Conference wrapup: Next Gen Pharma


Published on

Ten big ideas from the Next Gen Pharma conference in Baltimore

Published in: Health & Medicine, Business
  • Be the first to comment

Conference wrapup: Next Gen Pharma

  1. 1. NEXT GENPHARMACONFERENCE10 Big Ideas From Next Gen Pharma Conference2010
  2. 2. About conference wrap upsiQ is the innovation lab of GSW Worldwide. Weresearch emerging trends in both how technology andexpectations are changing. Then we model innovativetools and experiences designed just for health caremarketersOne of the ways we stay connected to the thoughtleaders in our industry is speaking at and liveblogging from top healthcare marketing conferencesAfter the conferences we collect the top 10 big ideaswe heard to share in conference wrap up sessions.We use presentations like this one to lead thosediscussions
  3. 3. REMS CAN BEA MARKETINGADVANTAGELong a big hurdle for marketers, REMS may beexperiencing a renaissance
  4. 4. 1 WE HAVE AN OPPORTUNITY TO REALLY EXPLAIN THE VALUE OF REMS TO USERS • These programs are only going to become more common – even category-wide in140+ REMS some instances on the • They’re not the death-knell of a product. market The opportunity is thinking about the benefit as well as the challenges • Well designed programs can make it easy to comply with an intuitive customer experience that makes customers feel like they’re using the drug in the safest possible way
  5. 5. 2 WE NEED TO REBUILD TRUST• Understanding and mitigating risk is directly connected to trust and credibility A recent Harris Poll That lack of trust looked at overall Our black hat has serious business reputation by comes from things consequences. The industry. Pharma like undisclosed packaging the FDA came in just ahead of tobacco (well payments to has drafed for behind other physicians, GMP tobacco is a favorite villains like violations, drug reflection of how oil companies and recalls, prices, etc. we feel about the airlines) industry. See the new packaging:
  6. 6. NEW PRESSURES INTHE EXAM ROOMThose precious seven minutes we get with our doctorsare quickly slipping down to six … will medical examsbecome the newest form of speed dating?
  7. 7. 3 TWO CONFLICTING TRENDS ARE CREATING A LOT OF STRESS IN THE EXAM ROOM Patients are more Payers are putting empowered (and more significant pressure on demanding) than ever physicians to cut costsThat’s changing the patient-doctor relationship. Not only arevisits getting shorter (to cram more patients into a day), butphysicians are often having to say no to patient requests
  8. 8. 4 PHYSICIANS ARE TURNING TO MOBILE• It seems like quality time is under attack from all sides• We’re hearing that most physicians now interact with patients for just 6 minutes• Physicians themselves are finding their best access to information is mobile – it’s an information channel that’s so deep that marketers can’t compete with it – Almost 50% of physicians are looking up drug reference info – Over 30% are using mobile for treatment guidelines• How do we build beyond these micro interactions by creating engagement that works for the user?
  9. 9. TAKING ON FUZZYMATH FOR BETTERMETRICSThe real challenge in digital measurement is attributingaction to impressions
  10. 10. 5 YOUR BANNERS MAY BE MORE EFFECTIVE THAN YOU THINK• The measurement gurus from Comscore shared a surprising fact: Just because someone doesn’t click on your ad, doesn’t mean it didn’t make an impression A lot of people There’s a But banners are will see a hesitancy to about banner and then click online ads branding, too search for the today brand• That’s still trackable. And, likely a metric many of us haven’t been measuring
  11. 11. 6 WE’RE ONLY JUST STARTING TO SEE THE REAL SCALE OF DIGITAL HEALTH Amount that total Of Facebook users are internet activityincreased last year 18% 17% exchanging info about their automobilesAmount that health Of Facebook users internet activityincreased last year 64% 11% are exchanging info about their health
  12. 12. CONCIEREGE SALESAND MARKETINGThe next big metric for pharma sales may be service
  13. 13. 7 COULD NEXT GEN CLM TURN REPS INTO CONCIERGE SALES?24% of offices are now “no sees,”• The things that got us in the door in the past are largely being taken away – by regulation, by price, by preference Our challenge is connecting with physicians in more relevant ways • Most don’t close the door when they’re getting real value Can we use data to totally customize a call to what a physician really cares about? • A CLM knows what that physician has already seen and could potentially model what they’re likely to be interested in
  14. 14. 8 OUR BIGGEST DATA CHALLENGE IS THAT WE DON’T USE IT• We collect data everywhere. From websites, email campaigns, salesforces, conference calls• The challenge is using it to create better experiences• Most data comes out in 6-month updates – Reams of “what was”• What pharma needs to figure out is using data in the moment – Responding to changes – Creating custom experiences – Spotting potential opportunities or threats• Those models and tools don’t exist yet
  15. 15. OUR OTHER DRUGPROBLEM ISADHERENCEToday’s brand managers are worried about people nottaking drugs… and, for really good reason
  16. 16. 9 MOST DOCTORS DON’T SEE THE SCALE OF NON-ADHERENCE• Physicians shake their fingers at 72% of asthma patients noncompliance, but that’s not take their controller less connecting with patients than prescribed• They don’t understand how wide-spread the problem is• Even in high-attention disease Taking that medicine states like inflammatory bowel can reduce hospital and emergency visits by 80% disease, non adherence is happens fast: 41% in the first two weeks; 70% over time That’s a big impact on patients and physicians
  17. 17. 10 HEALTHCARE PROFESSIONALS ALONE CAN’T BRIDGE THE GAP• The population with chronic 25 MILLION 3.8 MILLION diseases is sky rocketing diabetics hcps• It can’t be solved with 6 minute office visits every 9 months• There’s plenty of information about what works: motivational interviewing, simplifying education, etc. The problem is applying it in a relevant, personal, multi-dimensional way• The “no brainer” technology is mobile. We don’t leave home without our cell phones. And, we’re totally engaged when we use them
  18. 18. INNOVATION LAB 2010