With More than 4 billion online people generating mind-boggling data and spent around 6 hours/day, the digital world will be an integral part for any industry, and a successful organization has to be equipped with full knowledge of Digital Marketing, Digital Transformation and Innovative tools to deliver extra value to customers. During our daily visits as Medical Representative, we always trying to build a relationship/delivering a knowledge with HCP’s, but what if we evolve the way we communicate so we can reach current customers by their preferred channels or reach a new customer in an efficient way. That’s & more will be in this presentation entitled Digital Marketing; Delivering value in a competitive and rapidly changing world.

1. ///////////
Digital Marketing Session
December 2018
Mohamed Ibrahim Seddik
Delivering a value in a
competitive, high-tech &
rapid changing World
https://www.oncrawl.com/technical-seo/optimising-for-googles-latest-speed-
update/attachment/mobile-page-speed-new-industry-benchmarks-01-21/

2. Content
Evolution of Digital World
The Future of One billion Years
Digital vs Traditional Media
Why Businesses go online
Digital Marketing
Beyond the Marketing Mix
Media Categories
Communication Tools
Evolved Marketing Funnel
Pharmaceutical Digital Marketing
Digitally Powered Patient Journey
Ways of Digital Transformation
Pharma Digital Marketing Trends
Where, Why, How to Start
2 /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

3. 3
Evolution of
Digital World
The Future of One billion Years
Digital vs Traditional Media
Why Businesses go online
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

4. 4
The Future of One billion Years
Evolution of Digital World
One Billion Years Online in 2018
7.5 B 4 B 3.2 B
6 Hrs
www.ni.com national instruments
Bernard Marr (2017)
Digital-in-2018-001-Global-Overview-Report-v1.02-L.pdf
4$ T
+25 M
2.5
Exabyte/Day
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

5. Pull mechanism, customer usually initiate contact with brand either seeking for
information or click on ads , being able to be a small part of billions of people
conversations.
Push Mechanism, message pushed to audiences who are less defined than
digital, limited interaction, due to long time needed to get responses from ads
Offers pool of customer data based on gender, age, interests, location, and even
past purchasing behaviour, e.g. Geo targeting; which Allows campaign messages to
hit the ideal target audiences efficiently once they are near to a location
Limited options to target the potential customers, even though less precise
KPI available to track track whether campaign reach the right target
audiences or not.
Digital marketing offers marketer advanced tools to easily change the content of
ads through bottom click
It is very hard & timely consuming to adapt with the same pace of changing
technology
Thanks to social media, google analytics and data management platforms to
generate valuable data about audiences and empower digital ads.
The more social we are, the more we want things that are just made for us.
Couldn’t deliver personalization messages as no way for registering user
preferences/interests
Cost efficient - $$ High cost relative to digital media - $$$$$
5
Digital vs Traditional media
TraditionalDigital
Interaction/engagement, targeting affinity, Adaptability, personalization, cost & KPIs are the
main differences between digital & traditional media when customers go online.
///Leading a team to delivering a value & shaping the market /// Oct 2018
(Chaffey and Smith, Digital Marketing excellence 2017)
Evolution of Digital World
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

6. 6 ///Leading a team to delivering a value & shaping the market /// Oct 2018
Why do Businesses go Online ?
Speak
Sell
Serve
Save
Sizzle
Get Closer to customer
Grow Sales via new segments
Add extra value to online customers
Provide cost effective marketing tools
Extend brand online/ reinforce brand values
ePR – Email marketing – Live chat - Digital influencers
Wider distribution channels/products range - new leads
Online dialogue – customization – eCRM
Optimized labor force - o
OVP – content marketing– brand awareness tactic
OBJECTIVE GOAL HOW TO DELIVER
5S’s
Evolution of Digital World
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
MAIN OBJECTIVES OF, REASON FOR, BENEFITS OF BEING ONLINE
(Chaffey and Smith, Digital Marketing excellence 2017)

7. 7
Digital
Marketing
Beyond the Marketing Mix
Media Categories
Communication Tools
Evolved Marketing Funnel
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

8. /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 20188
Beyond The Marketing Mix
Marketing
Mix
Product
Price
Place
Promoti
on
People
Process
Physical
Evidence
Partner
ship
People
Employees; Customer service
Digital Influencers; advertisement
Customers; reviews & ratings
Process
Marketing Automation
Payments/returns process
Evolved marketing mix is a vital to leverage the characteristics of digital media,
additional 4 P’s will strongly build relationships & increasing loyalty
Physical Evidence
Well designed site/App
Data privacy/security
Partnership
Affiliate Marketing
Marketing marriage
Digital Marketing

9. Media Categories
Digital Marketing
/// Bayer 16:9 Template /// June 20189 /// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

10. SEM
SEO Email
Marketing
SMM
Affiliate
Marketing
PPC Online PR
Viral
Marketing
10 ///Leading a team to delivering a value & shaping the market /// Oct 2018
Communication Tools
Digital Marketing
Content
Marketing
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

11. /// Bayer 16:9 Template /// June 201811
Evolved Marketing Funnel
Digital Marketing
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

