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HealthTrack™ and RxConnect™ programs from Rx EDGE will help you address the evolving media preferences of patients Call Michael Byrnes 610.431.7606 or [email protected] How Digital is Shaping the Future of Pharmaceutical Marketing Digital Health Trends ePharma Marketing Strategies Resource Guide Copyright 2009 · Manhattan Research, LLC All rights reserved t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Table of Contents Introduction…………………………………………... 3 Digital Health Trends…………………………….….. 3 Physician Market Trends……………………. 3 Consumer Market Trends………...……….... 3 ePharma Marketing Strategies…………..…….…… 7 Physician eMarketing Life Cycle……..…..... 7 Consumer eMarketing Life Cycle………….. 11 Resource Guide……………………………………...15 To request a complimentary demo of Manhattan Research’s physician and consumer studies and strategic advisory services and preview the breadth of eHealth data and analysis available to subscribing clients, please contact our team at [email protected] or 1-800-680-0800, ext 2. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 2 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Introduction Technology has prompted drastic changes in the marketing world over the past decade, and pharmaceutical marketing has not been excluded from this evolution. Faced with shifting consumer and physician media preferences and shrinking budgets - what is a smart pharmaceutical marketer to do? The task is best summed up by the words of English naturalist Charles Darwin, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” So change you must. The following paper overviews the latest consumer and physician digital health trends, explores digital marketing examples, and shares helpful resources for staying up-to-date on the latest digital pharma news and information. Digital Health Trends Physician Market Trends The first, and still the most prevalent, pharmaceutical drug promotions were aimed at the gatekeepers of the prescription pad - physicians. Traditionally, pharmaceutical companies have deployed sales reps armed with product information and freebies to promote products to doctors. But technology trends and changing media preferences are forcing pharmaceutical companies to reassess how they reach and build relationships with physicians. In the past, doctors were limited to offline materials like journals and references for accessing medical information and news. But those days are long gone, and with just a click of a mouse or touch of a screen, physicians have access to all of the resources they need to stay abreast of the latest knowledge in the field. Internet-savvy Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more. physicians are no longer an emerging group – this market is at a saturation point, as nearly all physicians are online for professional purposes weekly or more. In fact, the average physician now spends a full work day (eight hours) per week using the Internet for professional reasons, a substantial jump from only 2.5 hours in 2002. The trend of shifting to digital channels is expected to continue, with physicians reporting that they expect to increase their use of online resources in the near future. Professional content that have been feeling “the shift” the most are clinical textbooks/references, journals, conferences, news, and continuing medical education (CME). Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 3 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Mobile technology has played a significant role in increasing physicians’ dependency on online resources – 64% of doctors own smartphones and are using them to supplement their desk or laptop computer usage to be “always on.” Also, mobile devices help physicians to access clinical resources at multiple points throughout their day, even to at the point of care. Currently, physicians prefer to conduct easy tasks such as informationchecking on mobile devices, while leaving more complex activities like CME for completion on their PCs. But as mobile browsing capabilities improve, physicians will start to use smartphones for more advanced activities than just reference purposes. Physician engagement in Web 2.0 has been one of the hottest topics over the past few years. As a group, physicians have acclimated themselves to advanced online activities, such as watching streaming video and listening to podcasts, at a much faster rate than consumers. Doctors are also catching the social media fever. Many are collaborating in online communities designed specifically for healthcare professionals; participation in these networks doubled between 2008 and 2009. Just as the professional channel mix is evolving, so is the traditional physician-sales rep relationship. Physicians are no longer limited to in-person details for information and updates on pharmaceutical products, but can easily seek out this type of information at any time via the Internet. In light of this, pharmaceutical companies are offering physicians online customer services such as customer service portals, live video reps, interactive detailing, and e-sampling. Sales reps are also “digitalizing” their in-person visits with tools such as tablet PCs. