E-Marketing in the Pharmaceutical Industry (a student presentation)
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Transcript of E-Marketing in the Pharmaceutical Industry (a student presentation)
WELCOMEWELCOME
Thank You for coming!
Social Media in Social Media in the the
Pharmaceutical Pharmaceutical IndustryIndustry
“e-Marketing”“e-Marketing”Presented Presented
by:by:Dominic Dominic KennedyKennedy
Rina NismanRina NismanSunny ShahSunny Shah
Thank You
• Dr. Stephanie ZarusDr. Stephanie Zarus• Dr. Melanie Oates• Professor William Ashton• Mrs. Terri Crenshaw• Mayes College of Healthcare Business
& Policy• Networking Coordinators:
– John Costa– Charlie Fritsch– Brittany Parsons
Dominic Kennedy
• Norwood, PA• PM&M ’09• Vice-President of PM&M Student
Club• Interned with Acro Pharmaceuticals• Future Inspirations:
– To become a manager or leader at a pharmaceutical or healthcare company
– Obtain MBA in the near future
Rina Nisman
• Staten Island, NY• PM&M ’10• Interned with:
– Ardis Health, Inc.– SDI Health
• Future Inspirations:– To obtain a position in a healthcare
advertising agency upon graduation– Pursue for an MBA degree in the future
Sunny Shah
• Telford, PA• PM&M ’09• President of PM&M Student Club• Interned with:
– IMS Health– Hospira, Inc.
• Future Inspirations:– Working at Roger Green & Associates after
graduation– Obtain MBA in the near future
Pharma eMarketing in 2008• http://www.youtube.com/watch?
v=YeS6MsOjtQ8&feature=related
Objectives
• Social Media/E-Marketing• Benefits• Negatives• DTC/Sales Reps• Mobile Marketing• Viral Marketing Elements• E-Campaigns• Future of E-Marketing• Conclusion
What are Social Media?
• Wikipedia:– Information content created by people
using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks
History
• 1997 – Six Degrees– First to combine all features– Ended in 2000
• 2002 – Friendster– Compete against Match.com
• 2003 – MySpace– Tom Anderson
• 2004 – Facebook– Harvard only
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
Social Media
• Highly competitive• Constantly changing• Most innovative ones
stay alive• Facebook
– “What’s on your mind?”
Examples of Social Media
• Facebook– www.facebook.com
• Blog– http://fabzfit.blogspot.com/
• Twitter– http://twitter.com/
What is e-Marketing?
• Wikipedia:– The marketing of products or services
over the Internet
• Other names:– Internet Marketing– Web Marketing– Online Marketing
http://en.wikipedia.org/wiki/Online_marketing
The Shift
• FROMPush Broadcasts
Monologue
Individual Consumption
Sales & Marketing Pitch
Attracting Publicity
• TOPull Content
Dialogue
Group Participation
Authenticity/Transparency
Pursuing Interaction
Benefits of e-Marketing
• Global Reach– Internet can reach all over
• Lower Cost– Traditional marketing
• Trackable, measurable results– Customer responses
• 24-hour Marketing– Find information at any time
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999
Benefits of e-Marketing
• Personalization– Log-in and greet
• One-to-One Marketing– Combine with personalization
• More Interesting Campaigns– Music, graphics, videos
• Better Conversion Rate– Few clicks away
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999
Why Pharma Fears e-Marketing• New adverse events submitted by
patients– Law requires AE to be reported to FDA
• Top-down organization– “Control” the stories published
• Many executives are not Internet-savvy– Regulatory and Legal
• Difference between OTC/CPG and Rx• No/Little control over regulated product
http://www.brandweek.com/bw/content_display/current-issue/e3ie08aadb553c2ade9caea50c91352c7aahttp://group8020.com/blog/pharma-should-scared-1988/http://pharmamkting.blogspot.com/2009/01/real-reason-why-pharma-hates-social.html
DTC
• ROI is roughly $2 for every $1– Hasn’t improved in the past 4 years
• DTC Spending:– 2006 = $5.4 billion– 2009 (projected) = $4.2 billion
• Facing intense scrutiny– Different motivators– Different approaches
Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health; MediaPost
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Level of Success
Num
ber o
f Sal
es R
eps p
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Phys
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15 depart before reaching receptionist
28 drop off samples with the receptionist
12 speak to the physician (not remembered)
37 drop samples in samples closet
8 speak to physician (remembered)
http://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219
Sales Reps
• Decline in number of sales rep is accelerating
• Calls per rep are declining– 11% in 2007
• Salaries have increased– 7.1% in 2007
• Cost per call– $170-$255
