This document discusses online communication channels between physicians and pharmaceutical/biotech companies. It finds that physicians are increasingly seeking information digitally and face-to-face meetings with sales reps are declining. Videoconferencing and online content are promising new channels. Physicians are comfortable with various media formats and expect on-demand access across channels. The document also provides an overview of the ePharma Physician product which analyzes physician behaviors and preferences around digital engagement.
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Len Starnes
First presented at Digital Pharma Europe, Barcelona, 31st March 2009.
Captures the current status of healthcare professionals' social networks from a global perspective and a pharmaceutical industry marketing & sales perspective
Managing knowledge and relationship by web to improve sales efficacy - SFE Su...USP e Plexus
Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)
Digital marketing offers pharmaceutical companies opportunities to promote their products to different target audiences like doctors, hospitals, patients, and sales teams. It allows customized, interactive engagement through e-detailing, online events, portals, and social media. As internet usage grows in India, the pharmaceutical industry is increasingly adopting digital marketing which offers benefits like controlling messaging and gathering customer data to enable closed-loop marketing. Common opportunities include medical portals for doctors and patients, e-detailing, eCMEs/webinars, search engine optimization, and closed-loop marketing strategies.
Digital marketing for pharmaceutical companiesdigitalsaline
Digital marketing is becoming increasingly important for pharmaceutical companies as consumers and doctors now rely heavily on digital resources and online information for healthcare needs. Social media and mobile apps will play a larger role in pharmaceutical marketing, with approximately half of companies expected to allocate over 20% of their budgets to digital marketing by 2019. Digital marketing allows pharmaceutical companies to broadly target doctors online at lower costs than traditional marketing methods. It offers equal growth opportunities for large and small companies to connect with doctors and consumers. A case study on a Facebook ad campaign for a prenatal supplement brand successfully generated over 10,000 leads at low costs.
mHealth and Digital Masters : Novartis Vs KodakJoseph Pategou
During years, pharma companies have been trying to bring more value to patients and physicians by using mHealth.
In this study we observed the consequences of a slow transition to digital on a leader in his sector (Novartis Vs Kodak). We also think that pharma companies need to move from mHealth to Digital Masters to bring the best value to all stakeholders.
Some facts:
Digital Masters outperform their peers*
-26% more profitable than their average industry competitors
-9% percent more revenue with their existing physical capacity
-More efficiency in their existing products and processes
-More Productivity
(*): LEADING DIGITAL: Turning technology into business transformation, Havard Business Review press
1) The document discusses the increasing number of online touchpoints with customers as health professionals and patients spend more time online. It provides statistics on internet usage and its influence on treatment decisions.
2) It addresses how pharmaceutical companies can connect with customers online given new regulations and guidelines from bodies like the FDA and ABPI.
3) It examines the challenge of managing all the digital assets and activity, both within companies and outside their control, referring to this as "taming the digital sprawl".
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Len Starnes
First presented at Digital Pharma Europe, Barcelona, 31st March 2009.
Captures the current status of healthcare professionals' social networks from a global perspective and a pharmaceutical industry marketing & sales perspective
Managing knowledge and relationship by web to improve sales efficacy - SFE Su...USP e Plexus
Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)
Digital marketing offers pharmaceutical companies opportunities to promote their products to different target audiences like doctors, hospitals, patients, and sales teams. It allows customized, interactive engagement through e-detailing, online events, portals, and social media. As internet usage grows in India, the pharmaceutical industry is increasingly adopting digital marketing which offers benefits like controlling messaging and gathering customer data to enable closed-loop marketing. Common opportunities include medical portals for doctors and patients, e-detailing, eCMEs/webinars, search engine optimization, and closed-loop marketing strategies.
Digital marketing for pharmaceutical companiesdigitalsaline
Digital marketing is becoming increasingly important for pharmaceutical companies as consumers and doctors now rely heavily on digital resources and online information for healthcare needs. Social media and mobile apps will play a larger role in pharmaceutical marketing, with approximately half of companies expected to allocate over 20% of their budgets to digital marketing by 2019. Digital marketing allows pharmaceutical companies to broadly target doctors online at lower costs than traditional marketing methods. It offers equal growth opportunities for large and small companies to connect with doctors and consumers. A case study on a Facebook ad campaign for a prenatal supplement brand successfully generated over 10,000 leads at low costs.
mHealth and Digital Masters : Novartis Vs KodakJoseph Pategou
During years, pharma companies have been trying to bring more value to patients and physicians by using mHealth.
In this study we observed the consequences of a slow transition to digital on a leader in his sector (Novartis Vs Kodak). We also think that pharma companies need to move from mHealth to Digital Masters to bring the best value to all stakeholders.
Some facts:
Digital Masters outperform their peers*
-26% more profitable than their average industry competitors
-9% percent more revenue with their existing physical capacity
-More efficiency in their existing products and processes
-More Productivity
(*): LEADING DIGITAL: Turning technology into business transformation, Havard Business Review press
1) The document discusses the increasing number of online touchpoints with customers as health professionals and patients spend more time online. It provides statistics on internet usage and its influence on treatment decisions.
2) It addresses how pharmaceutical companies can connect with customers online given new regulations and guidelines from bodies like the FDA and ABPI.
3) It examines the challenge of managing all the digital assets and activity, both within companies and outside their control, referring to this as "taming the digital sprawl".
The aim of this presentation is to help Digital Marketing managers to implement an efficient e-marketing strategy in the particular and constrained environment of the pharmaceutical industry. This presentation can also be a good opportunity for Operational Marketing professionals jammed with the traditional 4p to realise that implementing a 360° marketing strategy is not only aligning Web and Marketing (or vice versa).