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 4 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Consumer Trends How DigitalMarket is Shaping the Future of Pharmaceutical Marketing Unlike physician marketing, DTC advertising in the U.S. is a fairly recent development, only just about to reach the quarter-century club. And the DTC advertisements that we know today have only cropped up in just over Consumer Market Trends the past decade, after the FDA amended its legislation on the amount of risk information required for drug Unlike physician marketing, DTC advertising in Similar the U.S.toisthe a fairly recentmarket, development, only just about reach companies to append to promotional material. physician an emerging breed of to eHealth the quarter-century club. digital And the DTC advertisements that we know today have only (DTC) cropped up in just over consumers – those using sources for health – is transforming direct-to-consumer marketing. the past decade, after the FDA amended its legislation on the amount of risk information required for drug companies to append promotional material. Similar tochannels the questions physician emerging of eHealth ™,to Like in the case of the physician market, the consumer mix market, With HealthTrack the patient responds to interactive on the an CD-ROM for breed a personalized Less thanand half of U.S. adults experience and significantly interaction content. The is always available relevant. consumers – those using digitalwith sources for health – the is transforming direct-to-consumer (DTC) marketing. has been shifting towards digital overinformation past decade. report to watch all of their An ever-increasing plenitude of media sources has ultimately given television programs live on their Like in the case the physician the consumer mix individuals the ofupper hand market, in controlling their channels information TV set. Less than half of U.S. adults has been shifting significantly towards digital decade. consumption, lessening advertisers’ ability to over reachthea past concentrated report to watch all of their An ever-increasing plenitude media sources has ultimately givenand newspapers consumer mass through any of one channel. Television, magazines, no longer dominate television programs live on their the individuals the upper world handas they in controlling information TV adults set. report to watch all of their news and entertainment once did. In their fact, less than half of U.S. consumption, lessening to reach the a concentrated television programs live advertisers’ on their TV ability set, indicating growing popularity of DVR, online video, and other consumer through any one channel. Television, magazines, and newspapers no longer dominate the alternative mass viewing channels. news and entertainment world as they once did. In fact, less than half of U.S. adults report to watch all of their television programs live on their TV set,channel indicating growing of popularity online andasother Following suit with the overall consumer shift,the individuals all ages of areDVR, turning to thevideo, Internet tool alternative channels. to empowerviewing healthcare decisions. This eHealth consumer market is not yet at the point of saturation, but still is a substantial 60% of the U.S. adult population. Health 2.0 is one of the hottest areas of online health. Over 60 Following suit with consume the overallorconsumer shift, individuals of all ages are turning to the Internetboards, as tool million U.S. adults contributechannel health-related social media content, such as blogs, message to empower decisions. eHealth marketPatient is not online yet at the point of reviewing saturation,ofbut still is chat rooms, healthcare online patient supportThis groups and consumer other networks. rating and doctors, a substantial 60%plans, of thehospitals, U.S. adult population. Health 2.0 one hottest areas Health of online Over 60 health insurance and prescription drugs is is one of of thethe fasting growing 2.0health. activities - and million U.S.consumers adults consume or contribute health-related social media content, suchinastheir blogs, message boards, is helping to compare experiences and become more empowered personal healthcare chat rooms, online patient support groups and other networks. Patient online rating and reviewing of doctors, decisions. health insurance plans, hospitals, and prescription drugs is one of the fasting growing Health 2.0 activities - and is helping consumers to compare experiences andlevels become more empowered their to personal healthcare Consumers have not reached the same adoption as physicians when it in comes smartphones and decisions. advanced mobile technologies beyond just the cell phone. But an early adopter group of mHealth (mobile health) consumers is emerging, as already over 10 million consumers use mobile devices for health and Consumers have not thetrend samehas adoption levels driven as physicians when itofcomes to smartphones and medical purposes. Thereached mHealth been largely by a plethora new health-related iPhone advanced mobile technologies just the cell phone. But an early group of mHealth (mobile applications, ranging from weightbeyond loss trackers to diabetes management toolsadopter to medication dosage references. health) consumers is emerging, as already over 10 million consumers use mobile devices for health and medical purposes. The mHealth trend has been largely driven by a plethora of new health-related iPhone applications, ranging from weight loss trackers to diabetes management tools to medication dosage references. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 5 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Beyond just looking up general health resources, 100 million consumers are online specifically for pharmaceutical or prescription drug information. Individuals obtain this information from a variety of sources, including blogs, insurance sites, general health portals, government sites, Wikipedia, online communities, and of course the corporate and brand sites of the product makers themselves. Online health and pharma digital trends are leading to better informed, more empowered patients, and are impacting physician-patient interactions. Virtually all U.S. physicians report that at least some of their patients bring health information they found online to an appointment, and more than two-thirds of physicians believe that this trend is a good thing. Additionally, the majority of physicians report they spend more time with a patient as a result of the information they brought in to discuss. Traditional doctor-to-patient lectures are giving way to two-way conversations between physicians and informed eHealth Consumers. RxConnect™ delivers comprehensive brand information with digital media---at the pharmacy shelf next to targeted OTC products. Consumers get the information they need about the prescription product as well as the condition it treats---facilitating a more informed patient-physician dialogue. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 6 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing ePharma Marketing Strategies Physician eMarketing Life Cycle Reach With sales rep access to physicians becoming increasingly narrower and the physician channel mix more complex than ever, reach is one of the most challenging stages of the physician marketing life cycle for marketers. Many are including more interactive advertising in the marketing mix as a way to reach physician audiences, ranging from online display ads to e-newsletter sponsorships to paid search ads and more. Action Items o Re-evaluate your promotional mix to ensure that promotional efforts take into account the physician shift toward digital channels. Online journals, virtual conferences, physician social networks, and other professional online sources provide marketing opportunities to reach physicians through alternate channels. o Don’t forget about search marketing for physicians. Physicians rely heavily on search engines when researching medical and pharmaceutical information online, with Google being the most popular engine among this group. Enact paid search and search engine optimization strategies to drive physician visitors to customer service portals. Novo Nordisk promotes its CSP with paid search. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 7 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Acquisition Though gaining the attention of a target physician audience is a great thing, the next step is actually prompting them to take action. Driving physicians to a customer service portal (CSP) or product website for more information is a great way to ensure that interested parties are taking the next step towards conversion. These sites in a way serve as the hub of the physician marketing strategy, aggregating all of the brand components and information that can’t be communicated through just an advertisement. Action Items o No two physicians are alike, so media preferences vary greatly. Ensure that website content for healthcare professionals is available in a variety of formats, as some visitors prefer to digest information via text, while others prefer video or audio. o Understand the online tools and content desired by physicians interacting with your brand. For example, disease-specific information, electronic sampling and professional education resources are just a few of the features physicians desire to access on customer service portals. o Educate reps about physician site features and encourage them to promote it during details so physicians can go online to access additional product information, KOL webinars, and brand content. MerckMedicus offers resources in a variety of formats, including PDA tools, interactive 3D images, clinical podcasts and much more. