WHERE DO WE
PHARMA MARKETING IN
2009, What a year !
Big pharma was in the news a lot and all too often the media
was not kind to the drug industry
You think things are going to get
better in 2010?
Some predictions for the drug
Drug companies will sell ever-more-expensive drugs targeted at smaller
groups of people. Health care reform will accelerate this trend.
A new push for government-sponsored comparative trials will slam the
medical device industry and insurers will ask for comparative trials of new
brands against generic medications as standard practice.
In 2010, a major drug company will break up.
In one category there still is the possibility of another blockbuster: blood
thinners, particularly those used to prevent strokes in people with atrial
More people will continue to go online for health information and most drug
company marketing efforts in social media marketing will fail.
HCP’s will rely more on the Internet, and less on drug reps, for medical
The Apple table will be embraced by the healthcare industry as they
integrate the Internet with electronic medical records.
DTC ads, via TV and print, will decline in overall dollars.
And of course health care could
add a lot to the check
The drug industry may have to fork over another $20 billion in healthcare
Add it all up
+ More money for healthcare
+ Drugs coming off patent
+ Patients consumers of
+ Low trust in big pharma
+ Low trust in FDA
+ Increased power of insurers
Pharma needs to change their
business model and the way
they market to consumers and
Everyone is going to have to be
Everything we do is going to have to
measured to ensure it meets specific
brand and business objectives.
A lot of old marketing thinking is
going to go in the trash
Awareness (that does not lead to new
Reach & Frequency
Big spends on TV spots
Full page print ads
Feel good print ads
Social media (if it can’t be measured as
it relates to objectives)
One message for all segments
Because a key element is missing to
make it effective with consumers
Starting with consumers
More patients are going online for health information.
Most important aspect of online health information?
Even Boomers are changing
Of the almost 78 million baby
boomers born between 1946 and
1964 in the U.S., more than 40
million are female, making up a
little more than half of the boomer
The top concerns of all baby
boomers are their health and
healthcare. Women are astute
consumers of healthcare -- they are
often responsible for making
healthcare product purchases for
themselves as well as their families.
*Engage Boomers, Robin Raff, November 2009
So where’s the leadership ?
There’s a gap between what senior healthcare executives say
about the importance of patient experience and what they’re
actually doing to improve it. What’s getting in the way? An
absence of leadership and a lack of understanding about what,
exactly, all this patient experience stuff is about.
By GIenna Shaw Patient Experience Survey
But regardless of what the FDA says
social media, alone, is not the answer
Conclusions: Recent growth of social media is not uniformly distributed across age groups; therefore,
health communication programs utilizing social media must first consider the age of the targeted
population to help ensure that messages reach the intended audience.
Journal of Internet Medical Research
Social Media Use in the United States: Implications for Health Communication
It’s only part of a well executed
integrated marketing plan
Marketing was organized around the
Take the message to our audience where
they are at the time when the message
can have the greatest impact
Impact patients at each decision
point to overcome objections
And work with HCP’s to deliver
great information via their practice
Help me help
my patients by
So maybe targeting marketing
around our audience could work !
Such as New Patient Marketing
Convert new patients into customers
Raise awareness of product/disease state
Optimize promotional mix to convert
prospects into customers
Customized patient education via HCP
+ Compliance-Adherence marketing
Ensure current customers remain compliant and adherent to
Tie-in HCP CRM to motivate patients
Develop messages as needed to keep patients adherent &
compliant to medications.
Adherence and compliance rates
Drop out rates
With Patient Satisfaction Marketing
Convert customers into brand advocates
Develop relationship with current customers and ask for their
input on marketing.
Offer value exchange in new information on disease state/
medication via thought leaders and clinical trials.
Brand satisfaction rating
Trust of the company/brand with consumers-patients
Each channel optimized for
greatest impact on patients
New Patient X X X Disease
Compliance X X X
Patient X X X
By separating marketing into different channels with different objectives and measurement
marketing can better be optimized for each channel.
