Digital serves not only as a powerful medium for interacting with consumers in a cost-effective and highly scalable way but also a way to ensure caregivers and healthcare providers have all of the necessary inputs to ensure the highest quality and most personal treatment possible. When used correctly, digital can provide the ability to track patient biometrics and adjust treatment in a timely manner, interact with patients beyond office visits, provide value added health information including revenue opportunities beyond reimbursements, and ultimately generate positive health outcomes. Thus Digital Transformation moves Pharma 'Beyond the Pill’, Digital Drives Brand Awareness, Favourability and Conversions, Digital Creates value by embedding products into a holistic offering with the aim to improve patient outcomes. Thus following keynotes to consider while drafting any campaign: Scale of Digital Marketing: The Internet of things will become much more important to your customers than it is today. So act Now! Customers choose communities online: they refer to for advice, recommendation and peer reassurance about your products – they will place their trust in what they hear Context is king: The value of information is weak without context; search engines and communities provide context and enhance value Mobile is coming: What you are familiar with on the web today will migrate into our pockets tomorrow; mobile platforms are simply a gateway into the same data Information is the new marketing tool As the barriers of access to knowledge melt away at every step in the supply chain, more questions will be asked and more answers needed to be found Getting your products and information found: at the very moment of a customer’s greatest potential interest will remain critical, but the number of tools and techniques will continue to swell The businesses that succeed will be those with adaptive marketing structures that can learn these new environments and quickly respond. Follow me on Twitter - @rupalikd for mote byte like this one on Multichannel Marketing, Digital Marketing for Pharma

1. THE ‘WHY’
& ‘HOW’ OF
By Rupali Digrajkar, Head Online Initiatives & Social Media Twitter: @rupalikd

2. 2
Why Multi Channel Marketing Approach in India…?

3. Digital boom in India… A snapshot
India Set to have 243 Million Internet Users by June 2014
Report Internet & Mobile Association of India (IAMAI)
Key statistics on connectivity
• 40% Year-on-Year growth in the number of Internet users
• 64% of Indian mobile users are male
• 137 million internet users in urban India; 68 million in rural
India
• 85 million mobile internet users in urban India; 25 million in
rural India
• Mumbai has the highest number of internet users (12 million)
followed by Delhi (8.1 million) and Hyderabad (4.7 million)
• 75% mobile penetration among the age group of 19-24 years
3

4. Indian HCPs are Technology Savvy …
Opportunities are available…
4

5. 5
Some more statistics on connectivity…

6. 6
Complex Indian Pharma Industry Dynamics

7. 7
Internet Savvy Indian HCPs… Opportunities Available…

8. …adopt the Multi-Channel Marketing route for….
Physician and customer engagement
• Face-to-face contact increasingly
difficult..hence needed innovative
channels to Connect.. Converse...
Collaborate... Engage...
• Physicians’ needs for real-time information
• Physician support service
Customer-Centric-Market Segmentation
• Integrated CLM (close Loop Marketing)
tactics incorporated to the wider marketing
strategy canvass
8

9. 9

10. …by understanding the Rx behavior… online…
10
DIGITAL SOCIAL

11. Four key questions that we, pharma advertisers need to
ask ourselves in order to meet their campaign goals
• How can I reach my target?
• Can I reach my target at scale?
• Can I reach my target safely?
• Am I reaching my target effectively?
11

12. Multi Channel Marketing...
is not to Multiply but to Diversify...
leveraging different channels of communication
understanding how our customers interact with each channel
and then tailoring our approach accordingly
Learning from customer behaviour is key
Segmentation
Profiling
Targeting
12

13. Leveraging Different Channels of Communication
13

14. Start Targeting Your Audience Now… The Smarter Way…
14

15. PHARMACEUTICAL DIGITAL MARKETING:
IT IS TIME TO GO BEYOND TRADITIONAL TARGETING…
Detailing
Visual Aid
Leave
Behind
Literatures
Sampling
Practices
Circulating
Journals/
Publications
Detection
CampsTo Make a
Difference…
The MCM Way…
15

