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Pharma Multichannel Marketing
Pharma related Multichannel marketing insights, news and views curated by Stephen Dunn, MCM Lead, Daiichi Sankyo.
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Decisions in Time wins gold at the 2014 PM Digital Media Awards | emotive

Decisions in Time wins gold at the 2014 PM Digital Media Awards | emotive | Pharma Multichannel Marketing | Scoop.it
emotive project Decision in Time wins gold for Digital solution for congress/symposium and takes away three more awards at the 2014 PM Digital Media Awards.
Stephen Dunn's insight:

It was a big night for emotive at the 2014 PM Society Digital Media Awards, winning Gold, two silvers and a bronze. Our client Adam Boucher from Novo Nordisk also won the Digital Pioneer Award. 

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How the right influencer strategy can amplify your content marketing | Scoop.it Blog

How the right influencer strategy can amplify your content marketing | Scoop.it Blog | Pharma Multichannel Marketing | Scoop.it
Rather than paying for distribution, getting influencers to amplify your reach is a much more efficient approach to scale content marketing.
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Diabetes Voyager’ wins Silver at the 2014 Rx Club Awards | emotive

Diabetes Voyager’ wins Silver at the 2014 Rx Club Awards | emotive | Pharma Multichannel Marketing | Scoop.it
emotive is proud to announce that our virtual reality project ‘Diabetes Voyager’ for Novo Nordisk has collected a Silver at the prestigious 2014 Rx Club Awards.
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Why LinkedIn Is Ideal for Healthcare Professionals

Why LinkedIn Is Ideal for Healthcare Professionals | Pharma Multichannel Marketing | Scoop.it

LinkedIn has become a staple social media outlet for professionals across the board, and now more than ever, people are actively using this platform to share information.  One and a half million LinkedIn members are sharing content and sixty-five percent of users have increased their consumption over the past year. This drastic increase is now being called “the content revolution,” and is a phenomenon that should not go unnoticed by healthcare professionals.

The healthcare industry can take advantage of what marketers have already been doing and utilize these social media sites for digital marketing.  LinkedIn recently released their 2014 Professional Content Consumption Report which surveyed over 2,700 users about their interactions with the site.  As ninety-one percent of those surveyed list LinkedIn as their number one choice for professional content and the average user spends eight hours a week on LinkedIn, connecting with these content revolutionaries is an excellent way for healthcare professionals to network and share valuable insights and information.

Present novel information, or information that will assist in decision making. Fifty-six percent of users feel it is the easiest way to find professionally relevant content.  Posts that present new and helpful information will be viewed and shared at a higher rate.
        Use this platform to spark discussion. Fifty-one percent of users feel the main benefit of LinkedIn is the potential for sparking conversations.  Content revolutionaries will share content that they feel evokes a response, and this content is more likely to be shared across other media platforms as well.
        Ensure that sharing this content would benefit a user’s professional network. Sixty-two percent of users use LinkedIn to build relationships with colleagues or clients. Network building is one of the main draws of this platform, and content revolutionaries are likely to share information that aids in building relationships.

    Format the content so it can be easily consumed on a mobile device. Users often need information at their fingertips and forty three percent of members visit this site on their mobile device.
    Publish content that users want to share to enhance their professional brand. Some of the main benefits to using LinkedIn are that it increases member visibility, enhances a member’s professional brand reputation, and positions a member as an innovator.  Content revolutionaries are most likely to share content that fulfills these needs.

For healthcare professionals to be most effective on LinkedIn, they must deliver information that content revolutionaries are seeking. In order to ensure that content revolutionaries share and consume healthcare professional’s content, it is important to present new, timely and discussion-worthy information.

Providing content beneficial to a professional’s network or brand, as well as providing small, easily “digestible” pieces of content will help increase the likelihood that the information is shared.

- See more at: http://scottpublicrelations.com/the-content-revolution-why-linkedin-is-ideal-for-healthcare-professionals/#sthash.8j1Uflgn.dpuf


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Helen Adams's curator insight, November 24, 9:31 AM

I've been suggesting LinkedIn to my clients as a social media channel to reach HCPs for some time. 

