Content marketing is becoming increasingly important for pharmaceutical brands due to changes in the media landscape. Paid media is being replaced by owned and earned media, where brands can directly communicate with consumers and physicians through high-quality content. While pharmaceutical companies have been slow to adopt content marketing strategies, it is critical they do so by focusing on transparency, peer influence, curating relevant information from various sources, and moving away from disruptive marketing tactics like television ads towards more meaningful engagement.
For all the Buzz about #BigData, who are the content marketers that are actually making money out of them? Who’s successfully scratching the surface of “Marketing’s $200 Billion Opportunity”? Swipe in and find out.
Get content. Get sQills: http://www.sqills.be, info@sqills.be
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Uncover emerging trends about your website visitors in this unique and exclusive report that analyzes more than 600 million online shopping experiences.
Download the latest edition of the EQ at http://pages.monetate.com/eq/?utm_source=M-S-LinkedIn&utm_campaign=C-R-EQ
Meltwater's BrainFood San Francisco, August 20, 2015Meltwater
Meltwater's BrainFood came to San Francisco this August to help answer the questions that are on everyone’s mind – and serve up tasty debate on the hottest topics in marketing.
Communications experts from Forbes, Twitter, VentureBeat, and Ocean Vodka discussed the latest trends in social media and PR. Attendees heard about new developments in data-driven communications – and found out what publicly available data can tell you about your business, your audience, and your competition.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
For all the Buzz about #BigData, who are the content marketers that are actually making money out of them? Who’s successfully scratching the surface of “Marketing’s $200 Billion Opportunity”? Swipe in and find out.
Get content. Get sQills: http://www.sqills.be, info@sqills.be
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Uncover emerging trends about your website visitors in this unique and exclusive report that analyzes more than 600 million online shopping experiences.
Download the latest edition of the EQ at http://pages.monetate.com/eq/?utm_source=M-S-LinkedIn&utm_campaign=C-R-EQ
Meltwater's BrainFood San Francisco, August 20, 2015Meltwater
Meltwater's BrainFood came to San Francisco this August to help answer the questions that are on everyone’s mind – and serve up tasty debate on the hottest topics in marketing.
Communications experts from Forbes, Twitter, VentureBeat, and Ocean Vodka discussed the latest trends in social media and PR. Attendees heard about new developments in data-driven communications – and found out what publicly available data can tell you about your business, your audience, and your competition.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. This Insight Center covered content that included a leading practitioner company’s reinvention of market research, a framework for measuring what your customers actually value and will pay for, and a toolkit approach to defining the customer’s “job to be done.”
https://runfrictionless.com/b2b-white-paper-service/
Silicon Valley is recognized globally as the birthplace of some of today’s most popular and iconic technologies. Many of its startups have a particular dynamic to thank for their success: the formation of clusters, or groups of companies and organizations that congregate in a region around a particular field.
Brett Gilbert, an associate professor in Rutgers Business School’s department of management and global business (and @ProfGilbert on Twitter), studies the formation and influence of these clusters. When a prominent university or a powerhouse company draws other, smaller organizations to its region, a tech cluster forms, supporting entrepreneurs as they develop their own breakthroughs. This model has been observed for decades in the United States. Now, emerging markets such as South Africa are seeing nascent cluster formation. And the success of these nations in the global economy may depend, at least in part, on their ability to make clusters work.
Gilbert, who has a Ph.D. in entrepreneurship from Indiana University and served a gubernatorial appointment as an advisory committee member for the Texas Emerging Technology Fund from 2008 to 2010, recently spoke with strategy+business about her research in the U.S. and abroad.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
THE TRADITIONAL WORKPLACE, AS WE'VE KNOWN IT, DOESN'T EVEN EXIST TODAY.
The explosion of new technologies, mass adoption of social channels, ubiquity of mobile and connectivity, and proliferation of devices continue to drive massive transformation, but at what cost? How can large organizations collaborate, integrate, and innovate quickly enough to survive at the speed of their customers? What are the questions we could or should be asking to really make changes for work that make sense?
