Jun22

Google Changes Search Ad Format For Pharma Brands

Search-For-PharmaGoogle has announced that it will be updating the Google Search ad format it offers to healthcare and pharmaceutical brands. This change affects support for pharmaceutical brands with black box warnings and those that require adverse event information as part of the ad.

URL architecture for black box brands

As of July 20, 2015, Google will be moving to a common AdWords format that no longer supports an additional line of copy and additional URL for black box brands and those requiring adverse event language. This is an evolution that is optimized for its paid search marketing solution that has been available to pharmaceutical advertisers for the last five years.

An example of how a brand might be using search engine marketing in Google AdWords before and after the July 20th update:

Pre-July 20th AdWords Example:
Brand Ad 1
Post-July 20th AdWords Example:
Brand Ad 2

 

 

 

What does this change mean for pharma brands?
Brands that are currently using Google AdWords for marketing will need to consider a rewrite of existing creative and landing pages. The pages that the new AdWords ad links to will need to prominently feature adverse events information for the product. This will require revisiting of search marketing strategies as well as potential user experience and design changes to optimize inbound traffic from paid search campaigns.

Brands currently using paid search programs with Google should leverage Google’s Sitelinks feature, which provides several links to content within a product website within the AdWords format. Product managers and agencies should also reinvest in paid mobile search with this change, as there is a broader efficiency with this change in having a single ad format for all platforms (desktop and mobile search).

Post-July 20th AdWords Example with Sitelinks:
Brand Ad 3

The changes to Google’s AdWords program will have a significant impact on pharma brand website marketing performance as well as the cost of paid search solutions currently used for search engine marketing programs. Expect to see changes in your category as well as behavioral changes for your paid and organic search performance.

Next steps
The changes to Google’s AdWords program will affect every brand using paid search for healthcare professional and consumer engagement. Work with your agency partner to identify the best counter-measures for these changes and how to recalculate your performance metrics.

Ogilvy CommonHealth offers digital strategy, content strategy, creative development, and analytics services for all of our clients to guide brand leadership through these and any future changes to search engine marketing and market changes in digital and traditional media.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Analytics, Apps, content marketing, Content Strategy, copywriting, Creativity, Data, Design, Digital, Digital Advertising, Healthcare Communications, Media, Media Placement, Pharmaceutical, SEO, Social Media, Technology | Leave a comment
Jun11

The Next Phase of Pharmaceutical Value Propositions Needs to Include the Real Meaning of Synergy

Synergy Blog ImageExpress Scripts recently issued a report on drug spending that made some headlines in the business press.[1,2] This compelling report shows that, from the perspective of a pharmacy benefit manager (and its pharmacy claims database), evidence confirms the trends of increased drug spending, particularly in the subset of patients that consumes at least $100,000 worth of drugs annually:

• The population of patients that takes at least $100,000 worth of drugs has almost tripled from 2013 to 2014
• Compounded drugs were the 3rd highest driver of the trend, behind HCV antivirals and oncolytics
• 9 out of 10 patients with drug costs over $50,0000 used specialty medications
• Men and baby boomers (those aged 51-70) make up the majority of those with high drug costs
• Comorbidities and polypharmacy were prevalent among patients with high drug costs

Glenn Stettin, MD, the SVP of Clinical, Research, and New Solutions, outlines in this report implications and recommendations, most of which are feasible for a PBM to consider:

• Eliminate wasteful spending and improve medication adherence
• Manage specialty and traditional medications together
• Pioneer new approaches in cancer care that both offers patient access and sustains payer affordability

While these are important recommendations, there is an opportunity for pharmaceutical manufacturers to consider extending and enhancing the value propositions of their drugs, and it relates to the “comorbidities and polypharmacy” finding in this report, which is pretty remarkable. The report shows that:

• Among patients whose drug costs reached $100,000, more than one-third were treated for more than 10 conditions
• More than 60% were taking more than 10 medications
• One in four patients had prescriptions from at least 4 different prescribers
• More than half of patients with $100,000 in drug costs were prescribed medications by physicians from at least 4 difference specialty areas

