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Digital Marketing: Dare to be Different

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Product Description

Research shows creativity is one of the most important components of a successful campaign, however, our experts say there are several other elements behind a campaign that need to be present to make the best of what digital media have to offer. Among them are matching the audience with the most appropriate channel and thoroughly understanding the needs of the target audience. Measurement and tracking are also important to be able to evaluate the effectiveness of the marketing efforts.
According to Kurt Mueller, chief digital and science officer at Roska Healthcare Advertising, it is paramount to understand the target audience’s online habits to best align messages with channels.
“The first question should be, who are we trying to reach and why?” Mr. Mueller says.
“For instance, gen-yers’ online behavior is very different from baby boomers and they are also different from healthcare practitioners. After defining the audience to be reached and setting the objectives…

Sidebar:
Creativity Increases Sales
Sound bites From the Field

Eric Boothe is Director of Business Development, Life Sciences, at EarthColor, a print and communications company. For more information, visit earthcolor.com or e-mail eboothe@earthcolor.com.
Katie Mihelich is VP, Account Services at Siren Interactive, a relationship marketing agency focused on understanding the behaviors of patients, caregivers and physicians dealing with chronic rare diseases. For more information, visit sireninteractive.com.
Barclay Missen is Director of Digital Communication, at Topin & Associates, a healthcare communications agency that specializes in strategic marketings. For more information, visit topin.com or e-mail ­bmissen@topin.com.
Amy Smith is Account Director, Clinical ­Division, at HC&B Healthcare ­Communications, a full-service healthcare marketing agency that services medical-device, pharmaceutical, biotech, hospital, payer, and provider clients. For more information, visit
hcbhealth.com.
Michael Steiner is VP, Director of Digital AS, at Harrison and Star, a healthcare advertising and ­communications agency providing strategic and creative services for pharmaceutical, biotechnology, diagnostic, and medical-device ­industries. For more information, visit hs-ideas.com.
Regulatory Restrictions Limit ­Creativity

Experts
Jo Elynn Cook
. Director of ­Marketing, e-Healthcare Solutions, a digital advertising network ­specializing in the pharmaceutical/
healthcare vertical. For more information, visit e-healthcaresolutions.com.
Randy Isaacson. Executive VP, Williams-Labadie, a mid-size, full-service pharmaceutical, medical, and healthcare marketing,
branding, and advertising agency. For more information, visit willab.com or e-mail risaacson@willab.com.
John Mangano. VP, ­Pharmaceutical Market Solutions, comScore, a marketing research company that provides marketing data and services to many of the Internet’s largest businesses. For more information, visit comscore.com.
Dave Mihalovic. Partner, ­Executive Creative Director, Rosetta, an independent digital marketing agency. For more ­information, visit rosetta.com.
Kurt Mueller. Chief Digital and Science ­Officer, Roska Healthcare Advertising, a full-service ad agency that integrates data and insight-driven marketing and ­advertising solutions. For more information, visit roskahealthcare.com.
Eileen Murphy. Communications Manager, Abbott, a global, broad-based healthcare company ­devoted to the discovery, ­development, manufacture, and marketing of pharmaceuticals and medical products, ­including nutritionals, devices, and ­diagnostics. For more information, visit ­abbott.ca and abbott.com.
Peter H. Nalen. President and CEO, Compass Healthcare ­Marketers, an interactive and ­marketing services agency ­focused on the patient experience — especially those with rare and orphan conditions. For more ­information, visit compasshc.com.
Barry Schmader. Chief ­Creative Officer, Dudnyk, a full-service multichannel ­marketing, communications, and branding agency for the healthcare industry. For more information, visit dudnyk.com, or e-mail bschmader@dudnyk.com.

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