Pharma Hot Topics Blog

The Future of Healthcare Marketing Is Now - And It’s Personal

With all that is going on in the intersection of healthcare and artificial intelligence now, it is probably a good time to consider where healthcare marketing is now for some. Everyone is familiar with the applications of Artificial Intelligence in self-driving cars, Echo and Alexa, smart homes, Siri and more - but what does all this mean for healthcare and what are some of the things that healthcare marketers are doing with it already? 1. Personalized content and channels via Next Best Action (NBA) Modelling

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For Real Customer Centricity, Utilize AI to Engage People – Not Personas

Although there is a lot of lip service about being customer centric and patient centric, and everyone has a customer journey map for their patients and physicians, but how valid is it for their customers? Each of your target customers (be it payers, physicians or patients) will come to your brand in a different sequence of touchpoints, and this sequence will differ from person to person.

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Fake News? What About Fake Clinical Data in Medical Journals? Does Artificial Intelligence Have a Role?

Fake news has been in the public eye due to the spread of the phenomenon during the recent US election. The impact of fake news can be significant. However, have you ever considered the impact of fake clinical data being published in medical journals? This can be as alarming as people’s lives can be put at risk due to it.

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Are you Utilizing the Power of Next Best Action Modeling?

Would you like a powerful alternative to traditional push marketing? One that helps your customers find the information they want in the channel they want at the time they want it? If you’re like most marketers, your answer is, “Yes!” You can think of Next Best Action Modeling as a customer-centric approach that helps your customers take the “next best action” after they complete one action.

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Physicians Will Soon Be Largely Replaced By Technology

Physicians have been a key target for Pharmaceutical companies since Pharmaceutical marketing began. However, new advances utilizing Artificial Intelligence show that the future of medicine is transforming dramatically now, and doctors are largely being written out of the equation. At least 80% of the work that is currently being done by Physicians will be replaced by technology in the near future.

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AI’s Impact on the Changes in Pharma Marketing

A couple of years ago, a Harris Interactive survey found that 9 out of 10 Americans believed Pharma companies to be dishonest. The negative news continues to paint Pharma in a tarnished light while executives scramble to repair the damage. At the same time, decreasing profit margins, and the changes in the way healthcare is delivered, forces an industry-wide assessment of how to adapt to the new world of healthcare.

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Patients, physicians and other stakeholders are interacting with brands before they ever use them. Because of brands such as Apple, Google or Amazon, buyers expect to interact with more user‐centered offerings that meet their everyday needs and require limited technical involvement, even though the core users of that offering will often not be those making the purchasing decision around that offering.

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Is Your Digital Strategy Flying Blind?

Now, in the new digital word, we simultaneously gain awareness and engage with a brand well before we ever purchase. In order to be successful, companies and brands need to differentiate themselves by adopting an engagement-centered orientation. So, what is your value proposition and how congruent is it with your strategic intent?

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