This document outlines AstraZeneca's digital marketing campaign for 2013-2014. The campaign aims to increase awareness of COPD and asthma, strengthen relationships with doctors, and enhance the company's reputation. Key elements include a CRM program using Oracle software to manage relationships with KOLs, webinars on disease education and AstraZeneca's digital offerings, a tablet app for pharmaceutical reps, and social media channels like YouTube, Facebook and Twitter. Offline efforts include events for World COPD/Asthma Days and a guerilla marketing stunt in Syntagma Square. The budget is 350,000 euros and evaluation will track engagement on social media and other digital platforms.

1. TEAM
Panagiari Antonia
Feidaki Konstantina
Feidaki Konstantina
Panagiari Antonia

2. Digital
Evolution
2013-2014
AstraZeneca

3. Contents
 Part 1
- AstraZeneca
- Symbicort
- Asthma
- COPD
 Part 2
- Publics
- Objectives
-Key Messages
 Part 3
- B2B Campaign
- B2C Campaign
- Offline Campaign
 Part 4
- Budget
- Timeline
- Evaluation
- Added Value

4. AstraZeneca
 1989: Established in Greece
 Leading position in the market
 Ranked 4th pharmaceutical company
 5 products in the top 20 in the Greek market
 5,8% market share
 Product Portfolio for: cancer, cardiovascular, gastrointestinal,
infection, neuroscience, respiratory and inflammation

5. 
Leader in the Greek Market
 Large Product Portfolio
Creativity & Commitment of
Employees
Global Expansion (Asia, Eastern
Europe etc.)
Generic competition
Pipeline failures
Collaboration with Amgen could
enhance AstraZeneca’s biologics
pipeline
Further expansion in emerging
markets with new possibilities
 Digital Marketing
Generic competition to key
blockbuster drugs pipeline
Healthcare cost containment
pressures leading to drug pricing
controls

6. Competition
 GlaxoSmithKline
 Novartis
 Bayer
 Amgen
 Pfizer
 Bristol- Mayers Squibb
 Sanofi
 ELPEN
 Chiesi
 Lavifarm
 Boehriger - Ingelheim
 UCB

7. Symbicort
 Prescription drug (Turbohaler)
 Launched in 2000
 Treatment for Asthma and Chronic Obstructive Pulmonary
Disease (COPD)
 Used by adults and children < 6 years old
 Contains 2 active ingredients: Budesonide & Formoterol
 Combination of an inhaled corticosteroid and a long-acting
beta 2- agonist in a single inhaler

8. Symbicort
3 Types : Symbicort Turbohaler 80/4,5
Symbicort Turbohaler 160/4,5
Symbicort Turbohaler 320/9

9. Treatment for Asthma & COPD
Controlled doses
High market share
For children & adults
Highly effective
Under a patent
Some difficulties in use
Side effects
Further R&D activities
More attractive packaging options
Patented ingredients
High Competition
Lack of COPD awareness

10. Same drugs/
different name
 Seretide (GlaxoSmithKline)
 Rolenium (ELPEN)
 Foster (Chiesi)
 Inuvair (UCB)
Competition

11.  What is: Chronic Inflammatory Disease
 Symptoms: wheezing, Coughing, Chest Tightness,
Shortness of breath
 Causes: Genetic and Environmental factors
 Diagnosis: Spirometry, Allergy Test,
Physical Exam through family and medical history
Asthma

12. Geographical breakdown of
Asthma

13. Age Distribution of Asthma

14. COPD
 What is: Lung Disease / can be prevented
 Symptoms: Shortness of breath during an activity, cough
 Causes: Smoking, Environmental Pollution, Genetic (low
level of AAT protein) ,Long Term Exposure to Lung Irritants
(occupation)
 Diagnosis: Spirometry, Lung Function Test, X-Ray , Blood
Gas Test

15. DEATHS CAUSED
BY COPD
COPD GREECE

16. AstraZeneca
Publics
Objectives
Key Messages

17. Pediatricians
Pathologists
Pulmonologist
Asthma Specialists
Allergists
Interns
Investors
Shareholders
KOL (clinical
researcher, practice
leader, prolific
medical writer)
B2B Publics
Pharmaceutical
Representatives
Pharmacies

