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Channel health hcp channels

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Carwyn Jones presentation from the IMI & DMI Digital Marketing for the Pharma Industry workshop, 17th Oct 2012

Carwyn Jones presentation from the IMI & DMI Digital Marketing for the Pharma Industry workshop, 17th Oct 2012

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  • 1. “Think like a poet,plan like a bookkeeper”
  • 2. Carwyn Jones: Managing Director, Channel HealthEli Lilly – 7 years (Sales, marketing, sales management, strategy)GSK – 3 years (Global strategy)Sudler & Hennessey – 3 years (Director of strategic planning, Europe)Doctors.net.uk – 4 years: Head of Pharma. Responsible for working withthe pharma industry to help them engage with target doctors through atrusted channel. Sales team, account management, medical writing, design,web build.Channel Health – as of mid-June 2012 – all about digital channelsPharmaceutical Marketing Society (PM Society) – digital lead
  • 3. Channel Health is a part of theOPEN Health family ofcompanies
  • 4. CHANNEL HEALTH Elements CHANNEL HEALTH IntelligenceCHANNEL CHANNEL HEALTH HEALTH Mobile Strategy CHANNEL HEALTH CHANNEL CHANNEL HEALTH HEALTHCommunities Idea Engine CHANNEL HEALTH Engagement
  • 5. What do HCPs wantfrom digital channels?
  • 6. After today’s presentation you should know a little more about…Where pharma marketing is going (or has been)Digital marketingWhat doctors are up to onlineWhat HCPs want onlineContent and contactThe channel optionsMeasurement
  • 7. Set the scene…
  • 8. So why digital channels?
  • 9. The history of pharmaceutical sales and marketing
  • 10. The death of PUSH marketing
  • 11. Stop shouting
  • 12. Learning moment – Setting the sceneDigital marketing is BRUTALThe user is 100% in controlEvery company is evaluating newchannels to make up for the sales call
  • 13. So let’s do digital marketing
  • 14. Digital marketing definitionDigital marketing = digital marketing
  • 15. Use classical marketing theory (obviously…)Remember: the online user is 100% in control and the internet is a ‘brutal’medium to communicate poor or inadequate content to the userDon’t forget the basics
  • 16. Do not be seduced…
  • 17. GPs rate CME as the most useful element on the Internet Types of online resource rated in the Top 3 in terms of usefulness Accredited CME modules 68% Google 28% Online reference textbooks 27% Journal articles 24% Databases of information (drugs, poisons, etc) 23% Clinical discussion forum 20% Online handbooks 20% Clinical paper reviews 20% Case studies 16% Medical news 16% Medical images 9% Medical calculators 7% Podcasts 6% Online quizzes 4%Presentations about pharmaceutical and device products 4% Conference highlights 3% Other (please specify) 6% Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1,025 GPs (medeConnect) 18
  • 18. So what are HCPs up to?
  • 19. Point1: Doctors are weird
  • 20. Point1: Doctors are weirdCLINICALEVIDENCE BASEDSCIENTIFICPATIENT OBSESSEDMONEY OBSESSED
  • 21. Point 2: We’re all the same
  • 22. Point 2: We’re all the sameWhen we use digital channels we all want the same thing… SPEED (impatient) SIMPLICITY VALUE AUTHENTICATION TRUST
  • 23. Despite a rapidly growing body of evidence… 86% of European doctors say the Internet is professionally “essential” 73% of Chinese physicians regularly access pharma websites 69% 80% of urban Indian GPs say the Internet is their preferred source of new info of LatAm physicians go online daily for professional purposes 24SOURCES: Manhattan Research; Kinapse Life Sciences Consulting; Medimix LatAm
  • 24. Between 2005 and 2011,pharma increased its digital investment… from.1% of total promotion toSOURCE: Cegedim Strategic Data (CSD), provided to eMarketer Aug 24 2010 .9% 25
  • 25. 50% China 49% Even though… 85% India 14% How valuable is digitally 89% delivered information from LatAm 11% Valuable pharma companies? Not valuable 92% Spain 8% 64% 25%Germany 37% 74% 69% UK 31% 26 SOURCE: EIU Survey, March 2011
  • 26. Learning moment – What are HCPs up to?They are different but the sameThey want VALUE from an onlineexperienceThey want more stuff online and viadigital channels
  • 27. What do HCPs wantfrom digital channels?
