managing knowledge and relationship by web to improve sales efficacy - sfe sudamerica 2009

Managing knowledge and relationship by web to improve sales efficacy

SFE Sudamerica 2009Eyeforpharma

November 12th 2009

Pharma developed efforts to cover Web

• Scientific and medical contents by

Websites

• Services by Websites

• Institutional and branding Websites

• CME – Continuous Medical Education

• One-to-one live e-connections

• Live on-demand training

• Live and on-demand webcasts

• Social Networking Initiatives

But expectations are changing …

Vision and reality 2001 – Cracking the Code – Unlocking New Value in Customer Relationship; Cap Gemini & Young & 2010 predictions by Pharma marketers in Europe

0

0,51

1,5

22,5

3

3,54

4,5

5

2002 2007 2010

Call Centers

e-Detailing

Company Websites

Cogresses & Symposia

Print Media

Advertising & Promotion

Sales Force

Level of Importance: 1= not important; 6= very important

trad

itio

nal

new

Web is a reference for people when they are looking for Health Issues

• 32% of people are using web as a source of information for

health

(same frequency for books, magazines, newspapers, friends)

• 60% are using frequently web as a general source (US and

Brazil)

• Different ages are using web for health issues (US)

• 85% are using search engine to find information (US and Brazil)

• Most Pharma companies will increase the investments for

websites and

search engines in the future (60% of them planning to do in

US)

Google – Pharmaceutical Industry Online – March 2009

Ages 18 - 33 34 - 54 55+

Websites about Health 37% 52% 51%

Social Networking 50% 33% 15%

Pharma Websites 7% 10% 14%

Doctors choose Web as a way to be updated

• 80% to 90% are using as a source of health information (US and

Brazil)

• 85% are using search engine to find information (US and Brazil)

• 63% search for symptoms and diagnosis (Brazil)

• 59% search for new drugs and best procedures (Brazil)

• 50% use to verify dosage of products (Brazil)

• Links online sponsored and videos online are the 2nd and 3rd

most

important media for knowledge and influence after sales rep

(34% and 33%)Google – Pharmaceutical Industry Online – March 2009 and Media Screen – July 2008, Brasil

Improving new approach step by step

Veronika Johow – Integration of online activities into S&M strategies – Online Marketing & eDetailing Congress, April 2007

Web 2.0

www.wikipedia.org – Tag Cloud Web 2.0

Examples:

• hosted services

• web applications

• wikipedia

• twitter

• youtube and video sharing sites

• blogs

• social networking sites

Key Words:

collaboration

information sharing

interoperability

user centered

design

Social Networking and Communities

• Build online communities of people to share interests and

activities

• it´s a fusion of sociology and technology transforming

monologues

(one to many) into dialogues (many to many)

• Two broad categories:

- internal social networking (private within company,

society )

- external social networking (open and public)

FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

Twitter – Most recent event

• Topical method of social engagement at the time of

writing

• Communicate with 140 characters limit

• Can retweet updates inside the community

• High number of followers = many people are interests

in posts

• High number of following = engaged with the

community

• High number of updates = something to say


• 20 from 50 top Pharma companies are using twitter and the total

followers

are less than 14,000 (majority of Pharma are not fully engaged)

• Six Pharma companies with highest number of followers

(Boehringer, Novartis, J&J, Genentech, AstraZeneca, Roche):

a majority of business, media, marketing and small number of

physicians

• 12% of patients share updates or see updates about others = post

comments

queries, information about health or medical matters


Twitter - Pharma at the beginning…

Twitter – Novartis Case

Novartis Twitter (3,516 followers and following 10)One way communication channel to supplement press releases

Twitter – Boehringer Case

Boehringer Twitter (3,071 followers and following 2,264)Most engaged twitteres amongst peer group and share news with journalists

Twitter – Novo Nordisk Case Novo NordiskTwitter (839 followers and following 22)Racecar driver Charles Kimball to prove his high performance career is possible with diabetes – Percepcion that´s not a genuine conversational update

YouTube – Opportunities to Pharma companies

• Each minute receive additional 13 hours of videos

• Most underused of social media = 11 of the top 50 Pharma

companies

• Sites with more content and more views (224,000 views)

• Metrics: subscriptions and followers; channel views; number

of videos;

level of investment made in the siteFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

YouTube – Sanofi-Aventis Case Goinsulin – Insulin, Glucose and You (79,303 views)Does not mention branding and provide information about the use of insulin for diabetes and some case studies

YouTube – Jonhson & Jonhson Case J&J Health Channel (476 views)162 short films cover a broad range of topics (nursing recruitment, teenage obedity, attention-deficit hyperactivity disorder and others)

YouTube – AstraZeneca Case

Symbicort Brand Channel (249 views)Patient testimonials with drug safety warnings

Discussion Groups

• Anonymity provide comfort to encourage people to share

their

treatment history, experiences with doctors and results with

the

medication

• Many communities forums are been developed around a

shared

interest in a disease area

• More Connections between experienced patients with

someone newly

diagnosed


Brand-Sponsored Discussion Groups

Diabetes handprint.com was designed with strictly boundaries: bring people touched by diabetes together to share what diabetes means to them

Brand-Sponsored Discussion Groups

Chilldren with Diabetes purchase by J&J as a popular forum for juvenile diabetes patients. Remains independent and establish a policy of separation between editorial and advertising content

Facebook - Discussion Group

• Users can create their own profile and link to friends

• Pharma Companies create interest groups that users can join

to

participate and discuss

• Pharma has removed the ability to interact and replicate the

product

marketing sites with the legal disclaimers and informationFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

Facebook - Cervical Cancer

Gardasil Facebook from Merck was the first Pharma brand fan page on Facebook (100,000 fans)

Facebook - Strong Heart

Strong Heart Community from Bayer has all submissions under revision before posting

Facebook - Acuminder

Jonhson & Jonhson create Acuminder so send reminders when it´s time to change contact lenses and schedule another doctor visit (414 fans)

Linkedin providing profile, contacts and groups

www.linkedin.com

Wikipedia - free to copy, distribute and modify

www.wikipedia.org

2 billion words

10,000 topics

250 languages

5th most popular website

100,000 volunteers

Wiki=4 errors per

article

versus

Britannica=3 errors

article

New imbalance of Metrics to evaluate Results

Business Dimension

• Total Sales

• Market Share and Rx

• ROI = Return on

Investment

• ROO = Return on

Objective

Customer Dimension

• Satisfaction Survey

• NPS = Net Promoter

Score

• Loyalty Index

Critical Success Factors

• Relevant Content and Services

• Alignment with the Customer Needs

• Target and Segmentation

• Buy in of Sales Force and Marketing

• Sponsor engaged

• Quality of the execution

• Take the risk

managing knowledge and relationship by web to improve sales efficacy - sfe sudamerica 2009

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