This presentation captures the trends in the Pharma Marketing today and how digital is shaping consumer behaviour, brand awareness and customer pull. This also includes the areas where Pharma companies should focus in the new era to successfully leverage the potential of digital

1. Marketing Engineered:
Using digital to fuel business & sales growth

2. What are the current trends?

3. Evolving patient behaviour
• 70% of patients* research their symptoms
online
• Rise in the number of migrant population has
resulted in high search volumes for HCPs
• Ratings and reviews have become an
important part in the decision making process
• Patients are creating their own communities
and becoming more engaged

5. Rise of Internet of Things and wearable tech
• Seamless and real time
information exchange
• Set alerts and notifications
• Benchmark your activity across
your peer group

6. Sales is getting tougher
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
• Tighter control and regulation on Doctor-Pharma interaction
• Value added in terms of information is getting reduced
• E-detailing and sales automation becoming tools of the future

7. Mobile is the new stethoscope
• Personalized, Localized and relevant information
• Big Data and analytics
• SOS and Emergency notifications
• Alarms and notifications – take medicine, drink water,
walk 100 steps etc.
• Empower consumers with updates and digital tools as
brand touch-points
Decision
Support Reference
Patient
Support
Patient
Tracking Continuing
Education

8. How can we create more
engagement?

9. The New Mantra for Digital
SOcial LOcal
MObile COntent

10. •Engaging the consumers have become more important than engaging the doctors
•Consumers are becoming more involved in the decision making process
•Trust and credibility among consumers will develop brand affinity and a strong pull
•Engaged customers are the best advocates

11. Multi-channel Marketing
• Empower consumers to determine digital
interactions
• Provide platforms for consumer interactions
• Create Immersive and interactive consumer
experience
Source: http://www.cognizant.com/InsightsWhitepapers/how-pharma-can-fully-digitize-interactions-with-healthcare-professionals-codex1045.pdf
• Segmented marketing
• Paid media channels
• Owned media channels
• Content
• Doctor patient interaction

12. Content Marketing
• Provide relevant and engaging
content to both prescribers and
consumers
• Helps in building credibility,
interest and Top of Mind recall
among consumers
• Increase brand touch points
• Build communities, turn
followers into advocates
• Increase reach and engagement through content promotion platforms
such as Outbrain and Taboola
• Analyze geographies with most affinity to understand prospective
markets

13. Content Marketing

14. Mobile Apps
• Mobile Apps, integrated with IoT devices can
suggest you optimal workout sessions
• Track and share the calories burnt among
your peer group
• Suggest workout plan based on medical
history and health requirements
• Support and guidance to the differently
abled

15. Mobile Apps
• Cultural adaptation: Platform providing diabetic diet information for Indian
food
• Localization: Precautions and safety measures for asthma patients, based
on air pollution level

16. Mobile Apps
• Deep integration between device capabilities and apps

17. Big Data and preventive care
• Prediction is the key to prevention
• Helping in prevention is the easiest way to earn customer loyalty
• Advance Warning System: Patients, physicians and hospitals
• Leverage social media as a source for clinical trials
• Internal and external collaboration – integration with wearable tech and IoT
• Collect trends from a controlled geography to improve drug positioning

18. Social Media

19. Virtual Events and outreach
• Digitally drive promotions and registration for
Check-up and camps with children, women
and elderly
• Drive engagement and top of the mind recall
• Engage and nurture consumers with outreach
programs
• Localization: Hyper-local targeting to
maximize reach in the area of the event
• Primary vehicles – Facebook and Google
• Mobile first approach

20. Sales automation
• Engage prescribers with engaging content
• Give, give, give, ask (for appointment!)
• Sales/MR engagement Automation – assign leads, track and analyze MR
activity, assess your sales channel performance through check-ins
• Stop lead loss and missed follow-ups – improve sales ROI >40% by
using Sales Automation tools

21. What will shape the future?

22. Want to know more on how digital can transform your business, please drop a line to:
Ranajay Sengupta
Vice President – New Business
ranajay@amuratech.com
Thank You!!