Hooriya Hussain

We've noticed a surge in small and midsized pharma companies creating (or improving) medical affairs websites and here's why: -Data Sharing: Companies reach a point where they have enough data to justify a dedicated site -Trust Building: These sites enhance credibility and transparency (we all know how important and challenging HCP trust is) -Compliance: Easier to meet regulatory requirements -Engagement: Improved access to info for HCPs, regulators and even patients We've written an article on best practices for med affairs sites. Check it out here: https://lnkd.in/eWi6fEry emagineHealth is the Digital-First Marketing Agency for Biopharma.  Let's chat! dgadless@emagine.com

8

1 Comment

We've noticed a surge in small and midsized pharma companies creating (or improving) medical affairs websites and here's why: -Data Sharing: Companies reach a point where they have enough data to justify a dedicated site -Trust Building: These sites enhance credibility and transparency (we all know how important and challenging HCP trust is) -Compliance: Easier to meet regulatory requirements -Engagement: Improved access to info for HCPs, regulators and even patients We've written an article on best practices for med affairs sites. Check it out here: https://lnkd.in/eWi6fEry emagineHealth is the Digital-First Marketing Agency for pharma and healthcare.

1

So far the best description and value of what long-term marketing/advertising is versus short-term. Love that Scott Galloway and team think about both strategically. Now if only more companies would invest beyond the quarter. 💻 📊 #BestPracticesInMarketing #Long_Term_vs_Short_Term #StrategicMarketing

2

'Authenticity, especially with AI'. This straightforward statement resonates with me. With the launch of #generative #AI tools such as #ChatGPT (it feels like every morning we wake up to a new updated version!), it’s clear that AI is transforming our future not only in the field of marketing but across all fields, and this trend will only accelerate in the month and years to come. The "13 Marketing Trends and Strategies for 2024" provides a comprehensive overview (some interesting data points) of what marketers and the market are focusing on in the coming year. Insightful read. #newmarketing #growthstrategy #automations #whatcustomerwants #futureisnow #marketingtrends2024

15

Is AI a progenitor of the depreciation of the human mind? Will we become too lazy to search, assess and derive the answers for ourselves? Or is AI like the calculator, a tool that can take care of basic arithmetic at high accuracy to allow us to solve complex problems with greater speed and precision? https://lnkd.in/enep6AnJ #ai #thinking #human

6

3 Comments

𝗛𝗼𝘄 𝘁𝗼 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗶𝗳 𝗬𝗼𝘂'𝗿𝗲 "𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗗𝗲𝗺𝗮𝗻𝗱" A popular delusion is that marketers can "create demand" and convince people who do not otherwise have an urgent high-value need and aren't currently in-market to come in-market now and buy. That you can directly move someone from not in-market to in-market with sufficiently persuasive marketing rather than merely capturing that demand as buyers bring themselves in-market at their own pace. If this is possible, there's a VERY SIMPLE way to measure this effect of "demand creation"! -- Let's start with a basic idea – not everyone is in-market all the time; a concept is embodied in "The 95:5 Rule," which says that only about 5% of your potential buyers are on the market at any given time. The actual value ranges from ~2% to ~7%, depending on your specific product category. The 95:5 Rule implies that people come in and out of market at a natural fixed rate of flow. That there are stable underlying processes that are pushing people in-market and only a given fraction are naturally in-market at any given time. This implies that the coming in-market is primarily driven by internal factors arising within organizations or buyers, not external factors like marketing. -- For example, what's the rate at which you buy toothpaste? It's determined by how many times a week you brush your teeth. Can a random TV ad (external factor) suddenly make you start buying toothpaste ten times as often? NO! Maybe if you suddenly decided to start brushing your teeth 20 times a day (an internal driver), but no marketing ad is likely to induce that sort of long-term behavioral change. Buying a CRM or Accounting software is no different. You only need a new one every so often, typically driven by purely internal changes inside the business. -- But if you're convinced that you're actually "creating demand," here's exactly how to prove it. The 95:5 Rule defines the "natural rate of buying" which can be measured as the "average inter-purchase period." This can also be calculated from your product category's average industry-wide churn rate. So here's the question – are you: 1.  Actually "creating demand" and getting people to buy now who are not currently in-market?     2. Or simply capturing demand as people naturally come in-market of their own accord at their own pace? -- If you're actually pushing people in-market at a much faster pace than they would naturally come in-market on their own, the inter-purchase period for YOUR buyers should be dramatically less than the industry benchmarks. For example, if you sell a CRM, the average inter-purchase period for the category is ~5 years. If you can show that ALL of your customers bought an average of just 𝘀𝗶𝘅 𝗺𝗼𝗻𝘁𝗵𝘀 after installing their last CRM, then you could make a good case that you're "creating demand" by bringing customers in-market significantly faster than they would have done so on their own due to internal needs.

