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Despite its Declining Importance for Many Display Campaigns, the Click Remains Important for Pharma Marketers

Over the years, comScore has published several studies – including one this past week – that illustrate how the click is often the wrong metric for measuring the effectiveness of online display advertising.
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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Pharma needs to engage more digitally with docs

Pharma needs to engage more digitally with docs | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The pharmaceutical industry needs to engage much more in the digital space with healthcare professionals and “provide clear, concise brand and product messages which can be easily shared across digital channels”.

That is one of the major conclusions of a new report from research specialist Cello Health Insight carried out amongst physicians across the UK, including 300 GPs. The study did find, however, that whilst the use of digital resources has grown substantially amongst HCPs over the past five years, face-to-face interactions still carry the biggest weight.


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Les géants de l'électronique plus séduisants que les laboratoires pharmaceutiques ?

Les géants de l'électronique plus séduisants que les laboratoires pharmaceutiques ? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Choc des cultures entre ancienne et nouvelle économie, les géants du numérique se présentent désormais comme des rivaux de taille pour les grands laboratoires pharmaceutiques. Un membre du conseil d'administration du groupe suisse Roche vient ainsi de quitter ses fonctions pour se concentrer sur son poste de PDG de Calico, la société de Google dans la santé, qui vient tout juste d'annoncer son premier investissement en partenaria

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3 Keys to Marketing Health Care Online

3 Keys to Marketing Health Care Online | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Health care marketers are on notice: the internet is driving health care decisions, forcing health care marketers to strengthen their online marketing platforms.

Here are the highlights:

#1: DECISION MAKERS ARE ONLINE

Females across the board, including baby boomers, are using the internet for health care information.

Research shows that the health care decision makers’ primary resource for information comes from online sources. Women are the lead consumers of health care information with 84% of adult females conducting online health research.

As for hospital marketing, the majority of people cite that a hospital’s online presence influences their perception of a hospital being “cutting-edge.”

#2: SPECIFIC CONTENT MATTERS

What content matters to your decision maker? As with any type of service, consumers require content that is meaningful, understandable, and ultimately actionable.

The challenge for a hospital or clinic is to produce content that is specific enough to be meaningful yet still presented in laymen’s terms. Health care providers that produce easy-to-understand content offering tightly focused information will capture patient interest.  Highly focused content will also boost search engine rankings for relevant terms.

#3: SHAREABILITY

The final key is crafting the content to be shareable and consistent with your social media content plan.  57% of consumers say that a hospital’s social media connections would strongly affect their decision to receive treatment at that facility.

This is why innovators are live tweeting their surgeries. But, the opportunity is so much greater. Once hospital marketers understand how social media influences consumer treatment decisions, the marketing toolbox will expand exponentially.



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The Power of Multi-Channel Digital Marketing Campaign #infographic #hcsmeu

The Power of Multi-Channel Digital Marketing Campaign #infographic #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

vWise business owners wanting to make their mark in this highly integrated world make use of effective digital marketing channels to promote their products, services and brands. But if business owners really want to take their digital marketing efforts to the next level and generate substantial amounts of profits in the process, they need to adopt other strategies that would produce even better results.


Enter Multi-Channel Digital Marketing campaigns – a strategy that combines various kinds of indirect and indirect marketing channels to generate favorable actions or responses from targeted audiences.


Via Brian Yanish - MarketingHits.com
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Le #digital reste un centre de coûts pour les #entreprises

Le #digital reste un centre de coûts pour les #entreprises | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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CardioCity

CardioCity | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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Forget SEO for mHealth Marketing

Forget SEO for mHealth Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Let’s face facts: The World of Content Marketing is changing. Every. Single. Day. Every blog post (including this one), every podcast, [...]

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Pharma Jobs: The Big Pharma Recession Report 2013

Pharma Jobs: The Big Pharma Recession Report 2013 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
In this report we examine the impact of the global economic crisis on the Pharma industry and budget, production and staffing predictions for the next 12 months.

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Report: Changing Patient Behavior Is Primary Factor Driving Healthcare

Report: Changing Patient Behavior Is Primary Factor Driving Healthcare | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
  Changing patient behavior and expectations is the primary factor driving the healthcare market, according to a new report from Verizon and Harvard Business Review. “The Digital Dividend: First Mover Advantage” report sponsored by Verizon surveyed...

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Desktop vs. mobile for DTC marketers -

Desktop vs. mobile for DTC marketers - | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
People use mobile devices to consume online media, but still use desktops to a large extent for things like eCommerce.

