How Abbott Laboratories saved time with its ‘marketing insights hub’

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Consumers are more time-poor than ever, as modern life gets busier and busier. Likewise, marketers are just as pressed for time. This has rendered the “old-fashioned knowledge management platform” close to obsolete, according to the Elizabeth Parsons Morgan, senior vice president of marketing for Market Logic Software.

“You enter your terms, you get lists and lists of documents, and you have to open these documents and read them. No one has time to do that anymore,” Morgan said at the MRMW Asia 2018 conference in Singapore.

Developing a marketing insights platform with one-click searches, she said, is the way to...

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