Presentation at Canadian emarketing conf. Nov 2011 (ddelong@cmg-pharma.com)

1. Utilizing
Social Media
for
New Product Commercialization
1

2. Who Are We?
2

3. Today We’ll Discuss
 Presentation Context
 Pharma & Social Media
 Why Social media should be on Your Radar Screen
for New Product Commercialization
 Demonstrate the Tactical Role of Social Media
in New Product Commercialization

4. Background
4

5. Background
5

6. Background
6

7. Background
The Physician
still has to
prescribe it!
7

8. Pharma & Social Media
Primary Target for Digital Communication
Across Health Digital Survey EMEA 2011 8

9. Pharma & Social Media
Social Media and Healthcare, EPG Health Media, Summer 2011 9

10. Pharma & Social Media
% Utilization of Digital Tools
Across Health Digital Survey EMEA 2011 10

11. Pharma & Social Media
Physicians Don’t Want to Talk to You
100
Influence % online HCPs
80 Consulting with Colleagues in Person
Offline Journals
Online Journals
HCPs-only Portal (Social Networks)
60
40
20 Sales Reps
Pharma
Websites
20 40 60 80 100
Weekly/Daily Use % online HCPs
11

12. Pharma & Social Media
Toronto Diabetes KOL Network
Physicians are
already
organized into
communities
and are actively
engaged in
conversations
Source: Lnx Pharma 12

13. Pharma & Social Media
Re-invent the wheel
Work with existing
interpersonal
communication network
13

14. Pharma & Social Media: Success Factors
Talking Listening
Push Pull
Product Brand Range Brand
Selling Pills Outcomes
Initiating Participating
14

15. Definition
15

16. Definition – What is Social Media?
Social media is the term commonly given to
Internet and mobile-based channels and
tools that allow users to interact with each
other and share opinions and content. As
the name implies, social media involves the
building of communities or networks and
encouraging participation and engagement.
16

17. Why Should Social Media be on the Radar Screen?
Difficult Cases
Experience with
New Medications
Physician Participation in Peer-to-Peer Social Media Sites - Why Is It Less Than Expected? 17
Pharma Marketing Oct 12 2011

18. Why Should Social Media be on the Radar Screen?
Pre-launch
Improve the quality
of the market
research
18

19. Social Media: Impact Pre-Launch
 Customer segment research - Clinical Value Criteria
 Model the Market
 Confirm Revenue Forecast
 Product Positioning
 Pre-launch Promotion
19

20. Why Should Social Media be on the Radar Screen?
Post launch
Mitigate the rapidly
decreasing effectiveness
of the Sales Rep channel.
Physician Engagement
Product Diffusion
20

21. Social Media: Impact Post Launch
 Increase Reach and Frequency
 Contract the Sales Cycle
 Increase Speed of Diffusion
 Enhance the Clinical / Brand Relevancy
 Manage the Physician Experience Trial
 Capture Real-time Campaign Management Data
21

22. Hypothetical Case Study
Schizophrenia
22

23. Hyper-competition
Generic Atypicals
4
23

24. Hyper-competition
Branded Atypicals
2
24

25. Hyper-competition
Generic Typicals
5
25

26. Hyper-competition
Immediate Future
3
26

27. Social Media Strategy: Product Launch
Engagement
Getting involved
and returning
Influence
Early Adopters on
Early and late Majority
27

28. Something to Talk About!
Something to talk about
28

29. Something to Talk About
29

30. Performance on the 4 Pillars of Positioning
Efficacy Equal
Safety Equal
Tolerability Advantage
Price Disadvantage
30

31. Opportunity
Treatment
Failure Rate
up to 75%
31

32. Why Psychiatrists Prescribe
High Importance
Medium Importance
32

33. APPLICATION of SOCIAL MEDIA
33

34. Pre-launch: Customer Research
Traditional
Market Research
Inadequate for
Hyper-competition
34

35. Pre-launch: Customer Research
 Serial market research
participants
 All brands have access to the
same data
 “35,000 foot” view of market –
not actionable
 9/10 product launch with
category leader positioning
35

36. Pre-launch: Customer Research
 Switch from a COMMERCIAL
to an ACADEMIC research
model
 Engage the Community in a
discussion about the Clinical
Value of currently available
products
36

37. Pre-launch: Customer Research
How do I impact
prescribing behaviour?
I know What I don’t know
Is Rx’d Why it is Rx’d
(The Behaviour) @ Customer Segment
(The Motivation)
37

38. Pre-launch: Customer Research
Clinical Value Analysis
Research Lead
Deliverable to Deliverable to
Physicians Pharma
Benchmarking Data Segment Level Data
Present Findings
&
Facilitate Discussion / Debate
38

39. 39

40. Pre-launch: Pre-launch Promotion
Alternative to...
40

41. Pre-launch: Pre-launch Promotion
Position
in Practice
Capture Trial
Criteria
Get Trial
Ensure Trial
Success
Review Review
Options Trial Progress
Define the
Clinical Problem
41

42. Pre-launch: Pre-launch Promotion
 Initiate a discussion about the role of weight gain in
treatment non-adherence.
 Employ Clinical Value Analysis to review the failings of
available drugs to solve the clinical problem
42

43. Introducing a
solution to What problem
schizophrenia
treatment
do you solve?
non-adherence
43

44. Pre-launch: Pre-launch Promotion
 Move physicians through the early stages of adoption
– missionary work
 Launch into Experience Trial phase - Rxs
 Gain access to No-see / Limited-see physicians
 Data to refine launch strategy
 Discover points of competitive entry
44

45. Post-launch: Manage the Experience Trial
A model that
describes how
physicians adopt new
treatment options
45

46. Post-launch: Manage the Experience Trial
Position
in Practice
Capture Trial
Criteria
Get Trial
Ensure Trial
Success
Review Review
Options Trial Progress
Define the
Clinical Problem
46

47. Post-launch: Manage the Experience Trial
Self expression
Communication
Sharing
Collaboration
47

48. Post-launch: Manage the Experience Trial
 Supplement Rep Activity
 Reach access challenged
physicians
 Manage the most important
phase of the product
lifecycle
 Acquire forward looking data
48

49. Pharma & Social Media
49