Friday, June 28, 2013

Brazil: Social media, political unrest and your strategy

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A few weeks ago, we looked at how the Turkish government is handling their social media policies amidst political unrest.  Today, we're switching continents and look at how brands, not the government, are reacting to the current unrest in Brazil.

Sunday concludes the 2013 Confederations Cup in Brazil.  This soccer tournament is held as a test the waters for countries hosting the World Cup the following year.  But the country has chosen this time to stand up and unite against a corrupt government, excessive spending for both the World Cup and the Olympics all while taking away money from many of the social programs, among them are health and education, that most need it according to the Washington Post.  and uniting by using the platforms we've seen help many other countries - including Twitter and Facebook.

So what do companies do in situations like these?  AdAge recently looked at how one digital company in Brazil is reacting to to these protests through their social media campaigns. Marcelo Tripoli, CEO of São Paulo-based SapientNitro iThink, shared how he was altering their efforts in order to aid protesters and maintain the images of the brands he's managing. He notes that since the World Cup is still one year away, they'll most likely be altering their strategy and engagement for the next year in order to allow social channels to remain clear for those who are uniting through them.

Michel Lent, Managing Director of Pereira & O’Dell in São Paulo stated, "We all—citizens and companies—have been carefully listening to what's going on in the country. As advice to our clients, we have been recommending to halt posting unrelated content on social networks when protest movements are happening on the streets. This is for the specific times and days with big crowds out there. During those times, we feel brands should clear the space on the time lines to let the political discussions flow."

So with all this now known, how would your company react and change to a major national movement in your country?  Would the brand take a position?  Or would you quit communicating completely?

Thursday, June 27, 2013

The best of ePharma Summit goes West

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Summer is definitely here. The current heat wave on the East Coast has us wishing for cooler temps and breezes already, and it’s only just begun. Why is it that we always want what we can’t have? Ahhh, but you can; that’s why we have air conditioners.

And that’s what ePharma Summit West will do for you—it’ll give you the best of both worlds, the unique West Coast vibe (and awesome enviable weather) with the best of the East. We’re proud to announce that we’re bringing back two ePharma Summit New York star speakers to give encores this September 16-18 in San Francisco. Because just like an A/C is refreshing, these two guys have got it going on…

Craig A. DeLarge
Craig A. DeLarge, Leader, US & CBL, Multichannel Marketing Center of Excellence, Merck & Co. Inc., will join us to present Next Generation Content & Its Promise for Improved Health Outcomes.  DeLarge received a standing ovation after his presentation in New York. We expect him to bring the house down again when he dives into next generation content, the importance of telling a good story, and how it comes all together to improve health outcomes, in ways that are accessible to you.
Peter Dannenfelser

Peter Dannenfelser, Director of Marketing, Digital North America, at Janssen Pharmaceuticals returns this year to guide discussions and debate, ask provocative questions, and add his insight during his Opening Remarks on September 17th and 18th.

To find out more about these two presentations and the rest of the agenda, download it here.

ePharma Summit West will take place September 16-18 in Downtown San Francisco. As a reader of this blog, when you register to join us and mention XP1856BLOG, you'll save 15% off the standard rate. Have any questions about the program? Feel free to email Jennifer Pereira.

Wednesday, June 26, 2013

How patients are leading the way with using medical apps

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One of the most popular topics in today's ePharma landscape is the use of Apps to improve health. NPR recently took a look at how patients are driving the need and desire for apps and often sharing with their doctors how they're using them, and often times, it's improving their health because of proper use. The patients with diabetes are seeing a lot of benefit, as they're using a device they already use on an hourly basis to help monitor their blood sugar. We already know that the FDA is working to regulate the apps that turn the phone into a medical device and will leave it to the consumer as to what they think is best for diet and exercise health apps.

At the end of the segment, a very interesting question is asked.  If a consistent stream of important information - such as blood sugar levels and glucose levels - should this be included in the  health records of patients?  Who will be in charge of adding this to the patient records?  What ultimate benefit will apps like these have?

