Healthcare Marketing - Time to change...!!!
An evolution towards revolution in Healthcare Marketing
Thinking beyond ink and paper...is the new mantra for healthcare advertising. As the only thing constant is change
As Socrates said " The secret of change is to focus all of your energy, not of fighting the old, but on building the new"...But in healthcare advertising building on new is done by few
In this dynamic and ever changing market of Healthcare and Digital world the pace at which things are happening is at the lightening speed. Conventionally when you look at the product life cycle for digital technology has changed the definition. The product life cycle of digital tools and technology are getting high peak and shorter (fig .1 and 2)
Hence it becomes of utmost importance that the healthcare service provider look beyond ink and paper
Evolution has no exclusion..
India has been experiencing a paradigm shift in the digital space since the millennium and has been amongst the top 3 country in world with fastest growing social media spread (Fig. 3)
When i think...I feel pharmaceutical marketer have been witnessing the change however when we take a deep dive and understand the pharmaceutical or healthcare market..Pharma industry is already dealing with a maze of
regulations, and a two-person team can navigate this maze
easier than 6 to 8 people. A smaller team also ensures
continuity of the content.When considering whether a piece of content is compliant with regulations, follow your intuition and make it legal. They will let you know whether it can fly or not – that's their job. Remember the legal department is your safety net.Learn from other regulated organisations.There are plenty of other regulated organisations that have created
successful content despite heavy regulations. Here are a couple of great examples from the US
The “marriage” between pharma and social media has indeed been turbulent. It’s not yet certain if that marriage will succeed, but the couple has weathered a few storms and seem to be settled in for the long haul
Lets visit some pharma social media and mobile app “milestones” or “firsts” that have paved the way for others to follow.
Pharma big giants like Boehringer Ingelheim, Sanofi Aventis,
Novartis, Glaxo, Novo Nordisk to name a few have
been continuously striving and adopting the social media to
reach doctors and patients to offer a better patient care for
better outcomes..In the huge list different social media tools available companies have found the most apt digital tools to optimize the marketing and promotion outcome..Online and offline mob app for differential diagnosis, interactive games on
different disease awareness etc have being the widely used
tools.Social media like twitter and Facebook have also been
used by many OTC brands like Revital, Voline, Otrivin etc..
Twitter used by - BI, Sanofi Aventis. Astra Zeneca
This shows that how change is inevitable so is the market and the marketing strategies for any industry.. The trend has picked up globally but Indian pharma giants still await to adopt digital marketing strategy in an optimized way...
5. As a pharma content marketer, you have an opportunity to create content that helps real people live happy lives
In next blog will be sharing different digital tools adopted and case of different brands of how it can be applied...keep reading and learning
As Socrates said " The secret of change is to focus all of your energy, not of fighting the old, but on building the new"...But in healthcare advertising building on new is done by few
In this dynamic and ever changing market of Healthcare and Digital world the pace at which things are happening is at the lightening speed. Conventionally when you look at the product life cycle for digital technology has changed the definition. The product life cycle of digital tools and technology are getting high peak and shorter (fig .1 and 2)
Hence it becomes of utmost importance that the healthcare service provider look beyond ink and paper
 Fig. 1 Social media adoption cycle |
 |
| Fig. 2 Social network Adoption life cycle How India has evolved and continues to evolve... |
Evolution has no exclusion..
India has been experiencing a paradigm shift in the digital space since the millennium and has been amongst the top 3 country in world with fastest growing social media spread (Fig. 3)
 |
| Fig. 3- Digital reach - Indian scenario |
Rise
of social media…and social is getting viral..!!!
There is a boom of social media..!!(fig. 4) I am sure till now every Indian has experienced social media usage, promotion and expansion through different media channels. the used of social media for promotion of FMCG products and commodities, e- commerce sites, corporate, healthcare, fashion..so on and so forth ..u name it and they have used it...This 2014 election did an amazing social media strategy which made many Indians sensitive about what is twitter and our PM's post of twitter.... Which ensure that the slogan went viral
 |
| Fig . 4- Social media reach - Indian scenario |
Mobile
apps…the most apt…!!!