The answers lie only in bringing the brightest minds together to figure it out.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
20 most innovative companies in Fintech IndustrySumit Roy
Global fintech financing has more than trebled in the past three years to an estimated US$3 billion annually and the level of innovation in the financial services sector has been unprecedented over the past 12 months. The level of spend and intensity of focus will – and already has – led to the development and release of products and solutions that will change the way customers view and interact with their financial services
Privacy Please: Why Retailers Need to Rethink PersonalizationCapgemini
Today, retailers face a significant conundrum. With the rapid proliferation of mobile, social media and in-store sensors, they are now sitting on a treasure trove of data. Walmart, for example, has about 30 petabytes of shopping information – the equivalent of nearly seven million DVDs. Retailers have all the data they need to create personalized promotions and offers. And consumers are very much in favor of personalization – survey after survey shows consumers increasingly expect personalized offers presented at the right moment.
But this customer data opportunity has a flip side: the personalization that consumers have a taste for can rapidly deteriorate into something that they find unpalatable. This could be because the personalization exercise is perceived to stray into the consumer’s private domain, or because the exercise is clumsily executed. This report examines this invisible border between personalization and privacy and how retailers can balance this tension in their customer experience.
We launched a comprehensive research exercise that analyzed over 220,000 conversations on social media to gauge customer sentiment on the themes of personalization and privacy for retailers. We collected data relating to 65 of the largest global retailers, collectively generating revenues of over a trillion dollars.
The results are worrying:
• Consumers worldwide are strongly dubious of retailers’ privacy initiatives: 93 percent of all consumer sentiment on this subject was negative
• Security and invasion of privacy are key data issues: The report finds that the main factors contributing to negative sentiment are data security (76 percent) and intrusive behaviour by the retailer (51 percent). Consumer skepticism grew when trigger incidents occurred, including updates of privacy policies during mergers and acquisitions, or regulatory inquiries into a retailer’s violation of data security policies
• Striking the balance between privacy and personalization eludes most: Only 14 percent of retailers are perceived positively by consumers on both personalization and privacy initiatives.
We believe that the 14% of leaders who solve the personalization-privacy conundrum demonstrate best practice in three areas: personalization initiatives that give customers control and a clear value; using technology to drive customer satisfaction rather than just as an enabler; and a clear governance framework and practices on personalization and privacy.
Informe de eMarketer sobre las tendencias en Marketing Technology para 2016. Da buenas pistas para entender por donde se mueve internet y que áreas son las relevantes para la industria de media.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
Marketing has changed and the number of channels and touch points deployed to reach customers is evolving and expanding at a fast pace. This paper showcases how with Digital Asset Management at the heart of the content marketing process,
organizations can keep up with the demand for “real-time” blockbuster content.
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
Ready for the future: Technology trends impacting YMCAs globally Digital Giants
Technology is disrupting every aspect of our lives and our organizations. Just as disruptive tech has reshaped societies and businesses, it can also usher in a new era of engagement and impact for the YMCA to be a global leader. Marc Hill, Founder and CEO of Digital Giants, examines the leading trends in disruptive mobile and social media technology and big data. Using case studies and real-life examples, learn what’s on the horizon, what you should already be doing, and how to harness the power of a world connected via smartphones.
Silicon Valley is recognized globally as the birthplace of some of today’s most popular and iconic technologies. Many of its startups have a particular dynamic to thank for their success: the formation of clusters, or groups of companies and organizations that congregate in a region around a particular field.
Brett Gilbert, an associate professor in Rutgers Business School’s department of management and global business (and @ProfGilbert on Twitter), studies the formation and influence of these clusters. When a prominent university or a powerhouse company draws other, smaller organizations to its region, a tech cluster forms, supporting entrepreneurs as they develop their own breakthroughs. This model has been observed for decades in the United States. Now, emerging markets such as South Africa are seeing nascent cluster formation. And the success of these nations in the global economy may depend, at least in part, on their ability to make clusters work.
Gilbert, who has a Ph.D. in entrepreneurship from Indiana University and served a gubernatorial appointment as an advisory committee member for the Texas Emerging Technology Fund from 2008 to 2010, recently spoke with strategy+business about her research in the U.S. and abroad.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
THE TRADITIONAL WORKPLACE, AS WE'VE KNOWN IT, DOESN'T EVEN EXIST TODAY.
The explosion of new technologies, mass adoption of social channels, ubiquity of mobile and connectivity, and proliferation of devices continue to drive massive transformation, but at what cost? How can large organizations collaborate, integrate, and innovate quickly enough to survive at the speed of their customers? What are the questions we could or should be asking to really make changes for work that make sense?
