Fusion marketing in Oncology
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Transcript of Fusion marketing in Oncology
Fusion marketing in Oncology :Leading through Innovation
Beverly Smet, Managing Director Across Health Belgium
+32 478 64 28 46
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
www.a-cross.com/health53
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
Thank you – and good luck!