“Think like a poet,plan like a bookkeeper”
Carwyn Jones: Managing Director, Channel HealthEli Lilly – 7 years (Sales, marketing, sales management, strategy)GSK – 3 y...
Channel Health is a part of theOPEN Health family ofcompanies
CHANNEL HEALTH Elements              CHANNEL               HEALTH              IntelligenceCHANNEL                      CH...
What do HCPs wantfrom digital channels?
After today’s presentation you should know a little                    more about…Where pharma marketing is going (or has ...
Set the scene…
So why digital channels?
The history of pharmaceutical sales and marketing
The death of PUSH marketing
Stop shouting
Learning moment – Setting the sceneDigital marketing is BRUTALThe user is 100% in controlEvery company is evaluating newch...
So let’s do digital    marketing
Digital marketing definitionDigital marketing = digital marketing
Use classical marketing theory (obviously…)Remember: the online user is 100% in control and the internet is a ‘brutal’medi...
Do not be seduced…
GPs rate CME as the most useful element on the Internet            Types of online resource rated in the Top 3 in terms of...
So what are HCPs up        to?
Point1: Doctors are weird
Point1: Doctors are weirdCLINICALEVIDENCE BASEDSCIENTIFICPATIENT OBSESSEDMONEY OBSESSED
Point 2: We’re all the same
Point 2: We’re all the sameWhen we use digital channels we all want the same thing…     SPEED (impatient)     SIMPLICITY  ...
Despite a rapidly growing body of evidence…                                                                        86%    ...
Between 2005 and 2011,pharma increased its digital investment…                 from.1% of total promotion                 ...
50%  China                              49%                           Even though…                                        ...
Learning moment – What are HCPs up to?They are different but the sameThey want VALUE from an onlineexperienceThey want mor...
What do HCPs wantfrom digital channels?
Focusing on those who rated a service as either ‘useful’ or ‘very useful’,educational content leads email and then NICE gu...
The most trusted sources for health information are peer-reviewed journals              Health information sources rated i...
What do HCPs want from these channels?1.   Is this going to make me a better doctor?2.   Am I going to learn something?3. ...
China, 72%                                                                                                                ...
China, 48%                                                                                                                ...
China, 51%                                                                                                                ...
Mutual                  Value     Physicians            Pharma                                    3535
Learning moment - What do HCPs want from these                   channels? Provide VALUE to HCPs If you can’t provide valu...
Content and Contact
When it comes to diamonds there are four Cs to                 rememberCUT                                 COLOURCLARITY  ...
When it comes to effective medical communications           online, there are just two…   CONTENT                   CONTACT
Content and ContactContent                      Contact                        Engagement    Content             Contact  ...
Learning moment – Content and ContactTo provide ENGAGEMENT you mustprovide CONTENT and CONTACT
Which channeloptions exist?
Channel options to HCPs       Key message
Channel options to HCPs       Key message
Channel options to HCPs                                               1. Email marketing                     2. Display ad...
Channel options to HCPsChannels I AM going to talk about   Channels I AM NOT going to talk about1.   Email marketing      ...
Digital channel considerations                      • Authenticated users Email marketing      • Metrics – click thru’, op...
What do you measure?YES – QUALITATIVE                                        (Detail Follow Up)OUTPUT / IMPACT1.   On pres...
Learning moment - Channel options to HCPsUnderstand the digital channels available to youWork with the digital channels yo...
Case studies
ImmunoCAP for Thermo FisherEmail                        E-detail                         Linked Resource Centre   Download...
QUESTIONS??For more information  contact Channel      Health   Carwyn Jones carwyn@channel-    health.co.uk +44 7770 408 674
Channel health hcp channels
Channel health hcp channels
Channel health hcp channels
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Carwyn Jones presentation from the IMI & DMI Digital Marketing for the Pharma Industry workshop, 17th Oct 2012

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Channel health hcp channels

  1. 1. “Think like a poet,plan like a bookkeeper”
  2. 2. Carwyn Jones: Managing Director, Channel HealthEli Lilly – 7 years (Sales, marketing, sales management, strategy)GSK – 3 years (Global strategy)Sudler & Hennessey – 3 years (Director of strategic planning, Europe)Doctors.net.uk – 4 years: Head of Pharma. Responsible for working withthe pharma industry to help them engage with target doctors through atrusted channel. Sales team, account management, medical writing, design,web build.Channel Health – as of mid-June 2012 – all about digital channelsPharmaceutical Marketing Society (PM Society) – digital lead
  3. 3. Channel Health is a part of theOPEN Health family ofcompanies
  4. 4. CHANNEL HEALTH Elements CHANNEL HEALTH IntelligenceCHANNEL CHANNEL HEALTH HEALTH Mobile Strategy CHANNEL HEALTH CHANNEL CHANNEL HEALTH HEALTHCommunities Idea Engine CHANNEL HEALTH Engagement
  5. 5. What do HCPs wantfrom digital channels?