I took the opportunity of the success of my previous release to enhance and complete some slides in this V2.0. You will discover how a Biopharmaceutical company (Celgene) has taken a good start after my advises in 2010 and how they have implemented an e-marketing strategy with the evolution of their Internet portals and their connections to medical portals.
It seems to me that you can significantly improve your knowledge of e-marketing tactics with free tools in order to audit and monitor your consumer’s behaviours in the digital space by reading my other presentation: Digital Marketing Management.
Pharmaceutical Digital Marketing ProjectsZdravko Mauko
This document discusses how pharmaceutical companies can transform pharmacovigilance and adherence tools into customer experience management. It notes that the age of blockbuster drugs is over and new approaches are needed using big data, mobile apps, and a focus on preventative medicine and patient empowerment. Poor medication adherence is a major issue, compromising the real-world benefits of drugs, but new digital technologies now allow companies to better support patients and improve outcomes. Case studies show how mobile apps and remote coaching can significantly increase adherence and patient satisfaction for conditions like asthma and eczema.
Pharma Marketing Digital Trends to Watch in 2020. A closer look at some of the future directions that Pharma Marketing need in 2020 to arm themselves for in full readiness for the next 12 Months
digital marketing for Pharma (abbott pharma) social mediaRahul Avasthy
1) The document discusses strategies for pharmaceutical companies to increase engagement with doctors through digital channels, including being present on mobile platforms and social media where doctors spend time.
2) It provides examples of mobile applications created by pharmaceutical companies for various purposes like decision support, compliance, and monitoring.
3) The document advocates that pharmaceutical companies can effectively engage with doctors and follow regulations through professional use of social media and digital channels.
The document discusses the use of digital marketing and social media in the pharmaceutical industry. It notes that traditional marketing strategies are being challenged as physicians and patients want easy access to personalized information. It explores how tools like blogs, social networking sites, health portals, and video channels can be used by various stakeholders in the industry. Companies have had some early success using these tools but greater regulatory guidance is still needed on topics like adverse event reporting for social media use to reach its full potential in the pharmaceutical sector.
5 ways to succeed with digital pharma marketingJo Peddhinti
This document provides 5 steps for succeeding in digital pharma marketing:
1. Deliver trustworthy and relevant content to fuel online conversations about your brand. Understand what doctors discuss online.
2. Avoid interruptive banner ads and focus on adding value through content instead.
3. Use native advertising that blends into platforms without interrupting users. Design sponsored content like case studies and videos.
4. Leverage key opinion leaders beyond webinars through interviews, videos, and maintaining their online profiles.
5. Blend online and offline channels by creating online hashtags for events, allowing speakers to engage before and after, and using online surveys to inform campaigns.
Digital strategies in pharmaceutical industryMeghavi Mehta
This document discusses digital strategies in the pharmaceutical industry. It covers how digital technologies have evolved in areas like research and development, manufacturing and supply chains, marketing and sales, and health service delivery. Some key points include: digital technologies can help reduce drug development costs and time through tools like biochips and e-clinical trials; ERP systems and real-time solutions help optimize manufacturing and supply chain operations; e-detailing and e-CRM allow more effective marketing and sales; and e-prescribing, telemedicine, and disease management strategies help improve health service delivery and reduce costs. The conclusion is that digital strategies will be crucial for future success in the pharmaceutical industry.
Life science companies need to ensure their business initiatives take advantage of social media analytics. Read about the challenge of maximizing the opportunity and generating value from real world patient insights.
This document ranks 51 pharmaceutical brands based on their digital competence, or "Digital IQ", across 8 disease states. The brands were evaluated based on their website platform, off-platform messaging, search engine optimization, and social media presence. The top brands like Viagra, Nexium and Chantix were rated as "genius" for having highly optimized, interactive websites and strong digital marketing campaigns. Most brands were average or below, indicating opportunities for most to improve their online strategies and digital capabilities.
Digital marketing a new dimension in pharmaceutical fieldTabassum Tahia
Digital marketing is becoming increasingly important in the pharmaceutical field. There are two main types of digital marketing: push marketing which delivers content to users, and pull marketing where consumers seek out content. Digital platforms like websites, e-detailing, social media, and mobile apps allow pharmaceutical companies to better engage with customers like doctors, pharmacists, and patients. While digital marketing provides opportunities to improve customer service and brand image, companies must address challenges like developing new business models, meeting various customer needs, and increasing performance while complying with regulations. The future of pharmaceutical marketing will rely heavily on digital strategies and technologies.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
Marketing Management Proposal for WazzApp
In partial fulfillment of requirements for Marketing Management SY 2016 - 2017 Ateneo School of Medicine and Public Health
Fernandez| Lim | Pamin | Ponce | Mangaoang | Sarte | Sy
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Len Starnes
The document discusses the growing role of digital collaboration in pharmaceutical marketing, particularly in the Asia Pacific region. It notes that physicians' social networks have over 3 million members in Asia Pacific, dominating the global market. The document also explores opportunities for pharmaceutical companies to partner with patients online to gain real-world insights into drug usage and patient experiences. It emphasizes that building trust with physicians, patients and other stakeholders through open and responsive engagement will be crucial for pharmaceutical companies going forward.
A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.
The document summarizes feedback from stakeholders on AstraZeneca's submission to the FDA regarding social media engagement in the pharmaceutical industry.
