Gregg Fisher        Mark Prince    Managing Director   Client Partner EMEA1
AT WHAT POINT DOES    SENIOR MANAGEMENT NO         LONGER SEE MULTI-     CHANNEL MARKETING AS                 OPTIONAL?2
3
WHAT WE ALREADY             KNOW4
Digital is Integral to Clinical Practice                               83%                      Euro HCPs use the internet...
Mobile is Mainstream                               81%                      Smartphone adoption                           ...
WHAT WE OFTEN FAIL TO             CONSIDER7
THE IMPACT OF THE GENERATION GAP      Age 27                  Span of ~40 Years                              Age 65    Ear...
A BRIEF HISTORY OF THE INTERNET     Internet Pre-History:    eCommerce, high-speed     PCs, Dial-Up Services    ISPs, mobi...
A TALE OF TWO DOCTORS11
ANALOG NATIVES12
DIGITAL NATIVES13
DIGITALLY-NATIVE HCPs        A doctor who qualified during or after the internet      went mainstream – and has relied on ...
GETTING TO KNOW     THE DIGITAL NATIVES     Age 8 (1995)   Age 10 (1997)      Age 14 (2001)          Age 18 (2005)     the...
HERE’S THE PREDICTION16
2014 = A TIPPING POINT17
DIGITAL TIPPING POINT      In 2014, the majority of HCPs will be digitally-native.      49        %18
CHANGE IS ACCELERATING19
THE HCP DIGITAL DIVIDE IN 2014                        51 49          %                           %     Digital Native     ...
LOOKING AT PHARMA     MARKETING ALLOCATIONS                   IN 201321
WHERE IS OUR SPEND DIRECTED     TODAY?        Current Pharmaceutical Marketing Investment: 93%22
WHERE SHOULD IT BE DIRECTED?        Current Pharmaceutical Marketing Investment: 7%        (Other Industries: 20%)23
‘INNOVATIVE’ FOR PHARMA IS NORMAL      FOR DIGITALLY-NATIVE CUSTOMERS                                       13 93%        ...
WE’RE STILL OVER-ESTIMATING     OFFLINE’S ABILITY TO DELIVER     DIGITALLY-NATIVE HCPs: “When looking for clinical informa...
SO WHAT ARE THE       IMPLICATIONS?26
Our customers have changed irreversibly
Senior management can no longer  ignore customer preferences
The new behaviors requiretransformational change vs incremental
PRINCIPLES OF NEW MODEL       Utility vs Promotion       Pull vs Push       Multi-Channel vs Multiple Channels       Porta...
WHAT’LL FINALLY MOVE       THINGS FORWARD?31
GET THE     INFOGRAPHIC:     ‘2014:YEAR OF     THE DIGITALLY-     NATIVE HCP’     Available on slide share.32
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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.

Pharma europe 250213 final-edit2

  1. 1. Gregg Fisher Mark Prince Managing Director Client Partner EMEA1
  2. 2. AT WHAT POINT DOES SENIOR MANAGEMENT NO LONGER SEE MULTI- CHANNEL MARKETING AS OPTIONAL?2
  3. 3. 3
  4. 4. WHAT WE ALREADY KNOW4
  5. 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. 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. 7. WHAT WE OFTEN FAIL TO CONSIDER7
  8. 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. 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. 10. A TALE OF TWO DOCTORS11
  11. 11. ANALOG NATIVES12
  12. 12. DIGITAL NATIVES13
  13. 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. 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. 15. HERE’S THE PREDICTION16
  16. 16. 2014 = A TIPPING POINT17
  17. 17. DIGITAL TIPPING POINT In 2014, the majority of HCPs will be digitally-native. 49 %18
  18. 18. CHANGE IS ACCELERATING19
  19. 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. 20. LOOKING AT PHARMA MARKETING ALLOCATIONS IN 201321
  21. 21. WHERE IS OUR SPEND DIRECTED TODAY? Current Pharmaceutical Marketing Investment: 93%22
  22. 22. WHERE SHOULD IT BE DIRECTED? Current Pharmaceutical Marketing Investment: 7% (Other Industries: 20%)23
  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. 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. 25. SO WHAT ARE THE IMPLICATIONS?26
  26. 26. Our customers have changed irreversibly
  27. 27. Senior management can no longer ignore customer preferences
  28. 28. The new behaviors requiretransformational change vs incremental
  29. 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. 30. WHAT’LL FINALLY MOVE THINGS FORWARD?31
  31. 31. GET THE INFOGRAPHIC: ‘2014:YEAR OF THE DIGITALLY- NATIVE HCP’ Available on slide share.32
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