SlideShare a Scribd company logo
1 of 43
Digital Pharma:  Evolution and Revolution in Marketing and Sales Len Starnes Head of Global E-Business  Primary Care, Bayer Schering pharma
[object Object],[object Object],[object Object],[object Object],Agenda
A decade of  digital pharma
1996 2007 Hype Raising expectations Disillusionment Trough of despair Enlightenment Productivity Realistic expectations Evolution vs revolution Evolution 2006 Revolution
Expectations ’96:  The 24 x 7 rep – how wrong! Branded websites  will be more  effective than  a rep visit  Sales forces will be cut Revenues will soar Doctors will  flock to  our sites  One-size  fits-all portal  will suffice
HCPs ’  media consumption  shifting from off to online 85% of EU HCPs  say the internet  is critical for  success of their practice* 16% of EU HCPs  use a PDA for  professional  purposes* Professional use of digital media by European HCPs* % European HCPs *Taking the Pulse Europe v6.0;  sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06
Quality content yes, but in an  appropriate context  Credibility and trust will be crucial  Expectations ’96:   Health information seeker – right! Internet will become the most preferred source of health and medical information Internet will become a powerful medium for patient acquisition and retention Patients will be empowered
Consumers ’  favoured sources of health information moving online 143 million EU consumers have  accessed health information or health services online during the last 12 months* Most frequently used sources of health information in Europe* % European consumers *Cybercitizen Health Europe;  sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07
Low digital marketing spend 1- 5%  Digital pharma status 06/07 Industry remains a late adopter But solid experience and realistic expectations  Too few digital-visionaries at senior level Moving slowly towards integrated solutions
Targeting doctors
Doctors generally prefer authoritative sources  - medical societies, universities, hospitals  A major challenge Doctors ambivalent towards pharma Doctors’ prime information needs focus on  new research, clinical studies, case studies, continuing medical educational, networking with colleagues, cost constraints, running a surgery as a business,…
The sales force arms race
Result: ever decreasing detailing time USA:  1:30 mins Europe:  2 - 4 mins Number of sales representatives Detailing  time 1980 - 2007
E-detailing is becoming  a viable alternative ,[object Object],[object Object],[object Object],[object Object],[object Object]
Live detail  with tablet-PC Web-based e-detail Multi-channel CRM application Electronic details, interactions tracked and logged by CRM  application Closed-loop marketing is next Interactive details customized to meet doctor’s needs Iterative detailing process
Engaging doctors can only be successful if… ,[object Object],[object Object],* Taking the Pulse Europe v6.0;  sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06 Over half of EU HCPs  expect online service  today*
Targeting  consumers  & patients
Regulations constrain objectives DTC  markets Disease & condition  awareness Non-DTC markets Treatments  awareness Brand awareness & conversion Drug compliance,  loyalty & retention
Globally targeting women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Femalelife
30 – 50% of medicines prescribed for long-term illnesses are not taken as directed* Compliance is a major issue *Adherence to Long-Term Therapies:   Evidence for Action, WHO 2003
Isolated compliance channels SMS &  mobile Pack  & devices Contact centre Case manager VAT Internet  & email Direct  mail Patient
Germany Netherlands UK Global online support for Betaferon patients Denmark Norway Sweden International Finland
Integrated compliance channels Patient signs-up for ‘daily tips’ on  coping with SEs Patient calls asking  for advice about  a severe SE Patient downloads a PDF on SEs  management Application software accessed by a case manager All patient interactions and interventions logged Case manager alerted to SEs issue and makes appropriate interventions Secure patient  database Patient
Multi-channel integration  plus  behavioural modelling Smarter systems through incorporation of  constructs from  behavioural models    Identify a patient ’ s  risk level and propose appropriate interventions
Healthcare  social networking
‘ An expert moderated repository of the knowledge base, in the form of a  medical wiki,  may be the answer to the world’s inequalities of information access in medicine …’* Web 2.0 is radically changing medicine and healthcare Dean Giustini, How web 2.0 is changing medicine, BMJ, 23 December 2006
‘ Is pharma ready for social networking?’ ‘… it appears that the forces of change would come from the consumers’  ‘ Are social media dulling pharma’s marketing knife?’ ‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ But pharma is still debating Source: www.forums.pharma-mkting.com
Web 2.0 is a disruptive technology  Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from  authoritative sources Privacy & security are  regulated Long lead times Controlling access to data and information  Intellectual property  closely guarded  Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by  and distributed to all Open Source
Disruption at all levels  Pharma web 2.0 Public  relations Consumers & patients Sales forces Internally: Enterprise 2.0 HCPs
Collaborating with online HCPs’ communities www.sermo.com Captures bedside and  hallway conversations Helps ‘lonely’ doctors Aims are to discuss new  clinical findings and to  ‘work together to  dramatically impact  patient care’
[object Object],[object Object],Sermo’s secret sauce Adds a quantitative dimension  to qualitative postings – in real time
Pharma may now mine the  wisdom of the Sermo crowd ‘ Observe’ -  Alpha MD View community via a customized list  of subjects based on keyword tags ‘ Insight’   Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted  conversations allowing  access to relevant pharma  information and services
[object Object],[object Object],[object Object],[object Object],Responses to date
Paradigm shift The doctor-industry relationship    has the opportunity to become    a true partnership based on  mutual respect and collaboration Doctors can now dictate the    terms of engagement to the    pharma industry
1/3 of consumers in USA consult a health SN site  before visiting a doctor*   UGC from health mavens   can profoundly influence   consumer and patient   preferences Conversations are raging:  patients are learning from  one another  www.revolutionhealth.com *Manhattan Research, 2007
  Revolution Health  136 Betaseron ratings    Effectiveness:  6.2/10  Lack of SEs:  5.3/10  Ease of use:  6.2/10 Health SN sites allow patients to rank treatments, doctors, hospitals & payers > 2500 ratings of all MS treatments
Health warning to pharma marketeers   Don’t fake it
Paradigm shift   The industry must decide whether    it wants to actively participate in the    conversations or remain an outsider Consumers and patients are    taking ownership of brands,    diseases and conditions
Managing UGC on pharma sites is a major issue… but possible ,[object Object],[object Object],Open discussion areas in  14 countries: D:  6,000 members, 25,000 posts S:  1,500 members, 9,000 posts TR: 1,400 members, 19,000 posts JP:  900 members, 1,200 posts www.ms-gateway.com 3rd generation community area for MS patients, carers, family & friends
Pharma corporate blogs are  emerging J&J BTW blog J&J blogger Marc Monseau ‘ Everyone else is talking about our company, so why can’t we?’
Pharma sales reps are the most visible active bloggers 5,000 threads 60,000 posts Rants & raves, corporate grapevines, jobs
The pharma marketing  and sales revolution  has begun
[object Object],[object Object],Len Starnes

