“Think like a poet, plan like a bookkeeper”
May 07, 2015
“Think like a poet, plan like a bookkeeper”
Carwyn Jones: Managing Director, Channel Health
Eli Lilly – 7 years (Sales, marketing, sales management, strategy)
GSK – 3 years (Global strategy)
Sudler & Hennessey – 3 years (Director of strategic planning, Europe)
Doctors.net.uk – 4 years: Head of Pharma. Responsible for working with
the pharma industry to help them engage with target doctors through a
trusted channel. Sales team, account management, medical writing, design,
web build.
Channel Health – as of mid-June 2012 – all about digital channels
Pharmaceutical Marketing Society (PM Society) – digital lead
Channel Health is a part of the OPEN Health family of companies
CHANNEL HEALTH
CHANNEL HEALTH
Intelligence
CHANNEL HEALTH Strategy
CHANNEL HEALTH
Idea Engine
CHANNEL HEALTH
Engagement
CHANNEL HEALTH
Communities
CHANNEL HEALTH Mobile
CHANNEL HEALTH Elements
What do HCPs want from digital channels?
After today’s presentation you should know a little more about…
Where pharma marketing is going (or has been)
Digital marketing
What doctors are up to online
What HCPs want online
Content and contact
The channel options
Measurement
Set the scene…
So why digital channels?
The history of pharmaceutical sales and marketing
The death of PUSH marketing
Stop shouting
Learning moment – Setting the scene
Digital marketing is BRUTAL
The user is 100% in control
Every company is evaluating new channels to make up for the sales call
So let’s do digital marketing
Digital marketing definition
Digital marketing = digital marketing
Use classical marketing theory (obviously…)
Remember: the online user is 100% in control and the internet is a ‘brutal’
medium to communicate poor or inadequate content to the user
Don’t forget the basics
Do not be seduced…
GPs rate CME as the most useful element on the Internet
6%
3%
4%
4%
6%
7%
9%
16%
16%
20%
20%
20%
23%
24%
27%
28%
68%
Other (please specify)
Conference highlights
Presentations about pharmaceutical and device products
Online quizzes
Podcasts
Medical calculators
Medical images
Medical news
Case studies
Clinical paper reviews
Online handbooks
Clinical discussion forum
Databases of information (drugs, poisons, etc)
Journal articles
Online reference textbooks
Accredited CME modules
Types of online resource rated in the Top 3 in terms of usefulness
Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1,025 GPs (medeConnect) 18
So what are HCPs up to?
Point1: Doctors are weird
Point1: Doctors are weird
CLINICAL
EVIDENCE BASED
SCIENTIFIC
PATIENT OBSESSED
MONEY OBSESSED
Point 2: We’re all the same
Point 2: We’re all the same
When we use digital channels we all want the same thing…
SPEED (impatient)
SIMPLICITY
VALUE
AUTHENTICATION
TRUST
24
Despite a rapidly growing body of evidence…
24
80% of LatAm physicians go online daily for
professional purposes
73% of Chinese physicians
regularly access pharma websites
86% of European doctors say the Internet is
professionally “essential”
69% of urban Indian GPs say the Internet is
their preferred source of new info
SOURCES: Manhattan Research; Kinapse Life Sciences Consulting; Medimix LatAm
25
Between 2005 and 2011, pharma increased its digital investment…
25
from
.1% of total promotion
to
.9% SOURCE: Cegedim Strategic Data (CSD), provided to eMarketer Aug 24 2010
26 26
How valuable is digitally
delivered information from
pharma companies?
31%
37%
8%
11%
14%
49%
69%
64%
92%
89%
85%
50%
UK
Germany
Spain
LatAm
India
China
Valuable
Not valuable
25%
74%
Even though…
SOURCE: EIU Survey, March 2011
Learning moment – What are HCPs up to?
They are different but the same
They want VALUE from an online experience
They want more stuff online and via digital channels
What do HCPs want from digital channels?
Focusing on those who rated a service as either ‘useful’ or ‘very useful’, educational content leads email and then NICE guideline reviews in terms of
actual usefulness
17%
21%
18%
49%
50%
53%
60%
71%
80%
Jobs
Conference highlights
Information from third parties
Journal watch
Forum
News
NICE guideline reviews
Educational content
Perceived usefulness of services provided by Doctors.net.uk
Useful + Very useful
Average
4.1
4.1
3.6
3.5
3.4
3.3
2.7
2.5
2.2
29
Q7. Finally, for the various services provided by Doctors.net.uk, please indicate the extent to which you find them useful? Base: Sept 2011 = 1025 GPs New question in 2011
The most trusted sources for health information are peer-reviewed journals
5%
2%
5%
27%
34%
38%
50%
54%
85%
Other (please specify)
Pharmaceutical industry
General news publishers, e.g. BBC, Sky
Department of Health
Textbooks
Medical news services, e.g. Pulse, GP
Medical colleges
Doctors.net.uk
Peer-reviewed journals, e.g. NEJM, BMJ
Health information sources rated in the Top 3 in terms of
trust
Q2. Which sources of health information do you trust the most? Base: Sept 2011 = 1025 GPs
30
What do HCPs want from these channels?
