Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing
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Current trends in eHealth for pharmazeutical companies.
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Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing
- 1. 1 Pilotwelle
- 2. Trends in eHealth Vienna May 2, 2012
- 3. 3 Pilotwelle AGENDA 1. E-Marketing Categories - Websites - Apps - Video Marketing - Social Media 3. Online Marketing Campaign 4. E-Detailing 5. Conclusion
- 7. 7 Pilotwelle Product Website Login for healthcare professionals (e.g. DocCheck) Personalization CRM-Integration Interactive presentations
- 9. 9 Pilotwelle Mobile Market - Infographic http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/
- 10. 10 Pilotwelle Mobile Website Version Only one of the top ten pharmaceutical companies has a mobile optimized website
- 11. 11 Pilotwelle Medical-Apps More than 300 healthcare apps
- 14. 14 Pilotwelle Apps – Merck PSE
- 17. 17 Pilotwelle Video Marketing Ferring Pharmaceuticals video campaign for the ZomaJet needlefree pen device. The campaign won the prize for best video at the PM Society Awards in 2008.
- 19. 19 Pilotwelle Social Media usage of European physicians http://manhattanresearch.com/Images---Files/Data-Snapshots/European-Physician-Social-Media-Trends
- 33. 33 Pilotwelle Twitter Account – Race with insulin
- 34. 34 Pilotwelle Pharma employees on twitter Pfizer
- 35. 35 Pilotwelle Pharma employees on twitter Sanofi Aventis
- 36. 36 Pilotwelle Pharma employees on twitter GE Healthcare
- 40. 40 Pilotwelle Facebook-App App for HAE patients: Along with a blood test, an accurate and comprehensive family history can help decrease time to diagnosis. www.cinryze.com or www.ryzeabove.com.
- 44. 44 Pilotwelle Online Marketing Campaign Bayer Scherings award-winning online marketing campaign for Levitra for those actively seeking erectile dysfunction information
- 45. 45 Pilotwelle Online Marketing Campaign Bayer Scherings award-winning online marketing campaign for Levitra http://pharmadigital.wordpress.com/2010/04/11/in-bed-erectile-dysfunction-campaign-overview/
- 47. 47 Pilotwelle Detailing Situation 1. Physicians are trying to see more patients in less time 2. Physicians’ time is also over-crowded by hospitals, staff and administration 3. There are more sales representatives competing for less physician’s time than ever before 4. Physicians have more trust in colleagues and scientist and think that representatives show a lack of objectivity
- 48. 48 Pilotwelle Detailing – What is the effect of it? https://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219
- 49. 49 Pilotwelle E-Detailing Definition The migration of detailing services to an electronic channel •that physicians can access to get the information they want •where they want and •at a time that is most convenient for them
- 50. 50 Pilotwelle E-Detailing Categories & Pros • Virtual live eDetailing (interact with the sales rep via video and audio in real time) + providing a longer interaction with the physician more cost effectively • Scripted eDetailing (physician watches interactive screens and has the option to contact rep by phone or mail) + physician has the convenience of 24/7 availability • eDetailing through a portal for doctors (access to ready-made communities for doctors) + interaction with other physicians http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
- 53. 53 Pilotwelle E-Detailing through a portal for doctors
- 55. 55 Pilotwelle E-Detailing Results • provide physicians with more updated drug information • simplify the sample ordering process • help to improve physician relationships • generate statistical and CRM insights http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
- 56. 56 Pilotwelle E-Detailing Results • decrease detailing costs Pharmaceutical companies can cut costs using e-Detailing – an online sales session costs about US$110 on average, compared with an approximate cost of US$200 for a field representative’s visit. Lewis, David. ‘Lilly Takes To The Net For Access To Doctors.’ InternetWeek, 23 April 2001.
