E-Marketing in the Pharmaceutical Industry (a student presentation)

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As a way of giving back to our university, The University of the Sciences in Philadelphia, Dominic, Rina, and myself gave a presentation about "e-Marketing in the Pharmaceutical Industry".

All points taken from this presentation were only used by students for educational purposes and much of the information was gathered from the 8th annual ePharma Summit that we went to.

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E-Marketing in the Pharmaceutical Industry (a student presentation)

  1. 1. WELCOME Thank You for coming!
  2. 2. Social Media in the Pharmaceutical Industry “e-Marketing” Presented by: Dominic Kennedy Rina Nisman Sunny Shah
  3. 3. Thank You <ul><li>Dr. Stephanie Zarus </li></ul><ul><li>Dr. Melanie Oates </li></ul><ul><li>Professor William Ashton </li></ul><ul><li>Mrs. Terri Crenshaw </li></ul><ul><li>Mayes College of Healthcare Business & Policy </li></ul><ul><li>Networking Coordinators: </li></ul><ul><ul><li>John Costa </li></ul></ul><ul><ul><li>Charlie Fritsch </li></ul></ul><ul><ul><li>Brittany Parsons </li></ul></ul>
  4. 4. Dominic Kennedy <ul><li>Norwood, PA </li></ul><ul><li>PM&M ’09 </li></ul><ul><li>Vice-President of PM&M Student Club </li></ul><ul><li>Interned with Acro Pharmaceuticals </li></ul><ul><li>Future Inspirations: </li></ul><ul><ul><li>To become a manager or leader at a pharmaceutical or healthcare company </li></ul></ul><ul><ul><li>Obtain MBA in the near future </li></ul></ul>
  5. 5. Rina Nisman <ul><li>Staten Island, NY </li></ul><ul><li>PM&M ’10 </li></ul><ul><li>Interned with: </li></ul><ul><ul><li>Ardis Health, Inc. </li></ul></ul><ul><ul><li>SDI Health </li></ul></ul><ul><li>Future Inspirations: </li></ul><ul><ul><li>To obtain a position in a healthcare advertising agency upon graduation </li></ul></ul><ul><ul><li>Pursue for an MBA degree in the future </li></ul></ul>
  6. 6. Sunny Shah <ul><li>Telford, PA </li></ul><ul><li>PM&M ’09 </li></ul><ul><li>President of PM&M Student Club </li></ul><ul><li>Interned with: </li></ul><ul><ul><li>IMS Health </li></ul></ul><ul><ul><li>Hospira, Inc. </li></ul></ul><ul><li>Future Inspirations: </li></ul><ul><ul><li>Working at Roger Green & Associates after graduation </li></ul></ul><ul><ul><li>Obtain MBA in the near future </li></ul></ul>
  7. 7. Pharma eMarketing in 2008 <ul><li>http://www.youtube.com/watch?v=YeS6MsOjtQ8&feature=related </li></ul>
  8. 8. Objectives <ul><li>Social Media/E-Marketing </li></ul><ul><li>Benefits </li></ul><ul><li>Negatives </li></ul><ul><li>DTC/Sales Reps </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Viral Marketing Elements </li></ul><ul><li>E-Campaigns </li></ul><ul><li>Future of E-Marketing </li></ul><ul><li>Conclusion </li></ul>
  9. 9. What are Social Media? <ul><li>Wikipedia: </li></ul><ul><ul><li>Information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks </li></ul></ul>
  10. 10. History <ul><li>1997 – Six Degrees </li></ul><ul><ul><li>First to combine all features </li></ul></ul><ul><ul><li>Ended in 2000 </li></ul></ul><ul><li>2002 – Friendster </li></ul><ul><ul><li>Compete against Match.com </li></ul></ul><ul><li>2003 – MySpace </li></ul><ul><ul><li>Tom Anderson </li></ul></ul><ul><li>2004 – Facebook </li></ul><ul><ul><li>Harvard only </li></ul></ul>http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  11. 11. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  12. 12. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  13. 13. Social Media <ul><li>Highly competitive </li></ul><ul><li>Constantly changing </li></ul><ul><li>Most innovative ones stay alive </li></ul><ul><li>Facebook </li></ul><ul><ul><li>“ What’s on your mind?” </li></ul></ul>
