These visionary experts are joining us in San Francisco to open your mind, challenge conventions and set the stage for the development of solutions and actions that immediately drive results. Today we feature Kurt Mueller, Chief Digital & Science Officer, Roska Healthcare. For more information on Kurt's presentation and the rest of the program, download the brochure here. If you'd like to join us July 17-19, 2012, in San Francisco, register today and mention code XP1756BLOG to save 10% off the current rate!
Today's Guru: Kurt Mueller, Chief Digital & Science Officer, Roska Healthcare
His Presentation: "Now that YOU’VE Built It, How Do you Measure Its Success" on Thursday, July 19, 2012.
Kurt Mueller's Four Questions:Q: What makes you best suited to answer this question?
I’ve driven the strategies behind multi-channel and digital healthcare marketing campaigns in the pharmaceutical space for 22 years. Having measured the successes (and failures) of truly integrated marketing campaigns over such a long period of time, I’ve gotten pretty good at knowing what’s going to work – and more importantly, what’s not.
Q. What is your favorite pharmaceutical marketing campaign and why?
Gardasil’s “One Less” campaign was one of the most well-thought-out, best-executed multichannel marketing campaigns in history. The vaccine’s efficacy, in my opinion, truly offered young women the opportunity to become one less casualty of cervical cancer. The campaign maintained message consistency, brand look and feel, and really engaged parents and adolescents to take action. Adding to the program’s effectiveness was that it was deployed across all key critical touchpoints, where patients and parents of patients gathered most – watching TV, on Facebook, surfing the net, at their doctor’s office. They were not only given the information they needed for themselves, but the tools required to help spread the word and save others from infection. The data doesn’t lie. If you look at the drop in incidence of cervical cancer in adolescent women in the US, as well as the awareness of human papillomavirus (HPV), Merck and its agencies did a terrific job marketing the vaccine.
Q. If attendees could walk away having learned just one thing from your presentation, what do you hope it would be?
Just because you can measure something doesn’t mean you should. We’ve become so obsessed with what we can count that we’ve lost track of why we’re counting. You need a carefully thought-out measurement plan that’s tied directly to your objectives, one that generates the kind of actionable information that drives decisions. And, those decisions should work to allow you to continually refine your strategy to take your successes to the next level—as you divert energy from poor performing activities.
Q. What do you hope to learn from attending the ePharma Summit West?
I’m interested in innovative strategies that other Gurus and Product Story presenters are using to drive action and generate measurable results in their campaigns. I’m really looking forward to not only playing a role in the conference, but also exchanging actual uncensored ideas with the great minds around the table during the working group sessions. I look at our time together in San Francisco as an opportunity to really break down the walls, get real, and share ideas that can move markets.