16. Digital Transformation Moves Pharma
'Beyond the Pill’
Digital Drives Brand Awareness,
Favourability and Conversions
Digital Creates value by embedding
products into a holistic offering with the
aim to improve patient outcomes

17. Health Leaders Need Fast And Accurate Answers to
Following Questions:
• What is the online behaviour of patients, caregivers, healthcare providers and
administrators? How do I most effectively communicate with them?
• How do I most effectively integrate online communications as I convert to
an Accountable Care model.
• How did my communications campaign impact condition and treatment
awareness, attitudes towards prevention, and intent-to-seek treatment?
• What is the effectiveness of my digital marketing (search, display, video)
campaigns on desired health outcomes and treatments?
• Is there any integrated way to capture all the patient interactions for my
healthcare system including patient calls, direct marketing communications,
online campaigns and website visitations and use it to drive growth?
17

18. Digital is dynamic... future isn't as opaque as many think….
Few aspects that Pharma Marketers will need to employ in the near
future:
• Scale of Digital Marketing – The Internet of things will become much more important
to your customers than it is today. So act Now!
• Customers choose communities online – For advice, recommendation and peer
reassurance
• Context is king – Search engines and communities providers of context
• Mobile is coming - Web today will migrate into our pockets tomorrow
• Information is the new marketing tool – Easy access to knowledge, more
questions will be asked and more answers needed to be found
• Get visible Online – Especially during customer’s greatest potential interest will
remain critical, number of techniques will continue to swell
• Be ready for adaptive marketing structures – Learn these new environments and
respond quickly.
18

19. Few Things to Try in your Next Campaigns:
• Place the web at the heart of the mix, using it as an engine to
process and advance the brand activation created through other
channels
• Extend the depth and richness of information on your own site, by
letting its content and messages reach out into the high traffic digital
media properties your target audiences now log onto
• Use the web as a return path to connect customers back to the brand
• Harness established technologies like podcasts and videocasts
routinely to present and discuss products at a time convenient to the
HCPs
• Take part in conversations with your customers to listen and respond
19

20. 20
The ROI Funnel is
Critical to define at your
Marketing Programmes
Foundation Stage!

21. ROI is just not Sales… It is Definitive KPIs at all levels
of Campaign Journey using B2B Digital Strategy Cycle
21

22. 22
Using the Multichannel Marketing and
Social Media Communications
Tactic-driven
marketing
Foundation
development
Customer-
centric
marketing
Insight-driven,
informed
marketing
Merck Serono India’s journey from
Tactical Marketing to Informed Marketing practices

23. Merck Serono India on Social Media
23
Fan Community
64,250+ fans and
growing
1,700+ members
and growing
180+
Followers
and growing
91,100+ Followers
Featured in the Top
100 blog list on the
healthcareblog.org
India registry

24. 24
Online Web Portals

25. Use of Audio-Visuals: an Integral element in
the MSI’s Communications Practice
50+ Audio Visual
Assets for Internal /
External Stakeholders

26. Case Study - Fertility
MSI’s pioneering initiative to spread
awareness and engage stakeholders on
infertility issues, management and
treatment options available
26
FERTILITY
 Parents of Fertility Webportal
 Social Media Optimisation
 Fertility Awareness Programmes
 Public Relations
 Mass Media Campaign
 Webinars
 e-Detailing

27. www.parentsoffertility.com
Launched in 2013
27,52,000+ visitors
350+ Fertility Specialists
engaged
3,300+ couples engaged
struggling with infertility
issues
27

28. www.parentsiffertility.com Position on major Search Engines
Search engine Summary Keyword Position
advanced
fertility
centre
infertility
solutions
best fertility
centre in
india
best
infertility
center in
india
fertility
treatment in
india
best ivf
center in
india
fertility
treatment
india
icsi fertility
treatment
best
treatment for
infertility
http://www.google.com/ 79 N/A 75 49 32 30 29 N/A
9
http://www.bing.com/ 15 N/A N/A N/A N/A N/A N/A N/A N/A
http://search.yahoo.com/
6
31 10
3 6 2
17 13 N/A
http://www.google.co.in/ 15 66 65 34 28 20 20 55
1
 Structured SEO exercise has helped
achieve this position against 28 million+
competing websites based on this topic in
India.
 Surpassed the ranking of popular websites
like www.mayoclinic.com,
www.parents.com,
www.bestinfertilitytreatment.com, etc.
 On a global search site - google.com, we
are at No.9
28
www.parentsoffertility.com
achieved #1 rank in the
search results on
www.google.co.in
Data as on January 4, 2015

