digital marketing for pharma (abbott pharma) social media
Post on 04-Dec-2014
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MARKETINGDIGITAL
ABBOTT PHARMA 2013
Increase touch points with doctors
Connect and engage with them. Repeatedly
Create and Curate a destination for doctors in your network
From Detailing to E Detailing
Be present where they (doctors/your influencers) are already
Need
Mobile is the new Stethoscope
Reference
Novartis Oncological Medical Information Mobile app
Decision Support
Pfizer Oncology RSS app curates content
Compliance
Behavior reengineering apps as pills and reminder
Monitoring
Mhealth applications
Pharma : Mobile Channels
Pharma : Digital Channels
Media Messaging Web Mobile Social Media
E DetailingOnline EventsVideos
Email Nurturing SMS
Info sitesEsamplingEbrochuresLanding PagesSearchAds blogs
Information appsReference apps
Community of interestNetworking
GSK for example, when it’s asked about
prescription medicines through its Twitter
account, responds with “We are prohibited
from discussing prescription medicines.
Please speak to a health professional for
advice on this matter.”
social media and following regulations
can be done professionally and effectively.
Sanofi’s use of its YouTube channel which contains a number of adverts that specifically don’t mention product names but instead give a general overview of the business; thus working within the Guidelines.
social media and following regulations
can be done professionally and effectively.
Pfizer on the other hand support a microsite dedicated to employees who blog about the work they are currently doing. Pfizer is proud of its efforts to create a personalised approach to the exposure of its brand through social media:
social media and following regulations
can be done professionally and effectively.
Johnson & Johnson, for example, were one of the first regulated healthcare companies to launch a YouTube channel
Pfizer are ‘proud to be active and responsive on all major social networking platforms’ - utilising YouTube, Facebook and Twitter to interact with customers.
North East based pharmaceutical companies Quantum Pharmaceuticals and The Specials Lab both offer online ordering of special medicines, showing that using ecommerce is also a viable option
GIST Calculator – NovartisHelps calculate risk for Gastro Intestinal Stromal Tumours
Medscape – Wen MDOffers CME activities for doctors
ACE – Genentech Patient Management
Go Meals – SanofiTrack Nutritional Info, monitor fats, proteins etc
iChemoDiary – MercMedication and keep track of symptoms
Novartis Oncology – NovartisProfive doctors timely medical information, e detailing and updates
IT’S NOT JUST HEALTH CARE, MHEALTH IS SELF-CARE
consumer health apps currently in the iTunes store
expected by next summer
9,000+4,000
These apps offer a mind-boggling array of health support, like:
• Calculating calories burned during exercise
• Creating soundtracks to help people fall asleep
• Displaying pictures that can elicit memories from Alzheimer’s patients
• Quantifying pain over time
A Third of Internet savvy doctors have changed patient’s treatment as a result of Internet
Source :Hall & Partners 2011
1 TOOLS, NOT TALK
Physicians want to use your brand (not just hear about it). • What can your brand create
that makes running the practice easier.
• Or conversations with patients more powerful?
• Demonstrate it in the detail and leave it behind with a short URL.
2 BE LOGICAL, NOT LINEAR
Conversations never follow the path you sketched out on a white board.
• Hot spots and callouts let
reps drill down into the data or ideas the physician is most interested in.
• Multiple paths create a sense of discovery.
• All while keeping the detail in the 2-minute window.
3 SHOP, DON’T DROP
Short are the days of Trunk Stock. Today’s docs want a more personal, flexible leave behind.
• We have content physicians
want: tools that support their patients.
• How can we merchandise that in a way that lets docs choose?
• And deliver it to them any way they want.
4STORY BUILDING,
NOT STORYTELLING
The iPad can create a virtual lab, an interactive AR, or any other space you might want to collaborate in
We can build scenarios together.
• That reflect the practice’s real patients.
• And demonstrate the impact of a therapeutic.
FIRST MOVERS IN HEALTH CARE
Truly mobile sites
By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice.
BUT: Only 4% of pharma websites are mobile friendly.
Morgan Stanley, 2010Manhattan Research, 2011The Lathe, 2011
FIRST MOVERS KNOW:It’s not just about the experience.Desktop websites are not designed for small screens.Some say that mobile could become a mandate.
• Logo
• Branding
• Claim
• Indication
• ISI
BEST PRACTICE: MERCK’S JANUMET
• Great, touch-friendly design with big buttons, clear graphics
• Safety information snippets at top of page.
• Phone numbers are active – just tap to start a call
BEST PRACTICE: SANOFI-AVENTIS’ LANTUS
• One of the first mobile sites and still one of our favorites
• Dashboard-style navigation
• App-like navigation
BEST PRACTICE:NOVO NORDISK’S VICTOZA
• Strong branding
• HCP focus
• Easy scroll text pages
TOOLS THAT EMPOWER PATIENTSSanofi-Aventis created GoMeals to support people managing their diabetes. The clever app has calculators and tools that make mealtime decisions easier.
~3,000 people per month visit the GoMeals site. The app itself has 264 reviews across two app stores with
an average rating of 3.5 – 4 stars.
TOOLS THAT POWER BETTER CONVERSATIONS
King Pharmaceuticals’ PainBalance site brings together an incredible collection of tools – from clinical aids to surveys, educational content, REMS, and more.
The site’s visual aids are the most impressive components – they’re exam room ready and
in formats for nearly every device. The site has earned
a lot of time and attention – rating as many as 15,000
visitors in a month and 4-6 minutes of time per visit.
Invest Internet Advertising
PPC - Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
EarnSocial Media
(Pages and Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
OwnBrand and Product
Websites
Mobile Brand and
Product Websites
Proprietary Mobile Applications
Customer Care Services
Proprietary
Digital Content
thank you
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