Ralf Pfau

Last week, the twelfth Spirit Link Roundtable took place and focused on campaign development, channel management and marketing messages. Here is the short review.

The Spirit Link Roundtable has been around for eleven years, but never before has the thematic focus been so quickly outlined. The topic of cross channel (or multichannel marketing) dominated all presentations and discussions.

No online marketing strategy is as critically discussed here as the community approach, and I also had to revise this article three times due to the complexity of the approach and the lack of real best practices. The result is three examples and a very critical look at industry-led physician communities.

Mobile websites are becoming increasingly important, but only an extremely small proportion of pharmaceutical companies offer them. Why? We went on a search and analysed mobile company, indication and product pages. The result is sobering.

We continue in the series "4 Archetypes for Strategic Online Marketing" with Part 2: "The Blogging Strategy". The blogging strategy is a legally and content-wise complex path, but also a very powerful online approach that not only generates traffic, but can accredit and anchor a company sustainably and beyond the online market.

This article is the start of a series on four basic online marketing strategies. Part 1 deals with the most basic of all strategies: company and product positioning on search engines = SEM strategy.

Gute Online-Informationen helfen Patienten, kompetent und selbstverantwortlich zum Therapieerfolg beizutragen und sind somit ein Instrument, um die Adhärenz zu verbessern. Insbesondere Erfahrungsberichte anderer Betroffener sind bei den Patienten sehr beliebt. Unser heutiges Best-Practice-Beispiel <a href="http://www.krankheitserfahrungen.de/" target="blank" rel="noopener noreferrer">www.krankheitserfahrungen.de</a> zeigt, wie Erfahrungsberichte optimal bereit gestellt werden können.

There are numerous answers to the question of what the ideal web presence for a healthcare company looks like and how social media should be used sensibly, depending on the indication, product, company and type of medical profession. Nevertheless, in order to get closer, the following video uses the medical technology company ELEKTA to show which elements an online presence can consist of and how they interact.

EURORDIS' Rare Disease Day currently shows how a global awareness campaign can be run almost digitally. A strong website, many opportunities for participation and diverse social media integrations are causing user numbers to skyrocket.

How the industry can participate in physician communities is the current standard question in healthcare marketing. The essence of numerous analyses to answer this question can be found in the following infographic.

For the healthcare industry, physician communities are becoming increasingly important for disseminating information or gaining insights. This article shows where the industry can meet doctors online and what advertising and participation opportunities there are, based on five practical examples.

"Ms Meier, who is responsible for the internet at our company?" Web 2.0 demands individual interaction at the highest medical level from healthcare companies. This clearly can no longer be the task of the communication or marketing department alone. How are companies tackling this challenge?