All posts by Chandni

Get-set-Pharma!

Get set Pharma!

By | Digital Marketing, Digital Pharma, Healthcare, Pharmaceutical, Web Strategy | No Comments

Get set Pharma!

It is the age of Digitized Self, from social media profiles to banking needs, shopping frenzies, grocery needs to Healthcare information, stakeholders across industry value chains are becoming digitized.

The same holds true for the Healthcare and Pharmaceuticals industry as well, the web permeates every single vertical of the industry pillars, with sales force using latest technology, HCPs engaging in digital connects and patients demanding more updated and regular interactions, Pharma has long stayed behind the curve and is now beginning to explore the possibilities that technology has to offer.

The use of gamification has become the newest buzzword in the marketing industry across retail, social and even healthcare. For those not familiar with the concept, gamification is used to tap into consumer behavior using challenging techniques to mold them into a desired behavioral pattern.

Fairly recently Pharma has begun to accept the utilization of gamification in bolstering relationship with its stakeholders, primarily HCPs and patients.  We have seen popularity of activity trackers like FitBit, which track a person’s exercise, calorie intake, and other data. Some of these Apps, even give a virtual trophy, bonus points and rank your performance against your friends.

“Pharmaceutical and Healthcare industry lags behind other Industries to fully utilize the opportunities technology has to offer” has probably become an industry image statement.

However some of the Big Pharma are now pushing the boundaries and breaking the barriers to explore newer avenues that technology and the digital outreach has to offer, as is evident from a recent report released titled “Indian Pharma Digital health Report 2015”.

Big Pharma has been taking a stab at gamification for drug development and clinical trials as well. Which is where D Yellow Elephant comes in, a digital firm, focusing on Pharmaceutical and Life-sciences industry offering specialised marketing communications services by integrating technology, medical sciences and communications. D Yellow Elephant offers international level technical and development services like Holograms, virtual reality, gamification platforms, touch less interactions and app developments customised to Indian Pharma requirements

Besides engagement, which is a prime goal for both the retail and clinical spaces, gamification could also play a role in helping pharma diagnose and determine the severity of certain diseases. For example, at the beginning of 2014,Pfizer teamed up with Akili Interactive Labs to conduct a clinical trial using a video game, “Evo Challenge,” to detect early signs of Alzheimer’s disease. The game challenges patients to navigate a series of obstacles as researchers determine how well users can pay attention and make decisions when confronted with other distractions. Games have also offered a new way for researchers to explore movement in muscular dystrophy patients.

England Research Institutes/NIH, for example, recently launched a video game called “The Paper Kingdom” for kids ages 8-14. The game was created to confront and eliminate any common misconceptions kids might have about clinical trials.

For pharma, gamification means designing apps that maybe don’t always look like games but operate on game theory, which in its simplest form is how people make interactive decisions.

From a media perspective, when BoehringerIngelheim, launched Syrum with Facebook, it got mixed reviews, both from the users and the media. However fairly recently gamification efforts by global giants like Roche (Aiir virtual world created for child asthma patients in a clinical trial, and Sanofi’s Monster Manor (http://www.sanofi.co.uk/l/gb/en/layout.jsp?scat=2CC0E53F-A5AA-4287-A4DA-821CF93333C1) aimed at kids with type 1 diabetes, have won awards for innovation. This has directly lend a huge credulity to the corporate brand value, as well as positioning the organizations as thought leaders and first movers in innovations in communicating with its stakeholders.

For Pharma firms, gamification promotes disease education for people playing it, whilst also helping them filter their marketing messages for its ongoing disease awareness campaigns, which is carefully wrapped within the structural design of the game. On the face of it, pharma developed games like Boehringer’sSyrum is about explaining the pharma industry to the public, and the stresses and strains of getting drugs to market. But more specifically for Boehringer is its use as a vehicle to communicate messages about its new disease awareness campaigns to bigger audiences.

Pharma must tread carefully in these areas in India, however, as the industry is not allowed to advertise prescription medicines to the public. This is the whole reason for disease awareness campaigns, which encourage patients to think about their condition, get diagnosed and potentially be prescribed the appropriate medication.

The whole concept of gamification, can lend a positive and negative aspect to the brand, it is important for Pharma to understand the opportunities on offer first and then go all out exploring the same.

In the near future, gamification should be explored and used by the pharma industry more aggressively in the future. Healthcare has been and always be the top most priority for the consumer chain and Pharma can play a more approachable, personable and accessible role.

How-Digitally-Healthy-is-Indian-Pharmaceutical-Industry

How Digitally Healthy is Indian Pharmaceutical Industry?

