digital pharma j peck draft v2 copy

Professional+Portal+Role+in+Digital+

Engagement

CONFIDENTIAL+©2010+

2+

2004?2010:+The+rate+of+change+is+acceleraCng+

Digital+innovaCons+driving+dramaCc+physician+adopCon…+

2+

Exponential rate of change

?


3+

Physicians+are+becoming+hyper?connected+to+digital+content+and+

to+one+another+Social(Connectedness+is+rapidly+growing+in+

importance+to+physicians.2+

61%+of+physicians+use+online+services+at+least+once+a+day+during+paCent+

consultaCons.1+

www.nejm.org+

InternaConal+Online+

Medical+Conference+

Percentage+of+physicians+accessing+online+journals+

and+news+increased+by+13%+and+14%+respecCvely+

between+2007?2009.2+

1.  ManhaTan+Research:+Oncologists,+2010++(referenced+general+physician+feedback)+

2.  ManhaTan+Research+Strategic+Insight:+Taking+the+Pulse+v9.0,+2010+

80%+of+physicians+who+access+colleagues+online+on+at+

least+a+weekly+basis+are+also+accessing+physicians+

weekly+or+more+o[en+offline.2+

Among+physicians+owning+a+PDA+or+smartphone,+81%+desire+more+

professional+applicaCons+for+their+mobile+device+directed+toward+their+

medical+specialty.2+

Some+of+the+largest+gains+in+new+online+funcConality+usage+is+in+the+use+

of+online+conferences+and+CME.++


4+

This increased level of connectivity is changing physician behavior

4+

  Sharing+treatment+insights+and+experiences+

  Keeping+informed+of+new+developments+

  DirecCng+their+own+educaCon+and+

servicing+their+own+needs++

  Conversing+and+influencing+opinion+

  Accessing+knowledge+anyCme,+anywhere+


5+

…and changing their expectations

Interactions !expected to be more…

Information ! expected to be more…

Then% Now%

Consumable Controllable Open

Actionable Contextual Social

5+


6+

acknowledging,previous,events,and,preferences,

Contextual+

Reciprocal+

Successive+

synchronized,with,environment,and,personalized,

delivering,a,service,,that,adds,value,

Marketing and communications initiatives will need to align with these new behaviors and expectations

6

7+

How+the+new+brand+

“portal”+is+being+used+


8+

•  Is+your+program+personalized+for+your+audience+

based+on+their+preferences?+Personalized+

•  Does+your+program+engage+and+add+value+to+your+

audience?+Engaging+

•  Are+you+leveraging+digital+technologies+for+real?Cme+

communicaCons+and+connecCons+with+your+brand?++Real+Time+

•  Do+you+allow+your+audience+to+parCcipate+in+and+contribute+to+markeCng+acCviCes?+

ParCcipatory+

•  Are+you+providing+value+and+uClity+to+your+audience+beyond+your+product+aTributes?+

Useful+

5+Tenets+To+Be+CompeCCve+in+the+Digital+MarkeCng+Landscape+

Today’s+digitally?savvy+HCPs+expect+brands+to+offer+them+value+beyond+their+

product+aTributes.+

CLIENT+LOGO+9+


10+

Mobile(and(iPad(applica8ons(that(extend(the(reach(of(brand(marke8ng(and(interac8ons((


11+

Nearly+⅔(of(U.S.(physicians(use(a(smartphone+(iPhone,+Droid,+Blackberry)+for+medical+or+clinical+purposes+today.+

–+According,to,both,Google,and,Manha<an,Research,

81%+of+physicians+will+own+a+smart+phone+by+2012.+

Physicians+are+one+of+the+highest+using+Smartphone+

demographics+overall.+

–,Mobile,Health,News,

Consumer+mobile+device+penetraCon+

increased+10x(in(the(last(two(years.+–,Manha<an,Research,

The+Mobile+Explosion+

“

“

“ “

“

“


12+

2013.+The+year+when+the+number+of+mobile+internet+users+is+

expected+to+surpass+the+number+of+desktop+internet+users.++

–,"Internet,Trends.",Morgan,Stanley,

The+access+revoluCon+is+over.+Mobile+is+changing+us,+changing+our+

frame+of+reference+so+that+we+see+informa8on(as(portable,(personalized(and(par8cipatory.+

–,Susannah,Fox,,ePaJents.net,,

The+Mobile+Explosion+

“ “ “ “


13+

JuvédermTM+Ultra+–+Home+Page+acts+as+a+portal+for+the+consumer+

into+content+and+tools+


14+

JuvédermTM+Ultra+–+Clinic+Locator+

JuvédermTM+Ultra+•+Mobile+ApplicaCon+provides+the+same+access+

and+tools+as+the+website++


16+

Personalized(

Engaging(

Real(Time(

Par8cipatory(

Useful(

+

+

+

+

JuvédermTM+ConsultaCon+Tool+

The+JuvédermTM+iPad+app+helps+Doctors+link+to+the+informaCon+and+assessments+

consumer’s+have+already+completed+and+lets+them+sell+treatments+in+the+exam+room+

