Digital Pharma West Recap - Klick Health

PROPRIETARY + CONFIDENTIAL

SUMMARY DIGITAL PHARMA WESTJUNE 23 – 27, 2013


• Introduction

• Current Digital Landscape

• Mobile

• Patient

• HCP

• Healthcare Delivery System

OVERVIEW

INTRODUCTION

Digital Pharma West (DPW) took place from June 23 through 27 in Burlingame, California. With over 300 attendees and 30 presentations, DPW has quickly become the most popular pharma marketing and networking event on the West Coast. With another year of digital experience for pharma brands and marketing agencies, DPW presentations focused on the now what of digital, with sessions exploring new ways to effectively engage HCP and consumer audiences through mobile, digital and social channels. Communicating with digitally savvy and constantly connected audiences is placing increasing pressure on pharma brands to deliver innovative and relevant brand experiences—DPW speakers explored these challenges with case studies revealing new learnings and best practices. This presentation summarizes DPW session insights, collected in the following categories—mobile, patient, HCP and the healthcare delivery system—with presentation references concluding each section.


CURRENT DIGITAL LANDSAPE


Traditional marketing channels are not effective anymore—customers look for relevance in real time [as] technology has given customers a complex, multi-channel digital journey that generates a massive amount of actionable data.”MARCIO CYRILLO, CI&T

“


Three-device ownership is the new normal.• Tablet sales (72%) are expected to catch up with

smartphones (75%) in 2013. MANHATTAN RESEARCH, 2012

• Consumers move between multiple devices to accomplish their goals—browsing the internet, shopping online, managing finances and planning a trip. GOOGLE, 2012

Search is the first step in customer experience, with 25% of search taking place on mobile.

Social Listening is a valuable source of business insights and data.• Opportunity to discover influencers, identify emerging

conversation themes, capture industry trends, find fans and monitor reputation.

CURRENT DIGITAL LANDSCAPE OVERVIEW


Evolving HCP and patient audiences have placed new expectations on pharma brands to deliver meaningful experiences across device formats.

The changing digital landscape requires MRL, FDA and HIPAA to adapt their rules and regulations to enable pharma brands to maintain relevance with HCP and patients.

CURRENT DIGITAL LANDSCAPE CHALLENGES

DPW SESSION REFERENCES

New Fundamentals of Digital Greg Rice, Klick Health

Doing Right by the Customer: Creating Good Customer Experiences in Digital Channels Scott Tyson, Jannsen Pharmaceuticals

Business Has Gone Social: How Cisco Engages with the Social Customer Jeanette Gibson, Cisco Systems

Is Your Customer a Moving Target Marcio Cyrillo, CI&T

Marketing at the Nexus of Two Revolutions Bill Drummy, Heartbeat Ideas


MOBILE


The perpetually connected user: the expectation that any desired information or service is available, on any appropriate device, in context, at a person’s moment of need.”FORRESTER

“


By 2013, mobile phones are expected to be the #1 device used to access the web. GARTNER,

2012

• 247M Americans own a mobile phone. MANHATTAN RESEARCH, 2012

500M health apps have been downloaded.• 25% of Americans trust symptom checker apps as much as

they do their doctors; 33% are very interested in using apps to manage their conditions. EVEO DPW PRESENTATION

• 50% of diabetic patients reported that their mobile app helped them move toward their A1C / weight goals. EVEO DPW PRESENTATION

Wearable tracking is here (Fuel, Fitbit, Pebble); heads-up display, injectibles, ingestibles and implants aren’t far behind.• 30M wearable trackers will be sold by the end of 2013 (82%

report enhanced lives, 71% report improved health and fitness) EVEO DPW PRESENTATION

MOBILE OVERVIEW


Computers keep us productive and informed, smartphones keep us connected, tablets keep us entertained.”

GOOGLE RESEARCH, 2012

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Consider device format and usage when determining your content delivery strategy.• Responsive web design (RWD) and mobile-optimized

websites should be considered strategically against consumer objectives

Provide value to patients beyond the medicine by delivering mobile experiences promoting wellness, adherence, support and education.• CORVENTIS NUVANT wearable cardiac arrhythmia

monitor• DEXCOM continuous glucose monitor• WELLDOC BLUESTAR mobile diabetes prescription

therapy• AETNA CAREPASS curated health and fitness app

collection• ZYRTEC ALLERGYCAST allergy forecast delivery

MOBILE OPPORTUNITIES


Through the Looking (Google) Glass: Rethinking Mobile in the Age of Wearables Jay Goldman & Michele Perras, Klick Health



Empowering Patients to Control Their Own Health Oliver Zitoun, EVEO

Is Your Customer a Moving Target? Marcio Cyrillo, CI&T



PATIENTS


Savvy, influential patients have pharma’s attention and are growing relationships with [the] industry, online and off.”MM&M, FEBRUARY 2013

“


Consumers are comfortable talking about their health online.• Over 100M search, discuss and share health online daily.

LIQUID GRIDS

Consumers seek “high touch, emotional connections” with the healthcare industry.• Healthcare (76%), Professional Services (62%), Travel

(56%), Insurance (55%) PATIENT MARKETING GROUP

Consumers are actively managing their own health and wellness.• 69% of adults are currently tracking health indicators

with 21% using technology. PEW RESEARCH

PATIENTS OVERVIEW

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Social Media is fast becoming the most important word-of-mouth marketing channel for the healthcare industry.• 85% of patients believe that social media plays some

role in healthcare decisions. WEGO, 2013

• 46% of patients trust their friends online for health information; 70% take the information to their physician. LIQUID GRIDS

PATIENTS OVERVIEW, CONTINUED


Use social listening to engage customers in their language, at the places they already frequent.• Identify and distribute your audience’s preferred search

terms and conversations within their favorite digital channels and destinations.

