More than 1,000 delegates attended the recent Australasian Institute of Digital Health (AIDH) Digital Health Summit at the Sydney International Convention Centre – and Bastion Brands Executive Director and Head of Digital Dan King had a front row seat! The AIDH, which is comprised of Australia’s leading organisations in health informatics and digital health, aims to support the development of a connected health system, and a digitally competent health workforce. Though it primarily works to build digital capacity in the hospital workforce, the AIDH also focuses on improving patient experience. This was evident in some of the topics covered at the Digital Health Summit, which included system interoperability, access to healthcare, health literacy, health equity, data, engagement, system optimisation and digital innovation. Dan’s goal was to gain insights into the latest thinking on digital health solutions and determine how they could be leveraged to help our clients advance digitally. Here are some of Dan’s key observations and take-outs. 1. The rise of mobile applications Numerous mobile applications to improve patient adherence and engagement were showcased. These included: – Hospital patient food ordering apps to reduce waste, improve caloric intake and hasten recover – Diary tracking apps like CSIRO’s M♡THer app, which helps clinicians support expectant mothers with gestational diabetes – UpBeat, an app to support teens with heart conditions struggling to transition from paediatric to adult care Dan’s personal favourite was SAMSON, a patient-centred app designed to enhance medication adherence for patients undergoing cancer treatment. Complex treatment regimens can lead to medication errors and low adherence rates – but technology can provide effective and efficient interventions. When tested with patients with haematological cancers, SAMSON was able to improve therapeutic persuasiveness and improve adherence. 2. The healthcare services delivery ecosystem is rapidly changing The changing location and nature of healthcare services delivery was another important theme at AIDH. Nurse educators from RPA Virtual discussed how they built a virtual hospital services business from the ground up. Key considerations in this process were SOPs, safety protocols and 24/7 service delivery in a virtual setting, as well as being agile and adaptable in the changing digital healthcare landscape. Now almost two years old, RPA Virtual has 40+ nursing staff delivering virtual services as a sustainable way of meeting the demand for healthcare services in Sydney. 3. Workforce and skills gaps – with solutions from Year 10 students! A panel discussion addressed the workforce and skills gaps in the digital health space, with key contributors being two Year 10 Students from Loreto Normanhurst, a girls’ school in Sydney. These young women discussed ideas they had worked on at school for making digital healthcare more accessible. They suggested wider access to devices in public and remote areas may improve healthcare equity in underserved parts of Australia. In doing so, this may help prevent and treat illness, improve health literacy, and improve the quality of health and life for Australians. This was a prudent reminder that they (and we!) need to be healthcare’s forward thinkers, and that it’s up to us to shape the future of digital healthcare in Australia. So – what next? The great examples of digital healthcare covered at the AIDH Digital Summit kept Dan inspired and optimistic. “There is such a tremendous opportunity to enhance and improve healthcare through digital solutions,” he said. As the digital healthcare system advances, it’s important to reflect on the digital healthcare opportunities that can be applied to the pharmaceutical and medical devices industries. The makers of medicines and devices can advance their digital health offerings by improving engagement with clinicians, supporting patients, and making them more accessible and equitable. With the right people and partnerships, great opportunities can be unlocked. At Bastion Brands, we encourage clients to plan for both ‘what’s now’, but importantly, also ‘what’s next’. Be bold and be brave, because at least part of the future of healthcare will be digital, and the time to advance is now.

Dan King  dan.king@bastionbrands.com.au M: 0439 190 700

Top 5 ways to ‘BE LIVE’ in your marketing.

Bastion Brands has just released results from its third annual survey of Pharma marketing professionals identifying key trends, opportunities, and threats to marketing success.

The findings identified 10 key actions for Pharma marketers to focus on in 2023. Some seem obvious: others may raise a few eyebrows.

A key trend from respondents was to re-embrace the notion to ‘BE LIVE; the ability to efficiently use face-to-face interaction as a means through which we learn, share, communicate and build relationships.

Undeniably, our reliance on the virtual world sky-rocketed during COVID-19 with online communications replacing face-to-face interactions. More recently, the Bastion survey has identified that this ‘rise of the zoom call’ trend is dwindling in the eyes of Pharma marketers, as most survey respondents have now reverted to the ‘old ways’.

This shift has placed face-to-face as a top priority for effective marketing and is a crucial key to success. From our survey results, live events including conferences, educational events, and face-to-face discussions were listed as the most effective tactical activities undertaken within the past six months.

Here’s a quick snapshot of ways to ‘BE LIVE’ and ensure more face-to-face interactions with HCPs?

1: Conferences

The reopening of the traditional conference, in some cases, has been celebrated as a huge milestone. It’s not just the ‘familiarity’ of events and a chance to showcase data and new products, but also the networking opportunities they bring.

 

2: Live events

While COVID put a hold on these – and the rise of the webinar swept the industry – the live event is now back. Many respondents said these would become a focus of their marketing, with smaller, more intimate meetings planned for short and long term.

 

3: Lunch/Dinners

A more intimate, highly targeted approach that many marketers are employing is the group lunch or dinner presentations that ensure the right people are connecting with your marketing. And while they may prove to be a harder event to convince attendance, the rewards are highly regarded.

 

4: Sales rep calls

Having sales teams back on the road was a huge benefit for many respondents who said their teams were, in many cases, ‘welcomed back’ in a big way. The personal interconnectivity was and always will be a vital part of marketing. As one survey respondent highlighted, ‘[It’s] easier to convey value or message when in a face-to-face meeting with a good relationship with [the] customer.’

 

5: Internal conferences

This was of particularly high appeal to many respondents. The need to create a strong culture based on real, rather than virtual, interaction was seen as absolutely vital to success. Large investments were, and continue to be, made to ensure the team is aligned on key messages, selling techniques, presentation of marketing collateral, and team bonding exercises to build stronger relationships at the grass roots levels.

 

These are the Top 5 ways that you can ‘BE LIVE’ as much as possible, an approach now being embraced by key marketers in Australia.

What are some of the ways your business is BEING LIVE?

If you would like help in aligning your marketing efforts towards any of these reasons, please call the team at Bastion Brand for more information.

 

Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545  Bruce Williams bruce.williams@bastionbrands.com.au M: 0407 359 582

Covid lockdowns have significantly impacted the way we connect and engage, and Pharmaceutical marketers are still coming to terms with how to adapt to a new marketing reality. That’s a polite way to say that Pharma’s attempts to deploy Omnichannel marketing activities and campaigns to connect with stakeholders in a disrupted world have been only moderately successful at best. Bastion Brands’ research has revealed Pharma just wasn’t ready to provide Omnichannel communication to effectively interact with HCPs in the ways HCPs wanted. So, after two years of trying, why are Pharma Omnichannel communications still struggling to deliver results? The key reality is that the shift to Omnichannel requires customer first thinking which is complex and challenging. The Pharma industry’s people, structures, technology, data, resources, and processes all get in the way of switching on an Omnichannel solution that truly helps HCPs. Omnichannel is failing In the just-released Bastion Brands 2022 Pharma Marketer Survey, the results reinforce the challenges that exist for Omnichannel marketing in Australia. Pharma marketers rate their company’s Omnichannel effectiveness as 3/10. That’s a solid FAIL in anyone’s scorebook. Additionally, global research findings substantiate that 70-80% of Pharma companies are ‘unhappy’ with their Omnichannel strategies, plans and levels of support. To unpick this disappointing result for Pharma Omnichannel marketing, further investigation by Bastion Brands with Australian Omnichannel marketing leaders highlighted: -Low levels of education and understanding of Omnichannel by Pharma marketers as opposed to data, digital and customer experience teams -Insufficient Omnichannel measurement and reporting to provide access to results and insights to substantiate effectiveness -Limited access to integrated systems and technology that connect to a single central customer database -Lack of support for people and funding to improve the level of Omnichannel capability So, is Omnichannel worth it? It depends. Yes, absolutely, it is worth it for those that can access the data and measure the results. Omnichannel activity is arguably as effective or more so than the traditional marketing, sales, and communications. As digital and Omnichannel continues to evolve business models across industries, Pharma will continue to develop and advance their Omnichannel capability too. Omnichannel has a first mover advantage, and those Pharma companies that lead will be commercially rewarded by HCPs who truly value the way Pharma Omnichannel can improve and personalise engagement. What needs to be done: Enduring partnerships -Investment in enduring partnerships with vendors who offer Omnichannel expertise specific to customer-first content can improve overall marketing outcomes -An Omnichannel, consumer focused direction can be supported by channel strategy, technology and systems integration, data measurement and reporting, and finally insight development based on data that powers decision-making and improves outcomes Long-term plans and short-term goals -Long term plans with organised goals and milestones all directed by clear business needs and objectives -Omnichannel is not a quick win, it’s an investment that will improve over years of building up data and insights to drive effective business strategies Make the complex simple -Develop a clear strategy that helps take small, measured steps in the right direction -Develop programs that test, learn, build data, and gain insights -Pharma companies need to learn what to say and do to truly add value to Omnichannel marketing based on the results demonstrated by clicks, views, and overall data As we have now emerged from lockdown, we have a clear opportunity to design the solution as to how Omnichannel can improve Pharma’s way of engaging with HCPs.

Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545

Dan King dan.king@bastionbrands.com.au M: 0439 190 700

No-one knows how to get your message through to HCPs better than HCPs, so we asked them. Results from a recent survey reveal the top five ways HCPs say pharma companies can cut-through and communicate more effectively with them.

1. Provide content-on-demand.

Integral to effective Pharma marketing is the nexus between content and the medium through which the target audience consumes that content.

HCPs are consumers, just like we are. They want to consume media at times that work best for them.

With face-to-face communication more challenging than it has traditionally been, HCPs are leaning to on-demand content for information.

