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Digital pharma j peck draft v2 copy
1.
Professional+Portal+Role+in+Digital+ Engagement
2.
Digital+innovaCons+driving+dramaCc+physician+adopCon…+ 2004?2010:+The+rate+of+change+is+acceleraCng+
? Exponential rate of change 2+ CONFIDENTIAL+©2010+ 2+
3.
Physicians+are+becoming+hyper?connected+to+digital+content+and+ to+one+another+
Social(Connectedness+is+rapidly+growing+in+ importance+to+physicians.2+ 80%+of+physicians+who+access+colleagues+online+on+at+ least+a+weekly+basis+are+also+accessing+physicians+ weekly+or+more+o[en+offline.2+ InternaConal+Online+ Medical+Conference+ www.nejm.org+ Percentage+of+physicians+accessing+online+journals+ and+news+increased+by+13%+and+14%+respecCvely+ 61%+of+physicians+use+online+services+at+least+once+a+day+during+paCent+ between+2007?2009.2+ consultaCons.1+ Some+of+the+largest+gains+in+new+online+funcConality+usage+is+in+the+use+ of+online+conferences+and+CME.++ Among+physicians+owning+a+PDA+or+smartphone,+81%+desire+more+ professional+applicaCons+for+their+mobile+device+directed+toward+their+ medical+specialty.2+ 1. ManhaTan+Research:+Oncologists,+2010++(referenced+general+physician+feedback)+ 2. ManhaTan+Research+Strategic+Insight:+Taking+the+Pulse+v9.0,+2010+ 3+ CONFIDENTIAL+©2010+
4.
This increased level
of connectivity is changing physician behavior Sharing+treatment+insights+and+experiences+ Keeping+informed+of+new+developments+ DirecCng+their+own+educaCon+and+ servicing+their+own+needs++ Conversing+and+influencing+opinion+ Accessing+knowledge+anyCme,+anywhere+ 4+ CONFIDENTIAL+©2010+ 4+
5.
…and changing their
expectations Interactions ! expected to be more… Actionable Contextual Social Then% Now% Information ! expected to be more… Consumable Controllable Open 5+ CONFIDENTIAL+©2010+ 5+
6.
Marketing and communications
initiatives will need to align with these new behaviors and expectations delivering,a,service,, Reciprocal+ that,adds,value, Contextual+ Successive+ synchronized,with,environment, acknowledging,previous,events, and,personalized, and,preferences, 6+ CONFIDENTIAL+©2010+ 6
7.
How+the+new+brand+ “portal”+is+being+used+
7+
8.
5+Tenets+To+Be+CompeCCve+in+the+Digital+MarkeCng+Landscape+ Today’s+digitally?savvy+HCPs+expect+brands+to+offer+them+value+beyond+their+ product+aTributes.+
• Is+your+program+personalized+for+your+audience+ Personalized+ based+on+their+preferences?+ • Does+your+program+engage+and+add+value+to+your+ Engaging+ audience?+ • Are+you+leveraging+digital+technologies+for+real?Cme+ Real+Time+ communicaCons+and+connecCons+with+your+brand?++ • Do+you+allow+your+audience+to+parCcipate+in+and+ ParCcipatory+ contribute+to+markeCng+acCviCes?+ • Are+you+providing+value+and+uClity+to+your+audience+ Useful+ beyond+your+product+aTributes?+ 8+ CONFIDENTIAL+©2010+
9.
CLIENT+LOGO+
9+ CONFIDENTIAL+©2010+
10.
Mobile(and(iPad( applica8ons(that( extend(the(reach(of( brand(marke8ng(and( interac8ons((
10+
11.
The+Mobile+Explosion+ “ Consumer+mobile+device+penetraCon+
increased+10x(in(the(last(two(years.+ “ –,Manha<an,Research, “ Nearly+⅔(of(U.S.(physicians(use(a(smartphone+ “ (iPhone,+Droid,+Blackberry)+for+medical+or+clinical+purposes+today.+ –+According,to,both,Google, and,Manha<an,Research, “ 81%+of+physicians+will+own+a+smart+phone+by+2012.+ Physicians+are+one+of+the+highest+using+Smartphone+ “ demographics+overall.+ –,Mobile,Health,News, 11+ CONFIDENTIAL+©2010+
12.
The+Mobile+Explosion+ “
2013.+The+year+when+the+number+of+mobile+internet+users+is+ expected+to+surpass+the+number+of+desktop+internet+users.++ “ –,"Internet,Trends.",Morgan,Stanley, “ The+access+revoluCon+is+over.+Mobile+is+changing+us,+changing+our+ frame+of+reference+so+that+we+see+informa8on(as(portable,( “ personalized(and(par8cipatory.+ –,Susannah,Fox,,ePaJents.net,, 12+ CONFIDENTIAL+©2010+
13.
JuvédermTM+Ultra+–+Home+Page+acts+as+a+portal+for+the+consumer+ into+content+and+tools+
13+ CONFIDENTIAL+©2010+
14.
JuvédermTM+Ultra+–+Clinic+Locator+
14+ CONFIDENTIAL+©2010+
15.
JuvédermTM+Ultra+•+Mobile+ApplicaCon+provides+the+same+access+ and+tools+as+the+website++
16.
