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What does the multi channel enabled pharma company look like
 

What does the multi channel enabled pharma company look like

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Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

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    What does the multi channel enabled pharma company look like What does the multi channel enabled pharma company look like Presentation Transcript

    • could
      What does the multi-channel pharma’ company look like?
      Paul Dixey
      Managing Partner
      BlueLight Partners
      Disclaimer. Any resemblance to real pharma’ companies, living, merged or sold, is purely coincidental
      © BlueLight Partners
      Digipharm London 2009
      All Trademarks Acknowledged
    • What would these guys ask?
      What does my product do
      Who are my customers
      How do I get to them
      What do I say to them
      What do I want them to do
      How do I know whether this is working
      Re-do points 1-3
      Make a profit
      © BlueLight Partners 2009
      Digipharm London 2009
      All Trademarks Acknowledged
    • Then it all changed !
    • IMS Health – Aug 2009Same Goals Different Environment
      Payors rule
      Generics relegate primary care products to second line therapy
      Market forces are restricting market potential
      The launch window slams shut after six short months
    • Pharma “part of well-organised crime” in US
      .
      As many as 84% of Americans blame the pharmaceutical industry for the country’s healthcare woes,
      Harris Interactive Poll Sept 2009
      “****** pleads guilty.....record breaking £2.3bn
      fine for illegally promoting....”
    • The “push” model no longer works
    • Meanwhile............
    • Sept 2009
    • Broadband penetration now at 63% of UK homes
      “Mobile Internet Use to triple by 2014”
      “Twitter gets more users than MySpace for the first time”
      eMarketer estimates that the number of Internet users in the UK reached 36.8 million in 2007, and will pass 38 million in 2008—equivalent to 62.6% of the entire population.
      How Digital is Shaping the Future of Pharmaceutical Marketing
      Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more.
    • Copyright© 2009 • Manhattan Research, LLC
    • 4 “P”s now 4 “C”s
      Community
      Co-Creation
      Customisation
      Conversation
      The 80 Minute MBA- Richard Reeves John Knel
    • New Media, Mad Men and Madness
      Niall Harbison
      Institute of Practitioners in Advertising
      http://herd.typepad.com/herd_the_hidden_truth_abo/2009/09/the-big-picture-of-social-stuff.html
    • So how has pharma responded?
    • FDA Cracks Down On Pharma Search Ads
    • Does your pharmaceutical company permit social media monitoring?
      Len Starnes Linked in Poll
    • Possibility thinking
      Change the way wethink
      Engage ourimagination
      Design the right questions
      What “could”
      How “might”
      Who “possibly”
      e.g. How could we possibly communicate with the market in an exciting way?
      What could we possibly do to be different and compliant?
      What might we possibly do to differentiate ourselves?
      Who could possibly help us be different?
    • So how has pharma responded?
    • Coverage Map
      GPs
      Sales Force
      E-Detailing
      Journal Advertising
      Online Advertising
      Mailings
      Meetings
      Webcasts
      Publications – offline
      Publications –online
      P.R.
      High Value n=5000
      Med Value n=6000
      Low Value n=9000
      Non Targets n=20000
      “No See” n=10000
      “See” n=10000
      Targets n=20000
      © BlueLight Partners
      Digipharm London 2009
    • 5 key areas
    • Mckinsey
    • Digipharm London 2009
    • Co-ordination by Multi-Channel Directors
      Launch +1
      Launch > 2
      Pre-launch
      Handover
      Handover
      Who are all our possible customers,
      What influence might they have on our business
      Where are they
      How can we possibly reach them
      How could we possibly build a relationship with them
      What do they value
      What is the optimum mix of channels to reach them,
      What possible resources could we deploy,
      How could we possibly measure how effective we are
      How would we change our channel mix
      © BlueLight Partners 2009
      All trademarks acknowledged
    • The Annual Sales and Marketing Plan
    • Thank You
      paul@bluelightpartners.com
      Digipharm London 2009
      © BlueLight Partners 2009
      All trademarks acknowledged