They want the ability to access content when they have the time and head space to do so. It’s about making your content available in the channels they use, and want to engage in.

Questions: Do you know which channels your target HCPs want to receive information from you? Are you delivering your content in the right way for those channels?

2. Make your messaging personalised

Delivering content through the channels your HCP wants to receive it is a good first step. But it is not enough.

Ensuring content is framed in the right way, with the right messaging for your audience’s position on the customer journey is absolutely critical to cut-through and impact.

Understanding your ‘target audience’ is essential to the most relevant personalisation of content. In healthcare marketing, this strategy involves a complete awareness of the HCPs role, the treatments they prescribe, who they prescribe to and what drives them in their field of expertise.

Questions: Do you know your target audience well enough? Do you have the right messaging shaped for the different stages of the customer journey?

3. Put their needs first (omni-channel marketing)

While most HCPs won’t be aware of the terminology, a good omni-channel strategy will place them at the forefront of the communication.

This is why omni-channel communication strategy is quickly proving critical in the healthcare marketing space. Unlike regular multi-channel marketing that focuses specifically on where customers will see content, omni-channel marketing further conceptualises how customers engage with content.

It also allows for the high-level personalisation of content and the production of qualitative data.

It means developing tailored messages, mediums of communication and frequency of information to specific, categorised target audiences. HCP’s benefit from this omni-channel experience as they are provided with engaging and effective content at an individual level, with content filtered to provide personalised, customer focused information.

Questions: Is your omni-channel marketing strategy genuinely omni-channel, or a multi-channel plan in disguise?

4. Be compelling with your storytelling

The most powerful way to connect emotionally is through a well told story. The art of storytelling has never been more important than it is today in connecting audiences and having a genuine impact.

Stories and anecdotes about those affected positively by your treatment will be more powerful than mere statistics.

Use stories to engage your audiences with authentic narratives around how the treatment was developed, how it works, how HCP’s support it, and ultimately the transformative effect it has on the patients and people in their lives.

Question: Are you leveraging the power of storytelling in your marketing?

5. Leave them wanting more

Elevate your content to leave your audience wanting more. A simple and effective strategy is to brand your content like a ‘mini-series’. This may also involve ‘teasers’ or ‘previews’ to link through to more in-depth content.

The enticement of learning and the interest in wanting further information collides in content that is produced in a series format, and consequently leads to returning consumers.

For example, early in the COVID-19 crisis, Bastion Brands interviewed doctors who were on the frontline of the virus. The series incorporated KOLs in different countries and how their patients were affected by the pandemic. Each interview was released in episodes This form of information proved successful in attracting and maintaining an intrigued audience.

Question: Are you intriguing your audiences enough to keep returning for more of your content?
Would you like to better engage with your HCPs? Get in touch with Bastion Brands today

Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 Bruce Williams bruce.williams@bastionbrands.com.au M: 0407 359 582

Bastion Brands’ benchmark health marketing survey, just completed for the third year with a selection of Australia’s pharma marketing professionals, has pinpointed the evolving direction pharma marketing is taking in a Covid disrupted market. The results show three consistently clear trends: > The emergence of digital as a cornerstone > The rise of digital content and Video on demand (VOD) > The increasing importance of Med Ed However, feedback from survey questions asking ‘where the future was heading’ stopped short of saying the digital landscape would be the formula for every marketing need. The emergence of digital as a cornerstone in marketing If it wasn’t already apparent, the Bastion Brands survey confirm digital is increasingly becoming the key medium of most healthcare marketing activity. In the past three years, the importance of digital has risen dramatically. When asked what activity they spent most time on, whilst sales team engagement and materials scored highly, (6.8), digital marketing was the next with 6.6. In terms of most effective channels, digital content topped the list with 91% of respondents rating it as the most important digital channel, with eDM communication at 80% and virtual conferences at 43%. Importantly, the role of digital within multi and omnichannel mixes became even more dominant, with one respondent revealing, “(we) pulled planned investment in conferences almost entirely and reallocated this to online webinars.” Looking ahead, respondents raised concerns around the “continued lack of customer rapport building, increased virtual fatigue from customers, (and) maintaining message momentum.” Many were understandably happier to be able to not rely so heavily on digital and start imagining the ability to “cut through to HCPs and maintaining engagement with them in a hybrid future.” The rise of Video on demand (VOD) VOD has seen a large increase in priority and has become an important marketing tactic. One respondent reporting a video 40% increase in viewership during Covid. Most respondents also predicted VOD and Online content in general as a trend that would not change focus in 2022, as one respondent added: “(digital resources, rep emails etc), is essentially an evolution of how we provide content.” Another comment showed the shift in thinking, with one respondent saying “(we) pulled planned investment in conferences almost entirely and reallocated this budget to Online and digital comms with a focus on reduced length, and snackable content.” The digital content strategies also favoured marketers who were prepared to work at being flexible with content to shift with rapid changes, saying “ongoing adjustments of content, timings and channels rather than having the year locked in.” The increasing importance of Med Ed The lack of face-to-face opportunity in the vital area of Med Ed has also given rise to the reliance on digital channels. It’s clear that during the past three years, Med Ed has officially shifted to Web Ed. One respondent said Med Ed is “always important as that’s the key value that we offer (aside from simplification of data). The strategy has refined since COVID to do less, but better, and will continue like that going forward.” KOL videos and webinars still lead the way, with online learning modules, advisory boards and conference symposiums becoming more popular. Many believe strongly in the ‘hybrid’ future – offering both F2F and digital options for participants and in particular small meetings/dinners where possible – as face to face is prized at the moment! Another respondent commented: “Direct to patient media (radio) – was chosen to generate patient awareness for new product launch.” An underlying commitment to patients  Covid has helped many to feel more empathy toward each other. In particular, it has given rise to genuine care and support for patients. Many respondents suggesting that social media campaigns and connecting with end-users would be an increasingly important part of their marketing spend. One respondent saying they saw increased value in “delivering Patient Focus Initiatives – improving the value to patients and seeing customers with purpose.” Another respondent listed patient focussed activity in their top three ‘most valuable tactics’, placing ‘Patient focused campaigns’ at number two behind digital strategy and ahead of webinars. While the pandemic has physically shifted our focus, it seems that emotionally we are still – as an industry – firmly entrenched in delivering better outcomes to patients. But the way we get our messages across – for now at least – remains firmly entrenched in the plethora of digital and virtual options. If you would like to share the results of our benchmark health marketer surveys in more detail, please contact us for more. Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 Dan King dan.king@bastionbrands.com.au M: 0439 190 700

When it comes to creativity and brand recognition, nothing packs the punch like airing an ad at Super Bowl. For many, watching the commercials have become as entertaining as watching the big game. A 2020 survey revealed that almost 71% enjoyed watching the commercials.1 Not to mention the online and social buzz leading up to the first screenings. But reaching the promised 200 million plus eyeballs doesn’t come cheap, with the cost of a 30 second spot this year averaging US$6.5 million. Throw in agency creative, production, filming and celebrity endorsement fees and it becomes the type of investment you want to be sure makes a touchdown. It’s literally ‘rarefied air’ – exclusive to the select few brands that can afford the price of entry… But this year saw some new players taking the field alongside the chip, beer, and soft drink staples, with almost 40% advertising for the first time. These included numerous Crypto platforms, tech services and no less than five electric car makers. The great news – reflecting the shift in direct to consumer health messaging and on-demand care – is that 3 health and wellness brands also stepped up for the ‘big dance’, and pitted their creativity against the very best… So how did they stack up? While overall I was blown away by the level of creativity and sheer entertainment value of most the ads, I felt I would only ‘judge’ the health entries. That said, I do have some personal favourites that I’ll reveal at the end of the article. But first, let’s look at the 3 health brands who were very brave in choosing to air their messaging on a day the audience collectively consume over 1.42 billion2 (yes billion!) chicken wings and gulp an estimated 325.5 million gallons of beer on Super Bowl Sunday! Planet Fitness “What’s Gotten into Lindsay?” This spot starring former sensation Lindsay Lohan seems at first to follow the trend of many others, where the idea seems to be to load up on as many celebs as possible – in this ad you’ll find five. And while many will say that’s overkill, the ad still feels sharp, snappy and tight – like the new Lohan herself. The celebrities aren’t just there as spokespeople, but feel they belong in Lindsay’s brave new ‘Fitacular’ world… The other interesting idea here is that being fit makes you stronger and ‘fitter’ in body, but also in other aspects of your life. A feel-good ad that makes you want to go get fit. Rating 7.5/10 https://www.youtube.com/watch?v=SnoVFlMMdK8 Hologic “Her Health is Her Wealth” Med-tech company advert features singer and actress Mary J. Blige making time for a wellness check-up amid her busy schedule. And while this ad lacks the laughs and fun of your classic Super Bowl variety, it’s an emotional reminder of how important it is for everyone to prioritize self-care, even if you are a celebrity. The ad is beautifully clear and well balanced, and Blige brings a very real sense of vulnerability. The moment her doctor gives the ‘all clear’ – we feel an emotional lift and sense of relief in knowing everything is ok. We’ve all been there before. A bonus for the company was that Blige also performed during the Super Bowl halftime show, (the only woman) alongside Snoop Dogg, Kendrick Lamar and Dr. Dre. Rating 8/10 https://www.youtube.com/watch?v=0Yn8yn6WOP4 Cue Health “Meet Cue” Not surprisingly, viewers couldn’t quite get through the day without a reminder that we are still living in a pandemic. Seeking to generate instant awareness of their at home Covid testing device, Cue Health developed a very clever little ad which opens with a mum talking to her kid about COVID testing. As the kid runs to get the test, a story develops around the ‘smart health device’, Cue. With the voice of Wonder Woman, Gal Gadot, she introduces herself to the other smart devices in the home, “I’m Cue, and I’m here to protect the family.” The other smart devices – speaker, camera, vacuum, and thermostat all “warm up to Cue,” once they know she’s there to protect the family’s most valuable asset: it’s health. I really liked the way they linked Cue as the most important ‘essential device’ in a modern home for modern families, playing on the emotions of protection, combined with hi-tech science no family can do without. Rating 9/10 https://www.youtube.com/watch?v=PqgaQ9WnJSI So that’s my take on the Health advertising at the Super Bowl. New players really did make an impact. But how did they stack up to the others? Consumer search data company, EDO scored the Super Bowl ads by measuring online searches for the advertised brand or product in the minutes following the ad airing, to see which drove the strongest customer engagement. The ultimate rankings this year surprised many. Coming out on top was electric car manufacturer Polestar’s powerful and plain-speaking ad that reminded me of an Apple iPhone release meets action marvel movie trailer vibe – that ended up being more effective than many of the more ‘creative’ ads to win the best performing ad at the Super Bowl this year. Cue Health’s 30-second commercial was placed second among all Super Bowl advertisers in terms of how well it drove people to search and engage with the brand online. 1. Polestar – No Compromises 2. Cue Health – Meet Cue 3. The Lord of the Rings: The Rings of Power (Amazon) 4. Kia – Robo Dog (EV6) 5. Nissan – Thrill Ride (Nissan Z) 6. Coinbase – QR in Technicolor 7. Toyota – The Joneses (Tundra) 8. Disney+ – Moon Knight 9. Netflix – The Adam Project 10. Chevrolet – All-Electric Silverado As for the rest, I do love the Pringles spot for its bizarre and detailed storytelling… great tagline and song to match… truly out there… https://www.youtube.com/watch?v=J1WAIHNMzQ8 The Salesforce ad for its ‘reading of the room’ insights about what we need to be doing in society right now… https://www.youtube.com/watch?v=tIp251KCz6k and the ad many have dubbed the best, this stunningly simple ad for Polestar EV. Gets the heart racing for sure… https://www.youtube.com/watch?v=B4QI0VzbkHk If you have a few moments spare, check out all the Super Bowl ads online. It’s well worth the search for 30 seconds of fantastic entertainment. If you would like to share Bastion’s ‘Top 10’, arrange a time for our Super Bowl presentation today – we’ll even supply the chicken wings.   Bruce Williams is ECD at Bastion Brands. References: 1. Public perception of Super Bowl ads in the U.S. 2020. Published by A. Guttmann Oct 19, 2021 2. National Chicken Council’s (NCC) 2022 Wing Report, https://www.nationalchickencouncil.org/americans-projected-to-eat-1-42-billion-chicken-wings-for-super-bowl-lvi/ Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 Dan King dan.king@bastionbrands.com.au M: 0439 190 700

