There is a misconception with a lot of people working within pharma that digital marketing is “less expensive” than traditional marketing channels. This just isn’t true by a long shot. Digital marketing encompasses a lot of tactics and as pharma shifts more money into digital they are going to find that they may need more dollars, a lot more dollars in fact, to get it right.
POST SUMMARY: People use mobile devices to consume online media, but still use desktops to a large extent for things like eCommerce. After a few years of strong growth for iOS and Android tablets and a corresponding decrease in PC sales, the inverse is suddenly true: PC sales are up and tablet sales are “crashing.” According to Talking New Media mobile device usage has now surpassed consumer consumption on a desktop, 60 percent to 40 percent, respectively. This compared to March 2013 when desktops were used 53 percent of the time vs. mobile’s 47 percent
POST SUMMARY: Consumers don’t trust big pharma, but hey are going online in bigger numbers to get health information. If we want to be part of the conversation we need to EARN their trust one patient at a time. It’s not going to be easy, but we need to fight for patients at every meeting and within every online digital interaction.
POST SUMMARY: Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertiser’s keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on misspellings and other “close variants” of your keywords. In other words you need to purchase spelling variants of your product and disease state for paid search.
POST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for health information and how they are making decisions. Here are some steps to implement a global biopharma digital marketing strategy…
POST SUMMARY: Google officially rolled out Panda 4.0 in May of this year. Panda 4’s unofficial mission is to penalize the regular use of duplicate content, especially syndicated content brought in via feeds, scraping or other automatic processes. Google will no longer tolerate websites that publish content without adding value or that publish lots of “thin content” for purposes of SEO enhancement. It means that DTC marketers need to focus a lot more on content that adds value to users.
POST SUMMARY: WebMD Health Corp. said it is suing Everyday Health Inc for trademark infringement, false advertising and unfair competition. This is very much the battle for ad dollars as well as stock price and the outcome should be interesting.
Headlines pull clicks and clicks drive revenue but today the media’s lack of detail as to what the headlines mean for the average health seeker can cause more damage than inform and educate. It seems every week we read a headline about a new superfood or better way to stay healthy but unless these studies are backed by good clinical science and supported in large by the medical community they just might as be tabloid headlines.