The aim of this presentation is to help Digital Marketing managers to implement an efficient e-marketing strategy in the particular and constrained environment of the pharmaceutical industry. This presentation can also be a good opportunity for Operational Marketing professionals jammed with the traditional 4p to realise that implementing a 360° marketing strategy is not only aligning Web and Marketing (or vice versa).
I took the opportunity of the success of my previous release to enhance and complete some slides in this V2.0. You will discover how a Biopharmaceutical company (Celgene) has taken a good start after my advises in 2010 and how they have implemented an e-marketing strategy with the evolution of their Internet portals and their connections to medical portals.
It seems to me that you can significantly improve your knowledge of e-marketing tactics with free tools in order to audit and monitor your consumer’s behaviours in the digital space by reading my other presentation: Digital Marketing Management.
How Many Types of Marketing Strategies in Pharma Sector? - Ambit Bio Medixambitbiomedix12
If you are looking to many types of Marketing Strategies in Pharma Sector then Ambit Bio Medix is one of best top 10 pharma franchise companies at the best price. Here are the Many Types of Marketing Strategies in Pharma Sector.
It is all about the Digital and Social Media in Pharma industry with special reference to India. In this described physicians preference with the key digital indicator of India. In this also given the list of top 10 companies in Indian pharma sector. At the end, Case-study of Pfizer is also described...
How Many Types of Marketing Strategies in Pharma Sector? - Ambit Bio Medixambitbiomedix12
If you are looking to many types of Marketing Strategies in Pharma Sector then Ambit Bio Medix is one of best top 10 pharma franchise companies at the best price. Here are the Many Types of Marketing Strategies in Pharma Sector.
It is all about the Digital and Social Media in Pharma industry with special reference to India. In this described physicians preference with the key digital indicator of India. In this also given the list of top 10 companies in Indian pharma sector. At the end, Case-study of Pfizer is also described...
Role of Medical Representative | PharmaaddaAditiMehra14
Know what is the Role of Medical Sale Representative from this article. If you are looking for more information regarding the Role of Medical representative then visit http://www.pharmaadda.in/role-of-medical-representative
A clear differentiation between Qualitative and Quantitative Market Research explaining their pros and cons and their methodology to achieve desired results in marketing research. It is the modern technique used by most marketing firms in the business world.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Unit 1 Chp 2 Motivation and prescribing habites.pptxRoshanKumarDubey2
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding
preferred communications channels, pharmaceuticals
companies can create more engaging and fruitful digital
relationships with healthcare professionals.
Role of Medical Representative | PharmaaddaAditiMehra14
Know what is the Role of Medical Sale Representative from this article. If you are looking for more information regarding the Role of Medical representative then visit http://www.pharmaadda.in/role-of-medical-representative
A clear differentiation between Qualitative and Quantitative Market Research explaining their pros and cons and their methodology to achieve desired results in marketing research. It is the modern technique used by most marketing firms in the business world.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Unit 1 Chp 2 Motivation and prescribing habites.pptxRoshanKumarDubey2
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding
preferred communications channels, pharmaceuticals
companies can create more engaging and fruitful digital
relationships with healthcare professionals.
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.
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding preferred communications channels, pharmaceuticals companies can create more engaging and fruitful digital relationships with healthcare professionals.
Just I need 2 pages and you can make a summary of the answer that i .docxssuser47f0be
Just I need 2 pages and you can make a summary of the answer that i but it
What role has technology played in the evolution of marketing in healthcare? To what extent has the Internet changed the way markets are organized?
These approaches allowed the provider not only to micromanage the marketing effort but also to customize the approach for specific target audiences. The ability to cross-sell, up-sell, and induce repeat sales offered a significant advantage over standard advertising approaches. These approaches also ensured ongoing communication with customers and prospective customers and kept customers involved with the organization.
The most recent stage in the evolution of marketing on the part of provider organizations is Internet marketing. This development in itself reflects a number of stages. While initially serving an information-and-referral function, provider-sponsored web sites have evolved beyond an inventory of services to offer a range of interactive functions that encourage two-way communication between the provider and its customers. Not only does the Internet serve as a mechanism for attracting attention to the provider, but it also offers a means of keeping customers engaged once they become a part of the system.
The rise in healthcare media and the interactive technology of the Internet com- bined to create an informed consumer who was more empowered with infor- mation than at any other time in human history.
