Aug21

Helping Clients Navigate Compliant Communications for FDA-regulated Products

Helping Clients Navigate Compliant Communications for FDA-regulated Products IMAGE_EDVANITY URLS: Google Paid Search Engine Marketing (SEM) Changes
• Redirecting ad changes effective January 12, 2016
• Prohibiting ads where vanity URLs are utilized and dramatically different from the destination URL

Google has announced significant changes in their paid search engine advertising policies with regard to pharmaceutical products. The change that we are addressing here deals with vanity URLs, and their respective redirecting ads, that will take place in January 2016. The bottom line is that Google will no longer allow vanity URLs in an effort to provide consumers with more “clarity and transparency.”

Google has a long-standing policy prohibiting any ads where the destination URL differs dramatically from the display URL. Please note, this prohibition is not exclusively for pharmaceutical products—it has been Google’s practice across the board. Up until now, the pharmaceutical industry had been the exception to the rule. The reason for the exception was because in many cases, information seekers will not know the name of a drug, but will understand and know the symptoms/disease state information.

FDA background information
Previously, the FDA never objected to marketers utilizing vanity URLs and/or redirecting ads. These URLs/ads typically do not directly promote the name of a prescription product. Instead they lend themselves more to a disease state or descriptive nature, and then redirect users to another location or URL where they will see branded information specific to the prescription drug and/or disease state. Vanity URLs/redirecting ads are not exclusive to online SEM use, and are also used in print ads, television commercials, billboards, postcards, and more.
In March 2009, the FDA sent out 14 violation letters regarding search engine marketing practices of 48 brands. Thirteen of those violations referred to SEM ads running on Google. The FDA noted four types of violations in 2009:

  1. Omission of risk information, failure to meet requirements of 21 CRF 202.1(e)(5)(ii)
  2. Inadequate communication of indication
  3. Overstatement of efficacy
  4. Failure to use the required established name

Google’s reaction—what exactly is Google implementing?
Beginning in January 2016, Google will not permit pharmaceutical advertisers to have vanity URLs (such as “TreatmentforConditionX.com”) that redirect users to a BrandName.com website.

Pharmaceutical marketers will have the following options for vanity URLs:
Option 1

ConditionSymptomsGoogle-01

Sample ad showing company name as URL

Option 2
They can add “.com” to the company name.

ConditionSymptomsGoogle-02

Sample ad showing company name plus .com as URL

Option 3a (for prescription drugs, biologics, and vaccines)
They can display the phrase “Prescription treatment website” as the display URL.

ConditionSymptomsGoogle-03

Sample ad showing prescription treatment display URL

Option 3b (for medical devices)
They can display the phrase “Prescription device website” as the display URL.

ConditionSymptomsGoogle-04

Sample ad showing device display URL

All of these ads will be able to drive to pages on the brand.com or brandhcp.com website.

At the present time, this change has been instituted by Google only, and doesn’t lend itself to print, television, or other advertising mediums.

What does this mean for our clients?
Review and reassessment of live and proposed Google SEM campaigns where clients utilize vanity URLs need to be completed as soon as possible. New campaigns need to take these new rules into consideration during the tactical planning phase. Funds can be shifted to Yahoo and Bing, however there is the possibility that they may also follow suit.

Google has indicated a willingness to work with pharmaceutical clients to minimize potential negative impact to paid search campaign performance. Testing of the new formats will determine which type of units work best with various campaigns.

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Aug14

The Client’s Always Right…Except When They Aren’t

Darlene Dobry Med Mktg Blog Image EDIn a service industry, many of us live and die by the mantra, “The client’s always right.” We have long understood and served our role as agency partners and know that we need to passionately support our clients’ efforts.

But is it acceptable to challenge the clients’ wisdom and tell them from time to time that the path they want to take will not result in the best outcomes? That they should take greater risks and push themselves and their brands to greater heights? That they should not accept mediocre results when they can achieve greatness? That they should stop doing what the others are doing and break away from the pack?

Absolutely—this is our job, this is what true client partners should want and expect. We cannot simply nod our heads in approval if we truly care about our clients and the brands we support. We need to tell the truth―backed up with data, customer insights and market knowledge—and state it with conviction. When it’s out, the client will ultimately determine which direction to proceed, but they will do it knowing the potential “watch outs” or barriers to its success, and we can then work together to be armed with the ultimate plan.

It has been my experience that clients do appreciate partners who show passion, conviction and a commitment to doing what they believe is right. Most are not looking for order-takers or yes-men (and if they are, you may want to consider working with a new client).

