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Digital - Emerging Trends in Pharma Sales and Marketing
 

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Pharmaceutical companies adopt new technologies to build efficiency in sales and ...

Pharmaceutical companies adopt new technologies to build efficiency in sales and
marketing.The rise in patent cliffs, regulatory pressures and increasing R&D costs have led major pharmaceutical players to move from traditional sales model toward
the usage of digital media, smart phones, tablets and customer relationship
management tools to help drive sales. As technologies evolve and doctors become
more tech-savvy, the opportunity to move away from in person sales is bound to grow gradually.

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    Digital - Emerging Trends in Pharma Sales and Marketing Digital - Emerging Trends in Pharma Sales and Marketing Document Transcript

    • KPMG INTERNATIONALIssues Monitor Sharing knowledge on topical issues in the Pharmaceuticals industry February 2012, Volume 10 kpmg.com
    • Ed Giniat Global Sector Head – Pharmaceuticals – KPMG in the US Keeping up to date with the very latest and most pressing issues facing your organization can be a challenge, and while there is no shortage of information in the public domain, filtering and prioritizing the knowledge you need can be time consuming and unrewarding. I hope that you find Issues Monitor useful and I welcome the opportunity to further discuss the issues presented and their impact on your sector.Welcome to the February edition of Issues Monitor –Pharmaceuticals. Each edition pulls together and sharesindustry knowledge to help you quickly and easily getbriefed on the issues that affect your sector.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 1 Pharmaceutical companies adopt new technologies to build efficiency in sales and marketing . The rise in patent cliffs, regulatory pressures and increasing R&D costs have led major pharmaceutical players to move from traditional sales model toward the usage of digital media, smart phones, tablets and customer relationship management tools to help drive sales. As technologies evolve and doctors become more tech-savvy, the opportunity to move away from in person sales is bound to grow gradually.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 2 | Issues Monitor: February 2012, Volume 10 Introduction . As pharmaceutical companies advertising is undergoing significant continue transforming their business change. The high cost of direct sales, model to reduce costs and improve estimated at as much as 20–30 percent performance, the traditional sales of total sales and marketing, has made model focusing on in-person physician sales force reduction and reengineering education and direct-to-consumer a key target for cost savings.1, 2Figure 1: Global layoffs by leading pharmaceutical companies, 2010 . 8,550 8,480 9,000 8,000 7,000 6,000 5,201 4,800 4,500 5,000Layoffs 4,000 3,000 2,500 3,000 2,000 1,400 1,400 840 1,000 0 AstraZeneca Pfizer GSK Roche Bayer Abbott Labs Sanofi- Takeda Novartis BMS AventisSource: The Top 10 Layoffs of 2010, FiercePharma, December 7, 2010 . In addition, physicians have become New technologies and the evolution less willing to spend time with sales of social media have created tools and representatives, as the information tactics to augment the value of direct provided is increasingly scrutinized sales and enhance the value of the and the opportunities for connecting at relationship between the company and venues outside the office have been the physician. Similarly social media reduced. The pressures on physicians’ also create an opportunity — and a time in administration and patient load challenge — for companies to build the also reduce their time available for value of their corporate and product sales calls. brands directly with physicians, and consumers / patients.