As Marketers, we’ve long been conditioned to “sell”, also known as the fourth Marketing P: Promotion. Increasingly, however, the world of Marketing is shifting from a model of selling and shouting to one of listening, engagement, dialogue and education. Pharma is no exception to this change. A recent study by about.com outlined in eMarketer points to success with current pharma advertising, but also highlights opportunities for improvement that are consistent with the continued shift in consumer mindset.
Following diagnosis from their Physician, most consumers use the web to find more information about their condition, a smaller percent use search engines to better understand treatment options or the particular medication that they’ve been prescribed. Only 35% trust what the doctor says and fill the prescription without further search or education.
Currently, more than four in 10 Internet users told About.com that pharma ads made them aware of treatment options and educated them about symptom and conditions; 17% felt like they could speak more knowledgeably with their doctor because of pharmaceutical advertising. Continue reading →
Pharma and Marketers alike, as we approach the end of summer, perhaps a little introspection is warranted?
In the latest McKinsey Quarterly, Dan Vasella, CEO and chairman of Novartis, shares his personal approach to management and leadership, and discusses health care reform, the economic downturn, and executive compensation…During the discussion on compensation, he poses an interesting question worth pondering:
“…I think it much more important to ask, ‘How do you use what you have?’ It’s like with talents you have, do you really use them for the best of society? Do you give something? How do you use the money you have? Is it just to have more zeros on the bank account at the end of the year? Or do you do something right with it?”
So in these tough economic times and with healthcare reform looming, might it not be important for each of us to ask: How does our business, or our brand(s) use what they have?
All summer, I’ve been watching a nearby farm’s crop of sunflowers grow and reach for the sun…In taking some pictures this weekend, I couldn’t help but notice all the bees busy pollinating these sunflowers. Interesting, it is estimated that one third of the human food supply depends on insect pollination, most of which is accomplished by bees, especially the domesticated European honey bee. (Wikipedia) How does this relate to Pharma and Social Media Networks?
Bees may be solitary or may live in various types of communities. The most advanced of these are eusocial colonies found among the honey bees, bumblebees, and stingless bees.
Eusociality (Greekeu: “good/real” + “social”) is a term used for the highest level of social organization in a hierarchical classification.
Reproductive division of labor (with or without sterile castes)
Cooperative care of young
So where do we humans fit in? How social are we really? Is Social Media a close cousin of Eusociality?
Every once in a while, it’s good to take a step back…
The Ted Tribe Talk: “Tribes are what matter now” just went live. In 17 minutes, Seth Godin bring to life his story: the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change… Everyone and anyone should step up–find something worth changing and start a movement by asking the tribe to spread the idea…
Seth speaks to the evolution in marketing from factory, to mass market and “push” advertising, to the growth of the internet and the idea of tribes as a way to lead and connect people and ideas. He believes that tribes are what people want now–tribes can create movements that can help change the world– not because of force, power or money– but because people want to connect especially to something worth changing. Seth makes the point that its not about the numbers, but creating a movement among the people that care–the true believers–and as little as a thousand believers is enough.
As we were developing our website to pay off: “Elegant Prescriptions for Leading Performance”, I stumbled upon Matthew E May and his book The Elegant Solution, and went on to read his two “Change This” manifestos:
Matt wrote a blog to usher in 2009 that has stuck with me since I read it a few weeks ago–so much so– I would like to share it: “2009: Don’t Just Do Something.” It flips on its ear how we often approach problems and life: …always looking for what to do, rather than what to not do. Continue reading →
It’s fundamental to the force of American enterprise
And it will drive DTC ROI
So much is shifting in our world. What’s happening with consumers today is very different than it was a year ago, or even 6 months ago. The mindset changes run deep – going all the way to peoples’ views of happiness and what constitutes a meaningful life.
It’s not money that determines our happiness, but some combination of these three attributes: 1) autonomy and the ability “to do our own thing”, 2) maintaining connectedness with others and 3) enjoying exercising competence and learning.
How we experience ourselves is a common denominator.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
Brands that enable people to get what they want win the day. As Healthcare Marketers, we may be able to provide some of these intangibles… Continue reading →