More Related Content

What's hot

Pharmaceutical e-Marketing v2.0
Pharmaceutical e-Marketing v2.0Pharmaceutical e-Marketing v2.0
Pharmaceutical e-Marketing v2.0Jean-Luc Caut
 
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
 
Digital Marketing in Pharma (India)
Digital Marketing in Pharma (India)Digital Marketing in Pharma (India)
Digital Marketing in Pharma (India)Gurpinder Singh
 
Pharma marketing
Pharma marketingPharma marketing
Pharma marketingUzair Ahmed
 
Best in-class Pharma Marketers
Best in-class Pharma MarketersBest in-class Pharma Marketers
Best in-class Pharma MarketersJean-Michel Peny
 
Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for First Economy
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentationnilbert
 
Pharma Digital Marketing - 5 future trends
Pharma Digital Marketing - 5 future trendsPharma Digital Marketing - 5 future trends
Pharma Digital Marketing - 5 future trendsmarcmunch2014
 
Novartis.trends.3.6.15
Novartis.trends.3.6.15Novartis.trends.3.6.15
Novartis.trends.3.6.15Steven Hickson
 
The future of pharma marketing
The future of pharma marketingThe future of pharma marketing
The future of pharma marketingFarhad Zargari
 
Marketing Plan Final
Marketing Plan FinalMarketing Plan Final
Marketing Plan FinalTeeka
 
Sales force effectiveness in pharmaceutical
Sales force effectiveness in pharmaceuticalSales force effectiveness in pharmaceutical
Sales force effectiveness in pharmaceuticalMoch Kurniawan
 
Digital strategies in pharmaceutical industry
Digital strategies in pharmaceutical industryDigital strategies in pharmaceutical industry
Digital strategies in pharmaceutical industryMeghavi Mehta
 
How to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanHow to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanMuhammad Ali Jehangir
 
Pharmaceutical Marketing Management
Pharmaceutical Marketing ManagementPharmaceutical Marketing Management
Pharmaceutical Marketing ManagementSheraz Pervaiz
 
New launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandNew launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandMohammad Masum Chowdhury
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing courseMadhukar Tanna
 
Best in-class Busines Development & Licensing
Best in-class Busines Development & LicensingBest in-class Busines Development & Licensing
Best in-class Busines Development & LicensingJean-Michel Peny
 
Pharmaceutical Marketing - Whats in store for patients?
Pharmaceutical Marketing - Whats in store for patients?Pharmaceutical Marketing - Whats in store for patients?
Pharmaceutical Marketing - Whats in store for patients?brandsynapse
 

What's hot (20)

Pharmaceutical e-Marketing v2.0
Pharmaceutical e-Marketing v2.0Pharmaceutical e-Marketing v2.0
Pharmaceutical e-Marketing v2.0
 
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)
 
Digital Marketing in Pharma (India)
Digital Marketing in Pharma (India)Digital Marketing in Pharma (India)
Digital Marketing in Pharma (India)
 