The answers lie only in bringing the brightest minds together to figure it out.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
20 most innovative companies in Fintech IndustrySumit Roy
Global fintech financing has more than trebled in the past three years to an estimated US$3 billion annually and the level of innovation in the financial services sector has been unprecedented over the past 12 months. The level of spend and intensity of focus will – and already has – led to the development and release of products and solutions that will change the way customers view and interact with their financial services
Privacy Please: Why Retailers Need to Rethink PersonalizationCapgemini
Today, retailers face a significant conundrum. With the rapid proliferation of mobile, social media and in-store sensors, they are now sitting on a treasure trove of data. Walmart, for example, has about 30 petabytes of shopping information – the equivalent of nearly seven million DVDs. Retailers have all the data they need to create personalized promotions and offers. And consumers are very much in favor of personalization – survey after survey shows consumers increasingly expect personalized offers presented at the right moment.
But this customer data opportunity has a flip side: the personalization that consumers have a taste for can rapidly deteriorate into something that they find unpalatable. This could be because the personalization exercise is perceived to stray into the consumer’s private domain, or because the exercise is clumsily executed. This report examines this invisible border between personalization and privacy and how retailers can balance this tension in their customer experience.
We launched a comprehensive research exercise that analyzed over 220,000 conversations on social media to gauge customer sentiment on the themes of personalization and privacy for retailers. We collected data relating to 65 of the largest global retailers, collectively generating revenues of over a trillion dollars.
The results are worrying:
• Consumers worldwide are strongly dubious of retailers’ privacy initiatives: 93 percent of all consumer sentiment on this subject was negative
• Security and invasion of privacy are key data issues: The report finds that the main factors contributing to negative sentiment are data security (76 percent) and intrusive behaviour by the retailer (51 percent). Consumer skepticism grew when trigger incidents occurred, including updates of privacy policies during mergers and acquisitions, or regulatory inquiries into a retailer’s violation of data security policies
• Striking the balance between privacy and personalization eludes most: Only 14 percent of retailers are perceived positively by consumers on both personalization and privacy initiatives.
We believe that the 14% of leaders who solve the personalization-privacy conundrum demonstrate best practice in three areas: personalization initiatives that give customers control and a clear value; using technology to drive customer satisfaction rather than just as an enabler; and a clear governance framework and practices on personalization and privacy.
Informe de eMarketer sobre las tendencias en Marketing Technology para 2016. Da buenas pistas para entender por donde se mueve internet y que áreas son las relevantes para la industria de media.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
Marketing has changed and the number of channels and touch points deployed to reach customers is evolving and expanding at a fast pace. This paper showcases how with Digital Asset Management at the heart of the content marketing process,
organizations can keep up with the demand for “real-time” blockbuster content.
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
Ready for the future: Technology trends impacting YMCAs globally Digital Giants
Technology is disrupting every aspect of our lives and our organizations. Just as disruptive tech has reshaped societies and businesses, it can also usher in a new era of engagement and impact for the YMCA to be a global leader. Marc Hill, Founder and CEO of Digital Giants, examines the leading trends in disruptive mobile and social media technology and big data. Using case studies and real-life examples, learn what’s on the horizon, what you should already be doing, and how to harness the power of a world connected via smartphones.
Closing the Trust Gap - Shelly Kramer, V3 Integrated Marketing CEO, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture M...Shelly Kramer
The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium
I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
Hult Impact Challenge - IBM Watson SeismicSandeep Vete
The Business Challenge: Put all the business knowledge and leadership skills we learned to the test with this seven-month group project to solve a real business problem in which my teammates and I devise a game-changing idea to solve an existing problem for a major corporation that really make a difference - not only to the MBA program but in future career and beyond.
The IBM 2015 Business Challenge
Background:
IBM has developed a supercomputer- “Watson” -which is capable of learning and adapting in the same way as humans. IBM calls this capability “cognitive computing an advanced form of Artificial Intelligence.
Watson gained fame by winning the U.S. quiz show and IBM CEO Ginni Rometty has made it a centerpiece of the company’s strategy going forward. Ms. Rometty is convinced that Watson and cognitive computing will transform how we live and do business. The power of Watson has already been put to use, transforming the way medical research and diagnosis is done for important disease areas.
The Challenge:
Create an actionable business idea showing how IBM could put their AI technology to use, and shape future product development strategies using AI systems like Watson.
Brand Management, how valuable in the Digital Age?
Presentation at ESCP Europe campus Madrid.
