Digital trends in healthcare and pharma marketing
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Transcript of Digital trends in healthcare and pharma marketing
Digital trendsWhat’s changing the landscape
Welcome to the age of digital primacy.(and to this cool presentation from Sean and Leigh)
99% of physicians use the internet in their practices
80+% of nurses direct patients to health-related websites
50:50 chance that our free time is spent with a computer (vs. a TV)
Manhattan Research, Taking the Pulse, 2010Manhattan Research, Taking the Pulse Nurses, 2010Forrester’s 2009 North American Technographics
1. What trends are on your minds?2. Macro trends we’re acting on
OUR AGENDA
• The year of the slate
• App on
• Mobile/on demand
• Location (, location, location)
• Pro social
3. Micro trends we’re intrigued by• RFID out of the warehouse
• Remote observers
• Personal aggregators
• Generation gamer
• Bluetooth comes of age
The Year of the SlateIt’s hardware that’s changing the game this year with both sales teams and healthcare professionals turning to full color, multi touch devices with dedicated applications for common day-to-day tasks
1
The year of the slate1
The year of the slate1
WHAT TO WATCH FOR WHAT TO WATCH OUT FOR
• Almost 30 new models• Compelling new features
• Operating system wars
Why iPad?
Comfortable to present
Improved display and experience
Lower cost of entry
• Ultra light and portable• Intuitive touch commands
• Large format screen• Bright, bold display
• 1/3 the cost of tablet PCs• Private networks makes new
app distribution easy and efficient
The year of the slate1
Why we love the first mover
Segue was designed for the
tablet
And entirely re-imagined for
the slate
The latest version of Segue pairs the lab-tested, field-provenusability of our tablet software with native tools
and navigation designed just for the iPad
**Our development team is already planning customizations for the new slates about to hit the market.
The year of the slate1
What we’re doing on the iPad: Elevating tablet sales tools
Segue’s iPad interface was designed using native Apple mobile features and transitions. That means it’s not only efficient on the platform, it’s also incredibly intuitive for the user
Reps can easily plan their calls any time The year of the slate1
On the iPad, Segue supports multimedia, unique types of transitions, writing and creation tools and, of course, those hallmark swipe movements.
And use all the “wow” features of the iPadThe year of the slate1
App-onThe web is not the culmination of the digital revolution. Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display
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The web is dead.Long live the internet.
App on2
-Wired Magazine, August 2010http://bit.ly/gswwired
The web is dead.Long live the internet.
As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work.
App on2
-Wired Magazine, August 2010http://bit.ly/gswwired
App on2
WHAT TO WATCH FOR WHAT TO WATCH OUT FOR
• Fit better into our lives• Earn more dedicated attention• Easier to monetize
• Google can’t crawl them• HTML doesn’t rule• Systems are fundamentally closed
• More people will access the internet from mobile devices than from PCs.
• Because the screens are smaller, those mobile users will choose specialty software, mostly apps, designed for a single purpose.
IN 5 YEARS
Morgan Stanley, 2010
*There are already hundreds of publically-available apps for doctors, nurses and medical students
But, there are really just seven basic ways they work >>
1. Decision support2. Reference / lookup3. Patient education / consultation4. Patient support5. Patient tracking6. Continuing medical education7. Collaboration
App on2
GIST is a Novartis app for Canadian doctors to calculate their patients’ risk of recurrence for GastroIntestinal Stromal Tumors (GIST).
DECISION SUPPORT
App on2
When CellSearch invested in a deep online library of case studies and content, they knew it would have to work seamlessly on both a laptop and a wide range of mobile devices. This app is designed to give one-click access to all their clinical case studies:
REFERENCE/LOOKUP
App on2
AFib Educator helps healthcare providers explain atrial fibrillation (AFib) to patients, their families and caregivers.
PATIENT EDUCATION
App on2
Mon Krono Santé is a French health record for chronic disease sufferers. It allows users to store their personal medical information, including medical advice given to them, and synchronize the data with a computer - their own or their doctor’s
PATIENT SUPPORT
App on2
Pain Diary is a private app created to allow chronic pain suffers to track their symptoms, the impact of treatments, etc.
PATIENT TRACKING
App on2
An app for Pfizer’s French healthcare professionals website DocteurWWW.com that includes its rss feeds and podcasts. There is also clinical content themed around oncology, rheumatology and haematology.
CONTINUING ED
App on2
This concept was created for Cephalon. The app is a central hub that keeps the salesforce on message and on target. It tracks, reports, and publicly displays progress and utilization and allows the reps to share ideas and experiences. New rollouts of updates are centralized through the app.
COLLABORATION
App on2
Mobile on demandThe move to mobile is about much more than apps. It’s a fundamental change in expectations about resources and information. It’s a move to a fully on-demand world where content preferences are intensely personal. Is mobile the end of mass?
