Current opportunities and challenges in adopting digital marketing in the pharma industry

1. DRAFT Digital Marketing Current opportunities and challenges in adopting digital marketing in the Pharma Industry http://www.linkedin.com/in/simonrevell Simon Revell

2. R & D sites About me Simon Revell Associate Dir, Collaboration & Web Technologies Global Research and Development, Pfizer Tags for ‘Simon Revell’: Online collaboration, knowledge management, communications, wikis, blogs, forums, rss, sharepoint, onenote, mediawiki, newsgator

3. Part of the award winning Project Collaborate Team Project Collaborate Online Collaboration and Information Management Center of Excellence Royal Society of Chemistry Teamwork in Innovation 2010 Award Best KM initiative or implementation in a corporate enterprise

4. AGENDA The customer is online Section the increase in the number of customer touch-points 1 New rules of engagement Section 2 how are we supposed to connect with them? Section Taming the digital sprawl 3 the digital marketing network of assets From analogue to digital Section 4 the journey to digital marketing excellence

5. Section 1 THE CUSTOMER IS ONLINE increase in the number of customer touch-points

6. Opportunity The customer is online Health Care Professionals Patients The average physician spends eight hours per week using the Internet Consumers who visit product sites are nearly three times more likely to request prescriptions by name from their doctors. U.S. physicians report that at least some of their patients bring health information they found online to an appointment Source: How Digital is Shaping the Future of Pharmaceutical Marketing, Manhattan Research , 2009

7. SEO Where are they online? Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009 “A third of doctors have changed a patient's treatment as a result of an Internet search.” Source: "Connecting with Physicians Online: Searching for Answers," Hall & Partners, August 2009

8. Pharma Controlled Sites 92% of physician searchers clicked on the links appearing at the top of the (Google) page Source: Manhattan Research , 2009

9. Social Networking HCPs Online

10. Opportunity Internet-savvy HCPs Findings suggest doctors who take part in communities write an average of 24 more prescriptions per week than those with no interest in online communities. Source: Manhattan Research 2010

11. Social Networking Patients Online disease awareness communities

12. Patients: Partners in care Health Care Professionals Patients “At its best, the Internet is one more tool in the partnership between a physician and patient.” Anthony Schlaff, Tufts University School of Medicine Given that patients are going online,” he says, “the best thing to do is engage them as partners in care.” Bruce Auerbach, the Massachusetts Medical Society president Source: Dr. Google: Your Patients, the Internet, and You, LISA NEAL GUALTIERI, PHD, JANEY PRATT, 2009

13. The Digital Toolset Digital Channels Mobile Web Social Media Media Messaging Traditional ad campaigns, interactive television and streaming media. Bulk emails, Short Message Service and Multimedia Messaging Service. Search engine optimizations, adwords, web sites, banner ads and blogs. SMS, MMS and mobile phone apps and sites. Social Media Optimisation (SMO) Communities of interest Information apps Information sites eDetailing Email Networking Lifestyle apps Customer services Online events SMS Video eSampling

14. mHealth well-defined and rapidly expanding mHealth (also written as m-health or mobile health) is a term used for the practice of medical and public health, supported by mobile devices. The term is most commonly used in reference to using mobile communication devices, such as mobile phones and PDAs, for health services and information. mHealth is tackling healthcare challenges such as aging populations, the cost of non-compliance (pts not taking prescribed medicines), addressing rising healthcare costs through disease prevention and management. mPhysician mPatient Patient-Physician interface Compliance Monitoring Consultation Reference Decision Support Disease Management Disease Prevention Novartis Oncology Medical Information provides health care professionals with accurate, succinct, and timely medical information. The Pfizer Oncology RSS application has been developed to support UK Healthcare Professionals responsible for the diagnosis and treatment of metastatic renal cell carcinoma (mRCC). Sensors can capture data like heart rate, physical activity, body position, and other logged events and the data can then be sent via Bluetooth to devices like the iPhone or a computer for merging with mHealth applications. ‘Behaviour engineering’ apps such as pill and dose reminder apps. Widespread availability of smartphones and improvements in wireless network coverage permits physicians to remotely monitor patients and detect evolving health issues quickly and cheaply.

15. Section 2 NEW RULES OF ENGAGEMENT how are we supposed to connect with them? “…many people seem to be unclear as to what can and cannot be done in terms of advertising and communication using digital tools within existing UK and EU regulations” PM Society Digital Marketing Working Group

16. “(The FDA) will not do guidance on specific technology platforms such as YouTube, Facebook, or Twitter. Those things are really big now, but you know what, two years from now who knows what the next thing (will be)?" Tom Abrams, Head of the FDA Division of Drug Marketing, Advertising, and Communications "It is unlikely that the FDA will move away from the regulations that apply currently to print and broadcast media. If the expectation is that the FDA is going to somehow carve out electronic media or social media, that's probably unlikely." Paul Savidge, General Counsel at BMS

17. PM Society Digital Marketing Working Group ABPI Code of Practice and Digital Media Q&A http://www.pmsociety.org.uk/page/abpidigital This document contains a set of questions and suggested answers in relation to the ABPI Code of Practice and the application of the Code to Digital Media.

18. Challenge Section 3 TAMING THE DIGITAL SPRAWL the digital marketing network of assets Sprawl: Low density development on the edge of cities and towns, poorly planned, land consumptive, auto-dependent, and designed without respect to its surroundings. Smart Growth and Urban Developments Glossary

19. Challenge So much online stuff!

20. Challenge Fort Pharma no more Pharma Collaboration with 3rdParties Concentric Castle Pharma has to contend with activity and content outside their own walls

21. Classification of domains User Generated Sites Pharma Company Sites ‘Walled gardens’ SN Sites Unique special interest sites created by the users themselves Commercial targeted community hosting Open general purpose sites Sites built by or for pharma companies API Data RSS SEO

23. Semantic technologies for ‘linked data’

24. Re-usable digital assets (web, mobile)

25. Social network analysis

26. Digital information management

28. Measuring Value The Hype Cycle visibility SMO Challenge: Measuring ROI Media Web Messaging Mobile Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity time

29. Analogue to digital New Mindset New Roles New Culture New Approaches New Skills

30. A digital strategy Why Vision What Objectives Content People Processes Technology How Adoption Digital domain Community Collaboration

31. Summary The customer is online: the increase in the number of customer touch-points New rules of engagement: how are we supposed to connect with them? Taming the digital sprawl: the digital marketing network of assets From analogue to digital: the journey to digital marketing excellence