Now, as we read daily in the business press, the drug industry is facing pushback about its pricing of newer agents (specifically HCV antivirals and oncolytics). This resistance from customers is normal, and has taken various forms of stricter precertifications and/or formulary requirements.[3] Recently, legal patent challenges have surfaced; in some countries, various advocates are asking that patents on drugs be voided, so that generic competitors can appear earlier.[4] Nonetheless, evolving industry forces, such as comparative effectiveness research, constrained health care budgets of some payers, and new competitors have started to create a new equilibrium between sellers and buyers, and these forces are helping to more quickly vet winners and losers. It is encouraging to see the manufacturers (particularly of HCV and cancer drugs) refine the value propositions of their drugs, which now include cures for some patients.[3]

But disease is multifactorial (and, as the ESI report shows, multiple diseases are, too), and treatments often need multiple approaches. Manufacturers may need to extend the current value proposition of “one drug that treats one disease at one time” and add it to the complicated heath care mix that includes other variables, for example:

• Combination therapies (with other drugs, including competitors and/or generics, and with other modalities such as devices, diet, surgery, etc.)
• Timing or sequence of treatments (ie, phase of the disease)
• All of the factors in “care coordination” (ie, different physicians, different specialties, different settings)

In other words, manufacturers need to demonstrate the synergy produced by their drugs. “Synergy” is often misused, but I like the Merriam-Webster definition of synergy as “a mutually advantageous conjunction or compatibility of distinct business participants or elements (as resources or efforts).”[5] Certainly some treatment guidelines, pathways, and medical policies attempt to address these multiple variables in health care. But manufacturers can bring their significant credibility in clinical research and patient experience to identify, define, and demonstrate the specific opportunities that optimize their drugs’ performance. They are best-suited to do so, and the customers are receptive to that type of message. (Note: as this heads to posting, 2 manufacturers are reported to have taken this approach and are studying their oncology drugs in combination.[6])

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Footnotes:

1. Super Spending: US trends in high-cost medication use. May 2015. http://lab.express-scripts.com/insights/drug-options/super-spending-US-trends-in-high-cost-medication-use. Accessed May 19, 2015.

2. Growth of patients with $50K annual drug tabs skyrockets. Fierce HealthFinance. May 17, 2015. http://www.fiercehealthfinance.com/story/growth-patients-50k-annual-drug-tabs-skyrockets/2015-05-17). Accessed May 19, 2015.

3. Gilead’s $1,000 Pill Is Hard for States to Swallow. The Wall Street Journal. April 8, 2015. http://www.wsj.com/articles/gileads-1-000-hep-c-pill-is-hard-for-states-to-swallow-1428525426. Accessed May 21, 2015.

4. High Cost of Sovaldi Hepatitis C Drug Prompts a Call to Void Its Patents. http://www.nytimes.com/2015/05/20/business/high-cost-of-hepatitis-c-drug-prompts-a-call-to-void-its-patents.html. Accessed May 20, 2015.

5. Merriam-Webster Online. http://www.merriam-webster.com/dictionary/synergy. Accessed May 21, 2015.

6. AstraZeneca and Lilly to test new cancer drug combination. Reuters. May 29, 2015. http://www.reuters.com/article/2015/05/29/us-astrazeneca-eli-lilly-cancer-idUSKBN0OE0HU20150529. Accessed May 29, 2015.

Also posted in clinical trials, Data, Education, Health & Wellness, Healthcare Communications, Medical Education, Medicine, Pharmaceutical, Science, Technology | Tagged | Leave a comment
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

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Branding, Digital, Digital Advertising, Direct-to-Consumer, Healthcare Communications, Marketing, Media, Pharmaceutical, Public Relations, Social Media, Technology | Leave a comment
Apr15

ResearchKit: A Medical Research Revolution?

Research Kit Blog Image SizedIn what boils down to crowd-sourcing medical information, Apple’s ResearchKit promises to turn the iPhone into a powerful tool for medical research. But will it live up to that promise?