By | Digital Marketing, Digital Pharma, Healthcare, Pharmaceutical, Web Strategy | No Comments

We are Digitized! And the 4 Es hold the key to understanding the dynamics of this digitalengagement of pharmaceuticals with patients and HCPs.
The web is the Enabler.
Patients and HCPs are Empowered.
They are Engaging and their Experience drives selection of treatment.With the Indian Pharma Digital Health Report 2015 edition, we have strived to provide a bird’seye view of the way Indian Pharmaceuticals are approaching and gauging the digitalplayground. At this juncture in the Indian pharmaceuticals industry, where it is on a growthspree, it is imperative for them to reexamine their strategies for approaching all consumer sets;from sales force, to HCP’s, to patients and beyond.
Out of 40 companies surveyed, only 9 companies managed a score above 50 over a scale of100 points. This shows the reluctance of Indian pharmaceuticals to effectively engage with theirstakeholders on the digital platform.

An interesting pattern emerged from our analysis, which is Presence vs. Engagement. Toexplain it further, a lot of pharmaceutical companies are present on the web across platforms,but the level of engagement is very low. There is also the habit of initiating and abandoning theplatform midway, or selectively utilizing the medium, as and when the need arises.
However if we were to look at the receiver of these communications; patients and HCPs, theyare exhibiting an expectations market now. While conducting our primary research with doctors,patients and caregivers, we were frequently exposed to the issue of non-availability of Indiaspecific information, or even diseases specific trustworthy information online. The mobiledevices are increasingly becoming first source of information search, with Google searchesleading the pack of healthcare information searches in India, the end result of these searchesleads to international websites only.

This is a clear opportunity laid out by the population to the pharmaceutical and healthcareindustry, and Indian companies cannot afford to loose out anymore. Surprisingly, most of theirglobal counterparts are showcasing some really great work in both B2B and B2Ccommunications.

With the Indian Pharma Digital Health report, we have aimed to identify the gaps and helppharmaceutical companies map out a roadmap for their digital journey. While some companieshave showcased good acceleration on the digital highway, a significant chunk is still sitting inthe learner’s seat.
The web permeates every aspect of people’s lives now, from life to work, digital is transformingthe way people deal with information. The consolidation of the World Wide Web, social mediaand omnipresent mobile device access has inalterably redrawn the contours of consumer empowerment. This tectonic shift has impacted the interaction style of Healthcare professionalsand pharmaceutical companies in a big way. The pressure to digitize is building up everyminute, with more and more people accessing the digital playfield, and the time for pharma to go Digital is NOW!
The complete Indian Pharma Digital Health report 2015 can be downloaded at
www.dyellowelephant.com

indian-pharma-digital-health-report-2015

Why The Indian Pharma Digital Health Report 2015?

By | Brand development, Business advice, Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

The Healthcare and Pharmaceuticals industry in India is on an 8 word high!
E-V-O-L-V-I-N-G.

Yes even as you read this report, more informed Patients, technology savvy HCP’s and digitally empowered Medical Representatives are Evolving!

In the age of quantified self, Indian patients and HCPs are exhibiting an expectations market, and with the advent of digital health, big data and dialogue exchange; Indian pharmaceuticals cannot afford to stay behind the curve.

India has recently evolved as one of the biggest and fastest digital consumer base in the world, and healthcare is one of the top search topics across geographies.

With The Indian Pharma Digital Health Report 2015, we have strived to map out the ‘Digital Health’ of Pharmaceuticals Industry, help them identify the loopholes, design a roadmap and help them incorporate digital medium in part of the decision making process.

We have surveyed performance over a period of 2 weeks (22nd May-5th June2015) across 10 key parameter of:

  • Website
  • Apps

 

Social Media platforms

  • LinkedIn
  • Twitter
  • Facebook
  • YouTube
  • Google+
  • Instagram
  • Pinterest
  • SlideShare
  • Blogger
  • Vine

 

Basis the ranking the companies have been segregated in key buckets of Digital Primes, Aspirants and Onlookers.

We have found 9 Digital Primes, 18 Aspirants and 13 Onlookers.
What has emerged as a pattern in the report findings is; “Presence Vs Engagement”, i.e while pharmaceutical companies in India are present or registered on most social media platforms, they are holding back on actively engaging with stakeholders.

While the consumer market of patients and HCPs is ready for embracing an inflow of information from the healthcare and pharmaceutical players, the companies are still reluctant to use the digital platforms proactively.

Unlike other industries, pharma has been a late entrant to reap the benefits of the digital space but over the past few years, some of the pharma companies are making conscious effort to work towards comprehensive patient care and are up on the ladder to become a patient centric entity rather than a molecule promoting arm.