Key discussion points included that social media is important for advancing public health, and pharmaceutical companies have a responsibility to engage more in social media. Stakeholders provided feedback on the FDA's role as regulator, noting social media requires a tailored approach, and companies can help address misinformation online. They also covered pharmaceutical companies' role, emphasizing the need for ongoing dialogue and mutual agreement with patients/caregivers.
Pharma Digital Marketing - 5 future trendsmarcmunch2014
Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
It is all about the Digital and Social Media in Pharma industry with special reference to India. In this described physicians preference with the key digital indicator of India. In this also given the list of top 10 companies in Indian pharma sector. At the end, Case-study of Pfizer is also described...
The guidance provides an overview of FDA policy on exchanging off-label drug and medical device information. It acknowledges the importance of social media but does not provide comprehensive guidance on its use. The FDA allows scientific exchange of unapproved use information in response to unsolicited consumer requests, but off-label promotion is illegal. While recognizing the public health value, the guidance notes challenges in ensuring digital responses are not promotional and do not disseminate off-label information more broadly. Companies are advised to limit public responses to contact details and approved labeling links.
Internet marketing involves using websites and online promotional techniques to achieve marketing objectives. It includes using a company website along with search engines, banner ads, and other websites.
The internet can now support the entire marketing process for most businesses. Customers' decision making processes are also significantly impacted by online information. Both patients and doctors now frequently use the internet for health information and research.
Digital Pharmaeng Effective Web Marketingnovember 07 1230298508923930 2xdelpeuch
1) Digital marketing has evolved over the past decade for pharmaceutical companies, moving from early hype to more realistic expectations and integrated multi-channel solutions.
2) Companies now target both doctors and patients online, with challenges around building trust and meeting real needs and preferences.
3) The rise of social media and user-generated content has led to a paradigm shift, with consumers and patients taking more control over health brands and discussions online. Pharmaceutical companies must now decide how and whether to actively participate in these online conversations.
Strategies by which Personal Health Record Vendors Increase Market ShareNS_Slideshare
Highlights of research:
*Usage more than doubled from 2.7% in 2008 to 7% in 2009. However, current users are not those who can use it the most (elderly, chronically ill, low-income)
*Top barriers to use: privacy concerns, lack of physician support of phr use, patients not compelled to use phr (associated solutions offered)
*Conclusions: Though many varying opinions, very little data to support clear concensus of direction of PHR industry. However, companies such as Google and Microsoft are continuing with PHR product.
*Recommendations: PHR vendors should parter with fitness/medical device products and charge interface fee, Generate revenue through advertisements on home page of PHR record, Partner with insurance companies, hospitals, physician offices, employers as preferred PHR vendor.
Please review poster for more details including differences between Google and MS Health Vault, a fee-based PHR model and risks.
The aim of this presentation is to help Digital Marketing managers to implement an efficient e-marketing strategy in the particular and constrained environment of the pharmaceutical industry. This presentation can also be a good opportunity for Operational Marketing professionals jammed with the traditional 4p to realise that implementing a 360° marketing strategy is not only aligning Web and Marketing (or vice versa).
I took the opportunity of the success of my previous release to enhance and complete some slides in this V2.0. You will discover how a Biopharmaceutical company (Celgene) has taken a good start after my advises in 2010 and how they have implemented an e-marketing strategy with the evolution of their Internet portals and their connections to medical portals.
It seems to me that you can significantly improve your knowledge of e-marketing tactics with free tools in order to audit and monitor your consumer’s behaviours in the digital space by reading my other presentation: Digital Marketing Management.
Pharmaceutical Digital Marketing ProjectsZdravko Mauko
This document discusses how pharmaceutical companies can transform pharmacovigilance and adherence tools into customer experience management. It notes that the age of blockbuster drugs is over and new approaches are needed using big data, mobile apps, and a focus on preventative medicine and patient empowerment. Poor medication adherence is a major issue, compromising the real-world benefits of drugs, but new digital technologies now allow companies to better support patients and improve outcomes. Case studies show how mobile apps and remote coaching can significantly increase adherence and patient satisfaction for conditions like asthma and eczema.
Pharma Marketing Digital Trends to Watch in 2020. A closer look at some of the future directions that Pharma Marketing need in 2020 to arm themselves for in full readiness for the next 12 Months
digital marketing for Pharma (abbott pharma) social mediaRahul Avasthy
1) The document discusses strategies for pharmaceutical companies to increase engagement with doctors through digital channels, including being present on mobile platforms and social media where doctors spend time.
2) It provides examples of mobile applications created by pharmaceutical companies for various purposes like decision support, compliance, and monitoring.
3) The document advocates that pharmaceutical companies can effectively engage with doctors and follow regulations through professional use of social media and digital channels.
The document discusses the use of digital marketing and social media in the pharmaceutical industry. It notes that traditional marketing strategies are being challenged as physicians and patients want easy access to personalized information. It explores how tools like blogs, social networking sites, health portals, and video channels can be used by various stakeholders in the industry. Companies have had some early success using these tools but greater regulatory guidance is still needed on topics like adverse event reporting for social media use to reach its full potential in the pharmaceutical sector.
5 ways to succeed with digital pharma marketingJo Peddhinti
This document provides 5 steps for succeeding in digital pharma marketing:
1. Deliver trustworthy and relevant content to fuel online conversations about your brand. Understand what doctors discuss online.
2. Avoid interruptive banner ads and focus on adding value through content instead.
3. Use native advertising that blends into platforms without interrupting users. Design sponsored content like case studies and videos.
4. Leverage key opinion leaders beyond webinars through interviews, videos, and maintaining their online profiles.
5. Blend online and offline channels by creating online hashtags for events, allowing speakers to engage before and after, and using online surveys to inform campaigns.
