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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Why Doctors Are Revving Up Their Online Marketing Efforts

Why Doctors Are Revving Up Their Online Marketing Efforts | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The world of advertising has changed radically in the past decade. Up until the turn of the century, most doctor’s advertising consisted of yellow and white ad placement and maybe an occasional local radio or newspaper ad.

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VISITE MÉDICALE: Effets secondaires, les médecins sont-ils bien informés?

VISITE MÉDICALE: Effets secondaires, les médecins sont-ils bien informés? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
réseau de professionnels de santé

Via EVELYNE PIERRON, Lionel Reichardt / le Pharmageek
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EVELYNE PIERRON's curator insight, April 11, 2013 12:26 PM

Cette étude, présentée aujourd’hui comme la plus complète sur la visite médicale pharmaceutique, a été menée à partir de questionnaires remplis par des médecins après chaque visite médicale concernant un médicament. Les chercheurs de l'UBC, l’Université d’York, de Montréal, de Californie et de Toulouse ont recruté les médecins participants à partir des fichiers de médecins généralistes de 4 sites, Vancouver, Montréal, Sacramento et Toulouse.

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Pharma Sales Jobs Take A(nother) Tumble! Digital's Slow But Relentless Impact.

Pharma Sales Jobs Take A(nother) Tumble! Digital's Slow But Relentless Impact. | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
"Also, the influence of sales representatives has shrunk, as many physicians no longer have the time to take the calls and some doctors refuse to see pharmaceutical representatives out of concern about improper promotions. Growing numbers of doctors prefer digital marketing. Lilly's U.S. sales force "will move to a smaller structure that is more directly aligned with our business realities—along with the realities our customers face, and the way they want to interact with us," a spokesman said."

 


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Sven Awege's curator insight, April 12, 2013 8:00 PM

Another great snipit from John "Pharmaguy" capturing the revealing comments that highlight the inner awakening to digital.

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Les entreprises pharmaceutiques entrent dans l'ère du web social. - VA PRESS

Les entreprises pharmaceutiques entrent dans l'ère du web social. - VA PRESS | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
À l'heure où de nombreuses entreprises se lancent dans l'aventure du web social, 44 % des entreprises du secteur pharmaceutique se tiennent encore à l'écart des réseaux sociaux.
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Pharma Edetailing: the core to a new commercial approach | Pharma & e-detailing

Pharma Edetailing: the core to a new commercial approach | Pharma & e-detailing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Past and future development for pharma edetailing, to leverage return on sales. A core issue to Pharma's new commercial conduct.

Via Thierry Geufroi, Fabrice Vezin, Ricard Robledo, Lionel Reichardt / le Pharmageek
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Barriers to digital marketing excellence within pharma

Barriers to digital marketing excellence within pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Last week I sent out some eMails to some thought leaders within our industry to ask them about the breakout and decline of DTC marketing dollars as reported by Nielsen and Cegedim. I received some...
[[ This is a content summary only.

Via Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek
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Comment marche la regulation de la promotion des produits de santé en France ? HAS #hcsmeufr

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Sandrine Bourguignon's comment, April 8, 2013 2:55 AM
Excellente synthèse, merci!
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Physicians Growing Cool Toward ePromotion

Physicians Growing Cool Toward ePromotion | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The percentage of physicians who believe that e-promotion -- video details, online events, and virtual details -- is inferior to face-to-face promotion increased from 33% in 2011 to 38% in 2012, according to Encuity’s 2012 eAnswers Annual Study...
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• CORPORATE REPUTATION OF PHARMA IN GERMANY, ITALY, UK AND USA

•  CORPORATE REPUTATION OF PHARMA IN GERMANY, ITALY, UK AND USA | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
PatientView's latest PatientView Plus reports

In January 2013, PatientView published ‘The Corporate Reputation of Pharma—the Patient Perspective', based on the opinions of 600 patient groups worldwide. PatientView is now releasing four reports on the performance of major pharma companies in Germany, Italy, UK and USA.

Surprisingly, the corporate reputation of pharma, and the rankings of each of the pharma companies, varies significantly between the four countries.

In 2012, 40% of 600 respondent patient groups believed that the corporate reputation of pharma had declined worldwide. However, patient groups' attitude to pharma varies significantly across the four countries analysed.

