EMJ GOLD: Pharma news, views and analysis · EMJ
S10 E06: GSK's Matt Mortimer-Ryan on behaviour-led pharma marketing
·24 min·2 clips
Matt explains why patients didn't take action despite high disease awareness, uncovering hidden emotional barriers.
As heard by us
Behaviour-led pharma marketing, grounded in patient insight and social proof.
Matt Mortimer-Ryan's move from pharma sales into senior global marketing at GSK for Vaccines gives the episode a practical frame. It makes the case that patient-centric pharma marketing works best when campaigns start with how people actually behave, not just with disease…
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