CBI iPharma 2013 Tweet Roundup
Here are a collection of Pharmaceutical Executive Magazine's favorite Tweets from iPharma, CBI's 12th annual Digital Innovation Forum.
- Wendy Blackburn, Executive Vice President at one of pharma's premier digital marketing companies InTouch Solutions, diligently tweeted and offered a great summary of the event:
5 major themes from 2 days at #iPharmaChat: content, context, customization, convergence. And zombies.- Dan Tyre, Director at HubSpot provided some insights as to how to leverage inbound marketing to capture the attention of patients and prescribers. Here was one of his quoteworthy nuggets of widsom:
"Context allows you to marry the buyer to the right content at the right time" - @dantyre #iPharmaChat- Janaki Joshi, CEO of Iris Interactive talked of workflow issues that led to creating a transparent and fluid solution that involves medical, compliance, legal, branding, and other pharma company teams all at once to streamline the process of producing powerful digital products.
- #iPharmaChat Joshi: Top challenges of managing #epharma campaigns: Last-minute scope changes, MLR process, complexity, coordination
- Content, as @PharmExecutive mentioned, is king for any company looking to create gravitational pull to its website and other resource channels.
- Your content is only as important as your content strategy. Build the strategy into your content for better results. #iPharmaChat
- Jeff Rasp, President of Boomerang US, stressed leveraging SEO as a way to drive website traffic and increase audience exposure to products:
- While 80% of marketing spend goes to paid advertising, 90% of search clicks are delivered from SEO. via Jeff Rasp of Boomerang #iPharmaChat
- Augustine Fou, Ph.D., Founder and Chief Strategist of Marketing Science Consulting Group, Inc., was among the top tweeters at the conference. He walked the talk in scheduling tweets during his presentation, showing us that TIMING is a considerable element of any digital strategy!
#ipharmachat @dantyre a pharma client could save 62% of her outbound marketing costs by replacing it with INBOUND marketing, serving users- Todd Kolm, Director of Emerging Channel Strategy at Pfizer noted that video was important part of patient-company dialogue at iPharma. Anything visual is of course a great way to increase exposure, as we humans are audiovisual by nature. LISTENING to consumers, monitoring twitter and other social media venues is important to gaining valuable insight into patient constituencies.
#ipharmachat @ToddKolm some learnings: add content regularly, listen to searches to get ideas for new content. foster interaction if u can- #ipharmachat Pfizer’s annotated videos provide access to even more specific, relevant content for pts @ToddKolm
- #iPharmaChat After viewing an online video related to health, 75% took some kind of action
- "We need to be able to deliver the information the way people are used to consuming it." - Ron Kane #iPharmaChat
- Amy West, from Novo Nordisk's Patient Relationship Marketing talked about their Cornerstones4Care program, which helps users manage their diabetes as a chronic condition. She made it clear such a program helped to increase patient adherence, and that customizable tools within it such as dosing reminders help in creating dialogue between company and patient.
Breaking campaign thinking: Novo Nordisk focused on building a great patient program. Didn't have much $ leftover for promotion #ipharmachat- #ipharmachat If you let users set up their own reminders, it's better than pushing email or SMS at them when you want Amy West @novonordisk
- #iPharmaChat Conerstones4Care program saw a lift in 22% over control in adherence rates, thanks to leveraging the digital data
- Jim Dayton, Senior Director of Emerging Media at InTouch Solutions, touched on convergence, and how harnessing emerging trends such as SoLoMo (stands for Social Local Mobile) Big Data, Responsive Design, and Gamification to generate insights and thereby relevant solutions that foster trust with customers.
Build the trust engine. Know the customer’s environment. Know the technology. @JimDayton #iPharmaChat- @JimDayton #ipharmachat not big data, but useful data - inform content, marketing mix, builds relavance, and then earn trust over time
- @JimDayton #ipharmachat The Visual Web. 90% of info transmitted to brain is vusal, proceses 60kX faster than text;