Apple is putting the power of clinical trials in our pockets with ResearchKit, the open-source software framework designed for medical and health research. It will help doctors and scientists gather data more frequently and more accurately from clinical research participants using iPhone apps, enabling faster insights at lower cost.

ResearchKit leverages the sensors and other capabilities of the iPhone to track movement, take measurements and record data. When granted permission from the user, ResearchKit can access data from Apple’s HealthKit app such as weight, blood pressure and glucose levels, which are measured by third-party devices and apps. ResearchKit can also request access from the user to access the accelerometer, microphone, gyroscope and GPS sensors to gain insight into a user’s gait, motor impairment, fitness, speech and memory.

Several world-class research institutions have already developed apps with ResearchKit for studies on asthma, breast cancer, cardiovascular disease, diabetes and Parkinson’s disease. Using the built-in templates for informed consent, users decide if they want to participate in a study and how their data—and which parts of their data—is shared. Participants can perform activities and generate data wherever they are, providing more objective information than simply filling out forms for their activities.

More data will be generated through these apps for researchers to analyze than ever before. For example, just four days after its release, Stanford University School of Medicine’s MyHeart Counts app was downloaded 52,900 times, with over 22,000 users consenting to the study. But more data isn’t necessarily better data.

On the surface, ResearchKit sounds like the long-awaited answer to ongoing issues in traditional clinical trial processes, including limited participation due to proximity to institutions running trials, frequent data entry and the integrity of that data and limited data collection.

Apple has created three customizable modules to address the most common elements across different types of clinical studies: surveys, informed consent and active tasks. Programmers can use these modules as they are, build upon them or even create new modules of their own.

ResearchKit initially includes five active task modules that invite users to perform activities under semi-controlled conditions, while iPhone sensors actively collect data. The tasks can be a simple ordered sequence of steps or dynamic, with previous results informing what is presented. In this way, researchers and programmers can create custom apps for their relevant disease states. These modules simply record the data and pass it on to the researchers; Apple does not store it or track it in any way.

Since ResearchKit resides on the iPhone, it will be easier to recruit participants for large-scale studies, accessing a broad cross-section of the population. The data that it collects mostly comes from sensors and other apps; there is little chance of error in the measurements as compared to patients recording their data in paper-based diaries. Even the data that patients will enter themselves into ResearchKit apps will be more accurate: programmers can put limits on that data so that it fits within proper parameters.

Although ResearchKit solves many issues with clinical trials, it also creates some of its own.

Patient population

Apple promises access to a diverse, global population through ResearchKit, but that population might not represent the population as a whole.

IPhone users are more wealthy and educated than the general population, and minority groups are underrepresented in its user base. Additionally, ResearchKit is only available on iPhone 5 and newer models and the latest generation of iPod touch, which excludes a large segment of iPhone users.

On top of that, the patient populations for ResearchKit apps will be largely self-selected: those using the apps are already likely to be interested in their own health. So can the results generated from this narrowly defined population be extrapolated to the population as a whole?

Another point to consider with the self-selected patient population is that app desertion rate can be high, so researchers won’t have complete data from those who don’t finish the trial. This will also bias the data toward better outcomes since those who actually finish the trials are more motivated to see a positive outcome.

Data Validation

There is no validation that participants have a specific condition before they can enter a trial. This lack of verification can further skew the results of the trials. Going forward, tighter controls on who can enroll in each trial by verifying their basic information will lead to better qualified participants and more robust trial data.

Secure Communication

Verifying participants’ information might be hampered by the current lack of secure communication mechanisms between ResearchKit apps and their researchers’ servers.

This is up to the app developers to implement, as is HIPAA compliance and compliance with international research regulations. Even if secure communications are implemented properly by app developers, sharing personal medical information is a sensitive subject—especially with current data breaches. There will likely always be privacy concerns, especially in participants who don’t fully understand how their health data will be used.

Big Data

ResearchKit trials could potentially have hundreds of thousands of participants, each one with the potential to have inaccurate data. How will researchers separate the signal from the noise with such large amounts of data?

Cleaning that data will be a huge job, and further making inferences from that data to the general population could be difficult. Building trust in the trial results in light of the challenges listed here could be an uphill battle with the general public. More thought needed here.

