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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11 CEO’s weigh in: Is there one main thing you could do to fix the healthcare system?

By | Biopharma, Communities, Current Affairs, hospitals, patient-centricity, providers | No Comments

Is there one main thing you could do to fix the healthcare system? Becker’s Hospital Review asked 11 healthcare system CEO’s what was the the one thing they each would do first to fix the system we have. What is interesting is not just what they say, but the implication that no matter what aspect of healthcare you work in, the challenges seem enormous and unresolved. It is like a wound that will not heal. For those of us working on the manufacturer side, these pithy quotes are eye-opening and can be taken as dire. But flip it on its head: these also expose opportunities for the Biopharma industry, which is in a tumult itself. Can these challenges be an…

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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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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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Don’t Touch That Switch

By | Communities | One Comment

One aspect of relationship marketing that we've discussed a lot is the creation of online communities. There are lots of examples, such as out there. But once someone has joined a community, the battle is only half-won. The other half of the battle is keeping them there, and keeping them engaged. An interesting post on Tuesday (okay, it's a few days old) in on this topic suggests that the way to prevent switching is to create transactional switching costs. In English, this means make leaving the community such a pain in the neck that nobody wants to leave. This is a very negative strategy. Basically, what it's saying is that although you may want to leave, you won't….

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