MSLGROUP in the Netherlands' report on the 'Shifts In Healthcare Communications' highlights five shifts that are changing the way we conduct business, namely
• Increase of online engagement for OTC
• Visibility of online brand preference needed
• Seeking authenticity; consumers value information themselves
• Marketing becomes personal, bite-sized, searchable and shareable
• Integration of On- and offline platforms
The report focuses on the challenge pharmaceutical companies will face in the coming years: attracting the attention and meeting the needs of the consumer on a new level.
MSLGROUP Reputation: with or without youMSL Germany
Für die Umfrage „Reputation: with or without you“ der MSLGROUP wurden leitende Kommunikationsmanager von 100 ausgewählten Unternehmen wie Siemens, BASF, ZF Friedrichshafen, Commerzbank oder RWE AG interviewt, um aktuelle Trends im Corporate Reputation Management zu identifizieren. Die Aussagen der Interviewten führen zu fünf praxisrelevanten Erfolgsprinzipien für die Entwicklung einer zukunftsfähigen Unternehmenskommunikation, die wir in der Publikation näher erläutern.
Gone are the days when consumers were kings with unrivalled dominion and unchallenged tastes
and preferences. Time has seen consumers willingly or otherwise lose such sovereign and indomitable power in
the marketplace and are now captive, on handcuffs of ruthless marketing tactics. Evidence witnessed that
consumers are often hoodwinked
A study on emerging from recession in Europe, produced by Ipsos/CGI and FreeThinking, the Paris-based strategic planning and research arm of MSLGROUP.
Join our conversations on Twitter: @msl_group, #mslideas
Is mass media advertising on its way out?
Our study shows that advertising in traditional media (TV and press) is losing ground to digital. This trend is even more pronounced in the US. Moreover, digital is becoming more and more important in the purchase process and in consumer decision-making.
The implications for brands are major. They must move from a top-down mode of communication in which they “push” their products and services to passive consumers, to a more interactive model, in which the consumer is a stakeholder in the brand’s life and reputation.
As digital gains a foothold throughout the purchase process, including point of sale, competition between different channels will gradually give way to complementarity between physical and digital channels. Today, brands need to be present across all channels, targeting excellence in each.
Brands also need to revise their price strategies and demonstrate their real added value in a world where access to information is made much easier by technology. Competition is becoming more fluid, and the distance between established brands and new market entrants is becoming smaller. This should enable innovations to be brought to the market more easily.
Across all markets studied, recommendations by friends and experts play a deciding role in purchase decisions. These recommendations were traditionally by word of mouth – one of the oldest communications channels! Digital is becoming a part of this process, and continues to extend its influence.
MSLGROUP Reputation: with or without youMSL Germany
Für die Umfrage „Reputation: with or without you“ der MSLGROUP wurden leitende Kommunikationsmanager von 100 ausgewählten Unternehmen wie Siemens, BASF, ZF Friedrichshafen, Commerzbank oder RWE AG interviewt, um aktuelle Trends im Corporate Reputation Management zu identifizieren. Die Aussagen der Interviewten führen zu fünf praxisrelevanten Erfolgsprinzipien für die Entwicklung einer zukunftsfähigen Unternehmenskommunikation, die wir in der Publikation näher erläutern.
Gone are the days when consumers were kings with unrivalled dominion and unchallenged tastes
and preferences. Time has seen consumers willingly or otherwise lose such sovereign and indomitable power in
the marketplace and are now captive, on handcuffs of ruthless marketing tactics. Evidence witnessed that
consumers are often hoodwinked
A study on emerging from recession in Europe, produced by Ipsos/CGI and FreeThinking, the Paris-based strategic planning and research arm of MSLGROUP.
Join our conversations on Twitter: @msl_group, #mslideas
Is mass media advertising on its way out?
Our study shows that advertising in traditional media (TV and press) is losing ground to digital. This trend is even more pronounced in the US. Moreover, digital is becoming more and more important in the purchase process and in consumer decision-making.
The implications for brands are major. They must move from a top-down mode of communication in which they “push” their products and services to passive consumers, to a more interactive model, in which the consumer is a stakeholder in the brand’s life and reputation.
As digital gains a foothold throughout the purchase process, including point of sale, competition between different channels will gradually give way to complementarity between physical and digital channels. Today, brands need to be present across all channels, targeting excellence in each.
Brands also need to revise their price strategies and demonstrate their real added value in a world where access to information is made much easier by technology. Competition is becoming more fluid, and the distance between established brands and new market entrants is becoming smaller. This should enable innovations to be brought to the market more easily.
Across all markets studied, recommendations by friends and experts play a deciding role in purchase decisions. These recommendations were traditionally by word of mouth – one of the oldest communications channels! Digital is becoming a part of this process, and continues to extend its influence.
