Healthcare / videos
Nothing is more important than your health, so it is no surprise that people connect online to learn everything they can about products and providers before making critical healthcare decisions.
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Patent Expirations
Interview
Patent Expirations
Robert Brown of Eli Lilly & Co. explains that the biggest challenge faced by pharmaceutical marketing in 2011 is the expiration of patents. The marketing paradigm is shifting from big blockbusters to smaller-scale products and more targeted audiences. Digital lends ...
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Customers Need Answers
Interview
Customers Need Answers
Joshua Palau, VP Search Engine Marketing at Razorfish, explains that health marketing should provide useful information. For example, if a person performs a search as the result of a diagnosis, the first thing they receive should not be a sales ...
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Search Everywhere
Interview
Search Everywhere
Joshua Palau, VP Search Engine Marketing at Razorfish, advises marketers to understand that search is tied in with other media like television and print. assets. Integrate the message, break down the silos and work across them all.
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Define Success
Interview
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website ...
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Lessons: Pharma Marketing
Interview
Lessons: Pharma Marketing
Seth Levine, VP and Director at One to One Health, discusses recent learnings in health marketing. Pharmaceutical companies want to interact with customers in the social spaces they inhabit. Physicians and caregivers really are interested in what the industry has ...
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Partner with Regulators
Interview
Partner with Regulators
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, explains the problem with risk-taking in health marketing. Marketing needs to engage the FDA more closely in beta testing of new marketing platforms. The FDA and the industry need to ...
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Budget Flexibility: Search
Interview
Budget Flexibility: Search
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, advises marketers to remember that people will search in response to other marketing touch-points such as television. A flexible budget allows the search program to adjust to an unexpected spike ...
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Vocabulary for Health
Interview
Vocabulary for Health
Robert Brown, CMO of Eli Lilly and Co., says that health advertising is helpful because sometimes people don't have the vocabulary to communicate what is going on with their health. Advertising can help focus awareness and expedite the conversation between ...
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Disease Awareness
Interview
Disease Awareness
Robert Brown, CMO of Eli Lilly and Co., explains that digital facilitates connections with customers at several levels. If a TV commercial sparks awareness, people are likely to go online and search. But the information must be integrated, and be ...
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Mobile Health Records
Case Study
Mobile Health Records
Atul Vohra, VP Marketing at Dell, describes the value of mobile health-care applications. Having health information at all points improves health outcomes.
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Integrating Messages: Subway & Biggest Loser Example
Interview
Integrating Messages: Subway & Biggest Loser Example
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about the importance of integrating messages across media. He discusses Subway, and their partnership with The Biggest Loser, as an example ...
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MomDotCom Webinar
Webinar
MomDotCom Webinar
Spotlights from BabyCenter®'s 21st Century Mom™ and Google's The Four Truths About Moms & Search studies.