  6. 6. After today’s presentation you should know a little more about…Where pharma marketing is going (or has been)Digital marketingWhat doctors are up to onlineWhat HCPs want onlineContent and contactThe channel optionsMeasurement
  7. 7. Set the scene…
  8. 8. So why digital channels?
  9. 9. The history of pharmaceutical sales and marketing
  10. 10. The death of PUSH marketing
  11. 11. Stop shouting
  12. 12. Learning moment – Setting the sceneDigital marketing is BRUTALThe user is 100% in controlEvery company is evaluating newchannels to make up for the sales call
  13. 13. So let’s do digital marketing
  14. 14. Digital marketing definitionDigital marketing = digital marketing
  15. 15. Use classical marketing theory (obviously…)Remember: the online user is 100% in control and the internet is a ‘brutal’medium to communicate poor or inadequate content to the userDon’t forget the basics
  16. 16. Do not be seduced…
  17. 17. GPs rate CME as the most useful element on the Internet Types of online resource rated in the Top 3 in terms of usefulness Accredited CME modules 68% Google 28% Online reference textbooks 27% Journal articles 24% Databases of information (drugs, poisons, etc) 23% Clinical discussion forum 20% Online handbooks 20% Clinical paper reviews 20% Case studies 16% Medical news 16% Medical images 9% Medical calculators 7% Podcasts 6% Online quizzes 4%Presentations about pharmaceutical and device products 4% Conference highlights 3% Other (please specify) 6% Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1,025 GPs (medeConnect) 18
  18. 18. So what are HCPs up to?
  19. 19. Point1: Doctors are weird
  20. 20. Point1: Doctors are weirdCLINICALEVIDENCE BASEDSCIENTIFICPATIENT OBSESSEDMONEY OBSESSED
  21. 21. Point 2: We’re all the same
  22. 22. Point 2: We’re all the sameWhen we use digital channels we all want the same thing… SPEED (impatient) SIMPLICITY VALUE AUTHENTICATION TRUST
  23. 23. Despite a rapidly growing body of evidence… 86% of European doctors say the Internet is professionally “essential” 73% of Chinese physicians regularly access pharma websites 69% 80% of urban Indian GPs say the Internet is their preferred source of new info of LatAm physicians go online daily for professional purposes 24SOURCES: Manhattan Research; Kinapse Life Sciences Consulting; Medimix LatAm
  24. 24. Between 2005 and 2011,pharma increased its digital investment… from.1% of total promotion toSOURCE: Cegedim Strategic Data (CSD), provided to eMarketer Aug 24 2010 .9% 25
  25. 25. 50% China 49% Even though… 85% India 14% How valuable is digitally 89% delivered information from LatAm 11% Valuable pharma companies? Not valuable 92% Spain 8% 64% 25%Germany 37% 74% 69% UK 31% 26 SOURCE: EIU Survey, March 2011
  26. 26. Learning moment – What are HCPs up to?They are different but the sameThey want VALUE from an onlineexperienceThey want more stuff online and viadigital channels
  27. 27. What do HCPs wantfrom digital channels?