3
It’s harder than ever for sales reps to connect with prescribers
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
REP-ACCESSIBLE DOCS
20%REP-INACCESSIBLE DOCS
50%
Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.
CHANGE OUR PERSPECTIVE
All we saw were closed doorsBut they were looking at little screens
72% of physicians use smart phones
• 95% of docs with smartphones download medical apps
• #1 search = information about drugs
• 17% of those PCPs and 18% of specialists use them for e-detailing
Manhattan Research, 201011,000 Physicans by Knowledge Networks, 2010http://bit.ly/cpMeec
This isn’t a story about the end of the salesforce. It’s simply an evolution in how HCPs want to interact with sales and marketing
Physicians Survey, Business Insights Ltd, 2009
Always prefer a sales rep
Prefer a mix
Always prefer online (remote or on
demand)
Mobile on demand3
Virtual Detailing Definition: Sales/Call Center Representative delivering a Web-based detail; similar to online
meetings/chat sessions Delivery Method: Sales Representative, Call Center (KOL, MSL, etc) Delivery Platform: Web
Personal DetailingDefinition: Sales Representative detailing in an in-person settingDelivery Method: Sales RepresentativeDelivery Platform: Tablet PC, Laptop, Plasma, iPhone, Blackberry, etc
Call Center Reps KOLs/MSLs
Self-Directed Detailing Definition: HCP is driven to a destination from which they can walk through a detail at their own pace Delivery Method: HCP-driven Delivery Platform: Web, iPhone, Blackberry
Field Reps
Field Reps Tradeshow
Self Directed
Mobile
Mobile
The opportunity: Be there when and where they wantMobile on demand3
RemoteLive video detailingAny HCP; Anywhere
PersonalConversation live, in office
24/7 Accessibility to engaging digital experience and learning Peer Discussion
Engage with trusted HCP sources remotely
Invitation
Self Exploration
Tradeshow
Knowledge ConsumptionOf medically relevant content
Call Center Reps
KOLs/MSLs
Self Directed
Field Reps
The challenge: efficiently enable and complement the sales force (without losing control of the message)
Mobile on demand3
What if a sales rep’s business card was a portal to his on-demand office?
ONE IDEA
Mobile on demand3
A physician scans the QR tag on a rep’s business card and is taken to a custom, transactional mobile web page
It’s got to work great for the medium
IMPORTANT NOTE
Mobile on demand3
Location (, location, location)Location is set to be the new peer influence. It’s what makes content more relevant, searching more personal. Today, most locations apps are about travel, navigation, lifestyle, and productivity. But, new opportunities are on the horizon for healthcare
4
August 2010: When location went mainstream
Location (,location, location)4
Why it matters (now)
Where it fits inLocation (,location, location)4
Location (,location, location)4
How it will change things
THE NEW VALUE EQUATION
+Know my previous choices
Know what my contacts think KNOW WHERE I AM+
US app developed by GSK Oncology in collaboration with MedTrust Online for patients and doctors to find cancer trials within 150 miles of their current location.
MAKING DATA MORE ACTIONABLE
Location (,location, location)4
Sneak peek: A concept in development by our innovation lab
PROVIDING CONCIEREGE SERVICE
Location (,location, location)4
• The challenge: Finding your way around a complex medical or university campus can feel overwhelming. Even if you can find a map, it only shows the buildings, not what’s inside.
• So we asked: What if we could use location to give every visitor a personal concierge who would effortlessly get her where she’s going?
A bluetooth broadcaster at the visitor’s entrance, could automatically send a message to most cell phones that pass by it
PROVIDING CONCIEREGE SERVICE
4 Location (,location, location)
Visitors who want concierge help can enter their destinations
4 Location (,location, location)
Welcome to XYZ Med. Do you need help finding your way?
Yes NoDon’t show this again
Enter a professionals last name
SUBMIT
Or, select an office
PROVIDING CONCIEREGE SERVICE
And get step-by-step directions right to the office door
4 Location (,location, location)
You are 2 minutes from DR LINDAUER’s OFFiCE.
Get a mapGet directions
Search again:
PROVIDING CONCIEREGE SERVICE
Sneak peek: A prototype from our innovation lab
MAKING ADHERENCE EASIER
Location (,location, location)4
• The challenge: Physicians and patients have been battling over adherence for years. Sometimes patients choose to stop taking a Rx, but often we just forget to refill it
• So we asked: What if you could be reminded to refill when it was actually convenient?
See the video: http://bit.ly/afw8eh
Pro socialThere’s no question that social media is harder in highly regulated industries like ours. There are questions about adverse events, off label references and clashes of cultures. But, physicians aren’t sitting on the sidelines. More and more of them are connecting in social media all the time.
