Pharma finally admits “digital is important”

KEY TAKEAWAY: GSK and Novartis have gone to the outside to hire senior digital marketing people with CPG experience.  While these moves are long overdue is it enough or is pharma waiting at the airport for their ship to come in? Continue reading

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

IMS Report highlights challenges of pharma

imsreportThe IMS Institute of Health Informatics released a report today called “riding the technology wave in life sciences” and there are some troubling findings.  Among one of their key findings “despite abundant and growing amounts of data being generated and accessed by life sciences companies, analytic systems designed to interpret and create actionable insights have not kept pace.” Continue reading

Pharma websites 101

html-magnifying-glass-225x300A LinkedIn colleague of mine yesterday reminded me that there still are a number of pharma product websites which do not render correctly in browsers like Chrome and Safari.  Frankly, that is inexcusable because you only have one chance to make a first impression and patients are using product websites as they evaluate medications.  Here is a list of basic website operation for marketers so that they can ensure their digital marketing drives patient behavior. Continue reading

Why pharma marketers must focus more on content

google-hummingbird-featured-300x142According to Search Engine Land “if there’s ever been any question that SEO marketers need to put user needs first, 2013 was the year the search engines made it clear. Nearly every innovation in search — algorithm updates like Google Hummingbird, SERP enhancements, social integrations — was aimed at creating a better experience for the searcher. These innovations require SEO marketers to think more closely about the value their content creates for users and to take the technical steps that communicate that value to the search engines. ”  What this means for DTC marketers is that a lot of money used for search engine marketing could be wasted. Continue reading