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 3A hybrid model of pharmaceutical convenience.3 It is highly likely thatsales is evolving, where the sales the industry is on the path to replacingteam is equipped with online digital face-to-face sales completely withmarketing tools and cost-effective online communications, particularly aschannels of communication to enable physicians themselves become moreinteractions with physicians at their engaged and adept online.Figure 2: Closed-loop marketing . Marketing message goes to Healthcare provider Create a new marketing Record, message analyze customer reaction Optimize and create a new messageAt the same time, the sales and communications to individual physiciansmarketing team can leverage data from in a continuous process of customerall of the company’s interactions with relationship management called closedphysicians and patients to tailor the loop marketing, as shown in Figure 2.4content of their sales calls and their© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 4 | Issues Monitor: February 2012, Volume 10 Newer technologies used in pharmaceutical sales and marketing . Figure 3 shows some of the ways that pharmaceutical companies are using digital media to enhance sales force effectiveness and build customer relationships.Figure 3: Digital tools used by pharmaceutical companies Digital tools used by pharmaceutical companies To enhance sales To build customer force effectiveness relationships Mobile enabled devices that allow for Companies are collaborating with social iPad/tablet interactive detailing and cloud access to Social media networking sites to access their Devices sales information subscriber database and promote drugs Portals for Online portals developed by pharmaceutical CRMs and CLM to analyze customer Sales force health companies allow information sharing, interactions, and bridge gap between automation practitioners/ continuing medical education (CME), sales force and company headquarters software providers telemarketing services, ordering samples Detailing drug information using a remote Branded drug websites, online live discussion with sales rep (virtual), an Tools for E-detailing communities, and call centers for interactive website, interactive voice patients patients response phone calls, or with a webcam© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 5Tools to enhance sales forceeffectiveness . “Smartphone-enabled medical iPhone application that helps doctorsapplications and sales force diagnose bleeding disorders. In theautomation US, the company used this application Companies areRecent studies suggest that 72 percent with its sales force to build brand offering iPhone /of US doctors own a smartphone awareness of its drug NovoSeven, iPad applications,and 95 percent of them use it to which helps stop the bleeding related with functionsdownload medical applications. Large to acquired hemophilia.7 ranging frompharmaceutical companies have tapped medication tracking Other apps — such as the GISTthis opportunity by developing several and disease calculator from Novartis, Nursing ACEsmartphone-enabled applications for intensity calculators from Roche, GoMeals from Sanofi-both physicians and patients.5 to drug education Aventis and iChemoDiary from Merck catalogs andCompanies are offering iPhone / — are being used by companies patient diaries.iPad applications, with functions to improve customer outreach andranging from medication tracking gain competitive advantage, withand disease intensity calculators to presentations in a more structureddrug education catalogs and patient and potentially more efficientdiaries.6 For instance, Novo Nordisk manner.8, 9 Table 1 and 2 lists some ofhealthcare practitioners launched these applications.Coags Uncomplicated — an iPad /Table 1: Applications for Consumers and Health Care providers (HCP) Application Company Description Category GIST calculator Novartis Helps calculate a patients risk of recurrence to Gastrointestinal Stromal Medical Tumors (GIST).10 information MedScape WebMD Health Offers CME activities for physicians and health practitioners.11 Medical Corporation information Nursing Avastin Center Genentech Used to provide information on Avastin utilized by the nursing community Patient for Excellence (ACE) in patient management.12 management Gomeals Sanofi Helps users access nutritional information of daily food, track the value Patient of food intake by meal and by day and monitor personal consumption of management carbohydrates, fats and proteins.13 iChemoDiary Merck Provides patients an easy way to record treatments and medications and Patient keep track of the symptoms they experience.14 management Novartis Oncology Novartis Provides healthcare professionals with accurate and timely medical Medical Medical Information information.15 information© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 6 | Issues Monitor: February 2012, Volume 10Table 2: Recent initiatives by pharmaceutical companies to digitize their sales forces . Company Digital augmentation Purpose Abbott Laboratories 16, 17 At the end of 2010, Abbott distributed 1,000 iPads to its To display product information or surgical-implant US sales reps. techniques to physicians. Medtronic18 In 