Is email really "so yesterday"?

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In this edition of the 2013 Inside ePharma Podcast Series, we sat down with Dr. Roger Korman of DMD to discuss many of the factors that go into email marketing.  He shares his perspective on why email is still a vital factor in the digital pharma marketing mix.

Last week, Dr. Korman looked at how email use in the Pharma industry was changing.  Which brought us to the next question in our looking at Korman's perspective on the evoking medium - is it on it's way out?

And we’ll get to those opportunities in a second. You’ve touched on something that I think a lot of people need to think about. Let me put it this way – how do you respond when a person or people say: “Email is so yesterday”?

Roger: Well, let’s start from what is the most important element of digital communication

Dr. Roger Korman 

today, which is the mobile device. It’s no longer really a mobile phone. It does do telephony, but it’s really a multi-staged platform that is used for, as we all know, multiple functions. 

The single activity that occupies most time on a mobile device is email, whether it is personal or work. So, there is a one-to-one correspondence now between the relevance of email and the single most important platform today. Then, as I just mentioned, if you look at the fight for email addresses, it’s the “Clash of the Titans”. Outlook is just ready to rollout it’s Outlook.com to replace Gmail. They are trying to seize the high-ground from Apple and Google. It’s really an extraordinarily turbulent field.

Download Dr. Korman's full podcast MP3 here.
Read the full transcript of the podcast here.

If you'd like to stay up to date with all episodes of Inside ePharma as well as receive updates for the 2013 ePharma Summit West Event, sign up to receive updates!

How EHRs will change the work flow - and will they create a more educated user?

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We know that many doctors offices and healthcare providers have found it difficult to implement EHRs, but the benefits of going digital when it comes to patient records transcend patients, doctors and healthcare benefits.  The HealthWorks Collective recently looked at how working into a slow transition can benefit the practice and the patient.

Amanda Guerrero suggests that electronic health records should not be rushed in implementation. The transition should be open, progressive and allow for communication on difficulties in the changes of every day process. It's also important at this time to communicate how the use of these new records will benefit those involved. Throughout this process there should be a constant feedback loop of what is working and what isn't. For everything that needs to be adjusted, they should be arranged with their priority. And finally, it's the patient that really benefits. They now have access to their health material that they never have, which will allow them to become a more engaged patient. But just handing over access to the electronic records won't simply be enough. The patient needs to understand who the data is laid out and how it works.

This fall at ePharma Summit West, Monique Levy, Vice President, Research, Manhattan Research will join us to look at another popular medium that many of the stakeholders in the healthcare industry are facing - the SmartPhone. With the power of this portable device, what can happen when it's combined with this new medium of electronic health records? And how can Pharma position themselves to be in the place to help their consumers with the powerful tools in their hand? Find out more about this presentation in the newly released 2013 ePharma Summit West agenda. ePharma Summit West will take place September.  If you'd like to join us this September, as a reader of this blog, when you register to join us an mention code XP18256BLOG, you'll save 20% off the standard rate.

How can Pharma work to capitalize on the insights and knowledge that electronic health records will provide to their future users - both physician and patient?

Innovation, Technology and Health

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We all know that the world of technology is changing at a rapid pace, but what happens when you bring new, innovative minds into the field?  Mashable looks at three of the inventions that came out of the New York University's yearly Entrepreneurs' Challenge. Two of the three featured in the article showcase digital health technologies in the works.

Co-developer Doug Kanter developed a diabetes management system. By imputing one's diet and exercise into a mobile app that then connects with the blood sugar levels, those with diabetes can better manage their health.

Oculogica is an innovation that shows small moving objects on a screen and by tracking eye movement would then diagnose concussions faster than traditional methods and since it is a technology on a smaller screen it allows it to be more portable.

Another innovative health initiative that may be closer to reality is telemedicine.  Dr. Yulun Wang of InTouch Health recently contributed a piece to Healthcare IT News which identified the current and growing status of telemedicine which could fit both the evolving digital healthcare industry as well as fit to the new needs of a society that is trying to save on the expensive costs of healthcare. This innovation could benefit two specific types of care: acute care, which would give doctors to diagnose and treat patients virtually; and chronic disease management which will allow doctors to stay in contact with patients who are battling ongoing illnesses.

Do any of these innovations stand out to you?  What other revolutionary in terms do you see making small differences that will have a huge impact on patients?

