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content

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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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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Biopharma listened! IMS reports on health apps improving

By | Biopharma | No Comments

IMS is a highly trusted source of news and data for the entire healthcare industry. But often the focus is on Biopharma — and in this one specific instance — a new update on their tracking the evolution of health apps for patients and doctors. They report that as of end of 2015, there were over 165,000 health-related apps in the market. In this report, IMS analyzed over 26,000 of these apps. While improvement has occurred from earlier reports (which had the abysmal stats of 75% of all health apps abandoned after 3 months!) there is still much work to do. But this new report is a mixed bag or encouraging progress and what is still left to do to…

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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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Part 2: HCP Marketing: The enemy is Time

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Summary: On Part 1 I posted last week, I stated a number of factors that focused on why HCP’s are so hard to impact and engage these days. Yes there is plethora of means to do so, but there are also many barriers. The main one is they have no time! This post focuses on the App-mania…the challenges HCP’s face as they try to work with their patients, satisfaction ratings and Outcomes. Let’s look at mHealth App-Mania as I like to call it. Reports say upwards of 50% of doctors recommend Apps…yet only a slightly lower % also report they get bombarded by their patients FitBit etc, data. The mHealth App world is a train wreck, only now starting to…

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H2H Marketing in Biopharma: A Utopian ideal, naivete or the inevitable and needed conclusion.

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So what happens when Biopharma deploys all the digital/multi-channel technology it is investing in? A vessel without a mission is one adrift. You won’t just be crunching data, blasting emails and refining Segments, you will be speaking with people, on their terms and with their own specific emotions and motivations. Time to talk about H2H. H2H, in simplest terms, is approaching marketing from a profoundly human, empathetic, authenticity-based common sense approach. It is the wrapper around the technology. Why is H2H important to know about? Because to ignore it is to court failure of the greatest magnitude and to embrace it is to pave the path to a future where healthcare is truly patient-centric and our industry reputation goes from…

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I hate predictions, so here goes!

By | Uncategorized | No Comments

Don’t you feel it? Everything seems to be moving faster. Have we sped up? No, we are being led by the Speed of Digital. When the Unilever head of marketing, worldwide, declared “Digital is dying,” he made it clear it was dead as a  separate “thing” or media or channel: it is ubiquitous. That it true. My old boss, Charlie Tarzian once told me, in the year 2000: the Internet is elastic, you make of it what you want. For all of you who study and read our industry, sometimes a moment occurs when the lens comes into focus. I would say that the paths and predictions I see emerging are: A 5-screen world (the 5th being your car…scary, I…

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CRM Registration questions: What is “perfect” number? Does “Drip-Drip” method work?

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When it comes to patient-CRM programs, are they really successful? Is it about getting your “Best” customer? Or the most customers? Or is it a balance?  Also, if the registration form and Value Proposition are not strong enough, are you wasting your money? At lunch, I was thinking whether Biopharma should really do Branded CRM, because despite our best efforts, we were just too rigid and regulated to do it right.  What caused this judgement was recounting a true story of a registration debacle; but as I was telling the story, I realized not much had changed. I had witnessed the same mistake only a year or more earlier. It made me want to see what other professionals thought. But…

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Is Biopharma in or out? Shaping the New Healthcare Eco-system.

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It’s like a small earthquake occurring in the Biopharma/LS Industry. But an earthquake nonetheless! As usual, we start with the tumult of reports, trends, the content angst of “Change”… Start with a report from a Big 4 Consulting firm saying, “The silos must come down!”, and then another from Manhattan Research saying, Top Trend for 2014*: “Continuity of Care continues to build, meaning many points of care…”; or another Manhattan Trend, “Customers proliferate, demanding a coordinated approach.” Then you read some out-of-left-field news that Samsung is going to produce an Rheumatoid Arthritis drug and app to support it. And here’s a view of some of the non-Healthcare players moving in: The Healthcare Eco-System is breaking apart and coming together. Where,…

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Agency Web sites: do they eat their own cooking?

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Most of my career, I worked for Ad Agencies. In an age of many of us looking for more honesty and authenticity in what we do, I grew weary with the "we only sell what we make", or as a deeply experienced medical colleague said, "I just we could tell our clients the truth about what they really need."  My version of challenging my own Tribe was when I sent a former client a list of 20 questions to ask their Agency before they hired them. Don't get me wrong, everyone sells what they make. There is nothing hypocritical or wrong about it. But the real rubber-meets-the-road of honesty is: do Agencies eat their own cooking? Does the communications work…

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