Friday, May 31, 2013

ePharma West on Competitive Intelligence, Digital Marketing and Product Lifecycle Management

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This year at the ePharma Summit West, we are happy to announce the addition of a brand-new Pre-Conference Half-Day Summit titled, “Priming the Marketplace: Preparing to Enter the Market Pre-Launch.” This half-day summit is ideal for pharmaceutical, biotech, and medical device marketers focused on competitive intelligence, digital marketing and product lifecycle management.

Over the course of the afternoon on September 16, you will touch upon key steps necessary to ensure commercial success of your new product. Below are just a few session highlights:

  • • Promotional Preferences Among Specialty Physicians in the US presented by Jack Bilson, III, Vice President – Product Innovation, M3 USA
  • • Use Social Listening to Identify What Consumers Want presented by Lyndi Hirsch, Former Director, Online and Consumer Marketing, MAP Pharmaceuticals


ePharma Summit West is taking place September 16-18, 2013 in downtown San Francisco. As a reader of this blog, when you register to join us, you’ll receive an exclusive discount of 15% off the standard rate and mention code XP1856LINK. Have any questions about the program? Feel free to email Jennifer Pereira.

Wednesday, May 29, 2013

Lifecycle Management and the Pharmaceutical Industry

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As with many industries, Pharma finds itself stuck in the rut of silos preventing organizations from cross-company collaboration to better manage the product lifecycle.  But the industry is also facing several other challenges that require the industry to begin better managing all their working pieces: lower growth levels and shrinking profit margins.  As a recent Oracle white paper Product Lifecycle Management for the Pharmaceutical Industry stated, the previous lifecycle was focused on clinical trials and outcomes.

The article points out that everything featured in the infographic below needs to be in full synchronization in order to fully and successfully integrate all parts of the product lifecycle.  And to properly do so the systems must be automated.

So what happens when a product is ready to go to market? Packaging is something that should be considered by all parties - those designing the device and delivery and those who are using the drug so that they can do so effectivly. Also - who is the drug for? How are you going to reach the audience? 

At ePharma Summit West, we're taking time to look at the later part of the product lifecycle. Patients should be considered with the drug delivery design and also the product launch. Who is your market and how will you reach them? Many of the traditional mediums for awareness are becoming less effective in today's market. Sam Casillas, Senior Manager, HCP Marketing and Strategic Communication atMAP Pharmaceuticals will be joining us to present Prepare Pre-Launch: Competitive Intelligence Excellence & Priming the Market for Your Drug which will look at the new digital landscape and you can connect with the audience in the right way. For more information on this session and the rest of the program, download the agenda. ePharma Summit West will take place September 14-16, 2013 in downtown San Francisco. If you'd like to join us, a reader of this blog, when you register to join us and mention code XP1856BLOG, you'll save 15% off the standard rate.

As the Pharma landscape becomes more challenging, how important is it that companies begin to think of the whole lifecycle throughout the development and post-launch phases of their products?

Wednesday, May 22, 2013

ePharma Summit West Brochure is Ready For Download

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Good news. The ePharma Summit West is coming to downtown San Francisco this September 16-18!

Better news. The agenda is read.


This year's program highlights include:
  • More than 75% of the speaker faculty hails from West of the Mississippi
  • More than 75% of the speaker faculty is Director level or above for strategic thinking and actual implementation experience you can learn from
  • Five never-before-heard pharma biotech perspectives for actionable how-to's and tips to amplify your reach throughout the product lifecycle
  • NEW! Half-Day Pre-Conference Summit on priming the marketplace prior to product launch
  • NEW! Full-Day Pre-Conference Summit focused on patient engagement and adherence
  • Access to pharma/biotech execs with large and small budget experience to help you discover real scalable ideas
Major brands will be in-house at ePharma Summit West this year, including Johnson & Johnson, Eli Lilly, Allergan, Novo Nordisk, and more. What to join them? As a reader of this blog, when you register to join us and mention code XP1856BLOG, you’ll save 15% off the standard rate! Have any questions? Email me at jpereira@iirusa.com.

Wednesday, May 15, 2013

Is email really "so yesterday"?

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In this edition of the 2013 Inside ePharma Podcast Series, we sat down with Dr. Roger Korman of DMD to discuss many of the factors that go into email marketing.  He shares his perspective on why email is still a vital factor in the digital pharma marketing mix.

Last week, Dr. Korman looked at how email use in the Pharma industry was changing.  Which brought us to the next question in our looking at Korman's perspective on the evoking medium - is it on it's way out?

And we’ll get to those opportunities in a second. You’ve touched on something that I think a lot of people need to think about. Let me put it this way – how do you respond when a person or people say: “Email is so yesterday”?

Roger: Well, let’s start from what is the most important element of digital communication
Dr. Roger Korman 
today, which is the mobile device. It’s no longer really a mobile phone. It does do telephony, but it’s really a multi-staged platform that is used for, as we all know, multiple functions. 
The single activity that occupies most time on a mobile device is email, whether it is personal or work. So, there is a one-to-one correspondence now between the relevance of email and the single most important platform today. Then, as I just mentioned, if you look at the fight for email addresses, it’s the “Clash of the Titans”. Outlook is just ready to rollout it’s Outlook.com to replace Gmail. They are trying to seize the high-ground from Apple and Google. It’s really an extraordinarily turbulent field.

Download Dr. Korman's full podcast MP3 here.
Read the full transcript of the podcast here.

If you'd like to stay up to date with all episodes of Inside ePharma as well as receive updates for the 2013 ePharma Summit West Event, sign up to receive updates!

Tuesday, May 14, 2013

How EHRs will change the work flow - and will they create a more educated user?

