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Pharma eMarketing Strategies report 2011 12 (sample) Pharma eMarketing Strategies report 2011 12 (sample) Document Transcript

  • Pharma eMarketingStrategies Report 2011-12An analysis of the mobile and digital landscape to improveyour marketing mix: boosting brand awareness and sales
  • Pharma eMarketingstrategies report 2011-12Author Disclaimer The information and opinions in this report wereMarie Gethins prepared by eyeforpharma (FC Business Intelligence) and its partners. FC Business Intelligence has no obligation to tell you when opinions or information in this report change. eyeforpharma makes every effort to use reliable, comprehensive information,Piers French, Business Research Manager but we make no representation that it is accurate or complete. In no event shall eyeforpharma (FCClare Jackson, Editor Business Intelligence) and its partners be liable for any damages, losses, expenses, loss of data, loss of opportunity or profit caused by the use of the material or contents of this report. No part of this document may be distributed, resold, copied, or adapted without eyeforpharma’s prior written permission. © FC Business Intelligence Ltd ® 2011 2
  • WelcomePharma eMarketing Strategies ReportWelcome Thank you for interest in this eyeforpharma eMarketing Strategies Report 2011-12. I hope you find it as useful as your peers who have reviewed this document. This report is only the beginning of our discussions on eMarketing strategy; despite being comprehensive, there is much more business intelligence I can provide. Please get in touch about how I can help support you more to meet your goals: ■■ Research on a topic that’s important to your objectives; ■■ Bullet summary of the report; ■■ Slide share presentation / podcast / webinar; ■■ Teleconference with the research team; or even ■■ The opportunity to be included within my future work. Let me know what more we can do. I look forward to speaking to you soon. Piers French Business Research Manager E: pfrench@fcbusinessintelligence.com Your Thoughts Please click here if you have any thoughts you would like to share with eyeforpharma on this report. 3
  • About eyeforpharmaPharma eMarketing Strategies ReportAbout eyeforpharma eyeforpharma helps pharma companies adopt business models that place patients’ needs for affordable and accessible healthcare at the centre. As an ‘eye’ for, and on, the industry, eyeforpharma exists: ■■ to help pharmaceutical companies stay clearly focused on the core reasons they exist, ■■ to give them the strategic tools they need to be successful in truly servingpatients with ingenuity and real value, and ■■ to continue to innovate to meet changing healthcare realities. eyeforpharma has organised conferences and offered strategic advice for the pharma industry since 2002. From that date, our business has had 30% growth, year-on-year. Our mission continues to be the advancement of communication and information exchange within the dynamic and ever-changing healthcare industry. 4
  • Industry reviewPharma eMarketing Strategies ReportIndustry review “This eyeforpharma report has come at an important time for those considering the ROI of marketing strategies. I would recommend it to anyone wanting to choose the right mix of traditional and digital marketing initiatives.” Jean-François Suelves, International Project Manager at Roche Digital Agency “For anyone trying to better understand the importance of eMarketing, this report is a valuable read, capturing thought and case studies from many of the industry’s true digital experts. I found the report comprehensive and balanced compared to most articles that come across as overly editorial.” Ben Lei Associate Director eMarketing at Genentech “eMarketing provides a wealth of opportunities for the pharmaceutical industry to connect in a more cost effective and meaningful way with our customers and consumers. It is no longer a matter of ‘if’ the industry will become involved on-line it is a matter of ‘when’. There are challenges posed, both legally and regulatory. However through working as cross functional teams, with a clear eMarketing strategy, solutions can be found. The eMarketing for pharma report provides an excellent overview for anyone interested in eMarketing. It has a plethora of examples outlining the opportunities for digital technology and the healthcare industry. I thoroughly enjoyed reading this report and found it insightful and thought provoking.” Danielle Tenconi, Little Apple Marketing Marketing Consultant specialising in developing Global, Regional and Local digital strategies for OTC brands. 9 years of marketing experience working at Merck Consumer Healthcare, Unilever and Masterfoods. Current projects are focused on Latin America and the USA. 5
