MERCK – a global company with over 350 years of experience, founded in Darmstadt, Germany in 1668 by Friedrich Jacob Merck, now with almost 53 000 employees in 66 countries working on breakthrough solutions and technologies. Healthcare, Life Science and Performance Materials are MERCK’s core businesses. In all three sectors, it offers specialized and high-quality products.
Considering recent changes in European law system (GDPR implementation) Merck is required to gather a personal opt-in for further continuous communication with HCPs. It is a rather challenging activity involving multiple assets and resources, including proper tools, representative training, and development of an add-value – “a reason to believe” – to HCPs give Merck an e-permission.
Connectmedica where responsible for complete project development and implementation using Highp platform and service. During the Polish Clinical Oncology Society Congress, Merck was acquiring opt-in with the support of our conference representatives. Using Highp platform we were able to send instantly thank you message to physicians and reinforce the promotional process of a new app – CRC box, designed especially for oncologists, bringing higher satisfaction and Merck brand awareness. With Highp automation we are able to followed-up communication to successfully engaged hundreds of HCPs remotely.
Born and Raised in Warsaw, Poland – Connectmedica and it’s flagship product Highp – account-based marketing & communication platform yesterday announced their presence at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA.
Company’s incredibly talented team and their innovative CEO Igor Gnot are very excited and proud to be able to showcase their flagship product – Highp. “Innovation is enormously important. It’s a new foundation and reassurance of long-term customer retention, company growth and its positioning in the market. What matters to us the most is that our final products and solutions, share our clients vision of success – Highp reflects all of that.”, says Igor Gnot – Founder and CEO of Connectmedica
Connectmedica is one of the few Polish companies joining this year’s tech show in Silicon Valley. The company spent last three years developing Highp and is very excited to be able to present its capabilities internationally
What is Highp?
Highp is a complete platform that enables your organization to offer versatile services that re-ignite business growth. It’s an innovative approach to communication includes personal video messaging, interactive video presentations and an utterly re-designed approach to face to face and remote meetings.
It delivers more reliable and long-lasting interactions that generate growth and long-term return. With added full automation and reporting capabilities it becomes one powerful and synchronized tool re-imagining the way we communicate with customers.
Connectmedica’s and Highp team (#gethighp) will be represented by over six industry professionals, including its Founder & CEO – Igor Gnot, Business Development Director – Michal Komorniczak
“Our attendance at DISRUPT / Techcrunch 2018 underscores our dedication to innovation, versatility, and belief in how amazing, personalized video communications empower people, and help companies find a new better way to follow up and engage with their customers”,says Michal Komorniczak, Business Development Director Exhibiting at #STAND , Connectmedica will present a working demo of Highp Video Messaging solution, as well as a full portfolio of it, ’s capabilities adapted to different markets and industries. Every case will be different and must be analyzed and approached according to their circumstances. Connectmedica and Highp have been at the front of these efforts to make sure that Highp’s versatility and adaptive functionality is presented with detailed transparency according to the relevant industry. Connectmedica representatives will be all available for any additional questions or presentations during both days of the trade show. Should you wish to announce your visit and make an appointment please contact: email@example.com
What type of businesses can benefit from using Highp and how?
Highp is a versatile platform that can be used in many different ways: group presentations, conference highlights, remote detailing, meeting follow-ups, micro-learning, account based campaigns or even closed-loop marketing. Currently being used by over 40 corporations from the Pharmaceutical industry (many of the blue-chip companies), including the market leaders and giants, likes of Sanofi, Pfizer, Janssen, GSK, Novartis, Abbott, Roche to name a few.
If you are:
– Looking to grow your sales and increase your company’s revenue?
– Developing a new brand?
– Building new relationships with suppliers, distributors, and stakeholders?
– Looking for new ways to amplify your business?
Visit Connectmedica team at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA., and find out how Highp can help you to reignite the growth of your company.
About Techcrunch Disrupt
It’s an annually hold tech conference and exhibition hosted since 2011 by Techcrunch in San Francisco, New York City, London, and Berlin. It attracts tech lately medical industries, startup owners, investors and innovators from all around the globe. One of its core events it’s Startup Battlefield where startups sign to pitch their innovative business ideas on stage in front of venture capital investors media and other interested parties. Few of the well known and famous were born there to include names like Dropbox, Beam of Crate.io.
