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What Indian pharma needs to do to engage with Indian doctors

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How can Indian pharma use digital marketing to engage with doctors and connect with patients ?

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What Indian pharma needs to do to engage with Indian doctors

  1. 1. 5th Edition – Paris -- June 4-5, 2015
  2. 2. 5th Edition – Paris -- June 4-5, 2015
  3. 3. 5th Edition – Paris -- June 4-5, 2015
  4. 4. 5th Edition – Paris -- June 4-5, 2015
  5. 5. 5th Edition – Paris -- June 4-5, 2015
  6. 6. 5th Edition – Paris -- June 4-5, 2015 Medical profession is seen to be corrupt Patients don’t trust doctors Media loves doctor bashing Violence against doctors is increasingly common Pharma is seen to be greedy – the doctor-pharma nexus is an open secret
  7. 7. 5th Edition – Paris -- June 4-5, 2015 Doctors do not respect MRs – you cannot buy trust ! MRs do not respect doctors - or themselves Low morale and self-esteem - cannot recruit good MRs Mug’s game - race to the bottom Regulatory backlash Negative media coverage
  8. 8. 5th Edition – Paris -- June 4-5, 2015 Don’t add any value to my life Don’t want to waste my time – or theirs How can pharma engage with doctors like me ?
  9. 9. 5th Edition – Paris -- June 4-5, 2015
  10. 10. 5th Edition – Paris -- June 4-5, 2015
  11. 11. 5th Edition – Paris -- June 4-5, 2015 How do we reach out to doctors? New problems need new solutions Digital marketing offers a lot of promise ! All industries are going online - and pharma needs to do this too !
  12. 12. 5th Edition – Paris -- June 4-5, 2015 Apps ? Tabs ? Portals ? Whatsapp ? Digital marketing ? Marketing spiel ?
  13. 13. 5th Edition – Paris -- June 4-5, 2015 Not a core competence – digital is still a foreign territory for pharma Corporate inertia – why fix it if it’s not broken ? Star MRs feel threatened How do you prove ROI ? KOLs are older – most are digital dinosaurs
  14. 14. 5th Edition – Paris -- June 4-5, 2015 More patients More money Better productivity and profitability More fame Professional prestige  Medical research and publications  Invitations to speak at medical conferences Work-life balance
  15. 15. 5th Edition – Paris -- June 4-5, 2015 Marketing 101 - go to where your customers are ! In the past, this meant the doctor’s clinic, which is why pharma needed MRs to establish relationships Today, all doctors are online ! Because all their patients are online ! Pharma needs to go online as well !
  16. 16. 5th Edition – Paris -- June 4-5, 2015 Needs to do only one thing - Give every doctor their own website
  17. 17. 5th Edition – Paris -- June 4-5, 2015  Valuable digital real estate - direct source of referrals  Online reputation management  Openness, trust and transparency  Local language  Competitive edge  Doctors want and need their own website but they don’t know how to create a website  You can fill in the gap !
  18. 18. 5th Edition – Paris -- June 4-5, 2015 Patient acquisition – direct source of referrals Create patient educational materials - spend once, use often Saves administrative hassles No phone tag – email has a much better signal to noise ratio Become patient centric and empathetic
  19. 19. 5th Edition – Paris -- June 4-5, 2015 Doctor is available and accessible Can doctor shop from home Get second opinions Trusted voice Local language Transparency and openness creates trust
  20. 20. 5th Edition – Paris -- June 4-5, 2015 Direct digital access to the doctor RSS feeds for new drugs and recent advances. Reach out to patients through the website Economies of scale, which makes it cost-effective ! Only one chance for the innovator - only one website per doctor
  21. 21. 5th Edition – Paris -- June 4-5, 2015
  22. 22. 5th Edition – Paris -- June 4-5, 2015
  23. 23. 5th Edition – Paris -- June 4-5, 2015
  24. 24. 5th Edition – Paris -- June 4-5, 2015
  25. 25. 5th Edition – Paris -- June 4-5, 2015
  26. 26. 5th Edition – Paris -- June 4-5, 2015
  27. 27. 5th Edition – Paris -- June 4-5, 2015
  28. 28. 5th Edition – Paris -- June 4-5, 2015
  29. 29. 5th Edition – Paris -- June 4-5, 2015
  30. 30. 5th Edition – Paris -- June 4-5, 2015
  31. 31. 5th Edition – Paris -- June 4-5, 2015 Bought in bulk by pharma companies Customised for each individual doctor Everyone benefits – pharma company, doctor and patient !
  32. 32. 5th Edition – Paris -- June 4-5, 2015
  33. 33. 5th Edition – Paris -- June 4-5, 2015 Just a buzzword ? Patient-centric” doesn't mean selling more products – it means keeping the patient's needs above your own Long-term philosophy Unchallenged competitive edge when you become the trusted brand !
  34. 34. 5th Edition – Paris -- June 4-5, 2015 Perceived regulatory hurdles – “ pharma cannot touch the patient” Digital is not a core competence Corporate inertia How do you prove ROI ? How do you scale up ?
  35. 35. 5th Edition – Paris -- June 4-5, 2015
  36. 36. 5th Edition – Paris -- June 4-5, 2015 The right diagnosis The right treatment Low cost A kind doctor who listens to them Convenience High quality medical care
  37. 37. 5th Edition – Paris -- June 4-5, 2015 Help patients to find the right doctor !
  38. 38. 5th Edition – Paris -- June 4-5, 2015 Create a one stop digital health destination for Indians The Indian WebMD ! Combine with a call-center – marry high tech with high touch
  39. 39. 5th Edition – Paris -- June 4-5, 2015  Patient education  Disease management  Referrals to KOLs  Big data analytics  Market research - listening to the voice of the customer  R&D - Clinical trial recruitment  PR – good corporate citizens
  40. 40. 5th Edition – Paris -- June 4-5, 2015  Promoting SelfCare , so they can do as much for themselves as they can  Helping them with Evidence-Based Guidelines , so they can ask for the right medical treatment that they need – no more and no less  Helping them with Veto Power, so they can say No to medical care they don’t need
  41. 41. 5th Edition – Paris -- June 4-5, 2015
  42. 42. 5th Edition – Paris -- June 4-5, 2015 Marketing ? Brand managers ? Customer service ? Corporate social responsibility Does it make business sense ?
  43. 43. 5th Edition – Paris -- June 4-5, 2015  We try never to forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. — George W(ilhelm) Merck  Address to the Medical College of Virginia, Richmond (1 Dec 1950).
  44. 44. 5th Edition – Paris -- June 4-5, 2015

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