Name: Creating a Top Notch Content Marketing Program
Start: 2013-04-11T10:00:00Z
End: 2013-04-11T10:47:48.000Z
Location: BrightTALK

The Healthcare industry is in a state of flux. Companies, prescribers, practitioners and patients are facing changes on an unprecedented scale. What are companies and industry organisations doing to adapt to this new environment. Stay ahead by attending webcasts in this channel to interact with experts and thought leaders in the Healthcare industry.

In this fast-paced session, Econsultancy's VP of Research for the Americas, Stefan Tornquist, will share findings from a recent study conducted in partnership with Ogilvy CommonHealth. The research look at how healthcare companies are adapting to a more digital consumer and business environment. Topics include how marketing is organized, the state of digital capabilities in HC, use of data and how to foster innovation.

Healthcare Marketing in the Digital Age: New Research

So, we are finally at a point where with some certainty we can confirm we are in a digital world (this may have been true for some years in most industries – but is certainly truer in healthcare than ever before)… which means in terms of innovation within sales, within marketing, even within communicating effectively – digital is at the heart of making things work better.

What does this mean for pharma, is our industry keeping pace, ahead of the curve or playing catch-up – what does this mean in terms of how pharma interacts with its customers, particularly doctors – who are ever more connected digitally with their customers – patients…. What do they need?
 
This webinar brings together three leading industry experts – who will discuss, present practical insight and debate on the following topics:

1. Innovate or fail - the reality of engagement in a digital world
2. How is the doctor patient relationship changing in the evolving digital healthcare environment?
3. Why physicians need pharma to be more innovative in its communications.
4. The three tenets of digital: differentiation, intervention and communication

Digital healthcare: be connected or be irrelevant

The pharmaceutical industry has made great strides in adopting new technology tools such as social media and mobile apps to communicate with healthcare professionals, consumers, patients, policymakers, and payers. The next frontier is to master these tools in order to improve health outcomes. 

Topics and discussion points include: 
- Social Media and Mobile Regulatory Hurdles Faced by Pharma
- Lessons Learned from Awesome Social Media and Mobile #FAILs  
- Bringing the Patient Into the Process and Focusing on Outcomes 
- mHealth App Guiding Principles 
- Health Startups & Pharma: A Viable Model Moving Forward Quickly 
- Book: “Socialize Your Patient Engagement Strategy: How Social Media and Mobile Apps Can Boost Health Outcomes”

Mastering mHealth Apps & Wearables to Improve Health Outcomes

Are you using email to extend the engagement of your live audiences, capture on-demand viewings and keep your subscribers actively interacting with your content over time? Join this presentation to learn how you can craft an email journey that will generate webinar leads, nurture prospects and build customer trust and loyalty for your business. 

This webinar will explore real-life examples and tested optimization tips for webinar emails, including:
- On-boarding and activation emails
- Behavioral and transactional emails
- Marketing emails and invites
- Engagement and re-engagement emails

Engaging Your Webinar Audiences: Secrets of an Email Marketer

We’ve come a long way from the Wild Wild West of sales and marketing efforts, where we were shooting blind and straight from the hip. It used to be that customer intelligence and behavior insights were slim pickings. Sales and marketing teams worked largely independently of each other – marketing established the brand messaging, while sales focused on prospecting and closing deals.

The Wild Wild West has now become the Online Globe – disruptive technology advancements have revolutionized the way buyers make purchasing decisions and have drastically shifted how companies engage with buyers.  A disjointed approach to sales and marketing doesn't cut it anymore.

Discover how you can integrate your marketing and sales systems for better engagement with your buyers and improve lead conversion. Act-On’s Chief Marketing Officer, Atri Chatterjee, will discuss how you can leverage customer intelligence and insights to build a consistent and compelling marketing program that closely ties into your sales objectives to not only turn more prospects into customers, but also help you better engage with customers to increase their loyalty and commitment to your products or services.

Blurred Lines: Where does marketing end and sales begin?

Customers have become increasingly empowered and discerning through technology. They no longer let brand owners, retailers, or mass media dictate their agenda. So accommodating customers today is more challenging for marketers than ever before.