An open discussion about the role of Brand and Brand Management in the Digital Age.
Branding in the new era has shifted to more engagement orientated due to the advent of Web 2.0 and Social Media.The presentation aims at how, where and when aspects of it...
According to the Pew Internet & American Life Project half of all adults in the US use social networking sites. Despite its obvious appeal as a marketing channel, social media is far from achieving "equal citizenship" status among the marketing mix, particularly for Business-to-Business marketers. This benchmark report will examine the pressures and challenges social media presents for B2B marketing, and the path taken by top performing companies to achieve success. Aberdeen's research shows that top performing companies have integrated social media marketing with existing, core marketing channels and processes.
2. Content marketing
for pharma brands
1. Context
10 facts de!ning the playing !eld
2. Content
Content marketing: what’s in it for pharma?
3. Cold feet
Why pharma has been “slow” and “reluctant” so far
4. Conditions
5 keys to content marketing success
5. Conclusion
Partner with a pro.
5. Paid -> owned -> earned:
the media landscape has changed.
Source: https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697)
6. E.g.: launch of
‘getold.com’ (infra)
is earning media
for P!zer
http://www.adweek.com/news/advertising-
branding/new-spin-old-topic-142917
8. “Transparency is a must, and that means patients
will be posting about procedures that went wrong
or drugs that weren’t effective.”
“Encouraging patients who had a more positive experience
to post and share their stories can provide balance
and perpetuate positive messages.”
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/; https://www.facebook.com/GlaxoSmithKline?fref=ts
10. “Physicians will continue to play an active role in in"uencing
decisions, but having a doctor endorse a drug or treatment is
similar to a mother giving advice to a teenager. While parents are
often right, it’s the peer group that holds the most in"uence.”
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/
12. Disruptive marketing ROI has been reduced
to the effect of crying in the wilderness…
0,3% 86% (Sources (all °2012!): http://
www.business2community.com/marketing/traditional-
31%
marketing-vs-inbound-marketing-15-shareable-
average banner skip TV ads 44% stats-0340773; Julia Hutchison, The Content Marketing
Revolution, CMA, Brussels, 21st July 2012; Ann Handley
(MarketingProfs), Epic Content That’s True to Your Brand
of DM AND Drives Business: Ideas You Can Steal Delivered in 30
click-through rate Minutes • #cmworld 2012; Hiroto Ebata Vice President,
is never iMarketing Coca-‐Cola Japan, Leveraging Owned Media
to Manage Marketing Complexities; Tom Gerace (CEO
(‘banner blindness’)
enjoy ads opened
Skyword) and Leslie Reiser (Program Director, WW Digital
75%
Marketing, IBM), Brand evolution in a search and socially
driven world. How IBM reaches customers today •
#cmworld 2012; Guy Consterdine, Proof of Performance.
Making the Case for Magazine Media, FIPP 2012; http://
www.adobe.com/aboutadobe/pressroom/pdfs/
Adobe_State_of_Online_Advertising_Study.pdf; Sam
Sebastian (Director, Gov’t & Local Markets, Google, Inc.),
8%
Winning the Zero Moment of Truth • #cmworld 2012; http://
cdn2.business2community.com/wp-content/uploads/
2012/09/theAnatomyOfContentMarketingM.jpg;
Association of Publishing Agencies-cijfers, UK s.d.; http://
hosting.ber-art.nl/content-marketing-infographic/; http://
www.businessinsider.com/state-of-internet-
slides-2012-10?op=1; http://www.brafton.com/
infographics/why-content-for-seo; http://
don’t believe ads
www.newcustomerworkshop.com/5-shocking-reasons-
why-traditional-marketing-is-dead; http://
www.pamorama.net/2012/03/31/inbound-marketing-vs-
believe online ads outbound-marketing-infographic/#; http://
en.wikipedia.org/wiki/Click-through_rate)
are best source of
product information 97%
spam filter
effectiveness
13. John LaMattina, former president
of P!zer R&D: “Drop the TV Ads”
“I realize that companies are allowed to
advertise their drugs in accordance to FDA
guidelines. But the ads may be doing more
harm than good. The litany of side-effects
that must be discussed is numbing and
probably doesn’t provide a sense of the true
risk-benefit for that medication. Plus, the
public views these ads to be a waste of funds
that could otherwise be invested in R&D or
in lessening drug costs.”
http://www.forbes.com/sites/johnlamattina/2013/01/18/pharmas-
reputation-continues-to-suffer-what-can-be-done-to-!x-it/
14. “DTC advertising is referenced by patients
when visiting physicians in only 0.6% of visits.”*
http://pharmamkting.blogspot.co.uk/2006/09/advertisers-dont-know-how-dtc-works.html
*Despite Attempts to introduce YouTube Humor...,
see e.g. this Johnson & Johnson spot:
http://youtu.be/OXv_9tth518
16. Top 10 DTC marketing spenders between July 2011 and April 2012
Source: Cegedim Strategic Data.
