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What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
What does the multi channel enabled pharma company look like
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What does the multi channel enabled pharma company look like

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Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

Published in: Health & Medicine
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  • 1. could<br />What does the multi-channel pharma’ company look like?<br />Paul Dixey<br />Managing Partner<br />BlueLight Partners<br />Disclaimer. Any resemblance to real pharma’ companies, living, merged or sold, is purely coincidental<br />© BlueLight Partners<br />Digipharm London 2009<br />All Trademarks Acknowledged<br />
  • 2.
  • 3.
  • 4. What would these guys ask?<br />What does my product do<br />Who are my customers<br />How do I get to them<br />What do I say to them<br />What do I want them to do<br />How do I know whether this is working<br />Re-do points 1-3<br />Make a profit<br />© BlueLight Partners 2009<br />Digipharm London 2009<br />All Trademarks Acknowledged<br />
  • 5. Then it all changed !<br />
  • 6. IMS Health – Aug 2009Same Goals Different Environment<br />Payors rule<br />Generics relegate primary care products to second line therapy <br />Market forces are restricting market potential<br />The launch window slams shut after six short months<br />
  • 7.
  • 8. Pharma “part of well-organised crime” in US<br />. <br />As many as 84% of Americans blame the pharmaceutical industry for the country’s healthcare woes,<br />Harris Interactive Poll Sept 2009<br />“****** pleads guilty.....record breaking £2.3bn<br />fine for illegally promoting....”<br />
  • 9. The “push” model no longer works<br />
  • 10.
  • 11. Meanwhile............<br />
  • 12.
  • 13.
  • 14.
  • 15. Sept 2009<br />
  • 16. Broadband penetration now at 63% of UK homes<br />“Mobile Internet Use to triple by 2014”<br />“Twitter gets more users than MySpace for the first time”<br />eMarketer estimates that the number of Internet users in the UK reached 36.8 million in 2007, and will pass 38 million in 2008—equivalent to 62.6% of the entire population.<br />How Digital is Shaping the Future of Pharmaceutical Marketing <br />Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more. <br />
  • 17. Copyright© 2009 • Manhattan Research, LLC <br />
  • 18. 4 “P”s now 4 “C”s<br />Community<br />Co-Creation<br />Customisation<br />Conversation<br />The 80 Minute MBA- Richard Reeves John Knel<br />
  • 19. New Media, Mad Men and Madness<br />Niall Harbison<br />Institute of Practitioners in Advertising<br />http://herd.typepad.com/herd_the_hidden_truth_abo/2009/09/the-big-picture-of-social-stuff.html<br />
  • 20. So how has pharma responded?<br />
  • 21.
  • 22. FDA Cracks Down On Pharma Search Ads<br />
  • 23.
  • 24.
  • 25. Does your pharmaceutical company permit social media monitoring?<br />Len Starnes Linked in Poll<br />
  • 26. Possibility thinking<br />Change the way wethink <br /> Engage ourimagination<br /> Design the right questions<br />What “could”<br />How “might”<br />Who “possibly”<br />e.g. How could we possibly communicate with the market in an exciting way?<br /> What could we possibly do to be different and compliant?<br /> What might we possibly do to differentiate ourselves?<br /> Who could possibly help us be different?<br />
  • 27.
  • 28. So how has pharma responded?<br />
  • 29.
  • 30. Coverage Map<br />GPs<br />Sales Force<br />E-Detailing<br />Journal Advertising<br />Online Advertising<br />Mailings<br />Meetings<br />Webcasts<br />Publications – offline<br />Publications –online<br />P.R. <br />High Value n=5000<br />Med Value n=6000<br />Low Value n=9000<br />Non Targets n=20000<br />“No See” n=10000<br />“See” n=10000<br />Targets n=20000<br />© BlueLight Partners<br />Digipharm London 2009<br />
  • 31. 5 key areas<br />
  • 32.
  • 33.
  • 34.
  • 35. Mckinsey<br />
  • 36.
  • 37. Digipharm London 2009<br />
  • 38.
  • 39. Co-ordination by Multi-Channel Directors<br />Launch +1 <br />Launch > 2<br />Pre-launch<br />Handover<br />Handover<br />Who are all our possible customers,<br />What influence might they have on our business<br />Where are they<br />How can we possibly reach them<br />How could we possibly build a relationship with them<br />What do they value<br />What is the optimum mix of channels to reach them, <br />What possible resources could we deploy, <br />How could we possibly measure how effective we are<br />How would we change our channel mix<br />© BlueLight Partners 2009<br />All trademarks acknowledged<br />
  • 40. The Annual Sales and Marketing Plan<br />
  • 41.
  • 42. Thank You<br />paul@bluelightpartners.com<br />Digipharm London 2009<br />© BlueLight Partners 2009<br />All trademarks acknowledged<br />

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