29. Parents of Fertility on Facebook
29
Fan base of 41,600+ Targeted Audience
Spreading awareness and opinion building on
symptoms, precautions and treatment options
‘Helping Families’ Live survey
Search Engine Marketing (SEM)
Campaign
Google adwords campaign &
eMailer campaign started in
April 2013, targeting to achieve
minimum 1,000 responses
through online media
Achieved 1,176 spontaneous
responses for the survey
Fertility Awareness :
Helping Families Survey

30. Fertility Awareness Week 2013
Break The Silence Campaign

32. Goals of Fertility Awareness Week 2013
During the week hosted an online web congresses featuring fertility
experts, sharing their insights on the following topics:
• What is Infertility?
• Barriers to Infertility
• Treatment Options and Access
Objective:
• To stimulate conversation and awareness about infertility and
starting families
• Drive traffic to parentsoffertility.com and Helping Families ‘Web-
Chat’
• Web-chat allowed participants to understand the urgency of treatment
and help them over come knowledge barriers around infertility and
access to treatment
• Direct participants to seek help through online clinic locator

33. Awareness Objectives
SPREADING
AWARENESS ON
FERTILITY
PROBLEMS,
INFERTILITY
TREATMENT
OPTIONS, AMONG
THE TARGET
AUDIENCE
FOR DRIVING
ENGAGEMENT
WITH HCPs AND
FERTILITY
TREATMENT
SEEKING
PATIENTS.
PROPAGATION OF
FERTILITY
INFORMATION AND
LIFESTYLE TIPS TO
MAXIMIZE
CHANCES OF
GETTING
PREGNANT
RELEVANCE +
REACH +
RESONANCE
= ROI

34. Mediums / Platforms of Campaign
Fertility Awareness Week 2013
Digital Platforms – Parentsoffertility.com
Online Clinic Locator on Parentsoffertility.com
Online Free booklet to download answering various conceptions with regards to infertility.
Developed Microsite and hosted week long web-congress
Web congress promotion through social media (Facebook) and online promotion
Social Media Platforms –
• Branded Channel (Parents of Fertility)YouTube
• Facebook (Parents of Fertility)

35. Fertility Awareness: Break The Silence Campaign
35
228,000+ views for the
web congress with
1,100+ messages with
queries posted for
KOLs

36. Fertility Awareness : YouTube for Video Viral
Sharing
1.17+ mio views
on YouTube alone
Click here to watch
http://youtu.be/m0m94PnOOkc
36

37. Fertility Awareness: Using Facebook
37

38. (Notable Indian Publications –The Hindu, Indian Express,
Dainik Jagran, Deccan Chronicle, Rajasthan Patrika,
Asian Age, Mumbai Mirror, Lokmat Times, Perfect Woman
Magazine, Femina magazine)
Fertility Awareness: Public Relations
• Positive media coverage in 150+ leading
publications – national/regional dailies
& magazines
• Total readership achieved – 70 million
• Half hour featured slot on India’s # 1
national territorial TV Channel
‘Doordarshan’
Fertility Awareness: Online Media Rooms
Archival and sharing via www.parentsoffertility.com newsroom
(Feature stories generated out of MSI Fertility PR campaign)

39. Fertility Awareness: Public Relations
39

40. Fertility Awareness: Press Conference
40
• 1st ever study on
Infertility in India
• Engaged leading
KOLs and shared
platform at the
press conference
• News media
coverage of more
than 75 print &
online publications,
with a cumulative
readership on 37+
million

41. Outcomes of the Campaign
Key Performance Indicatives for the
success of Fertility Awareness Week 2013
Average
viewers per
day for Web-
congress:
35,000+
Total Viewers
for the week:
2,28,000+
Total patients
approached
to doctor for
consultation:
300+
Total
questions
posted to
doctors:
1,100+
We encouraged the
couples to discuss their
fertility problems among
themselves and with
their doctor or fertility
specialist.