Patients are using mobile devices to monitor their health, and the piece featured at NPR shows that this is here to stay.  This September at ePharma Summit West, Monique Levy, the Vice President, Research, Manhattan Research will be on hand to present Understand the True Use of Smartphones and Tablets in the Care Continuum which will examine how patients use their SmartPhones, was the information can be shared to EHRs and how patients and physicians are actually using the devices.  For more information on Monique's presentation and the rest of the agenda, download it here.  If you'd like to join us this September 16-18 in Downtown San Francisco, as  a reader of this blog when you register to join us and mention code XP1856BLOG, you'll save 15% off the standard rate!

Tuesday, June 25, 2013

#ePharma Webinar On Demand: Don’t Forget the Payer in Your Digital Strategy: What Payers Need and Want from Pharma

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Were you unable to join us for Dr. Patti Peeples, President and Founder, HealthEconomics.Com's web seminar this morning?


About the Web Seminar:
Presenter Dr. Patti Peeples
Are Payers and Managed Markets withering on your Digital vine due to lack of attention? Biopharma Marketing and Sales have well-developed, multi-prong strategies using traditional methods to drive pharma product access, usage, and reimbursement with these critical decision-makers. But, has your Digital Marketing Strategy kept up, or are you still thinking only about providers and patients? Key stakeholders – payers, managed markets, and technology assessment groups - control market access to and reimbursement for your drug or device more than ever before, and they need and want digitally-based product education, information, and evidence evaluation tools. What are your marketers and social media experts doing to optimally engage these key decision-makers?

This Webinar will provide you with tools to prepare a forward-thinking, sophisticated, and complete Digital Strategy that: identifies the key stakeholders, prioritizes their information needs, presents methods to optimize your market access and reimbursement success, and provides you with the tools to develop a road map to efficiently and effectively integrate these customer groups into your digital marketing mix.

What you will learn:
  • The Who and the What: Who are the key managed markets and payer stakeholders to target for a digital strategy, and what do they need and want?
  • The Why? Why should I allocate time, effort, and money to these groups?
  • The How? How do I optimally communicate with these decision-makers, and how do I gain buy-in from internal stakeholders?
  • The When? Do managed markets and payer groups need their information on the same timeline as providers and patients?

Monday, June 17, 2013

What is the digital outlook of the current online health market?

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Did you know that in 2015, there will be more than 2,000,000,000 mobile people browsing the internet and that all age ranges take the time to search for medical information on line, it being the third most popular activity online. According to the video, this makes 59% of adults eHealth consumers. Even physicians are online and they're recommending webpages. At least 75% of them will recommend a health related webpage to a patient during their consultation. Is your webpage ready to be recommended?

Watch the full video here:

Ready to find out more about the way physicians use the internet and find out how they prefer to be communicated with? At ePharma Summit West, Jack Bilson, the Vice President – Product Innovation at M3 USA will be joining us for the presentation Promotional Preferences among Specialty Physicians in the U.S.. Hear how to identify their preferred channels for different specialty therapeutic doctors, develop their customer profiles and integrate this into your current physician campaign.  If you'd like to find out more about this session and the rest of the program, download the agenda.  As a reader of this blog, when you register to join us and mention code XP1856BLOG, you'll save 15% off the standard rate.

Friday, June 14, 2013

Out of Industry Friday: Turkey and Social Media

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Each Friday, we take time to look outside the digital industry and look at how social media is affecting something else in our world.  We all saw the Arab Spring rise over the past few years where the youth of countries rose and overthrew dictatorships with the tools of social media.  Now, another country is following suit.  Turkey's people are voicing their oppositions to the commercialization of a park, and in turn the leadership of their Prime Minister Recep Tayyip Erdoğan, and gaining fuel thanks to the power of social media.

