Alex Butler outlines the key digital trends in pharmaceutical marketing and digital healthcare for 2012. Includes digital strategy, social media, website strategy, games and games for health, mobile and big data.

1. Digital Pharma Marketing Trends 2012
@alex__butler

2. @alex__butler @The_Social_Moon alex@thesocialmoon.com

3. Strategic Elements
Competitor
Develop a digital strategy
focussed on where your
Landscape
competitors are weak
and your customers need
is strong.
Your Customer
Capabilities Needs
Strategic Focus

5. The age of computers has given way to
the age of communication

7. Printing press turns alchemists into chemists

8. An asymmetry existed with previous
communication milestones:
Those good for 1:1 conversation could not
facilitate mass communication or support
group action

9. Conversation Broadcast
Groups

10. for the first time in history the amount of
traditional broadcast television watched by
the younger generation is decreasing rather
than increasing annually
40% of viewers said they use Facebook,
Twitter or some other social networking tool
to discuss TV shows as they watch.
Ericsson (NASDAQ:ERIC) ConsumerLab "TV & Video Consumer Trend Report 2011,

11. The 200 Billion hours of television
consumption per year in US alone estimated to
be 2000 times less than the hours taken to
create Wikipedia.
Clay Shirky: Cognitive Surplus 2010

13. Personal Community Public Civic

14. Ladder of Engagement
COLLECTIVE ACTION
Commitment to joint action
Involved-tension between individual + group goals
Binding group decisions Information Sharing = Shared Awareness
CO-OPERATION Co-Operation = Shared Production
Synchronised behaviour
Collective Action = Shared Responsibility
Group identity (can be as simple as conversation)
Collaborative production
SHARING
Poses fewest demands on participants.
Maximum freedom of the individual + fewest
complications of group life
Share + then Gather vs. Gather + Share

15. collective
action
collaboration
sharing conversation
“Innovation is a decidedly social
process encompassing diverse
individuals, corporations,
communities, networks, and
regions. The work of the Myelin
Repair Foundation is an excellent
demonstration of these
principles.”
John Hagel, Co-Chair
Deloitte LLC, Center for Edge
Innovation

17. 'You've spent the day on the
Internet, but not on the Web'
http://www.wired.com/magazine/2010/08/ff_webrip/all/1

18. Death of a website?
Stand-alone websites feel
unfamiliar, impersonal and
museum-like to Internet users
accustomed to the Social Web's
interaction.
Website traffic has collapsed, and
it is hard to see how or why it
should recover..

19. Post PC Era?

20. Mobile Becoming Fundamental
Your customers are almost
certainly using smart mobile
technology every day
Mobile will be the most
integrated marketing
medium the world has ever
known
1999 was the year of mobile,
the 21st century will be one
of ubiquitous connectivity

21. Building A Strategy
Your
Objectives
Does it How are your
follow customers
mobile best using
practice? mobile?
How can you
optimise Accessing medical records 86%
your Want help with prescribing a
collateral for medication 83%
mobile? Help monitoring patients in
hospital 74%

22. Make a portable body scanner
that can detect 15 diseases
and capture key health
metrics and you could win
10 million dollars

24. The Fun Instinct
Games are as old as civilisation itself and
found in all cultures.
Games are about pleasure, freedom and
escape.
They also combine the most powerful set
of human motivators:
Achievement, competition, collaboration,
learning & improvement, communication
and self expression.

25. GAMIFICATION IS BULLS*!T
“Game developers and players have critiqued
gamification on the grounds that it gets games
wrong, mistaking incidental properties like
points and levels for primary features like
interactions with behavioural complexity”
MOTIVATIONAL DESIGN

27. 2005
Hakkar: blood god lodged at the
heart of the Zul’Gurub dungeon
Deadly disease generated by Hakkar was accidentally transmitted by infected
players to the world ouside the confines of the dungeon.
Within hours the ‘corrupted blood plague’ had begun.
Tens of thousands of players characters succumbed.
Dr Ran D Balicer: American Journal Epidemiology
“Virtual environments could serve as a platform for studying the dissemination of
infectious diseases”
“[they might prove a] testing ground for novel interventions to control emerging
communicable diseases”

28. Patient Rescue is a proof of concept
for a game that supports health
professionals to recognise the signs
of patient deterioration, use set
protocols to assess a patient's
condition and intervene effectively.
Triage Trainer develops accurate
decision making in the life
saving skill of Triage.
The game is set at the scene of
an explosion in a busy high
street and the player's job is to
prioritise the multiple casualties
for treatment.

30. Gamers Redesign a
Protein That
Stumped Scientists
for Years

32. “ Every two days now we
create as much information
as we did from the dawn of
civilization up until 2003

33. Big Data
Twitter Revealed Epidemic Two Weeks Before
Health Officials [STUDY]

34. Big Data
The Use of Twitter to Track Levels of
Disease Activity and Public Concern in
the U.S. during the Influenza A H1N1
Pandemic

35. “ I think the biggest
innovations of the 21st
Century will be the
intersection of [health,
medicine]…biology and
[digital] technology. A
new era is begginning…