2010, Medtronic purchased 4,500 iPads for its sales To eliminate non-productive time in sales pitches. and marketing team, becoming one of the largest corporate buyers of iPads. Boston Scientific19, 20 Boston Scientific purchased 2,000 iPads for its To reduce the time that sales reps spend on activities sales team and downloaded 20 specific product that do not drive sales, such as pricing, expense reports applications. and filling requests. Otsuka Pharmaceutical21 Otsuka distributed 1,300 iPads to its reps in Asia, To display product information for direct presentations North America and Europe. with physicians and to use the iPad as a personal training tool for reps. Sales Force Automation Software – screen / portal with an option to raise CLM and CRM queries via email or telephone.22 Applications for customer relationship According to the 2010 study “US management (CRM) and closed-loop Pharma Company Promotional marketing (CLM) are helping the Spending Trends in New Media”, sales force analyze and improve their pharmaceutical spend through customer interaction, and enhance e-detailing or telephone meetings collaboration between sales and increased about six times from marketing teams to devise more January 2006 to July 2010.23 While the efficient strategies. average cost of traditional detailing involving a visit from a sales rep was E-detailing US$150–200, e-detailing costs less E-detailing has emerged as an effective than US$100.24 From 2005 to 2008, tactic to cut sales costs and improve Merck reduced its promotional spend efficiency. E-detailing can be practiced by as much as nine percent through through a remote live discussion with the use of various e-detailing programs a sales rep (virtual live e-detailing), and estimated a further increase in through scripted interactions with a savings of 15–20 percent by 2010 web site (scripted e-detailing), over by expanding its e-detailing network Interactive Voice Response phone calls, and tools.25 or via a web-cam or a pre-designed© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 7Tools / platforms to build customerrelationships .Social media products, but can also help enhance about cardiovascular risk that patientsPhysicians are using podcasts, social customer relationships and improve may suffer by using calcium-basednetworking sites, blogs, online brand management by monitoring and medications, instead of the company’scommunities and various other analyzing user-generated content.29 calcium-free Renvela.The applicationweb tools to search for and discuss helped create interest in the treatmentinformation on health-related topics. Healthcare professionals: Company of chronic kidney diseases and make portals and service platforms healthcare professionals familiar with•• Social networking sites such Pharma companies have used the the dangers of a calcified heart.34 as Ozmosis, SocialMD and DoctorNetworking are platforms internet in ways ranging from providing exclusively for physicians, physicians with general information Patients: Company portals and each with a subscription base of about their brands to providing online service platforms 3,000–10,000 physicians. support to order samples and obtain Digital media has provided an formulary / drug information and patient opportunity for pharmaceutical•• As early as 2007, Pfizer partnered education materials.30 companies to connect more effectively with Sermo, an online forum with with patients as well as physicians. approximately 30,000 member For example, Sanofi-Aventis’ ipractice. Where direct-to-consumer advertising physicians, where Pfizer’s staff com, AstraZeneca’s AZ TouchPoints and is permitted, digital media is doctors could participate in online Merck’s merckservices.com provide drug increasingly brought to use. Branded discussions with other physicians. information, host topics of discussion, drug websites have become a key This enabled the company to better offer continuing medical education (CME) source for patients seeking information understand the physicians’ views and enable practitioners to share patient about a specific disease and treatment on various diseases and products, experiences.31 options. According to a February 2011 providing information for its AstraZeneca recently laid off all the ePharma Consumer v10.0 study by marketing and research strategies sales representatives for its heartburn Manhattan Research, approximately while helping to strengthen its drug Nexium, and replaced them with 74 percent of the consumers visiting relationships with physicians.26 telemarketing call center executives to drug brand websites