This webinar focuses on the strategic dimensions and success factors for engaging customers across discreet yet interconnected marketing channels. The emphasis includes: (1) perspectives on effective multichannel strategy, (2) frameworks for building omni-channel architecture, and (3) tools for equipping organizations to deliver brand designed experiences across channels . . . seamlessly. 

The takeaway will be a better understanding of how to develop & deploy multichannel strategies in a fiscally responsible way that fits your business model, brand positioning, and organizational culture.

Multichannel Marketing in an Era of Hyper-Accommodation

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.

2 Minutes on BrightTALK: Holding Marketing Accountable

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.

Drive Business Through Your Channel:Helping Partners Marketing to End-Customers

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.

The Business of Social Business

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.

Using Webinars & Videos to Generate Revenue

"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.

Social Media Trials and Tribulations in Pharma

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 Âholding 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"Â and by MedAdNews as "...often-entertaining, always informative..."

The Coming Patent Cliff and Recession in Pharma Digital Spending

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.

Pharma and Social Media - the Witless Tragedy that is Compliance without Ethics

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 consultanciesÃ¢ÂÂ 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.

Is Healthcare Communications Putting its Own Future at Risk?

Healthcare is undergoing a digital-led transformation, with patients having instant access to hundreds of seemingly credible healthcare and information resources.  In this environment, patients can be confused about who to trust and where to turn for advice.  Balancing the needs of patients with an organisation’s desire to promote its message can be difficult, but partnership working is delivering demonstrable  benefits and helping achieve information ‘cut through’.  This approach is going to become increasingly important as the healthcare market evolves, and in the UK, the localizing of commissioning to GP consortia makes it critical to form solid partnerships early, ready to address the new challenges.

The Importance of Online Partnerships in Healthcare

John Decina, Executive Vice President at Simpson Healthcare Executives will moderate this debate where the panellists discuss the key challenges facing pharma when developing and running digital campaigns. Obstacles such as the APBI code are often put forward as reasons for why this industry has been slower to engage with their audiences online. What are the perceived barriers and are they valid?  Take this opportunity to listen to the views of our expert panel and have your questions answered.

Digital Marketing & Pharma - Overcoming Digital Barriers

A revolution is taking place within healthcare that will affect its design, deployment and delivery. This revolution's agitators are those who have most to gain, and most to lose, from the changes that are being affected: patients. As the physician-patient relationship evolves, the nature of the expectations empowered patients bring to their interactions with pharmaceutical industry presences is also transforming. Through its presentation of a series of contextual observations and a concluding series of expert view summaries,  this webcast assesses the impact that participatory medicine is having upon the pharmaceutial industry's representation and reception within the social web, and asks how the industry may prepare itself to discover, learn, and help in new digital environments.

Andrew Spong, PhD worked for a decade in academia and a further 11 years in scholarly publishing before turning his attention to the health conversation on the social web. An industry thought leader, Andrew publishes regular comment and analysis at STweM.com, and is the co-founder of influential European Twitter-based community Healthcare Social Media Europe (#hcsmeu). Andrew assumed the position of Editorial Director, Nexus, part of the PSL group, in June 2010.

Pharma and the E-Patient: Discovering, Learning, Helping

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.

Creating a Top Notch Content Marketing Program

Content Marketing

B2B Marketing

programs

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Marketing

Thousands of healthcare IT professionals compose the health IT community on BrightTALK. Learn alongside them with relevant webinars on healthcare IT compliance, big data in healthcare and IT solutions for healthcare organizations. Join the conversation by asking questions and engaging with other participants during live webinars and organized discussions.

Health IT

The research and development community on BrightTALK brings together leading professionals in healthcare, technology and manufacturing to present on current topics in their fields. From big data in healthcare to online forensics training and medical research practices, the community is an exceptional resource for those looking to expand their knowledge. Be part of the conversation by joining the community and participating in interactive live webinars.

Creating a Top Notch Content Marketing Program

Presented by

About this talk

More from this channel