Managing knowledge and relationship by web to improve sales efficacy - SFE Sudamerica 2009


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Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)

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Managing knowledge and relationship by web to improve sales efficacy - SFE Sudamerica 2009

  1. 1. Managing knowledge and relationship by web to improve sales efficacy<br />SFE Sudamerica 2009Eyeforpharma<br />November 12th 2009<br />
  2. 2. Pharma developed efforts to cover Web <br /><ul><li> Scientific and medical contents by Websites
  3. 3. Services by Websites
  4. 4. Institutional and branding Websites
  5. 5. CME – Continuous Medical Education
  6. 6. One-to-one live e-connections
  7. 7. Live on-demand training
  8. 8. Live and on-demand webcasts
  9. 9. Social Networking Initiatives</li></li></ul><li>Vision and reality 2001 – Cracking the Code – Unlocking New Value in Customer Relationship; Cap Gemini & Young & 2010 predictions by Pharma marketers in Europe<br /> But expectations are changing …<br />new<br />traditional<br />Level of Importance: 1= not important; 6= very important<br />
  10. 10. Web is a reference for people when they are looking for Health Issues<br /><ul><li> 32% of people are using web as a source of information for health (same frequency for books, magazines, newspapers, friends)
  11. 11. 60% are using frequently web as a general source (US and Brazil)
  12. 12. Different ages are using web for health issues (US)
  13. 13. 85% are using search engine to find information (US and Brazil)
  14. 14. Most Pharma companies will increase the investments for websites and search engines in the future (60% of them planning to do in US)</li></ul>Google – Pharmaceutical Industry Online – March 2009<br />
  15. 15. Doctors choose Web as a way to be updated<br /><ul><li> 80% to 90% are using as a source of health information (US and Brazil)
  16. 16. 85% are using search engine to find information (US and Brazil)
  17. 17. 63% search for symptoms and diagnosis (Brazil)
  18. 18. 59% search for new drugs and best procedures (Brazil)
  19. 19. 50% use to verify dosage of products (Brazil)
  20. 20. Links online sponsored and videos online are the 2nd and 3rd most important media for knowledge and influence after sales rep (34% and 33%)</li></ul>Google – Pharmaceutical Industry Online – March 2009 and Media Screen – July 2008, Brasil <br />
  21. 21. Improving new approach step by step<br />Veronika Johow – Integration of online activities into S&M strategies – Online Marketing & eDetailing Congress, April 2007<br />
  22. 22. interoperability<br />collaboration<br />information sharing<br />user centered design<br /> Web 2.0 <br />Key Words:<br />Examples:<br /><ul><li>hosted services
  23. 23. web applications
  24. 24. wikipedia
  25. 25. twitter
  26. 26. youtube and video sharing sites
  27. 27. blogs
  28. 28. social networking sites</li></ul> – Tag Cloud Web 2.0<br />
  29. 29. Social Networking and Communities <br /><ul><li> Build online communities of people to share interests and activities
  30. 30. it´s a fusion of sociology and technology transforming monologues (one to many) into dialogues (many to many)
  31. 31. Two broad categories: - internal social networking (private within company, society ) - external social networking (open and public)</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  32. 32. Twitter – Most recent event <br /><ul><li> Topical method of social engagement at the time of writing
  33. 33. Communicate with 140 characters limit
  34. 34. Can retweet updates inside the community
  35. 35. High number of followers = many people are interests in posts
  36. 36. High number of following = engaged with the community
  37. 37. High number of updates = something to say</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  38. 38. Twitter - Pharma at the beginning…<br /><ul><li>20 from 50 top Pharma companies are using twitter and the total followers are less than 14,000 (majority of Pharma are not fully engaged)
  39. 39. Six Pharma companies with highest number of followers (Boehringer, Novartis, J&J, Genentech, AstraZeneca, Roche): a majority of business, media, marketing and small number of physicians
