added value services and customer experience in pharma ... added value... · lady diary - app...
TRANSCRIPT
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Added Value Services And Customer Experience In Pharma Marketing
János Pénzes MD international e-marketing manager
Gedeon Richter Plc.@drpenzesjanos
DigiPharma Day, Vilnius8th September 2015.
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agenda
landscape case 1 case 2
lessons
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Backdrop of worldwide trends
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High customer expectations…
We have finite resources. Where should we focus?
…lacking capabilities to deliver?
Backdrop of worldwide trends
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European, innovation-driven, specialty Pharma
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case 1(mobile app as added value service)
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Pan-European, Innovation-driven, Specialty Pharma
HU: OC market leader à aiming to secure position - rep-HCP partnership development - corporate image building - closer relationship with end users
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Pew Internet/CHCF Health Survey, August 7-‐September 6, 2012. N=3,014 adults ages 18+.
52% of smartphone users search for health related info on their mobiles.
52%
HU: 1/3 chr. patients own a
smartphone
…and on ¼ of those, there is a
health app.Szinapszis, 2013 Q1
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www.intimzona.hu
0.5% mobile 65.5% mobile
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Hungarian Market Research by Szinapszis.
gynecologists
“Information needs of patients increased significantly over the past few years.”
totally agree
Private Medical Practices
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Hölgynaptár / LadyDiary
- symptom diary - weight tracking - reminders
- gynecologist list + option to share symptom diary data with the patient’s own gynecologist
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patients
HCPs
Richter
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Lady Diary - app analytics
86 500+downloads(vs 50%+ mhealth apps
have fewer than 500 downloads: IMS)
TOP 5 App Store Medical (FREE)
iOS
launch2012. VII.
android
launch2012. XII.
20% active users
per week
76 sec average session
length
10% use
of pill reminder
33.4%90 day retention
(vs. 30%*)
*= benchmark data from Flurry.com; category: Health&Fittness
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8%
24%(uses mobile)
64%(NA)
8% of patients used the LadyDiary app during control visits. Additional 24% used their mobiles.
CATI, 2013 Q1
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58%
58% of doctors recommended the app for their patients.
CATI, 2013 Q1
serves unmet need
medically relevant
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Added Value Services Can Contribute To Achieving
Business Goals
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case 2(a 10-brand, CX focused online campaign)
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In Hungary:(- OC market leader) - additional wide branded generic portfolio
à How to fill the gap between F2F visits and enhance them with online tools?
One business unit, 22 products, 50 medreps in 3 lines = constant challenge to balance F2F and NPP efforts
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Stakeholders’ Needs Matrixstakeholder group 1. stakeholder group 2. …
Who are we targeting?Why are they important or valuable to us?What are their needs?How are we going to satisfy their needs?How are we going to engage with them?Where are we going to engage with them?When are we going to engage with them?What are the goals from this engagement?What is the measurable success indicator?
PLANNINGà How to fill the gap between F2F visits and enhance them with online tools?
Before going digital - ‚go customer’.
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PLANNING (contd.)
• Identifying communications goals • Running a full content audit • Aligning the schedule of other activities • Connecting the dots:
- online communication possibilities- content development / repurposing- aligning goals/content/formats(!)/timings
Jan. Febr. Márc. Ápr. Máj. Jún. Júl. Aug. Szept. Okt. Nov. Dec. Szakmai hír X X Szakmai cikk X X X Tudás a gyakorlatban X X X X X Játék X X X X X X Szakértő pár percben X Konzílium X X X X Képvizit X X E-dm 2X X X X X 2X X 2X Rovatszponzorálás X X X X X X X X X X X X Bannermegjelenés 2X X 2X 2X Hírlevél-banner 3X 3X 3X 3X Gyógyszerhír X X X PR-cikk X X X Minisite/TAG X !
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„Attacked by own cat!” „I was the physician of His Majesty” „It started in the jakuzzi” „Lets save Beethoven!”
Series of Interactive Patient Cases
Imaginary patient stories 5-11 steps with relevant QsImmediate feedback No prize motivation
1.#lépcső# 2.#lépcső# 3.#lépcső## 4.#lépcső## 5.#lépcső# 6.#lépcső# 7.#lépcső#
1496% 1038% 980% 946% 940% 911% 908%
Lépcsőnkén1%olvaso6sági%adatok%olvasók#száma#
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Shoot ’em up game with bacteria
3 antibiotics as ammo Lots of different pathogens Time limit to select the adequate ammo Immediate feedback, points Points explained at end of game No prize motivation
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ASPECTS OF EVALUATION1. Responses in interactive items 2. User ratings and comments 3. Metrics against benchmarks
- vs. our own previous performance- vs. avegare performance figures recorded by Webdoki
4. Impact on sales
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feedback
„Brilliant ad, I loved it!”
„Imaginative, interesting and witty ad!„
„SUPER!”
„Let me tell you about an interesting article I
read about your product…”
„I saved the life Beethoven!”
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metric benchmarks (example)
portal benchmark: average ranges of similar activities
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Impact on sales
[3 different dimensions projected on each other to fit one chart.]
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Customer Experience Driven Campaigns
Can Contribute To Achieving Business Goals
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lessons
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Digital marketing without a proper plan:
It gives you something to do, but doesn’t get you anywhere.
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digital = novelty digital = the norm
We are here.
Peter Hinnsen: The New Normal
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Patients want care, not just a pill.
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HCPs also need more than a gimmick.
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Beyond The Pill
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It doesn’t matter how many resources you have, if you don’t know how to use them, they will never be enough.
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Thank you for your attention.