Comments for Healthcare Engagement Strategy http://engagementstrategy.com Discover how digital engagement is changing healthcare Fri, 27 Apr 2012 03:40:20 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on Mobile pharma strategy: integrating business functions by Dinesh Chindarkar http://engagementstrategy.com/articles/mobile-pharma-strategy-integrating-business-functions/#comment-1458 Dinesh Chindarkar Fri, 27 Apr 2012 03:40:20 +0000 http://engagementstrategy.com/?p=7042#comment-1458 Hi Daniel, Its a very insightful article on using mobile channels to leverage business functions. A lot of the insights are universal & hold true even in India where we operate. The ‘myopic outlook’ of marketers is a major threat to the success of mobile channels. Like you rightly mentioned that putting people first is the key to success. In India, we find a gap in setting up clear goals across divisions as the priorities and objectives are varied. Unless you have a dedicated team to get priorities set amongst various departments, its difficult to set clear goals which could be measured – and thats where technology is blamed and not the planning process. Following this the immediate concern of ROI for this industry is a big hurdle to cross – be it mobile or digital. But with a 850 million+ mobile users, its an opportunity for Indian marketers to leverage technology. Anyways, thanks for sharing your insights. I am sure just like me, they would be useful to others too! Co-incidentally I was touring Amsterdam the same time – but was too busy watching the flower parade & missed the event completely :-) Best Regards Dinesh Hi Daniel,
Its a very insightful article on using mobile channels to leverage business functions. A lot of the insights are universal & hold true even in India where we operate.
The ‘myopic outlook’ of marketers is a major threat to the success of mobile channels. Like you rightly mentioned that putting people first is the key to success. In India, we find a gap in setting up clear goals across divisions as the priorities and objectives are varied. Unless you have a dedicated team to get priorities set amongst various departments, its difficult to set clear goals which could be measured – and thats where technology is blamed and not the planning process. Following this the immediate concern of ROI for this industry is a big hurdle to cross – be it mobile or digital. But with a 850 million+ mobile users, its an opportunity for Indian marketers to leverage technology.
Anyways, thanks for sharing your insights. I am sure just like me, they would be useful to others too! Co-incidentally I was touring Amsterdam the same time – but was too busy watching the flower parade & missed the event completely :-)
Best Regards
Dinesh

]]> Comment on Mobile pharma strategy: integrating business functions by Antonio Ibarra http://engagementstrategy.com/articles/mobile-pharma-strategy-integrating-business-functions/#comment-1435 Antonio Ibarra Thu, 26 Apr 2012 12:29:14 +0000 http://engagementstrategy.com/?p=7042#comment-1435 Agreed! ;-) Agreed! ;-)

]]> Comment on Mobile pharma strategy: integrating business functions by Daniel Ghinn http://engagementstrategy.com/articles/mobile-pharma-strategy-integrating-business-functions/#comment-1433 Daniel Ghinn Thu, 26 Apr 2012 12:00:32 +0000 http://engagementstrategy.com/?p=7042#comment-1433 Thank you Antonio for your insightful comments. You are absolutely right to point out that it might have been helpful if I had said more on my third point about the need to have patience. This is an important aspect and can lead to frustration for all if it's forgotten. The challenge is applying this in a changing environment. I also agree that many pharma marketers are not asked to take a long term view, and that this can be challenging when it comes to improving underlying systems.  And yes I agree that it can certainly be helpful for pharma companies to develop an underlying strategy on mobile/digital. Key to this is that it must be developed with the needs of the business (and its customers and stakeholders) in mind (again, people >technology) and from an understanding of the behaviour and needs of those people. So in a sense I would suggest that the three steps to successful planning (be clear about goals; know your customer; choose the right channels) would apply equally well to setting a technology strategy that is built upon customer and business needs. It would also be important to consider geographical channel strategy - making the most of channels that are only available in certain markets... But that's another story! Do you agree? Daniel Thank you Antonio for your insightful comments. You are absolutely right to point out that it might have been helpful if I had said more on my third point about the need to have patience. This is an important aspect and can lead to frustration for all if it’s forgotten. The challenge is applying this in a changing environment.

