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How To Create A Digital Marketing Strategy

How To Create A Digital Marketing Strategy | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Where is the starting point in such a mission?

Already from the title I'm a little concerned that we're going to create isolation. Yes, I'm a digital geek, but to really shift the needle digital is only part of multi-channel. If we want Pharma to have a meaningful impact on their target audience we need to start upstream.

This article is however an excellent read as there is alot of structure and great elements that are all part of the magic that is needed in delivering results.


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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 make the most of Wikipedia - but not in an unstructured manner

Pharma needs to make the most of Wikipedia - but not in an unstructured manner | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

This article by Ben Atkins co-lead of the digital practice at Chandler Chicco Companies offers advice on "someone" [inside pharma, I assume] should consider "if asked to edit a healthcare-related Wikipedia page." 

 

The advice includes:

 

1. Monitor Wikipedia pages
To start, monitor the pages relevant to your company, your products and to the diseases you treat.

 

2. Set parameters for engagement
As part of your social media policy and governance, define and agree the parameters your company will follow to engage Wikipedia.

 

3. Work through the talk page, and avoid editing the page directly
Wikipedia frowns upon any perceived conflict of interest. The safest approach is to recommend an edit, additional text, or a new section, by using the 'talk' page.

 

4. Stick to the facts and don't be promotional 

 

5. Recommend edits and don't seek to rewrite entries
Taking the extra step of providing a rewrite vs concisely correcting specific inaccuracies or by sharing a link to the PI as a potential new reference may be perceived as influencing content.

 

6. Use judgement
Regulatory guidance remains to be clarified; this means there remains an element of uncertainty.

 

I think Atkins forgot one important piece if advice.


Via Pharma Guy, Olivier Delannoy
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Pharma Guy's curator insight, Today, 4:04 AM


The missing piece of advice is my friend, Dr. Bertalan Meskó (@Berci) wrote in an open letter to pharma back in June 2012 (here):


Dear Pharma Companies,

The place of Wikipedia in the dissemination of medical information online is indisputable now. If you want your customers to access information about your products from the quality perspective and in the simplest way, you have to deal with using Wikipedia.

Based on the pretty negative past encounters between pharma employees and Wikipedia editors (pharma employees trying to edit entries about their own products in a quite non-neutral way), we advise you to employ a Wikipedia editor if you want to make sure only evidence-based information is included in entries about your own products. Appointing someone from within your company as a “spokesperson” in Wikipedia who would perform all edits on behalf of the company is an excellent way to update those entries.

For more details, please see our open access social media guide
[see my review here].

But basically, we, Wikipedians, are more than open to starting a discussion about this with you.

I’m looking forward to working together.

Dr. Bertalan Mesko
Webicina.com


In other words, not just any pharma employee should willy-nilly take on the task of editing Wikipedia articles, but some FTE designated by upper management and adequately TRAINED should represent the entire company's response to correcting misinformation on wikipedia (and perhaps in other online sources of information).

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AZ launches DoctorsNotes online medical literature tool - PMLiVE

AZ launches DoctorsNotes online medical literature tool - PMLiVE | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
New browser extension aims to make HCP's reading 'shareable and social'

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Medication Compliance: Is Mobile Health the Solution?

Medication Compliance: Is Mobile Health the Solution? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
When former Surgeon General, C. Everett Koop, M.D. said, 'Drugs don''t work in patients who don''t take them,' he could never have imagined the crisis in medication compliance would reach multi-billion dollar proportions - but it has.

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M’@grandir L’application M’@grandir a été conçue pour les parents et les patients qui souhaitent contrôler la croissance de leur enfant ou leur propre croissance.

M’@grandir L’application M’@grandir a été conçue pour les parents et les patients qui souhaitent contrôler la croissance de leur enfant ou leur propre croissance. | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Procurez-vous M’@grandir dans l'App Store. Consultez les captures d'écran et les avis, et lisez les critiques d'autres utilisateurs.
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Plus de 130 millions de consultations médicales vidéo prévues en 2018

Plus de 130 millions de consultations médicales vidéo prévues en 2018 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Selon les prévisions de la société d'études américaine Parks Associates, les consultations médicales opérées en ligne par vidéo devraient presque tripler en un an, passant de 5,7 millions en 2014 à 16 millions en 2015. A l'horizon 2018, c'est plus de 130 millions de consultations vidéo reliant le médecin à son patient qui pourraient être effectuées.

