Posts Tagged ‘ePharma Summit’

This week, I was privileged to take part in the 9th annual ePharma Summit, put on by the folks at IIRUSA. This event had the misfortune to be located in Philadelphia during the Smomaggeden III incident, so a number of folks (including me) felt compelled to bail out before the worst of the storm hit on Wednesday.

Nonetheless, the conference was exceptionally well-attended – sold out, in fact. This was encouraging after seeing such slim crowds at pharma events last year.

I went to the Advanced Social Media Boot Camp the first day (Monday), which featured such speakers as Shwen Gwee (Vertex Pharmaceuticals), Mel Halkyard (Eli Lilly), Fabio Gratton (IgniteHealth), and Lance Hill (Within3). Most helpful in my mind were the group exercises, led by Fard Johnmar (Enspektos), where we broke off into roundtables and brainstormed social media approaches to various scenarios. The discussions were lively and creative. The Within3 folks kindly hosted a very nice networking reception that evening (thanks, Lance and team, and congrats on the launch of the ACG GI Circle community!), which was followed by a wonderful Tweetup on the ship/restaurant Moshulu, generously hosted by Pixels and Pills.

Pixels and Pills also conducted a series of mini-interviews during the conference; I had a chance to give my 2 cents here. They also recently launched a cool application recently called the Health Tweeder – check it out!

The meals were excellent, though some folks encouraged statin use by overdoing it on desserts. No names (like, for instance, John Mack) will be mentioned about the guilty…

The main conference, running Tues-Wednesday, was packed with a solid variety of presenters. Highlights for me included Dennis Urbaniak‘s (Sanofi) thoughts on innovation, and the presentation of UCB’s Epilepsy community. The most negative twitter back-channel feedback surrounded PBS Health Analyst Susan Dentzler’s overview of the Democratic health plan in Congress – relevance to eHealth was essentially non-existent and the tone was quite partisan.

Most touching on the heartstrings was the description of Acorda Therapeutics efforts to support the MS community, well in advance of the launch of any commercial product.

Kevin Nalty (“Nalts“) talked about video and YouTube, in his usual entertaining way, and comScore’s John Mangano tossed a bunch of intriguing statistics on the screen, though there seemed to be a veil over any raw data underlying it.

I left early the next morning, in advance of the worst of the storm, and experienced something I’ve never seen before – uncrowded major highways between Philly and North Jersey in the morning! For those who stayed (about 100), there was a shortened day of presentations, and for some, an extra night at the Hyatt Penns Landing as it was not easy to escape Philly by any means as Wednesday wore on!

By and large, the audience was fairly quiet throughout the conference – Q&A, discussion, and live engagement were muted for whatever reason, which is a shame. There was a good number of exhibitor/sponsors, including Klick Pharma, MC3, and Kyp – all of whom provide solid pharma eMarketing solutions.

It was great seeing so many members of my pharma network during the event, including (besides those mentioned above) Wendy Blackburn, Sally Church (Sally’s conference review on her blog here), Paulo Machado, Mike Myers, Xavier Petit, Daphne Leigh, Ellen Hoenig, Dave DeBronkart, Phil Baumann, Chris Truelove, William Martino, DJ Edgerton, Eileen O’Brien, Marc Monseau, Zoe Elliott, and others.

What was the tone regarding the use of social media in pharma? By and large, though there is still uncertainty surrounding the FDA stance, I sensed more of an atmosphere of inevitability – a bit less of “if” we’ll use social networking, and more of “how.” That’s a good thing. J&J launched a couple of new initiatives, in fact, in the days surrounding the conference. I’m looking forward to more tangible and creative initiatives in 2010 that will help break down the barriers of fear and demonstrate how these technologies and approaches can ultimately make for better healthcare.


