Interactive Marketing’s Future: Hyphen Relevance Marketing

Fortunately, few companies or brands are in any kind of danger because of the shift in the makeup of the audience—yet. It’s an ongoing, evolving process, one that Hyphen has been contributing to for years. And we’re ready to meet the new challenges of the evolutionary audience of one.

We call our process Hyphen Relevance Marketing™ (HRM), and it is grounded in message delivery innovation, feedback mechanism integration, and refinement of messaging to suit specific audience need. The audience to which brands were marketed 10 years ago has changed. The way they process messaging and receive it has changed. We require more than mass marketing to capture our attention. The Internet is their primary source of information. These clinicians want their information now. They want it individualized. They want it fast. And they want it delivered to them personally; mass marketing efforts neither reach them nor impress them.

Hyphen is focusing on the now commonplace needs the Gen X and Gen Y clinicians—while still meeting the needs of Baby Boomers who know how to think forward. This process is about web-based platforms, metrics, instantaneous deployment of information, traditional marketing, and sending your messaging directly to your audience—one person at a time. The impetus behind Hyphen is our ability to understand the transient and evolutionary nature of healthcare marketing, where the needs of the traditional converge with the advancements in technology.

What does Hyphen bring to the table? How can Hyphen’s Relevance Marketing and your audience of one intersect to help you meet your brand needs? Simply, everywhere (the Internet) and anywhere, one-to-one experience (Direct-to-desktop, PDAs, iPods); in public (interactive kiosks) and private (peer-to-peer education); it can be certified (online CME programs) or promotional (eDrenalin™ Mobile eDetailing for Tablet PCs). It’s for your most important thought leaders (KOL portals) and your community clinicians (websites). Our goal is to use technology to synergize and amplify messaging so it becomes germane to your specific audience. These same technologies provide the foundation to consistently serve data, while also providing the option to further tailor, customize, and segment communications to audiences, enhancing the value proposition at every turn.

Hyphen is a component company in the Healthcare Consultancy Group (HCG), part of the Omnicom Group of companies. Our focus is exclusively interactive pharmaceutical and healthcare solutions, and we partner with other component HCG companies to offer solutions to tomorrow’s interactive healthcare challenges today. The people of Hyphen offer the ideal confluence of technology and healthcare communications. We use our insight to yield versatile, innovative, and interactive solutions for our client partners. Our dual expertise in interactive solutions and healthcare marketing communications provides an optimal blend of industry experience and technology. While our experience yields solutions today, our insight helps to ensure our client partners’ futures.

Our Unique Products

Hyphen’s solutions deploy a specific blend of expertise. We create new, innovative, and unique products that are only available to our client partners. These products fill a variety of needs in ways that were previously unexplored or unavailable. Here is a sampling of Hyphen’s innovation:

• E-detailing solution—eDRENALIN™: There are more “feet on the street” now than ever before, and the majority of them carry tablet PCs. Why not harness the power of software to mobilize your promotional pieces in a dynamic and measurable deployment system? Mobile e-detailing offers great economies in the distribution, updating, and disposal of marketing and training materials. eDRENALIN is a complete presentation and analytics tool designed to give a pharmaceutical, biotechnology, or healthcare company control over the implementation and use of its promotional materials. The tool is set up to provide brand teams the power to implement—and sales representatives the power to present—a limitless library of content types and styles. Some of the types of materials that can be presented with eDRENALIN include:
  • Interactive sales aids
  • Clinical reprints
  • Sales training materials
  • Corporate materials
  • HR and administrative documents
  • Corporate or industry news articles
  • Office/customer profiling surveys
  • Market research surveys
  • Sales training quizzes
  • Representative attitudes and opinions surveys
  • Information request forms
  • Reimbursement information profiles
• Direct-to-Desktop: Why put the onus on your audience to find you, to search for the latest updates, to find resources? Hyphen enables one-to-one marketing through powerful technology to deliver multimedia content to the desktops of your audience members. Whether it’s a clinical reprint, the recent KOL video, latest MOA animation, or even your virtual sales force, Hyphen’s technology can support it. And it is all measurable.
• Interactive investigational CME case study program: Using a particular leitmotif, such as a television procedural show, this involving application empowers users to interactively become engaged in the exploration of case studies and earn CE credits at the same time. High-end graphics and easy-to-use navigation help focus the user’s attention on the messaging being delivered without being technologically intrusive.
• KOL portals: Hyphen creates special experiences for client partners’ KOLs to help enhance the dissemination of knowledge. A Hyphen-built portal is customized based on permissions, approvals, and specific needs of the KOLs, and it can be personalized accordingly. We build our portals to match the way KOLs think—this is how straddling traditional healthcare and technology can work to the benefit of all.
• Extranets and resource centers: Just as our KOL portals help disseminate knowledge, our extranets and resource centers serve as online interactive community centers for the exchange of information and ideas. The constant flow and updating of current information back and forth is essential in building a brand or an initiative.
• Flash presentation slide builder: Some older technology allows faculty to build slide decks, but the unique Flash builder from Hyphen takes interactive presentation building to an entirely new level. Easy to learn and easier to use (just click and drag and you’re done), the Flash presentation slide builder empowers faculty to be at their best when presenting your material. It was created because of compliance and regulatory need, and it allows manufacturers to create relationships between slides, placating the needs for regulatory bodies while meeting the needs of the HCP audience.
• Speaker bureau management websites: Why do large pharmaceutical and biotechnology companies keep asking Hyphen to build their interactive speaker bureau management tools? Maybe it’s because the proprietary technology we have created is empowering them to have complete control over their speaker bureau operations. Everyone who interacts with this application sees personalized views taking them exactly where they need to be. It’s fast, it’s efficient, and it is innovative.
• Alternative educational tools: Hyphen helped to change the paradigm when it introduced its first interactive video game designed to help educate clinicians about exciting new agents in therapeutic arenas. The games are fun and informative, and by the time the clinician finishes playing, he or she has become fully familiar with the messaging.
• Podcasting: Hyphen helps put the messages of its client partners right in the ears and eyes of the target audiences. Using our special blend of expertise, we create informative podcasts that can be downloaded for replay on an iPod or other media players.
• Brand Central Station: What good it digital deployment if you cannot measure it? Why should brand mangers look to multiple resources for data and information? Convergence has yielded doctrine warranting centralized reporting and Hyphen has the technology to bring it all into one dashboard based application to be viewed by a variety of user groups in a secure environment. It helps bring collaboration to a new level.

What’s Next?

Great question. One we ask everyday. It’s easy to see that the emergence of user-generated websites, self-authoring, blogging, and videography, as primary sources of information may change the terrain once again. Cautious navigation will be required to rapidly establish the most advantageous and efficient solutions in these emerging environments. Additionally, with eRX around the corner and the electronic medical record (EMR), personal health record (PHR) revolution on the horizon we all need to be cognizant of change again. Hyphen is excited and has the technical wherewithal and marketing know-how to rise above the challenge. Are you ready?

www.hyphenhealth.com