Innovative "Pharma-Marketing 2.0" concept is dedicated for pharma companies that want to transform their activities from offline to online. Objective of this concept is to reduce the cost of increasing the share of voice among potential target audience.

1.
E-­‐Recommenda,on
Concept®
Presenta)on
for
Pharma
Companies
July
2013

2. media/2007/pr_071001.html
Source:
Chris
Andersen,
The
Long
Tail
„Your words do not determine
what people are saying
about your brand.
Google does”

3.
2Pharma
is
a
research
&
e-­‐marke)ng
company
opera)ng
in
pharmaceu)cal
market.
We
founded
2Pharma
to
establish
web
services
for
pharmaceu)cal
companies
in
modern
)mes
when
importance
of
Internet
is
rapidly
growing
and
marke)ng
people
are
permanently
aNer
deadlines
with
offline
ac)vi)es.
Instead
of
manage
Internet
by
yourself
you
can
outsource
2Pharma
as
e-­‐Product
Manager
and
partner
of
choice
for
your
e-­‐marke,ng
ac,vi,es.
2Pharma
is
the
only
one
Internet
company
on
Polish
market
founded
and
managed
by
ex-­‐pharmaceu)cal
managers.
Our
twenty
years
of
pharmaceu)cal
experience
gives
us
huge
advantage
among
Internet
compe)tors.
Some
of
our
innova)ve
products
are
supported
by
European
Union
under
the
program
“Innova)ve
Economy”.
Why 2PHARMA and Internet?!

4.
Web
forums
are
that
part
of
Internet
which
is
underes)mated
by
digital
companies
and
is
more
difficult
to
be
monitored
in
comparison
to
Facebook
or
Tweeter.
Main
benefit
of
monitoring
web
forums
comes
from
huge
number
of
web
surfers
looking
for
reliable
informa)on.
Our
innova)ve
search
engine
helps
to
inves)gate
opinions
expressed
on
web
discussion
forums
with
accuracy
of
data
generated
by
Google.
Why SWOPER?!

5. WOM
LAW
OF
FEW
10%
INFLUENCE
PURCHASING
BEHAVIOR
OF
OTHER
90%
Why Web Discussion Forums?!
Source:
Malcolm
Gladwell,
Tipping
Point

6. Why Medical Forums?!
80%!
of web
users search
for health
information!
75%!
research
symptoms
online than go
discuss with
doctor!
55%!
make health
decision based
on information
received in web!
2 of 3!
web users
search for health
information once
a month!
People
looking
for
medical
help
are
supported
by
those
who
really
cares
and
experienced
same
diseases
or
symptoms.
Content
on
medical
forums
usually
has
the
highest
essen,al
meaning
compere
to
other
forums.
Sources:
Susannah
Fox,
Online
Health
Search,
2006,
Megapanel
PBI
/
Gemius,
2008,
Korzystanie
z
internbetu
medycznego
i
usług
z
zakresu
e-­‐zdrowia
w
opinii
publicznej
Polaków
w
2007
roku,
Przewodnik
Lekarza,
2008,

7. Why SWOPER Analytics?!
2Pharma
invented
innova)ve
methodology
of
internet
forums
evalua)on
based
on
Forums
Facts
Evalua)on®
(FFE®)
compere
to
widely
use
posts
analysis.
Due
to
patented
methodology
and
human
factor
as
final
valida)on
we
are
achieving
95%
accuracy
of
quan)ta)ve
part
in
our
surveys.
Together
with
qualita)ve
part
of
analysis
and
“traffic”
First
Page
Report®
(FPR®)
you
will
get
clear
guidelines
regarding
your
e-­‐marke)ng
ac)vi)es.

8. e-Curiosity Factor!
Based
on
e-­‐Curiosity
Factor®
(eCF®)
epilep,c
pa,ents
are
the
most
ac,ve
web
users
in
researching
symptoms
and
looking
for
medical
informa)on
and
recommenda)on
(may
2013).
1st
most active
web patients !
epilepsy
726.000
270.000
197.100
3,68
psoriasis
1.320.000
800.000
584.000
2,26
depresion
2.400.000
1.500.000
1.095.000
2,19
asthma
4.440.000
3.700.000
2.701.000
1,64
diabetes
2.400.000
2.600.000
1.898.000
1,26
hypertension
1.320.000
9.500.000
6.935.000
0,19
Disease
Searches
No
of
Pts
Web
Access
eCF

9.
Pharmacist
HCP
E-­‐Recommenda,on
Source of Drug Recommendation!
HIGH
COST
No
of
Reps
Rabates
Promo
Materials
HIGH
COST
No
of
Reps
Sponsorhip
Promo
Materials
LOW
COST
Customized
e-­‐marke)nk
ac)vi)es

10. Process of Managing the Web Content!
Current
Situa)on
target
Desired
Situa)on
target

11. E-Recommendation® - Part of Modern Buying Process!
Planning Phase!
Implementation Phase!
Researching Phase!
OBJECTIVE
To
build
traffic
of
pa)ents
and
refer
them
to
relevant
content
of
the
web
created
in
order
to
get
the
desired
medical
recommenda,on

12. Researching Phase!
First Page Report® helps to list most potential web sites regarding to expected need of
web users.!
Forums Facts Evaluation® researches sentiment of opinions expressed on web forums
and groups them in term of predefined categories.!

13. Planning Phase!
PASSIVE
PUBLIC! SOCIAL! SEARCH! SUPPORT! INTEGRITY!
ACTIVE
Passive users are most expensive and least effective target group of web users.!
Modern brand creation processes focus on the active web users,!
who support effectively the process of building a brand.!
Fit4Futire® is our own innovative method of grouping web users on the basis of their
web activity and planning dedicated activities to selected groups.!

14.
Innovative Products of 2Pharma Supporting Offline !
Forums
Facts
Evalua)on®
First
Page
Report®
Fit
4
Future®
E-­‐Recommenda)on
Concept®
E-­‐Curiosity
Factor®

16. EXPERIENCE
&
INNOVATION
office@2pharma.pl, www.2pharma.pl