In my office, I have a sign that says, “I’d agree with you, but then we’d both be wrong.” It’s not there to remind me that I’m always right—it’s a daily reminder to stand up for the brand and what you believe…always, even if it’s not necessarily popular. Of course, it’s critical to be able to back it up and deliver with diplomacy, grace and experience. In the end, the client drives the ultimate decision, and as their partner, we align, support them and drive to deliver the very best.

My best client relationships have been based on trust, truth and transparency, and respecting that it works both ways. There is immense power, transformative ideas and inspired problem solving that come from collective diverse thinking and challenging the status quo. Remember, in the words of David Ogilvy, “We only get a spark when the stone and flint are moving in opposite directions.”

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Jul2

Does Size Always Matter?

How Pharma Engages With Its Followers Online

Social Network Blog Image_EDPharma is investing more heavily in social media than ever before; tweets are up 530% since 2013 and Twitter followers have increased by nearly 300%. So far, so good. Because more followers means more opportunities to get involved, and the more impact you make online, right?

But engaging in genuine, meaningful conversations about a corporate brand isn’t easy, and it’s important to ensure we don’t fall into the trap of focusing too much on numbers and not enough on engagement. Companies need to ensure they don’t build followers just to push out messages to anyone willing to pay attention. While people are increasingly more open to finding new knowledge on social media, they don’t want to wade through hundreds of pages of information, images or tweets to do so.

The balance between community size versus engagement is becoming more and more of a priority, and formed one of the focus areas for a recent report published by Ogilvy Healthworld, part of Ogilvy CommonHealth Worldwide (the health behavior specialists of Ogilvy & Mather).The report, Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space?, was the first of its kind to provide insights into which pharma companies are leading the way in integrated social media marketing strategies.

“We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity,” said Rebecca Canvin, Social Media Manager at Ogilvy Healthworld, adding: “Social media has changed the way pharma companies communicate—it allows them to build corporate reputation and engage in genuine, meaningful conversations with audiences. For companies who want to stand out from the crowd, it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.”

Interestingly, companies that ranked most highly in the audit weren’t necessarily those with the largest communities, but those who engaged their audiences through frequent activity. And it’s not hard to understand why the more active companies enjoy the most engagement with their followers—after all, social media in its very nature demands participation and interaction. But the companies that do it well manage to create content that is less about the organization and more about connection points or interests that followers share.

The report highlights that although the focus for pharma companies is still on building brand profile, the priority is turning to attracting, keeping and engaging with loyal followers. And to do this, the onus needs to shift to “quality over quantity.” It’s more powerful to engage with a small group of passionate followers, whether they’re consumers, doctors or media, than to blast one message to 10,000 followers and “see what sticks.”

And loyal followers will reward companies who engage continuously in this way—so really, shouldn’t we all be asking, how much does size matter?

Connecting the dots - infographic UK Post

To find out more on Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space? please visit: http://bit.ly/1P5R5Ws

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May12

Product Launch Made to Work

Product Launch Blog ImageIntroducing a new product into the highly diluted pharmaceutical market is no easy feat. Our industry spares no time for coming up short of flawless, where the barriers to entry are a proverbial North Korea for the inexperienced and unprepared. The road to success is windy and narrow, but once achieved, the view is unmatched.

In today’s marketplace, suppliers are red-flagged for doing things the way they have in the past, and the competitive edge gained is in the ability to differentiate completely in some cases, and only partially in others.

How can we differentiate ourselves?

For a baseline, any transaction within the pharmaceutical space is a complex sale. The traditional model of selling a product, handling the logistics, and looking forward to a reorder does not cut it. As suppliers, we must adapt to the notion that we are no longer offering or launching a product, but rather have entered the era of solution-based selling. We must come to terms with the reality that being “geared” toward a client or industry is no longer acceptable, and complete customization comes at little or no extra revenue.

Make no mistake: selling a product is still physical, but an in-depth understanding of the customers’ base is now essential to the sale of a creation. The utilization of that understanding is to align our goals to match the customers’ needs. The result of a properly executed alignment is the transformation of the supplier into the partner. By outgrowing the paradigm of being the wholesaler, and embracing a newfound cooperative mantra, trust becomes the foundation of our rapport.

But trust isn’t just a way in, and a share of the market isn’t the only measure of our success. We have to continually push the limits of our capabilities to stimulate fresh ideas, and remain at the forefront of innovation to our clients. The growth driven from market advancement is what will allow us to maintain our business and simultaneously cultivate new opportunities. With trust, our new partners will expect us to act on our promises and will be more critical of our deliverables. We are no longer reacting to a signed Statement of Work (SOW) or Request for Proposal (RFP), we are building a proactive and cooperative plan of action. Suppliers cannot simply provide a product; they must also act as consultants.

