Your SlideShare is downloading. ×
Augustine Fou- 1 -
To D2C or Not to D2C?
Innovation in Marketing
Dr. Augustine Fou
May 2014, NYC
acfou [at] mktsci.com
@ac...
Augustine Fou- 2 -
Challenge and Opportunity
Historically, many pharma
companies only did B2B marketing.
Do we even need t...
Augustine Fou- 3 -
Agenda
1. Irreversible Technology Trends
2. Changes in User Behavior
3. Direct-to-Consumer? New Audienc...
Augustine Fou- 4 -
Irreversible
Technology Trends
Augustine Fou- 4 -
Augustine Fou- 5 -
Computer Use
Source: Pew Internet, Feb 2014
81% use computers
Augustine Fou- 5 -
Augustine Fou- 6 -
Internet Adoption
Source: Pew Internet, Feb 2014
87% use internet
Augustine Fou- 6 -
Augustine Fou- 7 -
Cell Phone Ownership
Source: Pew Internet, Feb 2014
90% have cell phones
Augustine Fou- 7 -
Augustine Fou- 8 -
Source: comScore via Marketing Charts May 2014
69% use smartphones
Augustine Fou- 8 -
Smartphone Penetr...
Augustine Fou- 9 -
Speed of Adoption
Source: Forbes Magazine
Augustine Fou- 10 -
Indispensible Tech
Source: Pew Internet, Feb 2014
Augustine Fou- 10 -
Augustine Fou- 11 -
Information Consumption
Source: Google, August 2012 Multi-screen World
Augustine Fou- 11 -
Augustine Fou- 12 -
Industries Disrupted
video rentalnewspapers
Augustine Fou- 13 -
Users Have Changed
Empowered with Information
Augustine Fou- 13 -
Augustine Fou- 14 -
Users have instant and …
…constant access to info
“no, that isn’t the ‘best price’
for this HDTV and t...
Augustine Fou- 15 -
It’s All About Trust
Source: Deloitte Digital May 2014
Shoppers Prefer Own Cell Phone to Store Sales A...
Augustine Fou- 16 -
Users trust peers most..
Augustine Fou- 16 -
Source: Marketing Science, March 2014
#1 Recommendations
...
Augustine Fou- 17 -
People ignore “interruption media” and
only pay attention to information they are
seeking. (“Purple Co...
Augustine Fou- 18 -
Users are more savvy
Source: Chitika, Jan 2012Source: Chitika, June 2010
• Users are searching longer
...
Augustine Fou- 19 -
Users Take Health
Into Their Own Hands
Augustine Fou- 20 -
Mobile Health Intentions
Augustine Fou- 21 -
Integrating Mobile
Source: PwC June 2012
Augustine Fou- 22 -
Smartphone Used to Find
Augustine Fou- 23 -
Mobile for Health
Augustine Fou- 24 -
Patients Search OTC and Rx
Patients search more for information online
OTC drug: Advil Rx Drug: Humira
Augustine Fou- 25 -
Users Taking Action
in Digital Channels
Augustine Fou- 25 -
Augustine Fou- 26 -
Searches
Google reports more than
3 billion searches per day
Source: Business Insider 2012
Users searc...
Augustine Fou- 27 -
Conversations
Offline conversations now online
Augustine Fou- 28 -
Shares
What others found valuable enough to share
# of shares
Augustine Fou- 29 -
Likes
Brands now have direct access to users
14 million fans
historic images
25,495 like the item
1,16...
Augustine Fou- 30 -
Reviews
Reviews from others who bought and used
Augustine Fou- 31 -
Observed Data
Creates New Opportunities
Augustine Fou- 32 -
Search Volume Trends
Search volume spikes indicate when demand spikes.
chocolate covered strawberries
...
Augustine Fou- 33 -
Optimize Existing Content
Search volume provides insights to select optimal keywords
Augustine Fou- 34 -
swine flu
h1n1
swine flu drove 1st peak
h1n1 drove 2nd peak
Purell demand and
search volume lifted
Stu...
Augustine Fou- 35 -
Marketing Performance
Detect if target users are searching more, during marketing
Tapentadol
Nucynta
S...
Augustine Fou- 36 -
Optimize Delivery Channel
Reach and engage high-risk diabetes
patients in Harlem via mobile devices
Mo...
Augustine Fou- 37 -
Audience Segmentation
The exact words users use to search indicates who they are
Physician Nurse Patie...
Augustine Fou- 38 -
Real-time Feedback/Insights
Augustine Fou- 38 -
Did consumers request device, pick up from pharmacy?
Augustine Fou- 39 -
Salesforce eDetailing
Augustine Fou- 39 -
Analytics of usage of content assets
Augustine Fou- 40 -
GE #GetFit Cancer Prevention Campaign
Source: Waggener Edstrom
Augustine Fou- 41 -
Recap
1. Irreversible Technology Trends
2. Changes in User Behavior
3. Direct-to-Consumer? New Audienc...
Augustine Fou- 42 -
Dr. Augustine Fou – Digital Consigliere
“I advise pharma, med-device, and
healthcare clients on using ...
Augustine Fou- 43 -
Further reading …
Search Marketing and Social Media in
Regulated Industries - http://bit.ly/zCBLaY
Mob...
Upcoming SlideShare
Loading in...5
×

