If pharma companies do not join the digital dialogue and influence the conversation, they will lose an opportunity to shape it, and they may be put on the defensive trying to refute the statements made by those that do take part. Continue reading »
POST SUMMARY: It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold. If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health information. Continue reading »
POST SUMMARY: DTC marketing, online, has changed dramatically. It’s no longer about a drug website selling the product; it’s more about helping consumers get good CREDIBLE health information so they can make good healthcare treatments. Continue reading »
POST SUMMARY: While most pharma companies are staying at arm’s length from social media there are a lot of insights into how patients, and caregivers, are thinking about their health problems and treatments.
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POST SUMMARY: If you want to excel as an innovator in the future, don’t set out to copy and improve what someone else has already done. Focus on your audience and deliver a great online brand experience while answering their concerns about living with health conditions. Continue reading »
POST SUMMARY: Online communities can be a valuable patient resource, but safeguards have to be in place. Using patient data for retargeting or other monetary reasons is going to turn patients off. Continue reading »
POST SUMMARY: Think! Think for yourself and think like a patient rather than taking data available online as a reason to implement an online marketing initiative. Continue reading »
POST SUMMARY: doctors online tools can be useful if they are easy to understand and use and provide a clear benefit to their patients or practice.
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POST SUMMARY: If DTC marketers want their websites to be the “go to” source for health information they need to ensure that they have the latest health information. Continue reading »