pharmaemarketingreport2011-12sample-111101073624-phpapp01

7/29/2019 pharmaemarketingreport2011-12sample-111101073624-phpapp01

1/9

Pharma eMarketingStrategies Report 2011-12An analysis of the mobile and digital landscape to improveyour marketing mix: boosting brand awareness and sales


2/92

AuthorMarie Gethins

Piers French, Business Research Manager

Clare Jackson, Editor

DisclaimerThe information and opinions in this report wereprepared by eyeforpharma (FC Business Intelligence)

and its partners. FC Business Intelligence has no

obligation to tell you when opinions or information

in this report change. eyeforpharma makes every

effort to use reliable, comprehensive information,

but we make no representation that it is accurate

or complete. In no event shall eyeforpharma (FC

Business Intelligence) and its partners be liable for

any damages, losses, expenses, loss of data, loss of

opportunity or profit caused by the use of the material

or contents of this report.

No part of this document may be distributed, resold,copied, or adapted without eyeforpharmas prior

written permission.

FC Business Intelligence Ltd 2011

Pharma eMarketingstrategies report 2011-12


3/9

Pharma eMarketing Strategies Report

3

Thank you for interest in this eyeforpharma eMarketing Strategies Report 2011-12.

I hope you find it as useful as your peers who have reviewed this document.

This report is only the beginning of our discussions on eMarketing strategy;

despite being comprehensive, there is much more business intelligence I can

provide.

Please get in touch about how I can help support you more to meet your goals:

Research on a topic thats important to your objectives;

Bullet summary of the report;

Slide share presentation / podcast / webinar;

Teleconference with the research team; or even

The opportunity to be included within my future work.

Let me know what more we can do. I look forward to speaking to you soon.

Piers French

Business Research Manager

E: [email protected]

Welcome

Welcome

Your Thoughts

Please click here if you have any thoughts you would like to share with

eyeforpharma on this report.
https://www.surveymonkey.com/s/efpfeedbackhttps://www.surveymonkey.com/s/efpfeedbackhttps://www.surveymonkey.com/s/efpfeedbackhttps://www.surveymonkey.com/s/efpfeedbackhttps://www.surveymonkey.com/s/efpfeedbackhttps://www.surveymonkey.com/s/efpfeedback


4/9


4

Abouteyeforpharma

About eyeforpharma

eyeforpharma helps pharma companies adopt business models that place

patients needs for affordable and accessible healthcare at the centre.

As an eye for, and on, the industry, eyeforpharma exists:

to help pharmaceutical companies stay clearly focused on the core reasons

they exist,

to give them the strategic tools they need to be successful in truly

servingpatients with ingenuity and real value, and

to continue to innovate to meet changing healthcare realities.

eyeforpharma has organised conferences and offered strategic advice for the

pharma industry since 2002. From that date, our business has had 30% growth,

year-on-year. Our mission continues to be the advancement of communication

and information exchange within the dynamic and ever-changing healthcare

industry.


5/9


5

Industryreview

Industry reviewThis eyeforpharma report has come at an important time for those

considering the ROI of marketing strategies. I would recommend it

to anyone wanting to choose the right mix of traditional and digital

marketing initiatives.

Jean-Franois Suelves, International Project Manager at Roche Digital Agency

For anyone trying to better understand the importance of

eMarketing, this report is a valuable read, capturing thought and

case studies from many of the industrys true digital experts. I found

the report comprehensive and balanced compared to most articles

that come across as overly editorial.

Ben Lei Associate Director eMarketing at Genentech

eMarketing provides a wealth of opportunities for the pharmaceutical

industry to connect in a more cost effective and meaningful way

with our customers and consumers. It is no longer a matter of if the

industry will become involved on-line it is a matter of when.

There are challenges posed, both legally and regulatory. However

through working as cross functional teams, with a clear eMarketing

strategy, solutions can be found.

The eMarketing for pharma report provides an excellent overview

for anyone interested in eMarketing. It has a plethora of examples

outlining the opportunities for digital technology and the healthcare

industry. I thoroughly enjoyed reading this report and found it

insightful and thought provoking.