1. Is this going to make me a better doctor?
2. Am I going to learn something?
3. Is this something new?
4. Is it interesting?
5. Have I got time?
Trivia: we all read 3 - 7 times faster than we listen
32 32 UK, 3%
UK, 3%
UK, 6%
UK, 8%
UK, 50%
UK, 3%
UK, 6%
UK, 28%
UK, 61%
UK, 61%
Germany, 0%
Germany, 10%
Germany, 21%
Germany, 2%
Germany, 19%
Germany, 15%
Germany, 12%
Germany, 73%
Germany, 62%
Germany, 73%
Spain, 0%
Spain, 8%
Spain, 34%
Spain, 40%
Spain, 24%
Spain, 21%
Spain, 13%
Spain, 37%
Spain, 42%
Spain, 74%
LatAm, 4%
LatAm, 8%
LatAm, 26%
LatAm, 41%
LatAm, 38%
LatAm, 46%
LatAm, 33%
LatAm, 22%
LatAm, 20%
LatAm, 61%
India, 15%
India, 24%
India, 20%
India, 18%
India, 15%
India, 36%
India, 47%
India, 13%
India, 33%
India, 76%
China, 7%
China, 5%
China, 4%
China, 4%
China, 9%
China, 6%
China, 15%
China, 19%
China, 26%
China, 72%
Neonatal infections
HIV/AIDS
Respiratory diseases
Tobacco use
Drug / alcohol abuse
Accidents
Infectious diseases
Other chronic diseases
Ageing populations
Chronic metabolic diseases
6%
11%
18%
19%
23%
25%
26%
27%
34%
68%
Neonatal infections
HIV/AIDS
Respiratory diseases
Tobacco use
Drug / alcohol abuse
Accidents
Infectious diseases
Other chronic diseases
Ageing populations
Chronic metabolic diseases
What are the greatest
health challenges
facing your country?
SOURCE: EIU Survey, March 2011
33 33
What are the biggest
obstacles to conducting
your job?
UK, 6%
UK, 11%
UK, 0%
UK, 6%
UK, 11%
UK, 14%
UK, 19%
UK, 6%
UK, 11%
UK, 33%
UK, 22%
UK, 39%
UK, 42%
Germany, 4%
Germany, 4%
Germany, 8%
Germany, 4%
Germany, 17%
Germany, 0%
Germany, 56%
Germany, 2%
Germany, 6%
Germany, 12%
Germany, 44%
Germany, 69%
Germany, 54%
Spain, 0%
Spain, 8%
Spain, 11%
Spain, 8%
Spain, 13%
Spain, 13%
Spain, 24%
Spain, 5%
Spain, 32%
Spain, 32%
Spain, 42%
Spain, 29%
Spain, 55%
LatAm, 13%
LatAm, 10%
LatAm, 16%
LatAm, 8%
LatAm, 16%
LatAm, 18%
LatAm, 16%
LatAm, 7%
LatAm, 35%
LatAm, 36%
LatAm, 34%
LatAm, 21%
LatAm, 62%
India, 11%
India, 18%
India, 16%
India, 19%
India, 23%
India, 15%
India, 11%
India, 23%
India, 19%
India, 27%
India, 26%
India, 26%
India, 55%
China, 5%
China, 1%
China, 14%
China, 23%
China, 7%
China, 22%
China, 0%
China, 35%
China, 6%
China, 6%
China, 12%
China, 33%
China, 48%
Poor access to latesttreatments
Poor working culture/collegialsupport
Inefficient or obsoletemedical technology
Insufficient / limited access totraining
Inefficient or obsolete ITinfrastructure
Lack of info about latesttreatments
Volume ofpaperwork/administration
Poor work environment
Uncooperative patients
Poor management / lack ofsupport
High workload / stress levels
Understaffing
Lack of funding
8%
9%
13%
14%
15%
15%
16%
17%
19%
23%
27%
33%
54%
Poor access to latest treatments
Poor working culture/collegial support
Inefficient or obsolete medical technology
Insufficient / limited access to training
Inefficient or obsolete IT infrastructure
Lack of info about latest treatments
Volume of paperwork/administration
Poor work environment
Uncooperative patients
Poor management / lack of support
High workload / stress levels
Understaffing
Lack of funding
SOURCE: EIU Survey, March 2011
34 34
What are the biggest
challenges to your
country's healthcare system?
