From Twitter 07-30-2010

From Twitter 07-30-2010



From Twitter 07-29-2010 http://goo.gl/fb/YKesz


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Drug Reps on the Decline

Drug Reps on the Decline


For the life of me I cannot figure out why this is not a bigger deal. I have talked about this quite a bit here, in fact probably more than I should. However, I see an absolute seismic shift occurring that I think many are either blind or ignorant or both. The fact that Rx reps continue to dwindle and there is a shift online for information is a complete paradigm shift. Let me say it this way, it is a game changer. Depending on your viewpoint it is either really good or really bad. I, of course, am on the good side.



image via feedme.biz
Pharmaceutical companies -- battered by a sluggish drug pipeline, the looming loss of blockbuster patented drugs, an economy in recession and scrutiny of their relationships with physicians -- are re-examining the value of sending drug reps into doctors' offices. Detailers are struggling to grab a shrinking slice of physicians' valuable time and attention while adjusting to new drug industry rules banning freebies such as pens and notepads.

Here is additional previous coverage.

If you don't see why this is important I encourage you to spend some time with the quote, "Only the paranoid survive," from former Intel CEO and Chairman Andy Grove.

For now, let me just say that a strategic inflection point is a time in the life of a business when its fundamentals are about to change. That change can mean an opportunity to rise to new heights. But it may just as likely signal the beginning of the end.
That's how big I think it is. Time for organizations to ramp up interactive efforts.

| www.jlefevere.com |


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From Twitter 07-28-2010

From Twitter 07-28-2010



From Twitter 07-27-2010 http://goo.gl/fb/SndQ4
The Patient Uprising: A Confederacy Begins http://goo.gl/fb/VZjkz #connectedhealth
The Patient Uprising: A Confederacy Begins http://bit.ly/drqujh #socpharm #HCSM
RT @adpharmnet: 10 Ways Apple’s iPad is Changing Healthcare http://ow.ly/2hJzX #pharma #hcmktg #hcsm
RT @EmpHigher: Fire your Marketing Manager and Hire A Community Manager http://bit.ly/bM8so8 (via HBR) by @Armano made me think of @shwe ...
RT @GingerVieira: Check out my guest post on @DiabetesMine on living with #diabetes #dblog: http://tinyurl.com/33b8u4n #GVcoaching
RT @CyWakeman: There are many things in life that will catch your eye, but only a few that will catch your heart. Pursue them. #fb


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From Twitter 07-26-2010

From Twitter 07-26-2010



RT @lvgolfblogger: Caddyshack's 30th anniversary: The readers weigh in: PGATOUR.com - PGA Tour http://bit.ly/bazjo3 #fb
Interesting Perspective: Advertising: Many Marketers Still Undervalue Their Websites http://bit.ly/95FVt9
RT @oncevision: #quote "Happiness is not by chance, but by choice." Jim Rohn #fb
Pharma Marketing Blog: On Being Voted Off the Social Media Island http://bit.ly/aQ9kXA


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Project Management Bible

Project Management Bible

Update: I wanted to refresh this post from earlier in the year to give some love to the book.

I had the good fortune of being a technical editor of a book that was published called, Project Management Communications Bible ISBN: 978-0470137406.

This is a great reference and resource that follows the Project Management Book of Knowledge (PMBOK) best practices, which means you're getting accurate, easy to understand and proven methodologies. Besides being able to attest to the fact that it is technically accurate, the book is very comprehensive and provides a true toolkit for anybody who has been a assigned a project big or small and needs to establish a methodology, process and communication protocol for a project.

Having lead a large enterprise implementation of a content management system, 20+ individual new Web site developments spanning North America and EMEA, and countless other projects large and small--I highly recommend this book.

If you would like to purchase the book, please help a guy out and buy it via my Amazon store...click the picture to go there...right now!
Customer Experience

Customer Experience

I have been doing a lot of research and work around engagement and customer experience. Having recently immersed myself in a a competitive benchmark effort with the help of Forrester Research and subsequently a major related project to completely overhaul a portfolio of brand Web sites starting with the information architecture to the brand look/feel while incorporating elements of social media, I am still wondering about the customer experience part.

