Understanding Physicians for Better

Communications

Riddle

• A father and son are in a car crash, and the father is fatally injured.

• The son is rushed to an ER.

• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”

Intro & ISI

• Kevin Nalty, career Rx marketer with experience on innovation & traditional product management

• Not a research professional.

• A YouTube “weblebrity” and author of “Beyond Viral.”

• Speaker doesn’t represent views of his employer. He speaks as a patient and career Rx marketer.

Agenda*

1. What’s wrong with our physician centricity?

2. Relentless pursuit for customer insights

3. 10 ways to know HCPs (some r cheap)

4. Going mobile (because they want it)

5. The future of customer insights sans lies

* Agenda may vary spontaneously

What’s Wrong With Our Physician

Centricity?

Why is Rx Industry Kinda Bad at Customer Centricity?

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

• Slow lifecycle

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

• Slow lifecycle

• Hasn’t changed fast enough

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

• Slow lifecycle

• Hasn’t changed fast enough

• Model relies on interruption marketing

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

• Slow lifecycle

• Hasn’t changed fast enough

• Model relies on interruption marketing

• Lack certainty on impact of customer

Why is Rx Industry Kinda Bad at Customer Centricity?

• Regulatory constraints

• Slow lifecycle

• Hasn’t changed fast enough

• Model relies on interruption marketing

• Lack certainty on impact of customer

Yes & No

Discipline of Market Leaders

• Operational Excellence (cost)

• Product Leadership (product/talent)

• Customer Intimacy (solution)

Discipline of Market Leaders

• Operational Excellence (cost)

• Product Leadership (product/talent)

• Customer Intimacy (solution)

But, We...

• Have great sales leaders

• Groom top reps

• Arm them with CRM/SFA

• Give them loads of research

• Augment them with scientific liaisons and medical affairs

• Update selling messages

In the Field• Speak with others who

know physician

• Check previous call notes

• Introduce self; ask what they expect of sales representative

• Provide resources, products... and offer additional value

When Starting with New Physician, We... {

(And Yet)

It’s still about our brand as hero.

(And Yet)

It’s still about our brand as hero.

3 Ways to Screw Up Signal-to-Noise Ratio Quickly

3 Ways to Screw Up Signal-to-Noise Ratio Quickly

• Disparage them: “all they care about is money”

3 Ways to Screw Up Signal-to-Noise Ratio Quickly

• Disparage them: “all they care about is money”

• Stop peeling onion:“their ‘primal need’ is better dosing”

3 Ways to Screw Up Signal-to-Noise Ratio Quickly

• Disparage them: “all they care about is money”

• Stop peeling onion:“their ‘primal need’ is better dosing”

• Trust advice from paid docs:“80% said we’re the gold standard”

A Lot’s Changed

A Lot’s Changed

Percentage of Physicians Owning Mobile Devices1,2

0

20

40

60

80

100

2001 2003 2005 2007 2009 2010 2011

29%

41%

50% 51%

64%

72%

81%

Relentless Pursuit for Customer Insights

From Yesterday to The Day After Tomorrow

So Let’s Understand Them

• First Generation: Deciles

• Second Generation: Behavioral Segmentation

• Third Generation: Attitudinal Segmentation

• Fourth Generation:Predictive Modeling

So Let’s Understand Them

• First Generation: Deciles

• Second Generation: Behavioral Segmentation

• Third Generation: Attitudinal Segmentation

• Fourth Generation:Predictive Modeling

Predictive Modeling Tools

• 1-to-1, triads, focus groups

• Doc-Patient Dialogue monitoring (VOX)

• Linguistic analysis (Verilogue)

• Online-monitoring (Commonhealth)

• Influence Mapping (Qforma)

• Ethnographic research

• Advanced typing tools

When All Else Fails, Ask

When All Else Fails, Ask

When All Else Fails, Ask

Guerrilla Research

Guerrilla Research

Hang Out With Them

What’s Your Favorite Channel?

Get to Know Their Favorite Channel

Consistency of Sources across Devices Is Important to Physicians

52% of ePharma Physicians say it is important to have access to the same

source of info for pharma products across all of their devices

Source: ePharma Physician® v11.0 (2011)

Devices/channels through which ePharma Physicians want to access pharma product information:

Get Mobile (Or Get Blackberried)

Get Mobile (Or Get Blackberried)

Speak Apple or Speak Greek

Beyond Rep

0

100

200

300

400

500

600

Sales Force Online Mobile

48

163

569

Ave

rage

Num

ber

of In

tera

ctio

ns

per

Yea

r

Mobile technology has demonstrated increased reach and uptake in physician usage and personalized the nature of communications

(1)  PERQ Medical/Surgical Non-Journal Media 2009. (2) N Eng J Med, A National Survey of Physician-Industry Relationships 2007.

