--- description: Seventeen articles written for the Swedish trade magazine Pharma Industry between 2017 and 2023, republished here in full and translated into English, plus what has been written since. --- [Skip to the main content.](https://www.dualia.se/insights#main-content) [![dualia_word_white_medium](https://www.dualia.se/hs-fs/hubfs/dualia_word_white_medium.png?width=2500&height=429&name=dualia_word_white_medium.png "dualia_word_white_medium")](https://www.dualia.se) [![dualia_word_black_large](https://www.dualia.se/hs-fs/hubfs/dualia_word_black_large.png?width=6438&height=1104&name=dualia_word_black_large.png "dualia_word_black_large")](https://www.dualia.se) - [Services](https://www.dualia.se/services) - [AI Adoption Sprint](https://www.dualia.se/ai-adoption-sprint) - [Content Engine Sprint](https://www.dualia.se/content-engine-sprint) - [Omnichannel Journey Sprint](https://www.dualia.se/omnichannel-journey-sprint) - [AI Avatar & Video Sprint](https://www.dualia.se/ai-avatar-video-sprint) - [Case studies](https://www.dualia.se/case-studies) - [Insights](https://www.dualia.se/insights) - [Speaking](https://www.dualia.se/speaking) - [About](https://www.dualia.se/about) - [Fredrik Holmboe](https://www.dualia.se/fredrik-holmboe) - [Contact](https://www.dualia.se/contact) Search Toggle Menu Search Toggle Menu - [Services](https://www.dualia.se/services) - [AI Adoption Sprint](https://www.dualia.se/ai-adoption-sprint) - [Content Engine Sprint](https://www.dualia.se/content-engine-sprint) - [Omnichannel Journey Sprint](https://www.dualia.se/omnichannel-journey-sprint) - [AI Avatar & Video Sprint](https://www.dualia.se/ai-avatar-video-sprint) - [Case studies](https://www.dualia.se/case-studies) - [Insights](https://www.dualia.se/insights) - [Speaking](https://www.dualia.se/speaking) - [About](https://www.dualia.se/about) - [Fredrik Holmboe](https://www.dualia.se/fredrik-holmboe) - [Contact](https://www.dualia.se/contact) [Facebook](https://www.dualia.se/insights#0) [Instagram](https://www.dualia.se/insights#0) [Linkedin](https://www.dualia.se/insights#0) [X](https://www.dualia.se/insights#0) [YouTube](https://www.dualia.se/insights#0) [Medium](https://www.dualia.se/insights#0) # Insights Between 2017 and 2023 Fredrik wrote a standing column for **Pharma Industry**, the Swedish life-science trade magazine. Seventeen articles on the unglamorous end of commercial work: which channel actually reaches a clinician, what a content strategy is when it is not a calendar, and why the measurement is usually the part that never gets built. All seventeen are here in full, translated into English from the Swedish originals, each with a link to the original at the publisher. Nothing has been rewritten to look better in hindsight. Some of the 2019 search advice has aged, and that is precisely the point of leaving it up. Every piece opens with an editor's note from 2026 saying which parts still hold and which need checking before anyone acts on them. ## Multichannel marketing, a four-part guide The series that started it, written while the industry was still arguing about whether email counted as a channel. - [Multichannel marketing. A guide for analysis and follow-up. Part 1](https://www.dualia.se/insights/multichannel-marketing-part-1-email) 14 February 2017 - [Multichannel marketing. A guide for analysis and follow-up. Part 2. Websites](https://www.dualia.se/insights/multichannel-marketing-part-2-websites) 23 May 2017 - [Multichannel marketing. A guide for analysis and follow-up. Part 3. Webinars](https://www.dualia.se/insights/multichannel-marketing-part-3-webinars) 13 November 2017 - [Multichannel marketing. Part 4. eRep and eMSL](https://www.dualia.se/insights/multichannel-marketing-part-4-erep-emsl) 4 June 2018 ## Social media, when pharma still thought it could opt out - [Are you missing the most important marketing channel?](https://www.dualia.se/insights/are-you-missing-the-most-important-marketing-channel) 25 September 2018 - [Using social media as a pharmaceutical company](https://www.dualia.se/insights/social-media-for-pharma) 3 May 2021 ## Strategy and search - [Mistakes to avoid when you create a digital strategy](https://www.dualia.se/insights/mistakes-to-avoid-when-creating-a-digital-strategy) 12 February 2019 - [Search engine optimization. What to think about in 2019? Part 1](https://www.dualia.se/insights/search-engine-optimization-2019-part-1) 27 May 2019 - [Search engine optimization. What to think about in 2020? Part 2](https://www.dualia.se/insights/search-engine-optimization-2020-part-2) 21 November 2019 ## Email and webinars Five pieces on the two formats everyone claims to have outgrown and nobody has replaced. - [Is email marketing dead?](https://www.dualia.se/insights/is-email-marketing-dead) 7 June 2020 - [Digital marketing and webinars. Maximising the value of every initiative](https://www.dualia.se/insights/maximise-the-value-of-every-initiative) 30 November 2020 - [Webinars. Time to see them as something more](https://www.dualia.se/insights/webinars-time-to-see-them-as-something-more) 27 September 2021 - [15 tips to improve your life science webinars. Part 1](https://www.dualia.se/insights/15-tips-to-improve-your-life-science-webinars-part-1) 15 June 2022 - [15 tips to improve your life science webinars. Part 2](https://www.dualia.se/insights/15-tips-to-improve-your-life-science-webinars-part-2) 6 September 2022 ## Customer segmentation The last two, and the ones that hold up best, because the problem has not moved. - [Why customer segmentation decides whether you win or disappear. Part 1](https://www.dualia.se/insights/customer-segmentation-part-1) 23 May 2023 - [Why customer segmentation is what makes you win or disappear. Part 2](https://www.dualia.se/insights/customer-segmentation-part-2) 4 September 2023 ## One field report - [#INBOUND2018, Boston, 4 to 7 September](https://www.dualia.se/insights/inbound2018-boston) 26 November 2018 ##### Sprints Sprints - [AI Adoption Sprint](https://www.dualia.se/ai-adoption-sprint) - [Content Engine Sprint](https://www.dualia.se/content-engine-sprint) - [Omnichannel Journey Sprint](https://www.dualia.se/omnichannel-journey-sprint) - [AI Avatar & Video Sprint](https://www.dualia.se/ai-avatar-video-sprint) ##### Company Company - [Services](https://www.dualia.se/services) - [About Dualia](https://www.dualia.se/about) - [Fredrik Holmboe](https://www.dualia.se/fredrik-holmboe) - [Contact](https://www.dualia.se/contact) ##### Evidence Evidence - [Case studies](https://www.dualia.se/case-studies) - [Insights](https://www.dualia.se/insights) - [Speaking](https://www.dualia.se/speaking) ##### Get in touch Get in touch Dualia AB Stockholm, Sweden [fredrik@dualia.se](mailto:fredrik@dualia.se) [![Dualia](https://www.dualia.se/hubfs/dualia_word_white_medium.png)](https://www.dualia.se) - [Privacy policy](https://www.dualia.se/privacy-policy) - [Contact](https://www.dualia.se/contact) © 2026 - Dualia AB [Facebook](https://www.facebook.com/DualiaAB)[X](https://x.com/dualiaab)[Instagram](https://www.instagram.com/dualiaab)[Linkedin](https://www.linkedin.com/company/dualia/)[YouTube](https://www.youtube.com/channel/UCNKlV-GESgfAf4qUgw7TAsQ)[Medium](https://medium.com/@dualia) Return to top