The document discusses strategies for effective multichannel marketing targeting physicians, emphasizing the importance of integrating various communication channels such as websites, email, mobile apps, and digital publications. It highlights the transition from print to digital and the value of e-learning programs and real-time interactions to engage healthcare professionals. Additionally, it encourages organizations to leverage trusted content and analytics to enhance their reach and impact in the medical community.

1. Print Face-to-face
Digital
Multi-Channel Marketing
– Connecting with Your Physicians

2. What are your marketing channels?
Website EmailAdvertising Conferences
Print
RSS
Feed
Mobile
Apps
Reprints and
Digital
Publication

3. Are you maximizing your
reach?

4. Physicians get medical information via
multiple channels

5. How can you integrate across different
channels to start a meaningful conversation
with your target audience?

6. How can you amplify your
message beyond a single
channel?

7. Consolidate the
trusted content
and innovative
learning tools into
microsite.
Systematically
track users’
behavior and gain
customer’s
insight.
Microsite
Expand from Reprints to E-Reprints and use them for eLearning
Transit from selling to learning
Transit from meeting highlights bulletins to citable supplements
Expand from physical conference to online events and digital formats
Transition valued content in books and guidelines to point of care

8. Source:
BCG, “Breaking Through the Noise: Pharmaceutical Multichannel Marketing in a Digital World”, 2014

9. From print to
E- reprints
Enable conversations with
your physicians
PrintDigital

10. Print Face-to-face
Digital
MEDICAL CONFERENCES

11. Face-to-face
MEDICAL
CONFERENCES
Time and budget limits more
physicians from attending

12. Publish conference
proceedings as a
supplemental issue of
a peer-reviewed
international journal
and reach a larger
target audience

13. Supplements Spotlight

14. Rapid publication times
ensure speed to market,
with high ethical standards
and transparent
publication practices

15. Enhance your reputation as
a trusted resource by
publishing with Wiley and
our society partners

16. 16
Wiley Journal Highlights
1,600 Journals
244 Journals
Ranked in
Top 10
6.2 Million
Articles on
Wiley Online
Library
Over 850 Societies Partnerships
More than
460 Nobel
Laureates &
KOLs publish
with Wiley
Reach
12.2 Million
Unique
Visitors

17. Do you know that online journals and publications are
an effective channels for engagement?
Source:
Cegedim Strategic Data, “Healthcare professionals’ use of digital channels has positive impact on prescription intention”, 2014
Manhattan Research, “Taking the Pulse® Global 2013”

18. Extend the value of peer-reviewed content

19. Develop e-learning programs
To educate your targeted audience on a specific topic, based on
journal articles, supplement, video or journal podcast

20. E-learning improves clinical practice.
50% of doctors use the internet for
continuing medical education
Source: Manhattan Research - Google Physicians Channel Adoption Study

21. Leverage Wiley’s reach and experience to
develop eLearning programs
You can track the result of eLearning programs via digital analytics

22. Meaningful Engagement
Source:
Cegedim, “Multichannel: Remote Interactions – A Value Channel that Makes You Time Rich”, 2014
Manhattan Research, “Taking the Pulse® Global 2014”

23. Webinars with real-time KOL interaction
Engage your target audience in real-time and showcase your brand
and thought leadership through learning and interaction.

24. Create a seamless experience with
a Wiley microsite

25. Go-to site for
physicians to
easily access
content

26. Some healthcare professionals prefer to receive
information in mobile apps than on websites
Source:
Google Manhattan Study, “The Doctor’s Digital Path to Treatment”, 2012

27. 84% of physicians look up information on smart
mobile devices to make clinical decisions
Source:
Google Manhattan Study, “The Doctor’s Digital Path to Treatment”, 2012

28. Reach physicians on-the-go with mobile apps

29. Create a guideline app to support medical practice

30. Advertise and reach your target market in
one of over 200 journal apps
39 of our Journal Apps rank in the Top 100 apps
on Apple’s Newsstand’s Science category

31. Understand where to connect

32. Connect through Content

33. Integrate Wiley’s trusted content with innovative learning tools
to engage with your physicians on their preferred channels
Website EmailAdvertisingConferences Mobile
Apps
Reprints and
Digital
Publication

34. What’s your physician’s preferred channel?
Print
Face-to-
face
Digital

35. Communicating your message
on their preferred channels

36. Increase your reach
and impact

37. Learn how Wiley can support you in
championing your products to your target
audience across multiple channels
Find out more at:
www.interface.wiley.com

38. bit.ly/interfacemcm15
Download your free e-book and
apply multichannel marketing now.
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