Just see on your left and right you see a nice superb electronic device which has changed the way people connected...Since 31st July 1995 a revolution happened in Indian market named cellular phone launched in Kolkata then 'Calcutta' and we have not looked back..
 |
| Fig. 5 - Mobile reach - Indian scenario |
'Seeing all this exponential trends in the digital space should strike a cord and should make the pharma and healthcare industry ponder on the opportunity that they can foresee'
Healthcare marketing in a digital world – a prescription for branding success
In healthcare marketing, you may have and want to use any combination or all channels which may include
- Print media
- Direct mail
- Direct promotion
- Social media
- Mobile
- Pay-per-click
- Digital media
We know everybody can cook but the fact remains everybody is not a good cook similarly for
'A comprehensive marketing strategy and healthcare advertising should incorporates effective use of online platforms which is essential for marketing success'
However, a vibrant website and the use of social networking sites (SNS) no longer sets a products and services apart; they merely permit you to remain competitive. Effective use of an online presence enables pharma to distinguish its brand, thereby attracting consumers and engaging'
As we all know that the most important ingredient is salt which is an integral part and can alleviate and elevate the taste similarly 'The skills necessary to successfully engage in healthcare advertising involve more than simply understanding the differences between Twitter and Tumblr or whether Facebook is right for you, or even whether your marketing folks are able to put together an educational YouTube video'
What stops them...the risk involved
When i think...I feel pharmaceutical marketer have been witnessing the change however when we take a deep dive and understand the pharmaceutical or healthcare market..Pharma industry is already dealing with a maze of
regulations, and a two-person team can navigate this maze
easier than 6 to 8 people. A smaller team also ensures
continuity of the content.When considering whether a piece of content is compliant with regulations, follow your intuition and make it legal. They will let you know whether it can fly or not – that's their job. Remember the legal department is your safety net.Learn from other regulated organisations.There are plenty of other regulated organisations that have created
successful content despite heavy regulations. Here are a couple of great examples from the US
Companies who are evolving at the right time..!!
The “marriage” between pharma and social media has indeed been turbulent. It’s not yet certain if that marriage will succeed, but the couple has weathered a few storms and seem to be settled in for the long haul
Lets visit some pharma social media and mobile app “milestones” or “firsts” that have paved the way for others to follow.
I will identify the “Pioneers” who have helped the industry navigate through “uncharted” territory lacking regulatory guidance.
I will also show you some “mistakes” made by both leaders and followers. Only those who learn from thee mistakes of their competitors will move forward. Those who learn from their OWN mistakes will move forward fastest!
Hands on experience, cases study of top
pharma companies
pharma companies
Pharma big giants like Boehringer Ingelheim, Sanofi Aventis,
Novartis, Glaxo, Novo Nordisk to name a few have
been continuously striving and adopting the social media to
reach doctors and patients to offer a better patient care for
better outcomes..In the huge list different social media tools available companies have found the most apt digital tools to optimize the marketing and promotion outcome..Online and offline mob app for differential diagnosis, interactive games on
different disease awareness etc have being the widely used
tools.Social media like twitter and Facebook have also been
used by many OTC brands like Revital, Voline, Otrivin etc..
Twitter used by - BI, Sanofi Aventis. Astra Zeneca
 |
| The #COPDChat was intended for physicians and the news media. NOT intended for patients and consumers, that way the general public can be excluded. which will at least "lurking" customers and increase posting |
“Sanofi-Aventis US diabetes campaign on Twitte. The Sanofi US Diabetes team won the third (2012) Pharmaguy Social Media Pioneer Award"
 |
| First live pharma tweet chat - AstraZeneca US, received the 2nd Pharmaguy Social Media Pioneer award for his pioneering use of Twitter |
Mantras for all the Healthcare marketers..!!!
1. The skills necessary to successfully engage in pharmaceutical marketing involve more than simply understanding the differences between Twitter and Tumblr
2. Personalising content (or telling a story) helps your target audience find you and gives them a reason to revisit your website
3. Just because content in pharma face tough approval and fearful legal and regulatory departments, pharma content marketers shouldn't give up
3. Just because content in pharma face tough approval and fearful legal and regulatory departments, pharma content marketers shouldn't give up
4. Pharmaceutical marketing fails to reach sufferers of conditions that have not yet been diagnosed
5. As a pharma content marketer, you have an opportunity to create content that helps real people live happy lives
In next blog will be sharing different digital tools adopted and case of different brands of how it can be applied...keep reading and learning
