1) Digital marketing has evolved over the past decade for pharmaceutical companies, moving from early hype to more realistic expectations and integrated multi-channel solutions.
2) Companies now target both doctors and patients online, with challenges around building trust and meeting real needs and preferences.
3) The rise of social media and user-generated content has led to a paradigm shift, with consumers and patients taking more control over health brands and discussions online. Pharmaceutical companies must now decide how and whether to actively participate in these online conversations.
Digital marketing in pharma - trends and way aheadRanajay Sengupta
This presentation captures the trends in the Pharma Marketing today and how digital is shaping consumer behaviour, brand awareness and customer pull. This also includes the areas where Pharma companies should focus in the new era to successfully leverage the potential of digital
The Digital Metamorphosis of the Pharma IndustryLen Starnes
The document discusses the digital transformation of the pharmaceutical industry. It notes changes like aging populations, rising healthcare costs, empowered patients, and new business models. Doctors are becoming "digital" and using social networks and mobile devices. Patients are forming online communities to share health data. The document suggests pharmaceutical companies must adapt by using digital tools, empowering sales forces with mobile technology, and building trust with doctors, patients, and online communities. Pharma must learn from the digital behaviors of doctors and patients to keep pace with their evolving expectations.
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
A pragmatic assessment of the impact of social networking on pharma marketing & sales. Includes analyses of HCPs' social networks, consumer/patient social networks and the convergence of PR with SEO and SEM. Presented at conferences in Zurich, Shanghai and Boston during 2008. This version presented at EyeforPharma's
E-Communications and Online Marketing Summit, Boston, 2008.
Digital marketing offers pharmaceutical companies opportunities to promote their products to different target audiences like doctors, hospitals, patients, and sales teams. It allows customized, interactive engagement through e-detailing, online events, portals, and social media. As internet usage grows in India, the pharmaceutical industry is increasingly adopting digital marketing which offers benefits like controlling messaging and gathering customer data to enable closed-loop marketing. Common opportunities include medical portals for doctors and patients, e-detailing, eCMEs/webinars, search engine optimization, and closed-loop marketing strategies.
It is all about the Digital and Social Media in Pharma industry with special reference to India. In this described physicians preference with the key digital indicator of India. In this also given the list of top 10 companies in Indian pharma sector. At the end, Case-study of Pfizer is also described...
Pharmaceutical Digital Marketing ProjectsZdravko Mauko
This document discusses how pharmaceutical companies can transform pharmacovigilance and adherence tools into customer experience management. It notes that the age of blockbuster drugs is over and new approaches are needed using big data, mobile apps, and a focus on preventative medicine and patient empowerment. Poor medication adherence is a major issue, compromising the real-world benefits of drugs, but new digital technologies now allow companies to better support patients and improve outcomes. Case studies show how mobile apps and remote coaching can significantly increase adherence and patient satisfaction for conditions like asthma and eczema.
The document discusses the opportunities and challenges of social media marketing in the pharmaceutical industry. It notes that while social networking can help interact with healthcare professionals, consumers, and for knowledge sharing, pharmaceutical companies tend to have more risk-averse cultures that value control over information. Effective social media engagement may require companies to adopt more open and collaborative approaches.
Strategies by which Personal Health Record Vendors Increase Market ShareNS_Slideshare
Highlights of research:
*Usage more than doubled from 2.7% in 2008 to 7% in 2009. However, current users are not those who can use it the most (elderly, chronically ill, low-income)
*Top barriers to use: privacy concerns, lack of physician support of phr use, patients not compelled to use phr (associated solutions offered)
*Conclusions: Though many varying opinions, very little data to support clear concensus of direction of PHR industry. However, companies such as Google and Microsoft are continuing with PHR product.
*Recommendations: PHR vendors should parter with fitness/medical device products and charge interface fee, Generate revenue through advertisements on home page of PHR record, Partner with insurance companies, hospitals, physician offices, employers as preferred PHR vendor.
Please review poster for more details including differences between Google and MS Health Vault, a fee-based PHR model and risks.
Pharma Digital Marketing - 5 future trendsmarcmunch2014
Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
Accenture Transformative Power of Healthcare Technology M&A in Life Science 2015Arda Ural, MSc, MBA, PhD
Explosive advances in healthcare technology are enabling new opportunities for technology mergers and acquisitions (M&A) that focus on improving patient outcomes. Digital technologies allow for enhanced patient services and care. Pharmaceutical companies are increasingly engaging in M&A deals and partnerships with medical device and technology companies to develop new business models and position themselves for future growth. Healthcare is undergoing a fundamental shift that is forcing new collaborations across industries to leverage technology for managing health.
