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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Pharma Marketers: 6 Key Skills Every Brand Champion Will Possess

In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen.  As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. 

Read the full article in DTC Perspectives March 2011: Tough Demands to Galvanize Marketing Communications: 2011 Brand Champions Will Possess Six Key Skills.

Every marketer knows that spurring brand and patient success requires building on wisdom from the past, while honing new abilities to educate, motivate and converse with patients and their families.  Savvy marketers know that the 4P’s – also renamed SIVA [Solution, Information, Value, Access] to provide greater customer focus- have never been more critical.  In addition, 2011 brand champions are challenged to create Michael Porter’s “shared value”, accelerating skills in six areas:

  1. Dynamic listening and action, real-time. Astute marketers take dynamic listening seriously- they know who to listen to, where to listen, what’s most important to take note of, and are eminently geared to take action by responding nimbly to new learning.  Champion marketers know that listening without action is as dangerous as acting without listening. Continue reading

5 Marketing and Social Networking Lessons from the Dead…

hippieshop.com

In honor of my “Deadhead” hubby and the millions of others out there, and the pending Grateful Dead Archive soon to open at the University of California at Santa Cruz, it’s a great time to recognize the Grateful Dead for their marketing and social networking prowess.

But even if you’re not a Deadhead, the Atlantic’s Management Secrets of the Grateful Dead  is a must read article.

The Grateful Dead Archive, scheduled to open soon at the University of California at Santa Cruz, will be a mecca for academics of all stripes: from ethnomusicologists to philosophers, sociologists to historians.  But the biggest beneficiaries may prove to be business scholars and management theorists, who are discovering that the Dead were visionary geniuses in the way they created “customer” value”, promoted social networking, and did strategic business planning. -by Joshua Green

Why Should corporate America or Pharma and Healthcare Marketers care?  The Dead pioneered ideas and practices that were subsequently embraced by business and ‘Internet business models’.

Here are 5 Marketing and Social Networking Lessons that I took away from the Grateful Dead’s incredible marketing success. Continue reading

Marketers: What Would A Pharma Marketing Champ Do? 9 Imperatives for 2010 (part 4 of 4)

Muhammad-Ali: 1976 World Heavyweight Boxing Champion. | Photo: Frank Tewkesbury/Evening Standard/Hulton Archive/Getty Images
This is the final post of a four-part series.

What Would Steve Jobs Do?

What Would Google Do?

What Would Jake and Rocket Do?

These are champs.

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:

  1. 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

Marketers: What Would Jake and Rocket Do? 13 Imperatives for 2010 (part 3 of 4)

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

Marketers: What Would Google Do? 10 Imperatives for 2010 (part 2 of 4)

What Would Google Do? What would the fastest-growing company in history and a model for thinking in new ways do? Even this week, Google makes waves with their launch of their new android-based Nexus One (MIT Says Yes).

Welcome to the second of a four part serious for Consumer and Pharma/Healthcare Marketers looking to tame the rigors of 2010… If you missed post 1, read: What Would Steve Jobs Do?  And by all means, I hope you’ll stay tuned for What Would Jake and Rocket Do? And What Would Savvy Marketers Do?

“Once upon a time, all roads led to Rome. Today, all roads lead from Google.” – Jeff Jarvis

What Would Google Do?

1.    Focus on the user and all else will follow. Design with simplicity. Google strives to provide the best user experience possible—from the user/customer’s point of view.  Google often forgoes paying for marketing and instead focuses on creating something so great that customers distribute it—it goes viral. Continue reading

Marketers: What Would Steve Jobs Do? 6 Marketing Imperatives for 2010 (part 1 of 4)

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

Some of the Best Healthcare Blogs and eBooks of 2009

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

Best Learning Actions for Healthcare Marketers in 2010? (free eBook)

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

2010 Outlook: 10 Ways to Win With Patients and Improve DTC Efforts

[Full article: 2010 Outlook: Doom and Gloom For DTC? 10 Points for Winning with Patients, published in DTC Perspectives, December 2009]

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.

  1. 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