Thursday, May 31, 2012

Where Will Your Customers be in the Coming Years?

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Where are your customers now and where will they be in 5 years?

ePharma Summit, in conjunction with digital health incubator Rock Health, presents “Insight Into the Future of the Informed, Self-Managing Consumer” at the 2012 ePharma Summit West.

This session is designed to provide attendees with a view to what entrepreneurs are working on around the world that will change the way consumers interact with physicians, pharmacies and drug companies. Rock Health’s creative director, Leslie Ziegler will lead you through this evolving landscape and moderate discussion involving Rock Health portfolio companies to preview the future of mHealth technology exclusively for ePharma Summit West attendees.

Featured companies include:
• Cellscope – a med device company which produces attachments to turn smart-phones into diagnostic-quality imaging systems for telemedicine, consumer skincare and education
• Sano Intelligence - a mobile health monitoring product designed to reveal new insights about stage-zero care

As we get closer to the event, more companies will be added to this list!

For more on this presentation and the rest of the event, download the brochure here.

This event is a truly unique experience for you to see the future of digital patient and HCP interaction. ePharma Summit West was re-built to give you more ways and time to interact with your colleagues than any other event while providing you with both in industry and out of industry leaders sharing their knowledge about digital marketing.

ePharma Summit West is taking place July 17-19, 2012 in San Francisco, California. Don’t forget, as a reader of this blog, when you register to join us and use code XP1756BLOG, you’ll receive an additional 10% of the current rate! If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Tuesday, May 29, 2012

Your eLearning Video Is Missing 40% of Its Audience

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Today's guest post comes from at closerlook, inc. He blogs at digital-pharma.tumblr.com and pretty much lives on Twitter (@digital_pharma) if you'd like to reach out.

You have a great eLearning program. No, really. I can see every dollar you spent on getting that KOL on film with a killer script that nails your message. The camera work and editing is spot-on. The coding work you did to build a custom interface is delightful. The website is fast, clearly laid out behind a login, and it even remembers which videos I've watched and where I left off last time. Excellent stuff. Kudos to your agency partners for putting it together. I bet you get great traffic, and that everyone involved got a nice pat on the back when it came time for their annual reviews.

This is unfortunate, because I get all my email on my phone, and you guys send me emails all the time. They practically beg me to click on the link and watch the video, but when I do, I get a big grey rectangle. Or an error message (which is funny, because I didn’t do anything wrong). I wonder how much time and money you spent on that pretty video that is completely useless to me.

Suddenly I don't like your website anymore, mostly because it's built around encouraging me to watch a video I can't actually watch.

You've looked at your email metrics lately, right? You know that mobile devices account for anywhere from 40-60% of all email views, right*? Have you looked at your web metrics? In particular, the percentage of mobile traffic to your site, and how it has grown at a near-exponential rate for the past year? That means that all those technical decisions you made only 12 months ago are kinda worthless now. Can you see how desktop traffic stays around and watches your movie, just like you want them to, but that your mobile traffic is almost all gone a minute after they show up? I bet you can (and if you can’t, I’m betting your web team can show you).

*[how do I know that? Because we have access to 29,000 Texas HCPs and we send them bi-monthly newsletters and that’s what our email metrics say.]

If you embrace the idea that mobile is here to stay (and if you’re reading this on a tablet or phone, I think you do), you need to understand how people use these devices.

Allow me to direct your attention to a study that shows that tablet and phone users are more than happy to watch a ten minute video on these portable devices. The small screen is no deterrent. In fact, sitting on a train or waiting in line might be the only time your target has a chance to watch your epic video.

The problem isn't just the file format. It's not too much trouble to re-render the movie into some format other than Flash, but any interactions you’ve built in need to account for the fact that on a tiny screen, buttons need to be big and easy to use. And a mobile user is more likely to need that pause button. The rule of thumb, as described here is that the smaller the screen, the smaller the slice of time the device works best at filling. When they start watching your movie in line at Costco, they may need to come back and finish it later. Not accommodating that behavior means that HCPs just won’t come back.

We've also seen that emails opened by phones tend to get opened sooner. We think it's because most people carry their phones around with them everywhere and are happy to check their email dozens of times a day, rather than checking their email a few times a day at home on the laptop.

So are you ready to embrace mobile and walk the walk? Just don’t walk while texting.  Will you go full-mobile to get your eLearning video seen by more of your target list? Yes? That’s what I figured.

Thursday, May 24, 2012

How are biotech professionals using social media?

