How to research physicians' primal needs in novel ways, and identify actionable insights in novel ways

1. Understanding
Physicians for Better
Communications

2. Riddle
• A father and son are in a
car crash, and the father is
fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon
seeing the boy, “I can’t
operate on that boy... he’s
my son.”

3. Intro & ISI
• Kevin Nalty, career Rx marketer with experience
on innovation & traditional product management
• Not a research professional.
• A YouTube “weblebrity” and
author of “Beyond Viral.”
• Speaker doesn’t represent views of his employer.
He speaks as a patient and career Rx marketer.

4. Agenda*
1. What’s wrong with our physician centricity?
2. Relentless pursuit for customer insights
3. 10 ways to know HCPs (some r cheap)
4. Going mobile (because they want it)
5. The future of customer insights sans lies
* Agenda may vary spontaneously

5. What’s Wrong With
Our Physician
Centricity?

6. Why is Rx Industry Kinda
Bad at Customer Centricity?

7. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints

8. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle

9. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough

10. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing

11. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing
• Lack certainty on impact of customer

12. Why is Rx Industry Kinda
Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing
• Lack certainty on impact of customer
Yes & No

13. Discipline of Market Leaders
• Operational Excellence (cost)
• Product Leadership (product/talent)
• Customer Intimacy (solution)

14. Discipline of Market Leaders
• Operational Excellence (cost)
• Product Leadership (product/talent)
• Customer Intimacy (solution)

15. But, We...
• Have great sales leaders
• Groom top reps
• Arm them with CRM/SFA
• Give them loads of research
• Augment them with scientific
liaisons and medical affairs
• Update selling messages

16. In the Field
When Starting with
New Physician, We... {•
• Speak with others who
know physician
Check previous call notes
• Introduce self; ask what
they expect of sales
representative
• Provide resources,
products... and offer
additional value

17. (And Yet)
It’s still about our brand as hero.

18. (And Yet)
It’s still about our brand as hero.

19. 3 Ways to Screw Up
Signal-to-Noise Ratio Quickly

20. 3 Ways to Screw Up
Signal-to-Noise Ratio Quickly
• Disparage them:
“all they care about is money”

21. 3 Ways to Screw Up
Signal-to-Noise Ratio Quickly
• Disparage them:
“all they care about is money”
• Stop peeling onion:
“their ‘primal need’ is better dosing”

22. 3 Ways to Screw Up
Signal-to-Noise Ratio Quickly
• Disparage them:
“all they care about is money”
• Stop peeling onion:
“their ‘primal need’ is better dosing”
• Trust advice from paid docs:
“80% said we’re the gold standard”

23. A Lot’s Changed

24. A Lot’s Changed
100
81%
80 72%
64%
60
50% 51%
41%
40
29%
20
0
2001 2003 2005 2007 2009 2010 2011
Percentage of Physicians Owning Mobile Devices1,2

25. Relentless Pursuit for
Customer Insights
From Yesterday to The
Day After Tomorrow

26. So Let’s
Understand Them
• First Generation:
Deciles
• Second Generation:
Behavioral Segmentation
• Third Generation:
Attitudinal Segmentation
• Fourth Generation:
Predictive Modeling

27. So Let’s
Understand Them
• First Generation:
Deciles
• Second Generation:
Behavioral Segmentation
• Third Generation:
Attitudinal Segmentation
• Fourth Generation:
Predictive Modeling

28. Predictive Modeling Tools
• 1-to-1, triads, focus groups
• Doc-Patient Dialogue monitoring (VOX)
• Linguistic analysis (Verilogue)
• Online-monitoring (Commonhealth)
• Influence Mapping (Qforma)
• Ethnographic research
• Advanced typing tools

29. When All Else Fails, Ask

30. When All Else Fails, Ask

31. When All Else Fails, Ask

32. Guerrilla Research

33. Guerrilla Research

34. Hang Out With Them

35. What’s Your
Favorite Channel?

36. Get to Know Their
Favorite Channel
Consistency of Sources across Devices Is Important to Physicians
Devices/channels through which ePharma Physicians want to access pharma product information:
52% of ePharma Physicians say it is
important to have access to the same
source of info for pharma products
across all of their devices
Source: ePharma Physician® v11.0 (2011)

37. Get Mobile
(Or Get Blackberried)

38. Get Mobile
(Or Get Blackberried)
Speak Apple or Speak Greek

39. Beyond Rep
569
600
Average Number of Interactions per Year
Mobile technology has
500
demonstrated increased
400 reach and uptake in
physician usage and
300 personalized the nature
163 of communications
200
48
100
0
Sales Force Online Mobile
(1) PERQ Medical/Surgical Non-Journal Media 2009.
(2) N Eng J Med, A National Survey of Physician-Industry Relationships 2007.

