![Head of Global E-Business Primary care Bayer Schering Pharma E: [email_address] T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com Len Starnes](https://image.slidesharecdn.com/digital-pharmaeng-effective-web-marketingnovember-07-1230298508923930-2/75/Digital-Pharma-Evolution-and-Revolution-in-Marketing-Sales-43-2048.jpg)
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Digital Pharma: Evolution and Revolution in Marketing & Sales
The document discusses the evolution of digital pharma marketing and sales from 1996 to 2007, highlighting a shift in healthcare professionals' (HCPs) media consumption from offline to online. It emphasizes the growing importance of digital platforms in engaging both doctors and patients, citing the need for credible, tailored content, and the impact of social networking on the industry. The content also addresses the challenges faced by pharma in adapting to digital marketing and the necessity for a partnership with HCPs to address modern expectations and compliance issues.
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Digital Pharma: Evolution and Revolution in Marketing & Sales
- 1. Digital Pharma: Evolution and Revolution in Marketing and Sales Len Starnes Head of Global E-Business Primary Care, Bayer Schering pharma
- 2. A decade ofdigital pharma Targeting doctors Targeting consumers & patients Healthcare social networking Agenda
- 3. A decade of digital pharma
- 4. 1996 2007 HypeRaising expectations Disillusionment Trough of despair Enlightenment Productivity Realistic expectations Evolution vs revolution Evolution 2006 Revolution
- 5. Expectations ’96: The 24 x 7 rep – how wrong! Branded websites will be more effective than a rep visit Sales forces will be cut Revenues will soar Doctors will flock to our sites One-size fits-all portal will suffice
- 6. HCPs ’ media consumption shifting from off to online 85% of EU HCPs say the internet is critical for success of their practice* 16% of EU HCPs use a PDA for professional purposes* Professional use of digital media by European HCPs* % European HCPs *Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06
- 7. Quality content yes,but in an appropriate context Credibility and trust will be crucial Expectations ’96: Health information seeker – right! Internet will become the most preferred source of health and medical information Internet will become a powerful medium for patient acquisition and retention Patients will be empowered
- 8. Consumers ’ favoured sources of health information moving online 143 million EU consumers have accessed health information or health services online during the last 12 months* Most frequently used sources of health information in Europe* % European consumers *Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07
- 9. Low digital marketingspend 1- 5% Digital pharma status 06/07 Industry remains a late adopter But solid experience and realistic expectations Too few digital-visionaries at senior level Moving slowly towards integrated solutions
- 10.
- 11. Doctors generally preferauthoritative sources - medical societies, universities, hospitals A major challenge Doctors ambivalent towards pharma 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,…
- 12. The sales forcearms race
- 13. Result: ever decreasingdetailing time USA: 1:30 mins Europe: 2 - 4 mins Number of sales representatives Detailing time 1980 - 2007
- 14. 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
- 15. Live detail with tablet-PC Web-based e-detail Multi-channel CRM application Electronic details, interactions tracked and logged by CRM application Closed-loop marketing is next Interactive details customized to meet doctor’s needs Iterative detailing process
- 16. Engaging doctors canonly be successful if… Real needs and expectations are met Focus is on integrated multi- channel services * Taking the Pulse Europe v6.0; sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06 Over half of EU HCPs expect online service today*
- 17. Targeting consumers & patients
- 18. Regulations constrain objectivesDTC markets Disease & condition awareness Non-DTC markets Treatments awareness Brand awareness & conversion Drug compliance, loyalty & retention
- 19. Globally targeting womenScope Focus on contraceptives Targets women segmented by 5 lifestages 1 international, 28 country, 2 regional sites KPIs > 4m visits/year > 70 years/year customer contact time Chinese site draws 0.6m visits/year Femalelife
- 20. 30 – 50%of medicines prescribed for long-term illnesses are not taken as directed* Compliance is a major issue *Adherence to Long-Term Therapies: Evidence for Action, WHO 2003
