Tuesday, February 8, 2011

ePharma 2011: Pfizer and Goetz look at the future of Pharma and connecting with the Patients

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Achieve Personalized Professional Marketing at Scale
David Ryan, Pfizer, Inc.

Pharma marketers need to look to what they can learn from successful digital marketing. We must look from relevance to satisfaction to loyalty to how to make our business better. The importance thing is whether or not we have impact at the end of the day. Scale and efficiency result in better ROI.

What does David see next? We’re looking to have better integration opportunities; we’ll increase the relevance to our customers. David looks to learn more about channel preferences and predicitive mix models. Achieving channel preferences points – what can the future hold for it? Do we know what our consumers want and need right now? No – a great challenge for our industry.

The Future of Health is in the Hands of the Consumer
Thomas Goetz, Wired Magazine

Three step process to better engaging patients:

1) Provide information to people that has feeling. We can do this with specific information on where they stand particular to them. Personalized data provides an emotional connection. It’s been expensive and hard to come by.
2) Turn the data into useful information pertinent and relevant to the user. Take a static report and turn it into meaningful personalized data that is in context and includes explanations and comparative standards. Plug in items like gender, age, add feedback and then put it all in context, delivering an impactful new perspective for the patient.
3) Create your own IWF (Information with Feeling). Humanize data.

Gadgets like Fitbit, Glowcaps, and Withings Body Scale integrate technology into what were previously ordinary items and induce positive behavior in addition to creating engagement for the user. Apps on smartphones are also another great example of the power of technology to change user behavior and induce positive change. They come packed with sensors and tools that make data powerful and are “cocktails of opportunities” for the industry. What’s interesting is that simple incentives like making a virtual plant blossom induce more positive behavior than even monetary ones. Engagement can differ from adherence, and the element of a fun game is an added bonus. Lastly, such tools allow people to realize that there are always more opportunities to change, failing once doesn’t mean an end to the goal.
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