2. Carwyn Jones: Managing Director, Channel Health
Eli Lilly – 7 years (Sales, marketing, sales management, strategy)
GSK – 3 years (Global strategy)
Sudler & Hennessey – 3 years (Director of strategic planning, Europe)
Doctors.net.uk – 4 years: Head of Pharma. Responsible for working with
the pharma industry to help them engage with target doctors through a
trusted channel. Sales team, account management, medical writing, design,
web build.
Channel Health – as of mid-June 2012 – all about digital channels
Pharmaceutical Marketing Society (PM Society) – digital lead
4. CHANNEL HEALTH Elements
CHANNEL
HEALTH
Intelligence
CHANNEL CHANNEL
HEALTH HEALTH
Mobile Strategy
CHANNEL
HEALTH
CHANNEL CHANNEL
HEALTH HEALTH
Communities Idea Engine
CHANNEL
HEALTH
Engagement
6. After today’s presentation you should know a little
more about…
Where pharma marketing is going (or has been)
Digital marketing
What doctors are up to online
What HCPs want online
Content and contact
The channel options
Measurement
13. Learning moment – Setting the scene
Digital marketing is BRUTAL
The user is 100% in control
Every company is evaluating new
channels to make up for the sales call
16. Use classical marketing theory (obviously…)
Remember: the online user is 100% in control and the internet is a ‘brutal’
medium to communicate poor or inadequate content to the user
Don’t forget the basics
18. GPs rate CME as the most useful element on the Internet
Types of online resource rated in the Top 3 in terms of usefulness
Accredited CME modules 68%
Google 28%
Online reference textbooks 27%
Journal articles 24%
Databases of information (drugs, poisons, etc) 23%
Clinical discussion forum 20%
Online handbooks 20%
Clinical paper reviews 20%
Case studies 16%
Medical news 16%
Medical images 9%
Medical calculators 7%
Podcasts 6%
Online quizzes 4%
Presentations about pharmaceutical and device products 4%
Conference highlights 3%
Other (please specify) 6%
Q3. What types of online resources do you find most useful?
Base: Sept 2011 = 1,025 GPs (medeConnect) 18
23. Point 2: We’re all the same
When we use digital channels we all want the same thing…
SPEED (impatient)
SIMPLICITY
VALUE
AUTHENTICATION
TRUST
24. Despite a rapidly growing body of evidence…
86%
of European doctors
say the Internet is
professionally “essential”
73%
of Chinese physicians
regularly access
pharma websites
69%
80%
of urban Indian GPs
say the Internet is
their preferred
source of new info
of LatAm physicians
go online daily for
professional purposes
24
SOURCES: Manhattan Research; Kinapse Life Sciences Consulting; Medimix LatAm
25. Between 2005 and 2011,
pharma increased its digital investment…
from
.1%
of total promotion
to
SOURCE: Cegedim Strategic Data (CSD), provided to eMarketer Aug 24 2010
.9% 25
26. 50%
China
49% Even though…
85%
India
14%
How valuable is digitally
89% delivered information from
LatAm
11% Valuable
pharma companies?
Not valuable
92%
Spain
8%
64% 25%
Germany
37%
74%
69%
UK
31%
26
SOURCE: EIU Survey, March 2011
27. Learning moment – What are HCPs up to?
They are different but the same
They want VALUE from an online
experience
They want more stuff online and via
digital channels
29. Focusing on those who rated a service as either ‘useful’ or ‘very useful’,
educational content leads email and then NICE guideline reviews in terms of
actual usefulness
Perceived usefulness of services provided by Doctors.net.uk
Average
Educational content 80% 4.1
Email 71% 4.1
NICE guideline reviews 60% 3.6
News 53% 3.5
Forum 50% 3.4
Journal watch 49% 3.3
Information from third parties 18% 2.7
Conference highlights 21% 2.5
Jobs 17% 2.2
Useful + Very useful
Q7. Finally, for the various services provided by Doctors.net.uk, please indicate
the extent to which you find them useful?
