1) The document discusses the increasing number of online touchpoints with customers as health professionals and patients spend more time online. It provides statistics on internet usage and its influence on treatment decisions. 2) It addresses how pharmaceutical companies can connect with customers online given new regulations and guidelines from bodies like the FDA and ABPI. 3) It examines the challenge of managing all the digital assets and activity, both within companies and outside their control, referring to this as "taming the digital sprawl".

1. DRAFTDigital MarketingCurrent opportunities and challenges in adopting digital marketing in the Pharma Industryhttp://www.linkedin.com/in/simonrevellSimon Revell

2. R & D sitesAboutmeSimon RevellAssociate Dir, Collaboration & Web TechnologiesGlobal Research and Development, PfizerTags for ‘Simon Revell’:Online collaboration, knowledge management, communications, wikis, blogs, forums, rss, sharepoint, onenote, mediawiki, newsgator

3. Part of the award winning Project Collaborate TeamProject CollaborateOnline Collaboration and Information Management Center of ExcellenceRoyal Society of ChemistryTeamwork in Innovation 2010 AwardBest KM initiative or implementation in a corporate enterprise

4. AGENDAThe customer is onlineSectionthe increase in the number of customer touch-points1New rules of engagementSection2how are we supposed to connect with them?SectionTaming the digital sprawl3the digital marketing network of assetsFrom analogue to digitalSection4the journey to digital marketing excellence

5. Section1THE CUSTOMER IS ONLINEincrease in the number of customer touch-points

6. OpportunityThe customer is onlineHealth Care ProfessionalsPatientsThe average physician spends eight hours per week using the InternetConsumers who visit product sites are nearly three times more likely to request prescriptions by name from their doctors.U.S. physicians report that at least some of their patients bring health information they found online to an appointmentSource: How Digital is Shaping the Future of Pharmaceutical Marketing, Manhattan Research , 2009

7. SEOWhere are they online?Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009“A third of doctors have changed a patient's treatment as a result of an Internet search.” Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009

8. Pharma Controlled Sites92% of physician searchers clicked on the links appearing at the top of the (Google) pageSource: Manhattan Research , 2009

9. SocialNetworkingHCPs Online

10. OpportunityInternet-savvy HCPsFindings suggest doctors who take part in communities write an average of 24 more prescriptions per week than those with no interest in online communities.Source: Manhattan Research 2010

11. SocialNetworkingPatients Onlinedisease awareness communities

12. Patients: Partners in careHealth Care ProfessionalsPatients“At its best, the Internet is one more tool in the partnership between a physician and patient.”Anthony Schlaff, Tufts University School of MedicineGiven that patients are going online,” he says, “the best thing to do is engage them as partners in care.”Bruce Auerbach, the Massachusetts Medical Society presidentSource: Dr. Google: Your Patients, the Internet, and You, LISA NEAL GUALTIERI, PHD, JANEY PRATT, 2009

13. The Digital ToolsetDigital ChannelsMobileWebSocial MediaMediaMessagingTraditional ad campaigns, interactive television and streaming media.Bulk emails, Short Message Service and Multimedia Messaging Service.Search engine optimizations, adwords, web sites, banner ads and blogs.SMS, MMS and mobile phone apps and sites.Social Media Optimisation (SMO)Communities of interestInformation appsInformation siteseDetailingEmailNetworkingLifestyle appsCustomer servicesOnline eventsSMSVideoeSampling

14. mHealthwell-defined and rapidly expandingmHealth (also written as m-health or mobile health) is a term used for the practice of medical and public health, supported by mobile devices. The term is most commonly used in reference to using mobile communication devices, such as mobile phones and PDAs, for health services and information. mHealth is tackling healthcare challenges such as aging populations, the cost of non-compliance (pts not taking prescribed medicines), addressing rising healthcare costs through disease prevention and management.mPhysicianmPatientPatient-Physician interfaceComplianceMonitoringConsultationReferenceDecision SupportDisease ManagementDisease PreventionNovartis Oncology Medical Information provides health care professionals with accurate, succinct, and timely medical information.The Pfizer Oncology RSS application has been developed to support UK Healthcare Professionals responsible for the diagnosis and treatment of metastatic renal cell carcinoma (mRCC).Sensors can capture data like heart rate, physical activity, body position, and other logged events and the data can then be sent via Bluetooth to devices like the iPhone or a computer for merging with mHealth applications.‘Behaviour engineering’ apps such as pill and dose reminder apps.Widespread availability of smartphones and improvements in wireless network coverage permits physicians to remotely monitor patients and detect evolving health issues quickly and cheaply.

15. Section2NEW RULES OF ENGAGEMENThow are we supposed to connect with them?“…many people seem to be unclear as to what can and cannot be done in terms of advertising and communication using digital tools within existing UK and EU regulations”PM Society Digital Marketing Working Group

16. “(The FDA) will not do guidance on specific technology platforms such as YouTube, Facebook, or Twitter. Those things are really big now, but you know what, two years from now who knows what the next thing (will be)?"Tom Abrams, Head of the FDA Division of Drug Marketing, Advertising, and Communications"It is unlikely that the FDA will move away from the regulations that apply currently to print and broadcast media. If the expectation is that the FDA is going to somehow carve out electronic media or social media, that's probably unlikely."Paul Savidge, General Counsel at BMS

17. PM Society Digital Marketing Working Group ABPI Code of Practice and Digital Media Q&Ahttp://www.pmsociety.org.uk/page/abpidigitalThis document contains a set of questions and suggested answers in relation to the ABPI Code of Practice and the application of the Code to Digital Media.

18. ChallengeSection3TAMING THE DIGITAL SPRAWLthe digital marketing network of assetsSprawl: Low density development on the edge of cities and towns, poorly planned, land consumptive, auto-dependent, and designed without respect to its surroundings.Smart Growth and Urban Developments Glossary

19. ChallengeSo much online stuff!

20. ChallengeFort Pharma no morePharmaCollaboration with 3rdPartiesConcentric CastlePharma has to contend with activity and content outside their own walls

21. Classification of domainsUser Generated SitesPharma Company Sites‘Walled gardens’SNSitesUnique special interest sites created by the users themselvesCommercial targeted community hostingOpen general purpose sitesSites built by or for pharma companiesAPIDataRSSSEO

22. Digital approachesMicro-labour moderation services

23. Semantic technologies for ‘linked data’

24. Re-usable digital assets (web, mobile)

25. Social network analysis

26. Digital information management

27. Smart feedsSection4FROM ANALOGUE TO DIGITALthe journey to digital marketing excellence“Web 2.0 is here. Those that ignore it will die.”Paul Smith Originator of SOSTAC ® Planning System