trends in ehealth: edetailing, apps, social media and online marketing
DESCRIPTION
Current trends in eHealth for pharmazeutical companies.TRANSCRIPT
![Page 1: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/1.jpg)
1Pilotwelle
![Page 2: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/2.jpg)
Trends in eHealthViennaMay 2, 2012
![Page 3: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/3.jpg)
3Pilotwelle
AGENDA
1. E-Marketing Categories- Websites- Apps- Video Marketing- Social Media
3. Online Marketing Campaign4. E-Detailing5. Conclusion
![Page 4: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/4.jpg)
4Pilotwelle
E-Marketing Categories
http://www.slideshare.net/revells/digital-marketing-7384687
![Page 5: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/5.jpg)
5Pilotwelle
Websites
![Page 6: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/6.jpg)
6Pilotwelle
Website categories
http://www.slideshare.net/revells/digital-marketing-7384687
![Page 7: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/7.jpg)
7Pilotwelle
Product Website
Login for healthcare professionals (e.g. DocCheck)
Personalization
CRM-Integration
Interactive presentations
![Page 8: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/8.jpg)
8Pilotwelle
Apps / mHealth
![Page 9: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/9.jpg)
9Pilotwelle
Mobile Market - Infographic
http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/
![Page 10: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/10.jpg)
10Pilotwelle
Mobile Website Version
Only one of the top ten pharmaceutical companies has a mobile optimized website
![Page 11: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/11.jpg)
11Pilotwelle
Medical-Apps
More than 300 healthcare apps
![Page 12: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/12.jpg)
12Pilotwelle
mHealth
http://www.slideshare.net/revells/digital-marketing-7384687
![Page 13: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/13.jpg)
13Pilotwelle
Apps
http://itunes.apple.com/de/app/draco-wundassistent/id491663455?mt=8
![Page 14: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/14.jpg)
14Pilotwelle
Apps – Merck PSE
![Page 15: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/15.jpg)
15Pilotwelle
Video Marketing
![Page 16: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/16.jpg)
16Pilotwelle
Video Marketing
![Page 17: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/17.jpg)
17Pilotwelle
Video Marketing
Ferring Pharmaceuticals video campaign for the ZomaJet needlefree pen device. The campaign won the prize for best video at the PM Society Awards in 2008.
![Page 18: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/18.jpg)
18Pilotwelle
Social Media
![Page 19: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/19.jpg)
19Pilotwelle
Social Media usage of European physicians
http://manhattanresearch.com/Images---Files/Data-Snapshots/European-Physician-Social-Media-Trends
![Page 20: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/20.jpg)
20Pilotwelle
Social Media: Blogs
![Page 24: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/24.jpg)
24Pilotwelle
Disease Blog
![Page 25: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/25.jpg)
25Pilotwelle
Social Media: Communities
![Page 26: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/26.jpg)
26Pilotwelle
Special Interest Community
![Page 27: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/27.jpg)
27Pilotwelle
Patient Community
![Page 28: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/28.jpg)
28Pilotwelle
Patient Community
![Page 29: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/29.jpg)
29Pilotwelle
Science Community
![Page 30: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/30.jpg)
30Pilotwelle
![Page 31: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/31.jpg)
31Pilotwelle
Twitter – topic-account
![Page 32: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/32.jpg)
32Pilotwelle
Twitter – company-account
![Page 33: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/33.jpg)
33Pilotwelle
Twitter Account – Race with insulin
![Page 34: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/34.jpg)
34Pilotwelle
Pharma employees on twitter
Pfizer
![Page 35: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/35.jpg)
35Pilotwelle
Pharma employees on twitter
Sanofi Aventis
![Page 36: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/36.jpg)
36Pilotwelle
Pharma employees on twitter
GE Healthcare
![Page 37: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/37.jpg)
37Pilotwelle
Social Media: Facebook
![Page 38: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/38.jpg)
38Pilotwelle
![Page 39: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/39.jpg)
39Pilotwelle
Facebook-App
![Page 40: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/40.jpg)
40Pilotwelle
Facebook-App
App for HAE patients: Along with a blood test, an accurate and comprehensive family history can help decrease time to diagnosis.www.cinryze.com or www.ryzeabove.com.
![Page 41: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/41.jpg)
41Pilotwelle
Sponsored Web Properties
![Page 42: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/42.jpg)
42Pilotwelle
Facebook Company Page
![Page 43: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/43.jpg)
43Pilotwelle
Online Marketing Campaign
![Page 44: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/44.jpg)
44Pilotwelle
Online Marketing Campaign
Bayer Scherings award-winning online marketing campaign for Levitrafor those actively seeking erectile dysfunction information
![Page 45: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/45.jpg)
45Pilotwelle
Online Marketing Campaign
Bayer Scherings award-winning online marketing campaign for Levitra
http://pharmadigital.wordpress.com/2010/04/11/in-bed-erectile-dysfunction-campaign-overview/
![Page 46: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/46.jpg)
46Pilotwelle
E-Detailing
![Page 47: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/47.jpg)
47Pilotwelle
Detailing Situation
1. Physicians are trying to see more patients in less time
2. Physicians’ time is also over-crowded by hospitals, staff and administration
3. There are more sales representatives competing for less physician’s time than ever before
4. Physicians have more trust in colleagues and scientist and think that representatives show a lack of objectivity
![Page 48: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/48.jpg)
48Pilotwelle
Detailing – What is the effect of it?