Pharma marketing
Pharma marketingPharma marketing
Pharma marketing
 
Best in-class Pharma Marketers
Best in-class Pharma MarketersBest in-class Pharma Marketers
Best in-class Pharma Marketers
 
Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentation
 
Pharmaceutical Marketing Strategies
Pharmaceutical Marketing StrategiesPharmaceutical Marketing Strategies
Pharmaceutical Marketing Strategies
 
Pharma Digital Marketing - 5 future trends
Pharma Digital Marketing - 5 future trendsPharma Digital Marketing - 5 future trends
Pharma Digital Marketing - 5 future trends
 
Novartis.trends.3.6.15
Novartis.trends.3.6.15Novartis.trends.3.6.15
Novartis.trends.3.6.15
 
The future of pharma marketing
The future of pharma marketingThe future of pharma marketing
The future of pharma marketing
 
Marketing Plan Final
Marketing Plan FinalMarketing Plan Final
Marketing Plan Final
 
Sales force effectiveness in pharmaceutical
Sales force effectiveness in pharmaceuticalSales force effectiveness in pharmaceutical
Sales force effectiveness in pharmaceutical
 
Digital strategies in pharmaceutical industry
Digital strategies in pharmaceutical industryDigital strategies in pharmaceutical industry
Digital strategies in pharmaceutical industry
 
How to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanHow to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing Plan
 
Pharmaceutical Marketing Management
Pharmaceutical Marketing ManagementPharmaceutical Marketing Management
Pharmaceutical Marketing Management
 
New launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandNew launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brand
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing course
 
Best in-class Busines Development & Licensing
Best in-class Busines Development & LicensingBest in-class Busines Development & Licensing
Best in-class Busines Development & Licensing
 
Pharmaceutical Marketing - Whats in store for patients?
Pharmaceutical Marketing - Whats in store for patients?Pharmaceutical Marketing - Whats in store for patients?
Pharmaceutical Marketing - Whats in store for patients?
 

Viewers also liked

Digital trends in healthcare and pharma marketing
Digital trends in healthcare and pharma marketingDigital trends in healthcare and pharma marketing
Digital trends in healthcare and pharma marketingGSW
 
E-Marketing in the Pharmaceutical Industry (a student presentation)
E-Marketing in the Pharmaceutical Industry (a student presentation)E-Marketing in the Pharmaceutical Industry (a student presentation)
E-Marketing in the Pharmaceutical Industry (a student presentation)SunnyShah
 
Future trends in pharma marketing 2016 copie
Future trends in pharma marketing 2016   copieFuture trends in pharma marketing 2016   copie
Future trends in pharma marketing 2016 copieJulien Dagher
 
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Len Starnes
 
Pharmaceuticals Sales Force Effectiveness
Pharmaceuticals Sales Force EffectivenessPharmaceuticals Sales Force Effectiveness
Pharmaceuticals Sales Force EffectivenessBlackdot
 
#ChatAfib: Pharma industry's first-ever open tweet chat
#ChatAfib: Pharma industry's first-ever open tweet chat#ChatAfib: Pharma industry's first-ever open tweet chat
#ChatAfib: Pharma industry's first-ever open tweet chatLen Starnes
 
Selling Digital Pharma 2011
Selling Digital Pharma 2011Selling Digital Pharma 2011
Selling Digital Pharma 2011Tangent 90 Ltd
 
The Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryThe Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryLen Starnes
 
Pharma Marketing - Digital Marketing Survey 2013
Pharma Marketing - Digital Marketing Survey 2013Pharma Marketing - Digital Marketing Survey 2013
Pharma Marketing - Digital Marketing Survey 2013Promozoo Limited
 
VSM Pharma Services - Case Study
VSM Pharma Services - Case StudyVSM Pharma Services - Case Study
VSM Pharma Services - Case StudyVSM Software
 
Pharma Field Force - Emerging Trends
Pharma Field Force - Emerging TrendsPharma Field Force - Emerging Trends
Pharma Field Force - Emerging TrendsAnup Soans
 
Pharma sales and marketing - today and tomorrow - mukesh agrawal
Pharma   sales and marketing - today and tomorrow - mukesh agrawalPharma   sales and marketing - today and tomorrow - mukesh agrawal
Pharma sales and marketing - today and tomorrow - mukesh agrawalMukesh Agrawal
 
7 P's of Digital Pharma Marketing by Tughan Demirbilek
7 P's of Digital Pharma Marketing by Tughan Demirbilek7 P's of Digital Pharma Marketing by Tughan Demirbilek
7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
 

Viewers also liked (15)

Digital trends in healthcare and pharma marketing
Digital trends in healthcare and pharma marketingDigital trends in healthcare and pharma marketing
Digital trends in healthcare and pharma marketing
 
Digital Pharma Marketing 2017
Digital Pharma Marketing 2017Digital Pharma Marketing 2017
Digital Pharma Marketing 2017
 
E-Marketing in the Pharmaceutical Industry (a student presentation)
E-Marketing in the Pharmaceutical Industry (a student presentation)E-Marketing in the Pharmaceutical Industry (a student presentation)
E-Marketing in the Pharmaceutical Industry (a student presentation)
 
Future trends in pharma marketing 2016 copie
Future trends in pharma marketing 2016   copieFuture trends in pharma marketing 2016   copie
Future trends in pharma marketing 2016 copie
 
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...
 
