Tuesday, December 23, 2014

It doesn’t show signs of stopping… Let is sale! Let it sale! Let it sale!

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‘Tis the season! As our holiday gift to you, here’s 30% off the standard rates when you register for Pharma and Healthcare events from now through Wednesday, December 31! Use the code “Holiday30” at checkout.

This event was specially selected for your interests:

February 24-26, 2015 in New York, NY
>Charge up your marketing campaign with ROI-infused initiatives and embody the newest technologies that bleed success.

Find out more about the event.
Register to join us.

For a full list of all events you and your colleagues can save on this holiday season, visit the Future of Biopharma blog.

Have any questions? Email Jennifer Pereira.

Monday, December 22, 2014

How to Automate Relationship Management with Email Marketing

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Digital marketing is quickly becoming a foundational elemental for life science organizations, thanks in no small part to the importance of cost reduction for some 83 percent of sales and marketing managers.

How does digital marketing save money? Easy: it scales.

And of all the digital marketing tactics available to life science organizations, few offer more opportunity than sophisticated email marketing. Although this medium may have lost some of its luster compared to advanced re-targeting campaigns or viral marketing, the inbox rem
ains a hallmark of how consumers communicate.

In fact, you can expect nearly half of your list to be active when you start sending email campaigns. This means life science industries can use email to reach a huge audience, even if the have limited resources. Two birds. One stone.  

But, before you get started, you’ll need to use the right tools.

How to Automate Emails

Resist the temptation to use your CRM to conduct an email campaign. It sounds great in theory, but unless your platform can build an entire campaign, track the analytics, and A/B test different scenarios, you’ll be expending far too much manual effort.

Instead, use a marketing automation platform to build your email campaign. Despite its name, marketing automation software actually doesn’t make you seem robotic to your customers. Quite the opposite. Marketing automation provides businesses with the proper tools to personalize communications at scale. The key is to segment your audience.

Why Segmentation Matters               

Using automation to scale personalized marketing isn’t so much about the language you use, but rather the content you send. Therefore, it’s paramount to properly segment your prospects so you can send them relevant content. That’s also how you strengthen relationships. Sending great, targeted content builds a sense of trust with your prospects, which is what this is all about, right?

For example, life science industries have several distinct markets, namely payers, providers, and patients. Prospects in these different markets will share little in common with one another, so dividing them up is a must. But it won’t only be what content you send to them that matters, but also how you send it.

Testing is Crucial

Consider what a life science organization can offer a physician: opportunities to participate in clinical trials, continuing medical education, detailing content they can reference on their own time, emerging research, etc.

You’ve got a relatively large arsenal at your disposal, but not every physician will want the same thing. That why you’ve got to test. Any marketing automation software worth your time will have split testing options, so create two versions of an email – or even an entire email campaign – and run a test.

Once you find a winner, move on to the next test, and then the next test. You should always be testing, because that’s how you’ll constantly improve. But you don’t just need to test the types of content you send, you’ll also need to test send times, the length of your campaigns, as well as when you make the ask.

Does Automation Really Build Relationships?

Yes. Over 60 percent of physicians prefer email communications, and an even higher percentage of patients prefer this medium too. If you make sure you emails are targeted and educational, then many of your prospects will continue to read them until they trust your organization enough to say yes.  The important thing to remember is that this approach takes time. You need to build and maintain a healthy email list composed of prospects who’ve opted-in. Don’t buy a list from a third party. Seriously, do not.

Once you’ve got your campaigns up and running, your system’s analytics will guide you to better, more optimized emails, which will lead to more customer conversions. If a large percentage of success is simply showing up, then marketing automation allows life science organizations to continually show up in inboxes at a massive scale and for considerably less money.

Author Bio: Zach Watson is the content manager at TechnologyAdvice. He covers gamification, healthcare IT, business intelligence, and other emerging technology. Connect with him on LinkedIn.

Friday, December 19, 2014

Electronic Health Records: Where is the disconnect?

