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

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Most pharma companies have historically marketed to physicians or hospitals. But with the number of patients taking charge of their own healthcare, and looking up information online, it has become ...

Most pharma companies have historically marketed to physicians or hospitals. But with the number of patients taking charge of their own healthcare, and looking up information online, it has become increasingly important for pharma companies to do DTC (direct to consumer) marketing or at least leverage the big data of the consumers' actions online.

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

  • Augustine Fou- 1 - To D2C or Not to D2C? Innovation in Marketing Dr. Augustine Fou May 2014, NYC acfou [at] mktsci.com @acfou
  • 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?
  • 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
  • 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 Penetration Source: comScore April 2014
  • 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 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 -
  • Augustine Fou- 15 - It’s All About Trust Source: Deloitte Digital May 2014 Shoppers Prefer Own Cell Phone to Store Sales Associates
  • Augustine Fou- 16 - Users trust peers most.. Augustine Fou- 16 - Source: Marketing Science, March 2014 #1 Recommendations #2 Consumer opinions
  • 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 -
  • 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
  • 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 search more and more
  • 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 1,168 comments
  • 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 chocolate covered cherries Source; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/
  • 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 Study Cause and Effect
  • Augustine Fou- 35 - Marketing Performance Detect if target users are searching more, during marketing Tapentadol Nucynta Source: Google Trends
  • 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
  • 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
  • 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 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
  • 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
  • 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 -