  28. 28. Focusing on those who rated a service as either ‘useful’ or ‘very useful’,educational content leads email and then NICE guideline reviews in terms of actual usefulness Perceived usefulness of services provided by Doctors.net.uk Average Educational content 80% 4.1 Email 71% 4.1 NICE guideline reviews 60% 3.6 News 53% 3.5 Forum 50% 3.4 Journal watch 49% 3.3Information from third parties 18% 2.7 Conference highlights 21% 2.5 Jobs 17% 2.2 Useful + Very useful Q7. Finally, for the various services provided by Doctors.net.uk, please indicate the extent to which you find them useful? Base: Sept 2011 = 1025 GPs New question in 2011
  29. 29. The most trusted sources for health information are peer-reviewed journals Health information sources rated in the Top 3 in terms of trustPeer-reviewed journals, e.g. NEJM, BMJ 85% Doctors.net.uk 54% Medical colleges 50% Medical news services, e.g. Pulse, GP 38% Textbooks 34% Department of Health 27%General news publishers, e.g. BBC, Sky 5% Pharmaceutical industry 2% Other (please specify) 5% Q2. Which sources of health information do you trust the most? Base: Sept 2011 = 1025 GPs
  30. 30. What do HCPs want from these channels?1. Is this going to make me a better doctor?2. Am I going to learn something?3. Is this something new?4. Is it interesting?5. Have I got time?Trivia: we all read 3 - 7 times faster than we listen
  31. 31. China, 72% India, 76% LatAm, 61%Chronic metabolic diseases Spain, 74% Germany, 73% UK, 61% China, 26% India, 33% LatAm, 20% Ageing populations Spain, 42% Germany, 62% UK, 61% China, 19% India, 13% LatAm, 22% Other chronic diseases Spain, 37% Germany, 73% UK, 28% China, 15% India, 47% LatAm, 33% Infectious diseases What are the greatest Spain, 13% Germany, 12% UK, 6% China, 6% health challenges India, 36% Accidents Spain, 21% LatAm, 46% facing your country? Germany, 15% UK, 3% China, 9% India, 15% LatAm, 38% Drug / alcohol abuse Spain, 24% Germany, 19% Chronic metabolic diseases 68% UK, 50% China, 4% Ageing populations 34% India, 18% LatAm, 41% Tobacco use Spain, 40% Other chronic diseases 27% Germany, 2% UK, 8% Infectious diseases 26% China, 4% India, 20% Respiratory diseases LatAm, 26% Accidents 25% Spain, 34% Germany, 21% UK, 6% Drug / alcohol abuse 23% China, 5% India, 24% LatAm, 8% Tobacco use 19% HIV/AIDS Spain, 8% Germany, 10% UK, 3% Respiratory diseases 18% China, 7% India, 15% HIV/AIDS 11% LatAm, 4% Neonatal infections Spain, 0% Germany, 0% UK, 3% Neonatal infections 6% 32 SOURCE: EIU Survey, March 2011
  32. 32. China, 48% India, 55% LatAm, 62% Lack of funding Spain, 55% Germany, 54% UK, 42% China, 33% India, 26% LatAm, 21% Understaffing Spain, 29% Germany, 69% UK, 39% China, 12% India, 26% LatAm, 34% High workload / stress levels Spain, 42% Germany, 44% UK, 22% China, 6% India, 27% Poor management / lack of LatAm, 36% support Spain, 32% Germany, 12% UK, 33% China, 6% India, 19% LatAm, 35% Uncooperative patients What are the biggest Spain, 32% Germany, 6% UK, 11% LatAm, 7% India, 23% China, 35% obstacles to conducting Poor work environment Spain, 5% Germany, 2% UK, 6% your job? China, 0% India, 11% Volume of LatAm, 16% paperwork/administration Spain, 24% Germany, 56% UK, 19% China, 22% India, 15% Lack of info about latest LatAm, 18% Lack of funding 54% treatments Spain, 13% Germany, 0% UK, 14% Understaffing 33% China, 7% India, 23% Inefficient or obsolete IT LatAm, 16% High workload / stress levels 27% infrastructure Spain, 13% Germany, 17% UK, 11% Poor management / lack of support 23% China, 23%Insufficient / limited access to India, 19% Uncooperative patients 19% LatAm, 8% training Spain, 8% Germany, 4% Poor work environment 17% UK, 6% China, 14% India, 16% Volume of paperwork/administration 16% Inefficient or obsolete LatAm, 16% medical technology Spain, 11% Germany, 8% Lack of info about latest treatments 15% UK, 0% China, 1% Inefficient or obsolete IT infrastructure 15% India, 18%Poor working culture/collegial LatAm, 10% support Spain, 8% Insufficient / limited access to training 14% Germany, 4% UK, 11% Inefficient or obsolete medical technology 13% China, 5% India, 11% Poor access to latest LatAm, 13% Poor working culture/collegial support 9% treatments Spain, 0% Germany, 4% UK, 6% Poor access to latest treatments 8% 33 SOURCE: EIU Survey, March 2011