  40. 40. 12% of patients share updates or see updates about others = post comments queries, information about health or medical matters</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  41. 41. Twitter – Novartis Case<br />Novartis Twitter (3,516 followers and following 10)One way communication channel to supplement press releases<br />
  42. 42. Twitter – Boehringer Case<br />Boehringer Twitter (3,071 followers and following 2,264)Most engaged twitteres amongst peer group and share news with journalists<br />
  43. 43. Twitter – Novo Nordisk Case <br />Novo NordiskTwitter (839 followers and following 22)Racecar driver Charles Kimball to prove his high performance career is possible with diabetes – Percepcion that´s not a genuine conversational update<br />
  44. 44. YouTube – Opportunities to Pharma companies<br /><ul><li> Each minute receive additional 13 hours of videos
  45. 45. Most underused of social media = 11 of the top 50 Pharma companies
  46. 46. Sites with more content and more views (224,000 views)
  47. 47. Metrics: subscriptions and followers; channel views; number of videos; level of investment made in the site</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  48. 48. YouTube – Sanofi-Aventis Case <br />Goinsulin – Insulin, Glucose and You (79,303 views)Does not mention branding and provide information about the use of insulin for diabetes and some case studies<br />
  49. 49. YouTube – Jonhson & Jonhson Case <br />J&J Health Channel (476 views)162 short films cover a broad range of topics (nursing recruitment, teenage obedity, attention-deficit hyperactivity disorder and others)<br />
  50. 50. YouTube – AstraZeneca Case <br />Symbicort Brand Channel (249 views)Patient testimonials with drug safety warnings<br />
  51. 51. Discussion Groups <br /><ul><li> Anonymity provide comfort to encourage people to share their treatment history, experiences with doctors and results with the medication
  52. 52. Many communities forums are been developed around a shared interest in a disease area
  53. 53. More Connections between experienced patients with someone newly diagnosed</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  54. 54. Brand-Sponsored Discussion Groups<br />Diabetes was designed with strictly boundaries: bring people touched by diabetes together to share what diabetes means to them<br />
  55. 55. Brand-Sponsored Discussion Groups<br />Chilldren with Diabetes purchase by J&J as a popular forum for juvenile diabetes patients. Remains independent and establish a policy of separation between editorial and advertising content<br />
  56. 56. Facebook -Discussion Group<br /><ul><li> Users can create their own profile and link to friends
  57. 57. Pharma Companies create interest groups that users can join to participate and discuss
  58. 58. Pharma has removed the ability to interact and replicate the product marketing sites with the legal disclaimers and information</li></ul>FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009<br />
  59. 59. Facebook -Cervical Cancer<br />Gardasil Facebook from Merck was the first Pharma brand fan page on Facebook (100,000 fans)<br />
  60. 60. Facebook -Strong Heart<br />Strong Heart Community from Bayer has all submissions under revision before posting<br />
  61. 61. Facebook -Acuminder<br />Jonhson & Jonhson create Acuminder so send reminders when it´s time to change contact lenses and schedule another doctor visit (414 fans)<br />
  62. 62. Linkedin providing profile, contacts and<br />
  63. 63. Wikipedia - free to copy, distribute and modify<br /> 2 billion words<br /> 10,000 topics<br />250 languages<br /> 5th most popular website<br /> 100,000 volunteers<br />Wiki=4 errors per article versusBritannica=3 errors article<br />
  64. 64. New imbalance of Metrics to evaluate Results<br />Business Dimension<br /><ul><li> Total Sales
  65. 65. Market Share and Rx
  66. 66. ROI = Return on Investment
  67. 67. ROO = Return on Objective</li></ul>Customer Dimension<br /><ul><li>Satisfaction Survey
  68. 68. NPS = Net Promoter Score
  69. 69. Loyalty Index</li></li></ul><li>Critical Success Factors <br />Relevant Content and Services<br />Alignment with the Customer Needs<br />Target and Segmentation<br />Buy in of Sales Force and Marketing<br />Sponsor engaged <br />Quality of the execution<br />Take the risk<br />