Here’s my take after reading Delivering Happiness: A Path To Profits, Passion, and Purpose by Tony Hsieh CEO, Zappos.com, Inc. While it’s true that Zappos lives in a less regulated business environment than the pharmaceutical and healthcare industry, Tony’s standards for communicating with consumers are now part of the context of our work. Patients have come to expect Zappos- level experiences. This blog accepts that challenge: what might a pharma company or hospital might look like if Tony were CEO…
Eight marketing insights for Pharma (or any healthcare or consumer business for that matter):
1. Are you sitting at the right table? If not, it’s never too late to change! It’s easy to get caught up and engrossed in what you’re currently doing, and forget that you even have the option to change tables. It’s also easy to overlook that the game starts even before you sit down in a seat… Don’t let inertia win, be sure you’re playing in the right game—one that you can both win at and fulfills your goals.
While Tony learned this lesson during a phase of heavy poker play, he switched tables quite a few times during his life, and certainly for Zappos, they switched tables when they shifted the company strategy to focus on customer service and experience as a brand differentiator. It caused a shift in their business model from one of drop-shipping to one of carrying their own inventory so that they could be in control of their customers’ experiences…What’s the game your pharma co is playing? Continue reading →
What Would Google Do? What would the fastest-growing company in history and a model for thinking in new ways do? Even this week, Google makes waves with their launch of their new android-based Nexus One (MIT Says Yes).
Welcome to the second of a four part serious for Consumer and Pharma/Healthcare Marketers looking to tame the rigors of 2010… If you missed post 1, read: What Would Steve Jobs Do? And by all means, I hope you’ll stay tuned for What Would Jake and Rocket Do? And What Would Savvy Marketers Do?
“Once upon a time, all roads led to Rome. Today, all roads lead from Google.” – Jeff Jarvis
What Would Google Do?
1. Focus on the user and all else will follow.Design with simplicity. Google strives to provide the best user experience possible—from the user/customer’s point of view. Google often forgoes paying for marketing and instead focuses on creating something so great that customers distribute it—it goes viral. Continue reading →
Last week, I and a few hundred other SM-aniacs, spent 2-days in the #FDASM ‘bunker’-so nick-named for its lack of windows and web/cell phone coverage. (Many more also attended via a free webcast and live twitter.)
Shortly after the program began, I heard a faint voice in the back of my
mind. At first I couldn’t place the voice or make out the words. But it grew louder with each presentation. On the train home, I recognized the voice as JFK’s, and the words as his inaugural speech “Ask Not What Your Country Can Do”.
If you haven’t read JFK’s short but powerful speech, do yourself a favor and read now. I think you may be struck by the parallels between the challenges he faced and the vision he articulated to meet them, and the challenges we must rise to as pharmaceutical and social media professionals trying to keep up with empowered e-patients in a web 2.0 world, soon to be web 3.0.
Here are some of the challenges JFK articulated in his speech that seem particularly relevant to our challenges of engaging and educating patients and doctors using rapidly evolving technologies and strategies. I’ll also do my best to link back to the many speakers and presentations from #fdasm. Continue reading →
This week, I came across two presentations that made me stop and refocus my thoughts on writing and delivering effective and engaging presentations. The first was a terrific five minute video interview of author Carmine Gallo (The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience) outlining the 5 points he attributes to Steve Job’s incredible success as one of today’s most engaging speakers. The second was the announcement that “Health Care Napkins”, created by Dan Roam with Tony Jones, was the winner of the “World’s Best Presentation 2009″ bySlideshare.netand Business Week.
Click on image to watch video on ABC.
The 5 Techniques that help make Steve Jobs a truly great presenter:
1. Introduce an antagonist. Every presentation is a theatrical experience: “Every great drama has a hero and a villain.” Steve Jobs explains the problem and leads the way for the hero… Continue reading →
Think about using only your arms to crank 528,000 revolutions of your pedals to reach the summit of Mt. Kilimanjaro!
Click to watch the video and participate in helping Chris to reach his dream.
While this blog is usually focused on pharma, healthcare 2.0 and consumer marketing…Today, I’m writing to help out a friend, Chris Waddell, who is undertaking a project to help countless other disabled people [estimated at 600 million globally and nearly 1 in 10]. Chris is climbing Mt. Kilimanjaro to raise awareness of the plight, and potential, of the global disabled community. He is seeking contributions to fund both his climb and the making of a documentary about his climb. What makes Chris’s undertaking and leadership so compelling is that he himself is a paraplegic. [Learn more about Project One Revolution]
Yesterday, Pfizer announced a FREE Medicines Program for newly unemployed Americans. The new program will help eligible unemployed Americans and their families who have lost their health insurance maintain access to their Pfizer medicines for free for up to 12 months or until they become re-insured (which ever is first).
More than 70 Pfizer primary care medicines will be available through the program, including such chronic medications as Lipitor, Celebrex and Lyrica, but not some of the costly specialty drugs for diseases such as cancer. A key requirement is that a person must have been prescribed and taking a Pfizer medicine for at least 3 months prior to becoming unemployed and enrolling in the program.
The inspiration for the new program, called MAINTAIN (Medicines Assistance for Those who Are in Need), was generated by Pfizer employees who were witnessing friends, family and neighbors struggle to make ends meet after losing their jobs. “We thought there must be some way we could help recently unemployed people who are taking Pfizer medicines to continue treatment during theses challenging economic times,” said Dr. Jorge Puente, Pfizer’s regional president of Worldwide Pharmaceuticals, a leading champion of the initiative. Continue reading →
Following last week’s blogs “Pharma Companies are Beginning to Twitter“ and “Building on Janet Johnson’s 5 Phases of Social Media“, it seems appropriate to raise some of the watch-outs Pharma and Healthcare constituents might want to consider if planning to play in the SM space [which is always difficult given the industry’s conservatism and regulatory concerns regarding out of indication conversations and/or adverse event reporting], and/or you’re current program is not meeting expectations.
While the industry is a buzz about SM, it’s an understatement that brand teams and their partners everywhere continue to struggle with how to make sense of it and effectively move forward.
So here goes…my list of watch- outs for Pharma Social Media based upon my own experience, the many blogs I’ve read, and the many conversations with brand teams that I’ve been involved with over the last few years. Continue reading →