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Digital MarketingCurrent opportunities and challenges in adopting

digital marketing in the Pharma Industry

Simon Revell

Online collaboration, knowledge management, communications, wikis, blogs, forums, rss, sharepoint, onenote, mediawiki, newsgator

Simon RevellAssociate Dir, Collaboration & Web Technologies

Global Research and Development, Pfizer

R & D sites

Aboutme

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Project CollaborateOnline Collaboration and Information Management Center of Excellence

Royal Society of Chemistry

Teamwork in Innovation 2010 Award

Best KM initiative or implementation in a corporate enterprise

Part of the award winning Project Collaborate Team

1Section

2Section

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4Section

the increase in the number of customer touch-points

how are we supposed to connect with them?

the digital marketing network of assets

the journey to digital marketing excellence

The customer is online

New rules of engagement

Taming the digital sprawl

From analogue to digital

AGENDA

1Section

increase in the number of customer touch-points

THE CUSTOMER IS ONLINE

Opportunity

The customer is online

Source: How Digital is Shaping the Future of Pharmaceutical Marketing, Manhattan Research , 2009

PatientsHealth Care Professionals

• The average physician spends eight hours per week using the Internet

• Consumers who visit product sites are nearly three times more likely to request prescriptions by name from their doctors.

• U.S. physicians report that at least some of their patients bring health information they found online to an appointment

Where are they online?

Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009

“A third of doctors have changed a patient's treatment as a result of an Internet search.”

SEO

Search reason

Specific drug information 77%

General condition information 75%

Treatment side effects 68%

Drug safety information 66%

Information for patients 61%

New medications 64%

Contraindications 59%

Information to aid diagnosis 53%

Medication in development 45%

Clinical trial information 45%

Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009

Pharma Controlled Sites

92% of physician searchers clicked on the links appearing at the top of the (Google) page Source: Manhattan Research , 2009

HCPs Online

Social

Networking

Source: Manhattan Research 2010

Findings suggest doctors who take part in communities write an average of 24 more prescriptions per week than those with no interest in online communities.

Opportunity

Internet-savvy HCPs

Patients Online

disease awareness communities

Social

Networking

Patients: Partners in care

Source: Dr. Google: Your Patients, the Internet, and You, LISA NEAL GUALTIERI, PHD, JANEY PRATT, 2009

Anthony Schlaff, Tufts University School of Medicine

“At its best, the Internet is one more tool in the partnership between a physician and patient.”

Given that patients are going online,” he says, “the best thing to do is engage them as partners in care.” Bruce Auerbach, the Massachusetts

Medical Society president

PatientsHealth Care Professionals

The Digital Toolset

MobileWeb Social MediaMedia Messaging

Traditional ad campaigns, interactive television and streaming media.

Bulk emails, Short Message Service and Multimedia Messaging Service.

Search engine optimizations, adwords, web sites, banner ads and blogs.

SMS, MMS and mobile phone apps and sites.

Social Media Optimisation (SMO)

Digital Channels

eDetailing

Online events

Email

SMS

Information sites

Customer services

eSampling

Information apps

Lifestyle apps

Communities of interest

Networking

Video

mHealth well-defined and rapidly expanding

ComplianceMonitoring ConsultationReference Decision Support

mPhysician mPatient

Disease Management

Disease Prevention

mHealth (also written as m-health or mobile health) is a term used for the practice of medical and public health, supported by mobile devices. The term is most commonly used in reference to using mobile communication devices, such as mobile phones and PDAs, for health services and information. mHealth is tackling healthcare challenges such as aging populations, the cost of non-compliance (pts not taking prescribed medicines), addressing rising healthcare costs through disease prevention and management.

Patient-Physician interface

Novartis Oncology Medical Information provides health care professionals with accurate, succinct, and timely medical information.

The Pfizer Oncology RSS application has been developed to support UK Healthcare Professionals responsible for the diagnosis and treatment of metastatic renal cell carcinoma (mRCC).

Sensors can capture data like heart rate, physical activity, body position, and other logged events and the data can then be sent via Bluetooth to devices like the iPhone or a computer for merging with mHealth applications.

‘Behaviour engineering’ apps such as pill and dose reminder apps.

Widespread availability of smartphones and improvements in wireless network coverage permits physicians to remotely monitor patients and detect evolving health issues quickly and cheaply.

2Section

how are we supposed to connect with them?

NEW RULES OF ENGAGEMENT

“…many people seem to be unclear as to what can and cannot be done in terms of advertising and communication using digital tools within existing UK and EU regulations”

PM Society Digital Marketing Working Group

"It is unlikely that the FDA will move away from the regulations that apply currently to print and broadcast media. If the expectation is that the FDA is going to somehow carve out electronic media or social media, that's probably unlikely." Paul Savidge, General Counsel at BMS

“(The FDA) will not do guidance on specific technology platforms such as YouTube, Facebook, or Twitter. Those things are really big now, but you know what, two years from now who knows what the next thing (will be)?"

Tom Abrams, Head of the FDA Division of Drug Marketing, Advertising, and Communications

PM Society Digital Marketing Working Group ABPI Code of Practice and Digital Media Q&AThis document contains a set of questions and suggested answers in relation to the ABPI Code of Practice and the application of the Code to Digital Media.

http://www.pmsociety.org.uk/page/abpidigital

3Section

the digital marketing network of assets

TAMING THE DIGITAL SPRAWL

Sprawl: Low density development on the edge of cities and towns, poorly planned, land consumptive, auto-dependent, and designed without respect to its surroundings. Smart Growth and Urban Developments Glossary

Challenge

Challenge

So much online stuff!

Fort Pharma no morePharma

Collaboration with 3rd Parties

Concentric Castle

Challenge

Pharma has to contend with activity and content outside their own walls

Classification of domains

Pharma Company Sites

‘Walled gardens’

User Generated

Sites

SNSites

APIData RSS

Unique special interest sites created by the users themselves

Commercial targeted community hosting

Open general purpose sites

Sites built by or for pharma companies

SEO

Micro-labour moderation services Semantic technologies for ‘linked data’ Re-usable digital assets (web, mobile) Social network analysis Digital information management Smart feeds

Digital approaches

4Section

the journey to digital marketing excellence

FROM ANALOGUE TO DIGITAL

“Web 2.0 is here. Those that ignore it will die.”Paul Smith Originator of SOSTAC ® Planning System

visibility

time

TechnologyTrigger

Peak ofInflated

Expectations

Trough ofDisillusionment

Slope of Enlightenment

Plateau ofProductivity

The Hype Cycle

Measuring

Value

SMO

Mobile

Media

Messaging

Web

Challenge: Measuring ROI

Analogue DigitalMeeting Anytime, anywhere

Campaign Online health strategy

Marketing and sales Facilitation

Peer to peer discussion Social networks

Telling Listening and learning

Analogue to digital

New MindsetNew Roles New CultureNew ApproachesNew Skills

A digital strategy

Vision

Objectives

Content People Processes Technology

Adoption

Why

What

How

Digital domain Community Collaboration

1. The customer is online: the increase in the number of customer touch-points

2. New rules of engagement: how are we supposed to connect with them?

3. Taming the digital sprawl: the digital marketing network of assets

4. From analogue to digital: the journey to digital marketing excellence

Summary