PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

Pharma Marketing Blog: Healthcare Marketers Trend Report 2014: I Give It a "C-Meh!" Rating

From pharmamkting.blogspot.nl

Not all available market research is created equal," says Rich Meyer, author of DTC Marketing Blog. According to Meyer, "some research is a must have and provides insights, but there is also a lot of available research that doesn’t clarify findings and is written by journalists not people will real world pharma business experience." He goes on to rate various sources of pharma marketing research (here).

Meyer has two ratings:"A-Must Have" and "D-Pass," which means don't bother with it. Meyer doesn't have a "C-Meh!" rating -- that's my way of saying "lackluster, take it or leave it."

One study "written by journalists" is the MM&M/Ogilvy CommonHealth Healthcare Marketers Trend Report, the 2014 version of which was just published (here). Let me tell you why I give it a "C-Meh!" rating.

One surprising finding of this survey of 202 "qualified" senior executives -- "all director level and above" -- employed by pharmaceutical, biotechnology, devices and diagnostics companies, is that 22% of pharma marketing budgets of these individuals goes to some form of digital marketing (websites, digital ads, SEO marketing, and social media).


See further read on blog!
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rob halkes's curator insight, June 3, 2014 7:39 AM

Great review  by John Mack, @pharmaguy of these trend "researches". Due to his investment in time, we can state: trend reports? "C-meh" ;-)


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Tablet detailing - PMLiVE

From www.pmlive.com

t's taken a while for our industry to get on board, but it appears that tablet detailing has finally arrived. One in three details is conducted via an iPad or similar device, according to Hall & Partners research, and of our clients that have yet to embrace this evolution most say they plan to do so soon. ..

However, how much thought are we giving to this new technology? Often we hear that the edict has come from 'on high' … “We are going digital!” our clients tell us. But when we sit down to consider what this really means, conversations are often focused on the format and execution, rather than the potential for interaction offered by the new detailing medium. 

This approach sells tablet detailing short. Tablet details are visually appealing and novel, they hold vast amounts of data and offer the potential for animation and video. All good stuff, but they also provide the perfect tool to deepen customer relationships. ..

we often see that the approach to sales interactions via tablet detailing hasn't kept pace with this new reality. In 2014 we should be looking to change this.
Meeting customer expectations
Our research shows that customers have increased expectations of a tablet detail - associating the medium with innovation and interactivity. However, customer experiences of tablet detailing reveal it is perceived to offer no benefit over paper-based detailing in eliciting interest in the brand or encouraging follow-up with the rep. Pharmaceutical industry marketers and communications agencies tell a similar story of paper-based details all too often simply converted to tablet format, overlooking the opportunity the tablet provides to allow us to achieve so much more in our customer interactions...

So far we are only scratching the surface of what tablets offer in building a more holistic picture of our customers....


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rob halkes's curator insight, January 28, 2014 8:00 AM

Indeed, we have seen nothing yet. In my oerceotion: pharmaceutical companies are still wrestling what or what not to do with tablets.

This is a matter of sketching your development path to a richer and more rewarding use of tablets, also in looping back information you want, can deal with and will not frustrate your customers, while they didn't hear about you anymore ;-)

See my vision it here: http://bit.ly/11n2G9d

If you need a workshop to create this path of development for you, look here: http://bit.ly/19p3S25

You're welcome to inform to me specifically, for a tailored worskhop to your needs!
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Pharma lag in new marketing

From worldofdtcmarketing.com

Pharma has to play catch up to new media and marketing but it's a moving target as marketing evolves for empowered consumers. ... A well documented increase in digital media for HCP marketing. May 20, 2013 By Richard ...
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eMedToday's curator insight, May 31, 2013 4:00 AM

What do Pharma do now:

 

"On the HCP said drug companies have laid off between 10-12% of their sales force and believe that digital marketing can be used to reach physicians however even though physicians are wired they just don’t seem to have the time or reason to engage pharma companies online.  This is why pharma companies need to get better at adding value to physicians and patient outcomes."


Note this issue is value to physicians and patents. 
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Product Launch: The Old Way

From www.myfoxdetroit.com

A primary care division of a major pharmaceutical company is recruiting for a Pharmaceutical Sales Representative.
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eMedToday's curator insight, May 29, 2013 7:50 PM

This is standard approach to a Pharma product launch. Ok but not in the current world.

 

Questions:

 

How to train sale rep to use digital marketing

How to engage end users digitally

Do sales reps use i pads

Can you develop some form of self guided e detailing

 

 
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This topic is curated by Lionel Reichardt / le Pharmageek

Pharma Manager & Geek ... #hcsmeu #hcsmeufr #health20fr
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