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The new fundamentals of healthcare marketing

The new fundamentals of healthcare marketing | Healtcare-Pharma Marketing | Scoop.it

I was asked to give the keynote for Digital Pharma East last week and wanted to really get to the heart of what is happening in digital marketing in the healthcare sector in 2013 so I wrote this deck on the New Fundamentals.


Via Olivier Delannoy
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Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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With iPad push, Merck gets global right

With iPad push, Merck gets global right | Healtcare-Pharma Marketing | Scoop.it

“ Merck came late to the iPad party, but the company has made up the distance by releasing a global template for details using the device. ”


Via Thibaud Guymard, eMedToday
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eMedToday's curator insight, October 13, 2013 8:08 PM

With tablets, Kovach continued, “we put everything but the kitchen sink into them, and for the reps, it was very difficult to go from one brand to another.” In the iPad, the company found an excellent storytelling device, but one which required purpose-built attentio

Rescooped by Patrick Graziano from Digital marketing pharma
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Pharma Companies Far From Realizing Their App Market Potential | research2guidance

Pharma Companies Far From Realizing Their App Market Potential | research2guidance | Healtcare-Pharma Marketing | Scoop.it

Only Sanofi Aventis’ portfolio of apps counts more than 1 Million downloads, but even that number isn’t so high compared to industry leaders.


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Infographic: 15 Ways Your Smartphone Can Influence Health Outcomes

Infographic: 15 Ways Your Smartphone Can Influence Health Outcomes | Healtcare-Pharma Marketing | Scoop.it
Infographic created by Mobiquity highlights 15 ways your smartphone can help monitor, motivate, and influence health outcomes by delivering the right message, at the right time, in the right place.

Via Richard Meyer, Olivier Delannoy, Nikos Papaioannou, eMedToday, Patrick Graziano
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eMedToday's curator insight, July 29, 2013 8:03 PM

 

The future of health care is in the smartphone. 

 

The future impacts all health care players.

 

The message: Go smartphone in your digital future

eMedToday's curator insight, July 29, 2013 8:26 PM

The future of e detailing will be on a smartphone, 1.5 billion smartphones and counting

Kay Bransford's curator insight, January 7, 2014 10:38 AM

The games on your phone even have some health benefits!

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Why 74% of smartphone apps are dropped by the 10th use

Why 74% of smartphone apps are dropped by the 10th use | Healtcare-Pharma Marketing | Scoop.it
Like crows do, we tend to exhibit a bit of a kid-in-a-candy-store initial frenzy over new and sparkly things. This consumer survey, for example, found that 26% of smartphone apps are downloaded an...

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eMedToday's curator insight, July 12, 2013 1:18 AM

Useful insights for Pharma developing mobile apps

eMedToday's curator insight, July 12, 2013 1:20 AM

Key take away

 

In general, ease of navigation (90.9%) was the top feature that made apps usable.  The vast majority of surveyed consumers stated that they would be most interested in using a health app to gain information (91.1%).

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Pharma’s Online Marketing Efforts Pay Off

Pharma’s Online Marketing Efforts Pay Off | Healtcare-Pharma Marketing | Scoop.it
Online pharmaceutical marketing continues to produce results, reports comScore [download page] in a new study. The 7th annual "Online Marketing Effectiveness Benchmarks for (How important is #digital marketing for #pharma brands?

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eMedToday's curator insight, July 5, 2013 12:26 AM

Summary:

 

"Online pharmaceutical marketing continues to produce results, reports comScore[download page] in a new study. The 7th annual “Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” study details the successes of online direct-to-consumer (DTC) marketing, showing some brand awareness and favorability lifts from exposure to online banner ads, but greater impact from branded website visits"

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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140 Health Care Uses for Twitter

140 Health Care Uses for Twitter | Healtcare-Pharma Marketing | Scoop.it

Twitter’s simplicity of functional design, speed of delivery and ability to connect two or more people around the world provides a powerful means of communication, idea-sharing and collaboration. There’s potency in the ability to burst out 140 characters, including a shortened URI. Could this power have any use in healthcare? After all, for example, doctors and nurses share medical information, often as short bursts of data (lab values, conditions, orders, etc.).


