All posts by Sonal

why-twitter-is-the-best-pick-for-conferences-and-events

Why Twitter is the best pick for Conferences and Events?

By | Digital Marketing, Digital Pharma, SEO, Social Media, Web Strategy | No Comments

Twitter is an open playground which gives you a gateway to reach out to the who’s who without any major roadblocks! It has clearly emerged as one of the preferred platforms to create awareness before, during and after any significant event or launch.

Here are few steps that come in handy to make events and launches big by using Twitter: –

Step 1- Audience Mapping- Map out your key audience on Twitter by making use of relevant hashtags and looking for active handles talking about the topics similar to yours. Also pay attention to their followers and the accounts they are following as that will be enough for you to set your audience universe. Within audience mapping, I would also recommend audience segregation basis their respective domains. for example, for a Healthcare event you would want to communicate with Doctors, Pharma companies, Media and policymakers simultaneously, hence its always advisable to be clear on your audience buckets in advance!

Step 2- Content calendar – Content rules the online world! Hence sit with your client and understand the key messages they would want to shout out. Comprehend the objective whether its registrations for the event or awareness or engagements. Basis the objective and your audience bucket, design the posts. Make your posts conversational and informative in nature. It is important to draft content keeping the end user in mind.

Step 3-Bash That Hash-tag Post deciding on your audience and content calendar, decide on a relevant, short and comprehensive hashtag. Hashtags help tie all the conversations around the event together. I personally don’t like bigger hashtags as they eat up character limit and difficult to remember. Your event hashtag will act as your online address after your handle, it will also help you know who, when and where has been talking about your event. It will help in creation of stream of tweets pertaining to your event, either done by your official handle or anyone else on Twitter. Would also advice to include your event hashtag in your handles bio as well. You also get to promote your hashtag so that your audience make use of it and associate it with your brand identity.

Step 4- Align your design After step 1,2,3 sit with your designer and work on the following:- Cover pictures, Posters, infographs, gifs. As I swear by visual content and its use across the online platforms.

Step 5- Execution Get down on the Twitter playground

  • Pre-event tips:-
  1. Focus on teaser Tweets, tweet about various sessions and list of key speakers at the event, tag the speakers and prospective  participants in one tweet
  2. Share the glory of the past event through event pictures
  3. Leverage the power of DM’s, send personalized DM’s to your target handles
  4. Think of setting up a tweet chat session with key speakers before the event
  5. Have a robust response mechanism in place to address any questions related to the event
  • During the event tips:-
  1. Focus on capturing live event updates, important moment using pictures and short videos
  2. Don’t forget to use your event hashtag while live tweeting, also try to get the same incorporated in various event branding collaterals. Urge the audience present at the event to also make use of the same.
  3. Leverage the power of periscope
  4. Take short video bytes of the speakers and audience present at the event to showcase higher audience involvement
  5. Tag your location while tweeting out
  6. Re-tweet, like and encourage other users talking about your event
  7. Have a prompt response mechanism in place for any questions/queries
  8. Try and create a content bank for use in the post event phase
  • Post event tips:-
  1. Don’t go silent post the event is over. Focus on keeping the momentum on by posting relevant pictures of key speakers
  2. Thanks all the key participants by tagging them in multiple tweets
  3. Cash in the power of video bytes, post the videos at regular intervals.

So go all out and leverage the power of this awesome platform and share your experience with me!

Indian-Pharma-in-need-of-a-Digital-Pill

Indian Pharma in need of a Digital Pill

By | Digital Marketing, Digital Pharma, Healthcare, Pharmaceutical, Pill, Uncategorized | No Comments

First-of-its-kind study ranks 40 pharma companies in India on their digital health

New Delhi, July 22: Most pharmaceutical companies in India – both multi-nationals as well as domestic – are still shying away from leveraging the huge opportunities that exist on the digital platforms, a new study released by D Yellow Elephant (www.dyellowelephant.com) on Wednesday revealed.

