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Online Physician Education, Center for Business Intelligence March 2004

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Conference presentation covering Online Physician Education, Center for Business Intelligence, March 2004

Conference presentation covering Online Physician Education, Center for Business Intelligence, March 2004

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  • If you have any doubts about this data, please speak to your own internal sales management teams – of course this varies by brand and company, but on the macro scale its clear.
  • Daily workflow example Where do we fit in highly relevant education
  • This slide allows the audience to think specifically about their respective physician segments. There can be no further dispute – their audience is there, and fully engaged.

Online Physician Education, Center for Business Intelligence March 2004 Online Physician Education, Center for Business Intelligence March 2004 Presentation Transcript

  • eDetailing Strategies for a Higher Physician Response March 2004 Croom M. Lawrence e-Marketing & Consumer Communications Wyeth Pharmaceuticals
  • Disclaimer The statements contained in this presentation reflect the viewpoints of the individual presenter and his experiences. This presentation is not endorsed by nor does it necessarily reflect the views of Wyeth or any of its subsidiaries.
  • Key Questions
    • What is the situation analysis for field promotion?
    • How do I identify the ‘e-Channel’ and its appropriate use?
    • How do I determine the right marketing mix?
    • How do I overcome organizational barriers?
    • How do we measure the impact of eDetailing?
    • What are the recommendations for the future?
  • What is the situation analysis for field promotion?
    • Marketing to HCP’s - Growth used to be simple
    SOURCE: CGEY Analysis, Perspectives on Life Sciences, 2000/01. US Sales Force Size and Market Share, 2000
  • What is the situation analysis for field promotion?
    • Promotional spending has passed the point of diminishing returns.
    • Pharmaceutical Firms are forced to innovate
    SOURCE: Credit Suisse/Scott Levin, 2001.
  • Physicians are feeling overwhelmed…sales reps are having an increasingly difficult time accessing and influencing physicians… What is the situation analysis for field promotion?
  • Percentage of Physicians Source: Jupiter/MDLinx, Inc. Physician Survey (6/03), n= 195 (US only) Questions asked: In the last 6 months, how many hours a week do you spend using the Internet for work-related activities? How many hours do you spend face to face with drug representatives? Weekly Online Work-Related Activity Weekly Sales Rep Face-to-Face Time What is the situation analysis for field promotion?
  • What is the situation analysis for field promotion? Physicians spend approx. 9.6 hours online per week (500 Hours per year) Sources AMA 1997 Physician Health Media Study, Manhattan Research – July 2003 Physician Internet Activity What Physicians are Doing 90% Looked for clinical info 74% Read journals 63% Talked w/ peers 42% Attend online conf. 58% Complete CME Source: Market Facts Consumer Health Media Study July 2002 N=1,501 BCG/Harris Interactive eHealth Physician Study June 2002 N= 385 Manhattan Research Physician Health Media Study July 2002 N=300 Fulcrum Analytics, CyberCitizenHealth, 2001; AMA Physicians & The Internet Study – 1997; Jupiter Media Metrix - 1997 95% eHealth
  • Pharma continues to test a broad range of tactics Source: Jupiter Executive Survey (3/02), n = 25 (US only); Jupiter Executive Survey (5/00), n = 23 (US only) Question asked: What online tactics do you invest in? Content sponsorship on physician- oriented sites e.g., Medscape) Online detailing Sponsorship programs that enable MDs to set up Web sites Underwriting of PDAs, ISP services Percentage of Respondents Online CME E-mail sponsorship Building MD content sites (e.g., MerckMedicus) How do I identify the ‘e-Channel’ and its appropriate use?
    • Traditional eDetailing just celebrated it’s 6 th Birthday!
    • Most Pharmaceutical Firms have piloted and scaled successfully
    • Relationship management platforms have evolved and become more effective
    • Sales force integration and channel integration still hampered
    • Marketer still must expand the definition of (now) traditional ‘eDetailing’
    How do I identify the ‘e-Channel’ and its appropriate use?
  • Question: Which of the following sources do you use to research and stay updated on prescription drugs? (Please select all that apply) Source: Jupiter Research/MD Linx, Inc. Physicians Survey (6/03), n = 195 (Physicians who use the Internet for work-related activities US only) Percentage of Online Doctors How do I identify the ‘e-Channel’ and its appropriate use?
  • From the Physician’s perspective: Key benefits of the Traditional eDetailing experience Q: What do you like most about eDetailing?*
    • Over 85% of iDetailed physicians were happy with their online experience and intend to participate in more programs. Key factors were:
      • Convenience - most doctors complete their details at the end of the day in the office or later at home.
      • Quick and easy – doctors spend between 5 and 12 minutes completing the details
    * Source: PDR.Net Survey 2002 How do I identify the ‘e-Channel’ and its appropriate use?
  • How do I determine the right marketing mix?
    • Create a customer-driven value proposition
    • Think micro-marketing, not mass marketing
    • Leverage permission marketing
    • Compete on customer insight
    • Accelerate speed-to-marketing
    Future of eDetailing: Keys to Success
  • Traditional HCP marketing is like strip mining Decile 10 7,000 prescribers 260 MM scripts 36,000 scripts / prescriber Decile 5 28,000 prescribers 260 MM scripts 9,000 scripts / prescriber Decile 1 688,000 prescribers 260 MM scripts 400 scripts / prescriber Inundate top prescribers Ignore mainstream prescribers SOURCE: Forrester Research;