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Aux États-Unis, le temps consacré aux applications mobile ne faiblit pas ! | L'Atelier: Disruptive innovation

Aux États-Unis, le temps consacré aux applications mobile ne faiblit pas ! | L'Atelier: Disruptive innovation | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Face à l’augmentation du temps consacré au numérique, les applications smartphone paraissent tirer leur épingle du jeu. Une étude de comScore tente d’en saisir les enjeux.

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The 5 Rules that Are Redefining Medical Marketing

The 5 Rules that Are Redefining Medical Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

HIPAA, EHRs, Obamacare — you don’t have to be the sharpest scalpel in the instrument tray to realize that healthcare is in the midst of radical change. But there’s an even bigger, more fundamental shift going on that promises to spell the difference between success and failure for any provider who hopes to engage with today’s healthcare consumer.

As noted previously, a continuous digital transformation is redefining how consumers and companies interact. Given the freewheeling nature of the Internet and social media, it can seem chaotic, confusing and even inappropriate for a regulated industry like healthcare but the rise of the empowered patient doesn’t have to be threatening. In fact, by helping aesthetic consumers as they navigate the process — reducing friction, so to speak — doctors can become empowered providers by understanding the following 5 “rules” and adapting accordingly:

The consumer decision journey is no longer linear

Back in the dark ages — i.e., pre-Internet — the old metaphor of a marketing funnel (awareness leads to consideration leads to purchase, etc.) made sense because would-be patients had few options to gather information. Not anymore. Today’s aesthetic consumer can gather information from countless sources, any one of which can send them in a new direction or restart the process all over again.

What it means for doctors: Doctors who want to connect with patients need to get involved early in the process and commit to the long haul. Those who wait until a potential patient actually contacts their practice are likely to find themselves waiting in vain.

Comparison shopping is expected

Obviously, booking a face lift and buying a new outfit are very different things but they share a common element: Thanks to the Internet, today’s consumer is no longer limited to local providers and comparison shops for almost everything, comparing features, benefits and prices among multiple providers.

What it means for doctors: The Internet in general, and social media in particular, give doctors a powerful outlet to highlight what makes them different than the competition. Whether it’s sharing your practice philosophy or posting prices online, it’s all about ensuring your value proposition is clear and unique.

Community is crucial

If the 5.5 million unique monthly visits to RealSelf suggest anything at all, it’s that aesthetic consumers are truly a sister- (and brother-)hood who rely on each others’ stories and experiences when making decisions about procedures and providers. They are not, as some doctors fear, gripers and complainers, but rather, high-intent consumers who place great value on the insights of those who have gone before them.

What it means for doctors: Online reviews from existing patients speak louder than any marketing material you can produce — they’re the reason social media is often called “word of mouth on steroids.” Encourage reviews via internal systems or services like Patient Engage and the community will do the rest.

Authenticity is essential

Today’s consumers have become exceedingly adept at assessing their interactions with brands and tuning out those they deem to be overly promotional. And while they hate being interrupted by sales pitches in social settings, they appreciate companies and organizations that voluntarily provide the information they’re looking for — and even more so if it’s made available before they even ask.

What it means for doctors: Simply put, sharing, not selling, builds trust and by focusing on the former you demonstrate that you care about patients, that you want to help and that you’re authentic.

Patient-centered marketing is a must

Put the above “rules” together and it should be obvious that digital technology is transforming the entire process of how aesthetic consumers research procedures, weigh their options and ultimately choose their providers. They have become, in a word, empowered and while tradition-bound doctors may find the resulting loss of control disconcerting, the better course is to embrace it simply because there’s no going back.

What it means for doctors: Empowered patients are not just the new reality; they also represent an opportunity for doctors who make the effort to meet those patients as they embark on their own decision journeys. As noted above, doing so builds trust but, perhaps even more important, it’s also empowering as your participation can influence the direction that journey takes.


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Articles — BaseCase

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Mobile Marketing Stats 2014 [Infographic]

Mobile Marketing Stats 2014 [Infographic] | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
  SOURCE September 19, 2014 You may have heard that mobile marketing is “in the future” but it’s not – it’s now. With 1 in 7 people worldwide owning smartphones, mobile marketing is the most efficient way to get in front of your audience. Are you developing a plan around these technology changes? Here are a few important stats to keep in mind… 25% of online searches are done on a mobile device. With phones and tablets at easy access, percentage of online search being done on the go is increasing dramatically and 57% of users won’t recommend companies with poor mobile sites. 70% of mobile searches lead to action on websites within 1 hour. Making products and services easily accessible on mobile devices will increase the likelihood of quick purchases via a smartphone or tablet. 1 in 7 people worldwide use smartphones. That means over 1 billion people (and growing) around the world have smartphones. 1 in 17 people own tablets as of December 2013. 60% of social media time is spent on

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SEO : bien comprendre l'étude des Ranking Factors 2014

SEO : bien comprendre l'étude des Ranking Factors 2014 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Attention à bien comprendre ce que signifie l'étude des Ranking Factors de Searchmetrics, qui entretient le flou entre corrélation et causalité. Explications !

