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Articles & Discussions about Digital in Pharma, Social Media in Pharma and Innovations in Digital Pharma marketing
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When Print Outperforms Digital: What Health and Pharma Marketers Need to Know

When Print Outperforms Digital: What Health and Pharma Marketers Need to Know | Pharma Digital | Scoop.it

Ahh, the wonders of the 21st Century.


We may not have flying cars, but we’ve got the web and email and mobile – dream marketing platforms that can be micro-targeted, customized and measured to a fare-thee-well. A marketer’s dream, right? Better than print, right?


Not so fast there, Buck Rogers.


It turns out that not only is traditional direct-mail marketing alive and well; it’s the platform of choice among consumers for a wide range of health-related information. In a 2012 survey conducted by Epsilon, U.S. and Canadian consumers preferred getting information about health-and-pharma topics including sensitive health information, treatment for a specific condition, insurance, prescription, general health and over-the-counter drug information via print by a wide margin. In the most dramatic case (sensitive health topics), respondents preferred postal mail to email by nearly eight times and postal mail to internet-based information by nearly a factor of four.


Why the email hate? Many respondents reported they get a lot of email they just don’t open. This is a strong trend that continues from previous study years, now common among 73% of Americans and 62% of Canadians. Additionally, many feel as though they receive too many emails in one day. Consumers may like receiving postal mail because they are getting more emails than ever.

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What's #trending in pharma on social media? Investors are listening to find out

What's #trending in pharma on social media? Investors are listening to find out | Pharma Digital | Scoop.it
Pharma's social media evangelists have been urging companies to lend an ear to the chatter on Twitter, Facebook, patient forums, physician networking sites and the like. It's a way to engage with patients, monitor doctors' opinions, tailor marketing and spot safety concerns, they say.
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The role of online content in addressing the challenges of pharma marketing

The role of online content in addressing the challenges of pharma marketing | Pharma Digital | Scoop.it
Doctors are busy people with little time to spare. But engaging, relevant online content will appeal to doctors, and win the provider credibility. Around this time last year, I wrote an article for pharmaphorum describing why content marketing is...
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Social media fails: healthcare marketers now ask "what next?"

Social media fails: healthcare marketers now ask "what next?" | Pharma Digital | Scoop.it
Most consumers aren’t visiting social media sites to engage with brands — they are there to interact with people they know.
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8 takeaways from the FDA’s draft guidance on Twitter

8 takeaways from the FDA’s draft guidance on Twitter | Pharma Digital | Scoop.it

1. Each tweet must include both benefits and risks


2. Each tweet must be complete and accurate


3. Each tweet should include a hyperlink to a more comprehensive list of risks and side effects


4. If it doesn’t fit, don’t tweet it


5. Companies don’t have to correct misinformation about themselves on the web, but they can


6. Companies must correct the good along with the bad


7. Corrections must be limited in scope


8. Keep records of corrective interactions


Read more: http://mobihealthnews.com/34232/8-takeaways-from-the-fdas-draft-guidance-on-social-media/

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Eight years of Twitter for Pharma – From Birth to Adolescence

Eight years of Twitter for Pharma – From Birth to Adolescence | Pharma Digital | Scoop.it

March 2014 marks Twitter’s 8th birthday; eight years since the social media channel’s founder Jack Dorsey sent his first tweet in 2006. At the time, few people would have imagined that this new sharing platform, limited to just 140 characters would take off on a global scale; and certainly very few would have predicted the incredible global impact that the channel would have in the world of healthcare.


Who could have known that Twitter would enable thousands of people living with diabetes to connect around the globe, learning and sharing with each other? Or that hundreds of thousands of doctors would exchange ideas and solve problems together on Twitter, even improving outcomes in emergencies?


Read more: http://engagementstrategy.com/articles/pharma-gets-social-eight-years-of-twitter-for-pharma-from-birth-to-adolescence/

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How digital and social media is impacting pharmaceutical marketing

How digital and social media is impacting pharmaceutical marketing | Pharma Digital | Scoop.it

The world as we know it is changing. Our stakeholder’s way of thinking, and behaving, is changing due to 24/7 access to global information. So how does this impact our industry and what are the opportunities for pharma marketers?