Pharmaceuticals Sales Force Effectiveness
Pharmaceuticals Sales Force EffectivenessPharmaceuticals Sales Force Effectiveness
Pharmaceuticals Sales Force Effectiveness
 
#ChatAfib: Pharma industry's first-ever open tweet chat
#ChatAfib: Pharma industry's first-ever open tweet chat#ChatAfib: Pharma industry's first-ever open tweet chat
#ChatAfib: Pharma industry's first-ever open tweet chat
 
Selling Digital Pharma 2011
Selling Digital Pharma 2011Selling Digital Pharma 2011
Selling Digital Pharma 2011
 
The Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryThe Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma Industry
 
Pharma Marketing - Digital Marketing Survey 2013
Pharma Marketing - Digital Marketing Survey 2013Pharma Marketing - Digital Marketing Survey 2013
Pharma Marketing - Digital Marketing Survey 2013
 
VSM Pharma Services - Case Study
VSM Pharma Services - Case StudyVSM Pharma Services - Case Study
VSM Pharma Services - Case Study
 
Pharma Field Force - Emerging Trends
Pharma Field Force - Emerging TrendsPharma Field Force - Emerging Trends
Pharma Field Force - Emerging Trends
 
Pharma sales and marketing - today and tomorrow - mukesh agrawal
Pharma   sales and marketing - today and tomorrow - mukesh agrawalPharma   sales and marketing - today and tomorrow - mukesh agrawal
Pharma sales and marketing - today and tomorrow - mukesh agrawal
 
7 P's of Digital Pharma Marketing by Tughan Demirbilek
7 P's of Digital Pharma Marketing by Tughan Demirbilek7 P's of Digital Pharma Marketing by Tughan Demirbilek
7 P's of Digital Pharma Marketing by Tughan Demirbilek
 
Project report titles for mba in pharma
Project report titles for mba in pharmaProject report titles for mba in pharma
Project report titles for mba in pharma
 

Similar to Digital Pharma: Evolution and Revolution in Marketing & Sales

Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
 
Healthsnboston2008 1230323765388080 1
Healthsnboston2008 1230323765388080 1Healthsnboston2008 1230323765388080 1
Healthsnboston2008 1230323765388080 1xdelpeuch
 
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Len Starnes
 
Marketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareMarketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareOgilvy Consulting
 
Strategy and digital health
Strategy and digital healthStrategy and digital health
Strategy and digital healthShiv ognito
 
United healthcare trends discussion by Frost & Sullivan
United healthcare trends discussion by Frost & SullivanUnited healthcare trends discussion by Frost & Sullivan
United healthcare trends discussion by Frost & SullivanModupe Sarratt
 
2016 IBM Interconnect - medical devices transformation
2016 IBM Interconnect  - medical devices transformation2016 IBM Interconnect  - medical devices transformation
2016 IBM Interconnect - medical devices transformationElizabeth Koumpan
 
Pharma Industry Trends in 2015
Pharma Industry Trends in 2015Pharma Industry Trends in 2015
Pharma Industry Trends in 2015Synygy
 
Research2Guidance_Mobiquity Webinar 11-19-2014_vF
Research2Guidance_Mobiquity Webinar 11-19-2014_vFResearch2Guidance_Mobiquity Webinar 11-19-2014_vF
Research2Guidance_Mobiquity Webinar 11-19-2014_vFAshkan Afkhami
 
Website Marketing
Website MarketingWebsite Marketing
Website Marketingallwyn1f
 
Patients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health ConsumersPatients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health Consumerse-Patient Connections
 
Physicians' social networks in China
Physicians' social networks in ChinaPhysicians' social networks in China
Physicians' social networks in ChinaLen Starnes
 
People, health professionals and health information Working together in 2014
People, health professionals and health information Working together in 2014People, health professionals and health information Working together in 2014
People, health professionals and health information Working together in 2014Health Informatics New Zealand
 
Pwc emerging-mhealth-full
Pwc emerging-mhealth-fullPwc emerging-mhealth-full
Pwc emerging-mhealth-full3GDR
 
Telehealth Remote Monitoring and Diagnostics
Telehealth Remote Monitoring and DiagnosticsTelehealth Remote Monitoring and Diagnostics
Telehealth Remote Monitoring and DiagnosticsAmmar
 

Similar to Digital Pharma: Evolution and Revolution in Marketing & Sales (20)

Is Pharma Ready
Is Pharma ReadyIs Pharma Ready
Is Pharma Ready
 
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
 
Healthsnboston2008 1230323765388080 1
Healthsnboston2008 1230323765388080 1Healthsnboston2008 1230323765388080 1
Healthsnboston2008 1230323765388080 1
 
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...
 
Marketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareMarketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric Healthcare
 
Strategy and digital health
Strategy and digital healthStrategy and digital health
Strategy and digital health
 
United healthcare trends discussion by Frost & Sullivan
United healthcare trends discussion by Frost & SullivanUnited healthcare trends discussion by Frost & Sullivan
United healthcare trends discussion by Frost & Sullivan
 
Healthcare6 04 03
Healthcare6 04 03Healthcare6 04 03
Healthcare6 04 03
 
Social media and pharma
Social media and pharmaSocial media and pharma
Social media and pharma
 
2016 IBM Interconnect - medical devices transformation
2016 IBM Interconnect  - medical devices transformation2016 IBM Interconnect  - medical devices transformation
2016 IBM Interconnect - medical devices transformation
 
Pharma Industry Trends in 2015
Pharma Industry Trends in 2015Pharma Industry Trends in 2015
Pharma Industry Trends in 2015
 
Research2Guidance_Mobiquity Webinar 11-19-2014_vF
Research2Guidance_Mobiquity Webinar 11-19-2014_vFResearch2Guidance_Mobiquity Webinar 11-19-2014_vF
Research2Guidance_Mobiquity Webinar 11-19-2014_vF
 
Website Marketing
Website MarketingWebsite Marketing
Website Marketing
 
Patients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health ConsumersPatients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health Consumers
 
Physicians' social networks in China
Physicians' social networks in ChinaPhysicians' social networks in China
Physicians' social networks in China
 
People, health professionals and health information Working together in 2014
People, health professionals and health information Working together in 2014People, health professionals and health information Working together in 2014
People, health professionals and health information Working together in 2014
 
Pwc emerging-mhealth-full
Pwc emerging-mhealth-fullPwc emerging-mhealth-full
Pwc emerging-mhealth-full
 
Healthcare 2016.pdf
Healthcare 2016.pdfHealthcare 2016.pdf
Healthcare 2016.pdf
 
Summary of Top Ten Health Industry Issues
Summary of Top Ten Health Industry IssuesSummary of Top Ten Health Industry Issues
Summary of Top Ten Health Industry Issues
 
Telehealth Remote Monitoring and Diagnostics
Telehealth Remote Monitoring and DiagnosticsTelehealth Remote Monitoring and Diagnostics
Telehealth Remote Monitoring and Diagnostics
 

More from Len Starnes

The new normal is already here. A 'new' new normal looms
The new normal is already here. A 'new' new normal loomsThe new normal is already here. A 'new' new normal looms
The new normal is already here. A 'new' new normal loomsLen Starnes
 
Disrupted medical conferences: THE BIG PICTURE
Disrupted medical conferences: THE BIG PICTUREDisrupted medical conferences: THE BIG PICTURE
Disrupted medical conferences: THE BIG PICTURELen Starnes
 
Disrupted Medical Conferences: What does it mean for Italian pharmas?
Disrupted Medical Conferences: What does it mean for Italian pharmas?Disrupted Medical Conferences: What does it mean for Italian pharmas?
Disrupted Medical Conferences: What does it mean for Italian pharmas?Len Starnes
 
The future of medical society conferences: What we learnt in 2020. What might...
The future of medical society conferences: What we learnt in 2020. What might...The future of medical society conferences: What we learnt in 2020. What might...
The future of medical society conferences: What we learnt in 2020. What might...Len Starnes
 
The future of scientific congresses: what can we learn from the medical world?
The future of scientific congresses: what can we learn from the medical world?The future of scientific congresses: what can we learn from the medical world?
The future of scientific congresses: what can we learn from the medical world?Len Starnes
 
The medical conference is dead REDUX
The medical conference is dead REDUXThe medical conference is dead REDUX
The medical conference is dead REDUXLen Starnes
 
Update 1: How Doctors' Social Networks Fight the Pandemic
Update 1: How Doctors' Social Networks Fight the PandemicUpdate 1: How Doctors' Social Networks Fight the Pandemic
Update 1: How Doctors' Social Networks Fight the PandemicLen Starnes
 
CORONAVIRUS: How Doctors' Social Networks Fight the Pandemic
CORONAVIRUS: How Doctors' Social Networks Fight the PandemicCORONAVIRUS: How Doctors' Social Networks Fight the Pandemic
CORONAVIRUS: How Doctors' Social Networks Fight the PandemicLen Starnes
 
شبكات تواصل اجتماعي للأطبّاء تعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...
شبكات تواصل اجتماعي للأطبّاءتعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...شبكات تواصل اجتماعي للأطبّاءتعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...
شبكات تواصل اجتماعي للأطبّاء تعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...Len Starnes
 
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...Doctors' Social Networks: Boosting standards of medical care. Supporting heal...
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...Len Starnes
 
Keynote: The Future of Healthcare Events
Keynote: The Future of Healthcare Events Keynote: The Future of Healthcare Events
Keynote: The Future of Healthcare Events Len Starnes
 
