2. Trends
1. Growth in no. of channels
2. ( , , g )
Growth in new media content (audio, video, images)
3. Fragmentation of content production
4.
4 Fragmentation of user consumption
Fragmentation of user consumption
5. Growth in short‐form content
6. User‐generated content
7. Decline in traditional channel domination
8. Control of media consumption moves to consumer
9.
9 Questionable utility of some channels
Questionable utility of some channels
3. Digital Media Channels
Social Media email
CD distributed
CD distributed
Public & resources
society sites
Digital Online
Patient or
disease sites Channels advertising
Meeting
mobile support
e‐detailing Intranets resources
19. Digital Trend
Digital Trend
• Growth in digital marketing agencies /
capabilities
• No. of agencies / companies
– From specialised eg PraeMedica to broader
– Doctors.net, OnMedica, Proscape
, , p
• Awards
• Projects / outputs
/
• Industry press coverage
Industry press coverage
20. Digital communication requires a new approach
g q pp
Characteristics of digital media
Duration Online is indefinite
Interactivity Customer initiates & terminates
Human computer interface Media mix; lean forward v lean back
Human‐computer interface Media mix; lean‐forward v lean back
Pull v push Supply mindset v demand mindset
i l l
Two‐way communication Dialogue v monologue
Market research Detailed analytics
Adaptable Test & perfect
Segmenting & targeting Granular & tailored content
g g g g
Breadth & depth Unlimited & layered
21. Pharma use of digital media
Pharma have a wider range of options to consider
Categories Scenarios
1. Support traditional • Increase SOV
activities • Support sales activities
pp
2. Replace traditional • Reach no‐see customers
activities
• Disseminate complex info
3. Extend traditional activities
• Leverage KOL relationships
• Build stronger relationships
• Promote offline contact – mtgs & rep
Promote offline contact – & rep
23. CF Christopher, Novartis
CF Christopher Novartis
• Permanent persona
• Blurs boundary
between real and
fiction
fi ti
• Reaches out to
patients
Lost or Idol? What to watch during my • Drives web traffic
treatments tonight?
Great run this morning. Blue sky, brisk air, and
Vampire Weekend on the ipod.
24. PatientsLikeMe
• 64k users
• All illnesses &
treatments
• Used by UCB &
Novartis currently
27. Changes in physician‐pharma
interaction
• US 100k l
US: 100k sales reps for 650k doctors
f 650k d t
• ¾ l
¾ sales calls last <2 minutes
ll l t <2 i t
• 43% never get past reception
43% never get past reception
Accell, 2010
28. This presentation free at www.praemedica.com
This presentation free at www praemedica com
Thank You
Mark R Millar
mark@praemedica.com
Tel. +44 (0) 2897 510099
Healthcare e‐marketing and e‐communication
www.praemedica.com