Expert Marketing Advice for Pharma Manufacturers: How to Gain the Competitive Edge with Elliott Berger, Chief Marketing Officer

Marketing in pharma can be tough. In the contract manufacturing space where the services of one provider might look very similar to another, it can be a challenge to build a distinctive brand and to target at customers at the right moment in their drug development process.
In the latest episode of the PharmaSource podcast, Elliott Berger – formerly Chief Marketing Officer at Catalent and currently Strategic Advisor for Orientation Marketing and Fractional CMO – shares his insights into how marketing can make a real impact in this industry.

From babies to baby molecules
Elliott has previously held a series of senior positions in J&J Consumer Group of Companies on world famous brands like Johnson’s Baby. “In consumer health we would spend literally hundreds of millions of dollars to experiment and work the best talent, best agencies, the best creatives and the biggest media companies”.
He then applied those lessons to Catalent where he led “one of the most active and aggressive marketing programmes in this industry”.
Elliott found the biggest change in moving into B2B was to “adjust from large, emotional marketing to drive impulse purchases” to targeting a business customer “who are trying to buy complex projects with multiple stakeholders, multiple influencers or large process large spending over a period of time.”
Elliott draws a direct comparison between targeting pregnant women, who are at a clear stage in the baby’s development, and targeting pharmaceutical executives who are nurturing their “baby molecule” through the drug development process.
In this interview he shares the following best practices for marketing that can cut through the noise.
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