  • 28. Focusing on those who rated a service as either ‘useful’ or ‘very useful’,educational content leads email and then NICE guideline reviews in terms of actual usefulness Perceived usefulness of services provided by Doctors.net.uk Average Educational content 80% 4.1 Email 71% 4.1 NICE guideline reviews 60% 3.6 News 53% 3.5 Forum 50% 3.4 Journal watch 49% 3.3Information from third parties 18% 2.7 Conference highlights 21% 2.5 Jobs 17% 2.2 Useful + Very useful Q7. Finally, for the various services provided by Doctors.net.uk, please indicate the extent to which you find them useful? Base: Sept 2011 = 1025 GPs New question in 2011
  • 29. The most trusted sources for health information are peer-reviewed journals Health information sources rated in the Top 3 in terms of trustPeer-reviewed journals, e.g. NEJM, BMJ 85% Doctors.net.uk 54% Medical colleges 50% Medical news services, e.g. Pulse, GP 38% Textbooks 34% Department of Health 27%General news publishers, e.g. BBC, Sky 5% Pharmaceutical industry 2% Other (please specify) 5% Q2. Which sources of health information do you trust the most? Base: Sept 2011 = 1025 GPs
  • 30. What do HCPs want from these channels?1. Is this going to make me a better doctor?2. Am I going to learn something?3. Is this something new?4. Is it interesting?5. Have I got time?Trivia: we all read 3 - 7 times faster than we listen
  • 31. China, 72% India, 76% LatAm, 61%Chronic metabolic diseases Spain, 74% Germany, 73% UK, 61% China, 26% India, 33% LatAm, 20% Ageing populations Spain, 42% Germany, 62% UK, 61% China, 19% India, 13% LatAm, 22% Other chronic diseases Spain, 37% Germany, 73% UK, 28% China, 15% India, 47% LatAm, 33% Infectious diseases What are the greatest Spain, 13% Germany, 12% UK, 6% China, 6% health challenges India, 36% Accidents Spain, 21% LatAm, 46% facing your country? Germany, 15% UK, 3% China, 9% India, 15% LatAm, 38% Drug / alcohol abuse Spain, 24% Germany, 19% Chronic metabolic diseases 68% UK, 50% China, 4% Ageing populations 34% India, 18% LatAm, 41% Tobacco use Spain, 40% Other chronic diseases 27% Germany, 2% UK, 8% Infectious diseases 26% China, 4% India, 20% Respiratory diseases LatAm, 26% Accidents 25% Spain, 34% Germany, 21% UK, 6% Drug / alcohol abuse 23% China, 5% India, 24% LatAm, 8% Tobacco use 19% HIV/AIDS Spain, 8% Germany, 10% UK, 3% Respiratory diseases 18% China, 7% India, 15% HIV/AIDS 11% LatAm, 4% Neonatal infections Spain, 0% Germany, 0% UK, 3% Neonatal infections 6% 32 SOURCE: EIU Survey, March 2011
  • 32. China, 48% India, 55% LatAm, 62% Lack of funding Spain, 55% Germany, 54% UK, 42% China, 33% India, 26% LatAm, 21% Understaffing Spain, 29% Germany, 69% UK, 39% China, 12% India, 26% LatAm, 34% High workload / stress levels Spain, 42% Germany, 44% UK, 22% China, 6% India, 27% Poor management / lack of LatAm, 36% support Spain, 32% Germany, 12% UK, 33% China, 6% India, 19% LatAm, 35% Uncooperative patients What are the biggest Spain, 32% Germany, 6% UK, 11% LatAm, 7% India, 23% China, 35% obstacles to conducting Poor work environment Spain, 5% Germany, 2% UK, 6% your job? China, 0% India, 11% Volume of LatAm, 16% paperwork/administration Spain, 24% Germany, 56% UK, 19% China, 22% India, 15% Lack of info about latest LatAm, 18% Lack of funding 54% treatments Spain, 13% Germany, 0% UK, 14% Understaffing 33% China, 7% India, 23% Inefficient or obsolete IT LatAm, 16% High workload / stress levels 27% infrastructure Spain, 13% Germany, 17% UK, 11% Poor management / lack of support 23% China, 23%Insufficient / limited access to India, 19% Uncooperative patients 19% LatAm, 8% training Spain, 8% Germany, 4% Poor work environment 17% UK, 6% China, 14% India, 16% Volume of paperwork/administration 16% Inefficient or obsolete LatAm, 16% medical technology Spain, 11% Germany, 8% Lack of info about latest treatments 15% UK, 0% China, 1% Inefficient or obsolete IT infrastructure 15% India, 18%Poor working culture/collegial LatAm, 10% support Spain, 8% Insufficient / limited access to training 14% Germany, 4% UK, 11% Inefficient or obsolete medical technology 13% China, 5% India, 11% Poor access to latest LatAm, 13% Poor working culture/collegial support 9% treatments Spain, 0% Germany, 4% UK, 6% Poor access to latest treatments 8% 33 SOURCE: EIU Survey, March 2011