Going forward, simple improvements such as data validation will go a long way toward more qualified patient populations and more robust trial outcomes. But how can ResearchKit be made available to a more representative patient population?

The answer could lie in the open source framework of ResearchKit. Researchers will have the ability to contribute to specific activity modules in the framework, like memory or gait testing, and share them with the global research community to further advance what we know about disease. And since it’s open source, there is the opportunity to expand into the Android realm as well.

On a global scale, Android is the far more popular operating system, and its user base is more representative of the population as a whole. It would benefit these clinical studies if users across platforms could use these apps.

That said, Android has a fragmented operating system with disparate hardware platforms that have differences in their sensors (accelerometers, GPS, gyroscopes), and even in chipsets from device to device. Researchers would have to account for all of these differences and build and test apps across platforms, which is nearly impossible on their limited budgets.

While ResearchKit is not the perfect solution for clinical trials research, it is a good first step, especially when it comes to to clinical trial recruitment, which has been the bane of the healthcare industry for far too long. Results of the pioneering ResearchKit apps—for asthma, breast cancer, cardiovascular disease, diabetes and Parkinson’s disease—will reveal the true utility of such a mobile, global medical research solution.

This article was originally published in Medical Marketing & Media.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in adherence, Apps, behavior change, Design, Digital, Health & Wellness, Healthcare Communications, Technology, Wearable Health Technology | Leave a comment
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.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Analytics, Apps, Blogging, Branding, Data, Design, Digital, Digital Advertising, Media, Public Relations, SEO, Social Media, Statistics, Technology | Tagged | Leave a comment
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.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Analytics, Branding, Data, Design, Digital, Healthcare Communications, SEO, Social Media, Statistics, Technology | Leave a comment
Feb12

So What’s Your EHR Strategy?

EMR Blog Image2As pharmaceutical marketers, we no longer live in a world of traditional marketing where we can cast a wide net and hope we’re engaging with the right customers. We need to move communications to where our physicians are. Additionally, pharmaceutical companies have shifted away from traditional face-to-face tactics to more digital interactions, spending 25% of their marketing budgets on websites and online media.

“Unlike traditional forms of advertising, digital technologies enable tailoring of advertisements to individual physicians on the basis of data from clinical encounters,” according to Christopher Manz, MD, and David Grande, MD, MPA, from Penn Medicine, who recently gave a point of view on electronic health records (EHRs) in The New England Journal of Medicine.

Digital marketing provides us with tools to communicate more effectively with our customer through more individualized and personalized engagements, ensuring that the correct message is being delivered at the appropriate time. With new tools coming out weekly, it is easy to get caught up in the hype. Choosing a tactic simply because it’s the “newest” or “coolest” option will not guarantee success. Without the right strategy, we are just wasting time and resources. A strong digital marketing strategy is essential for communicating with our customers and staying ahead of our competition. The key is understanding our customers as well as a brand’s overall strategic and marketing objectives and then selecting the appropriate digital channel(s) that will help reach our target audience and goals.

As brands fight for share of voice in an overcrowded digital space, it’s time for companies to stop looking at the traditional online engagements as the cornerstone of HCP engagement and focus more on targeted engagements within electronic medical records (EMRs). According to market leaders, EMRs will become the dominant communications stream for physicians, and pharma has been slow to engage in the EMR format.

There has been tremendous growth of the EMR marketplace over the last few years. According to the latest government statistics, 72% of office-based physicians are using an EMR or EHR system, up from 48% in 2009, driven by meaningful use, which provided incentive payments for physicians and hospitals to implement them. EMR is now the center of physician workflow, and its data offers valuable insights into practice management and the physician-patient dynamic. This data can be leveraged to better serve patients and physicians by providing the tools that they need, such as patient education or reimbursement support. To that end, aligning with the right EMR solution should increase HCP engagement. What is encouraging, according to Manhattan Research’s latest Taking the Pulse survey, is that 71% of physicians are interested in interacting with pharmaceutical companies in this way, so we as pharmaceutical marketers need to capitalize on this channel in a strategic way that brings value to both providers and patients.