Via Marie Ennis-O'Connor, Lionel Reichardt / le Pharmageek, eMedToday
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Marie Ennis-O'Connor's curator insight, June 19, 2013 5:33 AM

Mega list from Phil Bauman on how Twitter may be used for healthcare

eMedToday's curator insight, June 23, 2013 7:40 PM

There is no limit to how you might use twitter in a busienss

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How pharma can build relationships with doctors and patients who are influential online

How pharma can build relationships with doctors and patients who are influential online | Healtcare-Pharma Marketing | Scoop.it

Alexandra Fulford (@pharmaguapa) writes: 

 

Pharma companies generally have a great idea of who their traditional KOLs are, but they have no idea about how active they are online (if at all) and they often have no real idea of who KOI (Key Online Influencers) are.  This is a big gap in a key knowledge area.

 

As more and more HCPs turn to digital the impact of KOI will become increasingly important.  Pharma companies need to start finding out which KOL are active online, and who the KOI are that they should be building relationships with them, just as they have traditionally built relationships with KOLs.

 

This is essentially just a new group of KOL and the process for KOL relationship development offline already exist – they  just need to be adapted for online.

 


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eMedToday's curator insight, June 14, 2013 6:36 AM

Interestng and correct inight

Nitro Digital's comment, June 19, 2013 8:17 AM
couldn't agree more ;-)
Jarek Kucia's curator insight, June 21, 2013 9:05 AM

Very smart article about KOI and the need to bulid relationship wth them online.

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Why the iPad Matters for Healthcare Industry

Why the iPad Matters for Healthcare Industry | Healtcare-Pharma Marketing | Scoop.it

“ Ashish Khera takes a look into the rise of the iPad in pharmaceutical and healthcare sales and marketing. Is this tablet here to stay? Read on to find out... "Whip," Walter echoed. "So there's an iPhone app for fighting zombies.”


Via Philippe Marchal, eMedToday
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eMedToday's curator insight, October 13, 2013 8:10 PM

IPad use will save sales teams 250 hours a year allowing for 35,000 more customer visits."

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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How the mobile revolution will transform health care around the world

How the mobile revolution will transform health care around the world | Healtcare-Pharma Marketing | Scoop.it

Our in-depth report on the rise of mobile devices in all aspects of health care, from monitoring and quantified self through doctor's offices, operating rooms, and the developing world.


Via Philippe Loizon, eMedToday
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Digital marketing focus for 2013: Content, mobile and social media marketing

Digital marketing focus for 2013: Content, mobile and social media marketing | Healtcare-Pharma Marketing | Scoop.it
An infographic from PwC revealed the top four digital marketing trends, with content marketing becoming a new priority for digital marketers. (Content marketing to help better position your brand, you bet it's important!

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eMedToday's curator insight, August 8, 2013 8:40 PM

The fact:

 

Content marketing has become an essential tool for companies to promote their brand and boost business growth.

A blog post from PricewaterhouseCoopers (PwC) reveals that 91 per cent of B2B and 86 per cent of B2C marketers are using content marketing. PwC National Digital Change Leader John Riccio says this indicates businesses are "investing in content to gain an edge over their competitors".


Pharma historically have not done content marketing. But they need to re-address content marketing in terms of how they relate to doctors. 

eMedToday's curator insight, August 8, 2013 8:41 PM

Pharms should consider how to use content marketing on e detailing platforms. 

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Five Ways Next Generation Kiosks Disrupt Medicine and Healthcare Marketing

Five Ways Next Generation Kiosks Disrupt Medicine and Healthcare Marketing | Healtcare-Pharma Marketing | Scoop.it
Healthcare kiosks call to mind the dusty automated blood pressure machines that have sat quietly in drug stores for years.  But the new generation of these devices offers a radically different experience -- one that can have a big impact on the practice...