Digiral marketing bibners guid Book By ankit mohapatraAnkit Mohapatra
Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Shampoos shed a wide role in beauty products. Twenty years back, half over the beauty objects like shampoos were regarded as luxuries. But now, those bear grow to be so necessary piece goods in imitation of the consumers. Everybody wishes after hold a tidy then stunning hair, then that he are the use of shampoos as help to maintain a fair yet healthful hair. Today the shampoo marketplace is very jam-packed or geared up because of labor then consequently numerous businesses are making an attempt in accordance with seize the demand together with their modern-day expertise. Each invention is various via excellence, cost, perfume, volume, wrapping.
This paper aims after recognize touching the Retailer’s desire closer to a range of manufacturers of shampoo. The goal about the assignment is according to discipline the factors influencing the choice concerning shampoo products between retailers. For that study, 112 shops had been viewed as sample. The data is collected using a structured questionnaire. Here, the records gathered thru questionnaire was analyzed using equipment existing in SPSS software. They were enquired touching the fast shifting shampoo, focus or preferences concerning shampoo products. For the evaluation purpose, statistical equipment and strategies kind of Chi-Square, Regression yet Weighted Average are used. Many shops were conscious on shampoo products.
Retailers make buy of shampoo products majorly out of the distributors. They are extraordinarily cozy together with their retailers. The speedy shifting shampoo is health center summation into dominance concerning retail access with the SKU’s on sachets. Among the retailers, they particularly opt for branded or quickly transferring shampoo in their retail outlet. They are noticeably comfy with the quantity, quality, shipping of manufacture regarding age without somebody damage, advertisement on shampoo accomplish shops to advise the product in imitation of customers, base potential customers,is an added advantage, though the outlets section a excellent kin with the clients yet distributors. Making excellent counsel including educated distributor helps them within after period condition even is bitch between product, namely it offers to them excessive satisfaction
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
Insights from 2,000 American consumers explain - How retail stores could safe...imogenkw
A survey of 2,000 American consumers suggests how retail stores can safely reopen for business as the Coronavirus lockdown eases. Three key insights demonstrate how Covid-19 will change retail for now and in the future.
Report by retail technology Qudini: Provider of appointment booking and virtual queuing software.
(Apologies for the low resolution, the file is high res until uploaded. Feel free to get in touch for the high res file: info@qudini.com)
Social Listening for the Food & Beverage IndustryBrandwatch
With the advent of recent technological advancements and social developments, the food & beverage industry is undergoing some serious adjustments.
Social media has facilitated closer and stronger relationships between brands and their consumers. At the same time, the public has grown more conscientious of what they consume. Brands are under scrutiny.
The Food & Beverage report outlines the industry’s social media landscape, how leading brands are optimizing their social strategies and techniques for intelligent consumer listening.
Download the report to discover:
- How to time Twitter activity to get more attention
- What bacon and kale can tell us about the health food trends and US consumers
- How Coke Zero, Snapple and Vitaminwater are covering niche interest groups
- How the frappuccino became a summer beverage
Why the health trend threatens to change big food & beverage brands’ businesses
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Impact of Sales Promotion’s advertised on TV on Buying Behavior. [With Specia...inventionjournals
: Companies and marketing practitioners are increasingly researching the buyer behavior of consumers to further understand what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. These questions help companies with marketing strategies concerning their products, the price of their products, their channels of distribution and promotional elements used. Graduating to developing country status in 2014, Sāmoa imports most of its FMCG or Fast Moving Consumer Goods from countries such as New Zealand, China, Vietnam, Thailand and India. Wholesalers and supermarkets largely use Television Advertisements to communicate Sales Promotions of FMCG products. While research on Buyer Behavior is well documented in literature, studies on buyer behavior in Sāmoa are nonexistent. This paper presents the results of a study designed to compare the impact of Sales Promotion’s advertised on TV on buying behavior of women consumers’ in Sāmoa to Sonkusare (2013), and Mathew and Aswathy (2014) studies conducted in India. It was found that women consumers’ of FMCG products in Sāmoa were influenced by price and in-store sales promotions than quality or company image and also viewed Sales Promotion’s advertised on TV as an informative medium to raise consumer awareness of FMCG products rather than a medium that stimulates the desire to purchase FMCG products.
Come Together: Defining the Complementary Roles of Print and OnlineHoward Finberg
In 2001, the Newspaper Association of American published a report by consultants Howard Finberg and Leah Gentry on how consumers use print and online news sources and how their choices affect the newspaper business. This report looked at the challenges and opportunities as this new consumer channel developed.