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 8 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Conversion Conversion is one of the main indicators of the success of a marketing program – the tactics put in place were effective in leading an individual to complete a desired brand goal. For physicians, perhaps the most obvious conversion is writing a script, but can also pertain to other favorable actions such as ordering a sample or recommending the product website to a patient. The main point to keep in mind is making sure that site content and features are intuitive and compelling for taking desired actions. Action Items o Provide useful patient education materials, resources and prescription assistance program information on customer service portals to encourage physicians to use your brand’s support tools when interacting with consumers at the point of care. o Physicians want to access information, including your brand’s content, on their own terms, at their own convenience. Make sure that physicians are able to convert without having to go through a sales rep, for example by offering e-sampling capabilities on a service portal. Agencies like Physicians Interactive offer direct-to-HCP marketing solutions, such as esampling and e-detailing, to promote physician brand engagement beyond face-toface sales rep meetings. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 9 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Retention/Loyalty Even after a physician converts, a pharmaceutical marketer’s job is still not complete. Now the focus is on keeping the physician satisfied enough to grow a relationship with the brand and become a repeat customer. Pharmaceutical customer service portals are intended to “keep them coming back for more,” so to speak, but studies show that the retention rates for these websites are much, much lower than for prominent nonmanufacturer professional sites like WebMD’s Medscape. CSPs must feature useful, relevant, and up-to-date content and tools, and provide easy access to company reps for product questions, if pharmaceutical marketers want to foster physician loyalty. Action Items o Remember that physicians are consumers too and need customer support in order to build loyalty to the brand. Some pharmaceutical companies are beginning to offer live video detailing and online customer service reps to give physicians access to product information and support from at any time from the convenience of their computer. Merck offers physicians access to company representatives through Merck OnCall®. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 10 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Consumer eMarketing How Digital is Shaping Life the Cycle Future of Pharmaceutical Marketing Reach Consumer eMarketing Life Cycle DTC advertising was still in its adolescence when the usual way of doing things began to change due to Reach technologies and new media. Television, print and radio ads become less effective as the consumer emerging Digital is ShapingAdditionally, the Futurethe of mass Pharmaceutical Marketing media mix How continues to fragment. media tactics that were once successful in raising DTC advertising was still in its adolescence when the usual way of doing things began to change to awareness of blockbuster drugs aren’t as efficient as the industry shifts focus to niche therapies. So due while emerging anddominates, new media. Television, and radio ads become less as the consumer Consumer Life Cycle offline DTCtechnologies advertising eMarketing still it’s important print for pharmaceutical marketers to effective keep up with consumers’ media mix continues to fragment. Additionally, the mass media tactics that were once successful in raising evolving media preferences. Reach awareness of blockbuster drugs aren’t as efficient as the industry shifts focus to niche therapies. So while DTC advertising was still in its adolescence when the pharmaceutical usual way of doing things began change due Rx EDGE allows you to reach consumers with relevant messages through a variety ofupprint digital offline DTC advertising still dominates, it’s important for marketers to tokeep withtoand consumers’ Action Items formats---at the pharmacy counter, retail shelf, and through direct-to-patient communications. emerging technologies and new media. Television, print and radio ads become less effective as the consumer evolving media preferences. mixacontinues to fragment. driver Additionally, the mass media tactics that were once content successful–inconsumers raising o Searchmedia is still major consumer to online health and pharmaceutical awareness of blockbuster drugs aren’t as efficient as the industry shifts focus to niche therapies. So while start with search engines two-thirds of the time when looking for health information online. Look Action Items offline DTC advertising still dominates, it’s important for pharmaceutical marketers to keep up with consumers’ into expanding brand sites with keyword-rich content on topics relevant to target condition group; evolving media preferences. o explore Search paid is still a major consumer and driver to onlineoptions health for andgetting pharmaceutical consumers search opportunities alternative content outcontent on the – web through start with search engines two-thirds of the time when looking for health information online. Look Action Items social media strategies. o into expanding brand sites with keyword-rich content on topics relevant to target condition group; o Search is still a major consumer driver to online health and pharmaceutical content – consumers The traditional concept of commercials is reinventing itself. than out halfon of the consumers are