PHARMA GEEK

Dr. Luks says "At its heart, digital media is about people, it is about relationships, and it is about communication". 

This article was written for doctors. BUT the message is also for Pharma's

"At its heart, digital media is about people, it is about relationships, and it is about communication.   It is about fostering your relevance as a physician and educator beyond the four walls of your practice.  Establishing a digital footprint, rooted as a social media presence is about educating, engaging,  growing your audience, improving outcomes, improving compliance and potentially improving the bottom line of your practice"

interesting quote

While the model of heavy TV advertising is almost completely dead there are over 400 new drugs in development for chronic conditions.  If these drugs do present a clear product benefit compared to generic’s and other brand than the best way to get patients attention is through TV....  In most cases they probably are going to turn to the Internet for health information but is your website going to draw them in or is it just a billboard trying to sell your drug?

TV advertising will go away in 5 years. Pharma web sites in general are not effective for educating the consumer.

What works is mobile apps within the frame of e detailing.

The inference here is that the 5% of budget currently spent on influencer marketing should be increased significantly on the basis that their networks extend much further within social environments than yours.

Other spends should also be redistributed contingent upon the impact their delivering to your business.

The next question is: *how* are you going to work with the influencers you identify as being most important to your business?

Acknowledge the possibility that almost all (if not all( of the strategies you now maintain in order to manage KOL (HCP and patient) relations are not fit for purpose.

N.B. it's about the same for blogs, according to this research, so I'd prefer to bundle the two together. Most influencers have blogs; your corporate blog is not fulfilling the same function, so should be discounted

These types of simple tools are really useful for our Pharma Marketer to break down the spychological barriers of social media listening.

Jonathan Richman did a great one, when he was stretching the limits with Dose of Digital, for off-label promotion (http://www.doseofdigital.com/2012/01/translating-fda-social-media-guidance/).

With simple tools like this in place, a handful of procedures and willing people behind them Pharma can already do most things the nay-sayers claim impossible. The proof is already there to see. Many of the visionaries are engaging and learning already. The laggards are already loosing critical time and will find catch-up painful but necessary.

 There are 3 main areas of performance gaps that impact the performance of a top mHealth app most.

For example

" mHealth device performance gap: Due to still higher penetration rates of smartphones compared to tablets, successful mHealth apps that are optimized for smartphones get 5 times (paid) and 2 times (free) more downloads than apps that are optimized for tablets."

The summary:

“It's no secret that pharmas have upped their spending on digital promotion to healthcare professionals of late, but a Compas white paper has quantified that upshift, projecting that four in ten dollars spent this year on marketing to professionals will go to digital channels.

The media buying firm found that spending on HCP-directed digital promotion jumped from 17% of pharma spending in 2010 to 33% in 2012, and forecast it to hit 40% this year, putting digital spend on par with print.

The shift, said Compas, is “not because of an increase in overall budget – rather, this shift is at the expense of print and alternative media budgets which have seen a slow, but steady, decline.”

This is great idea of Digital academy which is start of understanding how to deliver digital solutions into the e detailing envirnoment