Shifts In Healthcare Communications For The New Age Consumer (Digital)Jon Chin
Curated from MSLGROUP Slideshare
In this whitepaper, MSLGROUP in the Netherlands focuses on the great challenge pharmaceutical companies will face in the coming years: attracting the attention and meeting the needs of the consumer on a new level. Needs which are heavily influenced by mass communications becoming personal and moving to mobile channels. Purchase decisions are made 24/7 and increasingly driven by social media. In this process visual content and content marketing are becoming dominant.
This development goes hand in hand with the Dutch government policy where people should take more responsibility for their own well-being. This results in more prescription medicines becoming available as OTC, a trend that has already been established in other Western countries. All over the world consumers need the right information more than ever. Drugstores, pharmacies and pharmaceutical companies can play a vital role in providing them with this information.
Perficient Perspectives: The Evolution of Social Media in HealthcarePerficient, Inc.
Healthcare organizations continue to navigate the transforming healthcare industry and identify new avenues to engage with consumers outside of the facility walls. In a fast-paced, information-dominated world, successfully interacting with consumers may seem like a daunting task. The key is to connect with consumers where they are and provide them with actionable health and wellness information they need to live a healthier life.
When you think of social media in healthcare you might think it is a tool for marketing, but it goes much farther than that. Sure, social media can be used to attract and retain consumers, but social media can also be a powerful tool to reduce healthcare costs and help with chronic disease and population health management.
Healthcare organizations are in varying stages of becoming social enterprises, from social innovators like Mayo Clinic to those beginning the journey to developing a comprehensive social media strategy.
In this perspective, we take a look at the evolution of social media in healthcare and discuss what social media in healthcare will look like in the future.
Digiral marketing bibners guid Book By ankit mohapatraAnkit Mohapatra
Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Shampoos shed a wide role in beauty products. Twenty years back, half over the beauty objects like shampoos were regarded as luxuries. But now, those bear grow to be so necessary piece goods in imitation of the consumers. Everybody wishes after hold a tidy then stunning hair, then that he are the use of shampoos as help to maintain a fair yet healthful hair. Today the shampoo marketplace is very jam-packed or geared up because of labor then consequently numerous businesses are making an attempt in accordance with seize the demand together with their modern-day expertise. Each invention is various via excellence, cost, perfume, volume, wrapping.
This paper aims after recognize touching the Retailer’s desire closer to a range of manufacturers of shampoo. The goal about the assignment is according to discipline the factors influencing the choice concerning shampoo products between retailers. For that study, 112 shops had been viewed as sample. The data is collected using a structured questionnaire. Here, the records gathered thru questionnaire was analyzed using equipment existing in SPSS software. They were enquired touching the fast shifting shampoo, focus or preferences concerning shampoo products. For the evaluation purpose, statistical equipment and strategies kind of Chi-Square, Regression yet Weighted Average are used. Many shops were conscious on shampoo products.
Retailers make buy of shampoo products majorly out of the distributors. They are extraordinarily cozy together with their retailers. The speedy shifting shampoo is health center summation into dominance concerning retail access with the SKU’s on sachets. Among the retailers, they particularly opt for branded or quickly transferring shampoo in their retail outlet. They are noticeably comfy with the quantity, quality, shipping of manufacture regarding age without somebody damage, advertisement on shampoo accomplish shops to advise the product in imitation of customers, base potential customers,is an added advantage, though the outlets section a excellent kin with the clients yet distributors. Making excellent counsel including educated distributor helps them within after period condition even is bitch between product, namely it offers to them excessive satisfaction
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
Insights from 2,000 American consumers explain - How retail stores could safe...imogenkw
A survey of 2,000 American consumers suggests how retail stores can safely reopen for business as the Coronavirus lockdown eases. Three key insights demonstrate how Covid-19 will change retail for now and in the future.
Report by retail technology Qudini: Provider of appointment booking and virtual queuing software.
(Apologies for the low resolution, the file is high res until uploaded. Feel free to get in touch for the high res file: info@qudini.com)
Social Listening for the Food & Beverage IndustryBrandwatch
With the advent of recent technological advancements and social developments, the food & beverage industry is undergoing some serious adjustments.
Social media has facilitated closer and stronger relationships between brands and their consumers. At the same time, the public has grown more conscientious of what they consume. Brands are under scrutiny.
The Food & Beverage report outlines the industry’s social media landscape, how leading brands are optimizing their social strategies and techniques for intelligent consumer listening.