Danielle Tenconi, Little Apple Marketing

Marketing Consultant specialising in developing Global, Regional and Local digital

strategies for OTC brands. 9 years of marketing experience working at Merck Consumer

Healthcare, Unilever and Masterfoods. Current projects are focused on Latin America and

the USA.


6/9


6

Acknowledgements

AcknowledgementsThank you to all of the interviewees, peer reviewers and companies that

contributed to the creation of this report. Without their support, this report could

not have been made. Over 20 in-depth interviews were held with companies that

include MSD, Roche and Philips.

Additionally, a special thank-you must be reserved for the following individuals

who contributed quotations directly:

Dr. Frank Antwerpes, CEO of DocCheck.

Paul Berney, Chief Marketing Officer of the Mobile Marketing Association.

Simon Bjrklund, Nordic Business Development Manager at Bioglan.

Fabrizio Caranci, Multichannel Manager at MSD.

Damon Caiazza, VP Digital Strategist at GSW Worldwide.

David Doherty, Director at 3G Doctor.

Daniel Ghinn, Director of Digital Engagement at Creation Healthcare.

Petteri Jrkk, eBusiness Manager Nordic Area at Janssen-Cilag.

Dr. Matthew Jameson Evans, Chairman of HealthUnlocked.

Christine Jordens, Digital Marketing Manager EMEA at Janssen-Cilag.

Kai Gait, Global Digital Marketing Lead at Roche.

Justin Jones, Director Digital Strategy at Afexa Life Sciences.

Zdravko Mauko, CEO of Farmavita.

Dr. Mathena Pavan, physician at Imperial College.

Dr. Kay Rispeter, Multichannel Marketing Leader at MSD Germany.

Lawrence Sherman, Senior Vice President, Educational Strategy of Prova

Education.

Dr. Kors van Wyngaarden, Director Online Marketing at Philips.

Mert Yentur, CEO of Vayen Solutions.

Olivier Zitoun, CEO of Eveo.

Jean-Franois Suelves, International Project Manager at Roche Digital Agency

Ben Lei Associate Director eMarketing at Genentech


7/9


7

Contents

ContentsWelcome............................................................................................................ 3

About eyeforpharma....................................................................................... 4

Industry Review................................................................................................5

Acknowledgements......................................................................................... 6

List of gures.................................................................................................... 9

Introduction ....................................................................................................10

Methodology....................................................................................................13

Executive summary........................................................................................14

1. eMarketing explained............................................................................... 17 1.1 DeningeMarketingforpharma................................................................ 17 1.2 eMarketingevolution...............................................................................18

1.3 eMarketingdrivers...................................................................................19

2. The new face of pharma customers...................................................... 22 2.1 Doctorsdigitalfootprint.......................................................................... 22 2.1.1 Internetsearches.......................................................................... 22

2.1.2 Physiciannetworks........................................................................24 2.2 Patientspathway.....................................................................................27 2.2.1 Patientnetworksandforums..........................................................27

3. Digital strategies...................................................................................... 30 3.1 Mobile.....................................................................................................31 3.1.1 Mobilephones/smartphones.........................................................32 3.1.2 iPad...............................................................................................33

3.1.3 Mobile-optimisationforwebsites................................................... 36 3.1.4 QuickResponseandSMScodes.....................................................37 3.2 Web........................................................................................................ 39 3.2.1 Websites....................................................................................... 39 3.2.2 Physicianportals............................................................................ 41 3.2.3 WebconferencesandLiveChat...................................................... 42 3.3 Socialmedia............................................................................................43 3.3.1 Physicianandpatientnetworks......................................................43 3.3.2 Datamining.................................................................................. 46 3.3.3 Facebook.......................................................................................47 3.3.4 Twitter ..........................................................................................50 3.3.5 Linkedin......................................................................................... 51