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Recently, BioSpace conducted a survey to see how the Pharma and Biotech community were using social media professionally.   The found that use of social media for the professionals is sparce.  Of those surveyed, only 44% shared that they never use Facebook for professional reasons.  Only 25% of those surveyed use Twitter for professionals purposes.  The most used social media source is LinkedIn, 56% of those surveyed do use it for professional purposes, but it is viewed as a networking and professional tool.  This article constantly points out the benefits of using these tools - staying up to date with the latest news and the awareness of the potential for professionals to better their career.

This July at ePharma Summit West, we'll be hosting The eMarketing University For Brand Managers, with one one of the courses being "How to Find and Target Your Specific Audience Online."  For more information on the course, download the ePharma West Agenda here.  If you'd like to join us, as a reader of this blog register today and mention code XP1756BLOG to save 10% off the current rate!

Do these numbers surprise you?  How do you think the use of social media will change as we see the next generation starting to work in the Pharma and biotech sector?

Monday, May 21, 2012

Sit Down with an #ePharma West Guru: AJ Brustein, Coca-Cola

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Leading up to ePharma Summit West, we're going to spotlight our ePharma Summit West Gurus.  Each has been presented with four questions that capture the essence of the ePharma West Conference.  In this series, many will take the opportunity to share these with you.

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 AJ Brustein, Global Senior Brand Manager, Coca-Cola.  For more information on AJ'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: AJ Brustein, Global Senior Brand Manager, Coca-Cola
His Presentation: What Does it take to have Authentic and Meaningful Conversations with Your Customer Online? on Wednesday, July 18

AJ Brustein's Four Questions:
Q:  What makes you best suited to answer this question?
I have led the global digital rollout of the Coca-Cola open happiness campaign since its launch in 2009, including developing the interactive strategy and creating the Where Will Happiness Strike Next platform which I will talk about at the conference.

Q: Which digital channels do you use professionally?
Everything. As a brand we have a presence across all the major social media platforms, and scale across all other aspects of digital from search to mobile or CSR to advertising to owned presences etc. Professionally (on a personal level…) I use most of the same social media channels +wordpress, tumbler, and reddit which we don't engage in globally at Coke.

Q: What do you hope to learn from attending the ePharma Summit West? 
How others are engaging in social media and translating their marketing campaigns into successful digital executions.

Q: What other Guru are you most interested in hear speak?
Christy Cooper from Facebook. Things change so quickly at Facebook, it's always great hearing the latest and finding better ways to engage with our fans through the platform.

The Coca Cola Happiness Machine:



Thursday, May 17, 2012

A Message From Peter Dannenfelser, ePharma Summit West Conference Chair

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ePharma Summit West Conference Chair, Peter Dannenfelser, would like to share this with the ePharma Summit Blog Readers:

It’s certainly an exciting time to work in pharma marketing, with new technologies and best practices being developed almost daily. Who would have thought we’d ever be discussing Pinterest and how it relates to pharma? With all of these new channels appearing seemingly overnight, having a platform to learn about all of them, as well as what they mean for pharma, is imperative.

I love the format of this year’s ePharma West. This new approach is different from any conference I’ve been to and will inspire you, show you how to make the ideas you hear work for you, and help you plan for the upcoming year:
  1. Get Inspired: Gurus will open your mind and expose you to what works in pharma, as well as less-regulated industries
  2. Make It Work: Industry executives will demonstrate how it works within the industry through product stories
  3. Plan for the Future: Each product story will be followed by moderated discussions, so you can discuss how to implement what you’ve learned into your marketing plan
There is plenty of opportunity for interaction and informal discussion with the speakers, and many attendees place great value on what they learn from other attendees, and the speakers. I, for one, am excited about the panel discussions after the presentations. It has been my opinion for years that the conversations are what make the ePharma events tick.

As you may already know, I co-chaired ePharma in New York, and am excited to be chairing ePharma Summit West. I think that it will be a completely different experience and I’m looking forward to adding what I learn at ePharma West to the strategies and tactics I took with me from the ePharma Summit.

For more information about this conference, click here to visit the website.

I look forward to seeing you this summer in San Francisco!

Sincerely,
Peter Dannenfelser
Chairman
ePharma Summit West
@PeteDTweets

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ePharma Summit West is taking place July 17-19, 2012 in San Francisco, California. For more information on the program, download the agenda.  Don’t forget, as a member of the reader of this blog, when you register to join us and 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.

Wednesday, May 16, 2012

What can social media contribute to the sales funnel?

