Loaded For Bear: Day 1- ExL Digital Pharma East Conference

Pharma, are you ready to leverage customer insights and closed loop marketing (CLM) in your iPad and mobile initiatives to help support customers?

To read the full article “Loaded For Bear: Day 1- ExL Digital Pharma Eastclick here to go to ExL’s Digital Pharma blog.

Stay tuned for Day 2 and Mobile Marketing’s Day 3 summaries…

 

Pharma Marketers: Eight Things We Might Learn From Zappos.com

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

Marketers: What Would Google Do? 10 Imperatives for 2010 (part 2 of 4)

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

Pharma: Ask Not What Social Media Can Do For You, But What Your SM Can Do For Patient Health

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

Pharma: Say NO To More Bullets! And Presentation Tips.

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″ by Slideshare.net and 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

Leadership: The First Unassisted Paraplegic to Summit Mt Kilimanjaro

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]

Continue reading

Pharma and Social Media: What Role Should Personas Play?

Last Thursday, I attended Business Development Institute’s Social Communications & Healthcare Conference. There were a number of good presentations for Pharma social media. One that stood out was the folksy talk given by Pfizer’s VP/Worldwide Communications Ray Kerins. Ray ingratiated the group by acknowledging that Pfizer still has a long way to go, but promised to listen and try to get it right… Or listen to Rick Wion, VP of Interactive media at GolinHarris, co-creators of McNeil’s two ADHD social media sites, speak about how to work within the regulatory environment.  Jonathan Richman also presented Healthcare and Social Media: Know the Rules.  And for conference takeaways, read Sally Church’s Pharma Strategy blog The Challenge of Social Media in Pharma as well as Steve Woodruff’s Impactivity Blog Pharma and Social Media Progress!.  Or follow the many tweets at #BDIContinue reading

Pfizer Takes A Page From Hyundai Marketing With New Recession Offer!

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