The document discusses how pharmaceutical companies can better engage with doctors through digital marketing. It suggests that pharmaceutical companies create and maintain individual websites for each doctor to reach both doctors and patients online. This would allow pharmaceutical companies to provide doctors with valuable online real estate for referrals and reputation management while also helping patients learn about conditions and find trusted doctors. By meeting doctors and patients online through customized websites, pharmaceutical companies can improve their relationships and build trust in a more patient-centric way.

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Medical profession is seen to be corrupt
Patients don’t trust doctors
Media loves doctor bashing
Violence against doctors is increasingly
common
Pharma is seen to be greedy – the
doctor-pharma nexus is an open secret

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Doctors do not respect MRs – you cannot
buy trust !
MRs do not respect doctors - or
themselves
Low morale and self-esteem - cannot
recruit good MRs
Mug’s game - race to the bottom
Regulatory backlash
Negative media coverage

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Don’t add any value to my life
Don’t want to waste my time – or theirs
How can pharma engage with doctors
like me ?

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How do we reach out to doctors?
New problems need new solutions
Digital marketing offers a lot of
promise !
All industries are going online - and
pharma needs to do this too !

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Apps ?
Tabs ?
Portals ?
Whatsapp ?
Digital marketing ?
Marketing spiel ?

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Not a core competence – digital is still a
foreign territory for pharma
Corporate inertia – why fix it if it’s not
broken ?
Star MRs feel threatened
How do you prove ROI ?
KOLs are older – most are digital
dinosaurs

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More patients
More money
Better productivity and profitability
More fame
Professional prestige
 Medical research and publications
 Invitations to speak at medical conferences
Work-life balance

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Marketing 101 - go to where your
customers are !
In the past, this meant the doctor’s
clinic, which is why pharma needed MRs
to establish relationships
Today, all doctors are online !
Because all their patients are online !
Pharma needs to go online as well !

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Needs to do only one thing - Give every
doctor their own website

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 Valuable digital real estate - direct source of
referrals
 Online reputation management
 Openness, trust and transparency
 Local language
 Competitive edge
 Doctors want and need their own website but
they don’t know how to create a website
 You can fill in the gap !

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Patient acquisition – direct source of
referrals
Create patient educational materials -
spend once, use often
Saves administrative hassles
No phone tag – email has a much better
signal to noise ratio
Become patient centric and empathetic

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Doctor is available and accessible
Can doctor shop from home
Get second opinions
Trusted voice
Local language
Transparency and openness creates
trust

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Direct digital access to the doctor
RSS feeds for new drugs and recent
advances. Reach out to patients through
the website
Economies of scale, which makes it
cost-effective !
Only one chance for the innovator - only
one website per doctor

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Bought in bulk by pharma companies
Customised for each individual doctor
Everyone benefits – pharma company,
doctor and patient !

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Just a buzzword ?
Patient-centric” doesn't mean selling
more products – it means keeping the
patient's needs above your own
Long-term philosophy
Unchallenged competitive edge when
you become the trusted brand !

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Perceived regulatory hurdles – “ pharma
cannot touch the patient”
Digital is not a core competence
Corporate inertia
How do you prove ROI ?
How do you scale up ?

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The right diagnosis
The right treatment
Low cost
A kind doctor who listens to them
Convenience
High quality medical care

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Help patients to find the right doctor !

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Create a one stop digital health
destination for Indians
The Indian WebMD !
Combine with a call-center – marry high
tech with high touch

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 Patient education
 Disease management
 Referrals to KOLs
 Big data analytics
 Market research - listening to the
voice of the customer
 R&D - Clinical trial recruitment
 PR – good corporate citizens

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 Promoting SelfCare , so they can do as much
for themselves as they can
 Helping them with Evidence-Based
Guidelines , so they can ask for the right
medical treatment that they need – no more
and no less
 Helping them with Veto Power, so they can
say No to medical care they don’t need

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Marketing ?
Brand managers ?
Customer service ?
Corporate social responsibility
Does it make business sense ?

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 We try never to forget that medicine is for
the people. It is not for the profits. The profits
follow, and if we have remembered that, they
have never failed to appear. The better we
have remembered it, the larger they have
been.
— George W(ilhelm) Merck
 Address to the Medical College of Virginia,
Richmond (1 Dec 1950).

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