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Marketing is critical to the success of any business, and over the last few years, social media strategy has also proven just as critical.  It also shouldn't be it's own entity and Jordan Kasteler of Search Engine Land has a few great reasons why.  The sales process is long, it doesn't start when someone arrives at a webpage.  Social media should be in place all through out the sales funnel to provide engaging conversations and provide critical influence during the sales process.  By reaching out and connecting and communicating with the customer at the beginning and throughout the the sales process, the power any company can hold over its customer is exponential.  Not only are you connected with your customer throughout the sales process, but after and year round through your continual presence in social media.

This year at ePharma Summit West, Christy Cooper of Facebook will be presenting "How Do YOU Make Social Media Work for Pharma?". She works daily with Pharma companies to help them use Facebook as a platform to openly connect with their patients.  For more information about Christy's presentation download the brochure here.  If you're interested in joining Christy this July 17-19, 2012 in San Francisco, register today and mention XP1756BLOG to save an additional 10% off the standard rate!

One of Jordan's main arguments is that the social media team should be involved throughout the marketing process.  Do you agree? What are the benefits of having social media integrated in to your marketing and sales teams?

Tuesday, May 15, 2012

#ePharma Guest Post: Fostering Open Innovation: 2012 Data Design Diabetes Innovation Challenge

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Today's guest post comes from ePharma Summit West Speaker Michele Polz, Head of Patient Solutions, US Diabetes, Sanofi US.

 Fostering Open Innovation: 2012 Data Design Diabetes Innovation Challenge

Nearly 26 million Americans have diabetes, amounting to 10% of the total cost of US healthcare. An epidemic of such grand proportion demands innovative solutions that employ new approaches, technologies, and data to disrupt existing models and drive lasting improvements in care.

Successful innovation starts with an open approach. Now in its second year, Data Design Diabetes™ is a next-generation challenge offered by Sanofi US that drives action toward a three-part aim: innovation in the quality, delivery and cost of diabetes care. Recognizing that anyone could be the bearer of the next big idea in healthcare, we cast a wide net to innovators across the US, to find a breakthrough that may help millions of Americans living with diabetes.


Beyond simply promoting an extended reach to a broad community, open dialogue is also an important component of innovation. In order to develop solutions for the real issues people with diabetes and their caretakers face each day, it’s critical for innovators to connect with patients through open communication. Data Design Diabetes kicked off earlier this year by publicly crowd-sourcing answers to the question, “What matters most to you?” as it relates to diabetes, shaping the guidelines for the 2012 Innovation Challenge. As the semi-finalists continued to develop their prototypes, they also took part in a Design Bootcamp, using a human-centric approach that speaks directly to patient needs. 

Finally, access to the right resources during the key phases of the innovation process plays a valuable role in cultivating success. Data Design Diabetes connects innovators with the right people and tools in several ways. First, semi-finalists learn from a team of experienced mentors with valuable cross-functional expertise spanning, human-centered design, healthcare, business modeling and technology architecture. An expert panel of judges with diverse experience in business and healthcare then reviews the finalists’ concepts to determine a winner. During each phase, advancing teams are awarded cash prizes ranging from $10,000 to a grand prize of $100,000 to help further their concepts.

When the conditions that foster innovation converge, the results are remarkable. Last year’s Data Design Diabetes Innovation Challenge winner, Ginger.io, transforms a mobile phone into an automatic self-monitoring tool for tracking real-time movement patterns and social interactions passively, without user input. The team has raised $1.7M in venture funding, has grown to a team of nine, and recently acquired Rock Health startup, Pipette.

Please join us at www.datadesigndiabetes.com to view this year’s semi-finalists present their concepts live online at Demo Day on May 16, 2012. As we await the winner of the 2012 Data Design Diabetes Innovation Challenge, we’re thrilled to see other organizations following suit, bridging the private and public sectors to drive innovation.



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Michele Polz will be presenting about this initiative at ePharma Summit West on Thursday, July 19 with Guru Christy Cooper, Global Marketing Solutions, Facebook. If you'd like to join us for this presentation, register today and mention code XP1756BLOG and save 10% off the standard rate!

Monday, May 14, 2012

Sit Down with an #ePharma West Guru: Scott Oppliger, SocialVolt

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Leading up to ePharma Summit West, we're going to spotlight our ePharma Summit West Gurus.  Each has been presented with four questions that capture the essence of the ePharma West Conference.  In this series, many will take the opportunity to share these with you.