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The value of electronic health records is untapped.  The benefits of properly utilizing this tool include improving quality and convenience of patient care, increasing patient participation in their care, improving accuracy of diagnoses and health outcomes, improving care coordination and increasing practice efficiencies and cost savings according to HealthIT.gov.  But as Scott Wallace points out in a recent article at the Health Affairs Blog, many things must change before they reach their full potential and are a value to both the clinician and the patient with the record.

The hospital is the main purchaser and implementer when it comes to electronic health records.  The hospital has purchased the software as a business decision - creating a way to provide more value to the patient.  However, it's the clinicians  who are on the front lines every day.  Many are frustrated because the creation of electronic health records often neglects their needs and doesn't allow them to better care for their patient - their ultimate goal.  There is a unique challenge to get the needs of the corporation (the hospital) to meet the needs of the business unit (the hospital).

The article points out three things that would be beneficial in the design of electronic health records:
  1. Focus on the data entry requirements so that it meets the needs of the clinicians
  2. Create value for different segments of patients by providing services and solutions to meet patients’ needs
  3. Develop a method to find the targeted information for the medical circumstances of the patient being seen
When it comes to the design of EHRs, how do you think Pharma can help meet the needs of the physicians?  Could there be some kind of supplemental value provided by the Pharma companies about their drugs, the research behind their drugs or something else?

This February 24-26, 2014 at ePharma, we'll be spending an  afternoon with Eli Lilly and Merck to look at the opportunities presented to Pharma companies looking at how they can help make electronic health records usable, accessible, and better for their work flow.  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 XP2006BL, you can save $100 off the current rate.  You also have the chance to win a free pass to ePharma by retweeting this tweet. 

Wednesday, December 17, 2014

Web Seminar: Evolving Marketing Plans with Online Insights

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Evolving Marketing Plans with Online Insights

Date: Thursday, January 15, 2015
Time: 2:00 PM - 3:00 PM EST
Presented by:  Tom Jones, Senior Vice President, Makovsky
Register to join us.  Mention priority code XP2006W1

About the web seminar:
Evolving Marketing Plans with Online InsightsHealthcare communication continues to go through an evolutionary change. Online resources offer support, answers and second opinions across the entire patient journey – from the first sign of symptoms to looking up treatment alternatives; from finding the closest pharmacy to fill a prescription to monitoring your sleep patterns and diet on the road back to wellness.

Today’s health consumer is surrounded by a myriad of access points and personalized, on-demand resources, while they sit at the center managing their own care. Makovsky investigates consumer behavior and preferences for engaging with online health information annually. This webinar will discuss the evolution of online search, trends and strategies to deliver the highest ROI, including teasing data from the fifth survey to be presented at ePharma in February.

What you will learn:
  • Where consumers search for health information online
  • What consumers search for right after diagnosis
  • How pharma can engage authentically with patients—where, when and what works
  • What motivates consumers to visit a pharma site
  • How to translate this information into marketing plans

Makovsky is a sponsor of this year's ePharma, taking place February 24-26, 2015 in New York City. As a reader of this blog, when you register to join us and mention code XP2000BL, you can save $100 off the current rate.

Monday, December 15, 2014

Marketing Could Be Responsible for the Impending Globalization of ADHD Diagnosis

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Lately, it seems like the diagnosis and treatment of the behavioral condition Attention Deficit Hyperactivity Disorder (ADHD) has been extremely frequent. According to Brandeis professor Peter Conrad, it’s an economic and cultural plague, but not necessarily a medical one.

In a recent paper in the Journal Social Science and Medicine, Conrad and coauthor Meredith Bergey examined the growth of ADHD in the United Kingdom, Germany, France, Italy and Brazil. The paper attributes ADHD's global growth to five trends: expanded, overseas lobbying efforts by drug companies; the growth of biological psychiatry; the adaptation of the American-based Diagnostic and Statistical Manual standards; promotion of pharmaceutical treatments by ADHD advocacy groups that work with drug companies; and the availability of ADHD information and self-diagnosis via the Internet.