- 57. 57 Pilotwelle E-Detailing Results • increasing revenue study: after the implementation of an eDetailing programme the product’s market share increased by 10% (against a control group of 3%) http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
- 59. 59 Pilotwelle Orchestrating channels Public Marketing Content Public Marketing Content Non-public Product Content Non-public Product Content Medical Content Medical Content User Generated Content User Generated Content Closed Social Media News Services Closed Social Media News Services Public Social Media News Service Public Social Media News Service Public Website Brand Comm. ”Hub” for other channels Public Website Brand Comm. ”Hub” for other channels Closed Website Campaign E-Detailing Services Rep. Contact Closed Website Campaign E-Detailing Services Rep. Contact Mobile E-Detailing Rep. Contact Tools Learning Mobile E-Detailing Rep. Contact Tools Learning aggregate and reuse Integrate analyze CRMCRM optimize
- 60. 60 Pilotwelle eMarketing – A technical approachSocial/WebAnalyticsSocial/WebAnalytics Website •Company •Patient Website •Company •Patient CMS as central system single content storage generates websites for public and only access for healthcare professionals Marketing success is monitored by analytics systems Gathered user data is stored in CRM systems for marketing use Enterprise CMS CQ 5 Enterprise CMS CQ 5 DocCheck SwissRX DocCheck SwissRX CRX Content Repository CRX Content Repository Website Product MedService Website Product MedService Social Media •FB •G+ Social Media •FB •G+ Asset Mgmt Asset MgmtMobileMobile Apps •Mobile •Tablet Apps •Mobile •Tablet Campaign Marketing Campaign Marketing CRMCRM eMailMarketingeMailMarketing Customer Online Marketeers Personalization Engine - implicit /explicitPersonalization Engine - implicit /explicit
- 62. 62 Pilotwelle Top Trends in E-Marketing From Analogue Push Broadcasts Top-down Communication Desktop Internet To Digital Pull Content Dialogue Mobile Internet
- 64. 64 Pilotwelle Our Recommendations 1. Do campaigns: Integrate E-Marketing with other marketing activities. 2. Use social media to build / improve relationship to all target groups. 3. When using Social Media take risks and communicate authentically, do not misuse Social Media as just another push channel. 4. Integrate E-Detailing with your CRM. 5. Thinks of tools and services you can offer to mobile users (even if they are not directly product-related). 6. Use a powerful ECMS for multi device content management.
- 65. 65 Pilotwelle Pilotwelle Kommunikation Sebastian Schroer Jaksteinweg 17 22607 Hamburg, Germany www.pilotwelle.de Tel: +49 171 755 77 20 E-Mail: hallo@pilotwelle.de
Editor's Notes
- Klärung offener Fragen vom Vortag bzw. zum individuellen Handlungsleitfaden!
- Boehringer Ingelheim
- Achtung: Foto-Quelle noch nachgucken! Mehr als 300 Apps.
- Living with ADHD by Janssen-Cilag
- Ferring Pharmaceuticals ran a video campaign for the ZomaJet needlefree pen device, which delivers growth hormones subcutaneously using a process called transjection, without the need of a conventional needle. The firm hired MJL to create a video demonstrating the product as „child friendly‟, turning the product into a cartoon character, with the help of video production firm Olive Media group. The product made a loud noise upon injection, so the video helped youngsters become accustomed to the sound before using the Zomajet. The cartoon style also helps kids to see the process as a fun novelty rather than a chore. Integrated with leaflets and poster materials, the campaign won the prize for best video at the PM Society Awards in 2008 and was distributed online and via DVD.
- Item of interest is that physicians that troll online forums prescribe an average of 24 more scrips each week than their unwired peers. According to Fishman, this prescribing trend could be due to the almost “viral” nature of chat forums and bulletin boards. If one doctor talks about a positive reaction his or her patient had with a treatment option, other physicians could be more apt to prescribe it.
- On JNJ BTW, you will find talk about Johnson & Johnson — what we’re doing, how we’re doing it and why. There will be comments on the news about our company and the industry — occasionally correcting any mistakes (not that that ever happens!) or simply providing more context. You’ll also find stories from our employees around the world, posts about programs we’re proud of, and information about some of the challenges we face. JNJ BTW was winner of the „Silver Dosie“ in the category „Company Blog“ in 2011 and 2010!
- On JNJ BTW, you will find talk about Johnson & Johnson — what we’re doing, how we’re doing it and why. There will be comments on the news about our company and the industry — occasionally correcting any mistakes (not that that ever happens!) or simply providing more context. You’ll also find stories from our employees around the world, posts about programs we’re proud of, and information about some of the challenges we face. JNJ BTW was winner of the „Silver Dosie“ in the category „Company Blog“ in 2011 and 2010!
- On JNJ BTW, you will find talk about Johnson & Johnson — what we’re doing, how we’re doing it and why. There will be comments on the news about our company and the industry — occasionally correcting any mistakes (not that that ever happens!) or simply providing more context. You’ll also find stories from our employees around the world, posts about programs we’re proud of, and information about some of the challenges we face. JNJ BTW was winner of the „Silver Dosie“ in the category „Company Blog“ in 2011 and 2010!
- On JNJ BTW, you will find talk about Johnson & Johnson — what we’re doing, how we’re doing it and why. There will be comments on the news about our company and the industry — occasionally correcting any mistakes (not that that ever happens!) or simply providing more context. You’ll also find stories from our employees around the world, posts about programs we’re proud of, and information about some of the challenges we face. JNJ BTW was winner of the „Silver Dosie“ in the category „Company Blog“ in 2011 and 2010!
- BabyCenter L.L.C. is based in San Francisco and is a member of the Johnson & Johnson (NYSE: JNJ) family of companies.
- Breakaway from Cancer ® is a collaboration between Amgen and four non-profit organizations that span the continuum of cancer care.
