Your SlideShare is downloading. ×
Digital Pharma East: HCP Experience Mapping
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

Digital Pharma East: HCP Experience Mapping

2,656
views

Published on

This is the presentation our VP of Search and Social, Ryan DeShazer, presented at the 2012 Digital Pharma East Conference.

This is the presentation our VP of Search and Social, Ryan DeShazer, presented at the 2012 Digital Pharma East Conference.

Published in: Health & Medicine

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

No Downloads
Views
Total Views
2,656
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
255
Comments
0
Likes
12
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. HCP Experience Mapping:Documenting the Road to Marketing Success Presented by Ryan DeShazer SVP, Digital Experience GSW Worldwide T: @ryandeshazer Li: LinkedIn.com/in/ryandeshazer E: ryan.deshazer@gsw-w.com MediaPost Search Insider “Subject to Search” Q2, 2013
  • 2. What Is Experience, Really? According to Merriam-Webster… Experience - “something personally encountered, undergone, or lived through”
  • 3. Today Your askWhat are we talking about? 1. What would be your pre-launch plan for BG-12?According to the conference program… 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 3. How would you position BG-12 against our competition? What do you see as being the 1. Creating content in the context of the patient/physician experience limitations of the current “no compromises” position? 2. Addressing the complexity of a digitally integrated marketing 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. ecosystem adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 4. Today Your askWhat I really want to talk about… 1. What would be your pre-launch plan for BG-12? 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 1. Insights 3. How would you position BG-12 against our competition? What do you see as being the 2. Ecosystem limitations of the current “no compromises” position? 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. 3. Understanding adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 5. Insights
  • 6. Connecting w/ HCPs is Challenging Professional Journals Digital & Mobile Conventions Social & Peers Paid Search Sales Force
  • 7. How HCPs Consume Digital Information* *“Screen to Script: The Doctor’s Digital Path to Treatment” – Google/Manhattan Research, June 2012
  • 8. The Importance of Digital Touch Points• 99% of clinicians use the internet to support their practices• Physicians spend twice as much time using online resources compared to print• More doctors start with a search engine than any other online resource or website – 84% use search engines daily for professional purposes• 87% of physicians use a smartphone or tablet device in their practices• Physicians watch online video an average of 3 hours per week for professional purposes
  • 9. The Usual Suspects
  • 10. Building Brand Experiences Brand actions andinteractions choreographed to enable meaningful human connections with immediate and lasting impact
  • 11. Show of Hands… Your ask 1. What would be your pre-launch plan for BG-12? 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 3. How would you position BG-12 against our competition? What do you see as being the limitations of the current “no compromises” position? 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 12. KPIs: Secret Ingredient to Digital Experiences Your ask
  • 13. Demystifying KPIs Your askBefore we can deploy effective communications, we need clear business objectivesaligned to intelligentyour pre-launch plan for BG-12? 1. What would be KPIs 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel • Most misapplied component of digital marketing there is a more appropriate patient type? • Far more sophisticated than impressions, clicks, retweets, 3. How would you position BG-12 against our competition? What do you see as being the mentions, etc. limitations of the current “no compromises” position? • Mash-up of two or more important metrics that provide 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. contextual relevancy to data adherence programs, nurse services, financial services, etc…)? What are the some of the • challenges and opportunities? Successful KPIs provide immediate insight into the performance 5. Whatanyyour thoughts on DTC atprogram BG-12? What level of engagement do you think of are communications launch for would be appropriate? You have to know where you’re going before you know what to pack
  • 14. Ecosystem
  • 15. Content Marketing via Channel Activation Your ask 1. HCPs can be a difficult group to find and connect with 2. It’s important to identify specific HCP audiences, and discern the unique information consumption patterns demonstrated by each 3. It’s equally important to understand the role each audience type plays across the care continuum 4. Prioritizing HCP audiences then sets the stage for meaningful ecosystem development KEY – “digital experience mapping” IS content marketing
  • 16. Patient Journey Chronic Condition ONSET OF SYMPTOMS SPECIALIST DIAGNOSIS ONGOING TREATMENTPatient visits PCP Patient sees specialist Patient lives with condition Preliminary diagnosis made  Specialist diagnoses patient  Ongoing treatment as part of augmented lifestyle Specialist referral  Treats patient  PCP often responsible for aided  Discharges patient with ongoing care treatment plan
  • 17. Ecosystem – Integrated, Non-Linear Experience Mobile Point of Care eDetailing PharmaCo Web site Online Pubs experience Social Web Video Media Sales force