take a product-•• In the UK, Boehringer Ingelheim answer physicians’ questions or visit related action afterward — which marketed its product Asasantin them on request.32 This enabled the could include further discussion with Retard (an antithrombotic agent that company to meet the needs of many a doctor or family and friends, making prevents the formation of blood clots) prescribers efficiently, while at the same a prescription fill request or exploring solely through online media in 2008. time increasing the price of Nexium by more about the product online.35 The company carried out a 12-month 7.4 percent. Analysts believe that this For example, In-Bed — Bayer campaign in collaboration with the approach could be beneficial for other Schering’s online marketing campaign physician community doctors.net mature brands like Nexium, which for its erectile dysfunction (ED) drug to raise awareness and build sales, require need-based support rather than Levitra — won Revolution magazine’s resulting in a 15.2 percent increase in a strong initial sales push.33 much-coveted Grand Prix for its drug sales that year.27, 28 Innovative interactive content is outstanding digital marketing. AmongPharmaceutical companies are also a successful tactic. For example, the 320 websites tracked in ePharmaalso leveraging the general online Genzyme’s website for physicians Consumer v10.0 study, the Levitrasocial networking platforms such specializing in chronic kidney website was found most likely to driveas Facebook and Twitter, which diseases provides an augmented visitors to request a prescription fromnot only offer avenues to promote reality-based interactive experience their doctor.36© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 8 | Issues Monitor: February 2012, Volume 10 In addition, patient communities such some of which are brand-sponsored, as Patientslikeme, Accu-chek connect, such as Bayer’s Betaplus and Gilead’s C2C: Connect to Conquer Epilepsy and Voices in PAH, offer useful insights for CF Voice provide platforms for patients pharmaceutical companies to develop to share disease stories, experiences new products and gather feedback on and information.37 These communities, their existing formulations.38 The industry is reaping the rewards of digital media adoption . “ Although the industry is moving resulted in a saving of more than cautiously toward such technologies, 250 hours per sales rep and an In 2009, these could act as enablers to reduce additional 35,000 customer visits AstraZeneca’s costs and create brand awareness. per year. Novartis management also Digital Marketing notes that the use of such devices •• AstraZeneca: Estimated cost Group launched leaves no room for data fudging by savings of US$1.9 billion, by 2014 a web-based the sales force.40 service platform for In 2009, AstraZeneca’s Digital Marketing Group launched a •• Boehringer Ingelheim (BI): Digital physicians named tools helped double market share AZ Touchpoints. web-based service platform for physicians named AZ Touchpoints. of a product in Poland By using AZ This website enables physicians In 2009, BI’s Consumer Health Touchpoints and to ask questions, order free drug / Care (CHC) team launched a other digital media, product samples and inquire about digital campaign in Poland for the AstraZeneca plans insurance coverage. It also provides antispasmodic drug Buscopan. to reduce its sales educational material and brochures. The campaign helped the company force by 16 percent, The platform helps the company to grow its share from two percent eliminate 10,400 track doctors’ views, tailor marketing to four percent in the first year jobs, and realize content, and plan physician without TV support, and then to estimated cost meetings. By using AZ Touchpoints eight percent in 2010, when this savings of US$1.9 and other digital media, AstraZeneca campaign added TV commercials. billion by 2014. plans to reduce its sales force by Similarly, in Brazil, the company 16 percent, eliminate 10,400 jobs conducted successful digital and realize estimated cost savings of marketing campaigns for brands US$1.9 billion by 2014.39 such as Buscofem, Mucosolvan, and Pharmaton. Following its •• Novartis’ iPad for sales force: success in Brazil, CHC has Savings of 250 man-hours per expanded its digital campaigns sales rep across the world, and has over Novartis recently provided its sales 250 websites with more than reps with iPads, to improve their 15 million visitors per year from sales and marketing efficiency. This more than 40 countries.41© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 