Download the report to discover:
- How to time Twitter activity to get more attention
- What bacon and kale can tell us about the health food trends and US consumers
- How Coke Zero, Snapple and Vitaminwater are covering niche interest groups
- How the frappuccino became a summer beverage
Why the health trend threatens to change big food & beverage brands’ businesses
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Impact of Sales Promotion’s advertised on TV on Buying Behavior. [With Specia...inventionjournals
: Companies and marketing practitioners are increasingly researching the buyer behavior of consumers to further understand what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. These questions help companies with marketing strategies concerning their products, the price of their products, their channels of distribution and promotional elements used. Graduating to developing country status in 2014, Sāmoa imports most of its FMCG or Fast Moving Consumer Goods from countries such as New Zealand, China, Vietnam, Thailand and India. Wholesalers and supermarkets largely use Television Advertisements to communicate Sales Promotions of FMCG products. While research on Buyer Behavior is well documented in literature, studies on buyer behavior in Sāmoa are nonexistent. This paper presents the results of a study designed to compare the impact of Sales Promotion’s advertised on TV on buying behavior of women consumers’ in Sāmoa to Sonkusare (2013), and Mathew and Aswathy (2014) studies conducted in India. It was found that women consumers’ of FMCG products in Sāmoa were influenced by price and in-store sales promotions than quality or company image and also viewed Sales Promotion’s advertised on TV as an informative medium to raise consumer awareness of FMCG products rather than a medium that stimulates the desire to purchase FMCG products.
Come Together: Defining the Complementary Roles of Print and OnlineHoward Finberg
In 2001, the Newspaper Association of American published a report by consultants Howard Finberg and Leah Gentry on how consumers use print and online news sources and how their choices affect the newspaper business. This report looked at the challenges and opportunities as this new consumer channel developed.
Shifts In Healthcare Communications For The New Age Consumer (Digital)Jon Chin
Curated from MSLGROUP Slideshare
In this whitepaper, MSLGROUP in the Netherlands focuses on the great challenge pharmaceutical companies will face in the coming years: attracting the attention and meeting the needs of the consumer on a new level. Needs which are heavily influenced by mass communications becoming personal and moving to mobile channels. Purchase decisions are made 24/7 and increasingly driven by social media. In this process visual content and content marketing are becoming dominant.
This development goes hand in hand with the Dutch government policy where people should take more responsibility for their own well-being. This results in more prescription medicines becoming available as OTC, a trend that has already been established in other Western countries. All over the world consumers need the right information more than ever. Drugstores, pharmacies and pharmaceutical companies can play a vital role in providing them with this information.
Perficient Perspectives: The Evolution of Social Media in HealthcarePerficient, Inc.
Healthcare organizations continue to navigate the transforming healthcare industry and identify new avenues to engage with consumers outside of the facility walls. In a fast-paced, information-dominated world, successfully interacting with consumers may seem like a daunting task. The key is to connect with consumers where they are and provide them with actionable health and wellness information they need to live a healthier life.
When you think of social media in healthcare you might think it is a tool for marketing, but it goes much farther than that. Sure, social media can be used to attract and retain consumers, but social media can also be a powerful tool to reduce healthcare costs and help with chronic disease and population health management.
Healthcare organizations are in varying stages of becoming social enterprises, from social innovators like Mayo Clinic to those beginning the journey to developing a comprehensive social media strategy.
In this perspective, we take a look at the evolution of social media in healthcare and discuss what social media in healthcare will look like in the future.
지난 2013년 6월 “Digital Health: Building Social Confidence in Pharma’라는 제목으로 웨버 샌드윅(Weber Shandwick)이 발표한 리포트는 현재 글로벌 제약회사에서 소셜 미디어 커뮤니케이션 활동을 책임지는 13명의 임원들과 마케팅 컨설턴트가 참여했으며, 제약회사들의 소셜 미디어 도입 현황, 도입 시 혜택, 극복과제, 실행 방안 등 주제별 주요 인사이트가 반영되어 있다.
Trajectory NOW & NEXT: Ten consumer trends that will impact all marketers, an...Eric Brody
This semi-annual report highlights ten consumer trends which we believe will have a lasting impact on how consumers will be interacting with brands. While all brand marketers will benefit from this report, it has a particular slant towards healthcare marketers and health and wellness marketers.
Why and How Healthcare CMOs Should Re-engage Social MediaChristopher Bartley
For many CMOs, the struggle isn't how to "do" social media well. It's about starting over when time is precious and the commitment to re-engaging with others online is now treated as a "nice-to-have." You're in the woods. It's time to find your way back to civilization.
Digital Marketing for Pharma provides a number of significant ways to engage and handle prospective consumers and customers due to their unrivalled cost-effectiveness.
Focused on trends and challenges of healthcare industry and technologies which we are seeing and we may see in future. Included information like healthcare industry overview, healthcare apps and wearables, etc.