The Huffington Post shines a spotlight on how social media is proving to be the main source of information in the country on the uprising.  Main stream media in the country is failing to cover the uprising, but those spreading the word on Twitter are subject to new rules and regulation that could change lives - including facing jail time for stating beliefs on the platforms, "have tried throwing users behind bars, legislating what can be said online, and even arguing that social media should be banned on religious grounds."  The article also informs that Arabic is the #1 fastest growing language using Twitter.  They also look at how countries beyond Turkey are trying to control the words of their citizens. In Kuwait, any words on social platforms against the emir is illegal. In the United Arab Emirates, users are threatened with imprisonment for posting content that is deemed to have endangered state security, criticized the nation and its leaders, or insulted Islam or other religions.

Do you have a topic you'd like to see ePharma Summit cover on Out of Industry Friday?

Thursday, June 13, 2013

How Twitter’s New Change Could Help Pharma Dive into the Social Media Pool

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Today's guest post comes from Jim Nichols is Vice President at Stern + Associates, a full-service communications firm that fuses the best of public relations, traditional media, digital, marketing and direct engagement strategies through its Connected Communications (SM) approach. For more information, visit www.sternassociates.com.

Twitter recently announced one of the most advertiser friendly programs in the micro-blog’s history: the Lead Generation Card. Now Twitter advertisers can tweet an offer and the service autofills the user’s name, email address and Twitter username. So what does this mean for pharmaceutical marketers today? For the first time, a social network has developed a one-click process that leverages the impact of direct response marketing.

As savvy (and innovative) pharmaceutical marketers continue to test the waters of social media, here are some tips to keep in mind.
  1. Don’t Spam: It seems obvious, and is something that marketers always think “the other guy” does. If you use the Lead Generation Card from Twitter, a promise not to spam can lead to better conversions.
  2. Follow Up: If you are using the lead generation card for samples or other materials, make sure you deliver them within 48-72 hours or earlier. It’s important to keep the momentum alive.
  3. Relevance: After delivering the promise (info, samples, etc.), it’s okay to ask for follow-up surveys. You could also email relevant information about the disease, etc. Only emailing users with sales information will backfire; but relevant information about their ailment shows that you care about their health and well-being.
I could imagine several brands (i.e. over-the-counter cold and cough medicines, allergy medicines, etc.) using this tool as an opportunity to offer product samples. Users would be able to simply click the tweet and receive a coupon to try out the new product.

What might be the immediate benefits of this? Tweets that are timed correctly around allergy, cold and cough season, etc., could provide significant new traffic. Twitter analyst programs like SocialBro can also help pharmaceutical marketers pinpoint the best time of day to send these tweets.

As the healthcare industry continues to struggle to find their place when it comes to social media, Twitter’s Lead Generation Card is the perfect way to dive in and reach a whole new audience that’s valuable for your brand.

Tuesday, June 11, 2013

Collaboration for health care's sake

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It's a struggle for many hospitals and doctors offices to switch from their traditional record keeping methods to the new, shiny electronic health records with is the future of care.  At a recent article at MedCity News looks at how three hospitals are joining forces to create and share electronic health records to benefit both the hospitals and patients.

After California's initial efforts to encourage electronic health records failed, the three competing hospitals realized they needed to join forces to save time and money and benefit the patient.  By having one collective medical health record system, the three hospitals can know a patient's background, see how many times they've been to the different hospitals and know about their conditions and previous records at the point of entrance instead of spending hours getting medical history.

Nancy Seck, director of the quality management program at Glendale Memorial Hospital, stated "We're receiving money from [The Centers for Medicare & Medicaid Services] for our patients to prevent rehospitalization as a community, not as individual hospitals. The three hospitals ... we all three have different ownerships, so we put aside all that competition concept when it's right for the patients."

This fall at ePharma Summit West, Dan Munro, Healthcare IT, Innovation and Policy Contributor, Forbes, will be joining us to discuss the drive to change behavior in healthcare and now everyone involved is responsible for driving change.  What better place to drive change in healthcare than how records are recorded and shared in hospitals?  For more information on this session and the rest of the agenda, download the brochure.  If you'd like to join us September 16-18, 2013 in downtown San Francisco, as a reader of this blog when you register to join us and mention code XP1856BLOG, you'll save 15% off the standard rate.

