Everywhere you turn, digital dominates. Articles across the Web proclaim its importance in marketing strategies, and now, digital marketing is unavoidable. Why? Its benefits and ease of use are too great to ignore. But let’s get a little more specific. When it comes to healthcare marketing, why does digital matter?
In this article, we’ll discuss three key benefits of integrating digital marketing into your promotional strategy taking into account customer demands of the healthcare sector.
77% of online health seekers say they began their last session at a search engine such as Google, Bing, or Yahoo
51% of patients say they’d feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets
72% of internet users say they looked online for health information within the past year
Behind using search engines and checking email, the #3 activity people do online is search for health information
Customers and potential clients demand your presence on digital channels, but what’s in it for you as a healthcare marketer?
Unlike traditional marketing channels, digital marketing allows for the optimization of individual campaigns while the programs are live. Instead of sending out one message to a broadly targeted audience in say, a television, newspaper or radio ad, you can tailor your messaging according to keywords, devices, interests, locations, demographics and more. Digital programs also give advertisers the ability to adjust targeting techniques at any time. For example, a company started a marketing campaign to target woman age 30-50 for their cosmetic procedure. Shortly after the campaign launched, the company realized a better target for their procedure is males over the age of 65. Unfortunately the company has already bought TV and Radio ads on stations targeting women. Digital platforms allow companies to adjust their target criteria in real-time so that there is no wasted budget. Much like an investment portfolio, digital channels allow advertisers to "invest" budget in areas that perform and eliminate underperforming campaigns. Does radio, print or TV provide that capability? Once an ad is printed, filmed or recorded, there is no opportunity to make improvements or adjustments.
Your audience is online, and as such, you should already be engaged in digital marketing.At the very least, you should be strongly considering adopting a digital strategy. Google Think surveys found that 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers.
With the ability to closely monitor digital campaigns and act on real-time metrics and feedback, medical marketers can see better returns on investment.
The mobile market is growing at an incredible rate. In fact, this yeareMarketer predictsthat worldwide smartphone penetration will reach two billion.Google researchhas already found that roughly 1/3 of patients use tablets or mobile deviceson a daily basisfor research and/or to book appointments.
The statistics below only go to show mobile’s rising prominence in the healthcare industry:
Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment (Source)
Year-over-year (2012-13) the number of consumers using mobile devices to search for healthcare services increased 22% (Source)
52% of smartphone users gather health-related information on their phones (Source)
You’ve no doubt figured out by now that mobile should be a priority when it comes to your healthcare digital marketing strategy. Luckily, most digital marketing platforms will allow you to target users by device. Just make sure that your ads and landing pages areoptimized for mobile devices, or you may end up doing more harm than good.
As part of the healthcare industry, you know that in any situation, everything can change at the drop of a hat. New market research makes your campaign irrelevant? Marketing budgets get slashed? Management isn’t sold on your execution strategy? This can mean big trouble if you’re dealing with prepaid campaigns and/or advertising programs that can’t be paused immediately.
With digital marketing campaigns, these crises are easily averted. The freedom and flexibility offered by digital advertising methods are invaluable! There’s no need to pay weeks or even months in advance, and you have complete control with the ability to turn these programs on/off with the click of a button.
Healthcare digital marketing is no longer a suggestion. It’s a requirement. Customer demand for digital is constantly growing and the benefits of a digital strategy far outweigh its disadvantages. At this point, it’s a no brainer. Digital marketing matters, and in order for your healthcare practice to be successful, you’ll need to meet patients where they are: online.
VideoThe 2015 Harris corporate reputation poll is out and the news for Big Pharma isn’t good, to say the least. In the poll—which measures the “reputation quotient” of the most visible American companies among the general public—Big Pharma ranked ninth out of 14 industries and was right in line with [...]
La Fédération française de pneumologie (FFP) et celle des associations et amicales d'insuffisants respiratoires (FFAAIR) ont lancé un projet participatif afin de proposer de nouvelles modalités pour la télésurveillance des patients traités par pression positive continue (PPC) pour un syndrome d'apnées hypopnées obstructives du sommeil (SAHOS), à partir notamment des études Optisas, a-t-on appris au Congrès de pneumologie de langue française (CPLF) qui se tenait fin janvier à Lille.
Actavis CEO and president Brett Saunders raised eyebrows a few weeks back when he bluntly stated what a growing number of biopharma chief executives appear to be thinking when it comes to the value of internal R&D.
Vertic’s review of 12 corporate websites showed an overwhelming internal focus at pharmaceutical companies as they communicate to the outside world. However, a few players have taken significant steps towards walking- the-talk on patient centricity and broader inclusion of the remaining stakeholders in the healthcare eco-system. Tone of voice, design choices and user experience are fragmented and often inspired by best practices from the period between 2009 and 2011. In conclusion, there is a big opportunity for industry players to step up and embrace modern, digital communication.