42. Increased
outreach and
awareness by
using cost
effective low cost
promotion
mediums such as
SEO, SMO etc.
Combined reach
to 375 mio
targeted
audience

43. Fertility Awareness Month 2014
Take The Next Baby Steps Campaign

44. Campaign Objectives
44
 To increase awareness
of the impact of age on
fertility amongst couples
aged over 40 years
 To encourage couples
aged below 40 to seek
help early at the
participating fertility
clinics

45. Fertility Awareness Month - August 2014
45
Digital Platforms – Microsite - Parentsoffertility.com/FAM2014
Online Find a Clinic tool on the Microsite for Online Voucher
Download on Parentsoffertility.com/FAM2014
Online Educational Video answering various conceptions with
regards to infertility.
Digital Engagement with the Focused TG using Facebook
Branded YouTube Channel (Parents of Fertility) for TG Engagement

46. Online Media Channels – Advertising Promotion,
Conversation Build up to Drive Traffic to the
Microsite
Advertising &
Promotion
For Driving
Traffic
Google
Yahoo
Facebook
YouTube
Vimeo
LinkedIn
Twitter
Email
Marketing
Voice SMS
Bulk
Messages
QR Code
SEM on
potential
Portals
along with
existing
SEO
46
Conversation
Marketing
Word-of-Mouth
For Driving Traffic
Forums
Participatio
n
Social Media
Using
Facebook
Fanpage &
Leverage on
MSI SoMe
Networks
Aggregator
Inclusions
Cross
Platform
Content
Promotion
Q n A
portals
Groups and
discussion
blog
Participatio
n

47. Fertility Awareness Month Microsite

48. Sales Conversion
Fertility Cycle Pick Up
Defining Key Audience Segments basis
behavior, location, demographics
Microsite Development
Consolidating resources on a web
based platform i.e. Fertility
Education Video, Fertility Myths,
Video Gallery
Online Promotion & Conversation Marketing -
For Driving Traffic to the FAM 2014 microsite
WWW
Reaching out to
Target Audience
Lead Acquisition – Online
Reaching out to FAM
Participating Centres
Lead Conversion – Offline
FAM Voucher Redemption at
the Fertility Centres
Prospective Leads
unused vouchers
to be engaged
Business Opportunity
Leads not converted into
Consumers
Merck Serono Fertility
Fertility Awareness Month [FAM] 2014
Call to Action Mechanism
Lead Acquisition & Conversion Cycle
Potential TG –
Unique Visitors
to the website
Potential Leads – Using CTAs
Reach
74,00,000+
Unique Visits
~ 35%of The
Reach
Leads Acquired ~2%
of The Engaged
Audience
Sales
Conversion
1:4 Ratio of
the Lead
Conversion
Engaged Audience
~ 12% of Unique
Visits
Lead
Conversion ~
20% of the
Lead Acquired

49. Awards and Accolades...
Internal and External…
in the year 2014…

50. MSI AWARD 2014 for Operation Excellence awarded to
Multi Channel Marketing Initiatives led by MSI Communications
and the Cross Functional MCM Task Force

51. Landmark
Achievement…
FIVE Awards at the CMO Asia Awards 2014 for
outstanding work in Healthcare Communications,
Social Media and Digital Media Marketing domains at
an APAC level
1. Asia Healthcare Excellence Awards
Best Marketing Campaign
Fertility Awareness Week 2013
2. Social Media & Digital Marketing Excellence Awards
Best Integrated Digital Campaign
Fertility Awareness Week 2013
3. Social Media & Digital Marketing Excellence Awards
Best Integrated Digital Campaign
Fertility Awareness Week 2013
4. Social Media & Digital Marketing Excellence Awards
Best Use of Social Networks
Merck Serono India Social Media Channels
5. Social Media & Digital Marketing Excellence Awards
Best Corporate Blog
Merck Serono India Blog

52. Awards and Recognition from Internal and
Industry Bodies

53. Thank You.