It’s a brave new world for pharmaceutical product launches, and a challenge to keep existing products in front of healthcare professionals and patients.

Traditional launch activities, such as visiting healthcare professionals or launch events at conferences, have either gone, or have evolved significantly to hybrid formats. Pharmaceutical marketers must now rethink how to launch and keep momentum alive in this new reality; a hybrid world where in-person interactions are reduced and digital activities are filling the gap.

Here are four steps to launch effectively and support your brand during the product lifecycle.

1. Preparation Healthcare professional and end-patient ‘customer journeys’ have radically changed. The way to reach them – at the right time, with the right message and with the right frequency – has also changed. Research is key. There is no substitute for effective pre-launch preparation. Closely examine the market, your competitors, and your customers. Focus on your product’s point-of-difference, how it can be positioned in the segment and, critically, what it means for healthcare professionals and patients. For example, if you were launching an oncology product today, it would be critical to focus on the differentiators, impact to clinical practice, and ultimately, patients’ lives – particularly the benefits it uniquely offers, both medical and emotional. Create insightful communication experiences that meet your customers ‘where they are’ and make it easy for them to be taken on a journey with you. Put your customer at the centre of your communications to develop integrated and effective plans. As one approach, Bastion Brands’ Stand, Story, Strategy formula is an effective way to develop a robust strategy and implementation plan for a brand. This ‘science and emotion’ branding methodology helps align your product in context so you can launch effectively, no matter the environment. 2. Launch Focus on the critical success factors that are actionable, aligned, and realistic for your product launch. In our oncology example, instead of taking a broad approach, you can be more targeted and appeal to cancer researchers and educators. This has a positive follow-on effect on oncologists, and related healthcare professionals. Collaborate with key opinion leaders in the right therapeutic areas to advocate the data that supports the product. Many of the traditional pathways to launch have changed. It’s therefore important for pharmaceutical brands to consider the best way to secure engagement through an omnichannel approach. Our research over the past three years, Trends in Pharma Marketing survey, has consistently shown that respondents rate their omnichannel marketing capability as ‘very important’ (8 on a scale of 10), but that execution leaves much to be desired due to tepid effectiveness (around 5-6 on a scale of 10). Omnichannel marketing requires consistent messaging through multiple channels to reach stakeholders. This means it’s critical to effectively use the latest technology and ‘outside-the-box’ content ideas to create memorable brand experiences. Elements may include: > Key opinion leader mapping within therapy areas > Customer journey mapping > Patient case studies > Owned and paid media materials > Internal and external launch materials > Virtual product launch meetings > Steering committee-led medical education webinars > Remote learning opportunities; and > Continuing professional development accreditation and peak body consultation. 3. Acceleration This phase is probably the most difficult in the current climate considering the advent of communication fatigue. Nevertheless, it’s critical to keep your product’s point-of-difference front of mind with your key stakeholders, and to ensure your communications stand out from the crowd. Drive the uptake of your product post-launch by leveraging advocates, optimising marketing materials and building the next chapter in your brand’s story. Perhaps take a hybrid approach: in some locations it may be safe to hold a conference where some people attend in person, and those who are unable to – attend virtually. Be sure to revise marketing materials, including advertising and advertorials. Consider the changing information needs of your customers in the months after a launch. Continually evolve your understanding of customers and step up your messaging to revitalise the presentation of your product offering. You can also adapt the scope of your campaign. If you’ve started with a mass digital approach, what could you do to add a personal, tangible touch? Service offerings ‘beyond-the-pill’ are hugely effective here and keep you differentiated and relevant. 4. Maximisation By this stage, you will have gathered data and insights from the first few months of your campaign. This is the point at which you should use what you have learnt to maximise opportunities and profitability in a mature market. Some of this depends on risk appetite. If you have started the campaign by focusing on one segment of the market, for example the cancer researchers and educators, you can broaden your scope to include healthcare professionals and cancer patients. In this case you can recontextualise the narrative of your campaign to be more inclusive. Another tactic is to find complementary areas to shift the perception of your product. For instance, if your product is pharmaceutical, you are likely to have focused on highlighting the medical benefits. Now is the time to consider including more emotional storytelling such as sharing clinical experiences, real-world case studies, and patient testimonials. Pharmaceutical marketers are operating in a dynamic market where healthcare professional and patient behaviour is increasingly unpredictable. All products need thorough preparation to identify the right communications strategy for launch before you navigate through the acceleration and maximisation phases of the lifecycle. Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 LinkedIn: https://www.linkedin.com/in/simondaviesbastion/   Dan King dan.king@bastionbrands.com.au M: 0439 190 700

CAR-T cell therapy is a new treatment option for certain blood cancers. Here the Bastion Brands Medical Education team explains what it is all about in a fascinating three-minute read. CAR-T Central is a platform developed by Bastion Med Ed, dedicated to the education of the haematology community on CAR-T cell therapy. It illustrates the power of collaborative, independent medical education to provide credibility for the clinical data associated with your brand and increase brand awareness with key opinion leaders and other health care professionals. What is CAR-T? CAR-T cell therapy is a recently developed treatment option for patients with certain types of blood cancers.1 It is a type of immunotherapy which involves the genetic engineering of the patient’s own immune cells, allowing them to specifically target and destroy cancer cells. To create CAR-T cells, a patient’s own T-cells are collected and cultured in the laboratory. Next, chimeric antigen receptors (CARs) are integrated into the host cell’s genome using genetic engineering techniques. The resulting CAR-T cells recognise a specific surface antigen on cancer cells. These specialised CAR-T cells are then expanded in culture media, isolated, and formulated in infusible media before being transferred back into the patient. Approved CAR-T therapies in Australia There are currently three approved CAR-T therapies in Australia. Kymriah®  (tisagenlecleucel) is approved for relapsed or refractory B-cell precursor acute lymphoblastic leukaemia (ALL), as well as relapsed or refractory diffuse large B-cell lymphoma (DLBCL) after prior systemic therapy.2 Yescarta® (axicabtagene ciloleucel) is approved for relapsed or refractory large B-cell lymphoma after prior systemic therapy.3Tecartus® (brexucabtagene autoleucel) is approved for relapsed or refractory mantle cell lymphoma after prior systemic therapy, including a BTK inhibitor.4 The Australian Government funds Kymriah for the treatment of children and young adults with ALL and adults with DLBCL. Yescarta is also publicly funded for the treatment of DLBCL. At this stage, CAR-T cell therapy is not reimbursed for other indications.5.  Recently the Peter McCallum Cancer Centre became the first centre in Australia to be approved for the manufacture of CAR-T cell therapy.6 The CAR-T treatment process7 There are several steps in the CAR-T treatment procedure. First, the patient’s T-cells are collected via a process called leukapheresis and then the CAR-T cells are manufactured as described above. Some patients may require bridging chemotherapy to control disease progression whilst the CAR-T cells are being manufactured.7 Patients generally undergo lymphodepleting conditioning before receiving the infusion of CAR-T cells, to create a favourable environment for CAR-T cell expansion and survival. The specialised CAR-T cells are then transferred back into the patient, so that they can directly target and destroy cancer cells.7 The CAR-T cells continue to grow and multiply within the patient, eliciting ongoing anti-tumour effects. CAR-T cell persistence varies with several production and clinical factors.1 Future steps in CAR-T cell therapy CAR-T immunotherapy is a rapidly evolving area of research and development. With the success of CAR-T in blood cancers, including ongoing studies in multiple myeloma, research to expand this innovative treatment option to solid cancers is progressing rapidly.8 However, adapting CAR-T therapy for solid tumours is not without challenges. The high variation in the type and volume of antigens expressed by solid tumour cells could impair the ability of CAR-T cells to recognise cancerous cells.8 CAR-T cells travel throughout the body in the bloodstream and lymphatic system, which is why they are effective in targeting and attacking blood cancers.8 However, solid tumours are made up of dense fibrous tissue, and express various factors which may act to limit the migration of CAR-T cells and their capability to penetrate the tumour. Unlike the pathological process in haematological cancers, immune cells often populate the solid tumour microenvironment, which can support tumour growth and metastasis, and hence may influence the efficacy of CAR-T treatment.8 These recent developments in the CAR-T therapy space are just the beginning of personalised immunotherapy for cancer patients in Australia. To learn more about CAR-T therapy in Australia, please visit www.car-tcentral.com.au Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 LinkedIn: https://www.linkedin.com/in/simondaviesbastion/ Donna Bartlett Medical Education Manager Olivia Holland Medical Writer References: Guedan S et al. Mol Ther Methods Clin Dev 2018;12:145-156. Kymriah® Approved Product Information Yescarta ® Approved Product Information Tecartus® Approved Product Information Yescarta® MSAC Public Summary  https://www.petermac.org/news/first-commercial-car-t-therapy-be-manufactured-australia Hucks G & Rheingold SR. Blood Cancer J 2019;9:10. Marofi F et al. Stem Cell Research & Therapy. 2021;12:81: Available at https://stemcellres.biomedcentral.com/articles/10.1186/s13287-020-02128-1

