digital pharmaeng effective web marketing november 07 1230298508923930 2
TRANSCRIPT
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Digital Pharma: Evolution and Revolution in Marketing and Sales
Len StarnesHead of Global E-Business Primary Care, Bayer Schering pharma
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A decade of digital pharma
Targeting doctors
Targeting consumers & patients
Healthcare social networking
Agenda
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A decade of digital pharmaA decade of digital pharma
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1996 2007
HypeRaising
expectations
Disillusionment
Trough of despair
EnlightenmentProductivity
Realistic expectations
Evolution vs revolution
Evolution2006
Revolution
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Expectations ’96: The 24 x 7 rep – how wrong!
Branded websites will be more
effective than a rep visit
Sales forceswill be cut
Revenues will soar
Doctors will flock to
our sites
One-size fits-all portal will suffice
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HCPs’ media consumption shifting from off to online
85% of EU HCPs say the internet
is critical for success of their
practice*
16% of EU HCPs use a PDA for
professional purposes*
5
6
18
19
21
22
28
49
0 10 20 30 40 50 60
Use podcasts
Subscribe to RSS feed
Use chatrooms
Download audio files
Read blogs
Use instant messaging
Watch online videos
Send SMS
Professional use of digital media by European HCPs*
% European HCPs
*Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06
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Quality content yes,but in an
appropriate context Credibility and trustwill be crucial
Expectations ’96: Health information seeker – right!
Internet will becomethe most preferred
source of health andmedical information
Internet will becomea powerful medium for patient acquisitionand retention
Patients will be empowered
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Consumers’ favoured sources of health information moving online
143 million EU consumers have accessed health
information or health services
online during the last 12 months*
Most frequently used sources of health information in Europe*
% European consumers
*Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07
7
16
19
40
42
49
70
74
40
0 20 40 60 80
None
Radio
Nurses
Family & friends
Pharmacist
TV
Print media
Doctor
Internet
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Low digital marketing spend 1- 5%
Digital pharma status 06/07
Industry remains a late adopter
But solid experience and realistic expectations
Too few digital-visionaries at senior level
Moving slowly towards integrated solutions
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Targeting doctorsTargeting doctors
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Doctors generally prefer authoritative sources - medical societies, universities, hospitals
A major challenge
Doctors ambivalent towards pharma
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,…
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The sales force arms race
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Result: ever decreasing detailing time
USA: 1:30 minsEurope: 2 - 4 mins
Number of sales representatives
Detailing time
1980 - 2007
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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
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Live detail with tablet-PC
Web-basede-detail
Multi-channelCRM application
Electronic details,interactions trackedand logged by CRM application
Closed-loop marketing is next
Interactive detailscustomized to meet
doctor’s needs
Iterative detailing process
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Engaging doctors can only be successful if…
Real needs and expectations
are met
Focus is on integrated multi- channel services
* Taking the Pulse Europe v6.0; sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06
Over half of EU HCPs expect online service today*
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Targeting consumers
& patients
Targeting consumers
& patients
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Regulations constrain objectives
DTC markets
Disease & condition awareness
Non-DTCmarkets
Treatments awareness
Brand awareness& conversion
Drug compliance, loyalty & retention
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Globally targeting womenScope
• Focus on contraceptives
• Targets women segmented by 5 lifestages
• 1 international, 28 country, 2 regional sitesKPIs
• > 4m visits/year
• > 70 years/year customer contact time
• Chinese site draws 0.6m visits/year
Femalelife
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30 – 50% of medicines prescribed for long-term illnesses are not taken as directed*
Compliance is a major issue
*Adherence to Long-Term Therapies: Evidence for Action, WHO 2003
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Isolated compliance channels
Patient
SMS & mobile
Pack & devices
Contactcentre
Casemanager
VAT
Internet & email
Direct mail
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Germany
Netherlands
UKGlobalonline supportfor Betaferon patients
Denmark
Norway
Sweden
International
Finland
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Patient
Integrated compliance channels
Patient signs-upfor ‘daily tips’ on coping with SEs
Patient calls asking for advice about
a severe SE
Patient downloadsa PDF on SEs
management
Application softwareaccessed by
a case manager
All patient interactionsand interventions logged
Case manager alertedto SEs issue and makesappropriate interventions
Secure patient database
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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
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Healthcare social networkingHealthcare social networking
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‘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…’*
Web 2.0 is radically changing medicine and healthcare
Dean Giustini, How web 2.0 is changing medicine,BMJ, 23 December 2006
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‘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…’
But pharma is still debating
Source: www.forums.pharma-mkting.com
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Web 2.0 is a disruptive technology
Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA
Pharma values Web 2.0 values
Risk averse
Information from authoritative sources
Privacy & security are regulated
Long lead times
Controlling access to dataand information
Intellectual property closely guarded
Risk taking
Crowd wisdom
Anyone can join
Rapid deployment
Information contributed by and distributed to all
Open Source
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Pharmaweb 2.0
Public relations
Consumers& patients
Sales forces
Internally:Enterprise 2.0
HCPs
Disruption at all levels
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Collaborating with onlineHCPs’ communities
www.sermo.com
Captures bedside and hallway conversations
Helps ‘lonely’ doctors
Aims are to discuss new clinical findings and to ‘work together to dramatically impact patient care’
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35,000 registered members
Posts comprise 2 elements - Post itself as a discussion thread Plus - Multiple choice poll which asks ‘What do you think?’
Sermo’s secret sauce
Adds a quantitative dimension to qualitative postings – in real time
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Pharma may now mine the wisdom of the Sermo crowd
‘Observe’ - Alpha MDView community via a customized list
of subjects based on keyword tags
‘Insight’ Post questions directly
to communityand take polls
‘Action’ – Hot SpotsIcons next to targeted conversations allowing access to relevant pharma information and services
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Pfizer signed-up October 15th 2007
6 more pharmas about to sign-up
US$ 26m VC injection
Launching in Europe & Asia-Pacific 2008
Responses to date
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Paradigm shift
The doctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration
Doctors can now dictate the terms of engagement to the pharma industry
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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
Conversations are raging: patients are learning from one another
www.revolutionhealth.com*Manhattan Research, 2007
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Revolution Health
136 Betaseron ratings Effectiveness: 6.2/10
Lack of SEs: 5.3/10
Ease of use: 6.2/10
Health SN sites allow patientsto rank treatments, doctors, hospitals & payers
> 2500 ratings of all MS treatments
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Health warning to pharma marketeers
Don’t fake it
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Paradigm shift
The industry must decide whether it wants to actively participate in the conversations or remain an outsider
Consumers and patients are taking ownership of brands, diseases and conditions
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Managing UGC on pharma sitesis a major issue… but possible
Regulators mandate pharmas to report ADs
Regulators forbid off-label discussions
Open discussion areas in 14 countries:
D: 6,000 members, 25,000 postsS: 1,500 members, 9,000 postsTR: 1,400 members, 19,000 postsJP: 900 members, 1,200 posts
www.ms-gateway.com
3rd generation community area for MS patients, carers, family & friends
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Pharma corporate blogs are emerging
J&J BTW blog
J&J bloggerMarc Monseau
‘Everyone else is talking about our company, so why can’t we?’
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Pharma sales reps are the most visible active bloggers
5,000 threads60,000 posts
Rants & raves,corporate grapevines,jobs
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The pharma marketing and sales revolution has begun
The pharma marketing and sales revolution has begun
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Head of Global E-BusinessPrimary careBayer Schering Pharma
E: [email protected]: + 49 30 4681 4877M: + 49 175 438 4521I: www.bayerhealthcare.com
Len Starnes