Website Trends in Healthcare and Pharma Marketing

WEBSITETRENDSSeven trends changing theProduct.com in pharma

STATE OF THE PRODUCT.COMAt the core of most digital strategies is the online megaphone of abrand: the product.com.For years, healthcare marketers – from big pharma to little biotech– had low expectations for what the sites could really do. They werea tactic to check off a list, not a major driver of new connections.So, naturally, marketers limited their investment to just digital-izingthe basic facts and tools—much of the same info found on thepackaging.Today, the role of the product.com is changing rapidly. Brandmanagers are leveraging their websites to fill in white space, connectpeople, deliver meaningful tools and support more empoweredpatients. Theyre innovating and evolving both what these sites canand should do. We captured some of the most interesting trends inthis presentation:

7 WAYS PHARMA IS INNOVATING ITS PRODUCT.COMs HUMAN CONNECTED SELLING FREE APPS TRUE SELF SERVICE MOBILE (OF COURSE) ON DEMAND LEARNING REAL TOOLSSUPPORTING THE CONVERSATION

1 HUMAN CONNECTED The brand experiences we’re most likely to remember are generous ones – they include some unexpected level of service or unique benefit. Brand managers are adding that sense of high-touch service into otherwise transactional websites by creating easy ways for visitors to connect with real people.

Human ConnectedWHO’S DOING IT WELLPfizer’s professional site is robust, but not typically considered hightouch. So, it was a surprise last August when they launchedSamplesDirect – a very personal e-sampling service:Docs get the convenience of online ordering with the service of their own rep: When a doctor places an electronic-sampling order, Pfizer notifies the sales rep assigned to that doctor to decide how the order couldbest be delivered (in person, overnight, etc.)

Human ConnectedWHO’S DOING IT WELL~10% of physicians are using video chat in their practices. It’s atrend that inspired another recent launch: one-on-one video chatservice that immediately connects a physician with a rep: Today, these video connections tend to be withuniversal or call center reps. Soon, we expect physicians to be able to locate their actual rep anywhere onany technology – so, when the physician clicks on that video chat link on the website, the rep will get a Skype request on his cell phone. That’s human connected.

Human ConnectedWHO’S DOING IT WELLSome specialty and niche products have taken an even simplerapproach to connecting people– they have a form on their sitesthat allows docs to request a visit from a rep: Regranex is an ulcer treatment for people with diabetes. Its website letsphysicians raise their hands to request an in-personvisit when they’re ready to learn more about this specialty treatment

Human ConnectedIS IT RIGHT FOR YOUR BRAND?Human Connected works best when your brand: Has a lot of ―white space‖ not covered by a sales force Is launching a niche product or truly innovative treatment Is actively trying to build value around a commoditized Rx Has a flexible sales force that can respond to warm leads* What else: Human connected approaches are also very relevant in small patient populations – like the Cystic Fibrosis community. The high-touch service shows patients and caregivers they’re valued and fosters lasting brand affinity.

2 TRUE SELF SERVICE One of the biggest issues we continue to face is access. Many physicians – either at the office or network level – have closed their doors to our reps. Others will meet briefly, but don’t have time to go deep in person. Brand managers are increasingly adding self service features to websites just for these no-and low- see health care providers.

True Self ServiceWHO’S DOING IT WELLAstraZeneca has earned a reputation as an experienceinnovation leader in part because of first-to-market moves likethis one: AZ touchpoints–available directly and on key product sites like Crestor and Nexium–lets docs connect immediately with theirpersonal rep or access lots of self service tools – from downloading patient education to ordering samples

True Self ServiceWHO’S DOING IT WELLThis is one site where you’re not charged for the items in your cart.On Analpram’s kitting site, physicians can shop the brand: Analpram lets docs and reps order print materials and brand assets online. The package they receive is entirely customized to their needs.

True Self ServiceIS IT RIGHT FOR YOUR BRAND?True Self Service works best when your brand: Has an existing fulfillment engine Wants to know more about its most frequent prescribers Isn’t ―first in the bag‖ Can target marketing to areas with low rep coverage* What else: True Self Service is also a way to re-energize the sales force. Make it easy for them to get the tools they need most. Great opportunity to show how the home office is making work easier in the field

3 ON DEMAND LEARNING We live in an increasingly on-demand culture that blurs the lines between personal time and work time. For physicians, that means many are as likely to be researching and med- surfing at 7 in the morning as they are during prime rep call hours. For those docs, brand managers are putting their best science on the website.