Social Media by the Numbers: How Social Media Impacts Healthcare and How Phys...RefluxMD
Social media use has grown significantly with over 70% of adults now using sites like Facebook and Twitter. Healthcare social media use is also increasing, with around 40% of consumers using sites to research health topics, find communities, and learn about procedures. Physicians can benefit from social media by using it to establish their brand, connect with potential new patients, and expand their role in managing existing patients outside of the office. This allows for more continuous education and support that can improve outcomes, especially for chronic conditions.
This document summarizes the key findings of the 2016 Annual Healthcare Professional Communication Report. It finds that email remains the preferred method of contact for 68% of healthcare professionals. It also finds that communications should primarily focus on providing educational value to professionals through materials on continuing medical education and patient education. Additionally, it discusses the need for pharmaceutical companies to build trust with healthcare professionals through more transparent and consistent communication.
This document discusses online communication channels between physicians and pharmaceutical/biotech companies. It finds that physicians are increasingly seeking information digitally and face-to-face meetings with sales reps are declining. Videoconferencing and online content are promising new channels. Physicians are comfortable with various media formats and expect on-demand access across channels. The document also provides an overview of the ePharma Physician product which analyzes physician behaviors and preferences around digital engagement.
Unleashing the Potential of Social Media in Drug Safety Exploring the Increas...Covance
Pharmacovigilance has grown more complex over the past decade with higher data volumes, changing regulations, rise of social media, and innovative digital advances. **Disclaimer: This article was previously published. Sciformix is now a Covance company.
My talk during the Digital4 Pharma conference, July 2016 in Greece. My talk described the digital transformation of Takeda with our vision and how Takeda Pharmaceutical explore initiatives and trends in order to provide better services to healthcare professionals. Virtual Reality was one of the experiments which Takeda Hellas implemented in the framework of digital new way of thinking. Key findings are cross-functional collaboration, focus on the objectives and needs of our HCPs. Conclusion: if we benefit from the combination of the technology and traditional marketing aspects then the results will be a good mix of creative and quality actions .
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding
preferred communications channels, pharmaceuticals
companies can create more engaging and fruitful digital
relationships with healthcare professionals.
Value-Based Care and Healthcare Consumerism: Opportunities for Health IT and ...Cognizant
Health IT and technology solutions are central in the shift to value-based care and to meeting the demands of patient consumerism. Hurdles remain, but all primary players in the healthcare ecosystem, patients, providers and payers, are seeking more and better data, platform interoperability, real-time and actionable analytical insights, and more effective engagement.
A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.
Presentation delivered at the Russian Pharmaceutical Forum, St Petersburg, 17 - 19 June 2014, an update of a presentation first delivered in 2012: 'Making sense of multichannel'. The focus is on the progress of pharma multichannel marketing during the period 2012 to 2014, highlighting frequently cited hurdles, significant common practices, and emerging trends.
Adopting Digital and Social Media in Indian PharmaAnup Soans
This document discusses the changing digital landscape and its implications for doctors, patients, and medical representatives. It notes that digital experiences are now configurable, immersive, thought-provoking, and relevant. It states that doctors want specialized information, patients want tailored information, and reps want doctor and learning needs-specific information. However, in the digital world there is also information overload. The document argues that for medical reps to be effective in this environment, they need to become "digital collaborators," serving as information editors and technology partners for doctors. It provides examples of Novartis empowering reps through digital strategies and the challenges of shifting to more interactive and decentralized models of information sharing.
Healthcare social networking presents opportunities and challenges for pharmaceutical companies. It allows interacting with healthcare professionals and patients, but pharmaceutical values differ from open sharing on social networks. While monitoring discussions and providing targeted information, companies must find appropriate levels of participation. Internal knowledge sharing through wikis and collaboration tools may streamline projects if adoption is incentivized. Search marketing is also increasingly important as content is shared across multiple online formats.
Healthcare Professionals' Social Networks: The Beginning of the End of Pharma...Len Starnes
First presented at Digital Pharma Europe, Barcelona, 31st March 2009.