I also agree that many pharma marketers are not asked to take a long term view, and that this can be challenging when it comes to improving underlying systems. 

And yes I agree that it can certainly be helpful for pharma companies to develop an underlying strategy on mobile/digital. Key to this is that it must be developed with the needs of the business (and its customers and stakeholders) in mind (again, people >technology) and from an understanding of the behaviour and needs of those people. So in a sense I would suggest that the three steps to successful planning (be clear about goals; know your customer; choose the right channels) would apply equally well to setting a technology strategy that is built upon customer and business needs.

It would also be important to consider geographical channel strategy – making the most of channels that are only available in certain markets… But that’s another story!

Do you agree?
Daniel

]]> Comment on Five keys to effective blogging: Lessons from Johnson & Johnson by Daniel Ghinn http://engagementstrategy.com/articles/five-keys-to-effective-blogging-lessons-from-johnson-johnson/#comment-1432 Daniel Ghinn Thu, 26 Apr 2012 11:58:31 +0000 http://engagementstrategy.com/?p=6987#comment-1432 Emilie, thank you so much for your kind words. You've raised an important question. Having a clear policy is certainly important, and reflects J&J's attitude toward engagement. Working hand in hand with that, my thinking though is that through the blog, where the company is in control of the content that is published, it is able to allow dialogue to take place which it is also ultimately in control of.  So my point is really more about taking the move to allow dialogue, as J&J has done. Yes the control that an in-house blog allows might help make this less painful for regulatory and legal colleagues, but we also see J&J using other platforms like YouTube to achieve extensive engagement - and learning lessons through this experience too! See http://engagementstrategy.com/articles/best-engagement-through-video-award/ I hope this is helpful, Daniel Emilie, thank you so much for your kind words.

You’ve raised an important question. Having a clear policy is certainly important, and reflects J&J’s attitude toward engagement. Working hand in hand with that, my thinking though is that through the blog, where the company is in control of the content that is published, it is able to allow dialogue to take place which it is also ultimately in control of. 

So my point is really more about taking the move to allow dialogue, as J&J has done. Yes the control that an in-house blog allows might help make this less painful for regulatory and legal colleagues, but we also see J&J using other platforms like YouTube to achieve extensive engagement – and learning lessons through this experience too! See http://engagementstrategy.com/articles/best-engagement-through-video-award/

I hope this is helpful,
Daniel

]]> Comment on Five keys to effective blogging: Lessons from Johnson & Johnson by Emilie http://engagementstrategy.com/articles/five-keys-to-effective-blogging-lessons-from-johnson-johnson/#comment-1403 Emilie Wed, 25 Apr 2012 14:30:22 +0000 http://engagementstrategy.com/?p=6987#comment-1403 Hi Daniel, Thank you for sharing such an insightful evaluation of J&J's blogging practices. I've been reading your blog for a few months now and really enjoy your fresh approach to healthcare engagement in digital media. To your second point about engagement, "Allow dialogue in a controlled corporate platform: Put simply, being open to comments from readers of the blog is what enables JNJBTW to perform as an engagement platform rather than a static corporate broadcast channel," you mention the platform as being "controlled." How do you think J&J does this? Simply because the blog is "company owned," as opposed to being housed on an external social media platform, or because of its clear policy statement? Can the cross-digital platform integration remove some of this control as it opens the content to other media? I would love to hear your thoughts (they're always so informative). Thanks again, Emilie Hi Daniel,

Thank you for sharing such an insightful evaluation of J&J’s blogging practices. I’ve been reading your blog for a few months now and really enjoy your fresh approach to healthcare engagement in digital media.

To your second point about engagement, “Allow dialogue in a controlled corporate platform: Put simply, being open to comments from readers of the blog is what enables JNJBTW to perform as an engagement platform rather than a static corporate broadcast channel,” you mention the platform as being “controlled.” How do you think J&J does this? Simply because the blog is “company owned,” as opposed to being housed on an external social media platform, or because of its clear policy statement? Can the cross-digital platform integration remove some of this control as it opens the content to other media?