An American-Polish company dedicated to helping Industries around the world to provide Customer Experience (CX) through innovative omnichannel and digital solutions. It offers best in class sales and marketing support led by the team of experts capable of helping your brand achieve ambitious goals. With an army of programmers and IT professionals, software teams working in agile to deliver bulletproof features in time, Connectmedica offers complete strategy, technology and management support for your next brand service.
For at least 15 last years, the topic of pharma’s marketing return on investment is a hot one. There are organizations which entirely focus on that matter, making annual conferences and writing reports. It is because the market defined the need quite clearly: to deliver more significant profits from increasingly smaller promotional budgets. 
However, measuring ROI in pharmaceutical marketing is a little bit tricky. It would be perfect to know the exact value of this factor, especially when CMO is talking with CFO on the next year budget. However, the fact is, not all of the marketing goals are easy to count or capitalize. Which part of the marketing budget is countable? The answer is quite simple – conferences. They can absorb even 70 percent of the total marketing spending.
First of all, medicine is a very fast growing branch of science and doctors, both educators and practitioners, need to be up to date with the latest knowledge. Exchange their thoughts, findings, and experiments. Conferences are the best to accumulate all of it in one place and make it in the short period. Labeling such vital gatherings with a pharmaceutical company logo is expected to be beneficial.
Moreover, it is. According to Keyword Pharma report by Dr. Barrie G Jamesdoctors are more keen to prescribe a drug they heard of during an event. It is in their top four decision-making factors, just under such undeniable as being asked for a specific medicine by a patient or being used to prescribing some drug. In this case, we are talking about a sales perspective. However, what about going a little bit deeper? Is it possible to connect conferences to the production process?
It is imperative. None of the drugs could enter the market without the proper research. Moreover, that is made by scientists, doctors who are working at universities and has the knowledge, skills, and reputation to carry out the appropriate tests. For this academics, being a keynote speaker at the major conference is desirable. For the pharmaceutical companies, the higher-ranked scientist to perform drug tests means the easiest way to get all the needed approvals. Benefits are mutual. So pharma wants to pay for the best keynoters available.
On-demand society changes everything
We are living in an on-demand society in which learning new things is quite simple and determined mostly by the internet connection. Almost every knowledge is right there, just one click away. If you would like to read a rare book, not present in any library or bookstore near you or even learn the Etruscan language – you can do it. Whenever you want and wherever you are. However, with the medical subjects, things are a little bit different, and more difficult to reach. We are not talking about some scientific disputes, but the life-changing knowledge that can do much good, but if not understand correctly, can also do immeasurable harm. That is why the medical research took time, and the conferences are the best venues to present findings by its authors and contributors. It is another example of why these meetings are so important for the healthcare development.
Financial drain for pharmaceutical companies
However, on the other hand, organizing such a significant event is a financial drain. Even short, two-day conferences for not more than 300 participants could cost about $ 1 mln. Of course, the top-notch lecturers demand the highest wages, but there are a lot of peripheral expenses that make the final amount goes through the roof. Logistics, hotels, booth makers, staff, security, catering to name the few. Is it possible to cut some of it down? For years it wasn’t an option, but now, the new possibilities appeared on the horizon. Thanks to the latest technologies, a pharmaceutical company could organize top events for a fracture of the original price. Here are some hints.
As all of us probably agree, the conference attendants, both the lecturers and the audience, are the core and the most important added value of the conference. However, should they meet in a real conference room? It is not needed anymore. Some companies are trying to change it and go into the future. Video recording of the sessions is becoming more and more popular. The others try to gather all of the local doctors in one place, like a movie theatre, and then organize live streaming with a famous speaker. Some try to record short interviews and sum-ups with the keynoters and then send it to the audiences, usually weeks after the event. Those are some excellent directions for changes but still not enough. The real future lies in a process that covers more than those single actions.
The future of conferencing
Doctors need some pre-conference materials to get to know the topic and prepare for the central part. Then many highlights during the conference and recalls after it. Only practical solutions could work properly. That is why video messaging like Highp are getting more and more attention. Due to its high open-rate (80% of the doctors watch the video in just 2 hours after getting it) and simplicity – just getting the link via personal SMS, it seems to be the perfect solution. For 90% of the doctors, a video message from the professor is considered to be reliable. Whats more, the simple way of getting it, which not require any particular actions, logins or registrations is making it even more attractive. Last but not least, the messages could be personalized according to the preferences of each doctor.