If there’s one thing the pharmaceutical sector, the marketing profession and the digital discipline have in common, it’s an excess of jargon. This means practitioners become particularly prone to confusing their customers when they use buzzwords and digital waffle to make a sale. As an industry, we need to make the complicated simple. We’ve all met countless people who have overused buzzwords just to make themselves seem knowledgeable. Don’t fall into that trap. Here are some tips to help. 1. Acronym Addict Signature trait: TLAs (Three Letter Acronyms) You’ll hear: SEO (search engine optimisation), SEM (search engine marketing), CRM (customer relationship management), CRO (conversion rate optimisation) They mean: Strategies to make customers find and engage with your brand and how much that engagement costs you. Stage an intervention by asking questions that require direct and acronym-free answers. Try: > What are the outcomes of this strategy/campaign? > How has this affected awareness/sales/referrals? > How would you describe our return on investment? Directing the conversation this way encourages them to use words rather than letters – QED (quod erat demonstrandum, Latin for ‘thus it has been demonstrated’.) 2. The Futurist Signature trait: Wants you to think they are tech savvy. You’ll hear: AI/artificial intelligence, automation, algorithm, machine learning They mean: Tools that can help put your brand in front of more, and more relevant, people. The benefits of a lot of these tools are still emerging, so keep The Futurist on track by pinning the conversation to the functions of the new technology they are recommending. If they cannot explain it in a way you can understand, it usually means they don’t understand it themselves as it takes a true expert to simplify something complex. Do not under any circumstances ask them about specifications until you know and understand what the technology does. 3. The Strategist Signature trait: Wants you to see them as intelligent and in tune with customers. You’ll hear: IA (Information architecture), CX (Customer Experience), UX (User Experience), Omnichannel. They mean: How people interact with your brand and its products and services. Place the customer at the centre of your brand’s narrative. If the customer doesn’t know the jargon, The Strategist, if they are who they say they are, should be able to tell that story without using the buzzwords. It’s a trick to make them think like a customer, not a Strategist. 4. The Data Analyst Signature trait: Loves assigning meaning to numbers. You’ll hear: metrics, conversion, meta data, tracking code, analytics. They mean: The way we measure digital engagement. Incite an existential crisis by telling them that numbers are meaningless… without context. Have them explain the context before allowing that numbers may, in fact, have meaning after all. 5. The Creative Signature trait: Tells rather than shows. You’ll hear: wireframe, UI (User Interface), front end, parallax. They mean: The structure on which digital elements are presented, how they look and interact. Have them visually show you what they mean rather than getting lost in a buzzword forest. 6. The Developer Signature trait: Cares more about what they can do than the business requirements. You’ll hear: CSS, HTML5, PHP, MySQL, Python, AWS, IOS, server, database. They mean: The programming languages and technology that controls the building of digital outputs. Have them demonstrate functions and outputs rather than talk about what they think they can do. Do not start a debate about whether Ruby is better than Python because you won’t be talking about bejewelled snakes (fun, irrelevant, and potentially dangerous), you’ll be reigniting a flame war about programming languages (boring, irrelevant, and potentially dangerous). In the know As pharma marketing digitally advances and evolves, it’s tempting for marketers to latch onto and use buzzwords to impress colleagues and stakeholders. When it comes down to it, however, there’s a huge risk that you’re going to confuse them and make them feel lost, and lost stakeholders and customers do not feel confident. Instead, digital straight talk clarifies the objectives, scope and timelines, bringing marketers and stakeholders into alignment so they can partner to drive results.   Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 LinkedIn: https://www.linkedin.com/in/simondaviesbastion/   Dan King dan.king@bastionbrands.com.au M: 0439 190 700

While Covid lockdowns and vaccines continue to grab the spotlight, there’s significant change happening behind the scenes in pharma marketing.

Covid has been a huge catalyst for the sector and has accelerated the rate of innovation and transformation within sales and marketing channels.

The opportunity to enhance the physical sales experience with well-crafted digital tools has opened up significant growth potential for pharma marketers doing it well.

Here are three critical ways to address these emerging pharma marketing trends.

1. Develop a hybrid marketing strategy

With reps unable to see clients during lockdown, virtual sales and marketing became a primary channel for many brands in 2020 (and in Sydney, even more so in 2021). However, despite its many advantages – flexibility, data capture and scale – the virtual channel still falls short of face-to-face interactions where personal chemistry and connection can drive the relationship.

The most effective pharma sales reps impart the science while delivering the ‘sell’ using emotion. That’s why an improved hybrid version of virtual and face-to-face methods should be a priority for brands, building on the best of both worlds.

This could include self-directed presentations, videos, interactive visual content, webinars and live Q&A sessions conducted virtually. Reps should continue to spearhead the relationship, while leveraging a bespoke suite of sophisticated marketing material.

2. Account for the changing user experience

Sales reps are travelling less and conducting comparatively far more calls online or on the phone.

This is a different user experience for healthcare professionals. As with any change, some will embrace the flexibility. With others, it may take more time and effort to build rapport.

The key here is providing a broad range of content to appeal to healthcare professionals across the spectrum. And its delivery – both virtually and in person – must be done without losing its meaning or significance. Accounting for the ways in which stakeholders like to acquire information, and providing adequate depth of detail, will help to ease them into the new user experience.

3. Streamline your channels

Many of the in-person channels are likely to take time before they return to pre-Covid frequency, so expect fewer conferences, expos and networking events for at least the next two years. Instead, use carefully crafted virtual experiences to bridge the gap.

This is a prime opportunity to ensure your messaging is consistent and streamlined across all channels for optimum impact.

There were many ‘digital channel sceptics’ prior to Covid. Now, even the most traditional companies are embracing and supporting digital marketing. However, just because most are now ‘online’, it does not mean all are leveraging the channel well or to its full impact potential.

The priority for brands should now be astute investment in digital channels to ensure it is being refined to deliver powerful sales and marketing results.

The role of sales reps is likely to continue to evolve as we refine virtual selling. What won’t change is their role in delivering the must-have ‘emotion’ needed to sell. Digital channels can certainly handle the communication of the science, but the emotional side is still best handled by humans.

The ability to enhance the physical sales experience with digital tools has opened up many growth opportunities for pharma marketers. It’s a vibrant opportunity for pharma marketers to deliver sales information to healthcare professionals in a more compelling way. This new approach to hybrid sales and marketing is not a pandemic stopgap.

It’s going to be central and a positive addition to pharma marketing for the future.

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

Bastion Brands, Australia’s leading healthcare marketing and education specialists have launched CAR-T Central, Australia’s first dedicated medical education website for healthcare professionals to explore the cutting-edge innovations in CAR-T therapy.

With pharmaceutical companies in a global race to introduce CAR-T therapies into the market to treat different types of cancer, Bastion Brands saw the essential need for a resource to help Australian healthcare professionals stay up to date on the latest trends in this new field of study which has only been present in Australia since 2018. The site is supported by industry leaders in the CAR-T therapeutic area.

Speaking of the CAR-T Central announcement, Simon Davies, founder and Chief Executive of Bastion Brands, says, “This website has been 12 months in development, bringing together experts in the field to create an independent source of information on the manufacture of CAR-T cells, the treatment procedure, practical guidance on the clinical use of CAR-T cell therapy, and the latest relevant publications and conference presentations.”

“We are launching to 1,000 haematologists, oncologists and other healthcare professionals specialising in this space and are confident we will be shining a focus on the revolutionary cancer treatment which will only continue to grow as it innovates.”

