digital marketing in pharma (india)

Digital Marketing in Pharma

Gurpinder SinghDigital Marketing Professional

http://in.linkedin.com/in/gurpindersingh

What is Digital Marketing

Marketing of products or services with the help of Technology.

Digital Marketing, also termed as e-marketing, web-marketing, online-

marketing or Internet Marketing,

e-marketing also includes the management of digital customer data and

electronic customer relationship management (e-CRM) systems.

e-marketing allows the placement of media along many different stages of

the customer engagement cycle.

Pharmaceutical Digital Marketing

Target Audience:

Digital Marketing is an extension, can be implemented across

Verticals i.e. Doctors, Hospitals, Patients & Sales Team :

Health Care Professionals (HCPs): This is based on

providing services, scientific data, business analytics etc. to

the specialists in order to promotion of products/services.

Patient’s: to ensure awareness & adherence to the

therapy.

Sale’s Team: To make their customer calls more

interactive & upgrade their skills and motivation.

Increasing use of Digital Marketing

As Internet gains more significance in different aspects of our

lives, the world of pharma bound to have its share of Internet

use gradually.

As more healthcare facilities establish point of access between

physicians and pharma sales reps, industry has turned to other

promotional methods and is increasing use of e-Marketing.

e-Detailing and online events (like webinars or webcasts) let

doctors update themself when and where they choose, rather

than having to meet with pharma representatives during rush

hours in their clinics.

e-marketing can be carefully controlled and monitored.

Data Source - The Digital Doctor Study by VIA Media Health

Internet Usage @ Indian HCPs

e-Marketing Opportunities

Digital Marketing

HCPs Portals

Awareness Portals

e-Detailing

Email Marketing

eCMEs / WebinarsSEO / SEM

Social Media

Business Intelligence

Monitoring Tools

Adding immediate impact to every call

Ensuring conversations are tailored to the customer segment and even individual doctor

Gathering targeted customer information to enable true closed-loop marketing

Detail complex products with wide range of Interactive / Dynamic Content

Capture Physician Ratings, Feedbacks & Comments

Selling Tablets through Tablets

Internet is now a significant source of health information and

connectivity between providers, prescribers and patients.

We attend at the transformation of traditional 4Ps Operational

Marketing to e-Marketing

The interest in e-health as a channel for the marketing of

health-related products and services increasing every day.

From social networking tools and advanced physician portals

to streaming video and closed loop strategies, the

opportunities to open new communication channels with

patients, physicians and KOL are limited only by a marketers

imagination and determination.


Medical Portal for HCPs:

Doctor knowledge & networking portals are quickly becoming

an easy-to-use and cost effective solution to extend your

service arm and register your brands.


Medical Portal for HCP:

If implemented properly, this concept benefits both companies and HCPs in a number of ways.

Benefit to Companies:

It reduces the overhead costs as can serve doctors centrally.

Establishes parallel communication channel between the Company & Physician.

Minimal effect of Vacant territory as if a Rep leaves the territory, the market learning’s are present in the digital nervous system, and this business intelligence can facilitate working of new Rep(s)

Benefit to HCP:

They can update and enjoy companies services at their leisure rather than having to meet with a pharma reps during rush hours.

Updated information on his desktop everyday; abreast with all medical updates.

Saving time on searching for information from the Internet.


Awareness / Adherence Portal for Patients:

More and more patients demand to know and expect up-to-date information

on their condition and treatment, as well as alternative treatment options.

The access to information via the Internet means that information on a US

website can be read by a Indian patient and may include information on their

branded medicine.

The foundation of sustainable success in the application of e-Marketing for

pharmaceutical lies the combination of strategic alliances and technological

innovation


E - Detailing

Indian market is still in an early stage of adoption. The e-

detailing market in India does have very few companies acting

as active players.

Although the sales force initially looked at e-detailing with

skepticism, wondering if online promotion would render the

traditional sales call obsolete, most reps are actually seeing the

opposite effect:

e-detail actually increases the overall time spent with the

rep.

Ahead-of-the-curve companies are capitalizing on e-detailing

as a low-cost opportunity to increase physician engagement

and improve the overall sales call quality.


eCMEs / Webinars

Hybrid meetings are events that contain both live and virtual

components combined. They are also great opportunities and are one of

the hottest trends in meeting planning. Live Webcasts using streaming

video of the conference would allow event sponsors and hosting

organizations to widen their meeting exposure to include those who

follow the conference online.

This is one of the cost effective method which is established well in

Indian Pharmaceutical Industry.


Search Engine Optimization (SEO):

SEO is unique to the Internet environment: 47% of web users

said that the most common way they find products or

information is through search engines.

The top 10 results to a search query get 78% more traffic

than subsequent listings, many firms use SEO to be sure their

site is high on the list.

SEO strategies change almost daily.


Know Your Customers

Central digital nervous system of Profiling

Reach Your Customers

Go beyond individual channel (physical presence)

Interact with your Customer

Engage with Closed loop marketing channels

e-Marketing Strategies

Closed Loop Marketing

Another hot topic in pharma Digital marketing is closed loop marketing. The

main objective is to avoid to leave customer communication gap open.

Segmentation is giving way to ”micro" marketing, which is dealing with

individuals rather than segments.

To gather and continuously refine segmentation approach and ways to contact

individual customers- It is closed loop.

Gurpinder Singh

e-Marketing Strategies

Change the mindset Define Goals

Create Digital Marketing

Segment

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