This conferencing solution is getting more and more users as its credibility goas higher thanks to its presence on the leading conferences, like ASCO, EULAR or EADV, to name just a few. For the pharmaceutical marketing departments, it becomes a tempting alternative to broaden the audience for less than a fracture of an original cost. Once they cope with expensive conferences ending up with getting common effects, now they can extend those costs to a broader group of doctors.
According to the data analysis, conferencing help in building brand awareness and getting the real leads. The knowledge of what do doctors need is also crucial. What is more important, it engages about 55 percent of the physicians. When the keynote speaker is a match, the engagement rate rise to even 72 percent.
When talking about ROI, in this case, it is not even an investment but rather wise decision to be made to reach for more with spending much less.
 Pharmaceutical marketing return-on-investment: a European perspective – Michel Rod, Nicholas J. Ashill, and Janet Carruthers
Anyone who attends conferences knows how crucial it is to be up to date with the newest data. What is even more critical, having a chance to listen to the most influential people and their current findings in the fields we are interested. But it is not effortless.
Conferences as seen from a pharmaceutical company perspective
One of the values of conferences that are crucial for the pharmaceutical companies is to build trust among the doctors. Achieving this goal is easier when the keynote speakers are experts and have a perfect reputation. On the other hand, thanks to an added value, and the ability to deepen doctor’s knowledge, organizers could influence the most ambitious attendants to become a keynote speaker one day. Not to mention that during medical conferences a lot of meetings and a backstage conversation took place, which in connection with the newest knowledge and the up to date research data are the key values for this group.
Both pharmaceutical companies and the doctors are aware of the fact that in today’s digitalized world the masses are dealing the cards. With so many troubles to maintain working and affordable health care system, everyone knows that refundable medicines are the most important ones. But to be a part of this system, the drug needs to have a support from the opinion leaders, which could be built during the conference.
A lot of companies find it crucial to becoming a partner of a significant branch conference, having the proper booth and a chance to make a prelection. Especially for pharmaceutical companies, the expenses for the Continuing Medical Education (CME) are enormous. According to an annual report from the Accreditation Council for Continuing Medical Education, companies from this sector spends more than $700 million on that goal. About half of this spending goes just for the registration fees. It is huge. There are some two-day events that cost a single company about $750 000. 
We are facing a situation in which the majority of company’s marketing budget goes for fees, booths, logistics, travel, hotels and so on. Not to mention providing stuff to handle the conference. What are the outcomes of the enormous financial investment? Unfortunately, in the vast number of cases, potential revenues do not offset the costs incurred. Why is that?
The needs of an attendant
Conference attendants use new technology to peak information that is most important to them. Thanks to event calendars that are present all over the Internet, they can choose the conference that matches their needs the best way. What’s more, equipped with mobile applications, participants can plan their presence on the speeches or accompanying events that suits them best without the need of attending everything the agenda contains.
Shortcuts – the new beginning
It is a significant change, like comparing the old IKEA style. Everyone knows this pattern in which clients went through the whole store until they reached the check-out. The new model, on the other hand, allows you to get to know the exact location of the product you picked before you even leave your home and finally you can use the shortcuts to get them the fastest way.
The same is with conferencing. Let say that you spend a big part of your marketing budget on the proper booth. It may not be a bad idea if it is located on the main route that most of the attendants must walk every time they go for or back from the lecture. But what if you have not so visible but still expensive place in the second or third row? Your opportunities of getting the proper attention are decreasing. It is because people, especially medical doctors, are smart enough to assume that it is your duty to get their attention. On the overcrowded marketplace, and the pharmaceutical industry is one of such, especially in the era of patent cliffs and generic medicines, doctors know that companies will do everything they could do to contact them. So the option of even seeing the pharmaceutical company booth may seem to some them not very important.
