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The Future Of One Billion Years; Pharma Digital Marketing

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With More than 4 billion online people generating mind-boggling data and spent around 6 hours/day, the digital world will be an integral part for any industry, and a successful organization has to be equipped with full knowledge of Digital Marketing, Digital Transformation and Innovative tools to deliver extra value to customers.

During our daily visits as Medical Representative, we always trying to build a relationship/delivering a knowledge with HCP’s, but what if we evolve the way we communicate so we can reach current customers by their preferred channels or reach a new customer in an efficient way.

That’s & more will be in this presentation entitled Digital Marketing; Delivering value in a competitive and rapidly changing world.

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The Future Of One Billion Years; Pharma Digital Marketing

  1. 1. /////////// Digital Marketing Session December 2018 Mohamed Ibrahim Seddik Delivering a value in a competitive, high-tech & rapid changing World https://www.oncrawl.com/technical-seo/optimising-for-googles-latest-speed- update/attachment/mobile-page-speed-new-industry-benchmarks-01-21/
  2. 2. Content Evolution of Digital World The Future of One billion Years Digital vs Traditional Media Why Businesses go online Digital Marketing Beyond the Marketing Mix Media Categories Communication Tools Evolved Marketing Funnel Pharmaceutical Digital Marketing Digitally Powered Patient Journey Ways of Digital Transformation Pharma Digital Marketing Trends Where, Why, How to Start 2 /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  3. 3. 3 Evolution of Digital World The Future of One billion Years Digital vs Traditional Media Why Businesses go online /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  4. 4. 4 The Future of One billion Years Evolution of Digital World One Billion Years Online in 2018 7.5 B 4 B 3.2 B 6 Hrs www.ni.com national instruments Bernard Marr (2017) Digital-in-2018-001-Global-Overview-Report-v1.02-L.pdf 4$ T +25 M 2.5 Exabyte/Day /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  5. 5. Pull mechanism, customer usually initiate contact with brand either seeking for information or click on ads , being able to be a small part of billions of people conversations. Push Mechanism, message pushed to audiences who are less defined than digital, limited interaction, due to long time needed to get responses from ads Offers pool of customer data based on gender, age, interests, location, and even past purchasing behaviour, e.g. Geo targeting; which Allows campaign messages to hit the ideal target audiences efficiently once they are near to a location Limited options to target the potential customers, even though less precise KPI available to track track whether campaign reach the right target audiences or not. Digital marketing offers marketer advanced tools to easily change the content of ads through bottom click It is very hard & timely consuming to adapt with the same pace of changing technology Thanks to social media, google analytics and data management platforms to generate valuable data about audiences and empower digital ads. The more social we are, the more we want things that are just made for us. Couldn’t deliver personalization messages as no way for registering user preferences/interests Cost efficient - $$ High cost relative to digital media - $$$$$ 5 Digital vs Traditional media TraditionalDigital Interaction/engagement, targeting affinity, Adaptability, personalization, cost & KPIs are the main differences between digital & traditional media when customers go online. ///Leading a team to delivering a value & shaping the market /// Oct 2018 (Chaffey and Smith, Digital Marketing excellence 2017) Evolution of Digital World /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  6. 6. 6 ///Leading a team to delivering a value & shaping the market /// Oct 2018 Why do Businesses go Online ? Speak Sell Serve Save Sizzle Get Closer to customer Grow Sales via new segments Add extra value to online customers Provide cost effective marketing tools Extend brand online/ reinforce brand values ePR – Email marketing – Live chat - Digital influencers Wider distribution channels/products range - new leads Online dialogue – customization – eCRM Optimized labor force - o OVP – content marketing– brand awareness tactic OBJECTIVE GOAL HOW TO DELIVER 5S’s Evolution of Digital World /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018 MAIN OBJECTIVES OF, REASON FOR, BENEFITS OF BEING ONLINE (Chaffey and Smith, Digital Marketing excellence 2017)
  7. 7. 7 Digital Marketing Beyond the Marketing Mix Media Categories Communication Tools Evolved Marketing Funnel /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  8. 8. /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 20188 Beyond The Marketing Mix Marketing Mix Product Price Place Promoti on People Process Physical Evidence Partner ship People Employees; Customer service Digital Influencers; advertisement Customers; reviews & ratings Process Marketing Automation Payments/returns process Evolved marketing mix is a vital to leverage the characteristics of digital media, additional 4 P’s will strongly build relationships & increasing loyalty Physical Evidence Well designed site/App Data privacy/security Partnership Affiliate Marketing Marketing marriage Digital Marketing
