Healthcare Communications In a World Transformed by Web 2.0 and Digital Technologies

Where are YOU in the world transformed by Web 2.0 and digital technologies?

The Way We Connect Has Forever Changed Focusing on the customer relationship FIRST has not!

Digital and Web 2.0 Experts Echo: Think Customer Relationship FIRST John M. Lee, CEO Digital Growth Strategies ─ a Web 2.0 strategic consulting group Charlene Li & Josh Bernoff Co-authors of Groundswell & Principals, Forrester Research ─ a company focused on business implications of technology change “… it’s still all about the customer. Regardless of channel, technology or tool, if you put the customer at the center of your thinking , you’re off to a good start.” “… the principle for mastering the groundswell: Concentrate on the relationships, not the technologies .”

Profiling Beyond Demographics and Psychographics Connectivity Characteristics? Digital Readiness and Preferences?

Technographics ® Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Read blogs Watch video from other users Listen to podcasts Read online forums Read customer rating/reviews Maintain profile on a social networking site Visit social networking sites Use RSS feeds Add tags to Web pages or photos “ Vote” for Web sites online Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Source: Forrester Research Inc.; adapted from Groundswell, 2008 pg. 43 Spectators Collectors Critics Creators Joiners Inactives

Publish a blog

Publish your own Web pages

Upload video you created

Upload audio/music you created

Write articles or stories and post them

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer rating/reviews

Maintain profile on a social networking site

Visit social networking sites

Use RSS feeds

Add tags to Web pages or photos

“ Vote” for Web sites online

Post ratings/reviews of products or services

Comment on someone else’s blog

Contribute to online forums

Contribute to/edit articles in a wiki

Swedes are Among the Most Active ! Source: Forrester’s European Technographics Benchmark Survey, Q2 2007 and Forrester’s North American Technographics Survey, Q2 2007. online European and U.S. adults Creators 10% 8% 19% 8% 9% 18% 12% Critics 18% 22% 19% 18% 16% 25% 19% Collectors 12% 12% 4% 6% 5% 12% 27% Joiners 4% 12% 10% 5% 21% 25% 25% Spectators 38% 44% 39% 41% 37% 48% 45% Inactives 57% 49% 57% 56% 54% 44% 42%

What about Healthcare Professionals ?

Physician Channel Mix is Shifting Fast

Physician Trends use internet or other technology to access pharma related information ─ up 20% since 2004 . of their product and treatment information seeking (learning) is conducted online ─ and report they will increase to ~54% moving forward . expressed interest in interacting with pharma/biotech companies on physician only social networks. watched video clips online for professional purposes listened to or downloaded audio files for professional purposes Source: Manhattan Research ePharma Physician ® v8 2008 – fielded Q2/08 84% 41% 59% Reading medical journals online is among the fastest growing professional activities for physicians ─ growing at double-digit rates over past 3 years. 34% 17%

use internet or other technology to access pharma related information ─ up 20% since 2004 .

of their product and treatment information seeking (learning) is conducted online ─ and report they will increase to ~54% moving forward .

expressed interest in interacting with pharma/biotech companies on physician only social networks.

watched video clips online for professional purposes

listened to or downloaded audio files for professional purposes

Source: Manhattan Research ePharma Physician ® v9 2009 – fielded Q1/09 Textbooks/ References News Conferences Detailing Colleagues CME Journals Digital & Offline Channels Almost Equal Penetration Offline Online

BEFORE YOU LEAP… listen. profile your audience. set clear digital objectives. realize the technologies are tactics. think customer relationship & expected experience.

eDetailing Physician Customer Service Portals Physician Social Networks User-generated Content Sites Hot Topics

eDetailing

Physician Customer Service Portals

Physician Social Networks

User-generated Content Sites

eDetailing Sales force of the future or alternative channel to face-to-face meetings?

Sales force of the future or alternative channel to face-to-face meetings?

eDetailing met live online with a sales rep over the past year ─ the majority of whom report high satisfaction . more show interest in interacting with sales reps online ─ a 10% increase over 2007 . online practicing U.S. Physicians Source: Manhattan Research ePharma Physician ® v8 2008 – fielded Q2/08 45,000 >300,000 Live online 2-way video detailing on the rise:

met live online with a sales rep over the past year ─ the majority of whom report high satisfaction .

more show interest in interacting with sales reps online ─ a 10% increase over 2007 .

eDetailing Average video interaction between a doctor and rep is 8-15 minutes , while most studies report that a rep detail averages no more than 2-4 minutes.* Video detailing users are more likely to write a larger volume of scripts than non-users—translating to an average of 24 more Rx’s per week.** Source: PharmaVOICE 2/09; *Aptilon and **Manhattan Research

