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The Case for Content Reaching skittish consumers through objective, story driven information is digital marketing's hottest digit. But applying this consumer phenomenon in Big Pharma presents some unique challenges. |
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Media Spend Trends: Changing Lanes You've got their attention---now what? Pharma marketing analysts predict a spending shift from branded direct-to-consumer efforts to more disease awareness and corporate reputation promotions. |
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Alternative Media: TV's Targeted Comeback Educational TV programming provides a new channel of information for disease sufferers. |
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The Power of Attribution Marketing Give credit where credit is due. We consistently see that once digital marketers shine the attribution light on their campaigns and data, the elements that create and influence demand further up the funnel are seen as more valuable. |
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Turning the Ins and Outs of Marketing Inside-Out Keeping your finger on the pulse of consumers leads to better, more actionable insights and better results. |
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A Day Late and a Dollar Short Pharma marketers face a crisis in digital media. But there's a way to turn it around. |
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Ad(Ventures) in Pharmaland Despite the downside in ad spend, an upside remains in the digital space that's wide open for exploration. |
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Big Data, Bigger Ideas How to stop worrying and learn to love the data. Let's face it and let's be brave about it: the balance of power has shifted permanently from the marketers to the marketed. |
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Directo to Consumer: No-Name Opportunity Marketers are using unbranded ads to get across the right messages. |
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Marketing to Professionals: The Essence of a Brand Beyond good messaging, marketers must establish a brand that is forever etched into physicians' minds. |
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Direct to Consumer: The Secret of My Success Pharmaceutical industry experts sound off on the methods behind an award-winning ad and how the next great direct-to-consumer campaign will come about. |
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Activate Your Audience Marketers need to reach beyond disease awareness to spark "movement" communications campaigns. |
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Alternative Media: How to Capture Your Target Consumers' Profile Data Online To better target and keep track of consumers, some pharmaceutical companies have developed online customer-acquisition programs, a marketing approach that identifies consumers who are interested in learning about drug treatments for their specific ailments. |
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The Digital Age of Marketing Gartner forecasts that social and mobile approaches will influence at least 80 percent of consumers' discretionary spending by 2015. |
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The New Science of Retaining Customers Look to digital analytics to improve buyer loyalty and customer lifetime value. |
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Infor Launches New Marketing Suite Multichannel campaign management tools and analytics let marketers deliver comprehensive messages. |
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The Road to Omnichannel Marketing Success As new channels emerge, context-based marketing plays a crucial role. |
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Direct to Consumer: Culturally Relevant Marketing Through culturally relevant marketing, pharma can seamlessly weave its brands into consumers' lives... Also: The 2005 Pharmaceutical Advertising and Marketing Excellence Award recipients... |
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Required Reading: Is Your Marketing Above the Noise? Keeping consumers' attention in new channels calls for classic marketing principles |
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Learning to Relate A multi-phase implementation strategy can debunk the myth that social media won't work for pharma. |
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The Personal Touch in Digital Promotion The shift from sales rep meetings to digital selling methods must include innovation and a physician-centered mindset in order to be successful. |
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Practical Presto! Customer clarity is an analytical wand's wave away with new marketing automation apps. |
Search Engine Watch
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Herndon Hasty |
Search as a Branding Channel Don't miss out on the opportunity to expose your brand to millions of targeted, potential buyers this holiday season. |
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April 4, 2014
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Meeting the Mobile Marketing Data Integration Challenge Switch from a channel-centered to a customer-centered approach. |
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Data Mining: The Heart of Analysis What do you do when the needle won't move anymore - when you can't invest another dollar in your paid search program without diminishing your returns? The answer lies in the data. |
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Jessica DiPaolo |
Toolkit: Good Tailoring Does your marketing campaign reach the huddled masses of frustrated or illiterate healthcare consumers? |
Pharmaceutical Executive
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David Johnson |
Dive into Digital Exclusive Pharma Exec survey details how pharma can make virtual channels effective marketing vehicles. |
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Marketing to Communities Why old-school advertising delivers the wrong message |
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Branded Content Marketing Sees Increase in Importance More than 70 percent of brands and agencies surveyed plan to spend more on it next year. |
Pharmaceutical Executive
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Digital's Place in the Pharma Marketing Mix The rush to digital will continue at a fast clip, but marketers need to reacquaint themselves with their brands' audiences. |
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No Longer The Text-Best Thing Text messages remain a big part of any mobile campaign, but these days a multichannel approach is what really connects |
Pharmaceutical Executive
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Marcee Nelson |
Direct to Consumer: Emotional Connection By reaching out to women, pharma companies can build more meaningful brands. |
Search Engine Watch
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Lies, Damned Lies, and Statistics Over the past year, I've been in numerous meetings with advertisers, agencies, and online media vendors, and I'm often amazed at the confusion surrounding how local search campaign analytics are reported, and sometimes twisted, to create a desired story. |
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July 8, 2015
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Stop Your Customers From Going Dark Bombarding customers with irrelevant messages doesn't help. Forget focusing on meeting quotas and focus instead on the customer experience. |
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Atri Chatterjee |
The 21st-Century Small Business Maven Five digital marketing strategies that will help you take your business to the next level. |
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Measuring Audience Engagement in Social Media Providing a framework for measuring audience engagement while also soliciting feedback for additional metrics that should be factored into such a calculation. |
Search Engine Watch
May 5, 2010
Gareth Owen |
Search Doesn't Only Happen on Search Engines Search will still be focused on optimization of keywords for maximum ROI, but companies and agencies must put those searches in context and measure individual campaigns with a range of different metrics. |
Pharmaceutical Executive
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Ringler & Comer |
The (Life) Science of Digital Connections Making real connections that resonate with audiences in a digital world is a fine art, especially in the heavily regulated world of Big Pharma |
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Blake Suggs |
Back to SEM Basics Four areas where our industry is straying from the basic fundamentals of good search marketing, and how to correct the course. |
Pharmaceutical Executive
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Jacobs & Calkins |
Prescription for Growth: Embrace a Niche The best way to grow in the pharma industry is to think small. |
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Matt Lawson |
Campaign Overload: How Search Marketers Can Overcome Fragmentation More platforms and formats have made managing online marketing increasingly difficult. Use these tips to help tame campaign fragmentation in 2011. |
Pharmaceutical Executive
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Peter Houston |
Google+ and Pharma Is Google+ the social media platform that pharma has been waiting for? |
