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Digital pharma j peck draft v2 copy

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  • 1. Professional+Portal+Role+in+Digital+Engagement
  • 2. Digital+innovaCons+driving+dramaCc+physician+adopCon…+2004?2010:+The+rate+of+change+is+acceleraCng+ ? Exponential rate of change 2+ CONFIDENTIAL+©2010+ 2+
  • 3. Physicians+are+becoming+hyper?connected+to+digital+content+and+to+one+another+ Social(Connectedness+is+rapidly+growing+in+ importance+to+physicians.2+ 80%+of+physicians+who+access+colleagues+online+on+at+ least+a+weekly+basis+are+also+accessing+physicians+ weekly+or+more+o[en+offline.2+ InternaConal+Online+ Medical+Conference+ www.nejm.org+ Percentage+of+physicians+accessing+online+journals+ and+news+increased+by+13%+and+14%+respecCvely+ 61%+of+physicians+use+online+services+at+least+once+a+day+during+paCent+ between+2007?2009.2+ consultaCons.1+ Some+of+the+largest+gains+in+new+online+funcConality+usage+is+in+the+use+ of+online+conferences+and+CME.++ Among+physicians+owning+a+PDA+or+smartphone,+81%+desire+more+ professional+applicaCons+for+their+mobile+device+directed+toward+their+ medical+specialty.2+ 1.  ManhaTan+Research:+Oncologists,+2010++(referenced+general+physician+feedback)+ 2.  ManhaTan+Research+Strategic+Insight:+Taking+the+Pulse+v9.0,+2010+ 3+ CONFIDENTIAL+©2010+
  • 4. This increased level of connectivity is changing physicianbehavior  Sharing+treatment+insights+and+experiences+  Keeping+informed+of+new+developments+  DirecCng+their+own+educaCon+and+ servicing+their+own+needs++  Conversing+and+influencing+opinion+  Accessing+knowledge+anyCme,+anywhere+ 4+ CONFIDENTIAL+©2010+ 4+
  • 5. …and changing their expectations Interactions ! expected to be more… Actionable Contextual Social Then% Now% Information ! expected to be more… Consumable Controllable Open 5+ CONFIDENTIAL+©2010+ 5+
  • 6. Marketing and communications initiatives will need to align with these new behaviors and expectations delivering,a,service,, Reciprocal+ that,adds,value, Contextual+ Successive+synchronized,with,environment, acknowledging,previous,events, and,personalized, and,preferences, 6+ CONFIDENTIAL+©2010+ 6
  • 7. How+the+new+brand+“portal”+is+being+used+ 7+
  • 8. 5+Tenets+To+Be+CompeCCve+in+the+Digital+MarkeCng+Landscape+Today’s+digitally?savvy+HCPs+expect+brands+to+offer+them+value+beyond+their+product+aTributes.+ •  Is+your+program+personalized+for+your+audience+ Personalized+ based+on+their+preferences?+ •  Does+your+program+engage+and+add+value+to+your+ Engaging+ audience?+ •  Are+you+leveraging+digital+technologies+for+real?Cme+ Real+Time+ communicaCons+and+connecCons+with+your+brand?++ •  Do+you+allow+your+audience+to+parCcipate+in+and+ ParCcipatory+ contribute+to+markeCng+acCviCes?+ •  Are+you+providing+value+and+uClity+to+your+audience+ Useful+ beyond+your+product+aTributes?+ 8+ CONFIDENTIAL+©2010+
  • 9. CLIENT+LOGO+ 9+ CONFIDENTIAL+©2010+
  • 10. Mobile(and(iPad(applica8ons(that(extend(the(reach(of(brand(marke8ng(and(interac8ons(( 10+
  • 11. The+Mobile+Explosion+ “ Consumer+mobile+device+penetraCon+ increased+10x(in(the(last(two(years.+ “ –,Manha<an,Research, “ Nearly+⅔(of(U.S.(physicians(use(a(smartphone+ “ (iPhone,+Droid,+Blackberry)+for+medical+or+clinical+purposes+today.+ –+According,to,both,Google, and,Manha<an,Research, “ 81%+of+physicians+will+own+a+smart+phone+by+2012.+ Physicians+are+one+of+the+highest+using+Smartphone+ “ demographics+overall.+ –,Mobile,Health,News, 11+ CONFIDENTIAL+©2010+
  • 12. The+Mobile+Explosion+ “ 2013.+The+year+when+the+number+of+mobile+internet+users+is+ expected+to+surpass+the+number+of+desktop+internet+users.++ “ –,"Internet,Trends.",Morgan,Stanley, “ The+access+revoluCon+is+over.+Mobile+is+changing+us,+changing+our+ frame+of+reference+so+that+we+see+informa8on(as(portable,( “ personalized(and(par8cipatory.+ –,Susannah,Fox,,ePaJents.net,, 12+ CONFIDENTIAL+©2010+
  • 13. JuvédermTM+Ultra+–+Home+Page+acts+as+a+portal+for+the+consumer+into+content+and+tools+ 13+ CONFIDENTIAL+©2010+