Ignacio Fernández Alberti's curator insight, November 24, 11:02 AM

AÑADA su visión ...

Art Jones's curator insight, November 24, 2:22 PM

"As ninety-one percent of those surveyed list LinkedIn as their number one choice for professional content and the average user spends eight hours a week on LinkedIn, connecting with these content revolutionaries is an excellent way for healthcare professionals to network and share valuable insights and information."

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Physician adoption of iPhone 6 almost 4 times more than 6 Plus

Physician adoption of iPhone 6 almost 4 times more than 6 Plus | Pharma Multichannel Marketing | Scoop.it
iPhone 6 and 6 plus adoption by physicians is significantly higher than the general public.
The post Physician adoption of iPhone 6 almost 4 times more than 6 Plus appeared first on iMedicalApps.
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The 3 Most Important Content Marketing Questions CEOs Should Ask

The 3 Most Important Content Marketing Questions CEOs Should Ask | Pharma Multichannel Marketing | Scoop.it
Let’s say you are the CEO of a company that has seen its sales pipeline flattening out for a couple of years. The effectiveness of cold calling is plummeting. And you have a sense that the traditional marketing that generated leads in the past isn’t working anymore.

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Patient Engagement Strategy eBook

Patient Engagement Strategy eBook | Pharma Multichannel Marketing | Scoop.it

"Patient Engagement is a Strategy, Not a Tool" free eBook from Leonard Kish.


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What type of person is looking at your website – and how can you use this data to improve your marketing?

What type of person is looking at your website – and how can you use this data to improve your marketing? | Pharma Multichannel Marketing | Scoop.it

Wouldn’t it be good if you knew the type of person that was looking at your website? If you knew that they were interested in films, technology, celebrities or shopping it would enable you to focus your marketing around these areas wouldn’t it?

Think about it, if someone is interested in films they’re more likely to watch videos, someone more interested in technology is more likely to want to know about the techno gadgets you have in the practice and someone interested in celebrities may be more interested to read a blog post that you write which looks at various celebrities and the dental treatment they have had.

You may have been told that a key demographic in dentistry is the 35-year-old female, but is this correct? Is this actually right for your website and your business, if only you could know exactly who those people were that were looking at your website it would enable you to be more accurate in all of your marketing, perhaps people visiting your website are 50-year-old men?.

Information and data is key to informing your marketing and making the right decisions, everyone knows that, and now it’s possible… Here’s how.

Google Audiences & Interests

If you look in your Google analytics account (you do have access to this don’t you!) You will be able to see a section which says “Audiences”.

If you click on this, and you have this function setup, you will begin to see the analytics for the Age, gender and interests of your website visitors.

If you don’t already have the setup you will need to modify the analytics code within your website. If you have access to your website itself it’s actually pretty simple, if you don’t then here are some instructions to send to your web designer.

Dear <<Web designer>>,

I would like to begin using Google’s new audience and interest facility in my Google analytics but I need you to modify the analytics code in my website, As follows.

If we are using Google’s universal analytics please can you insert the text in bold in between the ‘create’ and ‘send’ commands in my analytics code.

ga('create', 'UA-XXXXXX-XX', 'example.com');
ga(‘require’, ‘displayfeatures’);
ga('send', 'pageview');

Here is a support document which should help you if you need it https://support.google.com/analytics/answer/2444872?hl=en&utm_id=ad

Once you have modified the code you will then begin to see data in this section, here’s some interesting data that I have collected for one of my dental practice websites.

 

This kind of challenges the notion that your target audience might be female doesn’t it? Certainly this dental practice has 71.6% of its visitors which are male… Extremely useful information to know when designing and creating additional marketing.

Here is more information that we have gleaned from the same website:

 

Movie lovers 1091 visits.Technophiles 1052 visits.News junkies and avid readers/entertainment and celebrity news junkies 949 visits.Shoppers/shopaholics 936 visits.

(Visitors can exist in more than one category at a time)

So we know that the top visitors to this website are movie lovers and technophiles. I wonder how interested these people would be in watching videos on the website?

I also wonder how interested these people would be in knowing which gadgets the practice are using, perhaps digital dentistry, CEREC, digital imaging, digital x-rays etc. If these other people visiting your website shouldn’t you be mentioning these services as a priority?