Patients are engaging online around their health, and they expect to be able to engage online with other people and companies in this space. They do not understand why big pharma companies does not engage and this exacerbates the industry’s poor reputation. From a corporate marketing point of view this is an easy win. By accepting social media, rather than avoiding it, companies can start to have a positive impact on their reputation, and build corporate brand value.


Read more: http://pharmaguapa.com/2014/04/02/how-digital-and-social-media-is-impacting-pharmaceutical-marketing/

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Andrea Angioloni's curator insight, April 4, 2014 2:56 AM

I like this "Social media enables pharma marketers to get a better understanding of stakeholder’s emotions and behaviours, and at the end of the day it is emotions and behaviours that impact pharma sales"

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Survey shows Pharma digitally failing patients

Survey shows Pharma digitally failing patients | Pharma Digital | Scoop.it
A study by consulting firm Accenture shows that patients not only expect digital outreach, but that their desire to be engaged is consistently being ignored.
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People want to DIY with pharma

People want to DIY with pharma | Pharma Digital | Scoop.it

In our increasingly-DIY society, most consumers expect high levels of access and customer service from the organizations with whom we engage. With more consumers reaching into their pockets to pay for health services and products, the health industry is increasingly a retail-facing environment. So expect quality service levels from their healthcare touch points.


The pharmaceutical and prescription drug touch point is not exempt from this expectation, as learned by an Accenture survey analyzed in Great Expectations: Why Pharma Companies Can’t Ignore Patient Services.


As the first picture shows, 70% of patients think pharma companies are responsible for bundling information and services around the products they market. 74% of patients are looking for those services as soon as they begin to take a medication, and half would be open to receiving assistance once they began taking the meds.


Read more: http://healthpopuli.com/2014/03/20/people-want-to-diy-with-pharma/

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Social Media Tips For Highly Regulated Industries

Social Media Tips For Highly Regulated Industries | Pharma Digital | Scoop.it
This article is by Dan Callahan, community manager at BeyondAlpha, an online community for registered investment advisors (RIAs). When consumers have questions about issues in their lives, it’s no surprise to where they turn for answers: Social media has become the forum for questions about everything. But for the companies operating [...]
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5 Digital Marketing Myths #pharma

5 Digital Marketing Myths #pharma | Pharma Digital | Scoop.it

Myth #1: Digital Marketing is All About Technology


Myth #2: We Can Find One Platform That Does it All.


Myth #3: Our Mobile Audience is Small, So We Don’t Need to Invest in Our Mobile Presence.


Myth #4: Our Marketing & Communications Department is Too Small to Take on a Sophisticated Digital Marketing Program


Myth #5: Treating Your Website as a Cost Center, Instead of a Revenue Generating Asset.


Read more: http://www.business2community.com/digital-marketing/5-digital-marketing-myths-0790598#!zxuxg

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How the ePatient Will Revolutionize Pharma Marketing

How the ePatient Will Revolutionize Pharma Marketing | Pharma Digital | Scoop.it
Pharma companies need marketing strategies that will successfully engage the e-patient in order to continue branding and growing their products.
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Can pharma marketers justify social media? #pharma

Can pharma marketers justify social media? #pharma | Pharma Digital | Scoop.it

According to IMS “with average per-product returns constrained by tighter payer controls, and higher commercialization expenses, over $35 billion of cost reduction is needed through 2017 in order for large pharmaceutical manufacturers to maintain their current levels of research and development activities as well as their operating margin levels.   Our survey respondents also confirm an expectation of continued cost reductions, with 45% of executives indicating cuts of more than 10% are planned over three years.”  So how is pharma supposed to invest in digital and social media?


The biggest challenge in implementing social media, for CPG companies, is understanding the resources needed to successfully implement a social media marketing program.  It’s not inexpensive.