iPharma 2014 To D2C or Not to D2C by Augustine Fou 2014

844

Published on

D2C (direct to consumer) may not be obvious for pharma marketers but the insights from the big data of consumers taking actions online should inform all marketing and communications - even for B2B marketers. #ipharmachat

Published in: Healthcare, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
844
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "iPharma 2014 To D2C or Not to D2C by Augustine Fou 2014"

  1. 1. Augustine Fou- 1 - To D2C or Not to D2C? Innovation in Marketing Dr. Augustine Fou May 2014, NYC acfou [at] mktsci.com @acfou
  2. 2. Augustine Fou- 2 - Challenge and Opportunity Historically, many pharma companies only did B2B marketing. Do we even need to do D2C? And how would it help us innovate our multichannel marketing?
  3. 3. Augustine Fou- 3 - Agenda 1. Irreversible Technology Trends 2. Changes in User Behavior 3. Direct-to-Consumer? New Audiences 4. How to Take Advantage of New Opportunities
  4. 4. Augustine Fou- 4 - Irreversible Technology Trends Augustine Fou- 4 -
  5. 5. Augustine Fou- 5 - Computer Use Source: Pew Internet, Feb 2014 81% use computers Augustine Fou- 5 -
  6. 6. Augustine Fou- 6 - Internet Adoption Source: Pew Internet, Feb 2014 87% use internet Augustine Fou- 6 -
  7. 7. Augustine Fou- 7 - Cell Phone Ownership Source: Pew Internet, Feb 2014 90% have cell phones Augustine Fou- 7 -
  8. 8. Augustine Fou- 8 - Source: comScore via Marketing Charts May 2014 69% use smartphones Augustine Fou- 8 - Smartphone Penetration Source: comScore April 2014
  9. 9. Augustine Fou- 9 - Speed of Adoption Source: Forbes Magazine
  10. 10. Augustine Fou- 10 - Indispensible Tech Source: Pew Internet, Feb 2014 Augustine Fou- 10 -
  11. 11. Augustine Fou- 11 - Information Consumption Source: Google, August 2012 Multi-screen World Augustine Fou- 11 -
  12. 12. Augustine Fou- 12 - Industries Disrupted video rentalnewspapers
  13. 13. Augustine Fou- 13 - Users Have Changed Empowered with Information Augustine Fou- 13 -
  14. 14. Augustine Fou- 14 - Users have instant and … …constant access to info “no, that isn’t the ‘best price’ for this HDTV and the reviews aren’t even that good… ” • 43% smartphone owners used device in-store • 15% checked prices in-store and then bought from competitor Source: comScore 2012 Augustine Fou- 14 -
  15. 15. Augustine Fou- 15 - It’s All About Trust Source: Deloitte Digital May 2014 Shoppers Prefer Own Cell Phone to Store Sales Associates
  16. 16. Augustine Fou- 16 - Users trust peers most.. Augustine Fou- 16 - Source: Marketing Science, March 2014 #1 Recommendations #2 Consumer opinions
  17. 17. Augustine Fou- 17 - People ignore “interruption media” and only pay attention to information they are seeking. (“Purple Cow” by Seth Godin) • Direct marketing • Email marketing • Online marketing • Sports marketing • Word of mouth marketing • Guerrilla marketing • Blog marketing • Event marketing • Product placement • In-game marketing • Sponsorships Advertisers push message out Users do their own research Users “pull” info PULLPUSH Augustine Fou- 17 -
  18. 18. Augustine Fou- 18 - Users are more savvy Source: Chitika, Jan 2012Source: Chitika, June 2010 • Users are searching longer terms • Users click more on ads related to longer terms
  19. 19. Augustine Fou- 19 - Users Take Health Into Their Own Hands
  20. 20. Augustine Fou- 20 - Mobile Health Intentions
