Tuesday, September 30, 2014

ePharma West Summary: Day Two

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ePharma West is in the books. If you were following the action on Twitter, you may have gotten a look at some of the modern marketing techniques discussed.  If not, here are some of the highlights from Day two provided by Brian Shields.  

Shifting from ROI to REO, Return on Engagement
Mike Oberg, Senior Director, Marketing Apollo Endosurgery

Mike reviewed the learnings and success of Apollo Endosurgery as they focused the marketing for their Lap-Band product on online engagement with patients.

Overall, Mike explained that brands should be overwhelmingly positive to patients on social media.

The key takeaways for a return on engagement focus:
  •         Build an infrastructure that can help you scale social policies and governance
  •         Understand your audience
  •         Identify influencers, engage with them often
  •         Tell a story that adds value to the people you are trying to reach
  •         Support your social media efforts with paid media

Some other tips from Mike Oberg regarding their social media efforts:
  •          They have an agile social media policy, that allows them to use pre-approved                                    phrases in response to certain comments in real time
  •          The company has a full time community manager
  •          They have a list of 100 patient advocates that they share breaking news and                                      information with proactively, without any suggested messaging
  •          A monthly Twitter calendar is submitted for review each month
  •          Social Media allows them to create expanded reach with TV events and                                              happenings
o   Dr. Oz Segment
o   Corey from Pawn Stars on the Today Show

Walking Through the FDA’s Social Media Guidance, What does it Mean?
Mark S. Roh, Regional Food and Drug Director, Pacific Region, FDA

Mark Roh reviewed the FDA’s Social Media guidance with the group and provided some very clear slides for companies to use when evaluating their online efforts.

A helpful algorithm which outlines the responsibility of a firm and social media:
  •         Promotion by the Firm – The Firm is responsible
  •         Promotion by 3rd party on behalf of the firm – The Firm is responsible
  •         Promotion by 3rd party not associated with the firm

o   Is there any influence exerted by the Firm?
-  Yes- The Firm is responsible
-  No- Firm not responsible

He also provided guidance for marketing management on how to maintain control of social media. 

Responsible officials – ask yourself:
  •         What is the purpose of the labeling or promotional material?
  •         Who has control over the content or the placement of the material?
  •         How am I participating in this discussion?
  •         What information am I providing?

Monetizing Digital Opportunities in Medium-Sized Specialty Pharma
Brian Johnson, Principal, Two Hearts Group, @brianmjohnson4

Brian provided a helpful overview of the need for a Chief Digital Officer as well as their responsibilities.

Why do organizations need a Chief Digital Officer?

1. Brands are doing digital
2. Commercial Operations are doing digital
3. IT is doing digital
4. Sales is doing digital
5. But who owns it?

At Galderma, with the leadership of Brian, Chief Digital Officer, they focused on three key strategies to be successful:

1. Bring e-commerce to Cetaphil.com
2. Partner with Amazon to improve presence as largest online retailer
3. Expand digital communications to non-called on health care providers across brands and business units.

Brian also presented the case for digital communications to non-called on health care providers:

They want to communicate at their convenience
  •         When the want
  •         Where they want
  •         How they want
  •         About what they want
Brian also had this piece of advice for pharma companies: “Are you going to do the responsible thing and respond to your patients on social media, or hide behind regulatory and turn a blind eye?”

Finally, Brian shared that big pharma should consider more SAAS platforms vs creating digital platforms from scratch.  With Galderma, they used an SAAS ecommerce platform and were able to develop and launch the program in 90 days.

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Tuesday, September 23, 2014

ePharma West Summary: Pre-Conference Day

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ePharma West got kicked off yesterday with our pre-conference day focused on content marketing.  If you couldn’t make it to San Francisco but are still wondering how to strategically generate quality content, you’re in luck.  Brian Shields summarized some of yesterday’s key sessions for us below.