Integrating With the HCP Workflow

So how can we leverage the use of EMRs to benefit healthcare providers, patients and payers? With the demands placed on them today, physicians have less time for each patient, pharmaceutical reps, and for searching for information between appointments. Marketing to HCPs through EMRs will better integrate with a physician’s daily workflow and shift the mindset from disruptive marketing to a partnership. Physicians use EMRs for their tools, and the more information physicians are getting through these systems, the more opportunity for marketers to provide value. Leveraging EMRs to deliver meaningful assets to physicians when they are with patients represents a prime opportunity to change the behavior of our physicians.

There are several ways to reach physicians through EMRs. One obvious component is providing information about a brand at the point-of-prescribing that is of high clinical value to physicians. Additionally, according to Taking the Pulse, at least 40% of HCPs say patient education, samples, vouchers, patient financial support and product information are features they are most interested in seeing in EMRs. Other examples include formulary data and safety updates. EMRs can also be used for direct marketing to physicians through banner ads, industry-sponsored clinical resources and emerging solutions.

Marketing to HCPs through EMRs is not without its obstacles. There are approximately 600 EMR system vendors with only a handful offering partnerships with pharma companies. Therefore using EMRs is not a one-size-fits-all approach to marketing, and it might be required to customize materials for each platform. There are also concerns about privacy, interruption of the HCP process by forcing information during a clinical decision, and the intricacies of integration with EMRs. These all need to be considered when determining if and how an EMR plan and roll-out is right for your brand.

Looking to the Future

EMRs represent an opportunity for marketers to communicate to physician throughout a product life cycle—from clinical trial recruitment to workflow “interventions.” The opportunity for marketers in EMRs is here, and physicians want pharma involvement. But it’s imperative that a brand has a clear EMR strategy to capitalize on this channel opportunity and ensure we are providing a fully integrated communications plan.

 

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in behavior change, Data, Design, Digital, Health & Wellness, Healthcare Communications, Physician Communications, Research, Technology | Tagged | Leave a comment
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.

 

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Branding, copy writing, copywriting, Creativity, Culture, Design, Digital Advertising, Healthcare Communications | Tagged | Leave a comment
Dec18

The Value of a PURL

Value of a PURL blogIMAGENo two pearls are alike—and neither are two PURLs. You may have heard this homophone for the popular gemstone in reference to digital marketing campaigns. The acronym refers to “personalized URLs,” or unique web addresses. The concept is relatively simple (at least in comparison to its execution): each target has an exclusive code attached to a link in an email they receive (or the banner they view, etc.). The degree to which this personalization is carried through to the website varies—from entirely unique landing pages, to custom-populated portions of the website (such as displaying the target’s name on the page), to all targets viewing the same exact page, and the codes being used only for backend tracking purposes.

The value of a pearl is determined by several factors: type, rarity, size, shape, color, etc. The value of a PURL is also multifaceted. The first, and perhaps most obvious value (at least to someone in marketing analytics), is that PURLs enable detailed tracking of an individual. Websites, with the help of reporting suites such as Omniture, record activity against each unique code. This tracking then enables a view of each target’s path and interactions on-site. Additional value is obtained when this information is collected on a personal level, and then used to customize further engagement. For example, if a target explores a certain area of a website, the next email to that target can reference this action and/or include further information on this topic. This engagement customization then translates into a third added value: the use of PURLs typically increases response rates. Not surprisingly, targets are more likely to click on a link when it is personally relevant.

The history of pearls in society as a valued possession is long and storied. In ancient times, pearls were rare and highly valued (as the legend of Cleopatra and her pearls implies). In more recent history, the value of pearls has diminished greatly due to the availability of cultured pearls. However, the value of PURLs is only increasing in marketing, and is becoming the cost of entry for a truly effective campaign.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in Analytics, Creativity, Culture, Data, Design, Digital, Healthcare Communications, SEO, Technology | Leave a comment
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.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in agency life, Branding, Creativity, Culture, Design, Great Ideas, Marketing, Networking, Partnerships, positioning | Tagged | Leave a comment