But remember to integrate brand
objectives with patient needs
This is often the hardest aspect of marketing to empowered consumers and patients.
Go too heavy on brand objectives and you might lose consumers; too heavy on
patient needs and wants and you’ll wind up with a reduced ROI
HCP marketing is also changing
Many physicians see
detailers only with scheduled
Pharma’s ROI in its sales
force has plummeted*.
For every 100 reps who visit a
37 place their products in the office’s
and only 20 speak to a physician in
*The New York-based consulting group TNS
HCP’s are embracing social media
Rise Of Physician-only Social Networking. There are a number of sites such as Sermo, Ozmosis and SocialMD
that offer physicians the chance to connect with others in their profession for knowledge sharing, networking
Increasing Utility Of Pharma Customer Service Portals. Most large Pharma brands have their own specific
physician customer service portals (Merck Services, Pfizer Pro, and Novo Medlink) where docs can do
everything from downloading samples or patient education information to conducting live video
conferencing with company representatives.
Medical Journals & Ongoing Education Are Moving Online. Social media is taking a larger role in the
information that physicians consume on an ongoing basis. Some medical journals are moving to an online-
only format, while others offer a more interactive experience for physicians to engage with their content.
Coupled with CME courses and other educational content, this area is growing rapidly as an easy and
convenient way for physicians to continue learning and stay up to date on new developments and trends in
Widgets, Apps and Cool Tools Are In Demand. As more physicians continue to use smart phones and the
iPhone in particular, they are seeking applications to help them to everything from calculations on the fly, to
watching videos of real procedures and surgical techniques. Online video has been popular already, but the
ability to now take these videos and make them portable to go anywhere is unlocking their potential to a
wider range of Physicians.
Blogging Physicians Humanizing The Industry. There are an emerging group of top physician blogs such as
KevinMD which are offering the physician’s perspective on issues related to healthcare, but generally in a tone
and language that is more approachable by non-medical people. As a result, they are unlocking some of the
mystery behind medical decisions and helping to humanize the industry … a powerful social force.
How Doctors are using Social Media, Rohit Bhargava, Ogilvy Worldwide
They are inundated with too much
So help them help their patients and
enhance their practice
Integrate DTC marketing materials with HCP and patient needs
Any by taking the lead you can
enhance your brand + company
Don’t forget that each HCP
segment has different needs
Physicians- Separate marketing messages by
specialty, prescribing patterns and attitudes.
Nurses- Don’t ignore nurses they are becoming
a more important mix in the health care
Pharmacists- Patients who don’t have time to
talk to physicians often talk to pharmacists
and ask questions. They can be a valuable
source of information on your product.
So what’s a marketer to do ?
" Time to rethink
" Transform marketing
" Try new things
" Really understand online
" Let everyone know that
things have changed.
" Bring regulatory and
legal people into the
fold and teach them
why new marketing
(media) is important
Time to change marketing
because hope is not a strategy
HEALTHCARE MARKETING PROFESSIONAL
Results-driven senior marketing executive offering a strong balance between business savvy and creative
capabilities. Proven track record of 17+ years of experience contributing to the advanced performance, growth,
and profitability of leading pharmaceutical and medical device brands. Leverages market intelligence to devise
performance driven marketing strategies that translate consumer attitudes and behaviors into business
opportunities and revenue streams. Conceives, develops, and implements targeted DTC/HCP marketing
campaigns that align business needs and objectives with value-added measured marketing initiatives. Teaches,
builds, and spearheads top-performing teams, providing the guidance and support needed to transform sales
and marketing channels into both tactical and strategic business drivers. Core competencies include:
Pre- & Post-Launch DTC/HCP Strategy Development & Execution New Product Introduction • Marketing
Analytics • Strategic Planning • Market & Trend Analysis • Product & Market Positioning • Message
Development Testing • Market Research • Agency Management • Internet Marketing • Team Leadership