trends in ehealth: edetailing, apps, social media and online marketing
DESCRIPTION
Current trends in eHealth for pharmazeutical companies.TRANSCRIPT
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Trends in eHealthViennaMay 2, 2012
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AGENDA
1. E-Marketing Categories- Websites- Apps- Video Marketing- Social Media
3. Online Marketing Campaign4. E-Detailing5. Conclusion
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E-Marketing Categories
http://www.slideshare.net/revells/digital-marketing-7384687
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Websites
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Website categories
http://www.slideshare.net/revells/digital-marketing-7384687
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Product Website
Login for healthcare professionals (e.g. DocCheck)
Personalization
CRM-Integration
Interactive presentations
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Apps / mHealth
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Mobile Market - Infographic
http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/
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Mobile Website Version
Only one of the top ten pharmaceutical companies has a mobile optimized website
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Medical-Apps
More than 300 healthcare apps
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mHealth
http://www.slideshare.net/revells/digital-marketing-7384687
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Apps
http://itunes.apple.com/de/app/draco-wundassistent/id491663455?mt=8
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Apps – Merck PSE
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Video Marketing
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Video Marketing
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Video Marketing
Ferring Pharmaceuticals video campaign for the ZomaJet needlefree pen device. The campaign won the prize for best video at the PM Society Awards in 2008.
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Social Media
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Social Media usage of European physicians
http://manhattanresearch.com/Images---Files/Data-Snapshots/European-Physician-Social-Media-Trends
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Social Media: Blogs
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Disease Blog
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Social Media: Communities
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Special Interest Community
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Patient Community
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Patient Community
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Science Community
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Twitter – topic-account
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Twitter – company-account
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Twitter Account – Race with insulin
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Pharma employees on twitter
Pfizer
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Pharma employees on twitter
Sanofi Aventis
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Pharma employees on twitter
GE Healthcare
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Social Media: Facebook
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Facebook-App
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Facebook-App
App for HAE patients: Along with a blood test, an accurate and comprehensive family history can help decrease time to diagnosis.www.cinryze.com or www.ryzeabove.com.
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Sponsored Web Properties
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Facebook Company Page
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Online Marketing Campaign
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Online Marketing Campaign
Bayer Scherings award-winning online marketing campaign for Levitrafor those actively seeking erectile dysfunction information
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Online Marketing Campaign
Bayer Scherings award-winning online marketing campaign for Levitra
http://pharmadigital.wordpress.com/2010/04/11/in-bed-erectile-dysfunction-campaign-overview/
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E-Detailing
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Detailing Situation
1. Physicians are trying to see more patients in less time
2. Physicians’ time is also over-crowded by hospitals, staff and administration
3. There are more sales representatives competing for less physician’s time than ever before
4. Physicians have more trust in colleagues and scientist and think that representatives show a lack of objectivity
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Detailing – What is the effect of it?
https://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219
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E-Detailing Definition
The migration of detailing services to an electronic channel
•that physicians can access to get the information they want
•where they want and
•at a time that is most convenient for them
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E-Detailing Categories & Pros
• Virtual live eDetailing (interact with the sales rep via video and audio in real time)
+ providing a longer interaction with the physician more cost effectively
• Scripted eDetailing (physician watches interactive screens and has the option to contact rep by phone or mail)
+ physician has the convenience of 24/7 availability
• eDetailing through a portal for doctors (access to ready-made communities for doctors)
+ interaction with other physicians
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
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Virtual live E-Detailing
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Scripted E-Detailing
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E-Detailing through a portal for doctors
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E-Detailing Integration with CRM
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E-Detailing Results
• provide physicians with more updated drug information
• simplify the sample ordering process
• help to improve physician relationships
• generate statistical and CRM insights
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
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E-Detailing Results
• decrease detailing costs
Pharmaceutical companies can cut costs using e-Detailing – an online sales session costs about US$110 on average, compared with an approximate cost of US$200 for a field representative’s visit.
Lewis, David. ‘Lilly Takes To The Net For Access To Doctors.’ InternetWeek, 23 April 2001.
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E-Detailing Results
• increasing revenue
study: after the implementation of an eDetailing programme the product’s market share increased by 10% (against a control group of 3%)
http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
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Technical Aspects
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Orchestrating channels
Public Marketing Content
Non-publicProduct Content
MedicalContent
User GeneratedContent
ClosedSocialMedia
NewsServices
PublicSocialMedia
NewsService
Public Website
Brand Comm.”Hub” for
other channels
ClosedWebsite
CampaignE-Detailing
ServicesRep. Contact
Mobile
E-DetailingRep. Contact
ToolsLearning
aggregate and reuse
Integrateanalyze
CRM
optimize
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eMarketing – A technical approachSo
cial /
Web
Ana
lytic
s
Website
•Company•Patient
CMS as central system
single content storage
generates websites for
public and only access for
healthcare professionals
Marketing success is
monitored by analytics
systems
Gathered user data is
stored in CRM systems
for marketing use
Enterprise CMSCQ 5
DocCheckSwissRX
CRXContent
Repository
Website Product
MedService
Social Media
•FB•G+
AssetMgmtMobile
Apps
•Mobile•Tablet
CampaignMarketing
CRM
eMai
l Mar
ketin
gCustomer
Online Marketeers
Personalization Engine - implicit /explicit
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Conclusion
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Top Trends in E-Marketing
From
Analogue
Push Broadcasts
Top-down Communication
Desktop Internet
To
Digital
Pull Content
Dialogue
Mobile Internet
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eMarketing Process
http://www.slideshare.net/revells/digital-marketing-7384687
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Our Recommendations
1. Do campaigns: Integrate E-Marketing with other marketing activities.
2. Use social media to build / improve relationship to all target groups.
3. When using Social Media take risks and communicate authentically, do not misuse Social Media as just another push channel.
4. Integrate E-Detailing with your CRM.
5. Thinks of tools and services you can offer to mobile users (even if they are not directly product-related).
6. Use a powerful ECMS for multi device content management.
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