Pharma in the USA stands out as worst among the four countries: 

63% of  respondent US patient groups believe that the corporate reputation of the pharma industry declined in 201240% of respondent UK patient groups believe that the corporate reputation of the pharma industry declined in 201237% of respondent Italian patient groups believe that the corporate reputation of the pharma industry declined in 201233% of respondent German  patient groups believe that the corporate reputation of the pharma industry declined in 2012

Top pharma performers for 2012

Companies ranking top for corporate reputation in the different countries: Germany: JanssenItaly: PfizerUK: PfizerUSA: Bayer

 


Via rob halkes, Giuseppe Fattori, Lionel Reichardt / le Pharmageek
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rob halkes's curator insight, April 8, 2013 2:26 PM

As it looks to me, those companies that rate best, will be the ones that show the most health care oriented behaviours, other than just "pill deliveries" . Pharma could best come forward in its maret position and it is revenues as it sees itself as a care for health partner.

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Strategy: Why Big Pharmas Do What They Do -- And How Silicon Valley Might Help Them Think Differently - Forbes

Strategy: Why Big Pharmas Do What They Do -- And How Silicon Valley Might Help Them Think Differently - Forbes | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Medical product companies that figure out how to embrace and most effectively apply emerging analytic and digital health technologies, and think creatively about new risk-sharing business models, will be best positioned to deliver.

Pharma’s Underlying Challenge

The fundamental problem the industry is wrestling with is this: car companies know how to make a car, soft drink companies know how to make soda, yet drug companies really have no reliable way of knowing where their next products are going to come from, and in a sense, have to start from scratch each time – at least if they want to make radically new, “first-in-class” products that offer unprecedented, dramatically better benefits to patients.

The problem is, these products are incredibly difficult to come by.  Disease remains very complicated, and it’s exceptionally hard to devise a new molecule that durably interferes with a pathological process yet leaves the rest of the body alone; the technical risk, as it’s called, is ridiculously high.

Not surprisingly, strategies that involve tweaking existing products, or reformulating them in a new way (e.g. liquid Ritalin, as Bruce Booth has discussed), remain popular because they at least reduce the technical risk, and may offer an incrementally – and often meaningfully — better option for patients (see here).  However, an increasingly difficult payor environment is likely to make this approach ever more challenging, materially elevating the commercial risk.  Proving an incrementally better product enhances value can be expensive (because it takes many patients to demonstrate a small difference in an active comparator trial), and of course, risky as well.


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Identifying medication side effects through the power of internet searches

Identifying medication side effects through the power of internet searches | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
A recent study utilized search queries to determine the relationship of drug interactions between paroxetine and pravastatin.
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DTC Not As Dead As We Thought... But Digital Ad Spending Down One-Third!

DTC Not As Dead As We Thought... But Digital Ad Spending Down One-Third! | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Based on early data from cegedim, it appeared that direct-to-consumer (DTC) ad spending by the pharmaceutical industry declined by 22% in 2012 compared to 2011 (see here).
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Digital pharma: CRM is a strategy, not a solution | pharmaphorum

Digital pharma: CRM is a strategy, not a solution | pharmaphorum | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
This article is about CRM within digital pharma marketing and the reasons as to why Ashish Rishi believes it is a strategy, not a solution. (Do you think CRM is a strategy, not a solution?
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Digitas Health Finds Pharma Companies Lag on Social - eMarketer

Digitas Health Finds Pharma Companies Lag on Social - eMarketer | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Bruce Grant, senior vice president of business strategy at Digitas Health, spoke with eMarketer about how pharma companies can catch up to other industries in social media.

Via Richard Meyer, Giuseppe Fattori, Sophie Lebreton, Lionel Reichardt / le Pharmageek
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Involving Pharma in Social Media

Involving Pharma in Social Media | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
On April 3rd, we explored as yet uncharted territory for #hcsmca, namely pharmaceutical companies, their reputation and the role they can or should play in the future of health care.

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Emerging business models for pharma

Emerging business models for pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The traditional hegemony of the old monolithic pharma company is beginning to give way to a new, more interconnected business structure

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Social Media for Pharma: Strategies for Medical/Legal Approval

Social Media for Pharma: Strategies for Medical/Legal Approval | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Monitoring The Pulse Of Health Care Social Media


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Pharma Marketing Blog: More Mobile Health App Guidance from FDA for Pharma to Worry About

Pharma Marketing Blog: More Mobile Health App Guidance from FDA for Pharma to Worry About | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The more I dig into FDA regulation of mobile health/medical apps, the more I worry that many pharma health apps aimed at consumers may be in FDA's crosshairs.

At first, I thought that PhRMA and other industry spokespeople were engaging in a bit of fear mongering when they suggested that the FDA "will soon require apps such as medication prescription renewal reminders and blood glucose....


