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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

Presentation by Paul Dixey of BlueLight Partners at DigiPharm 2009

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

  • 1. 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
  • 2.
  • 3.
  • 4. 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
  • 5. Then it all changed !
  • 6. 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
  • 7.
  • 8. 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....”
  • 9. The “push” model no longer works
  • 10.
  • 11. Meanwhile............
  • 12.
  • 13.
  • 14.
  • 15. Sept 2009
  • 16. 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.
  • 17. Copyright© 2009 • Manhattan Research, LLC
  • 18. 4 “P”s now 4 “C”s
    Community
    Co-Creation
    Customisation
    Conversation
    The 80 Minute MBA- Richard Reeves John Knel
  • 19. 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
  • 20. So how has pharma responded?
  • 21.
  • 22. FDA Cracks Down On Pharma Search Ads
  • 23.
  • 24.
  • 25. Does your pharmaceutical company permit social media monitoring?
    Len Starnes Linked in Poll
  • 26. 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?
  • 27.
  • 28. So how has pharma responded?
  • 29.
  • 30. 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
  • 31. 5 key areas
  • 32.
  • 33.
  • 34.
  • 35. Mckinsey
  • 36.
  • 37. Digipharm London 2009
  • 38.
  • 39. 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
  • 40. The Annual Sales and Marketing Plan
  • 41.
  • 42. Thank You
    paul@bluelightpartners.com
    Digipharm London 2009
    © BlueLight Partners 2009
    All trademarks acknowledged