Tag Archives: Digital marketing

Pharma marketing in digital age

screenshot_106KEY TAKEAWAY: Today, 1 in 20 searches on Google is for health-related information.Digital engagement is now a fundamental part of how patients, caregivers, physicians, pharmacists, and others live their lives and there are multiple opportunities for pharma that require organizational shifts. Continue reading

Pharma needs digital expertise in house NOW

Digital marketing is changing so fast that you could spend 8 hours a day surfing the Web just to try and keep up to date on what’s happening and why.  I believe that healthcare marketers need digital expertise in house beyond IT people to ensure that they are ready to leverage the transformation from push marketing to conversational and pull marketing. Continue reading

Converting the biotech/pharma organization to digital marketing

change-sameHow do you change an organization to embrace new technology in an industry that has largely been behind the curve on new marketing ?  That is one of the key challenges for all eMarketers & technology people working for pharma and biotech companies.  I am proof that the culture can be changed even in the most conservative companies if we accept the challenge that what we do, as digital healthcare marketers, can lead to a new era in DTC and HCP marketing.It’s not easy to change attitudes and beliefs within a corporate environment but it can happen if we embrace the challenge(s).  Here are some principles that have led to success for me even in the most conservative “we can’t do that” groups. Continue reading

How to make digital DTC marketing relevant

your-name-dot.com_Today DTC marketers are often caught between the harsh reality of shrinking budgets and trying to prove to management that their marketing is driving sales.  The key challenge is to balance the needs & wants of your target audience with insights from research to ensure that what you are doing is in fact driving consumers to at least consider your brand as a treatment option.  As I showed with my work at Lilly you can both meet the needs of your audience and measure real results that managers want and need. Continue reading

How much should pharma spend on digital marketing ?

Building_a_dot_com_0300pxI’m getting a lot of calls with the age old question “how much should I budget in 2014 for digital marketing ?”.  The answer to that is complex and largely depends on on the demographics, psychographics and technographics of your target audience.  Any digital marketing initiatives need to have a straight line to your brand objectives but within digital marketing there are a number of tactics that you can use but not all are going to provide a good ROI.  Here are some tactics that you should review in 2014.. Continue reading