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Novartis.trends.3.6.15

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A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.

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Novartis.trends.3.6.15

  1. 1. March 13, 2015 Steve Hickson - Managing Director Trent Delameter - Account Director Erica Schmidt - Agent Digital Marketing in Pharma/Healthcare
  2. 2. Agenda • Macro Level Dynamics and Trends • Examples of Innovative Digital Programs • AQUENT Digital Placements and Candidates • Conclusions and Next Steps 2
  3. 3. Objectives • Leverage today’s fact-based presentation as a starting point for exploring value-added programs and/or ideas that CMP can offer to it’s internal clients • Identify opportunities and/or areas for further exploration by AQUENT in future presentations • Build a more strategic CMP and AQUENT relationship 3
  4. 4. Agenda • Macro Level Dynamics and Trends • Examples of Innovative Digital Programs • AQUENT Digital Placements and Candidates • Conclusions and Next Steps 4
  5. 5. 5 “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” Charles Darwin
  6. 6. Economic Paradigm Shift Outcome Based Payment Models Are Changing the Game Product Centric - Volume Patient Centric - Value 6
  7. 7. Sales Forces Being Slashed While Sales Forces Continue to Get Slashed 104 65 0 27.5 55 82.5 110 2006 2014 Pharma Sales Reps 2006 - 2014 (000) 46% Reduction 7Source: - Cegedim Strategic Data (CSD)
  8. 8. Patient-Centric Marketing Efficient 1:1 Marketing and Patient Adherence is Critical Marketing Channels Traditional Digital Social Mobile Wearables Awareness & Recognition Presentation & Diagnoses Explanation of Treatment Options Treatment Disease Management The Patient Journey The Players Involved Patient Caregivers & Family HCP’s Physician Extenders Social Networks Other HC Experts Payors Pharmas 8
  9. 9. Patient-Centric Marketing The Patient Experience is Key “Separate strategies and operations for payers, healthcare centers and physicians will evolve to an end-to-end value proposition for products that address treatment, superior outcomes and ease of use.” Pharmas Can’t Do It Alone “Partnerships, alliances and shared risk agreements will become more prevalent. 79% of biopharma executives anticipate being involved in significant joint ventures over the next 3 to 5 years.” Patient-Centric Strategies Will Demand Strategic Partnerships 9Source: MedAdNews - February 2015 and Quintiles Executive Survey
  10. 10. Digital Explosion in Healthcare Technology is Enabling Patient-Focused Healthcare 88% of Americans are willing to share personal health information to improve care and treatment options 55% of Americans will research a prescription from a doctor 66% of Americans are willing to use mobile apps to manage their health 79% of Americans are willing to use a wearable device to manage their health 94% of women who were pregnant in the last 5 years would use a wearable device to track their health Source: makovsky online research 10
  11. 11. Consumer Expectations are Rising • Health information continues to proliferate the internet • “I’ll ask the doctor” becoming a rare breed 11Source: MedAdNews - February 2015 Interactions with Other Industries Raise Expectations
  12. 12. 12Source: strategy& - The birth of the healthcare consumer - 2014 Consumer Expectations are Rising Interactions with Other Industries Raise Expectations
  13. 13. Delivering on Consumer Expectations • Develop insights into the wants, needs and expectations of consumers all along their healthcare experience • Enhanced research & analytics to fully understand rational & emotional drivers • Expand and enhance the use of personalized messages and interactive channels in consumer promotion • Digital, social, mobile, wearable, other technologies • Deliver value-added patient services for better outcomes • Including high-tech personalized support 13Source: MedAdNews - February 2015 Delivering Against Expectations Demands a Strategic Approach
  14. 14. HCP’s are Embracing the Change 14 “We are embarking on a time when each individual will have all their own medical data and the computing power to process it in the context of their own world. This will set up a tectonic power shift, putting the individual at center stage. … What have been dubbed the six most powerful words in the English language — "The doctor will see you now" — will no longer be true.” Simultaneously, HCP’s are Embracing the New Digital Paradigm
