The Healthcare Digital Marketing Landscape

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

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The Healthcare Digital Marketing Landscape

  1. 1. marketing for an online worldwww.praemedica.com The Healthcare Digital Landscape A review of trends and content Mark R Millar M k R Mill mark@praemedica.com Tel. +44 (0) 2897 510099
  2. 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. 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. 4. Breadth and depth of Medscape content varies content varies
  5. 5. AAO ‐AAO ONE Providing accredited  content globally
  6. 6. univadis • 350 350 peer‐reviewed  i BMJ Learning  d courses. • >600,000  HCPs
  7. 7. • BrandsGoInsulin YouTube Channel YouTube Channel • Companies • Therapies
  8. 8. Pharma on YouTubePharma on YouTube
  9. 9. e‐detailinge detailing • US origins • 5‐6 minutes • Linear path • Usually primary care yp y
  10. 10. • 173,728 members• Learning & news• T Targeting profiles ti fil
  11. 11. Webcasts • Any duration • Expert commentary • CME approval
  12. 12. NEJM• 80,000 fans• A range of features &  social engagement
  13. 13. ecancermedicalscience • An open‐access An open‐access  multimedia “journal” • Peer‐reviewed
  14. 14. PraeMedica e‐articlePraeMedica e article • Original article • Author‐centred media mix h d di i • Sponsored • CD & online
  15. 15. PraeMedica webcastPraeMedica webcast • Writers needed for slides,  notes, summaries
  16. 16. Pfizer Facebook pagePfizer Facebook page Social • Reach out • A different image
  17. 17. ESC FacebookESC Facebook • Engage • Promote & drive web  traffic
  18. 18. Digital Trend Digital Trend• Growth in digital marketing agencies /  capabilities• No. of agencies / companies – From specialised eg PraeMedica to broader – Doctors.net, OnMedica, Proscape , , p• Awards• Projects / outputs /• Industry press coverage Industry press coverage
  19. 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. 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. 21. Case Study  CF Voice, NovartisCase Study – CF Voice, Novartis • Life stories • Parent videos • Treatment tracker Treatment tracker • Mentoring videos • Events
  22. 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. 23. PatientsLikeMe • 64k users • All illnesses &  treatments • Used by UCB &  Novartis currently
  24. 24. Mobile• 64% US physicians using smartphones• No. iphone users doubled • No cannibalisation of web useManhattan Research 2009 
  25. 25. Physician use of media channels Physician use of media channels907050Manhattan Research, 2005
  26. 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. 27. This presentation free at     www.praemedica.com This presentation free at www praemedica com Thank You Mark R Millar mark@praemedica.com Tel. +44 (0) 2897 510099 Healthcare e‐marketing and e‐communicationwww.praemedica.com

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