Via Matthieu BOYER
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Comment réussir sa transformation digitale

La majorité des grandes organisations ont pris conscience de " l’urgence numérique" , selon l’expression de Guy...

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Novartis Aims to Expand Mobile Health Services

Novartis Aims to Expand Mobile Health Services | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Novartis, a healthcare solutions provider, already boasts of an impressive 13 mobile health apps, but the global company is looking to expand its mobile health services from healthcare monitoring to virtual healthcare.

Via Emmanuel Capitaine , Celine Sportisse
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Jim Murphy's curator insight, September 17, 6:37 AM

Happy to help make this happen

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Five things for pharma marketers to know: Wednesday, September 10 - Medical Marketing and Media

Five things for pharma marketers to know: Wednesday, September 10 - Medical Marketing and Media | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

“Medical Marketing and MediaFive things for pharma marketers to know: Wednesday, September 10Medical Marketing and MediaApparently, media mavens enjoy a side of digital-health insight while reading up about cable TV.”


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Acné sévère - Ensemble contre l'acné

Acné sévère - Ensemble contre l'acné | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
L’acné est la plus fréquente des affections de la peau. Dans le cas d’une acné sévère, une prise en charge globale et sur le long terme est nécessaire.
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5 healthcare marketing lessons from the ALS ice bucket challenge

5 healthcare marketing lessons from the ALS ice bucket challenge | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it


I first learned about the ALS ice bucket challenge earlier this month when a friend posted a video of herself on Facebook accepting the challenge in honor of Peter Frates, credited by many as the mastermind of or inspiration for the campaign. He happens to live in my hometown and suffers from amyotrophic lateral sclerosis, commonly referred to as Lou Gehrig's disease.

I was intrigued by her 30-second video, which challenged my other friends to dump ice water on their heads or donate $100 for ALS research. Within days videos began to pop up all over my news feed, on You Tube and on local TV news.


This grassroots campaign quickly spread across the nation--even the world--as businesses, celebrities and political leaders continue to take on the challenge and come up with clever, fun videos and donate money to this worthwhile, but--until now--little-known cause.

In less than a month, donations from the ice bucket challenge totaled $94.3 million--the ALS foundation raised $2.7 million during the same period last year. The campaign not only raised awareness about the disease, it has raised some serious cash for research for a cure.

"It is a brilliant concept because it does what great branding and smart marketing execution are supposed to do: Give people something they value in an authentic, immediately tangible and share-worthy way," Jonathan Salem Baskin writes in Forbes.

While the viral campaign demonstrates once again the power of social media,the ice bucket challenge also offers several marketing lessons for hospitals and healthcare leaders. Here are just a few:

Keep it simple. The ice bucket challenge asks people to dump ice water on their heads and donate $10 to the ALS Foundation or donate $100 to the charity. The objective and message was clear and easy to understand, writes Garbrielle Boko, executive vice president of marketing at Safe North America inEntrepreneur.

Add immediacy to your message. The campaign worked so well because the challenge requires people to act within 24 hours. "By giving your audience a deadline, the initiative will become a greater priority," Boko writes.

Make it an obligation. The campaign worked because it trapped the person nominated, writes Savannah Marie in Tech Cocktail. If you didn't join in, you faced a penalty. Plus your friends were waiting for your video so you didn't want to disappoint them. "Getting wet didn't get you off the hook, it just softened the blow, and it likely generated a donation out of individuals who otherwise would not have given anything," she says.

Educate your audience. The viral campaign drove awareness about ALS but the videos didn't necessarily educate and inform people about the horrific disease. Healthcare marketers should remember that it's vital to educate consumers with information in any campaign, Lauren Ingram, media relations specialist for Clarity PR, tells the Guardian.

Use video in your marketing strategy. The challenge demonstrates the power of video, especially now that smartphones make it easy to create and share videos, Joe Edwards, digital and social director for MOI, a global marketing company, also says in the Guardian piece. Video must be at the core of your digital strategy as you seek ways to engage patients and their families via the medium, he says.