12. 12
Pharmaceutical
Digital
Marketing
Digitally Powered Patient Journey
Ways of Digital Transformation
Pharma Digital Marketing Trends
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

13. 13
Digitally Powered Patient Journey
Pharmaceutical Digital Marketing
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

14. /// Bayer 16:9 Template /// June 201814
Ways of Digital Transformation
Pharmaceutical Digital Marketing
A change in leadership, a different thinking, an encouragement of
innovation and new business models, incorporating digitization of
assets to improve the experience of organization’s employees,
customers, suppliers, partners, and stakeholders (Terrar, D. 2015).
DIGITAL TRANSFORMATION
Digitize Patient Experience
Digitize operation/process
New Business Models
Digital Health apps
4 CATEGORIES
0
50000
100000
150000
200000
250000
300000
350000
2013 2015 2017
Report; the growing value of digital health. IQVIA institute for human data science (2017)
https://www.iqvia.com/institute/reports/the-growing-value-of-digital-health
https://digitalmarketinginstitute.com/blog/16-03-2018-6-ways-digital-is-transforming-pharma-and-healthcare
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

15. Physicians are becoming harder to reach through
sales reps, and more than half of outreach to
healthcare providers is now through non-personal
marketing
15
Pharma Digital Marketing Trends
Pharmaceutical Digital Marketing
Patients are taking control over their own
healthcare and driving change, preferring a more
convenient way to get medical services and
access information.
https://www.econsultancy.com/blog/67881-seven-big-challenges-facing-healthcare-marketers/
https://bjgpopen.org/content/bjgpoa/1/2/BJGP-2017-0833.full.pdf
https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/the-road-to-digital-success-in-pharma
 Current estimates call for more than $3B to be spent in Healthcare and pharma sector for digital ads in 2018.
 By 2020, It’s expected to grow by a third to over $4B (emarketer.com, 2017)
 75% of physicians don't entirely trust information that comes from pharma firm channels (Deloitte Consulting , 2015)
 Two-thirds of all patients search the internet prior to a health consultation (BJGP Open ,2017)
#1 Patients Behavior #2 Physician Connection
#4 Social Media
The most successful pharma brands on social are
the ones that focus on sharing content around the
values of the company and its customers, not just
on products or brands.
#3 Electronic Health Records
Collection of patient electronically-stored health
information in a digital format. These records can
be shared through information networks and
exchanges.
52% of physicians are interested in interacting with pharma through social
media, third party platforms
of patients feel confident in their ability to take personal
responsibility for their health and understand how they
can access digital and online resources (Mckinsey, 2015).
85%
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

16. 16
Influence
Rx potential
65% of physicians
show interest in
engaging with
pharma over social
media for clinical
data
65%
WE NEED TO REASSESS AND EVOLVE OUR CUSTOMER
ENGAGEMENT PHILOSOPHY
Before the digital era, success was often based on the sheer size of salesforce, budgets and scale of presence.
In today’s environment, it’s about being always-on, targeting “pull” messages in a strategic way across multiple
platforms that reach customers in a manner that resonates with them and with the sales rep in a central role
allowing customisation of approach.
By embracing the digital world,
another dimension to traditional
ones are a fundamental in
segmentation & targeting approach
Primary research – Survey results from GLG (Q40/41)*
Deloitte Center for Health Solutions 2014 Survey of US Physicians – Q745 (data are weighted)
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

17. /// Bayer 16:9 Template /// June 201817
Bayer #2nd with 4.8 digital
employees per thousand, an
increase of 150% since
2015.
https://www.emarketer.com/coverage/healthcarepharma
https://social.eyeforpharma.com/column/how-digital-pharma
eMarketer_US_Healthcare_and_Pharma_Industry_StatPack_2018-1.pdf
88
111
132
156
172
187
116
112
108 106 103 101
2017 2018 2019 2020 2021 2022
Digital Ads Traditional media Ads
OUR FUTURE IS CREATED
BY WHAT WE DO TODAY, NOT TOMORROW
G4A
2.02
2.52
2.84
3.14
2016 2017 2018 2019
Pharma & Healthcare
industry digital ad spending
grow by double digit 12.7%
to reach 3.14$ billion/Y
US Healthcare and Pharma Industry Digital Ad Spending (billions)
Worldwide digital Ad
spending killed the
traditional media in 2018 to
reach 132$ billion/2019
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

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/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

19. 19
THANK YOU
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018

20. 20
THANK YOU
/// Delivering a value in in a competitive, high-tech & rapid changing World /// Dec 2018
4.64
4.7
4.7
4.7
4.7
Getting Your Interst
Delivering The
Information
Interaction/Engagme
nt
Getting Your
attention all time
Eye Contact
Presenter
Freshness of
Data
Theoretical &
Practical
Examples
Data
Influencing
affinity
Presentation
Style overall
4.7
4.3 4.3
4.6
Content
TO WHAT EXTENT YOU FEEL THAT PRESENTER
SUCCEED TO ENCOURAGE YOU TO LEARN MORE ON
DIGITAL MARKETING ?? 88%

21. /// Bayer 16:9 Template /// June 201821