How the ESC learned to stop worrying and love Twitter
How the ESC learned to stop worrying and love TwitterHow the ESC learned to stop worrying and love Twitter
How the ESC learned to stop worrying and love TwitterLen Starnes
 
Digital disruption: What should patient organizations do to stay ahead?
Digital disruption: What should patient organizations do to stay ahead?Digital disruption: What should patient organizations do to stay ahead?
Digital disruption: What should patient organizations do to stay ahead?Len Starnes
 
Making the most of 140 characters at #ESHRE2017
Making the most of 140 characters at #ESHRE2017Making the most of 140 characters at #ESHRE2017
Making the most of 140 characters at #ESHRE2017Len Starnes
 
Will global HCPs networks become communities of choice for rare-disease speci...
Will global HCPs networks become communities of choice for rare-disease speci...Will global HCPs networks become communities of choice for rare-disease speci...
Will global HCPs networks become communities of choice for rare-disease speci...Len Starnes
 
Making the most of 140 characters at ENETS
Making the most of 140 characters at ENETSMaking the most of 140 characters at ENETS
Making the most of 140 characters at ENETSLen Starnes
 
10 years of doctors social networks: What have we learnt? What can we expect?
10 years of doctors social networks: What have we learnt? What can we expect? 10 years of doctors social networks: What have we learnt? What can we expect?
10 years of doctors social networks: What have we learnt? What can we expect? Len Starnes
 
Virtual Conferencing: A Roadmap for Pharma
Virtual Conferencing: A Roadmap for PharmaVirtual Conferencing: A Roadmap for Pharma
Virtual Conferencing: A Roadmap for PharmaLen Starnes
 
Physicians' Social Networks: A New Tool in Global Health
Physicians' Social Networks: A New Tool in Global Health Physicians' Social Networks: A New Tool in Global Health
Physicians' Social Networks: A New Tool in Global Health Len Starnes
 
Emergent hybrid medical society conferences: evidence of disruption; impact o...
Emergent hybrid medical society conferences: evidence of disruption; impact o...Emergent hybrid medical society conferences: evidence of disruption; impact o...
Emergent hybrid medical society conferences: evidence of disruption; impact o...Len Starnes
 

More from Len Starnes (20)

The new normal is already here. A 'new' new normal looms
The new normal is already here. A 'new' new normal loomsThe new normal is already here. A 'new' new normal looms
The new normal is already here. A 'new' new normal looms
 
Disrupted medical conferences: THE BIG PICTURE
Disrupted medical conferences: THE BIG PICTUREDisrupted medical conferences: THE BIG PICTURE
Disrupted medical conferences: THE BIG PICTURE
 
Disrupted Medical Conferences: What does it mean for Italian pharmas?
Disrupted Medical Conferences: What does it mean for Italian pharmas?Disrupted Medical Conferences: What does it mean for Italian pharmas?
Disrupted Medical Conferences: What does it mean for Italian pharmas?
 
The future of medical society conferences: What we learnt in 2020. What might...
The future of medical society conferences: What we learnt in 2020. What might...The future of medical society conferences: What we learnt in 2020. What might...
The future of medical society conferences: What we learnt in 2020. What might...
 
The future of scientific congresses: what can we learn from the medical world?
The future of scientific congresses: what can we learn from the medical world?The future of scientific congresses: what can we learn from the medical world?
The future of scientific congresses: what can we learn from the medical world?
 
The medical conference is dead REDUX
The medical conference is dead REDUXThe medical conference is dead REDUX
The medical conference is dead REDUX
 
Update 1: How Doctors' Social Networks Fight the Pandemic
Update 1: How Doctors' Social Networks Fight the PandemicUpdate 1: How Doctors' Social Networks Fight the Pandemic
Update 1: How Doctors' Social Networks Fight the Pandemic
 
CORONAVIRUS: How Doctors' Social Networks Fight the Pandemic
CORONAVIRUS: How Doctors' Social Networks Fight the PandemicCORONAVIRUS: How Doctors' Social Networks Fight the Pandemic
CORONAVIRUS: How Doctors' Social Networks Fight the Pandemic
 
شبكات تواصل اجتماعي للأطبّاء تعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...
شبكات تواصل اجتماعي للأطبّاءتعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...شبكات تواصل اجتماعي للأطبّاءتعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...
شبكات تواصل اجتماعي للأطبّاء تعزيز معايير الرعاية الطبّيّة دعم برامج الرعاية...
 
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...Doctors' Social Networks: Boosting standards of medical care. Supporting heal...
Doctors' Social Networks: Boosting standards of medical care. Supporting heal...
 
