Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
2. HCPs in the digital Age
published by PMLiVE (http://www.pmlive.com/pharma_intelligence/infographic_digitally-native_hcps_544275)
3. Pharma should engage – patients expectations
Patients Expect Pharmaceutical Companies to Provide Services that Help Them Manage Their Health, Accenture, March 2014
4. Pharma should engage – seeking information
Patients Expect Pharmaceutical Companies to Provide Services that Help Them Manage Their Health, Accenture, March 2014
5. Multi channel Marketing
One large pharmaceutical
company implemented an
ICM model and increased
the average duration of
phone calls and personal
meetings with physicians
to 29 minutes—well
above the industry’s
average call time of about
5 minutes—and boosted
customer satisfaction
levels significantly in the
process.
BCG, Perspectives, Breaking Through the Noise: Pharmaceutical Multichannel Marketing in a Digital World, Sept. 2014
6. The mission for iPrezentr / Multi Channel Sales
• Increase the Time customers spend on
your product messages.
• Increase the Frequency customers
interact with your sales reps by
enabling automated follow-up and
incremental presentations.
• Increase the Reach of your sales reps,
by offsite remote interactions.
• Enable orchestrated interaction
strategies with multiple channels
across the customer lifecycle.
• Capture behavioral data cross
channels and gain transparency of
sales interactions and performance.
13. 1) Integration of digital tactics within MCM
Prediction for 2015:
• 2015 will be the year of
integration of digital
with other channels
• Multi Channel
Marketing will become
the standard approach
• Digital Channels will
become the core of
marketing campaigns
• They offer the most
advanced data
collection capabilities
• When integrated, Big
Data will deliver
behavioral patterns,
segmentation and
optimized content for
campaigns
14. Prediction for 2015:
• Medical conferences
are vital for pharma.
• Cost of attending are
high and regulations
are limiting.
• Compliment (if not
replace) physical
meetings with digital
(virtual) presence
Virtual conferences are
• cheap to organize,
• free to attend,
• accessible worldwide,
• not limited in time.
2) Virtual conferences / webcasting
15. 3) Social Media – connect the dots
Prediction for 2015:
• It has to come some
day: Pharma in Social
Media
• Industry was long
hesitant to enter social
media due to drug
safety considerations
• But remind,
information that is
needed for valid
Adverse Event:
• An identifiable
patient
• An identifiable
reporter
• A suspect drug or
biological product
• An adverse event
experience
suspected to be
due to the suspect
drug or product
• Pharma should listen
to the conversation
and engage whenever
appropriate
• Influencers of 2014 are
in the social web
16. 4) Mobile apps decline, raise of the mobile web
Prediction for 2015:
Due to the war of
operating systems and
difference in mobile usage
habits between regions
and countries, to reach
your target audience you
need to prepare several
versions which very often
such costly effort is done
to find out that content is
not compliant weeks after
launch and can not be
updated easily.
Solution: not apps – but
the mobile web as free
accessible for customers
(QR codes referring to
mobile friendly webpages)
Smartphones: operating systems
Tablets: operating systems
17. 5) Visual and digital content marketing
Prediction for 2015:
The last trend is directly
connected to Digital, Social
and Mobile trends.
Content is the king for
marketers for Pharma, but
in the digital age it cannot
be text-only / paper
developed content.
Content will be developed
for digital media from the
beginning.
Furthermore, a image is
worth more than
thousands words. We will
see videos, interactive
infographics, images and
animations on Youtube,
slideshare, Instagram, …
content will be accessible
mobile and shared on
social platforms (DTC)
Key: How to visualize
medical / scientific
information …
18. • eHealth Nordic provides consulting within marketing and sales organizations in the pharmaceutical industry.
• We are focused on how digital activities can add value to the existing marketing and sales activities.
• We have vast experience from the pharmaceutical industry such as sales, marketing, regulatory and IT.
• eHealth Nordic have developed iPREZENTRTM , a Multi Channel Selling platform, to improve sales force efficiency.
• For further information please contact : Janne Pamsgaard, CEO, janne@ehealthnordic.com, Phone: +45 4240 4705,
www.ehealthnordic.com
