Pharma Marketing
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Data Shows Digital Marketing Works for Pharma - Mobile Marketing Watch

Data Shows Digital Marketing Works for Pharma - Mobile Marketing Watch | Pharma Marketing | Scoop.it
Mobile Marketing Watch Data Shows Digital Marketing Works for Pharma Mobile Marketing Watch Data Shows Digital Marketing Works for Pharma mHealthWatch is out with a new report citing data from comScore that should lend confidence to pharmaceutical...

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Pharma marketing and storytelling

Pharma marketing and storytelling | Pharma Marketing | Scoop.it

Brand managers are not experts in copywriting or storytelling. Mostly, they work closely with business communication agencies to outsource external brand communications. But why should you outsource your marketing plan communication when you are best positioned to talk about it to your own salespeople and administrative support? You’ve created it, from A to Z. It’s your baby! Make the effort to write your brand story so that people will notice that you, and only you, steer the brand.

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FDA marketing regulations include pharma employees' Facebook - In-PharmaTechnologist.com

FDA marketing regulations include pharma employees' Facebook - In-PharmaTechnologist.com | Pharma Marketing | Scoop.it
In-PharmaTechnologist.com FDA marketing regulations include pharma employees' Facebook In-PharmaTechnologist.com The US Food and Drug Administration (FDA) has drafted social media guidelines for pharmaceutical companies, regulating the Facebook and...

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Pharmaceutical Marketing That Works: Marketing Mix

Principal John Bienko talks about how pharmaceutical companies can measure and maximize their return on their promotional investments.
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Rules of Engagement: 7 Tips for Successful Pharma Content Marketing

Rules of Engagement: 7 Tips for Successful Pharma Content Marketing | Pharma Marketing | Scoop.it

With the phenomenal rise of content marketing as a tool for generating inbound leads, content marketing is now the phrase on everyone’s lips, but the successful execution of a content marketing strategy often eludes companies.

 

The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn’t really seem like marketing — in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider.”

 

#1 Put Your Customers First

 

Obsessive self-orientation is a big mistake companies make with their marketing communications. Refocus your attitude with the customer as core, what problem have they that you could help solve. “Don’t be egotistical. Nobody cares about your products and services (except you). What people care about are themselves and solving their problems”. David Meerman Scott, author of “The New Rules of Marketing and PR”.

 

#2 Planning

Before you begin working on a specific piece of content, it is important to define and communicate your goals. This is particularly important if you need to justify your budget investment to your company’s executives, as it will help you quantify your results later on. You can also build your content strategy with specific goals in mind — for example, increasing your number of Facebook “likes” or growing your database of email addresses. By setting your goals right from the start, you can then focus on building your content in a way that will increase the chances of meeting those benchmarks.

 

#3 Help, Don’t Sell

Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” Being a successful publisher – and now, content marketer — means delivering content that genuinely serves your readers’ needs, not your brand’s. In return, you gain their trust and their attention. That’s a great deal. The purpose of your marketing is to build relationships – to get people to know like and trust you and consider you when it comes to making a purchasing decision.

 

#4 Slow Burn

Don’t expect results after one or two months. Businesses often give up just as they’re starting to gain influence with their audience. Content marketing is a long-term investment. There are no quick wins.

 

#5 It’s Not All about SEO

Making content discoverable to Google is often as important as the substance of the content itself – whether it’s a piece of service journalism, a data-driven infographic, or something else. Content producers need to incorporate basic SEO 101 into their daily routines.  At the same time, getting too religious about the latest page-rank formulas and other requirements can work against the most powerful variables of quality content – narrative, voice, credibility, trust, humor – and turn a creative process robotic.

 

#6 Commit to Quality

 

It’s not enough to publish a well-written article; it has to be valuable, useful, fulfilling a need. Make it fascinating, says Brian Clark of Copyblogger, “entertaining beautiful, fun.” It needs to be styled to attract and retain the focus of the reader. Use good quality photos and illustrations, clear text styling and design elements that compliment the look and feel of your website.

 

#7 Continuous Effort

The key to good content marketing is understanding that it is a continuous effort to come up with new, engaging content targeted to your audience, and requires research, thought, and a long-term plan to all be documented in an editorial calendar.

 

Read More: http://social.eyeforpharma.com/digital/rules-engagement-7-tips-successful-pharma-content-marketing

 


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Wikipedia is a pharma marketing issue

Wikipedia is a pharma marketing issue | Pharma Marketing | Scoop.it

In a previous post on this blog, Catch on to content marketing, I wrote that Pharma’s content-marketing opportunity is to make sure that when a doctor or a patient goes searching for health information that the right content is there waiting for them. In the same post I quoted Dr Candice O’Sullivan of Australia’s Wellmark agency describing Pharma as “an industry well used to the rigours of consistently producing high-quality content.”

 

And yet, millions of patients and doctors still go to Wikipedia every month for the answers to their questions. I think that’s what’s known on the internet as a #Fail.

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Sven Awege's curator insight, October 16, 2013 9:09 AM

Once again Andrew has some really good questions we should all be asking, and a great vision and understanding in this area.

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Pharma Marketing Blog: Is There an Upward Career Path Within Pharma for Social Media Pioneers?

Pharma Marketing Blog: Is There an Upward Career Path Within Pharma for Social Media Pioneers? | Pharma Marketing | Scoop.it

I just tweeted this bit of news: ".@Alex__Butler - 1st recipient of Pharmaguy SM Pioneer Award - leaves J&J to start online comms agency: @The_Social_Moon #hcsmeu #hcsmuk" Alex received the FIRST Pharmaguy Social Media Pioneer Award last year when he was Digital Strategy and Social Media Manager at Janssen UK (see "First Pharmaguy Social Media Pioneer Award Given to Janssen's Alex Butler"). His pioneering work was the Psoriasis 360 Facebook page (see "Markets as Conversations: Can You Have a Discussion with 'Psoriasis 360' on Facebook?").

At that time, I presented the following chart showing how readers of Pharma Marketing Blog voted for a list of nominees:


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