A lire sur parksassociates.com


Via E. Lacoste-Mbaye, dbtmobile
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New Uses for Pinterest by Pharma

New Uses for Pinterest by Pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Intouch Solutions Jennifer Hague takes a look at new opportunities for pharma to use Pinterest.

Via Olivier Delannoy, eMedToday
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Rescooped by Lionel Reichardt / le Pharmageek from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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ePharma Summit: Pharma Marketing Budgets Up, Where Are They Being Spent?

ePharma Summit: Pharma Marketing Budgets Up, Where Are They Being Spent? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
RT @epharma: 29% of #PharmaMKTG budgets up thish year- http://t.co/Wud6QMbrqe #ePharma

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What's The ROI Of A Smartphone Given To Patients With A Chronic Health Condition?

What's The ROI Of A Smartphone Given To Patients With A Chronic Health Condition? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Thanks to a pilot project announced today by Microsoft, TracFone and Health Choice Network (here) we're about to find out. Set to launch in January, the pilot project is designed to test the theory that smartphones can lower costs and manage chronic conditions like diabetes with better health outcomes. One big [...]

Via Celine Sportisse, eMedToday
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Healthcare Marketers Are Behind the Curve on Content

Healthcare Marketers Are Behind the Curve on Content | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
We've all been there—Googling a laundry list of symptoms out of concern that our cough and runny nose could be something more serious. In fact, the third most popular online activity—right behind checking email and using a search engine—is looking for answers to health-related questions, according to a Pew Internet survey.

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Pharmaceutical Field - eDetailing and how it affects you

We’ve all heard about it,but what exactly is it? And how will it impact the work of medical representatives? Dr Andree K Bates takes a detailed look at the various forms of eDetailing.
eDetail...

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Introducing the 7-Day Challenge to Live Like You

Introducing the 7-Day Challenge to Live Like You | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Tracking is the latest craze – there are wearable devices for pretty much everything. For people living with MS, the benefits of life tracking can be huge.
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How Can Pharmaceutical Companies Build Closer Relationships With Social Patients?

How Can Pharmaceutical Companies Build Closer Relationships With Social Patients? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
This year, FDA has final begun to offer some guidance to marketers about social media. Heres what social patient say they want

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Novartis’ mobile health strategy poised to move from tracking to virtual care

Novartis’ mobile health strategy poised to move from tracking to virtual care | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Novartis currently has 13 iPhone apps in the Apple App Store, nine of which are patient or consumer-facing. The list includes two games, “Sickel Cell Iron Invaders” and “Marley’s World” which are designed to teach players about Sickle Cell disease and Multiple Sclerosis, respectively. It also includes MyNetManager and Clinical Trial Seek, two apps that launched last March.


Via Philippe Marchal/Pharma Hub
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Le Lab Marketing Digital's curator insight, August 20, 12:37 AM


While Novartis’ recent partnership with Google and its longtime relationship with Proteus have indicated that the pharma company has an interest in digital healtha page on the company’s website, added this summer, lays out its broad vision and explicit interest in mobile health specifically.


In the post, Novartis highlights tracking and monitoring of patients as one of the biggest opportunities in mobile health.

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AstraZeneca - Estimating the cost burden of cardiovascular disease – now and in the future #pharma #hcsmeu

AstraZeneca - Estimating the cost burden of cardiovascular disease – now and in the future #pharma #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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AZ launches DoctorsNotes online medical literature tool

AZ launches DoctorsNotes online medical literature tool | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

AstraZeneca has launched a new web tool to help healthcare professionals (HCPs) 'consume, discover and share' medical literature as part of its 'beyond-the-pill' strategy.


Via Philippe Marchal/Pharma Hub
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Pharma & Health World.......in few graphs

Great Infographic to understand emerging markets dynamics


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Diagnostics are rising up the pharma value chain

Diagnostics are rising up the pharma value chain | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pharma interview: Anssi Pulkkinen from Roche Diagnostics, Finland on the increasing prominence of diagnostics

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Are Pharma Franchise Companies Really Looking for Digital Marketing?