Via Sven Awege, Lionel Reichardt / le Pharmageek
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Sven Awege's curator insight, April 9, 2013 10:21 AM

Great read for any Pharma marketers thinking about Mobile Apps. If you are, then worth reading this article too:

http://pharmastrategic.com/2012/10/11/to-pharma-app-or-not-to-pharma-app-then-theres-the-it-question/

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Un manuel pour comprendre la promotion pharmaceutique et y repondre... HAS

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E-Detailing For Pharmaceutical Companies

E-Detailing For Pharmaceutical Companies | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Thus the e-detailing marketing strategy is beneficial for both the doctors and for enhancing the sales growth of the pharmaceutical companies.E-detailing or electronic detailing is a marketing concept that is used by pharmaceutical companies in...

Via Nikos Papaioannou, Lionel Reichardt / le Pharmageek
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eMedToday's curator insight, April 24, 2013 6:11 AM

The key reasons for e-detailing is lack of communication between a doctor and sale rep. The time and money wasted on missed calls is huge. The internet allows correct information to be delivered on a preferred schedule to a doctor best done as a mobile app. Currently, there about 75% of sale reps use iPads. 

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Hiring the right digital agency for pharma

Hiring the right digital agency for pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

It seems that the sharks are in the water as Accenture reports that most pharma companies are planning to invest more time and money in digital marketing to lower costs and improve marketing... [[ This is a content summary only.


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Eight in ten online health inquiries start at a search engine | Pew Internet & American Life Project

Eight in ten online health inquiries start at a search engine | Pew Internet & American Life Project

Via Art Jones, Lionel Reichardt / le Pharmageek
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Art Jones's curator insight, April 8, 2013 2:30 PM

The numbers don't lie, the marketspace has changed for ever.

 

 

 

 

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Digital technologies & analytics as top strategic priority in 2013 for pharma

Digital technologies & analytics as top strategic priority in 2013 for pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Maybe the gap between consumer packaged good marketers and pharma marketers is finally closing. According to a new Accenture Report  ”the sales and marketing models of today need to be reshaped in order to be successful in today’s “new normal.  Reducing costs, mastering multichannel marketing and improving digital effectiveness are the top strategic priorities for pharmaceutical sales and marketing executives.”

Accenture says, There is a customer engagement revolution in motion in the Life Sciences industry as it faces life in the “new normal” after the peak of the patent cliff1. The industry is in an era where targeting specific populations and improving patient outcomes is critical for specialty products and where reaching more customers in rapidly developing markets is paramount for growth. This revolution is requiring companies to rethink how they can reach patients, payers, providers and governments in both mature and emerging markets—at speed, at the right price and with the right information for each target audience. This is a significant change from the “feet on the street,” single message selling model that worked well for blockbuster drugs in mature healthcare markets.

And I think I finally found out why agency people are reporting that pharma is spending more in digital marketing. According to the report

The use of third-party service providers is a relatively common practice in the industry that will continue to increase.

...

The real challenge is can third parties really provide the best analytics and digital marketing strategy as someone who actually works within the brand team/company?  It has been my experience that too many pharma companies treat third parties as vendors and don’t always share every bit of important information. Even more important outside agencies need to understand the dynamics, including the corporate politics, within the organization.  Employees who don’t understand digital marketing and want to hold onto more “glamorous” channels like TV may fight the shift in dollars to analytics and digital marketing. Still this is great news for pharma which has a reputation of coming late to the party.


Via rob halkes, Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek
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rob halkes's curator insight, April 4, 2013 1:17 PM

Watch the experience of the blogger by this observation: "It has been my experience that too many pharma companies treat third parties as vendors and don’t always share every bit of important information.".. It resembles my own experience. Hence, indeed, using social channels for one's marketing intetnions is not easy to do: the whole company and its strategy is at stake. Not an easy thing so and one needs to make precautions!

By the way, look here for the reference to the very Accenture survey:

http://bit.ly/Y0jjWC

 

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La santé, une filière industrielle stratégique | Ministère du redressement productif

La santé, une filière industrielle stratégique | Ministère du redressement productif | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Les premiers travaux du Comité Stratégique de Filière des Industries et Technologies de Santé, qui s'est déroulé à Lyon, permettent d’esquisser les contours du futur "contrat de fili&eg (Méd. cellul.
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Survey: Pharma Marketers Ramp Up On Multi-Channel Ads

Survey: Pharma Marketers Ramp Up On Multi-Channel Ads | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Marketing executives for pharmaceutical companies are stepping up their use of digital technologies and analytics to save money and fine-tune their targeting efforts. That includes hyper-personalization through retargeting ...
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