When it comes to CRM profiling, articulate value proposition to audiences early, and determine the minimal information for access.

PATIENTS OPPORTUNITIES

>


Provide patients with shareable content that can be easily distributed through social media channels.• 74% of patients trust the information […] that pharma

companies provide to influence people in the online health community to share with others. WEGO, 2013

Survey new marketing initiatives with patients and caregivers through social media channels.• Opportunity to crowdsource feedback on a new creative

campaign or online community directly with customers before making a commitment

PATIENTS OPPORTUNITIES





Specialist Reach & Engagement: The Value of Virtual Congress Platforms Michael Rowbotham, Pfizer

Business Has Gone Social: How Cisco Engages with the Social Customer Jeanette Gibson, Cisco Systems

What Do Patients Really Want Daniella Koren, DKI

Social is the New DTC Malcolm Bohm, Liquid Grids


HCP


The best promotional channel is no longer the sales force: it’s a small video, a tweet, an app.”

ZAB MOSENIFAR, MD

“


HCPs are digitally experienced and constantly connected.• 65% of HCPs own a tablet; 91% own a smartphone. EPG

HEALTH MEDIA, 2012

• 82% of physicians want to see “more or significantly more” use of iPads or other tablets by representatives calling on their practice. SERMO SURVEYS, 2012

Sales reps are facing competition from digital channels for HCP attention in finding the information they need.• 85% of physicians say that the internet is crucial to their

practice. PEW INTERNET, 2013

HCP OVERVIEW

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Pharma brands still remain “behind the curve” in delivering digital content.• 62% of physicians are likely to abandon the mobile

website if it’s not optimized for a smartphone. GOOGLE STUDY, 2012

• 41% report they are led to mobile-optimized sites only occasionally. GOOGLE STUDY, 2012

HCP OVERVIEW


Pharma must become useful again. The old model is antiquated—you must offer what docs actually need”JORDAN SAFIRSTEIN, MD

“


Reposition sales reps as a “personal concierge” to your brands multi-channel digital experience.• Sales reps become ambassadors of their brand’s digital

landscape.• Sales reps collect customer intelligence in real-time and

should be able to respond with relevant information.

Optimize the clinical data experience—show, not tell—finding new ways to tell the story through media.• Consider how infographics, animations, audio narration, KOL

videos can replace written text and traditional charts.

HCP OPPORTUNITIES

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Consider innovative new ways to reach HCPs.• Develop tools and resources for physicians for point-of-

care use.• In 2012, Pfizer piloted Virtual Congress Program,

providing HCPs with live and on-demand access to clinical, KOL and disease information within an interactive medical conference (virtual speaker sessions and booths); attracted 900 participants to date at an average cost of $66 per attendee.

HCP OPPORTUNITIES


These days, I am prescribing more apps than meds”

ERIC TOPOL, MD

“




Leveraging Mobility to Increase Productivity and Consumer Intimacy Johnathan Young, Life Technologies

Specialist Reach & Engagement: The Value of Virtual Congress Platforms Michael Rowbotham, Pfizer


HEALTHCARE DELIVERY SYSTEM


The Affordable Care Act (ACA) is resulting in system changes to the healthcare delivery system.

Consolidation of hospitals and health systems• Over 2/3 of hospitals own medical groups, with 1/3 of

doctors now in hospital-owned groups.

Accountable Care Organizations (ACO) on the rise: 500 in 2013, 650 in 2014.• Reimbursement is set to become more competitive: ACO

require proof that your product is improving outcomes and reducing overall costs for patient care.

HEALTHCARE DELIVERY SYSTEM OVERVIEW

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Electronic Health Record adoption will continue to grow.• 72% of US physicians used EHR / EMR in 2012. MANHATTAN

RESEARCH, 2011

“Pay for Volume” is being replaced by “Pay for Value”• Patients are more cost-conscious: 36% are more active

in choosing providers to keep costs down. MANHATTAN RESEARCH, 2011

HEALTHCARE DELIVERY SYSTEM OVERVIEW


Health System Leaders must develop a new math for the delivery system now that science-based analysts will determine hospital and organization adoption.

Physicians will experience constrained clinical autonomy by fewer, more powerful decision makers (CFO, CEO, financial buyers).

Payers will have a growing interest in direct contact with providers and accountable systems, scaling back coverage for spouses and dependents as well as pushing responsibility onto employees to encourage shopping based on costs .

Customers will have an increasing role in spending their own money with information and incentives.

HEALTHCARE DELIVERY SYSTEM EFFECTS


Think about the opportunity to reimburse pharma or providers of care based on wellness and therapeutic benefit, rather than paying them for the pill regardless of if it works.”

STEVE DAVIS, HUMEDICA

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Pharma brands need to target new decision makers.• Financial Buyers, Pharmacists, Nurses• Health Economists, ACO and Payers

Reach HCP in clinically relevant ways: expand pharma value proposition to the healthcare system (go beyond the medicine).

Develop patient education and adherence programs that can be used to demonstrate improved outcomes to ACO.

HEALTHCARE DELIVERY SYSTEM OPPORTUNITIES



Future of Healthcare Marketplace: Playing the New Game Ian Morrison, phD, Consultant


Thanks!Jonathan LeeDigital [email protected]

mailto:[email protected]

Digital Pharma West Recap - Klick Health

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