Digital strategies in pharmaceutical industryMeghavi Mehta
This document discusses digital strategies in the pharmaceutical industry. It covers how digital technologies have evolved in areas like research and development, manufacturing and supply chains, marketing and sales, and health service delivery. Some key points include: digital technologies can help reduce drug development costs and time through tools like biochips and e-clinical trials; ERP systems and real-time solutions help optimize manufacturing and supply chain operations; e-detailing and e-CRM allow more effective marketing and sales; and e-prescribing, telemedicine, and disease management strategies help improve health service delivery and reduce costs. The conclusion is that digital strategies will be crucial for future success in the pharmaceutical industry.
Life science companies need to ensure their business initiatives take advantage of social media analytics. Read about the challenge of maximizing the opportunity and generating value from real world patient insights.
This document ranks 51 pharmaceutical brands based on their digital competence, or "Digital IQ", across 8 disease states. The brands were evaluated based on their website platform, off-platform messaging, search engine optimization, and social media presence. The top brands like Viagra, Nexium and Chantix were rated as "genius" for having highly optimized, interactive websites and strong digital marketing campaigns. Most brands were average or below, indicating opportunities for most to improve their online strategies and digital capabilities.
Digital marketing a new dimension in pharmaceutical fieldTabassum Tahia
Digital marketing is becoming increasingly important in the pharmaceutical field. There are two main types of digital marketing: push marketing which delivers content to users, and pull marketing where consumers seek out content. Digital platforms like websites, e-detailing, social media, and mobile apps allow pharmaceutical companies to better engage with customers like doctors, pharmacists, and patients. While digital marketing provides opportunities to improve customer service and brand image, companies must address challenges like developing new business models, meeting various customer needs, and increasing performance while complying with regulations. The future of pharmaceutical marketing will rely heavily on digital strategies and technologies.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
Marketing Management Proposal for WazzApp
In partial fulfillment of requirements for Marketing Management SY 2016 - 2017 Ateneo School of Medicine and Public Health
Fernandez| Lim | Pamin | Ponce | Mangaoang | Sarte | Sy
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Len Starnes
The document discusses the growing role of digital collaboration in pharmaceutical marketing, particularly in the Asia Pacific region. It notes that physicians' social networks have over 3 million members in Asia Pacific, dominating the global market. The document also explores opportunities for pharmaceutical companies to partner with patients online to gain real-world insights into drug usage and patient experiences. It emphasizes that building trust with physicians, patients and other stakeholders through open and responsive engagement will be crucial for pharmaceutical companies going forward.
A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.
The document summarizes feedback from stakeholders on AstraZeneca's submission to the FDA regarding social media engagement in the pharmaceutical industry.
Key discussion points included that social media is important for advancing public health, and pharmaceutical companies have a responsibility to engage more in social media. Stakeholders provided feedback on the FDA's role as regulator, noting social media requires a tailored approach, and companies can help address misinformation online. They also covered pharmaceutical companies' role, emphasizing the need for ongoing dialogue and mutual agreement with patients/caregivers.
Pharma Digital Marketing - 5 future trendsmarcmunch2014
Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
It is all about the Digital and Social Media in Pharma industry with special reference to India. In this described physicians preference with the key digital indicator of India. In this also given the list of top 10 companies in Indian pharma sector. At the end, Case-study of Pfizer is also described...
The guidance provides an overview of FDA policy on exchanging off-label drug and medical device information. It acknowledges the importance of social media but does not provide comprehensive guidance on its use. The FDA allows scientific exchange of unapproved use information in response to unsolicited consumer requests, but off-label promotion is illegal. While recognizing the public health value, the guidance notes challenges in ensuring digital responses are not promotional and do not disseminate off-label information more broadly. Companies are advised to limit public responses to contact details and approved labeling links.
Internet marketing involves using websites and online promotional techniques to achieve marketing objectives. It includes using a company website along with search engines, banner ads, and other websites.
The internet can now support the entire marketing process for most businesses. Customers' decision making processes are also significantly impacted by online information. Both patients and doctors now frequently use the internet for health information and research.
Digital Pharmaeng Effective Web Marketingnovember 07 1230298508923930 2xdelpeuch
1) Digital marketing has evolved over the past decade for pharmaceutical companies, moving from early hype to more realistic expectations and integrated multi-channel solutions.
2) Companies now target both doctors and patients online, with challenges around building trust and meeting real needs and preferences.
3) The rise of social media and user-generated content has led to a paradigm shift, with consumers and patients taking more control over health brands and discussions online. Pharmaceutical companies must now decide how and whether to actively participate in these online conversations.
Strategies by which Personal Health Record Vendors Increase Market ShareNS_Slideshare
Highlights of research:
*Usage more than doubled from 2.7% in 2008 to 7% in 2009. However, current users are not those who can use it the most (elderly, chronically ill, low-income)
*Top barriers to use: privacy concerns, lack of physician support of phr use, patients not compelled to use phr (associated solutions offered)
*Conclusions: Though many varying opinions, very little data to support clear concensus of direction of PHR industry. However, companies such as Google and Microsoft are continuing with PHR product.
*Recommendations: PHR vendors should parter with fitness/medical device products and charge interface fee, Generate revenue through advertisements on home page of PHR record, Partner with insurance companies, hospitals, physician offices, employers as preferred PHR vendor.
Please review poster for more details including differences between Google and MS Health Vault, a fee-based PHR model and risks.