  14. 14. Examples of Social Media <ul><li>Facebook </li></ul><ul><ul><li>www.facebook.com </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>http://fabzfit.blogspot.com/ </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>http://twitter.com/ </li></ul></ul>
  15. 15. What is e-Marketing? <ul><li>Wikipedia: </li></ul><ul><ul><li>The marketing of products or services over the Internet </li></ul></ul><ul><li>Other names: </li></ul><ul><ul><li>Internet Marketing </li></ul></ul><ul><ul><li>Web Marketing </li></ul></ul><ul><ul><li>Online Marketing </li></ul></ul>http://en.wikipedia.org/wiki/Online_marketing
  16. 16. The Shift <ul><li>FROM </li></ul><ul><ul><li>Push Broadcasts </li></ul></ul><ul><ul><li>Monologue </li></ul></ul><ul><ul><li>Individual Consumption </li></ul></ul><ul><ul><li>Sales & Marketing Pitch </li></ul></ul><ul><ul><li>Attracting Publicity </li></ul></ul><ul><li>TO </li></ul><ul><ul><li>Pull Content </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Group Participation </li></ul></ul><ul><ul><li>Authenticity/Transparency </li></ul></ul><ul><ul><li>Pursuing Interaction </li></ul></ul>
  17. 17. Benefits of e-Marketing <ul><li>Global Reach </li></ul><ul><ul><li>Internet can reach all over </li></ul></ul><ul><li>Lower Cost </li></ul><ul><ul><li>Traditional marketing </li></ul></ul><ul><li>Trackable, measurable results </li></ul><ul><ul><li>Customer responses </li></ul></ul><ul><li>24-hour Marketing </li></ul><ul><ul><li>Find information at any time </li></ul></ul>http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999
  18. 18. Benefits of e-Marketing <ul><li>Personalization </li></ul><ul><ul><li>Log-in and greet </li></ul></ul><ul><li>One-to-One Marketing </li></ul><ul><ul><li>Combine with personalization </li></ul></ul><ul><li>More Interesting Campaigns </li></ul><ul><ul><li>Music, graphics, videos </li></ul></ul><ul><li>Better Conversion Rate </li></ul><ul><ul><li>Few clicks away </li></ul></ul>http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999
  19. 19. Why Pharma Fears e-Marketing <ul><li>New adverse events submitted by patients </li></ul><ul><ul><li>Law requires AE to be reported to FDA </li></ul></ul><ul><li>Top-down organization </li></ul><ul><ul><li>“ Control” the stories published </li></ul></ul><ul><li>Many executives are not Internet-savvy </li></ul><ul><ul><li>Regulatory and Legal </li></ul></ul><ul><li>Difference between OTC/CPG and Rx </li></ul><ul><li>No/Little control over regulated product </li></ul>http://www.brandweek.com/bw/content_display/current-issue/e3ie08aadb553c2ade9caea50c91352c7aa http://group8020.com/blog/pharma-should-scared-1988/ http://pharmamkting.blogspot.com/2009/01/real-reason-why-pharma-hates-social.html
  20. 20. DTC <ul><li>ROI is roughly $2 for every $1 </li></ul><ul><ul><li>Hasn’t improved in the past 4 years </li></ul></ul><ul><li>DTC Spending: </li></ul><ul><ul><li>2006 = $5.4 billion </li></ul></ul><ul><ul><li>2009 (projected) = $4.2 billion </li></ul></ul><ul><li>Facing intense scrutiny </li></ul><ul><ul><li>Different motivators </li></ul></ul><ul><ul><li>Different approaches </li></ul></ul>Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health; MediaPost
  21. 21. http://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219 15 depart before reaching receptionist 28 drop off samples with the receptionist 12 speak to the physician (not remembered) 37 drop samples in samples closet 8 speak to physician (remembered)
  22. 22. Sales Reps <ul><li>Decline in number of sales rep is accelerating </li></ul><ul><li>Calls per rep are declining </li></ul><ul><ul><li>11% in 2007 </li></ul></ul><ul><li>Salaries have increased </li></ul><ul><ul><li>7.1% in 2007 </li></ul></ul><ul><li>Cost per call </li></ul><ul><ul><li>$170-$255 </li></ul></ul>Robert Palmer, Sudler & Hennessey Digital, 02/09; Pharma Marketing News