Despite their presumed scientific orientation and interest in advancing their practices, many physicians are reluctant to even consider new technology. Physicians tend to be risk-averse in this regard and resistant to anything that requires a change in practice operations. Because they already feel sensory overload, the thought of a major new initiative is overwhelming for most of them. Furthermore, a surprising number of physicians, especially older ones, suffer from computer phobia. They did not grow up with computers; even if they concede the potential, they are aware of horror stories from other practices that had negative experiences with IT.
Physicians also typically take a hands-on approach to their patients—that is, they want to have their medical records in hand when addressing patient needs. The thought of interjecting a computer between doctor and patient is alien to many of them. There are also concerns over the confidentiality of electronic patient records; these concerns have only been heightened by recent enactment of HIPAA (Health Insurance Portability and Accountability Act) regulations. Physicians are also put off by the cost of IT, especially when they virtually never budget any funds for such expenditures. Even though most technology purchases could be financed on reasonable terms, the sticker shock experienced by physicians deters many from thoughtful pursuit of possible solutions.
Physicians also serve as customers for a variety of organizations providing support services, including billin ...
Digital trends in marketing data and analytics webinar december 12 2017GreenRope
A research study conducted by Q2 Insights in early 2017 with Marketing Leaders (Chief Marketing Officers and Vice Presidents of Marketing) revealed a number of trends in marketing. The one that is top-of-mind for most marketing leaders is digital marketing. During this webinar, Kirsty Nunez will talk about digital trends in marketing, data and analytics based on interviews with marketing executives from companies such as HP, IBM, Qualcomm, WD-40, and Jack in the Box.
Digital marketing trends that will be covered in this webinar include:
· Mapping and analyzing every touchpoint in the customer’s digital journey to create clear and concise content tailored to both the online and mobile user
· Connecting digital customer journey touchpoints with in-person experiences (e.g., online ordering with same day in-store pick-up or making reservations online)
· Being customer focused with an emphasis on responding to customer need states
· Using micro targeting for digital communications
· Personalizing digital content to give brands a more human feel
· Engaging in cutting edge digital initiatives such as cognitive intelligence/artificial Intelligence to further humanize the digital experience.
· Working to engage customers on an emotional level, avoiding the hard sell
The increase in digital marketing is fueling a trend around data-driven decision making. This webinar will also cover digital data and analytics topics including:
Usage tracking
Behavior analysis
Real-time dashboard reporting
Programmatic media
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.
The Physician Value Index: A Framework for Optimizing Marketing Performance ...Medikly
There have never been more ways to reach HCPs, yet it’s never been so challenging to effectively engage them. HCPs now choose when, where, how, and if they interact with pharmaceutical companies.
This white paper proposes a new model, the Physician Value IndexTM, which integrates four key aspects of how a physician interacts with a pharmaceutical brand—presence, participation, influence, and sentiment.
Reading this white paper will show you how to:
Incorporate this new capability model
Better measure marketing performance
Drive business value
Justify spend through real-time, data-based insights
Mastering Digital Marketing Structure and Strategy: Transforming Multi-Channe...Best Practices
Wonder where we got the idea for our 2013 Digital Marketing Consortium? Our partners in this study love the results but want more.
Digital Marketing technologies are transforming the commercial marketplace -- challenging companies to develop new marketing skills that employ a broad range of new tools and techniques. When managed well, Digital Marketing technologies can be tremendously effective. When managed poorly, they can damage customer goodwill and create unnecessary expense.
Best Practices, LLC conducted this study to explore key trends, success factors, and lessons learned for structuring Digital Marketing groups. The study also distills winning strategies for Digital Marketing activity management, staffing, and budget allocation to help executives manage their service costs and better serve their business units and their products.
Digital Marketing for Pharma provides a number of significant ways to engage and handle prospective consumers and customers due to their unrivalled cost-effectiveness.
Healthcare Marketing Executives: Are You Ready for the Future?Karen Corrigan
In the healthcare industry, powerful demographic, economic, societal, technology and legislative forces are converging to change the underlying basis for competition. For health systems, new economic models, disruptive technologies and transformation of care delivery systems are front and center – challenging marketing executives to better understand and anticipate the impact of this change.
The Transformative Role of Information Technology in Marketing.pdfCIOWomenMagazine
This article explores the profound Role of Information Technology in Marketing, highlighting key trends and innovations that have reshaped the way businesses connect with their target audiences.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
Anti ulcer drugs and their Advance pharmacology ||
Anti-ulcer drugs are medications used to prevent and treat ulcers in the stomach and upper part of the small intestine (duodenal ulcers). These ulcers are often caused by an imbalance between stomach acid and the mucosal lining, which protects the stomach lining.
||Scope: Overview of various classes of anti-ulcer drugs, their mechanisms of action, indications, side effects, and clinical considerations.
