26th of May 1999

www.perhamre.com 1

Scandinavia/the Nordic countries

• Country-population-language-market

• Sweden:8,9 - Swedish - 2 040’’ PPP

• Denmark: 5,3 - Danish - 1 010’’ PPP

• Finland: 5,2 - Finnish - 1 123’’ PPP

• Norway: 4,3 - Norwegian - 803’’ PPP

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Channels to market - the mix

• Tradional marketing in the 80ies

– mechanical

– sales calls

– clinical trials

• Marketing in the 90ies

– relationship

– lobbying

– patient groups

• Marketing in the new milleniun

– micro marketing, individualised

– power shifts, new players

– the patient is coming

• The patient as a consumer

• Caveat: the ego of the budget holder, spending money is reflecting activity

26th of May 1999

www.perhamre.com 3

Advertising

• Broad -spectrum

• Product or image focus?

• Sublety of the message, or identity issues

• Caveat: the ego of the marketing manager

Channel MD Pharm Insurer Patient

AD, DM

Call

Clinical Trial

Symposium

Fun

Profit

Price

Health Econ.

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GatekeepersWhat makes people tick?

• Who are you talking to?

– Doctors

– Pharmacists

– Purchasers

– Agents of influence

– Patients

• Legal restraints

• Ethical rules of the business

• Caveat: difficult to limit efforts

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Direct mail- speaking to you

The approach to the customer may be push, trying to create an impact leading to change of or maintaining behaviour. Or it may be pull, creating an

attraction to which the customer is drawn.

• Small-spectrum

• Localised

• Interactive

• Response measuerment

• May trigger chain of events

• Caveat: follow-up may is important

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Tenders andreference pricing

• New players:

• HMO

• Professional purchasers

• All or nothing situation

• Price attrition

• Caveat: it is not important to sell at all costs

26th of May 1999

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Internet- or brave new world

• Much hype, or gibberish

• The market is not a sum of people and potentials

• Internet is an enormous drawer

• I you want someone to look into your drawer, you better have some rewards

• Boost your customer, empower your customer

• Prime advantage: availibility and indivualising

• Bottom line: Decide on what you want, set the framework, and leave the rest to the technical people

• Benchmark

• Caveat: this is not a technical issue, is a matter of interacting

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Patient groupsand the king - the patient himself

• Some patient groups are very well organised

• They constitute a selection ready made

• The ultimate is to meet the patient as a person, a patient group may be matchmaker

• Caveat: legal restraints and professional ethics

Company

Doctor Patient

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Lobbying- or the reimbursement

game

• Pitfalls are many– Evaluation of outcome

– A good lobbyist is a blessing, a mediocre one is a heavy cost

– The media obeys it own rules

• Succesful lobbying makes a hero out of the politician

• Caveat: you have to have a good story

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www.perhamre.com 10

Disease management tools

• Empowers the medical personell

• May be translated as a genuine interest in the patient, not in the product

• Elaborate, not for any sales reps

• Involves key figures

• Patient may be approached without product focus

• Caveat: treatment tradition is not always evidence based

Product Disease management Good image

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Strategy for DTC marketing

• Rx

• What is the message?

• ”The medium is the message” - or the message interacts with the medium

• Targeting

• Testing

• Interactions

• Empowering

• Caveat: when adressing the patient, you need the gatekeepers to be on your team

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Objective

• How to phrase a well defined outcome

• What are the criteria for success?

• Direct and indirect measures

• Product image, company profile and meta level

• Caveat: do you have a good story?

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Time frame and dynamics

• Budget year

• Moving target period

• Speed to market

• Change of data, flux of information

• Creating differences, changes

• Caveat: both short and long-term

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Costs

• Opportunity costs or discarded options

• Investment

• Discounting

• Synergies

• Caveat: costs may be hidden, and are not always paid!

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Outcome measurement

• What gets measured, tends to be implemented

• The proof of the pudding is in the eating

• Methodogical problems