Digital Strategy in a Post-RX Marketplace

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Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren't just about the tools we provide; they're about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.

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  • Digital Strategy in a Post-RX Marketplace

    1. 1. POWER SHIFTTO THE PATIENTDigital strategy in aPost-Rx marketplace
    2. 2. I’M LEIGH HOUSEHOLDER@LEIGHHOUSEDepth in Healthcare Catalyst for Innovation
    3. 3. LET’S START ATTHE START…What’s changing and how willit impact expectations?
    4. 4. OUR INDUSTRY SO ARE OURIS CHANGING CONSUMERDRAMATICALLY LIVESTHAT’S THAT’SCREATED A CREATED A NEWNEW GOAL EXPECTATION
    5. 5. STRUGGLES WITHCROWDED ANDCOMMODITIZED MARKETS5th, 6th, 7th to marketLimited feature differentiationOff-label realitiesGeneric erosion
    6. 6. A NEW FOCUS ONPATENT STRATEGYAND DEFENSELipitor’s test of post-expiry marketingMore compounded compoundsGrowth of authorized genericsEmerging generic brands
    7. 7. BIOLOGIC INNOVATIONDRIVING THE NEXT GENOF MONEY MAKERSTwo leading categories for the decade ahead:Auto immune and oncology
    8. 8. HUMAN CONNECTIONSMORE AND MORE REMOTEExplosion of specialty pharmacyNew payer interventionsGrowth of digital consultationsand auto-delivered test results
    9. 9. OUR INDUSTRY SO ARE OURIS CHANGING CONSUMERDRAMATICALLY LIVESTHAT’S THAT’SCREATED A CREATED A NEWNEW GOAL EXPECTATION
    10. 10. LASTING GOAL NEW FOCUSnRxBuying awareness tRx Activating sidelinersEarning trial Earning commitment
    11. 11. OUR INDUSTRY SO ARE OURIS CHANGING CONSUMERDRAMATICALLY LIVESTHAT’S THAT’SCREATED A CREATED A NEWNEW GOAL EXPECTATION
    12. 12. THINK BACK FIVE YEARS Imagine the leap that people, you and me included, have made in these last years. The internet was a wall of Phones were something we used webpages you had to visit. to talk to people. The buttons Hyperlinking was the most were numbers and did nothing impressive thing it did. more than present a digitThe world we live in now is full of novel, engaging experiences
    13. 13. A NEW ERA OF PLAYRedesigned to bring people togetherA center of the living room entertainmentEven more addictive on mobileEveryone-can-do-it easy
    14. 14. THE DIVIDED ATTENTION ECONOMYA new multi-tasking normMulti-device living rooms and officeNew value in real attention
    15. 15. THE END OF NORMAL xxxxChoice has created micro culturesWith shared experiences in life and healthWho expect brands to know their “normal”
    16. 16. OUR INDUSTRY SO ARE OURIS CHANGING CONSUMERDRAMATICALLY LIVESTHAT’S THAT’SCREATED A CREATED A NEWNEW GOAL EXPECTATION
    17. 17. THINK ABOUT THE BRANDSPEOPLE LOVE AND TALK ABOUTCONNECTED DELIGHTFUL BETTER to meaning interfaces ways to dothat matters and tools the same to us old things
    18. 18. In a crowded world where time and attention are more precious than ever,EVERY BRAND EXPERIENCE HAS TO BE SPECIAL
    19. 19. THIS NEW REALITY HAS LED LEADINGBRANDS TO MAKE AN ESSENTIALSHIFT – ESPECIALLY IN DIGITALFROM: TO: ASKING FOR OFFERING ATTENTION VALUEPromoting the product benefit Creating or adding a marketing benefitMaking promises Delivering on promisesFor the life of the product For the life of the relationship
    20. 20. THEY’RE BLURRING THE LINESBETWEEN MARKETING AND PRODUCT
    21. 21. TO ENGAGE PEOPLE IN UNIQUEMULTI-DIMENSIONAL EXPERIENCES
    22. 22. AND ULTIMATELY CREATE MEANINGOR VALUE PEOPLE REALLY WANT
    23. 23. THE GOOD NEW IS:HEALTH CARE HAS LONG THOUGHTTHIS WAYGet-started Adherence In-office Special Immersive kits support tools services exhibitsWE JUST CALLED IT ADDING VALUEBEYOND THE PILL.