Prix Galien International 2024 Forum ProgramLevi Shapiro
June 20, 2024, Prix Galien International and Jerusalem Ethics Forum in ROME. Detailed agenda including panels:
- ADVANCES IN CARDIOLOGY: A NEW PARADIGM IS COMING
- WOMEN’S HEALTH: FERTILITY PRESERVATION
- WHAT’S NEW IN THE TREATMENT OF INFECTIOUS,
ONCOLOGICAL AND INFLAMMATORY SKIN DISEASES?
- ARTIFICIAL INTELLIGENCE AND ETHICS
- GENE THERAPY
- BEYOND BORDERS: GLOBAL INITIATIVES FOR DEMOCRATIZING LIFE SCIENCE TECHNOLOGIES AND PROMOTING ACCESS TO HEALTHCARE
- ETHICAL CHALLENGES IN LIFE SCIENCES
- Prix Galien International Awards Ceremony
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
Lung Cancer: Artificial Intelligence, Synergetics, Complex System Analysis, S...Oleg Kshivets
RESULTS: Overall life span (LS) was 2252.1±1742.5 days and cumulative 5-year survival (5YS) reached 73.2%, 10 years – 64.8%, 20 years – 42.5%. 513 LCP lived more than 5 years (LS=3124.6±1525.6 days), 148 LCP – more than 10 years (LS=5054.4±1504.1 days).199 LCP died because of LC (LS=562.7±374.5 days). 5YS of LCP after bi/lobectomies was significantly superior in comparison with LCP after pneumonectomies (78.1% vs.63.7%, P=0.00001 by log-rank test). AT significantly improved 5YS (66.3% vs. 34.8%) (P=0.00000 by log-rank test) only for LCP with N1-2. Cox modeling displayed that 5YS of LCP significantly depended on: phase transition (PT) early-invasive LC in terms of synergetics, PT N0—N12, cell ratio factors (ratio between cancer cells- CC and blood cells subpopulations), G1-3, histology, glucose, AT, blood cell circuit, prothrombin index, heparin tolerance, recalcification time (P=0.000-0.038). Neural networks, genetic algorithm selection and bootstrap simulation revealed relationships between 5YS and PT early-invasive LC (rank=1), PT N0—N12 (rank=2), thrombocytes/CC (3), erythrocytes/CC (4), eosinophils/CC (5), healthy cells/CC (6), lymphocytes/CC (7), segmented neutrophils/CC (8), stick neutrophils/CC (9), monocytes/CC (10); leucocytes/CC (11). Correct prediction of 5YS was 100% by neural networks computing (area under ROC curve=1.0; error=0.0).
CONCLUSIONS: 5YS of LCP after radical procedures significantly depended on: 1) PT early-invasive cancer; 2) PT N0--N12; 3) cell ratio factors; 4) blood cell circuit; 5) biochemical factors; 6) hemostasis system; 7) AT; 8) LC characteristics; 9) LC cell dynamics; 10) surgery type: lobectomy/pneumonectomy; 11) anthropometric data. Optimal diagnosis and treatment strategies for LC are: 1) screening and early detection of LC; 2) availability of experienced thoracic surgeons because of complexity of radical procedures; 3) aggressive en block surgery and adequate lymph node dissection for completeness; 4) precise prediction; 5) adjuvant chemoimmunoradiotherapy for LCP with unfavorable prognosis.
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
Report Back from SGO 2024: What’s the Latest in Cervical Cancer?bkling
Are you curious about what’s new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Women’s Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
These lecture slides, by Dr Sidra Arshad, offer a quick overview of physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar leads (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
2. Introduction
“Social networking is one of the hottest new marketing topics both within and beyond
pharma over the next few years, the biggest external impact will be seen on pharma's
interactions with patients, followed closely by the influence on the industry's online
relationship with doctors.
Social media also is poised to drive significant change internally in pharmaceutical organizations
as they strive for productivity and efficiency gains.”
Len Starnes, head of global digital sales and marketing for Schering-Plough
"Healthcare has underutilized e-mail compared to most other industries, actually the number of
people opting in to receive this kind of communication has doubled over the past couple of
years. On the physician side, most companies are not emailing physicians and it's probably one
of the biggest missed opportunities we see.
Most physicians are completely willing to get emails from pharma companies, but pharma hasn't
recognized that yet and simply isn't doing it.”
Mark Bard, president of Manhattan Research (Healthcare Market Research Firm).
