management is simple. It’s not always about creating new materials; sometimes it is about learning to work better with the materials we have. There are three primary relationships that lifecycle management is targeting: affiliate marketers & sales reps, sales reps & HCPs and HCPs & patients. Our job is to make the interactions between each of them as rich as possible.