Max Educational Opportunities Thru SEM:  A  Pharma Marketers Perspective July 29 2010
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Max Educational Opportunities Thru SEM: A Pharma Marketers Perspective July 29 2010

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Max Educational Opportunities Thru SEM:  A  Pharma Marketers Perspective July 29 2010 Max Educational Opportunities Thru SEM: A Pharma Marketers Perspective July 29 2010 Presentation Transcript

  • Maximize Education Opportunities Through a Refined Search Engine Approach A Marketers Perspective on Search Ellen Hoenig Carlson, Advance MarketWoRx www.advancemarketworx.com Bio/Pharmaceutical and Marketing Device Forum on Patient Centered Marketing July 29, 2010 @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Of those adults…  66% - look up a specific disease or problem  55% - a certain medical treatment or procedure  45% - information on prescription or OTC drugs  38% - hospitals or other medical facilities  35% - alternative treatments or medicines 60% of them look for the experience of “someone like me” Source: The Social Life of health Information, Pew Internet and American Life Project, 2009
  • Spurned the birth of the e-patient movement Patients who are: Equipped Enabled Empowered Engaged Educated
  • Continuing the e-Patient Movement…
  • Participatory Medicine is a movement in which networked patients shift from being mere passengers to responsible drivers of their health, and in which providers encourage and value them as full partners. - The Society for Participatory Medicine 2010
  • Creating a new balance… @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • What is Pharma’s Role? • Encourage greater participatory medicine? • Help educate and empower patients and their families? • Ensure balanced risk/benefit information? • Improve patient health? • Balance business growth and actions with transparency?
  • How Does Search Fit In? Active engagement with social media Activity Pyramid: (visit SNS, create SNS profile, create blogs) Online Pursuits by Generation More advanced online entertainment (download videos, music and podcasts) More advanced communication and passive social media use (instant messaging, visit SNS, read blogs) Basic online entertainment (online videos, playing games) E-commerce (online shopping, banking, and travel reservations) Research and information gathering (product research, news, health and religious information searches) Email and search Source: Pew Internet Generations Online 2009
  • Search is a Primary Gateway.
  • For some … “Education is the key to unlock the golden door of freedom.” —George Washington Carver
  • For some … “Education is the key to unlock the golden door of freedom.” —George Washington Carver For others…. “Learning is not compulsory... neither is survival.” --W. Edwards Deming
  • @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Patients/Caregivers Search What’s Most Important To Them At The Moment • What is condition x? • Do I/my family have condition x? Un Dx • What are treatment options for condition x? Tips for easier living? • I just saw a DTC ad; what else can I learn? Dx-Awareness • A friend told me about a particular product; is it right for me/my child • My doctor suggested product x might be a good fit for me; is it? Consideration • My doctor gave me/my child a new script for product x; should I fill it? • I just filled my first script for product x; what can I expect? Trial/ Loyalty • How do I use product x? Are financial/patient programs available? @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • How Can Marketers Best Leverage Search and Maximize Patient/Caregiver Education Opportunities? 17
  • 1. Thinking Like A Pharma Person and Not Like a Patient The Butterfly Effect in Chaos Theory Small differences in initial conditions yield widely diverging outcomes for chaotic systems, rendering long-term prediction impossible in general.[1] • Even those patients that appear to be similar act and respond in slightly different ways, making prediction difficult • Small human differences often create different outcomes that are hard to predict Think like a patient: See the world through their eyes – not yours. ¹Stephen H. Kellert, In the Wake of Chaos: Unpredictable Order in Dynamical Systems, University of Chicago Press, 1993, p 32, ISBN 0-226-42976-8. Wikipedia @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Adopt the patient’s mindset— anticipate their changing, daily needs! Think like a patient: See the world through their eyes – not yours. @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • 2. Believing that the Patient Pathway is Linear and Moves at a Constant Speed Hint: It once may have seemed so…. @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • “The Challenge for SEM is to be flexible enough to continually reinvent relevance for each patient search… each time…” —Ellen Hoenig @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • 3. Teasing One Thing. . . Delivering Another. If expectations aren’t aligned, it can quickly turn into a negative patient experience. E.G.: Patient searches to learn about a condition … ends up being sold a new Rx Patient wants credible information … ends up at a site they don’t trust An offer promises one thing… delivers another.
