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Content That Moves

6 ways to make digital headlines sing

By Paddy Wood, Digital Editor at Australian Doctor Group


Engaging audiences is a daily battle for all digital publishers and there are few more powerful tools than the humble headline.

Those few, carefully chosen words can mean the difference between a reader visiting, reading, commenting, and returning — or ignoring you altogether.
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The power of digital metrics

By Ryan Willoughby, Director of Content & Education at Australian Doctor Group


“You’re almost better off doing nothing than focusing on just one single metric because you’re just very prone to false conclusions.”
– Buzzfeed, former director of data science, Ky Harlin

Ky is telling us not to place all of our eggs into one basket when it comes to data metrics, but then what combination of metrics do you need to look at to establish whether your digital marketing campaign is effective?

Impressions? Page views? Shares? Comments? Email click-throughs? What do they mean and also, what does success look like when you’re distilling and on-communicating these data analyses to your key stakeholders?

At Australia Doctor, Medical Observer and 6minutes, we are forever measuring our campaigns, collecting data and trying to improve audience engagement. But what key metrics do we look at and why?
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How to make education stand out

By Natalie O’Dea, Head of Education & Events at Australian Doctor Group


Last triennium, more than 11,000 RACGP-accredited education activities targeted GPs! Given the abundance of activities to choose from, strategies that help your educational activities stand out from the rest are essential.

Australian Doctor Group (ADG) recently ran a seminar series called “The Breathless Patient – is it the heart, the lungs or both”, which received an overall educational quality rating from GPs of 4.4/5. Here are our top 5 strategies that made this seminar a success.
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4 ways to get the most from digital – and comply with the code

By Ryan Willoughby, Director of Content & Education at Australian Doctor Group


Gone are the days of lavish pharmaceutical product launches in 5-star hotels, cash prizes for remembering key product features and, one of the most prolific pharma marketing tools, branded pens.

Tried and tested, these were the go-to marketing strategies for the pharma industry. They worked.

However, Medicines Australia (MA) put a stop to those tactics in their drive to promote ethical marketing of prescription pharmaceuticals and the quality use of medicines.

No one would argue against regulating the marketing of prescription medications.

Unlike industries, which are in the business of selling luxury goods, fashion or snack foods, we are dealing with complex, life-changing therapies – and on a larger scale population health – so regulation around how we market and educate the community about our treatments (and especially prescribers) is reasonable.

Many pharma marketers argue that changes to the code have stymied our ability to have any real impact and stripped us of an opportunity to be creative.

But in reality, there are new – and far more creative and effective – ways to engage with healthcare professionals beyond post-it notes and lobster lunches.

It can be summed up in two words: digital marketing.
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4 reasons why pharma can’t ignore social media

Almost 70% of Australians are active on social media networks and one in 20 Google searches are for health-related questions, but pharmaceutical companies lag behind other industries and have yet to embrace social media to engage with healthcare professionals and patients.

Marketing has become a two-way conversation and social media is key to online influence, but pharmaceutical companies are spending up to eight times less than other leading industries on digital marketing, according to digital experts.
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5 ways to make your brand shine at APP 2017

We all know that APP is the biggest and most influential conference in pharmacy’s calendar year, but knowing how your brand can best leverage this is another story.

It’s that time of year again: APP. Everybody is there.

You‘ve pulled together the stand, your satchel insert is pretty effective and your barista makes a good coffee.

You even have a dance crew, Instagram photographer or promotional team tearing it up in the trade-floor aisles drawing the crowds to your stand.

You’re making your brand sizzle. But is this enough to make that lasting impression on your customers? Read more

New features for Medical Observer website

Medical Observer has been getting an update recently, with the introduction of blogs and the roll out of infinite scroll. Read on to learn more about why we chose these features, and how they’re performing so far.

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Get More From Your Multichannel Marketing

Pharma’s Digital Future: Getting more from your multichannel marketing will be held November 24, 2016 in Sydney. Click here to book your tickets now.

Prime Academy started in 2016, with an awareness that while healthcare and pharma face unique challenges and opportunities when it comes to marketing, there is no specific educational program/body that is exclusively focused in this area. In addition, a lack of transparency means marketers often don’t know who is doing it well, so uptake of new technology and innovations can be slow.

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Social Media and Medical News: what’s driving social traffic?

Social Media and Medical News

Sometimes, it seems that ‘social’ is the marketing buzzword of 2016. Everywhere you look, you’re being told: YOU NEED TO BE ON SOCIAL.

It’s easy to see why. Across our GP mastheads, traffic from Facebook has increased more than 155% compared to in 2015. These days, Facebook is the way a growing number people get their news – and as we know already, GPs are people too!

So, it’s obvious why social is a key part of any media or marketing strategy. But what do HCPs want to see and engage with while they’re on Facebook? Read more

The changing media market

Bryn McGeever, Managing Director of Australian Doctor Group, discusses the changing media market and what that means for our healthcare publications.

Print engagement holds whilst online engagement grows.

This week sees the publication of the annual MPA readership survey – a survey designed to measure the readership of print publications within the Australian healthcare media marketplace. Although the market has changed, the undeniable strength of print is clear to see. Read more