Average video interaction between a doctor and rep is 8-15 minutes , while most studies report that a rep detail averages no more than 2-4 minutes.*

Video detailing users are more likely to write a larger volume of scripts than non-users—translating to an average of 24 more Rx’s per week.**

eDetailing Rated #1 Merck mentioned as a top company for epromotional activity by more than 1/3 of physicians Source: SDI’s 2007 ePromotional Annual Study.

eDetailing Convenience Access: 8 am-midnight plus Saturdays No special technologies required

eDetailing Service Request samples Obtain the latest product information Access relevant clinical articles Review latest patient education materials assistance with registration for eMedical forums Get answers to questions about relevant diseases

eDetailing Source: PharmaLive.com , MedAdNews: The e-physician no longer a segment; October 25, 2008 “ The Internet does not replace the sales rep ; it just changes the nature of the relationship between the pharmaceutical company, the physician, and the sales rep by way of facilitating efficient communication based on the channel preferences of the physician.” “ By embracing the Internet as an adjunct to the sales rep and potentially even giving the rep new access through tools such as video detailing – brand teams will be joining the mind-set of the vast majority of physicians who have already made the switch to being an "E" physician years ago.”

Physician Customer Service Portals One-stop shopping?

One-stop shopping?

Physician Customer Service Portals Who’s getting it right?

Who’s getting it right?

Physician Service Portals: trends Although portal visitation declined from 2007 to 2008, interest increased in using a service portal over the same period. “… indicates an unmet demand for relevant content that exists today, according to Manhattan Research.” online practicing U.S. Physicians Source: Manhattan Research ePharma Physician ® v8 2008 – fielded Q2/08

Although portal visitation declined from 2007 to 2008, interest increased in using a service portal over the same period.

“… indicates an unmet demand for relevant content that exists today, according to Manhattan Research.”

Physician Customer Service Portals NovoMedLink.com “… complement to the experience they’re having with their personal rep.” “… produce consistent, relevant content…” “… well integrated into other personal selling channels” Source: PM360 Online interview w/Craig DeLarge, Director, eMarketing & Relationship Marketing, at Novo Nordisk

Physician Customer Service Portals Services &Features NovoPod podcasts Interactive learning tools Monthly email newsletters Ability to request additional information or a rep visit Customer feedback feature Online sampling Patient educational materials

Physician Customer Service Portals Remember , it’s all about E.V.E. Always ask : Does your site work the way customers expect it to work and have the content they expect to find on it? No, not the 1950’s classic starring Betty Davis. E.V.E. Expected Visitor Experience: the set of activities and functions that an average user would expect to find and use on a specific digital platform. Source: Jonathan Richman author DoseofDigital.com

Always ask : Does your site work the way customers expect it to work and have the content they expect to find on it?

No, not the 1950’s classic starring Betty Davis.

E.V.E. Expected Visitor Experience: the set of activities and functions that an average user would expect to find and use on a specific digital platform.

Social Networks and User-Generated Content Sites Today’s marketing reality… they’ve reached critical mass.

Today’s marketing reality… they’ve reached critical mass.

Social media and video lead the way. Source: Nielsen NetView; 2009 survey

Social Networks and User-Generated Content Sites used or were interested in using a physician only online community. seek professional information on Wikipedia. contribute to user-generated content such as blogs and videos. ~60% >45% ~25% online practicing U.S. Physicians Source: Manhattan Research ePharma Physician ® v9 2009–topline release

used or were interested in using a physician only online community.

seek professional information on Wikipedia.

contribute to user-generated content such as blogs and videos.

Physician Only Social Networks Sermo Founded September 2006 Today >100,000 members Visited 60x per year by average physician − compared to 4x per year each for PfizerPro and MerckServices and 100x per year for Medscape* Partnership w/Pfizer *Source: Manhattan Research ePharma Physician ® v9 2009

Physician Only Social Networks Pharma Participation Benefits Unique ability to encourage dialogue & monitor/listen. Insights to help differentiate products and services more effectively. Identify new areas of demand. Post questions to a specialist community/conduct surveys. Influence prescribers w/relevant info at right time in right context. Challenges Learning how to engage in appropriate dialogue without showing bias or hard selling. New frontier for legal and regulatory. Who manages the engagement internally: Marketing, Market Research, Medical Affairs? Mixed receptivity to pharma participation.

Benefits

Unique ability to encourage dialogue & monitor/listen.

