"The year-long campaign was built for a world where attention was predictable, channels were stable and learning cycles were measured in quarters. That world is gone. Attention is fragmented. Static, preplanned campaigns can't adapt quickly enough. Digital environments also move at breakneck speed. A TikTok trend, Reddit debate or single Congress abstract can reshape conversations overnight. Brands underperform not because strategy is flawed, but because the market shifted and nobody acted."
"Then, on Monday, a national society publishes new clinical guidance that broadens who should be considered for GLP-1 treatment. Do you wait for your next cycle? Or do you move within 48 hours, starting by looking at your data, creating a one-page evidence summary, a concise "how to start and titrate" guide for your healthcare professional (HCP) site, and a short rep brief so the field team can handle the top three questions clinicians are already asking?"
Annual, rigid campaign models fail in markets where attention fragments, channels shift quickly and events can alter conversations overnight. Rapid, targeted initiatives called micro-battles enable teams to act within days or weeks to capitalize on emergent opportunities. Winning micro-battles requires signal detection systems, fast data review, one-page evidence summaries, concise how-to HCP guides, and short field briefs so reps can answer top clinician questions. Speed, cross-functional alignment, empowered field teams, and iterative measurement turn advantage into sustained performance. Strategy remains the guiding north star, but execution must be nimble, with preplanned scaffolds supporting rapid, prioritized responses.
Read at Forbes
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