Digital trends in healthcare and pharma marketing

Digital trends What’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, 2010 Manhattan Research, Taking the Pulse Nurses, 2010 Forrester’s 2009 North American Technographics

What trends are on your minds?
Macro trends we’re acting on
OUR AGENDA
The year of the slate
App on
Mobile/on demand
Location (, location, location)
Pro social
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 Slate It’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 slate 1

The year of the slate 1 WHAT TO WATCH FOR WHAT TO WATCH OUT FOR
Almost 30 new models
Compelling new features
Operating system wars

Why we love the first mover 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 slate 1

What we’re doing on the iPad: Elevating tablet sales tools Segue was designed for the tablet And entirely re-imagined for the slate The latest version of Segue pairs the lab-tested, field-proven usability 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 slate 1

Reps can easily plan their calls any time 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 The year of the slate 1

And use all the “wow” features of the iPad On the iPad, Segue supports multimedia, unique types of transitions, writing and creation tools and, of course, those hallmark swipe movements. The year of the slate 1

App-on The 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 2

The web is dead. Long live the internet. App on 2 -Wired Magazine, August 2010 http://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 on 2 -Wired Magazine, August 2010 http://bit.ly/gswwired

App on 2 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 >>
Decision support
Reference / lookup
Patient education / consultation
Patient support
Patient tracking
Continuing medical education
Collaboration
App on 2

GIST is a Novartis app for Canadian doctors to calculate their patients’ risk of recurrence for GastroIntestinal Stromal Tumors (GIST). DECISION SUPPORT App on 2

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 on 2

AFib Educator helps healthcare providers explain atrial fibrillation (AFib) to patients, their families and caregivers. PATIENT EDUCATION App on 2

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 on 2

Pain Diary is a private app created to allow chronic pain suffers to track their symptoms, the impact of treatments, etc. PATIENT TRACKING App on 2

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 on 2

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 on 2

Mobile on demand The 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 doors But 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, 2010 11,000 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 demand 3

The opportunity: Be there when and where they want
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 Detailing
Definition: Sales Representative detailing in an in-person setting
Delivery Method: Sales Representative
Delivery Platform: Tablet PC, Laptop, Plasma, iPhone, Blackberry, etc
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
Mobile on demand 3 Call Center Reps KOLs/MSLs Field Reps Field Reps Tradeshow Self Directed Mobile Mobile

The challenge: efficiently enable and complement the sales force (without losing control of the message) Remote Live video detailing Any HCP; Anywhere Personal Conversation live, in office 24/7 Accessibility to engaging digital experience and learning Peer Discussion Engage with trusted HCP sources remotely Knowledge Consumption Of medically relevant content Mobile on demand 3 Invitation Self Exploration Tradeshow Call Center Reps KOLs/MSLs Self Directed Field Reps

What if a sales rep’s business card was a portal to his on-demand office? ONE IDEA Mobile on demand 3 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 demand 3

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 in Location (,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 No Don’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 map Get 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 social There’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, 2010 Sermo,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 social 5 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 social 5 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 social 5 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 social 5 What are the opportunities to engage?

Pro social 5 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 warehouse 6 Remote observers 7 Personal aggregators 8 Generation gamer 9 Bluetooth comes of age 10 What else?

RFID out of the warehouse 6 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 warehouse 6
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 warehouse 6

A small RFID sticker is placed on a conference lanyard A SMARTER CONFERENCE RFID out of the warehouse 6

A SMARTER CONFERENCE RFID out of the warehouse 6 It let’s conference rooms know who’s there

RFID out of the warehouse 6 And helps your booth personally greet every attendee A SMARTER CONFERENCE

Remote observers 7 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)

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. Remote observers 7 CHANGING THE OB/GYN SPACE

Personal aggregators 8 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 aggregators 8 TRACKING THE CONVERSATION

Generation Gamer 9 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 gamer 9 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 age 10 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 age 10

See the video: http://bit.ly/a42T0f

Leigh: [email_address] Advergirl.com WhatsYourDigitaliQ.com BrandLiberators.com @leighhouse @iqlab Sean: [email_address] WhatsYourDigitaliQ.com GSW-w.com @Sean_P_Cowan #iqlab Thank you. (keep in touch!)

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Digital trends in healthcare and pharma marketing

by IQ the innovation lab of GSW Worldwide on Oct 03, 2010

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Digital trends in healthcare and pharma marketing — Presentation Transcript