The stigma of “Big Pharma” having deep pockets and quick trigger fingers is far from the truth. Pricing is critical and partners will expect us to eat a slice of the risk pie when entering into an agreement (you are a partner now, why wouldn’t you?).

We optimize the product for the consumer experience through the ability to launch a solution directed toward a specific client and their void. This style is undoubtedly the wave of the future, and the relationships formed via this approach will be more personal, more customized, and ultimately, more lucrative.

Differentiation begins with common interest, and results in great success.

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May4

The Digital Health Revolution: Transforming the Patient Journey

The Digital Health Revolution Blog Image 2Around the world, one in every four people is using social media. Whether they are sharing a funny cat video, advice on dating, or their personal experiences living with a chronic illness, there are nearly two billion people connecting with one another through Facebook, Twitter, Instagram, LinkedIn, and other social platforms, forever transforming the way humans communicate. This social media ecosystem also is ushering in a “digital health revolution.” Whether through their desktops, laptops, or mobile devices, people seeking medical and wellness information first check with their social networks.

Pharmaceutical companies have started entering the social media waters – — most with one toe in first. Given the increasing dependence on the digital world, social media is a natural touch point for companies to connect with the patients and healthcare providers (HCPs) they serve. Becoming truly social has not been an easy proposition for a conservative industry. But we have reached a tipping point, where social interaction is becoming critically important for the industry, and one that is blowing the lid off of the traditional way of communicating with stakeholders.

In the old paradigm, a pharmaceutical brand issues an advertisement that directs patients and HCPs to a website where they are provided one-sided information and an overall static experience. Patients are then directed to “talk to your doctor,” and that is where the interaction ends. Within the new social paradigm, patients, HCPs and pharmaceutical companies can have real conversations about the topics that are important to all of them. Patients also can access information and answers to their questions much faster, thereby making their path to help shorter.

Pharmaceutical companies have an opportunity to interact with patients and HCPs in a more meaningful way through social media. At Ogilvy, we are helping our pharmaceutical clients navigate this new paradigm and create unbranded social networks that offer patients who have similar life experiences – — whether that is quitting smoking or managing cancer – — a safe and comfortable environment to listen, learn, and share. We believe these networks offer unique value to the industry, allowing companies to provide patients with a support system where such a community may not otherwise exist.

Social networks resolve the limitations of both time and geography that are inherent with in-person support groups. They allow people to access information targeted to their concerns and conversations with global peers at any hour from the comfort and privacy of their own couch. Social networks also empower patients to initiate and direct conversations, interacting in a way that is meaningful to them. These networks are already forming, and we believe it is vital for industry to take the lead, to serve as the connector of those conversations, and to interact so that patients are assured they are receiving the best quality and most credible information.

The social media world has clearly shifted communication patterns and habits. Pharmaceutical companies can no longer afford to remain disconnected. Social interaction and sharing will continue whether or not the industry gets more involved. By taking a more active role within these patient communities, a pharmaceutical company allows its own voice and expertise to be heard, provides its stakeholders with real value, and, equally important, ensures that competitors aren’t the only ones creating meaningful interactions and relationships with consumers.

http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976
http://www.businessinsider.com/social-media-engagement-statistics-2013-12

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Mar11

Are You Harnessing the Power of Video in Healthcare Yet?

Young woman with gold fish tankDid you realise that the average attention span of a person has dropped to only 8 seconds? That’s one second less than a goldfish!

Video can combat this. It is a fantastic way to hook people in and capture their attention. Online video is growing so quickly that this is an opportunity that’s impossible to ignore:

  • Views on mobile devices have increased 400% in the past 2 years
  • YouTube is now the second most popular search engine behind Google, with 40% of its traffic coming from mobile
  • 80% of online visitors will watch a video all the way through, compared with 20% who will read a webpage

Patients are being diagnosed via video, surgeons are swapping clips on operation techniques, and, as everyone is rapidly becoming more and more mobile-connected, healthcare knowledge sharing will soon have no boundaries.

It’s likely that for whatever purpose, be it for a symposium or for patient education, your video will end up online, where it will receive the majority of its views. But it’s a noisy world out there, and one rule is key: keep it short, smart, and snappy.

What kind of video content should you choose?