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Last week I had the privilege of attending IIRUSA’s ePharma Summit in Philadelphia. If you missed my live-blogging posts, they are here: Monday | Tuesday | Wednesday. (UPDATE – here is a summary post of pharma/social media issues, written for the MarketingProfs Daily Fix blog).

epharmaaud-smHere are some overall impressions of the event:

1. Organization of the event was excellent. Social media was used pre-event and during it to communicate and community-build. Planning and execution were smooth, things ran on time, and the inevitable little mid-course corrections were handled well. Each evening had a social mixer. There were plenty of opportunities to network. The organizers listened carefully to the Twitter back-channel talk about the need for more power outlets, and more afternoon coffee, and showed a readiness to learn and adapt.

2. The material in Day 1 (pre-event workshops) was a bit basic for my taste. And, there was an over-reliance on panel discussions during the conference. Needed a few more provocative and/or practical speakers showing case studies of what works, why, and how.

3. A couple presentations were off-base from the emphasis on eMarketing. Everyone who was there knows what I’m talking about.

4. As with all of these conferences over the years, there’s a lot of angst and risk-aversion regarding legal/regulatory issues. But that’s life in pharma-world. Baby steps are being taken. A growing number of people inside and just on the periphery of pharma companies “get it” and are pushing change.

5. The exhibits didn’t have anything too remarkable. But the massage booth sponsored by IMC2 was a very nice idea!

6. Attendance appeared to be about 250 or so during the two main conference days.

7. Josh Bernoff’s presentation was the best. The Wednesday afternoon overview of three award-winning marketing campaigns also was an audience favorite – there was some good stuff there.

8. For the panel in which I took part, regarding social media, I sought to underline the cultural aspects of social media communities, urging the marketers not to simply view these communication approaches as one more “tactic” aimed at a certain “demographic.” Hopefully, I didn’t come across too much as a Kool-Aid drinking idealist. I might have, though!

twittercorner9. About 6-8 of us (including the conference organizers) were live-Twittering during the conference, interacting with a virtual global audience throughout. There was a LOT of back-channel interaction going on – it was a snapshot of how social media will increasingly be wrapped into events.

10. The venue – Hyatt at Penn’s Landing – was quite pleasant.

This event, like every conference I’ve been to, had some room for improvement, but it was well-executed overall, and the organizers were eager to hear how things can be better for next time. That bodes well for future events. The best conferences always end with an exhausted smile. By that measure, the ePharma Summit was a success.

PLUS – here is a collection of recent links on the topic of pharma eMarketing – enjoy!

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This is the last day of the ePharma Summit in Philadelphia. Yes, I know that the agenda says it’s Day Two, but I was here for the pre-day, which was Monday, so for ME, it’s Day 3! Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee’s Med 2.0 blog.

I was on the first panel (Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?), so, no entry for that one, except to say that I think it went pretty well – hopefully I didn’t sound like some kind of Kool-Aid drinking social media zealot.

(btw, you find out how to connect with me at all my various on-line networks at: SteveWoodruff.com)

Panel Discussion – Working with Agencies, Is There a ‘Right’ Model to Service Your Interactive Needs?

Christopher Neuner, Consultant

Lyndsay Younce, Marketing Consultant, ELI LILLY & COMPANY
Bill Drummy, Founder and CEO, HEARTBEAT DIGITAL
Dorothy Wetzel, Chief Marketing Extrovert, EXTROVERTIC

  • Best type of agency to do this type of interactive work is being built now
  • “How digital is your lead account person?”
  • Skill sets and structures different for digital agencies
  • Traditional agency vs. pure digital agency mild smackdown!
  • Having people who use new technology, and who have digital curiosity/innovation, very important in creative strategy
  • Must think beyond Reach & Frequency
  • Q: Do you want a fully integrated agency, or do you (as the client stakeholder) want to play the role of integrator?

