Trends in eHealth: eDetailing, Apps, Social Media and Online Marketing

1 Pilotwelle
Trends in eHealth Vienna May 2, 2012
3 Pilotwelle AGENDA 1. E-Marketing Categories - Websites - Apps - Video Marketing - Social Media 3. Online Marketing Campaign 4. E-Detailing 5. Conclusion
4 Pilotwelle E-Marketing Categories http://www.slideshare.net/revells/digital-marketing-7384687
5 Pilotwelle Websites
6 Pilotwelle Website categories http://www.slideshare.net/revells/digital-marketing-7384687
7 Pilotwelle Product Website Login for healthcare professionals (e.g. DocCheck) Personalization CRM-Integration Interactive presentations
8 Pilotwelle Apps / mHealth
9 Pilotwelle Mobile Market - Infographic http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/
10 Pilotwelle Mobile Website Version Only one of the top ten pharmaceutical companies has a mobile optimized website
11 Pilotwelle Medical-Apps More than 300 healthcare apps
12 Pilotwelle mHealth http://www.slideshare.net/revells/digital-marketing-7384687
13 Pilotwelle Apps http://itunes.apple.com/de/app/draco-wundassistent/id491663455?mt=8
14 Pilotwelle Apps Merck PSE
15 Pilotwelle Video Marketing
16 Pilotwelle Video Marketing
17 Pilotwelle Video Marketing Ferring Pharmaceuticals video campaign for the ZomaJet needlefree pen device. The campaign won the prize for best video at the PM Society Awards in 2008.
18 Pilotwelle Social Media
19 Pilotwelle Social Media usage of European physicians http://manhattanresearch.com/Images---Files/Data-Snapshots/European-Physician-Social-Media-Trends
20 Pilotwelle Social Media: Blogs
21 Pilotwelle Company Blog
22 Pilotwelle Patient Blog
23 Pilotwelle Science Blog
24 Pilotwelle Disease Blog
25 Pilotwelle Social Media: Communities
26 Pilotwelle Special Interest Community
27 Pilotwelle Patient Community
28 Pilotwelle Patient Community
29 Pilotwelle Science Community
30 Pilotwelle Twitter
31 Pilotwelle Twitter topic-account
32 Pilotwelle Twitter company-account
33 Pilotwelle Twitter Account Race with insulin
34 Pilotwelle Pharma employees on twitter Pfizer
35 Pilotwelle Pharma employees on twitter Sanofi Aventis
36 Pilotwelle Pharma employees on twitter GE Healthcare
37 Pilotwelle Social Media: Facebook
38 Pilotwelle Facebook
39 Pilotwelle Facebook-App
40 Pilotwelle Facebook-App App for HAE patients: Along with a blood test, an accurate and comprehensive family history can help decrease time to diagnosis. www.cinryze.com or www.ryzeabove.com.
41 Pilotwelle Sponsored Web Properties
42 Pilotwelle Facebook Company Page
43 Pilotwelle Online Marketing Campaign
44 Pilotwelle Online Marketing Campaign Bayer Scherings award-winning online marketing campaign for Levitra for those actively seeking erectile dysfunction information
45 Pilotwelle Online Marketing Campaign Bayer Scherings award-winning online marketing campaign for Levitra http://pharmadigital.wordpress.com/2010/04/11/in-bed-erectile-dysfunction-campaign-overview/
46 Pilotwelle E-Detailing
47 Pilotwelle Detailing Situation 1. Physicians are trying to see more patients in less time 2. Physicians time is also over-crowded by hospitals, staff and administration 3. There are more sales representatives competing for less physicians time than ever before 4. Physicians have more trust in colleagues and scientist and think that representatives show a lack of objectivity
48 Pilotwelle Detailing What is the effect of it? https://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219
49 Pilotwelle E-Detailing Definition The migration of detailing services to an electronic channel that physicians can access to get the information they want where they want and at a time that is most convenient for them
50 Pilotwelle E-Detailing Categories & Pros Virtual live eDetailing (interact with the sales rep via video and audio in real time) + providing a longer interaction with the physician more cost effectively Scripted eDetailing (physician watches interactive screens and has the option to contact rep by phone or mail) + physician has the convenience of 24/7 availability eDetailing through a portal for doctors (access to ready-made communities for doctors) + interaction with other physicians http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
51 Pilotwelle Virtual live E-Detailing
52 Pilotwelle Scripted E-Detailing
53 Pilotwelle E-Detailing through a portal for doctors
54 Pilotwelle E-Detailing Integration with CRM
55 Pilotwelle E-Detailing Results provide physicians with more updated drug information simplify the sample ordering process help to improve physician relationships generate statistical and CRM insights http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
56 Pilotwelle E-Detailing Results decrease detailing costs Pharmaceutical companies can cut costs using e-Detailing an online sales session costs about US$110 on average, compared with an approximate cost of US$200 for a field representatives visit. Lewis, David. Lilly Takes To The Net For Access To Doctors. InternetWeek, 23 April 2001.
57 Pilotwelle E-Detailing Results increasing revenue study: after the implementation of an eDetailing programme the products market share increased by 10% (against a control group of 3%) http://www.pharmafield.co.uk/features/2007/11/eDetailing-and-how-it-affects-you
58 Pilotwelle Technical Aspects
59 Pilotwelle Orchestrating channels Public Marketing Content Public Marketing Content Non-public Product Content Non-public Product Content Medical Content Medical Content User Generated Content User Generated Content Closed Social Media News Services Closed Social Media News Services Public Social Media News Service Public Social Media News Service Public Website Brand Comm. Hub for other channels Public Website Brand Comm. Hub for other channels Closed Website Campaign E-Detailing Services Rep. Contact Closed Website Campaign E-Detailing Services Rep. Contact Mobile E-Detailing Rep. Contact Tools Learning Mobile E-Detailing Rep. Contact Too