Category Archives: Web Strategy

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!

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

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.”

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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.