Your SlideShare is downloading. ×
A Digital Marketing Ecosystem for Pharmaceuticals
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

A Digital Marketing Ecosystem for Pharmaceuticals

2,256
views

Published on

Presented at Pharmaforce 2010 (Princeton, NJ 14th October)

Presented at Pharmaforce 2010 (Princeton, NJ 14th October)


0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,256
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
88
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • From a technology perspective, a comprehensive Digital Marketing Platform or a framework need to exist as a shared service
  • DM ecosystem is fairly complex from People, Process and Technology perspective. On the people side lots of parties involved. Multiple process involved to roll out marketing campaigns, particularly in pharma industry due to regulatory needs. On the technology side, there are lots of tech components that needs to be in place and to work together.
  • Before we move to technology, lets take a look at what we want from Digital Marketing Technology Platform
  • Hope to you give a flavor of complexity
  • Social Media is a key element of Digital Marketing. There are the various ways in which a Pharma company can leverage social media
  • Bigger list @ http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
  • Transcript

    • 1. A Digital Marketing Ecosystem for Pharmaceuticals
      Pharmaforce 2010
      Princeton, NJ USA
    • 2. Digital Marketing
      Digital World around us is rapidly changing:
      The way people seek information is changing
      Emerging Social interactions - interactive, collaborative, social model
      Online channels are expanding – mobile boom!
      Media formats, richness, and interactivity level is rapidly evolving
      Scattered Digital Marketing technology solutions across organization
      Different for each brand / product
      Different for each channel – eMail, Web, Mobile, Social, etc.
      Fragmented Digital Media Assets
      Inconsistency and low reuse
      Change is required to deliver a cohesive Digital Marketing Strategy
      Need for an integrated technology approach
      Engage consumers in a new and interesting ways of conversation with consistency
      2
      In 2010, for the first time, spending on online digital media crossed spending on print media
    • 3. Digital Marketing Platform
      Digital Marketing Platform as a Shared Service
      Common infrastructure across the organization
      Shared resources and technology
      Benefits of a Digital Marketing Platform
      Significant reuse, synergies
      Multi channel & cross channel communication
      Consistency of communication
      Centralized metrics to improve insights, response times, messaging
      Significant cost savings from a shared service
      Enable more Self Service
      Increased ability to scale
      Easier to calculate ROI
      3
      It can be both a Shared Service and a Platform
    • 4. A Digital Marketing Roadmap
      A Sample Roadmap for Maturity – it’s Complex!
    • 5. Digital Marketing Business Requirements
      Digital Marketing strategy mapped to business objective. Media and Channel agnostic strategy
      Reach customers through variety of touch points
      Listen to what they are asking for?
      Engage them by responding with right, interactive, channel appropriate content
      Convert them & build the needed trust
      Retain them by continuous engagement to ultimately build loyalty and advocacy
      Establish and capture success metrics
      Web Channel
      Social Media
      Mobile
      Email
      Understand Customer Digital Connections
      Interactive, Engaging Content
      Address Regulatory issues
      Competitive Analysis
      Business Goals, Traditional Marketing Objectives
    • 6. Digital Marketing Technology Platform
      A Shared Service Framework – Marketing and IT work together
      Social Media
      Mobile
      Web
      Email
      Core Platform
      Web Solution Frameworks
      Digital Media Management
      Analytics & Intelligence
      Web Analytics
      Digital Asset Mgmt
      Web Content Mgmt
      Marketing Portals & Micro sites
      Social Listening Platforms
      Business Intelligence
      SMS / Email Mgmt
      Content Syndication
      Mobile Web Sites & Apps
      Core Processes
      Campaign Execution
      Integration
      Search Engine Optimization
      Development & Testing
      Sustain Model
      Legacy Integration
      Strategy &
      Planning
      Search Engine Marketing
      Hosting Model
      User Experience
      Security Integration
      Track
      Execute & Manage
      Analysis
      Develop
      Extended Platform
      Social Media Marketing
      Marketing System Integration
      Targeting
      Community Solution
      SM Campaign Mgmt
      Metadata Model
      Marketing Resource Management
      Behavior Targeting Platform
      Lead Mgmt
      Interaction Mgmt
      Ad Management
      Search
      Campaign Mgmt
      Add-Ons
      CRM
      MVT
      Online Video Mgmt
    • 7. Digital Asset Management
      Digital Asset management – A Center Piece of the Framework
      Inbound
      Distribution Channels
      Media Acquisition
      Services
      Media Distribution
      Services
      Workflow Services
      Social
      Media
      Social
      Media
      Media Bus
      Digital
      Sources
      Feeds
      Authoring & Editing Services
      Search
      Services
      Content Repository
      Media Repurpose Services
      Portal
      Existing
      CMS
      Mobile
      Devices
      External
      Content
      Sources
      Marketing
      Apps
    • 8. Social Media Presents New Dimensions
      Social Media presents innovative ways of engaging with your brands. It is also a way gather collective intelligence.
    • 9. Social Media in Pharmaceuticals
      9
      Different type of Diseases / Drugs have different social participations and benefit levels – understand yours…
      Challenges
      Objectives
      • Education patients – Generate Awareness
      • 10. Educate doctors, medical professionals
      • 11. Learn how patients cope with diseases
      • 12. Offer Support and supportive environment (community)
      • 13. Increase Sales of products
      • 14. Sales Campaigns
      • 15. Improve public perception
      • 16. Increase Success
      Regulatory Issues
      Fair balance and AE (Adverse Events)
      Fit benefits and fair-balance in 140 words on Twitter!
      Secure Communications
      Patient information remains secure
    • 17. Social Media Examples in Pharmaceuticals
      10
      Despite challenges, many pharmaceutical companies are leveraging social media opportunities
    • 18. Source of Communities
    • 19. Channels of Communities
    • 20. Gain Support
    • 21. Brand Sponsored Community
      14
      Support community for Alli, weight loss product from GSK
    • 22. 15
      Patient Community – Non Brand
    • 23. 16
      Physician Community – Non Brand
    • 24. Integrated Social Media Campaign
      Facebook Page
      Twitter Account
      YouTube
      Web Site
      Events
      Celebrity
      TV
      17
      Don't plan social media in a vacuum - tie it with overall marketing strategy and business objective
    • 25. Digital Marketing Platform - How to go there?
      18
    • 26. A Digital Marketing Ecosystem for Pharmaceuticals – Open Discussion