Internet

Desktop vs. mobile for DTC marketers

desktopvsmobilePOST 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 Continue reading »

Why are new media people leaving pharma

outaherePOST SUMMARY: The exodus of new media pioneers from pharma is leaving a severe talent gap within the industry that can’t be filled only by agency people.  If this trend continues pharma DTC marketing will continue to be left behind as consumer marketing evolves. Continue reading »

Development process for biopharma websites

processPOST SUMMARY: Pharma product websites are too important to let an agency develop in a vacuum. DTC marketers need to be involved from strategy through testing and optimization yet very few organizations don’t invest the time and effort to develop a great online experience. Continue reading »

Global biopharma digital marketing

global pharma digitalPOST 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… Continue reading »

Drug companies should build their own online communities

When it comes to healthcare treatment options patients want to know what to expect and they trust each other a hell of a lot more than advertisers.  In fact 80% of respondents in a recent research study participate in online groups to help others by sharing information and experiences. and 66% participate in a professional community to belong to a group of colleagues and peers.  41% participate in groups to be seen as someone knowledgeable.  What are the implications ? Continue reading »

To do digital right, you need a budget

rightPOST SUMMARY: Digital marketing is not less expensive than offline marketing, in fact, if you’re going to do it right, you need to have the budget dollars for things like research and usability testing.  With tighter budgets can biopharma organizations really get digital marketing right? Continue reading »

Using web analytics to benchmark a drug launch

web analyticsPOST SUMMARY: Web analytics can provide a wealth of information allowing brand teams to determine if they are on target with the global launch of new prescription drugs.  By developing a digital global launch excellence template organizations can benchmark if their message is cutting through the clutter to reach consumers who are likely to ask about your product. Continue reading »

DTC Review: Linzess for IBS

linzessdtcPOST SUMMARY: IBS affects between 25 and 45 million people in the United States (10 to 15% of the population). About 2 in 3 IBS sufferers are female. About 1 in 3 IBS sufferers are male. IBS affects people of all ages, even children. Although IBS is common in the general population, few seek medical care for their symptoms, so I have to wonder why Ironwood and Forest are taking such a bad approach to the DTC marketing for Linzess. Continue reading »

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