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Life Jim: Pharma and Digital Marketing in Emerging Markets

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Life Jim: Pharma and Digital Marketing in Emerging Markets

  1. 1. DIGITAL MA PHARMA AN RKETING D EMERGIN G MARKETS“IT’S LIFE JIM, JUST NOT AS WE KNOW IT”*
  2. 2. WHY ME?WHY DIGITAL AND PHARMAWHY DIGITAL AND EMERGINGGLOBAL VERSUS LOCALWHAT YOU SHOULD DO WITH DIGITALTAKEAWAYS
  3. 3. WHY M E?A marketing consultancy driving growth and innovationthrough best use of digital channelsFor our clients, we …•  Consult on digital marketing, social and mobile strategies•  Provide support for campaigns and implementation projects•  Develop measurable models to track success GLOBAL & LOCAL
  4. 4. GLOBAL WHY M E?§  ORGANIZATIONAL CHANGE AND DIGITAL INTEGRATION§  DISEASE AWARENESS DEVELOPMENT AND LAUNCH§  GLOBAL AGENCY RATIONALIZATION§  CAMPAIGN STRATEGY & ENVIRONMENT ANALYSIS§  CONSUMER EVALUATION FRAMEWORK DEVELOPMENT§  SOCIAL MEDIA STRATEGY, SOP WRITING & PILOTING & LOCAL
  5. 5. WHY DIGITAL AND PHARMA 2.1 BN 30.4%0 BN1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 0%
  6. 6. WHY DIGITAL AND PHARMADRIVERS:§  COMMUNICATION DYNAMIC§  CHANNEL PREFERENCE§  HIGH REACH§  LOW-ISH COST Health portals Advocacy groups HCP portals eCME Teleweb Medical Reference Conferences Friends Symposia Family Journals Media Textbooks Books Reference works CME Sales reps
  7. 7. ONCE A NEW TECHNOLOGY ROLLS OVERYOU, IF YOU’RE NOT PART OF THESTEAMROLLER, YOU’RE PART OF THE ROADSTEWART BRAND
  8. 8. WHY DIGITAL AND EMERGING100% 3000.00%90% 2500.00%80% 2527% 114M70% 2000.00% 63.3%60% 1.3BN 1987% 65M50% 1500.00%40%30% 1000.00% 1037% 198M20% 707% 500.00%10% 808M 0% Africa Asia 0.00% North Oceania / Europe Asia Latin Middle East Africa America Australia America / Latin America / Carib. Middle East Carib. The Rest % GROWTH 2000-2011
  9. 9. WHY DIGITAL AND EMERGING USE INTERNET PROFESSIONALLY DAILY+100%90% 96% 95% 92%80%70%60%50%40%30%20% SEE REPS MONTHLY OR LESS10% 100% 0% Mexico Brazil Russia 90% 80% 87% 70% 60% 50% 55% 54% 40% 30% 20% 10% 0% Mexico Brazil Russia
  10. 10. WHY DIGITAL AND EMERGING USE PHARMA CORP OR PRODUCT SITES100%90% 92% 94%80%70% 84%60%50%40%30%20% USE OF COMMUNITY OR HCP SOCIAL10% 100% 0% Mexico Brazil Russia 90% 96% 80% 87% 85% 70% 60% 54% 64% 50% 71% 40% 30% 20% 33% 32% 10% 14% 0% Mexico Brazil Russia
  11. 11. WHY DIGITAL AND EMERGINGDRIVERS:§  LACK OF MEDICAL INFORMATION (ONLINE?)§  NETWORKED PATIENT/HCP§  FAST TECHNOLOGY ADOPTION
  12. 12. THE FUTURE IS ALREADY HERE – IT’SJUST NOT VERY EVENLY DISTRIBUTEDWILLIAM GIBSON
  13. 13. GLOBAL VERSUS LOCALGLOBAL§  DIGITAL IS A PRIORITY FOR MORE MATURE MARKETS§  DIGITAL IS FOR “SOPHISTICATED” MARKETS§  EMERGING IS DIFFICULT, DIGITAL IS DIFFICULT§  FAST FOLLOW, WAITING FOR ANSWERS§  DON’T HAVE THE ANSWERS
  14. 14. GLOBAL VERSUS LOCALLOCAL§  HAVE AMBITION§  IT’S ALL NEW AND EXCITING§  WANT DIRECTION, HOW TO, OR JUST GREENLIGHT§  BUT LACK: §  TIME §  KNOWLEDGE §  SUPPORT§  WHICH LEADS TO: §  CONFIDENCE TO ACT
  15. 15. DIGITAL MIGHT LOOK HARD… …BUT ACTUALLY THE PROCESS IS VERY FAMILIAR
  16. 16. WHAT YOU SHOULD DO WITH DIGITAL UNDERSTAND DEFINE BUILD (LOCAL) OBJECTIVES CAPABILITY NEEDS PROVIDE MEASURE AND SUPPORT IMPROVE
  17. 17. DEFINE OBJECTIVES
  18. 18. UNDERSTAND (LOCAL) NEEDS
  19. 19. BUILD CAPABILITY
  20. 20. PROVIDE SUPPORT
  21. 21. MEASURE AND IMPROVE
  22. 22. TAKEAWAYSDIGITAL WILL ONLY BECOME MORE IMPORTANT TO PHARMADIGITAL CHANNELS FOR EMERGING MARKETS IS A STRATEGIC OPPORTUNITYDIGITAL IS NOT HARD [really, I’ve done it] UNDERSTAND DEFINE BUILD (LOCAL) OBJECTIVES CAPABILITY NEEDS PROVIDE MEASURE AND SUPPORT IMPROVE MOST IMPORTANTLY:NEVER LET THINGS LIKE ‘TAKEAWAYS’, GET IN THE WAY OF COMMON SENSE
  23. 23. :: PHARMA DIGITAL MARKETING SERIES ::THANKS!ADAM.OSULLIVAN@BLUELATITUDE.NET*Opening quote attributable to Dr. Leonard McCoy, not Spock J END.

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