Keynote: The Future of Healthcare Events
Keynote: The Future of Healthcare Events Keynote: The Future of Healthcare Events
Keynote: The Future of Healthcare Events
 
How the ESC learned to stop worrying and love Twitter
How the ESC learned to stop worrying and love TwitterHow the ESC learned to stop worrying and love Twitter
How the ESC learned to stop worrying and love Twitter
 
Digital disruption: What should patient organizations do to stay ahead?
Digital disruption: What should patient organizations do to stay ahead?Digital disruption: What should patient organizations do to stay ahead?
Digital disruption: What should patient organizations do to stay ahead?
 
Making the most of 140 characters at #ESHRE2017
Making the most of 140 characters at #ESHRE2017Making the most of 140 characters at #ESHRE2017
Making the most of 140 characters at #ESHRE2017
 
Will global HCPs networks become communities of choice for rare-disease speci...
Will global HCPs networks become communities of choice for rare-disease speci...Will global HCPs networks become communities of choice for rare-disease speci...
Will global HCPs networks become communities of choice for rare-disease speci...
 
Making the most of 140 characters at ENETS
Making the most of 140 characters at ENETSMaking the most of 140 characters at ENETS
Making the most of 140 characters at ENETS
 
10 years of doctors social networks: What have we learnt? What can we expect?
10 years of doctors social networks: What have we learnt? What can we expect? 10 years of doctors social networks: What have we learnt? What can we expect?
10 years of doctors social networks: What have we learnt? What can we expect?
 
Virtual Conferencing: A Roadmap for Pharma
Virtual Conferencing: A Roadmap for PharmaVirtual Conferencing: A Roadmap for Pharma
Virtual Conferencing: A Roadmap for Pharma
 
Physicians' Social Networks: A New Tool in Global Health
Physicians' Social Networks: A New Tool in Global Health Physicians' Social Networks: A New Tool in Global Health
Physicians' Social Networks: A New Tool in Global Health
 
Emergent hybrid medical society conferences: evidence of disruption; impact o...
Emergent hybrid medical society conferences: evidence of disruption; impact o...Emergent hybrid medical society conferences: evidence of disruption; impact o...
Emergent hybrid medical society conferences: evidence of disruption; impact o...
 

Recently uploaded

Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftshyamraj55
 
Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024TopCSSGallery
 
AI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekAI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekCzechDreamin
 
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...FIDO Alliance
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Patrick Viafore
 
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCustom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCzechDreamin
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfFIDO Alliance
 
Syngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdfSyngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdfSyngulon
 
THE BEST IPTV in GERMANY for 2024: IPTVreel
THE BEST IPTV in  GERMANY for 2024: IPTVreelTHE BEST IPTV in  GERMANY for 2024: IPTVreel
THE BEST IPTV in GERMANY for 2024: IPTVreelreely ones
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024Stephanie Beckett
 
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfLinux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfFIDO Alliance
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfFIDO Alliance
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...CzechDreamin
 
Demystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyDemystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyJohn Staveley
 
IoT Analytics Company Presentation May 2024
IoT Analytics Company Presentation May 2024IoT Analytics Company Presentation May 2024
IoT Analytics Company Presentation May 2024IoTAnalytics
 
A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyUXDXConf
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...FIDO Alliance
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsUXDXConf
 
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptxWSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptxJennifer Lim
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfSrushith Repakula
 

Recently uploaded (20)

Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoft
 
Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024
 
AI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekAI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří Karpíšek
 
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024
 
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCustom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
 
Syngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdfSyngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdf
 
THE BEST IPTV in GERMANY for 2024: IPTVreel
THE BEST IPTV in  GERMANY for 2024: IPTVreelTHE BEST IPTV in  GERMANY for 2024: IPTVreel
THE BEST IPTV in GERMANY for 2024: IPTVreel
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024
 
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfLinux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
 
Demystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyDemystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John Staveley
 
IoT Analytics Company Presentation May 2024
IoT Analytics Company Presentation May 2024IoT Analytics Company Presentation May 2024
IoT Analytics Company Presentation May 2024
 
A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System Strategy
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering Teams
 
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptxWSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdf
 

