could<br />What does the multi-channel pharma’ company look like?<br />Paul Dixey<br />Managing Partner<br />BlueLight Par...
What would these guys ask?<br />What does my product do<br />Who are my customers<br />How do I get to them<br />What do I...
Then it all changed !<br />
IMS Health – Aug 2009Same Goals Different  Environment<br />Payors rule<br />Generics relegate primary care products to se...
Pharma “part of well-organised crime” in US<br />. <br />As many as 84% of Americans blame the pharmaceutical industry for...
The “push” model no longer works<br />
Meanwhile............<br />
Sept 2009<br />
Broadband penetration now at 63% of UK homes<br />“Mobile Internet Use to triple by 2014”<br />“Twitter gets more users th...
Copyright© 2009 • Manhattan Research, LLC <br />
4 “P”s now 4 “C”s<br />Community<br />Co-Creation<br />Customisation<br />Conversation<br />The 80 Minute MBA- Richard Ree...
New Media, Mad Men and Madness<br />Niall Harbison<br />Institute of Practitioners in Advertising<br />http://herd.typepad...
So how has pharma responded?<br />
FDA Cracks Down On Pharma Search Ads<br />
Does your pharmaceutical company permit social media monitoring?<br />Len Starnes Linked in Poll<br />
Possibility thinking<br />Change the way wethink <br />      Engage ourimagination<br />	Design the right questions<br />W...
So how has pharma responded?<br />
Coverage Map<br />GPs<br />Sales Force<br />E-Detailing<br />Journal Advertising<br />Online Advertising<br />Mailings<br ...
5 key areas<br />
Mckinsey<br />
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What does the multi channel enabled pharma company look like

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Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

Published in: Santé & Médecine
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Transcript of "What does the multi channel enabled pharma company look like"

  1. 1. could<br />What does the multi-channel pharma’ company look like?<br />Paul Dixey<br />Managing Partner<br />BlueLight Partners<br />Disclaimer. Any resemblance to real pharma’ companies, living, merged or sold, is purely coincidental<br />© BlueLight Partners<br />Digipharm London 2009<br />All Trademarks Acknowledged<br />
  2. 2.
  3. 3.
  4. 4. What would these guys ask?<br />What does my product do<br />Who are my customers<br />How do I get to them<br />What do I say to them<br />What do I want them to do<br />How do I know whether this is working<br />Re-do points 1-3<br />Make a profit<br />© BlueLight Partners 2009<br />Digipharm London 2009<br />All Trademarks Acknowledged<br />
  5. 5. Then it all changed !<br />
  6. 6. IMS Health – Aug 2009Same Goals Different Environment<br />Payors rule<br />Generics relegate primary care products to second line therapy <br />Market forces are restricting market potential<br />The launch window slams shut after six short months<br />
  7. 7.
  8. 8. Pharma “part of well-organised crime” in US<br />. <br />As many as 84% of Americans blame the pharmaceutical industry for the country’s healthcare woes,<br />Harris Interactive Poll Sept 2009<br />“****** pleads guilty.....record breaking £2.3bn<br />fine for illegally promoting....”<br />
  9. 9. The “push” model no longer works<br />
  10. 10.
  11. 11. Meanwhile............<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15. Sept 2009<br />
  16. 16. Broadband penetration now at 63% of UK homes<br />“Mobile Internet Use to triple by 2014”<br />“Twitter gets more users than MySpace for the first time”<br />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.<br />How Digital is Shaping the Future of Pharmaceutical Marketing <br />Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more. <br />
  17. 17. Copyright© 2009 • Manhattan Research, LLC <br />
  18. 18. 4 “P”s now 4 “C”s<br />Community<br />Co-Creation<br />Customisation<br />Conversation<br />The 80 Minute MBA- Richard Reeves John Knel<br />
  19. 19. New Media, Mad Men and Madness<br />Niall Harbison<br />Institute of Practitioners in Advertising<br />http://herd.typepad.com/herd_the_hidden_truth_abo/2009/09/the-big-picture-of-social-stuff.html<br />
  20. 20. So how has pharma responded?<br />
  21. 21.
  22. 22. FDA Cracks Down On Pharma Search Ads<br />
  23. 23.
  24. 24.
  25. 25. Does your pharmaceutical company permit social media monitoring?<br />Len Starnes Linked in Poll<br />
  26. 26. Possibility thinking<br />Change the way wethink <br /> Engage ourimagination<br /> Design the right questions<br />What “could”<br />How “might”<br />Who “possibly”<br />e.g. How could we possibly communicate with the market in an exciting way?<br /> What could we possibly do to be different and compliant?<br /> What might we possibly do to differentiate ourselves?<br /> Who could possibly help us be different?<br />
  27. 27.
  28. 28. So how has pharma responded?<br />
  29. 29.
  30. 30. Coverage Map<br />GPs<br />Sales Force<br />E-Detailing<br />Journal Advertising<br />Online Advertising<br />Mailings<br />Meetings<br />Webcasts<br />Publications – offline<br />Publications –online<br />P.R. <br />High Value n=5000<br />Med Value n=6000<br />Low Value n=9000<br />Non Targets n=20000<br />“No See” n=10000<br />“See” n=10000<br />Targets n=20000<br />© BlueLight Partners<br />Digipharm London 2009<br />
  31. 31. 5 key areas<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35. Mckinsey<br />
  36. 36.
  37. 37. Digipharm London 2009<br />
  38. 38.
  39. 39. Co-ordination by Multi-Channel Directors<br />Launch +1 <br />Launch > 2<br />Pre-launch<br />Handover<br />Handover<br />Who are all our possible customers,<br />What influence might they have on our business<br />Where are they<br />How can we possibly reach them<br />How could we possibly build a relationship with them<br />What do they value<br />What is the optimum mix of channels to reach them, <br />What possible resources could we deploy, <br />How could we possibly measure how effective we are<br />How would we change our channel mix<br />© BlueLight Partners 2009<br />All trademarks acknowledged<br />
  40. 40. The Annual Sales and Marketing Plan<br />
  41. 41.
  42. 42. Thank You<br />paul@bluelightpartners.com<br />Digipharm London 2009<br />© BlueLight Partners 2009<br />All trademarks acknowledged<br />

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