How to be remembered
In that case, you may not reach your primary goals which are entering the broad group of doors and building the healthy and impactful relationship with them. What more, due to the vast numbers of companies like your at the conference it is more than possible, that your target group will quickly forget you and your message. A pharmaceutical company could try to gain maximum attention by organizing the conference by themselves, but in this scenario, costs will rocket through the roof. Providing top-notch lecturers is expensive. While the company needs to reach the broad range of the healthcare practitioners, focusing on the few may not be the best solution. Thanks to the new technology, there is a solution.
Virtual Congress – the solution of the 21st century
The most important results of attending the conference are being up-to-date with the newest medical research and getting to know people, which means building face-to-face relationships. With virtual conferencing pharmaceutical company could easily reach both goals or rather provide the benefits of it to doctors, attendants of the event. Seeing the world as a global village is crucial.
Let’s suppose that company would like to target doctors from the US specializing in one medical field. After the research, it cames out that there are some great scientific authorities from Argentina, France, South Africa, Japan and New Zeland. It is usually costly to have them all in one country. With the virtual conference, you don’t need to worry about the logistics and its costs. What is more, you can not only invite few most prominent doctors from around the world but the whole groups from their countries. That could be very important for your US target group. Building a relationship with the colleagues from other nations, that in another case wouldn’t come to the conference. That is an extra benefit which doesn’t make the organization of the conference more expensive.
How does it work?
The future of conferencing is in the video messages. That is how the system works. Virtual Attendants can have access to pre-conference materials – series of videos from the lecturers that could build an image about the topic of the conference speech. Next, during the conference, they get the highlights and after it, series of recalls. It is crucial to maintaining doctor’s interest through the more extended period. It also answers the need of providing knowledge on demand. Congres attendants could access materials whenever they like.
The crucial factor which determines if the virtual congress will end up as a success is simplicity. One of the best solutions provides Highp system. It simplifies the way that video messages get to the final recipient who only needs to have a smartphone without any particular application installed. That is a cost reduction as well.
For decision makers in pharmaceutical companies marketing departments, it is a game-changing ability. Knowing their budgets, they can now spend more time and money on activities that are crucial to generating valuable leads than spending a lot on other people businesses like hotels owner, airlines, booth producers and lots more.
There are many things you can do to enhance your communication with Healthcare Professionals and drive their attention to your product or educational campaign. In fact, technical novelties empower you with the possibility to base your entire promotion on one smart application.
Highp is a good example of digital marketing communication tool used by top global pharma companies. Basing on real campaigns conducted with the use of Highp in 2015, we have selected top nine effective techniques to catch the doctor’s eye and attention:
Highp campaigns are sent via SMS or e-mail with a link directing the receiver to a short personalized video, text message and rich attachments in PDF and PP.
Send the physician an innovative expert bulletin on his mobile.
This brochure should contain expertise articles in the field of new medication, treatment methods or therapy success stories. Thanks to Highp, all this will be preceded by an entertaining intro video recorded by Key Opinion Leader, expert in the field. If the doctor wants to know more on the subject, he is invited to send a ‘I have further questions’ request. Studies prove such multichannel marketing gets around 35% open-rate and 90% positive feedback among recipients.
Invite the doctor to an educational session taking place on a conference
It’s easy – collect telephone numbers to physicians participating in the event and send out video invitations to a specific lecture, discussion or work-shop. Add some materials about the event and just wait for the guests to appear! Afterwards, you can summarize the session with another Highp message.
If you have medical representatives in the field, equip them with personalized video follow-ups
This is the newest generation of mobile marketing, as 2016 will be about video and who uses it effectively. Salespeople can deliver valuable information about the product in Highp messages and doctors view them on mobile in their free time. But, what is key to this follow-up contact – your representative will maintain close relations with the Healthcare Professional. How? By sending that particular physician a video dedicated to him. It could look like this: ‘Dear Doctor, after the last meeting we held, I would like to share more interesting materials about our product with you. I really enjoyed our conversation on international vaccination policies. Let’s continue the topic next time!’
Strengthen relations with the physician by sending him occasional Highp video greetings followed by a beautifully crafted card.
Pharma marketing must-have! Provide physicians, who could not make it to an important event, with the most important, relevant outcomes from an international conference or symposium. Keep them informed by sending live or daily streaming from lectures. You can deliver various messages – daily event program, summaries from workshops, video interviews with important speakers and streaming from lectures. That’s a very powerful tool to communicate with physicians, as you provide them with they really expect and enjoy – knowledge from respected conferences for free.
