Online Physician Education, Center for Business Intelligence March 2004

eDetailing Strategies for a Higher Physician Response

March 2004

Croom M. Lawrence

e-Marketing & Consumer Communications

Wyeth Pharmaceuticals

Disclaimer

The statements contained in this presentation reflect the viewpoints of the individual presenter and his experiences. This presentation is not endorsed by nor does it necessarily reflect the views of

Wyeth or any of its subsidiaries.

Key Questions

What is the situation analysis for field promotion?

How do I identify the ‘e-Channel’ and its appropriate use?

How do I determine the right marketing mix?

How do I overcome organizational barriers?

How do we measure the impact of eDetailing?

What are the recommendations for the future?


Marketing to HCP’s - Growth used to be simple

SOURCE: CGEY Analysis, Perspectives on Life Sciences, 2000/01.

US Sales Force Size and Market Share, 2000


SOURCE: Credit Suisse/Scott Levin, 2001.

• Promotional spending has passed the point of diminishing returns.

• Pharmaceutical Firms are forced to innovate

Physicians are feeling overwhelmed…sales reps are having an increasingly difficult time accessing and influencing physicians…


71%

6%

62%

0% 20% 40% 60% 80% 100%

30-60 Minutes

2 + Hours

6+ Hours

Percentage of Physicians

Source: Jupiter/MDLinx, Inc. Physician Survey (6/03), n= 195 (US only)

Questions asked: In the last 6 months, how many hours a week do you spend using the Internet for work-related activities? How many hours do you spend face to face with drug representatives?

Weekly Online Work-Related Activity

Weekly Sales Rep Face-to-Face Time


Physicians spend approx. 9.6 hours online per week (500 Hours per year)

What Physicians are Doing

90% Looked for clinical info74% Read journals

63% Talked w/ peers

42% Attend online conf.58% Complete CME

Source: Market Facts Consumer Health Media Study July 2002 N=1,501BCG/Harris Interactive eHealth Physician Study June 2002 N= 385Manhattan Research Physician Health Media Study July 2002 N=300Fulcrum Analytics, CyberCitizenHealth, 2001; AMA Physicians & The Internet Study – 1997; Jupiter Media Metrix - 1997

Sources AMA 1997 Physician Health Media Study, Manhattan Research – July 2003

Physician Internet Activity

95%eHealth


Pharma continues to test a broad range of tactics

Source: Jupiter Executive Survey (3/02), n = 25 (US only); Jupiter Executive Survey (5/00), n = 23 (US only)

Question asked: What online Question asked: What online tactics do you invest in?tactics do you invest in?

Content sponsorship on physician-Content sponsorship on physician- oriented sites e.g., Medscape) oriented sites e.g., Medscape)

Online detailingOnline detailing

Sponsorship programs that enable MDs to Sponsorship programs that enable MDs to set up Web sitesset up Web sites

Underwriting of PDAs, ISP servicesUnderwriting of PDAs, ISP services

Percentage of RespondentsPercentage of Respondents

Online CMEOnline CME

E-mail sponsorshipE-mail sponsorship

4%

13%

4%

54%

8%

24%

20%

24%

48%

56%

68%

58%

17%

0% 20% 40% 60% 80% 100%

2000 2002

Building MD content sites Building MD content sites (e.g., MerckMedicus)(e.g., MerckMedicus)


• Traditional eDetailing just celebrated it’s 6th Birthday!

• Most Pharmaceutical Firms have piloted and scaled successfully

• Relationship management platforms have evolved and become more effective

• Sales force integration and channel integration still hampered

• Marketer still must expand the definition of (now) traditional ‘eDetailing’


3

23

45

52

57

63

75

81

0 20 40 60 80 100

Other

Product sites

Sales reps

Clinical tools

Web wide search

Newsletters

Physician portals

Online and offline journals

Question: Which of the following sources do you use to research and stay updated on prescription drugs? (Please select all that apply)

Source: Jupiter Research/MD Linx, Inc. Physicians Survey (6/03), n = 195 (Physicians who use the Internet for work-related activities US only)

Percentage of Online Doctors


From the Physician’s perspective:Key benefits of the Traditional eDetailing experience

5%

30%

32%

69%

75%

94%

0% 20% 40% 60% 80% 100%

Other

Ability to request samples

Content quality

No Sales Rep hassle

Quick and Easy

Participate when convenient

Q: What do you like most about eDetailing?*

Over 85% of iDetailed physicians were happy with their online experience and intend to participate in more programs. Key factors were:

- Convenience - most doctors complete their details at the end of the day in the office or later at home.

- Quick and easy – doctors spend between 5 and 12 minutes completing the details

* Source: PDR.Net Survey 2002


How do I determine the right marketing mix?

