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How Digital is Shaping the Future of
Pharmaceutical Marketing
Digital Health Trends
ePharma Marketing Strategies
Resource Guide
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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
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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).
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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.
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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.
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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.
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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.
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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.
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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.
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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®.
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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.
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• Manhattan
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• Manhattan LLC
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11
Streaming video content offers a highy-engaged
environment for reaching targeted consumers.
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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.
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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.
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LLC LLC
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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
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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
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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.
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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).
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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
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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.
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