KEY HIGHLIGHTS

  • Only 9 out of 40 companies managed a score above 50 out of 100
  • LinkedIn is most popular social media platform, but only 14 companies are active
  • Google+ has a high presence of 87%, but only 1 out of 40 companies is active
  • Only 8 companies have an India specific Facebook page
  • – Twitter showcases 52% active engagements (India and Global handles)
  • Only 12 companies have a Blogger presence
  • Platforms like Slideshare, Instagram and Vine are used by less than 20% rate lower than 20%

Titled ‘Indian Pharma Digital Health Report 2015’, this first-of-its-kind report analyzed as many as 40 pharmaceutical companies in India across 10 key digital parameters, ranging across websites, apps and 10 social media platforms, namely Twitter, Facebook, LinkedIn, YouTube, Google+, Instagram, Pinterest, Vine, Slideshare and Blogger.

The report has segregated all firms in key buckets of Digital Primes, Aspirants and Onlookers basis analyzes of presence, engagement, response, and consumer followership among few key parameters.

According to Mr. Aman Gupta, Managing Director of D Yellow Elephant, “The Pharmaceutical sector in India, whether Indian companies or global players, they are atleast 5-7 years lagging behing there global counterparts and if compared to other sectors, the time lag could go upto 10 years and above. Ironically, some of these same companies abroad are seen to be proactively using digital platforms to engage with health care professionals (HCPs) and patients,” he said, explaining that this report is an attempt to help the pharmaceutical sector entities in India catch up on the time gap, identify the loopholes and help them incorporate digital medium in part of the decision making process.

Highlighting the key findings of the report, Ms. Chandni Dalal, Lead, Digital Strategy at D Yellow Elephant said, “Out of 40 companies surveyed, only 9 companies managed a score above 50 over a scale of 100 points. This shows the reluctance to effectively engage with their stakeholders on the digital platform.”

“The report is an attempt to underline the opportunities that exist and draw a roadmap for these pharmaceutical companies in India to engage better with the HCPs, and the patient community,” she said, that with the advent of smartphones across geographies, it is high time that the potential is realized. “What better way than effectively use these platforms to bridge the gap to healthcare access in a country like ours,” she explained.

According to Ms. Dalal, “Some of the results have been predictive with LinkedIn emerging as the most popular social media platform, with 95% presence; but only about 14 companies showing an active engagement. For their part, pharmaceutical companies in India are venturing on the digital highway, but basic building blocks like having an India specific website is still amiss.” Only 30% companies have an India specific website.

In the age of quantified self, Indian patients and HCPs are exhibiting an expectations market, with the advent of digital health, big data and dialogue exchange; Indian pharma has long stayed behind the curve on social media.

The full report can be downloaded from www.dyellowelephant.com

About D Yellow Elephant:

D Yellow Elephant is a digital firm, focusing on the Pharmaceutical and Life-sciences industry offering specialized marketing communications services by integrating technology, medical sciences and communications. With a global footprint in key locations of Delhi, Mumbai, Singapore, London and New York, the firm comes with a deep understanding of the Pharmaceuticals and Healthcare market, offering specialized services in HCP engagements, consumer communications and sales force empowerment. D Yellow Elephant offers cutting-edge technical and development services like Holograms, virtual reality, gamification platforms, touch less interactions and app developments.

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Press Releases

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Media Contact:

Ojashwi Singh
ojashwi.singh@spag.asia
+91 9958448698

Pharma-thinking-beyond-the-pill

Pharma thinking beyond the pill

By | Biopharmaceutical, BoehringerIngelheim, Digital Pharma, Gilotrif, Healthcare, Leo pharma, Pharmaceutical, Pill | No Comments

Pharma thinking beyond the pill

Times are changing; Pharma companies are becoming more humane in their approach. They are now really working towards connecting and engaging with their consumers at a much deeper level. Technology has truly enabled pharma to take one step further and engage with patients in a much better and consistent manner. I have three great examples of how Pharma is truly focusing on patient centricity by the use of technology and beautifully integrating it with their overall marketing strategies.

