What's Your Digital iQ

Putting technology and trends to work for healthcare marketing


Current ROI Drivers for Multi-Channel Marketing | Digital Pharma West

Kelly Myers is the CEO and co-founder of Qforma, provider of advanced analytics and predictive technologies for the health sciences industry. Kelly has been recognized as one of the 100 Most Inspiring People in the Life Sciences.

Scott Tyson is the Platform Director of North America Digital Marketing at Johnson &  Johnson and a recognized leader in developing innovative digital marketing programs.

Carla Brooks is a member of the Advertising and Promotions team at MedImmune which is responsible for managing all regulatory activities associated with external communications for MedImmune products.

What is the definition of multi-channel marketing?

Scott: When has marketing never really been multi-channel? We may have only had 3 channels (TV, Radio, Print), but most of the time we’ve always have had multiple channels.

The difference today is that mutli-channel marketing has become so integrated with different technologies, devices, platforms and channels. It has become so much harder to isolate a specific tactic or channel and defines the exact ROI for that channel.

Carla: It’s not multi-channel to me. It’s all one program.

The challenge isn’t to deconstruct it and pull it all apart to determine success; the challenge is to construct it into one marketing program because we can communicate with consumers in so many different ways and times.

At a high level, what do you want to hear from a “why are we doing this?” perspective?

Carla: I’m a compliance person. I’m judged by whether these programs advance the patient adherence and compliance. And that goes back to how we connect with the customers. How are we informing and educating them? How are we giving them more ways to be a better patient? I’m constantly answering to “how are we moving the needle in compliance?”

What are some of the metrics we can defend in terms of implementing social in a campaign?

Scott: I get this pretty often; “what’s the value proposition?” Its not so much the channel but more about what can we do? One of the challenges we’ve had is that brands want to get into the social space but they don’t know what the next step is. There are a lot of great communities that have been built using really fresh content, but we’re not sure where to go next. How do we build off that?

Carla: We do more damage when we follow the “build it and they will come” philosophy and then don’t do anything to advance that. We look foolish when we build and then just stand there and never make any additional progress. That prompts me to ask “why are we doing this and where are we going to go from there?”

Scott: That’s a great point. I think all of these strategies have to have an exit and advancement plan. If it doesn’t meet our objectives, how are we going to gracefully exit? If it’s a wild success, how do we advance the idea? These must be defined before we deploy.

Kelly: We use to think of audience as groups of peoples. Today, with social, it is more about networks. The way people are connected. Acting within that network creates buzz because of all the nodes that exist.

How do we track what’s working in the mobile environment?

Scott: Mobile is moving so fast we have to work really hard to anticipate what adoption and use will look like across demographics. The 65+ group may have low adoption today, but we have to consider what that will look like in 2 years.

Kelly: I’m constantly humbled my technology. I attended SxSW this year and there was one line that sticks with me is: “email is so slow, that is so pharma.”

The next thing in mobile is passive interaction. Passive data collection. Mobile is the best device out there to passively collect information, with permission of course, that we as marketers have. We must leverage that to create reminders for us when we aren’t doing the best possible job we can.

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