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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.

agenda

landscape case 1 case 2

lessons

Backdrop of worldwide trends

High customer expectations…

We have finite resources. Where should we focus?

…lacking capabilities to deliver?

Backdrop of worldwide trends

European, innovation-driven, specialty Pharma

case 1(mobile app as added value service)

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  

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

www.intimzona.hu

0.5% mobile 65.5% mobile

Hungarian Market Research by Szinapszis.

gynecologists

“Information needs of patients increased significantly over the past few years.”

totally  agree

Private Medical Practices

Hölgynaptár / LadyDiary

- symptom diary  - weight tracking  - reminders

- gynecologist list + option to share symptom diary data with the patient’s own gynecologist

patients

HCPs

Richter

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

8%

24%(uses mobile)

64%(NA)

8% of patients used the LadyDiary app during control visits. Additional 24% used their mobiles.

CATI, 2013 Q1

58%

58% of doctors recommended the app for their patients.

CATI, 2013 Q1

serves unmet need

medically relevant

Added Value Services Can Contribute To Achieving

Business Goals

case 2(a 10-brand, CX focused online campaign)

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

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’.

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 !

„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#

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

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

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!”

metric benchmarks (example)

portal benchmark: average ranges of similar activities

Impact on sales

[3 different dimensions projected on each other to fit one chart.]

Customer Experience Driven Campaigns

Can Contribute To Achieving Business Goals

lessons

Digital marketing without a proper plan:

It gives you something to do, but doesn’t get you anywhere.

digital = novelty digital = the norm

We are here.

Peter Hinnsen: The New Normal

Patients want care, not just a pill.

HCPs also need more than a gimmick.

Beyond The Pill

It doesn’t matter how many resources you have, if you don’t know how to use them, they will never be enough.

Thank you for your attention.