The first example is of a famous Biopharmaceutical company investing in the launch of a rare disease website:

Shire biopharmaceutical has launched an awareness website for hereditary angioedema (HAE) as part of its Me, Not HAE campaign. The site allows patients with HAE to share inspirational stories and messages. shire A rare and life-threatening genetic condition, HAE affects about 1 in 10,000 to 1 in 50,000 people, with symptoms including unpredictable swelling in various parts of the body including the extremities, face, abdomen and upper airways.

The second example is of BoehringerIngelheim which has launched iPhone app for patients on Gilotrif (BI’s cancer drug)

Gilotrif The app offers treatment guide for those taking its cancer drug, it also includes branded information about Gilotrif and on what to expect during treatment with the drug. The app, which doesn\’t yet appear to be available in an Android version, also provides \’discussion topics\’ for a patient\’s visits to their doctor and links to patient support sites. Launched in the US in 2013, Gilotrif was Boehringer\’s first cancer drug to reach the market following FDA approval for its use in non-small cell lung cancer (NSCLC) with common epidermal growth factor receptor (EGFR) mutations.

The third example is of Leo pharma. It is one of the pharma companies which has become a very socially-active.

In a short time LEO Pharma has the most active Social Media profiles, whether those be its blog, or accounts on Google Plus, Twitter, Facebook, YouTube, Linkedin or Pinterest – it is also the first Spain pharma company to have an Instagram profile. leo-pharma They had recently won the Premios ASPID award for their #DescubreLaPsoriasis (#DiscoverThePsoriasis) social media campaign. The objective behind this campaign was to increase the awareness of Psoriasis so that people who suffer from this disease could feel better understood by society. The three key highlights of their messaging were: psoriasis is not contagious; psoriasis affects 2 out of every 100 people; and psoriasis is a chronical disease, but it can be controlled. As a result of their efforts, the campaign became viral on various social media networks and reached 11 million people, had more than 6,000 photos and videos published, had 60,000 user interactions and received 30,000 video views.

Three-possible-avenuesof-Social-Media-for-Pharma-Marketers

Three possible avenues of Social Media for Pharma Marketers!

By | Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

Through my past few client interactions one thing which clearly came out was Pharma marketers apprehensiveness in embracing social media and that was certainly because of the strict regulations that govern these outlets. Hence the challenge lies in finding a mid-way and the safest avenues to maneuver these platforms.

So listed below are three empirical ways through which pharmaceutical companies can leverage social media sites while adhering to government regulations.

  1. Focus on content and aim to become an industry leader

    It has been observed that patients prefer to stay away from pharmaceutical companies who posts medical jargon on their social media sites. What sounds them more assuring and logical is reading other patient stories online hence, recognizing that consumers rely on the experience of others when making decision, pharma companies should use social profiles to share interesting and relevant articles that customers can use and appreciate. Therefore, arobust content marketing strategy can help pharmaceutical manufacturers become industry leaders, which in turn results in greater brand awareness and loyalty because online patient stories are more relatable and accessible to more people. These stories act as virtual word-of-mouth!

  1. Get more creative: use pictures and videos to communicate

    A study found thatPeople remember 80% of what they see and do, 20% of what they read and 10% of what they hear.Hence, Pharma marketers should include varied content formats to communicate with their stakeholders. Interesting videos and the use of eye-catching photographs on Twitter and Facebook would definitely lead to high engagement and readability amongst patient communities, support groups etc. These videos could be on patient’s treatment or recovery experience, or it could be Doctors videos on important topics like healthy lifestyle and treatment compliance.

  1. The Power of Online Patient Communities

    Social media enables people to be better health consumers by giving them peers’ views on health products and services.People are increasingly going online to seek patients like themselves, as well as friends and family online, for clinical and emotional support in dealing with their health or a remedy for an everyday health issue. A number of pharmaceutical companies have found success on social media platforms by creating communities focused around medical conditions and holding informational question and answer sessions.

Gamification

Gamification

By | Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

Decoding Gamification!

Ever wondered why we love playing games??