17. “Spend more money on R&D
and less on sales and marketing.”
Joseph Jimenez, CEO of Novartis,
video interview with The Wall Street Journal,
Wednesday, January 02, 2013.
19. 83% of online adults search
for health information online
• 66% look up a specific disease or problem
• 55% search a certain treatment or procedure
• 45% look for drugs (prescription or OTC)
• 35% search alternative treatments or medicines.
Source: Pew Internet and American Life Project, The Social Life of Health Information, s.d.
20. “The Internet is creating an overall better informed patient pool
and a better networked physician.
Testimony to this, are networking sites like doctorshangout.com
with its 25000 members. A space teeming with physicians
and patients cannot be ignored by the pharma industry.”
Source: http://brandspeak.brandcare.net/2013/02/01/pharma-digital-marketing-a-new-era/#
22. “One distinguished, senior academic researcher, the kind of person who
speaks at meetings, who writes textbooks, who writes journal articles,
is worth 100,000 pharma sales reps.“
Marcia Angell, former editor in chief of the New England Journal of Medicine
Source: http://pharmamkting.blogspot.fr/2012/11/how-many-sales-reps-
is-one-key-opinion.html
24. More than 15 of the top 20 companies already equip sales reps with
iPads. iPad-generated presentations are up from 30% in 2011 to 65%
in 2012. And physicians are making it worth reps’ time. Upon the
conclusion of iPad-based sales presentations, 35% of doctors said
that they’d be more likely to request a sample and an additional
29% stated they’d be more likely to prescribe the drug presented.
http://www.cuttingedgeinfo.com/2012/mobile-health-changing-face-pharma’s-relationships-targets/
26. “Genentech has
been rethinking
its content
investment:
from creation
to curation.
It brings together
the information
people are
looking for in
one, easy to
navigate space.” http://www.gene.com/; http://www.slideshare.net/IQLab/2013-digital-trends-for-healthcare
27. Diabetapedia.com:
content curation by Sano!
“(...) to create "a single,
comprehensive place where
anyone can find and share
definitions of diabetes-related
terms and phrases." The site's
tag line is "Diabetes doesn't
define you... so define
diabetes."
http://www.diabetapedia.com/; http://pharmamkting.blogspot.be/
2012/04/sano!-launches-diabetapedia-google-for.html
28. 1.10
Content marketing:
today’s ‘next big thing’
29. Everybody’s searching for content marketing…
http://www.google.com/trends/explore#q=content%20marketing
30. No wonder
content marketing
budgets are up...
In 2010 US marketers
were already spending
26% of their budgets
on content marketing.
(www.junta42.com)
In 2012 54% of US corporations
were increasing their content
marketing budgets.
(Ann Handley (MarketingProfs), Epic Content That’s True to Your Brand AND Drives
Business: Ideas You Can Steal Delivered in 30 Minutes • #cmworld 2012)
33. Pharma brands have been
doing this - making their
audiences smarter -
for ages, by the way.
Source: http://www.astrazeneca.com/Responsibility/Sales-
and-Marketing-Practice/Medical-education
34. “Consumers are using health-
related community sites
both as a diagnostic tool,
and as a means of researching
treatments and prescription
drugs.”
