pharma europe 250213 final-edit2

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Gregg FisherManaging Director

Mark PrinceClient Partner EMEA

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AT WHAT POINT DOES SENIOR MANAGEMENT NO

LONGER SEE MULTI-CHANNEL MARKETING AS

OPTIONAL?

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4

WHAT WE ALREADY KNOW!

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� Digital is Integral to Clinical Practice

� Online is Surpassing Offline

83% Euro HCPs use the internet

during the workday

77%between consultations

67% to communicate

with patients

96% HCPs use online professional

sources weekly

Source: Manhattan Research, Taking the Pulse 2012

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� Mobile is Mainstream

81%Smartphone adoption

58% Tablet ownership/use

- doubled from 28% to 58% between 2011 and 2012

65% use mainstream social networks for

professional purposes

� Physicians Are Increasingly Social

Source: Manhattan Research, Taking the Pulse 2012

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WHAT WE OFTEN FAIL TO CONSIDER!

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Early Career

� Training and continuing education

� Diverse/frequent information sources

� Easiest to reach

� Most impressionable

Late Career

� Set in ways, resists behavior change

� Narrow/infrequent information sources

� Most difficult to reach

� Least impressionable

THE IMPACT OF THE GENERATION GAP

Span of ~40 YearsAge 27 Age 65

1010

Internet Pre-History:

PCs, Dial-Up Services

and Satellite Phones

A BRIEF HISTORY OF THE INTERNET

eCommerce, high-speed

ISPs, mobile, social and

semantic web

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A TALE OF TWO DOCTORS!

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ANALOG NATIVES

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DIGITAL NATIVES

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A doctor who qualified during or after the internet

went mainstream – and has relied on digital and has relied on digital and has relied on digital and has relied on digital

interactions through connective digital interactions through connective digital interactions through connective digital interactions through connective digital

technologies for technologies for technologies for technologies for his/her entire his/her entire his/her entire his/her entire

professional careerprofessional careerprofessional careerprofessional career

DIGITALLY-NATIVE HCPs

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GETTING TO KNOWTHE DIGITAL NATIVES

Age 8! (1995)

the Web

went public

Age 10! (1997)

the dot-com boom

Age 14! (2001)

doing homework using

Wikipedia

Age 18! (2005)

Facebook expands

to 21 universities

in the UK

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HERE’S THE PREDICTION!

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2014 = A TIPPING POINT

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DIGITAL TIPPING POINT

� In 2014, the majority of HCPs will be digitally-native.

49%

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CHANGE IS ACCELERATING

2020

Analog Native

� Age in 2014: 47 and up

� Less engaged with digital media

� 24% ‘always‘ rely on digital sources

THE HCP DIGITAL DIVIDE IN 2014

Digital Native

� Age in 2014: 27–46

� More engaged with digital media

� 55% ‘always‘ rely on digital sources

51 49%%

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LOOKING AT PHARMA MARKETING ALLOCATIONS

IN 2013!

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WHERE IS OUR SPEND DIRECTED TODAY?

Current Pharmaceutical Marketing Investment: 93%

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Current Pharmaceutical Marketing Investment: 7%(Other Industries: 20%)

WHERE SHOULD IT BE DIRECTED?

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‘INNOVATIVE’ FOR PHARMA IS NORMALFOR DIGITALLY-NATIVE CUSTOMERS

13Online hours/wk

93%Online betweenconsultations

92%Using

smartphones

71%Using tablets

Source: Manhattan Research, Taking the Pulse 2012

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WE’RE STILL OVER-ESTIMATING OFFLINE’S ABILITY TO DELIVER

DIGITALLY-NATIVE HCPs: “When looking for clinical information

to inform my clinical decisions, my first choice is to use!”

Digital sources

Print sources

82%

18%

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SO WHAT ARE THE IMPLICATIONS?

Our customers have changed irreversibly

Senior management can no longer ignore customer preferences

The new behaviors require transformational change vs incremental

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PRINCIPLES OF NEW MODEL

Utility vs Promotion

Pull vs Push

Multi-Channel vs Multiple Channels

Portable Content vs Channel Tactics

Rep as Valuable Partner vs Sales Agent

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WHAT’LL FINALLY MOVE THINGS FORWARD?

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GET THEINFOGRAPHIC:‘2014:YEAR OFTHE DIGITALLY-NATIVE HCP’

Available on slide share.