A Digital Marketing Ecosystem for Pharmaceuticals Pharmaforce 2010 Princeton, NJ USA
Nov 18, 2014
A Digital Marketing Ecosystem for Pharmaceuticals
Pharmaforce 2010
Princeton, NJ USA
• Digital World around us is rapidly changing:− The way people seek information is changing− Emerging Social interactions - interactive, collaborative, social model− Online channels are expanding – mobile boom!− Media formats, richness, and interactivity level is rapidly evolving
• Scattered Digital Marketing technology solutions across organization− Different for each brand / product− Different for each channel – eMail, Web, Mobile, Social, etc.− Fragmented Digital Media Assets− Inconsistency and low reuse
• Change is required to deliver a cohesive Digital Marketing Strategy− Need for an integrated technology approach− Engage consumers in a new and interesting ways of conversation with
consistency
Digital Marketing
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In 2010, for the first time, spending on online digital media crossed spending on print media
• Digital Marketing Platform as a Shared Service− Common infrastructure across the organization− Shared resources and technology
• Benefits of a Digital Marketing Platform− Significant reuse, synergies− Multi channel & cross channel communication− Consistency of communication− Centralized metrics to improve insights, response times, messaging− Significant cost savings from a shared service− Enable more Self Service− Increased ability to scale− Easier to calculate ROI
Digital Marketing Platform
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It can be both a Shared Service and a Platform
A Digital Marketing Roadmap
A Sample Roadmap for Maturity – it’s Complex!
• Reach customers through variety of touch points
• Listen to what they are asking for?
• Engage them by responding with right, interactive, channel appropriate content
• Convert them & build the needed trust
• Retain them by continuous engagement to ultimately build loyalty and advocacy
Digital Marketing Business Requirements
Digital Marketing strategy mapped to business objective. Media and Channel agnostic strategy
Business Goals, Traditional Marketing Objectives
Web Channel
Social Media
Mobile
Reach
Listen Engage Conve
rtRetai
n
Interactive, Engaging Content
Understand Customer Digital Connections
Establish and capture success metrics
Address Regulatory issues
Competitive Analysis
Digital Marketing Technology Platform
A Shared Service Framework – Marketing and IT work together
Extended Platform
Core Platform
Add-Ons
Web Content Mgmt
Digital Asset Mgmt
Content Syndication
Digital Media Management Analytics & Intelligence
Web Analytics
Social Listening Platforms
Business Intelligence
Web Solution Frameworks
Marketing Portals & Micro
sites
Mobile Web Sites & Apps
Search Engine Optimization
Search Engine Marketing
Development & Testing
User Experience
Core ProcessesSustain Model
Hosting Model
Integration
Legacy Integration
Security Integration
Marketing Resource
ManagementInteraction
Mgmt
Campaign Mgmt
Lead Mgmt
Marketing System Integration Social Media Marketing
Community Solution
SM Campaign Mgmt
CRM
SMS / Email Mgmt
Targeting
Behavior Targeting Platform
Ad Management
MVTOnline Video
Mgmt
Search
Web Mobile Email Social Media
Metadata Model
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Digital Asset Management
Digital Asset management – A Center Piece of the Framework
Media Bus
Media AcquisitionServices
Authoring & Editing
Services
SearchServices
Content Repository
Media Repurpose Services
Media Distribution
Services
Inbound
Social Media
Digital Sources
Existing CMS
External Content Sources
Distribution Channels
Social Media
Feeds
Portal
Mobile Devices
Marketing Apps
Workflow Services
Social Media Presents New Dimensions
•Generate insights by Listening & Analyzing the social channels such Twitter. Facebook, blogs, etc.
•Monitor reactions to brands and diseases - decipher sentiment analysis
Social Media Analysis
•Presence on Facebook, Twitter
•Blogs mostly at the corporate level
•Social Media Campaigns, Generate Ideas & encourage social polling
Presence on Social Media Outlets
•Publish promotional , educational videos
•User Generated Video – invite patients to share their stories – moderation required
Online Video
•Targeted communities - dedicated to help people of common interest groups to learn & share
•Monitor all comments in real time and publish only after reviewing
•For unreleased drugs, start or “sponsor” a generic disease / patient community
•Some can conservative approach - Limited set of choices rather than open free form content
Brand Sponsored Patient Communities
•Patients connecting with each other taking each other’s advice. Listen to such communities.