Panel Discussion: Efficiency and Integration Of Your Media Mix

Kathleen Onieal, President, HAYES ONIEAL CONSULTING, Former Global VP of Marketing Innovation MERCK

Amy Cowan, Industry Health Sales Manager, GOOGLE
Shawn O’Hagan, Senior Manager, eMarketing, DAIICHI SANKYO, INC.
Mitzi Reaugh, General Manager, NBC DIGITAL HEALTH NET WORK

  • The emotional impact of video
  • MR: NBC developed health properties because it is such a concern for a very broad audience. Have about 2,000 health video clips, adding about 50/week. Multiple delivery channels/platforms = better ROI bang.
  • SO: niche product, no sales force; used video detail plus direct and e-mail sample, etc. Could provide a template for future promo w/o sales force, or to reach no-see docs?
  • AC: 245% growth in on-line video budget spend
  • AC: Taking action after watching on-line video – wish I could reproduce the slide here.
  • AC: FDA has a brand channel on YouTube to speak to consumers about health issues – even allow comments. 23% of YouTube viewers are age 55+. AstraZeneca just launched Symbicort channel, and Sanofi the Go Insulin channel.
  • AC: J&J’s extensive YouTube channel also noted (a BabyChannel also – youtube.com/baby), and GSK’s corporate brand channel (more corporate than brand).
  • AC: Novartis Consumer Excedrin Express Gels health contest. 250 user videos submitted.
  • AC: YouTube now 2nd most used search engine in U.S., and 4th most visited site in U.S.!

Using the Web to Humanize Your Message, Reach Your Target Audience and Deliver ROI – Translation: Keeping your Patients, the Boss and Investors Happy! Marjorie L. Martin, Senior VP and General Manager, EVERYDAY HEALTH

  • Major growth of on-line networking/social medai sites – the usual impressive numbers!
  • Example campaign on Everyday Health – Vaseline Clinical Therapy. Embraceable brand advocate (Petal, a lady from Kodiak Alaska as brand spokesperson). “Prescribe this product to others” (viral spread to friends). Friending activity so popular it temporarily slowed server.
  • Send eCards to others; opportunity to get coupon
  • People really identified with Petal, the “face” of the campaign. Wanted to interact with her.
  • Innovate / You’ve got a friend / Fresh is best

MARKET RESEARCH PANEL: Influence of the Internet in Pharma

(substitute, didn’t get name, sorry), WYETH

Mark Bard, President, MANHATTAN RESEARCH
Melissa Davies, Research Director, Healthcare Practice, NIELSEN BUZZMETRICS
John Mangano, Senior Director, comScore, Inc

  • MB: half of information physicians get is digital in some form/format
  • MB: E-mail an not-as-well tapped resource. 40% physicians have e-mail relat. with pharmas
  • JM: The effort to tie SM campaigns to prescriptions
  • Patient trust – third party HCP experts, and disease organizations – of course, these rank high
  • JM: How to isolate the ROI of specific e-initiatives when there are so many other influences? comScore can isolate on-line because of 1M people whom they track (can do test-and-control); measuring the off-line is more difficult

(sorry, had to duck out for an interview with a local radio station – now have to figure out where we are!)

Anatomy of Great Pharma Online Creative

James Chase, Editor-in-Chief, MEDICAL MARKETING & MEDIA

MM&M 2008 Award Winning Panelists:

Raya Dubner, Senior Manager, US Marketing, SIEMENS CORPORATION
Fabio Gratto, Co-Founder & Chief Innovation Officer, IGNITE HEALTH
Rob Likoff, CEO, GROUP DCA

(this is a beauty pageant of recent award-winning marketing campaigns. Nice to watch; almost impossible to live-blog!)

  • Siemens – Win an MRI – 101 community hospitals create their own videos; most votes win the MRI. Snippets were great! Huge number of views/media impressions and 1.4 million votes cast. Winner was announced by simulcast – a hospital in upstate NY (Lockport Memorial), and they also gave one to a storm-ravaged hospital in Georgia. Subsequent sales of these new MRI units double what expected.
  • Advanced Medical Optics (Lasik – reaching Gen Y) – 18-34 year olds having Lasik least, but most  likely to want it. 77% of that demographic using Internet to research. Have to overcome user-generated negative rants, and FDA website warnings. How to speak to these digital natives on their own terms? Use B-reality show female star (Kristin Cavallari), surround her with hand-held cameras, messages, etc., and have her undergo Lasik (all recorded via video). Website with her blog, and with time-release of the video episodes. Doctor-finder on site. Win-a-Lasik. Partnered with established Vision website. Ning social platform. Sponsored Facebook group and advertising. MySpace video ads. Plus off-line components for doctors’ offices – consultation rate for those docs went up 500%. Huge number of views and PR placements. Results: 11.48% increase in procedures, 1.2% market share growth, during the 3-month campaign.
  • OMP Levaquin eDetailing solution – Employ Active Learning strategy for physicians; keep it respectful. Try to restore image of a mature brand. Doctors: Create your own commercial. Ask docs some basic info about practice (with some rank order choices). Present data in the format of patient case studies; have doc “build” a video timeline by choosing data, approach, etc – voila, video commercial “built” (all in Flash).

