MARKETINGDIGITAL

ABBOTT PHARMA 2013

Increase touch points with doctors

Connect and engage with them. Repeatedly

Create and Curate a destination for doctors in your network

From Detailing to E Detailing

Be present where they (doctors/your influencers) are already

Need

Mobile is the new Stethoscope

Reference

Novartis Oncological Medical Information Mobile app

Decision Support

Pfizer Oncology RSS app curates content

Compliance

Behavior reengineering apps as pills and reminder

Monitoring

Mhealth applications

Pharma : Mobile Channels

Pharma : Digital Channels

Media Messaging Web Mobile Social Media

E DetailingOnline EventsVideos

Email Nurturing SMS

Info sitesEsamplingEbrochuresLanding PagesSearchAds blogs

Information appsReference apps

Community of interestNetworking

GSK for example, when it’s asked about

prescription medicines through its Twitter

account, responds with “We are prohibited

from discussing prescription medicines.

Please speak to a health professional for

advice on this matter.”

social media and following regulations

can be done professionally and effectively.

Sanofi’s use of its YouTube channel which contains a number of adverts that specifically don’t mention product names but instead give a general overview of the business; thus working within the Guidelines.

social media and following regulations

can be done professionally and effectively.

Pfizer on the other hand support a microsite dedicated to employees who blog about the work they are currently doing. Pfizer is proud of its efforts to create a personalised approach to the exposure of its brand through social media:

social media and following regulations

can be done professionally and effectively.

Johnson & Johnson, for example, were one of the first regulated healthcare companies to launch a YouTube channel

Pfizer are ‘proud to be active and responsive on all major social networking platforms’ - utilising YouTube, Facebook and Twitter to interact with customers.

North East based pharmaceutical companies Quantum Pharmaceuticals and The Specials Lab both offer online ordering of special medicines, showing that using ecommerce is also a viable option

GIST Calculator – NovartisHelps calculate risk for Gastro Intestinal Stromal Tumours

Medscape – Wen MDOffers CME activities for doctors

ACE – Genentech Patient Management

Go Meals – SanofiTrack Nutritional Info, monitor fats, proteins etc

iChemoDiary – MercMedication and keep track of symptoms

Novartis Oncology – NovartisProfive doctors timely medical information, e detailing and updates

IT’S NOT JUST HEALTH CARE, MHEALTH IS SELF-CARE

consumer health apps currently in the iTunes store

expected by next summer

9,000+4,000

These apps offer a mind-boggling array of health support, like:

• Calculating calories burned during exercise

• Creating soundtracks to help people fall asleep

• Displaying pictures that can elicit memories from Alzheimer’s patients

• Quantifying pain over time

A Third of Internet savvy doctors have changed patient’s treatment as a result of Internet

Source :Hall & Partners 2011

1 TOOLS, NOT TALK

Physicians want to use your brand (not just hear about it). • What can your brand create

that makes running the practice easier.

• Or conversations with patients more powerful?

• Demonstrate it in the detail and leave it behind with a short URL.

2 BE LOGICAL, NOT LINEAR

Conversations never follow the path you sketched out on a white board.

• Hot spots and callouts let

reps drill down into the data or ideas the physician is most interested in.

• Multiple paths create a sense of discovery.

• All while keeping the detail in the 2-minute window.

3 SHOP, DON’T DROP

Short are the days of Trunk Stock. Today’s docs want a more personal, flexible leave behind.

• We have content physicians

want: tools that support their patients.

• How can we merchandise that in a way that lets docs choose?

• And deliver it to them any way they want.

4STORY BUILDING,

NOT STORYTELLING

The iPad can create a virtual lab, an interactive AR, or any other space you might want to collaborate in

We can build scenarios together.

• That reflect the practice’s real patients.

• And demonstrate the impact of a therapeutic.

FIRST MOVERS IN HEALTH CARE

Truly mobile sites

By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice.

BUT: Only 4% of pharma websites are mobile friendly.

Morgan Stanley, 2010Manhattan Research, 2011The Lathe, 2011

FIRST MOVERS KNOW:It’s not just about the experience.Desktop websites are not designed for small screens.Some say that mobile could become a mandate.

• Logo

• Branding

• Claim

• Indication

• ISI

BEST PRACTICE: MERCK’S JANUMET

• Great, touch-friendly design with big buttons, clear graphics

• Safety information snippets at top of page.

• Phone numbers are active – just tap to start a call

BEST PRACTICE: SANOFI-AVENTIS’ LANTUS

• One of the first mobile sites and still one of our favorites

• Dashboard-style navigation

• App-like navigation

BEST PRACTICE:NOVO NORDISK’S VICTOZA

• Strong branding

• HCP focus

• Easy scroll text pages

TOOLS THAT EMPOWER PATIENTSSanofi-Aventis created GoMeals to support people managing their diabetes. The clever app has calculators and tools that make mealtime decisions easier.

~3,000 people per month visit the GoMeals site. The app itself has 264 reviews across two app stores with

an average rating of 3.5 – 4 stars.

TOOLS THAT POWER BETTER CONVERSATIONS

King Pharmaceuticals’ PainBalance site brings together an incredible collection of tools – from clinical aids to surveys, educational content, REMS, and more.

The site’s visual aids are the most impressive components – they’re exam room ready and

in formats for nearly every device. The site has earned

a lot of time and attention – rating as many as 15,000

visitors in a month and 4-6 minutes of time per visit.

Invest Internet Advertising

PPC - Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

EarnSocial Media

(Pages and Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

OwnBrand and Product

Websites

Mobile Brand and

Product Websites

Proprietary Mobile Applications

Customer Care Services

Proprietary

Digital Content

thank you