Guest Fabio Gratton, Co-founder, Chief Innovation Officer, Ignite Health, and ePharma Pioneer Club™ member, talks about why so few pharmaceutical companies have leveraged the power of social networks to communicate with consumers/patients and how marketers should think differently about the metrics that constitute success.
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One of the biggest challenges in measuring the effectiveness of social network communications strategies is getting people to
think differently about the metrics that constitute success. Today, we can no longer just measure a conversion at a single
point in time; we must be able to measure the level of engagement that our strategies create and how that engagement
translates into a long-term relationship with our customers. Once we define how to measure engagement, we will also need
to determine how to assign a quantifiable value to that engagement. How we measure engagement and how we assign value
to the relationships that emerge from that engagement are two distinct but interrelated aspects of a social network strategy,
and both must be thoroughly explored to develop a new means of measuring these new tactics.
Why have so few pharma companies leveraged social networks to communicate with consumers and especially patients?
Why is it so difficult to measure social network communications efforts? Isn't there a wealth of measurement tools available?
How should pharma mareketers be measuring social network focused communications campaigns? Any tips?
Fabio Gratton is the Chief Innovation Officer and a founding partner of Ignite Health, one of the fastest-growing healthcare agencies in the US. Gratton works closely with the agency's creative and account teams to develop Internet strategies for all agency clients. Gratton, a graduate of UCLA's acclaimed film program, worked as a screenwriter prior to channeling his passion for storytelling to the medical marketing industry. Ignite recently launched Incendia Health Studios, a purpose-driven media company focused on creating media properties that leverage rich media, video, and interactive technologies to engage people living with chronic illnesses and those who care for them. In addition to helping develop Internet strategies for existing Ignite clients, Gratton has assumed President and CEO responsibilities for Incendia.
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