Tuesday, February 8, 2011

ePharma Summit 2010: An afternoon of Innovation and Inspiration

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The Annual Thought Leader Panel: Trends and Opportunities in Pharma Digital Marketing
* Paul Ivans, Evolution Road
* Sanjay Pingle, Physicians Interactive

* Peter Justason, Purdue Pharma

* John Vieira, Daiichi Sankyo

* Bill Drummy, Heartbeat Ideas

* David Kramer, Digitas Health, Razorfish Health

* Jeff Kaminski, CRM Center of Excellence, Sanofi-Aventis

John Vieira : Digital is held up to a much higher standard than other forms of marketing. One of the first questions oftentimes is in respect to the ROI. This, as we know as digital marketers, is high to prove.

Sanjay Pingle – by 2013, 50% of all prescriptions will be written electronically. The Pharma Industry is excited about new ideas, then they analiate. The distribution and destination model is in a moment of change. As for Pharma companies, they see potential company and it’s hard to judge which path to take.

Jeff Kaminski – The key work is relevancy. When someone is relevant, the listener will listen. \ Know your destination, find out what works and what is not, and reach that road with the right mix of new, digital means. When you find out what works, don’t abuse it. Go with the approach that works for the doctors you are trying to reach.

Bill Drummy – Social media is very important, however, it will not move a brand in the Pharma industry due to lack of regulation and direction. Innovation for the sake of innovation is pointless, instead companies should focus on accountable innovation – innovation that does something for the patient.

Peter Justason- Social media is important – but not the biggest thing out there. Being a fast follower is great, but try to avoid the leading edge, it’s dangerous. Fast follower strategy allows others to make mistakes, and you step in and pick up when they fall off. If you plan to come into a community, you should have plans to be there for a long time, companies cannot just start them and then let them fall off.

Winning in the Relationship Era Doug Levy, IMC2
In the 1960s-2000s, we’re in the consumer era. Persuasion is the key to getting people to buy in this era. Levy believes that the old form of marketing is dead. But with it’s death, we have the birth of the relationship era. In this era, the marketer gets to know themselves, then they know how to create a successful relationship with the customer. The meaningful difference is fostering sustainable relationships.

Multiple stakeholders/shared value in companies include consumers, society, not just investors, employees, and partners.

Two variables in relationship era for companies: getting consumers to buy and building trust through transaction.

Three components of trust: deliverables and credibility, caring, congruency. The most profitable brands have sustainable relationships with their customers. A great example of this is Southwest Airlines. When there are sustainable relationships between companies and people, the success is often shown by how much profit the companies sese.

Five principles for breakthrough success in the new era:
  1. Clarify purpose
  2. Commit to sustainable relationships
  3. Connect with authenticity
  4. Treat customers as partners
  5. Engage

Levy states, “Don’t just do something, stand there.” Engange in a relationship that works for everyone.

A Patient's Perspective: From "Survivor" to Survivor
Ethan Zohn, "Survivor: Africa"

One in two men and one in two women will be diagnosed with cancer. While it is pressing lives, it is encouraging strength in the nation.

At one time, the word Survivor meant something completely different. Survivor is just a game, but since then, he has been able to show new insights into madness. Ethan wanted to use his money to make a difference in the life of others, so he co-founded Grassroots Soccer to combat AIDS. A moment that changed Ethan’s life was taking goats to children in a village who turned out to be HIV positive. He gave his one possession, a small hacky sack, to a child. The character, values and essence of human spirit is what Ethan was left with when he went to Africa. A lot of this was had to do what helped him win Survivor and beat cancer.

He was diagnosed Hodgkin's Lymphoma , which he discovered while training for the New York Marathon. He went through two types of chemotherapy, both of which were resistant to the chemo.

Science and medicine were on Zohn’s side. He had to have trust in something larger than himself. While on Plan C, he was in a clinical trial that was showing great results. The clinical trial involved radiation, chemotherapy and ended in a stemcell transplant.

He discovered that it’s not about how we leave this world, what matters is what is given you to you and then you share with others. Zohn has decided to spend the rest of his life this way. He is going to spend his life making sure people don’t go through the what he went through. This is why he battled cancer publically. He chose to share is story through People Magazine. Generosity from others has helped Ethan get through these tough times.
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