http://blog.spinotech.com/
36. “Get content, get customers”
100%
of what is circulating
on social media is content
81% 70%
90% 100%
iPad-users prefer articles
54%
“undivided attention”
for customer magazine mobile internet
users consume
is inspired
by magazines
read mags
on tablets
rather than ads
61%
do search
75%
content
before purchase
92%
8%
marketers increase
of marketers say
or maintain content
marketing budgets 55%
talk about what they
content creation read in magazines
sales uplift
32%
is effective for SEO
82%
like reading relevant
content from brands
77%
of supermarket customers
brand loyalty increase
by content marketing title
25’
reading time
take positive action as a result
of reading content marketing
(Sources (all °2012!): http://www.business2community.com/marketing/traditional-marketing-vs-inbound-marketing-15-shareable-stats-0340773; Julia Hutchison, The Content Marketing Revolution, CMA, Brussels, 21st July 2012; Ann Handley
(MarketingProfs), Epic Content That’s True to Your Brand AND Drives Business: Ideas You Can Steal Delivered in 30 Minutes • #cmworld 2012; Hiroto Ebata Vice President, iMarketing Coca-↑‐Cola Japan, Leveraging Owned Media to
Manage Marketing Complexities; Tom Gerace (CEO Skyword) and Leslie Reiser (Program Director, WW Digital Marketing, IBM), Brand evolution in a search and socially driven world. How IBM reaches customers today • #cmworld 2012; Guy
Consterdine, Proof of Performance. Making the Case for Magazine Media, FIPP 2012; http://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising_Study.pdf; Sam Sebastian (Director, Gov’t & Local Markets, Google,
Inc.), Winning the Zero Moment of Truth • #cmworld 2012; http://cdn2.business2community.com/wp-content/uploads/2012/09/theAnatomyOfContentMarketingM.jpg; Association of Publishing Agencies-cijfers, UK s.d.; http://hosting.ber-
art.nl/content-marketing-infographic/; http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1; http://www.brafton.com/infographics/why-content-for-seo; http://www.newcustomerworkshop.com/5-shocking-reasons-why-
traditional-marketing-is-dead; http://www.pamorama.net/2012/03/31/inbound-marketing-vs-outbound-marketing-infographic/#)
38. • 43% of health care marketers* plan to increase
their content marketing spend over the next 12 months,
compared to 54% for all industries.
• On average, health care marketers spend 23%
of their total marketing budget on content marketing
activities, compared to 31% for all marketers.
• Brand awareness is the most popular
content marketing objective (81%).
• The biggest content marketing challenge
is producing enough content.
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
39. Healthcare content marketing usage
(by tactic)
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
40. % of healthcare marketers
using social media to
distribute content
Source: http://contentmarketinginstitute.com/2012/11/health-
care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital
marketing, pharma and medical devices companies for the most part.”
41. “Every social media strategy is at heart a content strategy”
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn
42. 3.
Cold feet
Why pharma has been “slow” and “reluctant”
43. “As compared to the other industries Pharma industry has been
slow to accept the digital platform for marketing purposes.
This may be attributable to the cautious behavior of the industry
and uncertainties about the regulatory framework which in turn
held the industry back while marketers in other domains
raced ahead.”
Source: http://brandspeak.brandcare.net/2013/02/01/pharma-digital-marketing-a-new-era/#
44. “Health care* content marketing lags two years behind. (…)
Health care is a highly-regulated industry, and fear is rampant.”
Joe Pulizzi, Content Marketing Institute Founder, November 2012
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
45. “Pharma is stil stuck in the past
when it comes to digital marketing”
Source: http://blog.spinotech.com/
46. Relunctance evidently has its reasons...
“All marketing claims about medicines
must be supported by scienti!c proof.”
Source: http://www.astrazeneca.com/Responsibility/Sales-and-Marketing-Practice/Marketing-to-healthcare-professionals
48. “Many companies in regulated industries have been
reluctant to engage in social media.”
Source: http://www.businesswire.com/news/home/20130205005676/en/P!zer-LiveWorld-Co-Sponsor-Social-Media-Week-2013
49. From: P!zer’s (alleged) "Social Media Playbook”: http://www.forums.pharma-mkting.com/showthread.php?p=54035#post54035
50. “The posts and opinions expressed on this site represent those
of individual contributors and unless clearly labeled as such do
not represent the opinions or policies of Genentech Inc.,
Roche, or Hoffmann-La Roche Ltd. This board is moderated
and reviewed.”
Disclaimer on https://www.facebook.com/Genentech/info
52. Janssen's ADHD Moms,
the !rst pharma Facebook page ever,
launched in June, 2008, was taken down,
when Facebook made it impossible to shut off http://sovipzone.blogspot.co.uk/
2011/08/pharma-facebook-pages-
being-phased-out.html
comments on Facebook pages in August 2011...
54. http://youtu.be/PgR1qc259PA
P!zer is well aware of the restrictions and the scepticism.