Pharmaceutical companies are now actively participating in building engaging relationship with the brand or spreading product/disease awareness communication and we strongly believe that a well crafted and a smart communication strategy aimed at engaging consumers and other healthcare stakeholders, within the regulatory framework ultimately enhances brand and company reputation.

As responsible pharma communicators, it is our duty to drive the industries digital engagements and that’s why here we come with a succinct summary of our learning about digital media in the pharmaceutical sector. These are the key takeaways that can serve as a guide to pharma companies going digital!

Can Any Inbound Linking Hurt My Ranking?

By | Advanced SEO Techniques, Brand development, Business advice, Digital Marketing, SEO | No Comments

The answer is simple – inbound linking cannot hurt your search ranking. How is this known for certain? Well, for one, if inbound were to hurt your rank, your competitors would continually link to your site from link farms. Such a scenario is beyond your control. For this reason, Google cannot penalize your site for any inbound linking.

On the other hand, you can be penalized for illegitimate external linking. It is highly advised that you not link to any website or group of sites that may be involved in shady or unethical search practices. Doing so could result in being black-listed by Google, ultimately ruining your SEO strategy. Avoid this situation at all costs and ensure that all external links point to trusted and reliable sources.

Having been involved in the internet industry for a large part of my working life, I have spent a lot of time researching and browsing the internet and reading websites, mainly for client design research, but also for occasional personal use. The one thing that I find most disappointing, is the apparent lack of thought going into website creation and it’s purpose, which in turn creates a missed opportunity for many e-businesses to become successful.

My personal perspective on e-businesses and their websites, is that if they don’t take pride in their websites and show to their customers a passion for what they do, chances are, they won’t take pride in their products, and the passion for providing good customer service will also be missing.

What you must remember, is that your web site is a direct reflection of you and your business. The appearance of your site is the most important factor in determining your potential success rate. In short, if your site doesn’t look professional or pleasing to the eyes at first glance, the majority of people will assume your products and/or services to be of similar poor standard.

At the other end of the scale, you could fall into the trap of going overboard with the design and over complicate things with incorporating high costing flashy graphics. You may end up with a great looking and highly aesthetic web site, but the danger with this is that your site may prove unreliable and at times may take too long to load. There is nothing worse for a customer than trying to visit a slow loading site, and most will close the browser window in complete frustration. As i’m sure you will be able to work out, this will ultimately cost you business.

The other major consideration (if not the most important) when designing a website is your content. Not just links, but content with passion, relativity, and understanding to the customer. When someone is searching for something in particular and they visit your web site, they’re visiting for a reason. Your site has something they want, Whether this be your product, service, and/or information. If they are unable to obtain what they’re looking for, they move on to the next site and so on. To be able to get your visitors to stay and look around your website, you must give them a reason to. Providing them with quality content will achieve this goal.

There have been countless other lists and articles on the subject of website designing mistakes, but I have compiled my own list, from a designer’s perspective, of some pitfalls to look out for when considering either designing a website or purchasing a template. Remember that the simple, clear, informative and well designed sites are the most successful. If you are a current e-business and your sales aren’t what you had hoped, consider the above and take some time to look openly and honestly at your site. Spending money on improving your website is a much better investment than throwing money away on trying to advertise and market a site that just isn’t good enough to sell your product or services.

If you are looking for a template or a custom designed website, be aware of the above and be prepared to ask your chosen designer or template provider questions to ensure that your hard earned money doesn’t go to waste on an inferior design, which contains any of the above. Asking questions won’t cost you a penny, and in doing so could actually save you a lot of money over the long term. Getting your website right first time is vital in terms of saving money and time. The earlier your website is up and running properly, the quicker you will be able to reap the rewards of a successful e-business.

The prime mistake Newbies make is to put their website name into the Anchor Text. Unless your website contains your keywords this is a waste of a perfectly good link. Remember that Google puts a very big importance on those Anchor texts and they should always use your keywords.

The second mistake is trying to put every single keyword into your anchor text and give that to everyone. There are two mistakes with this technique. 1.) Google assigns weight to each word in anchor text so if there are a lot of filler words (common in long sentences), they will “dilute” your target words.

According to two recent surveys, conducted by Forrester Research and Gartner Group, ecommerce sites are losing $1.1 to $1.3 billion in revenue each year due to customers click- away caused by slow loading sites. If a page takes too long to load, your potential customer will not wait. Ultimately costing you business.

Make sure you include proper META tags in the HTML of each page of your web site. META tags are HTML code that enable the search engines to determine what keywords are relevant to a specific site. About 80 percent of all web site traffic originates from the eight major search engines. It would be a good idea to make sure you’ve done your homework and fully understand how to optimize your web pages prior to designing your site. This will save you a lot of headaches in the long run. For further information on META tags read the tutorial entitled, “Building Your Site.”