Read more: http://worldofdtcmarketing.com/can-pharma-marketers-justify-social-media/social-media-and-healthcare/

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How Social Media Is Guiding Pharma's Market Intelligence

How Social Media Is Guiding Pharma's Market Intelligence | Pharma Digital | Scoop.it
By Victoria Cavicchi, Research Analyst With the rise of social media and mobile technology worldwide, it was only a matter of time until industries turned to social intelligence for market insight.  Big Pharma is typically a latecomer to the social arena, lagging behind other industries that face less-restrictive requirements.  However, the promise of Big Data …
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FDA's social media translation for brand managers: Don't use Twitter

FDA's social media translation for brand managers: Don't use Twitter | Pharma Digital | Scoop.it

Any brand managers eager to jump into Twitter as soon as the FDA gave the go-ahead? No such luck. Last week's social media guidance on risk disclosures may have cleared up some of the regulatory fog, but in this case, clarity isn't a positive.


By requiring every brand-oriented tweet to include risks and benefits, the FDA left drug marketers almost no room to add more. By Digitas Health's calculation, packing those disclosures together can take 135 of the 140 characters Twitter allows. That leaves room for one four-letter word. And forget engaging in conversation: no way to squeeze in a chat partner's Twitter handle.


Pharma marketers could be making lists of four-letter words right now. With a few choice ones directed at the FDA.


Read more: http://www.fiercepharmamarketing.com/story/fdas-social-media-translation-brand-managers-dont-use-twitter/2014-06-25

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What the FDA’s social media guidance means for pharma marketing

What the FDA’s social media guidance means for pharma marketing | Pharma Digital | Scoop.it

Social media has hung over the pharmaceutical marketing industry for years as unclaimed territory. Millions upon millions have Twitter, Facebook and Instagram accounts, but advertisers have yet to connect with consumers in a meaningful and sustained way through social media marketing. This continues to be a major issue in the pharmaceutical industry, as the younger generation of consumers shows a clear preference for interacting on the digital stage.


One of the largest roadblocks to effectively marketing medical products on social media was the lack of regulation from the U.S. Food and Drug Administration. Though advertisers may have held back before, the FDA has published draft guidance on pharmaceutical marketing in social media. The two proposals released by the agency cover corporate behavior on social media sites with character limits and other online mediums, as well as ways pharmaceutical companies can correct misinformation about their products online.


Read more: http://news.medterasolutions.com/digital-marketing/what-the-fdas-social-media-guidance-means-for-pharmaceutical-marketing/

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The conflict of using social media for biopharma

The conflict of using social media for biopharma | Pharma Digital | Scoop.it
Can biopharma do what is best for patients without having to spend countless hours in meetings to justify the ROI?
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Pharma Social Media: Forget ROI, Focus on Patients

Pharma Social Media: Forget ROI, Focus on Patients | Pharma Digital | Scoop.it

While the pressure on pharma companies to maintain profit margins is high the industry needs a better focus on patients as consumers of healthcare.  Part of this focus should be using all the digital tools at their disposal to help consumers navigate the confusing world of empowered healthcare and make choices based on good, clear and easy-to-understand health information.


Read more: http://worldofdtcmarketing.com/pharma-social-media-forget-roi-focus-patients/social-media-and-healthcare/

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How Pharma can ditch jargon on social media

How Pharma can ditch jargon on social media | Pharma Digital | Scoop.it
If I told you that my company “uses its capability in proprietary logic-based machine learning and chemoinformatics (INDDEx™), based on the patented SV-ILP method (Patent number 8126823), to undertake drug discovery programmes for its clients,” would you have a clue what I was talking about – at least before reading that sentence three times?
Quite possibly, if you worked in that exact area. Unlikely, for the rest of the population.
One of the biggest problems for Pharma companies trying to develop an online presence is freeing themselves from the jargon commonly used in their niche, and trying to communicate clearly to the outside world. A way of speaking that may be acceptable in their own offices, internal memos and in journals simply does not make sense to the wider public, and even to some of their colleagues and other professionals they are trying to sell to.
But while it’s easy to tell companies to “ditch the jargon”, how do you do that?…
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Is It Time For Pharma To Give Up The Social Media Ghost?