Digital marketing for pharmaceutical companiesdigitalsaline
“I think the biggest innovations of the 21st Century will be at the intersection of Biology and technology. A new era is beginning” –Steve Jobs
Like all other businesses, the healthcare and pharmaceutical industry is also looking keenly at digital for enhancing and marketing their products. Social media and mobile apps are set to play a bigger role in the growth of this business. This will help people to catch up with tech-savvy emerging markets peers, approximately half the pharmaceutical companies are expected to allocate more than a fifth of their marketing budget to digital marketing by 2019.
Website and applications for medical knowledge sharing such as Knowledge Genie to those having on virtual and augmented reality to engage with doctors and patients, Pharmaceutical industries are getting their marketing strategy aligned to digital prospects.
In today's digital environment, it's important that we take a new approach the engaging patients and healthcare professionals. Learn three important ways to ensure a more focused and successful approach multi-channel pharmaceutical marketing.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Similar to Shifts In Healthcare Communications For The New Age Consumer (20)
Is Technology Removing the ‘Care’ from Healthcare?MSL
We live in a digital age that is transforming healthcare. But, how does the industry need to adapt to fully engage in the digital future of the NHS?
New solutions are critical to embrace the benefits of improved digital technology in personalised care, while ensuring that patients are not marginalised in the process.
An enquiry led by US cardiologist, geneticist and digital medicine expert, Dr Eric Topol, explores how to support the deployment of digital healthcare technologies throughout the NHS.
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, United Kingdom and the United States.
Powered by AI: Communications and Marketing in the Algorithm AgeMSL
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, UK and US. We partnered with our colleagues at sister agency Publicis.Sapient who are experts in counselling companies and brands on the AI revolution.
A look inside the endless debate between traditional and digital media.
For more information write to Joshua Gardner, Vice President & North American Lead, Global Energy Practice, MSL | joshua.gardner@mslgroup.com
SCOTUS Launches New Economy with Legalized Sports BettingMSL
In a 6-3 decision in the case Murphy vs. National Collegiate Athletic Association, SCOTUS ruled that because Congress exceeded its constitutional authority when it passed PAPSA. In essence, Congress tried to prohibit state legislatures from repealing their existing statues that outlawed sports betting. Under a line of Supreme Court precedent known as the anti-commandeering doctrine, federal efforts to coerce states into enforcing federal law are unconstitutional violations of the Tenth Amendment.
To say this is just the beginning would be cliché, but what SCOTUS has wrought with its decision will have lasting consequences that go far beyond sports betting.
Our current consumption patterns are stretched to breaking point. Few would argue the need to fix our systems. It’s how to manage an economically viable and just transition that is making heads ache.
[Salterbaxter Directions] Moving The Goal PostsMSL
Is your business goal-ready to move beyond 2020? Explore a new generation of emerging sustainability goals that are unlocking business returns and driving transformational change.
The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.
These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
Not even a decade after the PR industry turned on its head when social media ushered in the Age of Influence, technology once again is causing brands, companies and organizations to rethink its communication in dramatic ways. This time machines that process data and artificial intelligence, combined with immersive technologies like virtual reality, augmented reality and mixed reality, are creating new opportunities for “augmented influence” as well as giving communicators pause to manage a number of emerging new challenges from Machine Journalism to Artificial Influence.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
News in the Times of Digital - Indian Media TrendsMSL
The way India consumes news is changing in this digital age. 20:20 MSL's media trends infographic assesses Print v/s Online media consumption and how communications professionals can choose the right media mix through a structured approach.
Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.
To supplement Qorvis MSLGROUP's Guide to the Trump Administration, we have created a set of appendencies highlighting expected cabinet and staff appointments as of 12/1/2016.
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
Public affairs and policy experts from Qorvis MSLGROUP have compiled an extensive election coverage and analysis of how the new U.S. President and Congress will move forward after one of the most bitter campaigns in American history.
For more updates, follow @qorvis or reach out to us on Twitter @msl_group.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Qorvis MSLGROUP has created a comprehensive guide to the Trump Administration. This document provides a first look at the people and players behind the most unlikely presidential campaign in American history.
For each person mentioned here, we have included a bio, a photo, and representative institutions and organizations affiliated with that person, so that the reader may better understand the relationships that influence the people who in turn are influencing President Trump.
For real-time updates, follow @Qorvis or reach out to us on Twitter @msl_group.
Navigating Challenges: Mental Health, Legislation, and the Prison System in B...Guillermo Rivera
This conference will delve into the intricate intersections between mental health, legal frameworks, and the prison system in Bolivia. It aims to provide a comprehensive overview of the current challenges faced by mental health professionals working within the legislative and correctional landscapes. Topics of discussion will include the prevalence and impact of mental health issues among the incarcerated population, the effectiveness of existing mental health policies and legislation, and potential reforms to enhance the mental health support system within prisons.
