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The Healthcare Digital Marketing Landscape
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The Healthcare Digital Marketing Landscape


A review of trends within digital / online healthcare marketing and latest online physician content

A review of trends within digital / online healthcare marketing and latest online physician content

Published in Health & Medicine
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  • 1. marketing for an online The Healthcare Digital Landscape A review of trends and content Mark R Millar M k R Mill Tel. +44 (0) 2897 510099
  • 2. Trends1. Growth in no. of channels2. ( , , g ) Growth in new media content (audio, video, images)3. Fragmentation of content production4.4 Fragmentation of user consumption Fragmentation of user consumption5. Growth in short‐form content6. User‐generated content7. Decline in traditional channel domination8. Control of media consumption moves to consumer9.9 Questionable utility of some channels Questionable utility of some channels
  • 3. Digital Media Channels Social Media email CD distributed  CD distributed Public &  resourcessociety sites Digital  Online  Patient or disease sites Channels advertising Meeting  mobile support  e‐detailing Intranets resources
  • 4. Breadth and depth of Medscape content varies content varies
  • 5. AAO ‐AAO ONE Providing accredited  content globally
  • 6. univadis • 350 350 peer‐reviewed  i BMJ Learning  d courses. • >600,000  HCPs
  • 7. • BrandsGoInsulin YouTube Channel YouTube Channel • Companies • Therapies
  • 8. Pharma on YouTubePharma on YouTube
  • 9. e‐detailinge detailing • US origins • 5‐6 minutes • Linear path • Usually primary care yp y
  • 10. • 173,728 members• Learning & news• T Targeting profiles ti fil
  • 11. Webcasts • Any duration • Expert commentary • CME approval
  • 12. NEJM• 80,000 fans• A range of features &  social engagement
  • 13. ecancermedicalscience • An open‐access An open‐access  multimedia “journal” • Peer‐reviewed
  • 14. PraeMedica e‐articlePraeMedica e article • Original article • Author‐centred media mix h d di i • Sponsored • CD & online
  • 15. PraeMedica webcastPraeMedica webcast • Writers needed for slides,  notes, summaries
  • 16. Pfizer Facebook pagePfizer Facebook page Social • Reach out • A different image
  • 17. ESC FacebookESC Facebook • Engage • Promote & drive web  traffic
  • 18. Digital Trend Digital Trend• Growth in digital marketing agencies /  capabilities• No. of agencies / companies – From specialised eg PraeMedica to broader –, OnMedica, Proscape , , p• Awards• Projects / outputs /• Industry press coverage Industry press coverage
  • 19. Digital communication requires a new approach g q pp Characteristics of digital media Duration Online is indefinite Interactivity Customer initiates & terminates Human computer interface Media mix; lean forward v lean back Human‐computer interface Media mix; lean‐forward v lean back Pull v push Supply mindset v demand mindset i l l Two‐way communication Dialogue v monologue Market research Detailed analytics Adaptable Test & perfect Segmenting & targeting Granular & tailored content  g g g g Breadth & depth Unlimited & layered
  • 20. Pharma use of digital media Pharma have a wider range of options to consider Categories Scenarios1. Support traditional  • Increase SOV activities • Support sales activities pp2. Replace traditional  • Reach no‐see customers activities • Disseminate complex info3. Extend traditional activities • Leverage KOL relationships • Build stronger relationships • Promote offline contact – mtgs & rep Promote offline contact – & rep
  • 21. Case Study  CF Voice, NovartisCase Study – CF Voice, Novartis • Life stories • Parent videos • Treatment tracker Treatment tracker • Mentoring videos • Events
  • 22. CF Christopher, Novartis CF Christopher Novartis • Permanent persona • Blurs boundary  between real and  fiction fi ti • Reaches out to  patientsLost or Idol? What to watch during my  • Drives web traffictreatments tonight?Great run this morning. Blue sky, brisk air, and Vampire Weekend on the ipod.
  • 23. PatientsLikeMe • 64k users • All illnesses &  treatments • Used by UCB &  Novartis currently
  • 24. Mobile• 64% US physicians using smartphones• No. iphone users doubled • No cannibalisation of web useManhattan Research 2009 
  • 25. Physician use of media channels Physician use of media channels907050Manhattan Research, 2005
  • 26. Changes in physician‐pharma interaction • US 100k l US: 100k sales reps for 650k doctors f 650k d t • ¾ l ¾ sales calls last <2 minutes ll l t <2 i t • 43% never get past reception 43% never get past receptionAccell, 2010
  • 27. This presentation free at This presentation free at www praemedica com Thank You Mark R Millar Tel. +44 (0) 2897 510099 Healthcare e‐marketing and e‐