Apr 29, 2012

Going organic: customers, markets, and analytics

It is fascinating to think about the depth of data and connections that one can find when focusing on a particular topic. Take "organic" or "all natural" My colleague Elizabeth Elfenbein and I wrote a Mediapost article with stats on organic trends in the USA. What seemed amorphous is actually quite organzed and is named: Lifestyle of Health and Sustainability. The trend is of continual growth.

We also brought up the perennial nature of organic online behavior, which tends to be of higher quality than promotion responses.   This is because organic visitors to web sites usually have already gathered some other information and are motivated to learn more.

We were also brought into the community of the National Marketing Institute, who has done significant research in this area. They contacted us directly with their expertise. Lesson learned: explore a research project in depth, and reach out to the experts.

Apr 1, 2012

iPharma Connect conference: interactive selling and patient advocacy groups

There were some very active conversations at the iPharma Connect conferences in Philadelphia this past week. Two in particular caught my attention:

Several examples of case studies of interactive selling with iPads, including a joint presentation by Novartis Vaccines and The CementBloc on iPad deployment and organizational change, and a nice presentation and moderated discussion from Jim Currie of PamLab.

Here are some eyebrow raisers:

* many of the District Managers who must train the sales reps on iPad usage have in fact never used a tablet or iPad for selling themselves

* physicians may be so impressed with iPad details they presume virtually unlimited information is magically available to show

* decisions on rolling out measurement vary across the industry

* some corporate boards are skeptical of iPad selling impact v. the investment

Another fascinating conversation was during a panel on "Patients Speak Out" where patient experts asked for pharmaceutical companies to provide more openness and transparency, even as they build relationships with patient advocacy groups.

For more of the tweets and reactions, see here:

There were