According to McKinsey research, companies with advanced digital capabilities grow revenues twice as fast as peers and deliver 25% greater total returns to shareholders annually. According to the authors of a new e-book, "today's commercial mix should reflect the fact that people are now viewing digital channels close to 50% of the time, and, even more importantly, that those people seek real engagement in regards to their care.
This article is a review of the e-book entitled Pharma 3D: Rewriting the script for marketing in the digital age. The book notes that while the world has experienced an "explosion of health-oriented digital activity," there has been a simultaneous decline in pharma growth. The authors hope that most leaders of pharmaceutical companies can find new insights and approaches in their book.
Topics (partial list):
Pharma's Digital Quotient
Out-of-Sync Pharma Marketing?
Be More Engaging
Think in 3D
Test and Learn
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KEY TAKEAWAY: According to Ken Wheaton “TV an outmoded, overpriced, unengaging, barely accountable medium thought the upfronts were something to be envied.” CPG marketers know this so what’s taking pharma so long to learn this lesson?
In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.
The consumer-focused mobile health apps report took note that 10 percent of apps can connect to a device or sensor, according to the IMS Institute for Healthcare Informatics
Two years after the IMS Institute for Healthcare Informatics published a snapshot of the mHealth market, the ratio of useful apps to worthless ones is as large as it was before, if not larger. That’s just one of the takeaways for readers of IMS Institute’s mHealth app report, Patient Adoption of mHealth.
Just 36 apps account for nearly half of all downloads and 40 percent of apps have fewer than 5,000 downloads. But it also showed that apps have gotten increasingly sophisticated and can deepen the level of interaction with users.
Of the 165,000 apps from the iOS and Android app stores that claim a connection with healthcare, IMS Institute focused on the ones with more than 1,000 user ratings — 67, 424 and found only only 26,864 consumer oriented health apps were applicable. Non English apps and apps not available to the general public were kicked to the curb.
In this article, Jiayi Chen explains why you need a measurement plan for your digital marketing efforts, and the key steps and common issues in developing a measurement framework for assessing digital marketing success.
Is there a collective denial within the pharmaceutical industry that digital marketing is a 'nice to have' not a 'need to have' in your pharma marketing strategy?
ePharma continues to gather the largest digital pharma marketing community over three jam-packed days, and joined forces to share strategic and tactical lear...
The AMA's proposal to ban all drug ads is, at best, misguided, and, at worst, ignores the benefits of such ads to patients, a former pharma executive said.
There are many approaches to using digital technology to promote medication adherence, from tiny sensors embedded in pills to Bluetooth-connected pill boxes, to simple reminder apps. There’s something of a trade-off between hardware offerings, which provide real validation and accountability but can be expensive to deploy and scale, and software offerings, which are very easy to scale, but have a harder time reliably monitoring adherence.
One of the biggest ways the changing digital health landscape will affect the pharma industry is that pharma companies increasingly stand to lose control over their own stories, according to a new report from McKinsey & Company, who spoke to 20...
The dramatic speed of adoption of smartphones is making the fastest-growing marketing channel mobile; smart companies understand they need to be as mobile as their target audiences.
With mobiles apps, utility is king. Bearing in mind that only about 16% of people would try an app more than once, and up to 90% of downloaded apps are used only once then deleted, according to a study by Compuware, identifying users’ real requirements is key to the success of any mobile app.
Pharma can act strategically by creating apps that are centered on patients’ daily needs and integrating them into the broader health ecosystem.
To balance engagement and compliance, many pharma companies have launched non-promotional heath apps focusing on disease awareness and management.
This increasing adoption of mobile health apps presents a great opportunity for the pharma industry to truly empower patients and healthcare professionals, by providing apps that improve the ways they understand and manage disease.
For this shift to happen, new capabilities must be developed to unleash the potential of digital innovation in the healthcare industry.
Mohanad Fors, global director of Digital Marketing and Innovation, Novartis Ophthalmology Franchise, believes pharma is taking “powerful and serious strides” in digital innovation, especially mobile health apps. He sees two main areas where the industry can improve to achieve more success:
“In most cases, app development or production is done on a tactical level without an overarching strategic plan, which sometimes results in short-lived apps that do not achieve the desired success. Launching digital awareness and training programmes can help us build digital capabilities and embed the digital mind-set in the business.
“The second one, which I believe is more critical, is the need for dedicated teams working on the whole cycle of health apps creation, from idea to maintenance and follow up. If you look at any successful app on the market you will find a complete team working day and night on it to ensure user satisfaction and interest. This is slowly happening now as digital becomes a top priority on industry executives’ agendas.”
Just one example of a pharma mobile app failure: “Another Useless #Pharma mHealth App. At Least J&J Didn't Waste Effort Re-Inventing It!”; http://sco.lt/8ZS5I1
Also read “The Sorry State of Pharma Mobile Health Apps & What To Do About It”; http://sco.lt/4n05wH
Andrew Schorr introduces a video where leaders from the pharma industry explain at Eyeforpharma Barcelona 2016 how they are making an effort to put patients in the center of their interest.
In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.
In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.
A pragmatic Roadmap for the pharmaceutical and medtech industries to digitize their conference and events channels. Presentation is a follow-up to an earler de…
Is there a collective denial within the pharmaceutical industry that digital marketing is a 'nice to have' not a 'need to have' in your pharma marketing strategy?
KEY TAKEAWAY: CPG companies have been investing heavily in building digital capabilities because they understand that traditional interruption marketing is not as effective as before.
What will 2016 bring for pharma? Well, the cognoscenti are in consensus that there will be more ugly wrangling over drug prices, but beyond that media...
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