Fusion marketing in Oncology :Leading through Innovation

Beverly Smet, Managing Director Across Health Belgium

+32 478 64 28 46

Beverly.smet@a-cross.com

Linkedin.com/in/beverlysmet

a-cross.com/across-health/people/beverly-smet

www.a-cross.com/health

Across Health

Innovative customer-centric approaches 30+ strong consultancy

360° approach: from strategy to implementation and success metrics/KPIs

Unique offering in the life sciences industry

Rapid international expansion Headquarters in Belgium

Offices in 6 countries, incl US

Strong client base 6 of top 10 pharmacos

Several upstart companies with new product launches

International and local level

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We help companies FUSE their traditional channel & customer approaches with proven innovative strategies and tactics, as a key component of the new commercial model.

Where do we play?

FusionMeded/Affairs

Fusionmarketing

Fusionsales

Traditional strategies & customers

New channels New stakeholdersFusion

PR

The Global warming of the Pharma business model Add picture of global warming

Global warming of the traditional pharma business model

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Factors impacting the traditional business model

Increased competition for physician time

Healthcare cost control initiatives in all major markets

Development of the generics industry and generic competition

Rising costs of pharmaceutical R&D

Intertwining value chains

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Nevertheless in Europe, the rep is still king of the mix

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So, when times get really tough, rep downsizing is the first thing that comes into mind

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Like in most other industries, the channel mix for HCPs is fragmenting...

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And online is rapidly coming to the fore

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Title

summary:

text

The art of fusion

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Definition of Fusion marketing

A MATRIX of technology, tactics and channels which can be quickly, dynamically configured in different ways to both speak AND listen to customers and prospects in a way that is appropriate for both the company and target audience

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A seismic shift is taking place...

Push Pull

Monologue Dialogue

Individual Group / Network

Indirect (via prescribers)

Direct (to patients)

Selling Serving

Offline Offline & Online

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Why is it happening right now ?

Marketing (R)evolution Technology explosion New audience

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Marketing (R)evolution

Time spent on traditional advertising channels is eroding in favour of online channels

Pharmaceutical industry has become much more transparent for the general public thanks to the internet

Customers are savvy, sceptical, more demanding and have attention deficit

E-mail addresses have become more available than phone numbers.Forrester predicts annual email volume to double between now and 2013

Even with a very high at-home internet penetration today, mobile phone penetration is even higher

Given the recession, most marketeers intend to increase digital marketing spend

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Technology explosion

The capacity of technological devices doubles every 2 yearsMoore’s law

WEB 2.0 Social media explosion

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New audience

WE ARE ALLIMMIGRANTS

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Digital Immigrants vs Digital Natives

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The ingredients for Marketing Fusion

WEB 2.0

Social Media explosion

Transparency and holism

New audience

Marketing Fusion

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Agenda

 

Strategy first?! How to translate product strategy into fusion execution

Defining the new channel and stakeholder mix Some fusion business models and their metrics

21

2007 All European Physicians*

UK Physician

sGermany

PhysiciansFrance

PhysiciansSpain

PhysiciansItaly

Physicians

Online (past 12 months)

96% 99% 97% 97% 90% 95%

Online for professional purposes

95% 99% 97% 97% 85% 95%

Among all physicians in segment

Source: Manhattan Research : Taking the Pulse® Europe v7.0

* All European Physicians, as defined in this study, refers to physicians in the UK, Germany, France, Spain, and Italy

Next to Reps, the web has become a very important channel

Average time online per week : 10,9 hours !

Percentage of Time Online for Professional Purposes

Among those who are online

Source: Taking the Pulse® v9.0

Approximately what percent of your total weekly online time is for professional or business-related purposes?

Hematology Oncologists (n=100)

All Physicians (n=1897)

Average percent of time

60 % of Oncologists spends 75% or more of their time online for professional purposes !

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“The Internet Is

Essential to My Practice”

20%

94%

Source: Taking the Pulse® v9.0 (2009)

The tipping point has been reached...

