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: Are You Ready To Optimize Your Digital Strategy NOW?

Here is my recent presentation, Digital Strategy in the NOW Economy: Proactive and Real-time as presented at The Social Media in Pharma Online Summit Conference.  While this digital strategy presentation is geared to Pharma and Healthcare, it is quite relevant for all marketers with an eye to reconsidering their digital approach in the NOW Economy which demands both new skills and changes in our marketing mindset.

Slide Content Overview:

  • The NOW Economy Demands…
  • Kick-Ass Digital Brand Strategy- It’s not about technology. It is about creating opportunities for the brand/company to build deeper relationships. Digital strategy must integrate into the brand strategy and strengthen the brand’s core promise.
  • Creating and Leveraging a Digital Brand Strategy requires new skills and a discipled, fluid process. Follow these six steps to greater success.
  • Five Imperatives to Boost Your Digital IQ- Concentrate your learning on these five critical success factors for today’s marketplace, starting with 1) designing content strategy, 2) delivering ‘perfect fit’, 3) thinking digital ecosystem, 4) fostering community and 5) getting over ‘lack of control’. Are there are others that you might suggest?
  • Go. Initiate. Enchant.- Health is Social- Try something new!

The challenges of INTEGRATION and how to best keep the brand’s core promise front and center appear to be top-of-mind to Pharma right now.

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Pharma DTC At The Crossroads? 2011 Prevention DTC Study Results

Here are six thought starters I see coming out of Prevention Magazine’s 14th Annual Pharmaceutical Direct-to-Consumer (DTC) Advertising Study.*

1. Generic growth continues to put downward pressure on DTC ROI’s.

2. DTC continues to positively impact conversations with the doctor, but there is a general decline in patients receiving the prescription drug–a significant drain on ROI.

3. Consumers value Pharma websites, but opportunity exists to improve their value with less focus on ‘benefits-only’ messaging.

4. Consumers are consistently looking for Pharma to provide more information about the safety and risks of prescription medicines.

5. Social Media and Mobile Health are still in their infancy in helping consumers to gather information about prescription medicines and to manage their healthcare.

6. Consumers are interested in new health IT and advanced treatment solutions to help improve their health.

1.      Generic use continues to rise with 36% reporting that they’ve switched to a generic prescription or OTC medicine in the past 12 months to reduce healthcare costs.  With Generic medications now accounting for 78% of all retail prescriptions dispensed (IMS Health), this has sizable potential implications for any brand’s DTC Adverting ROI.  Continue reading

Data Visualization And Why All Healthcare Marketers Should Care

In a world where we are bombarded by information, targeted by mass media and social networks, what can we do to make our message heard? How can healthcare, DTC and consumer marketers dimensionalize communications in a way that draws attention and focuses learning to important information and messaging?

Data visualization provides an increasingly powerful means to not only communicate information clearly and effectively, but the wise will consider it critical to help position their companies and brands in digital marketing today.

As outlined by FFunction in it’s report ‘Data Visualization: How To Position Your Company in Digital Marketing’, “The power of visualizations comes from the fact that they stimulate the brain in a different way, by focusing attention on the sensorial and rational sides simultaneously. They act as a discovery game that incites one to focus on the displayed information that might otherwise be left unnoticed.” Continue reading

How To Improve Your Mobile Health Strategy: Five Imperatives

With the exponential growth in mobile adoption, technology and new apps, mobile is on everyone’s list for 2011 and beyond, and rightfully so. The mobile “product” and “channel” offers numerous opportunities for all marketers, healthcare and pharma included.

Consider some of the facts:

  • Mobile will be the primary digital connection for both existing and new customers. [Forester]
  • Today there are well over 400M phones in the US, over 350M applications available for the iPhone and counting with more than 10B downloads. [Forester]
  • Mobile users will surpass desktop users in 5 years.  Mobile growth is the fastest in communications history. [Mary Meeker, KPCB]
  • Physician adoption of mobile devices is astounding. Chilmark  Research estimates 100% of physicians will have a smart phone and use content apps by 12/31/2013–with touchscreen tablet saturation by 2015. Smartphone Apps now focus on communication, alerts and decision support. Clinical reference content is currently leading mHealth apps, but will evolve with the growth of iPad and other touchscreen tablets to provide more flexibility, personalization, patient education…
  • Of the 85% of American adults who use a cell phone, 17% of cell owners have used their phone to look up health or medical information and 29% of cell owners ages 18-29 have done such searches. [Pew Internet Mobile Health 2010]

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