Findings based on a survey of 1,150 patient groups (from 58 countries and of differing specialties)Survey conducted mid-November 2014 to mid-January 2015Patient-group feedback on the corporate reputation of the entire pharma industry during 2014Patient-group feedback on the corporate reputation of 37 individual pharma companies in 2014Results for 2014 are compared with those of 2013, 2012, and 2011
The 37 pharma companies reviewed in the study are: AbbVie l Actavis l Allergan l Amgen l Astellas l AstraZeneca l Baxter International l Bayer l Biogen Idec l Boehringer-Ingelheim l Bristol-Myers Squibb l Celgene l Eisai l Eli Lilly (Lilly) l Gilead l GlaxoSmithKline (GSK) l Grũnenthal l Ipsen l Janssen l Lundbeck l Menarini l Merck & Co (USA) l Merck KgA (Germany) l Mylan l Novartis l Novo Nordisk l Otsuka l Pfizer l Roche l Sanofi l Servier l Shire l Stada Arzneimittel l Takeda l Teva l UCB l ViiV Healthcare
The corporate reputation of individual pharma companies (as seen from a patient perspective) shows some significant changes between 2014 and 2013 (37 companies assessed in 2014; 33 companies in 2013).
Biotech fills the news these days – whether it's the announcement of exciting new clinical data, another high-flying IPO, or a big M&A deal. Amidst the significant “share of voice” in the coverage of young and emerging biotech in the media, it’s easy to forget the relative scale of the [...]
Social media plays an increasingly important role in the marketing and communications plans for pharmaceutical firms.
Trends point to patients and healthcare professionals using social media to research, communicate and influence buying decisions. There are already examples of pharmaceutical firms who are alreadysuccessfully using social media.
However, many firms have been waiting on the sidelines waiting for guidance from the regulator, the Food and Drug Administration (FDA).
In response to the industry’s request for guidance, the FDA has been busy coming up with some. Over the last 6 months, it has released 3 draft guidance documents forsocial media.
With the key guidance on the use of social media from the FDA widely expected to be finalized in soon, there is a real likelihood that the FDA will increasingly step up its monitoring program and impose sanctions on non-compliant firms.
However, in response to this recent guidance, we may begin to see more firms explore how they can use social media to build brand awareness, facilitate communities, even drive revenues. These firms need to take thoughtful steps in order to deploy social media compliantly, including, making sure communications are balanced, accurate and non-misleading as well as taking steps to monitor and preserve real-time communications.
Check out these compliant social media guidelines from the FDA:
Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices(December 2011)
Here are some of my personal highlights from day two of the 2015 #ePharma Summit. The ePharma Summit connects pharmaceutical biotech and medical device marketers in bringing together brands, HCPs, and consumers in the era of digital marketing.
Today’s pioneering enterprises are doing more than just talking a good digital game. They are fundamentally changing the way they look at themselves and quickly mastering the shift from “me” to “we.” Proactive corporate leaders see their businesses, employees and customers as a living, breathing digital fabric offering unprecedented opportunity to establish beachheads in new markets, drive profit and change life for the better. Through the transformational power of this network, we’re witnessing the birth of a new era of “digital ecosystems.
A major change now taking place means that within a decade, most of the industry's business-side positions will be gone and those communities will look altogether different, at least as far as the occupations of their residents.
We present you our last report aboutPharmaceuticalCompaniestaking into account their global profiles on Social Media during December 2014. The analysed companies have been selected regarding their turnover volume, and are the following :GlaxoSmithKline,Astrazeneca,Novartis,Pfizer,Sanofi,Johnson&Johnson,Merck,Roche,EliLilly,BristolMyersSquibb,AbbottandBayer.
Among the 12 enterprises considered for the study,Facebookis the most important social network with2 millions of potential buyers. The most populars companies areBayerandJohnson & Johnsonbecause theygather the 80% of the total unique audience.
Twitteris the place where pharmaceutical brands aremore active, in spite of their performance not being very high (an average of 78 tweets/month) in comparison with other industries’ activity on this social network.
Pharmaceutical Companies obtain the best results of engagement onYoutube. This network should be part of your online strategy.Johnson&Johnsonhas the44% of the total unique users, meaning that it holds almost half of the market.
Would you like to know more about this study? If so, please click on the button bellow these lines and you will find out interesting data for your knowledge.
European researchers have been awarded over €4.5 million to create a user-friendly tool for asthmatic patients to monitor and self-control their disease. The myAirCoach project will run for three years and involves numerous research centers in EU.
The name of the project, myAirCoach, stands for analysis, modeling and sensing of both physiological and environmental factors for asthma’s customized and predictive self-management, and seeks to merge mobile health potential to improve the quality and efficiency of healthcare with the daily needs of chronic asthma patients.
European Federation of Allergy and Airways Diseases Patients’ Associations (EFA) is one of the main partners in the project.