The great news is that there are all kinds of exciting options that won’t break the budget. Think about who the audience is and how they’ll be watching. Are they using a small screen? With or without sound? On social media? Or at a live presentation…could Dr Smith at the back please put his mobile down and watch? (Hopefully if he enjoys it he’ll search for it later online, “like” it and share with his colleagues.)

Explore the different ways to cThe Other Sideonnect with your audience. Enriched video content is great for increasing user engagement, and interactive user-defined storytelling can be a totally immersive experience. It lets you get the right messages to each individual user by letting them click on objects in the video to influence what they see. “Choose a Different Ending” is a beautiful example of a great campaign tackling knife crime that drew immediate response. And another of the best ones I’ve seen recently is The Other Side of Honda.”

Or, if you need to get more complex data across in a way that quickly informs and engages, use an animated infographic to make data come alive. These motion graphics pack a huge visual punch, are bursting with information, and are rapidly becoming key tools to promote branded messages. For a truly multi-layered, fast and constantly moving example with beautiful visual transitions, you can’t beat “STUXNET: The Virus That Almost Started WW3.”

Whatever you want to achieve, remember you’re not alone. We recommend that you use a Creative and Motion team to help you get all those questions answered on the way to making great videos.

Video is a super strategy to stand out from the competition and it’s definitely a healthcare trend that’s already here and set to keep on growing.

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Feb26

Twitter and Google Forge Deal That Reintroduces Tweets to Google Search Results

Social Search Blog Image_This article was co-authored by Buddy Scalera from Ogilvy CommonHealth – Parsippany, NJ.

Twitter announced recently that it will be providing Google with access to its microblogging service for search indexing. Although Twitter activity appears in Google’s search results now, the staggering volume, more than 6,000 tweets per minute, makes crawling and organizing the data impractical.

The new partnership between Twitter and Google will grant the market-leading search engine access to Twitter’s “firehose” of data. This data is generated from the stream of 140-character tweets produced by Twitter’s 287 million users. Google’s unique access will enable it to parse, arrange, and develop rank and relevance for the social content in real-time.

It is not clear how Google will present Twitter’s data in search engine results, but the real-time and topical nature of the social network will make it especially relevant for breaking news, cultural subject matter, and rising trends. It will also likely be aligned to searches for individuals and personalities. It seems natural to index a person’s Twitter account, recent posts, and other activity in Google’s Knowledge Graph. It is also likely that user activity provided by Twitter will help determine if Twitter data is shown at all and with what prominence.

Of course, Google and Twitter have both been smart about how to monetize their offerings. We expect them to maximize their shared advantage for advertisers on both platforms.

What does this mean for healthcare brands?

For brands that are participating on Twitter, this continues to extend the reach of those messages into keyword-oriented searches. It also gives added pause to those concerned about the impact of influencers and popular Twitter users who mention brand names and conditions. Although it is not likely that a rogue Twitter handle will appear in a product search return in the first few pages, it will be extremely relevant to the nature of searches surrounding patients, their discussion of their disease, and treatment options.

For brands not active on Twitter, there is still the need to monitor activity on social networks, especially those that are publically searchable. Users who share brand information may be competing with your brand for users’ attention. Those users may also be candidates for influencer engagement, or an opportunity to correct brand misinformation.

The new inclusion of timely social posting would work to tremendous advantage for those brands that seize conventions and meetings for social sharing and engagement. The timely nature of event hashtags and the limited shelf-life for this type of communication create an ideal pairing for topical search and brand engagement.

Brands that have not engaged in social media marketing or listening programs are likely to be surprised by the changes in search results for their brand names, disease state terms, and other organic search results. Brands will now be competing with many more voices and another variable of timeliness. As with many of the changes Google has introduced for marketers in recent years, the changes will come quickly and with little time to react for a process-oriented industry like healthcare.

Many brands participate in social listening to understand the way patients, caregivers, and healthcare professionals are discussing the health category and their brand. These brand teams are likely to be better prepared for the deluge of information to come from this announcement, and how to process it.

Both Twitter and Google are companies that are comfortable experimenting in real-time. So while these changes will probably start with search engine results pages, we expect to see a ripple effect across other properties. Google+ and YouTube channels may be the first places where we see different types of experimentation and integration. After all, these properties are all part of Google’s ecosystem of data and advertising.

Although the announcement has been made, both parties have noted that it will be several months before tweets begin appearing in users’ searches in real-time. This announcement should have tremendous impact on the Draft FDA Social Media Guidelines presented to the industry last year.

To learn more about how this announcement and other market changes may affect your brand, please contact our team here at Ogilvy CommonHealth Worldwide.