2
3. Executive Summary
Most corporate executives are convinced by now that the scale and pervasiveness of
today’s technological change require a fundamental review of business strategy.
Technologies through the Internet are creating opportunities to rethink business models,
processes and relationships of unprecedented levels with customers and prescribers.
e.g. On-line marketing activities of hospitals include components such as discussion groups,
research, communications with doctors and patients, newsletters, referrals, intranet, disease
management, health education, physician directory, recruiting, e-mail, and website.
While all these are essential, 95.7% of marketers who report using on-line marketing
strategies have websites as their primary basis for marketing.
Interestingly, most healthcare organizations use websites primarily for promotion and
recruiting purposes.
Some are adding more creative functions such as interactivity between doctors and patients,
and sites that link physicians to clinical data repositories.
Even though there are many cost effective ways to incorporate some of these options, most
are rather expensive but they also point to the very essence of e-marketing in any business.
3
5. e-
Definition of e-Marketing
What does Internet marketing refer to?
Internet marketing, also referred to as digital-marketing, web-
marketing, online-marketing or e-Marketing, is the marketing of
products or services over the Internet.
e-marketing includes marketing done via e-mail and wireless media.
e-marketing refers also to management of digital customer data and
electronic customer relationship management (e-CRM) systems are also
often grouped together under internet marketing.
e-marketing also refers to the placement of media along many
different stages of the customer engagement cycle through search
engine marketing (SEM), search engine optimization (SEO)
e-marketing finally includes marketing done via banner ads on specific
websites, and Web 2.0 strategies.
5
6. e-
Definition of Pharmaceutical e-Marketing
Pharmaceutical e-Marketing
It is in reality not a single concept and could be divided into three categories:
End user (including doctors and hospitals): This is actually something
which is mostly based on providing reports, scientific data, etc. to the
specialists in order to start the promotion of a new drug. A type of the e-
Marketing strategy used nowadays is new media
Bulk drugs: This sector is not visible to the end users and mostly
involves established drugs like antibiotics, antipyretic, etc. The
competition is getting tougher but is mostly left outside the scope of the
e-Marketing. Type of the e-Marketing used – anything from a catalogue
on the web to the chemical portals.
API (Active Pharmaceutical Ingredients): New and probably the most
exciting area of pharma e-Marketing. APIs are pure B2B as they are
distributed between the pharma companies only. There are very few
specialists in this area but due to tremendous progress made in this field
in countries like India and China the industry is about to gain serious
momentum. Type of the e-Marketing used – highly individual, depends on
the skills of the specialist involved.
6
8. Causes of increasing use of e-Marketing
e-
As the Internet gains more significance in different aspects of our lives,
the world of healthcare bounds to have its share of the Internet use
gradually.
As more healthcare facilities erect gates between physicians and pharma
sales representatives, industry has turned to other promotional methods
and is increasing use of e-Marketing
Electronic detailing and online events let doctors check out drug
information when and where they choose, rather than having to meet
with a live representative during office hours
e-marketing can be carefully controlled; an electronic sales pitch can't
choose to go off-label
Faced with an increasingly difficult operating environment, pharmaceutical
companies are seeking ways to establish close and sustainable
relationships with customers.
8
9. Some immediate and visible Effects
Overall drug industry spending on e-marketing was up 7 percent for the first 11
months of last year to $477 million*
Pfizer Inc. had spent $27 million on e-marketing efforts through the first 11 months of
the year, compared with $14 million for the same period a year previously*
Merck & Co. still leads the field by a wide margin, on a pace to spend about $68
million on an annual basis*
Pfizer cut back on traditionally higher-costing promotions for such medications as
cholesterol-fighter Lipitor ($2 million, down $200,000) and pain treatment Lyrica ($2.8
million, down $1 million).
Source: Trade publication Medical Media & Marketing
9
12. e-Marketing Opportunities
Internet is now a significant source of health information and connectivity between
providers, prescribers and payers
We attend at the transformation of traditional 4Ps Operational Marketing to e-
Marketing
The interest in e-health as a channel for the marketing of health-related products and
services increases every day.
New social networking tools and social networking communities have made it easier
to reach and bring together individuals who are interested in a specific disease or
medical treatment
From social networking tools and advanced physician portals to streaming video and
closed loop strategies, the opportunities to open new communication channels with
patients, physicians and KOL are limited only by a marketer's imagination and
determination.
12
13. e-Marketing Opportunities
Social networking
It encompasses a range of network sites that allow users to interact and share data.
