What would a ‘new marketing’ champ do in Pharma and Healthcare?
Here are 9 imperatives I see for Pharma Marketers as we enter 2010 and a new decade:
Adopt human-centered thinking across everything you do. Both Steve Jobs and Google share a relentless focus on knowing and pleasing their core customer – the consumer. No detail is ignored if it brings value. Importantly, these champs don’t think of consumers sporadically or when it’s convenient, but in every decision and action they take. The customer experience is front and center from beginning to the end.Pharma and Healthcare marketers: are patients at the center of everything you do? Really? As Steve Jobs might ask, are you taking full responsibility for your patient/e-patient user experience? Are you thinking about every touch along the treatment pathway, that is no longer a straight linear line, but made of multiple touches, information and influences often hitting at once and with circular repetition? (You may also want to read: Is Your Brand Patient-Centered? 5 Critical Success Factors) Continue reading →
What Would Steve Jobs Do? This is the first of a four part series for Consumer and Pharma/Healthcare Marketers looking to tame the rigors of 2010…by taking a closer look and asking ourselves what three incredibly successful people and companies in business today would do…
The genesis for this series first came while reading Fortune’s CEO of the Decade and The Decade of Steve, and thinking about the question that Apple executives asked themselves over and over during Steve Job’s six month leave of absence in early 2009: What would Steve Jobs do? Recently, I picked up What Would Google Do? by Jeff Jarvis (great book)… I hope you’ll stay tuned for What Would Google Do? And What Would Jake and Rocket Do? And What Might Marketers Do in 2010?
As you’re developing new products, services and/or marketing plans this year, here’s a question to ask yourself at each major milestone and decision point…
What Would Steve Jobs Do? The threshold for moving forward: Would it pass Steve’s test? In the past 10 years alone Steve Jobs has radically and lucratively reordered three markets –music, movies, and mobile telephones–and his impact on his original industry, computing has only grown. Continue reading →
Inspired by Alvin Toffler’s quote: “The illiterate of the 21st century will not be those who cannot read or write, but those who cannot learn, unlearn, and relearn,” we asked 12 leading bloggers and healthcare thought leaders to share their reflections: what would they recommend as top learning strategies for Pharma and Healthcare marketers in 2010?
Overall, there were six themes that contributors brought to life:
1) e-Patients are at the center and critical to learning and design;
2) Authenticity isn’t a ‘nice to do’, it’s a ‘must’ (and you won’t be the one who decides whether you’ve succeeded);
3) Don’t’ get distracted by ‘bells and whistles’-remember the basics and keep your brand core strong;
4) New marketing challenges require new ROI thinking…the ROI of connection, authenticity and compassion;
5) The marketing cycle of life is going through unprecedented change requiring all marketers and communications people to unlearn much-the movement from paid marketing to earned marketing requires a different mindset and skills; and
6) Effective marketing and engagement will require new kinds of leadership skills.
Or as Steve Woodruff would say, “it’s a holiday grab-bag of nuggets from the wise travelers–some myrrh, some gold, some SEO, some patient communities–stick your hand in and grab some goodies!”
My heartfelt appreciation to the 12 contributors-yet another example of the power of the community. Continue reading →
[As originally posted in MedAd News, November 2009]
Almost every pharma company likes to think of itself as
“patient-centric,” but prescription brands can become
patient-centered only by putting consumers at the heart of their business model through every stage of product development and deployment and by focusing relentlessly on patient experience and outcomes. This means integrating tough consumer questions and learning into every phase of commercialization. Consumers increasingly demand direct communication and they expect the kind of standards to which they are accustomed in other industries. This is a major challenge, with substantial rewards awaiting those who find their way.
Adopting five critical success factors improves success. Marketers must put patients at the center of every decision right from the beginning; translate clinical benefits to real
world health grains; encourage a more collaborative relationship between doctor and patient; improve patient and caregiver experience through the treatment pathway; and take nothing for granted, understanding that even small details can be meaningful to patients and families.
A newcomer might wonder why pharma needs reminding to center on the patient; it’s a stated part of virtually every company mission. Traditionally,
patients were not viewed as the primary customer—physicians were, and in some ways still are. New drugs were positioned to get maximum uptake and support of the primary gatekeepers: healthcare professionals, who were thought to know their patients. New products reaching their primary end points without safety issues were launched to physicians. While consumer companies can more easily design desired product features and benefits into the development process, drug
recovery is fraught with special hurdles, plus limitations of what benefits new
prescription or biologic entitles deliver in clinical use. As a result, many compounds fail before FDA approval. Continue reading →
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 →
Now that the Games for Health Conference is over, I’ve had a little time to reflect on possible implications for Pharma and Healthcare Marketing.
Please read my second guest blog at PharmaExec Blog for the Seven Key Implications I see for Pharma and Healthcare as we move into the “virtual” future of healthcare marketing. Implications range from prevention, diagnosis and awareness to adherence and training.
If you’re new to the concept of health games, based on the conference, health games seem to generally fall into six areas: Continue reading →
PEW Internet and California HealthCare Foundation have recently issued a new report called The Social Life Of Healthcare Information: Americans’ Pursuit of Healthcare Information Takes Place Within a Widening Network of Online and Offline Sources (June 2009). While much of the study is confirmatory, there are nuggets for pharma and healthcare marketers to consider:
The Internet continues to be a growing source of healthcare information –61% of US adults look online for healthcare information vs. 25% in 2000.–Further, mobile access draws people into conversations about health as much as online tools enable research. Wireless connections are associated with deeper engagement in social media and information exchange. And mobile access is on the rise.
American adults continue to turn to traditional sources of health information, even as many of them deepen their engagement with the online world. — Experts remain vital to the health-search and decision-making process.
86% of all adults ask a health professional, such as a doctor.
68% of all adults ask a friend or family member.
57% of all adults use the Internet.
54% use books or other printed reference material.