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

Aug 23, 2014

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Current trends in eHealth for pharmazeutical companies.

  • 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