Wednesday, April 25, 2012

The Right Place, The Right Time for Action

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Today’s guest post comes from Jeff Meehan, Chief Commercial Officer of MD On-Line.

It’s no small secret that providers are becoming increasingly harder and harder to reach. Time is becoming increasingly more valuable, as doctors are expected to provide the highest level of care to an increasing number of patients, while often finding themselves having to simultaneously decrease their resources due to the current state of the economy. With so many doctors already feeling the pinch, how can Pharma marketers look to demonstrate value without getting the proverbial door shut in their face?

There are a number of web-based healthcare communication channels out there with an extensive provider base that Pharma utilizes on a regular basis to promote their brands. HCPs have historically had to venture outside their daily workflow to access this store of information, and as a result, end up wasting their most valuable resource, time. The ideal channel to communicate with HCPs should therefore be one that’s directly embedded in the provider’s existing workflow, one that can quickly and efficiently deliver messages that are directly relevant to his or her patient population. Pharma marketers have been challenging themselves to bring value to HCPs through leveraging new technology platforms. In fact, many pharma companies have recently looked to place branded content within EMRs. However, with very few EMR companies having critical mass, and with a large number of states now looking to ban point-of-care messaging, this channel may soon become less attractive. How then does one creatively embed messages within the provider’s workflow without directly interfering with patient care?

There are yet ways to circumvent such challenges. Newer, more innovative channels, such as MD On-Line’s Instinctive Data program, have found ways to grant Pharma marketers unprecedented access to a provider’s practice. Launched in October 2011, MD On-Line’s Instinctive Data program aims to improve provider education through delivering a mixture of care, industry, and educational alerts to providers based on their specialty and patient population, ensuring that the information being delivered is valuable, relevant, and meaningful to the practice.

The idea behind this program is simple – take a medium the provider is already reliant on to manage his/her practice and revenue and deliver messages through that medium in a simple yet innovative way. Tens of thousands of providers of all specialties were already utilizing MD On-Line daily for electronic claims submission. Through using Instinctive Data, a free feature located in the provider’s MDOL Web portal, pharmaceutical companies are now able to integrate sponsored, targeted communications seamlessly into a provider’s daily workflow. These types of marketing solutions not only look to improve the quality of care and enhance the doctor to patient relationship, but also hold the potential to ultimately change the doctor’s perception of the pharmaceutical industry for the better. Rather than wasting time getting information outside their daily work flow, providers are now able to focus on their patients and on managing their business simultaneously.

As we continue to leverage technology for moving into the next generation of Pharma marketing, we must look to giving providers the ability to take action on the education we are providing. We need to be more than aggregators – we need to be innovators. It’s time to leverage the data we have and share the wealth.

Monday, April 16, 2012

DMD hosts digital marketing glossary on Twitter

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DMD, a sponsor of ePharma Summit and national leader in connecting health care practitioners to professional information sources through comprehensive, database deployment services, today announced its new twitter page, designed to spread awareness about today’s digital terminology.

DMD will post a new term each business day, related to email, Web, or mobile marketing. The terms and definitions will be derived from the following sources:

  • DMD’s second edition of Emailology, a comprehensive, digital marketing glossary, which has received industry recognition
  • Daily research, observances, and experiences
  • Input from DMD’s network of technology companies, major medical publications, educational resource companies, and data management experts

“In a digital world, marketers need a guidebook and a compass to find a way through the maze of multiplying terminology,” said DMD President Roger Korman, Ph.D., a health care data management expert with more than three decades of experience in the field. “As industry leaders, we collaborate with multiple sources to provide our followers with the newest, digital marketing terms and definitions.”

To follow @DMD_Digital.

For more information about DMD, please visit its website at dmdconnects.com.

About DMD
DMD is a national leader in connecting health care markets through comprehensive target-audience deployment services. DMD provides unique direct communication solutions to clients in the medical publishing, pharmaceutical marketing, medical advertising, health delivery system, and allied health sectors. With innovative technology and numerous consultative services, DMD enables its clients to create millions of connections with their targeted health care professionals.

Thursday, April 12, 2012

More Pharmaceutical Representatives Than Any Other West Coast Event

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To provide you with the networking opportunities you need in order to excel, the ePharma Summit West team is actively managing the ratio of industry executives to solution providers to ensure you connect with peers who have overcome issues you may be currently facing, and have first-hand experience on how to overcome them.

ePharma Summit West will inspire you with visionary Guru presentations and address tangible topics including mobile, non-personalized promotion, social media (including the risk of losing control of your brand message), patient marketing, HCP marketing (including EHR and e-prescribing opportunities), ROI and measurement.

They will provide you with examples of how it works through industry product stories presented by top executives from Takeda, Lilly, Galderma, Sanofi, Janssen, Gilead and more. Following the Guru presentation and the product story, you will network with other industry executives to discuss how you can implement what you learned into your current brand strategy.

ePharma Summit West is the best place for you to learn the newest strategies, tactics, trends and technologies from the brightest minds in the industry, and out of it.

For more information on the program and the presentations, download the brochure.

As a reader of the ePharma Summit blog, when you use code XP1756BLOG, you’ll receive an additional 10% of that rate! If you have any questions about this year’s event, feel free to email Jennifer Pereira.