Mobile Marketing for Pharma

Chris Field, North East Business Development, 3CINTERACTIVE

  • The standard massive stats about mobile use (271MM mobile phone users in US, 2.5BN text msg’s sent per day, 91% keep phone within reach 24/7, 94% of msgs are opened and read).
  • 42% of 50-64 yr. olds are using SMS, 68% of 25-49 yr olds
  • Reaching out to patients and/or doctors via text. Get a short code and let audience text for more info.
  • Create, Capture, Convert data
  • Take medication reminders. Broadcast product news. Appointment reminders. Polling.
  • Reverse pregnancy calendar – messages to expectant Moms while pregnant, appropriate to pregnancy cycle.

…and we’re done! Thanks for tuning in!

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Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee‘s Med 2.0 blog.

Thought Leader forum – Integration, Scale, ROI – What Really Matters? (by title, this sounds like a real grab-bag!) Moderator: Paul Ivans, Evolution Road

(I’ll just list out interesting and salient points and factoids as they come up).

  • New patient starts, and refills, are improving (attributed to marketing efforts – is that a valid conclusion? -SW)
  • “Digital is the Connective Tissue of our lives” – beyond basic browsing to addressable advertising through multiple digital channels
  • Move from product-centric approach to bigger emphasis on health info/support/services
  • Ex: digital pill dispensing devices
  • Ex: FitBit – mini device (Wi-fi) that tracks your exercise, sleep, etc.
  • Ex: AT&T Telehealth – tie together various monitoring devices, connected to home medical gateway/doctor
  • Think BIG – look for ways to drive business with e-apps. Get into the game with emerging media.
  • Buzz: Personal and Environmental Sustainability
  • Buzz: DTC beyond TV (talk to your doctor is not a call to action anymore)
  • Buzz: Branded Engagement. Originality + The Perfect Fit = Purpose
  • “Content at the point of consumption is the new pink” Static websites are dead
  • The marketing funnel is now a maze. No longer a linear process. Customers now control the brand equity.
  • Web 3.0 and mobile location based services will change the game for search and advertising
  • We will go from audiences of millions to millions of audiences (from David Kramer, Digitas Health)
  • The New Commercial model will require new sets of skills in Health Economics, Managed Care Mkting, etc.
  • The third marketing channel – social influence marketing
  • The power of social is to get to the “influencer”
  • Dynamic of social media space fundamentally different from earlier web approaches
  • Baby steps and persistence need for social media approaches right now
  • Try to introduce med/reg/legal people to social media acc. to their interests outside of pharma
  • Maybe not have marketing lead the social media discussion internally – med/legal types will be cynical by the brand message folks. Get a broader group to lead the initiative.

Josh Bernoff, Forrester Research Inc., Groundswell: Winning in a World Transformed by Social Technologies