Associate Professor Emily Blyth (Clinical Lead for immune effector cells at Westmead Hospital), who is the chair of CAR-T Central’s Steering Committee, says, “The launch of CAR-T Central will support frontline clinicians’ education on the new CAR-T cell therapy treatments on offer and being created in Australia. The site provides access to unbiased and well-researched information and will support healthcare professionals to make decisions on appropriate referrals for CAR-T therapy for their patients. It’s also available for quick access for clinical staff who might have contact with patients through their treatment journey.”

To read more about CAR-T cell therapy and gain insights into the tremendous innovations in the industry, healthcare professionals can go to the CAR-T Central website at:
www.car–tcentral.com.au.

About CAR-T Cell Therapy

Chimeric Antigen Receptor (CAR) T-cell therapy is a new form of immunotherapy that utilises genetically engineered T-cells, generally the patient’s own T-cells, to directly target cancer cells.

Currently there are over 17 different CAR antigens being investigated in non-active and ongoing clinical trials with CAR-T for haematological malignancies, with CD19 being the most frequently targeted antigen. There are also active clinical trials of CAR-T to at least 22 antigens for the treatment of solid tumours.

Two therapies are registered for use in Australia, Kymriah^® (tisagenlecleucel) for the treatment of acute lymphoblastic leukaemia, and Yescarta^® (axicabtagene ciloleucel) and Kymriah^® for the treatment of B-cell lymphoma. Initially CAR-T cell therapy was only available at the Peter McCallum Cancer Centre in Victoria, since its introduction the treatment has become available at a number of centres throughout Australia.

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

When it comes to creativity and brand recognition, nothing packs the punch like airing an ad at Super Bowl.

For many, watching the commercials have become as entertaining as watching the big game. A 2020 survey revealed that almost 71% enjoyed watching the commercials.¹ Not to mention the online and social buzz leading up to the first screenings.

But reaching the promised 200 million plus eyeballs doesn’t come cheap, with the cost of a 30 second spot this year averaging US$6.5 million. Throw in agency creative, production, filming and celebrity endorsement fees and it becomes the type of investment you want to be sure makes a touchdown.

It’s literally ‘rarefied air’ – exclusive to the select few brands that can afford the price of entry…

But this year saw some new players taking the field alongside the chip, beer, and soft drink staples, with almost 40% advertising for the first time. These included numerous Crypto platforms, tech services and no less than five electric car makers.

The great news – reflecting the shift in direct to consumer health messaging and on-demand care – is that 3 health and wellness brands also stepped up for the ‘big dance’, and pitted their creativity against the very best…

So how did they stack up?

While overall I was blown away by the level of creativity and sheer entertainment value of most the ads, I felt I would only ‘judge’ the health entries. That said, I do have some personal favourites that I’ll reveal at the end of the article. But first, let’s look at the 3 health brands who were very brave in choosing to air their messaging on a day the audience collectively consume over 1.42 billion² (yes billion!) chicken wings and gulp an estimated 325.5 million gallons of beer on Super Bowl Sunday!

Planet Fitness “What’s Gotten into Lindsay?”

This spot starring former sensation Lindsay Lohan seems at first to follow the trend of many others, where the idea seems to be to load up on as many celebs as possible – in this ad you’ll find five. And while many will say that’s overkill, the ad still feels sharp, snappy and tight – like the new Lohan herself. The celebrities aren’t just there as spokespeople, but feel they belong in Lindsay’s brave new ‘Fitacular’ world…
The other interesting idea here is that being fit makes you stronger and ‘fitter’ in body, but also in other aspects of your life. A feel-good ad that makes you want to go get fit.

Rating 7.5/10
https://www.youtube.com/watch?v=SnoVFlMMdK8

Hologic “Her Health is Her Wealth”

Med-tech company advert features singer and actress Mary J. Blige making time for a wellness check-up amid her busy schedule.
And while this ad lacks the laughs and fun of your classic Super Bowl variety, it’s an emotional reminder of how important it is for everyone to prioritize self-care, even if you are a celebrity.
The ad is beautifully clear and well balanced, and Blige brings a very real sense of vulnerability. The moment her doctor gives the ‘all clear’ – we feel an emotional lift and sense of relief in knowing everything is ok. We’ve all been there before.
A bonus for the company was that Blige also performed during the Super Bowl halftime show, (the only woman) alongside Snoop Dogg, Kendrick Lamar and Dr. Dre.

Rating 8/10
https://www.youtube.com/watch?v=0Yn8yn6WOP4

Cue Health “Meet Cue”

Not surprisingly, viewers couldn’t quite get through the day without a reminder that we are still living in a pandemic. Seeking to generate instant awareness of their at home Covid testing device, Cue Health developed a very clever little ad which opens with a mum talking to her kid about COVID testing.
As the kid runs to get the test, a story develops around the ‘smart health device’, Cue. With the voice of Wonder Woman, Gal Gadot, she introduces herself to the other smart devices in the home, “I’m Cue, and I’m here to protect the family.” The other smart devices – speaker, camera, vacuum, and thermostat all “warm up to Cue,” once they know she’s there to protect the family’s most valuable asset: it’s health.
I really liked the way they linked Cue as the most important ‘essential device’ in a modern home for modern families, playing on the emotions of protection, combined with hi-tech science no family can do without.

Rating 9/10
https://www.youtube.com/watch?v=PqgaQ9WnJSI

So that’s my take on the Health advertising at the Super Bowl. New players really did make an impact. But how did they stack up to the others?

Consumer search data company, EDO scored the Super Bowl ads by measuring online searches for the advertised brand or product in the minutes following the ad airing, to see which drove the strongest customer engagement. The ultimate rankings this year surprised many.

Coming out on top was electric car manufacturer Polestar’s powerful and plain-speaking ad that reminded me of an Apple iPhone release meets action marvel movie trailer vibe – that ended up being more effective than many of the more ‘creative’ ads to win the best performing ad at the Super Bowl this year.
Cue Health’s 30-second commercial was placed second among all Super Bowl advertisers in terms of how well it drove people to search and engage with the brand online.
1. Polestar – No Compromises
2. Cue Health – Meet Cue
3. The Lord of the Rings: The Rings of Power (Amazon)
4. Kia – Robo Dog (EV6)
5. Nissan – Thrill Ride (Nissan Z)
6. Coinbase – QR in Technicolor
7. Toyota – The Joneses (Tundra)
8. Disney+ – Moon Knight
9. Netflix – The Adam Project
10. Chevrolet – All-Electric Silverado

As for the rest, I do love the Pringles spot for its bizarre and detailed storytelling… great tagline and song to match… truly out there…
https://www.youtube.com/watch?v=J1WAIHNMzQ8
The Salesforce ad for its ‘reading of the room’ insights about what we need to be doing in society right now…
https://www.youtube.com/watch?v=tIp251KCz6k
and the ad many have dubbed the best, this stunningly simple ad for Polestar EV. Gets the heart racing for sure…
https://www.youtube.com/watch?v=B4QI0VzbkHk

If you have a few moments spare, check out all the Super Bowl ads online. It’s well worth the search for 30 seconds of fantastic entertainment.

If you would like to share Bastion’s ‘Top 10’, arrange a time for our Super Bowl presentation today – we’ll even supply the chicken wings.
 
Bruce Williams is ECD at Bastion Brands.

References:
1. Public perception of Super Bowl ads in the U.S. 2020. Published by A. Guttmann Oct 19, 2021
2. National Chicken Council’s (NCC) 2022 Wing Report, https://www.nationalchickencouncil.org/americans-projected-to-eat-1-42-billion-chicken-wings-for-super-bowl-lvi/

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Bruce Williams
bruce.williams@bastionbrands.com.au
M: 0407 359 582

Bastion Brands Executive Creative Director Bruce Williams argues positivity and understanding are the keys to enhancing the power of human connection in healthcare advertising.

If you’ve been thinking there’s a lot of ‘sameness’ to the look and feel of marketing campaigns these days, you would not be wrong.

COVID has changed the way we communicate. It has been a great ‘leveller’ in that today we are much more sensitive to respect and understand the state of mind of our audience.

No truer is this than in health care, where the tone and voice of messaging has been decidedly more serious and inclusive than ever.

How often over the past year have we seen the words ‘We’re all in this together’ or ‘In unprecedented times like these…’

Focus On The ‘Good’

Given the grim nature of the global health outlook, it’s not surprising that we are looking for messages that say the opposite. We don’t want to be reminded of the ‘bad’: we want to focus on the ‘good’.

Key words like ‘hope’, ‘optimism’, ‘care’ and ‘support’ are the new ‘buzz words’ when we talk how brands desire to be perceived.

In terms of creative execution, it’s often hard to evaluate with accuracy the trends in marketing. However, a recent search and sales data report from global stock image provider Getty Images has revealed a profound shift in what advertisers are seeking to share with their customers.

Big Shift In Messaging

The results from a March 2021 survey of more than 10,000 consumers and professionals in 13 languages across 26 countries*, were striking.

The report showed searches around ‘mental health’ had jumped into the top 10 in 2020 (from only the top 20 in 2019), a clear reflection on the importance of the issue we face today.

Additionally, a sharp surge in searches around ‘support’ (+63%) and ‘kindness’ (+84%) highlight the desire we now have for sharing positive imagery and messaging.

In short, image searches reveal that content is shifting from depression and distress, to reflect a more optimistic and hopeful outlook.

Arguably, this makes it even more difficult for brands to truly differentiate, however there are still three golden rules to making sure your marketing is hitting the right tone.

BE AUTHENTIC: BE REAL

The Getty Images report revealed 79% of consumers are wanting companies to “not just show people of different ethnicities… but capture true lifestyles and cultures.”

It’s just one element of realism that can help your brand feel like it understands and is in tune with real life.

