Dr. Who in the New Age of Healthcare Marketing: Frameworks to Measure Success · 2016-10-28 · Who...

1© GfK October 27, 2016 | Rethink Health, Basel

Dr. Who in the New Age of Healthcare Marketing: Frameworks to Measure Success"GfK Rethink Health, Basel

October 26, 2016© GfK

2© GfK October 27, 2016 | Rethink Health, Basel© GfK 2016 | The Connected Consumer

Time Travel


The “good olddays” of 2004


Rx watershed

Print newspaper sales peaking

Smart phone = Palm Treo

FB on campus


Gen med sales force

Doctors as primary stakeholders

Blockbuster primary care medicines

Push marketing Simpler Times


1 IMS2 Journal of Precision Medicine Jan/Feb, 20163 McKinsey

Travel to the present…

80%28%of the novel new drugs approved in 2015 were

personalized medicines2

2/3rdof new drugs fail to meet

pre-launch sales expectations for their 1st

year on the market3

of drugs never increase share beyond 6 months

post-launch1


New Rx businessmodels

Specialty & oncology

Companion technology

Real-world evidence

Access & pricing

Digital everything

New stakeholders

Non-stop M&A


Digital

Multi-channel

Multi-content

Multi-experience

Relevance > reach

Pull > push

New waysto engage

HCPs

Diminishing returns on detailing

Regulatory strictures

Death of the campaign

Customer in control


** PWC “Top health industry issues of 2016”

And new ways to engage

consumers

Conditioned by life

Empowered with data

Seeking personalization

“The new money managers”**


Consumers>

Sufferers

Connected

Patients as people

Life beyond the disease


Service

Therapy

Technology

Fresh Sources

of Value for Customers

“Otsuka sees Bluetooth pill container as a weapon against Pletal generics”

- FiercePharma, Sept 2016


Upgraded insights

frameworks

new data currencies

for marketing V2.0

Biggish data

Non-linear journeys

Mobile insights

Passive metering

Geo-demo tagging

Cross media

RWE via wearables


New approaches to improve Rx marketing

Digital journey Path to purchase & treatment

Brand equityCustomer-brand relationships

Multichannel marketing Effectiveness of experience points

� understand the “digital blind-spot” of consumer and treater experiences that shape treatment choices

� a customer-centric approach to measuring the strength of brands, using human relationships as a metaphor

� capture effectiveness of in-person detailing versus other experience points, including digital and peer-to-peer


Shopper insights Cross platform audience/shopper measurement and behavior

Simulated storesDigital simulation of shelf behavior

Expert marketing for OTC GfK Recommendation Driver

� shopper behavior and retail strategies for “bricks and clicks”

� GfK FutureBuy

� digital simulated store experience to test packaging, prices, pharmacist OTC brand recommendations

� measure the impact of marketing efforts to shape professional recommendations for OTC products

New approaches to improve consumer healthcare/OTC marketing


Across PC + mobile devices

We can now get real-time, behavioral measures of cross-channel usage, including actual digital behavior

Watch Dr. Who on BBC.com Public transport

schedule

Instagram app

Shopping in a pharmacy

Research new therapy for relative

WebMD

Digital Journey


SOURCE: Digital log-file data n=51 (1195 URL-logs). INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes. All nodes are sized depending upon the number of journeys into that node.

But information search pathways are complex and non-linear

Most used search engines:

Google: 63%Bing: 16%Yahoo: 22%

Insight Nuggets

• search engines are used primarily by younger segments

• older segments use recognized sources like WebMD

• pharmaceutical and supply company sites get less traffic versus non-Rx branded sites

Finish

Start

Search engines

Diabetes information

Pharma company sites

E-Commerce

Social media

Insurance companies

Diabetes supplies

General information

Healthinformation

Digital Journey


27 Meter Search

Diabetesforecast.org(blood glucose meters)

fda.gov(glucose testing device)

consumerreports.org(glucose meters – buying guide)

wikipedia.org(glucose meter)

totalhomecaresupplies.com(diabetic search)

controlyourhealth.com(free meter upgrade)

medtronicdiabetes.com(2014 Bayer MT promo)

accu-chek.com(NANO)

onetouch.com(onetouch-ultra2)

onetouch.com(VERIO)

onetouch.com(offers)

Start

accu-chek.com(AVIVA)

dexcom.com(continuous glucose monitoring)

diabeteshealth.com(meters)

levemir.com (ins. prod.)

(tracking blood sugar)accu-chek.com

(NANO)webmd.com

(glucose meters devlpmt)diabetesmonitor.com(glucose meters / brands)

A example patient’s online search for a new diabetes glucose meter can be an odyssey

Which one did he pick?

onetouch.com(VERIO)

onetouch.com(onetouch-ultra2)

Diabetesforecast.org(blood glucose meters)

End

Digital Journey


If we accept that Rx brand management needs to move from product features to a more customer-centric view…

Touc

h P

oint

s

Treatment NeedsPatient types, practice styles

Professional InfluencesKOLs, conferences

Direct ExperiencePrescribing, detailing, patient feedback

STAGES

EXPERIENCES

Pre/At LaunchAwarenessbut no usage

0 – 3 MonthsEarly trial

3 – 6 MonthsSlowdown, non-repeat due to negative observations (Weakening relationship)

6 – 12 MonthsHigh use(Close friend)

Brand Equity


We need to measure the relationships customers have with brands –not just the attributes – fusing emotions with behavior

Complete stranger

Acquaintance

Fling Enemy

Conflicted relationship

Dissolved friendshipClose friends/family

Social circle

Guru

Brand Equity

But “fling” is not always appropriate in some disease areas…• Occasional or trial use of brand• Low Rx rates but open-minded


…so we developed analogous relationship types for Healthcare Professionals that are validated predictors of equity and share

strong� courtship� alliance� dependable

partner � best friend

weak� indifferent� lapsed

at risk� trapped� rejected� enemybrand

relationshipsare like

human relationships

Brand Equity


37%

31%

26%

25%

26%

22%

33%

31%

0% 10% 20% 30% 40%

Do you know the reach, salience, relationship impact and ROI of each experience point with your brand?

Rep visit

Patient feedback

E-detailing

Brand website

Scientific event

Print advertisement

Direct mail

Internet research

Brand BBrand A Brand C

Owned

Paid

Earned

MCM


Multichannel strategies deserve cross-channel measures of effectiveness

SPENDINGin €

Rep visit 2,737,248

E-detailing 678,218

Brand website 162,478

Scientific event

245,312

Print ad 186,000

Direct mail 145,533

Internet search 46,200

REACH (%)

REACH Extrapolated

COST per contact

in €

QUALITYof experience(ConX score)

EFFECTIVE-NESS:

driving prescribing ACTIONS

31% 7,750 353 41 98 MAINTAIN

22% 5,500 123 20 61 IMPROVE

26% 6,500 25 35 48 EXPLORE

25% 6,250 39 35 100 MAINTAIN

26% 6,500 29 33 42CONSIDER OPP

31% 7,750 19 18 18 STOP

37% 9,250 5 20 12 IMPROVE

Ow

ned

Pai

d

MCM


New Measurement Frameworks

Data Integration Multi-channel & Multi-experience

Brand Relationships > Attributes

Digital World

Dr. Who in the New Age of Healthcare Marketing: Frameworks to Measure Success · 2016-10-28 · Who...

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