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