210

97 Comments

𝗠𝗲𝗱𝗶𝗰𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿𝘀 𝗪𝗲𝗯𝘀𝗶𝘁𝗲𝘀 Seeing a recent surge in small and midsized pharma companies creating (or improving) medical affairs websites, and here's why: 🔹 𝘿𝙖𝙩𝙖 𝙎𝙝𝙖𝙧𝙞𝙣𝙜: Companies reach a point where they have enough data to justify a dedicated site. 🔹 𝙏𝙧𝙪𝙨𝙩 𝘽𝙪𝙞𝙡𝙙𝙞𝙣𝙜: These sites enhance credibility and transparency. 🔹 𝘾𝙤𝙢𝙥𝙡𝙞𝙖𝙣𝙘𝙚: Easier to meet regulatory requirements. 🔹 𝙀𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩: Improved access to info for HCPs, regulators, and even patients. 🔍 𝙋𝙖𝙩𝙞𝙚𝙣𝙩 𝘾𝙤𝙢𝙢𝙪𝙣𝙞𝙘𝙖𝙩𝙞𝙤𝙣𝙨 𝙖𝙣𝙙 𝙁𝘿𝘼 𝙎𝙄𝙐𝙐 𝘿𝙧𝙖𝙛𝙩 𝙂𝙪𝙞𝙙𝙖𝙣𝙘𝙚: Traditionally focused on HCPs, there's now a growing call for direct-to-patient communications. The Medical Affairs Professional Society recently discussed the opportunities and risks of ensuring patients have direct access to clear, unbiased information. Additionally, new FDA draft guidance may allow discussions on unapproved uses of approved products, providing HCPs with more tools for patient care. Check out my article on best practices for med affairs sites. #pharma #pharmaceutical #medicalaffairs #marketing #biopharma #communications #clinicaltrials

6

While marketing is definitely an art, often based on intuition and inherent creativity, it’s also a science, with a need for testing and data-based decision making. And often, marketers fail to use one of the simplest forms of testing — internal — because we’re afraid a project will falter even before seeing the light of day. But internal testing allows us to, usually at zero cost: ⚠️ Mitigate risk: It helps identify and address potential issues or flaws in the strategy before it's rolled out publicly, reducing the risk of a campaign failing or causing unintended negative impacts. 💬 Gather feedback: Enables the collection of feedback from a controlled, knowledgeable group, allowing for adjustments based on insights from internal stakeholders who are familiar with the brand and its objectives. 🚀 Optimize performance: Provides an opportunity to test different aspects of a campaign, such as messaging, targeting, and media channels, to optimize performance based on real data before committing a significant budget. If you want to see some results of our recent internal testing, check out IRBM’s first meme post, which we tested internally last week, and stay tuned for (hopefully) a new series of talk-show style videos, which is where this pic came from and which we’ll be testing internally soon. 🤞 And don’t forget, one of the best parts about internal testing???!? The FUN you’ll have along the way! #marketing #contentmarketing

85

7 Comments

This content is intended for U.S. audiences only. The countdown to Chicago is on, as we gear up for #ASCO24 in less than two weeks! For the first time, @AstraZeneca will headline not one, but TWO back-to-back plenary sessions in LUNG as well as a late-breaking study in BREAST. Our team is focused on treating cancers at earlier stages and across subtypes while advancing medicines and combination therapies that attack the disease from all angles, evidenced by our strong, diverse research to be presented in Chicago. Behind every data point is a patient, who deserves a personalised therapy that will give them a longer and healthier life. For each one, we’re pushing the boundaries of science, and I can’t wait to highlight our research advances in the coming weeks. Stay tuned! 🔬 For a more detailed preview of our #ASCO24 data presentations, please see our press release https://lnkd.in/ehH7tqFc #CancerResearch #oncology #MedicalAdvancements