Ray Kerins (P!zer Worldwide Communications) puts it this way:
"We can focus on the issues, the problems, on all the critics, or we can stand
up and be a part of the conversation, and we've made that commitment.
Pfizer has been very public about the issues the industry has caused itself the
last decade or so, and the need for greater transparency. Clearly social
media rolls right into helping address those issues. As most of you know, we
can only go so far [in what we communicate], but that’s not an excuse."
60. Objectives supported by content marketing
range from recruitment to retention,
from reputation to conversion,
from leads to loyalty.
http://www.slideshare.net/juntajoe/the-state-
of-content-marketing-2013-aaf-north-dakota
61. “This Bayer
Sexy Youtube
Video is
Popular, but
Will It Help
Levitra Sales?”
http://youtu.be/ObpD9IsGXD0
http://pharmamkting.blogspot.be/
2010/08/are-pharma-marketers-
using-viral-social.html
62. Boehringer Ingelheim’s
Making More Health
Content Platform:
CSR-stories to optimize
perception and reputation?
http://www.makingmorehealth.org/
63. CML Earth by Novartis is “connecting people”
that have been diagnosed with Chronic Myelogenous Leukemia.
http://www.cmlearth.com/index.jsp?locale=en&country=US
64. “Clear objectives are detrimental
to the use of the right media,
development of the right message,
and creation of the right dialogue.
(…)
Do you have clearly de!ned content marketing goals?”
Shawn Manaher, thecontentauthority.com; http://thecontentauthority.com/blog/understanding-your-content-marketing-objectives
Traffic? SEO? Brand awareness? Recognition? Engagement?
Brand perception? Reputation? Lead generation? Lead nurturing?
Conversion? Sales? Loyalty? Retention? Thought leadership?
Influence? Customer education? …
65. 4.2 2nd condition:
claim a segment c.q. content domain
66. “Pharmaceutical companies face many stakeholders:
patients, shareholders, regulators, medical professionals,
press, potential recruits and thousands of employees
– to name but the most important.”
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn; image below: http://www.gene.com/
67. “Welcome to
thepatientoutcomesblog,
the place where health
researchers, clinical trials
specialists and healthcare
providers can find useful
information, insights and
inspiration in carrying
out high quality health-
related research.”
Source: http://thepatientoutcomesblog.wordpress.com/
The patient outcomes blog: example of a B2P*-focus
*business to professional
68. Galenos: Sanoma Finland’s
dedicated ‘woman’s magazine’
for pharmacists and staff
(8x / year)
http://www.sanomamagazines.!/yritysjulkaisut/asiakkaamme/orionpharma/
69. PKU.com
by Biomarin,
is also addressing
parents of children
diagnosed with PKU.
Source: http://www.pku.com/pku-parents/
70. ‘Living with ADHD’:
example of a ‘go-to-resource’*,
a domain successfully claimed
by Janssen-Cilag.
http://www.livingwithadhd.co.uk/videos
*(with content) for parents/carers, teachers, teenagers, health care professionals
71. ‘Living with ADHD’: http://youtu.be/HOuHRn_D_CM
mobile extension
featured on YouTube
74. In the US P!zer has also
been claiming the domain
of (US) health literacy
Source: http://www.p!zerhealthliteracy.com/
75. Bayer’s World
Contraception Day
or how to claim a cause.
http://www.bayerpharma.com/en/corporate-
responsibility/family-planning/world-contraception-
day/index.php
76. P!zer’s
‘public restroom’
iPhone app
"We launched a GPS app
that locates the nearest
toilet”, said Tali Rosin,
public affairs and policy
manager with Pfizer Israel.
(...) Pfizer's app was among
Apple App Store’s “Top 25”
most-downloaded apps.
http://pharmamkting.blogspot.be/
2012/02/p!zer-mobile-public-toilet-
app-rated.html
77. Astellas’
Get BladderFIT App
“If you have trouble controlling your
bladder movements, Get BladderFit is for
you! Learn how to do pelvic floor exercises
to improve your urinary function, and use
the bladder training diary to monitor your
progress. The app can be tailored to your
condition.”