explore paid search opportunities and alternative options forSince gettingless content web through start with search engines two-thirds of the time when looking for health information online. Look watching all ofstrategies. their television programming live content on TV on sets, online video sponsorship or DVR-based into expanding brand sites with keyword-rich topics relevant to target condition group; social media and alternative options for getting content out on the web through advertisingexplore may paid be search viableopportunities options for brands. Many consumers have indicated that they are social media strategies. o receptive The traditional concept of commercials is reinventing itself. Since less than half of consumers are to this type of advertising since they are getting the content for free, and ads provide watching their on TVitself. sets,Since online sponsorship DVR-based o all Theof traditional conceptto ofprogramming commercialsbrand is live reinventing lessvideo thandriving half of consumers opportunities to leadtelevision targets additional engagement, such as them to or aare website for watching all of viable their television programming live onMany TV sets,consumers online video sponsorship or DVR-based advertising may be options for brands. have indicated that they are more info or even having them play an interactive game within the ad. may be viable options for brands. Many consumers have indicated that they are receptive advertising to this type of advertising since they are getting the content for free, and ads provide receptive to this type of advertising since they are getting the content for free, and ads provide opportunities to lead targets to additional brand engagement, such as driving them to a website for opportunities to lead targets to additional brand engagement, such as driving them to a website for more info more or even having themthem playplay an an interactive gamewithin within info or even having interactive game the the ad. ad. Streaming video content offers a highy-engaged environment for reaching targeted consumers. Streaming video content offers a highy-engaged environment for reaching targeted consumers. Copyright© 2009 Copyright© • Manhattan 2009Research, • Manhattan LLC Research, LLC All rights reservedAll rights reserved Page Page 11 11 Streaming video content offers a highy-engaged environment for reaching targeted consumers. t: 1.888.680.0800 t: 1.888.680.0800 e: [email protected] e: [email protected] www.manhattanresearch.com www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Acquistion As with physicians, a product website can also serve as the hub of a consumer marketing strategy, extending the brand experience that beyond just an ad impression. Additionally, consumers who visit product sites are nearly three times more likely than the average U.S. adult to request prescriptions by name from their doctors. The standard side effect and condition information are the most common types of information sought out by visitors, but features that enhance the brand experience, such as personal videos, an online community and interactive quizzes, can help sites stand out from the crowd. Action Items o Feature clear call to actions and compelling offers in your display advertising. For example, almost 40 million U.S. adults didn’t fill a prescription drug last year because of cost, so a paid search ad that promotes free trials or coupons can help lead consumers down the path to conversion. o When driving consumers to a brand site, make sure to follow through on any promises made to get them there. Bait-and-switch tactics, such as promoting an offer on a banner ad and not mentioning it on the landing page will more likely gain you a brand antagonist instead of a new customer. o Understand your target audience. Therapeutic profile significantly influences one’s online health activities, behavior and desires. A web strategy that proves successful for one brand may not resonate at all with another’s audience. Marketers should utilize market data and analysis to gain actionable knowledge of their therapeutic category’s preferred media mix and health resources. Vyvanse™’s paid search ad features a compelling offer and leads those who click thru to a website featuring a call out button for the offer. They could have even shortened the conversion funnel by leading visitors directly to the enrollment form. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 12 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Conversion Converting consumers in the pharmaceutical world is a much more indirect process than in other industries, as the physician controls the ultimate product choice. Still, individuals are now researching health and prescription drug information online and are visiting the doctor armed with much more knowledge than in the past, and with more influence over eventual treatment conversions Marketing can range from asking the doctor for the How Digital is Shaping the decisions. Future ofVisitor Pharmaceutical drug by name to downloading patient education materials and trial offers. Conversion Action Items Converting consumers in the pharmaceutical world is a much more