This is part two of a series on relationship marketing. Please check out the first post, 7 Biggest Mistakes in Digital Relationship Marketing, and make sure you’re not committing any of these before figuring out how to fix them. That post will also give you a bit more background on relationship marketing, but I’ll include a brief overview here as well.
[PS: If you're looking for more on my take of how relationship marketing and pharma fit together, then check out my white paper on "The Future of Digital Relationship Marketing in Pharma." It's the most downloaded white paper on Dose of Digital.]
This is a teaser of The 7 Golden Rules in Digital Relationship Marketing
. Click here to read the full post: (2442 words, 9 images, ~9:46 minutes reading time)
For those of you who have heard me talk about my company, Bridge Worldwide, you know that I always say that we’re a digital AND relationship marketing agency. We’ve always been the latter, going back to 1979 (and the former for almost that long). It’s an important distinction to me. Digital agencies make a lot of cool stuff, but many lack the fundamental skills that are required to build lasting relationships with customers. Of course, we can make cool stuff too (and win the biggest awards in the process), but we pride ourselves on being able to deliver the relationship marketing piece.
This is a teaser of The 7 Biggest Mistakes in Digital Relationship Marketing
. Click here to read the full post: (2519 words, 7 images, ~10:05 minutes reading time)
With just a few days until the long awaited FDA hearings on pharma’s use of social media, the buzz in our little community has certainly picked up. Heck, there’s even a site to track it all courtesy of Fabio Gratton. If you want the latest about these hearings, this site is a pretty good place to start. You can get a bunch of logistics information, see the Twitter buzz, and even download the presentations of those people who have made them available (you can get mine here).
This is a teaser of 166 Reportable Adverse Events Equals One Red Herring
. Click here to read the full post: (2048 words, 2 images, ~8:12 minutes reading time)
A few months ago, I innocently agreed to speak at the E-Patient Connections 2009 Conference. I say “innocently” because I didn’t know what I was getting into. It turns out that I somehow agreed to do a Pecha Kucha presentation. How hard could that be? Well, it was one of the most difficult presentations I’ve ever had to prepare. This is despite the fact that a Pecha Kucha presentation is only 6 minutes and 40 seconds. Minor detail though, you get only 20 slides and each slide is on screen for 20 seconds. After that, it advances automatically. No mercy. You don’t get to control it. If you want to see more about this format and see some great examples, check out the website dedicated to Pecha Kucha.
This is a teaser of Pharma Marketing with Meaning Pecha Kucha
. Click here to read the full post: (471 words, ~1:53 minutes reading time)
[Quick disclaimer: I'm using "compliance" and "adherence" a bit interchangeably in this post. I know they're different, but I'm going to spare a big debate. Just go with it. Thanks.]
This is a teaser of The Only Way Pharma Can Improve Compliance: Fun
. Click here to read the full post: (1580 words, 1 image, ~6:19 minutes reading time)
This is part three in the series, so you should probably read part one and two if you haven’t yet.
We’ve now established what the concept of Marketing with Meaning is and how it might relate to pharma. I gave the example of Baxter’s marketing for Aralast as a perfect demonstration of how it can work. I’ve also offered you a few other examples from healthcare and other industries, which can be found on the Marketing with Meaning blog and in the free download of chapter two of the book.
This is a teaser of How Marketing with Meaning Can Save Pharma — Part 3
. Click here to read the full post: (2730 words, 3 images, ~10:55 minutes reading time)
[Before you read any further, you probably should check out Part 1 if you haven't already.]
When you last left this blog, I outlined some of the big issues facing pharma marketing and provided a pretty striking example of how the lack of trust in pharma by many in the general public manifests itself. As a recap, I outlined three big problems that I think can be addressed by changing the way pharma companies market their products.
- Horrible PR and public perception from marketing tactics perceived as questionable
This is a teaser of How Marketing with Meaning Can Save Pharma — Part 2
. Click here to read the full post: (2840 words, 4 images, ~11:22 minutes reading time)