This document provides information about the Medical Communications and Information Summit conference taking place on October 8-9, 2014 in San Francisco, CA. The summit will focus on best practices for medical communications departments, including strategies for complying with regulations, optimizing technology for global communication, and developing standard operating procedures. Speakers will represent pharmaceutical and biotech companies and provide case studies on topics like social media guidance, publication planning, and developing medical response letters. Attendees will benefit from gaining insights from industry colleagues and networking opportunities.
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)Eularis
Eularis provides a comprehensive insight into the subject of Pharmaceutical detailing using the Internet. As the vast majority of eDetailing pilots have taken place in the US, the report looks at the likelihood of European Pharmaceutical companies following suit. Return on Investment (ROI) is also important. This report discusses the available evidence on ROI and illustrates some models that can be used.
Eularis made extensive efforts to provide the most insightful information about this fast moving subject. This involved:
* Surveying over 200 UK-based general practitioners about their attitudes to Pharmaceutical sales representatives and eDetailing,
* Carefully assessing the current regulatory environment in the UK and how eDetailing programs could be affected,
* Sourcing case studies of ROI from the USA,
* Extensive research into vendor companies and their market positions,
* Strategic considerations and advice.
An overview of the opportunities that physicians' social networks may offer pharmaceutical companies as an emergent new engagement channel in China. Includes analyses of current physicians' social networks in China, physicians' social networks as a global phenomenon, key learnings and Chinese scenarios. Presented at conferences in Shanghai in 2009 and Singapore in 2010. This version presented at EyeforPharma's Sales & Marketing in China for Pharma conference, 3 - 4 December 2009, Shanghai.
An update of earlier presentations on physicians' social networks, but with a focus on oncology, one of the most e-reliant specialities in medicine. First presented at Sales & Marketing for Oncology Therapeutics, Brussels, 16 March 2010.
This presentation work is created by me, As the final project during the remote Internship program In IIM lucknow.
i am very thankful To Prof. Sameer Mathur for giving me such a wonderful opportunity.
10 ten best, average and worst Points of Pharmaceutical marketingAnjum Iqbal
10 ten best, average and worst Points of Pharmaceutical marketing.
Basically this presentation is related to the pharmaceutical marketing. . . that which type of strategies become best , worst and average for the pharmaceutical marketing.
Website Trends in Healthcare and Pharma MarketingGSW
Today, the role of the product.com is changing rapidly. Brand managers are leveraging their websites to fill in white space, connect people, deliver meaningful tools and support more empowered patients. They're innovating and evolving both what these sites can and should do. We captured some of the most interesting trends in this presentation:
Co-Creation with Customers-By Aviroop Banik,Rizvi Institute of Management Stu...Aviroop Banik
This document discusses co-creation of value with customers. It begins by noting that consumers now have more choices but less satisfaction due to being more connected, informed and active. This shifts the role of the customer from passive to active. The document then provides examples of how customers now have more information access, a global view, greater networking abilities, and opportunities for experimentation and activism. It argues that value is now co-created between firms and customers through dialogue, access, risk assessment, and transparency. It provides the example of a houseboat manufacturer that engages in intensive co-creation with customers through design discussions, manufacturing access, and community involvement.
This document provides information about Merck's pharmaceutical marketing programs and the global pharmaceutical industry. It discusses Merck's divisions and characteristics of the pharmaceutical industry. It also outlines Merck's marketing principles and roles, and describes their approach to branding and use of digital channels. Key challenges and opportunities in the industry are summarized. An organizational chart is included showing Merck's focus on customer-centric approaches.
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand PlanningDRG Digital
Pharma's customers, media, technology, and the healthcare landscape have evolved tremendously over the past year – with new opportunities and threats that will impact every healthcare marketers’ brand planning.
Which opportunities and threats are most significant? How can you best position your brand for success in today’s new marketing reality?
DRG Digital Senior VP Meredith Ressi distills a year’s worth of research and news into a concise webinar that will help strengthen your brand planning:
- Seven big physician and patient engagement trends you can’t miss for 2017 brand planning
- Key data sources you need to be better informed about your patients and physicians
- Practical framework for determining the right channels, media and content for your audience
- Resources and tips you can share with your organization
This document summarizes information about a healthcare solution provider founded in 2004 that is a leading GE company. It discusses the company's specialties in healthcare, target customers such as government agencies, hospitals, doctors and physicians. It also outlines the company's geographical diversity with growth in developing markets like China and India. The document analyzes physicians' media consumption, with most reading medical journals both online and in print, as well as social media usage which is growing. It recommends the company target early tech adopting physicians and collaborate with opinion leaders to engage patients.
The document discusses how pharmaceutical companies can take the first place in the patient journey by providing information to patients and healthcare professionals. It notes that 34% of patients' greatest frustration is a lack of notification about being at risk for conditions. Patients want more help from their doctors before being treated. While doctors are the primary information source, digital channels also play a key role. Healthcare professionals expect pharmaceutical companies to provide educational content through multiple devices. The document promotes an information management platform that can aggregate content, support content creation and distribution through multiple channels to benefit various stakeholders within pharmaceutical companies.
Using Interactive Media to Enhance Patient Experience and Create Brand Prefer...John Olson
The widespread adoption of interactive communication technologies has created consumer expectations for information that is personally relevant to them, available on-demand 24/7 via the Internet and increasingly via mobile web. This presentation gives case histories of healthcare organizations that have created interactive tools to meet these expectations, enhance patient experience and promote healing. Additionally, the presentation discusses how interactive media programs can be used to differentiate a provider organization and create competitive advantage.
