Round-up for life science marketers: good reads to kick off February 2019

Below are links to some very new happenings in life science and B2B marketing that every life science marketer should be staying on top of. I've also included some 'oldies but goodies' that are still super-relevant to any life science marketer seeking greater results in their 2019 strategy.

I especially strongly recommend a careful read of the AT Kearney paper which remains an excellent framework for guiding digital markets in the life sciences.

1. AT Kearney's 2015 customer engagement map still relevant for big pharma markets to become digital natives in omnichannel landscape. Read here.
2. Latest research confirms increasing complexity of omnichannel marketing as declining B2B field sales continue to be overshadowed by fast growing digital channels (e.g., website, ecommerce, chatbox, email) and inside sales channels (e.g. telemarketing, telesales, inbound and outbound contact centre agents).  Read here.
3. Multiple case studies show how field sales teams need to adapt quickly to multi-channel marketing (all recent but undated). Read here.
4. Amazon's new digital healthcare joint venture with two financial giants believed to target medical device and generic drugs markets (Jan 31, 2019). Read here.
5. Google 17 deals with pharmaceutical startups over 3 years targets valuable IP and talent. Read here.
6. India's world-class pharma industry leaders in generic drug manufactures are pushing into Vietnam and other fast growing emerging healthcare markets (Jan 31, 2019). Read here.