On Demand LearningWHO’S DOING IT WELLPhysicians use their mobile devices for reference, but they still tendto return to their laptops and desktops for research. Whenthey do, Lipitor is ready to make it easy for them to go deep: On demand education tools include details, interactive patientprofiles, even a series of KOL events

On Demand LearningWHO’S DOING IT WELLThe best part of self service is skipping the painful stuff – likelong hold times or figuring out where to start. Merck Zetia sitemakes it easy for docs to navigate coverage: The online managed care wizard lets physicians access formulary status at the market level. Question answered – no phone call or handbook required.

On Demand LearningIS IT RIGHT FOR YOUR BRAND?On Demand Learning works best when your brand: Has a strong science story Can deliver proprietary or comparative data Has a current iPad or digital detail that can easily be converted Wants to understand what messaging connects with HCPs What else: On demand learning is incredibly important for people* facing life-changing diagnoses. Giving them a chance to go deep on how treatments work and what complementary wellness choices can do is empowering—at just the right moment.

4 SUPPORTING THE CONVERSATION Today’s most innovative treatments can be challenging to understand and require new conversations about benefits, risks and possibilities. Some brands are using their web investments to inspire those conversations – among HCPs and between doctor and patient.

Supporting The Conversation WHO’S DOING IT WELL Remicade is a revolutionary biologic treatment for certain inflammatory diseases – but, it’s not right for every patient. Centocor-Ortho makes it easy for patients and physicians to have an informed conversation:The Medversations site (linked from their Product.Com)delivers the information and context physicians need to talk to their patients about finding their own balance of benefit and risk.

Supporting The ConversationWHO’S DOING IT WELLIn the year prior to the launch of its various bone diseasetreatments, Amgen invested in inspiring a conversation about acritical pathway: Its website shared the critical discoveries that powered the new treatments, including the role of a specific pathway that physicians hadn’t been talking about before.

Supporting The ConversationIS IT RIGHT FOR YOUR BRAND?Supporting The Conversation works best when your brand: Manages a REMS program Has new news Requires a lifestyle change or major patient commitment Works best for a particular type of patient What else: Supporting The Conversation can also mean connecting* different specialties – what could nurses learn from nutritionists? What could physical therapists learn from gerontologists?

5 SELLING FREE APPSAccording to an assessment by Deloitte, just 20% of appsproduced by leading consumer and health care brands weredownloaded more than 1,000 times. Meanwhile, three-quartersof consumers expect brands to offer apps and tools, meaningthat ―non-participation in app stores is not an option.‖ How canpharma make those apps meaningful? Some brands arestarting by leading with them on the Product.com.

Selling Free AppsWHO’S DOING IT WELLJanssen has always been a leader in content marketing –offering all kinds of great tools from daily reminders for patients toe-sampling for physicians. So, it’s no surprise they made apps easy:The Ortho TriCyclen site not only merchandises the brand’s apps, its fully interactive demos let users try out the toolsbefore they download them.

Selling Free AppsIS IT RIGHT FOR YOUR BRAND?Ok, it’s not really a Product.Com, but Humana’s Games for Healthsite demonstrates best-in-class app merchandising:Their site brings all their games and apps together – creating atrue store with a clear specialty. Each app includes an opportunity to learn more or quickly download.

Selling Free AppsIS IT RIGHT FOR YOUR BRAND?Selling Free Apps works best when your brand: Has an app that fills a need in life or at the practice Is struggling to get those first 1000 users Has made apps a key part of building value around the Rx Can fulfill downloads through leading app stores What else: A Product.Com app store could gain even more credibility* by curating the best of the best apps for your audience – including your own branded app in a diverse collection of tools.

6 MOBILE (OF COURSE)17% of American adults who use a mobile phone today haveused their phone to look up health or medical information.That number becomes ~1:3 when you look at the under 29set. And, over 80% of physicians are carrying smartphones(mostly iPhones) in the practice. Product.coms are finallygetting ready for the little screen.

Mobile (Of Course)WHO’S DOING IT WELLOne of our favorite mobile experiences is actually one of theoldest – it’s Sanofi Aventis’ Lantus site: Lantus is a 24-hour insulin. Its mobile site is built around quick access tools and resources. And, smartly, it’s mobile content focuses on just what you’d need on the go – basic product info, discounts/co-pay cards, and answers to FAQs.