3.3.6 ComparisonsofFacebook,TwitterandLinkedin.............................. 51 3.3.7 YouTube.........................................................................................52 3.3.8 Multi-channelcampaignCaseStudies.............................................52


8/9


8

Contents

3.4 eDetailingandemailsupport....................................................................53 3.5 ElectronicContinuingMedicalEducation(eCME).......................................54 3.6 Clinicaltrialrecruitmentdevelopment.......................................................55

4. Metrics/Measurement of eMarketing effectiveness.......................... 58

5. Traditional and eMarketing integration................................................61 5.1 SuccessfulCaseStudies...........................................................................63 5.2 Lessonslearnt......................................................................................... 64

6. Future of the marketing mix................................................................... 69 6.1 Regulatoryexpertopinion..................................................................... 69 6.2 Regulatorylandscape............................................................................70 6.3 Clinicaltrialrecruitment...........................................................................75 6.4 Salesforce...............................................................................................75 6.5 Google+...................................................................................................77

6.6 Futureoutlook..........................................................................................78Industry learnings ........................................................................................ 80

References...................................................................................................... 84

List of Abbreviations..................................................................................... 90

Key Terms....................................................................................................... 92

Persons quoted.............................................................................................. 93

Companies discussed................................................................................... 94

Case Studies....................................................................................................95


9/9


9

Listoffigures

Figure 1: Pharma executives need for information on the digital habits of patients

Figure 2: Pharma executives need for information on the digital habits of physicians

Figure 3: Global internet penetration, 2011

Figure 4: Breakdown of European smartphone subscription

Figure 5: Breakdown of interviewees for the eyeforpharma eMarketing Strategies 2012 reportFigure 6: Pharma/medical devices executives expected change to their digital resources

in 2012

Figure 7: Breakdown of Health Care Professionals internet use: Who, how often and where

Figure 8: Reasons for Health Care Professionals internet search

Figure 9: Actions taken by Health Care Professionals after an internet search

Figure 10: Physician members of HCP networks in Europe

Figure 11: DocChecks user age profile

Figure 12: Medigate home page

Figure 13: The strategic interest of pharma/medical devices executives in patient portals

Figure 14: HealthUnlocked home page

Figure 15: Pharma/medical device executives expected change in digital marketing

resources expectations 2012-16

Figure 16: Estimated U.S. physician smartphone and iPad adoption 2010; 2011

Figure 17: Pitcher software for iPad

Figure 18: Top 15 Pharma brand websites: level of mobile optimisation and percentage of

internet searches conducted by mobile

Figure 19: PharmaSecure SMS product authenticity code

Figure 20: Pharmas usage of corporate, brand, or disease category websites

Figure 21: Pfizer ManMOT Dont Be A Wilbert video

Figure 22: Pharmas /medical devices executives level of prioritisation on utilising

physician portals

Figure 23: Pharmas/medical devices executives level of prioritisation on utilising patient portals

Figure 24: Pharma company use of eReps; eMSLs

Figure 25: Three models for industry utilisation of physician networks

Figure 26: PfizerPro home page

Figure 27: Pharma/medical device experts use of active listening

Figure 28: Pharma/medical device experts views on Facebooks usefulness

Figure 29: Patient anti-KV Pharmaceutical Facebook campaign

Figure 30: Boehringer Ingelheim Twitter activity

Figure 31: Afexa Life Sciences COLD-FX Athlete of the Year

Figure 32: DEFEND digital trial recruitment

Figure 33: Pharma/medical executives perceived best ROI for digital channels

Figure 34: Symbicort Silhouette campaign

Figure 35: Michele Bachmann; Rick Perry Gardnasil debate

Figure 36: Pfizer Chantix tortoise and hare campaign

Figure 37: Source of pharma Bad Ad complaints

Figure 38: Source of Bad Ad complaints that received comprehensive review

Figure 39: Current digital channel guidance, September 2011

Figure 40: Google+ home page

List of gures

pharmaemarketingreport2011-12sample-111101073624-phpapp01

Documents

Transcript of pharmaemarketingreport2011-12sample-111101073624-phpapp01