  23. 23. Connecting with the Physician Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health Online Detail Sales Rep Detail Relevant & Useful 69% 78% Accurate & Balanced 44% 30% Influences Prescribing 33% 33%
  24. 24. E-Marketing in Pharma <ul><li>PhRMA guidelines do not apply to ads on the Internet or mobile phones </li></ul><ul><li>60% of physicians are using or interested in using online social networks </li></ul><ul><ul><li>Sermo / Medscape Physician Connect </li></ul></ul><ul><li>Online physicians prescribe 24 more scripts </li></ul><ul><li>Chat Forums + Bulletin Boards = Viral </li></ul>http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717
  25. 25. http://venturebeat.com/wp-content/uploads/2007/09/sermo-screenshot.gif
  26. 26. Internet Users <ul><li>1 billion people use the Internet daily </li></ul>http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717
  27. 27. Videos <ul><li>80% internet users </li></ul><ul><ul><li>60% are not YouTube </li></ul></ul><ul><li>12.7 billion videos watched in November 2008 </li></ul><ul><li>Health video is strong and growing </li></ul><ul><ul><li>27% of adults watch </li></ul></ul><ul><ul><li>53% are interested </li></ul></ul><ul><li>Advertising Revenues: </li></ul><ul><ul><li>First half of 2007 = $100 million </li></ul></ul><ul><ul><li>First half of 2008 = $345 million </li></ul></ul><ul><ul><li>245% increase! </li></ul></ul>Raj Amin, CEO HealthiNation, 02/09 eMarketer, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, 10/08
  28. 28. Mobile Marketing <ul><li>Over 271 million mobile phone users </li></ul><ul><li>2.5 billion text messages sent per day </li></ul><ul><li>89% of major brands will market via mobile by end of 2009 </li></ul><ul><li>Reminding patients </li></ul><ul><li>Informing patients </li></ul><ul><li>Marketing tactics </li></ul><ul><ul><li>Coupons, promotions </li></ul></ul>Chris Field, 3C Interactive, 02/09
  29. 29. Questions/Comments
  30. 30. Elements of a Viral Marketing Strategy Developed by: Dr. Ralph F. Wilson February 1, 2005  4 years ago http://www.wilsonweb.com/wmt5/viral-principles.htm
  31. 31. 1 – Give-Aways <ul><li>Give away valuable product or services </li></ul><ul><li>“ Free” is a powerful word </li></ul><ul><li>Attract attention </li></ul><ul><li>Profit won’t be soon </li></ul><ul><li>Free attracts eyeballs </li></ul><ul><li>Eyeballs = revenue, sales opportunities, emails </li></ul>
  32. 32. 2 – Ease of Transfer <ul><li>Provides for effortless transfer to others </li></ul><ul><li>Medium must be easy to transfer and replicate </li></ul><ul><ul><li>E-mail, website, graphics, videos </li></ul></ul><ul><li>Internet is great </li></ul><ul><ul><li>Instant communication, easy, effective </li></ul></ul><ul><li>Simplify your message </li></ul><ul><li>Short is better </li></ul>
  33. 33. 3 – Scales Easily <ul><li>Scales easily from small to large </li></ul><ul><li>Spread like wildfire </li></ul><ul><li>Must build scalability to your viral model </li></ul>
  34. 34. 4 – Common Behaviors <ul><li>Exploits common behaviors and motivations </li></ul><ul><li>Learn what drives people </li></ul><ul><ul><li>Be cool, greed, popular, love, etc. </li></ul></ul><ul><li>Know for target audience </li></ul><ul><li>Market research </li></ul>
  35. 35. 5 – Communication Networks <ul><li>Utilize existing communication networks </li></ul><ul><li>Most people are social </li></ul><ul><ul><li>Close network has 8-12 people </li></ul></ul><ul><ul><li>Broader network may have hundreds or thousands of people </li></ul></ul><ul><li>E-mail, YouTube, Blogs, Facebook, LinkedIn, MySpace </li></ul>
  36. 36. 6 – Others’ Resources <ul><li>Take advantage of others’ resources </li></ul><ul><li>Affiliate programs </li></ul><ul><li>News release </li></ul><ul><li>Have someone else’s webpage or newsprint show your message </li></ul>
  37. 37. Questions/Comments
  38. 38. E-Campaigns Let's take a look...
