Physician research & communications

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

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Physician research & communications

  1. 1. UnderstandingPhysicians for Better Communications
  2. 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. 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. 4. Agenda*1. What’s wrong with our physician centricity?2. Relentless pursuit for customer insights3. 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. 5. What’s Wrong With Our Physician Centricity?
  6. 6. Why is Rx Industry KindaBad at Customer Centricity?
  7. 7. Why is Rx Industry KindaBad at Customer Centricity?• Regulatory constraints
  8. 8. Why is Rx Industry KindaBad at Customer Centricity?• Regulatory constraints• Slow lifecycle
  9. 9. Why is Rx Industry KindaBad at Customer Centricity?• Regulatory constraints• Slow lifecycle• Hasn’t changed fast enough
  10. 10. Why is Rx Industry KindaBad at Customer Centricity?• Regulatory constraints• Slow lifecycle• Hasn’t changed fast enough• Model relies on interruption marketing
  11. 11. Why is Rx Industry KindaBad at Customer Centricity?• Regulatory constraints• Slow lifecycle• Hasn’t changed fast enough• Model relies on interruption marketing• Lack certainty on impact of customer
  12. 12. Why is Rx Industry KindaBad 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. 13. Discipline of Market Leaders• Operational Excellence (cost)• Product Leadership (product/talent)• Customer Intimacy (solution)
  14. 14. Discipline of Market Leaders• Operational Excellence (cost)• Product Leadership (product/talent)• Customer Intimacy (solution)
  15. 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. 16. In the FieldWhen Starting withNew 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. 17. (And Yet)It’s still about our brand as hero.
  18. 18. (And Yet)It’s still about our brand as hero.
  19. 19. 3 Ways to Screw UpSignal-to-Noise Ratio Quickly
  20. 20. 3 Ways to Screw UpSignal-to-Noise Ratio Quickly• Disparage them: “all they care about is money”
  21. 21. 3 Ways to Screw UpSignal-to-Noise Ratio Quickly• Disparage them: “all they care about is money”• Stop peeling onion: “their ‘primal need’ is better dosing”
  22. 22. 3 Ways to Screw UpSignal-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. 23. A Lot’s Changed
  24. 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. 25. Relentless Pursuit for Customer Insights From Yesterday to The Day After Tomorrow
  26. 26. So Let’s Understand Them• First Generation: Deciles• Second Generation: Behavioral Segmentation• Third Generation: Attitudinal Segmentation• Fourth Generation: Predictive Modeling
  27. 27. So Let’s Understand Them• First Generation: Deciles• Second Generation: Behavioral Segmentation• Third Generation: Attitudinal Segmentation• Fourth Generation: Predictive Modeling
  28. 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. 29. When All Else Fails, Ask
  30. 30. When All Else Fails, Ask
  31. 31. When All Else Fails, Ask
  32. 32. Guerrilla Research
  33. 33. Guerrilla Research
  34. 34. Hang Out With Them
  35. 35. What’s YourFavorite Channel?
  36. 36. Get to Know Their Favorite ChannelConsistency of Sources across Devices Is Important to PhysiciansDevices/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. 37. Get Mobile(Or Get Blackberried)
  38. 38. Get Mobile(Or Get Blackberried) Speak Apple or Speak Greek
  39. 39. Beyond Rep 569 600Average 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. 40. Source: MobiHealthNews
  41. 41. What Are They Doing?Multi-Function Use of Mobile Devices Accelerating in 2011Functions 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 smartphoneAmong those who own or use a smartphoneSource: Taking the Pulse® v11.0
  42. 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. 43. If You Build It, Will They Come?Distributed Access Shows PromiseSources 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. 44. What Do They Want From Us?Interest in Mobile-Based Promotional Programs SignificantUse 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. 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 DailyApplication Users 30000 20000Medscape 37,154Skyscape 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. 46. Rep + Mobile1. Adult Learning 101: Can amplify selling messages (retention)2. Use Functionality: Best brands are providing engagement with content3. Personalization based on vocalized objections or competitor preference4. Education (voice of consumer/patient)5. “Doc, when last we met...” (CRM)
  47. 47. 7 Components of HCP Mobile Plan1. Create Mobile-Ready Content2. Run Paid Search on Mobile3. Partner with leading providers (ePocrates, Medscape, Physicians Interactive)4. Mobile Ad Network if targeted5. Integrate with other marketing (CRM)6. Drive Mobile via Reps & Non-personal7. App if Appropriate
  48. 48. The Wild Future of Doc Insight
  49. 49. Facial RecognitionHassan Ugail of Bradford University worked with colleaguesat Aberystwyth University and the U.K. Border Agency todevelop a camera that picks up on changes in blood flow andexpression in a subject’s face when lying.
  50. 50. Meet Amy G. DalaOut with executive functioning... in with theAmygdala. Determine underlying neurologicalbasis of emotion & advertising effectiveness.electroencephalography (EEG)measures of brain waves, galvanic skinresponse, heart rates, facial response, pupildilation and new brain imaging techniques suchas functional magnetic resonance imaging or fMRI
  51. 51. User Experience Lab
  52. 52. User Experience Lab
  53. 53. NeuromarketingNielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology tomeasure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and other marketing elements.
  54. 54. NeuromarketingNielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology tomeasure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and other marketing elements.
  55. 55. Agenda (how’d we do)
  56. 56. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it
  57. 57. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
  58. 58. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it2. Relentless pursuit for customer insights. Novel ways to go beyond deciles3. 10 ways to know HCPs (some r cheap). New, newer & newest
  59. 59. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it2. Relentless pursuit for customer insights. Novel ways to go beyond deciles3. 10 ways to know HCPs (some r cheap). New, newer & newest4. Going mobile (because they want it). It’s another channel & they dig it
  60. 60. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it2. Relentless pursuit for customer insights. Novel ways to go beyond deciles3. 10 ways to know HCPs (some r cheap). New, newer & newest4. Going mobile (because they want it). It’s another channel & they dig it5. The future of customer insights sans lies. Ask Amygdala!
  61. 61. Agenda (how’d we do)1. What’s wrong with our physician centricity? How we can fix it2. Relentless pursuit for customer insights. Novel ways to go beyond deciles3. 10 ways to know HCPs (some r cheap). New, newer & newest4. Going mobile (because they want it). It’s another channel & they dig it5. The future of customer insights sans lies. Ask Amygdala! Now about that son in the crash....
  62. 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. 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. 64. Questions?

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