  • AcknowledgementsPharma eMarketing Strategies ReportAcknowledgements Thank you to all of the interviewees, peer reviewers and companies that contributed to the creation of this report. Without their support, this report could not have been made. Over 20 in-depth interviews were held with companies that include MSD, Roche and Philips. Additionally, a special thank-you must be reserved for the following individuals who contributed quotations directly: ■■ Dr. Frank Antwerpes, CEO of DocCheck. ■■ Paul Berney, Chief Marketing Officer of the Mobile Marketing Association. ■■ Simon Björklund, Nordic Business Development Manager at Bioglan. ■■ Fabrizio Caranci, Multichannel Manager at MSD. ■■ Damon Caiazza, VP Digital Strategist at GSW Worldwide. ■■ David Doherty, Director at 3G Doctor. ■■ Daniel Ghinn, Director of Digital Engagement at Creation Healthcare. ■■ Petteri Järkkä, eBusiness Manager Nordic Area at Janssen-Cilag. ■■ Dr. Matthew Jameson Evans, Chairman of HealthUnlocked. ■■ Christine Jordens, Digital Marketing Manager EMEA at Janssen-Cilag. ■■ Kai Gait, Global Digital Marketing Lead at Roche. ■■ Justin Jones, Director Digital Strategy at Afexa Life Sciences. ■■ Zdravko Mauko, CEO of Farmavita. ■■ Dr. Mathena Pavan, physician at Imperial College. ■■ Dr. Kay Rispeter, Multichannel Marketing Leader at MSD Germany. ■■ Lawrence Sherman, Senior Vice President, Educational Strategy of Prova Education. ■■ Dr. Kors van Wyngaarden, Director Online Marketing at Philips. ■■ Mert Yentur, CEO of Vayen Solutions. ■■ Olivier Zitoun, CEO of Eveo. ■■ Jean-François Suelves, International Project Manager at Roche Digital Agency ■■ Ben Lei Associate Director eMarketing at Genentech 6
  • ContentsPharma eMarketing Strategies ReportContents Welcome............................................................................................................. 3 About eyeforpharma........................................................................................ 4 Industry Review.................................................................................................5 Acknowledgements. ........................................................................................ 6 List of figures. ................................................................................................... 9 Introduction .....................................................................................................10 Methodology..................................................................................................... 13 Executive summary. .......................................................................................14 1. eMarketing explained................................................................................ 17 . 1.1. Defining.eMarketing.for.pharma. ............................................................... 17 . . 1.2. eMarketing.evolution................................................................................18 . 1.3. eMarketing.drivers....................................................................................19 2. The new face of pharma customers....................................................... 22 . 2.1. Doctors’.digital.footprint.......................................................................... 22 . . 2.1.1. Internet.searches........................................................................... 22. . 2.1.2. Physician.networks.........................................................................24 . 2.2. Patients’.pathway. ....................................................................................27 . . . 2.2.1. Patient.networks.and.forums...........................................................27 3. Digital strategies....................................................................................... 30 . 3.1. Mobile...................................................................................................... 31 . . 3.1.1. Mobile.phones/smartphones..........................................................32 . . 3.1.2. iPad................................................................................................33 . . 3.1.3. Mobile-optimisation.for.websites. .................................................. 36 . . . 3.1.4. Quick.Response.and.SMS.codes......................................................37 . 3.2. Web......................................................................................................... 39 . . 3.2.1. Websites........................................................................................ 39 . . 3.2.2. Physician.portals. ........................................................................... 41 . . . 3.2.3. Web.conferences.and.Live.Chat. ..................................................... 42 . . 3.3. Social.media.............................................................................................43 . . 3.3.1. Physician.and.patient.networks.......................................................43 . . 3.3.2. Data.mining................................................................................... 46 . . 3.3.3. Facebook........................................................................................47 . . 3.3.4. Twitter. . .........................................................................................50 . . 3.3.5. Linkedin. ........................................................................................ 51 . . . 3.3.6. Comparisons.of.Facebook,.Twitter.and.Linkedin............................... 51 . . 3.3.7. YouTube..........................................................................................52 . . 3.3.8. Multi-channel.campaign.Case.Studies. ............................................52 . 7
