After my recent post where I shared my white paper on “The Future of Digital Relationship Marketing in Pharma,” many of you inquired if I had any similar papers. You’re in luck. I have one that’s a different topic, but I think related.
This one is called: “Emerging Media in Healthcare and Pharma.”
Here’s a brief summary:
“There are a significant number of emerging media areas that will affect healthcare and pharmaceutical marketing campaigns in the future. Some will have an enormous positive impact on current marketing practices, while others will have devastating negative consequences on these same practices. The good news is that there are alternatives to the way many current campaigns are conducted that leverage the best in consumer understanding, interactive technologies, and solid marketing strategy (all while staying within DDMAC rules).”
I identified eight emerging media trends that about which I think every healthcare and pharma marketer should be aware:
- Medical Social Networking: Beyond Facebook and MySpace, patients are now connecting with one another online and taking each other’s advice, sometimes over their physician’s advice.
- Live and (Almost) in Person: YouTube is fine for delivering content, but it is instantly outdated. Consumers want to use video to interact with a real person to get the freshest information all from the comfort of their homes. This includes their doctors.
- Secure Communications: People will begin to trust more of their confidential information online, but will expect that it be protected through constantly secure channels.
- Micro-targeting: Targeting consumers has evolved dramatically in the past 10 years to the point where it is possible to find and communicate with a small group of brand supporters in a highly cost effective manner.
- Instant, Dynamic Content: Online content must now immediately change based on user inputs. Providing the same content for everyone regardless of what they do on your site is a losing proposition.
- Mobile Grows Up: Typically seen as a marketing platform that could only reach teenagers, older users are beginning to adopt some of the same habits as younger consumers, opening up a range of new promotional options.
- Managing and Leading Word of Mouth: Tracking down everything that someone says about your brand was impossible without Internet-based technologies. Now brands are expected to track, and where appropriate, join in the conversations that people are having about them.
- Print Goes Interactive: Print isn’t dead, but it needs to leverage interactive technologies to stay relevant and match consumer behaviors.
If you want more information on each of these trends, then you can download my full white paper on this topic: Emerging Media in Healthcare and Pharma (2011 downloads)
As an added bonus, I want to share a copy of an article I had published in Pharmaceutical Executive last year called “Exercising Your Brand.” This paper outlines these rules healthcare marketers must follow to help ensure a successful digital program. I’ll share the link with you via DM on Twitter if you send this tweet about today’s post (PS: make sure you’re following me, so I can DM you). Deal?
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Note: Stay tuned for an updated version of this paper in the coming months. Emerging media changes quickly, so it’s difficult to stay current no matter how often you’re updating.