Wikipedia defines Customer Experience as:

Customer-centric service providers take care of customer needs at every touchpoint in the customer lifecycle (ordering, fulfillment, billing, support, etc.) and employ all channels (contact center, Internet, self service, mobile devices, brick and mortar stores) and means of communication (phone, chat, email, Web, in-person). They develop experience-based differentiation, which shifts the focus from product features to customer wants and needs. These experience-based providers integrate both internal and external innovations to create end-to-end customer experiences. They evaluate their business models as well as business support systems and operational support systems (BSS/OSS) from the customer’s point of view to achieve the level of customer-centricity necessary to improve customer loyalty, churn and revenue (Lopez, 2007). [8]

To me, CE is the combination of an engaging Web site, integrated multi-channel marketing programs (email, offline, online) a database and ongoing analytics to measure results. Doing all of these tactics in combination and done correctly (very difficult) is the holy grail of DTC and increasingly DTP marketing. If done properly it can provide a cohesive, integrated portrait to your customers and can ultimately create satisfied, loyal customers.

What can you do with it?

  • It's trust building
  • It's loyalty building
  • It's a competitive differentiator
  • It's the difference between memorable and forgettable

If you think about it, you are probably more taken by surprise when you get great service and likely to tell 5 friends about then dwell on bad service. Bad service happens all of the time. For health care markets, achieving this can result in very effective marketing towards high-value consumers. Which in the end leads to a great customer experience and engagement. And as I have pointed out in the past, it's all about engagement....





From Twitter 07-22-2010

From Twitter 07-22-2010



From Twitter 07-21-2010 http://goo.gl/fb/Av2pl
Is very humbled by the nomination for Pharmaguy Social Media Pioneer Award. Thx. #fdasm #hcsmeu, #hcsm
RT @richmeyer: “People don’t want to interact with our site they just want the basic information” http://o2k8d.th8.us #socpharm #fdasm ...
Well, thank you!! It is appreciated and I will surely be very active in the SoMe Board.


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TV is Dead

TV is Dead

There I said it. I have wanted to say it for a while now, but for some reason I resisted the urge since, well, since it seems to be so proven. Don't get me wrong TV is not dead in the sense that it will cease to deliver moving pictures , but I really think it is dead as a advertising format unless you need to reach a large, fragmented audience , have a compelling offer or money to burn.


We can play a game of pick the reason but suffice to say it is a convergence of many things that has lead to the demise. The Internet, broadband penetration, video online, DVRs, Gen-X having kids and being busy, Gen Y not caring, you get the point. I thought the political season contributed to the wane of script based shows, but I think it is actually more lasting. The shows are not that good and no network has the patience to give a show like Cheers three years to find its footing and audience anymore. Further proof here and here.

Webisodes. It sounds like The Graduate and "plastics." But that is where we are.

So where does leave the marketer? I bet you know where I am going? Online. It's smarter, cheaper (generally) and measurable.


Other coverage here, here and here.


From Twitter 07-13-2010

From Twitter 07-13-2010



From Twitter 07-12-2010 http://goo.gl/fb/bkDqv
The 3 Things That Separate Good Companies from Great Companies http://goo.gl/fb/xxbSn #digitalstrategy


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From Twitter 07-12-2010

From Twitter 07-12-2010


From Twitter 07-11-2010 http://goo.gl/fb/3Mc1E
RT @SpitzStrategy: Great infographic on the history of #Google #socialmedia efforts: http://bit.ly/aNz4ta #fdasm #hcsm #socpharm
RT @NickMears: RT @kristirholmes: Marketers may offer the remedy: Healthcare moves toward online marketing http://bit.ly/bVuQsW - so tru ...
RT @steverubel It's the End of the Web as We Know It http://post.ly/mueZ


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From Twitter 07-11-2010

From Twitter 07-11-2010



From Twitter 07-10-2010 http://goo.gl/fb/2NCgw
Do You Get It? http://goo.gl/fb/BZhHr #digitalstrategy


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Do You Get It?

Do You Get It?

Do you get it? Got it? Good.

What does it mean to "get it?" When I hear that it makes me think of a George Carlin riff for some reason.

Fast Company blogger, Alder Crocker has a series of posts on the topic with some good thoughts.