Build trust by providing relevant content to your customers
Kevin Popovic, Communications Director Ideahaus LLC

Kevin presented to us an exciting case study on the brand development of his client.
Case Study:  Dr. Scott Andersen walked away from medicine to make a difference.  The result was Dr. A’s Habits of Health.

Kevin’s Team prioritized the following:
   - Create a communications platform
   - Develop national brand for Dr. A
   - Generate new opportunities

The team developed a presence across the most important channels:
   - Website
   - Mobile
   - iPad
   - Facebook
   - Instagram
   - Google

Images and video were the most effective sources of content and were utilized across platforms.  Specifically, images with daily motivational quotes were exceptional at generating engagement on Facebook.  Google+ generated great traffic while Facebook had the best engagement. Additionally, Instagram didn't seem to work for their older customer base.

They also created hats, t-shirts, etc to make their items on CafePress, a great source of brand development.

Summary of Successes
   + Presented a comprehensive brand
   + Packaged Dr. Wayne Andersen
   + Positioned as national personality
   + 4X increase in Web visits
   + More Media inquiries

Lessons learned
   + Start with good content
   + Packaging is imperative
   + Consistency is key
   + Amortize your investment
   + Have a plan
   + Measure your success

Tips for Success
   + Right down your goals and measurements of success up front
   + Create engagement
   + Capture moments and conversations

Communications Planning
   + Content development is an investment
   + Identify ROI in advance
   + Think about qualitative and quantitative metrics
   + Know where your audience is
   + Engagement means there is a conversation
   + Engage your audience
   + Make it easy for them the participate

Final Advice from Kevin, “Become the subject matter expert on your brand!”

Making the Most of Specific Channels: Connecting With HCPs On Their Channels
Jack Bilson III, @jackbilson3, VP, Product Innovation M3 USA

Jack provided a great overview of the online world and the specific differences between specialties and their preferences.

One key point on specialty brands: 50-70% of the active universe is ignored by pharma due to target lists.  This group of doctors that are ignored are five times more likely to be involved in a digital pharma sponsored program.

What are HCPs doing on social media?
 •  Doctors are using LinkedIn to find jobs
 •  They're using Facebook for “personal stuff”
 •  2/3 Primary care physicians are using HCP social media sites

Jack provided incredible insights on the digital preferences across specialties:

 •  Physicians value the face-to-face sales rep the most
 •  PCPs are the biggest fans of sales reps
 •  Oncologists are seeing fewer reps due to institutional practices
 •  Cardiologists like live programs more so than others
 •  Oncologists are the most difficult to focus on via digital promotion
 •  Dermatology specialists are three times more likely than PCPs to do an eDetail
 •  Oncologists have a high diversity of program preferences and they’re most satisfied with programs including a KOL
 •  Oncologists are all about the data and very topical in preference
 •  Urologists are five times more likely than a PCP to do a self-directed eDetail
 •  Self-directed eDetails and recorded KOL presentations score highly with urologists

Winning the Moment: Using Twitter to Engage in Real-Time
Jeremy Anderson, @jeremyanderson, Head of Healthcare, Twitter

Jeremy Anderson provided the group with a great summary of Twitter’s characteristics in the health care space:

Some basic facts about Twitter:
   + Twitter is live, public and conversational
   + 36 million patients and caregivers are on Twitter
   + Snickers and Listerine were among those able to capitalize on marketing during the #WorldCup
   + Ellen DeGeneres brought real time marketing with Twitter front and center with her famous Oscars Tweet

Twitter for Healthcare
   Branded profiles
   + Unbranded profiles
   + Clinical trial recruitment
   + Listening tools as a predictor or seasonal diseases –  i.e. allergy season

Healthcare conversations on Twitter:
   + Cancer 30M
   + Heart Disease 9M
   + Diabetes 8M
   + Back Pain 6M
   + Asthma 4.5M
   + Arthritis 1.5M

Twitter’s ad platforms are particularly successful when linked with live TV events. In the U.S., programs have seen an ROI increase between 8-16% when the Ad program is linked to a Twitter campaign.

