Insights

Seventeen articles in the Swedish pharma trade press, 2017 to 2023, and what came after.

Between 2017 and 2023 Fredrik wrote a standing column for Pharma Industry, the Swedish life-science trade magazine. Seventeen articles, in Swedish, 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.

The pieces are linked here in full, on the publisher's own site. 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.

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.

Social media, when pharma still thought it could opt out
Strategy and search
Email and webinars

Four pieces on the two formats everyone claims to have outgrown and nobody has replaced.

Customer segmentation

The last two, and the ones that hold up best, because the problem has not moved.

One field report
What comes next here

The trade column stopped in 2023. Since then the same questions have reappeared wearing AI clothing, which is what this site is mostly about. New writing lands here rather than in print, starting with revisits of the pieces above: what the argument was, and what has actually changed since.