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
A pragmatic assessment of the impact of social networking on pharma marketing & sales. Includes analyses of HCPs' social networks, consumer/patient social networks and the convergence of PR with SEO and SEM. Presented at conferences in Zurich, Shanghai and Boston during 2008. This version presented at EyeforPharma's
E-Communications and Online Marketing Summit, Boston, 2008.
Healthcare social networking presents opportunities and challenges for pharmaceutical companies. It allows interacting with healthcare professionals and patients, but pharmaceutical values differ from open sharing on social networks. While monitoring discussions and providing targeted information, companies must find appropriate levels of participation. Internal knowledge sharing through wikis and collaboration tools may streamline projects if adoption is incentivized. Search marketing is also increasingly important as content is shared across multiple online formats.
The World Congress Summit - Leverage EHRs for Prescriber EngagementWorldCongress
This World Congress EHR Summit focuses on improving patient access by focusing on Health Information Technology and Health Information Management since the demand for Personal Health Management and Health Information Exchanges through ePrescribing and EHR portals has increased. Leverage Federal Quality Initiatives by supporting Meaningful Use through Electronic Health Records (EHRs)
Similar to Online communication channels between physicians and pharma (20)
The World Congress Summit - Leverage EHRs for Prescriber Engagement
Online communication channels between physicians and pharma
1. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Over the last few years, Manhattan Research’s physician studies have shown a strong and growing
trend of doctors seeking to fulfill their information and other service needs from manufacturers
through digital channels. At the same time, it has been increasingly difficult and expensive for sales
reps to see physicians face-to-face, and almost all major manufacturers have downsized their sales
forces. Coupled together, these trends have lead many manufacturers to start talking about what the
next iteration of the sales model will look like, and to explore emerging, more effective ways of
interacting with and influencing physicians. Manufacturers should consider the following key
physician trends as they think ahead.
Videoconferencing is Promising
After a shaky beginning about a decade ago, using videoconferencing to detail products and connect
with experts is finally reemerging as a viable service channel for manufacturers. A critical mass of
doctors is open to using this channel to interact with sales reps, key opinion leaders, or medical
science liaisons today, with some expressing a preference for the channel. Significant improvements
in video technology and a growing crop of vendors supporting recruitment and fulfillment of these
programs are paving the way for increased acceptance among physicians and reps alike.
Video detailing presents a strong opportunity for manufacturers to
elevate their multi-touchpoint customer service capabilities,
particularly for their most valued customers. As it becomes
increasingly difficult for sales reps to secure face-to-face meetings
with physicians, video-based sales support can provide physicians
with a rich multi-media customer service experience that fits their
own terms and timing. Though it is challenging to have the
physicians in the driver’s seat and still have this tactic blend
seamlessly in the realm of sales, marketing, and medical affairs,
several innovative manufacturers—most notably Merck—are aggressively pursuing this opportunity.
Manufacturers should bear in mind that physicians most open to engaging in video detailing are the
ones who are already more amenable to sales rep interactions in general, pointing once more to the
need for integrated and multi-channel service among manufacturers.
Content is Still King
Though not their primary or even their secondary source in most cases, a significant share
physicians of does seek out manufacturer-sponsored content online. Today more than four out of
five physicians use corporate and product sites and about half of doctors use manufacturer portals
(e.g., PfizerPro). Adoption of these resources has not declined the way interaction with sales reps
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2. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
face-to-face has over the last few years. However, given the low frequency of physician visitation to
these properties, the challenge for manufacturers is figuring out which properties or channels to
invest in, and integrating and cross-promoting content assets to gain traction.
Communicating with Physicians in an On-Demand World
Each manufacturer will have a unique approach to how they provide content and services to
physicians online, but the common marketing guidelines that should run through each program are
that they use multiple channels, are seamlessly integrated, and are available on demand. These
best practices are becoming the new norm as physicians juggle multiple devices, channels, and
media formats.
In 2010, nearly three-quarters of physicians used
smartphones, and the majority of those who used them
said these devices are essential to their practice.
Impressive numbers of physicians also have digital media
players, webcams, and subscriptions to satellite radio, and
even iPads. The data show that a substantial share of
physicians is also very comfortable with various media
formats - whether using apps or portable content on mobile
phones; or searching for video on YouTube; or subscribing
to an expert podcast on iTunes. Today’s physicians generally know where to find the content they
want in the format they want to consume it. Further, physicians are using the Internet at multiple
points through the day – even during patient consultations – making the service cycle almost
continuous. The one thing that manufacturers can count on as the professional digital landscape
evolves is that physicians will be in control, and the only way to compete in this market is to have
relevant content and services available through a wide range of channels.
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3. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
About ePharma Physician®
ePharma Physician® is a market research and advisory service product that provides in-depth data
and insights around the attitudes, behaviors, and preferences of physicians communicating with
pharmaceutical and biotech companies through digital channels such as the Internet, tech-enabled
reps, and online promotion. This group of physicians is the new norm and comprises 88% of the
U.S. physician population. The study also provides data on more than 400 pharmaceutical product
websites. In addition to overall trends, the research can be segmented across more than 25
physician specialty groups.
The following outlines available data in ePharma Physician® for pharmaceutical and biotech
marketing and sales teams interested in leveraging digital channels to communicate with physicians.
Channel Mix, Professional Websites & Pharmaceutical Information-Seeking
Physicians are continually shifting more of their clinical and professional research to online channels.