Patient Communities (Non-Brand Controlled)
Social Media presents innovative ways of engaging with your brands. It is also a way gather collective intelligence.
• Regulatory Issues • Fair balance and AE (Adverse
Events)• Fit benefits and fair-balance in 140
words on Twitter!• Secure Communications
− Patient information remains secure
Social Media in Pharmaceuticals
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• Education patients – Generate Awareness
• Educate doctors, medical professionals
• Learn how patients cope with diseases
• Offer Support and supportive environment (community)
• Increase Sales of products• Sales Campaigns• Improve public perception• Increase Success
Objectives Challenges
Different type of Diseases / Drugs have different social participations and benefit levels – understand yours…
Social Media Examples in Pharmaceuticals
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•No public examples
Social Media Analysis
•Facebook Community - VOICE (Sanofi-Aventis), Changing Possibilities in Hemophila (Novo Nordisk)
•Blogs - More Than Medicines (GSK), JNJBTW (J&J)
Presence on Social Media Outlets
•GoInsulin (Sanofi – Aventis)
•Pfizer Europe
•Symbicort “MyAsthmaStory” YouTube channel
•Reyataz “Fight HIV Your Way” video and photo contest
Online Video
•Alli (GSK)
•Voices of Diabetes (Novo Nordisk)
•AccChek Diabetis (Roche)
Brand Sponsored Patient Communities
•Novo Nordisk “sponsored” Juvenation, a Type 1 diabetes site run by the Juvenile Diabetes Research Foundation (JDRF)
•ACOR, WebMD Health Exchange,
Patient Communities (Non-Brand Controlled)
Despite challenges, many pharmaceutical companies are leveraging social media opportunities
Source of Communities
Online Communities
(Blogs, Twitter, Wikis, Video, Mashups, URLs)
Brand sponsored
Healthcare Professional
Societies
Patient Driven
Marketing Professionals
OthersIndustry Observers
Caregivers
Social Media groups (Facebook, Youtube, Twitter,
etc)
Individual Builders (employees of Life sciences firms, etc)
•Product/Brand Managers
•Business Unit, Therapy Area, etc.
Brand Sponsored
•Medical Professional Societies, Conferences/Congresses
•Clinical Associations
Healthcare Professional
Societies
•Patients seeking some form of lifelong association
•Patient Advocacy groups
Patient Driven
•Healthcare Marketing Associations, Ad Agencies
•Pure Promotion firms
Marketing Professionals
•New and unknown entrants/outlets,/channels, Academic medicine, Journals, etc
•Parties with conflicting interest (Negative campaigns, etc)
Others
•Third-party advocates providing critical assessment of firms, industry, regulation
•Industry Watchdogs and Independent Communities
Industry Observers
•Patient supporters, families, those seeking information to share
•Nursing groups, Home Healthcare groups, Assisted Patient Living groups
Caregivers
•Facebook, Twitter, etc groups
•Audio/Video Podcasts dedicated to topical areas
Social Media Groups
•Possibly employees of some healthcare or life sciences organization
•Information brokers who many not necessarily represent an organization view
Individual Builders
Channels of Communities
Gain Support
Brand Sponsored Community
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Support community for Alli, weight loss product from GSK
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Patient Community – Non Brand
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Physician Community – Non Brand
• Facebook Page• Twitter Account• YouTube• Web Site• Events• Celebrity• TV
Integrated Social Media Campaign
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Don't plan social media in a vacuum - tie it with overall marketing strategy and business objective
Setup a digital marketing
Governance Team
Current State Inventory - platforms,
applications, products & partners
Establish a reference Business
and Technology Architecture
Gap Analysis with current state
Establish Roadmap
Evaluate Vendors in areas where there is a gap• Prefer Integrated
Solutions from vendors
Design Ongoing operations and sustain model
Setup an experienced
development, integration team.
Set up an Lab for Continuous Innovation
Digital Marketing Platform - How to go there?
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A Digital Marketing Ecosystem for Pharmaceuticals – Open Discussion