Captures the current status of healthcare professionals' social networks from a global perspective and a pharmaceutical industry marketing & sales perspective
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
This document discusses how pharmaceutical companies can use digital health technologies like a patient engagement platform (PEP) to play a greater role in healthcare. A PEP would use tools like sensors, apps, and smart devices to collect patient data and provide personalized support to improve engagement, outcomes and costs. It could offer value to patients, physicians and payors. This allows pharma to address challenges and evolve their business model by demonstrating value, accessing physicians and providing value to payors.
United healthcare trends discussion by Frost & SullivanModupe Sarratt
The document discusses key trends, opportunities, and challenges in the healthcare industry related to growth and innovation. It identifies mobility in healthcare/mHealth and cloud computing in healthcare as top hot topics according to survey respondents. The document also summarizes findings regarding telehealth and mHealth markets, consumer views on how these technologies may improve convenience, quality and costs of care, and opportunities to leverage big data, engage consumers, and improve medical device connectivity.
The document discusses trends in virtual healthcare communities and their role in satisfying the growing needs of the healthcare sector. It outlines 5 examples of different types of virtual healthcare communities, from social support communities to professional networking communities. It also discusses standards like HONcode that are important for healthcare websites. Upcoming trends highlighted include greater self-care resources for patients, more online insurance processing, and increased integration of patient records across providers.
2016 IBM Interconnect - medical devices transformationElizabeth Koumpan
Emerging technologies such as Internet of Things, 3D Printing are driving the creation of new business models and forcing the Industry for transformation. The product centric model where the Industry main objective was to develop the device, is moving to software and services model, with the focus on Big Data & Analytics, Integration and Cloud.
The maturation of technologies such as social, mobile, analytics, cloud, 3D printing, bio- and nanotechnology are rapidly shifting the competitive landscape. These emerging technologies create an environment that is connected and open, simple and intelligent, fast and scalable. Organizations must embrace disruptive technologies to drive innovation
1) The document discusses mHealth apps and innovations. It highlights that apps targeting diabetics have the biggest market potential.
2) It summarizes two reports on the diabetes app market and the mHealth app developer economy. The reports analyze market trends, top publishers, and forecasts.
3) The presentation discusses how mHealth can move beyond adherence tracking to deliver true value across the spectrum of care from patients to clinicians. It provides examples of apps that have successfully driven health outcomes.
Internet marketing involves using websites and online promotional techniques to achieve marketing objectives. It includes using a company website along with search engines, banner ads, and other websites.
The internet can now support the entire marketing process for most businesses. Customers' decision making processes are also significantly impacted by online information. Both patients and doctors now frequently use the internet for health information and research.
Patients Rising: How to Reach Empowered, Digital Health Consumerse-Patient Connections
Kru Research's white paper discussing how to reach out to empowered, digital, health consumers or e-Patients. Discussion of participatory medicine, digital health consumers, e-Patients, web 2.0, the power of social media, ROI of social media, regulatory concerns, HIPAA, FDA, adverse event reporting, and the future of social media in health marketing.
An overview of the opportunities that physicians' social networks may offer pharmaceutical companies as an emergent new engagement channel in China. Includes analyses of current physicians' social networks in China, physicians' social networks as a global phenomenon, key learnings and Chinese scenarios. Presented at conferences in Shanghai in 2009 and Singapore in 2010. This version presented at EyeforPharma's Sales & Marketing in China for Pharma conference, 3 - 4 December 2009, Shanghai.
This document discusses consumer perspectives and concerns regarding personal health information and health IT. It notes that consumers want health information that supports informed decisions, and they have concerns about privacy, security, and how information may be used and shared without their consent. The document also outlines recommendations from a consumer forum to ensure community understanding and support for appropriate electronic health information use.
Mobile health (mHealth) holds great promise to address issues in healthcare provision by leveraging ubiquitous mobile technologies. However, experts caution that widespread adoption of mHealth will be challenging and take time due to entrenched interests in existing systems and the need for disruptive changes. While patients, doctors and payers see benefits and inevitability of mHealth, most in the industry expect a period of hype, disillusionment, and slow progress as behaviors change and viable business models emerge. Further, adoption faces greater barriers in developed countries' complex systems compared to emerging markets with fewer obstacles but high demand for improved access to care.
Digital health is a rapidly growing market due to factors like increased data availability, changing consumer behaviors, and new technologies. This presents both opportunities and challenges for existing healthcare players to develop new digital offerings and business models. Successful digital health solutions will need to provide clear value to customers through better access, usability, and data-driven insights.