Base: Sept 2011 = 1025 GPs
New question in 2011
30. The most trusted sources for health information are peer-reviewed journals
Health information sources rated in the Top 3 in terms of
trust
Peer-reviewed journals, e.g. NEJM, BMJ 85%
Doctors.net.uk 54%
Medical colleges 50%
Medical news services, e.g. Pulse, GP 38%
Textbooks 34%
Department of Health 27%
General news publishers, e.g. BBC, Sky 5%
Pharmaceutical industry 2%
Other (please specify) 5%
Q2. Which sources of health information do you trust the most?
Base: Sept 2011 = 1025 GPs
31. What do HCPs want from these channels?
1. Is this going to make me a better doctor?
2. Am I going to learn something?
3. Is this something new?
4. Is it interesting?
5. Have I got time?
Trivia: we all read 3 - 7 times faster than we listen
32. China, 72%
India, 76%
LatAm, 61%
Chronic metabolic diseases Spain, 74%
Germany, 73%
UK, 61%
China, 26%
India, 33%
LatAm, 20%
Ageing populations Spain, 42%
Germany, 62%
UK, 61%
China, 19%
India, 13%
LatAm, 22%
Other chronic diseases Spain, 37%
Germany, 73%
UK, 28%
China, 15%
India, 47%
LatAm, 33%
Infectious diseases
What are the greatest
Spain, 13%
Germany, 12%
UK, 6%
China, 6% health challenges
India, 36%
Accidents Spain, 21%
LatAm, 46%
facing your country?
Germany, 15%
UK, 3%
China, 9%
India, 15%
LatAm, 38%
Drug / alcohol abuse Spain, 24%
Germany, 19%
Chronic metabolic diseases 68%
UK, 50%
China, 4%
Ageing populations 34%
India, 18%
LatAm, 41%
Tobacco use Spain, 40% Other chronic diseases 27%
Germany, 2%
UK, 8%
Infectious diseases 26%
China, 4%
India, 20%
Respiratory diseases
LatAm, 26% Accidents 25%
Spain, 34%
Germany, 21%
UK, 6% Drug / alcohol abuse 23%
China, 5%
India, 24%
LatAm, 8% Tobacco use 19%
HIV/AIDS Spain, 8%
Germany, 10%
UK, 3% Respiratory diseases 18%
China, 7%
India, 15% HIV/AIDS 11%
LatAm, 4%
Neonatal infections Spain, 0%
Germany, 0%
UK, 3%
Neonatal infections 6%
32
SOURCE: EIU Survey, March 2011
33. China, 48%
India, 55%
LatAm, 62%
Lack of funding Spain, 55%
Germany, 54%
UK, 42%
China, 33%
India, 26%
LatAm, 21%
Understaffing Spain, 29%
Germany, 69%
UK, 39%
China, 12%
India, 26%
LatAm, 34%
High workload / stress levels Spain, 42%
Germany, 44%
UK, 22%
China, 6%
India, 27%
Poor management / lack of LatAm, 36%
support Spain, 32%
Germany, 12%
UK, 33%
China, 6%
India, 19%
LatAm, 35%
Uncooperative patients
What are the biggest
Spain, 32%
Germany, 6%
UK, 11%
LatAm, 7%
India, 23%
China, 35%
obstacles to conducting
Poor work environment Spain, 5%
Germany, 2%
UK, 6%
your job?
China, 0%
India, 11%
Volume of LatAm, 16%
paperwork/administration Spain, 24%
Germany, 56%
UK, 19%
China, 22%
India, 15%
Lack of info about latest LatAm, 18% Lack of funding 54%
treatments Spain, 13%
Germany, 0%
UK, 14% Understaffing 33%
China, 7%
India, 23%
Inefficient or obsolete IT LatAm, 16% High workload / stress levels 27%
infrastructure Spain, 13%
Germany, 17%
UK, 11%
Poor management / lack of support 23%
China, 23%
Insufficient / limited access to
India, 19% Uncooperative patients 19%
LatAm, 8%
training Spain, 8%
Germany, 4% Poor work environment 17%
UK, 6%
China, 14%
India, 16%
Volume of paperwork/administration 16%
Inefficient or obsolete LatAm, 16%
medical technology Spain, 11%
Germany, 8%
Lack of info about latest treatments 15%
UK, 0%
China, 1% Inefficient or obsolete IT infrastructure 15%
India, 18%
Poor working culture/collegial LatAm, 10%
support Spain, 8% Insufficient / limited access to training 14%
Germany, 4%
UK, 11%
Inefficient or obsolete medical technology 13%
China, 5%
India, 11%
Poor access to latest LatAm, 13% Poor working culture/collegial support 9%
treatments Spain, 0%
Germany, 4%
UK, 6% Poor access to latest treatments 8% 33
SOURCE: EIU Survey, March 2011
34. China, 51%
India, 61%
Lack of funding for frontline LatAm, 52%
services Spain, 37%
Germany, 60%
UK, 56%
China, 21%
India, 45%
LatAm, 43%
Poor management
Spain, 45%
Germany, 39%
UK, 42%
China, 22%
India, 38%
LatAm, 48%
Lack of cohesive policy system
Spain, 34%
Germany, 44%
UK, 17%
What are the biggest
China, 12%
India, 46%
challenges to your
Lack of funding for medical
research
LatAm, 49%
Spain, 50% country's healthcare system?
