We've been twittering away and sharing updates on this blog (don't forget to subscribe to our feed), as well as video recording great interviews and clips of the presentations which we hope to upload as soon as possible. We have some great panels and presentations about to kick off this afternoon including the MARKET RESEARCH PANEL: Influence of the Internet in Pharma and a presentation by Robert Palmer, EVP, Managing Partner, SUDLER & HENNESSEY DIGITAL as he discusses, Creating a Three-Way Dialogue with the Patient, the Physician and the Brand: Imagining the Solutions, Dealing with the Realities.
And we're off with the first afternoon panel MARKET RESEARCH PANEL: Influence of the Internet in Pharma
Moderator:
Mary Ellen Carroll, Manager, Consumer Insights, Wyeth
Panelists:
Mark Bard, President, Manhattan Research
Melissa Davies, Research Director, Healthcare Practice, Nielsen Buzzmetrics
John Mangano, Senior Director, comScore, Inc
Q: regarding the importance and use of metrics outside of the e-team to reach up to the C suite.
Mark responds that clearly the use of it by the C-suite is growing and during these economic times, they are following very closely, but when you consider many barely use their email, it does require education, but its use by the C-suite is growing.
Q: What can Pharma do to improve credibility of branded sites to the same level of healthcare sites?
- Consumers clearly lack trust of Pharma brands
- Consumers prefer content from 3rd party healthcare providers or health orgs (e.g. CDC), an opportunity for Pharma to partner to develop appropriate content to lend necessary credibility.
Q: Any value to look at global trends of internet usage? If there are digital innovation centers, should they be focused globally?
- Definite opportunity, however, must avoid 'templating' digital solutions from the US to other parts of the world, clearly must be local office/affiliate focused to meet local market expectations
Q: How do you manage from a TV-centric DTC Pharma marketing to primarily digital?
The reality, no silver-bullet. Experimentation and testing critical. More campaigns online only, necessary to educate audience the availability of content and information online. Some users spend more time online, others less.
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