The document summarizes the top 10 health industry issues for 2015 according to PwC's Health Research Institute. The issues include the rise of do-it-yourself healthcare using mobile apps and devices, balancing privacy and convenience with health data on mobile platforms, innovative ways to reduce costs for high-need patients, value-based payment models, expanding roles for physician assistants and nurses, and the need for partnerships and collaboration across the healthcare industry.
Telehealth Remote Monitoring and Diagnostics proposes a telehealth solution to connect patients with a network of physicians using mobile technologies. This provides easier access to care for patients while increasing productivity and reducing costs. The solution involves patients sending health data like photos and descriptions to telehealth providers. Physicians can then diagnose patients and send prescriptions without requiring in-person visits. Aggregated patient data also allows for improved resource allocation and outbreak detection. The business aims to benefit patients, physicians and the healthcare system through more efficient care, personalized solutions and reduced costs.
The Role Of Data and Emergent Technologies In Managing Health IFAH
This document discusses 5 trends in the healthcare industry driven by increased data availability and data-sharing: 1) Increased sharing of data across the healthcare ecosystem, 2) Nanomedicine, sensors, and AI driving innovation through increased data capture, 3) Emergence of a "digital backbone" across the industry but uncertainty around who will own it, 4) Growing empowerment and influence of patients over other stakeholders, 5) Specialized business models positioning companies to outperform through focus on data capabilities aligned to business models.
2015 Health Trends: New challenges for a changing industry
In the second of their 4-part annual trend report series, GSW takes a closer look at healthcare. From evolutions in doctor-patient relationships to strategies in benefit design to the changing mind-set of physicians, a new landscape takes shape.
Similar to Digital Pharmaeng Effective Web Marketingnovember 07 1230298508923930 2 (20)
4. 1996 2007 Hype Raising expectations Disillusionment Trough of despair Enlightenment Productivity Realistic expectations Evolution vs revolution Evolution 2006 Revolution
5. Expectations ’96: The 24 x 7 rep – how wrong! Branded websites will be more effective than a rep visit Sales forces will be cut Revenues will soar Doctors will flock to our sites One-size fits-all portal will suffice
6. HCPs ’ media consumption shifting from off to online 85% of EU HCPs say the internet is critical for success of their practice* 16% of EU HCPs use a PDA for professional purposes* Professional use of digital media by European HCPs* % European HCPs *Taking the Pulse Europe v6.0; sample of 1024 doctors from D/F/It/Sp/UK; Manhattan Research, 4Q06
7. Quality content yes, but in an appropriate context Credibility and trust will be crucial Expectations ’96: Health information seeker – right! Internet will become the most preferred source of health and medical information Internet will become a powerful medium for patient acquisition and retention Patients will be empowered
8. Consumers ’ favoured sources of health information moving online 143 million EU consumers have accessed health information or health services online during the last 12 months* Most frequently used sources of health information in Europe* % European consumers *Cybercitizen Health Europe; sample of 4302 consumers from 10 EU countries; Manhattan Research, 2Q07
9. Low digital marketing spend 1- 5% Digital pharma status 06/07 Industry remains a late adopter But solid experience and realistic expectations Too few digital-visionaries at senior level Moving slowly towards integrated solutions
11. Doctors generally prefer authoritative sources - medical societies, universities, hospitals A major challenge Doctors ambivalent towards pharma Doctors’ prime information needs focus on new research, clinical studies, case studies, continuing medical educational, networking with colleagues, cost constraints, running a surgery as a business,…
13. Result: ever decreasing detailing time USA: 1:30 mins Europe: 2 - 4 mins Number of sales representatives Detailing time 1980 - 2007
14. E-detailing is becoming a viable alternative Convenient – access after hours and at weekends Complements sales force Average session times 8 -12 mins Greater reach & better message retention Documented +ve ROI
15. Live detail with tablet-PC Web-based e-detail Multi-channel CRM application Electronic details, interactions tracked and logged by CRM application Closed-loop marketing is next Interactive details customized to meet doctor’s needs Iterative detailing process
16. Engaging doctors can only be successful if… Real needs and expectations are met Focus is on integrated multi- channel services * Taking the Pulse Europe v6.0; sample of 1024 doctors from D/ F/ I/ E/ UK; Manhattan Research, 4Q06 Over half of EU HCPs expect online service today*
