The Pharma Marketer: Will there be an (r)evolution?

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Presentation delivered on Sep 26, 2012 in the Pharma Marketing Show Europe 2012 event.

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The Pharma Marketer: Will there be an (r)evolution?

  1. 1. The Pharma Marketer: Will there be an (r)evolution? Murat Tanoren Marketing Manager, Boehringer Ingelheim Turkey Sep 27th, 2012 - London @bencewom http://goo.gl/y5BimSource: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)
  2. 2. The statements or opinions expressed in thispresentation are my own and do not necessarily represent those of my employer.
  3. 3. Q: Will there be an evolution of“the pharma marketer”? NO YES It depends...
  4. 4. http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
  5. 5. Shttp://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
  6. 6. Source: Progressions 2012, The third place: health care everywhere, Ernst & Young
  7. 7. ACCESSIBLE HCP’S HCP’S NOT INTERESTED IN PROMOTION 20% 50%Source: AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
  8. 8. Window of opportunity is narrow Only 7% of standard calls last longer than 2 minutesSource: Based on Canadian Study, Arcus/B.C. Medical Association, 2011
  9. 9. In Turkey: 20 Calls/Physician in One Day! 13 Calls/Rep in One Day!Page  10 Duration of 1 Call: ~ 2 min
  10. 10. The end of detailing? Official Gazette REGULATION ON PROMOTIONAL ACTIVITIES OF HUMAN MEDICINAL PRODUCTS By the Ministry of Health rising availability increasingly time-strapped growing regulations of alternative data physiciansSource: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  11. 11. There is no longer any measurable relationship between launch success and either the delivery of medical product samples (a strong proxy for detailing volumes) or share of voice in the market. Only 27% of medical doctors consider leading pharmaceutical companies to be a reliable source of information. IMS Launch Excellence III study in the UKSource: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  12. 12. Ab actu ad posse valet illatioFrom the past one can inferthe future
  13. 13. Future possibilities in pharmaceutical promotion• Continued, but selective, growth in promotion of Rx drugs directly to consumers• Expansion of interest in new targets for promotion such as hospital and HMO CEOs• Continued growth in use of “rational” appeals such as economics and QoL improvement• Expansion of the use of electronic media to incorporate tailor-made or on- request drug information in the prescriber’s office or at other drug use sites• Greater attention to promoting corporate image in conjunction with individual product promotion 1991) Pharmaceutical Marketing: Strategy and Cases, Pharmaceutical Products Press, Binghamton, NY.Source: Smith, M. C. (
  14. 14. Divide et imperaDivide and conquer
  15. 15. 123 Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  16. 16. 1 Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  17. 17. Level of Social Media Activity Depends on Condition Rank Condition Health 2.0* Rank Condition Health 2.0* 1 ADD/ADHD 59% 21 Acid Reflux 37% 2 Acne 53% 22 Chronic Pain 36% 3 Influenza/Flu 50% 23 Restless Leg Syndrome 35% 4 Eye Infections 46% 24 Arrhythmia 33% 5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33% 6 Psoriasis 46% 26 High Triglycerides 32% 7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31% 8 Fibromyalgia 45% 28 Cancer 30% 9 Eczema 45% 29 Enlarged Prostate 29% 10 Migraine 44% 30 Osteoporosis 29% 11 Generalized Anxiety 44% 31 High Cholesterol 26% 12 Ear infections 43% 32 Any Arthritis 26% 13 Anxiety/Social Phobia 43% 33 Hypertension 25% 14 Chronic Bronchitis 42% 34 Diabetes 25% 15 Acute Pain 41% 35 Heart Disease 18% 16 Allergies 40% 17 Asthma 39% 18 Depression 39% 19 Gout 37% 20 Shingles 37%*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chatrooms, health social networks and health communities, patient testimonials; Only for conditions where n>60Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
  18. 18. All Age Groups Are Using Social Media  Participation has grown across all age segments  18-24 segment is leading in participation – ~90% participate in some way – ~75% join social networks  55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)  Marketing to 45+ now viable through social media due to their increasing participation  Only 28% of online adults 45-54 say they don’t use social media  Only 38% of online adults 55+ say they don’t use social mediaSource: IMC2 Adaptation of 2008 Forrester Research
  19. 19. Of Those Online,Caregivers Tend To Be More Active in Social MediaSource: Manhattan Research, Cybercitizen Health® v2.0-9.0
  20. 20. 2 Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  21. 21. &• Pilot study a lifestyle behavior modification program to improve the health status of people with diabetes Type 2• Digital coaching and a wireless glucose meter• 1st phase 200 adults in the U.S. diagnosed with Type 2 diabetes for at least six months will have access to Healthrageous’ digital diabetes self- management program• Program includes  personalized action plan with health behavior improvement goals,  biometric feedback to demonstrate goal achievement and milestones,  digital coach interaction,  recognition and incentives for progress,  supply and strip refill ordering,  medication reminders,  social networking support
  22. 22. Local initiatives are also possible 15 Family Physicians x 50 patients x BP monitors
  23. 23. 3 Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities
  24. 24. Are we really closing the loop?Source: Information versus insight: Are you really closing the loop?, Capgemini Consulting
  25. 25. M-health is here 64% own/use a smartphone for prof. purposes 35% own/use a tablet for prof. purposes 60% go online between patient consultations 23% participate in pharma online programmes 59% would be interested in doing so Source: http://www.pmlive.com/digital_intelligence_blog/archive/2012/aug_2012/turkish_doctors_smartph ones_ipad_iphone?utm_source=PMLiVE+Week-in-Review&utm_campaign=a7fbc1fc45- PMLiVE_Week_in_Review_03_08_2012&utm_medium=email
  26. 26. E-cardiology is the 1st virtual congress of Turkish Society of Cardiology – Supported by BI – Scientifically equipped by Turkish Society of Cardiology
  27. 27. E-cardiology utilized different interactive modules– 16 symposia– 6 live operations– 5 live debates– 2 live conferences– 4 product booths– 3 satellite symposia
  28. 28. BI Booths
  29. 29. Turkish Society of Internal Medicinee-COPD Partnership (Jun-Jul 2012)
  30. 30. LiveConference PresentationCenter OnlineTV
  31. 31. ResultsTotal entry 5,354Total members entry 686Total Spiriva corner entry 2,025Total members Spiriva corner entry 223Total members ans. to surveys 176Online TV membership 201# of COPD slides downloads 166Crossword puzzle 33
  32. 32. BI Turkey is strongly positioned in terms of digital, yet basics are still important Q32. Thinking of these activies please rate Boehringer Ingelheim, xxx, yyy, zzz and aaa on a scale that 1 represents ‘lowest’ and 10 represents ‘highest’. 9 8,44 7,85 8 7 5,91 6 5,71 5,65 5,22 5 4,77 4 3 2 E-detailing with I-PAD E-detailing with E- Virtual congresses Reps Virtual TV Web sites Congresses mail xxx yyy zzz aaaSource: Brand Awareness, Jun-Jul 2012 41
  33. 33. Fortes fortuna adiuvatFortune favours the bold
  34. 34. Thank you for your attention Murat Tanoren Marketing Manager, Boehringer Ingelheim Turkey Sep 27th, 2012 - London @bencewom http://goo.gl/y5BimSource: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)

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