18. B2C Publics
COPD Patients
Undiagnosed
COPD Patients
Family
Asthma Patients
Undiagnosed
Asthma Patients
Family
Smokers
Family

19.  Increase awareness about COPD
 Strengthen our actions about asthma
 Create Positive associations with AstraZeneca (CSR)
 Enhance Relationship with the Doctors through CRM
 Educate Doctors about our digital program
 Enhance Relationship with investors/shareholder
 Increase Market Share of Symbicort
Objectives

20. Key Messages
“ Health Connects Us All”
“Delivering Value through Innovation”

21. WHY
DIGITAL?
AstraZeneca

22. Rich / Multimedia
Experience
Conversation
Sharing
Better
TargetingCost Effective
Massive Growth
Huge Reach
Saves Time

23. CAMPAIGN
2013 – 2014
B2B
AstraZeneca

24. CRM – KOL Management
 Develop CRM Program
 Influence different stakeholders (Key Opinion Leaders)
 Traditional CRM doesn’t cover the needs of Pharma Market
 KOL Management  Each KOL receives the right
information

25. Oracle CRM On Demand Life Sciences Edition /
Pharmaceutical Solution
CRM – KOL Management
 Increase field sales effectiveness with offline
client for persuasive sales interactions
 Transform physician interaction with personalized
content delivery
 Enable physician and hospital account and call
management
 Provide flexible sales planning and forecasting
 Allow complex hospital and physician activity and
e-mail management
 Rely on closed-loop service and support

26. Webinars
Information about:
AstraZeneca
Symbicort
Disease (Asthma / COPD)
Education about (disease) :
Symptoms
Treatment
Diagnosis
Triggers
Education about:
AstraZeneca’s Digital Program

27. Webinars
Adobe Connect for Webinars
 deliver compelling immersive
events
 maximize attendance
 measure results for optimized
outcomes

28. Pharma Representatives
 Doctor’s busy schedule don’t allow
Reps to complete their presentation
 Long waiting Hours - Cancelations
 Doctors Dedicate 3’ – 5’ to Pharma
Reps
“Sales Reps will always be an important
channel but the doctor contact model
must evolve” (Lefteris Mixailidis)

29. Tablet Application
 Educational Material
 Interactive Sales Material
 Order free Samples
 Slides for Presentations
 Brochures
 Doctors Ask Questions
 Contact Pharma Reps
AstraZeneca Ipad Tool

30. LinkedIn
 Create Awareness
 Improve Reputation
 Leadership & Influencer Marketing
 Generate Leads
 Social CRM
 Traffic Building
 Gain Insights

31. YouTube Channel
Content:
 News
 Information about AstraZeneca
 Research and Innovation
Why?
 3rd Most Popular Website
 2nd Biggest Search Engine
 Generate traffic to Website
 Connect with publics
 Improve SEO

32. IPhone – Tablet Application
 News
 Webcasts
 Leadership Videos
 Updates Notifications
 Stock Market News
Investor
Relations
June 2013
July 2013
Press Release
Announcement

33. CAMPAIGN
2013 – 2014
B2C
AstraZeneca

34. FaceBook
 Low cost Marketing
 Share content &
connect with publics
 Raise brand
awareness
 Steer traffic to
website

36. allaboutcopd.gr
Learn
Connect
Track
Learn about the disease
how to live and treat your
condition
With people with the
same disease
Disease diary &
progress
About Us Contact Us News Policies & Resources: Privacy User Agreement
Powered by:
Quit Smoking
Tips & Advises
Login / Register

37. FaceBook

39. Google Plus
 Rapid Growth – 90million
users
 60% Log in every day
 More Direct & Personal
Relationships
 Future Integration with other
Google Products
 Positive impact on SEO
 Google’s Credibility

40. Blog

41. Twitter
Companies use Twitter to promote, connect and brand their
company.
 + 120 million users
 177 million tweets per day
 Connecting with publics
 Follow other doctors and medical unions
 Gives feedback to their audiences
 Marketing
 News and Updates
 Twitter is Viral
 Spying in competition
 Increase brand awareness

42. YouTube Channel
 CSR Video with the action of
AstraZeneca on:
- Environment
- Patients
- Local Community
“Health Connects Us All”

43. Google Adwords
Daily Budget: 15euro
4 month Campaign

44. Google’s Triangle

45. Search Engine Optimization
 Only 20% of clicks in Google Ads
 SEO = Long term results
 No Cost
SEO is a technique which helps search
engines find and rank your site higher
than the millions of other sites in
response to a search query. SEO helps
you get traffic from search engines.