  21. 21. Augustine Fou- 21 - Integrating Mobile Source: PwC June 2012
  22. 22. Augustine Fou- 22 - Smartphone Used to Find
  23. 23. Augustine Fou- 23 - Mobile for Health
  24. 24. Augustine Fou- 24 - Patients Search OTC and Rx Patients search more for information online OTC drug: Advil Rx Drug: Humira
  25. 25. Augustine Fou- 25 - Users Taking Action in Digital Channels Augustine Fou- 25 -
  26. 26. Augustine Fou- 26 - Searches Google reports more than 3 billion searches per day Source: Business Insider 2012 Users search more and more
  27. 27. Augustine Fou- 27 - Conversations Offline conversations now online
  28. 28. Augustine Fou- 28 - Shares What others found valuable enough to share # of shares
  29. 29. Augustine Fou- 29 - Likes Brands now have direct access to users 14 million fans historic images 25,495 like the item 1,168 comments
  30. 30. Augustine Fou- 30 - Reviews Reviews from others who bought and used
  31. 31. Augustine Fou- 31 - Observed Data Creates New Opportunities
  32. 32. Augustine Fou- 32 - Search Volume Trends Search volume spikes indicate when demand spikes. chocolate covered strawberries chocolate covered cherries Source; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/
  33. 33. Augustine Fou- 33 - Optimize Existing Content Search volume provides insights to select optimal keywords
  34. 34. Augustine Fou- 34 - swine flu h1n1 swine flu drove 1st peak h1n1 drove 2nd peak Purell demand and search volume lifted Study Cause and Effect
  35. 35. Augustine Fou- 35 - Marketing Performance Detect if target users are searching more, during marketing Tapentadol Nucynta Source: Google Trends
  36. 36. Augustine Fou- 36 - Optimize Delivery Channel Reach and engage high-risk diabetes patients in Harlem via mobile devices Mobile-first approach based on target audience tech
  37. 37. Augustine Fou- 37 - Audience Segmentation The exact words users use to search indicates who they are Physician Nurse Patient “orexin receptor agonist” “dosage” “sleep drug”“how to administer” “hysterectomy” “hysterectomy recovery time” “hysterectomy surgeon” Top of Funnel Consideration Ready to Act
  38. 38. Augustine Fou- 38 - Real-time Feedback/Insights Augustine Fou- 38 - Did consumers request device, pick up from pharmacy?
  39. 39. Augustine Fou- 39 - Salesforce eDetailing Augustine Fou- 39 - Analytics of usage of content assets
  40. 40. Augustine Fou- 40 - GE #GetFit Cancer Prevention Campaign Source: Waggener Edstrom
  41. 41. Augustine Fou- 41 - Recap 1. Irreversible Technology Trends 2. Changes in User Behavior 3. Direct-to-Consumer? New Audiences 4. How to Take Advantage of New Oppts ... have changed the landscape in which we market ... mean the rules of the game have changed ... is a must; creates new competitive advantages ... leverage the data and faster feedback loops
  42. 42. Augustine Fou- 42 - Dr. Augustine Fou – Digital Consigliere “I advise pharma, med-device, and healthcare clients on using digital insights to drive innovation and create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou Bio: http://www.linkedin.com/in/augustinefou LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou @acfou
  43. 43. Augustine Fou- 43 - Further reading … Search Marketing and Social Media in Regulated Industries - http://bit.ly/zCBLaY Mobile Stats and Research - http://bit.ly/19FqWN6 Articles and Slideshares on Innovation by Augustine Fou - http://bit.ly/1bOaW8W Augustine Fou- 43 -

×