PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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Today, digital health contests like Bayer's. Tomorrow? Pharma needs digital disruption

From www.fiercepharmamarketing.com

Today, digital health contests like #Bayer's. Tomorrow? #Pharma needs digital disruption - FP #Marketing http://t.co/RbwQc58jDi
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Marketing de contenidos en la industria farmacéutica

From healthyadvertising.es

El marketing de contenidos, que parece que apareció con internet, no es mas que la forma en industria farmacéutica se ha comunicado siempre con …
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How Does Content Marketing Work for Doctors?

From socialjeanie.com

Marketing to patients and consumers online is still relatively new, and changing every day. But if you can get a grasp on how it works, which processes to apply, and why it’s so helpful for businesses, you can start attracting more patients to your practice.

 

Understanding content marketing vs inbound

The goal of inbound marketing is to create messages that pull consumers toward your brand–the opposite of traditional, interruptive messages that push them away. Part of the inbound marketing process involves deciding when and where to push these messages out, and to whom.

 

Content marketing is an integral part of inbound marketing. It’s a broad term that can include blogging, e-books, emails, website copy, social media communication, videos and more. Without helpful content, the inbound marketing process would fall apart.

 

How can content marketing help doctors?

Any business can benefit from content marketing, but this is especially true in the medical field. Patients, like any other consumers, need quality information that answers their questions, concerns and needs. Fulfilling these needs by providing the answers is an easy and helpful way to cause patients to naturally gravitate toward your practice.

 

For example, if you run a women’s care center and you want to attract more pregnancy patients there are a few types of content you could create that would draw more mothers to your practice.

 

You could research the common phrases that expectant mothers type into Google when they want to learn more about pregnancy, or find a doctor. They likely will have general questions about what happens during pregnancy, as well as more in depth questions about insurance coverage and birthing options.

 

By knowing what information they’re searching for, you can create blog posts and e-books that will answer these questions. When they see your website show up in Google as having an answer, they’ll want to click your link. And if you’re doing content marketing the right way–sharing helpful information rather than pushing an agenda–you’ll be able to draw them in to learn more.

 

Overtime, since you’re creating helpful content without pushing your business intentions, your prospective patients will get to know you, like you and trust you. This applies to the practice itself, as well as the doctors within it.

 

If your content can accomplish all three of these objectives (knowing, liking and trusting in your practice), prospective patients will think of your practice, before your competition whenever they need medical services.

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E-sympo sur l'hyperactivité vésicale par Pfizer

From buzz-esante.com

A l’occasion du Congrès National de la SIFUD, le laboratoire Pfizer propose le 05 juin prochain un symposium retransmis en direct sur Internet. Présentation. Pour permettre aux médecins qui ne pour...
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For US Healthcare and Pharma Ad Spending, Balance Tips Toward Direct Response

From www.emarketer.com

This year, the US healthcare and pharmaceutical industry will invest $1.41 billion in paid digital advertising, and 56% of those dollars will go toward direct response, according to a new eMarketer report series on industry-by-industry digital ad spending. When it comes to mobile ad spending, the industry lags behind.
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Pharmaceutical Companies to Address Disruption in Traditional Marketing Models

From www.ad-ology.com

By most accounts, pharmaceutical companies have been slow to engage consumers through new media formats like social networking and online communities.
Vic Careedy's curator insight, December 8, 2015 6:28 PM

Interesting thoughts on disruption of marketing in the pharmaceutical industry

Promotional Spending in 2013 of the Top 20 Big Pharma Spenders

From pharmamkting.blogspot.com

According to CSD, these top 20 companies spent a total of $14,784 Bn on traditional professional detailing, eDetailing, Direct-to-Consumer (DTC) advertising, professional meetings, and journal advertising.
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Pharma Marketers Lack Confidence in Digital Exp...