India Clinical Trials Market: Industry Size and Growth Trends [2030] Analyzed...Kumar Satyam
According to TechSci Research report, "India Clinical Trials Market- By Region, Competition, Forecast & Opportunities, 2030F," the India Clinical Trials Market was valued at USD 2.05 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 8.64% through 2030. The market is driven by a variety of factors, making India an attractive destination for pharmaceutical companies and researchers. India's vast and diverse patient population, cost-effective operational environment, and a large pool of skilled medical professionals contribute significantly to the market's growth. Additionally, increasing government support in streamlining regulations and the growing prevalence of lifestyle diseases further propel the clinical trials market.
Growing Prevalence of Lifestyle Diseases
The rising incidence of lifestyle diseases such as diabetes, cardiovascular diseases, and cancer is a major trend driving the clinical trials market in India. These conditions necessitate the development and testing of new treatment methods, creating a robust demand for clinical trials. The increasing burden of these diseases highlights the need for innovative therapies and underscores the importance of India as a key player in global clinical research.
Leading the Way in Nephrology: Dr. David Greene's Work with Stem Cells for Ki...Dr. David Greene Arizona
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ICH Guidelines for Pharmacovigilance.pdfNEHA GUPTA
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ACCORDING TO apic.org,
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
ACCORDING TO pewtrusts.org,
Antibiotic stewardship refers to efforts in doctors’ offices, hospitals, long term care facilities, and other health care settings to ensure that antibiotics are used only when necessary and appropriate
According to WHO,
Antimicrobial stewardship is a systematic approach to educate and support health care professionals to follow evidence-based guidelines for prescribing and administering antimicrobials
In 1996, John McGowan and Dale Gerding first applied the term antimicrobial stewardship, where they suggested a causal association between antimicrobial agent use and resistance. They also focused on the urgency of large-scale controlled trials of antimicrobial-use regulation employing sophisticated epidemiologic methods, molecular typing, and precise resistance mechanism analysis.
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VISION
Being proactive
Supporting optimal animal and human health
Exploring ways to reduce overall use of antimicrobials
Using the drugs that prevent and treat disease by killing microscopic organisms in a responsible way
GOAL
to prevent the generation and spread of antimicrobial resistance (AMR). Doing so will preserve the effectiveness of these drugs in animals and humans for years to come.
being to preserve human and animal health and the effectiveness of antimicrobial medications.
to implement a multidisciplinary approach in assembling a stewardship team to include an infectious disease physician, a clinical pharmacist with infectious diseases training, infection preventionist, and a close collaboration with the staff in the clinical microbiology laboratory
to prevent antimicrobial overuse, misuse and abuse.
to minimize the developme
2. In this whitepaper, MSLGROUP in the Netherlands focuses on the great challenge pharmaceutical
companies will face in the coming years: attracting the attention and meeting the needs of the consumer
on a new level. Needs which are heavily influenced by mass communications becoming personal and
moving to mobile channels. Purchase decisions are made 24/7 and increasingly driven by social media. In
this process visual content and content marketing are becoming dominant.
This development goes hand in hand with the Dutch government policy where people should take more
responsibility for their own well-being. This results in more prescription medicines becoming available as
OTC, a trend that has already been established in other Western countries. All over the world consumers
need the right information more than ever. Drugstores, pharmacies and pharmaceutical companies can
play a vital role in providing them with this information.
Alex de Vries
Bart van Wanrooij
Renske van de Straat
Introduction
3. 05 Change in consumer communications
06 Technology-fueled shift in consumer PR
08 Change in the pharmaceutical world
09 Patient-central thinking
10 Change is coming
11 Regulatory status 2013-2014
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
Content
4. Change in
Consumer Communications
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
4
Shift from offline to online
With the rise of internet in the last decade,
consumers are now online nearly 24/7.
They are continuously exposed to messages
during the day (and night).
Those messages used to come in through
newspapers, radio, TV, advertisements in
magazines and on billboards. Now all websites
show advertisements and communications
are usually a mix of on- and offline. A print
advertisement or TV host can refer to a website or
social media channel.
Through technological improvements such
as faster internet, better network service, etc.,
everyone is online. It’s important to keep in mind
that your brand is influenced from many directions
and you’re exposed to your stakeholders at all
times.
…to conversations/engagement
The conversation with consumers is now on 24/7.
Communicating as a brand or company is no longer
a one way street: consumers can be expected
to respond to your messaging, either directly or
through their own blogs/pages on social media.
Communicating with your consumers has become
a conversation.
