The role of search in a Multi Channel Marketing strategy

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

THE IMPORTANCE OF SEARCH DURING THE EARLY DEVELOPMENT OF YOUR HCP MULTI CHANNEL MARKETING STRATEGY

LEARNING'S FROM AUSTRALIAN DOCTOR'S ONLINE BEHAVIOUR & SIMILARITIES TO CHINESE DOCTORS

STAN BILINSKI

MULTI CHANNEL MARKETING LEAD

PFIZER AUSTRALIA

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

DISCLAIMER

The views of this presentation are not necessarily the opinion or views from Pfizer.

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Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

WHAT TODAY IS ABOUT?

DR DIGITAL BEHAVIOURS

- CHINA &

AUSTRALIA

USING ONLINE TO EDUCATE

PRESCRIBERS

DOCTORS & SEARCH

SEARCH =

STARTING POINT FOR MCM

KEY TAKE OUTS FROM TODAY

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

BEFORE WE START A LITTLE ABOUT SEARCH

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

SEARCH BEHAVIOUR IN PERSPECTIVE

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

A GLOBAL PERSPECTIVE

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

A GLOBAL PERSPECTIVE

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

BUT HOW ARE PATIENTS USING SEARCH A FEW QUICK THINGS TO REMEMBER

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

PATIENT BEHAVIOUR

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

PATIENT BEHAVIOUR – SEARCH

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

PATIENT BEHAVIOUR – SEARCH

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

DOCTOR DIGITAL BEHAVIOUR COMPARISON BETWEEN CHINA & AUSTRALIA

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

ENGAGING DOCTORS

DEVICES USED IN PRACTICE

99% use Desktop /

Laptop

84% use Smartphone

54% use Tablet

Source : Google Manhattan Research Project – Google Physician Channel Adoption Study

Doctors spend 200% more

time consulting online

resources than they do print

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

ENGAGING DOCTORS

SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

98% Search on Desktop /

laptop

56% Search on Smartphones

63% Search on Tablets

Search is the #1 place to start - more than any

other specific website /

portal

Source : Google Manhattan Research Project – Google Physician Channel Adoption Study

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

ENGAGING AUSTRALIAN DOCTORS – ONLINE

SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

ENGAGING AUSTRALIAN DOCTORS – ONLINE

SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

ENGAGING AUSTRALIAN DOCTORS – SEARCH

SEARCH'S ROLE IN FINDING CLINICAL INFORMATION

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR

1.3 hrs/day spent using digital resources for work

60% visit HCP portal websites for

professional purposes weekly

40%

participate in any on-demand

presentations

1.4 hrs/day spent using digital resources for work

46% visit HCP portal websites for

professional purposes weekly

26%

participate in any on-demand

presentations

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR

83%

own a smartphone

154 average number of patients

seen weekly

4 see Pharma reps from various

companies per week

88%

own a smartphone

124 average number of patients

seen weekly

4 see Pharma reps from various

companies per week

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

CHINESE PHYSICIANS SEEING JUST FOUR PHARMA REPS PER MONTH

Source: Manhattan Research March 2014

80 mins/mth listening to product messages

from Pharma Reps

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

CHINESE PHYSICIANS SPEND 26 HRS / MTH ONLINE

FOR PROFESSIONAL PURPOSES

Source: Manhattan Research March 2014

50% use Baidu daily

Average 6 searches a day

97% of all searches with Baidu

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

PHARMA SERVICE PORTALS BECOMING MORE COMMON

BY CHINESE HCPS

60% usage rate

Source: Manhattan Research March 2014

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

USING ONLINE TO EDUCATE PRESCRIBERS

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

INBOUND VS OUTBOUND MARKETING

MORE IMPORTANT IN MOST GLOBAL MARKETS

14%

26%

60%

Australia Physicians

I prefer to find prescription drug information on my own

I prefer to have pharmaceutical companies send me prescription drug information

No preference

Source: Manhattan Research March 2014

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

GLOBAL TRENDS IMPACTING PHARMA

Decreasing access to Physicians by Pharma Reps

Smaller field forces due to financial pressures on most Pharma Companies

Patients increasingly self diagnosing prior to

seeing their Doctor

Physicians proactively accessing information

online

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

DOCTORS & SEARCH HOW ARE THEY USING IT & WHAT ARE THEY DOING?

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

IMPACT OF SEARCH ENGINES

In the US now 95% of the internet browsing

population access a search engine

77% of online health seekers began their session on a search

engine

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

Search has fast become the doctors digital stethoscope

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

DOCTORS GO ONLINE TO SEARCH WHAT PATIENTS TRIGGER IN CONSULTATION

TOP 3 REASONS A DOCTOR SEARCHES

Patient Independent Research

Promotional Efforts

34% after seeing a

Pharma rep 68%

62%

61%

55% 60% 65% 70%

Patient request more info during

consult

Patient requesting specific drug info

Patient reporting drug side effect

59%

52%

51%

45% 50% 55% 60%

After reading a journal article

After attending a medical

conference

When a new drug becomes approved

Source : Google Manhattan Research Project – Google Physician Channel Adoption Study

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

NOT SURPRISINGLY, SEARCH TERMS ARE VARIED

KEYWORDS USED FOR CLINICAL INFORMATION

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

OPPORTUNITY FOR PHARMA

NOT TO LEARN FROM OTHER PHARMA

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

SEARCH = STARTING POINT FOR MCM EFFECTIVE LEARNING PLATFORM

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

WHAT IS MCM?

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

SEARCH SIMPLY ALLOWS CUSTOMERS TO QUICKLY AND EASILY ACCESS OUR MULTIPLE CHANNELS

Webinar

eMail

Remote Detailing

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

MORE MCM CONTENT TRADITIONAL PROCESS TO PRODUCE CONTENT FOR PHYSICIANS

Brand strategy Communication

objective Product digital

assets SEO

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

Customer insights

Match customer

information need to brand

communication strategy

Product digital assets

Acquisition strategy

ALTERNATIVE PROCESS TO PRODUCE CONTENT FOR PHYSICIANS TO INCREASE CUSTOMER CENTRICITY

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

SEARCH IS CRUCIAL TO COST EFFECTIVELY

INCREASE CUSTOMER TRIAL & ADOPTION OF MCM CHANNELS

Increase your Inbound

marketing spend

Refocus your Outbound

marketing spend

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

SUMMARY OF TODAY TOP FIVE THINGS TO REMEMBER

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

KEY FIVE TAKE OUTS

Digital, especially Search, is the fundamental tool for Doctors

Digital (search again) has become the 1ST call for patients looking for health information

Mobile search is crucial to both Doctors & Patients

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

KEY FIVE TAKE OUTS

Removing friction in the search for medical / health information is key to success

Reliable , trustworthy, actionable content is king (mobile, VDO, landing pages)

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

QUESTIONS? THOUGHTS OR COMMENTS ACCEPTED TOO

Stan Bilinski Multi Channel Marketing Lead, Australia

The Importance of Search early in the Development of your HCP MCM Strategy July 2014

THANK YOU! STAN BILINSKI – MULTI CHANNEL MARKETING LEAD PFIZER AUSTRALIA