Utilizing Social Media for New Product Launch

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Presentation at Canadian emarketing conf. Nov 2011 (ddelong@cmg-pharma.com)

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  • Worse than no-see rate
  • Strategic listening.
  • Products thathave failed9/10products have same positioning
  • Confirm Forecast = Lilkihood to RxModel the Market – as changes occur in promotinal dynamicsConfirm Revenue ForecastProduct Positioning – offensive/flanking or Guerilla (9/10 products same positining)Pre-launch Promotion – Move docs thrugh first
  • What do I need a rep forI know the studiesI don’t want biased informationApplication to my clinical situation
  • Confirm Forecast = Lilkihood to Rx
  • Metrics such as: Visits Unique commenters Time on Site Network size / quality Quantity / Quality of Commentary Thread size (how invested members are) Time with content (people reading or interacting with the content might be very interested, but quiet)Versus Reach / Frequency / Share of Voice
  • Lots of information sources vying for physician`s attention
  • comparable to Pfizer’s Geodon and Bristol-Myers’ Abilify, that is, less than Lilly’s ZyprexaAnd, unlike some other atypicals, Meltzer says that Latuda dosages donot require a lot of titration. “If you have an acutely ill patient, you can start them at 40 [mg] andit’s going to start to work within days, if not hours, based, of course, on how ill the patient is. Youdon’t have to experiment [with the dose] as you do with, say, quetiapine, where it is difficult to
  • Engagement
  • Research Lead = Engagment – Quanity and QualityDiscussion – Pharma and PhysiciansPeceotion is out of sync with medical factBenchmarking = JD Power rankingSaving Physician time
  • Strategic listening
  • What % see non-adherence as a clinical problemHow big a clinical problemPerception of clinical impactWhat % of patients affectedPerception of the role of weight gain
  • Decide if they will a product to their armamentarium
  • Scientifically validatedWillhappenwether you partiicpate of not.
  • Utilizing Social Media for New Product Launch