46. FaceBook Ads
1 moth trial : 12euro / per day  70 – 281
likes
2 moths : 16euro / per day  94 – 375
likes
 Promote Page
 Increase Likes
 Raise Traffic to Websites

47. Affiliate Marketing
300x250
125x125
Effective Banner
Dimensions
 Low Cost
 Give affiliate link to our site
 Raise traffic to the website
 Create awareness
www.iator.gr
www.iatronet.gr
www.mednet.gr
www.pneumon.ogr
ygeia.tanea.gr

48. IPhone – Tablet Application
 COPD DIARY:
- Put the daily symptoms &
e-mail them to your Doctor
 QUIT SMOKING:
- Tips and Advises to help
you stay focused on your
goal

49. AstraZeneca
Offline
Campaign
2013 - 2014

50. Events – Viral
COPD & Asthma Events:
 Information About disease
 Stands – Brochures / T-shirts
 Video Walls showing the event
and ifno – Music
 Live Streaming
 Electronic stands
(Questionnaires / ifno)
Spirometry (No Tobacco)Events:
 Information About disease
 Stands – Brochures / T-shirts
 Live Streaming
 Spirometry Testing
 Questionnaires

51. Events – Viral
World Days of:
- COPD: November 27 2013
- Asthma : May 7 2014
- No Tobacco: May 31 2014 (Spirometry Event)
World Asthma Day : 10 Events - Athens / Patra / Kalamata/
Argos/ Hania / Rethymno / Larissa / Thessaloniki / Ioannina /
Agrinio
World COPD Day: 10 Events - Athens / Patra / Kalamata/
Argos/ Hania / Rethymno / Larissa / Thessaloniki / Ioannina /
Agrinio
World No Tobacco Day: 5 Events - Tilos / Evros / Thessalia /
Prespes / Karpathos
Total Events:25

52. Sponsored by:
World COPD DAY
NOVEMBER 27
2013
Pay Attention to the Signs

53. Save the Date!
May 7th 2014
Sponsored by:

54. Sponsored by:
Free
Spirometry
Test
May 31 2014
10 Minutes is all you need!

55. Guerilla Campaign
Stands in Sydagma Square with paper lungs that people
who pass by can take & info about COPD (allaboutcopd.gr)
The event will be for 5 days in Sydagma Square
Why Guerilla?
- Gain attention
- Unexpected experience
- Create buzz
- Memorable experience
What we gain from Guerilla?
- Publicity
- Word-of-mouth
- Increase web site traffic
FREE
Lungs

56.  Gain attention
 Eye catching image of
lungs
 Turn to a Guerilla
action
Poster For COPD Portal

57. Recycling Program
 Athens
 Thessaloniki
 Patra
 Kalamata
 Rodos
 Kerkira
 Rethimno
 Irakleio
Recycle Your
Turbohaler
Green City
20 Pharmacies
in each city

58. AstraZeneca
Budget
Timeline
Evaluation
Added Value

59. Budget
Given Amount:
350.000 Euro

60. Timeline

61. Evaluation
 Social Media ( Facebook, Twitter, Blog, LinkedIn, Google+) : Likes
,Shares, Followers, Comments , Retweets, Views , +1
 CRM: Relationships with Doctors & KOL’s, Symbicort Orders,
Feedback
 Mobile Applications: Downloads
 Events: Participation, Likes, Views, Press Coverage
 Guerilla Campaign: Participation, Press Coverage
 Recycling Program: Participation
 Affiliate: clicks
 Adwords & Facebook Ads: Clicks
 YouTube Channel: Views, Shares, Comments

62.  Budget
 Integrated approach
 Both B2B and B2C
 Combination of Online &
Offline Activities
 Innovative ideas
 Applicable
 Real Data
Added Value – Why Choose Us

63. Thank You