These days, pharma marketers have bots on the brain. And not the cute ones we’ll be handing out next week at DPE. The invisible ones that crawl medical websites in droves, eating up your digital advertising budget without converting HCPs to prescribers.
Now that we’re fully immersed in Q3 -- as hard as that is to believe -- it’s an appropriate time to look at some of the compelling digital marketing opportunities ahead. Here’s a quick glimpse at three topics that really prepare us for what is to come in the digital sphere.
Digital Pharma East kicks off next week with a focus on “Aligning Disruptive Innovation, Digital Health, Commercial and Customer Strategy.” That’s an ambitious goal, but one many pharma marketers face every day. To help bring it within reach, I’d recommend making time for these sessions while you’re in Philadelphia:
Co-hosts of the Hospital Marketing National Podcast, Scott Ehrlich, president and chief operating officer at DTC Perspectives*, and Patrick Bender, DTC’s manager of hospital sales and business development, recently sat down with DMD CCO Chris Lee to discuss DMD’s leadership in healthcare digital marketing.
Olivier Chateau’s vision and desire for innovation is a driving force behind Health Union platforms, services and solutions. During his 10 years in pharmaceutical marketing, Olivier gained experience in consumer marketing, insight creation, digital technology, and analytics, which he leverages along with extensive commercial knowledge of the healthcare market to develop unique opportunities that connect patients, professionals and industry partners to improve health decisions. Olivier’s passion and enthusiasm for Health Union is contagious, inspiring others to think bigger, to be more creative, to do what hasn’t been done.
There’s been a clear transition from the previously-preferred direct mail marketing to digital efforts, particularly with hospitals and health systems. If there’s one thing we’ve learned, docs love email. And why shouldn’t they? With those hectic schedules, it’s far easier to click a quick email than weed through a stack of brochures.
Everyone likes a good deal. And why not? Getting more for your dollar today leaves a little extra for tomorrow.
This is true whether you’re taking advantage of 2-for-1 Frappuccinos at Starbucks or looking for the most effective ways to spend your 2018 pharma marketing budget. Though you may need to rack up rewards points to get a coffee bargain, you can implement the following digital marketing strategies right away.
Vinyl is making a comeback in the music industry.
This theme of "going old school" is nothing more than another passing trend. Some prefer the spin of vinyl on a turntable, others embrace the ease of a downloadable, digital mp3 file. The buyer's personal preference is the final decision.
Earlier this year, we conducted a Customer Engagement Survey to learn how our email marketing clients rate DMD’s products and services.
We couldn’t have been happier with the results:
Every year the AHA’s Society for Healthcare Strategy & Market Development (SHSMD) gathers together professionals in healthcare marketing, public relations and communications, and strategic planning to share expertise on the rapidly evolving future of healthcare. I’m very much looking forward to attending the conference and selected a few must-see sessions to highlight.
Physicians are not statisticians; research has shown that they want more than bare bone facts. While pharma marketers know this to be true, the trend has been to communicate other brand assets and non-branded educational materials outside of email. Conferences, CME events, community events, and peer-to-peer interactions comprise the majority of those conversations.
A quick survey of healthcare recruitment websites shows that today’s top staffing firms are invested in content marketing. Most recruiting websites publish lists of current job openings, plus extensive supplementary content for both clients and candidates.
“Will my 2018 digital marketing campaigns attract and convert enough of my target HCPs?”
For most pharma marketers, that’s the million-dollar question. Literally.
As pharma continues to redirect billions of marketing dollars to digital channels, developing effective campaigns is mission-critical. And campaign success depends on having precise information about the online habits of your target audiences.
Publicizing a high ranking from U.S. News & World Report is a “challenge” every health system welcomes. A spot on the “Best Hospitals” list provides endless opportunities for enhancing your reputation and increasing referrals. And there’s really not a wrong way to share good news.
Industry conferences are a rich opportunity for companies to report on trends, share their best practices, and introduce new products to their peers and colleagues. DMD has had the pleasure of presenting at some of these conferences as a pioneer in audience identity technology.
In this fifth and final installment of our summer wrap-up, I invite you to take a look at three topics that some of our DMD thought leaders spoke about over the past year.
In the world of email, subject lines equal first impressions—and all the clichés apply.
Picture a Harvard MD with a decade of experience showing up to a job interview in a tank top, leather vest, and biker boots. His qualifications are impeccable, but your hospital will likely never know that.
Why? A bad first impression.