We play games because we experience emotions that are closely related to the main factors of happiness

Especially because games involve so many entertaining and amusing elements that in many ways ful-fills our very basic motivations

Hence that’s why we tend to enjoy and connect better whenever we are made to perform, learn and understand things in a fun way.

We have seen how gamification of learning has made education more meaningful and engaging. Students feel motivated to learn by using video game design and game elements in learning environments.

But is this kind of strategy a valid marketing option for the pharmaceutical industry?

I say yes, because of the current advancements in technology and, in particular, mobile technology have allowed for the explosion of a variety of gamification initiatives in many contexts. Some of these contexts include mobile and web applications and tools that reward and broadcast healthy eating, drinking, and exercise habits, such as Fitocracy, BACtrack and Fitbit.

Gamification has got a critical role to play in Pharmaceutical and Healthcare sector, especially in compliance, building awareness and encouraging patients to take initiative towards a healthy lifestyle.

It can also play a crucial role in research with sales reps, internal staff training and innovation. We could even involve websites for healthcare professionals (HCPs) and use game design principles to engage, educate and up-sell HCP’s

Few famous Examples of Gamification in Pharma Marketing:

Gamification in Pharma Marketing DTC

One of the good example of gamification in pharma marketing is GoMeals, a set of applications developed used by Sanofi-Aventis U.S. GoMeals is created for people living with diabetes and promotes Sanofi’s diabetes drug Apdira.

GoMeals-Application-for-Healthy-Living

GoMeals® Application for Healthy Living

The app, available on the web and for smartphones encourages users to make healthy choices with features for eating healthy, staying active and tracking blood glucose levels. GoMeals allows patients to see how their daily habits impact their diabetes. It also provides HCPs with the ability to see how their patient is actually doing. GoMeals uses game design elements providing users clear reports on “burnt calories”, intake from their meals, and glucose readings.

Gamification for CME

In the field of CME (Continuing Medical Education) gamification is seen as one of the ways to retain interest of the HCPs. One of the examples is Septris a web-based mobile application focused on Sepsis education. Created by Stanford University School of Medicine,  Septris may be used on iOS, Android and from desktop web browser. To achieve its learning objectives it introduces a game in which user is diagnosing and treating virtual “patients” while learning about Sepsis.

Gamification for Medicine training

Astrazeneca developed Go To Jupiter – a Game Based Learning Solution, which was used to teach  500 agents about a new medicine. Astrazeneca’s agents have to earn points to be the first to reach a Stadium (which represents the official launch event of the medicine and where agents, answering questions using a remote control, can earn new points to improve their game ranking). The objective of developing this game based learning solution was to teach 500 agents about a new medicine, keeping costs down hence boosting an effective voluntary e-learning system

In the web game, agents can get points by answering quiz and playing different mini-games focused on the features of a new product.

The success rate could be inferred by Astra Zeneca’s gamified medicine training getting 97% of their large network of agents to participate, with a 99% Completion Rate.

Gamification in Pharma Marketing: Way Forward!

Gamification in pharma marketing goes hand in hand with mHealth, and as mobile healthcare grows there will be more of game design elements in pharma marketing campaigns.

Current focus of pharma marketers is on gamification in direct to consumermarketing. Indeed gamification as a tactic can be very efficient in increasing patient compliance to the prescribed treatment.

HCP-communication

Ingredients for the successful and effective Patient-HCP Communication and Engagement

By | Brand development, Business advice, Digital Marketing, Healthcare, Pharmaceutical, Web Strategy | No Comments

Today it is relatively easy to acquire medical knowledge through health portals, hospital sites, social networks, blogs and even scholarly publications. Study after study confirms that individuals are actively consuming information about diseases, drugs, therapies and treatments. They are hungry for insights that will help them manage their conditions and lead better lives. For patients the biggest challenge isn’t lack of information, it’s their inability to discuss what they find with those they want to trust most — their physicians.