Mega Trend #9: The Majority of HCPs are now Digital Natives; and they Expect Pharma to Follow
HCPs are typically on the go all day – exam rooms, offices, surgery – so their time online is limited. That said, they are anxiously seeking better information on clinical studies and evidence-based medicine. In fact, 81% of physicians in the SERMO survey want higher quality pharma representatives capable of having serious discussions of “multiple therapeutic options.”1
Taking the time to understand physicians’ primary needs – helping their patients be healthy, sharing knowledge with peers, making a good living, keeping themselves up-to-date on clinical and therapeutic developments – provides opportunities for pharma to facilitate these needs and help physicians accomplish their goals. Leveraging digital health as part of that mission can tap into each of those key HCP needs and open doors for pharma firms.1, 2
At the same time, digital poses a “triple-threat” to the autonomy of HCPs. Patients access digital channels, particularly social media, as a primary source for disease and treatment information, subplanting the authority that used to belong to the GP. Pharmaceutical companies, while reluctant to enter the market with end-to-end direct online solutions, could cause income losses for doctors working outside of hospital settings by becoming direct competitors for their patients. And nurses have taken increasing roles in patient care, using digital assets, websites and apps from pharma and other sources as adherence tools and to improve their interactions with patients.2, 3, 4, 5
While not as active as patients online, 2014 will present a tipping point for HCP digital engagement, with 51% becoming “digital native.” More HCPs will get medical news, reference material and textbooks, receive CME credits and visit virtual conferences online than ever before.6When asked what digital channels they preferred, HCPs cited a broad variety, from social media to mobile apps to independent medical websites. They also noted that pharma reps remain a key source of critical information.7Finally, more than 80% of HCPs have a desktop/laptop computer and a smartphone, and 72% own a tablet.6 Mobile assets are rapidly becoming components in the clinical environment.
Pharma must reach out to HCPs and provide relevant digital tools, content and communities that help them do their jobs more effectively.
The trend is a product of an evidence-based research study undertaken by the Healthcare Division in Valtech to map the pharmaceutical landscape of digital mega trends. The research study provides essential insights on how Pharma companies could utilize digital engagement to break down stakeholder barriers, impact stakeholder behaviour and demonstrate more cost-effective outcomes. The research study is based on information from 100+ trusted sources and has resulted in the identification of 14 mega trends.
REACH OUT TO GAIN AN UNDERSTANDING OF HOW TO EXECUTE ON THE UNDERUSED DIGITAL OPPORTUNITIES
The Healthcare Division in Valtech has developed an analytical framework that can identify the engagement potential of your brand. The analysis will provide you with answers to the following questions:
WHY should your product or therapeutic area have a relevant presence in a digital context?
WHO should your digital value proposition appeal to/engage and for what reasons?
WHAT changes in the stakeholder’s awareness/behaviour should the digital engagement enable?
WHEN during the patient pathway should the digital engagement take place?
WHERE – in which healthcare environment/context – should the digital engagement take place?
HOW should digital engagement be optimized via the utilization of state of the art digital assets?
What metrics should be implemented to measure IF digital engagement is successful?
Please contact Senior Digital Pharma Advisor Rasmus Rask for further advice or to set up an informal meeting.
Stay tuned for the upcoming blog post on Mega Trend #10: Pharma Must Deliver a Seamless Cross-channel Experience When, Where and How the HCPs Want it. And make sure you did not miss the previous blog posts on pharmaceutical mega trends:
Sources: 1. Publicis Healthcare Communications Group. Publicis Touchpoint Solutions, Inc. (2012). What Physicians Want! www.publicishealthcare.com 2. Bain and Company. Chuck Fargas et. al. (2012). The future of healthcare—there’s an app for that. www.bain.com 3. T. Kearney. Oliver Scheel et. al. (2013). Mobile health: Mirage or growth opportunity? www.atkearney.com 4. Vertic healthcare. Mads Krogh Petersen (2013). How Digital is Reinventing Everything in the Healthcare Industry www.vertic.com 5. Manhattan Research. Monique Levy et. al. (2014). Pharma Multichannel Marketing Outlook: 14 Trends to Drive Growth in 2014. www.manhattanresearch.com 6. Manhattan Research. Unknow Author. (2013). Taking the pulse 2013. www.manhattanresearch.com 7. Capgemini. Tim Moore et. al. (2012). Multichannel Closed Loop Marketing. Digitally Transforming the Life Sciences Industry. www.capgemini.com
Not so long ago, nearly every encounter with a doctor started with a receptionist waving a clipboard and asking me to take a seat. When I got into my doctor’s office, we‘d discuss the results from the blood test I’d taken the week before, my history and what I remembered [...]
Vertic’s review of 12 corporate websites showed an overwhelming internal focus at pharmaceutical companies as they communicate to the outside world. However, a few players have taken significant steps towards walking- the-talk on patient centricity and broader inclusion of the remaining stakeholders in the healthcare eco-system. Tone of voice, design choices and user experience are fragmented and often inspired by best practices from the period between 2009 and 2011. In conclusion, there is a bi
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.