How important are electronic health records in encouraging behavior change in patients for their health?  Could it be a step forward in encouraging individuals to take greater interest
in their health if all doctors saw a grand picture of their care?

Monday, June 10, 2013

Forbes and Corcept Therapeutics Keynotes Talk Big Picture

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It's easy to get caught up in the day-to-day details - the to-dos, the deadlines, and the time-consuming, nit-picky details. (Devil's in the details, right?) But it's important to take a step back and remember that what we do every day contributes to improving our patients' - our customers' - lives every day. And that's pretty cool. Even cooler is that at ePharma Summit West on September 16-18 in downtown San Francisco, we have lined up keynote speakers that will spend time with us to remind you that what you do matters, encourage you to think big, all the while maximizing your return even with the tiniest of budgets.
  • We're All in the Behavior Change Business presented by Dan Munro, Healthcare IT, Innovation and Policy Contributor, Forbes
  • Build Robust Programs on Lean Budgets presented by Steven Lo, Vice President, Head of Commercial Operations, Corcept Therapeutics Incorporated

As a reader of this blog, you can receive an exclusive discount of 15% off the standard rate when you register to join us and mention code XP1856BLOG. For more information on the event and the rest or the program, feel free to email Jennifer Pereira.

Friday, June 7, 2013

The continuing questions when it comes to social media

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So, even by now, Pharma knows that social media is here to stay and communicating with customers and patients online is a must.  However, today, we look at some of the over-arching questions that affect all social marketers and questions they're often asked by their organizations.

At Ragan's PR Daily, Gini Dietrich looks at five different areas that plague social media marketers.  Is your company scared to jump into social media? Maybe you don't know where your audience is.  The do your research.  Find out where your potential community members are online.  Are they no longer engaging in that community?  Did something hipper steal them away?  Go to that community! Grow and engage with your audience on their terms.

We also often look at corporation social media like it is that - but - humans run every single aspect of social media.  That's one of the best parts of social - you get to see the personality behind a brand.  So use the tools you have to share and communicate in human terms.

Another common question is "How are we going to measure and manage social media?".  What platforms are you running?  Does a listening tool for Twitter make sense if there isn't much chatter? Possibly not - maybe something like TweetDeck or HootSuite. Look at Facebook analytics and measure your engagement.  If you're on LinkedIn, how are you measuring your engagement?

Dietrich's final point is that social strategy is important - but most importantly - it's a part  of your marketing strategy.  It should be measured as a part of that - and no solely on how many more followers you've gotten.  What does web traffic from your social mediums look like?  How many people are talking to you?  Are you listening and joining the conversation instead of just pure sales pushes?

Thursday, June 6, 2013

ePharma West Session Spotlight: The Evolution of New are Delivery Models & Their Effects on Pharma Marketing

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Now more than ever before, doctors have less control over what’s prescribed. They’re feeling pressure to prove the financial value of a branded drug over a generic and can have to justify choices to upper management. The whole pharma-HCP-consumer model is changing, and marketers need to adapt their messaging to address this changing, challenging landscape. Doctors must be armed with information on how the product provides value by decreasing readmissions and lowering other costs.

Speaker Mike Strong
In this week's ePharma Summit West session spotlight, we highlight this is the session  The Evolution of New are Delivery Models & Their Effects on Pharma Marketing.  ePharma Summit West will be taking place September 16-18, 2013 in downtown San Francisco.  For more information on this session and the rest of the program, download the agenda.  As a reader of this blog, when you register to join us and mention code XP1856BLOG, you'll save 15% off the standard rate!

Featured Session:  The Evolution of New are Delivery Models & Their Effects on Pharma Marketing

Featured Speakers: Jeff Landau, Director Strategic Marketing & Corporate Development, Threshold
Pharmaceuticals
Mike Strong, Health Systems Manager, Novo Nordisk
Patti Peeples, RPh, PhD, CEO and Founder, HealthEconomics.Com

About the session: Although the term “ACO,” or accountable care organizations, are not something new, we’re just now starting to see ACOs in action and see the effect it has on physician prescribing habits. As doctors are more likely to become employers of hospital systems (instead of owning their own practices) they have less control over what they prescribe. Who holds the power in this evolving
delivery landscape?
  • • Learn about the new stakeholders who help control what gets prescribed
  • • Understand how your marketing model must evolve in order to connect with this new audience

Wednesday, June 5, 2013

Web Seminar: Don’t Forget the Payer in Your Digital Strategy: What Payers Need and Want from Pharma

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Web Seminar: Don’t Forget the Payer in Your Digital Strategy: What Payers Need and Want from Pharma
Date: Tuesday, June 25, 2013
Time: 11:00 AM - 12:00 PM EDT
Presented by: Patti Peeples, President and Founder, HealthEconomics.Com


About the Web Seminar:
Are Payers and Managed Markets withering on your Digital vine due to lack of attention? Biopharma Marketing and Sales have well-developed, multi-prong strategies using traditional methods to drive pharma product access, usage, and reimbursement with these critical decision-makers. But, has your Digital Marketing Strategy kept up, or are you still thinking only about providers and patients? Key stakeholders – payers, managed markets, and technology assessment groups - control market access to and reimbursement for your drug or device more than ever before, and they need and want digitally-based product education, information, and evidence evaluation tools. What are your marketers and social media experts doing to optimally engage these key decision-makers?

This Webinar will provide you with tools to prepare a forward-thinking, sophisticated, and complete Digital Strategy that: identifies the key stakeholders, prioritizes their information needs, presents methods to optimize your market access and reimbursement success, and provides you with the tools to develop a road map to efficiently and effectively integrate these customer groups into your digital marketing mix.

What you will learn:
  • The Who and the What: Who are the key managed markets and payer stakeholders to target for a digital strategy, and what do they need and want?
  • The Why? Why should I allocate time, effort, and money to these groups?
  • The How? How do I optimally communicate with these decision-makers, and how do I gain buy-in from internal stakeholders?
  • The When? Do managed markets and payer groups need their information on the same timeline as providers and patients?

This web seminar is presented by ePharma Summit West.  The event will take place September 16-18, 2013 in San Francisco, California.

Monday, June 3, 2013

Why should hospitals join the App world?

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Social media can be used my many institutions to help get their word an message out.  One of the sectors benefiting the most from social media, SmartPhones and all the technologies that go with it is the health sector.  According to Ragan's Healthcare Community News, one in three people today use SmartPhones for heatlh related reasons or searches.  This is up from 10% of users with SmartPhones in 2010.  Not only that, but 90% of 18-30 year olds have incorporated checking their SmartPhones during their morning routine.  They also predict that the speed of adoption will continue at this fast pace.

So they argue: Why shouldn't hospitals venture into the social media/SmartPhone space by having an app that appeals to their audience.  It's a way to provide value to your potential clients and a way to have visibility on a daily basis. They point out that many fear an app will be downloaded once and the never used again.  But if the app is designed with a truly valuable point that calls for daily use, that won't happen.

This September at ePharma Summit West, Monique Levy, Vice President, Research, Manhattan Research, will be on hand to discuss how and why pharmacists, physicians and patients use mobile during the presentation Understand the True Use of Smartphones and Tablets in the Care Continuum. For more information on this session and the rest of the program, download the agenda. Would you like to see Monique Levy's presentation?  The event will take place September 16-18, 2013 in downtown San Francisco.  If you register to join us, as a reader of this blog when you register to join us and mention code XP1856BLOG, to save 15% off the standard rate.

How can hospitals set out to figure out who uses their social media and why?