Digital Pharma: Evolution and Revolution in Marketing & Sales

Digital Pharma: Evolution and Revolution in Marketing and Sales Len Starnes Head of Global E-Business Primary Care, Bayer Schering pharma

A decade of digital pharma
Targeting doctors
Targeting consumers & patients
Healthcare social networking
Agenda

A decade of digital pharma

1996 2007 Hype Raising expectations Disillusionment Trough of despair Enlightenment Productivity Realistic expectations Evolution vs revolution Evolution 2006 Revolution

Expectations ’96: The 24 x 7 rep – how wrong! Branded websites will be more effective than a rep visit Sales forces will be cut Revenues will soar Doctors will flock to our sites One-size fits-all portal will suffice

HCPs ’ media consumption shifting from off to online 85% of EU HCPs say the internet is critical for success of their practice* 16% of EU HCPs use a PDA for professional purposes* Professional use of digital media by European HCPs* % European HCPs *Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06

Quality content yes, but in an appropriate context Credibility and trust will be crucial Expectations ’96: Health information seeker – right! Internet will become the most preferred source of health and medical information Internet will become a powerful medium for patient acquisition and retention Patients will be empowered

Consumers ’ favoured sources of health information moving online 143 million EU consumers have accessed health information or health services online during the last 12 months* Most frequently used sources of health information in Europe* % European consumers *Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07

Low digital marketing spend 1- 5% Digital pharma status 06/07 Industry remains a late adopter But solid experience and realistic expectations Too few digital-visionaries at senior level Moving slowly towards integrated solutions

Targeting doctors

Doctors generally prefer authoritative sources - medical societies, universities, hospitals A major challenge Doctors ambivalent towards pharma Doctors’ prime information needs focus on new research, clinical studies, case studies, continuing medical educational, networking with colleagues, cost constraints, running a surgery as a business,…

The sales force arms race

Result: ever decreasing detailing time USA: 1:30 mins Europe: 2 - 4 mins Number of sales representatives Detailing time 1980 - 2007

E-detailing is becoming a viable alternative
Convenient – access after hours and at weekends
Complements sales force
Average session times 8 -12 mins
Greater reach & better message retention
Documented +ve ROI

Live detail with tablet-PC Web-based e-detail Multi-channel CRM application Electronic details, interactions tracked and logged by CRM application Closed-loop marketing is next Interactive details customized to meet doctor’s needs Iterative detailing process

Engaging doctors can only be successful if…
Real needs and expectations are met
Focus is on integrated multi- channel services
* Taking the Pulse Europe v6.0; sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06 Over half of EU HCPs expect online service today*

Targeting consumers & patients

Regulations constrain objectives DTC markets Disease & condition awareness Non-DTC markets Treatments awareness Brand awareness & conversion Drug compliance, loyalty & retention

Globally targeting women
Scope
Focus on contraceptives
Targets women segmented by 5 lifestages
1 international, 28 country, 2 regional sites
KPIs
> 4m visits/year
> 70 years/year customer contact time
Chinese site draws 0.6m visits/year
Femalelife

30 – 50% of medicines prescribed for long-term illnesses are not taken as directed* Compliance is a major issue *Adherence to Long-Term Therapies: Evidence for Action, WHO 2003

Isolated compliance channels SMS & mobile Pack & devices Contact centre Case manager VAT Internet & email Direct mail Patient

Germany Netherlands UK Global online support for Betaferon patients Denmark Norway Sweden International Finland

Integrated compliance channels Patient signs-up for ‘daily tips’ on coping with SEs Patient calls asking for advice about a severe SE Patient downloads a PDF on SEs management Application software accessed by a case manager All patient interactions and interventions logged Case manager alerted to SEs issue and makes appropriate interventions Secure patient database Patient

Multi-channel integration plus behavioural modelling Smarter systems through incorporation of constructs from behavioural models Identify a patient ’ s risk level and propose appropriate interventions

Healthcare social networking

‘ An expert moderated repository of the knowledge base, in the form of a medical wiki, may be the answer to the world’s inequalities of information access in medicine …’* Web 2.0 is radically changing medicine and healthcare Dean Giustini, How web 2.0 is changing medicine, BMJ, 23 December 2006

‘ Is pharma ready for social networking?’ ‘… it appears that the forces of change would come from the consumers’ ‘ Are social media dulling pharma’s marketing knife?’ ‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ But pharma is still debating Source: www.forums.pharma-mkting.com

Web 2.0 is a disruptive technology Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from authoritative sources Privacy & security are regulated Long lead times Controlling access to data and information Intellectual property closely guarded Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by and distributed to all Open Source

Disruption at all levels Pharma web 2.0 Public relations Consumers & patients Sales forces Internally: Enterprise 2.0 HCPs

Collaborating with online HCPs’ communities www.sermo.com Captures bedside and hallway conversations Helps ‘lonely’ doctors Aims are to discuss new clinical findings and to ‘work together to dramatically impact patient care’

35,000 registered members
Posts comprise 2 elements - Post itself as a discussion thread Plus - Multiple choice poll which asks ‘What do you think?’
Sermo’s secret sauce Adds a quantitative dimension to qualitative postings – in real time

Pharma may now mine the wisdom of the Sermo crowd ‘ Observe’ - Alpha MD View community via a customized list of subjects based on keyword tags ‘ Insight’ Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted conversations allowing access to relevant pharma information and services

Pfizer signed-up October 15 th 2007
6 more pharmas about to sign-up
US$ 26m VC injection
Launching in Europe & Asia-Pacific 2008
Responses to date

Paradigm shift The doctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration Doctors can now dictate the terms of engagement to the pharma industry

1/3 of consumers in USA consult a health SN site before visiting a doctor* UGC from health mavens can profoundly influence consumer and patient preferences Conversations are raging: patients are learning from one another www.revolutionhealth.com *Manhattan Research, 2007

Revolution Health 136 Betaseron ratings Effectiveness: 6.2/10 Lack of SEs: 5.3/10 Ease of use: 6.2/10 Health SN sites allow patients to rank treatments, doctors, hospitals & payers > 2500 ratings of all MS treatments

Health warning to pharma marketeers Don’t fake it

Paradigm shift The industry must decide whether it wants to actively participate in the conversations or remain an outsider Consumers and patients are taking ownership of brands, diseases and conditions

Managing UGC on pharma sites is a major issue… but possible
Regulators mandate pharmas to report ADs
Regulators forbid off-label discussions
Open discussion areas in 14 countries: D: 6,000 members, 25,000 posts S: 1,500 members, 9,000 posts TR: 1,400 members, 19,000 posts JP: 900 members, 1,200 posts www.ms-gateway.com 3rd generation community area for MS patients, carers, family & friends

Pharma corporate blogs are emerging J&J BTW blog J&J blogger Marc Monseau ‘ Everyone else is talking about our company, so why can’t we?’

Pharma sales reps are the most visible active bloggers 5,000 threads 60,000 posts Rants & raves, corporate grapevines, jobs

The pharma marketing and sales revolution has begun

Head of Global E-Business Primary care Bayer Schering Pharma
E: [email_address] T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com
Len Starnes

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Digital Pharma: Evolution and Revolution in Marketing & Sales

by Len Starnes

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