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

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Trends in eHealthViennaMay 2, 2012

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AGENDA

1. E-Marketing Categories- Websites- Apps- Video Marketing- Social Media

3. Online Marketing Campaign4. E-Detailing5. Conclusion

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E-Marketing Categories

http://www.slideshare.net/revells/digital-marketing-7384687

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Websites

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Website categories


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Product Website

Login for healthcare professionals (e.g. DocCheck)

Personalization

CRM-Integration

Interactive presentations

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Apps / mHealth

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Mobile Market - Infographic

http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/

http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/

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Mobile Website Version

Only one of the top ten pharmaceutical companies has a mobile optimized website

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Medical-Apps

More than 300 healthcare apps

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mHealth


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Apps

http://itunes.apple.com/de/app/draco-wundassistent/id491663455?mt=8

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Apps – Merck PSE

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Video Marketing

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Video Marketing

http://www.youtube.com/user/LivingWithADHD

http://www.youtube.com/watch?v=DaEyuicY_nM

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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.

http://olivemediagroup.com/ZomajetVisionX/Zomajet_extract.html

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Social Media

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Social Media usage of European physicians

http://manhattanresearch.com/Images---Files/Data-Snapshots/European-Physician-Social-Media-Trends

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Social Media: Blogs

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Company Blog

http://www.jnjbtw.com/

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Patient Blog

http://sharing.mayoclinic.org/

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Science Blog

http://advancingthescience.mayo.edu/

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Disease Blog

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Social Media: Communities

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Special Interest Community

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Patient Community

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Patient Community

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Science Community

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Twitter

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Twitter – topic-account

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Twitter – company-account

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Twitter Account – Race with insulin

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Pharma employees on twitter

Pfizer

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Sanofi Aventis

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GE Healthcare

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Social Media: Facebook

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Facebook

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Facebook-App

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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.

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Sponsored Web Properties

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Facebook Company Page

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Online Marketing Campaign

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Bayer Scherings award-winning online marketing campaign for Levitrafor those actively seeking erectile dysfunction information

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Bayer Scherings award-winning online marketing campaign for Levitra

http://pharmadigital.wordpress.com/2010/04/11/in-bed-erectile-dysfunction-campaign-overview/

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E-Detailing

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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 physician’s time than ever before

4. Physicians have more trust in colleagues and scientist and think that representatives show a lack of objectivity

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Detailing – What is the effect of it?

https://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219

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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

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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

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Virtual live E-Detailing

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Scripted E-Detailing

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E-Detailing through a portal for doctors

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E-Detailing Integration with CRM

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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


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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 representative’s visit.

Lewis, David. ‘Lilly Takes To The Net For Access To Doctors.’ InternetWeek, 23 April 2001.

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E-Detailing Results

• increasing revenue

study: after the implementation of an eDetailing programme the product’s market share increased by 10% (against a control group of 3%)


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Technical Aspects

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Orchestrating channels

Public Marketing Content

Non-publicProduct Content

MedicalContent

User GeneratedContent

ClosedSocialMedia

NewsServices

PublicSocialMedia

NewsService

Public Website

Brand Comm.”Hub” for

other channels

ClosedWebsite

CampaignE-Detailing

ServicesRep. Contact

Mobile

E-DetailingRep. Contact

ToolsLearning

aggregate and reuse

Integrateanalyze

CRM

optimize

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eMarketing – A technical approachSo

cial /

Web

Ana

lytic

s

Website

•Company•Patient

CMS as central system

single content storage

generates websites for

public and only access for

healthcare professionals

Marketing success is

monitored by analytics

systems

Gathered user data is

stored in CRM systems

for marketing use

Enterprise CMSCQ 5

DocCheckSwissRX

CRXContent

Repository

Website Product

MedService

Social Media

•FB•G+

AssetMgmtMobile

Apps

•Mobile•Tablet

CampaignMarketing

CRM

eMai

l Mar

ketin

gCustomer

Online Marketeers

Personalization Engine - implicit /explicit

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Conclusion

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Top Trends in E-Marketing

From

Analogue

Push Broadcasts

Top-down Communication

Desktop Internet

To

Digital

Pull Content

Dialogue

Mobile Internet

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eMarketing Process


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Our Recommendations

1. Do campaigns: Integrate E-Marketing with other marketing activities.

2. Use social media to build / improve relationship to all target groups.

3. When using Social Media take risks and communicate authentically, do not misuse Social Media as just another push channel.

4. Integrate E-Detailing with your CRM.

5. Thinks of tools and services you can offer to mobile users (even if they are not directly product-related).

6. Use a powerful ECMS for multi device content management.

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