224

3 Comments

Build rather than buy an RBQM solution? Really? There must be something in the air at #OCTEastCoast because we've just had another "interesting" conversation, this time with a mid-sized Sponsor. They are building their own #RBQM solution. Really? Why? Would you build a new CTMS or EDC? Would you go to the time, expense, hassle, and risk of developing a new system when you can buy a proven, validated, secure, and scalable solution that's ready to go? A solution you don't have to maintain, managed by experts and that is constantly evolving with the latest from the sector. Even big Sponsors are coming to us and saying their attempts to develop in-house RBQM solutions haven't delivered the results they want or need, and are too expensive to maintain. Build rather than buy an RBQM solution? Really? The numbers just don't add up.

12

𝗕𝗿𝗮𝗻𝗱 𝗶𝘀 𝘁𝗵𝗲 𝗻𝗲𝘄 "𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲" 𝗮𝘀 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 "𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝘀"! So much self-irony in one article...with so little self-awareness of the irony. Apparently, "Performance Marketers" can't actually "perform," so they're being forced to pivot into "non-performance" marketing (aka "brand awareness"). Maybe there's a problem with the word "𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲" and the conceit of claiming that's what you're doing. --- Words have meaning...and those meanings matter. Using words in fraudulent and intentionally deceitful ways doesn't help! Words that clearly do not mean what everyone you're telling them to think the words to mean. And B2B has built up quite the lexicon of these grifter terms over the past 10-15 years – 👉 Performance Marketing 👉 Demand Gen 👉 Demand Creation 👉 MQL (which is neither a "lead" nor "qualified") 👉 Marketing Funnels 👉 Nurture Sequence (spamming people not in-market) 👉 Lead Scoring (numbers you pulled out of your a**) The list goes on...and on! --- Why do we keep seeing these "creative" terms appear? Because lying to the CFO and CEO is easier than having hard conversations! Because not being able to explain how things like Brand Marketing actually create a return for the business is harder than just making colorful "narratives" with clever new terms that will just make all those hard questions go away (for a while...until they figure out that it's a gift). And convincing yourself that you're "technically" not lying because you have "special definitions" for those words, but knowing that those not in on the joke (CFO, CEO, Board) will take those words at face value and believe them to mean something entirely different! --- There's value in using honest and plain-spoken language and being willing to have hard conversations. In the long run, it requires far fewer awkward "pivots" and word-salad explanations when you get caught. https://lnkd.in/gEQBihyy

180

66 Comments

If you ever wondered why we need Pride Month. This was posted by someone on LinkedIn. The fake veneer of “love” being used to force their hate on everyone. They could’ve been quiet and simply let people be people but no - their version of religion makes it impossible for them to let other people be who they are. We have to accept them spewing this hate and nonsense on LinkedIn because we believe in their freedom of religion - but they don’t believe in our freedom from religion. We believe and support their freedom of expression - but that does not mean freedom from consequences. This will be the same person who will cry wolf because they are being “persecuted” for their believes if we dare call them out. Someone once said saying this “persecution” mentality is because someone lives a different life is like being angered by someone ordering chicken nuggets when you don’t like chicken nuggets. The hate my family and friends go through daily to simply be themselves are unbelievable. Because of people like this. There is no love from this Linda Mclaughlin. None. Oh they will say it is love but this judgement is simply just hate. There was a time I got angry when I saw hate like this. But one of my (queer) daughters said something to me when she was little that changed my mind. She feels sorry for them. Why? Because they will forever live a small life and miss out on friendships and love because they have decided to exclude people who aren’t exactly like them. (My other bi daughter used her privilege to create - as a volunteer and intern - a safe space for LGBTQ+ folk to gather and party last night while Linda was spewing her hate. I have daughters who love and care first.) Of course there is so much wrong with this post by Linda - a complete lack of knowledge on the difference between gender and sex. A complete lack of understanding that sometimes people love each other not for sex but simply because they love each other. And that many people enjoy sex as recreation not procreation. This is a small and hateful mind. I wish her nothing but love and peace in her life - the same wish I have for every single person in this world no matter who they are. (I am done not calling people out. You say hateful stuff then it is fine to be highlighted for that hate. I don’t hate her. I feel pity for her. I truly wish her nothing but love and peace.)

55

22 Comments