Healthcare Marketing

Are you guilty of content dumping? Join Christine Crandell, President of New Business Strategies as she discusses the real numbers your marketing team should be accountable for.

You've recruited them, trained them, and helped them execute several sales but your channel partners still struggle when it comes to truly marketing your solutions. Whether lack of resources, know-how or bandwidth your partners need more marketing resources and assistance. In this 1-hour webinar with channel marketing maven Alexandra Krasne learn how to provide them with just that and walk away with:
- An in-depth overview of the types of marketing designations your partners fit into
- Programs you can implement today to make your partners better marketers
- Resources and strategies to truly drive business through your channel

About Alexandra:
Alex’s background as a journalist fuels her passion and creativity as a storyteller. It’s the secret weapon behind the successful content marketing campaigns, winning demand generation programs, and engaging social media efforts she has lead for startups, nonprofits, and Fortune 500 companies. Truly compelling stories transcend any medium and move audiences to buy, engage, and connect. Alex has successfully translated compelling stories to video, blogs, tweets, website copy – and helps Channel Maven clients do the same.
With more than a decade of experience as a technology journalist, Alex’s writing has appeared all over the web and in print, including: PC World, Wired, CNN, CIO, The Houston Chronicle, TechSoup, Silicon Angle, ComputerWorld, Micro Publishing News, ARN, and Linux Today.

Social business represents a new transformational opportunity for organizations. After initial forays into external social media, many companies are now discovering the value of applying social approaches, internally as well as externally. Social business can create valued customer experiences, increase workforce productivity and effectiveness and accelerate innovation. But many companies still wrestle with the organisational and cultural challenges posed by these new ways of work.

Join this webinar to hear the proven results from easily integrating social into your everyday tools to improve your business.

About the speaker:
Chris Moore is a Social Business Specialist for IBM Collaboration Solutions. He has 7 years experience and knowledge of Collaboration and Exceptional Web Experience technologies; including IBM Notes, Domino, Sametime, Connections, Docs and Web Experience Suites.

In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.

· Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)

· Middle of The role of video and webinars in lead scoring and lead nurturing

· Bottom of Funnel - Using video and webinars to close new business

John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.

Running content marketing programs can be daunting, specifically for organizations that are running content marketing programs for the first time.

This webinar will take you through the steps needed to launch and run a consistent stream of content through webinars and videos. As well as being littered with case studies and examples of 'top notch' programs this session will also share those much needed practical tips and quick wins to get you on your way to a successful program of events.

Patricia Page, Marketing Programme Manager EMEA at BrightTALK, has been focused for the passed three years on initiating such content programmes and working with clients across finance and technology industries to help them develop their own content marketing plans with exceptional results.

Quoc-Thai Dang, Demand Generation Marketing Manager, BrightTALK is focused on using webinars and videos to drive highly engaged sales-qualified leads for BrightTALK . He will be sharing his expertise and insights on how to target specific audiences for successful program outcomes.

"Pharma's Social Media Trials and Tribulations"

A Record of Social Media Events Impacting the Pharmaceutical Industry

The pharmaceutical industry is at a turning point in its adoption of new social media tools and applications for communication with healthcare professionals, consumers, patients, policymakers, and payers. Practically every pharmaceutical company has launched a social media project or application of one sort or another. To be sure, not all these efforts have been successful. This presentation will explore what worked and what didn't by highlighting the major trials and tribulations of pharma's social media "road trip"

Topics and discussion points include:

Is the Industry Ready for Social Media? Results of the Pharmaguy Social Media Readiness Self-Assessment Survey
History of FDA's Promise to Provide Social Media Guidelines. What's Gumming Up the Works?
The Major Milestones of Pharma Use of Social Media: The Good, the Bad, and the Ugly. All Offer Useful Lessons.

Just because it is cheaper to launch a Website, Facebook page or Twitter Account, it doesn't mean that the pharmaceutical industry will shift more promotional dollars to the digital realm. In fact, recent data and news stories provide indications that the recession in pharma digital spending is already here and the cause is patent expirations of major drugs. Despite a recent slight increase in overall direct-to-consumer spending by pharma in the first three quarters of 2011 vs 2010, WebMD suffered weak earnings due to pharmaceutical companies œholding back on spending as they deal with expiring drug patents. Search advertising is also suffering from the patent cliff syndrome: a representative of Google recently implied that pharma is not currently leveraging the Internet and the drug industry was not considered a "key client by Google because of it's low spend." This is counterintuitive. Digital tools can help pharma companies survive the patent cliff if they use these tools to focus more on patient education and support rather than on branded messaging.

Pharmaguy (@pharmaguy)- also known as John Mack - is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Pharmaguy is also an accomplished blogger. In January 2005, he created Pharma Marketing Blog (www.pharmamarketingblog.com), which focuses on commentary about topical pharmaceutical marketing issues. Pharma Marketing Blog was cited by the Wall Street Journal as a blog "insiders read to stay current" and by MedAdNews as "...often-entertaining, always informative..."

This presentation proposes that the current model by which materials and activities are generated and "approved" for use with health professionals and the public is deeply flawed and has been exposed as such by the revolution in social media. The presentation will touch on social media guidance from both the PMCPA and FDA as well as considering changes in Europe that are underway with respect to communication of information to patients. The aim of the presentation is to demonstrate that effective action in social media by pharma is within everyone's grasp if they apply some basic principle of thought and have the courage to act.

The Healthcare Communications Association (HCA) runs an annual Agency Benchmarking Survey to track trends in provision of healthcare communications services to the pharmaceutical industry. Activity patterns are changing, with a shift towards digital communications, more work being done in specialist areas such as market access and public affairs and a move away from traditional brand PR towards the unbranded/medical education end of the spectrum. Meeting these new challenges requires investment in staff and resources, at a time when consultancies’ profit margins are increasingly under pressure as clients look to squeeze more from their budgets. The latest HCA report contains some stark findings that illustrate the threats our industry faces if a cost-containment approach is allowed to dominate decision-making. If the trend is allowed to continue it could lead to healthcare communications becoming a devalued commodity and everyone losing out.

As the Government’s ‘listening exercise’ continues – have your say on how the NHS reforms should be altered. Will more changes simply alienate a different group of stakeholders – or is there hope that this pause will allow the Healthcare Bill to be improved? Put your questions and opinions to our panel. How will your job be affected? Is this really about improving patient services or is there another agenda? Join the discussion and have your say.

Presenter: Sharon Alcock, Indepdent Health Journalist
PANEL:
Dr Clare Gerada, Chair Royal College of General Practitioners
Prof Lindsey Davies, President of the UK faculty of Public Health
Sir Richard Thompson, President of the Royal College of Physicians