Marketing 4 Health is on LinkedIn … Finally !!!

Please click here and follow us on LinkedIn! 

It is ironic that I spend such a big part of my days promoting healthcare and pharmaceutical companies on various social media platforms, but I do not take the time to do it for my own company.  There is a reason for that though – it is simply because I would rather focus my time on my client projects and luckily they are keeping me quite busy! 

(Thank you to all my clients for keeping me busy !!!  Mouahhh !!!)

Like everything else in life, there is never a perfect time, so there is no better time than now.  Marketing 4 Health Inc. is finally going to have an active corporate page on LinkedIn.  Please click here and follow us!  We will share some interesting stuff, we promise!  

Happy holidays!

2018 punched me in the face but I am not giving up

Everybody has a year that remains unforgettable to them for the rest of their life, whether for good reasons or bad ones.  For me, that year is 2018.

I will always remember 2018 as the year that punched me in the face because this was the year that I lost my husband of over two decades. He passed away suddenly and unexpectedly, making me a widowed single mom of 4 young children ranging from 4 to 11 years old.  We were all devastated.  Our world stopped.  Our personal lives and my professional life – everything stopped.

Nat et Frank - 16 juin 1995 - Day before weddingIt didn’t take long for me to come to grips with the fact that I was now the sole provider for my family and that I had to get back on track.  And I did, some days with more difficulty than others, but I did.  And every time I took a step forward, the following step was usually a bit easier, and so on.  I talked to my children a lot more about how mommy landed a new project with a client, with the intent to reassure them that all was going to be alright.  This not only proved to be helpful for me, but my children seemed happier and felt safer as they saw me take control of the situation.  There were and still are difficult days, and I expect many more to come, but as a family, we are holding each other up while we grieve.

As anybody who has gone through something like this will tell, it is easier if you do not through all this on your own.  Friends, family, my children’s school and even my husband’s school (he was an International Baccalaureate science teacher) played a large role in helping us get through this difficult time.  Their level of support astounded me and still does!

But it wasn’t only them!  My clients were also a great source of support, even a couple which I had just started working for only a short period before the incident.  With all my heart, I thank everybody who stood by us, and I thank my clients for their understanding and patience.  How lucky am I to be working for such a wonderful group of people!

I am happy to say that I am back at work with more energy and enthusiasm than ever.  Several very exciting client projects are already lined up for 2019 and I cannot wait to get started on them!  I’ll also be announcing a new service soon, which will be very exciting!

188652_5087936666_3463_nOf course, 2018 will always remain an unforgettable year for me, but I am not giving up.  In fact, I am more determined than ever to live life to the fullest and to make my dreams come true.  My husband knew that owning my own business was a dream of mine.  He was my number one supporter when it came to my business and he always pushed me to keep going even when managing both a business and a growing family was challenging.  He never stopped believing in me and I can feel him watching down on me, giving me yet another nudge to keep moving.  As such, my goal is to make 2019 the most memorable and successful year for my business yet!  I hope you will be a part of it!

I would like to wish you all a very Merry Christmas, happy holidays and a happy new year!

 

Thank you to my clients in 2018!  You guys rock!   (in alphabetical order)Thank you pink roses

Facebook Page Views Still #1 in Canada

Despite all the glitches and privacy issues that seem to continuously pop up for Facebook, the social media giant still manages to maintain their page view share in Canada.  This week (December 14 2018), they announced another privacy scandal which might affect 6.8 million Facebook users.  The issue is that photos that were considered private, such as photos in Facebook stories, may have leaked out to about 1,500 apps.  Hmmm, what will the following chart look like in a few months from now?  I predict that it will stay the course.  Although this is a big issue, we have not been told yet how many of the affected Facebook users were Canadian.  Since the big dip in page views that occurred after the Cambridge Analytica fiasco, there have been several security breaches for Facebook users over the past few months yet the Canadian statistics for the page viewership on Facebook has remained largely unchanged.

statcounter - social media - Canada - Nov 2016 to Nov2018

CCPE Comes out with a Roar on Facebook

CCPE-CFPCA little while ago, I wrote about what seemed to be a revival of the Council for Continuing Pharmaceutical Education (CCPE), at least when it comes to their online presence.  They had revamped their website and had an ad on Facebook boasting about their updated educational site.

The CCPE used to be so quiet online and on social media, but they seem to be coming out with a roar on Facebook these days!  Way to go CCPE !!!!  Your increased presence on Facebook is definitely noticeable!

It looks like the CCPE has recently (as spotted in December 2018) taken their Facebook presence one step further as they have multiple ads on Facebook targeting people who want a competitive advantage in the pharmaceutical market.  Their positioning and targeted audience are very clear from their ads.  The CCPE clearly wants to be recognized as the educational organization that can help boost one’s career within the pharmaceutical industry, whether one is trying to break into the industry or needs a competitive edge to stand out amongst their peers when it comes to career advancements.  Take a look at the screenshots of their most recent Facebook ads;

 

 

This slideshow requires JavaScript.