- PATIENTSLIKEME AND UCB OPEN FREE ONLINE COMMUNITY FOR PEOPLE WITH EPILEPSY IN THE U.S. PHARMACEUTICAL, SOCIAL MEDIA LEADERS EXAMINE REAL-WORLD IMPACT OF EPILEPSY CAMBRIDGE, Mass. — Jan 26, 2010 — Today, PatientsLikeMe, the leading online community for people with life-changing conditions, and biopharmaceutical company UCB open the doors to a free online community for people living with epilepsy in the U.S. Focused on learning from patients' real-world experiences, the online community allows members to create profiles that record and share their treatments, symptoms, as well as seizure type, frequency and severity.
- Pfizer Think science now - „Working together for a healthier world.“
- Racecar driver Charlie Kimball partners with Novo Nordisk to prove his high performance career is possible with insulin. Winner of „Silver Dosie“ in 2011
- MS Voices is sponsored by EMD Serono, Inc. and Pfizer Inc. For more information, visit http://emdserono.com/ and http://pfizer.com/. How I Fight MS won the „Silver Dosie“ in the category „Brand-controlled patient community“ in 2011
- In March, Pfizer and EMD Serono partnered to release MS Champions a much richer application featuring a unique map that shows the location of every registered user who is volunteering, walking, or riding in support of multiple-sclerosis treatments. The site also provides information about the disease and a link to a branded site for Rebif (interferon beta 1a), EMD Serono, and Pfizer MS therapy.
- March 29, 2012 ViroPharma Launches Hereditary Angioedema Facebook App to Encourage Education and Diagnosis of Hereditary Angioedema Through Discussion of Family History - For Every Family Tree Created, ViroPharma Will Donate $25, up to $5,000, to the U.S. Hereditary Angioedema Association (HAEA) to Support HAE Day - EXTON, Pa., March 29, 2012 /PRNewswire/ -- ViroPharma Incorporated (NASDAQ: VPHM), the maker of Cinryze® (C1 esterase inhibitor [human]), today launched the hereditary angioedema (HAE) Family Tree Facebook Application (app) to help raise awareness of HAE and to encourage testing and diagnosis of the rare, potentially life-threatening disease. HAE is a genetic disease, making identification of a family history of HAE critical for diagnosis. Yet, family members of people diagnosed with HAE often go untested. The app enables people with HAE to connect and share educational resources with family members so they can better understand how the disease may affect their family. Facebook users can access the app by searching "HAE Family Tree" in the Facebook global search toolbar, or by visiting www.cinryze.com or www.ryzeabove.com. The average HAE patient endures about 10 years of repeated misdiagnosis before the disease is accurately identified. Along with a blood test, an accurate and comprehensive family history can help decrease time to diagnosis. Cinryze is the first and only U.S. FDA-approved C1 esterase inhibitor therapy indicated for routine prophylaxis against angioedema attacks in adolescent and adult patients with hereditary angioedema. Cinryze is contraindicated in patients who have manifested life-threatening immediate hypersensitivity reactions, including anaphylaxis to the product. "The HAE Family Tree Facebook app is designed to help people with HAE make connections with family members who may also have the condition and to encourage early testing and diagnosis," said Bianca Jay, Senior Product Manager for Hereditary Angioedema at ViroPharma Incorporated. "Many people in the HAE community are already gathering and connecting on Facebook, and ViroPharma developed the Family Tree app to provide our patients and their families with a tool that supports their desire to build connections with others in the HAE community." For every HAE Family Tree created on Facebook, ViroPharma will donate $25, up to $5,000, to the U.S. Hereditary Angioedema Association (HAEA) in support of the first international HAE Awareness Day (HAE Day) on May 16, 2012. Users can add family members already on Facebook, as well as manually add those who are not on Facebook. They can also share educational resources from Ryze Above®, a CINRYZE Solutions patient resources program, including an HAE diagnosis tool and a customizable letter that patients can use to inform teachers, employers, coaches and others of their condition. To start building an HAE Family Tree, visit www.facebook.com/haefamilytree. About Cinryze® (C1 esterase inhibitor [human]) in the U.S. Cinryze ® (C1 esterase inhibitor [human]) is indicated for routine prophylaxis against angioedema attacks in adolescent and adult patients with Hereditary Angioedema (HAE). Cinryze is contraindicated in patients who have manifested life-threatening immediate hypersensitivity reactions, including anaphylaxis to the product. Hypersensitivity reactions may occur. Consider treatment methods carefully, because hypersensitivity reactions and HAE attacks may have similar symptoms. In the case of hypersensitivity, discontinue CINRYZE and institute appropriate treatment. Have epinephrine immediately available for treatment of an acute severe hypersensitivity reaction. Thrombotic events have been reported in patients receiving Cinryze for routine prophylaxis. Thrombotic events also have been reported in patients receiving off-label high dose C1 esterase inhibitor therapy. Monitor closely patients with known risk factors for thrombotic events. Cinryze is made from human plasma. Products made from human plasma may contain infectious agents (e.g. viruses and, theoretically, the Creutzfeldt-Jakob Disease agent). ALL infections considered by a physician as