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The Scoop – What Star Wars Teaches Us About Pharma Marketing | Free Awesome Webinar | Media Vitals Fact of the Day September 9, 2014

Filed under: Corporate — CMI/Compas @ 4:08 pm

Obviously, Star Wars is not just a movie series but a cultural phenomenon that can and has shaped lives, but did you also know it can offer you critical lessons in pharma marketing? In this – dare I say brilliant – article from PharmaVOICE authored by my colleague EVP Eugene Lee, you can see how sage advice from master Yoda as well as the actions of Princess Leia, Han Solo and others can guide you toward better audience engagement. And it’s fun to read. See page 84. In addition, my colleague VP Todd Armstrong is one of a few fellow experts to offer guidance on the path to effective marketing (hint – it starts with a “c” and ends with a “ustomer centricity.” See page 70. Good stuff.

You’ve been seeing some stats in Scoop from this year’s soon-to-launch Media Vitals (including today, below) and here’s some great news – you can click here to sign up for our live webinar on the Media VitalsTM 10-Specialty Report hosted by Dr. Susan Dorfman, Chief Marketing and Innovation Officer. Media VitalsTM assesses the media consumption habits of HCPs and key factors impacting physician engagement to provide media teams with invaluable insights around HCPs’ information seeking habits, preferences, sources, and omni-channel touch points. It’s our deep analysis of 24 specialties and responses to 90+ questions to give pharma marketers critical insights for reaching, engaging, and owning target audiences.

Programmatic buying is muy importante; a recent eMarketer report analyzed by my colleague Sr. Campaign Analyst Phil Turicik offers the following key takeaways:

  • Programmatic spend worldwide continues to grow in 2014, with mobile (+109%) showing the biggest increase over 2013 of any ad format
  • Video is the most premium digital inventory and has shown the second-highest growth (+65%) since last year
  • Agencies buying programmatic video ads want inventory guarantees, premium placements and save environments – similar to buying TV
  • Programmatic video buying will help further erase the line between screens, reaching users via linked video buying across TV, desktop and mobile
  • S. agencies are upping investment in TV and digital video – it now accounts for 33% of total advertising spend, up from 25% in 2012

Apple rumors abound (and competitors are freaking – particularly Amazon which is offering Fire phone for $1)! Shatter- and water-proof specs, iPhone/iWatch/iOS/mobile payment. As we await news today of the Apple iWatch, the wearables industry continues to boom boom boom. NY Times shares the latest wearables that are competing on the basis of form (stylish!) as well as function (thanks to SVP Alliance Management Alya Sherman for this article). As well, Forbes takes a look at what information wearables will need to collect in order to be valuable enough to be integrated with EHRs; this includes validity and utility.

Facebook is now the number one social network in 130 of the 137 countries that were included in the analysis.

Media Vitals Fact of the Day: Physicians are crying out for more hours in the day! Amongst all physicians, lack of time is the top obstacle faced when searching for medical information.

If you’d like to be on the list for an early copy of the first Media Vitals insights report, What Prescribers Want & Need from Pharma: 10-Specialty Report, email me or click here.

-Carly Kuper, VP, Strategic Marketing & Corporate Communications


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