Tag

customer-centricity

30,000 new patients? Free consults? Telehealth/Telemedicine takes off. (But can doctors compete?)

By | Artificial Intelligence | No Comments

(A 3-minute read but great content to explore to get the deeper story! I am going to bookend this post.) Here’s a novel idea: maybe Biopharma can expand their business model to include tele-health services and develop this new revenue stream and offer it to large health systems? These past few weeks seemed like “Tele-health Month” in my email and in the content I read weekly. But as usual amidst all the noise, market and human realities need to be considered. Before we get to the take-off of tele-health, let’s look at the current leader of the treatment model — the doctor. Tele-health vendors are filling in some vital cracks in the health system. Doctors in large systems or in…

Read More

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…

Read More

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…

Read More

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…

Read More

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…

Read More

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…

Read More

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…

Read More

Part 2: HCP Marketing: The enemy is Time

By | Uncategorized | No Comments

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…

Read More

Part 1: HCP Marketing: The real enemy is Time & poor Customer Experience

By | Uncategorized | No Comments

Summary: My last Linkedin entry spoke to the Omni-channel doctor. How did they become Omni-channel customers? What market forces have made them information-grazers? What can we do about it? There are many reasons – several of which I lay out here for discussion. This topic is complex and thus I am breaking it into several parts. This is Part 1. Healthcare Professional marketing today? We’re in the age of No See, No Time, No idea what will work. If you are thinking of embracing Customer Experience as a holistic, grand and somewhat empathetic strategy, we need to understand that HCP’s are facing more difficult demands and challenges than ever before. What kinds? What does it mean? This past few weeks,…

Read More

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

By | Uncategorized | No Comments

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…

Read More