Editor’s Note: Lighthouse Insights is covering DigiSights 2016 in participation with MediaMedic. This post is developing and is bringing insights as the event happens.
Early morning mid February is still not bad in Mumbai. Walking into Manik Sabhagriha Auditorium around 8:30 in the morning for an eventful day at DigiSights 2016 – Digital Marketing Conference for Pharma & Healthcare is quite exciting for me.
By 9 am, the conference hall that gives a glimpse of a traditional theater was buzzing. In the next twenty minutes, speakers and participants had quick tea/coffee and wrapped up their exchange of pleasantries.
MediaMedic – the digital agency serving the Pharma market exclusively and the backbone behind DigiSights 2016 – raised the curtains for the event.
After a quick intro about the event and the day, Dinesh took the stage with a bit of nostalgia and excitement. DigiSights 2016 is in its third year and this year the audience is a mix of experts from the home turf as well as across the globe. This also ties with this year’s theme – Global learning’s and local insights. “Lets question, challenge and unlearn. Let us also offload the hype that we have created with digital marketing.”
Post the traditional inauguration of the conference; the audience was served with a 15-second video showing how mobile and drones combined together can save a patient who had a sudden heart attack. “World is changing so fast and as professionals we sometimes restrict ourselves from being the digital industry,” Sanjiv Navangul (Managing Director, Janssen India) starts the day’s first enlightening talk on a 360 degree outlook on Healthcare Technology & Emerging Medias.
Marketers should understand that digital marketing should enable in saving a patient’s life in the golden hour, anything other than this is useless, were Sanjiv’s strong words to a roomfull of audience.
With Sanjiv setting the day for DigiSights 2016, Parag Mahulikar (Dean,IES Management College and Research Centre) shared a shocking insight – “Most Pharma marketers still consider digital marketing as SMS the only channel of communication.” The data is from one of the recent studies that IES did with Pharma marketers.
Parag moderated the next talk of the day – a panel discussion trying to find out what Pharma should achieve using Digital. “Digital connect should be the thought process so that the marketer is relevant with his audience. Don’t build apps, have them if you can connect and solve a problem with patient,” Deepak Singh, Marketing Manager, Pfizer India emphasized.
After the panel agreed that digital is an organizational function rather than a support arm for marketing, the session then moved to the most relevant and talked about topic – objective and ROI.
With a consensus that objectives should match your ROI and everything measurable and tracked on digital, the panel discussed on how new companies can approach digital and convince management to approve budgets. A small pilot is the way to go ahead was the insights from the panel; the discussion ended with the emphasis on clearly defining objectives and fulfilling them.
“Social media, should we still shy away from it,” asked Priti Mohile, Co-founder & Managing Director, MediaMedic Communications after a much needed tea-break. Priti pulled out some interesting data points on how social media is being consumed and why doctors should not shy away from social media, just because Pharma is a regulated market.
“We need to think how we are touching lives rather than thinking more about prescriptions,” added Priti before she left the stage for a Eugenia De la Fuente, Director, Paradigma Pel Comunicacion, Argentina.
Travelling for the first time to India, Eugenia started with a quick introduction of Argentina; her talk focused on “Understanding Barriers in access to Medication.”
Cancer has impacted the society of Argentina – 48% of the population has or had one family member with cancer. Barriers like late diagnosis, cancer not priority, and budgetary allocations, among others are the major cancer barriers for the country.
The problem detected was lack of official data and this led to the formation of social media listening. “Follow up on the actual access problem on the social networks – Twitter, Facebook pages, blogs and comments on digital outlets.”
The activity was a continuous job that involved a lot with influencers, media and others. “We found that social media is an important field for claims and requisitions of drugs: we registered 1K+ posts with 25 million impact,” Eugenia shared.
Post the success of the project, she said that social pressure has forced the government to talk about cancer and cancer related issues. “Today cancer is the public agenda.”
From listening to influence – Tim Goddard, Senior Vice President, GLOBALHealthPR, USA took the stage thereafter. From talking about social influence to measuring social influence, Tim explained how social is impacting decision making right from health awareness to treatment. “Let’s talk beyond followers, let’s focus on the content pushed out for your audience.”
Read the second part of DigiSights 2016: #DigiSights 2016: How Multichannel, Social Media And Technology Is Innovating Marketing In Healthcare