Having information like this to hand not only lets your designers know how your website could be designed from an aesthetic point of view, but it lets you know the kind of content you might want to have and indeed can inform your wider marketing decisions about who your target audience is.

How does Google gather this data?

Here is what they say:

When someone visits a website that has partnered with the Google Display Network, Google stores a number in their browsers (using a “cookie”) to remember their visits. This number uniquely identifies a web browser on a specific computer, not a specific person. Browsers may be associated with a demographic category, such as gender or age range, based on the sites that were visited.

In addition, some sites might provide us with demographic information that people share on certain websites, such as social networking sites. We may also use demographics derived from Google profiles.

Have you set up this kind of analytics for your website yet? If you have let me know, and if you are happy, share your experiences of the information you have found…

Happy data mining 

 


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Study: Physician social networks may be more effective than medical journals

Study: Physician social networks may be more effective than medical journals | Pharma Multichannel Marketing | Scoop.it

Researchers have found that social physician networks may be more influential than traditional medical journals. Data from a new survey showed that doctors who are connected to influential colleagues and pass information via social networks are more likely to adopt new treatments and procedures.

Innovative practice adoption
New research published in the journal Physical Review X examined how social networks of critical care physicians at Northwestern Memorial Hospital influenced their adoption of innovative diagnostic practices. Over the course of nine months, 20 out of 36 doctors began using a new, high-impact serum assay test when it was promoted by a few key physicians.

The assay had previously been reported in medical journals as an effective way to diagnose bacterial infections and sepsis, but had not been adopted at the hospital. When the method was promoted internally by a few influential physicians, staff quickly adopted the practice.

"The traditional [adoption] model is [that] a study is published in a journal and discussed at medical conferences, and then doctors in that field [are] supposed to integrate that into their clinical practice," said Curtis Weiss, M.D., lead author of the study. "The problem with that is doctors are busy and do not always read the journals or go to those conferences."

The researchers concluded that peer recommendations about new procedures could speed adoption and help to increase quality of patient care around the country.

Digital networking
As more communications become electronic, like electronic health records and online patient portals, social physician networks are following suit. InformationWeek explained that healthcare professionals are joiningspecialized online communities to seek information and advice on new procedures, devices and reforms. A survey from AMN Healthcare found that in 2011, 48 percent of physicians used online sites for professional networking, a 10 percent increase since 2010.

Experts believe that these sites can be beneficial, as physicians are able to exchange information and opinions with peers around the globe.

"Members have access to [more than] 35 percent of the U.S. physician population to engage in discussion on any healthcare topic in an open, collaborative environment," Jon Michaeli, senior vice president of the physician-only online community Sermo, told InformationWeek.

In order to protect sensitive information, these physician networking sites address healthcare privacy and security mandates. This is a desirable alternative to unsecure websites like Facebook or LinkedIn, and the benefits of these websites will likely spur further adoption by industry professionals.

 


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Stephanie Barsch's curator insight, November 14, 1:57 PM

Building on Carolyn's idea about social media changing the way stakeholders communicate, interface, and most importantly, innovate....

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Why having a mobile site is now even more important

Why having a mobile site is now even more important | Pharma Multichannel Marketing | Scoop.it

It's more important than ever to have a website that functions on mobile devices, especially if you want to rank well in Google's results.


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Marco Favero's curator insight, November 14, 3:12 AM

aggiungi la tua intuizione ...

Anita Noon's curator insight, November 14, 7:30 AM

Is your website mobile friendly?

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How To Build Real Patient-Centered Pharmaceutic...

How To Build Real Patient-Centered Pharmaceutic... | Pharma Multichannel Marketing | Scoop.it
With such a focus these days on buzzwords such as "patient-centric," "patient-centered," and "patient-centricity," some people are predicting “patient engagement” to be the next big movement in our industry, much as blockbuster drugs were a decade...

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Cross-Channel Marketing Success: 5 Steps to Successful Social Listening - Multichannel Merchant

Cross-Channel Marketing Success: 5 Steps to Successful Social Listening - Multichannel Merchant | Pharma Multichannel Marketing | Scoop.it
In today’s multichannel marketplace, consumers choose their time and place to research and buy.

