medical education - diabetes care...

Company Confidential

© 2011 Eli Lilly and Company

Medical Education - Diabetes Care Online

Lilly Egypt – Tamer Abbas

Lilly Mexico

1

Lilly DiabetesCompany Confidential


DCO opening remarks: Ryan Fuller



Diabetes “E”ngagement initiative

Tamer Abbas

Colette Khaled

Nagla Fathy



Background

“Diabetes care online” as service was not fully maximized by SF in 2012 (83

Physicians were engaged since its launch in Jan 2012)

According to 2012 statistics, number of visits was not incremental, and started

slowing down 3 months after the launch of the service due to lack of

continuous active promotion

The service was leveraged to HCPs based on no insights understanding,

resulting in low level of SF buy-in and consequently low HCP engagement

Minimal SOV was driven through digital channels in 2012



What happened differently in 2013 to leverage on digital

engagement….

Meaningful insights enriched Diabetes Patient Journey;

“I need to receive better diabetes education to be able to better manage my patients”.

The high penetration level of internet usage in Egypt: recent data suggests

that Egypt is listed among the top 20 countries with highest number of internet

users worldwide

Successful Cross functional E-channel workshop was conducted early in

2013 to identify SOV driven from DCO: Achieve more than 3 fold increase in

HCP target users, from 83 in 2012 to 300 HCP by end of 2013 (50% target

list) digitally engaged with Lilly.

DCO is a non-clinical solution Lilly offers to HCPs who are seeking high

quality education.

5



Diabetes “E”ngagement initiative Structure

Critical success factors:

– Share WHY? Are we deploying such an initiative, based on insights derived from

MOT patient journey.

– SF buy-in (How?)

Through high level of execution and passion behind the innovative service to Egyptian

Diabetes.

Selling DCO service in national meetings, articles summary twice monthly and results

summary per reps monthly

– HCP targeting workshop!

Measures of Success:

– HCPs Satisfaction survey by Vovici tool – planned end Q3

– Incremental number of Physicians users engaged with DCO: 300 users by end of

2013

– Incremental number of visits, a metric that shows consistent HCPs engagement with

the service, or active users

6



0

20

40

60

80

100

120

140

# DCO Users - Egypt



Diabetes Care Online Mexico

Valuable CME Support

2013 Planners Meeting

LCC. Indianapolis.

June 2013.


© 2011 Eli Lilly and Company9

DCO Mexico

DCO promoted at Diabetologia 2013 DCO promoted at Endopeds Event2012

Delivering DCO at Medinfo Booth DCO promoted at Mix50 launch



DCO Mexico Metrics (May 2013)



DCO Mexico LEARNINGS

Targeting

– DCO is not for everyone -“VALUE” -

– Promoted in Top Customer

Lilly Events and Endo Congress

Booth & presentation

Also regional events MT Summit

2012-2013

Team work Medical/Marketing

– Medical Liaison Support (TL’s and

residents programs)

– Medical Advisor (Articles Reviewing)

Follow up

– Continue communication with

INFOMEDICA

– Sharing results month by month

Country Users

China 8081

MEXICO 717

India 532

Russia 507

Algeria 459

Top 5 DCO users

(May 2013)

DCO Value

– Multilingual (Spanish)

– Test/Certification

– E-mailing follow up

medical education - diabetes care...

Documents