From www.scoop.it

In the Multichannel Marketing Business Case Report, 2014, EyeForPharma outlined they key insights from 50 contributors from senior sales executives in pharma as well as contributions from payers and physicians.
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Looking Beyond Patient Engagement for Pharma and Social Media

From www.eyeonfda.com

As we wait for the anticipated guidance from FDA regarding the use of social media by the pharmaceutical industry, one of the many aspects discussed as been that of patient engagement with the industry.  The Internet is highly utilized for the pursuit of health care information and social media – as part of the Internet experience – is a forum where people can seek, exchange and comment on that information – with or without the industry.

For some in industry, it has been without.  As a highly regulated industry, some medical product manufacturers have been reticent to participate and become involved.  Others have established big and wide social media footprints.  Of those involved, most are involved on a corporate level with varying degrees of engagement, while still others have been involved on a product level.  And many good articles have been written on the subject of how consumers of health care information may or may not wish to engage with industry.  A lot of the focus on social media and pharma has been on the topic of patient engagement.

But especially for the medical products industry – pharma, biotech and devices – there is important reason to be involved with social media beyond the matter of patient engagement. That is because it is an essential component in the way that we communicate in general and in the reporting that goes on by media.

It used to be that a television reporter would provide a broadcast news outlet with very limited reporting on a regular basis.  On the evening news, there would be a segment about a newsworthy item likely to appeal to a mass audience.  Social media – twitter in particular – opened the way for reporters to report on several items a day – as many as they like – and the subject matter could be quite granular.  Social media has engineered a new kind of journalism for many in the business.  And if one looks on twitter, there are a huge number of health care beat journalists who are quite active on twitter.

Likewise the investor community – and investor reporters – are quite active social media users.

Finally, a topic I have mentioned before – while the number of overall users of Twitter does not match that of Facebook – Twitter is the medium for reporting news and at medical meetings there is a lot of news to report, and hence, a good deal to follow.  Reporters, scientists, physicians, patient groups are all commenting and reporting on what they are seeing and hearing that is of interest at meetings and the increase in twitter use at medical meetings from year to year is huge, withparticular increases reported for the ASCO and ASH meetings.  This is also whypharma web sites (and medical society websties) need to be optimized for mobile,because people aren’t walking around medical meetings using their laptops – they are on their phones.

I touched on this topic as part of a posting about a larger topic – the Sunset on the ROI question for social media, but I thought it important enough to give it its own posting following a talk I was giving where people in the audience seemed so focused on patient engagement.  Social media is patient engagement, but it is much, much more.

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Global Pharma & Drug Industry Insights & Digital Marketing Trends

From visual.ly

Global pharma & drug industry is growing at 34% annuvaly & people are adopting digital marketing as the primary source to generate brand identity & en (RT @rmpilar: RT @Visually: Global Pharma & Drug Industry Insights & Digital Marketing...
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The seven habits of highly effective digital enterprises | McKinsey & Company

From www.mckinsey.com

To stay competitive, companies must stop experimenting with digital and commit to transforming themselves into full digital businesses. Here are seven habits that successful digital enterprises share. A McKinsey & Company article.
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Janssen Healthcare Innovation has today announced the UK launch of Care4Today™ Mobile Health Manager

From mhm.care4today.com

Janssen Healthcare Innovation (JHI) has today announced the UK launch of Care4Today™ Mobile Health Manager, a free and secure mobile app and website designed to enable people to stay on track and in control of their medicines and treatments. The platform generates medication dosing and repeat prescription reminders with the aim of improving medicines adherence. It also provides family members and carers the opportunity to provide support through Care4Family™ visit www.mhm.com

Le Lab Marketing Digital's curator insight, May 23, 2014 3:26 AM


Care4Today™ Mobile Health Manager is a free and secure mobile app and website designed to enable people to stay on track and in control of their medicines and treatments


The platform generates medication dosing and repeat prescription reminders with the aim of improving medicines adherence. It also provides family members and carers the opportunity to provide support through Care4Family™.