I would love to hear your thoughts (they’re always so informative).

Thanks again,
Emilie

]]> Comment on Mobile pharma strategy: integrating business functions by Antonio Ibarra http://engagementstrategy.com/articles/mobile-pharma-strategy-integrating-business-functions/#comment-1401 Antonio Ibarra Wed, 25 Apr 2012 14:20:52 +0000 http://engagementstrategy.com/?p=7042#comment-1401 Very interesting article, Daniel. One missing aspect for me is seeking the alignment with the company's general strategy on mobile/digital. Because, in my opinion, there should be one strategy on that. If there is none, that company needs to solve it before allowing different teams and brands doing mobile/digital projects and campaigns. Otherwise, the company will end up with a branch of initiatives that are abandoned in one year or so, with no link among them, and with no clear outcomes in the long term. And, in relation to the long term view, I fully agree with your top 5 pathways to implement new channels, but you did not say anything about the third one: "Have patience". For me, this is the most difficult one in big pharma companies. Marketing teams don't have patience; mainly because they are not asked to act with the long-term in mind. Marketing cares about the here and now. That is, in my view, the challenge we need to address. Best regards, Antonio Very interesting article, Daniel.

One missing aspect for me is seeking the alignment with the company’s general strategy on mobile/digital. Because, in my opinion, there should be one strategy on that. If there is none, that company needs to solve it before allowing different teams and brands doing mobile/digital projects and campaigns. Otherwise, the company will end up with a branch of initiatives that are abandoned in one year or so, with no link among them, and with no clear outcomes in the long term.

And, in relation to the long term view, I fully agree with your top 5 pathways to implement new channels, but you did not say anything about the third one: “Have patience”. For me, this is the most difficult one in big pharma companies. Marketing teams don’t have patience; mainly because they are not asked to act with the long-term in mind. Marketing cares about the here and now. That is, in my view, the challenge we need to address.

Best regards,
Antonio

]]> Comment on The Indian Medical Tourism Industry by medical tourism http://engagementstrategy.com/articles/the-indian-medical-tourism-industry/#comment-261 medical tourism Tue, 31 Jan 2012 14:58:00 +0000 http://engagementstrategy.tv/?p=6235#comment-261 The Medical Tourism Council (MTC) of Maharashtra has a mission of making India the #1 medical tourism destination in the world. The members are working diligently to bring together corporate interests in both the medical sector and the tourism sector. The vision is to offer world class medical services to foreigners in a land that offers exotic vacations as well. The Medical Tourism Council (MTC) of Maharashtra has a mission of making India the #1 medical tourism destination in the world. The members are working diligently to bring together corporate interests in both the medical sector and the tourism sector. The vision is to offer world class medical services to foreigners in a land that offers exotic vacations as well.

]]> Comment on Motivations for Health Social media by Jason Boies http://engagementstrategy.com/articles/motivations-for-health-social-media/#comment-3 Jason Boies Thu, 03 Nov 2011 17:18:37 +0000 http://engagementstrategy.tv/?p=5941#comment-3 Great piece here, Paul. I did my undergrad in Psych and Maslow's hierarchy came up in just about every course. Seeing that diagram brought me back to the university days. :) Nice way of linking social media to the entire spectrum of human needs. From our basic needs for good health and safety to our need to connect (hey, another C!) to others you've got it all covered here. Thoughtful post Jason Boies Radian6 Community Team @Radian6 Great piece here, Paul.

I did my undergrad in Psych and Maslow’s hierarchy came up in just about every course. Seeing that diagram brought me back to the university days. :)

Nice way of linking social media to the entire spectrum of human needs. From our basic needs for good health and safety to our need to connect (hey, another C!) to others you’ve got it all covered here.

Thoughtful post

Jason Boies
Radian6 Community Team
@Radian6

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