19. Globally targeting women Scope Focus on contraceptives Targets women segmented by 5 lifestages 1 international, 28 country, 2 regional sites KPIs > 4m visits/year > 70 years/year customer contact time Chinese site draws 0.6m visits/year Femalelife
20. 30 – 50% of medicines prescribed for long-term illnesses are not taken as directed* Compliance is a major issue *Adherence to Long-Term Therapies: Evidence for Action, WHO 2003
21. Isolated compliance channels SMS & mobile Pack & devices Contact centre Case manager VAT Internet & email Direct mail Patient
22. Germany Netherlands UK Global online support for Betaferon patients Denmark Norway Sweden International Finland
23. Integrated compliance channels Patient signs-up for ‘daily tips’ on coping with SEs Patient calls asking for advice about a severe SE Patient downloads a PDF on SEs management Application software accessed by a case manager All patient interactions and interventions logged Case manager alerted to SEs issue and makes appropriate interventions Secure patient database Patient
24. Multi-channel integration plus behavioural modelling Smarter systems through incorporation of constructs from behavioural models Identify a patient ’ s risk level and propose appropriate interventions
26. ‘ An expert moderated repository of the knowledge base, in the form of a medical wiki, may be the answer to the world’s inequalities of information access in medicine …’* Web 2.0 is radically changing medicine and healthcare Dean Giustini, How web 2.0 is changing medicine, BMJ, 23 December 2006
27. ‘ Is pharma ready for social networking?’ ‘… it appears that the forces of change would come from the consumers’ ‘ Are social media dulling pharma’s marketing knife?’ ‘…it won’t be long before pharma realizes that it isn’t in control anymore…’ But pharma is still debating Source: www.forums.pharma-mkting.com
28. Web 2.0 is a disruptive technology Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from authoritative sources Privacy & security are regulated Long lead times Controlling access to data and information Intellectual property closely guarded Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by and distributed to all Open Source
29. Disruption at all levels Pharma web 2.0 Public relations Consumers & patients Sales forces Internally: Enterprise 2.0 HCPs
30. Collaborating with online HCPs’ communities www.sermo.com Captures bedside and hallway conversations Helps ‘lonely’ doctors Aims are to discuss new clinical findings and to ‘work together to dramatically impact patient care’
31. 35,000 registered members Posts comprise 2 elements - Post itself as a discussion thread Plus - Multiple choice poll which asks ‘What do you think?’ Sermo’s secret sauce Adds a quantitative dimension to qualitative postings – in real time
32. Pharma may now mine the wisdom of the Sermo crowd ‘ Observe’ - Alpha MD View community via a customized list of subjects based on keyword tags ‘ Insight’ Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted conversations allowing access to relevant pharma information and services
33. Pfizer signed-up October 15 th 2007 6 more pharmas about to sign-up US$ 26m VC injection Launching in Europe & Asia-Pacific 2008 Responses to date
34. Paradigm shift The doctor-industry relationship has the opportunity to become a true partnership based on mutual respect and collaboration Doctors can now dictate the terms of engagement to the pharma industry
35. 1/3 of consumers in USA consult a health SN site before visiting a doctor* UGC from health mavens can profoundly influence consumer and patient preferences Conversations are raging: patients are learning from one another www.revolutionhealth.com *Manhattan Research, 2007
36. Revolution Health 136 Betaseron ratings Effectiveness: 6.2/10 Lack of SEs: 5.3/10 Ease of use: 6.2/10 Health SN sites allow patients to rank treatments, doctors, hospitals & payers > 2500 ratings of all MS treatments
38. Paradigm shift The industry must decide whether it wants to actively participate in the conversations or remain an outsider Consumers and patients are taking ownership of brands, diseases and conditions
39. Managing UGC on pharma sites is a major issue… but possible Regulators mandate pharmas to report ADs Regulators forbid off-label discussions Open discussion areas in 14 countries: D: 6,000 members, 25,000 posts S: 1,500 members, 9,000 posts TR: 1,400 members, 19,000 posts JP: 900 members, 1,200 posts www.ms-gateway.com 3rd generation community area for MS patients, carers, family & friends
40. Pharma corporate blogs are emerging J&J BTW blog J&J blogger Marc Monseau ‘ Everyone else is talking about our company, so why can’t we?’
41. Pharma sales reps are the most visible active bloggers 5,000 threads 60,000 posts Rants & raves, corporate grapevines, jobs