JuvédermTM+ConsultaCon+Tool+ The+JuvédermTM+iPad+app+helps+Doctors+link+to+the+informaCon+and+assessments+ consumer’s+have+already+completed+and+lets+them+sell+treatments+in+the+exam+room+
Personalized( + Engaging( + Real(Time( + Par8cipatory( + Useful( + 16+ CONFIDENTIAL+©2010+
17.
Dynamic+and+Measurable+Sales+Tools+ BMS+leverages+Cegedim+Dendrite+–+whose+SAAS+plaoorm+now+integrates+a+new+ Mobile+Intelligence+soluCon+that+fits+it’s+business+processes+while+curbing+costs+
17+ CONFIDENTIAL+©2010+
18.
Otsuka+Mobile+Sales+•+HCP+&+Sales+Engagement+ RoseTa+helped+deploy+iPads+to+the+Otsuka+sales+force+with+interacCve+details,+ HiRes+Video+MOA+and+KOL+video+case+reports+
18+ CONFIDENTIAL+©2010+
19.
Leverage(online( communi8es(and(ongoing( interac8on(between(HCPs( and(Pa8ents+
19+
20.
5+Tenets+To+Be+CompeCCve+in+the+Social+MarkeCng+Landscape+ Today’s+socially+connected+HCPs+want+to+be+part+of+communiCes+that+offer+them+ content+and+connecCon+with+others+
Social+ • Does+your+program+help+parCcipaCng+HCPs+ ConnecCons+ connect+with+others?+ • How+are+you+using+digital+technologies+to+help+ Helpful+ service+your+audience+needs?+ • Does+your+program+allow+for+interacCons+ Community+ between+your+audience+and+their+community?+ • Does+the+community+have+clear+parCcipaCon+ Exclusivity+ criteria?+ • Does+your+program+provide+meaningful+ Content+ content+and+not+just+product+informaCon?+ 20+ CONFIDENTIAL+©2010+
21.
Not+Convinced?+Well,+PaCents+and+Doctors+are+Already+Discussing+ Epilepsy+–+and+specific+Brands…on+TwiTer+
Example of a Patient Advocate: “The Epilepsy Guy” tweets only on epilepsy 21+
22.
…and+on+Facebook+
103+Epilepsy+ groups/+profiles+ on+Facebook+ Popular+groups+have+ open+conversaCons+with+ inspiraConal+themes+ 22+ CONFIDENTIAL+©2010+
23.
…and+on+YouTube+
Around+6,700+ videos+related+ to+Epilepsy+ …and+Microsites+ 23+ CONFIDENTIAL+©2010+
24.
…and+on+Meetup+
24+ CONFIDENTIAL+©2010+
25.
…and+on+Physician+Sites,+Where+Doctors+are+Having+More+Detailed+ ConversaCons+
25+ CONFIDENTIAL+©2010+
26.
There+are+a+lot+of+conversaCons+going+on…+ In+Fact,+RoseTa+Found+Over+19,500+menCons+for+“epilepsy”+and+“seizures”+alone+from+January+1+ through+May+22,+2009+–+on+Microblogs,+Blogs,+Wikis,+Social+Networks…all+over+the+place!+ *+Total+for+all+sources+of+menCon+does+not+equal+total+of+all+data+due+to+some+results+not+being+able+to+be+categorized++
26+ CONFIDENTIAL+©2010+
27.
Thank You! Q&A
27+
28.
Intellectual+Property+Clause+and+Contact+InformaCon+ This+document+contains+confidenCal+material+proprietary+to+RoseTa.+Disclosure+of+this+document,+ to+parCes+who+are+not+team+members+or+members+of+the+organizaCon+or+company+for+which+this+ document+is+intended,+is+strictly+prohibited.+ All+ other+ rights+
to+ the+ contents+ of+ this+ document,+ including+ but+ not+ limited+ to+ methodologies,+ concepts,+experiences,+and+client+lists,+are+assigned+to+RoseTa. + Jamie Peck Managing,Partner,, Rose<a®+ jamie.peck@rose<a.com, Note:+The+trademarks+listed+below+are+the+property+of+RoseTa+MarkeCng+Group,+LLC+and+use+by+any+other+party+is+not+permiTed+without+the+prior+wriTen+consent+of+RoseTa+ MarkeCng+Group,+LLC:+Auto+Personality®,+Banking+Personality®,+Borrowing+Personality®,+ChoiceDrivers®,+Credit+Personality®,+Credit+Card+Personality®,+Cruise+Personality®,+E? Personality®,+Fiscal+Personality®,+Home+Equity+Personality®,+Hotel+Personality®,+Insurance+Personality®,+Investment+Management+Personality®,+Lending+Personality®,+Mortgage+ Personality®,+NAB+Personality®,+PaCent+Personality®,+Personality®,+Personality+MarkeCng+System®,+Personality?Trac®,+Physician+Personality®,+Rapid+Cycle+TesCng®+(RCT®),+Real+Estate+ Personality®,+RoseTa+MarkeCng+Ware®,+RMSG®,+Segment?on?the?Fly®,+Technology+Personality®,+Travel+&+Leisure+Personality®,+VacaCon+Personality®,+X?Tool®.+ 28+ CONFIDENTIAL+©2010+
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