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.

Continue reading

The Future of Healthcare: An Interview With Futurist Jeff Bauer

For those of you like me who were unable to attend ExL Pharma’s Digital Pharma West (DP West) Conference June 27-30, 2011 (#digpharm),  you missed a fascinating presentation by Jeff Bauer, Ph.D., a health futurist and medical economist, called Forecasting the Future of Health Care: Challenges & Opportunities.

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.

Pharma Marketers: No Product Is An Island

Recently, I spent a productive day working with a smart group of consumer agency partners to integrate and finalize 2010 Marketing Plans for a Pharma brand we all support.

Our conversation centered around the brand promise and the patient experience throughout the decision and treatment journey: from awareness and consideration, through conversion, adherence and advocacy or brand champion. We discussed the impact of different triggers and barriers, or where we might lose consumers (leaky buckets), which targets should be high priorities and why, and how the patient journey is no longer linear. (You may also want to read The New Marketing Funnel by Adam Cohen at A Thousand Cuts.)

All the stuff you might expect a consumer team to collaborate and consider…Sounds good… EXCEPT… the work represented only the consumer team– or one of the brand’s customers.  Continue reading

Pharma and Marketers: How Do You Elegantly Use What You Have?

Pharma and Marketers alike, as we approach the end of summer, perhaps a little introspection is warranted?

In the latest McKinsey Quarterly, Dan Vasella, CEO and chairman of Novartis, shares his personal approach to management and leadership, and discusses health care reform, the economic downturn, and executive compensation…During the discussion on compensation, he poses an interesting question worth pondering:

“…I think it much more important to ask, ‘How do you use what you have?’ It’s like with talents you have, do you really use them for the best of society? Do you give something? How do you use the money you have? Is it just to have more zeros on the bank account at the end of the year? Or do you do something right with it?”

So in these tough economic times and with healthcare reform looming, might it not be important for each of us to ask:  How does our business, or our brand(s) use what they have?

How do we use our talents to add maximum value?

Continue reading

Video Games: Key to the Future of Pharma and Healthcare?

Full Article Published in PharmExec.com August 5, 2009. 

Everyday new results suggest that health games and virtual worlds bear the potential to be “game changers” by improving education, provoking greater engagement, and engendering positive behavior to enhance health and wellness.

While more clinical studies are still needed, preliminary results are beginning to demonstrate proof of principle.  In the wake of the 2009 Games For Health conference, the article outlines five factors for why you might start to take health gaming seriously, as well as key lessons consistently described by the speakers, to provide a perspective on what may be involved in bringing Health eGames into 2010 planning and beyond. (For a summary of the two-day event, along with the associated marketing implications of healthgames, see PharmExec guest blogs “The Next Frontier” and “Can Healthcare Games Change the Game of Healthcare?“)  Continue reading