Are Pharma Franchise Companies Really Looking for Digital Marketing? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

While searching the information on pharma franchise companies online, many articles were found having titles like “future of pharma lies in digital marketing.”


Via jaymin aegis, eMedToday
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Artificial pancreas-maker ViaCyte has new trials, funding, and Janssen partnership

Artificial pancreas-maker ViaCyte has new trials, funding, and Janssen partnership | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
San Diego’s ViaCyte is clearly up to plenty – the regenerative medicine company just announced it has teamed up with Janssen Research & Development, securing $20 million in financing in the process.

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FDA Proposes Guidelines for Posting Medical-Product Information Online

A lot can be misconstrued in the silent world of the Internet. While online technology has changed the communications paradigm, it also has resulted in bad information, embarrassing typos, factual errors and malfeasance.

Fake Web sites, botched emails, rambling blogs and photo abuse appear in cyberspace every day. Most of it is innocuous. But the stakes are higher for the medical community as it adapts to and enters the digital realm.

“In today’s world, in addition to traditional sources of medical product information, patients and health care providers regularly get information about FDA-regulated medical products through social media and other Internet sources, and those technologies continue to evolve,” wrote Thomas Abrams, of the Food and Drug Administration’s Office of Prescription Drug Promotion, on the FDAVoice blog. “But regardless of the Internet source used to communicate about medical products, the public health is best served by clear, accurate, truthful and non-misleading information about them.”

The agency has acknowledged the convenience, importance and popularity of social media as a resource for the medical community and industry-at-large by developing a set of best practices for current and future sites. The best practices come in the form of two proposed guidances, the goals of which are to help companies state the purposes of their products with the utmost honesty.

Both guidances relate to medical devices and prescription drugs.

“These documents strive to ensure that the information provided by drug and device companies is accurate and will help patients to make well-informed decisions in consultation with their health care providers,” Abrams wrote.

The first guidance addresses posting information to Twitter and paid-search sites that have character limits. The task of presenting the benefits and risks of a product in 140 characters or less can be daunting – and dangerous.  Both sides of the story need to be told, and a link or a phone number should be provided to give consumers a way to get more information from the company or an additional source.

The second guidance recommends ways for companies to correct information relayed about their products online, whether in a blog or on a Facebook post, whether negative or positive.

“We developed these new guidances, in part, to respond to requests for best practices from companies and other stakeholders,” Abrams wrote. “We gave careful thought to our draft recommendations, and we understand technology will continue to evolve.”

Because of the inherent risks posed by medical devices (defects) and prescription drugs (addiction), and their respective benefits (improved lifespan and disease prevention), the agency prioritized the proposed guidances.

“As a regulatory agency, we are committed to ensuring that the information about these products that their manufacturers and distributors direct at patients and health care providers is accurate and balanced,” Abrams wrote.



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rob halkes's curator insight, August 22, 3:00 AM

The world does open up for information on line, also about medical products ! 


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Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the Pill? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Medical Marketing and Media
Leadership Exchange: How Do We Get Beyond the Pill?

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Cardiocity : plateforme web destinée aux professionnels de santé

Cardiocity : plateforme web destinée aux professionnels de santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le laboratoire Boehringer-Ingelheim a lancé il y a quelques semaines une nouvelle version de sa plateforme d'échanges et d'informations destinée aux professionnels de santé : Cardiocity. Présentati...

Via Rémy TESTON, Durand Stéphanie
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Pharma and Healthcare Sales go digital with e-d...

Pharma and Healthcare Sales go digital with e-d... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
“Last month Pfizer rolled out a new way of marketing medicines, by introducing digital drug representatives.

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Most of pharma's 2014 woes playing out as execs expected

Most of pharma's 2014 woes playing out as execs expected | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
When surveyed about their outlook, pharma industry leaders said they felt plagued by uncertainty and beaten down by budget cuts. More than half worried they would receive pink slips by the end of this year.

Via Richard Meyer
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Most Popular Digital Marketing and Online Advertising Metrics

Most Popular Digital Marketing and Online Advertising Metrics | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Source: CMO Council [download page]

Notes: Familiar metrics top the list of those used to track the effectiveness of digital marketing or online advertising campaigns, with clicks, response and conversion rates (51%) the most commonly-cited top-5 measure, per the CMO Council's survey of 525...

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