  • Social trend – people use technologies to get what they need from each other, not traditional institutions. You cannot control it – but you need to participate.
  • Not surprisingly, the Motrin Mom kerfuffle, and the Twitterstorm that raged.
  • The Google search for Motrin – enduring impact of Motrin Mom incident. Not just a weekend storm.
  • People decide on their own who you are, and what you stand for.
  • 4 step approach to social involvement POSTPeople (assess customers’ social activities) Objectives (what do you want to accomplish) Strategy (plan for how relationships with customers will change) Technology (what will you use)
  • The Social Ladder (from top to bottom) Creators / Critics / Collectors / Joiners / Spectators / Inactives
  • Age is the main predictor of level of participation. Much more participation at younger age.
  • Those who research medical/drug stuff on-line are much higher on the participation scale
  • Drugs with the most social patients – Flovent, Prozac, Lunesta, Lotrel. Why? Unknown
  • Most social participation by disease: Mood disorder (other than depr), Least – osteoporosis
  • Many medical professionals are Spectators
  • Research > Listening
  • Marketing > Talking/Listening
  • Sales > Energizing
  • MD Anderson teamed with Communispace to listen to concerns/issues re: cancer patients. E.g. – waiting for treatment was a real problem (time is precious). Learned they need to reach out more pro-actively to primary care physicians
  • Talking (2-way) vs. Shouting
  • Case studies: P&G Tampons, Sermo/Vyvanse.
  • Energizing – helping your best customers recruit others. Gardasil Facebook application. Spread public awareness. Controlled messaging, video, post your support on the wall, use icon/background
  • Supporting – enabling customers to support each other.  AstraZeneca’s Arimidex. Create your own avatar – invite your friends to send messages of support (“Celebration chain”)
  • Embracing – involving your customers. My Starbucks idea. 50,000 suggestions received; 40 implemented.
  • Educate executives/legal; find your innovators; engage Legal early; start with limited scope project (1 specific area and audience); include separate resources for internal/external interfacing; partner with third parties with established solutions.

Michael Roizen, Chief Wellness Officer, Cleveland Clinic: Everything YOU need to know about interacting with patients

  • Two revolutions coming in medicine – Genomics and Stem cells (personalized medicine)
  • Genomics (parsing your particular makeup) will soon be standard practice, to help with targeted treatment
  • Growing your own spare parts via stem cells
  • Getting patients “emotionally involved” with their bodies – awareness.
  • Prevention is different from wellness. Maintain higher quality of life as you age (wellness).
  • Type 2 diabetes – you age 1.5 years (equiv) for every 1 year of life if not well controlled. Controlled – only +1 yr.
  • “Food, physical activity, and meds are your friends”
  • You get to change your family history.
  • 60% lower risk of heart attacks by eating 6 half walnuts a day in a study
  • Aspirin group major benefit over placebo for colo-rectal cancer
  • (Dr Roizen wrote the Real Age and You… books, co-founded RealAge.com)
  • You get to control which of your genes are on/off to a large degree. You control your genetic inheritance.
  • San Francisco is built on 3 fault lines, and has appropriate building codes. We have to put in the proper codes for our genes.
  • Changing 1 food group (broccoli) make change in gene expression, toward cancer prevention
  • Need a smart patient; less emphasis on sick-cure
  • Belly fat vs. hip-area fat. Belly fat hormonally active and self-replicating, affects insulin.
  • Glycosylation – addition of glucose molecules to proteins where they don’t belong. Weakens binding between cells. Leads to athersclerosis LDL build-up).
  • Tim Russert was not a smart patient. Accumulation of belly fat, poor eating habits.
  • Prescription of various pills all should take
  • Wish there had been a specific tie-in to ePharma, eHealth…good stuff, but medical talk  only. Not really ePharma-specific.

Panel: Motivating Healthy Behavior to Engage Consumers and Physicians

  • This is kinda sounding like a “RealAge” commercial.
  • Voices of Mammosite. RealAge NovoSure (Novashore?) program. Support groups/mentoring/ambassadors to help new patients.
  • Will e-enabled on-line communities help with compliance/persistency?
  • Some good info in this panel on general lifestyle/health management, but off-topic from ePharma. Too much reference of RealAge, which is a major sponsor of the conference.

