Mature brand  marketing in the digisphere
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Mature brand marketing in the digisphere

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Applying social media to mature pharmaceutical brand or medical device management

Applying social media to mature pharmaceutical brand or medical device management

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Mature brand  marketing in the digisphere Mature brand marketing in the digisphere Presentation Transcript

  • Mature Rx Managementin the Prescriber Digisphere
  • Insights must drive actionNever stop researching HCPs’:• Use of the Internet and digital technology• Adherence to and creation of clinical guidelines• Approach to and sources of clinical information• Treatment algorithms and drivers of therapy Patient and disease stratification…to drive online stakeholder interaction
  • Mature rx play a mix of cards 
  • Physicians see no end in sight…• Widespread indifference to CER/P4P limitations belies patient uniqueness, frequently the driver for a medical career• Anticipate more bureaucracy with increasing regulation of insurance markets• Unlike the FDA and the press, must balance safety, efficacy, tolerability, cost and adherence• Under pressure to adopt HIT, with no assurance of interoperability, ROI, obsolescence protection
  • …while packed into portals• Clinicians already face multiple “portals of necessity” for payors, practices, hospitals, universities, libraries, journals, reference tools, e-Rx, EMRs• Before considering market research panels, Wall Street consultancies, manufacturer networks• Every clinician collaborates virtually in some way  Yet under multiple legal risks: HIPAA, med mal, scrutiny of manufacturer payments and ethical conflicts; off-label communication limitations• Open access and crowdsourced publishing are the new black
  • Love the brand you’re with•  ••
  • Book your tickets late • Create for the medium (concise, actionable, naturalistic, five senses) • Use appropriate abbreviations and sentence structure • Travel to the point of exploration, consideration, decision, transaction • “Know me” wherever/however audiences log in • Remember that, on unprotected portals, patients, payors and physicians see everything (P&T minutes, queries, rants), whether aimed at them or not • On the social Web, your brand equity is only as good as the user’s last experience
  • Misconceptions are your problem • Established “consumer review” sites for drugs highlight truth-indeterminate AEs, “miracles” • News of investigations, reports, litigation spreads at bytespeed -- and lives on • Any mature brand can foster risk concerns • On message boards and e-mail lists, “private messages” may far outpace public posts • The .com is viewed as “the Establishment,” with little understanding of FDA regulation on messaging, product labeling, registration trial limitations
  • Span the pt-to-HCP spectrum• Pursue new short and long-term channels for services, information, marketing and networking• See prospects as connections, individuals• Whom can you benefit by association, by service, by networking?• Whom can you convert as a(n) ally, referrer, sponsor, advertiser, content provider, affiliate, partner, roommate, fellow traveler?
  • Words are brand currency
  • No medium is an island• The Internet: a foundation to access, share and repackage information• Mobile applications leverage users’ locations• Rich media: content formats that enable more immersive communication• Social media: share content, beliefs, knowledge, skills and experiences beyond 1:1 conversations• All these comprise “the social Web”
  • Social media: building out the Web• Uses of Web-based, mobile and desktop platforms to share and leverage others’ beliefs, knowledge, skills and experiences• Components of a distributed computing model for meeting professional and personal needs, building consensus and supporting decisions• An evolution of the linked strands of “the Web” as originally envisioned
  • Why social media now?• Mfrs can improve stakeholder interaction and micro- targeting  Support marketplace of data, ideas, interaction and pricing by quality  Improved search visibility crosses all channels• As professional hubs become more transparent to public scrutiny, HCPs adapt their use of digital media to find and share insights  Nurture such adaptations, for your own insight  While also building cross-TA, cross-channel stakeholder databases that remain a profitable asset for years to come
  • If content value is king,the channel is the chariot
  • Engage yourself first• Tune into your senses as you socialize, analyze, transact  Challenge, engage, connect prospects  Avoid perceived cynicism, condescension, arrogance, indifference• Share drama, mystery, comedy, discovery• Cast a wide net, outside your comfort zone• Collaborate across time and space