  • 4. ‘Talking at’ When You Should ‘Talk With’ eHealth searchers are taking action—already in a very different mindset –one of learning and engaging.
  • 5. Providing Limited Value Creation  If “Content is King”, does your search content satisfy core segments? Educate? Enable? Engage?  Can you better ‘organize’ or ‘personalize’ content?
  • 5. Providing Limited Value Creation  If “Content is King”, does your search content satisfy core segments? Educate? Enable? Engage?  Can you better ‘organize’ or ‘personalize’ content?  Is the right content being served to the right person at the right time?  Ensure a smooth patient experience?  Consider each mindset across high value e-patient segments?
  • Why Don’t You Get It?
  • 6. Forgetting about Brand Objectives and Strategies—Your search strategy is your brand strategy!
  • Means Not Placing too much resources behind every new, shiny object…  Search is ‘tried and true—still one of the best sources of qualified, targeted traffic  Search is a gateway to capture patient action and new mindset  Search achieves media synergy  Search generates meaningful market data
  • “Search is the little black dress of digital marketing – it will always be in style and goes with just about anything.” -Monique Levy, Manhattan Research
  • 7. Search is its Own Island  The speed of new media and technology is creating greater challenges to integrate strategy and media across channels and internal and external partners  Search is often managed in isolation—yet greatly synergistic with mass and social media  Not enough attention paid to incorporating brand engagement  Consumers are searching 24/7 across multiple channels and platforms—Broaden your view!
  • 8. Not Innovating and Keeping it Fresh; Taking a Narrow View of Search  Search is evolving— critical to keep pace with the new media landscape  YAZ/Google good E.G.  SEM now well beyond Google/Yahoo  Search is 24/7—”Real Time” mobile, WiFi, SNS/YouTube  Social Media: Growing Impact on search results  eHealth searchers want reliable and relevant info  Yes, DDMAC challenges  Test, Learn, Re-test!
  • Eight Common Blunders in Search Marketing 1. Thinking like a Pharma Person and not like a Patient 2. Believing the Patient Pathway is Linear and Constant 3. Teasing one thing. Delivering another. 4. ‘Talking At’ when you Should ‘Talk With’ 5. Providing Limited Value-Add 6. Forgetting about Brand Objectives and Strategies 7. Believing Search is it’s Own Island 8. Doing same ‘old; Taking a Narrow View of Search @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Marketing Check List to Optimize Search Leveraging brand promise and objectives? SEM Pathways deliver genuine value and positive patient experiences? Generating efficient and targeted traffic/leads? Increasing Brand Awareness? Incorporating Brand Engagement? Synergies across media channels and SM platforms? Generating in-market customer learning? Continuous-testing in place for new keywords, placements, formats, creative, offers etc. ? @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Healthcare Search Will Continue To Advance Real-Time Search, including SNS, video, mobile Bing Health Search improvements Google’s Health-Search Feature for Medications Google’s Development Roadmap- mobile focus Google/Microsoft are both at work at designing systems to hold medical info, including Rxs, medical history etc.— future impact on search? @2010 Advance MarketWoRx, LLC All Rights Reserved.
  • Google recently expanded its “Health OneBox” at the top of search results to include a summary with links to NIH when users search on a prescription or generic drug (US Only)
  • Last Year Google began integrating health- related content at the top of search results via its “Health OneBox”
  • Google’s Development Roadmap: More Info in More Places Google is preparing to significantly advance its search offering in three areas:  Mobile: Advancing voice-recognition and translation capabilities, voice-based search, click- to-call tech to facilitate mobile-based commerce directly from search ads, mobile payment  Huge potential impact on mobile search.  Feeds-Based Advertising:  Reporting: Source: Razorfish POV by Adam Heimlich, June 2010
  • “Learning is the beginning of wealth. Learning is the beginning of health. Learning is the beginning of spirituality. Searching and learning is where the miracle process all begins. “ –Jim Rohn
  • @2010 Advance MarketWoRx, LLC All Rights Reserved.