14%
23%
25%
31%
35%
35%
37%
54%
Too much private sector involvement
Lack of private sector investment
Increased demand for services
Shortage of trained medical staff
Lack of funding for medical research
Lack of cohesive policy system
Poor management
Lack of funding for frontline services
UK, 3%
UK, 19%
UK, 31%
UK, 25%
UK, 19%
UK, 17%
UK, 42%
UK, 56%
Germany, 17%
Germany, 21%
Germany, 17%
Germany, 35%
Germany, 31%
Germany, 44%
Germany, 39%
Germany, 60%
Spain, 13%
Spain, 37%
Spain, 53%
Spain, 16%
Spain, 50%
Spain, 34%
Spain, 45%
Spain, 37%
LatAm, 20%
LatAm, 29%
LatAm, 30%
LatAm, 22%
LatAm, 49%
LatAm, 48%
LatAm, 43%
LatAm, 52%
India, 21%
India, 20%
India, 24%
India, 41%
India, 46%
India, 38%
India, 45%
India, 61%
China, 2%
China, 15%
China, 15%
China, 35%
China, 12%
China, 22%
China, 21%
China, 51%
Too much private sectorinvolvement
Lack of private sectorinvestment
Increased demand for services
Shortage of trained medicalstaff
Lack of funding for medicalresearch
Lack of cohesive policy system
Poor management
Lack of funding for frontlineservices
SOURCE: EIU Survey, March 2011
35 35
Mutual Value
Physicians Pharma
Learning moment - What do HCPs want from these channels?
Provide VALUE to HCPs
If you can’t provide value, be prepared to think carefully about what you are doing
Get over yourself…
Content and Contact
When it comes to diamonds there are four Cs to remember
CUT
CLARITY
COLOUR
CARAT
When it comes to effective medical communications online, there are just two…
CONTENT CONTACT
Content and Contact
Content Contact Engagement
Content Contact
Sales aid Sales force
Advertisement Journal with greatest circulation
Website / eDetail THE RIGHT CHANNEL
Learning moment – Content and Contact
To provide ENGAGEMENT you must provide CONTENT and CONTACT
Which channel options exist?
Channel options to HCPs
Key message
Channel options to HCPs
Key message
Channel options to HCPs
Key message 3. Communities
5. Remote eDetailing
4. Brand.com
1. Email marketing
2. Display advertising
Channel options to HCPs
Channels I AM going to talk about
1. Email marketing
2. Display advertising
3. Community engagement
4. Remote eDetailing
5. Brand.com
Channels I AM NOT going to talk about
1. Face to face
2. Print advertising
3. Telemarketing
4. Direct mail
5. Mobile
6. And a few others…
Digital channel considerations
• Authenticated users
• Metrics – click thru’, open rates, reporting Email marketing
• Only for brand awareness
• ‘Fish where the fish are’ Display advertising
• Segmentation opportunities
• Cost?
Community engagement
• Expensive relative to representative
• Determine the group of customers who want this Remote eDetailing
• SEO – getting to your customers
• Ensure you have clarified how to establish CONTACT Brand.com
What do you measure?
YES – QUALITATIVE (Detail Follow Up)
OUTPUT / IMPACT
1. On prescribing, on understanding, on knowledge, on behaviour
2. Market research, exit polls, qualitative feedback
MAYBE – QUANTITATIVE (Call rate)
INPUT / NUMBERS
1. Number of hits
2. Number of views
3. Time on page
4. Open rate / bounce rate
Trivia: HITS – How Idiots Track Success
Learning moment - Channel options to HCPs
Understand the digital channels available to you
Work with the digital channels you trust
Work with the digital channels that can work together
Measure the right stuff
Case studies
• Created in 2011
• Challenge was to sell to Primary Care without a sales force
• An eDetailing campaign was designed and implemented
using KOLs to educate physicians on the benefits of allergy
testing
• Each eDetail results in a 19-45% increase in sales during
the following month
• To date, 6 e-details have been released over a 12-month
period
• eDetailing campaign is supported by full digital campaign
(including resource centre, apps and Google adwords
campaign)
Email E-detail Linked Resource Centre Downloadable App
ImmunoCAP for Thermo Fisher
QUESTIONS??
For more information contact Channel
Health
Carwyn Jones carwyn@channel-
health.co.uk +44 7770 408 674