A personal update on the trends Tangent 90 Ltd see day to day in the Digital Pharmaceutical marketplace.

1. Digital in Pharma 2010

2. Take Home’s
• What are companies doing now?
• ‘Nice to haves’ in 2012
• Demos and examples

3. Turning the marketing budget
into breakthrough digital services

4. New Sales Model
Old Model New Model
Relationship
Selling
Follow-up

5. Digital & Marketing
The following slides show that:
• Digital is now an integral tool in the
Pharmaceutical marketing mix.
• Companies, Customers and Consumers
request more digital
• Digital makes it far easier to roundtrip
and refine marketing activities
‘Closed Loop’

6. Doctors want e-Detailing
To what extent do you think that detailing should be made available online through eDetailing
services such as live video detailing or detailing using handheld devices or websites?
50%
40%
30%
0.43
20% 0.39
0.34
0.31 0.29 0.28
0.28 0.28 0.28 0.28 0.29
0.24 0.25 0.24 0.23 0.23 0.23 0.21 0.25 0.23 0.25 0.23
10% 0.17 0.18 0.17 0.17
0.14 0.14
0%
Detailing has no Would like to have Would like to Would prefer
value online, live visits online detailing as an replace some live eDetailing to live
are always preferred option to a rep visit details with eDetails details entirely
US France Germany Italy Spain UK Average
Source: Physician Survey, Business Insights Ltd

7. Novel, low cost and powerful
detailing platforms
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8. What ‘new’ Digital services are being
bought by Pharma & Healthcare in 2010?
1.Non-Man Powered activities (rep-replacements) - digital detailing & Live Virtual reps
2.Online Advisory boards (well managed online events)
3.eReprints (large cost savings over Paper)
4.iPhone / iPad App development
5.Stock Control / Project control
6.'Buzz' monitoring, data cleaning & Mashups
7.Aggregating digital reporting tools and Business Intelligence
8.Novel booth activities and Digital 'innovation' i.e. QR codes & Multi-touch
9.Patient services (eDiary, QoL tools)
10. ‘Old’ Favorites - 3D MOA, Quiz/Survey & KOL Portals
Turning the marketing budget into breakthrough digital services

9. Where does Digital fit?
Competitive
Licensed Product Identified Need
Evidence Base
Great Content Great Delivery Successful AMP
Funded & Willing
Informed Patients Educated Doctors
Payers
Customers

10. Digital Healthcare
Competitive Funded & Willing
LicensedContent
Great Product Identified Need
Great Delivery Educated Patients
Informed Doctors
Customers
Evidence Base Payers
Feedback

11. Why longer term digital projects?
2011 Tactical Marketing 2012... Strategic Marketing
Project focused Lifetime focused
Partner Shy Partner Friendly
Short Term Refined over time
Repeat Never Repeat Forever
Manager dependent Team Delivery
Different Systems Systemised approach
Add-on’ Line Item to existing Projects Strategic in it’s own right
Inconsistent and Ad-hoc Maintenance Structured support and maintenance
Single points of failure Flexible, Scaleable and Fault-tolerant
Website centric (‘i must have a website’) Solution Focused (‘solve my marketing problem’)
‘Ahead of the Curve Agency’ - Pushing and Selling ‘Digital Consumer Client’ - Requesting and Buying
Brand ‘nice to have’ Integral part of the ‘Marketing Mix’
Disposable Cost efficient ROI

12. Aurora event site

13. Consumers across all age groups are
increasing their use of the internet for health
Source: Business Insights Ltd

14. Clinicians are increasingly
comfortable with Digital
“The internet has now become so
important to physicians that the 28% of HCP said 80% of the patients
majority of them feel this has they interacted with on a daily basis
advanced their clinical knowledge and were web informed.
is just as common to them now as the
use of a stethoscope.” Assessment of internet use & effects among HCP, a cross sectional
survey. pmj 2006
Doug Everson, Merck Director, Multi-channel marketing.
5 big reasons for taking pharma marketing online webcast.
A Study by Best Practices LLC claims 74% of European GP’s use blogs,
that 10-25% (depending on the forums and other social media, every
company) of CME is delivered online day, to to help manage patients and
and that is likely to double in the next nearly 50% of these clinicians would
3-5 years. like to recommend online information
Best practices study, May 2008, Medical Marketing and Media
magazine and communities to their patients.
Manhattan Research 2008