Another consideration might be, where possible, to use actual patients (and therefore create photo assets that are unique to your brand). This approach resonates much more with target audiences, with the key focus on their story and how your brand has enabled a transformation or change within the individual.

BE INCLUSIVE

The Getty Images report also highlighted the need for inclusivity, “with eight in 10 saying they’re expecting brands to be consistently committed to inclusivity and diversity.”

Once again, the results tie back to a desire from consumers for brands to go beyond the tokenistic: to the authentic. If done well, you reach a level of relatability that will resonate greater with the Australian consumer.

BE MORE THAN JUST LIP SERVICE

Finally, don’t just say, DO!

Sweeping statements are easy to make. Proving them and demonstrating the reality will provide true stickiness.

So, from saying ‘we’re all in this together’, to then showing what that means. The ‘here’s what we’re doing to help you’, is a vital step. It’s actually the step that says ‘we aren’t just in this for the money, we are in this because we actually care and ultimately want what’s best for the people that touch our brand – both internally and externally.’

While the world has searched for images and words that describe positivity, optimism and hope, the brands that go the next step and actually offer that in real terms are the ones that will flourish.

At its core, the promise of pharmaceuticals is that they will make people better – not just feel better, but actually protect, provide relief and cure.

When you think about it, that ‘new car feeling’, or confidence you’ve chosen the right insurance pales to insignificance when you have been cured of a disease or in remission, thanks to the right treatments and drugs.

‘Hope’ is a core word to start the process. More importantly, positive and real outcomes, inclusivity of your customers and demonstrating how you are helping them on their journey is how your customers will truly remember you.

*GETTY IMAGES, Visual Storytelling in the time of COVID-19: How to maximise your brand’s impact on consumers webinar, March 22, 2021

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Bruce Williams
bruce.williams@bastionbrands.com.au
M: 0407 359 582

With the COVID-19 pandemic as our inciting event, pharmaceutical and healthcare marketing has been through a rapid cycle of digital transformation.

If you are wondering how far your digital strategy should reach, take note of these five signs that indicate you need better digital support.

1. Availability – 24/7

Healthcare professionals are busy and work long hours, often shift work. They can view a meeting with a rep as a distraction. Because reps work more restrictive regular business hours, it’s clear we’re limiting sales potential.

Sales reps or medical science liaisons often hear “I am too busy to see you” or they can’t find a suitable time to schedule a meeting with a healthcare professional. The solution? Find a more convenient method to reach clients at a time when they are both ready and willing to listen.

Remove that barrier by giving your target audience the option to access material on demand, 24/7. A digital offering allows clients to access the same information on their terms and according to their availability. Just like we’ve moved from watching TV at a fixed time every week to streaming services, health education and marketing messages must be led by convenience.

2. Accessibility

In light of in-person meetings and events being cancelled throughout 2020 and into 2021, the marketing sector has focused its efforts on making content and networking more accessible through digital channels. If your audiences are saying things like, “it’s too far away”, “will the conference go ahead this year?”, “we can’t have these people sit in the same room”, then consider whether a digital solution can bridge the gap.

Having a digital strategy to enhance your in-person operations can be a game-changer, particularly for smaller brands. In the past, the organisations with bigger sales teams could cover more areas. Having a sharp digital component can negate that edge. Video conferencing, webinars and screen recording are just some of the ways brands are digitising content.

As an added benefit, it opens up access for prospects with smaller travel budgets, as well as healthcare professionals from regional and remote parts of the country.

3. Complexity made simple

Sharing key insights and presenting data in a clear and compelling manner are two important skills the sales rep or liaison needs to excel at to be of value to healthcare professionals. If your team struggles to confidently explain complex data, digital content can help enhance the communication process. Used properly, a digital content strategy will help your target audiences more easily find the most relevant data to them. This is especially true of clinical data, which is in great demand when marketing a brand-new medicine or therapy.

Digitisation allows for intelligent segmentation beyond demographic, including analysis of attitudes, feelings, thoughts and behaviours akin to what surveys and research can produce, and can help all delve into the data in new ways.

4. Currency and impact

A digital strategy is ideal for when you need to update information quickly or leverage a small budget for the biggest exposure. In this scenario, print material is stagnant and there’s no way to tell if the clients and patients are using outdated material. Having the material available digitally ensures you can edit clinical data rapidly, control which version people are viewing and share the latest research with a large audience.

5. Engagement and insights

Many campaigns focus on awareness. A more valuable measure of success is engagement. Healthcare professionals often don’t want to see sales reps all the time, so digital channels allow brands to track and measure how clients interact with them. Tactics like content marketing and online support assures your target audience that the rep is still in touch, but at a distance. The power is with your audience to drive the relationship on their terms.

Many healthcare and pharma companies will say they don’t know enough about their clients and would like direct relationships to understand how to serve them better. Tracking and analysing how clients interact with digital content enables the healthcare and pharma company to understand the audience better and improve their ability to contextualise marketing efforts. By optimising how we engage and interact with customers, we have the potential to help them improve the quality of patient care.

A digital strategy is a ‘must-have’ for healthcare and pharma brands. It is not a stopgap to cover for COVID-19. How you employ digital tactics in conjunction with your sales team will mark the next era of healthcare marketing innovation. Make sure you and your teams are alert to the signs that remind us to leverage the power of digital channels.

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

Remote selling is now second nature in Pharma marketing, with those doing it well seeing significant sales growth, and cost reduction, benefits. Covid-19 realities saw remote, or virtual selling, forced upon the industry when sales teams were radically reduced. Overnight, the industry switched from face-to-face to virtual selling. There was no option. Live events – another key area of networking – were also put on hold. Many thought this switch would be temporary. Now, the reality is clear: remote or virtual selling can be a highly effective, cost-efficient permanent option to the ‘live’ ways of old. The keys to success are to follow proven remote selling principles. By doing so, pharma marketers can leverage digital channels to maximise benefit. Remote & Virtual Selling As you all know, virtual selling encompasses digital changes to the sales channel. It’s all about ‘inside sales’, where you sell without leaving the office. Actions may include selling via social networks (such as LinkedIn), emails, EDMs, presenting materials during a virtual meeting, or enabling a healthcare professional to receive materials and complete a self-directed presentation. It can also include education and marketing support in the form of videos, interactive visual content, webinars and live Q&A sessions conducted virtually. Advantages The main advantages of virtual selling include more flexibility with appointment times, time saved not commuting to see healthcare professionals, and being able to capture more data from the interaction than in a face-to-face meeting. Support materials can be delivered one-to-many, and companies can track areas of most interest to clients. The feedback from healthcare professionals, while mixed, has been largely positive. And, done well, virtual selling can be more cost-effective than traditional methods. Challenges Remote selling is not without its challenges. Relationships are still central to effective education and sales. The big difference now is that those relationships most often need to be built through virtual channels. The RAIN Group Centre for Sales Research’s May 2020 global study identified the top five virtual selling challenges to be: > Gaining a buyer’s attention and keeping them engaged virtually > Changing a buyer’s point of view about what’s possible or how to solve a problem > Developing relationships with buyers virtually > Connecting with buyers and building rapport > Overcoming objections and dealing with resistance Clarify The Healthcare Professional Customer Need Selling is not just about delivering material and being in the same space with someone – whether that’s virtual or in person. It starts with understanding your customer’s needs. Using research, conversations, anecdotal feedback and experience to be absolutely clear on what your target healthcare professional audience most wants from you and your product. If your product provides a viable solution to your buyer’s or referrers problem, then you have an environment to sell in. Central to improving virtual selling success is finding out what healthcare professionals need and value most from the rep. Key To Effectiveness – Balancing Science with Emotion To convert a sale, your communication needs to be a carefully crafted combination of rational and emotional communication. The best pharma sales reps impart the science, but deliver their ‘sell’ using emotion. 90% of our decision making is based on emotion. 10% is based on logic. That’s why a careful blend of science and emotion is critical to selling – and even more critical to virtual selling. The best way to connect with a human, persuasively, is through storytelling. Once we know the customer’s biggest need of us and our product, we can then create the most powerful virtual tools and storytelling to deliver persuasive education and sales messages. Remote Selling ‘Must Do’s’ There are four essential steps then to implementing effective remote and digital selling campaigns. 1. Optimize your online sales funnel Be clear on the entire sales journey of your customer, from first hearing of the brand, to the purchase or recommendation decision and action. Moving your customer through this funnel involves multiple steps. The key is keeping them ‘engaged’, through powerful, captivating, relevant storytelling. 2. Create content for the entire sales funnel The right content makes or breaks a sales process. Healthcare professionals seek actionable information about your brand that can help them serve their patients better. High quality content needs to tell this story, with emotion, and with science. 3. Utilise data and analytics Constantly use the data available to evaluate the effectiveness of your communications and sales process. Be quick to recalibrate or amend materials, messages, channels and frequency. 4. Upskill your virtual sales team More so than ever before, virtual sales teams need careful and thorough preparation on messaging, objection handling, virtual selling techniques, and in creating connections via video calls. Don’t short-change preparing your sales teams better than ever before. Best of Both Worlds The best ‘future-fit’ sales teams in pharma marketing will develop a hybrid selling strategy, encompassing the best of both physical and virtual methods. The role of the rep is likely to continue to change as we learn more about what virtual selling can do. What is already abundantly clear is the ability to enhance the physical sales experience with remote virtual and digital tools….so long as the balance of science with emotion is spot-on! Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545 Dan King dan.king@bastionbrands.com.au M: 0439 190 700