    24. 24. WE CAN BUILD ON ITTO MEET OUR NEW GOAL ANDNEW EXPECTATION EVERY BRAND nRx  tRx EXPERIENCE HAS TO BE SPECIAL
    25. 25. LET’S SHIFTA new mindset: one that costs less and does more
    26. 26. As our new “blockbusters” begin to havesmaller populations and larger price tags,we need to shift our marketing thinking: LOYALTY COUNTS MORE AND COSTS LESS
    27. 27. THAT CHANGES THE VALUEDISTRIBUTIONFROM: TO: PROSPECT PATIENT Increasingly the special experiences we create – the ones that foster loyalty – will be focused on our current customers
    28. 28. IT CALLS FOR EXPERIENCES THATSTIMULATE THE MARKET Not just around the act of BUY purchasing (pre-relationship) But for the life of ownership: OWN Creating loyalty, satisfaction and USE equity around both why you want the product and how you use it LOVE every day.
    29. 29. YOU’VE SEEN OUR ADHERENCE CURVE, RIGHT? 100 MS High Cholesterol Hypertension Osteoporosis % Adherence Depression 50 Asthma Antipsychotics 0 0 1 2 3 4 5 6 7 8 9 10 11 12 MonthsSource: Adheris, Braun Analysis
    30. 30. THEN YOU KNOW WHAT THE OPPORTUNITY IS Help more people live healthier lives Through lasting commitment And ongoing support
    31. 31. In a crowded world where time and attention are more precious than ever,EVERY BRAND EXPERIENCE HAS TO BE SPECIAL HOW ARE WE DOING ON THAT TODAY?
    32. 32. WE BRING THE ICKIEST BODILYFUNCTIONS INTO THE LIVINGROOM Diarrhea, constipatio n, gas, bloating – that’s me
    33. 33. WE MAKE ADS THAT LOOK LIKECONTRACTS
    34. 34. WEBSITES THAT LOOK LIKE ADS
    35. 35. WE MAKE SOCIAL ANTI-SOCIAL
    36. 36. CREATE CAUSES THAT NO ONECARES ABOUT
    37. 37. AND SPEAK WITH A VOICE ABOUTAS HUMAN AS THIS GUYThey may all increase the chance ofheart attack or stroke that can lead todeath. This chance increases if youhave heart disease or risk factors forit, such as high blood pressure orwhen NSAIDs are taken for longperiods. CELEBREX should not be usedright before or after certain heartsurgeries. Serious skin reactions, orstomach and intestine problems suchas bleeding and ulcers, can occurwithout warning and may cause death.Patients taking aspirin and the elderlyare at increased risk for stomachbleeding and ulcers.
    38. 38. AND, THAT’SNOT EVEN THEBAD STUFF…
    39. 39. THE WAY WE TALK ABOUTLIFE-CHANGING SCIENCEAND HABIT IS AT BESTAN AFTER THOUGHT ANDAT WORST A BARRIER
    40. 40. THE INTERFACE IS BROKEN
    41. 41. A CRITICAL ROLEFOR DIGITALRe-imagining the interface for adherence andcommitment
    42. 42. MOST WAITING ROOMS RPDF CANCER CENTER SAME OLD FORMS INSTANT RECOGNITION
    43. 43. 1 CREATE THINGS PEOPLE CAN USE (not just read)
    44. 44. HAVE YOU EVER SAID:We need an APP!
    45. 45. RIGHT MINDSET. WRONGOUTLET. Information powers decisions Interaction fosters commitment The new opportunity is creating brand experiences people really want to use
    46. 46. NOT LIKE THIS: LIKE THIS:
    47. 47. NOT LIKE THIS: LIKE THIS:
    48. 48. BRANDS SERVING PEOPLE WITH DIABETES ARE ALREADY THINKING THIS WAYSupport habit change at just the right momentWork with the devices people already carryHave the simplest possible interface
    49. 49. 2 BUILD VERTICAL DEPTH That’s right, content marketing
    50. 50. A MARKETER’S (TRUE) HORRORSTORY:• 86% of people skip some TV ads• 99.9% of banner ads are never clicked• 90% of emails are never opened• More than 200 million Americans have signed up for the Do Not Call List• Buyers complete 60 – 80% of their research before reaching out to sellers/brands Consumers are bombarded Why? with 2,000 – 5,000 marketing messages every day
    51. 51. THEY’RE NOT ONLINE TOSEE MORE MESSAGES.THEY’RE ONLINE TO FINDANSWERS.
