1. Logo client
Are we facing
a communication breakdown
in health care?
February 2012

2. Not really… but is communication efficiently
delivered?
Source: dailyvoiceofreason.blogspot.com
2

3. What do doctors want?
• 81% want higher-quality reps
• 52% want fewer sales reps calling on their practices
• 73% want more specialty reps
• 58% want more virtual reps
• 64% want more use of tablet PCs
• 79% want more HCP-specific disease state websites
• 73% want more HCP-specific product websites
• 82% want more eSampling
• 65% want more eMail
• 80% want more industry-sponsored peer-to-peer
Source: What physicians want! Survey, 2010 Publicis Touchpoint Solutions, Inc
3

4. What are marketers’ challenges?
Source: The House of Marketing’s Health Care Marketing Survey 2011
4

5. What are pharma companies doing?
Workforce Communication
+ ?
Source: PricewaterhouseCoopers, Pharma 2020: Marketing the future
5

6. Sales reps are still leveraged first
Source: The House of Marketing’s Health Care Marketing Survey 2011
6

7. Pharma communication plan is inadequate
Communications Strategy
Overall description of “Communications”, integrated MarCom plans
ATL campaigns BTL campaigns
• Develop ATL campaigns from initial
briefing, first concepts, pre-
testing, copy writing, development of • As for ATL campaigns, set-up of
materials campaigns from A to Z
(TV, radio, press, online, outdoor, …)
till post-testing
Direct Marketing Sponsoring / Events Corporate Communications
• Direct marketing actions such as
simple mailings (letter), flyers, to
• Sponsoring & event management • Internal communications, crisis
more enhanced communication
– ranging from small events to communication, external
such as catalogs, mailings
large scale happenings communications (PR)
containing gadgets, sampling,
etc.
Agency management Branding
• How to create brand guidelines from
• Day-to-day agency management
pitch to actual implementation
• Development of pitches, agency
• Logo creation (example of briefings,
selection, fee negotiations
suppliers,…)
• Rebranding
Source: The House of Marketing 7

8. Pharma BTL communication often lacks impact
Source: www.kaneandfinkel.com
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9. Although some cases deserve attention
Source: http://www.but.be/work/detail/visions_on_asthma/
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10. Pharma companies have to stand out of the crowd
Source: http://kelliedandrea.com/blog/2011/10/30/are-your-products-and-services-remarkable/
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11. Messages need to be relevant to… doctors
Content Timing
Doctors
Form
Person
Channel
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12. Relevancy results from knowledge (CRM)
Source: blog.be-cause.be
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13. Advertising to doctors: rules define most of content
Source: ARRETE ROYAL RELATIF A L'INFORMATION ET A LA PUBLICITE
CONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995
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14. But advertising content seriously lacks appeal
Source: www. atoute.org Source: www.practiceofmadness.com
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15. Public ads: rules are subjective and very constraining
Source: ARRETE ROYAL RELATIF A L'INFORMATION ET A LA PUBLICITE
CONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995
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16. So creative ads just can’t survive
Source: www.topito.com
Source: www.woweffect.be
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17. So creative ads just can’t survive
Source: supergelule.fr
Source: http://www.skullpat.com/medicament-contre-les-flatulences-3426/
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18. Communication must be fine-tuned
1 2
Pharma industry needs to be
Rules need to be finetuned
more relevant
• Lobbying at adequate • Knowing customers
levels • Addressing customers’ and
• Promoting clarity and patients’ needs
rightness of information as • Selecting the right
well as receptor’s attention content, channel, form &
• Advertising to the public transmitter at the right
should be less constraining time
• Targeting receptors’
attention
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19. Health care deserves better communication
Can you
read,
bear?
Source: www.dailydawdle.com
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20. For more information, please contact
Sébastien Piret
Mobile: +32 (0) 491 15 27 93
E-Mail: sebastien.piret@thom.eu
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax +32 (0) 15 444 044
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
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21. BACK-UP
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22. But advertising content seriously lacks appeal
Source: http://www.jrprospal.com/print_xeloda-sa.shtml
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23. But advertising content seriously lacks appeal
Source: www.kaneandfinkel.com
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