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We know that many doctors offices and healthcare providers have found it difficult to implement EHRs, but the benefits of going digital when it comes to patient records transcend patients, doctors and healthcare benefits.  The HealthWorks Collective recently looked at how working into a slow transition can benefit the practice and the patient.

Amanda Guerrero suggests that electronic health records should not be rushed in implementation. The transition should be open, progressive and allow for communication on difficulties in the changes of every day process. It's also important at this time to communicate how the use of these new records will benefit those involved. Throughout this process there should be a constant feedback loop of what is working and what isn't. For everything that needs to be adjusted, they should be arranged with their priority. And finally, it's the patient that really benefits. They now have access to their health material that they never have, which will allow them to become a more engaged patient. But just handing over access to the electronic records won't simply be enough. The patient needs to understand who the data is laid out and how it works.

This fall at ePharma Summit West, Monique Levy, Vice President, Research, Manhattan Research will join us to look at another popular medium that many of the stakeholders in the healthcare industry are facing - the SmartPhone. With the power of this portable device, what can happen when it's combined with this new medium of electronic health records? And how can Pharma position themselves to be in the place to help their consumers with the powerful tools in their hand? Find out more about this presentation in the newly released 2013 ePharma Summit West agenda. ePharma Summit West will take place September.  If you'd like to join us this September, as a reader of this blog, when you register to join us an mention code XP18256BLOG, you'll save 20% off the standard rate.

How can Pharma work to capitalize on the insights and knowledge that electronic health records will provide to their future users - both physician and patient?

Wednesday, May 8, 2013

Innovation, Technology and Health

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We all know that the world of technology is changing at a rapid pace, but what happens when you bring new, innovative minds into the field?  Mashable looks at three of the inventions that came out of the New York University's yearly Entrepreneurs' Challenge. Two of the three featured in the article showcase digital health technologies in the works.

Co-developer Doug Kanter developed a diabetes management system. By imputing one's diet and exercise into a mobile app that then connects with the blood sugar levels, those with diabetes can better manage their health.

Oculogica is an innovation that shows small moving objects on a screen and by tracking eye movement would then diagnose concussions faster than traditional methods and since it is a technology on a smaller screen it allows it to be more portable.

Another innovative health initiative that may be closer to reality is telemedicine.  Dr. Yulun Wang of InTouch Health recently contributed a piece to Healthcare IT News which identified the current and growing status of telemedicine which could fit both the evolving digital healthcare industry as well as fit to the new needs of a society that is trying to save on the expensive costs of healthcare. This innovation could benefit two specific types of care: acute care, which would give doctors to diagnose and treat patients virtually; and chronic disease management which will allow doctors to stay in contact with patients who are battling ongoing illnesses.

Do any of these innovations stand out to you?  What other revolutionary in terms do you see making small differences that will have a huge impact on patients?

Tuesday, May 7, 2013

Pharma moving into digital marketing present

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Infographic from
Social Media Today
Recently at Social Media Today, Robin Fray Carey looked at, and praised the direction, that Pharma is headed in when it comes to digital marketing. While this field has been lacking behind in the past, it is now moving into the future realizing that digital marketing is a way to reach patients and doctors more efficiently. But recent surveys have revealed that companies are looking increase the number of digital interactions they have by at least 26%. Also interesting to note in the article is that many companies are looking towards the experts - and outsourcing the sales and marketing portion of their digital strategy, most notably the content production and analytics. Carey notes that many Pharma companies are experimentation with wellness to reach their customers, focusing on spreading awareness and promoting communities that foster wellness among like-minded individuals.

We saw much of this turned action at this year's ePharma Summit, but do you think more companies are adapting.  What do you believe are the benefits of outsourcing content creation and analytics?

Friday, May 3, 2013

Disease Apps and the iPad: How do they lay out?

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ePharma Summit LinkedIn Group Member Jeff Greene recently shared an infographic that examines the presence of disease focused apps in the Apple Apps store.  What did Greene find?  Accordign to his post at the News Solutions Factory, the majority of the apps were focused on diabetes which had a total of 143 apps catering to this sector.  The next most prevalent was depression with 60 apps.    However, the most prevalent disease state that he searched, migraines  had the fewest apps at 10.  He also pointed out that that the content was poor throughout most of the apps.

Does this surprise you about the apps available in the Apple Store? Is there an opportunity here to better expand and reach your consumers on the iPad?

Wednesday, May 1, 2013

Pharma & the state of email use in the industry

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In this edition of the 2013 Inside ePharma Podcast Series, we sat down with Dr. Roger Korman of DMD to discuss many of the factors that go into email marketing.  He shares his perspective on why email is still a vital factor in the digital pharma marketing mix.

Today, he answers this question:

Tell us a little bit about the state of email use in the industry today. Where are we at?
Dr. Roger Korman
Roger: The email channel is very, very rapidly evolving. If you look at the major investments by the monster companies – Gmail, Microsoft, Apple, Yahoo!, AOL – they are pouring hundreds of millions, even billions of dollars into email because it is the prime digital connective channel. When I look at the healthcare audience, it’s a different state because much of what it passes for email today is really antiquated, old-school, analogue communication that has been slapped into a digital format, but which is actually poorly suited for today’s communication, especially to mobile devices. So, the world around us is moving at one speed and healthcare is kind of not moving very fast at all and, as a result, losing tremendous opportunities to exploit this primary digital communication channel.

Download Dr. Korman's full podcast MP3 here.
Read the full transcript of the podcast here.

If you'd like to stay up to date with all episodes of Inside ePharma as well as receive updates for the 2013 ePharma Summit West Event, sign up to receive updates!