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Survey: Should Pharma Hire Online "Patient Opinion Leaders"?

Survey: Should Pharma Hire Online "Patient Opinion Leaders"? | Pharma Multichannel Marketing | Scoop.it

This survey asks YOUR opinion about best practices that you think should govern pharma's collaboration with online "Patient Opinion Leaders" (POLs) and whether or not it is necessary for the pharmaceutical industry to develop public guidelines for interactions with patients online and, if so, what issues those guidelines should address.


The pharmaceutical industry has a long tradition of working with individual patients and patient organizations. Sometimes the goal is to promote a specific product, but more often the goal is to raise awareness about a disease or medical condition for which the company has a specific Rx treatment.

 

Pharma companies have hired patients as spokespeople (see "Behrman Wasn't the First Patient Spokesperson Paid Big Bucks By BMS"), given grants to patient advocacy groups (see "Pharma Dollars (Pounds, Euros) are Grassroots Seeds"), recruited individual patients to participate in market research focus groups (see "Levitra Market Research: The Interview"), and now may be hiring individual patients to monitor, moderate, or participate in online patient forums (see "J&J Agents Trolling for Adverse Events on the Internet").

 

Some patients welcome this collaboration with pharma and have been very vocal about the desire to be hired by pharmaceutical companies to help them moderate or manage online patient forums (see "Some Social Media Patient Opinion Leaders Want to be Paid Pharma Professionals").

 

This survey is an attempt to determine the issues involving transparency and conflicts of interest that may arise if and when pharma companies pay individual POLs to help manage their engagement with patients online. What best practices should govern pharma's collaboration with POLs? Should the industry develop guidelines for their interactions with POLs via social networks (eg, develop a "Patient Opinion Leader Transparency Policy")?

 

Please take a few minutes to tell us YOUR opinion about best practices that you think should govern pharma's collaboration with POLs and whether or not it is necessary for the pharmaceutical industry to develop public guidelines for interactions with patients online and, if so, what issues those guidelines should address.


Take the survey Now!


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Pharma Guy's curator insight, October 6, 1:43 PM


I'm writing an article -- The New Online Opinion Leaders -- and would appreciate your input. Not only your responses to the questions, but any comments you wish to add.

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Succinct and ecancer team up on oncology education events

Succinct and ecancer team up on oncology education events | Pharma Multichannel Marketing | Scoop.it

Healthcare communications agency Succinct Medical Communications is to work with the online oncology network ecancer to develop a series of educational events for the cancer community.

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Pharma Sales: iPads & eDetailing for Digital Sales Enablement

Pharma Sales: iPads & eDetailing for Digital Sales Enablement | Pharma Multichannel Marketing | Scoop.it
EDetailing holds advantages like remote viewing, analytics and other perks that are unavailable with PowerPoint alone.

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Skura Corporation's curator insight, December 2, 11:48 AM

Are you looking to keep your pharma reps at the front of the pack?

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Trends in Wearable Technology & Preventative Healthcare

Trends in Wearable Technology & Preventative Healthcare | Pharma Multichannel Marketing | Scoop.it
We surveyed over 900 U.S. adults to determine the size of the wearable fitness market, and how the healthcare industry can encourage personal tracking.

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Digital Marketing in Healthcare: A Guide to Loc...

Digital Marketing in Healthcare: A Guide to Loc... | Pharma Multichannel Marketing | Scoop.it
Find out how creating an effective strategy for digital marketing in healthcare includes a using Local SEO to allow patients in your local area to find you.
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Best-Practices for Sending Mobile Push Messages

Best-Practices for Sending Mobile Push Messages | Pharma Multichannel Marketing | Scoop.it
Mobile - What are the best days and times to send mobile push messages? How long should those notifications be? What should they say?

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The marketing strategy that gets more from CLM ...

The marketing strategy that gets more from CLM ... | Pharma Multichannel Marketing | Scoop.it
Have you found that e-detailing technology has improved your customer communication? Or has nothing really changed? If it’s the latter, perhaps it’s time to update your digital marketing strategies – and get more from the technology.

