In the race to find, harness, task, and deploy effective influencers, pharma marketers have two options: Key Opinion Leaders (KOLs) and Digital Opinion Leaders (DOLs). The former is a well-established HCP marketing tactic. The latter is emerging and evolving at the speed of digital transformation. KOLs Classically, KOLs are established and known leaders, published authors, […]
Social media is an integral part of pharmaceutical and life science marketing and advertising. Marketers are scrambling to effectively conceive, design, and deploy campaigns on public and private social platforms to reach and persuade HCPs, patients, caregivers, payers, and communities of interest. Many of these platforms have evolving requirements, technical nuances, targeting challenges and/or content […]
As 2022 turns into 2023, social media is strong and ascendent as an everyday promotional channel for healthcare providers (HCPs). Seventy percent of HCPs report actively using social channels for professional purposes. A variety of studies and surveys have found that social media is a leading channel for creating brand awareness, generating leads, providing scientific […]
Social media is serious. It’s become the new playing field for brands vying for the attention of healthcare providers (HCPs). Everyone is familiar with the platforms. And everyone, brand leaders and agencies, claim to be social media experts. But the game has become more strategically, creatively, and technically complex and competitive. Features, functions, and advertising […]
I had the great privilege to attend Aspen Ideas Health last week at the Aspen Institute. Allow me to share some of the ideas presented. I hope you find this brief recap interesting or useful. The crowd was a mix of senior and mid-level professionals from government, academia, medicine (practitioners, researchers, and institutions), educators, journalists, […]
In recent conversations with more than a dozen hospital marketers, a common desire and high priority is to increase brand awareness and expand engagement with patients, caregivers, care teams, HCPs and employees. As a result, hospitals are broadly embracing social media to reach constituent audiences at levels ranging from slight toe-in-the-water exposure to full on […]
We live in a brand-new world—and I’m sure I don’t have to tell you that the way we view hospitals, healthcare systems, medical clinics, and the like is forever and irrevocably changed. The COVID-19 pandemic, of course, is the reason behind this tectonic shift, and institutions that used to be historically trusted and revered for […]
The pandemic upended and suspended hospital service line marketing. Fear of the hospital, suspension of treatments and procedures and general floating anxiety among HCPs, patients, and caregivers neutralized standard marketing tactics, leaving marketers with a need for alternative ways to message, reach, and persuade constituent audiences. One emerging tactic that combines a genuine level of […]
This article was originally published in PharmExec.com on Dec 2, 2021. The adoption and growth of social media for HCPs will continue apace in 2022. Social behaviors prompted initially by COVID-19 have become standard operating procedures. Embracing nuances and developing new approaches will distinguish effective competitors from also-rans. For pharma marketers, discerning effectiveness of social […]
The pandemic accelerated the number and reach of HCP digital influencers. The urgent scramble for Covid-19 clinical and treatment information pushed the envelope on healthcare providers offering ideas, insights, opinions, and case studies on almost every social media channel. You will be surprised at the number of HCP influencers and the size and scale of […]
