1. The healthcare digital landscape is rapidly changing, with growth in new media channels and a fragmentation of how content is produced and consumed. 2. Key trends include a rise in short-form content, user-generated content, and a decline in traditional channel dominance as consumers control their media experiences more. 3. Pharmaceutical companies now have more digital options to consider, including using digital to support traditional activities, replace some traditional activities, and extend their reach to new audiences.

1. marketing for an online world
www.praemedica.com
The Healthcare Digital Landscape
A review of trends and content
Mark R Millar
M k R Mill
mark@praemedica.com Tel. +44 (0) 2897 510099

2. Trends
1. Growth in no. of channels
2. ( , , g )
Growth in new media content (audio, video, images)
3. Fragmentation of content production
4.
4 Fragmentation of user consumption
Fragmentation of user consumption
5. Growth in short‐form content
6. User‐generated content
7. Decline in traditional channel domination
8. Control of media consumption moves to consumer
9.
9 Questionable utility of some channels
Questionable utility of some channels

3. Digital Media Channels
Social Media email
CD distributed
CD distributed
Public & resources
society sites
Digital Online
Patient or
disease sites Channels advertising
Meeting
mobile support
e‐detailing Intranets resources

4. Breadth and depth of
Medscape content varies
content varies

5. AAO ‐
AAO ONE Providing accredited
content globally

6. univadis • 350
350 peer‐reviewed
i
BMJ Learning
d
courses.
• >600,000 HCPs

7. • Brands
GoInsulin YouTube Channel
YouTube Channel
• Companies
• Therapies

8. Pharma on YouTube
Pharma on YouTube

9. e‐detailing
e detailing
• US origins
• 5‐6 minutes
• Linear path
• Usually primary care
yp y

10. • 173,728 members
• Learning & news
• T
Targeting profiles
ti fil

11. Webcasts
• Any duration
• Expert commentary
• CME approval

12. NEJM
• 80,000 fans
• A range of features &
social engagement

13. ecancermedicalscience
• An open‐access
An open‐access
multimedia “journal”
• Peer‐reviewed

14. PraeMedica e‐article
PraeMedica e article
• Original article
• Author‐centred media mix
h d di i
• Sponsored
• CD & online

15. PraeMedica webcast
PraeMedica webcast
• Writers needed for slides,
notes, summaries

16. Pfizer Facebook page
Pfizer Facebook page
Social
• Reach out
• A different image

18. ESC Facebook
ESC Facebook
• Engage
• Promote & drive web
traffic

19. Digital Trend
Digital Trend
• Growth in digital marketing agencies /
capabilities
• No. of agencies / companies
– From specialised eg PraeMedica to broader
– Doctors.net, OnMedica, Proscape
, , p
• Awards
• Projects / outputs
/
• Industry press coverage
Industry press coverage

20. Digital communication requires a new approach
g q pp
Characteristics of digital media
Duration Online is indefinite
Interactivity Customer initiates & terminates
Human computer interface Media mix; lean forward v lean back
Human‐computer interface Media mix; lean‐forward v lean back
Pull v push Supply mindset v demand mindset
i l l
Two‐way communication Dialogue v monologue
Market research Detailed analytics
Adaptable Test & perfect
Segmenting & targeting Granular & tailored content
g g g g
Breadth & depth Unlimited & layered

21. Pharma use of digital media
Pharma have a wider range of options to consider
Categories Scenarios
1. Support traditional • Increase SOV
activities • Support sales activities
pp
2. Replace traditional • Reach no‐see customers
activities
• Disseminate complex info
3. Extend traditional activities
• Leverage KOL relationships
• Build stronger relationships
• Promote offline contact – mtgs & rep
Promote offline contact – & rep

22. Case Study CF Voice, Novartis
Case Study – CF Voice, Novartis
• Life stories
• Parent videos
• Treatment tracker
Treatment tracker
• Mentoring videos
• Events

23. CF Christopher, Novartis
CF Christopher Novartis
• Permanent persona
• Blurs boundary
between real and
fiction
fi ti
• Reaches out to
patients
Lost or Idol? What to watch during my • Drives web traffic
treatments tonight?
Great run this morning. Blue sky, brisk air, and
Vampire Weekend on the ipod.

24. PatientsLikeMe
• 64k users
• All illnesses &
treatments
• Used by UCB &
Novartis currently

25. Mobile
• 64% US physicians using smartphones
• No. iphone users doubled
• No cannibalisation of web use
Manhattan Research 2009

26. Physician use of media channels
Physician use of media channels
90
70
50
Manhattan Research, 2005

27. Changes in physician‐pharma
interaction
• US 100k l
US: 100k sales reps for 650k doctors
f 650k d t
• ¾ l
¾ sales calls last <2 minutes
ll l t <2 i t
• 43% never get past reception
43% never get past reception
Accell, 2010

28. This presentation free at www.praemedica.com
This presentation free at www praemedica com
Thank You
Mark R Millar
mark@praemedica.com
Tel. +44 (0) 2897 510099
Healthcare e‐marketing and e‐communication
www.praemedica.com