  • 18. The Virtuous Cycle of Content Marketing Create and promote 5 1 optimized content and assets 5 1 4 2 1 KOL 4 2 3 3 Traffic and community Content is help research; develop noticed, shared, and and further grow social 5 2 voted on; networks for content PharmaCo awareness grows and SEO 5 1 5 1 4 2 KOL4 2 4 3 3 3 Increased links & social exposure grow search and Increased exposure referral traffic attracts more subscribers, fans, friend s, followers, and links
  • 19. Cultivate KOLs through Google Authorship • Patent #7765209 filed September 13, 2005 • Google beginning to assess the authority of individual authors rather than simply organizations/domains • Authorship markup will allows brands to identify and cultivate KOLs as original content is attributed to emerging thought leaders • KOLs will, over time, help shape the online dialog. This is power that brands can harness to influence HCP perceptions.
  • 20. Understanding
  • 21. Why Do We Care About Data? Your askBecause our customers are telling us their secrets• Definitive source of customer intelligence• Fluid, peer-to-peer exchanges across social media allow for voice of customer insights − They ARE happening MLR team!• With smart KPIs intact, data analytics delivers real-time insight into the dynamics of the marketplace
  • 22. The Big Deal Over Big Data “Datarati are companies that have the edge in consumer data insight…Data is ubiquitous and cheap, analytical ability is scarce… The sexiest job in the next ten years will be statistician.” Hal Varian Chief Economist, Google
  • 23. Data Overload Is A Real Problem
  • 24. Multi-Channel Compounds Complexity Your ask • Range of digital touches can lead to 1. What would be your pre-launch plan for BG-12? brand engagement 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel • there is a more appropriate patient type? is Identifying most crucial touches hard work! 3. How would you position BG-12 against our competition? What do you see as being the • limitations of the currentattribution Start with linear “no compromises” position? • What do time, investigate different experience would look like on BG-12 (i.e. 4. Over you think the most optimal patient adherence programs, nurse services, financial services, etc…)? What are the some of the models and apply common-sense challenges and opportunities? logic 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 25. Robust Intelligence for Pharma Your ask• Out-of-the-box web analytics only serves up table stakes data for BG-12? 1. What would be your pre-launch plan 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type?• Focus instead on two types of data analyses: you position BG-12 against our competition? What do you see as being the 3. How would limitations of the current “no compromises” position? 1. What do you think the most optimal patient experience would look like on BG-12 (i.e. 4. Event-based analytics (EBA) 2. adherence programs, nurse services, financial services, etc…)? What are the some of the Cohort analysis challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 26. Event-Based Analytics (EBA)• Events are key website interactions (downloads, video views, newsletter registrations)• Event focus helps eliminate a majority of clickstream data clutter• Events can be prioritized, and assigned unique values relative to organizational goals• Funnel visualizations demonstrate key touch points that lead to event outcomes
  • 27. EBA: Micro- & Macro-Conversions• Confirm relationship• Assign a value to those behaviors Option 1 – Gut instinct Option 2 – Statistical Analysis Regression Statistics Multiple R 0.235157717 R Square 0.055299152 Adjusted R Square 0.036405135 Standard Error 2.47206886 Observations 52 ANOVA df SS MS F Significance F Regression 1 17.88608532 17.88608532 2.926807575 9.3% Residual 50 305.5562224 6.111124447 Total 51 323.4423077 Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0% Intercept 2.527505404 1.300149212 1.944011796 0.057531803 -0.08392109 5.138931898 -0.08392109 5.138931898 INTERNAL SEARCH 0.01896799 Action 0.01108726 1.710791505 0.093318059 -0.003301426 0.041237407 -0.003301426 0.041237407
  • 28. Cohort Analysis• Cohort analysis groups like visitors for comparative purposes• Cohorts are flexible and customizable, enabling meaningful analysis• Understanding key interactions by cohort will help healthcare marketers better understand the patient journey across multiple digital properties
  • 29. SECRET SAUCE BONUS: Serious HCP Insights Your ask• HCP-specific insights − Confirmed reach − Site interactions − Critical content − Search keywords = HCP vocabulary• Firmographic segmentation − Unique web experiences by HCP type
  • 30. Rapid Iteration Required Your ask• HCP behaviors are constantly evolving• Our content and channel selections must evolve just as quickly• Over time, today’s “Understanding” becomes tomorrow’s “Insight”• The “Three Screen” future
  • 31. The Emerging Best-in-Class Your askPharma’s next-gen marketing innovators will…• Introduce content that has proven to be popular (topic and type)• Build enablement tools to quickly secure MLR approvals on new content• Build up online profiles of KOLs, leveraging Google AuthorRank − Companies are now legitimately only as good as their people• Rapidly iterate!
  • 32. THANK YOU!! Ryan DeShazer SVP, Digital Experience GSW Worldwide T: @ryandeshazer Li: LinkedIn.com/in/ryandeshazer E: ryan.deshazer@gsw-w.com MediaPost Search Insider “Subject to Search” Q2, 2013