Jeremy’s team is responsible for working with Pharma and the FDA to develop programs that add value to patients and meet the regulatory guidelines.

You can follow the rest of the conference by keeping tabs on #ePharma or following us at @ePharma over the next two days. 

Friday, September 19, 2014

ePharma Buzz- 9/19

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Another week, another full slate of news in the field of digital pharma.  As we gear up for ePharma West starting Monday in San Francisco, we thought it was only appropriate to include a few pieces from the Silicon Valley this week. Enjoy.  

Silicon Valley Struggles to Speak FDA's Language, ABC News- Tech giants have routinely disrupted a number of industries in recent memory.  One industry that may prove to put up a fight is healthcare and the FDA is the main reason.  Says Google Co-Founder Sergey Brin, "Health is just so heavily regulated...It's just a painful business to be in." The FDA has said it will regulate apps that collect medical information, so tech companies may not be coming and going into this space as freely as they’d like. Does this mean a few more flights between the FDA headquarters and Silicon Valley?

Google Glass Could Help Surgeons Spot Complications Sooner, mobihealthnews- A new study from Stanford shows that Google Glass may have the ability to help surgeons monitor vital signs more closely during surgery and ultimately prevent complications.  Using a technology called VitalStream, surgeons are able to view vital signs directly in front of their face during surgery and monitor them throughout.  A follow up study from physicians performing simulated procedures with the technology found that 64% believed it increased their situational awareness.

Seven Steps to Innovating Your Digital Strategy, PMLive- A recent survey revealed that digital strategy is projected to be pharma’s biggest issue for 2014.  This is perhaps troubling considering we’re at a defining point where the majority of physicians are beginning to rely on digital interaction.  It’s estimated that the number of doctors in the UK having qualified to practice medicine in the digital period is now greater than the number qualified in the preceding period.  In this article, Chris Ross outlines a seven step process to getting digital full implemented into your pharma strategy.  The first step? Think about starting at the top and working down. 

Is the Healthcare Industry Digitally Fit?, Capegemini Consulting- The answer to that question is getting closer and closer to “yes” as time goes on.  According to this survey, the group of healthcare providers that is considered “digitally mature” is finding a variety of ways to leverage digital.  Most (84%) are investing in building digital skills while another 84% feel digital gives them an integrated view of customer data. 

AstraZeneca Sends James Van Der Beek 'Camping' to Promote Flu Vaccination, Fierce Pharma Marketing- FierceMarkets got to play the role of TMZ and interview James Van Der Beek about his new role as a flu vaccination spokesperson.  Astrazeneca produces the only needle-free, four strain flu vaccine and the company is making every effort to make that know—including employing the former Dawson’s Creek star.  He’s partnered with the drug company to produce a series of videos, infographics and radio content.  These pieces will help to debunk some of the common myths in flu prevention including the idea that traditional flu shots are the only way that patients can protect themselves. 

Looking for more than a week’s worth of the latest in digital pharma marketing? Join us at ePharma West, September 22-24 in San Francisco. Download the agenda to see what else is on tap.

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This post was contributed by @MikeMadarasz

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Thursday, September 18, 2014

The Empowered State of the Digital Patient

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Today’s patient is empowered to take control of their own health in more ways than ever before.  Between the availability of information online, mobile health apps and the prevalence of wearables, not only are patients given more ways to manage their health, but healthcare providers can now communicate with them in a variety of ways. 

