Marketing Engineered:Using digital to fuel business & sales

growth

What are the current trends?

Evolving patient behaviour

• 70% of patients* research their symptoms online

• Rise in the number of migrant population has resulted in high search volumes for HCPs

• Ratings and reviews have become an important part in the decision making process

• Patients are creating their own communities and becoming more engaged

Rise of Internet of Things and wearable tech

• Seamless and real time information exchange

• Set alerts and notifications

• Benchmark your activity across your peer group

Sales is getting tougher

AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

• Tighter control and regulation on Doctor-Pharma interaction

• Value added in terms of information is getting reduced

• E-detailing and sales automation becoming tools of the future

Mobile is the new stethoscope • Personalized, Localized and relevant

information

• Big Data and analytics

• SOS and Emergency notifications

• Alarms and notifications – take medicine, drink water, walk 100 steps etc.

• Empower consumers with updates and digital tools as brand touch-points

Decision Support Reference

Patient Support

Patient Tracking Continuing

Education

How can we create more engagement?

The New Mantra for Digital

SOcial LOcal

MObile COntent

•Engaging the consumers have become more important than engaging the doctors

•Consumers are becoming more involved in the decision making process

•Trust and credibility among consumers will develop brand affinity and a strong pull

•Engaged customers are the best advocates

Multi-channel Marketing• Empower consumers to determine digital interactions

• Provide platforms for consumer interactions

• Create Immersive and interactive consumer experience

Source: http://www.cognizant.com/InsightsWhitepapers/how-pharma-can-fully-digitize-interactions-with-healthcare-professionals-codex1045.pdf

• Segmented marketing

• Paid media channels

• Owned media channels

• Content

• Doctor patient interaction

Content Marketing• Provide relevant and engaging content to both prescribers and consumers

• Helps in building credibility, interest and Top of Mind recall among consumers

• Increase brand touch points

• Build communities, turn followers into advocates

• Increase reach and engagement through content promotion platforms such as Outbrain and Taboola

• Analyze geographies with most affinity to understand prospective markets

Content Marketing

Mobile Apps• Mobile Apps, integrated with IoT devices can suggest you optimal workout sessions

• Track and share the calories burnt among your peer group

• Suggest workout plan based on medical history and health requirements

• Support and guidance to the differently abled

Mobile Apps

• Cultural adaptation: Platform providing diabetic diet information for Indian food

• Localization: Precautions and safety measures for asthma patients, based on air pollution level

Mobile Apps• Deep integration between device capabilities and apps

Big Data and preventive care

• Prediction is the key to prevention

• Helping in prevention is the easiest way to earn customer loyalty

• Advance Warning System: Patients, physicians and hospitals

• Leverage social media as a source for clinical trials

• Internal and external collaboration – integration with wearable tech and IoT

• Collect trends from a controlled geography to improve drug positioning

Social Media

Virtual Events and outreach• Digitally drive promotions and registration for Check-up and camps with children, women and elderly

• Drive engagement and top of the mind recall

• Engage and nurture consumers with outreach programs

• Localization: Hyper-local targeting to maximize reach in the area of the event

• Primary vehicles – Facebook and Google

• Mobile first approach

Sales automation

• Engage prescribers with engaging content

• Give, give, give, ask (for appointment!)

• Sales/MR engagement Automation – assign leads, track and analyze MR activity, assess your sales channel performance through check-ins• Stop lead loss and missed follow-ups – improve sales ROI >40% by using Sales Automation tools

What will shape the future?

Want to know more on how digital can transform your business, please drop a line to:Ranajay SenguptaVice President – New Businessranajay@amuratech.com

Thank You!!