  • Be a useful marketer• Perceived durable value prevails• Support informed choices, satisfying decisions and no- mess transactions• Leverage unasked validation’s power• Help users find, index, sort, filter, act on what they need, from all comers• E-mail and search: still online marketing pillars, but as pathways to content and social bridges“People want choice, convenience and control.”Ed Artzt, past Procter & Gamble CEO, 1994
  • Support your brand and HCP search• Support positioning  Add value to existing products and services  Create new revenue streams and brand support• Leverage shifts in distribution models  Only decades ago, “searching the literature” meant walking into a medical library  Clinicians still looking for the “best option”  With dx/tx/rx support on handhelds, laps or desks, the clinician seeks “instant access” to what’s relevant this second -- and easy ways to act on it
  • Monitor the market What, when, how, why, where are topics mentioned, queries made, advice provided?  Include yourself, you, allies, competitors, influencers and emerging players/solutions  Resource: http://mashable.com/2008/12/24/free-brand- monitoring-tools/ Closed networks, blogs and boards: not the real world, but real to participants Monitor the media that mean something to you personally; assign staff to do the same
  • HCPs in social media: fragmented seekers• Though top physician portals (Sermo, Medscape) boast only about 100K each at their ID-validated levels, almost all HCPs utilize portals for information or transactions• Tweeting and blogging have reached cliché status, yet…• Most physicians still compartmentalize their social media participation due to legal and privacy concerns• While all seek the most actionable information for the smallest investment of time
  • From abstraction to reality
  • Go where the heart is•  •  •
  • Link in, learn more Friends, Shared allies Communities Blogs bookmarks (people & E-mail groups) Colleagues You and your Transactioncustomers engines Shared content (YouTube) Portals Facebook (Amazon) IM Affinity groups
  • Market with meaning• Marketingwithmeaning.com provides examples• Never stop linking the brand with the patients, physicians and outcomes• Position the business for peer validation, unasked support -- far more powerful than any pay-for-praise  Avoid reciprocity traps• Measure outcomes all day, every day
  • Leverage social & search•  •  
  • Tomorrow’s digisphere: richer, yet tighter• SEO and SEM require constant monitoring of search engine algorithms  In the semantic Web where social and search converge via vocabularies and tagging  With natural language search a user-friendly front end, but content still the difference between a commodity and a relationship• Ubiquity of broadband brings GPS/GIS and immersive experiences to the forefront  Validating the importance of combining rich and interactive media
  • Implications for action• On-demand search, instant query of audiences (peers, followers, readers)• Bite-sized, personalized content• Explicit transparency of sponsorship, funding, source of message• Maintain positive focus on “opportunities of the commons” (e.g. adherence to definitive tx), not single-brand solutions• Willingly submit to outside comment, annotation, caveats, corrections -- but wave the truth when others distort it
  • Potential social objects • Widgets, blidgets, desktop/Web/mobile apps  Resource tracking, selectable by media type, specialty, role, MESH term  Facilitate peer sharing using existing networks  Support annotations, comments, questions on content  Offer abstracts that integrate with existing Web- based notes apps and/or reference managers  Support Twitter hash tags that reference a common topic/issue, enabling real-time consults • “Sponsored by” model often more workable than overly narrow content or channel
  • Success in the digisphere• Inducing “naysayers” uncomfortable with pharma interaction to engage with you requires:  Saving them time  Providing a greater value for the same time  Benefits that existing channels cannot match• Target individuals who bridge networks, are articulate, and/or have unique opportunities for influence  “Digital thought leaders” may not be as influential off line  Lay influencers may not have active disease; many are caregivers or past sufferers
  • Above all, leverage interaction• Ask targeted audiences specific, relevant questions, that challenge and engage• Share and build on the outcomes, leveraging the spirit of open access and the equity of key brands  Build and grow collaborations across time and space  Use social media as a frame for rich media initiatives• Accumulate social and intellectual capital to fuel offerings that outpace competitors’