Vol. 11, Issue No. 9: 23 OCTOBER 2012 – EXECUTIVE SUMMARY PharmaguyWelcome to Volume 11, Issue No. 9 (23 October 2012) of Pharma Marketing News. Thank you for visiting. See the featured article summaries below.

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John Mack, Publisher & Editor
@pharmaguy Is Your Marketing Head in the Cloud? The Appature Nexus Marketing Cloud Software Platform
apparture NexusAs the average pharma sales rep spends less time with physicians, healthcare marketers are becoming more pressured to seek other ways to drive effective marketing programs. Marketers must operate in a new way, one that is more complex, technology-based and data-driven. Yet in many cases marketers do not have the tools they need to see an integrated view of their data, coordinate the customer experience across channels, and optimize campaigns in real-time to drive return on investment (ROI).

Appature, a unique software-as-a-service provider, sees this as an immense opportunity to couple the vast amount of data available to healthcare marketers with relationship marketing technology to discover new methods to personalize and optimize campaigns to both consumers and healthcare professionals.

This article reviews Appature Nexus, a Marketing Cloud software platform that drives sales growth through an integrated marketing database, campaign management tool and reporting/analytics engine.

Topics include:

  • Trend Toward Technology
  • Be in Command of Your Marketing
  • Figure: Features of Appature Nexus
  • Nexus 360 – Customer Profiles
  • Nexus Touch – Campaign Manager
  • Nexus Insight – Intelligence Reports
  • Simple and Secure
  • Move Up to “Informed Marketing”
  • Get Your Head in the Cloud
  • Figure: Get Your Head in the Cloud
  • Link to “The Roadmap to Relationship Marketing” – step-by-step workbook

Download full article (PDF) Making Sense of Multichannel Marketing Towards Achieving the “Holy Grail” of Marketing Effectiveness
MCM Holy GrailMultichannel marketing (MCM) is considered the “holy grail” for many marketers in pharma and other industries. It has become a hot topic even though there is a huge amount of misunderstanding about what it really is.

This issue has troubled Len Starnes, Former Global Head of Digital Sales and Marketing at Bayer, now an independent consultant who provides strategic social media and digital marketing services to the global pharma industry.

This article summarizes the discussion lead by Starnes during a recent MultiChannel Webinar hosted by eyeforpharma, which is also hosting the 2nd Annual Multichannel and Mobile Strategy conference November 29-30, 2012, in London. Also speaking at the webinar was Tim White, Head of Digital Commercialization – Europe for Novartis, Benedikt Hoffmann, Head of eBusiness, Janssen, and Morten Kamp Jorgensen, Director, Corporate Brand & Reputation, at Vestas, a company that specializes in wind power solutions.

Topics include:

  • Chart: Will pharma marketing become de facto multichannel marketing in the furure? Len Starnes’ LinkedIn MCM Poll Results
  • Taking Multichannel Marketing To The Next Level – describing four levels of multichannel maturity
  • Figure: MCM Must Evolve
  • Driving Change Management

Download full article (PDF) Is Online Pharma Advertising ROI Scalable? Outsize Results on Modest Spends May Not Scale Up
TV vs Online Sales BumpAt the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that “With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.”

Drummy’s message was simple: the ROI of online promotion is an order of magnitude greater than the “typical” 2:1 ROI for non-digital channel promotion. This may be true of small budget campiagns, but is it scaleable to the point where digital promotion gives you a significant bump in sales?

Read the full article here:
http://www.pharma-mkting.com/articles/pmn119-article03/ Sanofi US Diabetes Team Wins 3rd Annual Pharmaguy Social Media Pioneer Award Award Goes to Dennis Urbaniak, Joan Mikardos, and Laura Kolodjeski
Dennis Urbaniak, Joan Mikardos, and Laura KolodjeskiPharmaGuy (aka John Mack) presented the coveted bright yellow Hawaiian shirt/Pharmaguy Social Media Pioneer Award to Dennis Urbaniak, VP, Joan Mikardos, Senior Director, and Laura Kolodjeski, Senior Manager, Patient Solutions, at Sanofi US Diabetes. The award was made at the 6th Annual Digital Pharma East conference in Philadelphia on October 17, 2012. Accepting the award on behalf of the winners — who could not make it in person — was Wendy Blackburn of Intouch Solutions.

Topics include:

  • Poll Results
  • You’ve Come a Long Way, Sanofi!
  • Added Challenges
  • Sanofi’s Secret Sauce
  • The Best Recognition of All
  • What’s With the Hawaiian Shirt?
  • Some comments heard on Twitter

Read the full article here: