Companies tend to think in terms of time-limited marketing projects instead of sustainable ecosystems, thereby permanently jeopardising their competitiveness. More than ever, there is a need to create digital ecosystems and most importantly to constantly develop them so that the web, mobile applications and, where appropriate, digital signage content can be networked in order to remain in constant dialogue with both clinicians and patients.
Intact ecosystems relating to medical and healthcare issues or products will in future facilitate rapid and flexible responses to changed market conditions, allow messages to be communicated quickly and enable new business models to be developed on the basis of this.
Thinking ecosystem, however, means breaking with traditional mindsets and working practices in companies as well as in agencies, since good ecosystems are not time-limited phenomena that can be covered with fixed budgets, but instead are corporate and product strategies geared towards the long term that go way beyond conventional marketing campaigns.
In-house trench warfare and a lack of processes that combine marketing and product development mean that a lot of potential and money is wasted, since the potential that every brand or company harbours does not get capitalised on.
What intact digital ecosystems can actually achieve can be seen very nicely from the example of Nike+. Nike has turned running, which is actually a classic health topic, into an intact ecosystem comprising specialist running shoes, mobile Apps and a social community.
As a result, Nike has created a completely new product experience that strongly emotionalises the subject of running and gives Nike running shoes additional added value. The previous business model has also been expanded with products that go beyond the pure sale of shoes. About 5 million people actively use Nike+ and therefore keep in constant contact with the Nike brand*.
A further example of a good ecosystem is the eco:Drive platform from Fiat, where Fiat drivers are able to use the eco:Drive software to analyse and reduce their fuel consumption and CO2 emissions.
In the eco:Ville Community, everyone’s fuel and CO2 savings can be viewed.
Fiat in turn gains not only an attractive image campaign, but also a market research tool that allows it to analyse its customers’ driving behaviour.
The concept also gives Fiat the opportunity to enter into direct dialogue with its customer base.
Withings, for example, has developed an ecosystem around bathroom scales that comprises a cross-terminal cockpit that offers an overview of the collected weight and body fat measurements at all times.
No other industry offers as much potential for digital ecosystems as the pharmaceutical and healthcare industry, with its broad and highly relevant range of topics. However, the industry risks missing out on this trend, and young start-ups, such as Massive Health, which has just been founded by the former Firefox designer and which specialises in healthcare Apps, may well shape the face of future health-related ecosystems.
Pharmaceutical companies need to think in terms of products for the marketing of their drugs instead of strictly budgeted and time-constrained marketing campaigns if they are to remain competitive in the future. Agile processes and long-term strategies help to increase innovative capacity and equip companies for the future, ensuring they do not lose contact with clinicians or patients. After all, intact ecosystems will be pharmaceutical companies’ greatest assets in a digitised society with an ageing population.
Let’s talk ecosystems!
* Source/Link: investors.nikeinc.com