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Sherri Altman's curator insight, September 17, 4:28 AM

The ALS "Ice Bucket" challenge encouraged family and friends in participating in dumping a bucket of ice on their head. The simple activity has created awareness of the disease and has raised a significant amount of money.  There are some lessons to be learned through this strategy which include messaging that is simple, creating the sense of urgency due to the 24hr challenge, etc.  Video also played a specific role.  Thinking about our goal of being 20 percent healthier by 2020, there is an opportunity for us to get creative on using simplistic tools such as what was used for the ALS challenge. 

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Hépatite C : Gilead autorise une version générique du Solvadi... dans les pays pauvres | Le Quotidien du Medecin

Hépatite C : Gilead autorise une version générique du Solvadi... dans les pays pauvres | Le Quotidien du Medecin | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Le groupe américain de biotechnologies Gilead Sciences a autorisé lundi pour 91 pays en développement une version générique de son traitement contre l’hépatite C, très efficace mais si onéreux que seule une infime minorité de patients y a actuellement accès.

Le Sovaldi de Gilead est vendu aux États-Unis 1 000 dollars par pilule, ce qui porte le coût total du traitement de douze semaines - efficace dans plus de neuf cas sur dix - à 84 000 dollars (65 000 euros). « Cette annonce change la donne », a estimé Greg Alton, vice-président exécutif de Gilead, auprès de l’AFP à New Delhi. « Le grand changement, c’est que nous mettons ce traitement à disposition de millions de gens dans le monde », a-t-il ajouté.


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The Pharma Obligation to Social Media

The Pharma Obligation to Social Media | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The patient population is at our finger tips. Technology has provided a broader platform to witness their frustrations, build lasting relationships and work collaboratively to improve outcomes. The pharma industry invests billions in the development of new treatments; they are bold, courageous and imaginative in the pursuit of scientific excellence. Yet, with a few exceptions, remain anxious, nervous and paralysed in social media. The changing environment demands industry innovation and outcome based funding. If science will be at the heart of that drive, social must be the catalyst.

Fear of a brand name?
We invest millions in building a brand, yet remain terrified of its mention in public. Of course, we cannot publicly announce our treatment and associated scientific benefits, and yes we have an obligation to ensure it is not miss-represented either positively or negatively. But are we really at fault if a member of public chooses to discusses our brand in a fair, valid and experienced manner? We live in a free world, and an increasingly global community, we must engage if we have valuable information & insight. Do we not have a moral obligation to respond with valuable insight? Why would we leave Wikipedia with data we know to be inaccurate, when it’s widely considered to be the first point of reference? The vast majority of the general public are wholly unqualified to comment on disease, symptoms, side effects or treatments, but do so with the vigor of a grand-parent championing chicken soup. We have the knowledge, rigor and expertise to harness valuable patient experiences, real-life events and dialogue to support broader society.

But what if we came across an adverse event?
What if we don’t? We all have an obligation to report adverse events. Beyond the rules there is a moral obligation. Many months ago I witnessed a psychiatric nurse discussing how, with appropriate permissions, they monitored patients on twitter – AMAZING! If the NHS can find the time & resource to use social media in such a smart fashion, then big pharma must follow suit.

We’ll be accused of #badpharma and dishonesty!
That is true whether you participate or not. I’d advocate participating and whilst you would never directly challenge an individual, voicing your position to a broadly smart community can only be more positive.

The approval process takes too long.
Social media is not just publishing content. It’s about listening. It’s an opportunity to hear from patients. It’s about understanding challenges & frustrations and working to address them. That alone is worth embracing the social world. It isn’t a fad, it’s been around since society – the playing field just got bigger.

 

As I often discuss, I’m proud to work in pharma. We make a difference, and we improve outcomes. Scientists & their amazing work will be at the heart of that success, but with the necessary courage communications experts can be the key.



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Astellas hosts an app-focused Innovation Challenge in association with New Scientist

Astellas hosts an app-focused Innovation Challenge in association with New Scientist | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Astellas invites participants to 'Come up with an innovative app for healthy living that impresses [their] judges and your idea could become a reality!'


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Andrew Spong's curator insight, September 16, 8:40 PM

A positive, progressive idea. Great to see Astellas teaming up with New Scientist for this initiative, too

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Teva supports launch of MS help website

Teva supports launch of MS help website | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

A new eHealth website, Pow Health, has launched in Ireland to help those suffering with long term illnesses monitor their condition, with a particular focus on multiple sclerosis (MS).


Via Philippe Marchal/Pharma Hub
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e-santé : une question de convergence et de co-création - POST PHARMAGEEK #hcsmeufr #pharma

e-santé : une question de convergence et de co-création - POST PHARMAGEEK  #hcsmeufr #pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
e-santé : une question de convergence et de co-création Medtronic lance Medtronic Assistance pour tous les utilisateurs d'implants cardiovasculaires
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