  39. 39. Viral Campaign 1 <ul><li>Novartis Excedrin “Express Gels” </li></ul><ul><ul><li>October 15 – December 18 </li></ul></ul><ul><ul><li>Goal: Introduce new brand to market </li></ul></ul><ul><ul><li>250+ video submissions (over goal) </li></ul></ul><ul><ul><li>165k+ YouTube Contest Pageviews </li></ul></ul><ul><ul><li>#1 Traffic driver to Excedrin.com </li></ul></ul><ul><li>YouTube: </li></ul><ul><ul><li>http://www.youtube.com/excedrinexpressgels </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=3hy1kCHVoqM </li></ul></ul>
  40. 40. Viral Campaign 2 <ul><li>Reality Lasik  Ignite Health </li></ul><ul><ul><li>Client: AMO – IntraLase </li></ul></ul><ul><ul><li>May 2007 – April 2008 </li></ul></ul><ul><ul><li>Conducted market research </li></ul></ul><ul><ul><li>Kristin Cavallari (Laguna Beach) </li></ul></ul><ul><ul><li>9 webisodes </li></ul></ul><ul><ul><li>Utilized “MySpace” & “Facebook” </li></ul></ul><ul><li>http://www.realitylasik.com/ </li></ul>
  41. 41. Viral Campaign 3 <ul><li>Siemens Healthcare USA </li></ul><ul><li>WinanMRI.com  Magnetom Essenza </li></ul><ul><ul><li>101 video submissions </li></ul></ul><ul><ul><li>Over 2.68 million viewings </li></ul></ul><ul><ul><li>Over 1.4 million votes </li></ul></ul><ul><ul><li>2 winning hospitals </li></ul></ul><ul><ul><li>Continued contact with other hospitals that submitted videos </li></ul></ul>
  42. 42. Video Marketing <ul><li>HealthiNation </li></ul><ul><ul><li>www.healthination.com/girl-talk </li></ul></ul><ul><li>AZ: “My Asthma Story” </li></ul><ul><ul><li>http://www.youtube.com/user/myasthmastory </li></ul></ul><ul><li>Sanofi-Aventis: “Go Insulin” </li></ul><ul><ul><li>http://www.youtube.com/user/goinsulin </li></ul></ul>
  43. 43. Social Media <ul><li>Health Central – Breast Cancer </li></ul><ul><ul><li>http://www.healthcentral.com/breast-cancer/ </li></ul></ul><ul><li>J&J Corporate Blog </li></ul><ul><ul><li>http://www.jnjbtw.com/ </li></ul></ul><ul><li>Novartis – ADHD Moms </li></ul><ul><ul><li>http://www.facebook.com/s.php?q=novartis&sid=66d5eb9d221849faf066d851fedc4289&init=q&sf=t#/ADHDMoms?sid=6607435d9f8346518322cb2c15c9bdcd&ref=s </li></ul></ul>
  44. 44. Interactive Websites <ul><li>Mirapex RLS Challenge </li></ul><ul><ul><li>http://www.mirapex.com/ </li></ul></ul><ul><ul><li>http://www.rlsrest.com/ </li></ul></ul>
  45. 45. Future <ul><li>Pharma needs to catch up </li></ul><ul><ul><li>Social Media sites (Facebook, blogs, etc.) </li></ul></ul><ul><ul><li>YouTube health channels </li></ul></ul><ul><li>Search </li></ul><ul><li>Video advertising and streaming </li></ul><ul><li>Closed loop marketing </li></ul><ul><ul><li>Don’t leave customer communication gap open  close the loop! </li></ul></ul><ul><li>Limited spending on other channels </li></ul>http://social.eyeforpharma.com/story/future-pharma-e-marketing
  46. 46. Future <ul><li>Start a blog, but update it! </li></ul><ul><ul><li>GSK alliConnect Blog  no post since 9/3/08 </li></ul></ul><ul><ul><li>Centocor CNT0411  no post since 10/8/08 </li></ul></ul><ul><li>Develop Pharma eMarketing Guidelines </li></ul><ul><li>Monitoring controls for blogs </li></ul>http://pharmamkting.blogspot.com/2009/01/new-years-resolutions-for-pharma.html
  47. 47. Growth <ul><li>Segmentation </li></ul><ul><ul><li>Accurately define target audience </li></ul></ul><ul><li>Integration </li></ul><ul><li>Building customer communities </li></ul><ul><ul><li>Chat rooms and blogs </li></ul></ul><ul><ul><li>Monitor </li></ul></ul><ul><ul><li>Provide accurate and reliable information </li></ul></ul>
  48. 48. This Just In… <ul><li>FDA Demands Pharma Stops ‘Misleading’ Ads on Google, Yahoo </li></ul><ul><ul><li>Advertising Age </li></ul></ul><ul><ul><li>Published: April 6, 2009 </li></ul></ul>
  49. 49. Conclusion <ul><li>E-Marketing is the future! </li></ul><ul><li>Social Media is being used by Pharma </li></ul><ul><ul><li>Blogs, Facebook, Twitter, etc. </li></ul></ul><ul><li>Viral campaigns are growing </li></ul><ul><li>Pull strategy (not push) </li></ul><ul><li>Consumers are becoming more aware </li></ul><ul><ul><li>Generate dialogue </li></ul></ul>
  50. 50. Thank You!
