optimizing the digital channel for hcps
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OPTIMIZINGOPTIMIZINGDIGITALthe
PROMO CHANNELforHCPs
Key Take-Aways
HCPs are Forming Brand Impressions Online
Reconsider the Branded Product Site
Be FINDABLE
Digital Interface = PC + MOBILE
Branded Presence BEFOREBEFORE Social Media
1
2
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HCPsare forming Impressions
about your brand Online.
1
A BRAND IS NOT WHAT YOU SAY IT IS.
IT’S WHAT THEYTHEY SAY IT IS.
Marty Neumeier, The Brand Gap, 2006
How doHCPsform Impressions ?
Past Experience/Opinions/Beliefs
+JOI Rep communications + Competitive Reps + CHE +
Clinical data + KOL usage + Colleague discussions +
RN/Pharmacist opinions + Patient feedback + Print Promo
media + Medical Conferences + On-line promo media +
Clinical trials + Company Advisory meetings + The Press
+ Sample availability + Access status + Advocacy group
communications + Caregiver opinions= NET IMPRESSION
New Experiences
Print Promo Media
CHE
Clinical Data
Medical Conferences
Clinical Trials
Advisory Boards
Patients/Caregivers
Sales Reps
On-line Promo Media
Advocacy Groups
Access Status
Samples
KOLs/SpecialistsThe Press
Other HCPs
Colleagues
Point of InfluenceTM Analysis
Print Promo Media
CHE
Clinical Data
Medical Conferences
Clinical Trials
Advisory Boards
Patients/Caregivers
Sales Reps
On-line Promo Media
Advocacy Groups
Access Status
Samples
KOLs/SpecialistsThe Press
Other HCPs
Colleagues
Point of InfluenceTM Analysis
Sales Rep Face Time*
RepOther
*Assumptions: 15 minutes every month
Print Promo Media
CHE
Clinical Data
Conference
Clinical Trials
Advisory Boards
Patients/ Caregivers
Sales Reps
On-line Promo Media
Advocacy Groups
Access Status
Samples
KOLs/SpecsThe Press
Other HCPs
Colleagues
What’s Changed?
It’s not WHAT they
are influenced by...
It’s the HOW.
Print Promo Media
CHE
Clinical Data
Medical Conferences
Clinical Trials
Advisory Boards
Patients/Caregivers
Sales Reps
On-line Promo Media
Advocacy Groups
Access Status
Samples
KOLs/SpecialistsThe Press
Other HCPs
Colleagues
POITM Analysis: Digital Influence?
Print Promo Media
CHE
Clinical Data
Medical Conferences
Clinical Trials
Advisory Boards
Patients/Caregivers
Sales Reps
On-line Promo Media
Advocacy Groups
Access Status
Samples
KOLs/SpecialistsThe Press
Other HCPs
Colleagues
POITM Analysis: Digital Influence?
What are MD’s doing online?
Jupiter Research 2008
•81% visit peer-reviewed online journals
•64% watch medical/health videos
•48% read medical/health blogs
•31% listen to medical podcasts
•21% visit medical chat rooms/bulletin boards
•
What are MD’s doing online?
Essential Research, Oct 2008. n=500 practicing Canadian PCPs
Reconsiderthe branded
2
Product Site.
Evolution of the Branded Product Site
The Past:• Brochureware• Content Heavy• Over-ambitious
• Expensive• High-maintenance
Build it and they won’twon’t come
Evolution of the Branded Product Site
The Present:• Simple Design
• Media-Rich• Easy to Navigate
• Low-maintenance• Objective-Focused
Offer value & a place to go NEXT.NEXT.
Make it Easy to
Let Them IN.
oncedaily
OR
Why a Branded Canadian Site?
• Integrate the promotion of BrandX.ca into your Canadian marketing activities
• Engage physicians directly with JOI Canada
• Offer French content to francophone customers
Be FINDABLE.
3
Universe picture with brandx.com
BrandX.com
Three Ways to Make it FINDABLE
• Build an Integrated Campaign
• On-Line Media
• Search Engine Marketing
What is an Integrated Campaign?
Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage
and move audiences through the sales cycle— wherever they live, work and play.
Journal of Integrated Marketing Communications, 2009
Why an Integrated Campaign?