indirect process than in other industries, as o Metrics should controls dictatethe your brand conversion strategy - establish a measurement optimization the physician ultimate product choice. Still, individuals are now researching health andand prescription drugTesting information online and are visiting the doctor armed with much than in past, and cycle. and tweaking website components, such more as knowledge the number ofthe fields in awithform or more influence over eventual treatment decisions. Visitor conversions can range from asking the doctor for the placement of a free trial offer, can significantly improve conversion rates. drug by name to downloading patient education materials and trial offers. o The path to conversion should be a clear and intuitive process for consumers. If one of your brand Action Items goals is to have website visitors download a “Questions to Ask Your Doctor” worksheet, promote it o Metrics dictate youritbrand conversion strategy - establish a measurement throughout the should site and make apparent to consumers to follow through withand theoptimization desired action. cycle. Testing and tweaking website components, such as the number of fields in a form or placement of a free trial offer, can significantly improve conversion rates. o The path to conversion should be a clear and intuitive process for consumers. If one of your brand Measurement is a critical component of every Rx EDGE effort. Through third-party matched panel goals is to have website visitors download a “Questions to Ask Your Doctor” worksheet, promote it research, we quantify the impact of our programs by measuring actual script volume lift. HealthTrack™ throughout the site and make it apparent to consumers to follow through with the desired action. results are further evaluated using randomized patient test and control groups to determine the effect on consumption and persistence. Crestor.com features prominent call to actions on most of its web pages, not just on the homepage. It’s Crestor.com features importantprominent to makecall desired to actions on actions intuitive for consumers most of its web pages, not just on the It’s throughout thehomepage. site, especially important to make since search engines willdesired drop actions intuitive for consumers visitors off at any given landing throughout the site, especially page thatsince appears search searchin engines will drop engine results. visitors off at any given landing page that appears in search engine results. Copyright© 2009 • Manhattan Research, LLC LLC Copyright© 2009 • Manhattan Research, All rights reserved All rights reserved Page1313 Page t: 1.888.680.0800 t: 1.888.680.0800 e: [email protected] e: [email protected] www.manhattanresearch.com www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Retention/Loyalty How Digital is Shaping the Future of Pharmaceutical Marketing Consumer retention and loyalty the is anFuture interesting to ponder for pharmaceutical marketers, since unlike How Digital is Shaping ofpoint Pharmaceutical Marketing other products like cars or soft drinks, patients for the most part would rather not be on medication if they didn’t Retention/Loyalty have to be. But online tools, loyalty programs and support communities can help consumers stay compliant and Retention/Loyalty have a positive brand experience. Consumer retention and loyalty is an interesting point to ponder for pharmaceutical marketers, since unlike Consumer retention andorloyalty is anpatients interesting point to ponder for rather pharmaceutical other products like cars soft drinks, for the most part would not be on marketers, medication ifsince they unlike didn’t Action Items other products carstools, or soft drinks, patientsand for support the mostcommunities part would rather not consumers be on medication if they didn’t have to be. Butlike online loyalty programs can help stay compliant and have to be. But online tools, loyalty programs and support communities can help consumers stay compliant o Over threebrand quarters of consumers online for pharmaceutical information report that they “expect” and have a positive experience. have online a positive brand experience. customer service from drug companies. Look to other industries as examples of how pharmaceutical companies can evolve in the age of on-demand customer service. Companies in Action Items Action areasItems like banking, hospitality and consumer packaged goods offer multiple customer service touch o o o Over three quarters of consumers online for pharmaceutical information report that they “expect” points through websites, email, text messaging, message boards, blogs, and micro blogs to meet Over quarters of consumers for pharmaceutical information report that they “expect” onlinethree customer service from drugonline companies. Look to other industries as examples of how the communication preferences of today’s consumers. The pharmaceutical industry is being called online customercompanies service from to other customer industries service. as examples of how pharmaceutical can drug evolvecompanies. in the age Look of on-demand Companies in on to provide comprehensive healthcare solutions rather than