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Hello,
In 2013 we see six key trends in the rare disease and interactive spaces:
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Ongoing growth in orphan drugs and the evolution of gene therapy |
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Increasing transparency and collaboration within the biopharmaceutical industry, including crowdsourcing research and funding |
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Building relationships with patient advocates, including via social media, will continue to be essential for the success of a rare disorder therapy |
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With the rise of smartphones and tablets, mobile use (especially responsive design) will be integrated into all digital campaigns |
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Content marketing––creating valuable content that educates and informs a targeted audience for the purpose of driving action–will remain an effective way to build trust and brand loyalty |
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Photos, infographics and videos are becoming almost as important as text content online, as exhibited by the growing popularity of Instagram, Pinterest and YouTube |
The proliferation of new channels for what we refer to as Rare MicroTargetingSM (leveraging digital technology to find, connect and build trust relationships with small, widely dispersed, rare disease populations) will continue to provide companies bringing orphan drugs to market with opportunities for effective and profitable commercialization.
Best wishes for the new year,
Frieda Hernandez
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