Communication has gone from public relations to
people’s relations, focusing more on authenticity, a
personal and genuine approach of the consumer.
…to social media
With the increase in popularity and availability of
social media such as Facebook, Twitter and more
recently Instagram, Pinterest, Vine, Google+,
consumers are interacting. All the time.
Not just from their desktops at home or at work,
mobile technology has made it possible to
be online on the go too. This development is
explained into further detail in the next chapters.
Conclusion
Mass communications are becoming personal and
moving to mobile channels.
The way of ‘conversing’ with your
consumers has also changed: a
personal approach is greatly valued
by your consumer.
5. Technology-fueled shift
in consumer PR
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
5
Mobile: Consumer on the go
With the rise of smartphones and tablets,
consumers are now accessible and within reach 24
hours a day. They are no longer bound to their home
computers, print media or radio and/or TV when
looking for information.
By late 2013, 67% of Dutch people owned a
smartphone. Only 65% own a pc/desktop: the
smartphone has literally taken over.
Social media in the Netherlands
Facebook remains a consistent presence in the
Netherlands: by late 2013, 72% of the Dutch
population had a Facebook account which on
average was visited 24 times a week. The total
amount of active Twitter users is declining, mainly
caused by teenagers who were heavy users but are
now moving on to Instagram and Snapchat to
connect with their friends.
Mobile purchase decisions
When consumers are in a store, they can look up any
product online before deciding to purchase. What
have others said about the product, is there a
cheaper alternative or good deal available
elsewhere?
Purchases are also considered 24/7: on the train to
work, while making dinner, when exposed to an
email or social media post, during a night out with
friends or picking up children from school.
2014: The year of visual content and
content marketing
With the rise of image-oriented social media, visual
content has become more important than ever. Most
social media only show one or two lines of text
before cutting off the message. An image or video
will therefore attract more attention and ultimately
engagement.
Shift in popular social media platforms
Social networks Facebook (for private use) and
LinkedIn (for professional use) have been around for
quite a while. The same applies to blogs and social
medium Twitter, a microblog allowing you to share
content in 140 characters or less.
New to the social media scene are so-called ‘visual’
media such as Pinterest, Instagram and Vine. These
media offer a chance to share and engage through
videos and images.
6. CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
6
“People should take
responsibility for their
own well-being or
health. Only when it’s
not possible to resolve
health issues yourself,
professional care
and support come in
place.”
EDITH SCHIPPERS
Dutch Minister of Health Care, July 2013
7. Change in
the pharmaceutical world
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
7
More medicines becoming available OTC
More and more prescription medicines are excluded
from health insurance packages. This forces the
consumer to increasingly turn to OTC as a treatment.
Simultaneously, the Dutch government pushes for
more medicines becoming available as OTC and the
associations for General Practitioners create
guidelines where OTC products form the first-line
treatment.
..Which creates a different role for
pharmaceuticals
More availability of OTC medicines calls for a
different and more open way of communicating with
consumers, as for example suddenly other
regulations apply. Consumers also need to be more
informed about these newly available medicines.
Increasing competition in OTC
With the shift from prescription to OTC, the amount
of available first-line treatments for a single disease
will increase. For pharmaceutical companies the
need for brand awareness and preference amongst
target audiences will become increasingly
important.
OTC as first-line treatment and the
communication gap
More medicines becoming available as OTC also
means that providing consumers with the right
information in an easily accessible way gains
importance. Currently, drugstores are failing to
inform the consumer appropriately, as it is not their
core business and providing the right amount of
information with other customers lining up to pay
for their products can be challenging. Not being
trained for the purpose is one thing, but the main
issue is that providing information just does not
meet the business model of a drugstore.
Consumers search online for credible information
before, during and after they purchase their
products. In the Netherlands, a quality label was
launched as a collective drugstore initiative. This
label promises the participating stores are
‘specialists in OTC’ and they will provide their
customers with accurate information about the
medicines they purchase.
Pressure on marketing activities
Several companies have been fined over the last
years for influencing health care professionals with
indirect financial support. More strict regulation is
expected and the role of the marketing officer is
about to change. GSK has taken a lead with plans to
cancel targets for marketing staff. Marketing officers
need to find ways to create a new added value. Is the
industry ready for these changes and how will these
changes happen? Executive sponsors are crucial in
the next steps.
The call for transparency because
of questionable marketing
activities by pharmaceutical
companies grows.
8. CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
8
Ambassador
CustomerInterested consumer
Orienting consumer
Passive consumer
Awareness LoyalSatisfactionSelectConsiderKnowledge
Patient-
central thinking
Patient-central thinking
During the orientation, purchasing and evaluating
process, the consumer faces different needs. Needs
that can be met by external sources, such as peers,
authorities and manufacturers. This is where the
possibilities and challenges lie for pharmaceutical
companies: they can provide platforms where peers
can meet, where authorities get a voice and where
reliable information is easily accessible.