15. CME

16. Medical Animation
Source: Random 42, London

17. Patients need Digital to provide the
services that their clinical team can’t
“(consumers) are looking for potential
More U.S. consumers used the Internet
side effects and experiences from
as a source of health information
other consumers in terms of keeping
(eHealth) than they used doctors, up to date with information for drugs
indicating that health management is
and really making sure they are well
now a more hands-on, interactive
versed.”
process than before. Mary Ann Belliveau, Google Director health sales and operations.
Manhattan Research 2008 5 big reasons for taking pharma marketing online webcast.
For patients with limited life expectancy,
60% of the time Drs did not provide the ability to participate in a very rough,
risk or benefit information and they felt low-level clinical study on a new treatment
sure that their patients had left their is far more appealing and timely than
office satisfied. waiting for clinical data to be published in
The un-empowered patient, (study by Commonhealth) April 2008, peer reviewed literature.
Medical Marketing & Media magazine Nature Biotechnology, October 2008 on PatientsLikeMe Lithium
‘trial in ALS patients

18. Web Sites

19. Longitudinal Patient QoL monitoring
and eDiaries

20. Social Media empowers and connects
patients, clinicians and carers
Despite the buzz around social media, New research has shown that far from
editorial health content still has patients being empowered most
significantly more influence over patients don’t ask the doctor what
consumer health actions than various their prescriptions are for, or about the
forms of social media. benefits or r isks. No dialogue,
Monique Levy, Senior Director of Research at Manhattan Research therefore no participation.
Feb 2010
In Europe, 52% of people use Health
2.0 to actively manage their own or a These Health 2.0 consumers are twice
loved one’s condition with around as likely than the average e-health
80% of Cancer and Alzheimers consumer t o req uest a specific
c a re g i ve r s a c t i ve l y i nvo l ve d i n prescription
healthcare communities. Manhattan Research 2008
Manhattan Research 2008

21. Social ‘widgets’ and Buzz monitoring

22. Buzz monitoring

23. Event Twitter feeds

24. Booth monitoring and electronic reprint
distribution (87 to 100% uptake)

25. Online literature fulfilment
and monitoring
Recipient Shopping Cart
Vending
(custom build)
SMS or QR
Document Distribution Vending
System
Admin area to upload PDF • Processes request
resources, download user • Sends out emails Internet Vending
data in Excel format and • Keeps ongoing record of via Website or
change email templates sent items and recipients Mobile Website
• Personalises attachments
BlogEmbed
Vending

26. Older activities are no
longer possible

27. But some activities
are still very
relevant

28. In taxi briefing on the London economy, presentation
content refined by one to ones with customers

29. Fully electronic booth, ePosters,
eMail follow up on all leads

30. Methods of linking products
to online services

31. Some more technologies
on the way

32. Many multi-touch applications are badly
constructed and hard to use, however...

33. Live Virtual vs F2F meetings

35. KOL Resources
“This site was originally intended to be used by
customers. It has been so well received by the
internal team that they are now using the
website in place of their incumbent system.”

36. Introductory animation

37. Patients uncompleted in trial
Business Intelligence
Final patient First completion
opportunity
recruit faster efficiency in processing, pt/site/cra management and follow up time saving
Time
Start End? End

38. Directors are usuall
Overall Status –
previous and projects. They need
present are progressing and
and
Portfolio Management Issue
deliver their propo
ment by... resolution
late
maintaining dashb
defined traffic light
This is the PM3 dashboard which provides a one page snapshot Top 5 delivery risks and issues
gh ROI. Using PM3’s ‘value modeller’, projects can be objectively of a project or a programme. It includes risks; issues; traffic
ing assessment is plotted onto a matrix showing all projects within a lights and finances
on of the ‘best’ value-adding projects.
hout This is the
status of al
the
be viewed.
light indicat
osed
d as
Programme
icon
business value
Project
icon
Level of risk or exposure
Understanding the true state of projects
Directors are usually accountable for a portfolio of
• How are projects progressing and are they are on track to deliver their proposed value?
projects. They need to understand how these projects
www
are progressing and whether they are on track to
deliver their proposed value. PM3 achieves this by
• The value modeller plots the value of projects using a combination of proposed business
maintaining dashboards and simple, objectively
defined traffic light indicators.
value and risk (or exposure).
5 delivery risks and issues
• A home page where the status of all selected projects can be viewed. includes risks;
issues; traffic lights and finances
This is the home page where the
status of all selected projects can
be viewed. PM3 has up to 10 traffic
light indicators.

39. We all see wonderful UI every day,
lets get to experience some too!

40. Tangent 90
Team in Pharma Digital since 1993 • 1000+ Digital projects • 459 since 2006
Hosting
Medical Agency
16%
Consultant 37%
Ezpresenter CME
3% 28%
Government
10%
Multinational MMM
4% 17%
CDROM
Agency 3%
6%
Association Pharmaceutical Clinical Trials
13% 28% 9%
Website
26%

41. Healthcare Policy
Formation