October 2023- DHC Newsletter: Social Media ROI
Calculating the ROI of social media is a challenge because the channel is used to achieve a variety of marketing objectives, many of which are not clearly defined at the outset of campaigns. ROI is a function of measuring the outcomes of campaigns against the investment of time, energy, messaging, and money. Each variable can be measured using different criteria and compared with each other. Marketers are grappling with ways to compare the cost effectiveness of media expenditures in constructing omnichannel programs and justifying spending levels to executive management.
This report, featuring experts with varying perspectives, explores the range of thinking and calculating the ROI of a rapidly ascending and evolving channel. To best capture industry perspective, the DHCG conducted a DHCXN qualitative survey of decision makers from pharma/biotech/med device companies and did a series of quantitative DHCXN interviews, culminating in a panel discussion at the Uber Event’s Pharma CX Summit in October 2023.
A summary of our findings and quotes from leading experts is available for download HERE.
PARTNER PERSPECTIVES
Case Study: Social Media Campaign Impact Insights??via Sermo
?Traditional in-person pharma outreach tactics, including sales reps and in-person events, are slowly but surely being replaced with digital alternatives. Transferring the warm interactions you traditionally conducted to online channels is more important than ever to establish 1:1 relationships with your customers - and gain ROI on your program. See how one brand's campaign led to a 2.4x?increase in physician likelihood to prescribe to recurring patients.? ?
Media Vitals: What Prescribers Want and Need 2023/24??via CMI Media Group and Compas
?CMI Media Group’s latest Media Vitals? research has identified healthcare professionals’ frequent use of social media channels, and more. The annual Media Vitals report “What Healthcare Prescribers Want and Need from Life Sciences Manufacturers” is coming soon. Request your copy of the report here (link below) and connect with your CMI Media Group or Compas account lead to understand how HCP media behaviors and preferences uncovered by our study will affect your planning strategy.??
Three Key Pharma Social Media Trends??via North Highland
Social media trends are in a constant state of flux, and pharma marketing organizations must remain agile to capitalize on these shifts. Effective social media presence is now a basic requirement for pharma companies, making ongoing assessment of consumer behavior and information-seeking methods necessary in an ever-changing digital terrain. In this dynamic environment, having a deep understanding of your customer base is essential.??
DHC : PLANNING FOR 2024
DHC Pharma Manufacturing Community
Please take a moment to share your opinion on topics of interest so that the DHC can continue on our mission of supporting pharmaceutical marketers in digital marketing innovation. This 5 minute survey will ask about?themes and topics you are most focused on for 2024. It will also give you a chance to score the industry on performance against goals this year. Thank you for your assistance and participation with the DHC.
ADDITIONAL PARTNER CONTENT
A Practical Guide to Omnichannel HCP Engagement??via PulsePoint
?Efficiently engaging healthcare professionals across channels is a priority, yet many marketers feel they've only begun tapping into the potential of omnichannel strategies. Fragmented systems and the demand for proven ROI add complexity. Simplify the process with this guide, offering a practical technology-driven approach for implementing your omnichannel strategy.
Redefining the Omnichannel Approach with Veeva Crossix??via Veeva
The future success of omnichannel marketing relies on the timely engagement of patients and HCPs. Sarah Caldwell, General Manager, Veeva Crossix, explains how pharma marketers can use marketing and sales data to achieve omnichannel excellence in 2024. Watch (link below) the 4-minute interview via Fierce Pharma. Click here to read more?→
Applying Data Science to Effectively Identify the Most Viable HCP Positioning??via Relevate Health
?As fundamental as data-driven insights are, they are only the beginning. Even after you’ve arrived at relevant insights, you now have to determine how, where and when to convey them to different HCP audiences using personalization. “One size fits all” actually fits no one. The only way to break through the HCP’s daily messaging flood is to create and present content that respects them on a deeply personal level so they feel valued and understood. Data is the New Creativity will walk you through how you can ensure that your messages not only engage your targets but become a respected resource for how they make treatment decisions.
Download Data is the New Creativity using the link below. Please note, due to the just released nature of this POV, link may not be immediately available.
领英推荐
DHC : UPCOMING EVENTS
In partnership?with AstraZeneca, a DHC Live Summit on The Modern Marketer
Registration for Live Virtual Access is open and we encourage you to join us across the screen on November 16th from 1pm - 4:30pm EST.
This Live Summit will discuss what it means to be a Modern Marketer. We will look at how current applications of AI are already transforming the landscape, and how Generative AI will play a role in the future. We will hear from experts on the technology applications and review?case studies on how it is being used now. Additionally, this Live Summit will feature sessions on how the Modern Marketer works with sales teams to take omnichannel to the next level?using segmentation, and?channels and messaging, to achieve a more cohesive customer experience.
ADDITIONAL PARTNER CONTENT
How Health Education Empowers Both Consumers and Healthcare Professionals??via Healthline Media
Better health education matters for both consumers and healthcare professionals! ?In this article, Dr. Jenny Yu, Healthline Media's Chief Health Officer, dives into how health education can reshape conversations, clarify medical complexities, and strengthen the bond between patients and professionals. Dive in for fresh insights.
What Do HCPs Value From Direct to Consumer Advertising??via Syneos
?In the life sciences industry, few tools are as important as direct-to-consumer (DTC) advertising. However, in a recent study conducted by AnswerSuite, Syneos Health discovered that healthcare providers (HCP) across the country do not think DTC advertising is doing enough.
2023 Patient Confidence Index: What Patients Want—and Need—From Pharma??via PatientPoint
With so many barriers to care for patients, pharma marketers can play a significant role in ensuring patients have the information they need to act regarding their health and receive the care and treatment they deserve.
UPCOMING INDUSTRY EVENT
DHC Advisor, Shwen Gwee (Health Disruptors) has partnered with?SignalFire?VC,?Amazon Web Services (AWS) and the?Digital Health Coalition
November?8th, 2023 |?6pm - 9pm EST
Cambridge Innovation Center, Cambridge, MA
A showcase of?startups that?are?leveraging Gen AI?as part of their current digital solutions/platforms for the biopharma industry across the lifecycle, including applications for?Clinical, Commercial, and Medical functions.Opening keynote by?Mike?Nally, CEO, Generate Biomedicines.
Gen AI Startup Showcase?
Pharmesol? |? ReachRX | Ryght.AI | Peer.AI | Compose Health
PARTNER NEWS
OptimizeRx Acquires Medicx Health?via OptimizeRX
?OptimizeRx has acquired Medicx Health, offering a new kind of patient-centric engagement. The addition of Medicx's focused Micro-Neighborhood Targeting Platform to OptimizeRx's Dynamic Audience Activation Platform (DAAP) creates new synergies between your HCP and consumer marketing strategies for a one-two punch of intelligent engagement solutions, and aligns with OptimizeRx's mission to create a more informed and empowered healthcare community through technology solutions.
By combining our strengths, we're expanding the omnichannel reach and efficacy of healthcare marketing for life sciences organizations with robust, AI-driven solutions.?