Dinesh Chindarkar, Co-founder of our GLOBALHealthPR partner in India, MediaMedic Communications, elucidates about eDetailing – where technology and graphics, married with rich content, come to the rescue of mundane communication Detailing has always been the backbone of doctors’ communication with the pharma industry for over the last three to four decades. This print tool, though has undergone quality improvements in terms of its content, visual appeal, some added gimmicks etc; all these have been value-adds within the box. Nothing has challenged it–until now.With healthcare providers (HCPs) getting increasingly busy, the print communication gets poor attention with hardly five to 10 per cent of the total message delivered at times. Many a times, the doctor says that he has seen the detailer over and over again and asks the sales representative to just name the brand and/or leave samples and move on. All the cumulative hard work of the brand manager, marketing manager and the sales representative goes for a toss when the doctor does that. This also affects the sales person’s psyche and morale because of which his work gets adversely affected. A major complaint of the field people, including managers, is that they cannot talk beyond the brand name and one or two points; just because they had a bad experience with the doctor not being receptive or not allowing them to speak more. Within the current scenario, isn’t the doctor justified to refuse him? Isn’t the medical representative justified in insisting on finishing his detailing after waiting for so long? Is the communication tool incomplete or lacking something interesting to convey its message? Welcome to the era of...
Special to GLOBALHealthPR from our Australian partner, VIVA! Communications: When I first heard the rumblings that yet another mobile social media platform had launched into the market, I was somewhat sceptical. But I have learnt a lot more about Instagram since. I now know that it boasts around 100 million users and after some research, have found that the free, instant photo-sharing app (now owned by Facebook) might just be of use to healthcare associations, organisations and even healthcare professionals. Healthcare communications blog, TheBuzzBin.com gives some suggestions as to how a health brand might use Instagram to tell its story: Let followers see who you are, what you are about: In the age of social media, your followers want to see authentic pictures of your people. Build trust and loyalty by sharing photos of your employees at work; a day-in-the-life at your office, e.g. employees at lunch or play. Share a sneak peek: Make your followers feel special by rewarding them with a first look at something few have seen yet. It could be an event or an exclusive glimpse/heads up to a new campaign, ad. Behind the scenes shots: A good example given of this was a hospital in Atlanta, US which decided to raise awareness for living donor transplants by providing minute-by-minute updates on their social media networks, including photos on Instagram; You could show shots of a media event/stunt; celebrity endorsing the brand. Pictures that show what your brand represents: If you’re a health foundation or healthy lifestyle brand for example, it’s time for you to start sharing motivational photos and health tips that educate or inspire...
An Update from Viva! Communications, GLOBALHealthPR partner in Australia: VIVA! launches digital division Health and wellness communications agency, VIVA! Communications, has launched VIVA! Digital. “To emphasise VIVA’s understanding of the digital space and to highlight VIVA’s creative capabilities, we have established a digital services arm called VIVA! Digital,” said VIVA’s Director, Kirsten Bruce. “Marketers can no longer afford not to be part of the online conversation as the healthcare sector is steadily moving in to the digital space. “Companies need to cater for an increasingly mobile audience and this translates in to new communication resources such as mobile enabled websites, microsites, and easily accessible and shareable digital resources such as infographics, video clips and 3D animations, Bruce said. VIVA! Digital will not take place of the traditional media relations provided by the VIVA! team, but will instead complement integrated communication strategies while influencing health and wellness across digital platforms.“An integrated campaign is designed to maximise outreach and extend on campaign massaging and longevity. Being relevant in the digital area demands understanding of the digital media space as well as industry knowledge on the code of conduct,” said Bruce. VIVA! wins new accounts, added to pharma panel VIVA! Communications have won the account of pharmaceutical company, bioCSL, successfully winning Copaxone, after bioCSL acquired the treatment from Sanofi. This represents another win at bioCSL with continued work on 3 other portfolios. VIVA! have also won additional work with bowel cancer test manufacturer, Enterix Australia, a long term client. VIVA! Communications recently delivered two PR campaigns for UCB Pharmaceuticals in the disorder movement field, raising awareness of epilepsy in March for Purple...