This computer-mediated communication has become very popular with social sites
like MySpace, Facebook and Bebo, media sites like Flickr and YouTube or Dailymotion
Top 50 most mentioned words in conversations surrounding “PHARMACEUTICAL”
13
17. e-Marketing Opportunities
Social networking
Pharmaceutical companies have begun to use social network analysis to uncover Key
Opinion Leaders or thought leaders
It does not introduce respondent biasness, which is commonly found in primary
research
It can identify and map out the entire scientific community for a disease state
It has greater compliance with state and federal regulations; because physician
prescribing patterns are not used to create the social network
17
19. e-Marketing Opportunities
Medical portals
More and more patients demand to know and expect up-to-date information on their
condition and treatment, as well as alternative treatment options.
The access to information via the Internet means that information on a US website
can be read by a European patient and may include information on a branded
medicine. As we are in an age of global communication, the time is right to
reconsider the regulatory environment for DTCC in Europe
Attractive avenues for e-pharmaceutical marketing in Europe include the application
of e-health in disease management, to promote compliance and in patient advocacy
to increase pressure for the regulatory approval of innovative therapies.
The foundation of sustainable success in the application of e-health for
pharmaceutical marketing lies the combination of strategic alliances and
technological innovation
19
20. e-Marketing Opportunities
Advanced physician portals
By bridging the gap between physicians and the home care agency, physician portals
are quickly becoming an easy-to-use and cost effective solution to send document
electronically. This concept benefits both parties in a number of ways.
Agencies benefit because it reduces overhead and provides a way to manage
documentation sent to the physician.
Physicians benefit because they can streamline the process for signing orders, create
a more efficient office, and capture the information needed to bill for Care Plan
Oversight.
There are two primary types of portals on the market today
Software-dependent physician portals are specific to a home care agency's
software. These portals lack flexibility at the physician level and can only work with
one agency at a time.
Independent physician portals are not specific to home health software. These
portals provide flexibility to physicians and have the ability to work with multiple
agencies at a time.
As a leader in the Home Care and Hospice industries, HEALTHCAREfirst has
developed and launched firstCPO, its own independent physician portal earlier this
year.
20
21. e-Marketing Opportunities
Streaming Video
Streaming video allows computer users to begin viewing video clips stored on servers
without downloading the entire file.After a short period to initialize and buffer the
file, it begins to “stream,” or play, in real time.
Pharmaceutical companies could consider Streaming Video opportunity within three
main domains:
1. Scientific information on specific disease
2. Information on advantages and effects of specific treatments
3. Hybrid meeting
Hybrid meetings are events that contain both live and virtual components combined.
They are also great opportunities and are one of the hottest trends in meeting
planning.
Live Webcasts using streaming video of the conference would allow event sponsors
and hosting organizations to widen their meeting exposure to include those who
follow the conference online
21
23. e-Marketing Opportunities
Medical portals
A critical review of evolution of e-health in Europe, focusing on the strategic
implications of the differences (and similarities) between the European and US e-
health environments can assist us in better discerning emerging trends and distinct
commercial opportunities at the interface between the pharmaceutical industry and
e-health.
The European e-health space differs substantially from that of the US,
National health insurance, social factors, consumer and provider characteristics and
regulatory barriers force us to rethink the prevailing health portal and connectivity
approach to e-health.
Restrictions on direct-to-consumer advertising of prescription drugs: regulatory
authorities in Europe, as well as the European Commission, are reacting with
conservative caution to the DTCC debate
Limited opportunities for private sector connectivity solutions seem to limit the
successful application of e-health as a pharmaceutical marketing tool in Europe.
23
25. e-Marketing Opportunities
Search Engine Optimization (SEO)
SEO is something unique to the Internet environment:
47% of Web users said that the most common way they find products or information
is through search engines.
The top 10 results to a search query get 78% more traffic than subsequent listings,
many firms use SEO to be sure their site is high on the list.
1. Register with the top and niche search engines for their industry. Although
search engine robots are constantly looking for new Web pages, registration
accelerates the process.
2. Use key words that describe their sites in hidden HTML tags located by search
engines (Meta tags).
3. Craft the text and titles on their pages to reflect these topic areas, including
different spellings of key words that users might type into the search engine.
Many search engines charge a slotting fee for top positions, 13% said they pay for
the links or clicks-through
To stay high on the listing of search results, SEO strategies change almost daily.
25
26. e-Marketing Opportunities
E-Detailing
European market is still in an early stage of development and adoption. In fact, only
15% of European physicians have participated in an electronic detailing program
today, a number that has remained statistically stagnant year over year.
