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Logo client       Are we facinga communication breakdown      in health care?       February 2012
Not really… but is communication efficiently      delivered?Source: dailyvoiceofreason.blogspot.com                       ...
What do doctors want?     •   81%       want       higher-quality reps     •   52%       want       fewer sales reps calli...
What are marketers’ challenges?Source: The House of Marketing’s Health Care Marketing Survey 2011                         ...
What are pharma companies doing?                         Workforce                                      Communication     ...
Sales reps are still leveraged firstSource: The House of Marketing’s Health Care Marketing Survey 2011                    ...
Pharma communication plan is inadequate                                                        Communications Strategy    ...
Pharma BTL communication often lacks impactSource: www.kaneandfinkel.comPresentation1                   8
Although some cases deserve attentionSource: http://www.but.be/work/detail/visions_on_asthma/Presentation1                ...
Pharma companies have to stand out of the crowdSource: http://kelliedandrea.com/blog/2011/10/30/are-your-products-and-serv...
Messages need to be relevant to… doctors                   Content             Timing                             Doctors ...
Relevancy results from knowledge (CRM)Source: blog.be-cause.be Presentation1                 12
Advertising to doctors: rules define most of contentSource: ARRETE ROYAL RELATIF A LINFORMATION ET A LA PUBLICITECONCERNAN...
But advertising content seriously lacks appeal                Source: www. atoute.org        Source: www.practiceofmadness...
Public ads: rules are subjective and very constrainingSource: ARRETE ROYAL RELATIF A LINFORMATION ET A LA PUBLICITECONCERN...
So creative ads just can’t survive       Source: www.topito.com                                Source: www.woweffect.bePre...
So creative ads just can’t survive                                                                               Source: s...
Communication must be fine-tuned           1                                         2                                    ...
Health care deserves better communication                                                   Can you                       ...
For more information, please contact                              Sébastien Piret                      Mobile: +32 (0) 491...
BACK-UPPresentation1      21
But advertising content seriously lacks appealSource: http://www.jrprospal.com/print_xeloda-sa.shtmlPresentation1         ...
But advertising content seriously lacks appealSource: www.kaneandfinkel.com Presentation1                   23
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Pov healthcare communication draft_20111204

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  • Counter-example of relevance/originality/creativity
  • + unoriginal leave-behinds
  • Undigest, patients are always shown (don’t Drs alreadyknow how patients look?)
  • Transcript of "Pov healthcare communication draft_20111204"

    1. 1. Logo client Are we facinga communication breakdown in health care? February 2012
    2. 2. Not really… but is communication efficiently delivered?Source: dailyvoiceofreason.blogspot.com 2
    3. 3. What do doctors want? • 81% want higher-quality reps • 52% want fewer sales reps calling on their practices • 73% want more specialty reps • 58% want more virtual reps • 64% want more use of tablet PCs • 79% want more HCP-specific disease state websites • 73% want more HCP-specific product websites • 82% want more eSampling • 65% want more eMail • 80% want more industry-sponsored peer-to-peerSource: What physicians want! Survey, 2010 Publicis Touchpoint Solutions, Inc 3
    4. 4. What are marketers’ challenges?Source: The House of Marketing’s Health Care Marketing Survey 2011 4
    5. 5. What are pharma companies doing? Workforce Communication + ?Source: PricewaterhouseCoopers, Pharma 2020: Marketing the future 5
    6. 6. Sales reps are still leveraged firstSource: The House of Marketing’s Health Care Marketing Survey 2011 6
    7. 7. Pharma communication plan is inadequate Communications Strategy Overall description of “Communications”, integrated MarCom plans ATL campaigns BTL campaigns • Develop ATL campaigns from initial briefing, first concepts, pre- testing, copy writing, development of • As for ATL campaigns, set-up of materials campaigns from A to Z (TV, radio, press, online, outdoor, …) till post-testing Direct Marketing Sponsoring / Events Corporate Communications • Direct marketing actions such as simple mailings (letter), flyers, to • Sponsoring & event management • Internal communications, crisis more enhanced communication – ranging from small events to communication, external such as catalogs, mailings large scale happenings communications (PR) containing gadgets, sampling, etc. Agency management Branding • How to create brand guidelines from • Day-to-day agency management pitch to actual implementation • Development of pitches, agency • Logo creation (example of briefings, selection, fee negotiations suppliers,…) • RebrandingSource: The House of Marketing 7
    8. 8. Pharma BTL communication often lacks impactSource: www.kaneandfinkel.comPresentation1 8
    9. 9. Although some cases deserve attentionSource: http://www.but.be/work/detail/visions_on_asthma/Presentation1 9
    10. 10. Pharma companies have to stand out of the crowdSource: http://kelliedandrea.com/blog/2011/10/30/are-your-products-and-services-remarkable/Presentation1 10
    11. 11. Messages need to be relevant to… doctors Content Timing Doctors Form Person ChannelPresentation1 11
    12. 12. Relevancy results from knowledge (CRM)Source: blog.be-cause.be Presentation1 12
    13. 13. Advertising to doctors: rules define most of contentSource: ARRETE ROYAL RELATIF A LINFORMATION ET A LA PUBLICITECONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995Presentation1 13
    14. 14. But advertising content seriously lacks appeal Source: www. atoute.org Source: www.practiceofmadness.comPresentation1 14
    15. 15. Public ads: rules are subjective and very constrainingSource: ARRETE ROYAL RELATIF A LINFORMATION ET A LA PUBLICITECONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995Presentation1 15
    16. 16. So creative ads just can’t survive Source: www.topito.com Source: www.woweffect.bePresentation1 16
    17. 17. So creative ads just can’t survive Source: supergelule.frSource: http://www.skullpat.com/medicament-contre-les-flatulences-3426/Presentation1 17
    18. 18. Communication must be fine-tuned 1 2 Pharma industry needs to be Rules need to be finetuned more relevant • Lobbying at adequate • Knowing customers levels • Addressing customers’ and • Promoting clarity and patients’ needs rightness of information as • Selecting the right well as receptor’s attention content, channel, form & • Advertising to the public transmitter at the right should be less constraining time • Targeting receptors’ attentionPresentation1 18
    19. 19. Health care deserves better communication Can you read, bear?Source: www.dailydawdle.comPresentation1 19
    20. 20. For more information, please contact Sébastien Piret Mobile: +32 (0) 491 15 27 93 E-Mail: sebastien.piret@thom.eu Kardinaal Mercierplein, 2 B-2800 Mechelen Belgium Fax +32 (0) 15 444 044 www.thehouseofmarketing.be Join us on LinkedIn Follow us on TwitterPresentation1 20
    21. 21. BACK-UPPresentation1 21
    22. 22. But advertising content seriously lacks appealSource: http://www.jrprospal.com/print_xeloda-sa.shtmlPresentation1 22
    23. 23. But advertising content seriously lacks appealSource: www.kaneandfinkel.com Presentation1 23
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