9Challenges in adoption of newtechnologies .Pharmaceutical companies are taking activities that drug and medical devicecautious steps to use digital media. companies are engaged in, it begins toAs regulatory frameworks become lay the foundation for how companies There is limitedclearer, the industry is expected to should interact with the public when clarity fromfurther embrace digital tools and make providing product information. Also, regulatory bodiesthem an increasingly important part through such guidance the FDA seems on the use ofof their sales and marketing strategy. to have focused only on the means digital media forHowever, as a highly regulated industry by which communication of off-label marketing.with reputation at risk, pharmaceutical usage of products can be managed incompanies face a number of challenges online forums.in implementing new technologies in Similarly, the UK’s Prescriptiontheir sales and marketing process. Medicines Code of Practice Authority (PMCPA) also offers highly limitedLimited regulatory guidelines information by way of informalThere is little clarity from regulatory guidance on the use of Twitter, blogs,bodies on the use of digital media for online meetings, and linking to non-marketing. The US FDA recently released company websites.43, 44, 45 PMCPAa limited guidance around how drug and offers a Q&A document whichmedical device firms should respond to companies could refer to when usingqueries from consumers, physicians and social or digital media for marketing.third parties when creating awareness Though, at the moment it is uncertainabout products through social media if the guidance will prove adequateforums.42 (Please see box for details). to overcome the industry’s concernsAlthough this document does not regarding the appropriate usage ofaddress most types of social media social/digital media.46 The late December guideline by FDA on social media focuses mainly on guided response to unsolicited requests for off-label information about prescription drugs and medical devices. The recommendation is for the company to identify themselves publicly, note that the usage is not approved by the FDA, provide access to the prescribing information (PI) and provide the person with a contact name of a medical or scientific professional at the company to respond to their request in a private, one-on-one conversation. The illustration below depicts how a conversation between a patient/ consumer seeking information from the company on a off-label drug in a public forum would take place. Patient/ Consumer: “Hi, My name is John and I would like to understand the efficacy and side effects of drug X when used by someone to treat permanent atrial fibrillation??” Company representative: “Hello John, thanks for writing in !! I hope you are aware that drug X is indicated for reducing the risk of hospitalization for atrial fibrillation and it is not approved for the treatment of atrial fibrillation. To address your query appropriately, I would like to guide you to the following contacts; – You could write to Ms.X (x@abc.com), our company’s designated product representative. – Alternatively, you could also speak to Mr. A at +9111111110 or at a@abc.com, one of our medical/ scientific representatives, about your query.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 10 | Issues Monitor: February 2012, Volume 10Risk of customers and consumers the standard US$1,500 per injection. away from the Bayer channel toreceiving misinformation Rapid and widespread reaction to generic YouTube videos, someThe challenge to control content the price disparity by US consumers from law firms suing for its YAZ TVonline can pose significant risk to and healthcare professionals on commercial.51, 52 Even when Bayerpharmaceutical companies, ranging social media caused the company deactivated the ‘comments’ link. itfrom inaccurate information about to cut its standard price by almost was unable to stop viewers fromdrug usage to highly visible negative 55 percent.47, 48, 49, 50 seeing the inappropriate videos.commentary: •• In 2009, Bayer started a marketing Recently, several pharmaceutical•• An effort by KV Pharmaceuticals campaign for its contraceptive companies decided to close down to promote its patient assistance drug YAZ on YouTube. However, their Facebook pages when a policy plan for the newly launched orphan the company lost control of its change by the social media platform drug Makena in February 2011 intended message. When viewers led to permitting public comments on highlighted the subsidized price of clicked to view ‘comments’ and such pages.53 US$20 per treatment compared to ‘related videos,’ they were directedConclusion .The pharmaceutical industry is moving Although the new technologies offer the potential for real-time, viral adverseaway from the traditional sales model a cost-effective tool for sales and publicity.56, 57to increasing use of digital media in a marketing activities, pharmaceutical Nevertheless, the trend towardhybrid sales model.54 The use of new companies need to be cautious in the use of digital marketing in atechnologies in pharmaceutical sales their use. In the absence of formal hybrid model, with an evolving mixand marketing is expected to increase guidelines from regulatory bodies, of traditional marketing tools andas younger physicians are accustomed pharmaceutical marketers should technologies and communicationto digital delivery platforms.55 continue to be cautious in participating channels, is expected to continue. in online communities and be aware of© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 11Further Information .Visit kpmg.com for the following Key contacts .related publications IT strategy and governance Ed Giniat .•• Pharmaceuticals Risk and KPMG’s global network of member Global Sector Head – Pharmaceuticals Disclosure Summary 2009-2010 firms gives us the local experience KPMG in the US to help companies align their IT Tel.+1 312 665 2073•• Future Pharma: Five Strategies to operations and business objectives eginiat@kpmg.com Accelerate the Transformation of with often repeatable and distributable David Blumberg the Pharmaceutical Industry by 2020 solutions. We can help them to Global Leader – Pharmaceuticals Advisory use technology to drive growth, ServicesHow KPMG firms can help improve business performance and to KPMG in the US .Supporting change safeguard operational integrity, security Tel.+1 267 256 3270 and continuity. dblumberg@kpmg.comWorking alongside clients, our firms’professionals help to streamlineprocesses, to enhance controls andto contain costs and business risks.We look at systems, supply chains,capital structures, contracts with thirdparties and intellectual property tosee how they can best be utilized.We identify areas of weakness thatmight jeopardize achievement againstobjectives, as well as, advising onthe development and execution ofmanagement systems to createsustainable business performance.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 12 | Issues Monitor: February 2012, Volume 10Companies Mentioned in this Issue . Abbott Laboratories 2, 6 Novartis 2, 5, 8 AstraZeneca 2, 7, 8 Novo Nordisk 5 Bayer 2, 7, 8, 10 Otsuka Pharmaceutical 6 BMS 2 Ozmosis 7 Boehringer Ingelheim 7, 8 Pfizer 2, 7 Boston Scientific 6 Roche 2, 5 DoctorNetworking 7 Sanofi-Aventis 2, 5, 7 Genentech 5 Sermo 7 Genzyme 7 Takeda 2 GSK 2 UKs Prescription Medicines Code of 9 KV Pharmaceuticals 10 Practice Authority (PMCPA) Manhattan Research 7 US Food and Drug Administration (FDA) 9 Medtronic 6 WebMD Health Corporation 5 Merck 5, 6, 7© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 13Sources . 1 Business Insights Pharmaceutical Sales Force 18 IPads Are Latest Weapon in Medical Sales, The Wall Effectiveness Strategies Street Journal, December 2010 2 The Top 10 Layoffs of 2010, FiercePharma, 19 Medical-Sector Companies Arm Sales Forces With December 7, 2010 Apple IPads, ADVFN, December 8, 2010 3 New Commercial models a requirement for pharma’s 20 iPads Are Latest Weapon in Medical Sales, Mobile growth, MedAdNews, October 2009 Pharma Strategies, February 11, 2011 4 Will Closed-Loop Marketing Energize the Pharma 21 Otsuka Pharmaceutical to Introduce 1,300 iPad™ Sales Process?, High Point Research Units for Use as Multifunctional Pharmaceutical 5 Drug Makers Replace Reps With Digital Tools, Information Tools, Otsuka, June 7, 2010 Wall Street Journal, May 11, 2011 22 Catch up with the digital doctors, InPharm, 6 Drug Makers Replace Reps With Digital Tools, December 17, 2008 Wall Street Journal, May 11, 2011 23 U.S. Pharma Company Promotional Spending Trends 7 Drug Makers Replace Reps With Digital Tools, in New Media, SK&A, November 2010 Wall Street Journal, May 11, 2011 24 The Future of e-Detailing: 2009 and Beyond, 8 Pharma goes mobile: Making the most of the app PharmiWeb, September 3, 2009 opportunity, Eye for Pharma, March 22, 2011 25 e-Detailing and ROI: Planning, Metrics, and Best 9 AZ Touchpoints, accessed on August 4 Practices, Eye for Pharma, November 5, 2009 10 GIST Calculator, BlackBerry App World, March 09, 2010 26 Pfizer Joins Online Doctors Forum, Associated Press, October 15, 2007 11 MedScape Education 