DMD Intelligence

In terms of social policy, California is often considered a bellwether state. If California votes it in, other states better pay attention. And, although it isn’t the largest, the state of California holds a great deal of influence. The Golden State is the fifth largest economy in the world and is projected to surpass 40 million residents by 2019—representing approximately one out of every eight U.S. citizens (12.5 percent). California also has 12 percent of the nation's physicians.

Given the state’s impact, it’s no wonder that the California Consumer Privacy Act (CCPA) is becoming an important topic. Although the CCPA does not go into effect until January 1, 2020, there are crucial considerations you need to start thinking about right now.

Consumer data privacy is more than a “hot topic” these days; it’s become a major concern for many. The Cambridge Analytica breach involving millions of Facebook users was just one of the data disasters that exposed widening holes in personal data protection. As a result, regulations such as GDPR and the California Consumer Privacy Act of 2018 have been implemented in an attempt to attack the gaps.

The U.S. Chamber of Commerce is also entering into the discussion, with a recent statement proposing a federal privacy framework which would preempt state law on matters concerning data privacy. This federal structure, they claim, is necessary in order to provide “certainty and consistency to consumers and businesses alike.”

The Digital Pharma East conference is always high on my list of must-attend events. This year is no exception. The agenda is packed with more timely presentations than ever to select from, making it a particularly worthwhile trip.

With the growing intersection between online and offline channels, it’s becoming increasingly important for companies operating in the pharma and healthcare spaces to find a way to navigate. I am hopeful that some of the experts leading sessions will shine a light on possible paths to take moving forward.

Allison Hartsoe is the Founder and CEO of Ambition Data. Her experience and passion for analysis allow her to see future trends and relate them all the way back to the tactical moves her clients need to make today. She has built and executed digital analytics strategies for Fortune 500 customers including Blackrock, BlueShield, Genentech, GlaxoSmithKline, HP, Intel, Microsoft, Nike, and Seagate. She is also a member of the C-Suite Network.

Serge Loncar started CareSpeak in 2011, guided by the belief that the mobile phone, as the most personal accessory, will play an increasingly important role in managing one's health. Prior to starting CareSpeak, Serge was the President of Songbird Hearing, the manufacturer and marketer of the first disposable over-the-counter hearing aid. Prior to that, he headed up strategic business development at cdnow.com, which was acquired by Bertelsmann AG. Serge also held numerous domestic and international brand marketing and sales positions at Johnson & Johnson health care and medical device divisions, and Pepsi Cola International in the USA and Europe. Serge received his MBA from New York University's Stern Business School after immigrating from Croatia.

For DMD’s Pharma Innovators Series, David Reim spoke with Serge Loncar, Founder and CEO of CareSpeak Communications, about the value in today’s marketplace of providing patients with an effortless way to manage their health using an advanced SMS platform like CareSpeak. This approach helps to achieve better outcomes by engaging patients and caregivers, improving medication compliance, and assisting with care coordination.

Healthcare marketers focused on developing engaging customer journeys understand email is a deterministic identifier, and can be used to link an individual’s digital activity across multiple channels. That is to say, the email address is positioned to be the unique identifier that can actually unify other digital marketing solutions.

In part 2 of our 4 part series, Leveraging the Email Channel Throughout the Pharma Brand Life Cycle, we consider how email marketing can be used to optimize the product launch and introduce a new indication.

The email channel plays a pivotal role throughout a pharma brand’s growth and maturation. This is never more critical than at launch, when the long-term success of the brand is at stake.

In part 1 of our 4-part series, Leveraging the Email Channel Throughout the Pharma Brand Life Cycle, we explore the digital strategies that are most effective during market development and clinical trials.

Pharmaceutical companies have never had more riding on the successful launches of new drugs. According to research from Bain & Company, brands are expected to derive up to 80 percent of revenue from product launches by 2021. Yet nearly 50 percent of recent launches failed to meet analyst expectations.

It goes without saying that the success of your pharma brand depends on physicians. Yet marketing to physicians is a balancing act. You need to engage them frequently enough to convey your product’s value and build strong relationships, but you don’t want to alienate them by sending unwanted email.

One of the best ways to avoid sending email that may be considered irrelevant is to understand and respect physician’s preferences regarding where they receive email.

Email marketing, brand websites, social media, paid advertising. Which is most effective for getting a physician’s attention? For building relationships? Or for delivering timely medical information?

Any way you slice it, channel selection presents a challenge for pharma marketers. At eyeforpharma, I’m going to ask you to step back from this problem long enough to consider the underlying question: How and where do your customers gain their information?