  • 14. JuvédermTM+Ultra+–+Clinic+Locator+ 14+ CONFIDENTIAL+©2010+
  • 15. JuvédermTM+Ultra+•+Mobile+ApplicaCon+provides+the+same+access+and+tools+as+the+website++
  • 16. JuvédermTM+ConsultaCon+Tool+The+JuvédermTM+iPad+app+helps+Doctors+link+to+the+informaCon+and+assessments+consumer’s+have+already+completed+and+lets+them+sell+treatments+in+the+exam+room+ Personalized( + Engaging( + Real(Time( + Par8cipatory( + Useful( + 16+ CONFIDENTIAL+©2010+
  • 17. Dynamic+and+Measurable+Sales+Tools+BMS+leverages+Cegedim+Dendrite+–+whose+SAAS+plaoorm+now+integrates+a+new+Mobile+Intelligence+soluCon+that+fits+it’s+business+processes+while+curbing+costs+ 17+ CONFIDENTIAL+©2010+
  • 18. Otsuka+Mobile+Sales+•+HCP+&+Sales+Engagement+RoseTa+helped+deploy+iPads+to+the+Otsuka+sales+force+with+interacCve+details,+HiRes+Video+MOA+and+KOL+video+case+reports+ 18+ CONFIDENTIAL+©2010+
  • 19. Leverage(online(communi8es(and(ongoing(interac8on(between(HCPs(and(Pa8ents+ 19+
  • 20. 5+Tenets+To+Be+CompeCCve+in+the+Social+MarkeCng+Landscape+Today’s+socially+connected+HCPs+want+to+be+part+of+communiCes+that+offer+them+content+and+connecCon+with+others+ Social+ •  Does+your+program+help+parCcipaCng+HCPs+ ConnecCons+ connect+with+others?+ •  How+are+you+using+digital+technologies+to+help+ Helpful+ service+your+audience+needs?+ •  Does+your+program+allow+for+interacCons+ Community+ between+your+audience+and+their+community?+ •  Does+the+community+have+clear+parCcipaCon+ Exclusivity+ criteria?+ •  Does+your+program+provide+meaningful+ Content+ content+and+not+just+product+informaCon?+ 20+ CONFIDENTIAL+©2010+
  • 21. Not+Convinced?+Well,+PaCents+and+Doctors+are+Already+Discussing+Epilepsy+–+and+specific+Brands…on+TwiTer+ Example of a Patient Advocate: “The Epilepsy Guy” tweets only on epilepsy 21+
  • 22. …and+on+Facebook+ 103+Epilepsy+ groups/+profiles+ on+Facebook+ Popular+groups+have+ open+conversaCons+with+ inspiraConal+themes+ 22+ CONFIDENTIAL+©2010+
  • 23. …and+on+YouTube+ Around+6,700+ videos+related+ to+Epilepsy+…and+Microsites+ 23+ CONFIDENTIAL+©2010+
  • 24. …and+on+Meetup+ 24+ CONFIDENTIAL+©2010+
  • 25. …and+on+Physician+Sites,+Where+Doctors+are+Having+More+Detailed+ConversaCons+ 25+ CONFIDENTIAL+©2010+
  • 26. There+are+a+lot+of+conversaCons+going+on…+In+Fact,+RoseTa+Found+Over+19,500+menCons+for+“epilepsy”+and+“seizures”+alone+from+January+1+through+May+22,+2009+–+on+Microblogs,+Blogs,+Wikis,+Social+Networks…all+over+the+place!+*+Total+for+all+sources+of+menCon+does+not+equal+total+of+all+data+due+to+some+results+not+being+able+to+be+categorized++ 26+ CONFIDENTIAL+©2010+
  • 27. Thank You!Q&A 27+
  • 28. Intellectual+Property+Clause+and+Contact+InformaCon+This+document+contains+confidenCal+material+proprietary+to+RoseTa.+Disclosure+of+this+document,+to+parCes+who+are+not+team+members+or+members+of+the+organizaCon+or+company+for+which+this+document+is+intended,+is+strictly+prohibited.+All+ other+ rights+ to+ the+ contents+ of+ this+ document,+ including+ but+ not+ limited+ to+ methodologies,+concepts,+experiences,+and+client+lists,+are+assigned+to+RoseTa. + Jamie Peck Managing,Partner,, Rose<a®+ jamie.peck@rose<a.com,Note:+The+trademarks+listed+below+are+the+property+of+RoseTa+MarkeCng+Group,+LLC+and+use+by+any+other+party+is+not+permiTed+without+the+prior+wriTen+consent+of+RoseTa+MarkeCng+Group,+LLC:+Auto+Personality®,+Banking+Personality®,+Borrowing+Personality®,+ChoiceDrivers®,+Credit+Personality®,+Credit+Card+Personality®,+Cruise+Personality®,+E?Personality®,+Fiscal+Personality®,+Home+Equity+Personality®,+Hotel+Personality®,+Insurance+Personality®,+Investment+Management+Personality®,+Lending+Personality®,+Mortgage+Personality®,+NAB+Personality®,+PaCent+Personality®,+Personality®,+Personality+MarkeCng+System®,+Personality?Trac®,+Physician+Personality®,+Rapid+Cycle+TesCng®+(RCT®),+Real+Estate+Personality®,+RoseTa+MarkeCng+Ware®,+RMSG®,+Segment?on?the?Fly®,+Technology+Personality®,+Travel+&+Leisure+Personality®,+VacaCon+Personality®,+X?Tool®.+ 28+ CONFIDENTIAL+©2010+