27 Proving that e-marketing really works, 12 Nursing ACE, Genentech Biotechnology Doctors.net.uk, April 2007 13 Pharma goes mobile: Making the most of the app 28 PM Society Interactive Digital Media Award 2008, opportunity, Eye for Pharma, March 22, 2011 Doctors.net.uk, accessed on August 4, 2011 14 Pharma goes mobile: Making the most of the app 29 Pharma & Healthcare Social Media Marketing opportunity, Eye for Pharma, March 22, 2011 Strategies, Salisonline, January 19, 2011 15 mHealth Wiki, Vital Health 30 AZ Touchpoints, accessed on August 4, 2011 16 Medical-Sector Companies Arm Sales Forces 31 CafePharma, June 8, 2011 With Apple IPads Abbott Labs ABT, ADVFN, December 8, 2010 32 Death of a Salesman: AstraZeneca Replaced Entire Nexium Salesforce With Telemarketers — and It 17 Businesses adopting iPad tout lower costs, boost in Worked, BNET, May 18, 2010 sales, Medill Reports, May 12, 2011© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • 14 | Issues Monitor: February 2012, Volume 10Sources 33 Pharma Replaces Sales Reps with Call Center, 45 Pharmaceutical Advertising 2011, Global Legal Star Results, June 8, 2010 Group, May 26, 2011 34 Genzymes augmented reality heart, Inpharma, 46 The International Comparative Legal Guide to: December 10, 2010; Genzyme Europe Launch Pharmaceutical Advertising, 2011 ‘Calcified Heart’, Creative Match, October 12, 2010 47 KV Makena crisis shows brands cant 35 Which Pharma Product Websites are Driving underestimate the power of social media backlash, Consumers to the Doctor to Request Prescriptions?, Wave, April 4, 2011 FiercePharma, February 1, 2011 48 “Shame on you”: an emerging pharma social media 36 Marketing and social media: A success story, eye for crisis, Creation Healthcare, March 17, 2011 pharma, May 5, 2010 49 “Shame on you” crisis leads to KV share price 37 CFvoice, accessed on August 4, 2011 plummet, Creation Healthcare, March 30, 2011 38 Betaseron, accessed on August 4, 2011 50 Will KVs 55 percent Makena price cut satisfy 39 Will the iPad Replace the Rep? Pharmexec Blog, critics?, Fierce Pharma, April 1, 2011 May 11, 2011 51 Social media for pharma brand managers, 40 Novartis CEO: iPad saves time, keeps reps honest, Fierce Pharma, June, 2010 FiercePharma, March 29, 2011 52 The Trouble with YouTube: YAZ Case Study, Trusted. 41 Company annual report, Boehringer Ingelheim, MD Network, January 4, 2010 accessed on July 27, 2011 53 Drug companies shut down Facebook pages, 42 Guidance for Industry: Responding to Unsolicited Memeburn, August 18, 2011 Requests for Off-Label Information about Prescription 54 Cegedim Strategic Data (CSD) releases Sales Force Drugs and Medical Devices, US FDA website, Excellence results, Cegedim, June 14, 2011 December 2011 55 Physicians Prefer Pharma Reps to Deliver 43 Social media pharma time to get engaged, Pharmarc, Information via iPad, Business Wire, April 14, 2011 June 9, 2011 56 5 Tips on Social Media for Pharma Marketing, Online 44 FDA Delays Social Media Guidance… Again, Marketing Blog, January 2011 Pharmalot, March 30, 2011 57 FDA Complaint Spurs Novartis To Pull Facebook Widget, MediaPost Publications, August 8, 2010© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Issues Monitor: February 2012, Volume 10 | 15Notes© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated withKPMG International. KPMG International provides no client services. All rights reserved.
    • Contact usEd GiniatGlobal Sector Head – PharmaceuticalsKPMG in the UST:+1 312 665 2073E: eginiat@kpmg.comDavid BlumbergGlobal Leader – PharmaceuticalsAdvisory ServicesKPMG in the UST:+1 267 256 3270E: dblumberg@kpmg.comThe information contained herein is of a general nature and is not intended to address the circumstances of any particular individualor entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information isaccurate as of the date it is received or that it will continue to be accurate in the future. No one should act upon such informationwithout appropriate professional advice after a thorough examination of the particular situation.© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independentfirms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority toobligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any suchauthority to obligate or bind any member firm. All rights reserved.The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International.Designed and produced by Evalueserve.Contact: Vipin Kumar Head of Global Markets Research KPMG in India Tel.+91 124 612 9321Publication name: Issues MonitorPublication number: 14 - 010Publication date: February 2012