Campaign is defined as "An operation or series of operations energetically pursued to accomplish a purpose:, and therefore, by their very nature, campaigns are temporal. A brand is not.
If advertisers and their agencies continue to change up their messaging and brand identity to satisfy their short term profit goals - that are mostly not met - then they are doing more of a disservice to their bottom line than any bad publicity.
I also touched on this a bit in the past here.

Non-Technical

Non-Technical

Good post on how to work with those that are not tech savvy.

1. Avoid jargon. What may be commonplace terminology to you may sound like Klingon to your colleagues and clients. When someone asks you to define something and you answer with a hundred other words they aren’t familiar with, then you’re not really helping, are you?
2. Use analogies. If you’re to avoid jargon, how do you explain how things work? Well, it helps to use analogies. However, use them sparingly and only whenever you’re asked for more clarification - otherwise it will look like you’re overly dumbing things down.
3. Talk results, not process. Usually, people don’t want to know the details of the work. They just want to know the results and when you’ll be able to deliver them. In other words, don’t discuss step-by-step keyword research or how you managed to make the CSS compliant to all browsers. Instead, give the finished product and explain what they mean to the client.
Check out the full breakdown.
From Twitter 07-08-2010

From Twitter 07-08-2010



From Twitter 07-07-2010 http://goo.gl/fb/mrxFw
Real World Lessons from the Frontlines: 10 Things I've Learned About Pharma Social Media http://goo.gl/fb/485UA
Real World Lessons from the Frontlines: 10 Things I've Learned About Pharma Social Media http://bit.ly/ba1bYo #socpharm #FDASM #HCSM


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Keep Your Strategy Simple and Focused

Keep Your Strategy Simple and Focused

Philip Kotler, a leading management consultant, has a theory that is simple and profound.

“Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.

This thought dovetails perfectly into interactive and social media. For Rx/Dx marketers, you have to realize it's not about you and your brand, it's about your customers. To succeed you have to put the interests of your customers at the forefront of your interactive and particularly your social media efforts. 

What does that mean? Listen, learn, and provide value(often). Build trust (takes time) and be of absolute service to the community--all the time.

From Twitter 07-07-2010

From Twitter 07-07-2010



From Twitter 07-06-2010 http://goo.gl/fb/96Qwf
via @huffingtonpost: How One Pharma Company Is Making A Difference With Patients http://huff.to/clSo8y


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Blue Ocean Strategy

Blue Ocean Strategy

I read this a few years back and it has stuck with me. There is so much toing and froing with competitive intelligence and market research when that time, effort and money could be better spent on developing strategies and plans to not compete head-to-head. Or, as my old high school baseball coach used to preach, "hit it where they are not."

Virtual Sales Reps

Virtual Sales Reps

Let me start this post by saying that I think it's Groundhog Day. This come "trend" has been coming for as long as I can remember and I like to think I have a long memory. I have touched on this a few times in the past. I recommend you read what I wrote back in September 2008 before proceeding.

The fact remains that traditional sales reps dropping off pens and mugs is dead Advamed is ensuring that the old model is dead and the effectiveness has been dead for awhile. Doctors are under so much pressure that they will not do anything during the hours they can see a patient that detracts from billing. Aside from the infrequent and highly valuable 30 second "meeting" in the hallway (tongue planted firmly in cheek) with a sales rep they don't want to see unless there is something valuable or new to say or both.

That's not to say that I don't think sales reps have a role--they do in many other channels such as Managed Care, Retail, etc. But for HCPs, the influence has been dwindling for some time and it's why I talk about the orthopedic industry and have discussed the now notorious "consulting agreements."

IMHO, DTC and interactive is where it's at now and will be in the future. You can develop a relationship with key opinion leaders and cultivate relationships that will pay dividends for your organization in the form of product development, ideas, marketing programs, messaging, etc. However, the days of backing up the truck and bringing lunch and dropping off samples does not work. The paradigm has changed. You need to provide value and to be authentic and transparent.

If you can deliver information remotely on the Doctor's time, say in a webinar, webcast or the like, well then they have time for that. At their leisure = good. In the middle of their day = bad.

