Marketing

Fresh start in 2011

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By now everyone has gotten past their New Year’s resolutions and is picking up where they left off last year. So thinking about my

Fast start...

 first blog post for 2011 I would like to cover the following areas:

  • A look back at 2010
  • Maintaining momentum in 2011
  • The focus for the year

Reviewing 2010

The nice thing about blogging is that you can go back and see how you’ve progressed throughout the year. In last year’s blog post: Upgrading for 2010 I had worked on a business plan to startup a new Life Sciences practice for an IT services company. I covered the five focus areas last year by writing about the following topics:

  • Social Media – from the use of these tools to deriving ‘value’
  • Cloud Computing – producing a white paper for my employer
  • Drug Development
  • A three-part series on Aligning Life Sciences and IT – covering how to leverage information technology; Mobility and Innovation and the Business Process
  • Innovation and Outsourcing
  • A book review on ‘selling’
  • Patent Expiry

Unfortunately the business plan was not approved, and I moved to another opportunity to do business development for an IT services company. This challenging role now has me advising clients on the best use of IT within Life Sciences and Healthcare. This opportunity came by way of my network, and for that I can thank Robert.

Maintaining Momentum in 2011

I continue to focus on the use of social media tools. So I am thankful for my LinkedIn network and my followers on Twitter. I have come across lots of folks with the same interests and challenges for the Life Sciences and Healthcare industry. There are tons of creative people with new ideas for solving today’s business problems. In 2011 I want to carry the momentum started in 2010.

Karl Rove and Jim, 14Dec2010

 

I am also very grateful for my co-workers, coaches and mentors who have helped me transition into my new business development role. Towards the end of 2010 I started to see success in driving new opportunities for my company by aligning IT to improve businesses. Along the way I’ve met many interesting people. I had the chance to attend an industry meeting for Medical Devices and speak to Karl Rove the former aide to President Bush. Politics and Healthcare are very intertwined and for 2011 there continues to be changes.

 

The Focus for this year

I plan to enter 2011 by expanding on last year’s topics. How do I combine my interests with the tasks of being a business development executive? Here’s what I’ve come up with:

  1. Leveraging Twitter to cover the following areas:
    #pharma – how is clinical development, social media, and regulations impacting this segment of Life Sciences?
    #mHealth and #mobility – the use of mobile devices will impact healthcare throughout the world.
    #hcsm – how to best leverage healthcare social media?
    #healthit and #it – what is the impact of IT on the organization?
    #personalizedmedicine and #genomics – will genomics have an impact on healthcare in our lifetime? (I’m currently waiting on results of my own genomics that has to do with ancestry.)
  2. Business process improvements in the areas of Product Lifecycle Management (PLM); Customer Relationship Management (CRM) and Supply Chain Management (SCM).
  3. Clinical Development and Analytics
  4. Cloud computing
  5. Mobility
  6. Mergers & Acquisitions
  7. Globalization

In case I forget to add Marketing and the use of Social Media to further drive IT services opportunities. I will be more involved in our website and the use of the social media tools.

I continue to have a personal interest in the Life Sciences and Healthcare industry. Last year I saw the impact of ‘personal health records’ for my brother who is a kidney transplant survivor. I’ve have friends succumb to diabetes, and parents who are aging. How will technology help to improve the lives of these people? Will this be something I will see in my lifetime?

 

January Snowstorm for Newtown, Pennsylvania, USA

So like the snow storms on the East coast of the US. As of January 2011 there are more storms this year than last year. We are starting 2011 with a lot of momentum.

Thanks,

Jim

Deriving “value” in today’s world of Social Media

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The focus on this article is to help you find “value” through the use of social media tools. The idea came to me when I read the Community Pharm post entitled Hindsight Is 20-20 But Foresight Is Critical. In this article, the main idea was on the Pharmaceutical brand manager’s focus on budgeting. I want to discuss ways in which this budget can be applied to activities that ultimately add ‘value,’ and how you can find ways to apply social media tools to drive revenue your products.

In setting the context for this discussion: I have the task of starting up a new business unit. So along with the usual business plan and strategic sessions that go into creating a new practice we need to find ways to promote our product and services. Most of us will also go through a process of creating a marketing plan. What I want our Marketing group to carry out is to:

  • drive revenue and specifically top-line revenue
  • create a positive image for our products and ultimately our company
  • help us understand the market and our customers

We’ve elected to merge the use of social media tools into our plan, and began a search for how to do use these tools. One article that I found helpful was 12 Reasons to Use Social Media to Grow Your Business by Pam Dyer.

She provides both growth information as well as twelve compelling reasons to use social media to grow your business. I would also recommend bookmarking these sites:

So now you know the how to use social media. Now let’s get back to the brand manager and his budget. The obvious question is what business models to invest in when your focus is on Healthcare? A good friend of mine Andy De (http://www.andyde.com/) has an article entitled: Will Social Media find “Meaningful Usage” in a Healthcare Context.

He proposes a ‘strategy framework’ around six business model scenarios for social media and healthcare. Of the six models our company has embarked on the business model scenario E. You see we offer IT services and solutions for Life Sciences and Healthcare. We have a keen focus on the “mHealth” market (also called “telehealth”). What is your focus/business model?

Our next steps are to start with tools such as Twitter, and Blogging, along with LinkedIn to create awareness around a set of products and services within Life Sciences and Healthcare. Your plan will be different. Our goals are set-up to allow our company to get accustomed to the use of social media tools. So far taking small steps has helped us evolve our company as we break into new markets. We have allocated budget for this activity and the value will increase over time. Do you have a story to tell about the use of social media for you company? Community Pharm (http://cp.pharmalive.com/) is a site for sharing such ideas. Let us know if this article was of value and if you want us to present relevant topics.

Thanks,
Jim