3rd eCommunication & Online Marketing Summit

Join in these interactive, pratcial workshops and learn from the experts on how to increase the effectiveness of your eMarketing initiatives.

Website Survivor: Find out which pharmaceutical websites consumers “voted off”!
Our interactive session will allow you to see the challenges that consumers often face when visiting pharmaceutical websites. At the end of this workshop, you will have learned:
• How critical website visibility is in order to generate meaningful traffic
• The common mistakes which often result in consumer frustration and site abandonment
• Approaches to achieve both superior design and effortless usability
• The 6 persuasion principles that can help encourage your customers to take action

Andrew Chak, Vice President, User Experience, BigKlick

Next generation Closed-Loop Marketing (CLM) can maximize your sales - Learn how with Skura’s ‘intelligent’ CLM and Channel Mix Optimization (CMO) analytics.
• Demonstration of the STRATEGIC, TACTICAL and FINANCIAL impact on brand revenue performance
• Explanation of the features, advantages and benefits of Closed- Loop Marketing
• At the end of this workshop, Brand Managers will have a better understanding of how CLM and CMO will enhance the planning and execution of sales and marketing strategies. Including targeting investments to improve prescription rates and market share.

Jeff Wessinger, President of Skura Products Divison, Skura Corporation

Consumers want your health and drug treatment information – Here’s how to reach them

Industry research by Prospectiv and others shows consistently that for the majority of consumers, the cure for what ails them can be found online. In fact, 75 percent of consumers polled said that the Internet was overwhelmingly their most trusted and reliable resource for researching ailment and drug information, beating out broadcast media and magazines by a large margin. Prospectiv’s research has also found that the majority of consumers – 68 percent polled – prefer email newsletters for receiving health information online.

The challenge for pharmaceutical brand marketers is to find the right consumers who want and need this information.

Participants in this workshop will learn 5 critical strategies for attracting, engaging and acquiring new consumers who want to build a direct relationship with your brand. The workshop will be presented by Jere Doyle, Prospectiv’s CEO. Doyle is an online marketing and consumer expert who will share his insights on the following:

•  How to build an in-house database of self-profiled consumers who have requested information about their treatment options

•  Practical tips for using consumer profile data from your house list to build direct, one-to-one relationships with consumers through educational e-newsletters, health-focused web sites and micro-sites focused on specific ailments.

•  Real world examples of how these customer acquisition strategies have worked for leading pharmaceutical brands

Jere Doyle will also reveal updated consumer poll findings , releasing for the first time the results of Prospectiv’s 2008 Pharmaceutical Marketing Poll.

 

Critical Customer Metrics for Pharmaceutical Websites: What web analytics don’t tell you and what site visitors can

Too often, pharma companies view their product websites as static, online brochures, with the purpose of communicating the required disclosure information that can’t be conveyed in a 30-second TV spot. The online experience needs to go beyond this and instead engage consumers and HCP’s in a way that will encourage purchase or prescription behavior. This session will show you how to unlock the potential of your brand website(s) by:

• Profiling site visitors to determine who’s coming to the site and why? What their needs and expectations are and how they differ among visitor segments such as patients, care takers and health care professionals?
• Measuring the intangible impact of the online experience in terms of its influence consumers to purchase, ask a physician for a prescription, continue taking the products, etc and for HCP’s to seek out more information, prescribe the drug, etc.
• Setting appropriate expectations for the product and the online experience while managing the needs that you can’t address due to regulatory guidelines, etc.
• Benchmarking against others in your industry who face similar challenges that you do.

 

Best-practice customer metrics and informative case study examples will be discussed in this interactive discussion session.

Lee Pavach, Director of Marketing, Foresee Results