I don’t know if the CCPE is advertising on other social platforms, but I think that Facebook is definitely a good spot to be advertising because those with or those hoping for a pharmaceutical career are like the general population – they are on Facebook.  Despite all of Facebook’s recent chaos and woes, it is still the number 1 social media platform for Canadians as can be seen by its page view share of 55.98% (Statcounter, Canadian social media statistics, November 2016 to November 2018).

statcounter - social media - Canada - Nov 2016 to Nov2018

Source: StatCounter Global Stats – Social Media Market Share

Kudos to CCPE for taking this plunge in Facebook advertising.  When we think of reaching out to pharmaceutical professionals, we think of LinkedIn, but I think we often overlook Facebook because it is where Canadians go to the most when it comes to social media.  And even though the targeted audience is probably on Facebook for personal reasons, their professional career hat is not far away, so the ads should be effective in reaching the appropriate audience.  I look forward to seeing if it pays off for CCPE in the future.

Do you think more companies should be reaching out to pharmaceutical employees via Facebook ads?  Let us know in the comments.

 

New Facebook Group Admin Feature that Pharma Just Might Like

Social Media Marketing Society posted on its closed Facebook group that Facebook is rolling out a new feature that will allow Facebook Group admins to anonymously remove a member’s post and give a reason why the post was removed.  Pretty cool, huh!

Note that this is for Facebook GROUPS, not Facebook pages.

This could be a handy little tool for pharmaceutical or healthcare marketers who have regulatory guidelines to abide by.  Of course, all Facebook groups should have engagement rules that are prominently visible to their members, but sometimes, people either don’t read them, don’t remember them or simply don’t care for them.

If somebody makes a first offence such as mentioning a product name and disease state in the same post (which is a big no-no in Canada since the post may be seen by consumers), the admin could remove the post and politely inform the member that the post was removed in order to follow regulatory guidelines, with a reminder and link to review the group’s policy.  If the offence is more serious or comes from a repeat offender, depending on the group’s tolerance policy, the admin may decide to give this person a chance and a warning if they wish to remain part of the group.  It goes without saying that this person would also receive the reminder and link to the group’s engagement policy.

I have checked my Facebook groups, but none of them have this feature yet.  Oh Facebook – always slowly rolling out new features and teasing those who don’t have early access!  Here’s a sneak peak at the pics that were posted by the Social Media Marketing Society.

FB group rule broken - admins can now explain why removed comment 1FB group rule broken - admins can now explain why removed comment

Do you think this will be a handy tool for you and your organization?

CCPE launches its new website

This week, a Facebook ad from the Council for Continuing Pharmaceutical Education (CCPE) appeared in my timeline, with the intention of promoting their new CCPE website.  I have been following the CCPE Facebook page and CCPE LinkedIn business page for years and they are a quiet bunch on social media, so I was really excited to see that they had sponsored a post on Facebook.  My guess is that they simply targeted their 74 Facebook followers. They may be testing their social media advertising opportunities.

At the time of writing this post, they did not have anything posted on their LinkedIn page and I could not find them on any other social media network.  Unfortunately, they do not promote their presence on social media on their website.  This might be because of their low activity on social media.  Personally, I would like to see them more active on social media because their service is valuable and I think a lot of young, Canadian pharmaceutical sales representatives and marketers can be found on various social sites. Their presence probably reflects that of the general Canadian population for their age group.

Here is a screenshot of the ad that the CCPE posted:

CCPE FB ad

Be sure to check out their new website, whether it is for yourself or more junior people that you are mentoring.

And while you’re at it, why not follow the CCPE on social media and let them know that Marketing 4 Health sent you: CCPE Facebook page and CCPE LinkedIn business page

Social Media Page View Shares; An Update

Another day, another Facebook scandal!  On September 28, Facebook announced that over 50 million Facebook accounts have been affected by a security issue.  Just when Stat Counter showed Facebook as slightly increasing their page view shares at the end of August 2018, we have another dip to look forward to.  Since the issue was announced so late in the month of September, I don’t suspect next months’ Stat Counter chart will look much different, but we’ll be sure to start checking again once the October and November charts become available.

 

StatCounter-social_media-CA-monthly-201708-201808

Is PAAB review required for chatbots?

88341455_sMarketers in every single industry have been hearing about the importance of artificial intelligence (AI), including pharmaceutical marketers.  The major difference between the pharmaceutical industry and the others is that pharma is highly regulated in what it can say and do.  So, is PAAB review required for chatbots?  The answer is, of course, yes!

Whether a communication from a pharmaceutical company comes from an employee or a chatbot, the regulatory requirements must be treated the same;

For chatbots, the initial submission must include a detailed description of the model determining which scripts are used in which contexts (such that the underlying logic and model assumptions can be reviewed). Again, if applicable, A detailed description of how machine learning will take place must also be included.

-Patrick Massad, Deputy Commissioner, PAAB.

For more on how PAAB reviews chatbots, download the PAAB training document Artificial Intelligence (AI) for Canadian: Pharma: Opportunity or risk?

