Some interesting people have filled out my online form telling me why they are or want to be an ePharma Pioneer Club member. Today, I'd like to introduce you to Xavier Petit (that's him on the left as seen on his facebook page).Here's his story in his own words [with my remarks in red]. You can contact him by e-mail at xpetit@xpetit.com or follow him on Twitter (http://twitter.com/xpetit).
I started my career in pharma with Shire in May 08. So there, you can scratch the 2nd criteria. While you're at it, scratch number 3 as well. I don't have much experience in using innovative digital media. Hopefully I can now demonstrate that I have either 1 or 4 or perhaps both.
[Xavier is referring to the 4 criteria for membership in the ePharma Pioneer Club. These are:
1. A passion to engage, educate, and entertain through digital media,
2. Long-standing involvement in the field of pharmaceutical e-Marketing or e-Communication,
3. Specific experience developing or using innovative digital media, and
4. A need to help pharmaceutical marketers achieve success in the "e" realm.
Every member of the ePharma Pioneer Club should satisfy one or more of these criteria or demonstrate a willingness to take them on as goals.]
I work in the integrated marketing department leading the consumer database marketing. I am not involved with setting the strategy and tactics but support the brands in building capabilities to optimize current tactics and implement new tactics and programs. As such I am looking at the infrastructure we need to build or who to partner with in order to execute tactics on new platforms such as digital.
[Maybe some other Club member can help you with that! I see that you are in the Philadelphia area. Let's get together some time!]
I spend a large amount of my time researching the technology and best practices behind implementing new marketing channels. I recently completed a research on mobile phone marketing in pharma with the help of a firm called Envision.
[Ah! So you already know Fard Johnmar, another Club member!]
We look at where the us market was not only in the technology life cycle (capabilities) but also in terms of usage and acceptance compared to Europe and Asia. The document that we drafted will serve as the guidelines and established a time line of level of involvement in Mobile for our brands (I have secured 3 shortcodes to ensure their availability when the brands are ready).
[Can you share some facets of that document with Club members? Maybe you'd like to write this up for publication in Pharma Marketing News or be a guest on Pharma Marketing Blog?]
I am currently researching social marketing and building a case for establishing a framework within the company to create guidelines and policies to govern our social marketing.
As you can imagine, this will take time and education as I will need to engage MLR, IT, as well as the senior management.
[It may help to have your colleagues take the "Rate Your Social Media Marketing Readiness" self-assessment questionnaire -- read about that here. I can set up a unique, private version for your people to fill out so you can see how they rate independent of all other respondents. They can remain anonymous.]
The people I work with in my immediate surroundings are all aware of the benefits of engaging consumer and HCPs via digital and social media. I am offering them my support in creating business cases to support the adoption of these new tactics. We all believe in a more authentic communication with our customer and prospect and in providing transparency and education.
As mentioned at e-pharma, digital and social might be the opportunity for pharma to redeem itself and offer a meaningful engagement to consumers.
[Have you heard my conversation with Fabio Gratton on that very subject? Go here to find the link to the podcast archive. You can also hear more in this Pharma Marketing Blog post: "A Tithe on Pharmaceutical Marketing for Promoting Health"]
While offline has its place in the pharma marketing mix, it should be targeted at driving traffic online. Online and social only, can deliver an emotional connection with the consumer and educate them in an engaging manner.
One way to help marketers achieve success in the e realm is to measure and provide analyses that focus on the impact on behavior: Are we changing behavior? This is not achieved by the typical multivariate ROI analysis that only look at sales revenue. This takes building data warehouses with opted-in consumer data, web analytics, APL data, 3rd Party data, survey data and a deep understanding of the goals we are pursuing. This is where I am acting on #4...Hopefully my #4 is strong enough and/or you can find a little bit of #1 in the statement as well.
VOILA! Xavier
[Tres bien! Bienvenus au Club!]
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