Contradictions: The Changing World of Pharmaceutical Marketing

CONTRADICTIONS:

The Changing World of

Pharmaceutical

Marketing

James DeLash

April 24, 2014

To be successful in the future

will require….

More sophisticated analysis

Development of additional content

Better use of technology for patients

Contradictions

On one hand…

More data are available

Contradictions

On one hand…


On the other hand…

Marketing analysis is

more complicated

More data are available…

2009…….33%

2013…….50%

Source: Sept 2013 Pew study

E-mail campaign

Marketing analysis is more

complicated…

E-mail campaign

High Value Customer Retention

campaign


complicated…


complicated… Multiple media are involved in almost every campaign



There is no such thing as an individual media ROI

Search

ROI




E-Mail

ROI

Search

ROI




E-Mail

ROI

Search

ROI

Display

ROI

Evaluating individual media needs to be measured

against the behavioral goal


complicated…



E-mail open or click-through rate is not necessarily

good or bad


complicated…



E-mail open or click-through rate is not necessarily

good or bad

How does it affect Rx behavior?......TEST


complicated…

Designing a test…

Benchmarks

So what?

Setting clear, specific objectives is the

only way to get meaningful analysis….

Action * Segment * Cost * Timing

Contradictions

On one hand…


Less access to doctors

for pharmaceutical sales

representatives



more complicated

Contradictions

On one hand…




representatives



more complicated

More ways to reach

doctors using digital

channels

What percentage of physicians prefer to get drug information from pharmaceutical sales reps?

a. 20%

b. 40%

c. 60%

d. 80%

20%

From: CapGemini and Quantia MD 2013 study

Access to physicians is

declining…

45% of physicians severely, or

moderately, limit access to the number

of reps allowed to visit them

Source: ZS Associates 2013 research on physician access

Low patient volume

More doctors in the office

Source: Healthbridge.com, Cegedim healthcare research study


declining…

Clinicians with low rates of physician

access still value the information industry

provides

Source: Healthbridge.com, Cegedim healthcare research study


declining…

What percentage of physicians are willing to try new technologies to

access pharma sales reps?

a. 23%

b. 43%

c. 63%

d. 83%

83%of physicians would be interested in things

like ‘virtual services’

From: CapGemini and Quantia MD 2013 study

What percentage of physicians own smart phones?

a. 58%

b. 68%

c. 78%

d. 88%

Physicians

under 45

Physicians

55 & over

% own smartphone 90% 80%

Hours online professionally 15 9

Use search engines daily 82% 84%

% of time spent using online

resources for clinical decisions 77% 64%

Source: Manhattan Research – Google Physician Channel Adoption Study

So what?

Pharmaceutical companies need to

develop more content to build digital

relationships with physicians

Contradictions

On one hand…




representatives

Patients have more

access to health

information



more complicated

More ways to reach


channels

Contradictions

On one hand…




representatives

Patients have more

access to health

information



more complicated

More ways to reach


channels

No change in patient

adherence rates

Changing Patients

Aging population = more medications

Adherence continues to be a challenge

Privacy becoming a bigger concern

What percentage of people age 65+ use the Internet regularly?

a. 34%

b. 44%

c. 54%

d. 64%

54%

From: Pew Research Health Fact Sheet Jan 2014 study

Between 70-75% of U.S. adults look online for

health information

77% begin their pursuit on search engines

13% begin at sites like WebMD that

specialize in medical information

IMS, 2014

Despite the fact that medications

can save or extend lives, the

average patient fails to follow

her/his pill prescription half the

time.

The percentage of Americans who say they don’t take their

medications as prescribed is:

a. 15%

b. 35%

c. 55%

d. 75%

75%

From: McKesson 2012 study

32 million Americans use three or

more medicines daily

Key Stats on Medication Adherence (PhRMA 2011)

Changing Patients

The economic impact of non-

adherence is estimated to cost $100-

$300 billion annually

Key Stats on Medication Adherence (PhRMA 2011)

Changing Patients

There are more than 43,000

healthcare apps available from the

US iTunes store.

Changing Patients

IMS found that 50 percent of

health apps are downloaded fewer

than 500 times

Changing Patients

So what?

Patient adherence programs need to

be designed to use technology more

than in the past

To be successful in the future

will require….

More sophisticated analysis

Development of additional content

Better use of technology for patients

It's been done before, sorry.

It's been done before, sorry.

It's never been done before, too risky.

It's too obvious.

It's too obvious.

It's too obscure.

It's too easy, everyone can do it.

It's too easy, everyone can do it.

It's too hard to launch, it'll never work.

Most bestsellers are surprise

bestsellers, because there's no sure

thing, at least not where we want to

look for it.

This is the last slide

Contradictions: The Changing World of Pharmaceutical Marketing

Marketing

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