Digital Pharmaceutical Marketing

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This is a shorten version of a presentation I put together to show anyone in the pharmaceutical marketing industry how communication is changing "wiki-fast". I have tons of information related to this topic. I'd be happy to share more, lets talk.

Published in: Technology

Digital Pharmaceutical Marketing

  1. 1. COMMUNICATION IN A WIKI-WORLD The impact digital media is having on pharma marketing.
  2. 2. YESTERDAY’S Promotional Strategy Pharmaceutical Companies
  3. 3. TODAY’S Promotional Strategy Pharmaceutical Companies Today, it is essential to meet your customers where they are!
  4. 4. COMMUNICATION 1.0 Pushing messages Static Saying Look & Feel Idealism Simplicity Touch points Targets audiences One way
  5. 5. COMMUNICATION 2.0 Conversations Dynamic Doing Experience Authenticity Complexity Engagements Community Two way
  6. 6. THE DILEMMA “…marketers looking to develop a branded blog or other form of social media for a prescription drug must still figure out how to effectively deal with the fair balance requirements.” Thomas Abrams, DDMAC Director
  7. 7. THE PLOT THICKENS PHYSICIANS MOVING ONLINE FOR PROFESSIONAL RESOURCES
  8. 8. SEO The days of sifting through seven pages of search results are over. These days, many search users start over if they don’t find what they want on page one. Source: www.emarketer.com
  9. 9. SEARCH FOR BRANDS, LAND ON USER GENERATED CONTENT (UGC) UGC appears on the first page of searches over 90% of the time. Posts often unfavorable Web 2.0 Influence for Pharma Brands on the Rise, vFluence, 8.4.08. www.v-fluence.com
  10. 10. wikis •  A TYPE OF WEBSITE THAT ALLOWS USERS TO ADD, DELETE, OR EDIT CONTENT.
  11. 11. DOCTORS LIKE WIKIS Like speed and ease of use. Helps jog memory. Is A useful starting point to do research. Jessica Berthold, Web Watch: Living in a Brave New World of Medical Wikis, American College of Physicians, 2008 www.acponline.org
  12. 12. PODCAST Downloadable, portable, multimedia broadcasts available on a website.
  13. 13. PODCAST GROWTH PROJECTIONS
  14. 14. PERSONAL PROFESSIONAL BRANDED THEMED BLOGS Online journals that contain content and writing the author wishes to share. Often for receiving responses and listing them in reverse chronological order.
  15. 15. BLOG GROWTH
  16. 16. REALLY SIMPLE SYNDICATION (RSS) Aggregating software pulling information from various selected online sources. Users receive headlines or brief summaries directly through a downloadable RSS reader, or personalized home page Allows users to track blogs and sites efficiently.
  17. 17. SOCIAL NETWORKS AN ONLINE COMMUNITY CREATED FOR USERS TO CONNECT, COMMUNICATE, AND SHARE.
  18. 18. HELPING HEALTHCARE PROFESSIONALS CONNECT Networking will always be key to the profession Communities are HCPs exchange medical knowledge, market themselves, find business partners, etc. Perhaps Online social networks will replace congresses we know today: ASCO, ASH, ICAAC, DDW Sermo: Launched 2006 with 5K users; today 75K registered users
  19. 19. VIDEO e-VOLUTION Everybody’s Making Video An explosion of content choices Broadband Video Available from a variety of sources Portable Video Delivered to a magnitude of Devices Mobile -> HD Video At all ranges of quality
  20. 20. ONLINE VIDEO EXPERIENCE In Millions Manhattan Research Cyber Citizen Health v7
  21. 21. WHEN I’M MOBILE Making calls is the least of it’s capabilities
  22. 22. THE IMPLOSION
  23. 23. TEXT MESSAGE HELP BOOST PATIENT COMPLIANCE
  24. 24. MOBILE COUPONS 10-30 times redemption rates of paper coupons. Patients received free trial by showing text message to their pharmacist. Source: Cosmetics Design
  25. 25. Mobile tools put relevant info in consumers’ and physicians’ hands at the exact moment they need them. DOWNLOADABLE MOBILE APPLICATIONS
  26. 26. BlueCasting Disseminating digital files (applications, images, coupons, etc) via blue tooth technology. EMI promoted the latest Coldplay album via BlueCast—offering users exclusive Coldplay content.
  27. 27. What else? What about Print? What about the sales rep?
  28. 28. e•INK The future of printing Requires very little power to run. Is the basis for e.book readers
  29. 29. PERSONAL PROJECTORS Multimedia for sharing Soon to be available in any cellular platforms Currently an add on to portable media players
  30. 30. THE END ACTUALLY, IT’S ONLY THE BEGINNING. For more information contact: Marvin Bowe marvinbowe@yahoo.com

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