Healthcare Blog

by Mads Krogh Petersen

The business case for keeping "the healthy" healthy is undeniable. Technology and Big Data makes it possible to monitor the state of your health and make preventative measures, rather than waiting for a disease or condition to break out.
by Mads Krogh Petersen

Real customer relations are generated when a brand succeeds in engaging users in an ongoing dialogue

The prerequisite for keeping an ongoing dialogue is relevance. Relevance can be ensured when the brand continuously learns and applies this knowledge to the interactions with the user.

Vertic has developed a global digitally centered dialogue program for patients at LEO, where content delivered to the users is carefully tailored according to the profile of the users.

by Emil Madsen

Social media platforms and channels are in constant development, and new ones keep entering the scene. Social media can have a significant effect on our attitude formation and decision making, but the social scene is fragmented and diversified – and the various social channels can be used for completely different purposes. Knowing which channels actually have an influence on your business should be the starting point when approaching social media.
by Mads Krogh Petersen

It is a given that the purpose of marketing is to influence purchase decision. And to do so, you need exposure of your communication to target audiences.When launching any marketing strategy, you need to consider the habitual digital behavior of your customers in order to reach them.And you need to create a relevant presence for your messaging in the customers’ familiar environments, thereby engaging them where they are most susceptible to input.
by Emil Madsen

A crucial part of reaching the targets of your online marketing campaigns is to establish a presence on search engine and above all rank well on Google.

In the marketing of healthcare products and services, the importance of good search engine rankings is arguably greater than in many other industries, because finding the right information about a symptom; a disease; a diagnosis; or a treatment isn’t a simple purchase decision. Rather, it is an intricate information journey with many alternatives, mediators (HCPs and other experts), and there can be dire consequences of being misinformed.
by Emil Madsen

Today’s headcount of YouTube channels launched by healthcare companies: 74. Roughly estimated, 25% promote drugs and health products, 15% promote medical devices, 40% promote disease awareness & campaigns, and 20% promote corporate communication.
by Emil Madsen

Content is what websites are made of. It is the textual, visual or aural content that constitute the user experience of visiting and using a website. The danger of not paying enough attention to content creation is to end up with a site or asset telling stories that nobody really wants to hear – or which are told in a way that is not appealing. Creating the right content on the other hand is only beneficial. To name a few: 

• Interesting content will capture your visitor’s attention and increase their time on site
• Quality and up-to date content is favored by search engines and will result in higher rankings
• Quality content is memorable and shareable and encourages word-of-mouth communication
by Emil Madsen

Many pharma companies have already raised concern that Wikipedia pages on their drugs contain content that is misleading or even misrepresentative. The concerns are often amplified by Wikipedia pages’ prominent positions on search engines, because hereby, Wikipedia is often the first source of information that patients will receive on drugs and drug manufacturers. Although the reliability of Wikipedia is usually of very high standard (see our other article, Wikipedia – a trigger for social media phobia in pharma), Wikipedia is still open to anyone who feel a need to contribute. And regardless of reliability, there can be serious consequences of being misinformed on Wikipedia. False information of e.g. unproven side effects can mean that patients or prescribing HCPs might unfounded and unfairly consider not using certain drug. And so, the need for pharma to edit Wikipedia is understandably arises.
by Mads Krogh Petersen


Disease, treatment and brand websites are inevitably necessary and important ingredients in a digital strategy in the (pre) launch of a given product or as drivers for general positioning within a disease area for a pharmaceutical company. Yet, very often these websites become the digital strategy rather than parts of a strategically coherent approach to digital. Considering that both disease and product information will be readily available through other digital assets, and the fact that pure play pharmaceutical disease and brand websites remain infrequent resources for HCPs, pharmaceutical companies fall short of activating the full potential of digital.

by Mads Krogh Petersen



The pharmaceutical industry has experienced an increase in the cost per sales rep visit and a decrease in average time per visit and # visits accepted by the physicians. This puts additional pressure on the sales effectiveness of the face-to-facemeeting between the physician and the sales rep. Yet, it has been documented that many sales reps fail to deliver an optimally effective sales meeting.

There are many underlying reasons and one is sales reps’ tendency to present a predetermined sequence of slides often providing a significant level of detail on each slide. In a word, sales reps attempt to sell a product, rather than provide a solution tailored to the unique situation and need of the individual physician.

The science of providing a solution is described in the concept of Solution Selling. Vertic’s approach is to build the iPad e-detail based on the tenets of Solution Selling through 3 simple principles.

by Mads Krogh Petersen


Social media monitoring is indisputably valuable as a “voice of the customer”. Yet, many companies have chosen to complement SMM in order to take a more holistic approach to digital customer insight.
by Emil Madsen

It is thought provoking that the pharmaceutical industry hopes to make non-adherent patients adherent to patient support program in order to enhance treatment adherence. Is that not “mission impossible” and inherently contradictory? You may presume that the very reasons for non-adherence are similar to those reasons which would make a patient unlikely to participate in a support program.
by Mads Krogh Petersen

The healthcare industry is facing the intersection of a previously unseen rate of technological adoption and fundamental changes to its business model. In a market where only few real innovative pharmacological solutions are launched; where payers are cutting costs, focus more on patient outcomes and apply strong health economic perspectives when granting approval and reimbursement; and where GPs have less face to face time with sales reps, digital is contributing to reinventing more or less everything within the pharmaceutical industry.

by Ander Riis

Summary
A question some companies currently fail to answer is; “how are you using the information gathered from monitoring?” Social media is enabling companies to bring new levels of intelligence into the organization to build unique customer relationship and ultimately a stronger value proposition. 
by Anders Riis

On Wednesday, September 21th, Vertic was fortunate enough to be invited to this year’s Mobile Social Communication conference. The conference, which is hosted by Business Development Institute, had speakers from companies at the forefront of social and mobile such as FourSquare, Wall Street Journal, American Express, Corcoran Group. Needless to say, the speakers were exited to present their case studies and reflect upon the potential of both social media, mobile, and gaming.