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Digital Pharma: Evolution and Revolution in Marketing and Sales

Digital Pharma: Evolution and Revolution in Marketing and Sales. Agenda. A decade of digital pharma Targeting doctors Targeting consumers & patients Healthcare social networking. A decade of digital pharma. Evolution vs revolution. Enlightenment Productivity Realistic expectations.

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Digital Pharma: Evolution and Revolution in Marketing and Sales

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  1. Digital Pharma: Evolution and Revolution in Marketing and Sales

  2. Agenda • A decade of digital pharma • Targeting doctors • Targeting consumers & patients • Healthcare social networking

  3. A decade of digital pharma

  4. Evolution vs revolution EnlightenmentProductivity Realistic expectations HypeRaising expectations Revolution Disillusionment 1996 2006 2007 Evolution Trough of despair

  5. Expectations ’96: The 24 x 7 rep – how wrong! One-size fits-all portal will suffice Branded websites will be more effective than a rep visit Doctors will flock to our sites Sales forces will be cut Revenues will soar

  6. HCPs’ media consumption shifting from off to online Professional use of digital media by European HCPs* 85% of EU HCPs say the internet is critical for success of their practice* 16% of EU HCPs use a PDA for professional purposes* % European HCPs *Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06

  7. Expectations ’96:Health information seeker – right! Internet will become the most preferredsource of health andmedical information Internet will become a powerful medium for patient acquisitionand retention Quality content yes,but in an appropriate context Credibility and trust will be crucial Patients will be empowered

  8. Consumers’ favoured sources of health information moving online Most frequently used sources of health information in Europe* 143 million EU consumers have accessed health information or health services online during the last 12 months* % European consumers *Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07

  9. Digital pharma status 07/08 Industry remains a late adopter Too few digital-visionaries at senior level Low digital marketing spend 1- 5% But solid experience and realistic expectations Moving slowly towards integrated solutions

  10. Targeting doctors

  11. A major challenge Doctors’ prime information needs focus on new research, clinical studies, case studies, continuing medical educational, networking with colleagues, cost constraints, running a surgery as a business,… Doctors generally prefer authoritative sources - medical societies, universities, hospitals Doctors ambivalent towards pharma

  12. The sales force arms race

  13. Result: ever decreasing detailing time Number of sales representatives Detailing time USA: 1:30 minsEurope: 2 - 4 mins 1980 - 2007

  14. E-detailing is becoming a viable alternative • Convenient – access after hours and at weekends • Complements sales force • Average session times 8 -12 mins • Greater reach & better message retention • Documented +ve ROI

  15. Closed-loop marketing is next Live detail with tablet-PC Multi-channelCRM application Iterative detailing process Interactive detailscustomized to meetdoctor’s needs Electronic details,interactions trackedand logged by CRM application Web-basede-detail

  16. Engaging doctors can only be successful if… • Real needs and expectations are met • Focus is on integrated multi- channel services Over half of EU HCPs expect online service today* * Taking the Pulse Europe v6.0; sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06

  17. Compliance is a major issue 30 – 50% of medicines prescribed for long-term illnesses are not taken as directed* *Adherence to Long-Term Therapies: Evidence for Action, WHO 2003

  18. Patient Isolated compliance channels Internet & email SMS & mobile Direct mail Pack & devices VAT Contactcentre Casemanager

  19. Patient Integrated compliance channels Patient downloadsa PDF on SEs management Patient signs-upfor ‘daily tips’ on coping with SEs Patient calls asking for advice about a severe SE Application software accessed bya case manager Case manager alertedto SEs issue and makesappropriate interventions Secure patient database All patient interactionsand interventions logged

  20. Multi-channel integration plus behavioural modelling Smarter systems through incorporation of constructs from behavioural models Identify a patient’s risk level and propose appropriate interventions

  21. Healthcare social networking

  22. Web 2.0 is radically changing medicine and healthcare ‘An expert moderated repository of the knowledge base, in the form of a medical wiki, may be the answer to the world’s inequalities of information access in medicine…’* Dean Giustini, How web 2.0 is changing medicine,BMJ, 23 December 2006

  23. But pharma is still debating ‘Is pharma ready for social networking?’‘… it appears that the forces of change would come from the consumers’ ‘Are social media dulling pharma’s marketing knife?’‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ Source: www.forums.pharma-mkting.com

  24. Web 2.0 is a disruptive technology Web 2.0 values Pharma values Risk taking Risk averse Information from authoritative sources Crowd wisdom Privacy & security are regulated Anyone can join Rapid deployment Long lead times Controlling access to dataand information Information contributed by and distributed to all Intellectual property closely guarded Open Source Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA

  25. Consumers& patients HCPs Pharma web 2.0 Internally:Enterprise 2.0 Public relations Sales forces Disruption at all levels

  26. Paradigm shift Doctors can now dictate the terms of engagement to the pharma industry The doctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration

  27. Conversations are raging: patients are learning from one another 1/3 of consumers in USA consult a health SN site before visiting a doctor* UGC from health mavens can profoundly influence consumer and patient preferences www.revolutionhealth.com *Manhattan Research, 2007

  28. Health warning to pharma marketeersDon’t fake it

  29. Paradigm shift Consumers and patients are taking ownership of brands, diseases and conditions The industry must decide whether it wants to actively participate in the conversations or remain an outsider

  30. Pharma corporate blogs are emerging ‘Everyone else is talking about our company, so why can’t we?’ J&J BTW blog J&J bloggerMarc Monseau

  31. Pharma sales reps are the most visible active bloggers Rants & raves,corporate grapevines, jobs 5,000 threads 60,000 posts

  32. The pharma marketing and sales revolution has begun

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