CDW Healthcare looked at the ways in which digital patients are staying educated prior to a doctor’s visit: 

       86% of patients are doing their own research and conducting health related searches before scheduling a doctor’s appointment
       Half of all patients who perform this type of search ultimately schedule an appointment
       More than a third of Americans use some type of social media to research their conditions
       41% say that social media impacts their choice of healthcare providers

And following a medical appointment: 

         •    88% of physicians would like patients to monitor their health at home
         •    One-third of patients have used a portal to connect with doctors
         •    Most of those patients are satisfied with these portals. 70% say it’s a convenient way to communicate          with physicians
         •    64% Would access their medical records online if their doctor provided this type of portal
         •    After being prescribed medication, 60% continue to do more research to understand them better—and          ultimately decide whether or not they’ll fill them

We’ll have more on the latest in digital trends in healthcare at ePharma West, September 22-24, San Francisco, CA. Download the agenda to see what’s on tap. 

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Monday, September 15, 2014

How to Use Marketing Automation for Improving Physician Relationships

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The marketing landscape is changing for healthcare companies, particularly those who manufacture and market medical devices or pharmaceuticals. The 2.3 percent medical device tax passed as part of the Affordable Care Act has resulted in many large organizations reducing the size of their sales teams and searching for other ways to reach physicians. Additionally, the Sunshine Act limits the amount of money pharmaceutical organizations can spend on face-to-face promotions, another historically popular means of healthcare marketing.
Marketing automation physician relationships pharma
With the increase in red tape and the reduction in resources, it’s time for pharmaceutical companies to truly embrace digital strategies, such as marketing automation. When done well, this software-centric strategy consistently delivers better results at lower costs.

Automation Doesn't Mean Being an Automaton

Marketing automation is an oft-misunderstood and very broad concept.

In the words of Marketing Automation Times, “Marketing Automation (MA) is a subset of customer relationshipmanagement software that focuses on the definition, scheduling, segmentation, and tracking of marketing campaigns.”

The term “automation” can stir up ideas of robotic interactions over social media and through email, but this is a misconception. Marketing automation allows organizations to maintain close relationships with customers and leads by granting users great power to personalize content.

This strategy allows organizations to adapt to new market standards. In the face of shrinking sales forces, organizations can replace in-office sales calls with personalized content sent through direct or digital means.

In fact, this strategy is what physicians themselves want. A 2013 study by HealthLink Dimensions highlighted that 62 percent of physicians prefer to communicate with pharmaceutical and medical device companies through email. In-office sales meeting and telephone calls were significantly less popular.

Using the Right Content is Key

A full-fledged marketing automation campaign can often be boiled down to a very intricate email campaign that offers increasingly relevant content based on how prospects interact with each email. We've already established physician’s affinity for email, but from the marketer’s perspective, using email also allows for a greatermeasurability of ROI.

For example, automation software can track opens, clicks, and other metrics that indicate which content is most successful. Which leads us to the key for marketing automation: communicating the right content to your prospects so they move further down the sales funnel.

Using content as a means of communications allows you to stay in touch with your prospects without seeming too transactional. Everyone loves great content, and physicians are in the unique position of needing to stay informed about a wide range of topics while not necessarily having the time to search out great resources.

If your email campaign provides physicians with the content they need, then you've already done wonders for building trust with your target audience.

The previously cited HealthLink Dimension’s survey even provides insight into what kind of content physicians look for from pharma companies.

Over 70 percent of physicians want information about industry-sponsored, accredited CME, while disease state information and patient education materials rank second with around 65 percent each.

Content around practice management ranks fourth with around 55 percent.

It’s Not All About Creation. Curation Works Too.

Depending on the size of your organization, creating original content may not be scalable. It’s understandable: creating new content is both expensive and difficult to execute. If original content can’t serve as the centerpiece of your campaign, content curation offers a viable alternative.

Consider physicians as consumers: they lead incredibly busy lives and have precious little free time. Gathering quality resources from respected publishers and sharing them with your email readers can provide comparable value to creating original content. Many healthcare providers have used this approach in their marketing. For example, the Mayo Clinic created an entire resource just for aggregating information for healthcare professionals.

Whether you’re creating or curating content, adopting marketing automation software holds a number of benefits for pharmaceutical organizations, both in terms of returns and costs.