Pharma moving into digital marketing present

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Infographic from
Social Media Today

Recently at Social Media Today, Robin Fray Carey looked at, and praised the direction, that Pharma is headed in when it comes to digital marketing. While this field has been lacking behind in the past, it is now moving into the future realizing that digital marketing is a way to reach patients and doctors more efficiently. But recent surveys have revealed that companies are looking increase the number of digital interactions they have by at least 26%. Also interesting to note in the article is that many companies are looking towards the experts - and outsourcing the sales and marketing portion of their digital strategy, most notably the content production and analytics. Carey notes that many Pharma companies are experimentation with wellness to reach their customers, focusing on spreading awareness and promoting communities that foster wellness among like-minded individuals.

We saw much of this turned action at this year's ePharma Summit, but do you think more companies are adapting.  What do you believe are the benefits of outsourcing content creation and analytics?

Disease Apps and the iPad: How do they lay out?

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ePharma Summit LinkedIn Group Member Jeff Greene recently shared an infographic that examines the presence of disease focused apps in the Apple Apps store.  What did Greene find?  Accordign to his post at the News Solutions Factory, the majority of the apps were focused on diabetes which had a total of 143 apps catering to this sector.  The next most prevalent was depression with 60 apps.    However, the most prevalent disease state that he searched, migraines  had the fewest apps at 10.  He also pointed out that that the content was poor throughout most of the apps.

Does this surprise you about the apps available in the Apple Store? Is there an opportunity here to better expand and reach your consumers on the iPad?

Pharma & the state of email use in the industry

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In this edition of the 2013 Inside ePharma Podcast Series, we sat down with Dr. Roger Korman of DMD to discuss many of the factors that go into email marketing.  He shares his perspective on why email is still a vital factor in the digital pharma marketing mix.

Today, he answers this question:

Tell us a little bit about the state of email use in the industry today. Where are we at?

Dr. Roger Korman

Roger: The email channel is very, very rapidly evolving. If you look at the major investments by the monster companies – Gmail, Microsoft, Apple, Yahoo!, AOL – they are pouring hundreds of millions, even billions of dollars into email because it is the prime digital connective channel. When I look at the healthcare audience, it’s a different state because much of what it passes for email today is really antiquated, old-school, analogue communication that has been slapped into a digital format, but which is actually poorly suited for today’s communication, especially to mobile devices. So, the world around us is moving at one speed and healthcare is kind of not moving very fast at all and, as a result, losing tremendous opportunities to exploit this primary digital communication channel.

Download Dr. Korman's full podcast MP3 here.
Read the full transcript of the podcast here.

If you'd like to stay up to date with all episodes of Inside ePharma as well as receive updates for the 2013 ePharma Summit West Event, sign up to receive updates!

Mobile Marketing: Are you investing?

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In the first quarter of 2013, mobile marketing spending grew 111% in 2012, and the number is only expected to rise as we continue to down the path of a digitally connected world enabled by iPhones.  According to AdWorld, this past quarter alone, spending increased in advertising 11% over quarter 4 of 2012.  According to an article at Mashable, there are at least 22% of all adults online accessing the internet through mobile devices and there will be 2 billion users by the year 2015.  Those adults are connecting to the internet for email, social networking and search.

So how are consumers using their phones right now for health-related purposes? eMarketer reports that 45% of US Adults searched online for health related items in 2012.  When asked what Pharma was going to do when it came to their digital budget, there were of those who were polled in the article, 46% didn't know what they were going to do with their digital budget this year.  The article suggests that consumers are looking for information on line and one of the  best ways to connect with these customers would be discounts.  Not-for-profit companies are also a great way for Pharma to connect with their audience.

So where is your budget when it comes to mobile media?  How can you connect to  your audience through these platforms in the way that connects with their audience?

Digital tools can improve health. Who is the best advocate for their use?

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The doctor, according to a recent article at Forbes.  Author John Nosta points out that few words are more powerful than "The doctor recommended it."  So how can we get the public to begin using the great new digital tools such as RunKeeper, Lift,  Cardiio and more to start monitoring health?  Nosta acknowledges that it's very difficult to get face time with a doctor, as Pharma knows well, but here are a few ideas to to successfully promoting digital health:

• Awareness - Let doctors know about these tools and the benefits they can provide for the patients.
• Trial - Get doctors to use these tools in their everyday lives to see the benefit of the health apps
• Validation - Get the numbers behind the app and share.  Why is the app successful and how it it improving the lives of those who use it?
• Support - set up the dialoguethat will connect the patients and doctor through the app.  There is no better way to promote support than have access to constant dialogue
• Advocacy - Constant support of the rest of the steps in the cycle.  Share, promote and continue to advocate the importance 

So ultimately, by encouraging the doctors be more involved in digital health, we can encourage patients to begin monitoring their health in the same manor. But it's key to keep up the physician education by sharing the new advances of how they can keep their patients more healthy.

