This presentation provides a comprehensive overview of the current pharmaceutical industry. It begins with a look at some of the changes facing the industry and then moves into a discussion on digital technology and its impact on pharmaceutical companies. From there, the deck explores two digital trends, mobile and eDetailing. The presentation wraps up with some examples of pharmaceutical companies their digital presence.

1. pharmaceutical
industry
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july 10th 2013

2. agenda
• industry overview
• two trends
• brands embracing digital

3. industry
overview

4. statistics
industry overview
86% of physicians
in the US use the
web to gather
health, medical or
prescription drug
info1
53% of consumers
polled say
information found
online led them to
ask a doctor new
questions3
98% of physicians
agree that their
use of the internet
for medicine will
increase over the
next 3 years2
1-3. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

5. typesofpharmaceuticals
industry overview
brand name
marketed under a specific trade name by a pharmaceutical
manufacturer and are still under patent protection
generic
made with the same active ingredients in the same dosage form
as a brand name drug, but are sold to customers under their
chemical name for 30-80% less

6. distributionchannels
industry overview
supplier manufacturer
hospitalwholesaler
doctorsales rep
patient
clinic
retailer

7. fundamentalchanges
industry overview
• increasing demand for health care services and prescription
medication to treat diseases
• physicians are refusing to meet with sales reps in person
• new technology allowing doctors and patients to access
pharmaceutical information online
• increasing threat of patent cliffs, litigation and legislation4
4. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

8. sellingprocess
industry overview
sales calls - reps from top companies target high volume
prescribing doctors over the phone
office visits - reps pass out free samples to physicians, this
method is on the decline, statistics suggest out of 100 sales reps
only 20 actually meet with a doctor5
online - reps engage online with doctors and patients through
eDetailing
5."Pharmaceutical Sales Force Effectiveness Metrics." Eularis. N.p., n.d. Web. <http://www.slideshare.net/EULARIS/pharmaceutical-sales-force-effectiveness-metrics>.

9. globaldigitalstrategy
industry overview
5 areas of focus
1. choosing the right digital operating model
2. integrating all channels
3. using analytics as a differentiator
4. finding new approaches for developing content
5. focusing on flexible and responsive technology
architecture6
6. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

10. step#1
industry overview
creating the right digital operating model
• agile and flexible model that allows for customization at the
local level
• move towards centralization for digital capabilities such as,
website development, mobile apps and digital asset
management in order to create a cohesive customer
experience
• focus on hiring the talent needed to meet the digital needs
within the organization7
7. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

11. step#2
industry overview
seamlessly integrating all channels
• consistent interactions across all channels will drive
meaningful customer interactions
• need to gather information about customer interactions on
all channels to create a holistic and realistic picture of their
customers8
8. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

12. step#3
industry overview
using analytics as a differentiator
• use data collected from all channels to assess the impact of
digital campaigns and make real time adjustments based on
customer engagement
• use advanced marketing analytics to enable competitive
differentiation, companies will be able to spot trends faster
and act on them more quickly9
9. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

13. step#4
industry overview
embracing new approaches for developing content
• automating processes will allow the same number of
employees to handle increased demand
• creating content that can be used across multiple channels
without modification will be crucial (optimized sites, videos
etc.)10
10. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

14. step#5
industry overview
using a flexible and responsive technology architecture
• the right architecture will extend overall customer reach and
increase promotional capacity across all channels
• integrated channels allows for sharing customer information
across channels and leads to a more cohesive customer
experience11
11. Roman, Shawn, Donna Tuths, and Jason Wolenik. "Digital: The Connecter in Life Sciences." Accenture. N.p., n.d. Web. 2011.

15. trend1:
{mobility}

16. salesreps
trends
• companies are arming their
sales forces with tablets to
enable sales, train staff and
conduct administrative
• result is a tailored approach
to individual doctors with a
clear marketing message
relevant to doctor's
individual practices and
patients

17. doctors
trends
• doctors are sharing patient
information, recording diagnoses
and billing codes across mobile
devices to eliminate the need for
patient cards
• the mobile/iPad app costs $99 a
month and provides a template
for doctors to follow while
dictating information
• the audio files, transcripts and
relevant images (ie. photo of a
patient’s wristband) are encrypted
and sent to a cloud based HIPAA
compliant database12
12. Peterson, Stacey. "InformationWeek: The Business Value of Technology."InformationWeek. N.p., 05 July 2012. Web.