BASE : Medical Oncologists Vs 89%All physicians

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However, digital is certainly not an “instant success”….next to the usual suspects of ROI & regulatory…

Across Health emarketing survey 2009

strategy makes it to the list of top hurdles for success in digital…and lack of knowledge is not helping either

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Throwing things at the wall and see what sticks?

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Very often, digital is still seen as a “nice to have”, “check the box” or “let’s be innovative” thing

Due to this lack of fusion thinking & knowledge...

digital is still seen as a

“nice to have”

“check the box”

“let’s be innovative/2.0”

While in reality, it should be tightly embedded into the strategic marketing pillars...the buying process

Mar

ket e

xpan

sion

Sha

re g

ain

Sal

es o

pt.

OriginationOrigination

PresentationPresentation

EvaluationEvaluation

DiagnosisDiagnosis

Treatment ChoiceTreatment Choice

Brand ChoiceBrand Choice

FulfillmentFulfillment

Compliance/PersistenceCompliance/Persistence

What is the buying process for your product?

Which behavioural objective(s) will you focus on?

For which audience?

The principle is as simple as this...(Forrester 2008)

POST

People Assess your customers’ digital activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will changeand what the effect of your actions will be in your customers’ networks

Technology Decide which technologies to use

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Agenda

  How to translate product strategy into multichannel execution

Some fusion business models and their metrics

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Some Fusion business models...

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eRep definition : what is it ?

eRep or Virtual Rep is a live, interactive web presentation between

a (medical) representative and an HCP.

A date and time is set prior to the actual call

eRep: the process

Contact 1 : recruitment by telephone

Contact 2 : if refusal, record in

DB and send info by mail

Contact 4 : Interactive online call (15 min)

Contact 6 : ‘Thank you letter’ and distribution of leaflet

Contact 5 : Satisfaction survey

Contact 3 : first telephone contact by e-rep

eRep potential

Source: Taking the Pulse® v9.0

Sales reps

How would you describe your use or interest in conducting an online meeting via videoconference or video chat at a scheduled time

I already use this service

I am very interested in using this service

I am somewhat interested in using this service

Medical opinion leaders

I am not interested in using this service

Base : Medical oncologists

36 %

68 %

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eMSL : a recipe for success !

Pull instead of Push

Ratio 5:1

Increased productivity :

- higher number of calls

- lower costs

- vacant or remote areas

With whom are you interested in communicating via videoconference or call center?

This is confirmed by market research

Source: Taking the Pulse® v9.0

• Human/ social aspect

• Communication route (telephone/web) most common reason of non acceptance

• Change management

• Content needs to be new and exciting for follow-up calls

• Make sure you have qualitative HCP data

• Still lower acceptance levels than traditional calls

-

• Low technology barriers during interview (both HCP and eRep)

• Longer interview time compared to traditional setting

• Higher message recall

• Increased productivity :- # of calls- lower cost- vacant or remote areas

• High satisfaction levels

• Easy to bring up information

++ -

-

eRep/ MSL pro’s and cons

5 Key KPIs used to evaluate campaign success

Channel valuevalidity of eRep as part of the mix compared to traditional Rep channel

ROID sales(eRep area – Control group area)

eRep project cost

Message Recall% of eRep HCPs that recall product message compared to control group and Rep group

Promotor score• willingness to

recommend eRep technology and product vs control

group and rep group

IMS• Sales increase for

eRep group vs control group and rep group

(MSL Productivity rate)

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Realtime and on-demand broadcasting of scientific events

What is it ?

• one-to-many• live and archived• audio and video over the web

• slides and other materials synchronised with video and audio

• no audio interaction• realtime web Q&A

Annual growth of Medical education mainly due to Online MedEd

2002 2003 2004 2005 20060

2000000

4000000

6000000

8000000

10000000

12000000

14000000

Live Print Online

Source: ACCME 2002-2006 Annual Report Data,

+12%

According to ACCME Annual Report data, participation in CME is up year over year

Par

tici

pat

ion

in M

illio

ns

+7% +14%

+12%

Average CME done online = 36%

Frequency of Professional Activities Conducted Online

Please indicate how frequently (if ever) you attend online conferences for product, condition or treatment information.