Via PharmaLive:

Smaller, more virtual sales forces will be the major trend in physician detailing in 2009. A virtual sales force takes a variety of forms, including closed-loop marketing and online promotional tools that combine e-detailing with more sophisticated human interactions.
The problem with delivery? Your average VP of Sales in a large organization is not usually technologically savvy and this is really about delivering value using technology rather than a well trained person with 3 well memorized talking points. You're moving into the gray area of multi-channel marketing and sales with marketing working together and you're using interactive as a sales driver. Whew. Sounds like a tall order.

Can it be done? Yes. Does it require some tough decisions and to place a bet in a very tough environment? Yes. Will there be a mass movement in 2009 as PharmaLive suggests? I don't think so?

What do you think?

| www.jlefevere.com |


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One Fell Swoop

One Fell Swoop

No kidding. Damn if Seth Godin didn't just hit the nail on the head again with his post One Fell Swoop.

We expect that a big marketing campaign can fix our market share problems in one fell swoop.
Or that a consultant can reorganize our operation and get it working again in one fell swoop.
Or that a new product launch is only a swoop away from setting things right.
Of course, that's not what happens.
How many times have you labored on a marketing program or product launch thinking that it--whatever it is--is going to save the world. Unless you've worked on the iPhone or some other sexy consumer product it has likely resulted in a slow build and some results with murky measurement before you're on to the next thing.

Why does this happen? I would hypothesize that Sr. leaders don't feel like their leading unless their changing something. However, I think leading is like steering a car, it's a series of constant small corrections versus the leaders who think they have to make a big loping turn once a year.
4th of July: Stephen Kellogg and the Sixers

4th of July: Stephen Kellogg and the Sixers










If you haven't heard of this band, I highly recommend you check them out. I don't do music on this site, but I haven't been taken by a band or music in quite a few years like I have with the Stephen Kellogg and the Sixers. Check them out. Full money back guarantee.

 


| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Doctors + Patients + YouTube = The Future

Doctors + Patients + YouTube = The Future


Word of mouth and testimonials gone wild. Check this out.



Doctors have long recruited patients to help advertise — witness the doctor-patient tag teams on. talk shows and infomercials. It has remained an open question as to whether doctors pay or remunerate those smiling patients in violation of the rules of many physician associations. But it’s now clear that doctors openly offer “thank you” rebates and discounts to patients who post videos of their breast augmentations, bright white teeth or nose jobs — or are willing to be taped extolling the virtues of their physician.


Look for manufacturers to start lining up actors with some credibility (i.e. may have familiarity with desired disease state) to start cranking out these videos for brand web sites, YouTube and direct marketing pieces.

This could be very influential for orthopedics as they move into DTC and DTP. The decision cycle to get a joint replaced can be very long and information is king in trying to influence people to make a decision. This could be a strong component of an integrated campaign and hearing someone extol the virtues of their new knee and the ease of recuperation could really help drive others to see a doctor or have the surgery...powerful, yet simple stuff.

As mentioned previously, the Ortho companies are literally living in the 90s with their approach to marketing so it will be interesting to see who can get there first within the construct of a coordinated and integrated campaign.

Viewer Beware the total knee videos can be a bit graphic.






From Twitter 07-02-2010

From Twitter 07-02-2010



From Twitter 07-01-2010 http://goo.gl/fb/CswoD


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From Twitter 07-01-2010

From Twitter 07-01-2010



From Twitter 06-30-2010 http://goo.gl/fb/q3bft
RT @odomlewis: 35 Social Media KPIs to Measure Engagement from @econsultancy http://bit.ly/amIpaU #hcsm #hcsmeu #socpharm
RT @diabetesdaily: Make @askmanny's birthday wish come true! It's a worthy one. http://bit.ly/aCeMFz #dsummit #diabetes


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From Twitter 06-30-2010

From Twitter 06-30-2010



From Twitter 06-29-2010 http://goo.gl/fb/wM9I0
RT @DiabetesMine: [Blog] Quick Brief from the #Diabetes Social Media Summit - putting ADA on the spot + spot ur favorite bloggers http:/ ...
What's Your Why? http://goo.gl/fb/cRzcw #digitalstrategy


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