Ten big ideas from the EyeForPharma 10th annual Pharma Marketing Summit in Zurich

1. EYE FOR
PHARMA
CONFERENCE
10 Big Ideas From EyeForPharma Summit 2010

2. About conference wrap ups
iQ is the innovation lab of GSW Worldwide. We
research emerging trends in both how technology and
expectations are changing. Then we model innovative
tools and experiences designed just for health care
marketers
One of the ways we stay connected to the thought
leaders in our industry is speaking at and live
blogging from top healthcare marketing conferences
After the conferences we collect the top 10 big ideas
we heard to share in conference wrap up sessions.
We use presentations like this one to lead those
discussions

3. THE PROMISES OF
PERSONALIZED
MEDICINE ARE HIGH
Can they really solve the problems global pharma is
facing?

4. 1 PHARMA IS LOOKING TO
PERSONALIZED MEDICINE TO
DELIVER BUSINESS HEALTH
• Some companies – like Roche – are even putting it at
the center of their strategy
• All are looking at highly motivating opportunities:
Segment
Expand pool of Improve
patient types Salvage failed
diagnosed efficiency of
for products
patients clinical trials
reimbursement

5. 2 BUT: WE HAVEN’T
CONNECTED THE DIAGNOSTIC
TO THE TREATMENT
• The more specialized the treatment, the more specific
the needed tests
• Drug and diagnostic companies work on different time
lines
• And payers won’t move without the diagnostic proof

6. PHARMA IS
(RE)DEFINING THE WHY
& HOW OF INNOVATION
For years we talked about integration as our loftiest
goal. Now, we’ve turned our sights to innovation: the
profitable implementation of ideas. Will it be any less
elusive?

7. 3 AS AN INDUSTRY WE’RE
TRYING TO INSTITUTIONALIZE
IDEA GENERATION
• Pharma is expanding innovation beyond the product; moving to
process, market and social innovation
• The challenge is that our organizations aren’t adapting fast enough
• Create urgency
• Form a powerful coalition
• Create a vision for change
• Communicate the vision
8 CHANGES TO • Remove obstacles
PROMOTE • Create short term wins
INNOVATION • Use reviews to foster continuous improvement
• Anchor changes in corporate culture

8. 4 THERE ARE COMMON MYTHS
ABOUT INNOVATION WE
NEED TO OVERCOME
We think: But, really:
Innovation starts with insight into
Innovation starts with a brainstorm
your audience and technologies
Studies show focusing on business
Innovation is about creating new
models / related services
products
gives better results
Innovation is an untamed creative The art of leading innovation well is
process that can’t be led to be gentle (guide it)
Innovation is about thinking The ideas have to be relevant to
outside the box what we’re doing – redefine the box

9. PHARMA IS
REALIGNIG TO ENTER
NEW MARKETS
These emerging economies are complex and demand a
nimble organization

10. 5 PHARMA IS SHIFTING
GROWTH STRATEGIES TO
EMERGING MARKETS
• Huge populations with unmet medical needs
• Dynamic, growing markets
• Few price constraints; low cost of doing business
• Millions of new ideas
• Scientists trained to think outside of typical limitations
• Abbott was first phama company to India;
Pfizer, GSK, AZ quickly followed

11. 6 THE CHALLENGE IS THE
DIFFERENCES IN EACH MARKET
Nature of insurance • Mexico is largely self pay
coverage • Poland has universal coverage
• India is simple and quick (2 years)
Approval process • China is complex (4 years)
• UAE has few competitors
Local competition • Brazil has strong local champions
Medical • Turkey has good patient access nationwide
infrastructure • Indonesia has vast under-developed areas

12. PHARMA MARKETING
BUDGETS UNDER-
VALUE DIGITAL
We’re increasingly embracing digital for its efficiencies
and trackability – but, do we really understand its role in
healthcare decision making?

13. 7 BUDGETS DON’T MATCH UP
TO CONSUMER TRUST
• In the U.S., the #1 most
trusted source of information
is physicians (62%). The #2
most trusted is the Internet
(57%)
• In Europe, those numbers
are 85%, 79%
• Yet most pharma marketing
budgets save only 2-3% of
their investment for digital

14. 8 BIGGEST ONLINE GROUP
ISN’T WHO WE’D THINK
• More people are looking for health information online than
We Google entertainment, travel, finance, and automotive
Health
• 96% of teenagers are online. But, the biggest group – by
the numbers – of online adults is actually the 40
40-somethings
own the web somethings
• In August, 28% of visitors to health and wellness websites
55+ go online were 55+" (Index 129)
for health

15. RELEVANCE IS THE
KEY DRIVER OF ANY
MARKET SUCCESS
How can we make marketing more resonant instead of
just more more?

16. 9 MEDIA PROLIFERATION HAS
CREATED A LOT OF SHOUTING
(IN MORE CHANNELS)
• Looking at data has
replaced listening to
people
• A Google health leader
placed pharma circa 1994
on an internet evolution
chart
• As an industry, we’re slow
to evolve; faster to relocate

17. 10 THE BIGGER OPPORTUNITY IS
CREATING MORE RELVANCE
Think about how people really use our digital tools
MATCH CONTENT UNDERSTAND
RETHINK FILTERS ADD VALUE
TO REAL SEARCH WHAT’S NEXT
Patients are so savvy What are people
The biggest website 66% of UK patients
today that it’s difficult already doing that you
mistake most talked to their doctor
to bring just HCPS to a could make easier,
marketers make is after visiting a HC site.
using “oncology” site. Plan for a mix. better, more fulfilling?
Would your site have
where people search prepared them for the Limit the hurdles you What would we do if
“cancer” ask them to jump we started there?
conversation?

18. INNOVATION LAB 2010