  • 33. China, 51% India, 61% Lack of funding for frontline LatAm, 52% services Spain, 37% Germany, 60% UK, 56% China, 21% India, 45% LatAm, 43% Poor management Spain, 45% Germany, 39% UK, 42% China, 22% India, 38% LatAm, 48%Lack of cohesive policy system Spain, 34% Germany, 44% UK, 17% What are the biggest China, 12% India, 46% challenges to your Lack of funding for medical research LatAm, 49% Spain, 50% countrys healthcare system? Germany, 31% UK, 19% China, 35% India, 41% Shortage of trained medical LatAm, 22% Lack of funding for frontline services 54% staff Spain, 16% Germany, 35% UK, 25% Poor management 37% China, 15% India, 24%Increased demand for services LatAm, 30% Lack of cohesive policy system 35% Spain, 53% Germany, 17% UK, 31% Lack of funding for medical research 35% China, 15% India, 20% Lack of private sector LatAm, 29% Shortage of trained medical staff 31% investment Spain, 37% Germany, 21% UK, 19% Increased demand for services 25% China, 2% India, 21% Lack of private sector investment 23% Too much private sector LatAm, 20% involvement Spain, 13% Germany, 17% Too much private sector involvement 14% UK, 3% 34 SOURCE: EIU Survey, March 2011
  • 34. Mutual Value Physicians Pharma 3535
  • 35. Learning moment - What do HCPs want from these channels? Provide VALUE to HCPs If you can’t provide value, be prepared to think carefully about what you are doing Get over yourself…
  • 36. Content and Contact
  • 37. When it comes to diamonds there are four Cs to rememberCUT COLOURCLARITY CARAT
  • 38. When it comes to effective medical communications online, there are just two… CONTENT CONTACT
  • 39. Content and ContactContent Contact Engagement Content Contact Sales aid Sales force Advertisement Journal with greatest circulation Website / eDetail THE RIGHT CHANNEL
  • 40. Learning moment – Content and ContactTo provide ENGAGEMENT you mustprovide CONTENT and CONTACT
  • 41. Which channeloptions exist?
  • 42. Channel options to HCPs Key message
  • 43. Channel options to HCPs Key message
  • 44. Channel options to HCPs 1. Email marketing 2. Display advertising 4. Brand.com Key message3. Communities 5. Remote eDetailing
  • 45. Channel options to HCPsChannels I AM going to talk about Channels I AM NOT going to talk about1. Email marketing 1. Face to face2. Display advertising 2. Print advertising3. Community engagement 3. Telemarketing4. Remote eDetailing 4. Direct mail5. Brand.com 5. Mobile 6. And a few others…
  • 46. Digital channel considerations • Authenticated users Email marketing • Metrics – click thru’, open rates, reporting • Only for brand awarenessDisplay advertising • ‘Fish where the fish are’ Community • Segmentation opportunities engagement • Cost? • Expensive relative to representativeRemote eDetailing • Determine the group of customers who want this • SEO – getting to your customers Brand.com • Ensure you have clarified how to establish CONTACT
  • 47. What do you measure?YES – QUALITATIVE (Detail Follow Up)OUTPUT / IMPACT1. On prescribing, on understanding, on knowledge, on behaviour2. Market research, exit polls, qualitative feedbackMAYBE – QUANTITATIVE (Call rate)INPUT / NUMBERS1. Number of hits Trivia: HITS – How Idiots Track Success2. Number of views3. Time on page4. Open rate / bounce rate
  • 48. Learning moment - Channel options to HCPsUnderstand the digital channels available to youWork with the digital channels you trustWork with the digital channels that can worktogetherMeasure the right stuff
  • 49. Case studies
  • 50. ImmunoCAP for Thermo FisherEmail E-detail Linked Resource Centre Downloadable App• Created in 2011• Challenge was to sell to Primary Care without a sales force• An eDetailing campaign was designed and implemented using KOLs to educate physicians on the benefits of allergy testing• Each eDetail results in a 19-45% increase in sales during the following month• To date, 6 e-details have been released over a 12-month period• eDetailing campaign is supported by full digital campaign (including resource centre, apps and Google adwords campaign)
  • 51. QUESTIONS??For more information contact Channel Health Carwyn Jones carwyn@channel- health.co.uk +44 7770 408 674

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