Day 3 of ExL’s Digital Pharma East Conference [#digpharm] focused exclusively on mobile and was co-chaired by Bob Allen, Director of Mobile and Social Media, AstraZeneca and Brendan Gallagher, SVP Emerging Technology and Channels, Digitas Health.
Speaking first was Bob Allen who offered up this definition of #mhealth: “the practice of medical and public health, supported by mobile devices.”
While a smaller turnout than the previous two days for the general digital conference, the Mobile health day was jam-packed with seven strong speakers who had lots to say about why Pharma needs to “Think Mobile First’ and how Pharma can best execute mHealth strategy:
To read the full article ” Think Mobile. Think Small. 14 Mobile Musts From The Mobile Experts. ExL Digital Pharma East -Day 3 Mobile Wrap-Up” click here to go to ExL’s Digital Pharma blog.
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.
The recent release of Edelman’s Health Barometer 2011, continues to demonstrate how consumers are redefining what health means to them and their expectations for greater support by key constituents in their lives, including business and government.
Lifestyle and nutrition are among the top factors that we most control and most impact our health. When thinking about their lifestyle and nutrition, friends and family are key to shaping our health.
The knowledge-action gap in health continues…Consumers know what behaviors they should avoid, but don’t. Further, while 62% report having tried to change a negative behavior, 50% were not able to sustain their change. The top three reasons are: enjoyment of the negative behavior, addition or dependency and did not experience benefits soon enough. Living in a society where immediacy is king and 24/7 the growing norm, I would venture that “not seeing benefits soon enough” is probably understated! Continue reading →
We are intrigued by the launch of Is My Cancer Different? and its potential impact on both patients and the business.
Is My Cancer Different? is an unbranded educational website that promotes a movement of sharing, with the intent of prompting patient dialog with their oncologist. The simple -but compelling- question is designed to raise awareness that each person’s cancer is different and to get patients to ask their oncologist to see if their cancer might respond to a more individualized cancer treatment.
You can click on the image below to visit the Is My Cancer Different? website and learn more from their numerous- but simple -patient and physician testimonial videos.
While admittedly, Zipcar still has a ways to go financially, most agree that it redefined the Rental Car Market by offering consumers hassle-free “wheels when you want them”…
With success in hand and a recent IPO in April 2011 valuing the company at over $1 billion, Zipcar offers marketing and branding lessons for Pharma that transend the car rental market:
1. Start-ups create new markets, or they don’t survive. Zipcar didn’t chase the existing car rental market at airports with incremental change, they imagined a new market—car rentals by the hour, 5-10 minutes from where you live or work. Zipcar didn’t depend on market data (it doesn’t exist for a non-existent market) or simply asking consumers what they want, which often biases companies toward incremental improvements of current solutions. To quote Henry Ford, “If I had asked customers what they wanted, they would have said a faster horse.” [What Zipcar Can Teach The S&P 500 Business Week and HBR May 2011] Continue reading →
How many times in the last year or so have you participated in planning sessions where the discussion centers on the strong desire for the brand or company to be perceived as trustworthy, to act with transparency and authenticity? Last week’s planning session was yet another example, giving me cause to pause…
In a world where trust is paramount yet scarce, BioPharma is no exception. The latest Harris Interactive 2010 poll continues to show Pharma close to the bottom on the trust barometer with 11% of adults rating Pharma as generally trustworthy. And with the increased public scrutiny, under which companies and brands find themselves due to the evolution of social media and ‘citizen/e-Patient journalism’; it is no wonder that anyone and everyone who touches the BioPharma and Healthcare industry is focused on improving transparency.
What does transparency mean for a company or brand today? It’s a word that seems to mean different things to different people. Continue reading →
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.
Fortunately, I had a chance to speak with Jeff and delve into his presentation and insights. Trained as a meteorologist, an economist and a medical professor, he is uniquely qualified to “forecast-not predict” the future of healthcare…
To read the full article and five key takeaways that we’d all be wise to integrate into our thinking, click here to go to ExL’s Digital Pharma blog.