The way we communicate as a medical and scientific community has shifted dramatically – bringing new opportunities as well as challenges when planning and delivering medical education events.  In February 2020, Bastion Brands was wrapping up work on a major medical meeting. Little did we know this would be our last in-person medical meeting for many months to come. Cut to a year later, and everything has changed. Most flagship congresses and education meetings have either been cancelled or reworked into an online or ‘hybrid’ format. Like taking a dive into the Matrix, reworking your education event from live to digital can seem daunting – but with the right guide, you’ll be able to navigate technology and travel issues to create online events that deliver quality educational experiences. Here are the top three considerations if you’re planning an education event: 1. INTERACTIVITY A major challenge of online education is engaging effectively with your virtual audience. At the start of lockdown, the fast and essential shift to virtual platforms meant many meetings transformed into a didactic series of presentations – a clear step backwards in audience engagement. Without the ability to engage in real time, audiences can feel disconnected and disengaged from what’s going on. It’s important to not just think about the quality of information you’re delivering – also, think about how your attendees might want to engage and share their own views. > Platforms with built-in or plug-in audience engagement functionalities such as live polling and Q&A are a great choice for boosting interactivity, and for getting feedback throughout your event > If a patient case study hinges on several key decisions, get your audience invested by letting them vote on the choice > Set up post-presentation break-out rooms to let attendees discuss in smaller groups what they’ve heard 2. INCLUSIVITY  Those attending your meeting will already be spending significant time on video-calls – so without appropriate user experience design, your online event can feel like just another long Zoom meeting. It’s important to find ways to elevate your meeting into something out of the ordinary: > Consider sending something physical to attendees (before or after the event) that they can interact with and keep as a reminder of the meeting – such as a specially-designed conference pack or a reprint of a key paper to be discussed > If the event spans multiple states and territories, and if restrictions allow, consider setting up catered satellite meetings in major centres or paying for a meal to be delivered to an attendee’s workplace It’s all about finding little ways to get attendees invested in attending your event, and giving them something to look forward to. By making things a little special, you’ll also make your event more memorable. 3. INTELLIGENCE Whenever you’re sharing information with healthcare professionals, do not assume they will absorb and use your material just because it’s new to them. We need to be actively planning education in a way that maximises understanding and retention, and which ultimately leads to real behaviour change. This is particularly true of accredited education, which can have stringent requirements for how information is delivered and assessed. Active participation and audience feedback is much more challenging to achieve in a virtual setting – but with careful planning, you can achieve the same results as a live event.   At Bastion Med Ed, our medical expertise and educational experience combined with a passion for digital make us the perfect partner to bring your education initiative to life. To find out how we can help you elevate medical education in 2021, reach out to:

Simon Davies simon.davies@bastionbrands.com.au M: 0402 425 545

The Government’s communication around Covax is off to a solid start – but we need to avoid the big mistake made by similar campaigns in other countries.

Don’t let the facts get in the way of an emotional connection.

Why is emotion critical in effective communications?

Persuasion is about finding the sweet spot between science and emotion – in being informative, and in stimulating an emotional response. Ninety percent of the reasons a human being makes a decision is based on emotion, ten percent on logic.

So, what’s the problem?

Governments around the world are struggling with persuading hesitant populations to have the Covax injection because communication is too fact-based.

At the core of vaccine hesitancy are perceptions about risk and safety: Does the person feel at risk of catching Covid? Do they believe its impacts could be serious? And, do they believe the vaccine is safe and effective?

Hesitancy is not due to lack of information. More information does not ensure more uptake. Underpinning hesitancy is a deep-rooted mistrust of vaccinations. In fact, in the US, one-third of Americans say they ‘probably or definitely’ would refuse the vaccine.

The good news is that Australia has one of the highest vaccination rates in the world. Vaccinating is an Australian social norm. For vaccines to be effective in ending pandemics, vaccination rates will need to exceed 70% of the population, minimum.

Covid-19 has changed the stakes.

While an overwhelming majority of Australians plan to get the Covax vaccine, Newspoll reports a significant 25% of voters said they would refuse vaccination or were undecided. Levels of scepticism are high in the community.

Populations are concerned about how scientists have managed to deliver safe Covid-19 vaccinations in just 10 months. Misinformation about the efficacy and safety of the various vaccines on the market abound.

Fear and uncertainty are building.

The Five Covax Communications Success Factors

Since the attitudes and behaviours associated with vaccination are very malleable, the Covax uptake will be significantly impacted by the effectiveness of communications, based around these five most critical communications imperatives.

1. Storytelling – Tell stories, don’t just inundate with facts 

The most powerful way to connect emotionally with a human being is through stories.

Stories and anecdotes about those affected positively by vaccinations are more likely to be effective than statistics. People want to hear about other people.

Understanding and harnessing the power behind storytelling needs to be the central persuasive marketing tool as Governments roll-out the vaccine.

Early stories can be around how the vaccines were developed, how they work, how HCPs are supporting them, and then- as positive case studies emerge – stories of success.

2. Turn up the ‘MICRophones’ – Most important Covax Referrers 

Who do we listen to most in a crisis? Our HCP’s. So, a recommendation from an HCP could be the strongest determinate of a vaccine’s acceptance.

HCPs are the most critical influencers and trusted advisors in vaccine confidence.

Communicating to HCPs about the vital role they play in talking to and reassuring patients about the need to have the vaccine is central to Covax success in Australia.

3. Right message for each audience – One size does not fit all 

When it comes to Covax messaging, tailoring communication to each audience is critical. One message will simply not work with all groups we need to persuade. Each person’s vaccine journey is different based on their priority stage, and level of motivation.

How well a particular message will be received depends on a variety of factors, including an individual’s political affiliation, race, ethnicity, age and location. Key to bespoke messaging per audience will be identifying their major concerns.

Simply telling people, “the science says it’s fine” is unlikely to prove a winning strategy. And campaigns that attempt to shame people into receiving the vaccine will be met with the same scepticism. Instead, emphasize what can be gained from immunity, and open up the dialogue, allowing people to voice their addressable concerns.

4. Right messenger for the right audiences – maximise influencer impact

The right influencers and opinion leaders are powerful, credible persuaders with defined audiences. It’s critical that communications carefully matches influencers with audiences where they resonate, have credibility, are seen as role models and will have a positive impact. Again, one size does not fit all.

For example, Lady Gaga would be a powerful influencer with certain groups, former Prime Minister Kevin Rudd with quite different audiences, cricketer Steve Smith with others. Influencers and opinion leaders can make a big and positive difference to Covax uptake. Just make sure the match-making is spot on.

5. Make Vaccinating Highly Visible – familiarity creates acceptance

Distributing vaccinations where people spend considerable time is important. The Government’s plans to enlist pharmacies around Australia, for example, to provide Covax vaccinations is a perfect example of this.

In some centres in the UK, local cathedrals have been used, or other central high traffic venues of note. The key is for people to see other people getting vaccinated. It’s a highly effective way of overcoming the trust issue. People tend to think and act like their friends and families, which encourages adoption of behaviour.

Following these 5 key points will help ensure a successful Covax uptake, but the most important factor to remember is the emotional aspects of the communication.

While we are all numbers, we are people first – and this cannot be forgotten when widespread uptake is critical for us as a community.

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

While 2020 was a year no one could have predicted, we thought it’d be a great time to dust off the crystal ball and look optimistically to what 2021 might hold.

Bastion Brands reached out to some of the pharma industry’s key marketing people and asked them 5 questions about Pharmaceutical Marketing in general, and how they are marketing their brands in the wake of 2020 and the tsunami of change this has brought to the landscape… here’s what they told us.

1. What is your biggest learning from 2020? 

Unanimously these responses followed the fact that F2F interactions are a thing of the past. And while many were slow to adapt tactics, HCPs seemed – and continue – to be very open to online sales calls.

“Pharma has forever relied on F2F interactions… but now we need to better blend F2F and other channels of marketing… to adapt, move forward quickly and optimise all relevant marketing channels to ensure your strategy holds up regardless of the situation.”

“…together we have accelerated the relationship away from a transactional to a partnership one… there is scope to build further trust as pharma were seen as the ‘good guys’ during 2020 by being more transparent, trusting and open with customers.”

2. What is the biggest shift to how you market? 

Without conference activity and virtually every interaction being been done without reps in front of HCPs for the last 6 months, the shift has seen more reliance on digital, email and tele comm’s – and will continue to be a focus.

“The way forward will be finding that balance between digital and face to face and show a strong commitment to bringing value beyond just product and price.”

3. What is the largest mistake you see being made in pharma marketing today? 

Most responses pointed out that ‘learnings’ had been made rather than ‘mistakes’, once the reliance on F2F marketing was compromised.

“COVID really highlighted the gaps pharma had. To its credit, most organisations have adapted quickly and are now learning how to better interact without F2F calls… In the past there hasn’t been the pressure to nail these channels because we have always had our core F2F business interactions.”

And that… “there was still too much conservatism from the company (not necessarily marketing)… all too readily saying ‘no, I don’t think so’, instead of ‘how can we?’…”

4. With regard to the changes you have made to your marketing mix since COVID 19, what are you going to continue with, in 2021?

Most agreed the new mix would entail a blend of F2F, virtual and phone calls.

“…it will continue to increase our transparency and value.”

“Each of these platforms require a different skill with regards to how to deliver your product story and messages effectively. Not only do we need to have a story for our F2F calls, we need one for virtual and phone calls to make them just as engaging.”

5. What is your number one priority in 2021? 

Most responses were focused on building on the new channels and relationships developed throughout COVID.

“Maximising the use of different channels to ensure content can be received by HCPs in their preferred way,” and “Solidifying our existing customer base to protecting against competitors entering the market.”

Interestingly a few responses pointed out that building even stronger relationships was a priority.

“Taking some risks and trusting our customers to continue the journey with us to win-win situations.”

In summary, 2020 has been a huge learning curve for all of us – especially in navigating the use of new channels. This learning will continue to develop in 2021, with the focus on bringing more meaningful interactions to those channels.