Hence a Patient centric approach is the need of the hour. By being patient-centric one needs to understand the different points of patient’s journey within the specific disease state and what patients/caregivers seek for at each point. Once the requirement has been fulfilled, next endeavour should be focused on  providing them with the relevant content to meet their needs, whether it’s information, the ability to connect, patient/caregiver support, financial assistance or something else.

Key Ingredients…

Content and interpersonal relationships are clearly the most important aspects of patient-HCP communication and are known to have varied positive implications with fulfilling patient satisfaction being the prime one.

It is always advisable that HCPs need to integrate the transfer of information with emotional support and interpersonal connection when they communicate with patients

It also important to note that, patients are always eager to be participants in their care and not simply recipients of the directives from healthcare providers.

Role of Technology – #GoDigital

There are dozens of ways technology can improve doctor-patient communication and amongst them our favourites are:

  • Healthcare patient portal
  • Patient Education Portals
  • Health Apps

1) Healthcare patient portal is one of the most effective ways to promote engagement and improve treatment outcomes; it clearly acts as a direct line of communication between the patient and physician. Furthermore, this line remains open and accessible even between visits.

Healthcare patient portal helps medical practices accomplish this by providing a secure messaging platform that patients can access at any time.

These portals can be used by patients to communicate with their physicians about relevant health information. For example, these portals also encourage patients to become more active participants in their health by making care plans accessible, in addition to patient education resources and tools.

Patients can use the portal to document health tasks and track progress meeting their goals. If there is a question or problem, an answer is never more than a few keystrokes away.

After all patient engagement is all about actively involving patients in their health outcomes by promoting collaboration, education, feedback and understanding. Healthcare patient portal makes this possible and is a tool that all healthcare and Pharma organizations should invest in to, not only improve engagement but to provide a better patient experience and positively impact patient care.

2)Patient Education Portals

A key barrier to healthcare access is often a lack of health knowledge — patients do not recognize symptoms or delay the long, expensive journey to see a doctor.

Role of Patient Education Portals should be to:

  • Educate patients
  • Raise disease awareness
  • Review therapeutic options
  • Highlight the importance of keeping to a prescribed treatment regimen

There is no downside to doctors incorporating visual snippets from these patient education portals into their patient education materials. Not only will this improve patients’ comprehension of their health and treatment – this may even increase compliance as well.

Effective patient education ensures that patients have sufficient information and understanding to make informed decisions regarding their care.

In order for Information Therapy to be effective, the patient education materials used must be both accessible and understandable.

3) Mobile devices and Health Apps

Mobile devices and apps are proving to be highly beneficial for effective and healthy patient-HCP engagement and education, perhaps most significantly increased access to point-of-care tools, which has been shown to support better clinical decision-making and improved patient outcomes.

Despite the benefits they offer, better standards and validation practices regarding mobile medical apps need to be established to ensure the proper use and integration of these increasingly sophisticated tools into medical practice.

Many believed that the only way many of the direct-to-consumer health tools available in the market would have an impact was if physicians had a way to prescribe or recommend them to their patients. So now would it wise for a number of companies to step up and take on health app “prescribing”.

These measures will raise the barrier for entry into the medical app market, increasing the quality and safety of the apps currently available for use by HCPs.

If you would like to know how to drive an effective patient-HCP engagement program for a specific disease area, write to us @ info@dyellowelephant.com

Medicine - 7

Meet The D Yellow Elephant

By | Biotechnology, Brand development, Healthcare, Pharmaceutical, Web Strategy | No Comments

Patients are Proactive – Digitally enabled and continuously seek and consume health related services from a variety of channel and sources….

So, are you reaching your patients through the right Channels?

If not, don’t worry……talk to the experts!…Talk to D Yellow Elephant.

logo-blog

DYE Says, Hello to the big Pharma and Healthcare fraternity…!!

We are a Full-service Global Digital firm, with a specialized focus on Pharmaceutical, Biotechnology, and Healthcare Industries.

We know Pharmaceutical and Healthcare Marketing isn’t easy. But after more than two decades of engagements in this sector and similarly regulated industries, we think we understand that better than most.

We are spread across key verticals of Web Strategy, Design, Development, and Information.

