digital marketing for pharma
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Current opportunities and challenges in adopting digital marketing in the pharma industryTRANSCRIPT
DRAFT
http://www.linkedin.com/in/simonrevell
Digital MarketingCurrent opportunities and challenges in adopting
digital marketing in the Pharma Industry
Simon Revell
Online collaboration, knowledge management, communications, wikis, blogs, forums, rss, sharepoint, onenote, mediawiki, newsgator
Simon RevellAssociate Dir, Collaboration & Web Technologies
Global Research and Development, Pfizer
R & D sites
Aboutme
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Project CollaborateOnline Collaboration and Information Management Center of Excellence
Royal Society of Chemistry
Teamwork in Innovation 2010 Award
Best KM initiative or implementation in a corporate enterprise
Part of the award winning Project Collaborate Team
1Section
2Section
3Section
4Section
the increase in the number of customer touch-points
how are we supposed to connect with them?
the digital marketing network of assets
the journey to digital marketing excellence
The customer is online
New rules of engagement
Taming the digital sprawl
From analogue to digital
AGENDA
1Section
increase in the number of customer touch-points
THE CUSTOMER IS ONLINE
Opportunity
The customer is online
Source: How Digital is Shaping the Future of Pharmaceutical Marketing, Manhattan Research , 2009
PatientsHealth Care Professionals
• The average physician spends eight hours per week using the Internet
• Consumers who visit product sites are nearly three times more likely to request prescriptions by name from their doctors.
• U.S. physicians report that at least some of their patients bring health information they found online to an appointment
Where are they online?
Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009
“A third of doctors have changed a patient's treatment as a result of an Internet search.”
SEO
Search reason
Specific drug information 77%
General condition information 75%
Treatment side effects 68%
Drug safety information 66%
Information for patients 61%
New medications 64%
Contraindications 59%
Information to aid diagnosis 53%
Medication in development 45%
Clinical trial information 45%
Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009
Pharma Controlled Sites
92% of physician searchers clicked on the links appearing at the top of the (Google) page Source: Manhattan Research , 2009
HCPs Online
Social
Networking
Source: Manhattan Research 2010
Findings suggest doctors who take part in communities write an average of 24 more prescriptions per week than those with no interest in online communities.
Opportunity
Internet-savvy HCPs
Patients Online
disease awareness communities
Social
Networking
Patients: Partners in care
Source: Dr. Google: Your Patients, the Internet, and You, LISA NEAL GUALTIERI, PHD, JANEY PRATT, 2009
Anthony Schlaff, Tufts University School of Medicine
“At its best, the Internet is one more tool in the partnership between a physician and patient.”
Given that patients are going online,” he says, “the best thing to do is engage them as partners in care.” Bruce Auerbach, the Massachusetts
Medical Society president
PatientsHealth Care Professionals
The Digital Toolset
MobileWeb Social MediaMedia Messaging
Traditional ad campaigns, interactive television and streaming media.
Bulk emails, Short Message Service and Multimedia Messaging Service.
Search engine optimizations, adwords, web sites, banner ads and blogs.
SMS, MMS and mobile phone apps and sites.
Social Media Optimisation (SMO)
Digital Channels
eDetailing
Online events
SMS
Information sites
Customer services
eSampling
Information apps
Lifestyle apps
Communities of interest
Networking
Video
mHealth well-defined and rapidly expanding
ComplianceMonitoring ConsultationReference Decision Support
mPhysician mPatient
Disease Management
Disease Prevention
mHealth (also written as m-health or mobile health) is a term used for the practice of medical and public health, supported by mobile devices. The term is most commonly used in reference to using mobile communication devices, such as mobile phones and PDAs, for health services and information. mHealth is tackling healthcare challenges such as aging populations, the cost of non-compliance (pts not taking prescribed medicines), addressing rising healthcare costs through disease prevention and management.
Patient-Physician interface
Novartis Oncology Medical Information provides health care professionals with accurate, succinct, and timely medical information.
The Pfizer Oncology RSS application has been developed to support UK Healthcare Professionals responsible for the diagnosis and treatment of metastatic renal cell carcinoma (mRCC).
Sensors can capture data like heart rate, physical activity, body position, and other logged events and the data can then be sent via Bluetooth to devices like the iPhone or a computer for merging with mHealth applications.
‘Behaviour engineering’ apps such as pill and dose reminder apps.
Widespread availability of smartphones and improvements in wireless network coverage permits physicians to remotely monitor patients and detect evolving health issues quickly and cheaply.
2Section
how are we supposed to connect with them?
NEW RULES OF ENGAGEMENT
“…many people seem to be unclear as to what can and cannot be done in terms of advertising and communication using digital tools within existing UK and EU regulations”
PM Society Digital Marketing Working Group
"It is unlikely that the FDA will move away from the regulations that apply currently to print and broadcast media. If the expectation is that the FDA is going to somehow carve out electronic media or social media, that's probably unlikely." Paul Savidge, General Counsel at BMS
“(The FDA) will not do guidance on specific technology platforms such as YouTube, Facebook, or Twitter. Those things are really big now, but you know what, two years from now who knows what the next thing (will be)?"
Tom Abrams, Head of the FDA Division of Drug Marketing, Advertising, and Communications
PM Society Digital Marketing Working Group ABPI Code of Practice and Digital Media Q&AThis document contains a set of questions and suggested answers in relation to the ABPI Code of Practice and the application of the Code to Digital Media.
http://www.pmsociety.org.uk/page/abpidigital
3Section
the digital marketing network of assets
TAMING THE DIGITAL SPRAWL
Sprawl: Low density development on the edge of cities and towns, poorly planned, land consumptive, auto-dependent, and designed without respect to its surroundings. Smart Growth and Urban Developments Glossary
Challenge
Challenge
So much online stuff!
Fort Pharma no morePharma
Collaboration with 3rd Parties
Concentric Castle
Challenge
Pharma has to contend with activity and content outside their own walls
Classification of domains
Pharma Company Sites
‘Walled gardens’
User Generated
Sites
SNSites
APIData RSS
Unique special interest sites created by the users themselves
Commercial targeted community hosting
Open general purpose sites
Sites built by or for pharma companies
SEO
Micro-labour moderation services Semantic technologies for ‘linked data’ Re-usable digital assets (web, mobile) Social network analysis Digital information management Smart feeds
Digital approaches
4Section
the journey to digital marketing excellence
FROM ANALOGUE TO DIGITAL
“Web 2.0 is here. Those that ignore it will die.”Paul Smith Originator of SOSTAC ® Planning System
visibility
time
TechnologyTrigger
Peak ofInflated
Expectations
Trough ofDisillusionment
Slope of Enlightenment
Plateau ofProductivity
The Hype Cycle
Measuring
Value
SMO
Mobile
Media
Messaging
Web
Challenge: Measuring ROI
Analogue DigitalMeeting Anytime, anywhere
Campaign Online health strategy
Marketing and sales Facilitation
Peer to peer discussion Social networks
Telling Listening and learning
Analogue to digital
New MindsetNew Roles New CultureNew ApproachesNew Skills
A digital strategy
Vision
Objectives
Content People Processes Technology
Adoption
Why
What
How
Digital domain Community Collaboration
1. The customer is online: the increase in the number of customer touch-points
2. New rules of engagement: how are we supposed to connect with them?
3. Taming the digital sprawl: the digital marketing network of assets
4. From analogue to digital: the journey to digital marketing excellence
Summary