Interviews of leaders and innovators in pharmaceutical marketing.
Pharmaguy interviews Brain Fox, Senior Partner at McKinsey, about the new e-book entitled "Pharma 3D: Rewriting the script for marketing in the digital age."
Topics for Discussion/Questions:
Give us an short introduction to the e-book Pharma 3D. Why was this written now? Who collaborated in writing the book? What are the major takeaways for pharma?Explain why you think pharma is not doing enough in digital marketing Is it fair to compare pharma to other, more lightly regulated in terms of marketing, industries?The How-to section is extensive. What are the 3 Ds that pharma markets must know?What are your future plans for the book? Are you hoping to include more pharma-specific case studies?
UCB's State ScoreCards
Cindie Dilley, Head of New Patient Value Focus at UCB, talks about UCB's State ScoreCards program, which won the 2016 eyeforpharma #efpphilly award for Most Valuable Patient Initiative.
What are ‘The Report Cards’ (aka ScoreCards)?
It is an interesting initiative to lobby decision makers for better access to innovative treatments for Epilepsy. The Record Cards ups the pressure on under-performing state health networks, by increasing transparency on state performance.
Why did they win?
eyeforpharma judges were impressed by the way UCB managed to execute on a strategy to empower others to advocate for better care. It is a well-known truth that pharma is often perceived unwelcome in negotiations for access to innovative medicines. It is a reality of the industry business model that pharma has to battle to overcome access decision makers distrust of increased expenditure on new products.
UCB opened up the data on specialty care and newer anti-epileptic therapies and collaborated to issue independently peer-reviewed literature documenting the health benefits of a comprehensive up-to-date approach to manage this condition.
They then worked with local advocacy groups to share this knowledge along with transparent evaluations tracking the individual state performance on health outcomes. Armed with this information, patients were given the tools to challenge under-performing institutions and demand patient-centric change.
Pharmaguy interviews Wendy Blackburn, Executive Vice President at In Touch Solutions. Wendy talks about her company's #ALLin campaign to document patient stories, how she became a digitally-savvy woman pharma 'pioneer,' and her views on how digital devices such as wearables will transform the pharmaceutical and healthcare industries.
Cross-Cultural Marketing: Reaching U.S. Hispanics via TV and Mobile Devices
Pharmaguy interviews Lisa Valtierra, former Associate Director of Cross Cultural Marketing at Boehringer Ingelheim. We discuss how Boehringer Ingelheim engaged U.S. hispanics about diabetes in a culturally-relevant manner via TV, mobile, and the Web.
Telemundo was the media partner and produced "Bajo El Mismo Cielo"First-ever collaboration on a telenovela between pharma and Spanish media360 campaign that included a strong web-presence on Telemundo.com The character in the telenovela discussed type 2 diabetes in on-line vignettesEverything directed back to the campaign websiteCampaign also had a CRM componentCampaign won 7 awards ta DTC Multicultural Health Oct. 2015
Effectiveness of Pharma DTC Advertising
Pharmaguy interviews Richard Meyer, Chief Digital Strategy Officer, Online Strategic Solutions, about a phone survey he conducted recently for a pharmaceutical client. We discuss the main findings of the survey.