Insights to help differentiate products and services more effectively.

Identify new areas of demand.

Post questions to a specialist community/conduct surveys.

Influence prescribers w/relevant info at right time in right context.

User-Generated Content Sites What about healthcare consumers ?

What about healthcare consumers ?

Will regulations in Europe be relaxed? “… the Commission believes the time has come to improve the quality of information available to patients on medicinal products.” “… with the increased use of the Internet over recent years, the need to address reliable and good quality information available on websites has become essential.” Healthcare consumers are active information seekers worldwide . European Commission on legal proposal on information to patients on prescription drugs 02/02/09. http://ec.europa.eu/enterprise/pharmaceuticals/patients/patients_en.htm

Will regulations in Europe be relaxed?

“… the Commission believes the time has come to improve the quality of information available to patients on medicinal products.”

“… with the increased use of the Internet over recent years, the need to address reliable and good quality information available on websites has become essential.”

Healthcare consumers are active information seekers worldwide .

Sanofi-aventis: integrated part of GoInsulin campaign unbranded health education program features patient success videos serves as launching pad to s-a homepage  does not utilize YouTube’s comment feature “ We are working to find a way to support a two-way conversation… It is definitely our goal to be able to utilize this medium to its full extent.” – Lynn Crowe, Sanofi-Aventis U.S. Source: PharmExec Direct Marketing Edition; February 18, 2009 >130,000 Channel Views

Sanofi-aventis: integrated part of GoInsulin campaign

unbranded health education program

features patient success videos

serves as launching pad to s-a homepage

 does not utilize YouTube’s comment feature

AstraZeneca: branded channel to market Symbicort features patient testimonials patients get the chance to make short videos and send directly to AZ for publication  offers a sort of comment function! “ A major portion of our marketing is around putting the Symbicort message into the context of a patient story.... YouTube offers an opportunity to get those stories out…” – Bob Holloway, Cadient U.S. Source: PharmExec Direct Marketing Edition; February 18, 2009 >53,000 Channel Views

AstraZeneca: branded channel to market Symbicort

features patient testimonials

patients get the chance to make short videos and send directly to AZ for publication

 offers a sort of comment function!

would be 5 th largest in the world as a country * *Source: Facebook CEO Mark Zuckerberg ─ as of April 2009 With >200 million active users pharma is testing the waters. Merck’s Gardasil >100,000 fans Bayer’s Aspirin >14,000 fans Abbott’s HIV/AIDS Campaign ~300 fans J&J Vision Care ~300 fans

Ortho-McNeil latest entrant w/page for ADHD adults, “ ADHD Allies”, launch in April ~1,500 fans to date . ADHD site geared towards mothers launch last year >8K fans. ADHD Allies requires people with the disease to actually come out and announce that they have it. *Source: PharmExec Direct Marketing Edition; April 29, 2009 “ We know that this is a different kind of user engagement,” “What we’ve done is try to provide users resources that are different from other sites, and if adults with ADHD see value in this and want to become a fan, then that’s going to be more important to them than anything else.” ─ Tricia Geoghegan, McNeil spokesperson

Ortho-McNeil latest entrant w/page for ADHD adults, “ ADHD Allies”, launch in April ~1,500 fans to date .

ADHD site geared towards mothers launch last year >8K fans.

ADHD Allies requires people with the disease to actually come out and announce that they have it.

Source: Forrester Inc. Research; blogs.forrester.com ─ April 22, 2009 Know your customers and how they want to engage.

Practicing Safe Social Media Be prepared… Listen before you engage ─ social media is NOT mass media. Have a plan to deal with things you may not want to hear ─ negative opinions, adverse events, off label comments. Allocate adequate resources to respond to in-bound communications before launching a new interactive initiative. Engage ethically, responsibly and with transparency in social communities, blogs and wikis.

Practicing Safe Social Media

Be prepared…

Where is digital spend in today’s marketing budget?

Source: McKinsey Global Marketing Survey Results; fielded January 2009; responses from 587 C-level executives across industries McKinsey Global Marketing Survey

Source: McKinsey Global Marketing Survey Results; fielded January 2009; responses from 587 C-level executives across industries McKinsey Global Marketing Survey

“ We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing.” – R.D. Laing, Scottish psychiatrist 1927-1989

“ We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing.” – R.D. Laing, Scottish psychiatrist 1927-1989

T ack för att ni kom ! I welcome the opportunity to stay connected. Donna Vetter Healthcare Communications Service Provider May 2009 ─ Stockholm, Sweden

I welcome the opportunity to stay connected.