- 21. Isolated compliance channelsSMS & mobile Pack & devices Contact centre Case manager VAT Internet & email Direct mail Patient
- 22. Germany Netherlands UKGlobal online support for Betaferon patients Denmark Norway Sweden International Finland
- 23. Integrated compliance channelsPatient signs-up for ‘daily tips’ on coping with SEs Patient calls asking for advice about a severe SE Patient downloads a PDF on SEs management Application software accessed by a case manager All patient interactions and interventions logged Case manager alerted to SEs issue and makes appropriate interventions Secure patient database Patient
- 24. Multi-channel integration plus behavioural modelling Smarter systems through incorporation of constructs from behavioural models Identify a patient ’ s risk level and propose appropriate interventions
- 25. Healthcare socialnetworking
- 26. ‘ An expertmoderated repository of the knowledge base, in the form of a medical wiki, may be the answer to the world’s inequalities of information access in medicine …’* Web 2.0 is radically changing medicine and healthcare Dean Giustini, How web 2.0 is changing medicine, BMJ, 23 December 2006
- 27. ‘ Is pharmaready for social networking?’ ‘… it appears that the forces of change would come from the consumers’ ‘ Are social media dulling pharma’s marketing knife?’ ‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ But pharma is still debating Source: www.forums.pharma-mkting.com
- 28. Web 2.0 isa disruptive technology Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from authoritative sources Privacy & security are regulated Long lead times Controlling access to data and information Intellectual property closely guarded Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by and distributed to all Open Source
- 29. Disruption at alllevels Pharma web 2.0 Public relations Consumers & patients Sales forces Internally: Enterprise 2.0 HCPs
- 30. Collaborating with onlineHCPs’ communities www.sermo.com Captures bedside and hallway conversations Helps ‘lonely’ doctors Aims are to discuss new clinical findings and to ‘work together to dramatically impact patient care’
- 31. 35,000 registered membersPosts comprise 2 elements - Post itself as a discussion thread Plus - Multiple choice poll which asks ‘What do you think?’ Sermo’s secret sauce Adds a quantitative dimension to qualitative postings – in real time
- 32. Pharma may nowmine the wisdom of the Sermo crowd ‘ Observe’ - Alpha MD View community via a customized list of subjects based on keyword tags ‘ Insight’ Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted conversations allowing access to relevant pharma information and services
- 33. Pfizer signed-up October15 th 2007 6 more pharmas about to sign-up US$ 26m VC injection Launching in Europe & Asia-Pacific 2008 Responses to date
- 34. Paradigm shift Thedoctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration Doctors can now dictate the terms of engagement to the pharma industry
- 35. 1/3 of consumersin USA consult a health SN site before visiting a doctor* UGC from health mavens can profoundly influence consumer and patient preferences Conversations are raging: patients are learning from one another www.revolutionhealth.com *Manhattan Research, 2007
- 36. RevolutionHealth 136 Betaseron ratings Effectiveness: 6.2/10 Lack of SEs: 5.3/10 Ease of use: 6.2/10 Health SN sites allow patients to rank treatments, doctors, hospitals & payers > 2500 ratings of all MS treatments
- 37. Health warning topharma marketeers Don’t fake it
- 38. Paradigm shift The industry must decide whether it wants to actively participate in the conversations or remain an outsider Consumers and patients are taking ownership of brands, diseases and conditions
- 39. Managing UGC onpharma sites is a major issue… but possible Regulators mandate pharmas to report ADs Regulators forbid off-label discussions Open discussion areas in 14 countries: D: 6,000 members, 25,000 posts S: 1,500 members, 9,000 posts TR: 1,400 members, 19,000 posts JP: 900 members, 1,200 posts www.ms-gateway.com 3rd generation community area for MS patients, carers, family & friends
- 40. Pharma corporate blogsare emerging J&J BTW blog J&J blogger Marc Monseau ‘ Everyone else is talking about our company, so why can’t we?’
- 41. Pharma sales repsare the most visible active bloggers 5,000 threads 60,000 posts Rants & raves, corporate grapevines, jobs
- 42. The pharma marketing and sales revolution has begun
- 43. Head of GlobalE-Business Primary care Bayer Schering Pharma E: [email_address] T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com Len Starnes