possibly transmitted by Cinryze should be reported to ViroPharma Biologics, Inc. and all risks and benefits should be discussed with the patient before prescribing or administering this product. In clinical trials, the most common adverse reactions observed were headache, nausea, rash, and vomiting; the only serious adverse reaction observed in clinical studies of Cinryze was cerebrovascular accident. Postmarketing adverse reactions include local infusion site reactions (including pain, rash, erythema, inflammation or hematoma at the infusion site). Postmarketing thrombotic events have been reported, including catheter-related and deep venous thromboses, transient ischemic attack, and stroke. Please visit http://www.viropharma.com/products/cinryze.aspx for the full U.S. Prescribing Information; the prescribing information for other countries can be found at www.viropharma.com. About Hereditary Angioedema (HAE) HAE is a rare, severely debilitating, life-threatening genetic disorder caused by a deficiency of C1 inhibitor, a human plasma protein. This condition is the result of a defect in the gene controlling the synthesis of C1 inhibitor. C1 inhibitor maintains the natural regulation of the contact, complement, and fibrinolytic systems, that when left unregulated, can initiate or perpetuate an attack by consuming the already low levels of endogenous C1 inhibitor in HAE patients. Patients with C1 inhibitor deficiency experience recurrent, unpredictable, debilitating, and potentially life threatening attacks of inflammation affecting the larynx, abdomen, face, extremities and urogenital tract. Patients with HAE experience approximately 20 to 100 days of incapacitation per year. There are estimated to be at least 6,500 people with HAE in the United States and at least 10,000 people in the European Union. For more information on HAE, visit the U.S. HAE Association's website at www.haea.org and the HAEi's (International Patient Organization for C1 Inhibitor Deficiencies) website at www.haei.org. About ViroPharma Incorporated ViroPharma Incorporated is an international biopharmaceutical company committed to developing and commercializing novel solutions for physician specialists to address unmet medical needs of patients living with diseases that have few if any clinical therapeutic options, including C1 esterase inhibitor deficiency, treatment of seizures in children and adolescents, adrenal insufficiency (AI), and C. difficile infection (CDI). Our goal is to provide rewarding careers to employees, to create new standards of care in the way serious diseases are treated, and to build international partnerships with the patients, advocates, and health care professionals we serve. ViroPharma's commercial products address diseases including hereditary angioedema (HAE), seizures in children and adolescents, and CDI; for full U.S. prescribing information on our products, please download the package inserts at http://www.viropharma.com/Products.aspx; the prescribing information for other countries can be found at www.viropharma.com. ViroPharma routinely posts information, including press releases, which may be important to investors in the investor relations and media sections of our company's web site, www.viropharma.com. The company encourages investors to consult these sections for more information on ViroPharma and our business.
- Sponsored by Bayer, I am ProHeart is a place for survivors of major heart issues and their support network to share stories and work to live healthier lives. It is apparent the posts by Bayer are well-thought out as most are conversation starters versus just links to other content; and the community appreciates that, too, as most posts have hundreds of likes and comments. Overall, a nice balance between the cause and the brand. Quelle: http://www.whatsyourdigitaliq.com/top-5-pharma-facebook-campaigns/
- The Johnson & Johnson Network Facebook page is a place for community members to connect with our company, and learn about our Corporate initiatives and programs, including those in health and wellness, philanthropy, and sustainability. The J&J FB-Page won the „Gold Dosie“ in 2011.
- Bayer Scherings award-winning online marketing campaign for Levitra.
- The website became the hub of the campaign which would house content for those actively seeking erectile dysfunction information. There is interactive content taking men on a journey from denial to action of their condition. More interestingly the content doesn’t need to sit just in the website, but can be used on other sites, linking back into the in-bed site. With 60% of SEO rankings coming from link building, its so important to generate inbound links to maximise search rankings. Google also favours web 2.0 content, so this type of interactive content will also help improve these natural search rankings. The aim was to have content living and breathing in other areas of the web, which fed into the website.
- Quelle: http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
- “ What makes Sermo and Physician Connect so successful is the idea that it is a private community where physicians are talking together without the obvious knowledge that pharma is there, ” Fishman said. “ Physicians aren ’ t going to be attracted to branded sites. Those would have a much lower success rate. ”
- On Medscape, drug firms can even purchase sponsorships that allow them to target particular information based on physician practice type and age.
- On Medscape, drug firms can even purchase sponsorships that allow them to target particular information based on physician practice type and age.