If you think 2009 was a bad year for pharma marketers just wait. There are a lot more changes coming in 2010

1. WHERE DO WE
GO FROM
HERE ?
PHARMA MARKETING IN
2010
Richard Meyer

2. 2009, What a year !
 Big pharma was in the news a lot and all too often the media
was not kind to the drug industry

3. You think things are going to get
better in 2010?

4. Some predictions for the drug
industry
 Drug companies will sell ever-more-expensive drugs targeted at smaller
groups of people. Health care reform will accelerate this trend.
 A new push for government-sponsored comparative trials will slam the
medical device industry and insurers will ask for comparative trials of new
brands against generic medications as standard practice.
 In 2010, a major drug company will break up.
 In one category there still is the possibility of another blockbuster: blood
thinners, particularly those used to prevent strokes in people with atrial
fibrillation.
 More people will continue to go online for health information and most drug
company marketing efforts in social media marketing will fail.
 HCP’s will rely more on the Internet, and less on drug reps, for medical
information.
 The Apple table will be embraced by the healthcare industry as they
integrate the Internet with electronic medical records.
 DTC ads, via TV and print, will decline in overall dollars.

5. And of course health care could
add a lot to the check
The drug industry may have to fork over another $20 billion in healthcare
concessions.

6. Add it all up
+ More money for healthcare
+ Drugs coming off patent
+ Patients consumers of
healthcare
+ Low trust in big pharma
+ Low trust in FDA
+ Increased power of insurers
Pharma needs to change their
business model and the way
they market to consumers and
HCP’s

7. Everyone is going to have to be
more accountable
Everything we do is going to have to
measured to ensure it meets specific
brand and business objectives.

8. A lot of old marketing thinking is
going to go in the trash
Awareness (that does not lead to new
Rx’s)
Reach & Frequency
Big spends on TV spots
Full page print ads
Feel good print ads
Social media (if it can’t be measured as
it relates to objectives)
Push marketing
One message for all segments

9. Because a key element is missing to
make it effective with consumers

10. Marketers can’t hide anymore

11. Because consumers control the
message

12. But is all marketing dead ?

13. Of course not !

14. But there are

15. Starting with consumers
 More patients are going online for health information.
 Most important aspect of online health information?
 Credibility
 Others experiences

16. Even Boomers are changing
 Of the almost 78 million baby
boomers born between 1946 and
1964 in the U.S., more than 40
million are female, making up a
little more than half of the boomer
population.
 The top concerns of all baby
boomers are their health and
healthcare. Women are astute
consumers of healthcare -- they are
often responsible for making
healthcare product purchases for
themselves as well as their families.
*Engage Boomers, Robin Raff, November 2009

17. So where’s the leadership ?
There’s a gap between what senior healthcare executives say
about the importance of patient experience and what they’re
actually doing to improve it. What’s getting in the way? An
absence of leadership and a lack of understanding about what,
exactly, all this patient experience stuff is about.
By GIenna Shaw Patient Experience Survey

18. Some believe social media is the
answer

19. But regardless of what the FDA says
social media, alone, is not the answer
Conclusions: Recent growth of social media is not uniformly distributed across age groups; therefore,
health communication programs utilizing social media must first consider the age of the targeted
population to help ensure that messages reach the intended audience.
Journal of Internet Medical Research
Social Media Use in the United States: Implications for Health Communication
2009

20. It’s only part of a well executed
integrated marketing plan

21. So what direction should marketing
take ?

22. Marketing has to adapt…or perish

23. But, what if ?

24. Marketing was organized around the
target audience?

25. We could
 Take the message to our audience where
they are at the time when the message
can have the greatest impact

26. Impact patients at each decision
point to overcome objections
New
Rx

27. And work with HCP’s to deliver
great information via their practice
Help me help
my patients by
providing great
information
for better
outcomes !

28. So maybe targeting marketing
around our audience could work !

29. Such as New Patient Marketing
Objective
Convert new patients into customers
Strategy
Raise awareness of product/disease state
Optimize promotional mix to convert
prospects into customers
Customized patient education via HCP
Measurement
New Rx’s

30. + Compliance-Adherence marketing
Objective
Ensure current customers remain compliant and adherent to
medication
Strategy
Tie-in HCP CRM to motivate patients
Develop messages as needed to keep patients adherent &
compliant to medications.
Measurement
Adherence and compliance rates
Drop out rates

31. With Patient Satisfaction Marketing
Objective
Convert customers into brand advocates
Strategy
Develop relationship with current customers and ask for their
input on marketing.
Offer value exchange in new information on disease state/
medication via thought leaders and clinical trials.
Measurement
Brand satisfaction rating
Trust of the company/brand with consumers-patients
Brand advocates

32. Each channel optimized for
greatest impact on patients
New Patient X X X Disease
Marketing State
Compliance X X X
Adherence CRM
Marketing
Patient X X X
Satisfaction
Marketing
By separating marketing into different channels with different objectives and measurement
marketing can better be optimized for each channel.

