Digital Pharmaceutical Marketing

COMMUNICATION

IN A WIKI-WORLD

The impact digital media is

having on pharma marketing.

YESTERDAY’S Promotional Strategy

Pharmaceutical Companies

TODAY’S

Today, it is essential to meet your customers where they are!

Promotional Strategy

Pharmaceutical Companies

COMMUNICATION 1.0

Pushing messages

Static

Saying

Look & Feel

Idealism

Simplicity

Touch points

Targets audiences

One way

COMMUNICATION 2.0

Conversations

Dynamic

Doing

Experience

Authenticity

Complexity

Engagements

Community

Two way

“…marketers looking to develop

a branded blog or other form of social

media for a prescription drug must still

figure out how to effectively deal with

the fair balance requirements.”

Thomas Abrams, DDMAC Director

THE DILEMMA

THE PLOT THICKENS PHYSICIANS MOVING ONLINE

FOR PROFESSIONAL RESOURCES

SEO

Source: www.emarketer.com

The days of sifting through seven pages of search results are over. These days, many search users start over if they don’t find what they want on page one.

Web 2.0 Influence for Pharma Brands on the Rise, vFluence, 8.4.08. www.v-fluence.com

SEARCH FOR BRANDS, LAND ON

USER GENERATED CONTENT (UGC)

Posts often unfavorable

UGC appears on the first page of searches over

90% of the time.

•  A TYPE OF WEBSITE THAT

ALLOWS USERS TO ADD,

DELETE, OR EDIT CONTENT.

wikis

DOCTORS LIKE WIKIS

Like speed and ease of use.

Helps jog memory.

Is A useful starting point to do research.

Jessica Berthold, Web Watch: Living in a Brave New World of Medical Wikis, American College of Physicians, 2008 www.acponline.org

Downloadable, portable, multimedia

broadcasts available on a website.

PODCAST

PODCAST GROWTH PROJECTIONS

PERSONAL

PROFESSIONAL

BRANDED

THEMED

Online journals that contain content and writing the

author wishes to share. Often for receiving responses

and listing them in reverse chronological order.

BLOGS

BLOG GROWTH

REALLY SIMPLE SYNDICATION (RSS)

Users receive headlines or brief summaries directly through a downloadable

RSS reader, or personalized home page

Allows users to track blogs and sites efficiently.

Aggregating software pulling information

from various selected online sources.

SOCIAL NETWORKS AN ONLINE COMMUNITY CREATED FOR

USERS TO CONNECT, COMMUNICATE,

AND SHARE.

HELPING HEALTHCARE PROFESSIONALS CONNECT

Networking will always be

key to the profession

Communities are HCPs

exchange medical knowledge,

market themselves, find

business partners, etc.

Perhaps Online social networks

will replace congresses we know

today: ASCO, ASH, ICAAC, DDW

Sermo: Launched 2006 with 5K users; today 75K registered users

VIDEO e-VOLUTION

Broadband Video

Portable Video

Mobile -> HD Video

Everybody’s Making Video

An explosion of content choices

Available from a variety of sources

Delivered to a magnitude of Devices

At all ranges of quality

Manhattan Research Cyber Citizen Health v7

In Millions

ONLINE VIDEO EXPERIENCE

WHEN I’M

MOBILE

Making calls

is the least of

it’s capabilities

THE IMPLOSION

TEXT MESSAGE

HELP BOOST PATIENT COMPLIANCE

MOBILE COUPONS

Source: Cosmetics Design

10-30 times redemption rates of paper coupons.

Patients received free trial by showing text message to their pharmacist.

DOWNLOADABLE MOBILE APPLICATIONS

Mobile tools put

relevant info in

consumers’ and

physicians’ hands at

the exact moment

they need them.

BlueCasting

EMI promoted the latest Coldplay

album via BlueCast—offering users

exclusive Coldplay content.

Disseminating digital files (applications, images,

coupons, etc) via blue tooth technology.

What else?

What about Print?

What about the sales rep?

e•INK

The future of printing

Requires very little power to run.

Is the basis for e.book readers

PERSONAL PROJECTORS

Multimedia for sharing

Soon to be available in any cellular platforms

Currently an add on to portable media players

THE END

ACTUALLY, IT’S ONLY THE BEGINNING.

For more information contact: Marvin Bowe

marvinbowe@yahoo.com