Digital Pharma: Evolution and Revolution in Marketing and Sales

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Digital Pharma Evolution and Revolution in
Marketing and Sales
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Agenda

• A decade of digital pharma
• Targeting doctors
• Targeting consumers patients
• Healthcare social networking

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A decade of digital pharma
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Evolution vs revolution
EnlightenmentProductivity Realistic expectations
HypeRaising expectations
Revolution
Disillusionment
1996
2007
2006
Evolution
Trough of despair
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Expectations 96 The 24 x 7 rep how wrong!
One-size fits-all portal will suffice
Branded websites will be more effective than a
rep visit
Doctors will flock to our sites
Sales forces will be cut
Revenues will soar
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HCPs media consumption shifting from off to
online
Professional use of digital media by European
HCPs
85 of EU HCPs say the internet is critical for
success of their practice
16 of EU HCPs use a PDA for professional
purposes
European HCPs
Taking the Pulse Europe v6.0 sample of 1024
doctors from D/F/It/Sp/UK Manhattan Research,
4Q06
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Expectations 96 Health information seeker
right!
Internet will become the most preferredsource of
health andmedical information
Internet will become a powerful medium for
patient acquisitionand retention
Quality content yes,but in an appropriate
context
Credibility and trust will be crucial
Patients will be empowered
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Consumers favoured sources of health information
moving online
Most frequently used sources of health
information in Europe
143 million EU consumers have accessed health
information or health services online during the
last 12 months
European consumers
Cybercitizen Health Europe sample of 4302
consumers from 10 EU countries Manhattan
Research, 2Q07
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Digital pharma status 07/08
Industry remains a late adopter
Too few digital-visionaries at senior level
Low digital marketing spend 1- 5
But solid experience and realistic expectations
Moving slowly towards integrated solutions
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Targeting doctors
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A major challenge
Doctors prime information needs focus on new
research, clinical studies, case studies,
continuing medical educational, networking with
colleagues, cost constraints, running a surgery
as a business,
Doctors generally prefer authoritative sources -
medical societies, universities, hospitals
Doctors ambivalent towards pharma
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The sales force arms race
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Result ever decreasing detailing time
Number of sales representatives
Detailing time
USA 130 minsEurope 2 - 4 mins
1980 - 2007
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E-detailing is becoming a viable alternative

• Convenient access after hours and at
  weekends
• Complements sales force
• Average session times 8 -12 mins
• Greater reach better message retention
• Documented ve ROI

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Closed-loop marketing is next
Live detail with tablet-PC
Multi-channelCRM application
Iterative detailing process
Interactive detailscustomized to meetdoctors
needs
Electronic details,interactions trackedand
logged by CRM application
Web-basede-detail
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Engaging doctors can only be successful if

• Real needs and expectations are met
• Focus is on integrated multi- channel services

Over half of EU HCPs expect online service
today
Taking the Pulse Europe v6.0 sample of 1024
doctors from D/ F/ I/ E/ UK Manhattan Research,
4Q06
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Compliance is a major issue
30 50 of medicines prescribed for long-term
illnesses are not taken as directed
Adherence to Long-Term Therapies Evidence for
Action, WHO 2003
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Isolated compliance channels
Internet email
SMS mobile
Direct mail
Pack devices
VAT
Contactcentre
Casemanager
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Integrated compliance channels
Patient downloadsa PDF on SEs management
Patient signs-upfor daily tips on coping with
SEs
Patient calls asking for advice about a severe
SE
Application software accessed bya case manager
Case manager alertedto SEs issue and
makesappropriate interventions
All patient interactionsand interventions logged
Secure patient database
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Multi-channel integration plus behavioural
modelling
Smarter systems through incorporation of
constructs from behavioural models Identify
a patients risk level and propose appropriate
interventions
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Healthcare social networking
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Web 2.0 is radically changing medicine and
healthcare
An expert moderated repository of the knowledge
base, in the form of a medical wiki, may be the
answer to the worlds inequalities of information
access in medicine
Dean Giustini, How web 2.0 is changing
medicine,BMJ, 23 December 2006
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But pharma is still debating
Is pharma ready for social networking? it
appears that the forces of change would come from
the consumers Are social media dulling
pharmas marketing knife?it wont be long
before pharma realizes that it isnt in control
anymore
Source www.forums.pharma-mkting.com
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Web 2.0 is a disruptive technology
Web 2.0 values
Pharma values
Risk taking
Risk averse
Information from authoritative sources
Crowd wisdom
Privacy security are regulated
Anyone can join
Rapid deployment
Long lead times
Controlling access to dataand information
Information contributed by and distributed to all
Intellectual property closely guarded
Open Source
Adapted from Web 2.0 in Healthcare, John Sharp,
Cleveland Clinic, USA
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Disruption at all levels
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Paradigm shift
Doctors can now dictate the terms
of engagement to the pharma industry
The doctor-industry relationship
has the opportunity to become a true
partnership based on mutual respect and
collaboration
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Conversations are raging patients are learning
from one another
1/3 of consumers in USA consult a health SN
site before visiting a doctor UGC from
health mavens can profoundly influence
consumer and patient preferences
www.revolutionhealth.com
Manhattan Research, 2007
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Health warning to pharma marketeers Dont
fake it
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Paradigm shift
Consumers and patients are
taking ownership of brands, diseases and
conditions
The industry must decide whether
it wants to actively participate in the
conversations or remain an outsider
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Pharma corporate blogs are emerging
Everyone else is talking about our company, so
why cant we?
JJ BTW blog
JJ bloggerMarc Monseau
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Pharma sales reps are the most visible active
bloggers
Rants raves,corporate grapevines, jobs
5,000 threads 60,000 posts
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The pharma marketing and sales revolution has
begun