Germany, 31%
UK, 19%
China, 35%
India, 41%
Shortage of trained medical LatAm, 22%
Lack of funding for frontline services 54%
staff Spain, 16%
Germany, 35%
UK, 25%
Poor management 37%
China, 15%
India, 24%
Increased demand for services
LatAm, 30% Lack of cohesive policy system 35%
Spain, 53%
Germany, 17%
UK, 31% Lack of funding for medical research 35%
China, 15%
India, 20%
Lack of private sector LatAm, 29%
Shortage of trained medical staff 31%
investment Spain, 37%
Germany, 21%
UK, 19% Increased demand for services 25%
China, 2%
India, 21% Lack of private sector investment 23%
Too much private sector LatAm, 20%
involvement Spain, 13%
Germany, 17% Too much private sector involvement 14%
UK, 3%
34
SOURCE: EIU Survey, March 2011
36. Learning moment - What do HCPs want from these
channels?
Provide VALUE to HCPs
If you can’t provide value, be prepared to
think carefully about what you are doing
Get over yourself…
38. When it comes to diamonds there are four Cs to
remember
CUT COLOUR
CLARITY CARAT
39. When it comes to effective medical communications
online, there are just two…
CONTENT CONTACT
40. Content and Contact
Content Contact Engagement
Content Contact
Sales aid Sales force
Advertisement Journal with greatest circulation
Website / eDetail THE RIGHT CHANNEL
41. Learning moment – Content and Contact
To provide ENGAGEMENT you must
provide CONTENT and CONTACT
46. Channel options to HCPs
Channels I AM going to talk about Channels I AM NOT going to talk about
1. Email marketing 1. Face to face
2. Display advertising 2. Print advertising
3. Community engagement 3. Telemarketing
4. Remote eDetailing 4. Direct mail
5. Brand.com 5. Mobile
6. And a few others…
47. Digital channel considerations
• Authenticated users
Email marketing • Metrics – click thru’, open rates, reporting
• Only for brand awareness
Display advertising • ‘Fish where the fish are’
Community • Segmentation opportunities
engagement • Cost?
• Expensive relative to representative
Remote eDetailing • Determine the group of customers who want this
• SEO – getting to your customers
Brand.com • Ensure you have clarified how to establish CONTACT
48. What do you measure?
YES – QUALITATIVE (Detail Follow Up)
OUTPUT / IMPACT
1. On prescribing, on understanding, on knowledge, on behaviour
2. Market research, exit polls, qualitative feedback
MAYBE – QUANTITATIVE (Call rate)
INPUT / NUMBERS
1. Number of hits Trivia: HITS – How Idiots Track Success
2. Number of views
3. Time on page
4. Open rate / bounce rate
49. Learning moment - Channel options to HCPs
Understand the digital channels available to you
Work with the digital channels you trust
Work with the digital channels that can work
together
Measure the right stuff
53. ImmunoCAP for Thermo Fisher
Email E-detail Linked Resource Centre Downloadable App
• Created in 2011
• Challenge was to sell to Primary Care without a sales force
• An eDetailing campaign was designed and implemented
using KOLs to educate physicians on the benefits of allergy
testing
• Each eDetail results in a 19-45% increase in sales during
the following month
• To date, 6 e-details have been released over a 12-month
period
• eDetailing campaign is supported by full digital campaign
(including resource centre, apps and Google adwords
campaign)
