pharma europe 250213 final-edit2
DESCRIPTION
2014 - the is the year of the digital native. Pharma spending is still heavily allocated toward analog native customers.TRANSCRIPT
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Gregg FisherManaging Director
Mark PrinceClient Partner EMEA
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AT WHAT POINT DOES SENIOR MANAGEMENT NO
LONGER SEE MULTI-CHANNEL MARKETING AS
OPTIONAL?
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WHAT WE ALREADY KNOW!
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� Digital is Integral to Clinical Practice
� Online is Surpassing Offline
83% Euro HCPs use the internet
during the workday
77%between consultations
67% to communicate
with patients
96% HCPs use online professional
sources weekly
Source: Manhattan Research, Taking the Pulse 2012
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� Mobile is Mainstream
81%Smartphone adoption
58% Tablet ownership/use
- doubled from 28% to 58% between 2011 and 2012
65% use mainstream social networks for
professional purposes
� Physicians Are Increasingly Social
Source: Manhattan Research, Taking the Pulse 2012
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WHAT WE OFTEN FAIL TO CONSIDER!
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Early Career
� Training and continuing education
� Diverse/frequent information sources
� Easiest to reach
� Most impressionable
Late Career
� Set in ways, resists behavior change
� Narrow/infrequent information sources
� Most difficult to reach
� Least impressionable
THE IMPACT OF THE GENERATION GAP
Span of ~40 YearsAge 27 Age 65
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Internet Pre-History:
PCs, Dial-Up Services
and Satellite Phones
A BRIEF HISTORY OF THE INTERNET
eCommerce, high-speed
ISPs, mobile, social and
semantic web
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A TALE OF TWO DOCTORS!
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ANALOG NATIVES
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DIGITAL NATIVES
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A doctor who qualified during or after the internet
went mainstream – and has relied on digital and has relied on digital and has relied on digital and has relied on digital
interactions through connective digital interactions through connective digital interactions through connective digital interactions through connective digital
technologies for technologies for technologies for technologies for his/her entire his/her entire his/her entire his/her entire
professional careerprofessional careerprofessional careerprofessional career
DIGITALLY-NATIVE HCPs
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GETTING TO KNOWTHE DIGITAL NATIVES
Age 8! (1995)
the Web
went public
Age 10! (1997)
the dot-com boom
Age 14! (2001)
doing homework using
Wikipedia
Age 18! (2005)
Facebook expands
to 21 universities
in the UK
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HERE’S THE PREDICTION!
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2014 = A TIPPING POINT
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DIGITAL TIPPING POINT
� In 2014, the majority of HCPs will be digitally-native.
49%
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CHANGE IS ACCELERATING
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2020
Analog Native
� Age in 2014: 47 and up
� Less engaged with digital media
� 24% ‘always‘ rely on digital sources
THE HCP DIGITAL DIVIDE IN 2014
Digital Native
� Age in 2014: 27–46
� More engaged with digital media
� 55% ‘always‘ rely on digital sources
51 49%%
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LOOKING AT PHARMA MARKETING ALLOCATIONS
IN 2013!
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WHERE IS OUR SPEND DIRECTED TODAY?
Current Pharmaceutical Marketing Investment: 93%
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Current Pharmaceutical Marketing Investment: 7%(Other Industries: 20%)
WHERE SHOULD IT BE DIRECTED?
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‘INNOVATIVE’ FOR PHARMA IS NORMALFOR DIGITALLY-NATIVE CUSTOMERS
13Online hours/wk
93%Online betweenconsultations
92%Using
smartphones
71%Using tablets
Source: Manhattan Research, Taking the Pulse 2012
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WE’RE STILL OVER-ESTIMATING OFFLINE’S ABILITY TO DELIVER
DIGITALLY-NATIVE HCPs: “When looking for clinical information
to inform my clinical decisions, my first choice is to use!”
Digital sources
Print sources
82%
18%
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SO WHAT ARE THE IMPLICATIONS?
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Our customers have changed irreversibly
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Senior management can no longer ignore customer preferences
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The new behaviors require transformational change vs incremental
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PRINCIPLES OF NEW MODEL
Utility vs Promotion
Pull vs Push
Multi-Channel vs Multiple Channels
Portable Content vs Channel Tactics
Rep as Valuable Partner vs Sales Agent
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WHAT’LL FINALLY MOVE THINGS FORWARD?
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GET THEINFOGRAPHIC:‘2014:YEAR OFTHE DIGITALLY-NATIVE HCP’
Available on slide share.