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eMedToday's curator insight, July 25, 2013 8:45 PM

Next Generation Kiosks will have a distupting influence on hospitals. Healhcare is moving from the hospitial to the home. 

 

Hospital need to consider how they will participate in this massive trend.

 

Pharma need to understand how they will reach the patient and sell drugs in this new envirnoment. 

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Pharma gets social: How pharma uses social media to engage oncologists at ASCO 2013 conference

Pharma gets social: How pharma uses social media to engage oncologists at ASCO 2013 conference | Healtcare-Pharma Marketing | Scoop.it

In his latest 'pharma gets social' article, Daniel Ghinn discusses the use of social media at ASCO this year. (Continued from " Pharma gets social: Sanofi Iberia equips doctors for digital engagement ") Last month saw the Annual meeting of the...


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Brian Bernstein's curator insight, July 16, 2013 5:12 PM

Pharma's getting social...check out #ASCO13

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Medical Marketing on Pinterest: The Safest Place to Start ?

Medical Marketing on Pinterest: The Safest Place to Start ? | Healtcare-Pharma Marketing | Scoop.it

Medical marketing executives should start using Social Media with Pinterest because it is visual in nature instead of conversational, making it low-risk.


Via Olivier Delannoy
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eMedToday's curator insight, July 13, 2013 10:30 PM

pinterest a must add for hospital marketing

 

According to Simply Measured, 69 of the world’s top 100 brands are on Pinterest. Pinterest isdriving more traffic to websites and blogs than Twitter, LinkedIn, Google+, or YouTub

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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10 Digital Marketing ‘Pearls’ for Pharma

10 Digital Marketing ‘Pearls’ for Pharma | Healtcare-Pharma Marketing | Scoop.it
Real time data for pharma market researchers (10 Digital Marketing Ideas You Can Use in the #Pharma Space: http://t.co/1XG08g7blC #IDSD)

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eMedToday's curator insight, July 1, 2013 5:43 AM

 

Take away. Use mobile to send content of useful information to your customer

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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On Line Marketing Counts

On Line Marketing Counts | Healtcare-Pharma Marketing | Scoop.it
New Pharma Digital Marketing Benchmarks Reveal Significant Increase in ...
PR Newswire (press release)
RESTON, Va., June 20, 2013 /PRNewswire/ -- comScore, Inc.

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eMedToday's curator insight, June 20, 2013 8:40 PM

 

 

" Based on comScore's permission-based panel of one million U.S. online persons and survey data from 139 pharmaceutical studies, these benchmarks show that online pharmaceutical marketing continues to have a positive impact on brand awareness and conversion among patients and prospects. The study also introduces new insights into conversion lift rates across various medication categories."

 

 

"Our annual benchmarking study has shown through the years that various online marketing methods have had a positive impact in increasing awareness and favorability toward pharmaceutical products, with branded website visits consistently generating the highest lifts in conversion"

eMedToday's curator insight, June 20, 2013 8:41 PM

Even though e detailing is not discussed directly, clearly it is on lone marketing and Does Count

Rescooped by Patrick Graziano from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Eli Lilly Gets It Right

Eli Lilly backs mobile app for cancer docs FierceBiotech IT The pharma giant has sponsored a mobile app for iPhone and Android devices that provides reviews of journal articles, aiming to help keep busy physicians abreast of the latest research in...

Via eMedToday
Patrick Graziano's insight:

#digipharma, #digitalmarketing, 

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eMedToday's curator insight, June 5, 2013 7:55 AM

This is a brilliant approach to development of mobile app. Essentially Pharmas should develop mobile apps which are organized around their disease focus and which gather the best, trusted journel information for a doctor to review. This could be done as a stand alone app or on an e detailing platform

 

Eli Lilly ($LLY) has invested more in digital overtures to cancer specialists. The pharma giant has sponsored a mobile app for iPhone and Android devices that provides reviews of journal articles, aiming to help keep busy physicians abreast of the latest research in their areas of specialty or interest.