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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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eyeforpharma Barcelona 2015 #placetogo #hcsmeu

eyeforpharma Barcelona 2015 #placetogo #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

 #place to go12th annual 3-day global conference covering all aspects of commercial pharma, the go-to pharma event

Lionel Reichardt / le Pharmageek's insight:

PLACE TO GO

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Great Online Patient Content You Already Have

Great Online Patient Content You Already Have | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

In order to make a true impact on patients using social media, it's critical that your content be focused on them, and not you.

Ask yourself: How well does your practice's website content score on these measures:

• Does your content understand?

• Does your content serve your community?

• Is your content consistent?

• Does your content demonstrate expertise?

• Does your content provide unique quality to your patients?

Focus on your patients and provide what they are looking for.

The good news is that you already have this content. Every physician is a teacher on some level. At the very least, we educate our patients; some of us occasionally teach medical students, residents, and colleagues – at grand rounds, at classes, or just at the conference table. Many of us have PowerPoint slide decks or handouts for these teaching activities. This is great content for your content brand.

Inventory your existing content through a "content audit." The first place to look for physician-generated content is at your practice. Every practice has a surprising amount of high-quality content used for patient education — as hand-outs, pre-op tip sheets, post-op complication warning sheets, directions for when to call, directions for seeking urgent care, or other healthcare tips.

Most of this content has been developed by physicians and nurses. You may have produced some of this content yourself; some of this content is often from a national medical board or professional organization in the form of brochures, flyers, and patient guides. These are available for every specialty.

These should be organized and made available on your website as educational material. Make it user-friendly. Make it easy.

This sort of content is replete with the keywords that your patients are using to find answers. These keywords are "findable" by search engines, and will elevate your ranking in those searches.

Now develop some content that connects.

Your next step is to use your patient questions log — the frequently asked questions (FAQs) patients ask you all the time and that you document — to guide your efforts. What topics are your patients most concerned about? What do they need help with?

Look at your collection of content from your content audit for information you can develop further into short and informative articles.

Expand your content format beyond text:

Graphics: Consider taking your patient FAQs and your slide decks to a graphic artist and having them create an informative infographic.

Video: Consider sitting down in front of your smartphone or other video-capture device and recording a two-minute description of your specialty. Record a two-minute answer for each of the top five (or more) of your patient FAQs. Why two minutes? Because studies show that two minutes is the upper limit for our attention span in the digital world (sad, but true). Now you have at least six videos that you can upload to YouTube. Then have those embedded on your website.

Audio: Have the audio track from your videos uploaded to iTunes and other audio websites. They can then be downloaded for free by people who are looking for the answers you are providing.

More text: Have the audio tracks from your videos transcribed to text. Include those transcriptions in the Information section when you upload your videos to YouTube. Whereas videos are not searchable by search engines, this text is searchable, and full of keywords that your patient community will search for. You just became more "findable!"

You don’t need to do all of this yourself. A physician’s time is the most expensive asset in the system. So don’t spend your time on clerical or artistic work — outsource it.

For minimal investment, you can find help on Elance and other for-hire sites. These sites provide experts to help you with editing; artistic types to help create infographics and other image-heavy content; transcriptionists to transcribe your audio to text; and, if you’re not technically savvy, technical folks to help you set up a YouTube channel or upload your audio files to iTunes; or anything else you need help with.

If you invest even 10 minutes to produce a single two-minute video, then a total of 30 minutes on Elance to have that transcribed, edited, and uploaded to YouTube, your total investment will be less than$50 to $100. The potential return on that investment is extraordinary, and simply cannot be matched by traditional marketing methods

- See more at: http://www.physicianspractice.com/blog/great-online-patient-content-you-already-have#sthash.3UyN1F4C.dpuf



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Doctors Use the Web at Work, But Wary of What Patients Read Online | Xconomy

Doctors Use the Web at Work, But Wary of What Patients Read Online | Xconomy | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Whatever happened to Health 2.0? You know, the trend toward using Web tools and resources for healthcare that started in the mid-2000s? The name may have g
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La moitié de la pub en ligne n'est pas vue par les internautes

La moitié de la pub en ligne n'est pas vue par les internautes | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

“Que se passera-t-il si les annonceurs se rendent compte que la moitié de leurs bannières ne seront jamais vues ? Pour les éditeurs, le débat n’est pas là. Pour les annonceurs, il ne faut pas en [...]”


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How to implement patient centricity from Lode Dewulf at UCB pharma #efp2014 @eyeforpharma

How to implement patient centricity from Lode Dewulf at UCB pharma #efp2014 @eyeforpharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Lode Dewulf, VP, Chief Patient Affairs Officer at UCB speaking at eyeforpharma Barcelona on how to implement patient-centricity. eyeforpharma's youtube chann...
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Biogen Straps Fitbits Onto MS Patients' Wrists

Biogen Straps Fitbits Onto MS Patients' Wrists | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Data collected from the bands might lead to better treatments
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The benefits of a customer-centered approach in pharma marketing

The benefits of a customer-centered approach in pharma marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pharma still doesn’t quite ‘get’ customer experience and remains significantly out of sync with consumer sentiment. This post lays out why pharma needs to think customer first.