just pills, so companies must pharmaceutical companies can evolve in the age of on-demand customer service. Companies in areas like banking, hospitality and consumer packaged goods offer multiple customer service touch enhance their customer service models. areas banking, hospitality and consumer packaged goods offer blogs, multipleand customer service points like through websites, email, text messaging, message boards, micro blogs to touch meet points through websites, email, text messaging, message boards, blogs, and micro blogs to meet Social media can bepreferences a customerofservice Companies monitor blogs,industry message boards and the communication today’senabler. consumers. The pharmaceutical is being called HealthTrack™ provides an important customer service touchpoint, creating an environment the communication preferences of today’s consumers. The pharmaceutical industry isitself. being called Twitter to seek problems and questions before they arerather even reported to the company on to provide healthcare solutions than just pills, so companies must of support andcomprehensive learning. The CD-ROM format engages patients and gives them the support on to provide comprehensive healthcare solutions rather than just pills, so companies must tools they need to change their behavior and stay on track with their prescription therapy. enhance their customer service models. enhance their customer service models. o Social media can be a customer service enabler. Companies monitor blogs, message boards and o Social be a customer service enabler. monitortoblogs, message boards and Twitter media to seekcan problems and questions before theyCompanies are even reported the company itself. Twitter to seek problems and questions before they are even reported to the company itself. Crohn’s & Me, UCB’s unbranded site for Cimzia, is a network supporting Crohn’s disease patients. The approachable design, informative tools and community resources aim to keep visitors coming back to the site. Crohn’s & Me, UCB’s unbranded site for Cimzia, is a network supporting Crohn’s disease patients. The Crohn’s & Me, UCB’s unbranded site for Cimzia, is a approachable design, informative tools and community network supporting Crohn’s disease patients. The resources aim to keep visitors coming back to the site. approachable design, informative tools and community resources aim toLLC keep visitors coming back to the site.14 Copyright© 2009 • Manhattan Research, Page All rights reserved t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Resource Guide Though this is not an exhaustive list, it includes great resources for staying on top of the latest eHealth trends, sparking conversations with colleagues, and networking with industry contacts. Blogs Dose of Digital Jonathan Richman of Bridge Worldwide sets out to discover how pharma companies can use digital technologies to better promote their products, enhance customer services, and ultimately improve patient care. www.doseofdigital.com ePharma Rx This blog, written by Wendy Blackburn of Intouch Solutions, discusses pharmaceutical e-marketing trends from an agency point-of-view. blog.intouchsol.com Pharma 2.0 Interbrand Health’s Bunny Ellerin explores the convergence of social media and the life sciences. pharma2blog.com World of DTC Marketing Rich Meyer, formerly an eMarketer at Medtronic and Eli Lilly, blogs on consumer eHealth marketing trends strategies in trends aimed at DTC marketers. www.worldofdtcmarketing.com Why Dot Pharma Why Dot Pharma shows how pharmaceutical companies can drive product awareness, access and adherence by engaging in the digital healthcare revolution and gives examples of how patients and other healthcare system stakeholders use social media to improve patient care. www.whydotpharma.com Eyeforpharma Eyeforpharma’s portal is not technically a blog, but more of a collection of articles and blog posts from industry experts on digital pharma strategy, sales, and marketing topics. www.eyeforpharma.com Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 15 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Twitter Follow Manhattan Research (@manhattanresear) on Twitter for bite-sized eHealth data nuggets, links to interesting articles we're reading, and updates on what our research team is up to. Drop us a line if you’d like to start a conversation, have a question or would just like to say hello! Vice President of Research Meredith Abreu Ressi also tweets @meredithressi. Pharmatweetical Pharmatweetical aggregates pharma-related tweets on the latest industry news and developments. pharmatweetical.com Impactiviti’s List of Pharma Twitterers impactivitillc.wordpress.com/socialrx Medical Student Blog Twitter Listing An extensive list of Twitters in the medical field, categorized by specialty. medicalstudentblog.co.uk/twitter-doctors-medical-students-and-medicine-related Online Groups & Networks Social Pharmer Created by social pharma maven Shwen Gwee, Social Pharmer is a community for anyone interested or involved with social media in the pharma and healthcare industry. socialpharmer.ning.com Pharma Marketing Network This forum, moderated by Pharma Marketing News’ John Mack, collects the news and views of pharmaceutical marketing experts. www.forums.pharma-mkting.com Pharma Marketing LinkedIn Groups Join Manhattan Research’s eHealth Trends Group on LinkedIn for digital health news, events and discussions. The group provides a great opportunity to make new connections and build relationships in the eHealth and medical marketing community. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 16 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing eHealth Trends – Manhattan Research tinyurl.com/mRLinkedIn Healthcare Communication & Marketing Association Group www.linkedin.com/groups?gid=30214 Pharma Marketing & Advertising Group www.linkedin.com/groups?gid=64844 PMLive.com Pharmaceutical Marketing Group www.linkedin.com/groups?gid=1906151 Eyeforpharma Pharma Marketing Group www.linkedin.com/groups?gid=1409117 ePharma Summit Group www.linkedin.com/groups?gid=105180 Other Social Groups Check out Manhattan Research on SlideShare! We feature a variety of presentations covering the latest physician and consumer digital trends affecting pharma and healthcare marketing. www.slideshare.net/manhattanresearch Become a fan of Manhattan Research on Facebook for links to the latest news and events in the eHealth and ePharma world. We’d love to hear your thoughts so comment on our posts or spark your own discussion! tinyurl.com/mRFacebook Manhattan Research offers a podcast series, eHealth Trends, that explores the consumer and physician healthcare technology trends such as mobile health, social networking, patient-physician emailing, and much more. Subscribe via iTunes (tinyurl.com/mRiTunes) or download episodes directly from our website (www.manhattanresearch.com/podcast). Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 17 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing White Papers Manhattan Research regularly produces on a variety of consumer and physician digital marketing white papers. Read through our latest ones for eHealth trends and strategies. The Absolute, Relative, and Incremental ROI of DTC Digital Marketing www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digit al_Marketing.pdf Catch the New Pharmaceutical Marketing Wave: Trends and Strategies for Reaching Today’s Healthcare Consumer www.manhattanresearch.com/files/White_Papers/Catch_the_New_Pharmaceutical_Marketing_Wave.pdf Connecting with Europeans Online for Health: Digital Marketing Strategies for Building Consumer Relationships www.manhattanresearch.com/files/White_Papers/Connecting_with_Europeans_Online_for_Health.pdf European Opinion Leader Roundtable: Innovators from Global Biopharma Companies Discuss Consumer & Physician E-marketing Trends www.manhattanresearch.com/files/White_Papers/EU_Roundtable.pdf Pharma & Social Media: Trends Practical Social Media Strategies for the Pharmaceutical Industry www.manhattanresearch.com/files/White_Papers/Pharma___Social_Media.pdf Pharma Brand Manager New Year’s Resolutions: Five Strategies for Staying Ahead in 2009 www.manhattanresearch.com/files/White_Papers/Pharma_Brand_Manager_New_Year_s_Resolutions.pdf Reaching Today’s ePharma Consumer: How Consumers are Using Online Channels for Pharma Product Information www.manhattanresearch.com/files/White_Papers/Reaching_Today_s_ePharma_Consumer.pdf The State of eHealth: Trends of Today’s eHealth Consumers www.manhattanresearch.com/files/White_Papers/The_State_of_eHealth.pdf Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 18 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com How Digital is Shaping the Future of Pharmaceutical Marketing Improve Your Digital Strategy with Market Intelligence About Manhattan Research Manhattan Research, a Decision Resources, Inc. company, is a global pharmaceutical and healthcare market research and advisory firm focused on the digital trends shaping the future of consumer and physician marketing. We conduct annual research studies covering eHealth trends among physicians and consumers in the U.S., Europe, and Asia. Our market research and advisory services include Taking the Pulse®, Taking the Pulse® Nurses, Taking the Pulse® Europe, Taking the Pulse® Asia, Cybercitizen Health™, Cybercitizen Health™ Europe, ePharma Consumer®, and ePharma Physician®. Broad consumer and physician market research can be segmented for over 125 therapeutic and specialist groups. Clients combine our in-depth, trended data with insights from our eHealth analyst team to shape better informed e-marketing and sales strategies. For information, please contact [email protected], call 1.888.680.0800, or visit www.manhattanresearch.com. To request a complimentary demo of Manhattan Research’s physician and consumer studies and strategic advisory services and preview the breadth of eHealth data and analysis available to subscribing clients, please contact our team at [email protected] or 1-800-680-0800, ext 2. About Decision Resources, Inc. Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at www.DecisionResourcesInc.com. ### All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders. Copyright© 2009 • Manhattan Research, LLC All rights reserved Page 19 t: 1.888.680.0800 e: [email protected] www.manhattanresearch.com