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How To Harness The Power Of Social Media In Pharmaceutical eMarketing
Dr Andree Bates explains how eMarketing can be a challenge. However, with some company initiative, firm goals and insider knowledge provided by this report, marketers can also find eMarketing to be an empowering opportunity for their brands.
Publication Date:28/05/2009
Pages: 166
ISBN: 9780980182774
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downloadable pdf(43.8MB)
Price:
£997.00
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Publication Overview
For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We’re still stumped by the ideas of effectively reaching our audience in the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, and simultaneously being able to measure our success in financial terms rather than simply ‘activity tracking’ for our CFOs.
This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don’t get the message, or feel alienated.
That’s what can go wrong. It’s the potential of wasted time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful. An eMarketing campaign that effectively uses the Internet as a platform, a ‘jumping off’ point to create value and relationships, and a means to speak specifically to marketers’ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations.
How does it work? In this report, we find out. We examine the Internet as it stands today for physicians, patients and Pharma, and analyze how the old marketing strategies must change to reflect the times. We watch the evolution of the Internet from a static Web page to an ever-changing social hub and with it, the notions of customer connections. We look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, YouTube and other new media tools, and develop best practices for their use. Finally, we tie it all together, examining key case studies of eMarketing campaigns, with instructions on first steps for your own campaign, and taking a close look at measurement.
eMarketing can be a challenge. However, with some company initiative, firm goals and insider knowledge provided by this report, marketers can also find eMarketing to be an empowering opportunity for their brands.
CONTENTS
EXECUTIVE SUMMARY
SECTION 1: Internet, eMarketing, and Brand-Building Basics
CHAPTER 1: Pharma Internet Marketing, Past and Present
CHAPTER 2: Creating an Effective Online Strategy
CHAPTER 3: Building a Trusted Online Pharmaceutical Brand
SECTION 2: The Evolution of eMarketing
CHAPTER 4: Where it All Began: Websites
CHAPTER 5: Where it Moved: eDetailing and eLearning
CHAPTER 6: A New Concept for Planning eMarketing
CHAPTER 7: Where We Are Now: Social Media and New Technologies
CHAPTER 8: Using Social Media As An Online Community for Marketing
SECTION 3: Key Social Media and Web 2.0 Tools
CHAPTER 9: Maximizing the Use of Blogs
CHAPTER 10: Maximizing the Use of Facebook , MySpace and LinkedIn
CHAPTER 11: Maximizing the Use of Twitter
CHAPTER 12: Maximizing the Use of You Tube
CHAPTER 13: Maximizing the Use of Other New Media Tools
CHAPTER 14: Maximizing the Use of Google
SECTION 4: Putting It Together
CHAPTER 15: Tying it All Together : Social Media and Business
CHAPTER 16: The Main Hurdles for Social Media in Pharma and How to Overcome Them
CHAPTER 17: Getting Started with Social Media and Web 2.0
CHAPTER 18: Measurement of Your eMarketing Campaign
CONCLUSIONS
REFERENCES
About The Author
Dr. Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programs for Pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands and their agencies the bottom line facts: what messages, what activities - both traditional and ‘e’, and what budgets - will provide what market share and profit for your brand. Dr. Bates’ career has encompassed academic, clinical and Pharmaceutical positions internationally. She has gained wide recognition within the Healthcare Industry internationally for ROI and marketing effectiveness measures in Pharmaceutical marketing and eMarketing. In fact, Dr Bates was also one of the early adopters of Pharmaceutical eMarketing. An independent review in the Journal of Medical Marketing of a report on Pharmaceutical online marketing that Dr Bates wrote in 1999 is available here: http://www.eularis.com/pdfs/MarketResearchReports.pdf. In addition, Dr. Bates has lectured at several business school MBA programs including on eDetailing ROI in the Pharmaceutical MBA program at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph’s University, Philadelphia.
About Eularis
Eularis have unparalleled years of experience in Pharmaceutical marketing analytics and predictive algorithm analyses of Pharmaceutical marketing activities. Their analyses quantify the financial impact of individual sales and marketing activity - as well as recommending the optimal synergistic combination of activities (and budgets) for an individual brand to have maximum market share growth. Eularis offers brands the bottom line facts: what messages and which specific sales and marketing activities are truly impacting on a brand’s prescription sales - by how much - and what elements within each activity need to change (and how) for increased results.
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