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 Scott Oppliger, Founder & CEO, SocialVolt.  For more information on Scott'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:  Scott Oppliger, Founder & CEO, SocialVolt
His Presentation: What is the Real Risk of Losing Control of Your Brand Message Online? on Wednesday, July 18

Scott Oppliger's Four Questions:
Q: What makes you best suited to answer this question?
As founder and CEO of SocialVolt, I work with our clients in heavily regulated industries to help them manage their social media and brand messaging online. My background in regulated industries and expertise in social media have allowed me to help our clients successfully engage in social media. By drawing from my experiences and real world examples, I will be able to help the audience understand the real risks of losing control of brand messaging online.

Q: What is your favorite digital marketing campaign and why?
One of my favorite digital marketing campaigns from the pharma industry is from Sanofi US . Using a combination of Facebook, Twitter, YouTube and blogs, Sanofi US is a prime example of a company does an excellent job interacting with and listening to its customers on social channels. Its interactive blogs provide insight and guidance to consumers and the company excels at creating conversations on Twitter and Facebook. In a heavily regulated industry like pharma, where other companies are hesitant to engage in social media because of the potential risks, Sanofi US is demonstrating that social media engagement can be highly successful, as long as the campaign is a well-planned and carefully managed.

Q: If attendees could walk away having learned just one thing from your presentation, what do you hope it would be?
Despite the inherent risks that come with the openness of the medium, if you can understand and manage these risks, you can empower your employees to help you harness the value of social media and generate revenue and brand visibility.

Q: What do you hope to learn from attending the ePharma Summit West?
I hope to learn more about industry innovations in digital marketing from my fellow presenters and conference attendees, in particular where pharmaceutical marketing departments have been seeing success lately in terms of their campaigns. I am excited for the opportunity to share my knowledge and at the same time learn from other experts in the industry.

Wednesday, May 9, 2012

What's the outlook for the mobile health market?

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The mobile health market is rapidly expanding, and it's easy to see why.  There were more SmartPhones and tablets shipped last year than laptops and desktops.  This year alone, it is predicted that there will be 44 million downloads of health related apps, with this number growing to 142 million apps by 2016.  It is also believed that in 2014, mobile phones will be the most common way to access the Internet.

Here's a more in-depth rundown on the growing mobile market from HealthX.

What does this mean for the Pharma industry?  More people are looking to manage their health through their phone. At ePharma Summit West 2012, Phil McKinney, Innovation Guru, Author, Beyond The Obvious—Killer Questions That Spark Game-Changing Innovation will be on hand to present "How Can You be the First to the Next Best Thing and Avoid Making the Next Big Mistake?" which will address this exact topic - how Pharma and Healthcare can venture into the mobile health market and navigate the waters successfully to connect with their market.  For more information on McKinney's presentation and the rest of the program, download the brochure.  If you'd like to join McKinney this July in San Francisco, register to join us and mention code XP1756BLOG to save 15% off the current rate.

How do you think mobile health apps will affect the overall population?  Do you see this as a way for the worlds population to be more aware of their health?

Tuesday, May 8, 2012

Sit Down with an #ePharma West Guru: Kurt Mueller, Roska Healthcare

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Leading up to ePharma Summit West, we're going to spotlight our ePharma Summit West Gurus.  Each has been presented with four questions that capture the essence of the ePharma West Conference.  In this series, many will take the opportunity to share these with you.

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.

Monday, May 7, 2012

The Tools You Need to Optimize Your Digital Marketing Program

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ePharma Summit West is a new event format designed to foster creativity and collaboration to effectively answer your toughest questions.

Each topic begins with a 15 minute guru presentation designed to deliver expert knowledge from both in and out of industry participants. Our gurus are hand selected from companies like Janssen Pharmaceuticals, Roska Healthcare, Coca-Cola, Google and Facebook to provide you with insights into their areas of expertise. Each guru presentation is followed by an industry product story to show you how these tactics and strategies have been used in this regulatory environment. Finally, gurus and product story presenters facilitate open discussion with the audience about the challenges you and your team face to give you the most comprehensive solutions available. All in an environment carefully controlled by the event organizers to maintain an ideal ratio of Pharma representatives to secondary market players.

This is not a lecture...
This is not another stop on the speaker circuit...
This is not an over-programmed, low networking event...
This is not a place where vendors can overwhelm pharma marketers...

ePharma Summit West will take place July 17-19, 2012.  As a reader of the ePharma Summit Blog, when you register and mention code XP1756BLOG, you’ll receive an additional 10% off the current rate! If you have any questions about this year’s event, feel free to email Jennifer Pereira.