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Strategy

H2H Marketing is here: Is Biopharma ready? Probably not.

By | Artificial Intelligence, Communities, hospitals, patient-centricity, providers, Strategy, Uncategorized, Web/Tech | No Comments

Well, technology and marketing have caught up with a post I did nearly 2 years ago: the emergence of Human-to-Human marketing. Let’s do an update. The rapid evolution of marketing automation, BI tools, the ability to build a patient or customer profile based on far more than one-dimensional Rx consumption or prescribing habits, the era of Human-to-Human marketing is on our doorstep. Are we as Biopharma marketers ready and able? Probably not. But understanding what has evolved is also to understand how best to take advantage of it. To start to understand truly “human marketing” you need to see that equal value if the analytical tools, but also empathy and compassion. Cleveland Clinic sets the bar high but we should…

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What is Value-based medicine? Is this patient or profit-centric?

By | Biopharma, Books, Communities, patient-centricity, Strategy, Thinking Out Loud, value-based medicine | No Comments

Value-Based medicine. Everyone is talking about it; biopharma is questioning what the managed market model will be when they launch new drugs, lots of hand-wringing and a fair dose of confusion (that included me, too!). So let’s use a recent Deloitte report and some CMS content to define it. What I ask is: do any of you readers see this impacting your brands today? Are people putting their heads in the sand? Are they accepting the inevitable and trying to shape it? Here’s an infographic from a Xerox company healthcare survey: After taking in that content and facts from the survey, it seems that uncertainty as to whom Value-based serves is greater than the end goal of better quality care…

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The A.I. Challenge: What happens when robots replace truck drivers? A fascinating view of one economic theory.

By | Artificial Intelligence, Biopharma, Current Affairs, Strategy, Web/Tech | No Comments

AI is seeping into our conscious but not as quickly as it is seeping into the technology we already use or about to purchase — like Amazon Echo or Financial Service Bots, to name two. What happens when robots replace drivers? Not just like the Uber Pittsburgh pilot, or those in Silicon Valley, I am speaking of the real truck drivers — and the Pew interactive graphic is a bit stunning to view — never did I imagine in so many states being a truck driver in the dominant job. This email from the Octalysis a Weekly email, which usually has a singular focus on gamification but this week took a social engineering note that blew my mind. Here is…

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Does Biopharma “get” the role of caregiver? Do any of us really market to their needs? Ask 65 million people. (Part 1 of 2).

By | Biopharma, Communities, Strategy, Web/Tech | No Comments

Summary: 65 million caregivers. Their role is often undefined, undeserved and undersupported. Are we as marketers, and as human beings, missing out on a key audience and the opportunity to engage with a key Influencer? Caregivers challenges are formidable — there must be ways to help. While this is an ever-growing part of the population, we as brand marketers in healthcare need them on our side — or rather, we need to be at their side! Remember, when your branded treatment needs to be part of the conversation, a caregiver may be your best sales force!  So, best advice: don’t reinvent the wheel. Check out the numerous existing resources (some examples in this post) before developing any strategy; look to…

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Surprise! EHR’s are hurting not helping the doctor /patient relationship.

By | Strategy, Uncategorized | No Comments

Summary: A healthy Patient-Doctor relationship is the core of all healthcare.  This reports on a JAMA* study as well as one brilliant doctors’ personal view on the impact of EHR’s on that hallowed relationship. When JAMA publishes a study, everyone pays attention. But this was not a clinical study; this was research into the impact of EHR’s (Electronic Health Records) on the patient-doctor relationship. They videotaped numerous consults and them interviewed the patient afterward. Guess what, the news is not good. (Especially for those Biopharma marketers looking at EHR’s as a new promotion channel: do you really want to annoy the doctor more by interrupting their work with a savings card?) With the healthcare system was heading towards the abyss of being…

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The “Periodic Table of Storytelling”, an amazing resource for a strategy we all should embrace

By | Current Affairs, Strategy, Uncategorized, Web/Tech | No Comments

Storytelling by employees, patient advocates and patients themselves who just feel compelled to share…this is a fundamental strategy that Pharma, ACO’s, Hospitals, need to use NOW to break down the barriers between their customers/patients and the inherent regulatory and cultural limitations they have to deal with. As an example, Pharma which has a terrible reputation (undeserved, complex and not black and white), should be the first category to stop creating non-authentic, non-emotional, advertising and create credibility and connection through storytelling. It is a gravity point for human-2-human communications and connection. Unlike MLR fears of QOL promises gone amok, the fact is, patients just want to hear a “real” voice to relate to. Authenticity would do wonders for Pharma Brands. It…

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You Have To Give Them A Reason

By | Strategy | No Comments

Today in the DTC Marketing Blog, Richard Meyer made one of those observations that is so simple and so obvious that it just has to be true. And insightful. Writing in a post about the concept of including an 800 number for the FDA in drug as, Meyer made this observation: "When starting any CRM program one of the key questions you have to ask is "What’s in it for my customers to start a relationship with my company?" That, in a sentence, is what really defines RM. When someone goes to the mailbox, or goes online, and instead of simply pushing an ad at them, you are asking them to respond somehow, it is simple human nature for them…

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Disease Management: Is Pharma Missing the Boat?

By | Strategy | No Comments

I have thinking a lot about the challenges of patient adherence these past few weeks. For the uninitiated, adherence is the art and science of helping patients with chronic or long-term conditions stay on their therapies. I always think about it, because I have seen firsthand the confusion patients suffer from lack of support — but anyway, a statistic came to mind from my old mass market days that I felt like posting. Today, so many pharmaceutical marketers still focus on acquisition to the detriment of the overall long-term health of their patient and brand sales. But the classic stat is this: a 1% increase in customer loyalty is equivalent to a 10% cost reduction. In other words, improved adherence…

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Advocates and the Long Tail

By | Strategy | No Comments

We are tremendous fans of the concept of the Advocate. In a recent post, Seth Godin links to an analysis of the Long Tail by fellow blogger Kevin Kelly that brilliantly explains the role of the advocate in pharma marketing. First, the Long Tail. The Long Tail, as defined by Wikipedia, is a description of the business models of Amazon or Netflix, where, rather than attempting to sell a zillion copies of a hit book or CD, they have the ability to sell smaller quantities of millions of things to niche buyers. The distribution and inventory costs of those business allow them to realize significant profit out of selling small volumes of hard-to-find items to many customers, instead of only…

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