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5 surprises about digital games and how they can work for pharma

Marketers that fail to recognise the power of digital games in their campaigns are missing out on a huge opportunity to educate customers and gain valuable data, Prime Academy delegates heard.

Colin Cardwell, CEO and founder of 3rd Sense, a Sydney-based app and game developer, told the conference that healthcare professionals, like everyone, are more likely to learn, absorb and engage with content, including marketing messages, if the experience is interactive – and fun.
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How one message from Coca Cola could change your ROI

Coca Cola may not be an obvious choice for pharma marketers to turn to for inspiration, but there is much to learn from the brand powerhouse’s blue-sky strategies and approach to marketing spend, according to Ryan Willoughby, head of content and education at Australian Doctor Group (ADG).
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How to make your CPD education count and the power of digital

Hear Natalie O’Dea, head of education and events at Australian Doctor Group share in less than 2 minutes how getting the content right and amplifying one event using digital strategies boosted GP engagement by 1000%.
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Why the best marketing is all about fame and emotion, not brand

Businesses are missing significant growth opportunities unless marketers discard their obsession with brand, and focus instead on the power of emotion to connect with customers to drive growth, a marketing expert told the latest Prime Academy in Sydney.
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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