Gunther Tutein

When we hosted a webinar on the topic of AI for the first time last year, the number of interested parties was enormous - as were the different opinions of the participants, with very different questions and concerns. It was also an interesting experience for me as a webinar leader, from which I drew 4 insights.

In the field of Rx marketing, it is crucial to develop innovative and effective marketing strategies to successfully position products on the market. One of the most promising developments in this area is the use of artificial intelligence (AI) and AI-based tools. These technologies make it possible to pursue new approaches and access a wide range of options in a fairly straightforward manner, especially in the early stages of marketing campaign development.

In various workshops with sales representatives of our pharmaceutical customers, the desire for three functions that would provide high value was raised again and again. These functions already exist in Veeva! However, they are rarely used or not used at all. In this article we would like to introduce and briefly highlight these three functions.

In the last one and a half years, we have seen many brand teams that have had mixed experiences with virtual congresses. As a rule, the results (number of participants and interactions) were sobering compared to the face-to-face formats. In an exchange with a pharmaceutical client, we have now become acquainted with a format that has delivered consistently positive results and which we may share here - with kind permission: a symposium with regional events.

A snapshot of our experiences. Everything used to be simple. We sat in the office and met in meeting rooms. Then COVID-19 came along and meetings took place online. Not an easy world ("you're mooched") but at least everyone was in the same place: at home. Now that some are back in the office while many are at home, it gets complicated: "hybrid meetings" become necessary.

Our blog lives primarily from SEO traffic and the email newsletter. A year ago, we added WhatsApp and Messenger as additional channels. As a reader, you could receive every single article as a push on your smartphone. The service ran via WhatsBroadcast/Messengerpeople.

What is currently keeping the industry most busy? We got a good overview at the Healthcare Marketing Barcamp. A review by Gunther Tutein.

When it comes to marketing automation, there are many expectations in the market. At conferences, many stories can be heard à la "what we do" or "our claim is". If you take a closer look, a very sober picture emerges of the real applications that can be found in the market today...

Almost all of you have heard of them, some already use them regularly. We are talking about chatbots or simply bots, technical dialogue systems that respond automatically to text or voice input without direct human intervention. Three variants are briefly explained here.

The patient app Ada is currently much discussed. It analyses symptoms and gives a diagnosis suggestion. This again shifts a bit more decision-making away from the doctor to the patient. How do we want to deal with this application from a marketing perspective - and what opportunities are there?

A comic about marketing automation, which is now common practice in healthcare communication. If you're serious, you buy software that can make a big difference. And sometimes they just make coffee with it.

We decided to venture into a new format for our annual exchange of healthcare marketing communication industry representatives: the Barcamp - and it was a complete success right from the first time.

Start-ups and investors met again this year in Barcelona so that the most successful approaches can be further promoted. What are the trends among them?

And today something completely different, a comic. Inspired by the many multichannel sessions at the last eyeforpharma.

Multichannel marketing was once again one of the TOP topics at this year's eyeforpharma in Barcelona. What is there to tell about the topic after all these years? Convictions follow, primarily presented by Amgen, Novartis...

The topic of artificial intelligence actually sounds like science fiction at first. It sounds like films, books about the future ... it doesn't sound like everyday medicine as we know it today. Precisely because the topic seems so far away, I would like to introduce three companies that deal with it.

From a marketing point of view, it is an exciting offer on a patient website: I offer a doctor search and as a result the patient only finds doctors who also use my own product. Of course, I also say this openly.

In this series, we present to you how individual doctors or other medical professionals perceive the industry's marketing measures. Today it is the turn of Axel Hueber, MD, PhD, rheumatologist at the University Hospital Erlangen.

As every year, the Health 2.0 conference is an impressive show of the upheavals happening in the health market right now. In this article we give a quick overview of the most important developments and present the most impressive start-ups or business ideas.

In this series, we present to you how individual doctors or other medical professionals perceive the industry's marketing measures. Today it is the turn of Axel Hueber, MD, PhD, rheumatologist at the University Hospital Erlangen.

The topics "quantify yourself", "track yourself" or "wearables" are currently popping up in many corners. In this article I want to show what added value the current generation of devices could offer patients in studies or care programmes.

When new services are created in the healthcare market, we as an agency usually ask ourselves: Is this something that can represent added value for our clients? This was also the case with Patientus, the online doctor's consultation. We discussed the potential of this service with the managing director Nicolas Schulwitz.

In this new series, we present how individual doctors or other medical professionals perceive the industry's marketing measures. We start with Dr Tobias Baumann, until recently senior physician in the Department of Radiology at the University Hospital Freiburg.

As an agency, we are often asked what is the best way to drive traffic to websites for medical professionals. Where do I actually reach the doctors? Do they actually log on to the site via DocCheck?

Every now and then, we too, as a strongly digital agency, try to match our digital worldview with the actual of doctors and the doctors growing up. Here is another brief comparison. 74 medical students and 23 young doctors were interviewed.

Let's take an example drug with a turnover of 50 million € per year. Since access to customers is becoming increasingly difficult for the sales force, the sales forecast is negative. How can a multi-channel project achieve a positive ROI in this situation? The article offers an insight.

Our Round Table has now been around for ten years. We always invite a group of about 30 people from the marketing of medical technology and pharmaceuticals to present their projects and experiences to each other.

washabich.de - a highly acclaimed start-up that creates real added value for patients by translating the doctor's findings into understandable German. How does it work and what can we learn from it in marketing? A short article.

Although specialist communities are being discussed everywhere, there is not a single doctor in my circle of acquaintances who actually uses such a medical community.And so I went and looked at some communities. What about Springer, Esanum, Coliquio, Researchgate....?

It's that time again, the Dosie Awards have been presented. What is it about? It's about social media, it's about pharma, and the winner is the one who gets the most votes. The awards are always interesting because they once again put a good spotlight on the industry.

Of course, market access involves much more than dealing with health economic data. However, these data now play a more important role in the decision-making process, at which price a drug is approved, which volumes are approved, etc. The question I would like to address briefly is: What role does the internet currently play in this for payers in Germany? The question I would like to address briefly is: What role does the internet currently play for payers in Germany?

Is my project good? How does it stand when I compare it with the competition? In this article, I will take you through three quite different projects and provide an explanation of what makes them stand out.