Source: MobiHealthNews

What Are They Doing?Multi-Function Use of Mobile Devices Accelerating in 2011

Functions used for professional purposes on smartphone or PDA:

Source: Taking the Pulse® v11.0

Among those who own or use a smartphone

50% of physicians who own or use a

smartphone prefer to use apps instead of

browsing mobile websites on their

smartphone

No, Professionally...Advanced Use of Mobile Devices Still Relatively Limited

Activities conducted on a smartphone or PDA for professional purposes:

Source: Taking the Pulse® v11.0

Among those who own or use a smartphone

66% of physicians who own or use a smartphone agree that

smartphones/PDAs help improve efficiency during the workday

If You Build It, Will They Come?

Source: ePharma Physician® v11.0 (2011)

Distributed Access Shows Promise

Among those who use or are interested in accessing online promotional programs from pharma

Sources interested in using to access online promotional programs from pharma:

What Do They Want From Us?

Interest in Mobile-Based Promotional Programs Significant

Use or interest in conducting online promotional programs on a smartphone or tablet (e.g. iPad):

Among those who already use or are interested in using any type of online promotional program

12% of ePharma Physicians using online promotional programs have

done so in transit

87% of ePharma Physicians using online promotional

programs have done so from their office

Source: ePharma Physician® v11.0 (2011)

Docs & Mobile Reference

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

Daily Multiple times per week

Weekly Less often

Epocrates

Medscape

Skyscape

Application Number of Daily

Users

Medscape 37,154

Skyscape 7,431

Copyright © 2011 Epocrates, Inc. All Rights Reserved. To learn more about Epocrates, please visit us at www.epocrates.com

Kantar Media Non-Journal Media - Digital, June 2011; Daily use includes multiple uses per day

Market share of top 3 apps(similar to Google, Yahoo, MSN race)

Source: Epocrates

Rep + Mobile

1. Adult Learning 101: Can amplify selling messages (retention)

2. Use Functionality: Best brands are providing engagement with content

3. Personalization based on vocalized objections or competitor preference

4. Education (voice of consumer/patient)

5. “Doc, when last we met...” (CRM)

7 Components of HCP Mobile Plan

1. Create Mobile-Ready Content

2. Run Paid Search on Mobile

3. Partner with leading providers (ePocrates, Medscape, Physicians Interactive)

4. Mobile Ad Network if targeted

5. Integrate with other marketing (CRM)

6. Drive Mobile via Reps & Non-personal

7. App if Appropriate

The Wild Future of Doc Insight

Facial Recognition

Hassan Ugail of Bradford University worked with colleagues at Aberystwyth University and the U.K. Border Agency to develop a camera that picks up on changes in blood flow and expression in a subject’s face when lying.

Meet Amy G. Dala

electroencephalography (EEG) measures of brain waves, galvanic skin response, heart rates, facial response, pupil dilation and new brain imaging techniques such as functional magnetic resonance imaging or fMRI

Out with executive functioning... in with the Amygdala. Determine underlying neurological basis of emotion & advertising effectiveness.

User Experience Lab

User Experience Lab

Neuromarketing

Nielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to

measure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and

other marketing elements.

Neuromarketing

Nielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to

measure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and

other marketing elements.

Agenda (how’d we do)

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

3. 10 ways to know HCPs (some r cheap). New, newer & newest

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

3. 10 ways to know HCPs (some r cheap). New, newer & newest

4. Going mobile (because they want it). It’s another channel & they dig it

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

3. 10 ways to know HCPs (some r cheap). New, newer & newest

4. Going mobile (because they want it). It’s another channel & they dig it

5. The future of customer insights sans lies. Ask Amygdala!

Agenda (how’d we do)

1. What’s wrong with our physician centricity? How we can fix it

2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

3. 10 ways to know HCPs (some r cheap). New, newer & newest

4. Going mobile (because they want it). It’s another channel & they dig it

5. The future of customer insights sans lies. Ask Amygdala!

Now about that son in the crash....

Riddle

• A father and son are in a car crash, and the father is fatally injured.

• The son is rushed to an ER.

• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”

Riddle

• A father and son are in a car crash, and the father is fatally injured.

• The son is rushed to an ER.

• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”

Questions?