Category: Thought Leadership

Video has transformed online engagement across brands throughout almost every industry, and new approaches to content and delivery are poised to transform pharmaceutical media. According to AdWeek, pharma brands receive more shares and comments per video than any other type of content, and generally speaking, the market for online video is growing at an incredibly rapid rate. Forrester estimates that online video ads will grow from about 21% of the market in 2018 to 34% in 2023, rising alongside the amount of time consumers will spend watching streaming video…

In this month’s PM360, Jeffrey Erb discusses the opportunities and challenges engaging audeinces through video pose in the industry. Read the article.

 

 

 

 

MM&M recently sat down with Jeff Erb to discuss industry consolidation and how agencies need to adjust to meet the changing demand. See what Jeff had to say.

Even after the implosion of Outcome Health painted a shroud of distrust over the entire point of care media industry, the demand for in-office media solutions targeting both patients and physicians far exceeds the supply. Groups such as PoC3 have been established to help police ethical best practices and standards, and companies such as PlaceBridge have been launched to provide independent third-party auditing and verification for the media in-market, which will help bring back client confidence. However, while other well-established companies pride themselves in a reputable alternative solution, there remains a gap in the total inventory available to be able to reach the patient at the point of care…

In the lastest issue of PM36o, Jeffrey Erb, president of HealixGlobal, discusses the need for healthcare and pharmaceutical companies to take these solutions seriously, as they represent a growing patient engagement and distribution platform. Read the article here.

Pharmaceutical companies spend approximately $10 billion globally in media expenditures each year to engage with physicians and consumers, and yet the experience that they are driving customers to is wholly unfulfilling. While the pharma industry is making strides in mobile strategy, most of that strategy is geared towards internal productivity. It is time for pharma to take significant action, and to approach their customer base from a “mobile-first” perspective. Too often pharma marketers think of physicians and patients as professions and conditions, instead of people. If you want to understand how physicians and patients engage with media, look at your own behavior when you want to find out more information. The first thing you do is pull out your phone, and the truth is, physicians and patients are no different.

In this month’s edition of PM360, Jeffrey Erb discusses the missed opportunities pharma brands need to consider when trying to reach and engage HCPs, patients, caregivers and consumers through mobile.

Read the article on PM360.

Other industries embraced the world of analytics and deep customer insights to drive engagement and conversion long ago. Unfortunately, the pharmaceutical industry has been missing out due to strict regulations and cautious brand managers. Now, as technologies have improved, it’s all achievable within HIPAA and other regulatory guidelines due to the ability to understand customer behavior at an anonymous level whether it is HCP or DTC oriented marketing. As a result, the industry is beginning to truly embrace the world of analytics. And, media is at the forefront of uncovering those key data points to drive greater customer engagement.

In this white paper, I explain just how media is able to provide incredible levels of detail and insight while remaining HIPPA compliant so that pharma brands can connect with their target audience on a truly personal basis.

Read Media Data & Analytics: The Keystone to Pharma Engagement Strategy to learn more.