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MCM

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

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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,…

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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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mHealth Apps: Brands missing both ends of the Patient Journey

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mHealth Apps. As the saying goes, so much sound and fury signifying nothing. The stats are abysmal: 26% of health apps used only once 75% of all Apps get deleted within 3 months due to people not want to spend the time learning how to use them* 90% abandonment after 6 months** 57% of apps brought in fewer than 500 downloads** Just look at what IMS uncovered in an incredibly thorough mHealth App analysis last fall. Over 46,000 health-related Apps reviewed. Even with the rush-to-App that has occurred, there is a chasm between the good intentions of the Brand/Company and the needs of the patient. This chasm can be overcome. Frankly, to avoid irrelevance, it must be overcome. As with…

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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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Medieval Helpdesk to today’s UX: have we gotten any better?

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Customer Experience has been around forever. Only now has it become THE driver in the Economy —  for reasons we all know, ponder and agonize over as marketers. But more than mapping experiences or buying the best tools, we all need to focus on the quality of that experience — how information-relevant, how visual, how human they are in style and content. Sometimes you just have to laugh when you see someone does not “get” it — as you will when you watch this hilarious YouTube spoof of the Medieval Helpdesk (link at end of blog Post.). But the evolution of UX has now moved from push-pull marketing to the complex dance of technology and Human Insight and measurement. Let…

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