https://itunes.apple.com/gb/app/get-bladder!t/id387682478?mt=8; http://
www.pmlive.com/digital_handbook/mobile_and_pharma/mobile_pharma_apps/
pharma_mobile_app_listing
78. A survey can help con!rm
your segment’s content needs
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
79. Apps “the public” wants*:
• help manage long-term conditions like diabetes
• help people deal with post-traumatic stress
• track and monitor things like blood pressure
• help people !nd NHS services on a map
• get practical information about keeping !t
and eating healthily
*UK’s Department of Health’s ‘Maps and Apps’ competition http://www.pmlive.com/digital_handbook/mobile_and_pharma/
mobile_pharma_apps/what_apps_does_the_public_want
84. Solutions
Useful content
3
“Merck, Bristol-Myers
Squibb/AstraZeneca
and Novo compete for
diabetes market share
using recipes rather
than product ef!cacy”
http://pharmamkting.blogspot.be/2012/01/three-
companies-compete-for-diabetes.html
88. Sano! is calling for people with diabetes
to co-star with Elizabeth Perkins
in a documentary series.
http://www.slideshare.net/IQLab/2013-digital-trends-for-healthcare
4
Collaboration
Engaging,
participative
content
90. 5 Stories
Entertaining
content
Have you tried incorporating stories of real patients
to connect with customers? Smoking-cessation drug
Chantrix has people sharing their experiences
quitting smoking.
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/
92. Conversation
Roches Diabetes Nest is a
Talk of the town,
shareable content
Twitter-based diabetes network 6
designed to help people discover
the best conversations from
the most meaningful voices. Source: http://diabetesnest.com/
93. 7
Congratulations
Rewarding content
GSK’s personal health coach: “View and download helpful information
about getting and staying healthy. (...)
CRM-platform offering Choose a health goal or goals that you
would like to see improvement in. (...)
rewarding content Track your results etc.”
http://www.healthcoach4me.com/en/index.html
94. A survey can help determine
content drivers & genres most appreciated by your segment
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
98. Boehringer Ingelheim has launched a
smartphone app that aims to assist
healthcare professionals
during consultations with COPD patients.
http://www.pmlive.com/blogs/digital_intelligence/archive/2013/january/
boehringer_launches_copd_patient_consultation_app_for_hcps
100. Genentech houses more
than 100 mobile apps
in its own app store
Paul Lanzi, the mobile
apps team manager for
Genetech/Roche, likes to
give his apps cute names,
such as "Peeps" for the
corporate personnel
directory and "Kudos"
for employee rewards.
http://www.!ercebiotechit.com/story/genentech-opens-mobile-app-playbook-tablet-fans/2013-02-25#ixzz2MfTxBniJ; http://readwrite.com/2012/08/22/how-3-big-enterprises-
are-building-their-own-internal-ipad-apps
105. A survey can help con!rm
your segment’s preferred touchpoints
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
107. Integrated marketing programs spanning of"ine, online
and mobile enable – and require – message consistency (…)
Remember the slide we started with? Paid, owned and earned
ought to be consistent as well. When earned media are e.g.
yelling “A”, it won’t help to maintain “B” on owned media etc.
(Sources: “Use of digital
media by Pharma
Managers” & “Media
usage by Physicians” by
Brandcare Medical Advt.
& Consulting Pvt. Ltd.,
http://
brandspeak.brandcare.ne
t/2013/02/01/pharma-
digital-marketing-a-
new-era/#; https://
www.mckinseyquarterly.
com/
Beyond_paid_media_Mark
etings_new_vocabulary_2
697)
108. Earned media are being monitored and managed too these days.
Cf. example of P!zer Belgium ‘feeding AV-content to ‘the press’’:
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn; http://youtu.be/-lpIzhXOkXI
111. Insourcing vs. outsourcing
of healthcare content creation
Source: http://contentmarketinginstitute.com/2012/11/
health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is
made up of hospital marketing, pharma and medical
devices companies for the most part.”
112. Roche Diagnostics’
Cobas B2B magazine
by sQills: accuracy
meets the compelling
reading experience
Source: sqills.be
114. Why is Novartis
partnering with KungFu?
• Content marketing
performance record
• Editorial expertise
and experience, incl.
extended expert board
• Strategic savoir-faire
• Quality of execution
• Flexible deadline and
budget management.
115. Solutions
Useful content
3
Bonus reason
to partner
with a great
publisher?
Case: MetaRelax
delivering content
“that makes its
customers smarter”
via Sanoma’s
digital platform.
http://www.femmesdaujourdhui.be/sante-et-
psychologie/227105/7-personnes-sur-10-sont-en-
manque-de-magnesium