highlights from exl pharma's 2nd digital pharma europe
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HIGHLIGHTS FROM EXL PHARMA’S 2ND DIGITAL
PHARMA EUROPEMarch 29-30, 2010
Berlin, Germany
‘WE ARE LIVING IN THE MIDDLE OF THE LARGEST INCREASE IN EXPRESSIVE CAPABILITY IN THE HISTORY OF THE HUMAN RACE’
Clay Shirkey, Here Comes Everybody, 2008
Patient empowerment
Influence of E7 countries
Pay for performance
Influence of payers
Ageing populations
Soaring cost of healthcare
Catastrophicimage of pharma Digitally-mediated
behaviours
Emphasis on prevention Fewer blockbusters
R&D not delivering
Personalized medicine
How do we
organize for social media?
What have we learnt
from mistakes?
How do we measure
SM success or failure?
Approaching the use of social media
A communication explosion
Source: Tim Holden, digital creative @nothingelseis
8 in 10 internet users go on-line for health information (KruResearch 2010)
>1000 facebook communities around chronic illnesses
Social networks will become hugely
influential in patients‘ health decision making
Tipping the toes into the waters of web 2.0
Jump right in?
Learn & understand
Explore
Listen
Inform
Engage
*Kevin Kruse, KruResearch
L.I.E.*Market and Competitor monitoring
Exploration as PR tactic
Market research toolNetnography
Multiplier Effects in the Social Web
1 web posting published (active)
10 times commented (reactive)
1.000 times read (passive)
Source: Nielsen BuzzMetrics
Basic Types of Web-based Research
Use of the Social Web as
an object of research and
data source
Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Use of web-based
technology as a research
tool
Netnography…. what is it about?
Netnography is about listening closely to the Social Web: a qualitative method to systematically mine opinions, communicative patterns, moods and decision processes from online communication.
Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Sources for Netnography include all areas of the web containing user-generated content: blogs, forums, social networks, communities.
Concerns about legal /
regulatory / competitor issues
Still very new
Lack of resources
Acknowledgement that web 2.0
is growing in importance
24 / 7
Useful market research tool
WEB 2.0:
Product Launch
Internet
Market research
Ad agency
PR agency
Physicians / KOLs
Sales reps
Patient
For discussion…..
Product Launch 10 years ago
Internet Web 1.0Static website
Market research Focus groups
Ad agency Folder / print ad(web-address printed)
PR agency Press conference /Media hooks
Physicians / KOLs Some had theirown website
Sales reps A lot
Patient Subject of a parternalistic system, not in focus of pharma
Budget €€€
For discussion…..
Product Launch 10 years ago Today
Internet Web 1.0Static website
Web 2.0Dynamic / some SM
Market research Focus groups NetnographyOn-line diaries, pilots
Ad agency Folder / print ad(web-address printed)
Some web 2.0 tacticsPiloting
PR agency Press conference /Media hooks
Some web 2.0 tacticsPiloting
Physicians / KOLs Some had theirown website
80% use smartphones
Sales reps A lot Fewer
Patient Subject of a parternalistic system, not in focus of pharma
8 out of 10….Communities
Sharing / rating
Budget €€€ €€
For discussion…..
Product Launch 10 years ago Today Tomorrow
Internet Web 1.0Static website
Web 2.0Dynamic / some SM
Web 3.0?
Market research Focus groups NetnographyOn-line diaries
Convergence? SM is an integrated
part of mix, not just a campaign
Ad agency Folder / print ad(web-address printed)
Some web 2.0 tactics
PR agency Press conference /Media hooks
Some web 2.0 tactics
Physicians / KOLs Some had theirown website
80% use smartphones
integrated
Sales reps A lot Fewer A lot less
Patient Subject of a parternalistic system, not in focus of pharma
8 out of 10….Communities
Sharing / rating
Empowered; in relationship with
pharma
Budget €€€ €€ €
For discussion…..
Want to attend next year’s conference?
For additional information on ExL’s Digital Pharma
Conferences, please visit www.exlpharma.com
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