Helen Adams's curator insight, May 28, 2014 5:14 AM

I would be interested to see the stats on this, uptake and those who continue to use the tool

Point of Engagement Business Models for Digital Health Technology

From davidleescher.com

One of the biggest challenges globally that patient-facing digital health technologies face is finding ways to gain traction and to generate revenue within traditional reimbursement systems. In a previous post, I discussed best ...
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Primary Care Physicians use of digital - US

From image-store.slidesharecdn.com

eHealth Nordic's curator insight, May 21, 2014 5:58 AM

Interesting to see the Top 5 brand sites visited by primary care physicians in the US. Would have been even more interesting to know the number of visits.

Corporate Communications should not be implementing pharma's social media

From worldofdtcmarketing.com

Corporate Communications is fine for implementing social media for investor relations but patients and caregivers want someone who can keep it real and speak to them with respect, transparency and honesty.
Andrew Spong's curator insight, May 6, 2014 6:57 AM

Aside from corporate reporting, I whole-heartedly agree with Rich on this.

 

Clearly, pretty much the opposite is the case at present, and the longer the status quo is preserved, the harder it will be for the industry to break away from a decision which use and familiarity have legitimated over time, and which is looking less and less viable.

 

Social media sits for the most part in pharma corporate communications because it's the easiest thing to do, not because it's the right thing to do.

Tanja Juslin's curator insight, May 15, 2014 4:13 AM

Challenges seen both when corporate communication is doing what they "technically" know best and when therapy area specialist would know the area best, it's not clear that they can "technically" manage this.

Improving pharmaceutical marketing using big data solutions

From www.slideshare.net

A presentation for SMi Big Data in Pharma conference, London, 12-13th May 2014. Slides herein contain most content shown on stage.

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Pharma’s digital health opportunities | Pharma ...

From www.scoop.it

Out of all the digital health stakeholders, pharmaceutical companies have both one of the biggest opportunities and some of the most significant challenges to make the most of mobile and digital technologies.
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Improving adherence to acne treatment: the emerging role of applicatio

From www.dovepress.com

Objective: To examine recent studies on the effect of mobile and electronic (ME)-health technology on adherence to acne treatment.
Results: Adherence to oral acne medication was higher than for topical acne medication. The frequency of office visits was also an influencing factor for acne treatment adherence. The telephone-based reminders on a daily basis did not improve acne patients' medication adherence, whereas the Web-based educational tools on a weekly basis had a positive effect on medication adherence in acne treatment.
Conclusion: In using ME-health interventions, factors such as medication dosage forms, frequency of intervention, and patients' preferences should be taken into consideration. Developing disease-specific text message reminders may be helpful to increase adherence rates. In addition, a combination of text message reminders with another type of intervention may improve medication adherence.

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Evolution of pharma marketing - PharmaTimes

From www.pharmatimes.com

"As we move to a patient-empowered healthcare system let’s not forget that patients are like you and I. Universally those with access to the internet will `Google it’ when needing information. Those who don’t reach for a search engine will visit their social networks. These two facts alone cast a spotlight on the issue at hand."

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[Etude] L'observatoire du Ropo confirme la prépondérance du parcours client omnicanal

From www.relationclientmag.fr

FullSIX livre les derniers résultats de l'Observatoire du Ropo. Le baromètre vise à quantifier les comportements d'achat on line et off line des consommateurs français. Enseignement principal : la majorité a adopté un comportement cross-canal.

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Strategic principles for competing in the digital age | McKinsey & Company

From www.mckinsey.com

Digitization is rewriting the rules of competition, with incumbent companies most at risk of being left behind. Here are six critical decisions CEOs must make to address the strategic challenge posed by the digital revolution. A McKinsey Quarterly article.
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What's next in pharma marketing? - YouTube

From www.youtube.com

What's the next big trend in pharma marketing? If you were at the 2014 ePharma Summit (http://bit.ly/1jmb5aD), you probably have your own ideas on the subjec...
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Story Strategy: The Key to Effective Pharma Marketing

From blog.modallic.com

(This article was originally posted on the ePharma Blog) The Pharma marketing and sales game is changing. The days [...]
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