Loaded For Bear: Day 1- ExL Digital Pharma East Conference

Pharma, are you ready to leverage customer insights and closed loop marketing (CLM) in your iPad and mobile initiatives to help support customers?

To read the full article “Loaded For Bear: Day 1- ExL Digital Pharma Eastclick here to go to ExL’s Digital Pharma blog.

Stay tuned for Day 2 and Mobile Marketing’s Day 3 summaries…

 

Pharma: Is Your Marketing Designed To Engage And Educate Or Sell?

As Marketers, we’ve long been conditioned to “sell”, also known as the fourth Marketing P: Promotion.  Increasingly, however, the world of Marketing is shifting from a model of selling and shouting to one of listening, engagement, dialogue and education. Pharma is no exception to this change.  A recent study by about.com outlined in eMarketer points to success with current pharma advertising, but also highlights opportunities for improvement that are consistent with the continued shift in consumer mindset.

Key Takeaways

Following diagnosis from their Physician, most consumers use the web to find more information about their condition, a smaller percent use search engines to better understand treatment options or the particular medication that they’ve been prescribed.  Only 35% trust what the doctor says and fill the prescription without further search or education.

Currently, more than four in 10 Internet users told About.com that pharma ads made them aware of treatment options and educated them about symptom and conditions; 17% felt like they could speak more knowledgeably with their doctor because of pharmaceutical advertising.  Continue reading

Pharma: It’s All About a People-Driven Economy, Stupid!

All summer, I’ve been watching a nearby farm’s crop of sunflowers grow and reach for the sun…In taking some pictures this weekend, I couldn’t help but notice all the bees busy pollinating these sunflowers. Interesting, it is estimated that one third of the human food supply depends on insect pollination, most of which is accomplished by bees, especially the domesticated European honey bee. (Wikipedia) How does this relate to Pharma and Social Media Networks?

Bees may be solitary or may live in various types of communities. The most advanced of these are eusocial colonies found among the honey bees, bumblebees, and stingless bees.

Eusociality (Greek eu: “good/real” + “social”) is a term used for the highest level of social organization in a hierarchical classification.

  1. Reproductive division of labor (with or without sterile castes)
  2. Overlapping generations
  3. Cooperative care of young

So where do we humans fit in? How social are we really? Is Social Media a close cousin of Eusociality?

Continue reading