Mobile (Of Course)WHO’S DOING IT WELLAlso in the diabetes category, Victoza maintains its brand lookand feel in mobile without taking away from the user experience: Victoza’s site has clearly labeled resources for bothphysicians and patients and ithas a highlighted opportunity to opt in for updates. The only issue – the actual opt in form is brutally long for mobile typing.

Mobile (Of Course)IS IT RIGHT FOR YOUR BRAND?Mobile works best when your brand: Has 5% or more of it’s site traffic coming from mobile devices Can invest in a truly mobile optimized experience Has lots of tools and quick reference content Is ready to edit down ~70% of the site content to go mobile* What else: If your brand’s site includes tools physicians or patients would want to return to frequently, consider adding prompts to easily bookmark the site by adding an app-like icon to the phone’s home screen

7 REAL TOOLSRelationships aren’t built on price and product, they’rebuilt on unique value. Brand managers are starting touse Product.coms – and their connected sites – to buildthat ―value around the pill‖ with real tools that providemeaningful support to people and the practice.

Real ToolsWHO’S DOING IT WELLNearly every busy professional is open to one fundamental service:help. On iPractice, Sanofi Aventis goes beyond offering productassistance to offer true practice support We’ll let the site speak for itself: ―iPractice can help balance the needs of your practice. Looking to get themost out of technology? Wanttips on managing paperwork? Need dosage information? iPractice can help so you can stay focused on what matters most — the patient.‖

Real ToolsWHO’S DOING IT WELLKing Pharmaceuticals’ Pain Balance site brings together anincredible collection of tools – from clinical aids to surveys,education content, REMS, and more. The site’s visual aids are themost impressive components – they’re exam room ready and in formats for nearly every device. The site has earneda lot of time and attention – rating as many as 15,000 visitors in a month and 4-6 minutes of time per visit.

Real ToolsIS IT RIGHT FOR YOUR BRAND?Real Tools works best when your brand: Is involved in the patient or physician community Can work with KOLs, POLs or other experts to create content Has metrics around relationship building and retention Needs new ways for sales reps to connect with HCPs* What else: One relatively unexplored area is creating Real Tools for caregivers – often the biggest advocates and motivators for patients.

WhatsYourDigitaliQ.com @iQlab #iQLab

ABOUT IQWe’re a lab where digital experimentation becomesmarketing innovation

H&W LEADERS ARE REDEFININGHOW THEY INVEST IN INNOVATION Pharma has traditionallylooked to the product lab for innovation. Now more PRODUCT complex market conditions PROCESS New products or have led health care leaders improvements on New efficiencies or to look at innovation more improved delivery products broadly. In health care today, it’s as likely to come from marketing insight as hard science. POSITIONING PARADIGM Major shifts in New roles for the thinking about an product or company industry or product

SO IS GSW WORLDWIDE.INTRODUCING iQ:OUR DEDICATED INNOVATION LABIt’s where big ideas converge and come to life So that we can find new kinds of opportunity in fast-changing areas like mobile, social and slate And, create fresh ways to solve persistent challenges health care marketers face

iQ IS PART OF OUR SHAREDCOMMITMENT TO CREATE BETTERHEALTH FOR MORE PEOPLE More relevant techniques for Better ways for Smarter tools to physicians and patients to find help caregivers be care teams to breakthrough powerful advocates communicate, treatments and for their connect, and meaningful support loved one’s health collaborate

iQ IS A CATALYST FOR DIGITALINNOVATIONCONSTANT FEED WORKSHOPS AND PERSPECTIVESOF INSPIRATION BRAINSTORMS AND POVSIndustry publications, slide Custom 101s, innovation Best advice on how to decks, blogs, etc. workshops, ideation leverage key technologies, sessions trend reports

AND, A PARTNER IN SOLVING HCMARKETING CHALLENGES Experiments Products{Visual explorations of how applied {Sophisticated technology tools technology could solve marketing that can be quickly ―skinned‖ and challenges} launched for multiple clients}

THOSE EXPERIMENTS BECOMEINNOVATION THEATERSA quarterly roadshow of vetted experiments. Shared livewith clients and colleagues and archived online.

SOME EXPERIMENTS INSPIREPROJECTS; OTHERS BECOMELASTING PLATFORMSGSW invests in efficient new tools and platforms that help our clients quicklycreate engaging brand experiences

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Website Trends in Healthcare and Pharma Marketing

by IQ the innovation lab of GSW Worldwide on Jul 25, 2011

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Website Trends in Healthcare and Pharma Marketing — Presentation Transcript