e-recommendation for pharma (swoper analytics)
DESCRIPTION
Innovative "Pharma-Marketing 2.0" concept is dedicated for pharma companies that want to transform their activities from offline to online. Objective of this concept is to reduce the cost of increasing the share of voice among potential target audience.TRANSCRIPT
E-‐Recommenda,on Concept®
Presenta)on for Pharma Companies July 2013
media/2007/pr_071001.html
Source: Chris Andersen, The Long Tail
„Your words do not determine what people are saying
about your brand. Google does”
2Pharma is a research & e-‐marke)ng company opera)ng in pharmaceu)cal market.
We founded 2Pharma to establish web services for pharmaceu)cal companies in modern )mes when importance of Internet is rapidly growing and marke)ng people are permanently aNer deadlines with offline ac)vi)es. Instead of manage Internet by yourself you can outsource 2Pharma as e-‐Product Manager and partner of choice for your e-‐marke,ng ac,vi,es.
2Pharma is the only one Internet company on Polish market founded and managed by ex-‐pharmaceu)cal managers. Our twenty years of pharmaceu)cal experience gives us huge advantage among Internet compe)tors.
Some of our innova)ve products are supported by European Union under the program “Innova)ve Economy”.
Why 2PHARMA and Internet?!
Web forums are that part of Internet which is underes)mated by digital companies and is more difficult to be monitored in comparison to Facebook or Tweeter.
Main benefit of monitoring web forums comes from huge number of web surfers looking for reliable informa)on.
Our innova)ve search engine helps to inves)gate opinions expressed on web discussion forums with accuracy of data generated by Google.
Why SWOPER?!
WOM LAW OF FEW
10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
Why Web Discussion Forums?!
Source: Malcolm Gladwell, Tipping Point
Why Medical Forums?!
80%!of web
users search for health
information!
75%!research
symptoms online than go discuss with
doctor!
55%!make health
decision based on information
received in web!
2 of 3!web users
search for health information once
a month!
People looking for medical help are supported by those who really cares and experienced same diseases or symptoms. Content on medical forums usually has the highest essen,al meaning compere to other forums.
Sources: Susannah Fox, Online Health Search, 2006, Megapanel PBI / Gemius, 2008, Korzystanie z internbetu medycznego i usług z zakresu e-‐zdrowia w opinii publicznej Polaków w 2007 roku, Przewodnik Lekarza, 2008,
Why SWOPER Analytics?!
2Pharma invented innova)ve methodology of internet forums evalua)on based on Forums Facts Evalua)on® (FFE®) compere to widely use posts analysis. Due to patented methodology and human factor as final valida)on we are achieving 95% accuracy of quan)ta)ve part in our surveys. Together with qualita)ve part of analysis and “traffic” First Page Report® (FPR®) you will get clear guidelines regarding your e-‐marke)ng ac)vi)es.
e-Curiosity Factor!
Based on e-‐Curiosity Factor® (eCF®) epilep,c pa,ents are the most ac,ve web users in researching symptoms and looking for medical informa)on and recommenda)on (may 2013).
1st most active
web patients !epilepsy 726.000 270.000 197.100 3,68 psoriasis 1.320.000 800.000 584.000 2,26 depresion 2.400.000 1.500.000 1.095.000 2,19 asthma 4.440.000 3.700.000 2.701.000 1,64 diabetes 2.400.000 2.600.000 1.898.000 1,26 hypertension 1.320.000 9.500.000 6.935.000 0,19
Disease Searches No of Pts Web Access eCF
Pharmacist HCP
E-‐Recommenda,on
Source of Drug Recommendation!
HIGH COST
No of Reps Rabates
Promo Materials
HIGH COST
No of Reps Sponsorhip
Promo Materials
LOW COST
Customized e-‐marke)nk ac)vi)es
Process of Managing the Web Content!Current Situa)on
target Desired Situa)on
target
E-Recommendation® - Part of Modern Buying Process!
Planning Phase!
Implementation Phase!
Researching Phase!
OBJECTIVE
To build traffic of pa)ents and refer them to relevant
content of the web created in order to get the desired medical recommenda,on
Researching Phase!
First Page Report® helps to list most potential web sites regarding to expected need of web users.!
Forums Facts Evaluation® researches sentiment of opinions expressed on web forums and groups them in term of predefined categories.!
Planning Phase!
PASSIVE
PUBLIC! SOCIAL! SEARCH! SUPPORT! INTEGRITY!
ACTIVE
Passive users are most expensive and least effective target group of web users.!
Modern brand creation processes focus on the active web users,!who support effectively the process of building a brand.!
Fit4Futire® is our own innovative method of grouping web users on the basis of their web activity and planning dedicated activities to selected groups.!
Innovative Products of 2Pharma Supporting Offline !
Forums Facts Evalua)on®
First Page Report®
Fit 4 Future®
E-‐Recommenda)on Concept®
E-‐Curiosity Factor®
