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Pharma Marketers :Comprendre et intégrer les Stratégies Digitales dans votre mix marketing PharmalinkA 1er Forum de l’Industrie Pharmaceutique 11 Octobre 2010 Hotel El Aurassi, Alger Dr. Adam M. SELAMNIADécisions et Conseils en Innovation et Santé, Paris - France
Evolution vers la Pharmacie 3.0 Frank Kumli, Ernst & Young Lead Analyst Life Sciences,  Pharma 3.0 (Basel, 20 mai 2010) Drivers of Change ,[object Object]
 Patent Cliff
Globalization
Demographics
Pricing &Reimbursement
Health Care Reform
Health IT
Consumerism
Value MiningPharma 1.0 Blockbuster drugs Pharma 2.0 Diversifieddrugporfolios Pharma 3.0 Healthyoutcomes Business Models Value proposition Customers Payor Physicians Patient
Valeurs Traduit de  JD Lasica :  Social media: Opportunitiesfor pharma http://www.slideshare.net/jdlasica Industrie Pharmaceutique ,[object Object]
Très règlementée
Fermée et très sécurisée
Accès contrôlé au données
Personne autorisée, fort filtrage
Interlocuteur indirect
Délais long de mise en œuvre
Propriété industrielle et intellectuelle forte
Adhérant au MarketingRéseaux Sociaux ,[object Object]
Ouvert à tous
Transparent
Culture du partage
Auto-régulation
Interlocuteur direct
Délais rapides de mise en œuvre
Open source
Suspicieux envers le Marketing,[object Object]

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Nouvelles stratégies digitales de l’industrie pharmaceutique

  • 1. Pharma Marketers :Comprendre et intégrer les Stratégies Digitales dans votre mix marketing PharmalinkA 1er Forum de l’Industrie Pharmaceutique 11 Octobre 2010 Hotel El Aurassi, Alger Dr. Adam M. SELAMNIADécisions et Conseils en Innovation et Santé, Paris - France
  • 2.
  • 10. Value MiningPharma 1.0 Blockbuster drugs Pharma 2.0 Diversifieddrugporfolios Pharma 3.0 Healthyoutcomes Business Models Value proposition Customers Payor Physicians Patient
  • 11.
  • 13. Fermée et très sécurisée
  • 17. Délais long de mise en œuvre
  • 18. Propriété industrielle et intellectuelle forte
  • 19.
  • 25. Délais rapides de mise en œuvre
  • 27.
  • 29. Le monde est en ligne Population Mondiale (est 2010)1 : 6,845,609,960 Utilisateurs d’Internet : 1, 966,514, 816 Soit 27,8% Nombre de Téléphones portables : 4,600,000,000 (2009) Réseaux sociaux2 : Facebook : 500,000,000 Habbo (Ados, enfants) 162,000,000 Myspace 130,000,000 Orkut (Google) 100,000,000 Qzone (Chinois) 200,000,000 Twitter (est.) 180,000,000 Source : 1 : http://www.internetworldstats.com/stats.htm 2 : Wikipedia
  • 30. En Algérie 4 700 000 utilisateurs (31 Aout 2010) 1 086 580  utilisateurs (31 Aout 2010) 500 000  utilisateurs (31 Aout 2010) Recherches effectuées sur Google depuis l’Algérie
  • 31. Mise en oeuvre Adapté de Sarah Larcker, DigitasHealth Social Media: What’s in it for pharma? http://www.slideshare.net/slarcker atients, Prescripteurs, Payeurs Monitorerl’activité en ligne de voscibles et partenaires bjectifs Décider des objectifs à fixer trategies Etudier comment la relation avec vosutilisateursvaêtremodifiée echnologies Choisir les solutions technologiquespermettant la réalisation des objectifs P O S T
  • 32. E-Patient Traduit de  Kevin A. Clauson, Pharm., Assoc. Pr  How Facebook and Twitter are Changing Healthcare http://www.slideshare.net/kclauson Patient Rôle passif Reçoit l’information Receveur du soin Médecine paternaliste E-Patient Rôle actif Recherche l’information Partenaire du soin Médecine participative
  • 33. E-Médecin Médecin Accessible en activité Informé par le VM/VH, presse Echange limité avec les pairs Médecin prescripteur E-Médecin Accessible 24h/24 7/7 Informé par le Net Echange important les pairs Médecin partenaire
  • 34. Outils d’interaction “A brand is what people say about you when you are not in the room.” “La marque, c’estque les gens disent de vouslorsquevousn’êtes pas dans la pièce” Jeff Bezos, Founder & CEO, Amazon
  • 35. Blog
  • 36. Youtube et Pharma Johnson & Johnson (J&J) Bristol-Myers Squibb (BMS)
  • 37. Facebook et Pharma Lettre de la FDA à Novartis adressée le 29 juillet 2010
  • 38. Intervention de la FDA BiogenIdec, Sanofi-Aventis Johnson & Johnson, GlaxoSmithKline, Forest Laboratories, Cephalon, Bayer, Novartis, Merck, Eli Lilly, Roche Holding, Genentech, Boehringer-IngelheimPharmaceuticals, Roche http://www.fda.gov/AboutFDA/CentersOffices/CDER/ucm184250.htm URL raccourcie : http://goo.gl/b2jF
  • 39. Roche : Une axe assumé et responsabilisé Aout 2010
  • 40. Twitter et Pharma Taille des bulles : Nombre de suiveurs CA (milliards USD) Sources : twitter.com oct 2010 / Pharma Exec May 2010 Nombre de tweets
  • 43. Serious Game : Logiciel ludo-éducatif
  • 45. Télé-expertise Clinique en ligne de consultation anonyme et gratuite de consultation tous les lundi de médecins sur les troubles érectiles
  • 48. Adapté de Sarah Larcker, DigitasHealth Social Media : What’s in it for pharma? http://www.slideshare.net/slarcker
  • 49. Facteurs de succès Effective Social Media Marketing Strategiesfor Pharmaceutical Market MarketsandMarkets, Juillet 2010 Determine the right social media mixIdentify the social platform based on the target audience and goalsUse multiple tools Enlarge the targeted segment Reach the right people both in small and large social platforms Generate more traffic to social platformTrigger the conversation to analyze the business opportunity Integrate the consumer in to business Involvement in product testingEffective Listening and  Monitoring of Online Social MediaRespond to consumers needs and preferences  Building & Engaging Consumer Communities Create the collaborative tools such as forums, online surveys for the consumers Disclose the identity to gain trustResponding quickly to criticism and answer the comments Build and Change brand perception when requiredReplay offline campaigns on the social platformsAnnounce the upcoming events and trigger the conversationsEngage users to buzzOnline Video distribution related to the product descriptionBuild trust with consumers before providing influential information Polices related to communication on social platformDetermine the speakers communicating on the social platforms Post the relevant content at the right time Balance engaging communication vs. advertising communication
  • 50. Remerciements Twitter : @mselamnia (+ myfollowers)