What Indian pharma needs to do to engage with Indian doctors
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Transcript of What Indian pharma needs to do to engage with Indian doctors
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5th Edition – Paris -- June 4-5, 2015
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5th Edition – Paris -- June 4-5, 2015
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5th Edition – Paris -- June 4-5, 2015
Medical profession is seen to be corrupt
Patients don’t trust doctors Media loves doctor bashingViolence against doctors is
increasingly commonPharma is seen to be greedy – the
doctor-pharma nexus is an open secret
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5th Edition – Paris -- June 4-5, 2015
Doctors do not respect MRs – you cannot buy trust !
MRs do not respect doctors - or themselves
Low morale and self-esteem - cannot recruit good MRs
Mug’s game - race to the bottomRegulatory backlashNegative media coverage
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Don’t add any value to my lifeDon’t want to waste my time – or
theirsHow can pharma engage with
doctors like me ?
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How do we reach out to doctors?New problems need new
solutionsDigital marketing offers a lot of
promise !All industries are going online -
and pharma needs to do this too !
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Apps ?Tabs ?Portals ?Whatsapp ?Digital marketing ?Marketing spiel ?
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5th Edition – Paris -- June 4-5, 2015
Not a core competence – digital is still a foreign territory for pharma
Corporate inertia – why fix it if it’s not broken ?
Star MRs feel threatenedHow do you prove ROI ?KOLs are older – most are digital
dinosaurs
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5th Edition – Paris -- June 4-5, 2015
More patientsMore moneyBetter productivity and profitabilityMore fameProfessional prestige
Medical research and publications Invitations to speak at medical
conferencesWork-life balance
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Marketing 101 - go to where your customers are !
In the past, this meant the doctor’s clinic, which is why pharma needed MRs to establish relationships
Today, all doctors are online !Because all their patients are
online !Pharma needs to go online as well !
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Needs to do only one thing - Give every doctor their own website
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Valuable digital real estate - direct source of referrals
Online reputation management Openness, trust and transparency Local language Competitive edge Doctors want and need their own
website but they don’t know how to create a website
You can fill in the gap !
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Patient acquisition – direct source of referrals
Create patient educational materials - spend once, use often
Saves administrative hasslesNo phone tag – email has a much
better signal to noise ratioBecome patient centric and
empathetic
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Doctor is available and accessible
Can doctor shop from homeGet second opinionsTrusted voiceLocal languageTransparency and openness
creates trust
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Direct digital access to the doctorRSS feeds for new drugs and
recent advances. Reach out to patients through the website
Economies of scale, which makes it cost-effective !
Only one chance for the innovator - only one website per doctor
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Bought in bulk by pharma companies
Customised for each individual doctor
Everyone benefits – pharma company, doctor and patient !
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Just a buzzword ?Patient-centric” doesn't mean selling
more products – it means keeping the patient's needs above your own
Long-term philosophyUnchallenged competitive edge
when you become the trusted brand !
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Perceived regulatory hurdles – “ pharma cannot touch the patient”
Digital is not a core competenceCorporate inertiaHow do you prove ROI ?How do you scale up ?
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5th Edition – Paris -- June 4-5, 2015
The right diagnosisThe right treatmentLow costA kind doctor who listens to
themConvenienceHigh quality medical care
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Help patients to find the right doctor !
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Create a one stop digital health destination for Indians
The Indian WebMD !Combine with a call-center –
marry high tech with high touch
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Patient education Disease management Referrals to KOLs Big data analytics Market research - listening to
the voice of the customer R&D - Clinical trial recruitment PR – good corporate citizens
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5th Edition – Paris -- June 4-5, 2015
Promoting SelfCare , so they can do as much for themselves as they can
Helping them with Evidence-Based Guidelines , so they can ask for the right medical treatment that they need – no more and no less
Helping them with Veto Power, so they can say No to medical care they don’t need
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Marketing ?Brand managers ?Customer service ?Corporate social responsibility
Does it make business sense ?
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We try never to forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. — George W(ilhelm) Merck
Address to the Medical College of Virginia, Richmond (1 Dec 1950).
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5th Edition – Paris -- June 4-5, 2015