australian hcp digital behaviour and implications for marketers
TRANSCRIPT
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The rise of digital HCP
engagement in Australia
April 2016
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The average day for an Aussie Doctor
7.3 hours seeing
patients
1.3 hours using digital
sources
1.5 hours doing
patient paperwork
2.7 hours using EMR
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On average, 124 patients in a week and only 1 drug rep per week
21%25%
35%
19%
1 to 49 50 to 99 100 to 199 200 or more
Australia…
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90%Digital sources
10%Print sources
Clear preference for digital resources
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They prefer to be in control of their informational needs
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The value the rep delivers is declining
82%
76%
75%
73%
71%
61%
51%
43%
27%
Conferences in person*
Print professional journals
Information I receive from consulting with colleagues (in person or onthe phone)
Online professional journals
Online Continuing Medical Education (eCME)
Offline Continuing Medical Education (CME)
Online conferences*
Information I find on online professional message boards,communities, social networks, or blogs
Pharmaceutical or biotech sales representative or consultant (inperson)
Australia Physicians
How influential are these information sources on your clinical decisions? Sources ranked 4 or 5 on a 5-point influence scale.
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Interest in meeting with rep by point in product lifecycle:
72%
57%
19%
Recently reached market In first two years After two yearsDrug recently reached the market
Drug on market 0-2 years
Drug on market 2+ years
% of
physicians
interested
in meeting
pharma
sales rep
in person
Product maturity
High interest in seeing rep when drug is new to the market
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As a time poor Doctor, they value convenient alternative ways to access information from Pharma companies
Webinars
Global HCP Portal
Direct MailSmartphones
Remote Detail
Field Force
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The medical ‘Orcherstrator’ Rep
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The role of social media becoming more important as a channel to deliver information to customers
How frequently do you use the following social networks for professional purposes? – Monthly or more often use summary.
31%
26%
23%
8%
1%
1%
1%
1%
Google Plus (the social network…
Quora
Tumblr
Bebo
Weibo*
WeChat*
Orkut
Other
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The inbound marketing opportunity is evident
5%10%
58%
27%
1 to 4 minutes 5 to 9 minutes 10 to 19 minutes 20 or more minutes
Australia Physicians = 15
28 hours per month searching for information via google
1 hour a month listening to a drug rep
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DIGITAL TECHNOLOGY IS INCREASINGLY CHANGING EVERY ASPECT OF DOCTOR’S LIVES
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SO WHAT IS PHARMA
DOING TO MEET THE
DOCTORS DIGITAL CONTENT NEEDS?
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Use of Pharma service portals becoming more common by Australian HCP’s
Pfizer Confidential │ 15
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Trends driving the growth of Multi Channel Marketing in the Pharmaceutical industry in Australia
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Medical self diagnosis both a risk and an opportunity
for Pharma
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Consumers want more control over their own health
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Increasing in Australia YOY
Michele Levine, CEO, Roy
Morgan Research, says:
“Medical practitioners need to
be aware that over one in six
patients today are also
researching health and
medical information on the
internet—and the number is
growing.
“This googling of symptoms
and treatments may be
conducted before or after a
consultation, as a way to self-
diagnose or get a second
opinion.
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CUSTOMER EXPERIENCE NOW ADDS MORE TO THE BOTTOM LINE THAN BRAND VALUE
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EXPERIENCE IS THE PREMIUM
Facebook the
world’s most
popular media
owner creates no
content.
Uber, the world’s
largest taxi
company owns no
vehicles.
Alibaba, the most
valuable retailer
has no inventory.
In 2015…
And, Airbnb the
world’s largest
accommodation
provider owns no
real estate.
Tech Crunch – The Battle is for the Customer Interface. Tom Goodwin, Mar 2015.
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SELF SERVICE
Gartner predicts that by 2020, customers will manage 85% of the relationship with an enterprise without even
interacting with a human.1
• Customers and companies both benefit from the rise in self service.
• It enables customers to easily find the information right for them, when it suits and companies to reduce costs.
• Live chat has become a core staple of the new customer service / self service model.
• Live chat has the highest customer satisfaction levels of any direct contact channel2.
1 - https://fonolo.com/blog/2015/02/whitepaper-10-growing-customer-service-trends-for-2015/
2- http://www.bandt.com.au/media/want-happy-customers-live-chat-is-the-way-forward-says-new-report
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CONTENT PERSONALISATION
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Tailored contact
strategy across
many micro-
segments by
combining detailed
behavioral
segmentation with
predictive models
Differentiated
contact strategy
across several
macro-segments
across the customer
lifecycle
1:1 targeting and
optimization where
every customer
receives unique
offers based on their
previous history
(e.g., coupons e-
mailed to customer
based on previous
purchases)
1:1 targeting
across channels
where customer
experience is
updated in real-time
(e.g. website serves
different content in
response to
customer clicks)Everyone sees the
same message
through mass
communications
Broadcast
Phase 1
Phase 2
Macro-
segmentation
Phase 4
1-to-1
Phase 5
Dynamic
personalization
Phase 3
Micro-
segmentation
Hello Robert!
The stages of Personalisation
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Why MCM? How you measure its success?
• Incremental cost effective engagements
• Improved customer engagement• Enhanced customer experience• Accelerate prescribing behaviour
change• In time less reliance on field
force• Marketing spend optimization• Improved ROI
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List Coverage & Awareness
Response Data Resource Critical
In Program SurveysMarket Research
BehaviorMeasured andself-reported
ROI
Measuring Success of your MCM strategies
• Are the tactics driving a response?
• What offers/services are our targets interested in?
• Are the tactics impacting attitudes and perceptions of our products? Customer Experience?
• Are the tactics impacting behavior? How is behavior being affected?
• Is the program producing a positive ROI?
• Why/Why not?
Questions to be Answered
• How many target list /segment physicians are being reached?
• Are they aware of the program?
Response andEngagement
Shifts in Attitudesand Perceptions
Changes in Behavior
Stage of Engagement How Measured
Reach
Multiple factors influence ROI – understanding the impact of tactics throughout the process will help maximize overall effectiveness and ROI
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My own learnings over past 6 years on how to succeed with Multi Channel Marketing
• Senior leadership endorsement and advocacy of your Multi Channel Strategy
• Sales to co-create Multi Channel strategy
• Cross functional buy in and involvement
• Set realistic metrics and KPI’s- walk before you run
• The more disciplined approach to MCM capability the more mature the company is
• Benchmark internal digital capabilities across different geographies and different industries
• Be customer centric- know your customer’s behaviour intimately
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"If a company is not able to keep up with the changing needs of its customer, it will become irrelevant,”Jim Keyes, CEO Blockbuster Video
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Who am I?
• Marketing professional with more than 17 years experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.
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What do colleagues say about me?