  33. 33. China, 51% India, 61% Lack of funding for frontline LatAm, 52% services Spain, 37% Germany, 60% UK, 56% China, 21% India, 45% LatAm, 43% Poor management Spain, 45% Germany, 39% UK, 42% China, 22% India, 38% LatAm, 48%Lack of cohesive policy system Spain, 34% Germany, 44% UK, 17% What are the biggest China, 12% India, 46% challenges to your Lack of funding for medical research LatAm, 49% Spain, 50% countrys healthcare system? Germany, 31% UK, 19% China, 35% India, 41% Shortage of trained medical LatAm, 22% Lack of funding for frontline services 54% staff Spain, 16% Germany, 35% UK, 25% Poor management 37% China, 15% India, 24%Increased demand for services LatAm, 30% Lack of cohesive policy system 35% Spain, 53% Germany, 17% UK, 31% Lack of funding for medical research 35% China, 15% India, 20% Lack of private sector LatAm, 29% Shortage of trained medical staff 31% investment Spain, 37% Germany, 21% UK, 19% Increased demand for services 25% China, 2% India, 21% Lack of private sector investment 23% Too much private sector LatAm, 20% involvement Spain, 13% Germany, 17% Too much private sector involvement 14% UK, 3% 34 SOURCE: EIU Survey, March 2011
  34. 34. Mutual Value Physicians Pharma 3535
  35. 35. Learning moment - What do HCPs want from these channels? Provide VALUE to HCPs If you can’t provide value, be prepared to think carefully about what you are doing Get over yourself…
  36. 36. Content and Contact
  37. 37. When it comes to diamonds there are four Cs to rememberCUT COLOURCLARITY CARAT
  38. 38. When it comes to effective medical communications online, there are just two… CONTENT CONTACT
  39. 39. Content and ContactContent Contact Engagement Content Contact Sales aid Sales force Advertisement Journal with greatest circulation Website / eDetail THE RIGHT CHANNEL
  40. 40. Learning moment – Content and ContactTo provide ENGAGEMENT you mustprovide CONTENT and CONTACT
  41. 41. Which channeloptions exist?
  42. 42. Channel options to HCPs Key message
  43. 43. Channel options to HCPs Key message
  44. 44. Channel options to HCPs 1. Email marketing 2. Display advertising 4. Brand.com Key message3. Communities 5. Remote eDetailing
  45. 45. Channel options to HCPsChannels I AM going to talk about Channels I AM NOT going to talk about1. Email marketing 1. Face to face2. Display advertising 2. Print advertising3. Community engagement 3. Telemarketing4. Remote eDetailing 4. Direct mail5. Brand.com 5. Mobile 6. And a few others…
  46. 46. Digital channel considerations • Authenticated users Email marketing • Metrics – click thru’, open rates, reporting • Only for brand awarenessDisplay advertising • ‘Fish where the fish are’ Community • Segmentation opportunities engagement • Cost? • Expensive relative to representativeRemote eDetailing • Determine the group of customers who want this • SEO – getting to your customers Brand.com • Ensure you have clarified how to establish CONTACT
  47. 47. What do you measure?YES – QUALITATIVE (Detail Follow Up)OUTPUT / IMPACT1. On prescribing, on understanding, on knowledge, on behaviour2. Market research, exit polls, qualitative feedbackMAYBE – QUANTITATIVE (Call rate)INPUT / NUMBERS1. Number of hits Trivia: HITS – How Idiots Track Success2. Number of views3. Time on page4. Open rate / bounce rate
  48. 48. Learning moment - Channel options to HCPsUnderstand the digital channels available to youWork with the digital channels you trustWork with the digital channels that can worktogetherMeasure the right stuff
  49. 49. Case studies
  50. 50. ImmunoCAP for Thermo FisherEmail E-detail Linked Resource Centre Downloadable App• Created in 2011• Challenge was to sell to Primary Care without a sales force• An eDetailing campaign was designed and implemented using KOLs to educate physicians on the benefits of allergy testing• Each eDetail results in a 19-45% increase in sales during the following month• To date, 6 e-details have been released over a 12-month period• eDetailing campaign is supported by full digital campaign (including resource centre, apps and Google adwords campaign)
  51. 51. QUESTIONS??For more information contact Channel Health Carwyn Jones carwyn@channel- health.co.uk +44 7770 408 674

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