  15. 15. HCP’s are Embracing the Change HCP’s and Consumers Are Embracing High-Tech Health 15Source: HRI Wearables Consumer Survey and Workforce Survey - 2014
  16. 16. HCP’s are Embracing the Change HCP’s and Consumers Are Embracing High-Tech Health 16Sources: HRI Clinician Workforce Survey (2014) and Consumer Survey (2013) Embracing DIY Smart-Phone Enabled Technologies Physicians Performing More Activities on Mobile Devices
  17. 17. • Highly trained field-reps who know more than “just their product” • Market, disease state, reimbursement issues, other products, physicians practice • Representatives with knowledge of clinical studies and evidence based medicine • Increased access to non-traditional teams including virtual teams and contact centers Source: Publicic Touchpoint Solutions “What Physicians Want” Survey 17 HCP’s are Embracing the Change And HCP’s Expect Real Knowledge from Pharma Partners
  18. 18. Greater Emphasis on Efficacy “In 2015, I expect to see the more innovative marketers begin to experiment with consumer marketing campaigns designed more to impact efficacy than acquisition—campaigns which effectively educate consumers on adherence, compliance and lifestyle counterparts to therapy (such as diet and exercise) can and will impact a drugs efficacy and ultimately bottom lines.” David Kopp - EVP & GM Healthline Efficacy has Become a Strategic Imperative 18Source: MedAdNews - February 2015
  19. 19. Agenda • Macro Level Dynamics and Trends • Examples of Innovative Digital Programs • AQUENT Digital Placements and Candidates • Conclusions and Next Steps 19
  20. 20. Ironwood Pharma - My GI Health App February 24 - 26 - NY Hilton My GI Health: Charting the Course to GUT Health through GUT Feelings 20 Tom McCourt - CCO Ironwood Pharmaceuticals
  21. 21. • Over 100M people in the U.S. suffer GI symptoms • Symptoms generally frequent but not life threatening • Huge market (i.e. Prilosec transformed the market from on-demand antacids to preventative care - $12B) • Challenge = Improve Patient Outcomes 21 Ironwood Pharma - My GI Health App
  22. 22. • Barriers around the patient and physician interaction • Embarrassment (i.e. patients have a hard time discussing GI disorders) or guilt about lifestyle • My GI Health, a comfortable “home base” digital platform to connect patients and doctors 22 Ironwood Pharma - My GI Health App
  23. 23. • Patients complete web questionnaire • Using conditional logic computer asks patient a series of questions and relays that information to the doctor in advance of the physician visit • App tells patient and doctor how symptoms compare to others and provides a history of the illness • Provides feedback loop so you can GET HELP (i.e. analyzes symptoms, provides educational references, recommends prescriptions, provides a history) • Walk into doc with My GI History 23 Ironwood Pharma - My GI Health App
  24. 24. 24 Ironwood Pharma - My GI Health App
  25. 25. 25 Ironwood Pharma - My GI Health App
  26. 26. Novartis - Digital Field Sales February 24 - 26 - NY Hilton At the Intersection of Business and IT: Create Integrated Digital Selling Systems for Field Sales Forces 26 Lita Sands Global Head, Digital Transformation Novartis
  27. 27. • Novartis has replicated it’s digital selling system around the world (U.S., Europe, Asia, Latin America) • As recently as 2011, Reps were mainly relying on paper based field promotional pieces • Survey indicated reps were “disenfranchised” • More tools • More creativity • Do their jobs better • Need to take Field Sales to next level 27 Novartis - Digital Field Sales
  28. 28. 28 Lita’s Goal Change the Face of Novartis Arm all 22,000 Sales Reps with iPads and Deliver an iPad Based Selling System Within 2 Years Novartis - Digital Field Sales
  29. 29. • First Key Tension - IT - How do you build a reliable and global IT infrastructure pre-Apple B2B? • 2nd Key Tension - Marketing & Sales - How do you create a consistent global Marketing and Sales platform that can accommodate a variety of presentation settings? • 3rd Key Tension - Local vs. Global - How do you design, develop, test, launch and stimulate adoption of a single global sales tool within an organization that prides itself on decentralization? 29 Novartis - Digital Field Sales
  30. 30. 30 Current Status • Single system globally with regional use models • U.S. - Integrated multi-channel marketing • Europe - Video conferencing for enhanced hospital access • Asia - eMail relationships with busy HCP’s • Latin America - 1:1 relationships are key but iPad usage is up Novartis - Digital Field Sales