Christopher Schroeder, CEO/President, The Health Central Network – Embracing Risk-taking and Innovation

  • The world we’re in is “new” – not going back cyclically. Great new enterprises will arise (there will be New winners, and Old losers)
  • Delusion: we’ll “get through this” and be back to where we were. No.
  • Regulation is “cool” again.
  • This is a web-savvy administration.
  • Where people learn from each other is where you find active recruits. Treatment happens in a context.
  • People speak in their own words. Real people think of health in terms of their day-to-day lives. Not clinical abstractions.
  • Camaraderie – best compliance people in dialogue with peers.
  • Multi-word, long-tail searches – dramatic impact on search results. Much more active people.
  • Pop culture impact on searches: “Sopranos + Lexapro” Lessen stigma
  • Addressing wives via social media after Tim Russert death – health concerns

Driving Policy/Guidelines around the use of Social Media in Pharma (panel discussion – Marc Monseau, Fabio Gratton, Fard Johnmar, Robert Goldberg)

  • MM – putting a series of internal policies in place for J&J social media usage
  • FG – formulate overall governance early, with cross-section of stakeholders
  • MM – don’t make policies too detailed, as technologies/approaches change rapidly.
  • MM – conversations are already happening “out there” – you’re either in the game, or not.
  • FG – why are we NOT in front of our communities?????
  • FJ – what does company leadership want in the realm of communicating with patients
  • FG – the COMMITMENT required to build social relationships on-line. Long-term mentality. YES! (I’ll be reinforcing this tomorrow in our soc. med. panel discussion at 8:30 am)
  • FG – Do the right thing, and let results follow.
  • MM – very little actual usage of social media tools by executive/legal teams in pharma
  • The risk of NOT using social media to build communications/relationships

John Mangano, Senior Director, comScore – Benchmarks for the Pharma Industry

  • Measuring success for pharma clients; using experience to create industry norms
  • 30 studies, 20 brands, over 5 years, consumers only, control
  • Survey methodology; and Rx database match
  • Almost 12-point lift (patient starts) for those who visited a brand.com site. 25-point lift for existing patients compliance.
  • Cumulative effect of multiple components of marketing mix
  • Display ad latent effects up to 3 weeks after end of campaign

Panel discussion: Medscape, Microsoft, Omnimedix – Health 3.0 coming?

  • Coming semantic web (3.o) – large database with rich information store
  • Is eHealth good medicine for Pharma? Can be. Price pressures, but potentially far better usage
  • 80% of US patients want e-mail access with physicians; only 9% of physicians do this
  • The Personal Health Record dog will wag the Electronic Medical Records tail.
  • Self-diagnosis via Google! Web search + Machine  learning -> collective worldwide experience pool.
  • TrialX.org – search for possible clinical trials using your Personal Health Record (either MS HealthVault or Google)

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John Mangano, Sr. Director, comScore – Shifts in the eMarketing Landscape

  • 70% of internet users in US use social media.
  • Internet now 3rd most used medium; will surpass radio soon. 17% internet, TV 37%.
  • On-line advertising is still only about 7% of total.
  • 35-54 year olds are the most active on-line. That does matter for pharma marketers.
  • 13.5 billion videos viewed. Avg length 3 mins. 77% of people on-line have viewed at least one video. Growing in importance.
  • Social media as wild frat party right now – growing like crazy; noisy.
  • Moving up much higher in age demographics, and long engagement times on sites.
  • McKinsey 2007 – over 1/2 say pleased with investment over past 5 years; only 13% disappointed. 75% executive surveyed worldwide plan to increase Web 2.0 investment. (But, still not a clear success model).
  • 70% of business using web 2.0 technologies say they use them to interact with customers (McKinsey) (SW – ummm…yeah – that’s the point, I think).
  • Patient adherence significantly increased by on-line brand interaction.
  • 80% of those on-line seek healthcare information. 52% prefer internet for health info – convenience and privacy.
  • 48% of on-line seekers spoke to a doctor about treatment options available; 37% spoke to doctor about specific drug.

