According to McKinsey research, companies with advanced digital capabilities grow revenues twice as fast as peers and deliver 25% greater total returns to shareholders annually. According to the authors of a new e-book, "today's commercial mix should reflect the fact that people are now viewing digital channels close to 50% of the time, and, even more importantly, that those people seek real engagement in regards to their care.
This article is a review of the e-book entitled Pharma 3D: Rewriting the script for marketing in the digital age. The book notes that while the world has experienced an "explosion of health-oriented digital activity," there has been a simultaneous decline in pharma growth. The authors hope that most leaders of pharmaceutical companies can find new insights and approaches in their book.
Topics (partial list):
Pharma's Digital QuotientOut-of-Sync Pharma Marketing?Be More EngagingThink in 3DTest and Learn
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For pharma the concept of fostering relationships with your healthcare professional Key Opinion Leaders (KOLs), particularly at events, is a common one. But how about your HCP ‘Digital Opinion Leaders’?
HCP Digital Opinion Leaders (DOLs) are healthcare professionals who are trusted by their HCP peers as a person of expertise in a certain therapy area and someone they listen to and learn from online. The interesting thing about DOLs is that they may include a wider range of HCP roles and seniority levels among them than traditional KOLs.
At Creation Healthcare we have helped numerous clients understand who the DOLs in their therapy area are and quite often find that some of them are in roles that may be surprising. For example, we see senior consultants engaging with nurses or nutritionists, sharing experiences and learning from them in ways that may not be reproduced in ‘real-life’ conversations outside of social media.
DOLs can really lead online conversations so it is important for those in healthcare to understand who they are, what they are saying and where they are present online. Fostering relationships with DOLs can be just as important as KOLs. How do digital opinion leaders affect online congress conversation?
With the growing importance of social media, the impact of just one of these influential doctors or KOLs can have is significant, particularly if they are actively blogging about their satisfaction or dissatisfaction with your company. The power of one person is greatly enhanced with these new technologies... it may be a good idea to incorporate social media in your overall KOL strategy. For more on that, read "Influencing the New Influencers"; http://bit.ly/pmn9102 ;
Près de 50 000 applications santé sont actuellement disponibles et de nouvelles apparaissent chaque jour. Certaines proposent des conseils individualisés, recueillent des données personnelles (poids, tension, fréquence cardiaque,…), ou délivrent des informations médicales. Leur développement se fait toutefois sans cadre prédéfini, ce qui soulève de nombreuses questions concernant leur fiabilité, la réutilisation des données collectées ou le respect de la confidentialité notamment. C’est pourquoi la HAS publie aujourd’hui un référentiel de 101 bonnes pratiques pour favoriser le développement d’applications et objets connectés sûrs, fiables et de qualité.
Minority of Apps Appear Likely to be Useful in Engaging Patients
[Current pharma apps are at the bottom of this pyramid. As you move up the pyramid, pharma would have a more difficult task to develop useful engaging apps for patients.]
A systematic search of the iOS and Android app stores for a broad set of medical conditions revealed 946 iOS apps and 1,173 Android apps. After removing non-health-care, non-patient-facing, non-English, and highly similar apps, 376 iOS apps and 569 Android apps remained (Exhibit 2).
Of the 376 iOS apps:
24 (6%) appeared to have limited engagement beyond traditional media66 (18%) were not relevant to the search condition33 (9%) had poor ratings or reviews, 63 (17%) were last updated prior to 201429 (8%) were otherwise not assessed to be useful.
Of the 569 Android apps:
89 (16%) had limited engagement56 (10%) were not relevant to the search condition8 (1%) had poor ratings or reviews, 200 (35%) were last updated prior to 201464 (11%) were otherwise not assessed to be useful.
In all, 161 (43%) iOS apps and 152 (27%) Android apps were assessed as possibly useful, of which 126 apps existed on both platforms.
Everyone loves benchmarks (and Raymond -Ed.) and TrackMaven has released a report that looks at B2B social media across 17 different industries including Pharmaceuticals, Medical, and Biotech. The report is to be commended as it includes a list of the 316 companies used in the comparison so the reader isn't left questioning the groupings. For instance "biotech" could include many different industries such as energy but by including the 10 companies in the list we can see it's all pharmaceutical and health and so extremely relevant. Medical is dominated by MedTech device companies. @klickhealth
Is there a collective denial within the pharmaceutical industry that digital marketing is a 'nice to have' not a 'need to have' in your pharma marketing strategy? If you've struggled to get buy-in for multichannel campaigns, here's some facts to help you.
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