Archive for the ‘Internet’ Category

Handheld Branding

Tuesday, December 22nd, 2009

Even with the fate of online pharma advertising waiting in the FDA’s hands after the hearings, some have found a new way to get around the technicalities of banner advertising and have gone for a much more branded, yet handheld approach.

Ever since the iPhone and iPod touch came out, iTunes has been seeing owners download at least 10 new apps per month on average, and recently just celebrated it’s 1.5 billionth download.  Interestingly enough, the commercials you see are right: you name it and there’s an app for that. Some do nothing and sell nothing, like the Zippo Lighter app. But then there are other branded apps that actually provide value to a consumer. And now pharma’s getting into the branded app mix, too.

Sanofi-Aventis recently rolled out its GoMeals iPhone app that acts as “a food-tracking tool that allows users to search thousands of foods and dishes from popular restaurants and grocery stores to easily see the nutritional content of meals and snacks,” according to MedAdNews.

Even though GoMeals was created as a tool to support their online diabetes community, the app can be used by just about anyone who is looking to watch their daily intake. But more importantly, it gives the online diabetic community a trusted source of information and a brand to look to for all of their diabetic needs, even if Sanofi-Aventis isn’t directly selling Lantus, their 24-hour insulin shots.

Online advertising is no doubt a powerful means of communicating to targeted audiences. But, oftentimes a branded application or portal for information can be just as powerful when it builds up brand loyalty. Because once brand loyalty has been firmly established, you don’t have customers anymore; you have brand evangelists, which is one bond that’s incredibly difficult to break.

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FDA Hearings on Social Media and Internet Marketing

Thursday, November 12th, 2009

Right now, the FDA is deliberating on how the pharmaceutical industry will be able to leverage social media and the Internet. The importance of these proceedings can’t be understated. In such a heavily regulated industry, the wheels of progress turn slowly and there has been difficulty tapping into the reach and power of emerging media outlets.

The fact is the marketing world is moving faster than the industry can keep up with. And with over 80 percent of the population researching health topics online, these hearings could be a watershed moment considering that tribal marketing is only going to increase as social networking becomes more ingrained into everyday life.   Both the FDA and US Government are leveraging technology to reach this audience and will hopefully soon provide clarity, along with guidance on new ways to communicate through this powerful medium.

But even as we wait for a verdict on how the FDA approves how social media and the Internet can be leveraged, the need for reaching these segmented audiences is still critical. Fortunately, AIR Health’s MyOperon web portal is the industry’s solution to reaching these crucial audiences through dynamic, preference-driven pharma marketing into one central, easy to access online hub. MyOperon communicates with audiences on an individual basis by aggregating the information they want and delivering it in the format they use most for an online community that is not only relevant, but also groundbreaking.

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Helping Physicians Maximize Their Time Online

Monday, October 19th, 2009

Physicians use of the Internet is on the rise. In fact, a recent study released by Manhatten Research states the average physician currently spends a full work day every week using the Internet for professional reasons. This is a significant increase from 2.5 hours per week in 2002. This increased time on the Internet represents a significant opportunity for pharmaceutical marketing. There is no time frame around this data – is it a full day a week, a month or a year?

The biggest opportunity here lies in assisting the physician to maximize their time on the Internet. As with any research you’re conducting on the Internet, a lot of time is wasted shifting through links and articles that are not relevant to your original query. Oftentimes information is scattered across different websites and are not available in an easily digestible format. There are certainly ways to help them lower the amount of time spent by offering them customized and relevant information efficiently exactly when they are seeking it.

AIR Health’s MyOperon web portal helps to address all of these issues relating to inefficiency. The information presented is customized to the individual physician and takes into consideration their therapeutic focus, practice specific needs, patient load, any CME’s of interest etc. Additionally, the information is available on a real time basis, exactly at the time they need it.  This basically, cuts out all the shifting and sorting of the information on the part of the physician and maximize their engagement on the Internet.

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Physicans Use of the Internet Increases

Thursday, August 20th, 2009

According to Manhattan Research, physician use of the Internet has increased rapidly over the past few years. Not only has the use increased, but physician’s expectations of what should be available to them have increased as well. As they inquire about information on the Internet to further their practice, these physicians are seeking customized, relevant and fresh content across a broad spectrum. Their online activities range from wanting online conferences and reading medical journals online, to watching product videos from pharmaceutical and biotech companies. In essence, they desire a single personal portal Web site experience that delivers the right information in the format they desire and in the place most comfortable to them. In other words, the solution AIR Health will be offering the industry.

AIR is not just bringing a “concept” to the healthcare marketplace; it has already done it with great success and delivered substantial ROI to its clients. For example, as a hospitality industry first, AIR developed personal Web sites for each one of enrolled Destination Hotels & Resorts customers, based on their personal and communication preferences. To quote Andre Fournier from DHR, “The brainstorm came from AIR Marketing, and its efforts, to create this umbrella that sits on top of [AIR's] Cyclone engine allowing us to send specific customized messages, through an integrated approach across the portfolio of our business.”

This is the type of breakthrough marketing communications the health care industry and pharmaceutical industry is in need of and is ready for. In fact, physicians say they are ready for some fresh AIR!

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