Aleksandar Stojanovic shocked and woke up some sleeping marketers, brand directors and communication leaders from the pharma and healthcare industry during his talk at the "Global Pharma Marketing Summit" in 2012, where he enjoed giving some candid real-world advice on "How to crack the corporate piggybank for serious digital investments." On a side note he shared some hints on how to make pharma marketing and brand stories suck less.
Easy big savings:
Eat the agent*.
• Bypass the marketing value chain.
• Own both, media, access and relationship.
An agent is someone, who is making trizillions of cash by limiting access to something - in order
to monetize that specific access by taking fees or commision. Just like media.
„YOU F.......G B..........D! YOU STOLE
MY F.......G CALIFORNIA CONNECTION!“
Bypassing the agent.
Pharma can do that
as well. Let's take a
look at cardiology.
12.146 Sold Copies
Message Cost per Issue: € 4.060,- (1/1 Ad)
BME = € 0,33
Build a cardiology media
with 10.000 users!
Initial Investment € 200.000,-
Annual P&L Cost / Year € 40.000,-
Total Lifecycle Cost (3 Years) € 320.000,-
Annual Lifecyle Cost € 106.666,-
1 Message one User (BME) € 0,33
1 Message all Users € 3.300,-
100 Messages all Users (1 Year) € 330.000,-
300 Messages all Users (3 Years) € 990.000,-
Hello Business Case.
• Annual lifecycle budget of € 106.000,-
buys 317.112 messages in bought media
makes 1.000.000 messages in owned media
• Upside of 682.888 messages sent!
• Break-Even in 1,2 years
From Cost to Capex.
Bought media is pure cost. That's the smelly "L" in P&L. “Bye bye, cash-money“.
Owned media is property and immaterial asset. Like. „Hello, balance sheet!“
Not in the board room!
"Engagement. Bla. Brand Loyalty. Bla bla. Share-Of-Voice. Bla.
Interactive. Blablabla. Viral. Gamification. Blabla. Halo-Effect. Bla."
I agree. 100%. Digital, mobile and social media is so much more than plain numbers and quantites. Amongst
Colleagues work actively with all the knowledge and concepts you have. But remember, that is not the right
language for the board room. Please. Make your C-level executive's life easy.
So is it a bird?
Nope. It is a high-value
„But we have that supergreat scientific content
which I want everybody to love!“
Google „Leaked AOL Content Strategy“
Fine. You own content.
You need a format*.
The overall concept, premise and
branding of a program.
* This is the true weakness of global pharma and healthcare marketing!
Fix that for your brand and get drowned in promotions, awards and speaker assignments.
Mobile Network Operator.
Isn't it funny? While pharma and healthcare marketing has heavy restrictions on
discussing product and product specification, true brands do not care at all about
their product specs. They know, that people only make emotional decisions. And in
case they use specs, they wrap them in a stroy and format. MNO's took that to
perfection. And please, don't tell me this industry is totally different. I know both
industries and a dozen more.