The Content Marketing Institute in 2012 released a study estimating that healthcare marketing lagged two years behind the other industries.47 percent of healthcare marketers still invest heavily in print, compared to only 35 percent of all marketers.

This study showcases that there are large opportunities in digital marketing, and marketing automation adopters still have a chance to build a significant competitive advantage. Pharmaceutical organizations searching for scalable digital strategies need look no further than marketing automation.

You can hear more on the latest in digital marketing at ePharma West, September 22-24 in San Francisco. Download the agenda to see what’s on tap.

This post was contributed by Zach Watson, a Senior Research Analyst at TechnologyAdvice. He covers gamification, healthcare IT, business intelligence, and other emerging technology. Connect with him on LinkedIn.

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Friday, September 12, 2014

ePharma Buzz- 9/12

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Some weeks, the news stinks and you’re better off just sticking to ePharma headlines.  Here are some of the top five from the last seven days.    

If Apple’s Smartwatch Succeeds, Here’s How it Will Change Health, VentureBeat- Is Apple capable or transforming our lives once again?  Greg Ferenstein (@ferenstein) sees a couple of avenues for them to do so through their new smartwatch.  Much has been made about devices improving the quality of sleep and fitness regimens, but new types of data capable of being captured through Apple’s smartwatch might be what sets HealthKit apart from other health data aggregators.  

Study: Majority of Patients Willing To Try Telehealth Appointments, iHealthBeat- We've seen data before suggesting that age is a major determinant of how willing patients might be to engage with doctors digitally.  According to a survey from Fierce Health IT (@FierceHealthIT) “comfort setting up a call” and “distance from physician” were also big factors in a patient’s willingness.  But don’t confuse “willingness” for a preference.  While most indicated they were at least somewhat likely to engage in this type of appointment, 86% of patients who had never done so before expressed a preference for in person meetings. 

 7 Healthcare Trends to Watch Out for in the Remainder of 2014, Healthworks Collective- Alleli Aspili looks into the healthcare crystal ball and predicts some developments over the next four months.  Some, such as health apps being on the rise, you might have guessed but a couple caught our attention.  Specifically, the notion that partnerships will be expanding for delivery of care.  The article calls for the increase in dependence on community based groups such as “social service agencies, gyms and other non-healthcare service providers.” 

What Is Patient Engagement: Health IT Leaders Define the Term, Electronic Health Reporter- “Engagement” falls into the category of "buzz word" which sometimes causes terms to lose their meaning.  This group of leaders in Health IT provides some clarity for the rest of us.  Here’s a taste: John Simpson, President of Digital Health Strategies explains, “The bottom line is that health IT skill sets will need to evolve and expand. Effective digital patient engagement requires a new approach to technology platforms.”

Bayer’s Digital Health Accelerator Picks 5 Startups, nuviun- Pharma is becoming more and more involved in the startup scene and now, many companies are beginning to take part in these ventures.  Most notably, Merck set up an accelerator back in 2010.  Most recently, Bayer HealthCare has pledged $65,000 in seed funding to each of five tech companies hand selected from a pool of 70.  Ever heard of Qompium? They’re developing an app that can detect irregular heartbeats.  

Looking for more than a week’s worth of the latest in digital pharma marketing? Join us at ePharma West, September 22-24 in San Francisco. Download the agenda to see what else is on tap.

Save $100
. Register here and use code XP1956BLOG.

This post was contributed by @MikeMadarasz

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Thursday, September 11, 2014

Tick Tock. Clock’s Ticking on ePharma West

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Though the Summer is ending, ePharma West is heating up, just under 2 weeks away.

We have exciting news to share with you and are ecstatic to announce:

Download the latest agenda for more details. 

Join us September 22-24 in San Francisco and SAVE $100 as a reader of this blog.
Register here and use priority code XP1956BLOG.

See you in San Francisco,

The ePharma West Team

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