• Create a customer-driven value proposition

• Think micro-marketing, not mass marketing

• Leverage permission marketing

• Compete on customer insight

• Accelerate speed-to-marketing

Future of eDetailing: Keys to Success

Traditional HCP marketing is like strip mining

Decile 10Decile 107,000 prescribers

260 MM scripts36,000 scripts / prescriber








260 MM scripts400 scripts / prescriber



InundateInundate top prescribers

IgnoreIgnoremainstream prescribers

SOURCE: Forrester Research;

The clear and present need: maximize value extraction

Decile 107,000 prescribers












Optimize interactions with top prescribers

Expandreach to mid-tier prescribers through cost-effective channels

SOURCE: Forrester Research;

Ferret outuncaptured value in bottom tiers

Maximize value across product lifecycle

Launch Growth

CompetitiveIntroductions

Rev

enue

s / S

pend

Rev

enue

s / S

pend

Maturity

Maximize sales growth through identification &

targeting of key customer segments

Maximize sales growth through identification &

targeting of key customer segments

Increase value per customer through

segment migration & channel optimization

Increase value per customer through

segment migration & channel optimization

Reduce attrition by mobilizing brand loyalists through

lower-cost channels

Reduce attrition by mobilizing brand loyalists through

lower-cost channelsStra

tegi

esSt

rate

gies

• Predictive profiling• Response modeling• Survey research

• Predictive profiling• Response modeling• Survey research

• Predictive profiling• Product affinity modeling• Segment migration modeling• Response modeling• Survey research

• Predictive profiling• Product affinity modeling• Segment migration modeling• Response modeling• Survey research

• Predictive profiling• Attrition modeling• Survey research

• Predictive profiling• Attrition modeling• Survey research

Ana

lytic

sA

naly

tics

SOURCE: Datamonitor


• Brand Team Champion

• Senior Management Support

• Positive ROI Model

• Strategic Partners and Vendors

• Budget

• Long Range Plan (pilot to scale)

• Clarity of internal communications

Reasons that tactics fail internal hurdles (despite a strong customer value proposition)


Support your idea practitioners!

Scouting

Packaging

Advocating

Implementing

Avid reader of management literatureParticipation in business conferencesFriendly with business gurusInterdisciplinary expertise (Social, economic, tech)

Packaging the Ideas for Organization ConsumptionBuilding logic between the idea and the firmCrafting the value proposition

Internal Advocacy-Top Management-Stakeholders- Strategic Partners

Idea Practitioner helps to make it happenChange ManagementProcess Design, SOP’s Pilot to scale

Change ManagementKnowledge ManagementMarketing Mix OptimizationMarketing EffectivenessCrisis Management

How do we measure the impact of eDetailing?

Value to the CompanyQuantitative Market Research

– Incremental NRx per Physician– Volume Sales – based on total

level of investment– Market Share

• Qualitative Research– Develop cohort analysis to tailor

messages to discreet cohorts – Increase response rates for future

programs• CRM Equity - Opt-in Database

– Reduce re-contact costs for media drivers or market research

Focus on measuring two things:

Value to the Physician

Brand Experience Satisfaction

Practice Efficiencies

Educational Objectives

Patient Clinical Outcomes

What are the recommendations for the future?

Optimizing Reach & Impact Extending Viewing Audience

Best Practices Guide7 ways to help Optimize Reach & Impact

Reach:(1) On-line program recruitment to relevant audience

• Opt-in E-mails, site links, banner ads, sponsorships, text links, search integration, etc.

(2) Extended Reach through re-contact strategy• Utilizing opt-in databases to re-contact interested parties• Once database is developed, this cost is extremely low• Key success Factor - must keep in regular contact with audience with

high value information

(3) Viral Strategies (tell-a-colleague)• If planned in initial development, cost is zero• Easy way to increase your reach & build your re-contact database


Best Practices Guide

(4) Off-line program recruitment• Journal Ads, Society publications, Conventions/Booths

• Goal – to increase your database build over time, lower future program recruitment costs and optimize program efficiency

• Potential company assistance (if requested)

• Part of an integrated educational plan

(5) Program Timing• Taping a live event can take 30-60 days to prepare for internet viewing

• On-line recruitment usually occurs 45-90 days after the live event


Best Practices Guide(6) Metrics

• Vendors should be able to provide the accreditor with the following metrics:

• Number of registrants • Number of professionals who opt-in for future contact• Certificates issued• Post test pass/fail rate• Average time spent viewing program• Breakout of specialty (if applicable)• Where the participant came from (e-mail, Medscape, society, etc)• Unique Visitors• Repeat Self-Reported Survey• Relevance to practice, likelihood of changing habits, material appropriateness• Quality of educational activity - compelling and free of commercial-bias

(7) Other constituencies • The internet has made Triple accreditation more practical in program

design

Summary

• The future……– Many factors will force the workload to continue to creep into the

physicians work day• Government (HIPPA, Medicare Bill)• Demographics (Elderly population)• Political environment (Bio-terrorism fears)• More reps, pharmaceutical marketing

– The demand for valuable, engaging and informative medical education will continue to rise.

– Our future medical professionals, residents, etc. have integrated this medium into their daily workflow & life.

• How will we meet their needs in the future?

Background

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

IM GP/FP Cardio ObGyn Gastro Allergy

# o

f P

hysic

ian

s

Number of Physicians by Specialty

Online in Last 12 Months (96%)

% that use for Clinical Work (74%)

Online Daily Users (61%)

Physician Use of the Internet by Specialty

Source: AMA 2002

Online Physician Education, Center for Business Intelligence March 2004

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