40. Source: MobiHealthNews

41. What Are They Doing?
Multi-Function Use of Mobile Devices Accelerating in 2011
Functions used for professional purposes on smartphone or PDA:
50% of physicians
who own or use a
smartphone prefer to
use apps instead of
browsing mobile
websites on their
smartphone
Among those who own or use a smartphone
Source: Taking the Pulse® v11.0

42. No, Professionally...
Advanced Use of Mobile Devices Still Relatively Limited
Activities conducted on a smartphone or PDA for professional purposes:
66% of physicians who own or use
a smartphone agree that
smartphones/PDAs help improve
efficiency during the workday
Among those who own or use a smartphone
Source: Taking the Pulse® v11.0

43. If You Build It,
Will They Come?
Distributed Access Shows Promise
Sources interested in using to access online promotional programs from pharma:
Among those who use or are interested in accessing online promotional programs from pharma
Source: ePharma Physician® v11.0 (2011)

44. What Do They
Want From Us?
Interest in Mobile-Based Promotional Programs Significant
Use or interest in conducting online promotional programs on a smartphone or tablet (e.g. iPad):
12% of ePharma Physicians using
online promotional programs have
done so in transit
87% of ePharma Physicians
using online promotional
programs have done so from
their office
Among those who already use or are interested in using any type of online promotional program
Source: ePharma Physician® v11.0 (2011)

45. Docs & Mobile
Reference
Market share of top 3 apps
90000
(similar to Google,
80000
70000
Yahoo, MSN race)
Epocrates
60000
Medscape
Skyscape
50000
40000
Number of Daily
Application Users 30000
20000
Medscape 37,154
Skyscape 7,431 10000
0
Daily Multiple times per Weekly Less often
week
Kantar Media Non-Journal Media - Digital, June
2011; Daily use includes multiple uses per day Source: Epocrates
Copyright © 2011 Epocrates, Inc. All Rights Reserved.
To learn more about Epocrates, please visit us at www.epocrates.com

46. Rep + Mobile
1. Adult Learning 101: Can amplify
selling messages (retention)
2. Use Functionality: Best brands are
providing engagement with content
3. Personalization based on vocalized
objections or competitor preference
4. Education (voice of consumer/patient)
5. “Doc, when last we met...” (CRM)

47. 7 Components
of HCP Mobile Plan
1. Create Mobile-Ready Content
2. Run Paid Search on Mobile
3. Partner with leading providers
(ePocrates, Medscape, Physicians Interactive)
4. Mobile Ad Network if targeted
5. Integrate with other marketing (CRM)
6. Drive Mobile via Reps & Non-personal
7. App if Appropriate

48. The Wild Future of
Doc Insight

49. Facial Recognition
Hassan Ugail of Bradford University worked with colleagues
at Aberystwyth University and the U.K. Border Agency to
develop a camera that picks up on changes in blood flow and
expression in a subject’s face when lying.

50. Meet Amy G. Dala
Out with executive functioning... in with the
Amygdala. Determine underlying neurological
basis of emotion & advertising effectiveness.
electroencephalography (EEG)
measures of brain waves, galvanic skin
response, heart rates, facial response, pupil
dilation and new brain imaging techniques such
as functional magnetic resonance imaging or fMRI

51. User Experience Lab

52. User Experience Lab

53. Neuromarketing
Nielsen: Neuromarketing includes the direct use of brain imaging,
scanning, or other brain activity measurement technology to
measure a subject’s subconscious responses to specific stimuli such as
brands, products, packaging, advertising, in-store marketing, and
other marketing elements.

54. Neuromarketing
Nielsen: Neuromarketing includes the direct use of brain imaging,
scanning, or other brain activity measurement technology to
measure a subject’s subconscious responses to specific stimuli such as
brands, products, packaging, advertising, in-store marketing, and
other marketing elements.

55. Agenda (how’d we do)

56. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it

57. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles

58. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest

59. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it

60. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it
5. The future of customer insights sans lies. Ask Amygdala!

61. Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it
5. The future of customer insights sans lies. Ask Amygdala!
Now about that son in the crash....

62. Riddle
• A father and son are in a
car crash, and the father is
fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon
seeing the boy, “I can’t
operate on that boy... he’s
my son.”

63. Riddle
• A father and son are in a
car crash, and the father is
fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon
seeing the boy, “I can’t
operate on that boy... he’s
my son.”

64. Questions?