Do you agree with this? What can we take from this digital health example and how can we connect it to the audiences we need to connect with as Pharma marketers?

Introducing FEI Wellness: New Ways to Approach Healthcare

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The healthcare marketplace is ripe for revolution. It will be sparked by those who embrace change and work together to collaboratively create innovative solutions for moving forward.

We are excited to announce the launch of the Front End of Innovation (FEI) Wellness conference. Co-located with the 11th annual FEI: The World Leader in Advancing Innovation the world renowned FEI conference, FEI Wellness presents you with NEW WAYS TO APPROACH HEALTH. May 6-8, 2013 • Seaport Hotel & World Trade Center • Boston, MA

Ensure the Outcomes you Need ...with 30+ Industry Specific Perspectives:

AMIA • Johnson & Johnson • Pfizer • MIT • NEWDIGS • Children’s Hospital Boston • UnitedHealth Group • Siemens Healthcare • Continua Health Alliance • Healthrageous • Center for Connected Health • GE Healthcare • Beacon Health Systems • Eastern Maine Medical Center • Xerox PARC • University of Southern California • Aetna • Eli Lilly and Company • Novartis

Download the FEI Wellness brochure here.

“FEI was far and away the best conference I have been to in a decade, and of its type, the best I’ve ever attended. The keynotes were universally excellent…the atmosphere of discussion and collaboration was easily the best I have ever seen...I learned something useful in each session.” - FEI Past Attendee Terry Barhart, Senior Director Global R&D, Pfizer

When the right people meet the right environment, innovation thrives. FEI: Wellness is where exceptional cross-industry keynotes, combined with powerful healthcare-focused content, and distinctive experiences, drive purposeful change.

Join us as we transform an industry. 

What are the biggest misconceptions in pharmaceutical marketing circles in regards to digital channels and media?

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In continuing our look back at the 2013 Inside ePharma interview series, today we look back at the conversation Marc Dresner had with James Chase, Editor-in-Chief of Medical Marketing and Media.  In this interview, they discuss how digital is changing the Pharma communication channels.  From how sales reps can communicate with doctors, the new empowered patient, how digital strategies should be changing with organizations and more.


What do you see as the biggest misconception in pharmaceutical circles or in pharmaceutical marketing circles, if you will, with regard to digital channels and media?

James: That’s a good one, Marc. Well, in the spirit of controversy, I guess in terms of the big picture actually defining digital as a series of channels would, to me, be a misconception in itself. When you think of digital, what the digital era has done is transform the way that people search for information, how we absorb messages, how we engage in dialogue, how we interact, what we share, who we trust, what we find valuable and how we experience our brands and, also, how we judge them, of course. It’s done other things like shorten our attention spans, it’s raised our expectations of interactions and it’s held brands accountable for these experiences. 

So, really, digital has made a mockery of the traditional media monologue. You can no longer project messages and ideas and instructions onto your target audience and expect them to think and do as you say. Digital has changed how people behave, which goes beyond a series of channels. And while pharma may be a unique, highly regulated industry, the pharma audience is made up entirely of human beings. You know, HCPs, patients, payers, shareholders, regulators. They are all people. Therefore, they all have some idea of what should be possible with digital. Physicians, for example, demand engaging interactive experiences with reps. They don’t want you to just flash them a PDF of a sales aid. The chances are they owned an iPad before you did. They already know that you can do some amazing things with it, so you better go do something amazing with it. As for consumers, you can no longer sell to consumers in this era. You need to help with them the information they’re looking for, help them manage their diseases, exchange dialogues, exchange value and make it a good experience. You can’t control the dialogue, but you can listen and take part and correct misinformation. So, it’s not really about channels. 

While we’re on this subject, this notion of the empowered patient. It’s not like the patient suddenly said one day: “Finally, digital is here. Now I can be an empowered patient. I can get one over my doctor. I’m going to stick it to the pharma industry with my new found knowledge.” No, the empowered patient is itself a manifestation of the changing communication behavior of people, which is enabled by technology. If I can log on and get information on my disease from 100 different sources, why wouldn’t I do that? If I can chat online with patients like me, why wouldn’t I do that?  

And by the way, I’d also like to have some of that interaction with the guys who developed my life enhancing drug or whatever that may be. 

So, my point is, digital is much more than a series of channels. It’s a lifestyle. We are all living it and it represents an era of radically-changed consumption behavior and I think if you’re not fully on board with this notion, then I think you are putting yourself at a disadvantage.

Read the full interview here.  Find all of the Inside Outsourcing podcasts here.  To stay up to date on the latest episodes of Inside ePharma, and to know about the upcoming ePharma Summit events, sign up for updates.