  51. 51. Works Cited <ul><li>http://www.apollomediablog.com/a-brief-history-of-social-media-part-1/ </li></ul><ul><li>http://www.brandweek.com/bw/content_display/current-issue/e3ie08aadb553c2ade9caea50c91352c7aa </li></ul><ul><li>http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717 </li></ul><ul><li>http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999 </li></ul><ul><li>http://www.allbusiness.com/marketing-advertising/marketing-advertising/10602714-1.html </li></ul><ul><li>http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm </li></ul><ul><li>http://pharmexec.findpharma.com/pharmexec/Web+Exclusives/The-Future-of-Media-and-Social-Influence-Marketing/ArticleStandard/Article/detail/579955?contextCategoryId=47505 </li></ul><ul><li>http://social.eyeforpharma.com/story/future-pharma-e-marketing </li></ul><ul><li>http://www.iirusa.com/epharmasummit/welcome-to-epharma.xml </li></ul>
  52. 52. Works Cited – Pictures <ul><li>http:// thetractorcab.files.wordpress.com/2008/08/smiley-face.jpg </li></ul><ul><li>http://www.eternalforest.org/images/Buttons/Objectives_ready.gif </li></ul><ul><li>http://static.digitaltrends.com/images/features/history-of-social-networking/sixdegrees%20logo.jpg </li></ul><ul><li>http://blog.wired.com/business/images/2008/05/09/friendster_logo.jpg </li></ul><ul><li>http://www.aljasoft.com/aljasoft/e-marketing_pick.gif </li></ul><ul><li>http://www.mediabistro.com/agencyspy/original/Social%20Media%20Marketing.jpg </li></ul><ul><li>http://magnuscfa.org/images/objectives.gif </li></ul><ul><li>http://www.24toronto.com/24.jpg/24-full;blend:stars2,33.jpg </li></ul><ul><li>http://www.stsc.com.hk/wkc/chorus/music_symbol2.gif </li></ul><ul><li>http://splinedoctors.com/blog/wp-content/uploads/2008/07/video_icon2.jpg </li></ul><ul><li>http://www.biojobblog.com/uploads/image/dtc(1).jpg </li></ul><ul><li>http://tumyeto.com/images/uploaded/sales_rep_duh_opt.jpg </li></ul><ul><li>http://blog.newsok.com/hiccups/files/2008/07/cellphone.gif </li></ul><ul><li>http://www.masternewmedia.org/images/video-formats_id371298_size480.jpg </li></ul><ul><li>http://www.timboucher.com/journal/wp-content/uploads/2007/03/viral-marketing.gif </li></ul><ul><li>http://api.ning.com/files/Z2AsseLKljHmX4e1Kx9jpNC4DqXbvLEaZtyKV*AAdubyinLcywMoz3daRyRE5ucVlsrgzSBRQG6GXfhWbvMIVcJanyyqyI3C/freestuff.jpg </li></ul><ul><li>http://portals.dmst.aueb.gr/dm/images/Internet_Marketing.jpg </li></ul><ul><li>http://www.tmac.ca/images/misc/blowhorn.jpg </li></ul><ul><li>http://www.mediabistro.com/fishbowlLA/original/71014_MoneyHappiness_vl-vertical.jpg </li></ul><ul><li>http://onlinesaleschannels.files.wordpress.com/2007/12/facebook.jpg </li></ul><ul><li>http://www.oweb.com/images/mainpicture.jpg </li></ul><ul><li>http://thestartingfive.files.wordpress.com/2008/01/question.jpg </li></ul><ul><li>http://www.ezdiyelectricity.com/images/icons/question-mark4a.jpg </li></ul>
  53. 53. RECEPTION Catered by: Parkhurst Dining Services

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