That said, the electronic detailing market in Europe does have a few companies
acting as active players – with Pfizer and GlaxoSmithKline (GSK) driving the majority
of market share today.
Although the sales force initially looked at e-detailing with skepticism, wondering if
online promotion would render the traditional sales call obsolete, most reps are
actually seeing the opposite effect:
1. e-detail actually increases the overall time spent with the rep. The office visit
takes on a new life in the context of a growing array of clinical information
sources – online and offline.
2. physicians participating in e-detailing are more likely to report they spend
more time with a rep as a result of an e-detail, as opposed to taking away time
from the rep as a result.
Ahead-of-the-curve companies across Europe are capitalising on e-detailing as a low-
cost opportunity to increase physician engagement and improve the overall sales call
quality.
26
28. e-Marketing Strategies
Implementing a Web 2.0 e-Marketing Strategy
Examine stakeholder and customer
behaviour within the digital space
Improve relationship marketing by
moving beyond individual channels
Engage with mobile, social media
and optimized web coverage
28
29. Discover
Discover Consumer behaviour within the digital space
The aim of the audit is to capture the unique drivers of the brand around its
functional, rational, emotional and social attributes to determine what matters most to
current and potential consumers.
29
30. e-Marketing Strategies
Rational Approach Emotional Approach
High Involvement
Sport Car
Life Insurance
Jewellery
Family Car
Auto Insurance
Contact Lenses
Perfume
Washing Machine
Sunglasses
Informative Affective
Engine Oil
ToothPaste
Swatch Watch
Sun Lotion
Low Involvement
New Year
Greetings Card
Shampoo
Pizza
Ketchup Disposal Razor
Beers
Sodas
Routine Hedonism
30
31. e-Marketing Strategies
Effects of Web 2.0 on Consumer’s decision making process
Understanding the sources of customer value and the motives of consumers to
use these applications are the first steps to this direction.
Web 2.0 applications are becoming increasingly popular due to the advantages
they offer to users (transparency, referrals, contacts with other users, etc) and
their effect on customer power.
Interaction with peers triggers new customer needs and alter buying attitudes.
Customer preferences and decisions are increasingly based on inputs provided
by parties beyond the control of online marketers:
1. peer reviews,
2. referrals,
3. blogs, tagging,
4. social networks,
5. online forums,
6. user-generated content
31
32. e-Marketing Strategies
Effects of Web 2.0 on Consumer’s decision making process
As a result, the internet, and particularly the Web 2.0 as a new marketplace
component, further complicates the time-honoured ‘textbook’ buying behaviour
process described in the Inputs, Processing, Response model
where the elements A and B represent the traditional influencers of the consumer
behaviour: these are the conventional marketing influences (A) and the
uncontrollable personal influencers (B).
Notes:
A and B: Factors affecting the
buying decision-making process in
traditional shopping environments.
A, B and C: Factors affecting the
buying decision-making process in
an internet (Web 1.0)-mediated
environment.
A, B, C and D: Factors affecting
the buying decision-making
process in an internet (Web 2.0)-
mediated environment
32
33. Create
Develop insight-rich brand and communication strategies. Business-building, culturally-
relevant and media-agnostic ideas are the hallmarks of our work, recognizing that in
today’s world, consumers play a vital role in the dialogue.
With piercing truths and illuminating insights, Brand Enlightenment fuels the creative
brief, providing the spark in our expression of the brand.
33
34. Engage
Transmedia Storytelling
The right messages are crafted to the right audience at the right time. Like a vintner
blending the perfect Cabernet Sauvignon, this requires artistic creativity in both
messaging and media engagement.
34
35. e-Marketing Strategies
Consumer Involvement Model
Foote-Cone-Belding Model (“think, feel, do”)
Model suggests that consumers:
• Become aware of and learn about a new product (think): steps are
awareness and knowledge,
• Develop a positive or negative attitude about it (feel): steps are liking and
preference,
• Move to purchasing it (do).
High-involvement product decisions (high financial, emotional, or social risk):
• Consumers spend time gathering information and considering alternatives
prior to buying such products.
Low-involvement decisions: consumers just hear about a product, give it a try, and
then decide if they like it.
To build brands and inform customers:
• A firm operates at the cognitive & attitude levels of the hierarchy of effects,
• Uses information publishing, Web advertising, e-mail campaigns, and other
promotional techniques.
35
40. e-Marketing Strategies
Closed Loop Strategies
Another hot topic in pharma e-marketing is closed loop marketing. The main
objective is to avoid to leave customer communication gap open.