• Increases frequency of message
• Message consistency
• Fewer dead ends
• Provides path from Awareness Adoption
• Measurability at every step
Integrated Promotion
+
Offline &
Online Promotion
Product Website
Integrating with Offline Promotion
• URL + Access Code + Call to Action on…
• Rep business cards
• All leave behind materials
• All Journal Ads
• All DM pieces
Banner Opportunities: 2003
Banner- Enabled Website
E-Newsletter- Enabled Websites
CMA CMAJ Pulsus
2003
Banner Opportunities: 2009
Banner- Enabled Website
E-Newsletter- Enabled Websites
CMA CMAJ OMA
Medical Post NEJM Pulsus
Parkhurst Exchange Doctor’s Review
L’Actualité MedScape-MedPulse
2009
Online Media Opportunities
NON-GATEDNON-GATED• All users are considered “general public”• DTC rules apply for:
• Banners• E-Newsletters
“Reminder only” opportunity with HCPs
Online Media Opportunities
GATEDGATED• User is identified/confirmed as an HCP on site• PAAB rules apply for on-site promo • Link beyond login on branded site• Targeted ads by specialty will be commonplace
Momentum is behind Gated sites
Expandable Banner Example (NEJM)
Expandable Banner Example (NEJM)
How many people are
SEARCHINGfor info about your
BRANDSon THE WEB?
Canada Canada is a
Nation.Nation.
Tramacet: 14,80014,800
Risperdal: 6,6006,600Prezista: 220220
Levaquin: 6,2006,200
Concerta: 22,00022,000
Reminyl: 2,4002,400
Tri-Cyclen: 22,90022,900
Eprex: 1,6001,600
Google Searches from a Canadian Computer, September 2009
95% Of physicians report using a search engine to find medical
information online.Manhattan Research 2007
Physician Targeted Google Ad Words
Learn about Prezista Safety & Efficacy Information for Canadian Physicians www.prezista.ca
Bumper Slide
Digital Interface = PC + MOBILE
+
4Digital Interface =
Bumper Slide
Digital Interface = PC + MOBILE58%58% of Physiciansuse a PDA atat Point-of-Care
Essential Research, Oct 2008. n=500 practicing Canadian PCPs
Bumper Slide
Digital Interface = PC + MOBILE47%47% of Physiciansuse a PDA betweenbetween patient consults
Essential Research, Oct 2008. n=500 practicing Canadian PCPs
Bumper Slide
Digital Interface = PC + MOBILE27%27% of Physiciansuse a PDA duringduring patient consults
Essential Research, Oct 2008. n=500 practicing Canadian PCPs
Mobile Considerations
• Disease Management Applications
• Ensure your branded site is mobile-friendly
• Create mobile access points offline
Disease Management Applications
• 2 leading platforms: iPhone & Blackberry
• iTunes has 1,544 medical apps
• Blackberry App World has 100
Disease Management Applications
TODAY:TODAY: app offering is mainly reference guides and dosage calculators.
TOMORROW:TOMORROW: tools to enhance a physician/patient interaction?
Mobile-Friendly Sites
To visit healthinfoformen.com, please click here.
Or, to visit on your computer, please enter your email address to receive a personal invitation.
submit
Ensure your digital offering is viewable here.
Create Mobile Access Points Offline
• Nike
• National Post
• BMO
• American Airlines
• VW
• Sears
Create Mobile Access Points Offline
Create Mobile Access Points Offline
To visit healthinfoformen.com, please click here.
Or, to visit on your computer, please enter your email address to receive a personal invitation.
submit
5Branded PresenceThink
BeforeSocial Media.
The Open Text Box Today…
Let us know your experience with BrandX*:
*Policy: conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,
conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions. Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,
conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,
conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, condition, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions.
Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,
Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,
Company is obliged to remove anything outside the limits of the approved PM
Canadian Physician Social Network: Asklepios
Asklepios.ca
Create your own “Private” Physician Social Network
Create your own “Private” Physician Social Network
Your Branded Site: The Anchor
All of the attention you think you should be spending on online marketing in the many digital
channels and platforms will bring your company or brand zero return if you don't have a website
that is not only nice and easy-to-use, but findable…Mitch Joel, President, Twist Image
Key Take-Aways
HCPs are Forming Brand Impressions Online
Reconsider the Branded Product Site
Be FINDABLE
Digital Interface = PC + MOBILE
Branded Presence BEFOREBEFORE Social Media
1
2
3
4
5
OPTIMIZINGOPTIMIZINGDIGITALthe
PROMO CHANNELforHCPs
Contact:
Greg Rice, Managing Director
T) 416-933-4740
E) greg.rice@eurorscg.com
W) eurorscglife.ca
B) futurepharma.wordpress.com
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