Expanding into emerging markets is an exciting opportunity for pharmaceutical companies, but it can be fraught with unknowns. Pharma needs clear insights on the markets they wish to enter to be able to make informed business decisions.

The insights agency had a team dedicated to providing primary market research emerging markets insights. I worked with them to develop a thought leader content strategy demonstrating their expertise in a whole host of markets. We wanted to showcase their many areas of expertise around topics such as market access, the different cultural, digital and healthcare characteristics of individual markets, patient willingness to pay, research for publication and the like. Each member of the team contributed thought pieces from their own experience to demonstrate the broad capabilities within the team. Once a month, a thought leader article was distributed via social media, client newsletter, email signature banner and sometimes placed in the trade press. Working with the Design Studio, we then created an annual magazine curating all the annual articles into one and distributed this to key target audiences within global pharma, focusing on clients who had a known focus on expanding into emerging markets.