Segmentation is giving way to "particle" marketing, which is dealing with individuals
rather than segments.
Traditional Pharma Marketing and Segmentation
New Particle Pharma Marketing based on Social Networks
To gather and continuously refine segmentation approach and ways to contact
individual customers- It is closed loop.
40
41. e-Marketing Strategies
Closed Loop Strategies
Consumers are becoming more aware:
According to a recent Forrester report, "one in five consumers are using Social
computing as the single means of obtaining knowledge about their health conditions.”
Particle Marketing is the only way to fill the consumer communication gap, it is closed
loop - where you end up with as many segments as individuals
Segmentation Building customer Integration Monitor
communities Pull Strategy, Videos
Web Site, blogs, chat
Accurately define target Chat rooms, Blogs, on specific disease, on
frequenting
audience provide accurate and treatments, on scientific
reliable information, progresses, Viral
Streaming Video campaign
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42. e-Marketing Propositions
The evolution of communications requires a new approach to reputation
measurement
Social
Media Web Government
Buzz 2.0
Podcasting
Operations Media Folksonomy Relations
Relations Wireless
Grassroots Blogs
Promotions outreach
Tagging RSS
YouTube
Press
releases IR Wikipedia
Pitching Online outreach
reporters Search
Management Engines
and Strategy Third party
Finance
outreach
Public Affairs Metaverses
Flick
Branding r
Special Viral
Events Content marketing
Employee
Optimization
Communications
MySpace Facebook
Syndication
Brand Advergaming Social
Networking
Management Consumer-
generated Content
Citizen
Journalism
Recruitment,
Retention
Customer Loyalty
42
44. e-Marketing Propositions
Who are you targeting !
Which social media sites do they spend time on?
How do they participate, if at all?
Consideration
Behaviours
Preferences
Methods of publishing or sharing
44
45. e-Marketing Propositions
What are your goals?
Connect with customers
Gain customer insight
Educate
Build though leadership
Gain more coverage
Promote product or services
Augment SEO program
45
46. e-Marketing Propositions
What is your strategy?
Content:
Mix of research results and user generated content
Interaction:
Consumers expect it,
KOL or your experts can provide answers to customers or
visitors’ questions
Sharing:
Must be easy and user friendly
46
47. e-Marketing Propositions
What will be your tatics?
What technology wil you implement?
Blog(s)
Social Network
Wiki
Forums
Reviews
Microblogging
Video, podcast
Virtual worlds
47
48. e-Marketing Propositions
What will you measure and report?
Social Media is less about ROI and more about influence
What metrics are the best indications of success according to your
audience, objectives, strategy and tactics?
It is all about the data, behavioural data, transaction data and social
data
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49. e-Marketing Propositions
Social Networking: Close the loop !
Basic information that will help to clearly explain Product Lifecycle allows the
firm to improve trust, transparency…
49
50. e-Marketing Propositions
Social Networking: Close the loop !
Communication and articles about specific desease allows the experts or the
Key Opinion Leaders to close the loop for the firm.
50
51. e-Marketing Propositions
Social Networking: Close the loop !
Questions/Answers about specific desease allows the scientists of the company
to close the loop.
51
52. e-Marketing Propositions
Social Networking: Close the loop !
Videos about specific desease allows also the scientists or the KOL of the
company to close the loop.
The interest is clearly
identified here
52
53. e-Marketing Propositions
Social Networking: Close the loop !
Forum concerning specific desease allows patients or practitioners to exchange
experiences, advices, information.
53
55. Potential solutions
1. SMO: Social Media Optimisation solutions:
Several companies are now providing specialized tools and platform for social media
marketing. Tools can be used for a variety of different things such as:
Social Media Monitoring
1. Social Aggregation
2. Social Book Marking and Tagging
3. Social Analytics and Reporting
4. Automation
5. Social Media
6. Blog Marketing
7. Validation
Some popular tools include:
1. Sysomos - Social media monitoring and analytics provider
2. Hubspot - Inbound social media market
3. Klout - Monitoring and analytics
4. Twtbuck- Social network advertising
55
56. Potential solutions
2. SEO: Search Engine Optimisation:
SEO is something unique to the Internet environment, 47% of Web users said that the
most common way they find products or information is through search engines.
The top 10 results to a search query get 78% more traffic than subsequent listings, many
firms use SEO to be sure their site is high on the list.
1. Register with the top and niche search engines for their industry. Although search engine robots
are constantly looking for new Web pages, registration accelerates the process.
