#DigiSights 2016: How Multichannel, Social Media And Technology Is Innovating Marketing In Healthcare

The second half of the #DigiSights 2016 event focused on social media marketing, technology and multi channel marketing in healthcare


After a good hearty lunch and ample amount for quick networking, DigiSights 2016 started off. Find out here on what happened in the first half of DigiSights.

Social media marketing & Pharma

Kirsten Bruce, Principal at Viva! Communications, Australia kicked off the post lunch session by sharing a moving video on how dangerous HUS is in Australia. Helping #saveaHUSlives was the campaign launched to make treatment accessible for the common man. “We had to generate awareness for 28 lives who were suffering with this rare disease, bring attention of industry decision makers and to secure Federal Gov. funding,” added Kirsten.

The campaign that was divided into various initiatives finally secured 1:1 meeting with the health minister. In 2014, Soliris was funded with $AUD $63 million which was possible through the integrated campaign.

After some global insights, Rahul Avasthy, Lead Digital Marketing at Abbott India began sharing his thoughts for the session – “Social Media and Digital Innovations in Pharma.”

His session started with few interesting and innovative health care campaigns that were led and executed via digital. He believes that technology with creativity can build life changing innovations in healthcare industry too. But at the same time, he cautioned that healthcare needs to be less verbose and have interactive ways of solving patient problems.

Rahul provided some more campaign examples that focused on the theme that habit changes are happening in Pharma too. “We also need to stop looking digital and shift from a marketing support to organizational support.”

Next up on the dais was Adriana Solinas, Tino Comunicação all the way from Brazil sharing her insights on the campaign, ‘Raising Awareness and Reaching HCPs for Retinal Disease’. The campaign had an integrated approach from endorsing a celebrity on TV to Facebook. “You cannot just have digital or just TV, you need to have a mix to reach out to masses.”

Now the campaign is in its second phase focusing on diabetes and retinal diseases. “The main goal was to raise awareness about the relationship between diabetes and retinal diseases, as well as to improve the diagnosis and preventions.”

The new campaign also fetched good results. The entire campaign impacted 12 million affected people. In 2016 the campaign will go print and develop an app powered by geo locator to find perfect doctors to help.

Multichannel Marketing and Pharma

Approximately 80% of women have migraine problem and this motivated Shweta Rai, General Manager, Marketing, Janssen India and her team to build a community around it, create awareness and create presence of Janssen in this area.

‘Be myself without migraine’ was chosen as the theme for the campaign. Along with social media, the campaign had SMS, website, in clinic promotion, point of purchases activations, corporate outreach and everything was around educating that visiting a doctor is must.

The campaign is still going on but both digital and offline had received some interesting results.

After a quick tea-break, Sharon Khoo, Account Manager, Aurora UK started her talk on “Building Patient-centricity in MS.” Sharon spoke on how the team worked on building UK’s first MS app.

Additionally, a portal was created which housed videos and booklets that gave more information about MS. This led to the multichannel approach, which was executed around an event with audiences comprising patients, bloggers and experts. This also led to good buzz on traditional media.

This led to massive buzz for both versions of the mobile app.
From UK the next case study moved on to Canada with Marlo Taylor, General Manager, energiPR, Canada talking about, “Creating Awareness in Overactive Bladder”.

“Approximately 12-18% of Canadians have been diagnosed with overactive bladder (OAB),” added Marlo. So the biggest challenge was to develop trust and generate awareness.

The Powder Room was developed, an interactive website began in 2006 as one of the first social media programs in healthcare using Google mapping tech. The idea was to foster communication about OAB.

Going further the campaign was associated to Vancouver Olympic Games. Later on a Locker Room was developed to source information that catered to men.

As a result 100 million media impressions and 600 public restrooms registered on the Cross Canada Powder Room Map.

Additionally the campaign received 100% unaided recognition of The Powder Room among specialists.

Marlo left the stage for Neil Crump, MD and owner, Aurora UK who carried  the session further by sharing about “Measuring Campaign Effectiveness in MCM.”

To achieve this Aurora launched an app to measure the effectiveness, which is a learning tool.

Citing an example of psoriasis, he explained about the app’s backend. The digital program contained specific assets such as FB ads, social media toolkit, videos, among others.

Later on all the assets are measured with the conversions along with a benchmark and then what actually was achieved. “Set a right strategy, have a disciplined focus on internal adoption of that strategy, give users a great experience and don’t forget to iterate and market changes,” Neil added.

eDetailing and technology

The last session of the day was led by Gurpinder Singh, AGM – Digital Marketing & eLearning, Wockhardt Ltd. He started with how mobile learning was enabled for today’s millenials by building Wockhardt’s m-learning app.

Going further Gurpinder shared the app’s interesting features and how it engages with the user. “The objective is to use this technology to make learning simple.”

Post Gurpinder’s session, Arshiya Zaheer, Head, Medical Affairs, Pfizer India took the stage to share her insights from HCPs perspective. The talk began with the thought process of how to make learning easy and thereby creating an HCP network.

Arshiya also shared that today physicians are ready to connect and engage on networking platforms. However content has to be the core and focus should be on the customer journey.

Next was Gauri Chowdhary presenting about an app for dermatologists that was launched due to increasing pressure on dermatologists.

Easy to navigate, relevant content, discussion forums, and information on conference and student corner are some of the features of the app. These efforts have paid off; the app has received buzz and appreciation.

The last session of the event focused on back to the future by Rinkesh Shah, Digital Marketing, GSK India. Rinkesh shared a case study that was executed few years back for Mother Horlicks.

Later on after an extensive work out IndianWomensHealth.com was launched that resulted in 95% increase in sales at 1/6th of the cost. “The campaign was a true synergy of online and offline.”

Thereafter he shared his trends for 2016 – email marketing, networks for doctors, telemedicine are some of the trends that are going to pick up.

Finally Dinesh took on the stage and ended the show with a big thanks and a promise to be back next year with more interesting content around digital and healthcare.