  • ContentsPharma eMarketing Strategies Report . 3.4. eDetailing.and.email.support.....................................................................53 . 3.5. Electronic.Continuing.Medical.Education.(eCME)........................................54 . 3.6. Clinical.trial.recruitment.development. ......................................................55 . 4. Metrics/Measurement of eMarketing effectiveness. ......................... 58 5. Traditional and eMarketing integration.................................................61 . 5.1. Successful.Case.Studies............................................................................63 . 5.2. Lessons.learnt. ........................................................................................ 64 . 6. Future of the marketing mix. .................................................................. 69 . 6.1. Regulatory.–.expert.opinion...................................................................... 69 . 6.2. Regulatory.–.landscape.............................................................................70 . 6.3. Clinical.trial.recruitment............................................................................75 . 6.4. Sales.force................................................................................................75 . 6.5. Google+....................................................................................................77 . 6.6. Future.outlook.. .........................................................................................78 Industry learnings ......................................................................................... 80 References....................................................................................................... 84 List of Abbreviations...................................................................................... 90 Key Terms........................................................................................................ 92 Persons quoted............................................................................................... 93 Companies discussed.................................................................................... 94 Case Studies.....................................................................................................95 8
  • List of figuresPharma eMarketing Strategies ReportList of figures Figure 1: Pharma executives’ need for information on the digital habits of patients Figure 2: Pharma executives’ need for information on the digital habits of physicians Figure 3: Global internet penetration, 2011 Figure 4: Breakdown of European smartphone subscription Figure 5: Breakdown of interviewees for the eyeforpharma eMarketing Strategies 2012 report Figure 6: Pharma/medical devices executives expected change to their digital resources in 2012 Figure 7: Breakdown of Health Care Professionals’ internet use: Who, how often and where Figure 8: Reasons for Health Care Professionals’ internet search Figure 9: Actions taken by Health Care Professionals after an internet search Figure 10: Physician members of HCP networks in Europe Figure 11: DocCheck’s user age profile Figure 12: Medigate home page Figure 13: The strategic interest of pharma/medical devices executives in patient portals Figure 14: HealthUnlocked home page Figure 15: Pharma/medical device executives’ expected change in digital marketing resources expectations 2012-16 Figure 16: Estimated U.S. physician smartphone and iPad adoption 2010; 2011 Figure 17: Pitcher software for iPad Figure 18: Top 15 Pharma brand websites: level of mobile optimisation and percentage of internet searches conducted by mobile Figure 19: PharmaSecure SMS product authenticity code Figure 20: Pharma’s usage of corporate, brand, or disease category websites Figure 21: Pfizer ManMOT “Don’t Be A Wilbert” video Figure 22: Pharma’s /medical devices’ executives level of prioritisation on utilising physician portals Figure 23: Pharma’s/medical devices’ executives level of prioritisation on utilising patient portals Figure 24: Pharma company use of eReps; eMSLs Figure 25: Three models for industry utilisation of physician networks Figure 26: PfizerPro home page Figure 27: Pharma/medical device experts’ use of active listening Figure 28: Pharma/medical device experts’ views on Facebook’s usefulness Figure 29: Patient anti-KV Pharmaceutical Facebook campaign Figure 30: Boehringer Ingelheim Twitter activity Figure 31: Afexa Life Sciences COLD-FX Athlete of the Year Figure 32: DEFEND digital trial recruitment Figure 33: Pharma/medical executives’ perceived best ROI for digital channels Figure 34: Symbicort Silhouette campaign Figure 35: Michele Bachmann; Rick Perry Gardnasil debate Figure 36: Pfizer Chantix tortoise and hare campaign Figure 37: Source of pharma ‘Bad Ad’ complaints Figure 38: Source of ‘Bad Ad’ complaints that received comprehensive review Figure 39: Current digital channel guidance, September 2011 Figure 40: Google+ home page 9