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How pharma can create patient loyalty

How pharma can create patient loyalty | Pharma Multichannel Marketing | Scoop.it

Mega Trend #7: In the New Era of Quantified Self, Patients Want Pharma on Their Side

The business case for keeping “the healthy” healthy is undeniable. Consumers can now leverage technology and big data to monitor the state of their health and practice preventive measures. Yet a majority of healthcare resources are still devoted to treating the sick. With the fastest growing global age segment now 85+, “sickcare” is unsustainable.1, 2

 

There remain many misconceptions among patients over what health conditions individuals can fully control.1 Opportunities to educate and influence the public align with the desire to proactively manage health.

Patients are looking to pharma to provide select patient services, but have been severely underserved. However, those who receive such services place great value on them, and are willing to provide personal health information in order to receive free information and/or services.3 In addition, nearly three-quarters of patients in a recent focus group agreed that social media resources sponsored by, or created by, pharma would motivate them to talk with their doctors about specific pharma products.4

The “5 E’s” hold the key to understanding the dynamics and opportunities of digital engagement with patients5: the Internet is the ENABLER; ECONOMICS are the trigger; patients are EMPOWERED; patients ENGAGE; and patient EXPERIENCE drives the choice.

Consumers expect pharma to engage them in ways in which they are already accustomed. Pharma has tended to try a “one-size-fits-nobody” approach that runs counter to a patient-centric model that supports providers, retailers, payers, and, ultimately, patients.3, 6 Focusing on the individual patient experience – and the subsequent data resulting from this experience – serves the dual purpose of engaging patients and providing the analytics to support product benefit claims.

Making customers “smarter” during the purchase experience builds loyalty and provides differentiation in a crowded marketplace.7 Patient empowerment has replaced “Ask your doctor,” and data-based benefits provide a direct link between pharma and the end user.

Big data and digital health already provide meaningful insights for every stakeholder in the healthcare ecosystem, from linking cost and quality of care to health outcomes, to helping patients more actively manage their own health. The current lack of standardized formats presents a barrier to true, seamless implementation (interoperability), but there is no doubt that patients are more in charge than ever before.8, 9

The trend is a product of an evidence-based research study undertaken by the Pharmaceutical Division in Valtech to map the pharmaceutical landscape of digital mega trends. The research study provides essential insights on how Pharma companies could utilize digital engagement to break down stakeholder barriers, impact stakeholder behaviour and demonstrate more cost-effective outcomes. The research study is based on information from 100+ trusted sources and has resulted in the identification of 14 mega trends.

REACH OUT TO GAIN AN UNDERSTANDING OF HOW TO EXECUTE ON THE UNDERUSED DIGITAL OPPORTUNITIES

The Pharma Division in Valtech has developed an analytical framework that can identify the engagement potential of your brand. The analysis will provide you with answers to the following questions:

WHY should your product or therapeutic area have a relevant presence in a digital context?WHO should your digital value proposition appeal to/engage and for what reasons?WHAT changes in the stakeholder’s awareness/behaviour should the digital engagement enable?WHEN during the patient pathway should the digital engagement take place?WHERE – in which healthcare environment/context – should the digital engagement take place?HOW should digital engagement be optimized via the utilization of state of the art digital assets?What metrics should be implemented to measure IF digital engagement is successful?

Please contact Senior Digital Pharma Advisor Rasmus Rask for further advice or to set up an informal meeting.

If you want to read more about Mega Trend #7 you can download more information on valtech.dk.

Stay tuned for the upcoming blog post on Mega Trend #8: Achieving Long-term, Sustainable Growth Starts With Meeting Patient Expectations. And make sure you did not miss the previous blog posts on pharmaceutical mega trends:

Mega Trend #1: Pharmaceutical CEOs Lack Confidence to Act
Mega Trend #2: Transforming to a Digital Business: A Fundamental Paradigm Shift
Mega Trend #3: The “Trust” Gap: Leveraging Digital to Reconnect with Stakeholders
Mega Trend #4: Reinventing the Marketing Function for a Digital Environment
Mega Trend #5: Follow the 20-20-20 Rule for Digital Budgets
Mega Trend #6: Big Data, Mobile and Social Create a More Level Playing Field; Pharma is Slow to Respond