Is It Time For Pharma To Give Up The Social Media Ghost? | Pharma Digital | Scoop.it

Social media has been a big focus for pharma marketers for a while now. By my count, at least 30-45% of ePharma’s agenda from the 2014 NY conference was focused on the subject, and there is a whole cottage industry of other conferences specifically for social media fin the pharma industry. If you spend any time following pharma folks on Twitter, you can find tons of tweets on the subject and create whole feeds for hashtags like #socpharm, #hcsm, #pharmsm, etc.


I say it’s time to move on.


Read more: http://www.doseofdigital.com/2014/03/time-pharma-give-social-media-ghost/#sthash.qvEV3vXw.dpuf

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Is email more effective for Pharma than social media?

Is email more effective for Pharma than social media? | Pharma Digital | Scoop.it

Have Pharma marketers got it all wrong? Instead of trudging uneasily into the world of social media, should they be going back to the future – to email marketing?


I’m asking because, according to reports, one of the presentations that generated most excitement at the Eye for Pharma conference in Barcelona this week concerned the use of permission-based emails.


Monica Vidal of Eli Lilly showed how, in Belgium, Lilly’s reps asked doctors whether they wanted to engage further through various platforms, including email. Those who opted in received tailored messages, and the open rates were higher than 90% – a fairly astonishing figure!


Read more: http://www.brainstorm-digital.co.uk/blog/email-effective-pharma-social-media/

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Social media: a goldmine and a minefield for biopharma

Social media: a goldmine and a minefield for biopharma | Pharma Digital | Scoop.it

Through blogs, Facebook posts, message boards, tweets and other social media avenues, patients share millions of health care-related data each day in the virtual world, creating a real-world goldmine of information for drugmakers willing to listen and engage.


But instead of prospecting for gold in social media, many drugmakers view it as a minefield. They cautiously babystep their way around the space, trying to comply with evolving FDA regulations and avoiding inadvertent off-label promotion.


FDA violations are only one of the dangers lurking in the social media minefield. Investors are now mining the space for data to better inform their investment decisions, H.C. Wainwright & Co. analyst Andrew Fein told BioWorld Today.


Although investors have been following Twitter for a while, they’re just now sifting through Facebook posts, patient blogs and message board discussions about drugs and clinical trial experiences. In this nascent stage, Fein said the quality of the data is at its highest.


Read more: http://www.bioworld.com/content/social-media-goldmine-and-minefield-biopharma#.UyneSP-0jNg.twitter

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Why pharma need to build internal digital capabilities

Why pharma need to build internal digital capabilities | Pharma Digital | Scoop.it
It is becoming essential that pharma embrace digital transformation urgently to survive, but the challenge companies face is knowing how and where to begin.

Via COUCH Medcomms
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Dr Maruthi Viswanathan's comment, March 16, 2014 11:55 AM
In Pharma digital strategy, physician engagement, sales-force excellence and patient education/adherence have always been the key focus area. Technology is growing at an exponential rate and like other industries, even Pharma industry needs to leverage the advantage of the cutting edge technology like augmented reality, virtual reality, virtual 3D simulations, R-Detail, virtual training solutions and more.<br><br>The solutions based on these technologies are found to be promising in reaching the target audience, interacting with rich content and engage them to meet the program objectives within a short span of time.<br><br>Click the link below to take a quick tour of the next generation mobility technology available for the Pharma industry from RxLab – An innovative digital engagement research laboratory of RxPrism Health Systems.<br>http://youtu.be/SzjLWpq3ahY ;<br><br>To know more about Pharma and Healthcare related next generation digital solutions, kindly reply to this email or write to hello@rprism.com
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9 ways #Pharma can use visuals to boost its social media presence #hcsm

9 ways #Pharma can use visuals to boost its social media presence #hcsm | Pharma Digital | Scoop.it

Have you noticed that social media is becoming a lot more visual? Platforms that focus on visuals such as Instagram and Pinterest are becoming far more popular, and on the main platforms such as Facebook and Twitter, the chances of your content getting seen goes up if it contains strong images. Google+, too, displays pictures beautifully as do, of course, Tablets.