Some of the most popular medical journals have more than doubled, and in some cases triped, their
online audience since 2007. Additionally, ePharma Physicians researching information about biotech
and pharmaceutical products online are most likely to use professional medical websites intended
for healthcare providers, such as Medscape and UpToDate, as their first source. The study provides
data around the following professional websites and pharmaceutical information-seeking topics:
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4. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Journals read, online or offline, in past 12 months
Which specialty specific sites visited in past 12 months
Use of online communities/ social networks for physicians
Sources used to research information about pharmaceutical or biotech products in past 3
months
o Attending conferences
o Dinner meetings
o Electronic details
o Blogs, messageboards, and other online discussions among physicians
o Talking with colleagues
o Live video chat via webcam with a pharmaceutical or biotech company sales rep
o Mobile drug reference database
o Online community or social network
o Online conferences
o Live, online speaker events sponsored by a pharmaceutical or biotech company
o Online journals
o The website for a specific pharmaceutical or biotech product
o Pharmaceutical or biotech websites for healthcare professionals
o Professional journals (print version)
o In-person meetings with a sales rep from pharmaceutical or biotech company
o Website intended for healthcare providers
o Whatever I find through a search engine
Sources used first when researching pharmaceutical or biotech products online
Sources used when conducting research about a new pharmaceutical or biotech product that
has just come on the market
Sources used when conducting research when question arises about a pharmaceutical or
biotech product that is off patent/generic
When searching for pharmaceutical product information online, ever clicked on the following
types of advertisements
o Advertisements on a website intended for healthcare providers
o Advertisements on the website for an online journal
o Advertisements in an email newsletter from a website intended for healthcare
providers
o Sponsored ads on a search engine results page
Level of agreement with the following statements about finding pharmaceutical or biotech
product information online.
o I tend to use the same 2-3 online resources over and over.
o I know which specific website or resource I want to use before I start my search
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5. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Level of agreement with the following statements about finding pharmaceutical or biotech
product information online.
Frequency of satisfaction with the pharmaceutical or biotech information found as a result of
online queries/searches
o All of the time
o Most of the time
o Some of the time
o None of the time
Level of agreement with the following statement.
o I frequently change my prescribing behavior or take a different treatment course as a
result of information about pharmaceutical or biotech products or treatment options I
accessed, viewed, or retrieved online.
Visitation of websites for information on pharmaceutical or biotech products in past 3 months
o AMA/American Medical Association
o Cancer.gov/National Cancer Institute
o CDC/ Centers for Disease Control
o Daily Med (from NIH)
o Doctor’s Guide
o eMedicine
o MD Consult
o MDLinx
o Medscape from WebMD
o Medline/National Library of Medicine
o Medline Plus
o Medsite
o Merck Medicus
o NIH/ National Institutes of Health
o PDR Net
o Physicians Online
o WebMD
o UptoDate
o Ovid
o PubMed
o RxList.com
o Sermo.com
o TheHeart.com
o Epocrates
o Wikipedia
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6. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
o New England Journal of Medicine
o ReachMD
o Journal Watch
o QuantiaMD
o NCCN
Visitation of product website in past 12 months
Visitation of corporate website in past 12 months
Rating corporate website(s) based on overall experience and satisfaction with the site
Interest or visitation of pharma-sponsored websites focused on a specific condition in past 12
months
Rep Relationship and Tech Detailing
Though industry sales forces are decreasing overall, pharmaceutical and biotech reps nonetheless
still play a critical role in the physician-manufacturer relationship. ePharma Physician® takes a look
at detailing supplemented by technology, such as a Tablet PC or iPad. The concept of the tech-
enabled sales rep is not a new one, but the tools used for this purpose are evolving, especially in
2010 as physicians begin to see reps armed with iPads. The following rep relationship and tech
detailing topics are covered in the study:
Reps seen at least once every six months
o Pharmaceutical sales representative
o Biotech sales representative
Percentage of the sales reps personally seen
Agreement with the following statements
o Reps provide valuable information to me and my practice
o Reps are an efficient way for me to get the information I need
Three most important services a sales rep provides
Reasons for not seeing pharma or biotech reps in the past 6 months
o My institution does not permit detail reps
o I am not personally interested in meeting with detail reps at this time
o I am not personally interested in meeting with detail reps during practice hours
o I am interested in meeting with reps but do not receive any calls from detail reps
Use or interest in having a rep use a tablet during an office visit
Satisfaction with interactions with reps using a tablet computer
Reasons for dissatisfaction with the tablet computer use during a rep visit
Agreement with statements about tablet computers
Use or interest in sales rep using an iPad during their visit
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7. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Online Promotion, Customer Service & Sampling
The combined trends of physicians shifting more toward the Internet for professional reasons and
decreasing their face-to-face interactions with sales reps has made digital HCP-focused promotion
and service options increasingly attractive for manufacturers. Online promotional programs are
resonating with physicians as well – nearly three quarters of ePharma Physicians using them feel
that they are a convenient way to gather information. The study offers data around the following
online promotion, customer service, and sampling topics:
Number of times received invitation to participate in online promotional activities in past 12
months
Number of times participated in each of the following types of activities in past 12 months
o Interactive self-service website (a site that can be accessed 24/7)
o A "virtual detail" (one-way streaming audio/video)
o Live web-based seminar (i.e. Webinar)
o Recorded web-based seminar (i.e. Webinar)
o Key Opinion Leader/Clinical Expert Led Sessions
o Microsite or pharma-sponsored information site embedded in website intended for
HCPs
o Live video chat via webcam (also known as a live video detail) with a pharmaceutical
or biotech company sales representative
Average amount of time spent conducting activity
Participation in online promotion from pharmaceutical, biotech, and device companies in past
12 months
Overall quality of the online promotion programs of each company
Effectiveness of online promotion
Reasons for participating in online promotional programs
Agreement with the following statements.
o I use online promotional programs more now than I did a year ago.
o Online promotional programs influence my prescribing behavior.
Conducted live video chat via webcam (also known as a live video detail) with a
pharmaceutical or biotech company sales representative
Companies conducted live video chat via webcam (live video detail)
Satisfaction with video detail you conducted with company
Reasons for not participating in live video chat via webcam (live video detail).
Sources of awareness of the live video detail(s) conducted in past year
Source of email invitation to participate
Agreement with statements regarding video detailing
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8. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Preference for manner of delivery for pharmaceutical activity - rep, video detail, online, or no
preference
Interest in features if available on a website from a pharma or biotech company
o Ability to chat live with customer service rep
o Ability to look up formulary/drug coverage information
o Ability to opt-in/sign up for additional communications
o Ability to report adverse events
o Ability to request journal reprints
o Download slide kits
o Email customer service requests (with a guaranteed 24-hour response window)
o Information about participating in clinical trials
o Sign up for product alerts to mobile phone
o Patient reimbursement information
o Request an office visit from a detail rep or sales consultant
o Request product samples (i.e. electronic sampling)
o Ability to download information to PDA or mobile device
o Clinical trial results
o Disease management tools for patients
o Disease-specific patient education
o Information about grants and fellowships
o Information about upcoming medical conferences
o Links to disease sites for professionals
o Message board/discussion forum with colleagues
o Pipeline information about future products from the company
o Product and prescribing information
o Product-specific patient education
o Professional education resources
o Research updates about new and existing products
o Searchable medical image database
o Therapeutic area breaking news
o Treatment guidelines
Agreement with statements regarding customer service
Effectiveness of live online speaker events
Interest in participating in online communities sponsored by a pharmaceutical or biotech
company
Interest in interacting with a sales rep from a pharmaceutical company through various
methods
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9. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Interest in interacting with a medical science liaison (MSL) from a pharmaceutical company
through various methods
Type of manufacturer website visited most often when looking for information about a
specific product from the manufacturer
Ease of distinguishing the type of site visited
Accessed pharma or biotech websites for healthcare providers in past 12 months
Satisfaction with pharmaceutical websites for HCPs
Company or companies most interested in interacting with through a physician service portal
Interest in registering for a physician service portal from a pharma or biotech company in
order to use the following features
o Journal reprints
o Order samples online
o Live chat with customer service rep
o Access to email or video chat with an MSL
o Access to patient education
o Live KOL speaker events
o Access customized content suited to the needs of practice
Preference of methods when ordering product samples using an electronic or Web-based
system
Person responsible for ordering samples online in practice
How often do you order samples online
Which websites are you currently registered on to order samples online (open end)
How likely is it that you will order samples online in the next 3 months
Would you prefer ordering samples online, getting them from a rep or do you have no
preference
Physicians & iPads
One of the most new and exciting topics in our ePharma Physician® research is physicians and the
iPad. An impressive share of ePharma Physicians have either already bought the iPad or plan to by
one within the next six months. The following data is available on physician use of the iPad:
Technologies owned
Type smartphone/handheld mobile device do you own
Ownership of Apple devices
Interest in iPad
Do you plan to use the iPad for personal use, professional use or both
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10. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Do you use or plan to use iPad for professional purposes
When do you use iPad for professional purposes
Professional activities doneon the iPad
o Using prescription dosage calculator
o Writing or entering clinical notes
o Checking formulary status
o Reading articles or abstracts
o Accessing websites intended for physicians (e.g. Medscape, etc.)
o Reading treatment guidelines
o Using clinical/medical references
o Screening algorithms
o Read medical news
o Accessing patient education information
o Accessing drug reference database
o Watching videos
o Using professional social networking sites
o Using health/medical apps
Interest in other features for a mobile device (if they were offered by a pharmaceutical or
biotech company
ePharma Physician® Available Segmentations
ePharma Physician® data can be segmented by a variety of specialist groups, including:
PCPs Infectious Disease or HIV Physician
Family Medicine/General Practice Nephrology
Internal Medicine Neurology
Pediatrics OB/GYN
Allergy and Immunology Oncology - Medical
Cardiology & Cardiovascular Surgery Oncology - Hematology
Interventional Cardiologists Ophthalmology
Non-interventional Cardiologists* Psychiatry
Electropsyiologists* Pulmonology
Dermatology Radiology
Emergency Medicine Rheumatology
Endocrinology Surgery
Gastroenterology Breast Surgeon*
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11. ePharma Physician®
Online Communication Channels Between Physicians &
Pharma/Biotech Companies
Colorectal Surgeon* Retina Specialist*
General Surgeon Hospitalists
Ophthalmology Surgeon Pain Management
Urology
* Limited sample sizes, directional insights only
Contact Information
To learn more about ePharma Physician® v10.0 and subscription information, please contact
sales@manhattanresearch.com, call 1.888.680.0800, ext 2, or visit www.manhattanresearch.com/epp.
About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a pharmaceutical and healthcare market
research and advisory firm focused on the digital trends shaping the future of consumer and physician
marketing. Our current studies are updated annually and include Cybercitizen Health® U.S., Cybercitizen
Health® Europe, ePharma Consumer®, Taking the Pulse® U.S., Taking the Pulse® Europe, Taking the
Pulse® Asia, Taking the Pulse® Nurses, and ePharma Physician®. Broad consumer and physician market
research can be segmented for over 125 therapeutic and specialist groups. For product and subscription
information, please visit www.manhattanresearch.com, email sales@manhattanresearch.com or call
1.888.680.0800.
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