  • The clear and present need: maximize value extraction Decile 10 7,000 prescribers 260 MM scripts 36,000 scripts / prescriber Decile 5 28,000 prescribers 260 MM scripts 9,000 scripts / prescriber Decile 1 688,000 prescribers 260 MM scripts 400 scripts / prescriber Optimize interactions with top prescribers Expand reach to mid-tier prescribers through cost-effective channels SOURCE: Forrester Research; Ferret out uncaptured value in bottom tiers
  • Maximize value across product lifecycle Launch Growth Competitive Introductions Revenues / Spend Maturity Maximize sales growth through identification & targeting of key customer segments Increase value per customer through segment migration & channel optimization Reduce attrition by mobilizing brand loyalists through lower-cost channels Strategies
    • Predictive profiling
    • Response modeling
    • Survey research
    • Predictive profiling
    • Product affinity modeling
    • Segment migration modeling
    • Response modeling
    • Survey research
    • Predictive profiling
    • Attrition modeling
    • Survey research
    Analytics SOURCE: Datamonitor
  • How do I overcome organizational barriers?
    • Brand Team Champion
    • Senior Management Support
    • Positive ROI Model
    • Strategic Partners and Vendors
    • Budget
    • Long Range Plan (pilot to scale)
    • Clarity of internal communications
    Reasons that tactics fail internal hurdles (despite a strong customer value proposition)
  • How do I overcome organizational barriers? Support your idea practitioners! Scouting Packaging Advocating Implementing Avid reader of management literature Participation in business conferences Friendly with business gurus Interdisciplinary expertise (Social, economic, tech) Packaging the Ideas for Organization Consumption Building logic between the idea and the firm Crafting the value proposition
    • Internal Advocacy
    • Top Management
    • Stakeholders
    • Strategic Partners
    Idea Practitioner helps to make it happen Change Management Process Design, SOP’s Pilot to scale Change Management Knowledge Management Marketing Mix Optimization Marketing Effectiveness Crisis Management
  • How do we measure the impact of eDetailing?
    • Value to the Company
    • Quantitative Market Research
      • Incremental NRx per Physician
      • Volume Sales – based on total level of investment
      • Market Share
    • Qualitative Research
      • Develop cohort analysis to tailor messages to discreet cohorts
      • Increase response rates for future programs
    • CRM Equity - Opt-in Database
      • Reduce re-contact costs for media drivers or market research
    Focus on measuring two things: Value to the Physician Brand Experience Satisfaction Practice Efficiencies Educational Objectives Patient Clinical Outcomes
  • What are the recommendations for the future?
  • Optimizing Reach & Impact Extending Viewing Audience
    • Best Practices Guide
    • 7 ways to help Optimize Reach & Impact
    • Reach:
    • On-line program recruitment to relevant audience
      • Opt-in E-mails, site links, banner ads, sponsorships, text links, search integration, etc.
    • Extended Reach through re-contact strategy
      • Utilizing opt-in databases to re-contact interested parties
      • Once database is developed, this cost is extremely low
      • Key success Factor - must keep in regular contact with audience with high value information
    • Viral Strategies (tell-a-colleague)
      • If planned in initial development, cost is zero
      • Easy way to increase your reach & build your re-contact database
  • Optimizing Reach & Impact Extending Viewing Audience
    • Best Practices Guide
    • Off-line program recruitment
      • Journal Ads, Society publications, Conventions/Booths
      • Goal – to increase your database build over time, lower future program recruitment costs and optimize program efficiency
      • Potential company assistance (if requested)
      • Part of an integrated educational plan
    • Program Timing
      • Taping a live event can take 30-60 days to prepare for internet viewing
      • On-line recruitment usually occurs 45-90 days after the live event
  • Optimizing Reach & Impact Extending Viewing Audience
    • Best Practices Guide
    • Metrics
      • Vendors should be able to provide the accreditor with the following metrics:
        • Number of registrants
        • Number of professionals who opt-in for future contact
        • Certificates issued
        • Post test pass/fail rate
        • Average time spent viewing program
        • Breakout of specialty (if applicable)
        • Where the participant came from (e-mail, Medscape, society, etc)
        • Unique Visitors
        • Repeat Self-Reported Survey
        • Relevance to practice, likelihood of changing habits, material appropriateness
        • Quality of educational activity - compelling and free of commercial-bias
    • Other constituencies
      • The internet has made Triple accreditation more practical in program design
  • Summary
    • The future ……
      • Many factors will force the workload to continue to creep into the physicians work day
        • Government (HIPPA, Medicare Bill)
        • Demographics (Elderly population)
        • Political environment (Bio-terrorism fears)
        • More reps, pharmaceutical marketing
      • The demand for valuable, engaging and informative medical education will continue to rise.
      • Our future medical professionals, residents, etc. have integrated this medium into their daily workflow & life.
        • How will we meet their needs in the future?
  • Background
  • Physician Use of the Internet by Specialty Source: AMA 2002