Dinesh Chindarkar, Co-founder of MediaMedic Communications, in the Express Pharma series of articles titled ‘The Digital Dose for Indian Pharma’ elucidates how creating a page on Facebook can help pharma companies to initiate a responsible communication with their target audience and benefit the brand. Facebook, launched in the year 2004, is the most popular social networking website in India with 400 plus million users which makes India #2 in the ranking of all Facebook users by country. Facebook has revolutionised the way people look at and feel about social media. Through this platform people can now stay connected, share photos and information like never before. The usage of Facebook is not restricted only to common people. Celebrities, politicians, sportsmen and also businessmen can exploit Facebook to increase their popularity and social gains. With such perks, how can this media benefit our pharma industry? With a massive user base, it is definitely a place where the industry can leverage their corporate and/or brand presence through a Facebook page. If you have an OTC brand, you must have a Facebook presence. This may sound compulsive, but in reality, it is compulsory if you want to be seen! People have such easy Internet access these days that social media is the first place they look for further information on any product. A recent study from PWC’s Health Research Institute has established that 40 per cent of consumers have used social media to find health-related brand reviews. As a result, if pharma companies want to earn the attention of modern day consumers, then they need to connect with them through Facebook in order...
As a continuation to the Express Pharma series of articles titled ‘The Digital Dose for Indian Pharma’, Dinesh Chindarkar, Co-founder & Vice President – Operations, MediaMedic Communications, focuses on specific social media platforms gives an outlook on the most popular social networking and micro-blogging platform – Twitter One thing similar between a celebrity and a common man is – they both ‘tweet’. From announcing the birth of a baby to rocking the nation, people share their hearts out on this micro-blogging website called Twitter. So what exactly is Twitter? Twitter is nothing but a network pool of real time information that connects you with the latest news and information on topics of your interest and much more. When we say real-time, it means new information is uploaded almost every second! That’s the speed at which you reach your viewer. At the core of Twitter is a ‘tweet’, which is a short text message of 140 characters in length. This message is more like an SMS but displayed to the public or a large number of audience. How does Twitter work? Just like any social media channel, Twitter can help you network with your colleagues, associates and other professionals from the industry. It also helps to stay in touch with various companies. You can follow them and they can follow you. You will be able to see a Twitter feed real time on your account of all the different accounts that you follow. Similarly, whatever you tweet is seen by your followers. You can also check which profiles are followed by your peers and associates, to help you decide whom...
Dinesh Chindarkar, Co-founder of MediaMedic Communications, kicks of series of articles in Express Pharma titled ‘The Digital Dose for Indian Pharma’. In this episode he discusses the ‘emerging media & digital technology’ and how it is affecting the pharma ecosystem in general. The series will cover topics ranging from technology to mobile health, i-pad detailing to patient behaviour, social media opportunities within pharma and the changing health eco-system and its implications on pharma marketing. Technological advancement in the last decade has brought an exponential change in the way people are communicating and connecting with each other. This is mainly because of the ‘rise and rise’ in the digital and social media space. Further, bringing it an inch closer to people is the newer drivers of communication that has flooded the digital market and spoiled people for different choices. From the initial days of desktop computers to the more tech savvy tablets, people have surplus options to choose their hi-tech device. Taking advantage of this, the FMCG industry has been quite effective in striking a cord with their consumers to successfully communicate with them, resulting in larger spends on emerging media including digital and social. But where does the Indian pharma industry stand as on date when it comes to online spends? The numbers are nowhere close when it comes to matching with the traditional marketing spends. Today, the world has acknowledged the fact that healthcare is in the process of real time change. This thought has also triggered changes in Indian healthcare practitioners (HCP’s) outlook and attitude towards their practice. On the personal front, due to time restrictions, doctors...
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