2. Use key words that describe their sites in hidden HTML tags located by search engines (Meta
tags).
3. Craft the text and titles on their pages to reflect these topic areas, including different spellings of
key words that users might type into the search engine.
Many search engines charge a slotting fee for top positions, 13% said they pay for the links
or clicks-through
To stay high on the listing of search results, SEO strategies change almost daily.
56
57. Potential solutions
2. SEO: Search Engine Optimisation:
Method Percent
Changing meta-tags 61%
Changing page titles 44%
Reciprocal linking 32%
Purchasing multiple domain names 28%
Multiple home pages (doorways) 21%
Hiding keywords in background 18%
Paid links/ pay per click 13%
None of the above 13%
57
58. Potential solutions
3. Link Building Tools
Link building is one of the most important and most time consuming aspects of
search engine optimization. There are a few free tools which will help you check your
current links and help build your linking campaigns.
Most link building software programs create automated search queries which are
against the TOS for most major search engines.
Top Free Link Building Tools
1. Xenu Link Slueth - Free download checks your site for broken links and can help you build a
sitemap.
2. Linktree - Topical hub finder which allows you to compare the backlinks of multiple
competitors. Pages which are linking into many different competitor websites may be a great place
to acquire links from.
3. Prog - Tool searches Google and provides PageRank of each search result. Sorting backlinks
while viewing 100 results per page makes it easy to see who your competitors most important
links are and whether or not they are renting links.
58
59. Potential solutions
4. Back end tools (including Web analytic tools and HTML validators):
Web analytic tools can help you to understand what is happening to your website
and measure your website's success. They range from simple traffic counters to
tools that work with log files and to more sophisticated tools that are based on page
tagging (putting JavaScript or an image on a page to track actions). These tools can
deliver conversion-related information.
1. Log file analyzing tool: WebTrends by NetiQ
2. Tag-based analytic programs WebSideStory's Hitbox
3. Transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of
websites, highlighting potential problems and many usability issues ensure your
website meets W3C code standards.
59
60. Potential solutions
5. Social Media:
Now that customers have unlimited options when it comes to how and where they
communicate with your brand, it is more important than ever to be able to understand the
meaning behind every data source, from your corporate website to external sources like
social media.
Customers are now in control of how they communicate with or about your business on
Twitter, Facebook, and YouTube; on mobile devices; and via email, activity on your
website, and conversations with your call centre.
.
60
62. Potential solutions
6. Streaming Video
Streaming video allows computer users to begin viewing video clips stored on servers
without downloading the entire file. After a short period to initialize and buffer the file, it
begins to “stream,” or play, in real time.
Pharmaceutical companies could consider Streaming Video opportunity within three
main domains:
1. Scientific information on specific protections or molecules
2. Information on advantages and effects of specific protections
3. Hybrid meeting
Hybrid meetings are events that contain both live and virtual components combined.
They are also great opportunities and are one of the hottest trends in meeting
planning.
Live Webcasts using streaming video of the conference would allow event sponsors
and hosting organizations to widen their meeting exposure to include those who follow
the conference online
62
69. Web 2.0 categories
Categories of Web 2.0, we propose a basic classification based on application types
divided into five main categories:
1. Blogs: Short for Web logs: online journals, the most known and fastest-growing category
of Web 2.0 applications. Blogs are often combined with Podcasts, that is, digital audio or
video that can be streamed or downloaded to portable devices. Examples:
http://gizmodo.com, http://www.boingboing.net, http://www.huffingtonpost.com
2. Social networks: applications allowing users to build personal websites accessible to
other users for exchange of personal content and communication. Examples:
http://www.myspace.com, http://www.facebook.com, www.hyves.nl,
http://www.ning.com/
3. (Content) Communities: Websites organising and sharing particular types of content.
Examples are applications of Video sharing: http://video.google.com, www.youtube.com,
http://etsylove.ning.com, Photos sharing: http://www.flickr.com, Social Bookmarking
www.digg.com, http://del.icio.us and publicly edited Encyclopedias www.wikipedia.org,
http://en.citizendium.org/wiki/Main_Page
4. Forums/bulleting boards: sites for exchanging ideas and information usually around
special interests Examples: www.epinions.com, www.personaldemocracy.com,
http://www.python.org.
5. Content aggregators: applications allowing users to fully customise the web content they
wish to access. These sites make use of a technique known as Real Simple Syndication
or Rich Site Summary (RSS). Examples http://uk.my.yahoo.com/,
http://www.google.com/ig, http://www.netvibes.com/
69