Optimizing the Digital Channel for HCPs

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Optimizing the Digital Channel for HCPs

  1. 1. OPTIMIZING DIGITAL the PROMO CHANNEL for HCPs
  2. 2. Key Take-Aways <ul><li>HCPs are Forming Brand Impressions Online </li></ul><ul><li>Reconsider the Branded Product Site </li></ul><ul><li>Be FINDABLE </li></ul><ul><li>Digital Interface = PC + MOBILE </li></ul><ul><li>Branded Presence BEFORE Social Media </li></ul>1 2 3 4 5
  3. 3. HCPs are forming Impressions about your brand Online . 1
  4. 4. A BRAND IS NOT WHAT YOU SAY IT IS.
  5. 5. IT’S WHAT THEY SAY IT IS. Marty Neumeier, The Brand Gap , 2006
  6. 6. How do HCPs form Impressions ?
  7. 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. 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. 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. 10. Sales Rep Face Time* *Assumptions: 15 minutes every month
  11. 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. 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. 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. 14. What are MD’s doing online? Jupiter Research 2008
  15. 15. What are MD’s doing online? <ul><li>81% visit peer-reviewed online journals </li></ul><ul><li>64% watch medical/health videos </li></ul><ul><li>48% read medical/health blogs </li></ul><ul><li>31% listen to medical podcasts </li></ul><ul><li>21% visit medical chat rooms/bulletin boards </li></ul>Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  16. 16. Reconsider the branded 2 Product Site.
  17. 17. Evolution of the Branded Product Site <ul><li>The Past: </li></ul><ul><li>Brochureware </li></ul><ul><li>Content Heavy </li></ul><ul><li>Over-ambitious </li></ul><ul><li>Expensive </li></ul><ul><li>High-maintenance </li></ul>Build it and they won’t come
  18. 18. Evolution of the Branded Product Site <ul><li>The Present: </li></ul><ul><li>Simple Design </li></ul><ul><li>Media-Rich </li></ul><ul><li>Easy to Navigate </li></ul><ul><li>Low-maintenance </li></ul><ul><li>Objective-Focused </li></ul>Offer value & a place to go NEXT.
  19. 20. Make it Easy to Let Them IN.
  20. 21. OR oncedaily
  21. 22. Why a Branded Canadian Site? <ul><li>Integrate the promotion of BrandX.ca into your Canadian marketing activities </li></ul><ul><li>Engage physicians directly with JOI Canada </li></ul><ul><li>Offer French content to francophone customers </li></ul>
  22. 23. Be FINDABLE . 3
  23. 24. <ul><li>Universe picture with brandx.com </li></ul>BrandX.com
  24. 25. Three Ways to Make it FINDABLE <ul><li>Build an Integrated Campaign </li></ul><ul><li>On-Line Media </li></ul><ul><li>Search Engine Marketing </li></ul>
  25. 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
  26. 27. Why an Integrated Campaign? <ul><li>Increases frequency of message </li></ul><ul><li>Message consistency </li></ul><ul><li>Fewer dead ends </li></ul><ul><li>Provides path from Awareness  Adoption </li></ul><ul><li>Measurability at every step </li></ul>
  27. 28. Integrated Promotion + Offline & Online Promotion Product Website
  28. 29. Integrating with Offline Promotion <ul><li>URL + Access Code + Call to Action on… </li></ul><ul><ul><li>Rep business cards </li></ul></ul><ul><ul><li>All leave behind materials </li></ul></ul><ul><ul><li>All Journal Ads </li></ul></ul><ul><ul><li>All DM pieces </li></ul></ul>
  29. 30. Banner Opportunities: 2003 2003  CMAJ   CMA  E-Newsletter- Enabled Websites  Pulsus Banner- Enabled Website
  30. 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
  31. 32. Online Media Opportunities <ul><li>NON-GATED </li></ul><ul><ul><li>All users are considered “general public” </li></ul></ul><ul><ul><li>DTC rules apply for: </li></ul></ul><ul><ul><ul><li>Banners </li></ul></ul></ul><ul><ul><ul><li>E-Newsletters </li></ul></ul></ul>“ Reminder only” opportunity with HCPs
  32. 33. Online Media Opportunities <ul><li>GATED </li></ul><ul><ul><li>User is identified/confirmed as an HCP on site </li></ul></ul><ul><ul><li>PAAB rules apply for on-site promo </li></ul></ul><ul><ul><li>Link beyond login on branded site </li></ul></ul><ul><ul><li>Targeted ads by specialty will be commonplace </li></ul></ul>Momentum is behind Gated sites
  33. 34. Expandable Banner Example (NEJM)
  34. 35. Expandable Banner Example (NEJM)
  35. 36. How many people are SEARCHING for info about your BRANDS on THE WEB ?
  36. 37. Canada is a Nation.
  37. 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
  38. 39. 95% Of physicians report using a search engine to find medical information online. Manhattan Research 2007
  39. 40. Physician Targeted Google Ad Words Learn about Prezista Safety & Efficacy Information for Canadian Physicians www.prezista.ca
  40. 41. Bumper Slide <ul><li>Digital Interface = PC + MOBILE </li></ul>+ 4 Digital Interface =
  41. 42. Bumper Slide <ul><li>Digital Interface = PC + MOBILE </li></ul>58% of Physicians use a PDA at Point-of-Care Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  42. 43. Bumper Slide <ul><li>Digital Interface = PC + MOBILE </li></ul>47% of Physicians use a PDA between patient consults Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  43. 44. Bumper Slide <ul><li>Digital Interface = PC + MOBILE </li></ul>27% of Physicians use a PDA during patient consults Essential Research, Oct 2008. n=500 practicing Canadian PCPs
  44. 45. Mobile Considerations <ul><li>Disease Management Applications </li></ul><ul><li>Ensure your branded site is mobile-friendly </li></ul><ul><li>Create mobile access points offline </li></ul>
  45. 46. Disease Management Applications <ul><li>2 leading platforms: iPhone & Blackberry </li></ul><ul><li>iTunes has 1,544 medical apps </li></ul><ul><li>Blackberry App World has 100 </li></ul>
  46. 47. Disease Management Applications <ul><li>TODAY: app offering is mainly reference guides and dosage calculators. </li></ul><ul><li>TOMORROW: tools to enhance a physician/patient interaction? </li></ul>
  47. 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
  48. 49. Create Mobile Access Points Offline <ul><li>Nike </li></ul><ul><li>National Post </li></ul><ul><li>BMO </li></ul><ul><li>American Airlines </li></ul><ul><li>VW </li></ul><ul><li>Sears </li></ul>
  49. 50. Create Mobile Access Points Offline
  50. 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
  51. 52. 5 Branded Presence Think Before Social Media .
  52. 53. The Open Text Box Today… <ul><li>Let us know your experience with BrandX*: </li></ul>* 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
  53. 54. Canadian Physician Social Network: Asklepios Asklepios.ca
  54. 55. Create your own “Private” Physician Social Network
  55. 56. Create your own “Private” Physician Social Network
  56. 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
  57. 58. Key Take-Aways <ul><li>HCPs are Forming Brand Impressions Online </li></ul><ul><li>Reconsider the Branded Product Site </li></ul><ul><li>Be FINDABLE </li></ul><ul><li>Digital Interface = PC + MOBILE </li></ul><ul><li>Branded Presence BEFORE Social Media </li></ul>1 2 3 4 5
  58. 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

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