1%

23%26%

20%

32%

40%

27%

17% 14%

Medical Oncologists All Physicians

Weekly+

Monthly

Yearly

Never

Don't know

Source: Taking the Pulse® v9.0

57%41%

Benefits

• relatively cheap• unlimited participation• archive available• convenient

(distance/ time zones)

43

Step 1: set-up of a registration microsite

Step 2: distribution of invitation e-newsletter

Realtime and on-demand webcasting process

Automated process after registration

- 1 week - 1 day Event2hrs

+2 daysEvaluation survey + (Accreditation)

On-demand notification

Start broadcast at 17 CET

Broadcasting details Live Q&A

Evaluation survey On-demand notifications

Realtime and on-demand Web conferencing

Broadcasting detailsreminder

Example of an online Oncology debate – Metrics captured

Type: live + on-demand # total registrations: 648 # countries : 51 # company reg. : 153 # oncologist reg.: 495 # Part. on-line: 491 Online participation rate: 76% # Live part. : 276 # On-demand part.: 215 Overall evaluation : 8,6/10 Recommendation score : 8,8/10 Average viewing time : 71%

What about other stakeholders and how toconnect them ?

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For patients and caregivers, the tipping point has been reached too

Source: ePharma Physician, Manhattan Research

2009

Millions of U.S. Adults Looking for Prescription Drug Info Online

2002 2005

Over 100 milliontoday!

54 million

The question is not who is searching for health information online but rather who isn’t

26 million

Also patients and caregivers are online...

Source : Manhattan Research, Cybercitizen Europe

Worldwide community aboutGastrointestinal Stromal Tumors

Worldwide community aboutChronic Myelotic Leukemia

Community Mash-ups connecting different stakeholders

Role selection (patient –caregiver-

professional – patient group)

Screen name in stead of real name

Language selection

Tell your story to the community

(but without open text fields)

Option to be contacted or not

Joining the community

Each stakeholder has its own colour code Zooming in on the map is possible 2 ways of interaction Option to find patient groups or specific

profiles Continuous opinions monitoring

Community participation

Use of Online communities

“How would you describe your interest or use of Online communities or networks when looking for pharmaceutical or health information?”

Source: Cybercitizen® Health Europe v8.0

Q2.1

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If YouTube were a country, it would be the 3rd largest after China and India

FrancePopulation: 65.0M

USAPopulation: 307.0M

BrazilPopulation: 191.6M

JapanPopulation: 127.6M

Unique Visitors: 426.1M

Sources: comScore, May 2009

Using YouTube for Patient & Caregiver Activation

• YouTube is localized in 23 different countries/territories• YouTube is available in 17 different languages

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Activating patients

Insight : More verbal patients get the better treatments

• ‘Branded’ channel aligned with disease portal branding

• Call-to-action testimonial from patient advocacy group

• Patients/ Caregivers can upload testimonials about QoL, Stigma’s, daily challenges, etc.

• Conversion mechanisms to website

• Multilingual

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Regional Campaign set-up

European video repsonses

EMEAadministrator

J&J Italyadministrator

J&J UKadministrator

J&J Franceadministrator

J&J countryadministrator

Italian video repsonses

UK video repsonses

French video repsonses

Country X video repsonses

Local patient association

Call-to-action testimonial

All local channels contain links to local disease awareness sites

Local patient association

Local patient association

Local patient association

European patient association

Industry examples

www.youtube.com/goinsulin www.youtube.com/patientstories

• Measure channel effectiveness not only standalone but also working in concert

• Questions, complaints, online buzz, praise, frustrations, ...

How to measure success ?

•Visitors, Readers, Forum posts,...

Process metrics

Still matter

•Networks, relationships, forwards, conversations

Influence metrics

Will evolve

Feedback metrics

Learn to listen

ROINot only by

channel

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The last 10 years were about

GETTING ONLINE

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The next 10will be about

BEING CLEVER WITH ONLINE

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#In the DIGITAL REVOLUTION we’re

about HALF WAY there.

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It’s a lot like swimming.

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You’re just about halfwayinto the water.

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But can you swim ?

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If you want to receive a copy of the Across Health eMarketing survey results, please send an email to

Beverly.Smet@a-cross.com

Thank you – and good luck!