Robert Palmer, Sudler & Hennessey Digital, 02/09; Pharma Marketing News
Connecting with the Physician
OnlineOnline
DetailDetailSales RepSales Rep
DetailDetail
Relevant &Useful
69% 78%
Accurate &Balanced
44% 30%
InfluencesPrescribing
33% 33%
Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health
E-Marketing in Pharma
• PhRMA guidelines do not apply to ads on the Internet or mobile phones
• 60% of physicians are using or interested in using online social networks– Sermo / Medscape Physician Connect
• Online physicians prescribe 24 more scripts
• Chat Forums + Bulletin Boards = Viral
http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717
http://venturebeat.com/wp-content/uploads/2007/09/sermo-screenshot.gif
Internet Users
• 1 billion people use the Internet daily Internet Usage Around the World
Asia41%
Europe28%
North America18%
ROW13%
Asia
Europe
North America
ROW
http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717
Videos
• 80% internet users– 60% are not YouTube
• 12.7 billion videos watched in November 2008
• Health video is strong and growing– 27% of adults watch– 53% are interested
• Advertising Revenues:– First half of 2007 = $100 million– First half of 2008 = $345 million– 245% increase!Raj Amin, CEO HealthiNation, 02/09
eMarketer, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, 10/08
Mobile Marketing
• Over 271 million mobile phone users• 2.5 billion text messages sent per day• 89% of major brands will market via
mobile by end of 2009• Reminding patients• Informing patients• Marketing tactics
– Coupons, promotions
Chris Field, 3C Interactive, 02/09
Questions/Comments
Elements of aElements of aViral Marketing Viral Marketing
StrategyStrategyDeveloped by: Dr. Ralph F.
WilsonFebruary 1, 2005 4 years
ago
http://www.wilsonweb.com/wmt5/viral-principles.htm
1 – Give-Aways1 – Give-Aways
• Give away valuable product or services
• “Free” is a powerful word• Attract attention• Profit won’t be soon• Free attracts eyeballs• Eyeballs = revenue, sales
opportunities, emails
2 – Ease of Transfer2 – Ease of Transfer
• Provides for effortless transfer to others
• Medium must be easy to transfer and replicate– E-mail, website, graphics,
videos• Internet is great
– Instant communication, easy, effective
• Simplify your message• Short is better
3 – Scales Easily3 – Scales Easily
• Scales easily from small to large
• Spread like wildfire• Must build
scalability to your viral model
4 – Common Behaviors4 – Common Behaviors
• Exploits common behaviors and motivations
• Learn what drives people– Be cool, greed,
popular, love, etc.
• Know for target audience
• Market research
5 – Communication 5 – Communication NetworksNetworks• Utilize existing
communication networks• Most people are social
– Close network has 8-12 people
– Broader network may have hundreds or thousands of people
• E-mail, YouTube, Blogs, Facebook, LinkedIn, MySpace
6 – Others’ Resources6 – Others’ Resources
• Take advantage of others’ resources
• Affiliate programs• News release• Have someone else’s webpage or
newsprint show your message
Questions/Comments
Viral Campaign 1
• Novartis Excedrin “Express Gels”– October 15 – December 18– Goal: Introduce new brand to market– 250+ video submissions (over goal)– 165k+ YouTube Contest Pageviews– #1 Traffic driver to Excedrin.com
• YouTube:– http://www.youtube.com/excedrinexpressgels– http://www.youtube.com/watch?
v=3hy1kCHVoqM
Viral Campaign 2
• Reality Lasik Ignite Health– Client: AMO – IntraLase– May 2007 – April 2008– Conducted market research– Kristin Cavallari (Laguna Beach)– 9 webisodes– Utilized “MySpace” & “Facebook”
• http://www.realitylasik.com/
Viral Campaign 3
• Siemens Healthcare USA• WinanMRI.com Magnetom
Essenza– 101 video submissions– Over 2.68 million viewings– Over 1.4 million votes– 2 winning hospitals– Continued contact with other hospitals
that submitted videos
Video Marketing
• HealthiNation– www.healthination.com/girl-talk
• AZ: “My Asthma Story”– http://www.youtube.com/user/
myasthmastory
• Sanofi-Aventis: “Go Insulin”– http://www.youtube.com/user/goinsulin
Social Media
• Health Central – Breast Cancer– http://www.healthcentral.com/breast-
cancer/
• J&J Corporate Blog– http://www.jnjbtw.com/
• Novartis – ADHD Moms– http://www.facebook.com/s.php?
q=novartis&sid=66d5eb9d221849faf066d851fedc4289&init=q&sf=t#/ADHDMoms?sid=6607435d9f8346518322cb2c15c9bdcd&ref=s
Interactive Websites
• Mirapex RLS Challenge– http://www.mirapex.com/– http://www.rlsrest.com/
Future
• Pharma needs to catch up– Social Media sites (Facebook, blogs,
etc.)– YouTube health channels
• Search• Video advertising and streaming• Closed loop marketing
– Don’t leave customer communication gap open close the loop!
