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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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An Enduring Content Strategy and Mission Statement about Death and Humankind

By | Biopharma, Uncategorized | No Comments

“…Any man’s death diminishes me, because I am involved in mankind…” Working in healthcare is more than selling or marketing or manufacturing, it is about life, death, health and hope. If you work in healthcare, you need to know of this enduring content and its resonant power across the centuries. Have any of you read John Donne’s poem “No Man Is An Island”? Or “Death Be Not Proud”? Whether you have or not, what is amazing is that although his poems are over 350 years old, most of us, across the generations have heard or used a phrase or two from them.  In many ways, many of his words ring true to why we do what we do when you…

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Wearable research: Design? UX? No, accuracy of bio-metric data rises to the top

By | Uncategorized | No Comments

A 3-minute read, at best. I promise a chuckle inside the more serious business topic of wearables for health. A recent study is worth sharing; the one caveat being since the research was commissioned by a sensor company, one has to read it somewhat skeptically — yet, health wearables is a hot topic among consumers, so the research is certainly relevant. Now for the chuckle. From the New Yorker: Thanks New Yorker for always skewering a topic just right. Let’s look at recent research about a conversation I have rarely thought about: health wearable accuracy. Not being a wearable person, I would have thought that accuracy of bio metric data was a given or else who’d buy one? In this…

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7 Things an Oncologist Should Never Say to a Patient.

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Summary: 2-minute read: this is an heart-felt article on CancerNetwork about one oncologists honest admission of what NOT to say to a cancer patient. So many of us focus on aiding or informing the doctor/patient dialogue, but here is an example of the painful reality of insensitivity reality patients face. We need to understand this because emotion is a part of the discussion, and we marketers shy away from any emotional language or communication. In reading this we should all remember one thing: in a world where automation and technology seem to have taken over many marketing conversations, humanity and empathy still rule the day as the most effective form of communication. What are the 7 things?  “I’m afraid I…

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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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Can Twitter really tell you which hospital offers the best care?

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Healthcare and Social is a fast-changing landscape. While Biopharma manufacturers have been slow to adopt social strategies and presence many hospitals use Twitter aggressively to engage with their patients, and influence hospital choice through seeking satisfaction comments. This is certainly true with “Likes” on hospital Facebook pages. But a “Like” in some ways is more passive than a posted Tweet. The Tweet is often a more immediate post hospital care reaction and has a ripple effect. Amazingly enough, as of early 2015, nearly half of all U.S. hospitals have Twitter accounts.  One study, which was published this month in the journal BMJ Quality and Safety, (http://goo.gl/dkkmB7) examined whether Twitter could be a reliable, real-time indicator of hospital quality. The study, researchers crowd-sourced U.S….

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Will price wars destroy the possibility of a Patient Sales Force & Patient-centricity?

By | Uncategorized | No Comments

Summary: after a decade or more of having the Biopharma industry wrestle to embrace Patient-centricity, and with it the opportunity to create patient demand and loyalty for more expensive, branded treatments, a chasm is growing which could derail it all. As always, a true issue for marketers can often be the culmination of many discussions, news, interviews, charts and stats. This week an issue that has always been part of the negative dynamic between Biopharma manufacturers, Payers and patients has risen from what seemed like an endless family squabble to a seismic shift in reality that impacts everything we as marketers do — yet is out of our control. Price.  And if price is ALL that matters, then what a…

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3 Ingredients to create a Patient Sales Force

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This is such an important topic that I will provide three case studies in three separate posts. This one will focus on MS Atrium/Aubagio for MS. Summary: Once again, healthcare tidal forces come into play: The rise of consumerism with the commensurate shifting of cost burden and care to patients Doctor’s lack of time & potential lack of Rx control (only 39% left in private practice, the rest now part of the Master Hospital Network) The proliferation information on the Internet (Dr Google is rising and Apple Kit is here!) Those and several other trends create ingredients for the rising of the Patient Sales Force — those you empower to ask for treatment and get your Brand. Let’s review what…

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A Letter from the President of AMTRAK: what do you think?

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I am a loyal AMTRAK user — and complainer. I’ve seen enough great railroads to know how primitive ours is. Yet, it is what it is. At this moment, I want to share the letter I received from the AMTRAK president. I found it quite moving and appropriate. But others might not. Here it is: A message from President and CEO Joe Boardman View as a web page A MESSAGE FROM PRESIDENT AND CEO JOE BOARDMAN ON TRAIN 188 The derailment of Northeast Regional Train 188 was a terrible tragedy that we are responding to with every resource we have available. The National Transportation Safety Board is leading the investigation to determine the cause of the incident, and Amtrak is…

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Video + Emotion + Customer Experience = the Magic Mix?

By | Uncategorized | No Comments

The three inputs for this post are: Millennials’ overall growth in video consumption, the role of emotion in moving people to believe in a treatment, and the almighty Customer Experience which delivers it all. We are all in the business of decision-making; in some cases, as marketers, we are in charge of creating decision-making moments and messages. Is Video + Emotion + Customer Experience = the Magic Mix? Just watch this video…why can’t we  Biopharma marketers use emotion? This YouTube commercial is compelling, functional, hopeful and joyous? And yeah, this is an App. The string that that ties this approach to using emotion for Rx marketing is that they both solve problems and help you. https://youtu.be/T9BSdJBMXHg With an economy and healthcare…

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