https://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219
![Page 49: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/49.jpg)
49Pilotwelle
E-Detailing Definition
The migration of detailing services to an electronic channel
•that physicians can access to get the information they want
•where they want and
•at a time that is most convenient for them
![Page 50: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/50.jpg)
50Pilotwelle
E-Detailing Categories & Pros
• Virtual live eDetailing (interact with the sales rep via video and audio in real time)
+ providing a longer interaction with the physician more cost effectively
• Scripted eDetailing (physician watches interactive screens and has the option to contact rep by phone or mail)
+ physician has the convenience of 24/7 availability
• eDetailing through a portal for doctors (access to ready-made communities for doctors)
+ interaction with other physicians
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
![Page 51: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/51.jpg)
51Pilotwelle
Virtual live E-Detailing
![Page 52: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/52.jpg)
52Pilotwelle
Scripted E-Detailing
![Page 53: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/53.jpg)
53Pilotwelle
E-Detailing through a portal for doctors
![Page 54: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/54.jpg)
54Pilotwelle
E-Detailing Integration with CRM
![Page 55: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/55.jpg)
55Pilotwelle
E-Detailing Results
• provide physicians with more updated drug information
• simplify the sample ordering process
• help to improve physician relationships
• generate statistical and CRM insights
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
![Page 56: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/56.jpg)
56Pilotwelle
E-Detailing Results
• decrease detailing costs
Pharmaceutical companies can cut costs using e-Detailing – an online sales session costs about US$110 on average, compared with an approximate cost of US$200 for a field representative’s visit.
Lewis, David. ‘Lilly Takes To The Net For Access To Doctors.’ InternetWeek, 23 April 2001.
![Page 57: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/57.jpg)
57Pilotwelle
E-Detailing Results
• increasing revenue
study: after the implementation of an eDetailing programme the product’s market share increased by 10% (against a control group of 3%)
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
![Page 58: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/58.jpg)
58Pilotwelle
Technical Aspects
![Page 59: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/59.jpg)
59Pilotwelle
Orchestrating channels
Public Marketing Content
Non-publicProduct Content
MedicalContent
User GeneratedContent
ClosedSocialMedia
NewsServices
PublicSocialMedia
NewsService
Public Website
Brand Comm.”Hub” for
other channels
ClosedWebsite
CampaignE-Detailing
ServicesRep. Contact
Mobile
E-DetailingRep. Contact
ToolsLearning
aggregate and reuse
Integrateanalyze
CRM
optimize
![Page 60: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/60.jpg)
60Pilotwelle
eMarketing – A technical approachSo
cial /
Web
Ana
lytic
s
Website
•Company•Patient
CMS as central system
single content storage
generates websites for
public and only access for
healthcare professionals
Marketing success is
monitored by analytics
systems
Gathered user data is
stored in CRM systems
for marketing use
Enterprise CMSCQ 5
DocCheckSwissRX
CRXContent
Repository
Website Product
MedService
Social Media
•FB•G+
AssetMgmtMobile
Apps
•Mobile•Tablet
CampaignMarketing
CRM
eMai
l Mar
ketin
gCustomer
Online Marketeers
Personalization Engine - implicit /explicit
![Page 61: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/61.jpg)
61Pilotwelle
Conclusion
![Page 62: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/62.jpg)
62Pilotwelle
Top Trends in E-Marketing
From
Analogue
Push Broadcasts
Top-down Communication
Desktop Internet
To
Digital
Pull Content
Dialogue
Mobile Internet
![Page 63: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/63.jpg)
63Pilotwelle
eMarketing Process
http://www.slideshare.net/revells/digital-marketing-7384687
![Page 64: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/64.jpg)
64Pilotwelle
Our Recommendations
1. Do campaigns: Integrate E-Marketing with other marketing activities.
2. Use social media to build / improve relationship to all target groups.
3. When using Social Media take risks and communicate authentically, do not misuse Social Media as just another push channel.
4. Integrate E-Detailing with your CRM.
5. Thinks of tools and services you can offer to mobile users (even if they are not directly product-related).
6. Use a powerful ECMS for multi device content management.
![Page 65: Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing](https://reader034.vdocuments.us/reader034/viewer/2022042601/53f85c808d7f729c2e8b45fe/html5/thumbnails/65.jpg)
65Pilotwelle
Pilotwelle KommunikationSebastian SchroerJaksteinweg 1722607 Hamburg, Germany
www.pilotwelle.deTel: +49 171 755 77 20 E-Mail: [email protected]