18. patients
trends
• patients are information seekers
when it comes to their health, many
of them are actively searching for
ways to independently educate
themselves
• they are posting health statuses on
sites like PatientsLikeMe13
• they are engaging with solutions like
Emmi, which give them access to
physician recommended info via
their mobile devices
• Emmi also allows patients to receive
information from physicians after
office visits regarding preventative
treatment options and medical
condition assistance14
13."Patientslikeme." Patientslikeme. N.p., n.d. Web. <http://www.patientslikeme.com/>.
14. Peterson, Stacey. "InformationWeek: The Business Value of Technology."InformationWeek. N.p., 05 July 2012. Web.

19. patients
trends
• VaxNation is a mobile app that
allows patients to track
vaccinations over the course of
their lifetime
• the system allows patients to
enter information such as date
of birth and prior vaccines with
corresponding dates
• the app then provides age
appropriate recommendations
based on the CDC’s prevention
guidelines as well as
immunization reminders15
15. Peterson, Stacey. "InformationWeek: The Business Value of Technology."InformationWeek. N.p., 05 July 2012. Web.

20. trend2:
{edetailing}

21. pharmaceuticaldetailing
trends
detailing is a one-on-one marketing technique used by
pharmaceutical companies to educate physicians about a
vendor’s products in hope that the physician will prescribe the
company’s products more often. This traditional practice has
evolved into edetailing, which utilizes technology to reach
doctors16
16. Rouse, Margaret. "Pharmaceutical Detailing." SearchHealthIT. N.p., Feb. 2011. Web.

22. IQmercury2
trends
• IQmercury2 is edetailing made
simple
• features include presentation
capabilities, such as the ability to
customize slides, track sentiments
with + or - response tags
• a remote control system, that gives
HCP’s the chance to control the
presentation via an iPhone remote
• a content management tool, that
lets users integrate CRM solutions
and review analytic data per each
presentation17
17."Unique Features Build Successful Presentations." IQmercury Features Comments. N.p., n.d. Web.

23. brands
embracing
digital

24. merck
digital presence
• merck invests 17 M in
Physicians Interactive
• PI is the leading provider of
mobile and web based clinical
resources and solutions for
healthcare professionals
• the funds will be used to fund
the growth of 4 key products
and initiatives18
• one key product is the
skyscape app, a mobile
content publisher19
18."PI Press Release." Physicians Interactive RSS. N.p., 05 Jan. 2012. Web.
19. Arnold, Matthew. "Merck Adds to Its Digital Portfolio." MMM. N.p., 01 Feb. 2012. Web.

25. pfizer
digital presence
• pfizer targets boomers
through GetOld microsite
• the site is a place where
consumers can share
and get information
about the changes that
occur during the aging
process
• a survey gives boomers
the opportunity to see
how their feelings stack
up with others their age20
20. Armstrong, Linda. "Pfizer Gets Digital Marketing to Boomers Right." No Green Bananas. N.p., n.d. Web.

26. astrazeneca
digital presence
• astrazeneca invests in a
comprehensive, interactive mobile
application solution for use by its
sales force developed by
accenture
• accenture developed a
responsive application to meet
the needs of pharma sales reps
out in the field
• the app has the ability to capture
and store metrics even in offline
mode21
21. "Helping AstraZeneca Achieve High Performance Through Digital Application Delivery." Accenture. N.p., n.d. Web.

27. novartis
digital presence
• novartis invests $200 M in integrated
ad campaign to promote heartburn
drug
• the campaign includes several digital
elements, such as online ads that
drive consumers to the
prevacid24.com site
• on the site users are prompted to join
the prevacid 24HR action program
• once users join they receive
customized email newsletters,
coupons and other money saving
offers as well as members only tools
and info22
22. Hurn, Mary E. "Novartis $200 Million Integrated Campaign Promotes Heartburn Drug."Direct Marketing News. N.p., 12 Nov. 2009. Web.

28. summary
pharmaceutical companies need to recognize the fundamental
shift away from promoting individual products. Instead the focus
is on making adjustments, both internally and externally that will
revolutionize the ways companies attract and engage with
customers to create lasting and profitable relationships.

29. opportunitiesforthefuture
online
• manufacturer sponsored support communities for patients
with similar diseases
• sites that allow online ordering and delivery of
prescriptions
• manufacturer sponsored sites to access reliable health
care information
mobile
• apps that remind patients to take medicine, schedule
followup doctor’s visits
• apps for patients to use as tools to monitor their health
(pollen monitor app or heart rate monitor app)
tablet
• customized interactive platforms with a focus on doctor
engagement for sales reps to utilize during office visits

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