5
65% of docs plan to use social media for
professional development
Manhattan Research 2009, 2010Sermo,com
Compete.com
This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers
115,000 docs talk to each
other on Sermo.
Pro social5
Two-thirds of physicians use UCG content for professional purposes
• 115,000 physicians • ~20,000 PCPs• Created by physicians for physicians• Fastest growing physician community by far• Three key uses:
- Collaborate on diagnoses- Share observations from
daily practice - Discuss value of new
research, drugs and therapies
Pro social5
Their #1 destination for sharing: Sermo
• Accelerates the emergence of trends and new insights on medications, treatments, etc., in the medical community
• Provides instant access to peer opinions from around the world (more on demand than most sales forces)
• Is part of a fundamental shift that we’re seeing online, via text, over Skype, etc.
Pro social5
Why Sermo and other networks matter
In the run-up to last year’s gastroenterology conference, AstraZeneca created a tool that started collaboration before the event - and, kept people talking right up to it. Now, it continues as a place to stay engaged…
APPROACH: TAKE ACTION
Pro social5
What are the opportunities to engage?
Pro social5
What are the opportunities to engage?
APPROACH: LISTEN & RESPOND
Nexium listens for people with complaints about its products and then directs them to its customer service line to find help. Great way to show you’re listening and find new ways to use big investments (like a call center)
RFID out of the warehouse6
Remote observers7
Personal aggregators8
Generation gamer9
Bluetooth comes of age10
What else?
RFID out of the warehouse6
WHAT IT IS WHAT WE’RE WATCHING
• Stands for radio frequency identification
• At a simple level, it tracks things (it’s an alternative to bar codes)
• It involves tags that emit radio signals and devices called readers that pick up the signal
• How it can personalize experience (ex. Providence Saint Joseph Medical Center)
Sneak peek: A concept in development by our innovation lab
A SMARTER CONFERENCE
RFID out of the warehouse6
• The challenge: Standing out on the crowded convention room floor is nearly impossible and new sponsorship opportunities are harder and harder to find.
• So we asked: What if we found a way to make every presentation more relevant and make our booth the smartest one on the floor?
The same technology that tracks your packages from warehouse to pharmacy. Can better connect conference attendees.
A SMARTER CONFERENCE
RFID out of the warehouse6
A small RFID sticker is placed on a conference lanyard
A SMARTER CONFERENCE
RFID out of the warehouse6
A SMARTER CONFERENCE
RFID out of the warehouse6
It let’s conference rooms know who’s there
RFID out of the warehouse6
And helps your booth personally greet every attendee
A SMARTER CONFERENCE
Remote observers7
WHAT IT IS WHAT WE’RE WATCHING
• Monitoring networks that let us participate in places and events remotely
• Webcams, social widgets and biometrics that create a clear view of another space
• How it powers virtual caregiving(ex. MEDCottage)
Remote observers7
CHANGING THE OB/GYN SPACE
AirStrip OB is already FDA cleared and actively used in the OB space. It offers the latest remote healthcare surveillance technology allowing physicians to directly access patient tests and readings. Other apps are in development for cardiology, critical care, imaging and laboratory.
Personal aggregators8
WHAT IT IS WHAT WE’RE WATCHING
• A tool that keeps track of updates to blogs, news sources, and other websites all on one page
• Bringing all your personal content to one place
• New UX that makes boring old RSS readers more like high touch magazines
Personal aggregators8
TRACKING THE CONVERSATION
Generation Gamer9
WHAT IT IS WHAT WE’RE WATCHING
• Highly interactive games with HD graphics and seamless connectivity have changed an entire generation’s expectations for what a digital experience should be
• Smart integrations of entertainment and health
Generation gamer9
A WHOLE NEW CME EXPERIENCE
In this award-winning site, GSW connected with doctors in very unexpected ways during pre-market conditioning
Bluetooth comes of age10
WHAT IT IS WHAT WE’RE WATCHING
• A way for wireless devices to easily exchange information over short distances
• Changing up the waiting room experience
Sneak peek: A prototype from our innovation lab
TRACKING REAL PATIENT PROGRESS
• The challenge: To create the best care plan, physicians need to understand that daily journey – both how the patient feels and what she’s doing for daily pain management
• So we asked: How could a patient with limited mobility easily give her treatment team a fuller view?
Bluetooth comes of age10
See the video: http://bit.ly/a42T0f
Leigh:leigh.householder@gsw-w.comAdvergirl.comWhatsYourDigitaliQ.comBrandLiberators.com@leighhouse@iqlab
Sean:[email protected]@Sean_P_Cowan#iqlab
Thank you.(keep in touch!)