In yesterday’s Scoop I featured takeaways from my colleague Calvin Butts’ attendance of a multi-channel themed lecture; one point spurred more conversation in real life with my fair boss Dr. Susan Dorfman that I wanted to paraphrase for today’s Scoop. Susan mentioned that a huge takeaway for her is based on the very important phrase that Cal mentioned: screen usage is driven by our context – where we are at the time. When we think about it, “screens” are not just devices but also channels – and thus so critical when developing a channel mix strategy that aligns to the context of our audiences. Where are they at the time and are we providing an opportunity to be seen when they are there – on line and most importantly off line? This is a critical point. We have to imagine the life of the audience member. What is he/she doing while reading this email or looking at this website? Did the office manager place a direct mail piece or medical journal on her chair, which she physically could not ignore? Is another one catching up on emails and content on the weekend, spending more time and concentrating more than they might during the week? In this context a screen isn’t just a screen. It’s the couch, the chair, the desk, the beach, it’s where the person is as much as what they’re viewing.
The next time someone says to you, “you work in the health industry – why do I still have to fill out all my information on a clipboard at the doctor,” send them this article. It’s a great interview that looks at the reasons why EHRs have had an upward climb, and how that drives a spike between doctors and patients. It’s complemented by this article, which argues that doctors should participate in the technology revolution in the workplace to ensure that the updates are improvements that actually help in their reality.
Fierce Pharma’s top 10 pharma companies list, by 2013 revenue, in order: Johnson & Johnson; Novartis; Roche; Pfizer; Sanofi; GlaxoSmithKline; Merck; Bayer HealthCare; AstraZeneca; Eli Lilly. Thanks to SVP Customer Development Robert Kadar for this article.
Marketing Guru Seth Godin offers some interesting advice in an interview with Inc. on how to approach marketing. Successful marketing remembers that it’s not about the brand, it’s about the person – someone will tweet or post about your product not because you tell them to but because it’s important to them. “…what people would miss about TripAdvisor and what they would miss about Lululemon and what they would miss about Apple is the same thing–those brands mean something to them on an emotional level. It’s not just stuff. People have enough stuff, but they don’t have enough meaning.” As I read this I thought to myself, what means more than life-improving and life-saving medication?
In related news, a new study by Razorfish found that most marketers do not use behavioral data – that’s cray cray.
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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