33. But remember to integrate brand
objectives with patient needs
This is often the hardest aspect of marketing to empowered consumers and patients.
Go too heavy on brand objectives and you might lose consumers; too heavy on
patient needs and wants and you’ll wind up with a reduced ROI

34. And what about HCP Marketing ?

35. Believe it or not HCP’s are consumers
too

36. HCP marketing is also changing
 Many physicians see
detailers only with scheduled
appointments.
 Pharma’s ROI in its sales
force has plummeted*.
 For every 100 reps who visit a
practice,
 37 place their products in the office’s
sample cabinet,
 and only 20 speak to a physician in
person
*The New York-based consulting group TNS
Healthcare.

37. HCP’s are embracing social media
 Rise Of Physician-only Social Networking. There are a number of sites such as Sermo, Ozmosis and SocialMD
that offer physicians the chance to connect with others in their profession for knowledge sharing, networking
and support.
 Increasing Utility Of Pharma Customer Service Portals. Most large Pharma brands have their own specific
physician customer service portals (Merck Services, Pfizer Pro, and Novo Medlink) where docs can do
everything from downloading samples or patient education information to conducting live video
conferencing with company representatives.
 Medical Journals & Ongoing Education Are Moving Online. Social media is taking a larger role in the
information that physicians consume on an ongoing basis. Some medical journals are moving to an online-
only format, while others offer a more interactive experience for physicians to engage with their content.
Coupled with CME courses and other educational content, this area is growing rapidly as an easy and
convenient way for physicians to continue learning and stay up to date on new developments and trends in
their specialty.
 Widgets, Apps and Cool Tools Are In Demand. As more physicians continue to use smart phones and the
iPhone in particular, they are seeking applications to help them to everything from calculations on the fly, to
watching videos of real procedures and surgical techniques. Online video has been popular already, but the
ability to now take these videos and make them portable to go anywhere is unlocking their potential to a
wider range of Physicians.
 Blogging Physicians Humanizing The Industry. There are an emerging group of top physician blogs such as
KevinMD which are offering the physician’s perspective on issues related to healthcare, but generally in a tone
and language that is more approachable by non-medical people. As a result, they are unlocking some of the
mystery behind medical decisions and helping to humanize the industry … a powerful social force.
How Doctors are using Social Media, Rohit Bhargava, Ogilvy Worldwide

38. They are inundated with too much
paperwork today

39. So help them help their patients and
enhance their practice
Patient educational
materials
Patient compliance
Patient adherence
Integrate DTC marketing materials with HCP and patient needs

40. Any by taking the lead you can
enhance your brand + company

41. Don’t forget that each HCP
segment has different needs
 Physicians- Separate marketing messages by
specialty, prescribing patterns and attitudes.
 Nurses- Don’t ignore nurses they are becoming
a more important mix in the health care
transaction model.
 Pharmacists- Patients who don’t have time to
talk to physicians often talk to pharmacists
and ask questions. They can be a valuable
source of information on your product.

42. So what’s a marketer to do ?
" Time to rethink
marketing
" Transform marketing
NOW
" Try new things
" Really understand online
analytics
" Let everyone know that
things have changed.
" Bring regulatory and
legal people into the
fold and teach them
why new marketing
(media) is important

43. Time to change marketing
because hope is not a strategy

44. Richard Meyer
HEALTHCARE MARKETING PROFESSIONAL
Results-driven senior marketing executive offering a strong balance between business savvy and creative
capabilities. Proven track record of 17+ years of experience contributing to the advanced performance, growth,
and profitability of leading pharmaceutical and medical device brands. Leverages market intelligence to devise
performance driven marketing strategies that translate consumer attitudes and behaviors into business
opportunities and revenue streams. Conceives, develops, and implements targeted DTC/HCP marketing
campaigns that align business needs and objectives with value-added measured marketing initiatives. Teaches,
builds, and spearheads top-performing teams, providing the guidance and support needed to transform sales
and marketing channels into both tactical and strategic business drivers. Core competencies include:
Pre- & Post-Launch DTC/HCP Strategy Development & Execution New Product Introduction • Marketing
Analytics • Strategic Planning • Market & Trend Analysis • Product & Market Positioning • Message
Development Testing • Market Research • Agency Management • Internet Marketing • Team Leadership
richardameyer@me.com
Http://www.worldofdtcmarketing.com
http://www.richsblog.com