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Feb20

Idea Is King, Guard It With Your Life

OHW Blog Image 2.20.15“In the dizzying world of moviemaking, we must not be distracted from one fundamental concept: the idea is king.” – Jeffrey Katzenberg, former Disney Chairman (’84-’94)

This fundamental concept also holds true in healthcare communications. All great work starts with a great idea. But arriving at a great idea is not enough. In our highly scrutinized and regulated world, a great idea is at risk of an untimely death at numerous points in its life. From internal creative reviews and client presentations to market research and medical/regulatory review, a great idea is often pushed aside because it looks and feels different than the status quo. A great idea makes people feel uncomfortable. But that is exactly what it should do: grab our attention and challenge our thinking.

Healthcare advertising is plagued with bad clichés, overused metaphors, and happy slice-of-life imagery. Contrast these campaigns to the quality of the work that many creatives in our industry include in their own portfolios. The difference is amazing. It’s an eye-opening experience to see the original idea that devolved to the happy couple sitting on a park bench with a benign, lackluster headline. We need to come together as a united community—creatives, account, planning, digital, and analytics —to courageously support great ideas, protecting their creative integrity all the way through final execution. Because in healthcare, great ideas can lead to more than awards; they can help save and improve lives.

 

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Jan7

Computational Lexical Analyses and the Modern Era of Wordsmithing

Writing Blog ImageIn a world fast becoming more interested in, impressed by, and capable of producing brilliant digital imagery, I’m the unfortunate one who gets to sit here and try to remind everyone that words still matter. Excited yet? Give me four minutes of your time, this is a brief post.

We work in what is first and foremost an advertising agency. There may be individual groups whose work is not entirely captured by that description (mine is one of them), but it’s the most condensed way of summarizing Ogilvy CommonHealth. Visually and creatively, the work that comes from many of our groups is stunning. It’s often best-in-class, and I’m not here to deter anyone from thinking so.

But this brings me back to what this post is about. Words, or language. Awe-inspiring as the visual work may be, our clients still often struggle with questions like, “What do we actually call this drug? How do we define and describe its therapeutic effect? How do we communicate that to clinicians? To patients?” Basic as these questions may seem, they are fundamental to the immediate and sustained success of the product. A drug needs a consistent, precise, ownable and differentiating lexicon in addition to a strong marketing campaign.

Easier said than done. Language is organic, a living, breathing document that evolves over time. Let’s look at the word good as an example. Once universally and unambiguously having meant desirable or of high quality, a recent article titled “The Art of the Amateur Online Review” in the New York Times describes why that’s no longer the case (the article is a good, quick read for anyone in advertising). Analyses of users’ product reviews show that good is starting to mean ambivalent. Reviewers say things like “it’s good, but….” In other words, good no longer means desirable, but simply good enough.

The same issues present themselves in a medical and scientific context. Clients wonder if they should say their drug is targeted or selective or honing. Perhaps others have created a drug with a new mechanism of action and they want to describe it in not just a differentiating way but also in a meaningful and exciting one. In medical language, the same words can have unique meanings across different categories.

Tools are available to help guide these decisions. In a computational lexical analysis, we can generate a database of language relevant to whatever subject area it is that we’re interested in. That can help us to know how the words in the category are used, and to see what opportunities there may be to create new language. It’s grounded in data, but this is a strategic exercise that seeks to provide guidance around what language is most appropriate for a given molecule/condition/category. Have a client with problems like this? Send them our way, we may be able to help.

 

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Dec11

Now That’s a Vision

visionary_governanceIn our business, we often help our clients to develop and navigate their corporate vision. If done well, the vision of the company is aspirational, achievable, and distinctively ownable. Far too often when reading a company’s vision statement, you feel that you could simply replace Pharma Company A with Pharma Company B, and might at times even question their ability to achieve that vision. So it is with fascination and awe this holiday season that I reflect on one corporate leader’s amazing vision for his company and his unwavering commitment to delivering on that vision. In 1994, when Jeff Bezos founded Amazon, he articulated:

“Our vision is to be the earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

He has clearly redefined online retailing, and Amazon is the world’s top Internet retailing company.  While there are arguably many out there who may not agree with me, I applaud the customer experience that Amazon has created, and I have often tested the theory of whether they truly have “anything” I might want to buy online and my “cart” has yet to be disappointed, even for the most obscure or uncommon searches. So this month as I cross off items on my holiday shopping list and avoid carrying a heavy coat and shopping bags around a crowded shopping mall with annoying people, I thank you, Jeff Bezos and Amazon, for having an aspirational, achievable and distinctively ownable vision.

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