Via COUCH. , eMedToday
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Creating value beyond the pill

Creating and capturing value beyond the pill: why it's a necessity, how to do it right and key success factors
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Le mobile, désormais un média de masse

Le mobile, désormais un média de masse | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Plus de 18 millions de smartphones vendus en France en 2014. Le marché du mobile atteint un grand niveau de maturité, comme le souligne le 8e baromètre trimestriel du marketing mobile.

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Pharma Marketing Blog: FDA Says It Will Not Regulate Low-Risk Mobile Health Apps as Medical Devices

Pharma Marketing Blog: FDA Says It Will Not Regulate Low-Risk Mobile Health Apps as Medical Devices | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Via Aleksandra Misiorowska, eMedToday
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A Strategic value to iPad e-detailing?

A Strategic value to iPad e-detailing? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Necessary or critical?

Via Mads Krogh Petersen, eMedToday
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Top 7 Trends in Pharma Marketing for 2015

Top 7 Trends in Pharma Marketing for 2015 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Toward the end of 2014 the Blue Latitude team gathered together for breakfast in the boardroom to discuss how pharma marketing will change in the year ahead and what trends will be big in pharma marketing during 2015.

Via Philippe Marchal/Pharma Hub
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Jerome Leleu's curator insight, January 28, 1:17 AM

ajouter votre aperçu ...

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Seven Steps to a Digital Engagement Strategy for Physicians

Seven Steps to a Digital Engagement Strategy for Physicians | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
As physicians increasingly turn to digital for information gathering disease, treatment and brand websites are inevitably necessary and…

Via COUCH. , eMedToday
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Care Moving to Cure - 10 Inevitable Changes in Pharma 2015​ - YouTube

What are the steps that the industry needs to take to build a business model around providing cures rather than care? Life Sciences has built a business arou...
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Is it time to rethink DTC marketing?

Is it time to rethink DTC marketing? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
POST SUMMARY: DTC marketing has not really kept pace with changing consumer needs and wants.  While pharma is under increasing pressure to show ROI perhaps not everything we do has to have a hard ROI but rather meet patient needs.

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Let's Tweet Over : Interview Alexandra Fulford @pharmaguapa - Social Media for Pharma conference #hcsmeu

Une chaîne dédiée à la E santé... d'expériences vécues comme la Silicon Valley aux émissions de J'IRAI TWEETER CHEZ VOUS #JTCV en passant par de beaux événem...
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Quentin Rst's curator insight, January 30, 4:42 AM

Nice interview ! 

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eyeforpharma Barcelona 2015

eyeforpharma Barcelona 2015 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
12th annual 3-day global conference covering all aspects of commercial pharma, the go-to pharma event
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Google, Biogen will use wearable sensors to study multiple sclerosis

Google, Biogen will use wearable sensors to study multiple sclerosis | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Biogen Idec has partnered with Google X, Google’s business unit for long-term “moonshot” projects, to study outside factors that might contribute to the progression of multiple sclerosis (MS), according to a report from Bloomberg.

Google and Biogen will use sensors, software, and data analysis tools to collect and analyze data from people who have MS. The companies aim to explore why MS progresses differently in each patient.

Bloomberg pointed out that Biogen has used digital tools for its disease research in the past. Last month, Biogen announced that it was using Fitbit activity trackers to gather data from people who have MS. It gave 250 Fitbit bands to participants to track their level of activity and sleep patterns. Last summer, the pharma company worked with Cleveland Clinic to develop an iPad app to assess MS progression. 


more at http://mobihealthnews.com/40031/google-biogen-will-use-wearable-sensors-to-study-multiple-sclerosis/



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Farid Mheir's curator insight, January 29, 7:43 AM

Companies should do this more often: experiment with new technologies - cloud, analytics, wearables, etc. - to explore new business opportunities with minimal investments. All technology companies do it yet few in the traditional environments seam to grab the opportunity. Why?

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25 Disruptive Technology Trends 2015 - 2016

Brian Solis explores some of the biggest technology trends and possible twists on the horizon for 2015 and 2016. Topics include cyber security, mobile payments…
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@eyeforpharma Barcelona 2015 Place to go to learn on MCM for #pharma #hcsmeu #hcsmeufr

@eyeforpharma Barcelona 2015 Place to go to learn on MCM for #pharma #hcsmeu #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
12th annual 3-day global conference covering all aspects of commercial pharma, the go-to pharma event
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Arthrose : un site pour accompagner les patients - A la une - Destination Santé

Arthrose : un site pour accompagner les patients - A la une - Destination Santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Validé par des experts rhumatologues, le site Arthrocoach.com fourmille de conseils pratiques. Ce service en ligne totalement gratuit a été conçu pour acco

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Using Digital Insights for Pre-launch in the Pharmaceutical Industry

Using Digital Insights for Pre-launch in the Pharmaceutical Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Via COUCH. , Stephen Dunn, eMedToday
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Study: 80% of Companies Will Increase Digital Marketing Budgets

Study: 80% of Companies Will Increase Digital Marketing Budgets | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
as digital marketing rises in importance, 80% of companies plan to increase their digital marketing budgets, according to a study by mondo.

Via Philippe Marchal/Pharma Hub
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Digital dawn: Online interactions with MDs leading to more prescripts

Digital dawn: Online interactions with MDs leading to more prescripts | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Emails, webinars, and automated sales calls are three digital interactions that doctors are becoming comfortable with—and increasingly responding to by writing a prescription.

Via Philippe Marchal/Pharma Hub, eMedToday
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