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The Scoop – Marketing Wrong |Live from ePatient Connections | Media Vitals Fact of the Day September 16, 2014

Filed under: Corporate — CMI/Compas @ 3:58 pm

A very strong article in this month’s PM360 by our VP Emerging Media Justin Freid calls attention to the improvements our industry can be making in marketing. By taking advantage of emerging technologies that – yes – are accessible even to pharma, our clients can be learning more about their audiences and better engaging them. The article includes real-world examples such as insights gleaned about diabetes from a social listening campaign we conducted.

Michele Sirkin, Associate Media Director, shared the following takeaways from on-the-scene at yesterday’s ePatient Connections conference (which interestingly line perfectly with the theme of Justin’s article):

A common theme that was stressed was the importance of hearing the patient voice. Patients want to see real people that are going through the same thing they are. They want an emotional connection and a dialogue that goes both ways. By the time pieces get through MLR, they are so watered down they lose meaning. Patients are going online, and Pharma needs to learn to listen when patients are talking to gain insights into audience needs to help identify patient issues. In terms of social, most Pharma companies seem to be scared.

Media Vitals Fact of the Day: As apps become increasingly popular on all digital platforms, 90% of nurse practitioners find drug reference apps important to their clinical decisions. If you’d like to see a free report highlighting some of the most interesting findings, email me. To sign up for a free webinar reviewing the fascinating insights, click here or email me.

Some interesting news in the oncology world this week, as some critics of the way cancer is treated say that over-testing leads to over-diagnosis and over-treatment, and even explore the possibility that some cancers should not be treated with the goal of killing the cancer, but instead with the goal of controlling it.

Health is hot business, so where (in the body) is venture capital money going? The eyes, ears, cardio system and spinal/orthopedic system according to a Wall St. Journal article sent to me by our COO Jim Woodland – interesting to see how much money is being invested in these areas. asked 10 top CMOs to share their biggest challenges today, and I think you’ll agree that many of these are universal, from increasingly diverse audiences and ways to reach them to globalization to talent. Thanks to our own CMO Susan Dorfman for this article.

Apple’s HealthKit is already in trials involving patient data at two major hospitals.

Media planning inspiration of the day – Science World’s ads pair clever messaging with even clever-er placement.

– Carly Kuper, VP, Strategic Marketing & Corporate Communications


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