Throughout 2020 Bastion Brands have helped our clients navigate and execute effectively across all channels. If you’d like to see some case studies or take a more detailed look at our survey answers, please contact us for more.

Maybe we can help you build a more effective approach to your marketing in 2021 and beyond.

If you are interested in a marketing effectiveness game-plan, reach out to:

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

From leveraging new technologies to rethinking how and when we connect, a lot has been learned about what it takes to engage healthcare audiences, collect data and drive commercial outcomes online.

From over five months of primary research, here are five things you can do to get an effective edge on your healthcare marketing right now:

1. Host a (great) virtual event  

With this year’s big-ticket events cancelled or postponed, now is the time to bridge your audience engagement gap with a live virtual event. What makes for a great live event or webinar? Useful, topical educational content, audience engagement through live Q&A, the option to enjoy on-demand, and the ability to collect data – through surveys, live polls and post-event feedback.

2. Keep content short and sharp

The human attention span averages around eight seconds. Short, sharp ‘snippets’ of video content with a clear message and call to action is key. For ultimate effectiveness in half the time, answer your HCPs questions upfront: ‘Who was the patient, what was their prognosis, what treatment and dose, what was the outcome and what did you do next?’.

3. Make ‘Useful’ your priority  

In a content-heavy world, we all need to be smarter in how we present our content to engage HCPs and ‘get them online’. The most effective healthcare marketers collaborate to solve real-world problems, have discussions around practical management scenarios and tailor their commercial conversations to add value to clinical practice. Achieving the right balance between brand promotion and educational value has never been more important, and creating useful content is key to delivering true value to your audience when they need it most.

4. Netflix for HCPs  

We’ve all recently binged on popular media! So why not use cues from these platforms to help add more accessibility to your communications? When creating video content with KOLs, for example, take the cue from Netflix, brand it effectively and actually create a series. It might be 6 or 8 videos that are 3 mins each that builds a complete, compelling picture. This can have a significant impact on engagement levels, and in addition, allows you to engage with HCPs over a longer period of time.

5. Strike a balance of science and emotion  

Digital channels have been especially saturated over the last 6 months, so how do you create cut through? A simple way to stand out from the crowd is by using the right amount of emotional and scientific insights. Take the time to understand the driving emotions of your audience as well. What are the fears, frustrations and desires of the HCPs you are trying to influence? How can you use this to create a compelling and engaging story?

 

COVID-19 has already made a huge impact on the way pharma companies market their products, with limited opportunities for face-to-face networking, education and information sharing. Bastion Brands has re-shaped a number of marketing and sales strategies for our clients, to address these problems and establish a clear way forward to help build their brand and grow sales.

If you are interested in a marketing effectiveness game-plan, reach out to:

 

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

The COVID-19 pandemic is evidencing a stampede of pharmaceutical marketers embracing digital channels more than ever before.

Marketing online runs the risk of becoming ‘wallpaper’ if the content is bland, undistinctive, or undifferentiated. Pharma companies need to think of a unique, creative value-add to stand out online.

The Golden Rules for Online Marketing Success

Rule #1: Be Useful

Cut-through starts by making sure your communications are ‘useful’. The biggest message from consumers to all marketers during COVID is simply this: be useful to me, don’t sell to me. Add value to customers and patients by plugging pain points and gaps of knowledge, and providing them with something relevant to their issues, that takes them closer to achieving their treatment goals.

Rule #2: Emotion and Science Works

Use emotion, always! Use your brand’s unique mix of science and emotion to tell your story and connect with customers and patients. We, humankind, make decisions based on emotions. That’s why corporates invented procurement departments: to take the emotion out of buying! The most powerful way to connect with humans is through story-telling. Your online marketing content must be ‘story-rich.’

Multi-Channel and Digital Marketing Top Tips

1. Determine your target audience and channel-plan

The first tip is to make sure you’re going after the audience with the right focus or breadth to achieve your company, business unit, sales or communications goals. We often find that the GP, the HCP, the patient isn’t the only important audience to consider.

1. Who are you targeting?
2. Who are they engaging with to form opinions?
3. What channels are they using, what content are they looking at, what keyword phrases are they searching for?
4. Which of your competitors are indexing well for those search terms?
5. Where are the gaps in the channels, content, stories being used and told? Focus on filling the gap competitors are not active in so you can stand out.

And finally, as you build out your strategy to cut through make sure you don’t miss out on trying to engage with the KOLs, the carers, pharmacists and other specialists that could help you achieve your objectives.

2. Understand your customers’ journey  

When trying to solve the First Golden Rule, Be Useful, you’ll need to give the audience what they want and need. But if you don’t know what that is, you may want to map your customers journey and work out the opportunity for your brand to stand out.

1. What is the customer (HCP/Patient) diagnosis and treatment pathway?
2. What happens along this path, what is adequate and what are the problems?
3. What role does your brand play and how can it add value that’s differentiated from your competitors?
4. How does your customer read/view/interact with content along the journey? What channels, formats, frequency, voices?

At the end of completing this tip, your brand will be in a stronger position to fill the gaps and to dial-up its greatness.

3. Get your ‘Science and Emotion’ message right

When trying to solve the Second Golden Rule, Emotion and Science Works, you’ll need to start by using your audience insights to develop a compelling brand story.

1. Start by developing a brand story with the right balance of science and emotion. Clarify how a brand is positioned around a particular therapy area: scientifically, clinically and from a research view. Separately, build powerful, persuasive ‘stories’ to bring the brand promise to life that address the audiences’ key drivers. It’s these stories that fuel the online marketing campaign.
2. Stand, Story, Strategy™ is Bastion Brands’ unique emotional branding methodology proven to drive results for RX brands around the world. It’s part emotion, part science – all for the success of your brand.
3. ‘Stand’ is about the brands mission, vision, values, direction -where this brand is going. ‘Story’ is how you articulate that, value and purpose, how you explain the story of that brand. ‘Strategy’ is the channels and how you intend to execute that brand story.

 

4. Integrate your channels

When thinking about how to deliver a great impact, plan how your channels should work together to engage the audience at the right points in their journey. When channels are integrated, the customer’s experience is improved and the brand can achieve better results.

1. Ensure your channels connect with one another and have synchronized messaging that funnels through awareness, engagement, and conversion.
2. Involve your sales reps – ensure they understand your digital channels and can promote them.

5. Engage with your audience

If there is an opportunity to engage with an audience while being useful, take it! It will help your brand better understand your customer and potentially generate insights which in turn could add future value and improve health outcomes.

1. Have a two-way conversation with your audience online, not just a static presence.
2. There’s a significant opportunity for your audience to interact with you through chat-bot, social, Q&A submission.
3. Ask: What are they (my customers) looking for, are they getting it, can we offer it to them, and are we interesting?
4. What is the creative potential? Is there an opportunity for a brilliant idea, a really well-crafted design, something interactive?
5. Engagement contextually in channel and medium.
6. Influencers and KOLs are a key leverage here – our target customers listen to each other, and pay attention to the views of like-minded sources who they respect.

6. Keep up-to-date

If you want to stand out in digital, you need to know what is going on and what the opportunities and trends are that will capture the attention and form opinions with our audience.

1. Measure the success of the digital channels and adapt. Collect and use data, always.
2. Keep on top of industry and global digital trends – these can quickly change.
3. Get your strategy right. Don’t jump too quickly to tactics.
4. Make sure you are updated on media trends, search trends and make sure that our brand takes advantage of those opportunities when relevant

COVID-19 has pushed pharma companies into accelerated digital change and applied the pressure to work out how to use digital.

But most importantly, follow these tips so your brand can stand out, be useful, and tell an engaging story with science and emotion.

For more information, contact:

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

In marketing a lot can change in a short amount of time, however, it’s clear that COVID-19 has had a profound and far-reaching impact in just 6 months.

It is evident in our findings of two surveys we asked marketers to complete. One last November– before we even knew what COVID-19 was and the devastating effect it would have on the world, and the second just a month ago.

As we say – a lot has changed since then! It is clear that some tactics and strategies remain the top focus, however, the channels used have shifted understandably to the virtual and digital platforms.

Top learnings based on pharma marketers survey results are:

1. Medical education remains no.1 most effective tactic
2. Lack of team in the field, using digital channels and cutting through the digital noise are the biggest marketing challenges
3. Digital channels are here to stay, and there is an increased confidence in capability
4. A decrease in time spent on patient programs, increase in internal activities and time spent on ‘sales team materials and engagement’ relatively the same
5. Biggest trends that’ll impact growth: less access to Physicians (negatively) telehealth (negatively) and digital channels (positively)

These findings largely follow the kind of work we have seen an increase in, namely high-level medical education programmes designed to inform and involve healthcare professionals in a helpful and cooperative way.

Certainly, we have also seen an upsurge in internal marketing activity – not surprising given the desire to ‘keep teams together’ in the current working apart environment.

It is not surprising that nearly all respondents agreed that the biggest challenge was in the way to target key sales opportunities without a sales force on the road. This was further heightened by the desire to cut through the noise of digital channels and stand out.

And while there was an increased belief and confidence in the capabilities of digital channels to deliver the appropriate messaging, there was a decline in the ability for messages to be heard amid the ‘digital noise’ that is flooding not just ours, but every industry.

What are you doing to be heard?

Given your answers clearly also state that digital channels aren’t just a ‘stopgap’ but are here to stay, now might be the best time for you to re-think your strategies, and plan to stand out in a digital world that’s becoming more and more crowded every day.

If you’d like to see the findings from our survey, – titled ‘COVID-19 Trends in Pharma Marketing’, we’d be more than happy to arrange a half-hour session where we can personally take you through the findings.

For more information, contact:

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700