Healthcare marketing today
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Although not always easy to put into practice, effective marketing is fairly straightforward if you possess a strong understanding of the core principles and can effectively work with your business partners. Marketing healthcare adds layers of complexities and complications that take time to fully understand. I hope this slide deck will help you navigate our industry just a little bit more easily.
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About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
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About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
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This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don’t get the message, or feel alienated.
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The document discusses how brands can apply a brand-led health claims strategy in light of EFSA's negative rulings on health claims. It notes that EFSA's rulings have made companies realize they have neglected their most important asset - their brand. It recommends understanding where the brand fits in the health and wellness landscape, and which type of stakeholders it can target, in order to determine the right health claims strategy without undermining the brand.
HMT health claims brussels 1 december
The document discusses how brands can apply a brand-led health claims strategy in light of EFSA's negative rulings on health claims. It notes that EFSA's rulings have made companies realize they have neglected their most important asset - their brand. It recommends understanding where the brand fits in the health and wellness landscape, and which type of stakeholders it can target, in order to determine the right health claims strategy without undermining the brand.
Bbh london 25 mar - briefing to marketing leaders - en
This document provides marketing leaders with guidance on how to protect their brands during the COVID-19 pandemic. It discusses where the situation currently stands globally, how marketing can help, immediate actions brands can take, and how to plan for resilience and recovery. The document also provides suggestions for how brands can produce marketing assets without live-action shoots, such as through animation, stock footage, and CGI. The overall message is that brands must adapt their marketing to address changing customer needs, listen to public sentiment, and consider how they can help rather than seem opportunistic during this crisis.
Brands & Covid - How To Protect Your Brand: A Briefing For Marketing Leaders ...
This document provides marketing leaders with guidance on how to protect their brands during the COVID-19 pandemic. It discusses where the situation currently stands globally, how marketing can help, immediate actions brands can take, and how to plan for resilience and recovery. The document also provides suggestions for how brands can produce marketing assets without live-action shoots, such as through animation, stock footage, and CGI. The overall message is that brands must adapt their marketing to address changing customer needs, listen to public sentiment, and consider how they can help rather than seem opportunistic during this crisis.
Covid-19 and Marketing - A Briefing to Marketing Leaders
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
Marketing in the time of COVID-19: A briefing
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Covid 19 & Marketing - A Briefing to Marketing Leaders
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Reimagining marketing for the next normal.
The document discusses how the COVID-19 pandemic has significantly changed consumer behaviors and habits. It recommends that companies focus on customer empathy, tell relevant and authentic stories that provide value, and recognize that consumer behaviors and preferences will continue to change in the long-term as the "next normal" emerges. Analytics and data will need to be leveraged to understand and adapt to these ongoing shifts.
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Join us for a comprehensive 90-minute lesson designed specifically for Compliance Officers and Practice/Business Managers. This 2024 HIPAA Training session will guide you through the critical steps needed to ensure your practice is fully prepared for upcoming audits. Key updates and significant changes under the Omnibus Rule will be covered, along with the latest applicable updates for 2024.
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Healthcare marketing today
- 1. 2021 update alanshoebridge.com Everything you need to know about healthcare marketing (in 5 slides)
- 2. Six long-term trends affecting healthcare 1. Mergers and acquisitions will continue 2. Retail is figuring out healthcare faster than healthcare is figuring out retail (but healthcare is hard!) ➢ Amazon, Apple, Walgreens, Walmart and others are making inroads into the healthcare industry 3. Patients would like to be better consumers, but we make it very difficult 4. We’ve moved from being almost independent of digital to highly dependent on digital 5. What the heck is happening in DC? 6. What does the COVID-19 “recovery” look like?
- 3. One MAJOR new development COVID-19 was the disruption the industry didn’t see coming Known impacts ➢ Staff burnout ➢ Patients delaying care ➢ Seriously impacted hospital/healthcare finances; rural hospitals suffering ➢ Strong initial shift to technology Unknown impacts ➢ When does COVID “end?” ➢ Will the innovation pace continue? ➢ Will there be even more industry consolidation?
- 4. One big challenge facing our profession 1. Product, price, promotion and place is a good, but not perfect, framework for healthcare marketing ➢Many of our “products” aren’t right for marketing as they are highly specialized and depend on referrals ➢People often don’t want our products until the moment they need them: “I just broke my leg, what do I do now?” ➢Pricing doesn’t make sense and is highly variable ➢We have little ability to control the patient experience
- 5. Six questions you MUST always ask 1. Is there access for new patients? 2. Is the patient experience good? 3. Can people self-refer? 4. How are we going to measure results? 5. Is it profitable or strategically important? 6. What would really happen if we didn’t do this?
- 6. Four things you can do in 2021 1. Know your audience and target effectively ➢ Conduct research and ask patients/consumers what they want 2. Resist the temptation to “increase awareness” and strive for improved preference (good) or action (better) 3. Use a mix of digital marketing, social media, PR and “traditional” marketing 4. Build a marketing plan, work your plan and report out ➢ Measure: Aim for at least 50% of your tactics being measurable