  9. 9. Media Categories Digital Marketing /// Bayer 16:9 Template /// June 20189 /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  10. 10. SEM SEO Email Marketing SMM Affiliate Marketing PPC Online PR Viral Marketing 10 ///Leading a team to delivering a value & shaping the market /// Oct 2018 Communication Tools Digital Marketing Content Marketing /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  11. 11. /// Bayer 16:9 Template /// June 201811 Evolved Marketing Funnel Digital Marketing /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  12. 12. 12 Pharmaceutical Digital Marketing Digitally Powered Patient Journey Ways of Digital Transformation Pharma Digital Marketing Trends /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  13. 13. 13 Digitally Powered Patient Journey Pharmaceutical Digital Marketing /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  14. 14. /// Bayer 16:9 Template /// June 201814 Ways of Digital Transformation Pharmaceutical Digital Marketing A change in leadership, a different thinking, an encouragement of innovation and new business models, incorporating digitization of assets to improve the experience of organization’s employees, customers, suppliers, partners, and stakeholders (Terrar, D. 2015). DIGITAL TRANSFORMATION Digitize Patient Experience Digitize operation/process New Business Models Digital Health apps 4 CATEGORIES 0 50000 100000 150000 200000 250000 300000 350000 2013 2015 2017 Report; the growing value of digital health. IQVIA institute for human data science (2017) https://www.iqvia.com/institute/reports/the-growing-value-of-digital-health https://digitalmarketinginstitute.com/blog/16-03-2018-6-ways-digital-is-transforming-pharma-and-healthcare /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  15. 15. Physicians are becoming harder to reach through sales reps, and more than half of outreach to healthcare providers is now through non-personal marketing 15 Pharma Digital Marketing Trends Pharmaceutical Digital Marketing Patients are taking control over their own healthcare and driving change, preferring a more convenient way to get medical services and access information. https://www.econsultancy.com/blog/67881-seven-big-challenges-facing-healthcare-marketers/ https://bjgpopen.org/content/bjgpoa/1/2/BJGP-2017-0833.full.pdf https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/the-road-to-digital-success-in-pharma  Current estimates call for more than $3B to be spent in Healthcare and pharma sector for digital ads in 2018.  By 2020, It’s expected to grow by a third to over $4B (emarketer.com, 2017)  75% of physicians don't entirely trust information that comes from pharma firm channels (Deloitte Consulting , 2015)  Two-thirds of all patients search the internet prior to a health consultation (BJGP Open ,2017) #1 Patients Behavior #2 Physician Connection #4 Social Media The most successful pharma brands on social are the ones that focus on sharing content around the values of the company and its customers, not just on products or brands. #3 Electronic Health Records Collection of patient electronically-stored health information in a digital format. These records can be shared through information networks and exchanges. 52% of physicians are interested in interacting with pharma through social media, third party platforms of patients feel confident in their ability to take personal responsibility for their health and understand how they can access digital and online resources (Mckinsey, 2015). 85% /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  16. 16. 16 Influence Rx potential 65% of physicians show interest in engaging with pharma over social media for clinical data 65% WE NEED TO REASSESS AND EVOLVE OUR CUSTOMER ENGAGEMENT PHILOSOPHY Before the digital era, success was often based on the sheer size of salesforce, budgets and scale of presence. In today’s environment, it’s about being always-on, targeting “pull” messages in a strategic way across multiple platforms that reach customers in a manner that resonates with them and with the sales rep in a central role allowing customisation of approach. By embracing the digital world, another dimension to traditional ones are a fundamental in segmentation & targeting approach Primary research – Survey results from GLG (Q40/41)* Deloitte Center for Health Solutions 2014 Survey of US Physicians – Q745 (data are weighted) /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  17. 17. /// Bayer 16:9 Template /// June 201817 Bayer #2nd with 4.8 digital employees per thousand, an increase of 150% since 2015. https://www.emarketer.com/coverage/healthcarepharma https://social.eyeforpharma.com/column/how-digital-pharma eMarketer_US_Healthcare_and_Pharma_Industry_StatPack_2018-1.pdf 88 111 132 156 172 187 116 112 108 106 103 101 2017 2018 2019 2020 2021 2022 Digital Ads Traditional media Ads OUR FUTURE IS CREATED BY WHAT WE DO TODAY, NOT TOMORROW G4A 2.02 2.52 2.84 3.14 2016 2017 2018 2019 Pharma & Healthcare industry digital ad spending grow by double digit 12.7% to reach 3.14$ billion/Y US Healthcare and Pharma Industry Digital Ad Spending (billions) Worldwide digital Ad spending killed the traditional media in 2018 to reach 132$ billion/2019 /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  18. 18. WANT TO UNLOCK YOUR KNOWLEGDE, HERE THE GUIDE: 18 Fundamental of Digital Marketing Master the basics of digital marketing with free course accredited by Interactive Advertising Bureau Europe and The Open University. 26 modules, created by Google trainers, packed with practical exercises and real world examples to help you turn knowledge into action. Online free course/40 Hours GOOGLE DIGITAL GARAGE Learn Google training program that can use to grow your advertising skills. From campaign management basics to advanced optimization topics. Get through self-paced learning paths, then take an assessment, and earn achievements/certifications Online free course GOOGLE ACADEMY OF ADS Excel Offers full understanding of how to develop skills to improve digital marketing effectiveness. Provides skills and tools required to support and enhance marketing activities. Assessed by assignment based on a given scenario and an organization of choice. Online/ paid/ 140 Hours CHARTED INSTITUTE OF MARKETING Practice The 5-Hour Rule That Turns Ordinary People Into Successful Ones 1. Coding 2. Excel 3. Web Development 4. Writing 5. Project Managment 6. Public Speaking 7. Google Analytics 8. Digital Marketing /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  19. 19. 19 THANK YOU /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
  20. 20. 20 THANK YOU /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018 4.64 4.7 4.7 4.7 4.7 Getting Your Interst Delivering The Information Interaction/Engagme nt Getting Your attention all time Eye Contact Presenter Freshness of Data Theoretical & Practical Examples Data Influencing affinity Presentation Style overall 4.7 4.3 4.3 4.6 Content TO WHAT EXTENT YOU FEEL THAT PRESENTER SUCCEED TO ENCOURAGE YOU TO LEARN MORE ON DIGITAL MARKETING ?? 88%
  21. 21. /// Bayer 16:9 Template /// June 201821

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