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Knowledge is key to online sales and marketing success

But objectives should be built on the findings of research, says social media and multi-channel marketing expert Sven Awege

Understanding doctors' disease and therapy knowledge is key to digital engagement, says social media and multi-channel marketing expert, Sven Awege, who will be the guest speaker at a free pharma industry webinar to be run by Networks in Health on May 29.

Sven, who is Executive Director/Principal for the European marketing consultancy, Pharma Strategic, advises that objectives for promotional and educational campaigns should be built on the findings of research and gathering insight into doctors' existing levels of knowledge.

Such research, which could involve ad-hoc questionnaires, campaign surveys, engagement analysis, and forum sentiment mining, should inform the draft programme, which should be trialed among target groups of doctors prior to launch. This activity should be followed by ongoing measurement and impact evaluation. 

“Build a draft campaign and test it with a small but meaningful proportion of your audience to measure channel flow, usability and outcomes. Verify that you are meeting your objectives with this audience. Tweak and re-design your initiative. Then launch, measure and tweak again,” says Sven. 

If you are using an independent online professional community to run your campaign, then continually review it with them and re-design it according to their insights and knowledge of the community. Make sure you are still happy with the overall objectives and that the goalposts have not moved,” he advises.

At the webinar on May 29, Sven will be exploring the role of independent online professional networks in helping pharma to drive promotional and educational campaigns by better understanding doctors' information and educational needs. The event will be held at 2.00pm Central European Time and 1.00pm UK time. 

Sven will be joined by two other expert speakers, who represent the webinar's host companies. They are Mike Brandreth, Business Director for Networks in Health and Simon Grime, Managing Director of Communications for Doctors.net.uk, which runs Networks in Health.

In addition to listening to presentations by these speakers, webinar participants will be able to see a case study example showing how engagement with online communities was instrumental in the success of one company's product promotional strategy, providing vital data and information to integrate with the sales force activity and directly influencing prescribing behaviour.

The webinar will be run and hosted by PMLiVE. It will last for approximately 40 minutes and will be followed by a 20 minute Q&A session in which delegates can post questions to the experts. For more details and to register, log on to: http://bit.ly/Yax6xf 

For more information on Networks in Health and Doctors.net.uk, please call Simon Grime on +44 (0)1235 828400, or email Simon.Grime@mess.doctors.org.uk.

24th May 2013

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