#CAAAAPITALGLOBAL PHARMA MARKETING SUMMIT 2012

ALEKSANDAR STOJANOVIC

GETTING SERIOUS WITH DIGITAL PHARMA

Can you hear that

tweet in your

balance sheet?

How to...crack the corporate

piggybank* for serious

digital investment?

* = CxO´s spreadsheet

Well. It takes

two things...

Well. It takes

two things...1. Trust

2. Business Case

Building

trust. !

Building

trust. BUT HOW?!

Building

trust. RELIABILITY

Building

trust. EMPATHY

Building

trust. FOCUS

Building

trust. NETWORKING

Building

trust. LEARNING

Building

trust. POWER

Building

trust. INFLUENCE

Building

trust. DO I REALLY

HAVE TO

EXPLAIN IT?

Building

trust. Okay. BE GOOD

GROWTH + PROFIT + VALUE

= BIG SHAREHOLDER LOVE

Second.

Business

Case.

EASY. EASY. EASY. EASY.

SUUUUUUUUUUPER EASY.

Yeah. Nice.

But how?

Match your

perspective!

Prepare the

numbers!

Tell the story.

Use known concepts.

A Global Player.

A Global Player.

In Media.

A Global Player.

In Media?!

Circulation: 575.280 Copies

Cost per Message: € 40.400,- (1/1 Ad)

Circulation: 575.280 Copies

Cost per Message: € 40.400,- (1/1 Ad)

MEDIA COST PER MESSAGE PER READER

€ 0,07

Circulation: 1.266.188 Fans

2nd Level Circulation Factor: 5,2x

MEDIA COST PER MESSAGE PER READER

€ 0,00

BMEBOUGHT MEDIA

EQUIVALENT

BMECost of one message

sent to one recipient via

the bought media

benchmark.

Circulation: 1.266.188 Fans

2nd Level Circulation Factor: 5,2x

BME Baseline: € 0,07

€ 476.036,05

BOUGHT MEDIA EQUIVALENT PER EACH SINGLE FACEBOOK POST

BMEBEST NEW

FRIEND

€ 476.036,05Now... Just send 20 messages

to multiply that by twenty.

€ 9.520.721,00

Circulation: 124.426 Follower

Retweet Factor: 1,3x

BME Baseline: € 0,07

€ 11.359,96

BOUGHT MEDIA EQUIVALENT PER EACH SINGLE TWEET

BMEBEST NEW

DON´T MESS WITH MY BME!

Easy big savings:

Eat the agent*.

• Bypass the marketing value chain.

• Own both, media, access and relationship.

An agent is someone, who is making trizillions of cash by limiting access to something - in order

to monetize that specific access by taking fees or commision. Just like media.

„YOU F.......G B..........D! YOU STOLE

MY F.......G CALIFORNIA CONNECTION!“

Bypassing the agent.

Pharma can do that

as well. Let's take a

look at cardiology.

12.146 Sold Copies

Message Cost per Issue: € 4.060,- (1/1 Ad)

BME = € 0,33

BMEBOUGHT MEDIA

EQUIVALENT

Build a cardiology media

with 10.000 users!

Initial Investment € 200.000,-

Annual P&L Cost / Year € 40.000,-

Total Lifecycle Cost (3 Years) € 320.000,-

Annual Lifecyle Cost € 106.666,-

1 Message one User (BME) € 0,33

1 Message all Users € 3.300,-

100 Messages all Users (1 Year) € 330.000,-

300 Messages all Users (3 Years) € 990.000,-

Hello Business Case.

• Annual lifecycle budget of € 106.000,-

buys 317.112 messages in bought media

makes 1.000.000 messages in owned media

• Upside of 682.888 messages sent!

• Break-Even in 1,2 years

C-Level Booster.

From Cost to Capex.

Bought media is pure cost. That's the smelly "L" in P&L. “Bye bye, cash-money“.

Owned media is property and immaterial asset. Like. „Hello, balance sheet!“

Marketing Voodoo?

Not in the board room!

"Engagement. Bla. Brand Loyalty. Bla bla. Share-Of-Voice. Bla.

Interactive. Blablabla. Viral. Gamification. Blabla. Halo-Effect. Bla."

I agree. 100%. Digital, mobile and social media is so much more than plain numbers and quantites. Amongst

Colleagues work actively with all the knowledge and concepts you have. But remember, that is not the right

language for the board room. Please. Make your C-level executive's life easy.

So is it a bird? Nope. It is a high-value

business case.

Welcome. You

are a media

business now.

You own media now.

But it´s worthless!

„But we have that supergreat scientific content

which I want everybody to love!“

Google „Leaked AOL Content Strategy“

Fine. You own content.

It´s worthless!

You need a format*.The overall concept, premise and

branding of a program.

* This is the true weakness of global pharma and healthcare marketing!

Fix that for your brand and get drowned in promotions, awards and speaker assignments.

Example.Mobile Network Operator.

Isn't it funny? While pharma and healthcare marketing has heavy restrictions on

discussing product and product specification, true brands do not care at all about

their product specs. They know, that people only make emotional decisions. And in

case they use specs, they wrap them in a stroy and format. MNO's took that to

perfection. And please, don't tell me this industry is totally different. I know both

industries and a dozen more.

The Media:

Antenna.

The Content.

Data.

The Format:

Everlasting Love.

https://www.youtube.com/watch?v=T6XwBpsaaGc

See... it's not an antenna!

It is a promise. Wrapped in a content format.

True, unconditioned and everlasting love.

Now.Get your budget. Build your owned

media platform. Create a format.

Rule your category. Have fun.