Consider educational content about certain diseases
which raises awareness; knowledge about those
diseases and available treatments, consumer
experiences and satisfaction with the treatment. All
consumer needs.
Currently, available information is fragmented and
pharmaceutical companies are not actively providing
consumers with this information in the way the
consumers would like to receive it.
This content should not be marketing-driven, but
the consumer/patient needs need to play a central
role. They need to be provided with useful
information based on insights about these target
audiences.
9. Change
is coming
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
9
5 shifts to keep in mind
1. Increase of online engagement,
also for OTC
The increase of online consumer engagement is
apparent. Currently, up to 69% of Dutch citizens
are using social media. Facebook is still the No.
1 platform. Consumers state that the impact
of a message depends on the sender and their
expertise. For OTC-experiences consumers
look for each other via various platforms about
specific diseases.
2. Visibility of online brand preference
needed
To tap into the consumer life cycle in an early
stage (awareness, knowledge) pharmaceutical
companies must provide their product
information through social channels if they
want their brand to be visible in an early stage
of purchasing. Every step of the way the
consumer has different needs and will search
online and listen to peers and authorities
online. Pharmaceuticals should not only
share information, but also facilitate these
conversations.
3. Looking for authenticity; consumers
value information themselves
Consumers today are critical of the information
provided. They look at who the sender is and if
they are (considered) an expert. They will share
the most useful information with their network.
If information is not reliable or has too much of
a perceived sales purpose they will not share
and might even comment negatively on it. You
have to be able to live up to what you promise.
4. Marketing becomes personal,
bite-sized, searchable and shareable
To reach the right consumer, new technologies
provide plenty of opportunities to make your
knowledge, brand or product visible with the
right person. Big data provides a more precise
segmentation of age, location, interest etc. and
therefore more relevant information for the
consumer. Consumers love getting the right
information in small ‘snackable’ portions, and
will share this with their relevant networks more
easily.
5. On- and offline becomes more
integrated
That online activities not only take place in the
living room anymore is no news. However, the
realization that your phone is your most trusted
channel when you are in a drugstore searching
for the right product is not yet integrated into
consumer communications. Even in this stage
communication with consumers continues as
they look up product rankings or find in-store
communications that link to online information.
Consumers make their final decision when they
are not yet your brand ambassador.
10. Adverse events & Challenges
Laws define that adverse events should be reported
within 24 hours after the mention. The reporting of
adverse events needs to be done internally. This
process may seem intimidating, but research shows
the actual amount of adverse events that meet the
requirements to be reported is very low. Should you
have to report an adverse event: it can be done
efficiently with use of special software. We have
noticed more opportunities by being close to the
consumer conversations about products then
threats. The insights gathered from monitoring can
be very valuable in future strategies.
What are boundaries and difficulties
KOAG/KAG checks communications to be
compliant with the law. It’s recommended to involve
KOAG/KAG early on in the creative process as their
internal process tends to take relatively long.
Who influences what
Two self-regulated non-governmental bodies
monitor pharmaceutical promotion and advertising:
‘Foundation Code Pharmaceutical Advertising’
(CGR) for communications aimed at HCPs and
‘Examination board KOAG/KAG’ for public
advertising for all OTC products.
Both bodies educate and share knowledge, create
norms, maintain and monitor these. They work
closely together with each other but also with the
Healthcare Inspection (IGZ).
Social media
KOAG/KAG has given out a guideline for social
media use for pharmaceutical advertising purposes
in 2011. The bottom line of this is “what applies to
offline communications also applies to online
communications”. Social media for pharmaceutical
advertising in the Netherlands currently form a ‘gray
area’, which is very important to take into account
when setting up campaigns.
CGR and KOAG/KAG only advise on matters, IGZ is
legally authorized to give out fines to cases that do
not comply with the law. This usually happens after
CGR or KOAG/KAG raises the issue.
How do we navigate?
It’s recommendable to involve KOAG/KAG in the
(creative) process very early on. This provides you
with an option to alter your campaign to meet
requirements without severe consequences for your
planning and budget.
This will also prevent loss of valuable time further
on in the process.
Regulatory
status 2013-2014
CONSUMER & HEALTHCARE: THE SHIFT IN HEALTHCARE COMMUNICATIONS
10
11. DesignedbyMSLGROUPCREATIVE+
Connect with us
Alex de Vries, Head of Healthcare communications
MSLGROUP in the Netherlands
Danzigerkade 23b
1013 AP Amsterdam
+31 (0)20 30 55 900
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