• Limited spending on other channelshttp://social.eyeforpharma.com/story/future-pharma-e-marketing
Future
• Start a blog, but update it!– GSK alliConnect Blog no post since
9/3/08– Centocor CNT0411 no post since
10/8/08
• Develop Pharma eMarketing Guidelines
• Monitoring controls for blogs
http://pharmamkting.blogspot.com/2009/01/new-years-resolutions-for-pharma.html
Growth
• Segmentation– Accurately define target audience
• Integration• Building customer communities
– Chat rooms and blogs– Monitor– Provide accurate and reliable
information
This Just In…
• FDA Demands Pharma Stops ‘Misleading’ Ads on Google, Yahoo– Advertising Age– Published: April 6, 2009
Conclusion
• E-Marketing is the future!• Social Media is being used by Pharma
– Blogs, Facebook, Twitter, etc.
• Viral campaigns are growing• Pull strategy (not push)• Consumers are becoming more aware
– Generate dialogue
Thank You!
Works Cited• http://www.apollomediablog.com/a-brief-history-of-social-media-
part-1/• http://www.brandweek.com/bw/content_display/current-issue/
e3ie08aadb553c2ade9caea50c91352c7aa• http://pharmexec.findpharma.com/pharmexec/Marketing/Social-
Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717
• http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999
• http://www.allbusiness.com/marketing-advertising/marketing-advertising/10602714-1.html
• http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm
• http://pharmexec.findpharma.com/pharmexec/Web+Exclusives/The-Future-of-Media-and-Social-Influence-Marketing/ArticleStandard/Article/detail/579955?contextCategoryId=47505
• http://social.eyeforpharma.com/story/future-pharma-e-marketing• http://www.iirusa.com/epharmasummit/welcome-to-epharma.xml
Works Cited – Pictures• http://thetractorcab.files.wordpress.com/2008/08/smiley-face.jpg• http://www.eternalforest.org/images/Buttons/Objectives_ready.gif• http://static.digitaltrends.com/images/features/history-of-social-networking/sixdegrees%20logo.jpg• http://blog.wired.com/business/images/2008/05/09/friendster_logo.jpg• http://www.aljasoft.com/aljasoft/e-marketing_pick.gif• http://www.mediabistro.com/agencyspy/original/Social%20Media%20Marketing.jpg• http://magnuscfa.org/images/objectives.gif• http://www.24toronto.com/24.jpg/24-full;blend:stars2,33.jpg• http://www.stsc.com.hk/wkc/chorus/music_symbol2.gif• http://splinedoctors.com/blog/wp-content/uploads/2008/07/video_icon2.jpg• http://www.biojobblog.com/uploads/image/dtc(1).jpg• http://tumyeto.com/images/uploaded/sales_rep_duh_opt.jpg• http://blog.newsok.com/hiccups/files/2008/07/cellphone.gif• http://www.masternewmedia.org/images/video-formats_id371298_size480.jpg• http://www.timboucher.com/journal/wp-content/uploads/2007/03/viral-marketing.gif• http://api.ning.com/files/
Z2AsseLKljHmX4e1Kx9jpNC4DqXbvLEaZtyKV*AAdubyinLcywMoz3daRyRE5ucVlsrgzSBRQG6GXfhWbvMIVcJanyyqyI3C/freestuff.jpg
• http://portals.dmst.aueb.gr/dm/images/Internet_Marketing.jpg• http://www.tmac.ca/images/misc/blowhorn.jpg• http://www.mediabistro.com/fishbowlLA/original/71014_MoneyHappiness_vl-vertical.jpg• http://onlinesaleschannels.files.wordpress.com/2007/12/facebook.jpg• http://www.oweb.com/images/mainpicture.jpg• http://thestartingfive.files.wordpress.com/2008/01/question.jpg• http://www.ezdiyelectricity.com/images/icons/question-mark4a.jpg
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