    52. 52. ANSWERS = CONTENTContent strategy: Having the content youraudiences needs, delivered in all the placesthey go CREATED CURATED SYNDICATED
    53. 53. IT’S MARKETING THAT EXTENDSBEYOND THE FIRST SALETo support people and relationships over time ACTIVEPROSPECT LOYALTY CONSIDERATIONUnderstanding Valuable questions Complementary carea health to ask advicechallenge Customer reviews Whole life planningInterpreting test and experiences and supportresults
    54. 54. CONTENT PEOPLE WILL SEEK OUT Is unique in someDoesn’t recognizable waysound like Voice, perspective, insithis guy ght, authorityIs fresh and Is shareable andresponsive repeatableFrequently updated Teaches you how towith a POV on new make the idea or issuenews your own
    55. 55. IN OUT TWO MEMORABLE EXAMPLES1. AmEx OPEN Forum 2. Salix Dummies book• 200 experts give 2 million • Answered every question in the people/month ideas and advice long tail• 100% year over year growth • 30,000 requests for printed• Biggest source of new cards and copies, 200 hospital requests, 2,000 new fans healthcare professional requests
    56. 56. 3 MEET PEOPLE WHERE THEY ARE Then leverage the principles of change
    57. 57. WHEN WE CREATE FORAVERAGE, WE CREATE AVERAGE
    58. 58. Change your entire life Medical routine You’ve just Diet and exercise been Identity diagnosed Work and lifestyle RelationshipsThis is actually a really long line. One with bumpsand deviations. One changed by learning style, byincome, by family dynamic. It’s hard, personal stuff.
    59. 59. CAN WE REALLY MAKE ITWORK WITH ONE SERIESOF EMAILS? OR DO WENEED TO RETHINK WHATIT MEANS TO BEPERSONAL?
    60. 60. THREE STRATEGIES FOR DIGITAL 1 2 3Choose your own Stratify need Connect peopleCreate or curate sets of Use a questionnaire or Sometimes the onlytools for critical steps behavioral analysis to one who can really getalong the way. Invite spot the people who it is someone like you.people to choose what need the most help So, take the brand outbest fits their needs getting to next. Create of equation and letright now. Invite them a targeted comm plan people support oneback with for each hurdle. another.recommendations.
    61. 61. 4 KNOW WHEN TO GIVE UP YOUR BRAND And earn new kinds of commitment
    62. 62. RETHINKING “UNBRANDED” ROIConventional wisdom: Unbranded marketing maygrow the market, but it’s hard to measure and evaluate.Latest research: Unbranded tactics executed digitallycan serve as a powerful way to attract prospectsalready treating in category. While they may convertslightly more slowly, the lower cost and broader appealof unbranded makes it a compelling second marketingstream.Source: Crossix RxMarketMetricsTM March 2011. Research conducted by aggregating hundreds ofactual Rx matchback analyses over a broad range of media tactics, brands and therapeutic categories.
    63. 63. STEP 1: FILLING THE FUNNELUNBRANDED DRIVES MOREQUALIFIED PROSPECTS80% Branded Unbranded The median60% unbranded tactic 53% generates 7% more 46% qualified prospects40% Why? Branded tactics often attract existing patients20% 11% (current customers) 5%0% Prospects treating Existing patients in category
    64. 64. STEP 2: EARNING CONVERSIONUNBRANDED HAS A SLOWERBURN TO CONVERSION Search Website• Key branded digital tactics earn over 50% of their total conversion benefit in just the first month• In search, unbranded tracks at a similar, slightly lower rate for the first several months• The bigger gap in website results may be the Rx-in-hand effect (newly prescribed patients going online to research the named drug)
    65. 65. UNBRANDED + BRANDED MAYFOSTER STRONGER CONVICTION IMPROVED = UNBRANDED BRANDED TACTICS MESSAGING CONVERSION • Sense of discovery • Answer to a new question • Empowered decision
    66. 66. LOYALTY COUNTS MORE AND COSTS LESS This is how we earn it in digital:1 Create things people can use, not just read2 Go vertically deep with great content3 Meet people where they are4 Know when to give up our brands
    67. 67. HOW TO GETSTARTEDWhat you can do right away
    68. 68. THINK ABOUT THE LASTING IMPACT OF DTC Healthcare isn’t like other things we buy. So, why do we act like other advertisers? Maybe it’s time to redefine DTC Do. Teach. Connect.
    69. 69. RESIST THE URGE TO REPURPOSEHow would yourwork be different ifyou createdsomething uniquefor just thatplace, thatmoment?
    70. 70. REVIEW YOUR STRATEGY THOUGHTHE EXPERIENCE LENS In a crowded world where time and attention are more precious than ever,EVERY BRAND EXPERIENCE HAS TO BE SPECIAL HOW ARE WE DOING ON THAT TODAY?
    71. 71. COMMIT TO 10%You don’t have to change everything all at once tomake an impactMake a 10% budget commitmentto a best-in-class experience The BBC’s biggest hit came from a gamble fund. The Office would have never aired without the risk.
    72. 72. THANK YOU, DPEAre there any questions? Download a copy of this presentation at: GSWInnovation.com

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