Digital Pharma: Evolution and Revolution in Marketing & Sales

  • 1. Digital Pharma: Evolution and Revolution in Marketing and Sales Len Starnes Head of Global E-Business Primary Care, Bayer Schering pharma
  • 2.
  • 3. A decade of digital pharma
  • 4. 1996 2007 Hype Raising expectations Disillusionment Trough of despair Enlightenment Productivity Realistic expectations Evolution vs revolution Evolution 2006 Revolution
  • 5. Expectations ’96: The 24 x 7 rep – how wrong! Branded websites will be more effective than a rep visit Sales forces will be cut Revenues will soar Doctors will flock to our sites One-size fits-all portal will suffice
  • 6. HCPs ’ media consumption shifting from off to online 85% of EU HCPs say the internet is critical for success of their practice* 16% of EU HCPs use a PDA for professional purposes* Professional use of digital media by European HCPs* % European HCPs *Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06
  • 7. Quality content yes, but in an appropriate context Credibility and trust will be crucial Expectations ’96: Health information seeker – right! Internet will become the most preferred source of health and medical information Internet will become a powerful medium for patient acquisition and retention Patients will be empowered
  • 8. Consumers ’ favoured sources of health information moving online 143 million EU consumers have accessed health information or health services online during the last 12 months* Most frequently used sources of health information in Europe* % European consumers *Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07
  • 9. Low digital marketing spend 1- 5% Digital pharma status 06/07 Industry remains a late adopter But solid experience and realistic expectations Too few digital-visionaries at senior level Moving slowly towards integrated solutions
  • 11. Doctors generally prefer authoritative sources - medical societies, universities, hospitals A major challenge Doctors ambivalent towards pharma Doctors’ prime information needs focus on new research, clinical studies, case studies, continuing medical educational, networking with colleagues, cost constraints, running a surgery as a business,…
  • 12. The sales force arms race
  • 13. Result: ever decreasing detailing time USA: 1:30 mins Europe: 2 - 4 mins Number of sales representatives Detailing time 1980 - 2007
  • 14.
  • 15. Live detail with tablet-PC Web-based e-detail Multi-channel CRM application Electronic details, interactions tracked and logged by CRM application Closed-loop marketing is next Interactive details customized to meet doctor’s needs Iterative detailing process
  • 16.
  • 17. Targeting consumers & patients
  • 18. Regulations constrain objectives DTC markets Disease & condition awareness Non-DTC markets Treatments awareness Brand awareness & conversion Drug compliance, loyalty & retention
  • 19.
  • 20. 30 – 50% of medicines prescribed for long-term illnesses are not taken as directed* Compliance is a major issue *Adherence to Long-Term Therapies: Evidence for Action, WHO 2003
  • 21. Isolated compliance channels SMS & mobile Pack & devices Contact centre Case manager VAT Internet & email Direct mail Patient
  • 22. Germany Netherlands UK Global online support for Betaferon patients Denmark Norway Sweden International Finland
  • 23. Integrated compliance channels Patient signs-up for ‘daily tips’ on coping with SEs Patient calls asking for advice about a severe SE Patient downloads a PDF on SEs management Application software accessed by a case manager All patient interactions and interventions logged Case manager alerted to SEs issue and makes appropriate interventions Secure patient database Patient
  • 24. Multi-channel integration plus behavioural modelling Smarter systems through incorporation of constructs from behavioural models Identify a patient ’ s risk level and propose appropriate interventions
  • 25. Healthcare social networking
  • 26. ‘ An expert moderated repository of the knowledge base, in the form of a medical wiki, may be the answer to the world’s inequalities of information access in medicine …’* Web 2.0 is radically changing medicine and healthcare Dean Giustini, How web 2.0 is changing medicine, BMJ, 23 December 2006
  • 27. ‘ Is pharma ready for social networking?’ ‘… it appears that the forces of change would come from the consumers’ ‘ Are social media dulling pharma’s marketing knife?’ ‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ But pharma is still debating Source: www.forums.pharma-mkting.com
  • 28. Web 2.0 is a disruptive technology Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from authoritative sources Privacy & security are regulated Long lead times Controlling access to data and information Intellectual property closely guarded Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by and distributed to all Open Source
  • 29. Disruption at all levels Pharma web 2.0 Public relations Consumers & patients Sales forces Internally: Enterprise 2.0 HCPs
  • 30. Collaborating with online HCPs’ communities www.sermo.com Captures bedside and hallway conversations Helps ‘lonely’ doctors Aims are to discuss new clinical findings and to ‘work together to dramatically impact patient care’
  • 31.
  • 32. Pharma may now mine the wisdom of the Sermo crowd ‘ Observe’ - Alpha MD View community via a customized list of subjects based on keyword tags ‘ Insight’ Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted conversations allowing access to relevant pharma information and services
  • 33.
  • 34. Paradigm shift The doctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration Doctors can now dictate the terms of engagement to the pharma industry
  • 35. 1/3 of consumers in USA consult a health SN site before visiting a doctor* UGC from health mavens can profoundly influence consumer and patient preferences Conversations are raging: patients are learning from one another www.revolutionhealth.com *Manhattan Research, 2007
  • 36. Revolution Health 136 Betaseron ratings Effectiveness: 6.2/10 Lack of SEs: 5.3/10 Ease of use: 6.2/10 Health SN sites allow patients to rank treatments, doctors, hospitals & payers > 2500 ratings of all MS treatments
  • 37. Health warning to pharma marketeers Don’t fake it
  • 38. Paradigm shift The industry must decide whether it wants to actively participate in the conversations or remain an outsider Consumers and patients are taking ownership of brands, diseases and conditions
  • 39.
  • 40. Pharma corporate blogs are emerging J&J BTW blog J&J blogger Marc Monseau ‘ Everyone else is talking about our company, so why can’t we?’
  • 41. Pharma sales reps are the most visible active bloggers 5,000 threads 60,000 posts Rants & raves, corporate grapevines, jobs
  • 42. The pharma marketing and sales revolution has begun
  • 43.