1. DIGITAL MA
PHARMA AN RKETING
D EMERGIN
G MARKETS
“IT’S LIFE JIM, JUST NOT AS WE KNOW IT”*

2. WHY ME?
WHY DIGITAL AND PHARMA
WHY DIGITAL AND EMERGING
GLOBAL VERSUS LOCAL
WHAT YOU SHOULD DO WITH DIGITAL
TAKEAWAYS

3. WHY
M E?
A marketing consultancy driving growth and innovation
through best use of digital channels
For our clients, we …
• Consult on digital marketing, social and mobile strategies
• Provide support for campaigns and implementation projects
• Develop measurable models to track success
GLOBAL & LOCAL

4. GLOBAL WHY
M E?
§ ORGANIZATIONAL CHANGE AND DIGITAL INTEGRATION
§ DISEASE AWARENESS DEVELOPMENT AND LAUNCH
§ GLOBAL AGENCY RATIONALIZATION
§ CAMPAIGN STRATEGY & ENVIRONMENT ANALYSIS
§ CONSUMER EVALUATION FRAMEWORK DEVELOPMENT
§ SOCIAL MEDIA STRATEGY, SOP WRITING & PILOTING
& LOCAL

5. WHY DIGITAL AND PHARMA
2.1 BN
30.4%
0 BN
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
0%

6. WHY DIGITAL AND PHARMA
DRIVERS:
§ COMMUNICATION DYNAMIC
§ CHANNEL PREFERENCE
§ HIGH REACH
§ LOW-ISH COST Health
portals
Advocacy
groups
HCP
portals
eCME
Teleweb
Medical
Reference
Conferences
Friends Symposia
Family Journals
Media Textbooks
Books Reference works
CME
Sales reps

7. ONCE A NEW TECHNOLOGY ROLLS OVER
YOU, IF YOU’RE NOT PART OF THE
STEAMROLLER, YOU’RE PART OF THE ROAD
STEWART BRAND

8. WHY DIGITAL AND EMERGING
100% 3000.00%
90%
2500.00%
80% 2527%
114M
70%
2000.00%
63.3%
60% 1.3BN 1987%
65M
50% 1500.00%
40%
30% 1000.00%
1037%
198M
20%
707%
500.00%
10% 808M
0%
Africa Asia 0.00%
North Oceania / Europe Asia Latin Middle East Africa
America Australia America /
Latin America / Carib. Middle East Carib.
The Rest
% GROWTH 2000-2011

9. WHY DIGITAL AND EMERGING
USE INTERNET PROFESSIONALLY DAILY+
100%
90%
96% 95% 92%
80%
70%
60%
50%
40%
30%
20%
SEE REPS MONTHLY OR LESS
10%
100%
0%
Mexico Brazil Russia 90%
80%
87%
70%
60%
50%
55% 54%
40%
30%
20%
10%
0%
Mexico Brazil Russia

10. WHY DIGITAL AND EMERGING
USE PHARMA CORP OR PRODUCT SITES
100%
90%
92% 94%
80%
70%
84%
60%
50%
40%
30%
20%
USE OF COMMUNITY OR HCP SOCIAL
10%
100%
0%
Mexico Brazil Russia 90%
96%
80%
87% 85%
70%
60%
54% 64%
50% 71%
40%
30%
20% 33% 32%
10%
14%
0%
Mexico Brazil Russia

11. WHY DIGITAL AND EMERGING
DRIVERS:
§ LACK OF MEDICAL INFORMATION (ONLINE?)
§ NETWORKED PATIENT/HCP
§ FAST TECHNOLOGY ADOPTION

12. THE FUTURE IS ALREADY HERE – IT’S
JUST NOT VERY EVENLY DISTRIBUTED
WILLIAM GIBSON

13. GLOBAL VERSUS LOCAL
GLOBAL
§ DIGITAL IS A PRIORITY FOR MORE MATURE MARKETS
§ DIGITAL IS FOR “SOPHISTICATED” MARKETS
§ EMERGING IS DIFFICULT, DIGITAL IS DIFFICULT
§ FAST FOLLOW, WAITING FOR ANSWERS
§ DON’T HAVE THE ANSWERS

14. GLOBAL VERSUS LOCAL
LOCAL
§ HAVE AMBITION
§ IT’S ALL NEW AND EXCITING
§ WANT DIRECTION, HOW TO, OR JUST GREENLIGHT
§ BUT LACK:
§ TIME
§ KNOWLEDGE
§ SUPPORT
§ WHICH LEADS TO:
§ CONFIDENCE TO ACT

16. DIGITAL MIGHT LOOK HARD…
…BUT ACTUALLY THE PROCESS IS VERY FAMILIAR

17. WHAT YOU SHOULD DO WITH DIGITAL
UNDERSTAND
DEFINE BUILD
(LOCAL)
OBJECTIVES CAPABILITY
NEEDS
PROVIDE MEASURE AND
SUPPORT IMPROVE

18. DEFINE OBJECTIVES

19. UNDERSTAND (LOCAL) NEEDS

20. BUILD CAPABILITY

21. PROVIDE SUPPORT

22. MEASURE AND IMPROVE

23. TAKEAWAYS
DIGITAL WILL ONLY BECOME MORE IMPORTANT TO PHARMA
DIGITAL CHANNELS FOR EMERGING MARKETS IS A STRATEGIC OPPORTUNITY
DIGITAL IS NOT HARD [really, I’ve done it]
UNDERSTAND
DEFINE BUILD
(LOCAL)
OBJECTIVES CAPABILITY
NEEDS
PROVIDE MEASURE AND
SUPPORT IMPROVE
MOST IMPORTANTLY:
NEVER LET THINGS LIKE ‘TAKEAWAYS’, GET IN THE WAY OF COMMON SENSE

24. :: PHARMA DIGITAL MARKETING SERIES ::
THANKS!
ADAM.OSULLIVAN@BLUELATITUDE.NET
*Opening quote attributable to Dr. Leonard McCoy, not Spock J END.