  31. 31. 31 Next Level Plans • Instituting Customer 360 as the de facto global field sales model • Working with IBM on global data initiative for better data access, analysis and actionable insights • Developing digital medicine applications to make enable more efficient diagnoses, treatment and prescription options Novartis - Digital Field Sales
  32. 32. Novo Nordisk - Cornerstones4Care February 24 - 26 - NY Hilton Patient Engagement in a Changing Ecosystem - How Expectations Are Changing for All Stakeholders 32
  33. 33. Novo Nordisk - Cornerstones4Care 79 26 19 17 10 0MM 20MM 40MM 60MM 80MM 100MM Prediabetes Have Diabetes Diagnosed Receiving Treatment Achieving Targets Adults With Diabetes in the United States Only 37% of Adults with Diabetes are Achieving Treatment Targets 33Source: MedAdNews - Novo Nordisk
  34. 34. Novo Nordisk - Cornerstones4Care • Digital coaching program for diabetes that provides a customized learning and action plan based on personal health assessments • Online survey about yourself, preferences and health • Dedicated diabetes coach creates a customized plan • Online coaching sessions and videos • Track progress • Ongoing support (tips, reminders, motivational emails) 34
  35. 35. Novo Nordisk - Cornerstones4Care 35
  36. 36. Novo Nordisk - Cornerstones4Care 36
  37. 37. SKIPTA - HCP Social Networks February 24 - 26 - NY Hilton Using Digital Media to Communicate with and Already Engaged Community Dr. Theodore Search, Pharm D CEO/Founder - SKIPTA 37
  38. 38. SKIPTA - HCP Social Networks • Founded in 2009 by Ted Search (CEO) • SKIPTA is Icelandic for “exchange” • Ted is a Pharmacist by trade • Originally worked as a Pharmacy Manager for CVS • Later became an Infusion Pharmacist • Developed Concept for Specialty Practitioner Social Network • SKIPTA currently has over 375,000 verified practitioners 38
  39. 39. SKIPTA - HCP Social Networks Network Registered Members Doctor Unite 143,234 Pharmacist Society 64,873 Generation NP 58,197 Diabetes Network 46,491 Urology Nation 22,627 Dentist One World 13,862 Neurologist Connect 12,288 Psychiatrist Connect 9,834 CRNA Connect 1,725 Value World Connect 699 Medical Directors Forum 642 RAD Buzz 541 Vet Unite 491 Dermatologist Nation 111 UHCOP 77 IPSA 38 39Source: SKIPTA.com
  40. 40. SKIPTA - HCP Social Networks 40
  41. 41. SKIPTA - HCP Social Networks 41
  42. 42. SKIPTA - HCP Social Networks 42
  43. 43. Agenda • Macro Level Dynamics and Trends • Examples of Innovative Digital Programs • AQUENT Digital Placements and Candidates • Conclusions and Next Steps 43
  44. 44. AQUENT Digital Placements AQUENT is Experiencing the Digital Revolution Bayer Healthcare Sr. Interaction Designer Bayer Healthcare Content Developer Bristol-Myers Squibb Sr. Interactive Developer Bristol-Myers Squibb Marketing Operations Manager (2) Bristol-Myers Squibb 3D Animator Bristol-Myers Squibb Digital Production Designer GSK Digital Marketing Project Manager GSK Digital Marketing Manager Novartis Digital Analytics and Strategy Novartis Operations Manager/Project Manager Current Digital Placements 44
  45. 45. AQUENT Digital Candidates Bristol-Myers Squibb Digital Content Specialist Bristol-Myers Squibb Digital Production Designer Bristol-Myers Squibb Interactive Developer Bristol-Myers Squibb Digital Marketing Coordinator Sanofi UX/UI Designer Current Digital Candidates 45 AQUENT is Experiencing the Digital Revolution
  46. 46. Agenda • Macro Level Dynamics and Trends • Examples of Innovative Digital Programs • AQUENT Digital Placements and Candidates • Conclusions and Next Steps 46
  47. 47. Conclusions and Next Steps • Pharma’s must now do MORE with LESS • Digital is the new Healthcare marketing and delivery paradigm and it’s being embraced by consumers and HCP’s • Organizations that deliver personalized patient “beyond-the-pill” value will succeed - as will targeted programs and specialized solutions for HCP’s • Tying together all the moving parts (patients, HCP’s, payers, all the players, all the channels) is not easy • Emerging technologies like mobile apps and wearables are still in their infancy • The time to start developing, testing, implementing and improving digital strategies is now 47
  48. 48. March 13, 2015 Steve Hickson - Managing Director Trent Delameter - Account Director Erica Schmidt - Agent Digital Marketing in Pharma/Healthcare Thank You!

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