A Digital Marketing Ecosystem for Pharmaceuticals


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

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  • 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/
  • A Digital Marketing Ecosystem for Pharmaceuticals

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