Sources:
1. Havas. (2012) My Body, Myself, Our Problem: Health and Wellness in Modern Times. www.havasworldwide.com
2. Vertic healthcare. Mads Krogh Petersen (2014). Are You Pre-disease or Healthy? www.vertic.com
3. Accenture. Shawn D. Roman et. al. (2014). Great Expectations: Why Pharma Companies Can’t Ignore Patient Services. www.accenture.com
4. Medical Marketing and Media. Ross Fetterolf et. al. (December 2013). Should pharma abandon social media? www.mmm-online.com
5. UCB. Lode Dewulf. (2014). The era of patient-centricity: Fashion or future?
6. Booz and Co. Ken Favaro et. al. (2014). Biopharma in 2014: Growth Is Back on the Agenda. www.booz.com.
7. Merck. Tyrone Edwards. (2014).Understand the direct link between client satisfaction and business performance- do we have the right sales model to deliver value in pharma? www.eyeforpharma.com
8. IBM.Heather Fraser et. al. (September 2013). Analytics across the ecosystem. A prescription for optimizing healthcare outcomes. www.ibm.com
9. Juice pharma. Ben Putman. (2014). Top 5 Health 2.0 Trends for Pharma 2014. www.juicepharma.com

 


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Patients have the power to make doctors more digital

Patients have the power to make doctors more digital | Pharma Multichannel Marketing | Scoop.it

How do we engage these new digitally-empowered health care consumers?

At a recent health conference, doctors Danny Sands and Ted Eytan said the answer was simple.

If you want people to participate more in their health care, you have to start by finding physicians who actually want them to do so.

If your doctor doesn’t use electronic medical records—and encourage you to access and understand them—find a new doctor.If your doctor isn’t interested in what you’re reading about your condition online, find a new doctor.If your doctor doesn’t use connected technologies to communicate with you outside the exam room, find a new doctor.It’s an issue that’s bigger than doctors, bigger than any individual health care system.

What Sands and Eytan uncovered is a new divide in health care. It’s not the haves and have nots; not the sick and the well; or even the digitally-connected and unconnected. Instead, it’s in the culture of the providers we choose.

It’s the divide between the companies, individuals and practices that invest in very human experiences around the moment of care and those that do not. It’s the gap between the ones that build the new interactions people want and those that do not.

Think about that question way beyond the exam room:

Does the brand that makes your diabetes drug deliver it in a super simple auto injector that looks like it was designed by Apple? Or do they expect you to manage a handful of vials and tools to measure each dose?Does your urgent care queue you up in a long line? Or do you swipe a card to easily check-in, airline-style?Does your pharmacy automatically fill every prescription you bring in or do they ask hard questions and help you figure out how it all works together?

 


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‘Decisions in Time’ wins the ‘Excellence via Digital/Social Media’ at the 2014 PMEA awards.

‘Decisions in Time’ wins the ‘Excellence via Digital/Social Media’ at the 2014 PMEA awards. | Pharma Multichannel Marketing | Scoop.it
Decisions in Time (DiT) has won the award for ‘Excellence via Digital/Social Media’ at the 2014 PMEA awards.
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How to Utilise Animation for Pharmaceutical Marketing

How to Utilise Animation for Pharmaceutical Marketing | Pharma Multichannel Marketing | Scoop.it
It’s safe to say that animation has revolutionised pharmaceutical marketing. Over recent years it has been used more and more, and in new and diverse ways.

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Why Direct Mail Marketing is Still Important in The Digital Age | Baker Goodchild

Why Direct Mail Marketing is Still Important in The Digital Age | Baker Goodchild | Pharma Multichannel Marketing | Scoop.it
Why Direct Mail Marketing is Still Important in The Digital Age. Read the latest News from Baker Goodchild Birmingham.

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Report: 3 types of developers behind pharma apps and how they can boost downloads

Report: 3 types of developers behind pharma apps and how they can boost downloads | Pharma Multichannel Marketing | Scoop.it
A new report looks at big pharma apps downloads and how they can improve mobile health strategy.

Via Matt Coleman, COUCH.
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