Until recently, North America tallied by far the most ADHD diagnoses, and the U.S. consumed 90 percent of all Ritalin - one of the most common ADHD drugs. ADHD diagnoses continue to grow in the U.S., but Americans account for only 75 percent of Ritalin users today.

Many websites promoting ADHD drugs offer checklists with questions like ‘Do you fidget a lot?’ ‘Is it hard for you to concentrate?’ ‘Are you disorganized at work and home?’ "These checklists turn all kinds of different behaviors into medical problems," Conrad said in a statement. "The checklists don't distinguish what is part of the human condition and what is a disease."

According to the paper, in the U.K., diagnosis of the disorder in school-age children grew from less than one percent in the 1990s to about five percent today. In Germany, prescription ADHD drugs increased from 10 million daily doses in 1998 to 53 million in 2008. And, growth in Italy and France has been slower, in part due to those countries' more restrictive pharmaceutical drug laws, but according to Conrad, even those countries are becoming more lenient.

"There is no pharmacological magic bullet," said Conrad. “No drug can account for nonmedical factors that may contribute to behavior. A fidgety student may be responding to the one-size-fits-all compulsory education system, not a flaw in his brain chemistry…I think we may look back on this time in 50 years and ask, what did we do to these kids?"

To read the full paper, click here.

We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY.

A brand new ePharma website has recently been launched. Check it out here: http://bit.ly/1IUvs9a

This piece was contributed by @AmandaCicc.
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Tuesday, December 9, 2014

Doctors say patients aren’t interested in mHealth data integration

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According to a recent Forbes report, patients have little to no interest in integrating mHealth data into medical health records.  

Recently, Practice Fusion, cloud-based electronic health record provider, asked the following question to 20,000 of its 112,000 medical professional user base: Have your patients asked you about incorporating their health data from either their wearable fitness trackers or from their health apps into their health records? The result: out of the 353 doctors who responded, 85 percent said "No."
“The patient-led, smartphone-based health care revolution is not knocking at the door of practices across America—at least not according to those doctors,” Forbes wrote.

In fact, even Practice Fusion's CEO Ryan Howard hasn't integrated his personal healthcare records with Apple's HealthKit. "The data [from apps] is of little value to start with," Howard explained to Forbes.

This poll has come out a few months after Apple's hyped June launch of the HealthKit platform, which some industry observers believe will be the game-changer in driving consumer interest and use of mHealth technology forward.

But, there are still many obstacles in mHealth tech and data sharing including security regulatory issues that need to be addressed. Not to mention a great deal of marketing needs to go into informing doctors and patients that mHealth solutions actually exist.

To read the full report, click here.

We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY.

This piece was contributed by @AmandaCicc.

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Friday, December 5, 2014

Seven Topics to Look Forward to at ePharma 2015

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Companies are consolidating, budgets are being slashed, and the demand to be innovative (while maintaining compliance) has never been higher. It's time evolve and modernize your marketing strategy.

New for this year, ePharma focuses on the seven critical categories affecting your bottom line, outlined below. Based on popular feedback, each focus area concludes with the Conversation Arena (a moderated discussion) that allows you to better engage with experts, ask those burning questions, and get clarification on how to make their ideas work for you.

The seven focus areas include:
  1. The EHR Opportunity | Engage in the workflow, improve patient outcomes, reduce healthcare costs
  2. Payer Marketing Integration | Enhance relationships to increase inclusion on formularies
  3. Wearables and mHealth Technologies | Discover brandable opportunities while improving Health Outcomes
  4. Sales Rep. Integration | Advance HCP engagement through personalized communications while decreasing sales expenditures
  5. Advances in NPP | Create scalable conversations that transform decision-making into consumption
  6. Harness Digital Media | Optimize spend to heighten reach plus engagement
  7. Patient Engagement in New Healthcare Ecosystem | Drive patient demand for your brand to increase scripts
How are we covering each of these seven areas? Download the preliminary agenda to find out.

ePharma 2015 will take place February 24-26, 2015. As a reader of this blog, you are eligible to save $100 off current rates when you register to join us and mention priority code XP2006BL. Are you a pharmaceutical, biotech and medical device manufacturer employee? You are eligible for a Buy One, Get One Free offer. Find out more and register to join us here.

