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Month: November 2016

Interesting reads #11

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“How Did We Get Here?”: Topic Drift in Online Health Discussions. Park A, Hartzler AL, Huh J, Hsieh G, McDonald DW, Pratt J Med Internet Res 2016;18(11)

Online conversation in health can lead to a change in topic discussions – otherwise referred to as topic drift. Can an automated tool help detect and bring the discussion back on topic?

                                                                                                    

Use of Social Media in the Diabetes Community: An Exploratory Analysis of Diabetes-Related Tweets. Liu Y, Mei Q, Hanauer DA, Zheng K, Lee JM. JMIR Diabetes 2016;1(2):e4

The study sets out to examine how patients, consumers and physicians are using social media to facilitate discussions related to diabetes. Discussion related to diabetes are taking place and the study also demonstrates that the location of tweets indicates are happening at a global level.

                                                                                                    

5 Best practices to augment a pharma social media strategy. By John MacDaniel, senior director, digital and voice of the consumer, Telerx. October 7, 2016 Life Science Leader

A must read for pharmaceutical companies on embracing social media and the need to advance on the social maturity scale.

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Highlights from Digital Pharma East Conference 2016

 

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Very interesting and intriguing tweet from Digital Pharma East Conference 2016. What will pharmaceutical digital marketing look like in 10 years?

Will pharma still be discussing the same things over and over again? Or will they be a true disruptor and move away from the status quo/ business as usual model?

I followed the Digital Pharma East Conference on twitter and I would like to share what I believe to be important take aways for the future of digital pharma.

 

 

1.) The patient

Pharma still continues to throw around terms such as “the patient”, the need to be “patient centric, mapping the “patient journey”. The key take away, for me, is “Be what people are interested in”.

Pharma needs to stop pushing their message, and listen but really listen to what people are talking about. This is where social listening becomes a very important component to understanding the patient journey and to the digital strategy roadmap.

 

 

2.) Trust

The Epipen pricing controversy (or #epigate), along with Turing Pharmaceuticals’ Daraprim pricing scandal (beginning of 2015) and the Theranos’ scandal (earlier 2016), have eroded any trust within the pharmaceutical sector. Even if a company was not directly involved, the scandals did have a domino effect on the entire sector.  Pharmaceutical companies, today more than ever, have a social role. By this I mean they need to be companies that develop high quality drugs at a reasonable price.

 

 

3.) Content marketing

Yes! Finally content marketing is being talked about at a digital pharmaceutical conference. Traditional marketing is making way for content marketing.

Content Marketing Institute has defined content marketing as:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Pharma is still very far behind in content marketing. Instead of the traditional “push” mode of information, pharma needs to provide relevant and useful content and be engaging to their customers.

 

 

4.) Multi channel

I see this still being thrown around within pharmaceutical companies, and most pharmaceutical companies are still struggling to launch successful campaigns. This is due still the siloed organization within pharmaceutical. (Please read my post on “Which department owns social media in a pharmaceutical organization?” ) For true success you need more integration.

 

 

5.) Learning from other sectors

Pharmaceutical sector, like the healthcare sector in general, have what I call the “I am different” attitude. We live in digital-first world and it is very sad to see 3% of global pharma promotional budget going to digital.

Yes, each industry sector may be different, but there are learning experiences (both good and bad) that one can learn from other sectors. (Please read my post on “ Silicon Valley versus Wall Street” )

 

 

Below you can find my curated transcript of the Digital Pharma East Conference 2016 .

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Interesting reads #10

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Pharma 3D: Rewriting the script for marketing in the digital age. Wharton, Google, McKinsey & Company.

The 3D approach: Discover hot to effectively engage with patients and providers at the moments that matter most; Design customer experiences that align content, messages, and media to build a mutually beneficial relationship; and Deliver those experiences consistently, superbly, and efficiently.

McKinsey research shows that companies that are most advanced in integrating their digital strategies into their business model (referred to as Digital Quotient) also show a growth in revenues.

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Why sales leaders are reluctant to adapt to the digital age. July 14, 2016 trap!t Blog.

Still using the playbook from the past? Or otherwise you are still in a dinosaur team? If you are a laggard you will risk extinction.

                                                                                                    

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The benefits and pitfalls of blogging about your illness. Marie Ennis-O’Connor. October 25, 2016

People have always shared their stories and experiences. The Internet has just made it easier for people to connect and share.

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