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
This is Dave’s story, not only of surviving stage-IV cancer, but of the birth of a cancer survivor now focused on opening the world’s eyes to what is being called “participatory medicine”. Patients who are—Empowered, Engaged, Equipped, Enabled, Educated—acting as effective partners with their clinicians.
“Participatory Medicine is a movement in which networked patients shift from being mere passengers to responsible drivers of their health, and in which providers encourage and value them as full partners.”
-Society for Participatory Medicine, April 2010
Seven Life or Death Lessons from e-Patient Dave’s story:
Lesson 1: It’s up to each one of us. We have a choice. It’s our responsibility to know and accept a certain measure of responsibility for our individual recovery from disease and disability…
Lesson 2: When your instincts say to scram, scam. Or if your doctor thinks your feelings are your problem, you might want to find someone else — Net, It’s worth traveling far to find a doctor you work well with— We are each responsible for our choice of doctors. Make it a conscious decision. Continue reading →
What Would Jake and Rocket Do?
This is the third of a four part series for Consumer and Pharma/Healthcare marketers looking to tame the rigors of 2010… In case you’re just coming in now, here is the first of the series: What Would Steve Jobs Do? And the second: What Would Google Do?
Who are Jake and Rocket you ask? Jake and his trusty dog Rocket have become icons of optimism, and Life is good ® America’s little clothing brand that could-that is trying to spread good vibes all over the world. Having recently returned from a few days of holiday skiing in Vermont, and the proverbial t-shirt buying with ‘my three sons’… Life is good was all around us spreading their optimism and good cheer.
Here are some of Jake and Rocket’s insights that all marketers-Consumer, B2B and Pharmaceutical/Healthcare – may want to pay attention to in 2010. Continue reading →
As we move into 2010, I’ve been thinking a lot about what I’ve learned this year, much of it triggered by the tremendous number of thought leader blogs, eBooks and white papers that I’ve read this year. While there is no way to capture all the great work happening 24/7, here’s a smattering of a few (well maybe more than a ‘few’) that you may want to read or re-read as we get ready to step into 2010…
Topics cover a range- from social media and technology, to ePatients and marketing, including implications for Pharma and Healthcare, in the US and Europe. Please feel free to share other posts that you found valuable. Happy reading… 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 →
Despite many gloomy predictions for DTC advertising and the pharma industry overall, there’s never been a better time for marketers to forward their brands and consumers’ lives with new thinking about what constitutes patient marketing in the 21st Century (DTC 21). Ten prescriptions can help improve focus and strengthen DTC efforts in 2010. Important media and technology trends are also “musts” to actively consider for those who want to bump impact and value.
Adopt an updated definition for DTC that considers the full picture of how consumers will interpret and interact with a brand TODAY. This calls for attention beyond “big bang” marketing spends, and begs for identifying meaningful levers to drive education and growth. DTC is no longer just an awareness or acquisition vehicle to move “eyeballs” through a linear marketing funnel; it’s every influence and touch needed to bring new information and education, help convert, instill loyalty and inspire advocacy. 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 →
Last week, I and a few hundred other SM-aniacs, spent 2-days in the #FDASM ‘bunker’-so nick-named for its lack of windows and web/cell phone coverage. (Many more also attended via a free webcast and live twitter.)
Shortly after the program began, I heard a faint voice in the back of my
mind. At first I couldn’t place the voice or make out the words. But it grew louder with each presentation. On the train home, I recognized the voice as JFK’s, and the words as his inaugural speech “Ask Not What Your Country Can Do”.
If you haven’t read JFK’s short but powerful speech, do yourself a favor and read now. I think you may be struck by the parallels between the challenges he faced and the vision he articulated to meet them, and the challenges we must rise to as pharmaceutical and social media professionals trying to keep up with empowered e-patients in a web 2.0 world, soon to be web 3.0.
Here are some of the challenges JFK articulated in his speech that seem particularly relevant to our challenges of engaging and educating patients and doctors using rapidly evolving technologies and strategies. I’ll also do my best to link back to the many speakers and presentations from #fdasm. Continue reading →
Hats off to Kevin Kruse for kicking off an exciting new conference called e-Patient Connections 2009 that will no doubt be the start of a long tradition in e-Patient Marketing and Learning. It was a productive two days marked by a strong range of excellent speakers and content, a well run conference and focused leader, and a broad group of engaged attendees. Read posts by @ericbrody, PharmaExec Blog and Steve Woodruff for other good summaries of the two-day e-Patient Conference (You can also read the Twitter stream: #epatcon)
Why Team e-Patient?
Driving home from the conference, my head swirling with ideas, this is what emerged for me:
“It may take a village to raise a family, but it takes a team to heal a patient.”
…A team of doctors and nurses, patients and their families, friends and others who share their condition, hospital care, pharma treatments, insurance companies, employers, pharmacists and so on…actively participating and working together.
Reflecting on the presentations, they seem to converge around five essential themes for working towards patient-centered, participative marketing and healthcare…Highlighted below are but a few: Continue reading →