This is the last day of the ePharma Summit in Philadelphia. Yes, I know that the agenda says it’s Day Two, but I was here for the pre-day, which was Monday, so for ME, it’s Day 3! Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee’s Med 2.0 blog.
I was on the first panel (Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?), so, no entry for that one, except to say that I think it went pretty well – hopefully I didn’t sound like some kind of Kool-Aid drinking social media zealot.
(btw, you find out how to connect with me at all my various on-line networks at: SteveWoodruff.com)
Panel Discussion – Working with Agencies, Is There a ‘Right’ Model to Service Your Interactive Needs?
Christopher Neuner, Consultant
Lyndsay Younce, Marketing Consultant, ELI LILLY & COMPANY
Bill Drummy, Founder and CEO, HEARTBEAT DIGITAL
William Martino, VP, Digital Strategy, SAATCHI & SAATCHI CONSUMER HEALTH + WELLNESS
Dorothy Wetzel, Chief Marketing Extrovert, EXTROVERTIC
- Best type of agency to do this type of interactive work is being built now
- “How digital is your lead account person?”
- Skill sets and structures different for digital agencies
- Traditional agency vs. pure digital agency mild smackdown!
- Having people who use new technology, and who have digital curiosity/innovation, very important in creative strategy
- Must think beyond Reach & Frequency
- Q: Do you want a fully integrated agency, or do you (as the client stakeholder) want to play the role of integrator?
Panel Discussion: Efficiency and Integration Of Your Media Mix
Kathleen Onieal, President, HAYES ONIEAL CONSULTING, Former Global VP of Marketing Innovation MERCK
Amy Cowan, Industry Health Sales Manager, GOOGLE
Shawn O’Hagan, Senior Manager, eMarketing, DAIICHI SANKYO, INC.
Mitzi Reaugh, General Manager, NBC DIGITAL HEALTH NET WORK
- The emotional impact of video
- MR: NBC developed health properties because it is such a concern for a very broad audience. Have about 2,000 health video clips, adding about 50/week. Multiple delivery channels/platforms = better ROI bang.
- SO: niche product, no sales force; used video detail plus direct and e-mail sample, etc. Could provide a template for future promo w/o sales force, or to reach no-see docs?
- AC: 245% growth in on-line video budget spend
- AC: Taking action after watching on-line video – wish I could reproduce the slide here.
- AC: FDA has a brand channel on YouTube to speak to consumers about health issues – even allow comments. 23% of YouTube viewers are age 55+. AstraZeneca just launched Symbicort channel, and Sanofi the Go Insulin channel.
- AC: J&J’s extensive YouTube channel also noted (a BabyChannel also – youtube.com/baby), and GSK’s corporate brand channel (more corporate than brand).
- AC: Novartis Consumer Excedrin Express Gels health contest. 250 user videos submitted.
- AC: YouTube now 2nd most used search engine in U.S., and 4th most visited site in U.S.!
Using the Web to Humanize Your Message, Reach Your Target Audience and Deliver ROI – Translation: Keeping your Patients, the Boss and Investors Happy! Marjorie L. Martin, Senior VP and General Manager, EVERYDAY HEALTH
- Major growth of on-line networking/social medai sites – the usual impressive numbers!
- Example campaign on Everyday Health – Vaseline Clinical Therapy. Embraceable brand advocate (Petal, a lady from Kodiak Alaska as brand spokesperson). “Prescribe this product to others” (viral spread to friends). Friending activity so popular it temporarily slowed server.
- Send eCards to others; opportunity to get coupon
- People really identified with Petal, the “face” of the campaign. Wanted to interact with her.
- Innovate / You’ve got a friend / Fresh is best
MARKET RESEARCH PANEL: Influence of the Internet in Pharma
(substitute, didn’t get name, sorry), WYETH
Mark Bard, President, MANHATTAN RESEARCH
Melissa Davies, Research Director, Healthcare Practice, NIELSEN BUZZMETRICS
John Mangano, Senior Director, comScore, Inc
- MB: half of information physicians get is digital in some form/format
- MB: E-mail an not-as-well tapped resource. 40% physicians have e-mail relat. with pharmas
- JM: The effort to tie SM campaigns to prescriptions
- Patient trust – third party HCP experts, and disease organizations – of course, these rank high
- JM: How to isolate the ROI of specific e-initiatives when there are so many other influences? comScore can isolate on-line because of 1M people whom they track (can do test-and-control); measuring the off-line is more difficult
(sorry, had to duck out for an interview with a local radio station – now have to figure out where we are!)
Anatomy of Great Pharma Online Creative
James Chase, Editor-in-Chief, MEDICAL MARKETING & MEDIA
MM&M 2008 Award Winning Panelists:
Raya Dubner, Senior Manager, US Marketing, SIEMENS CORPORATION
Jeff Campese, Owner, ELITE MARKETING COMMUNICATIONS
Fabio Gratto, Co-Founder & Chief Innovation Officer, IGNITE HEALTH
Rob Likoff, CEO, GROUP DCA
(this is a beauty pageant of recent award-winning marketing campaigns. Nice to watch; almost impossible to live-blog!)
- Siemens – Win an MRI – 101 community hospitals create their own videos; most votes win the MRI. Snippets were great! Huge number of views/media impressions and 1.4 million votes cast. Winner was announced by simulcast – a hospital in upstate NY (Lockport Memorial), and they also gave one to a storm-ravaged hospital in Georgia. Subsequent sales of these new MRI units double what expected.
- Advanced Medical Optics (Lasik – reaching Gen Y) – 18-34 year olds having Lasik least, but most likely to want it. 77% of that demographic using Internet to research. Have to overcome user-generated negative rants, and FDA website warnings. How to speak to these digital natives on their own terms? Use B-reality show female star (Kristin Cavallari), surround her with hand-held cameras, messages, etc., and have her undergo Lasik (all recorded via video). Website with her blog, and with time-release of the video episodes. Doctor-finder on site. Win-a-Lasik. Partnered with established Vision website. Ning social platform. Sponsored Facebook group and advertising. MySpace video ads. Plus off-line components for doctors’ offices – consultation rate for those docs went up 500%. Huge number of views and PR placements. Results: 11.48% increase in procedures, 1.2% market share growth, during the 3-month campaign.
- OMP Levaquin eDetailing solution – Employ Active Learning strategy for physicians; keep it respectful. Try to restore image of a mature brand. Doctors: Create your own commercial. Ask docs some basic info about practice (with some rank order choices). Present data in the format of patient case studies; have doc “build” a video timeline by choosing data, approach, etc – voila, video commercial “built” (all in Flash).
Mobile Marketing for Pharma
Chris Field, North East Business Development, 3CINTERACTIVE
- The standard massive stats about mobile use (271MM mobile phone users in US, 2.5BN text msg’s sent per day, 91% keep phone within reach 24/7, 94% of msgs are opened and read).
- 42% of 50-64 yr. olds are using SMS, 68% of 25-49 yr olds
- Reaching out to patients and/or doctors via text. Get a short code and let audience text for more info.
- Create, Capture, Convert data
- Take medication reminders. Broadcast product news. Appointment reminders. Polling.
- Reverse pregnancy calendar – messages to expectant Moms while pregnant, appropriate to pregnancy cycle.
…and we’re done! Thanks for tuning in!