Invite HCPs to online streams
Just like during conferences, you can put together doctors and patients from different countries and specializations. The difference between the events is webinars do not need any special occasion, you can organize them whenever you need.
Motivate your employees by using Highp for internal communication
Imagine your representatives, product and project managers receiving short videos recorded by your Head of Division or HR employee, encouraging them to read a report attached to the message or invite them to an annual company event. It’s concrete, quick and fun, people will like it.
Build loyalty programs for customers
Automatically send educational messages and tips to registered patients. If you think about optimizing your 360 marketing, Highp might be the element you missed to deliver promotion that reaches the customer just about everywhere.
Effectively communicate in the region
Coordinate all the communication with cooperators, internal and external partners and suppliers by sending them Highp email and SMS messages with invitations for internal meetings, quarter or year summaries, new activities and plans. You can also manage tasks assigned particular regions by your headquarters.
If you work for the B2B sector, there is a big chance you found this article through LinkedIn, the most popular social media for B2B promotion. Can you believe LinkedIn generates 80 percent of leads in this sector? Not Facebook, not Twitter, no quick images on SnapChat, because business needs text and space for thought and discussion. So unless some new social channels miraculously conquer the business world in 2016, LinkedIn will stay The King of Business to Business. What other trends should we expect in 2016?
In the field of technology nothing will stay still, B2B managers will have to surrender to constant development:
- mobile marketing (there is 1.91 billion smartphone users in the world, predicted increase to 2 billion in 2016). 68% of companies have integrated mobile marketing into their overall marketing strategy, which also works in favor of their brand in SEO, as mobiles usage influences Google’s search algorithm. IDC claims that by 2018 80% of B2C and 60% of B2B businesses will restructure their digital tools to support from 1,000 to 10,000 times more customers.
- big data Ashish Thusoo, CEO of Qubole, predicts 2016 will be the year where those who want to stay in business, need to focus on big data analytics. ‘ The combination of social data, mobile apps, CRM records and purchase histories via advanced analytics platforms allow marketers a glimpse into the future by bringing hidden patterns and valuable insights on current and future buying behaviors in light. In 2016, businesses will increasingly leverage these insights(…)’ – explains Thusoo.
- wearables – according to the great “8 B2B Digital Marketing Predictions For 2016” article, we’re still a 12-24 months off from wearables really going mainstream. So 2016 is the time to look around, observe the smartwatch market and try out diverse business apps in order slowly to incorporate these devices into our marketing strategy (example of business app for the Apple Watch here).
Data and analytics
As mentioned before in Ashish Thusoo’s predictions for big data, there will be a huge and constantly growing amount of data to be collected and analyzed. Forrester’s report finds 37 percent of surveyed B2B specialists increasingly using data and analytics and seeing that as a high priority. In 2016, that number will possibly double.
Have you noticed the growing trouble of distinguishing yourself from your growing competition? There are more and more growing markets which develop in speeding tempo, e.g our competition in Asia. This is even more dangerous to those sectors, who must reveal their key actions and modus operandi on the Internet. Companies must categorize their B2B partners not just on segments but also microsegments in order to find and cover their niche. Brands must find simple relations between how their customers buy and what they’re looking for to solve their daily problems on all levels. Maybe they require extended support on one of the small moments of their supply levels? And then fulfill this need, as a microsegment.
Key word: personalization. As sales tend to transform their relationship with the buyer in a more one-to-one contact, the content becomes even more important and also has to give the feeling of being dedicated to one concrete group of readers. Each slice of attention for the audience is building the relationship. According to CMI, 51% of B2B firms plan to increase spending on content marketing in 2016. To get ahead of the competition, reach for enhanced personalization in your marketing contact – try video messengers for mobile and embed video greetings in SMS delivered to your customers. Jed Singer, author of the aforementioned “8 B2B Digital Marketing Predictions For 2016” warns us: ‘Plan to incorporate video into your B2B content & community marketing plans for 2016, or prepare to watch your competitors succeed with this highly engaging medium’.
So you have great tips for your Business to Business strategy in the upcoming year. Now go and get this market! May 2016 will successful to you All.