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Vol. 15, Issue No. 3: June 2016 - EXECUTIVE SUMMARY

Multi-Channel Cross-Cultural Marketing
Reaching U.S. Hispanics Via TV, Mobile, & Web

Hispanic Marketing Word CloudAccording to the PEW Research Center there were 55.3 million Hispanics in the United States in 2014, comprising 17.3% of the total U.S. population. The U.S. Hispanic market is expected to more than double by 2050.

Hispanics have more deaths than whites from diabetes. From a strictly business standpoint, therefore, it makes sense for pharmaceutical companies to engage in Multi-cultural marketing to reach this audience if they have treatments for diabetes. That's exactly what Boehringer Ingelheim has done via an innovative, ground-breaking, multi-channel campaign.

Topics (partial list):
  • Understand the Barriers & Obstacles
  • Chart: Hispanics are a Rising Share of the U.S. Population
  • BI Teams Up With Univision
  • Figure: Leading Causes of Death Among Hispanics
  • Merck Partners with Leticia Moreinos Schwartz
  • Edited Transcript of Podcast Interview

Download the full article (PDF file) here:

Estimating Pharma's Digital Ad Spending
Elusive Data Wrapped in a Mystery Inside an Enigma

DTC Marketing MixTrying to determine what portion of pharma's total marketing budget is devoted to digital and if that portion is increasing, is a daunting task. Various sources look at various channels and various digital formats targeted to different audiences and it's not easy to compare data from one source with that of another.

This article is attempt to delve into the sources to unravel the elusive data and make sense out of it.

Topics (partial list):
  • The Bogus $3 Bn Figure
  • What eMarketer Says
  • Digital Ad Spend By Format
  • Is the Mix Out of Whack?
  • Notes About Nielsen Data

Download the full article (PDF file) here:

The 3 D's of Pharma Digital Marketing
Discover, Design, Deliver

Pharma 3DAccording to McKinsey research, companies with advanced digital capabilities grow revenues twice as fast as peers and deliver 25% greater total returns to shareholders annually. According to the authors of a new e-book, "today's commercial mix should reflect the fact that people are now viewing digital channels close to 50% of the time, and, even more importantly, that those people seek real engagement in regards to their care.

This article is a review of the e-book entitled Pharma 3D: Rewriting the script for marketing in the digital age. The book notes that while the world has experienced an "explosion of health-oriented digital activity," there has been a simultaneous decline in pharma growth. The authors hope that most leaders of pharmaceutical companies can find new insights and approaches in their book.

Topics (partial list):
  • Pharma's Digital Quotient
  • Out-of-Sync Pharma Marketing?
  • Be More Engaging
  • Think in 3D
  • Test and Learn

Download the full article (PDF file) here:

Vol 15, #3 Contents

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