Your SlideShare is downloading. ×
0
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Optimizing the Digital Channel for HCPs
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Optimizing the Digital Channel for HCPs

524

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
524
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. OPTIMIZING DIGITAL the PROMO CHANNEL for HCPs
  • 2. Key Take-Aways
    • HCPs are Forming Brand Impressions Online
    • Reconsider the Branded Product Site
    • Be FINDABLE
    • Digital Interface = PC + MOBILE
    • Branded Presence BEFORE Social Media
    1 2 3 4 5
  • 3. HCPs are forming Impressions about your brand Online . 1
  • 4. A BRAND IS NOT WHAT YOU SAY IT IS.
  • 5. IT’S WHAT THEY SAY IT IS. Marty Neumeier, The Brand Gap , 2006
  • 6. How do HCPs form Impressions ?
  • 7. Past Experience/Opinions/Beliefs + JOI Rep communications + Competitive Reps + CHE + Clinical data + KOL usage + Colleague discussions + RN/Pharmacist opinions + Patient feedback + Print Promo media + Medical Conferences + On-line promo media + Clinical trials + Company Advisory meetings + The Press + Sample availability + Access status + Advocacy group communications + Caregiver opinions = NET IMPRESSION New Experience s
  • 8. Print Promo Media CHE Clinical Data Medical Conferences Clinical Trials Advisory Boards Patients/Caregivers Sales Reps On-line Promo Media Advocacy Groups Access Status Samples KOLs/Specialists The Press Other HCPs Colleagues Point of Influence TM Analysis
  • 9. Print Promo Media CHE Clinical Data Medical Conferences Clinical Trials Advisory Boards Patients/Caregivers Sales Reps On-line Promo Media Advocacy Groups Access Status Samples KOLs/Specialists The Press Other HCPs Colleagues Point of Influence TM Analysis
  • 10. Sales Rep Face Time* *Assumptions: 15 minutes every month
  • 11. What’s Changed? It’s not WHAT they are influenced by... It’s the HOW. Print Promo Media CHE Clinical Data Conference Clinical Trials Advisory Boards Patients/ Caregivers Sales Reps On-line Promo Media Advocacy Groups Access Status Samples KOLs/Specs The Press Other HCPs Colleagues
  • 12. Print Promo Media CHE Clinical Data Medical Conferences Clinical Trials Advisory Boards Patients/Caregivers Sales Reps On-line Promo Media Advocacy Groups Access Status Samples KOLs/Specialists The Press Other HCPs Colleagues POI TM Analysis: Digital Influence?
  • 13. Print Promo Media CHE Clinical Data Medical Conferences Clinical Trials Advisory Boards Patients/Caregivers Sales Reps On-line Promo Media Advocacy Groups Access Status Samples KOLs/Specialists The Press Other HCPs Colleagues POI TM Analysis: Digital Influence?
  • 14. What are MD’s doing online? Jupiter Research 2008
  • 15. What are MD’s doing online?
    • 81% visit peer-reviewed online journals
    • 64% watch medical/health videos
    • 48% read medical/health blogs
    • 31% listen to medical podcasts
    • 21% visit medical chat rooms/bulletin boards
    Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  • 16. Reconsider the branded 2 Product Site.
  • 17. Evolution of the Branded Product Site
    • The Past:
    • Brochureware
    • Content Heavy
    • Over-ambitious
    • Expensive
    • High-maintenance
    Build it and they won’t come
  • 18. Evolution of the Branded Product Site
    • The Present:
    • Simple Design
    • Media-Rich
    • Easy to Navigate
    • Low-maintenance
    • Objective-Focused
    Offer value & a place to go NEXT.
  • 19.  
  • 20. Make it Easy to Let Them IN.
  • 21. OR oncedaily
  • 22. Why a Branded Canadian Site?
    • Integrate the promotion of BrandX.ca into your Canadian marketing activities
    • Engage physicians directly with JOI Canada
    • Offer French content to francophone customers
  • 23. Be FINDABLE . 3
  • 24.
    • Universe picture with brandx.com
    BrandX.com
  • 25. Three Ways to Make it FINDABLE
    • Build an Integrated Campaign
    • On-Line Media
    • Search Engine Marketing
  • 26. What is an Integrated Campaign? Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage and move audiences through the sales cycle— wherever they live, work and play . Journal of Integrated Marketing Communications, 2009
  • 27. Why an Integrated Campaign?
    • Increases frequency of message
    • Message consistency
    • Fewer dead ends
    • Provides path from Awareness  Adoption
    • Measurability at every step
  • 28. Integrated Promotion + Offline & Online Promotion Product Website
  • 29. Integrating with Offline Promotion
    • URL + Access Code + Call to Action on…
      • Rep business cards