+


17+

Dynamic+and+Measurable+Sales+Tools+

BMS+leverages+Cegedim+Dendrite+–+whose+SAAS+plaoorm+now+integrates+a+new+

Mobile+Intelligence+soluCon+that+fits+it’s+business+processes+while+curbing+costs+


18+

Otsuka+Mobile+Sales+•+HCP+&+Sales+Engagement+

RoseTa+helped+deploy+iPads+to+the+Otsuka+sales+force+with+interacCve+details,+

HiRes+Video+MOA+and+KOL+video+case+reports+

19+

Leverage(online(communi8es(and(ongoing(interac8on(between(HCPs(and(Pa8ents+


20+

•  Does+your+program+help+parCcipaCng+HCPs+

connect+with+others?+

Social+

ConnecCons+

•  How+are+you+using+digital+technologies+to+help+service+your+audience+needs?+

Helpful+

•  Does+your+program+allow+for+interacCons+

between+your+audience+and+their+community?+Community+

•  Does+the+community+have+clear+parCcipaCon+

criteria?+Exclusivity+

•  Does+your+program+provide+meaningful+

content+and+not+just+product+informaCon?+Content+

5+Tenets+To+Be+CompeCCve+in+the+Social+MarkeCng+Landscape+

Today’s+socially+connected+HCPs+want+to+be+part+of+communiCes+that+offer+them+

content+and+connecCon+with+others+

21+

Not+Convinced?+Well,+PaCents+and+Doctors+are+Already+Discussing+

Epilepsy+–+and+specific+Brands…on+TwiTer+

Example of a Patient

Advocate: “The Epilepsy Guy”

tweets only on epilepsy


22+

…and+on+Facebook+

103+Epilepsy+

groups/+profiles+

on+Facebook+

Popular+groups+have+

open+conversaCons+with+

inspiraConal+themes+


23+

…and+Microsites+

Around+6,700+

videos+related+

to+Epilepsy+

…and+on+YouTube+


24+

…and+on+Meetup+


25+

…and+on+Physician+Sites,+Where+Doctors+are+Having+More+Detailed+

ConversaCons+


26+

There+are+a+lot+of+conversaCons+going+on…+

In+Fact,+RoseTa+Found+Over+19,500+menCons+for+“epilepsy”+and+“seizures”+alone+from+January+1+

through+May+22,+2009+–+on+Microblogs,+Blogs,+Wikis,+Social+Networks…all+over+the+place!+

*+Total+for+all+sources+of+menCon+does+not+equal+total+of+all+data+due+to+some+results+not+being+able+to+be+categorized++

27+

Thank You!

Q&A


28+

Intellectual+Property+Clause+and+Contact+InformaCon+

This+document+contains+confidenCal+material+proprietary+to+RoseTa.+Disclosure+of+this+document,+

to+parCes+who+are+not+team+members+or+members+of+the+organizaCon+or+company+for+which+this+

document+is+intended,+is+strictly+prohibited.+

All+ other+ rights+ to+ the+ contents+ of+ this+ document,+ including+ but+ not+ limited+ to+ methodologies,+

concepts,+experiences,+and+client+lists,+are+assigned+to+RoseTa.+

Note:+The+trademarks+listed+below+are+the+property+of+RoseTa+MarkeCng+Group,+LLC+and+use+by+any+other+party+is+not+permiTed+without+the+prior+wriTen+consent+of+RoseTa+

MarkeCng+Group,+LLC:+Auto+Personality®,+Banking+Personality

®,+Borrowing+Personality

®,+ChoiceDrivers

®,+Credit+Personality

®,+Credit+Card+Personality

®,+Cruise+Personality

®,+E?

Personality®,+Fiscal+Personality

®,+Home+Equity+Personality

®,+Hotel+Personality

®,+Insurance+Personality

®,+Investment+Management+Personality

®,+Lending+Personality

®,+Mortgage+

Personality®,+NAB+Personality

®,+PaCent+Personality

®,+Personality

®,+Personality+MarkeCng+System

®,+Personality?Trac

®,+Physician+Personality

®,+Rapid+Cycle+TesCng

®+(RCT

®),+Real+Estate+

Personality®,+RoseTa+MarkeCng+Ware

®,+RMSG

®,+Segment?on?the?Fly

®,+Technology+Personality

®,+Travel+&+Leisure+Personality

®,+VacaCon+Personality

®,+X?Tool

®.+

Jamie Peck Managing,Partner,,Rose<a®+jamie.peck@rose<a.com,

digital pharma j peck draft v2 copy

Health & Medicine