Want to learn even more than what’s in the training document, then join us at the upcoming PAAB workshop: Download the agenda and register now!

Workshop dates:

November 20, Montreal

November 22, Toronto

Early Bird Special:
Book by September 28, 2018 and save $50

 

Marketing 4 Health Inc. is pleased to help raise awareness for the PAAB workshop.  We hope to see you there!

Novo Nordisk Marketing Manager comments on the success of the Ozempic® social media advertising campaign

A few months ago, I spotted a Canadian pharmaceutical ad on Linked for the prescription product Ozempic®.  You can see my blog post about it here.  This was intriguing to me because it’s not every day that you see a prescription product promoted on LinkedIn, especially considering our Canadian regulations about direct-to-consumer (DTC) advertising where you can only mention product name, quantity, and price.  But although this is technically considered a DTC ad since consumers are not blocked from seeing it and as such must follow Canadian DTC regulations, it is actually an ad targeting healthcare professionals.  Similar ads are currently ongoing on the Novo Nordisk Facebook page.  Note that Novo Nordisk does not post on their Facebook page, therefore it is probably just used as an anchor for their Facebook ads.

 

 

I asked Jeff Aikman, the Ozempic® Marketing Manager, for some feedback on the success of the Ozempic® social media advertising campaign. Here is his response:

 

Despite advancements in the diabetes treatment landscape, many people with type 2 diabetes still struggle to reach their hemoglobin A1C (HbA1c) or blood glucose targets. Generally, clinical guidelines recommend an A1C goal of 7 per cent for most people.1

Healthcare professionals play a major role in helping patients and their caregivers understand their diagnosis and available treatment options. Helping patients understand the importance of the care plan for diabetes, and engaging them in the decision-making process strengthens the partnership between healthcare professionals and people living with diabetes. It can also promote a person’s understanding of, and adherence to, the treatment plan.2

Like all new products introduced into a market, it is important to build top of mind awareness, name recognition, and intrigue. When advertising online, the ads need to have a destination to click through if the viewer is interested in learning more.  In pharmaceutical advertising, the ads can only reference name, price, and quantity. Since these ads were targeted at HCPs using HCP language, the destination microsite must be gate protected and for HCPs only. We partnered with Media Platforms, an innovative healthcare advertising agency that specializes in reaching Healthcare Professionals and patients digitally, at a fraction of the cost of traditional advertising. At the launch of Ozempic® in Canada, we provided all HCPS with an opportunity to learn more about our newest Glucagon-like Peptide-1 (GLP-1) Receptor Agonist, Ozempic®, through an innovative online program. The program was designed to reach HCPs treating patients living with diabetes who were also looking to help their patients achieve their A1C goals. The digital advertising space provides us with a great platform to share compliant advertisements with HCPs quickly and effectively giving them the option to click through and receive more information.

The overall success of this program is still to be determined as it is ongoing, but we have seen some significant engagement with the content and direct follow up from physicians looking for more information. We are monitoring overall impressions, click through rates from the ads, and entrances through the gated site. Inside, HCPs can learn more about the medication and ask a question directly to our Medical Information team. Advertising through digital channels is an excellent cost effective way to get your name out there, providing HCPs the option to click through and learn more about the Canadian indication.

 

Note: Novo Nordisk is not a client.  I have not received any incentive to write this blog post.

 

References:

  1. Diabetes Canada. Clinical Practice Guidelines. Accessed on August 15, 2018 at http://guidelines.diabetes.ca/reduce-complications/a1ctarget
  2. Lau, David C.W.  MD, PhD, FRCPC. Snapshots of Diabetes Care in Canada. Canadian Journal of Diabetes. Accessed on August 15, 2018 https://www.canadianjournalofdiabetes.com/article/S1499-2671(13)01464-0/pdf

PAAB workshop focuses on Artificial Intelligence to applying Real World Evidence

PAAB workshop speakers

PAAB workshop speakers

Have you signed up for the 2018 PAAB workshop yet?  With exciting topics from knowledgeable speakers, it promises to be a worthwhile event.  Download the agenda and register now!

 

 

 

Workshop dates:

November 20, Montreal

November 22, Toronto

Early Bird Special:
Book by September 28, 2018 and save $50

Here are the key learning objectives:

1) 2017-18 complaints & advice
Case studies from Health Canada and PAAB on public non-compliant communication materials and campaigns.​

2) Real World Evidence
Discover what of types data can be used as evidence for your product’s claims with PAAB.​

3) Digital marketing & communication masterclass
From AI and chatbots to deploying social media campaigns for disease awareness, turn digital innovation into an opportunity, and not a challenge.

4) PAAB Clinic
Collaboratively build several traditional and digital Advertising/Promotional Systems while tackling challenging issues provided from PAAB.

Those who would benefit from the PAAB workshop:

​This training is designed for anyone working on healthcare advertising, marketing or communication materials that circulate in the Canadian market. The workshop is designed to support a full range of attendees, from beginners to experienced.

Register now!

 

Marketing 4 Health Inc. is pleased to help raise awareness for the PAAB workshop.  We hope to see you there!