      • All leave behind materials
      • All Journal Ads
      • All DM pieces
  • 30. Banner Opportunities: 2003 2003  CMAJ   CMA  E-Newsletter- Enabled Websites  Pulsus Banner- Enabled Website
  • 31. Banner Opportunities: 2009 2009   Pulsus   NEJM   CMA      E-Newsletter- Enabled Websites  L’Actualité  Medical Post  Parkhurst Exchange  Doctor’s Review  MedScape-MedPulse  OMA  CMAJ Banner- Enabled Website
  • 32. Online Media Opportunities
    • NON-GATED
      • All users are considered “general public”
      • DTC rules apply for:
        • Banners
        • E-Newsletters
    “ Reminder only” opportunity with HCPs
  • 33. Online Media Opportunities
    • GATED
      • User is identified/confirmed as an HCP on site
      • PAAB rules apply for on-site promo
      • Link beyond login on branded site
      • Targeted ads by specialty will be commonplace
    Momentum is behind Gated sites
  • 34. Expandable Banner Example (NEJM)
  • 35. Expandable Banner Example (NEJM)
  • 36. How many people are SEARCHING for info about your BRANDS on THE WEB ?
  • 37. Canada is a Nation.
  • 38. Tramacet: 14,800 Risperdal: 6,600 Prezista: 220 Levaquin: 6,200 Concerta: 22,000 Reminyl: 2,400 Tri-Cyclen: 22,900 Eprex: 1,600 Google Searches from a Canadian Computer, September 2009
  • 39. 95% Of physicians report using a search engine to find medical information online. Manhattan Research 2007
  • 40. Physician Targeted Google Ad Words Learn about Prezista Safety & Efficacy Information for Canadian Physicians www.prezista.ca
  • 41. Bumper Slide
    • Digital Interface = PC + MOBILE
    + 4 Digital Interface =
  • 42. Bumper Slide
    • Digital Interface = PC + MOBILE
    58% of Physicians use a PDA at Point-of-Care Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  • 43. Bumper Slide
    • Digital Interface = PC + MOBILE
    47% of Physicians use a PDA between patient consults Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  • 44. Bumper Slide
    • Digital Interface = PC + MOBILE
    27% of Physicians use a PDA during patient consults Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  • 45. Mobile Considerations
    • Disease Management Applications
    • Ensure your branded site is mobile-friendly
    • Create mobile access points offline
  • 46. Disease Management Applications
    • 2 leading platforms: iPhone & Blackberry
    • iTunes has 1,544 medical apps
    • Blackberry App World has 100
  • 47. Disease Management Applications
    • TODAY: app offering is mainly reference guides and dosage calculators.
    • TOMORROW: tools to enhance a physician/patient interaction?
  • 48. Mobile-Friendly Sites Ensure your digital offering is viewable here. To visit healthinfoformen.com, please click here . Or, to visit on your computer, please enter your email address to receive a personal invitation. submit
  • 49. Create Mobile Access Points Offline
    • Nike
    • National Post
    • BMO
    • American Airlines
    • VW
    • Sears
  • 50. Create Mobile Access Points Offline
  • 51. Create Mobile Access Points Offline To visit healthinfoformen.com, please click here . Or, to visit on your computer, please enter your email address to receive a personal invitation. submit
  • 52. 5 Branded Presence Think Before Social Media .
  • 53. The Open Text Box Today…
    • Let us know your experience with BrandX*:
    * Policy: conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions. Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, condition, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions. Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, Company is obliged to remove anything outside the limits of the approved PM
  • 54. Canadian Physician Social Network: Asklepios Asklepios.ca
  • 55. Create your own “Private” Physician Social Network
  • 56. Create your own “Private” Physician Social Network
  • 57. Your Branded Site: The Anchor All of the attention you think you should be spending on online marketing in the many digital channels and platforms will bring your company or brand zero return if you don't have a website that is not only nice and easy-to-use, but findable… Mitch Joel, President, Twist Image
  • 58. Key Take-Aways
    • HCPs are Forming Brand Impressions Online
    • Reconsider the Branded Product Site
    • Be FINDABLE
    • Digital Interface = PC + MOBILE
    • Branded Presence BEFORE Social Media
    1 2 3 4 5
  • 59.  
  • 60. OPTIMIZING DIGITAL the PROMO CHANNEL for HCPs Contact: Greg Rice, Managing Director T) 416-933-4740 E) [email_address] W) eurorscglife.ca B) futurepharma.wordpress.com

×