Peter Justafson, Dir., Global Mkting, J&J; Joe Shields, Product Dir., Wyeth BioPharma – Aligning your Tactical Plan with Brand Strategy

Shawn O’Hagan, Sr. Manager, eMarketing, Daiichi Sankyo – Diligent Search Marketing Still Matters

  • Manhattan Research’s Top 5 New Year Resolutions for Pharma Brand Managers referenced: http://bit.ly/d2zZ
  • “Don’t forget about Search” top MR resolution. People already forgetting about search??
  • Google/comScore April 2008 survey – 1753 on-line users (457 undiagnosed sufferers; 587 diagnosed/untreated; rest diagnosed/under treatment:
  • Undiagnosed average research period 18.6 weeks. 46% of those researching via Internet; 57% of THOSE using search engine (general health sites 67%, pharma brand site 11%).
  • Diagnosed/Untreated average research period 17.6 weeks. 41% of those researching via Internet; 57% of THOSE using search engine (general health sites 66%, pharma brand site 12%).
  • Diag/Treated average research period 10 weeks. 44% of those researching via Internet; 53% of THOSE using search engine (general health sites 68%, pharma brand site 23%).
  • Avg. # searches – Undiagnosed 18.2, Diagnosed/not Treated 21.2, Treated 11.8
  • Organic or Paid search – what drives more traffic? Older the audience, higher on paid clicks.

Lars Merk, Prod. Director, Neurology, Ortho McNeil Janssen (J&J) – Design a Compelling Brand.com

  • If your site was designed 5-6 years ago, probably not adequate now!
  • The conundrum of a single/main site that has to “split” for various audiences coming to destination.
  • Handling multiple indication – site design that allows search to drive to specific tabs/sections (ex – Cymbalta.com)
  • Plavix.com – re-purposed sales aid tossed up on web.
  • Cannot just throw up a site and not watch behaviors, measure, maintain.
  • This is really basic material on search optimization. For those new to this, a good starter tutorial.
  • Gardasil.com – good, clear calls to action

Joe Barone, Media Director, Greater than One – Designing the Online Media Campaign

  • On-line users are engaged in an active, “lean forward” experience (not passive, lean-back)
  • Digital media can impact any stage of the marketing process
  • Daytime is primetime in on-line space
  • Targeting on-line: Add Behavioral Targeting and Retargeting to Contextual, Demographic, and Geographic (on- or off-line)
  • On-line is the most measurable medium in history. Real-time optimization possible.

Brent Rose, Sr. Manager, Consumer Mktg., Daiichi Sankyo – Online Relationship Marketing: Plans Directed to your Most Valuable Customers

  • “One-to-one” – esp. “handraisers”
  • Typically targeting a group of existing customers
  • Goals: Adherence, Persistency, Loyalty
  • Focus on goals.
  • Information and interaction flow mirrors how real relationships develop (eventually moves into “maintenance mode” – great focus for Valentine’s week…!)
  • BP Success Zone site/Opt-in as RM example. Also Symbicort.
  • Needs to constantly evolve.
  • Respect the opt-in; make it easy to opt-out.
  • Test everything – esp. subject lines.
  • Patient Longitudinal data
  • People don’t read e-mail – they triage it.

Xavier Petit, Shire, John ManganoMeasurement: Accountability is the Name of the Game

  • Why Measure? Purpose? Define Metrics. blah blah blah
  • Maintain consistent process for comparison
  • Evolution of marketing measurement – behavior focus rather than old legacy measures (very imprecise)
  • Latent effect 3-4 weeks after campaign/clicks. Drives search activity.
  • Most common pitfalls – lackluster landing pages; opt-in mania; Games/Quizzes good; Don’t overdo creative elements; don’t complicate on-line coupons; include info on conditions; make side effects accessible.
  • Operational metrics. In other words – make sure the site works.

Overall, the content for this pre-day was pretty basic. A fair bit of it was vintage 2004 on-line marketing – not without value, esp. for newer brand managers, but not at all leading edge. We need some really good case studies of approaches that are pushing into new territory!!!

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Come mid-February, I’ll be attending the IIRUSA ePharma Summit conference (providing blog coverage, and speaking on a panel). Great lineup of folks presenting. Here’s the link that tells you all about it – let me know if you’re attending and we’ll meet up! PLUS, if you register using the code XP1406SW, you can save 20%!

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