Pharma europe 250213 final-edit2
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Pharma europe 250213 final-edit2

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2014 - the is the year of the digital native. Pharma spending is still heavily allocated toward analog native customers.

2014 - the is the year of the digital native. Pharma spending is still heavily allocated toward analog native customers.

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  • 1. Gregg Fisher Mark Prince Managing Director Client Partner EMEA1
  • 2. AT WHAT POINT DOES SENIOR MANAGEMENT NO LONGER SEE MULTI- CHANNEL MARKETING AS OPTIONAL?2
  • 3. 3
  • 4. WHAT WE ALREADY KNOW4
  • 5. Digital is Integral to Clinical Practice 83% Euro HCPs use the internet during the workday 77% between consultations 67% to communicate with patients Online is Surpassing Offline 96% HCPs use online professional sources weekly Source: Manhattan Research, Taking the Pulse 20125
  • 6. Mobile is Mainstream 81% Smartphone adoption 58% Tablet ownership/use - doubled from 28% to 58% between 2011 and 2012 Physicians Are Increasingly Social 65% use mainstream social networks for professional purposes Source: Manhattan Research, Taking the Pulse 20126
  • 7. WHAT WE OFTEN FAIL TO CONSIDER7
  • 8. THE IMPACT OF THE GENERATION GAP Age 27 Span of ~40 Years Age 65 Early Career Late Career Training and continuing education Set in ways, resists behavior change Diverse/frequent information sources Narrow/infrequent information sources Easiest to reach Most difficult to reach Most impressionable Least impressionable9
  • 9. A BRIEF HISTORY OF THE INTERNET Internet Pre-History: eCommerce, high-speed PCs, Dial-Up Services ISPs, mobile, social and and Satellite Phones semantic web10
  • 10. A TALE OF TWO DOCTORS11
  • 11. ANALOG NATIVES12
  • 12. DIGITAL NATIVES13
  • 13. DIGITALLY-NATIVE HCPs A doctor who qualified during or after the internet went mainstream – and has relied on digital interactions through connective digital technologies for his/her entire professional career14
  • 14. GETTING TO KNOW THE DIGITAL NATIVES Age 8 (1995) Age 10 (1997) Age 14 (2001) Age 18 (2005) the Web the dot-com boom doing homework using Facebook expands went public Wikipedia to 21 universities in the UK15
  • 15. HERE’S THE PREDICTION16
  • 16. 2014 = A TIPPING POINT17
  • 17. DIGITAL TIPPING POINT In 2014, the majority of HCPs will be digitally-native. 49 %18
  • 18. CHANGE IS ACCELERATING19
  • 19. THE HCP DIGITAL DIVIDE IN 2014 51 49 % % Digital Native Analog Native Age in 2014: 27–46 Age in 2014: 47 and up More engaged with digital media Less engaged with digital media 55% ‘always‘ rely on digital sources 24% ‘always‘ rely on digital sources20
  • 20. LOOKING AT PHARMA MARKETING ALLOCATIONS IN 201321
  • 21. WHERE IS OUR SPEND DIRECTED TODAY? Current Pharmaceutical Marketing Investment: 93%22
  • 22. WHERE SHOULD IT BE DIRECTED? Current Pharmaceutical Marketing Investment: 7% (Other Industries: 20%)23
  • 23. ‘INNOVATIVE’ FOR PHARMA IS NORMAL FOR DIGITALLY-NATIVE CUSTOMERS 13 93% Online between Online hours/wk consultations 71 % 92%Using Using tablets smartphones Source: Manhattan Research, Taking the Pulse 201224
  • 24. WE’RE STILL OVER-ESTIMATING OFFLINE’S ABILITY TO DELIVER DIGITALLY-NATIVE HCPs: “When looking for clinical information to inform my clinical decisions, my first choice is to use ” Digital sources 82% Print sources 18%25
  • 25. SO WHAT ARE THE IMPLICATIONS?26
  • 26. Our customers have changed irreversibly
  • 27. Senior management can no longer ignore customer preferences
  • 28. The new behaviors requiretransformational change vs incremental
  • 29. PRINCIPLES OF NEW MODEL Utility vs Promotion Pull vs Push Multi-Channel vs Multiple Channels Portable Content vs Channel Tactics Rep as Valuable Partner vs Sales Agent30
  • 30. WHAT’LL FINALLY MOVE THINGS FORWARD?31
  • 31. GET THE INFOGRAPHIC: ‘2014:YEAR OF THE DIGITALLY- NATIVE HCP’ Available on slide share.32