Digital Pharmaceutical Marketing
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Transcript of Digital Pharmaceutical Marketing
COMMUNICATION
IN A WIKI-WORLD
The impact digital media is
having on pharma marketing.
YESTERDAY’S Promotional Strategy
Pharmaceutical Companies
TODAY’S
Today, it is essential to meet your customers where they are!
Promotional Strategy
Pharmaceutical Companies
COMMUNICATION 1.0
Pushing messages
Static
Saying
Look & Feel
Idealism
Simplicity
Touch points
Targets audiences
One way
COMMUNICATION 2.0
Conversations
Dynamic
Doing
Experience
Authenticity
Complexity
Engagements
Community
Two way
“…marketers looking to develop
a branded blog or other form of social
media for a prescription drug must still
figure out how to effectively deal with
the fair balance requirements.”
Thomas Abrams, DDMAC Director
THE DILEMMA
THE PLOT THICKENS PHYSICIANS MOVING ONLINE
FOR PROFESSIONAL RESOURCES
SEO
Source: www.emarketer.com
The days of sifting through seven pages of search results are over. These days, many search users start over if they don’t find what they want on page one.
Web 2.0 Influence for Pharma Brands on the Rise, vFluence, 8.4.08. www.v-fluence.com
SEARCH FOR BRANDS, LAND ON
USER GENERATED CONTENT (UGC)
Posts often unfavorable
UGC appears on the first page of searches over
90% of the time.
• A TYPE OF WEBSITE THAT
ALLOWS USERS TO ADD,
DELETE, OR EDIT CONTENT.
wikis
DOCTORS LIKE WIKIS
Like speed and ease of use.
Helps jog memory.
Is A useful starting point to do research.
Jessica Berthold, Web Watch: Living in a Brave New World of Medical Wikis, American College of Physicians, 2008 www.acponline.org
Downloadable, portable, multimedia
broadcasts available on a website.
PODCAST
PODCAST GROWTH PROJECTIONS
PERSONAL
PROFESSIONAL
BRANDED
THEMED
Online journals that contain content and writing the
author wishes to share. Often for receiving responses
and listing them in reverse chronological order.
BLOGS
BLOG GROWTH
REALLY SIMPLE SYNDICATION (RSS)
Users receive headlines or brief summaries directly through a downloadable
RSS reader, or personalized home page
Allows users to track blogs and sites efficiently.
Aggregating software pulling information
from various selected online sources.
SOCIAL NETWORKS AN ONLINE COMMUNITY CREATED FOR
USERS TO CONNECT, COMMUNICATE,
AND SHARE.
HELPING HEALTHCARE PROFESSIONALS CONNECT
Networking will always be
key to the profession
Communities are HCPs
exchange medical knowledge,
market themselves, find
business partners, etc.
Perhaps Online social networks
will replace congresses we know
today: ASCO, ASH, ICAAC, DDW
Sermo: Launched 2006 with 5K users; today 75K registered users
VIDEO e-VOLUTION
Broadband Video
Portable Video
Mobile -> HD Video
Everybody’s Making Video
An explosion of content choices
Available from a variety of sources
Delivered to a magnitude of Devices
At all ranges of quality
Manhattan Research Cyber Citizen Health v7
In Millions
ONLINE VIDEO EXPERIENCE
WHEN I’M
MOBILE
Making calls
is the least of
it’s capabilities
THE IMPLOSION
TEXT MESSAGE
HELP BOOST PATIENT COMPLIANCE
MOBILE COUPONS
Source: Cosmetics Design
10-30 times redemption rates of paper coupons.
Patients received free trial by showing text message to their pharmacist.
DOWNLOADABLE MOBILE APPLICATIONS
Mobile tools put
relevant info in
consumers’ and
physicians’ hands at
the exact moment
they need them.
BlueCasting
EMI promoted the latest Coldplay
album via BlueCast—offering users
exclusive Coldplay content.
Disseminating digital files (applications, images,
coupons, etc) via blue tooth technology.
What else?
What about Print?
What about the sales rep?
e•INK
The future of printing
Requires very little power to run.
Is the basis for e.book readers
PERSONAL PROJECTORS
Multimedia for sharing
Soon to be available in any cellular platforms
Currently an add on to portable media players
THE END
ACTUALLY, IT’S ONLY THE BEGINNING.
For more information contact: Marvin Bowe