Stan Bilinski gave a presentation on the importance of search in developing an HCP multi-channel marketing strategy. He showed that doctors and patients extensively use search engines like Google to find health and medical information. Search has become doctors' primary online resource, especially on mobile. Bilinski advocated that pharmaceutical companies focus on inbound marketing through search to efficiently engage customers and drive them to online educational content and marketing channels.

1. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
THE IMPORTANCE OF SEARCH DURING THE EARLY DEVELOPMENT
OF YOUR HCP MULTI CHANNEL MARKETING STRATEGY
LEARNING'S FROM AUSTRALIAN DOCTOR'S ONLINE BEHAVIOUR & SIMILARITIES TO CHINESE DOCTORS
STAN BILINSKI
MULTI CHANNEL MARKETING LEAD
PFIZER AUSTRALIA

2. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
DISCLAIMER
The views of this presentation are not necessarily
the opinion or views from Pfizer.
2

3. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
WHAT TODAY IS ABOUT?
DR DIGITAL
BEHAVIOURS
-
CHINA &
AUSTRALIA
USING ONLINE TO
EDUCATE
PRESCRIBERS
DOCTORS &
SEARCH
SEARCH
=
STARTING POINT
FOR MCM
KEY TAKE OUTS
FROM TODAY

4. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
BEFORE WE START
A LITTLE ABOUT SEARCH

5. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
SEARCH BEHAVIOUR IN PERSPECTIVE

6. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
A GLOBAL PERSPECTIVE

7. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
A GLOBAL PERSPECTIVE

8. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
BUT HOW ARE PATIENTS USING SEARCH
A FEW QUICK THINGS TO REMEMBER

9. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
PATIENT BEHAVIOUR

10. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
PATIENT BEHAVIOUR – SEARCH

11. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
PATIENT BEHAVIOUR – SEARCH

12. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
DOCTOR DIGITAL BEHAVIOUR
COMPARISON BETWEEN CHINA & AUSTRALIA

13. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
ENGAGING DOCTORS
DEVICES USED IN PRACTICE
99% use
Desktop /
Laptop
84% use
Smartphone
54% use Tablet
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study
Doctors spend
200% more
time consulting
online
resources than
they do print

14. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
ENGAGING DOCTORS
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION
98% Search on
Desktop /
laptop
56% Search on
Smartphones
63% Search on
Tablets
Search is the #1
place to start -
more than any
other specific
website /
portal
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study

15. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
ENGAGING AUSTRALIAN DOCTORS – ONLINE
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

16. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
ENGAGING AUSTRALIAN DOCTORS – ONLINE
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

17. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
ENGAGING AUSTRALIAN DOCTORS – SEARCH
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

18. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR
1.3 hrs/day
spent using digital resources for work
60%
visit HCP portal websites for
professional purposes weekly
40%
participate in any on-demand
presentations
1.4 hrs/day
spent using digital resources for work
46%
visit HCP portal websites for
professional purposes weekly
26%
participate in any on-demand
presentations

19. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR
83%
own a smartphone
154
average number of patients
seen weekly
4
see Pharma reps from various
companies per week
88%
own a smartphone
124
average number of patients
seen weekly
4
see Pharma reps from various
companies per week

20. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
CHINESE PHYSICIANS SEEING JUST FOUR PHARMA REPS PER
MONTH
Source: Manhattan Research March 2014
80 mins/mth listening
to product messages
from Pharma Reps

21. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
CHINESE PHYSICIANS SPEND 26 HRS / MTH ONLINE
FOR PROFESSIONAL PURPOSES
Source: Manhattan Research March 2014
50% use Baidu daily
Average 6 searches a day
97% of all searches with Baidu

22. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
PHARMA SERVICE PORTALS BECOMING MORE COMMON
BY CHINESE HCPS
60% usage rate
Source: Manhattan Research March 2014

23. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
USING ONLINE TO EDUCATE PRESCRIBERS

24. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
INBOUND VS OUTBOUND MARKETING
MORE IMPORTANT IN MOST GLOBAL MARKETS
14%
26%
60%
Australia Physicians
I prefer to find prescription drug
information on my own
I prefer to have pharmaceutical
companies send me prescription drug
information
No preference
Source: Manhattan Research March 2014

25. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
GLOBAL TRENDS IMPACTING PHARMA
Decreasing access to Physicians by Pharma Reps
Smaller field forces due to financial pressures on
most Pharma Companies
Patients increasingly
self diagnosing prior to
seeing their Doctor
Physicians proactively
accessing information
online

26. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
DOCTORS & SEARCH
HOW ARE THEY USING IT & WHAT ARE THEY DOING?

27. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
IMPACT OF SEARCH ENGINES
In the US now 95% of
the internet browsing
population access a
search engine
77% of online health
seekers began their
session on a search
engine

28. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
Search has fast
become the doctors
digital stethoscope

29. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
DOCTORS GO ONLINE TO SEARCH WHAT PATIENTS TRIGGER IN CONSULTATION
TOP 3 REASONS A DOCTOR SEARCHES
Patient Independent
Research
Promotional
Efforts
34% after
seeing a
Pharma rep
68%
62%
61%
55% 60% 65% 70%
Patient request
more info during
consult
Patient requesting
specific drug info
Patient reporting
drug side effect
59%
52%
51%
45% 50% 55% 60%
After reading a
journal article
After attending a
medical
conference
When a new drug
becomes approved
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study

30. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
NOT SURPRISINGLY, SEARCH TERMS ARE VARIED
KEYWORDS USED FOR CLINICAL INFORMATION

31. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
OPPORTUNITY FOR PHARMA
NOT TO LEARN FROM OTHER PHARMA

32. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
SEARCH = STARTING POINT FOR MCM
EFFECTIVE LEARNING PLATFORM

33. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
WHAT IS MCM?

34. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
SEARCH SIMPLY ALLOWS CUSTOMERS TO QUICKLY AND EASILY ACCESS
OUR MULTIPLE CHANNELS
Webinar
eMail
Remote Detailing

35. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
MORE MCM CONTENTTRADITIONAL PROCESS TO PRODUCE CONTENT FOR PHYSICIANS
Brand strategy
Communication
objective
Product digital
assets
SEO

36. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
Customer
insights
Match
customer
information
need to brand
communication
strategy
Product digital
assets
Acquisition
strategy
ALTERNATIVE PROCESS TO PRODUCE CONTENT FOR PHYSICIANS TO INCREASE
CUSTOMER CENTRICITY

37. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
SEARCH IS CRUCIAL TO COST EFFECTIVELY
INCREASE CUSTOMER TRIAL & ADOPTION OF MCM CHANNELS
Increase your Inbound
marketing spend
Refocus your Outbound
marketing spend

38. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
SUMMARY OF TODAY
TOP FIVE THINGS TO REMEMBER

39. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
KEY FIVE TAKE OUTS
Digital, especially Search, is the
fundamental tool for Doctors
Digital (search again) has become the 1ST
call for patients looking for health
information
Mobile search is crucial to both Doctors &
Patients

40. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
KEY FIVE TAKE OUTS
Removing friction in the search for
medical / health information is key to
success
Reliable , trustworthy, actionable
content is king (mobile, VDO, landing
pages)

41. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
QUESTIONS?
THOUGHTS OR COMMENTS ACCEPTED TOO

42. Stan Bilinski
Multi Channel Marketing Lead, Australia
The Importance of Search early in the
Development of your HCP MCM Strategy
July 2014
THANK YOU!
STAN BILINSKI – MULTI CHANNEL MARKETING LEAD
PFIZER AUSTRALIA