Jody Buffington from MedImmune is giving us an insiders look at their MediAmbassador Program.
Why does an internal communications campaign like this one matter to sales and marketing? First, internal communications is a strategic imperative to CEOs. 95% of them say that the HR issue that matters most to their success is effective communication. Only 22% think they’re doing it well now.
There’s a lot of stress in organizations today. Stress tends to lead to silo-ed behavior. People working with their heads down and protecting themselves. Thinking department-wide, not enterprise-wide. They’re tribal rather than engaged. What engages them? A sense of a shared mission; the feeling that they’re working toward shared goals.
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Yes! Data heads. I’m thinking we’re going to get some great new numbers here. Taking the podium are Joan Sinopoli from Harris Interactive and John Mangano from ComScore’s health practice.
There are two essential things marketers need to get right and measure:
- Pre-testing: Particularly in this era of brand co-creation, lab testing helps both focus your message and uncover possible missed nuances or land mines
- Listening. It’s not just about tracking, it’s about listening to how people are using what you put out there. Are they talking about it? Altering it? Passing it on? You want to hear what people say when their guard is down.
One of the biggest challenges in analytics is attributing action to impressions. Just because someone doesn’t click on your ad, doesn’t mean it didn’t make an impression. There’s a hestitancy to click. But banners are about branding, too. A lot of people will see a banner and then use Google to search for a brand. That’s still trackable.
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We’ve got another panel taking the stage – John Vieira is back, this time with Ajoy Mahtab from J&J and Glen Butcher from Epocrates.
It seems like quality time is under attack from all sides. We’re hearing that most physicians interact with patients for just 6 minutes. Physicians themselves are finding their best access to information is mobile – it’s an information channel that’s so deep that marketers can’t compete with it. How do we build beyond these micro interactions by creating engagement that works for the user?
The big question to ask is what’s my strategy as a company and brand? It can’t start with tactics. None of us would say that our strategy is to have a 30-second TV spot? So why do we try to talk about mobile that way? It’s easy to understand the excitement about the channel. More people are mobile only than land line only. They don’t just have smartphones; they have super phones.
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Ames Gross with Pacific Bridge Medical is sharing some of his insights on business development issues in Asia, starting with the marketplace -
Asia is currently seeing a higher economic growth rate than the US. That’s driving major change in their healthcare system.
More specifically the top three countries by increasing wealth from 2005-2008 in Asia were:
- 67% increase in China
- 28% in Japan
- 54% in India
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Mark Karch (Physicians Interactive) is moderating a panel with Scott Ellis from Teva and John Vieira from Daiichi Sankyo about breakthrough ways to connect with healthcare providers (metrics attached, of course)
With 24% of offices now “no sees,” our challenge is connecting with physicians in more relevant ways. The things that got us in the door in the past are largely being taken away – by regulation, by price, by constituency preference. The opportunity isn’t just being responsive – it’s being ahead so that we have the right communication tools as human behavior evolves.
Physicians are saying communication tools are essential to their practices – 83% say their practices are dependent on the internet; 65% say that about smartphones. They’ve moved to an on demand expectation. For example: 74% want to be able to order samples online.
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