Did you know we're giving away free passes to ePharma on Twitter?  Simply retweet this tweet to enter.  A winner will be notified on Wednesday, December 10.

Thursday, December 4, 2014

Optimizing the Customer Experience through Multi-Social Marketing

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In the life sciences industry, multi-social marketing is new to most people. Many assume multi-social marketing is only about applying core creative elements across all communication channels — print, digital, online, and social media. But, it actually interlaces siloed channels and creates immersive experiences that align with the customer journey.

According to PharmaVoice Multi-social marketing begins with storytelling - a powerful tool to connect and inspire action that goes beyond facts and data. Effective storytelling engages the emotions of customers and inspires them. The best multi-social marketing initiatives integrate campaigns and leverage best practices from all channels, including print, digital, and social media. The most successful initiatives focus on the needs of different customer segments at each point in their journeys through the channels they prefer. And, the final critical element is the creation of value for customers beyond the prescribed treatment - value beyond the treatment is what keeps customers engaged with a brand.

To develop a successful multi-social marketing campaign, you have to understand the customer experience. Dive deep to understand the interactions between physicians, patients, caregivers, nurses, pharmacists, and information sources. Once the customer experience is understood, the multi-social marketing experience strategy can be created. The process for developing a multi-social strategy includes:
  • Discovery—Ask questions and gather data to understand current and future customer needs.
  • Assessment— Understand and predict customer needs now and in the future.
  • Market research— Confirm assumptions about unmet needs and predict behavior across all channels.
  • Insights—Transform data through analysis into business intelligence.
  • Short-term optimization—Develop plans to interact with customers that deliver what they need, when they need it, and how they want it.
  • Long-term solutions—Apply the right resources (staff, processes, technology, content) to the work.
We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY. Follow @ePharma + RT for chance to win 1 Gold Pass (value of up to $3,495): http://bit.ly/1rV6ZM1  

This piece was contributed by @AmandaCicc.

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Tuesday, December 2, 2014

How Multi-Social Marketing Applies to Life Sciences

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Today, multi-social marketing is a customer-centric and a very powerful tool that forms a strong pillar in the community that controls your brand. Multi-social marketing strategies and content distribution can meet many of the challenges faced by healthcare marketers, including enhancing patient outcomes, delivering value to healthcare providers, and enhancing business results.

To guide future marketing strategies, drive brand loyalty, and improve ROI, life sciences companies can actually deepen their insights into customer needs through engagement. In addition, content from previously siloed channels can be repurposed for delivery directly to tablets, smartphones, and laptops—integrating those channels and ensuring moments are woven throughout the entire brand story. The ideal formula for developing an effective multi-social marketing strategy combines brand awareness with a variety of delivery channels, allowing customers to drive their interactions with the brand through the content and experiences that provide meaning to their journeys.

The best multi-social campaigns begin with compelling storytelling, focus on meeting customers’ emotional and functional needs throughout their journeys. To engage customers effectively, life sciences companies must provide compelling stories that reach customers at critical points in their journeys. According to PharmaVoice, here are some key considerations for effectively engaging customers:

Access— Access is the ability to choose content wherever customers want to engage. Access requires content availability through various channels.

Control—Control means that customers choose what information to access, as well as when and even how they access it.

Reciprocity—Reciprocity means ensuring the give-and-take with customers. You need to provide value to customers before making requests of them and in return they’ll give you loyalty.

Experiences—Today, customers want an experience, not a manufactured brand moment. So, provide them with a series of experiences all tied together with a story that resonates with their journeys.

We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY.

This piece was contributed by @AmandaCicc.

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