So how can Pharma take advantage of this trend – which is really becoming crucial for social media success?


Read more: http://www.brainstormdesignltd.com/blog/content-marketing/9-ways-pharma-can-use-visuals-to-boost-its-social-media-presence.php

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8 tips for Pharma companies struggling with social media strategy

8 tips for Pharma companies struggling with social media strategy | Pharma Digital | Scoop.it

So how do you develop an effective strategy? Whether you are brand-new to social media, or want to fix a programme that is flailing, here are the eight steps you must take:


1. Work out what you want to get out of social media.

A strategy is a plan of action, to achieve an overall aim. Before you even begin to think of your strategy, you have to know what you want to accomplish.

Are you going to try to develop real leads and drum up real business? Or perhaps use social media to help you recruit the best and brightest? Do you want to reach out to a certain segment of your clientele or stakeholders and develop a deeper conversation? Is the point, for you, to increase your brand’s visibility, or perhaps you need to do damage-control after bad publicity?

Each of these things will entail a very different approach. Once you understand what your goals are, you will be able to figure out how to get there – and just as importantly, how to tell whether your social media campaign is a success.


2. Figure out your resources.

What you do on social media will very much depend on how much time and money you can devote to it. There is no point embarking on a very ambitious social media programme if you cannot realistically sustain it.

So before you make any grand plans, ascertain your budget. Ask yourself who is going to be responsible for social media in your organisation, how they are going to make time for it, who else is going to be involved and what tools they need to do the job well. (Perhaps they need training? To have some of their other responsibilities delegated? Or perhaps it would be better to outsource all or parts of your campaign?).

As well as helping you figure out the scale of your social media campaign, these questions will uncover steps you need to take to launch.


3. If you already use social media, audit what you do.

Even if you run a social media programme that isn’t accomplishing much, you will learn many lessons that will help you formulate a successful strategy for the future.

Examine both your stats and your internal processes. Instead of starting from scratch, see what can be quickly fixed.

Look for posts that have generated engagement or positive feedback. Is there a common theme? Are some of your platforms better developed than others? I bet that some elements of your social media are actually worth keeping, or even focusing on exclusively.

Can you learn any lessons from the way social media has been run in the past? Perhaps, when you examine your stats, you will discover that one member of staff is writing all your most successful posts, or can you uncover a particular glitch in the line of responsibility that has been sabotaging your efforts?


4. Audit your competitors.

This is crucial to figure out what gaps exist in the social media market. Perhaps they are all targeting one particular type of client – leaving another area yours for the taking? Maybe many of them are on Twitter and LinkedIn, but have yet to take advantage of Google+, where you could dominate?

Look, also, to see which ideas of theirs seem to be working and then go improve on them! Again - there’s no need to start from scratch.


5. Know your audience.

This is absolutely key. You can’t appeal to everyone on social media. You need to decide on a particular target group – say, leaders of companies with a particular problem that your product can address, or consumers with an interest in a particular aspect of biotechnology - then shape your social media strategy around them.

What platforms do they hang out on? What are they interested in? What problems do they have?

You need this knowledge to figure out where you can reach them online, which issues you should be focusing on and what kind of material will appeal to them.


6. Examine the rest of your marketing.

Your social media should work in tandem with existing marketing strategies, not separate from them or even in competition. How can they complement each other?

Can you use traditional advertising to drive people to your blog, perhaps through a competition? Does it make more sense to focus on different groups in your LinkedIn lead-generation campaign and your telemarketing – or the same ones?


7. Identify risk.

This goes without saying – it’s almost unnecessary to include. You must ensure that your strategy can be executed in compliance with ABPI guidelines.


8. Pick your platforms.

This is really your last step in formulating your strategy – not, as so many companies think, your first. The platforms are the means to the end – not the end. Twitter, Facebook, Pinterest etc are extremely different platforms with different audiences, different formats, different strengths and weaknesses.


Read more: http://www.brainstormdesignltd.com/blog/social-media/8-tips-for-pharma-companies-struggling-with-social-media-strategy.php

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