This will be a stream-of-bullet-points (with some related commentary) on this conference on the use of digital technologies in pharma marketing. Session #1-
Joe Natale, VP, New Media, J&J, (Diabetes). Social Networks in Healthcare: Forgetting what you Know is the First Step in Driving the Most Effective Marketing Campaign
– people who network socially tend to trust peers more than professionals
– people will share incredible levels of detail on networks
– “the patient will see you now”: consumers are much more savvy, and prepared; changing the patient-physician relationship. “Consumerism”
– ex: uptick in sales by changing the color of a device!
– childrenwithdiabetes.com (huge page views via search)
– more patients now actively managing their health; involved and seeking more information; early adopters
– social media provides far better targeting; display advertising not so much
– patient wants an on-line dialogue, not a broadcast message. Need direct response incorporated
– Market research: Old – buy data. New – listen
– Public Relations: Old – press releases, old media. New – blogging
– Sales: Old – Detail by sales reps. New – customer evangelists
– (Lots of examples on medical devices, but not convinced that there can be a 1-for-1 with drugs).
– Product ratings and reviews very powerful (but this is a real regulatory issue for pharma/drugs).
:: Don’t bring the broadcast mentality to social networks
:: Be ready to increase your risk continuum
:: Give opportunities to connect (list of methods, but the devil is in the details)
:: Put the same (approved) content in multiple places
:: Analytics – blah, blah, blah (need to get real tangible here about goals and measures)
:: Support helps drive patient optimism. Worthy goal.