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…