If I were allowed but one word to describe Day 2 of ExL’s Digital Pharma East Conference #digpharm, it would have to be the urgent need for transformation—the need for Pharma Co’s to work faster than ever to effect internal change and to jump start meeting current and evolving customer expectations.
Throughout both days actually, speakers talked about the industry having to move from brand marketing to customer marketing, to move on your own with change or risk getting moved by others… and creating your own ‘Kodak moment’ or worse yet becoming a dinosaur…
To read the full article “Transform Or Be Transformed. ExL Digital Pharma East Conference- Day 2 Wrap-up“, click here to go to ExL’s Digital Pharma blog.
Stay tuned for Day 3’s Digital Pharma East- Mobile Day Wrap-up…
If you missed Day 1’s Digital Pharma East Wrap-up, “Loaded for Bear”, click here.
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.
With 2011 galloping along and 2012 planning just around the corner, we’re excited to share our Brand Champion Health Check — a complimentary eBook designed to help marketers and business leads assess their company and brand’s health, and to consider what actions will power successful growth.
While the eBook centers on the Pharma and healthcare industry, it is also highly relevant to any consumer brand.
Champions know that staying in top health is critical and that early detection is key to avoiding costly down time and poor performance – can even mean the difference for survival. However, unlike the many patient health screens available or the ease by which consumers can go for their annual physical, marketers do not have ready access to a thoughtful, comprehensive health check-up.
The Brand Champion Health Check screens three parameters
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.
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]
February 28th is Rare Disease Day , a day dedicated to raising awareness of the nearly 7,000 rare diseases affecting nearly 30 million Americans. In other words, as many as one in ten Americans are suffering from a rare disease.
In the U.S., a rare disease is one that affects fewer than 200,000 people. This definition comes from the Orphan Drug Act of 1983 and is slightly different from the definition used in Europe.
Besides dealing with their specific medical problems, people with rare diseases struggle to get a proper diagnosis, find information, get treatment and to connect with others like themselves. As expected, the rarity of their conditions makes everything more difficult.
With the explosive growth of the internet and social media platforms, people with rare diseases are connecting at unprecedented rates. Rare disease marketing is fast becoming the poster child for pharma’s version of long-tail marketing. Continue reading →