Be cautious when selecting your background and text colors. Busy backgrounds make text difficult to read and draw the attention away from the text. Always be consistent with your background theme on each page of your site. Your site should be nicely organized and uniform throughout. Keep in mind, colors affect your mood and will have an affect on your visitors as well. Bright colors such as yellow and orange, cause you to become more cheerful or happy, while colors such as blue and purple have a calming effect. Dark colors such as brown and black have a depressing effect. A good rule of thumb would be to use colors based upon the type of effect you’re trying to achieve.

Your main page should specifically let your visitors know exactly what you’re offering. How many times have you visited a site and never figured out exactly what they were selling? If your potential customer can’t find your product or service, they definitely won’t waste a lot of time looking for it. They’ll go on to the next site and probably never return. They’re visiting your site for a specific purpose. They want something your site offers. Whether it is information, a product or service.

Design your site to be easily navigated. Place your navigation links together at the top, bottom, left or right side of the page. Use tables to neatly align your links. If you are planning on using graphic buttons to navigate your site, keep in mind that with each graphic you add to your page, it will take that much longer for your page to load. If you only have a handful of navigational links, using graphic buttons will be fine. If you have over six links, it would be wise to simply use text links to keep your load time down.

If you must use frames, use them sparingly. Frames, if not properly used, can make your site look unprofessional. Avoid making your visitors have to scroll from side to side to view your content. This can be very irritating and cause your visitors to leave. If you must use frames, offer your visitors a choice. Frames verses No Frames. Try to keep the number of clicks required to get from your main page to any other page on your site down to four. Keep in mind, your visitors may enter your site from pages other than your main. Always have good navigational links on every page and place your company logo on each page.

Design a quality e-book to give to your visitors. It’s not as difficult as it sounds. If you can create a web page, you can create an e-book. The focus of your e-book should compliment your web site. Simply write about your passion. If your passion is sales, then you could share some of your knowledge and experience by designing your e-book to provide a complete sales training guide. If your passion is home based business, you could write an e-book about how to start your own home based business. If you’re writing about your true passion then you shouldn’t have any trouble coming up with something to write about. For further information on e-books, read the article entitled, “How to Create an E-book and Drive Massive Traffic to Your Site by Giving It Away.”

Having been involved in the internet industry for a large part of my working life, I have spent a lot of time researching and browsing the internet and reading websites, mainly for client design research, but also for occasional personal use. The one thing that I find most disappointing, is the apparent lack of thought going into website creation and it’s purpose, which in turn creates a missed opportunity for many e-businesses to become successful.

Absolute Links vs. Relative Links – SEO Value

By | Advanced SEO Techniques, Brand development, Business advice, Digital Marketing, SEO | No Comments

The debate between absolute links and relative links continues to live on in the SEO world. The individual significance of each has been contested, but it is widely regarded that absolute links provide better SEO value on the whole than relative links.

Many believe that absolute links have less potential for getting messed up when search engines index your page. It shouldn’t really make a difference, but many conclude that this is reason enough.

Furthermore, content scrapers and RSS services may ‘repurpose’ your content legitimately (or not). In either case, shouldn’t a proper back-link be attributed to your site? This situation favours absolute links. Although this is a minor argument, it’s still worth considering.

Incorporation of Company Branding and SEO

By | Advanced SEO Techniques, Brand development, Business advice, Digital Marketing, SEO | No Comments

SEO is not an exact science. This becomes apparent when trying to incorporate both SEO and branding into a strategy. This process is finicky to say the least. On the one side, SEO deals with the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Incorporating both sides dilutes the prominence of both. But eliminating one or the other may not meet all strategic and marketing goals.

Once again, it should be emphasized that SEO is a series of guidelines rather than an exact science. Having said that, the following recommendation can be used to satisfy both sides of the equation. In general, keywords and phrases (i.e. SEO) should remain the focus of any early-stage company, while the incorporation of company branding should appear later in the evolution. This is simply a general statement and should not be taken word for word.

The reasoning is pretty straightforward. At first, no-one knows the name of your company, but perhaps they are searching for your products or services. In other words, you want to target keywords and phrases that focus around your offering rather than your company. As you build loyalty and credibility, branding becomes more important. It’s at this point that you may want to incorporate corporate messaging to strengthen the relationship with customers and instill trust in your brand.

One final thought about branding: if a searcher types in the name of your company, they are likely to find your website anyways. This is due mostly to anchor text and back-links. Therefore, optimizing for the company name is rather insignificant in most cases.