PHARMA MULTI-CHANNEL MARKETING by PHARMAGEEK

A strong advocate for including digital literacy in medical education, self-described “geek medical futurist” Bertalan Meskó, MD, PhD, believes that online communication tools, such as social media, can improve the way medicine is practiced and health care is delivered.

As the drug industry gets ready to invest more money into digital marketing to cut costs and increase efficiencies they have a lot of tactic available to them.  Digital marketing, today, isn't just...

By Bryan Vartabedian, MD I recently co-organized Millennial Medicine, an international meeting on the future of medical education.  The meeting, the speakers and the comraderie was amazing.  But wh...

There is a lot of data available about how physicians perceive and use digital technologies.  Yet, less is known about how their perceptions and use patterns compare to other health providers. In addition, there is very little research on how things change when providers are passively observed utilizing the Web to research and consume medical information.

This infographic features research from a stand-alone digiheatlh pulse study conducted between late 2011 and early 2012.  It explores the differences and similarities between what providers recall versus the reality of their online experiences.  This infographic was published in Summer 2012.

Accenture Eight-Country Survey of Doctors Shows Significant Increase in Healthcare IT Usage

Following up the presentation of our project with a pharma company in the Netherlands on how Pharma can enhance its impact and reduce costs of marketing, we present our chalkboard sketch to construe a new commercial model for a pharmaceutical market approach:

An approach that would guide the decision makers in the company to construe the right set of activities to focus on accounts with the best chances of success, engage with its decision makers on drug prescription effectively and provide added value to their medicines so as to help care providers to help their patients better.

The model starts with the acknowledgement that there is not one right way for approaching all different markets to pharma with a standard approach. Preference schemes for drug selection, local protocols, reimbursement schemes, actual health care systems’ conditions, drug prices, different stakeholders and the very portfolio of the company, can only lead to the conclusion that differentiation should be the name of the game. (see here). The model needs to accommodate for these different conditions.

How doctors prefer to engage with pharma part two - Articles In the second part of this new series, an oncologist, referred to as Doctor B, tells pharmaphorum's Rebecca Aris how he prefers to engage with the pharma industry and how this engagement...

Merck targets docs with revamped UK website and healthcare apps
FierceBiotech IT
For the U.K. version of Univadis, physicians get free access to a library of medical apps for their work in 50 specialty areas.

Email has the potential to deliver a strong ROI for marketers, though the precise response rates depend on a number of factors including the subject line, type of offers and the time of day the email is sent.

Having to endure an encounter with another dreary batch of lifeless communications about 'multi-channel marketing', 'patient strategies', and 'market access' isn't the way that anyone working in th...

While Pfizer leads in followers, Sanofi US leads the way # of tweets and Novartis leads in engagement on TwitterIt is quite an obvious fact that Twitter has become a very important tool for pharmac...

Présentation faite en collaboration des équipes de Lexis Nexis et d'Interaction-Healthcare

The prescription drug cost curve is bending…for the time being. Spending on medicines fell by 3.5% in 2012 and will continue to fall below overall health spending over the next five years to 2017.

But different from general health spending, there’s a new game in town called specialty medicines, and they cost a whole lot more than the generics and the aging brands that bent the cost curve in 2012.

To understand why parents balk at routine vaccinations for their kids, London-based drug giant GlaxoSmithKline undertook a project to mine parent websites with text analytics software from an MIT spinoff. As reported by the Wall Street Journal, the project has led the drugmaker to reconsider how it helps physicians communicate with parents about inoculating their children.

For years, many mobile insiders proclaimed “201_” is the year of mobile. While I can’t say when/if it actually happened, 2013 is defin

FirstWord Pharma - Gain Access to the Information You Need Track the Companies,
Products, and Regulatory Areas of Most Interest to You

A new report shows that healthcare communications professionals prefer YouTube over Twitter, Facebook and LinkedIn.

According to the study, conducted by Ideahaus and published in the current issue of the Journal of Communication in Healthcare, professionals within the healthcare space are rapidly shaping best practices for marketing communications, despite the lack of FDA guidance in the use of social media in healthcare.

The study measured the attitude of 107 healthcare, pharmaceutical and life sciences executives on the use of social media, according to a May 15 news release. Survey respondents hold positions from CEO to CIO, from marketing director to brand manager, are active in their positions and serve primarily in the United States. “The results are surprising, especially given the historically conservative nature of the healthcare marketing community,” the news release said.

The survey focused on those who are tasked with the development, creation and delivery of brand and product information to target audiences. When asked about whether marketers should be permitted to use social media to promote their products and services to the public, most were positive. The mix of media (i.e. YouTube, Flickr, Twitter etc.) appears to be as important as the message.

The data indicates healthcare communications professionals are most reticent to adopt Twitter, a mainstream corporate communications tool. YouTube's acceptability was pervasive, in fact twice that of Flickr or Twitter. The study also flushed out a number of perceived risks of embracing social media marketing in healthcare communications.

Intuitively, Twitter would have seemed to be the most likely adopted marketing tool based on its 140-character limit: no photos, few words, simple messages and clean delivery. But this is not the case for surveyed healthcare communications professionals, researchers said.