Headquartered in India and with key offices in major markets of USA, London and Singapore, we cater to clients across geographies.

The creation of D Yellow Elephant was spurred by the desire of Aman Gupta, Co-Founder and one of the most respected names in pharmaceutical marketing, to build a truly global and integrated digital firm focused on delivering groundbreaking work in the Pharmaceuticals and Healthcare sector.

“D Yellow Elephant is an interaction firm, not a communication firm,” Says Aman Gupta.

We have been the experts in Healthcare communications for more than 2 decades now and while digital communications have always been a part of overall structure, a need was felt to leverage our best capabilities through a medium which is bound to bring change in the coming future.

D Yellow Elephant is created to respond to the need of specialized firm catering to Pharmaceuticals sector and fill in the gap with expert led, digitally oriented marketing ideas.

With D Yellow Elephant, we can address not just advertising, but all points where consumers and brands come together, no matter what the channel or platform.

We have counseled both multi-nationals and Indian pharmaceutical entities and are currently working with Boston Scientific, Hilleman Laboratories, WHO, Novo Nordisk and Gilead on projects spanning across:

  • Patient Education
  • Online training
  • Web Campaigns
  • Digital Marketing
  • Social Media Engagements
  • Online KOL Engagements
  • Product Launches

Work Philosophy

work-philosphy-dyeOur Finger is always on the pulse! We offer in-depth understanding of the healthcare sector and use our expertise to deliver nothing but the best! D Yellow Elephant believes that a good strategy begins with deep understanding.

So you need an agency that does more than reading the project brief, an agency with a breadth of knowledge about your product’s disease state and specialty area.

 

 

Team

our-team-dyeWe can only be as strong as our people and because of this, we only hire individuals who aren’t afraid of challenges and actually look forward to them. Our team members have run their own businesses, designed game changing products, consulted for Fortune 500 companies as well as competed collegiately and professionally.

Formed by a team armed with 2 decades of pharmaceutical experience, a team that understands the sensitivity of the industry.

 

Through this blog, You will see us getting you the best industry insights, information, interviews, the most recent developments and trends in pharma, healthcare and digital advertising, as well as what’s happening with brands, both online and in traditional media.

“In Digital Marketing, If you Stop Learning you die.”

Stay in touch and subscribe to keep yourself updated

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If you are facing any Marketing challenge write to us @ info@dyellowelephant.com or just dial in +91 9811018456, +91 9999819857.

The Importance of Anchor Text in Back-links

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

The importance of anchor text with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.

Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target company’s products or services. Sure, it may be great for branding purposes, but it isn’t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.

Here is an example using fictional company “Acme Plumbing Supplies”:

Most people will link simply using the terms “Acme”. This is alright, but it does not describe the company’s products or services, nor provide any context. By adding the word “plumbing” or term “plumbing supplies” (i.e. “Acme Plumbing” or “Acme Plumbing Supplies”), you may be able to drive additional traffic that may not have otherwise attained the corporate site.

Strategic Use of Images in Search Engine Optimization

By | Advanced SEO Techniques, SEO | No Comments

When assessing page structure and layout, there is a subtle, yet strategic way to use images in an SEO-friendly manner (beyond ALT tags) that improves your search rank while allowing you to integrate the necessary marketing message(s). Confused? Let’s look at an example:

Suppose you operate a travel site and you want to optimize a given page for the term “Las Vegas hotel”. Suppose that you also want to include an enticing marketing message such as “Book now and save 20%!”. The aforementioned tagline lacks descriptive text, but possesses persuasive characteristics. That being said, you may want to place the tagline in an image and the key phrase (i.e. Las Vegas hotel) in a header tag. This places emphasis on the desired term, yet still provides a marketing opportunity without compromising keyword consistency.

In other words, images are a great place to insert marketing messages that lack the necessary keywords and phrases. Leveraging this technique will ensure that descriptive text is indexed, while less marketing jargon is overlooked. The combination of keyword-rich content and enticing messaging will satisfy both sides of the strategic equation.