    1. 1. UtilizingSocial MediaforNew Product Commercialization 1
    2. 2. Who Are We? 2
    3. 3. Today We’ll Discuss  Presentation Context  Pharma & Social Media  Why Social media should be on Your Radar Screen for New Product Commercialization  Demonstrate the Tactical Role of Social Media in New Product Commercialization
    4. 4. Background 4
    5. 5. Background 5
    6. 6. Background 6
    7. 7. Background The Physician still has to prescribe it! 7
    8. 8. Pharma & Social Media Primary Target for Digital CommunicationAcross Health Digital Survey EMEA 2011 8
    9. 9. Pharma & Social MediaSocial Media and Healthcare, EPG Health Media, Summer 2011 9
    10. 10. Pharma & Social Media % Utilization of Digital ToolsAcross Health Digital Survey EMEA 2011 10
    11. 11. Pharma & Social Media Physicians Don’t Want to Talk to You 100 Influence % online HCPs 80 Consulting with Colleagues in Person Offline Journals Online Journals HCPs-only Portal (Social Networks) 60 40 20 Sales Reps Pharma Websites 20 40 60 80 100 Weekly/Daily Use % online HCPs 11
    12. 12. Pharma & Social Media Toronto Diabetes KOL Network Physicians are already organized into communities and are actively engaged in conversationsSource: Lnx Pharma 12
    13. 13. Pharma & Social Media Re-invent the wheel Work with existing interpersonal communication network 13
    14. 14. Pharma & Social Media: Success Factors Talking Listening Push Pull Product Brand Range Brand Selling Pills Outcomes Initiating Participating 14
    15. 15. Definition 15
    16. 16. Definition – What is Social Media? Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement. 16
    17. 17. Why Should Social Media be on the Radar Screen? Difficult Cases Experience with New MedicationsPhysician Participation in Peer-to-Peer Social Media Sites - Why Is It Less Than Expected? 17Pharma Marketing Oct 12 2011
    18. 18. Why Should Social Media be on the Radar Screen?Pre-launch Improve the quality of the market research 18
    19. 19. Social Media: Impact Pre-Launch  Customer segment research - Clinical Value Criteria  Model the Market  Confirm Revenue Forecast  Product Positioning  Pre-launch Promotion 19
    20. 20. Why Should Social Media be on the Radar Screen?Post launchMitigate the rapidlydecreasing effectivenessof the Sales Rep channel.Physician EngagementProduct Diffusion 20
    21. 21. Social Media: Impact Post Launch  Increase Reach and Frequency  Contract the Sales Cycle  Increase Speed of Diffusion  Enhance the Clinical / Brand Relevancy  Manage the Physician Experience Trial  Capture Real-time Campaign Management Data 21
    22. 22. Hypothetical Case Study Schizophrenia 22
    23. 23. Hyper-competition Generic Atypicals 4 23
    24. 24. Hyper-competition Branded Atypicals 2 24
    25. 25. Hyper-competition Generic Typicals 5 25
    26. 26. Hyper-competition Immediate Future 3 26
    27. 27. Social Media Strategy: Product Launch Engagement Getting involved and returningInfluence Early Adopters on Early and late Majority 27
    28. 28. Something to Talk About!Something to talk about 28
    29. 29. Something to Talk About 29
    30. 30. Performance on the 4 Pillars of Positioning Efficacy Equal Safety Equal Tolerability Advantage Price Disadvantage 30
    31. 31. Opportunity Treatment Failure Rate up to 75% 31
    32. 32. Why Psychiatrists Prescribe High Importance Medium Importance 32
    33. 33. APPLICATION of SOCIAL MEDIA 33
    34. 34. Pre-launch: Customer Research Traditional Market Research Inadequate for Hyper-competition 34
    35. 35. Pre-launch: Customer Research  Serial market research participants  All brands have access to the same data  “35,000 foot” view of market – not actionable  9/10 product launch with category leader positioning 35
    36. 36. Pre-launch: Customer Research  Switch from a COMMERCIAL to an ACADEMIC research model  Engage the Community in a discussion about the Clinical Value of currently available products 36
    37. 37. Pre-launch: Customer Research How do I impact prescribing behaviour? I know What I don’t know Is Rx’d Why it is Rx’d (The Behaviour) @ Customer Segment (The Motivation) 37
    38. 38. Pre-launch: Customer Research Clinical Value Analysis Research Lead Deliverable to Deliverable to Physicians Pharma Benchmarking Data Segment Level Data Present Findings & Facilitate Discussion / Debate 38
    39. 39. 39
    40. 40. Pre-launch: Pre-launch Promotion Alternative to... 40
    41. 41. Pre-launch: Pre-launch Promotion Position in Practice Capture Trial Criteria Get Trial Ensure Trial Success Review Review Options Trial Progress Define the Clinical Problem 41
    42. 42. Pre-launch: Pre-launch Promotion  Initiate a discussion about the role of weight gain in treatment non-adherence.  Employ Clinical Value Analysis to review the failings of available drugs to solve the clinical problem 42
    43. 43. Introducing asolution to What problemschizophreniatreatment do you solve?non-adherence 43
    44. 44. Pre-launch: Pre-launch Promotion  Move physicians through the early stages of adoption – missionary work  Launch into Experience Trial phase - Rxs  Gain access to No-see / Limited-see physicians  Data to refine launch strategy  Discover points of competitive entry 44
    45. 45. Post-launch: Manage the Experience Trial A model that describes how physicians adopt new treatment options 45
    46. 46. Post-launch: Manage the Experience Trial Position in Practice Capture Trial Criteria Get Trial Ensure Trial Success Review Review Options Trial Progress Define the Clinical Problem 46
    47. 47. Post-launch: Manage the Experience Trial Self expression Communication Sharing Collaboration 47
    48. 48. Post-launch: Manage the Experience Trial  Supplement Rep Activity  Reach access challenged physicians  Manage the most important phase of the product lifecycle  Acquire forward looking data 48
    49. 49. Pharma & Social Media 49

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