If an important part of our job is to increase awareness and understanding of digital across our organisation, what lessons do we need to teach?
Pharmaceutical firms must adopt and consistently execute practices that lead to digital excellence and give them a competitive edge. Which of these firms are accelerating away from the rest of the marketplace? We found that only two—Merck and Bristol-Myers Squibb—are doing reasonably well and achieving excellence and maturity in their digital capability. Firms taking a disciplined approach to digital transformation achieved higher maturity in digital capability than their less-disciplined peers. To reach the next level of maturity, firms should invest in foundational digital capabilities, develop locally relevant plans, and bridge the gaps between marketing, digital, and IT.
Ogilvy CommonHealth Worldwide evaluated how 14 major pharma companies were performing across six key categories:
- Social presence: How many social networks was the company on?
- Activity: Was the content kept fresh with regular updates?
- Engagement: Were the companies engaging their users and generating interest?
- Social network: How simple and intuitive was the connection between social networks?
- Virality: Was the content spread around the social sphere?
- Sommunity Size: How big was the community?
"I value my time off. Years ago when first going onto EHR, I could not connect from my house so I learned to get everything done before leaving the office. My time off was truly unconnected. This EHR change to mobile is going to necessitate another change in work flow for me.
There are two ways to approach this subject:
1. It will allow me to follow my patients more closely since I can get their lab results and follow-up data without being in the office. This will improve my relationship with my patients and result in more detailed care for them.
2. I will never really be out of the office. This could have legal ramifications.
The answer will likely be having a better buddy system and sign-out criteria in our practice. Right now, I have a buddy that will keep an eye on my charts and labs when I am away. We try to notify our buddies when they need to take over. Sometimes, it doesn't always work that way. So far, nothing serious has gotten missed … but we must remain vigilant in making sure follow up happens."
I prepared the chart on the left for the Pharma Marketing News article "DTC Ad Spending Rises from the Grave," which was published this Monday. You should compare this version of the chart to the one I published here on Pharma Marketing Blog last week (here).
This chart says 5% of pharma's 2014 DTC ad budget went to the Internet (excluding search), whereas the previous version says only 3%.
This chart says 63% of the budget went to TV, whereas the previous version says 70%.
I'll ignore print for now.
Determining the exact amount that the pharmaceutical industry spends on advertising via different media (TV, print, Internet, etc.) is a daunting task. Numbers regarding pharma DTC spending come from two sources: Nielsen and Kantar Media. Both report "measured media" spending, which includes TV, magazines, news-papers, radio, outdoor, and Internet (display ads only, not including search). Kantar tracks over 3,000 media sources throughout the US and Canada, which is a different methodology than that used by Nielsen. As a result, the numbers from these sources often do not match (for more on that, read "Making Sense of Pharma DTC Spending Trends").
Why the Differences?
Read more here.