marketing for an online worldwww.praemedica.com The Healthcare Digital Landscape A review of trends and content Mark R Millar M k R Mill firstname.lastname@example.org Tel. +44 (0) 2897 510099
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
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
Breadth and depth of Medscape content varies content varies
AAO ‐AAO ONE Providing accredited content globally
univadis • 350 350 peer‐reviewed i BMJ Learning d courses. • >600,000 HCPs
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
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
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
Case Study CF Voice, NovartisCase Study – CF Voice, Novartis • Life stories • Parent videos • Treatment tracker Treatment tracker • Mentoring videos • Events
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.
PatientsLikeMe • 64k users • All illnesses & treatments • Used by UCB & Novartis currently
Mobile• 64% US physicians using smartphones• No. iphone users doubled • No cannibalisation of web useManhattan Research 2009
Physician use of media channels Physician use of media channels907050Manhattan Research, 2005
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
This presentation free at www.praemedica.com This presentation free at www praemedica com Thank You Mark R Millar email@example.com Tel. +44 (0) 2897 510099 Healthcare e‐marketing and e‐communicationwww.praemedica.com
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.