1. DIGITAL
MARKETING
ABBOTT PHARMA 2013

3. Increase touch points with doctors
Connect and engage with them. Repeatedly
Create and Curate a destination for doctors in your network
From Detailing to E Detailing
Be present where they (doctors/your influencers) are already
Need

4. Mobile is the new Stethoscope

7. Pharma : Mobile Channels
Reference
Decision
Support
Compliance
Monitoring
Novartis
Oncological
Medical
Information
Mobile app
Pfizer Oncology
RSS app curates
content
Behavior
reengineering
apps as pills and
reminder
Mhealth
applications

8. Pharma : Digital Channels
Media
Messaging
Web
E Detailing
Online Events
Videos
Email Nurturing
SMS
Info sites
Information apps
Esampling
Reference apps
Ebrochures
Landing Pages
Search
Ads blogs
Mobile
Social Media
Community of
interest
Networking

10. GSK for example, when it’s asked about
prescription medicines through its Twitter
account, responds with “We are prohibited
from discussing prescription medicines.
Please speak to a health professional for
advice on this matter.”
social media and following regulations
can be done professionally and effectively.

11. Sanofi’s use of its YouTube channel which
contains a number of adverts that
specifically don’t mention product names
but instead give a general overview of the
business; thus working within the
Guidelines.
social media and following regulations
can be done professionally and effectively.

12. Pfizer on the other hand support
a microsite dedicated to employees who
blog about the work they are currently
doing. Pfizer is proud of its efforts to create a
personalised approach to the exposure of its
brand through social media:
social media and following regulations
can be done professionally and effectively.

13. Johnson & Johnson, for example, were one of the first
regulated healthcare companies to launch
a YouTube channel
Pfizer are ‘proud to
be active and responsive on all major social
networking platforms’ - utilising YouTube,
Facebook and Twitter to interact with
customers.
North East based pharmaceutical
companies Quantum Pharmaceuticals and
The Specials Lab both offer online ordering
of special medicines, showing that using
ecommerce is also a viable option

14. GIST Calculator – Novartis
Helps calculate risk for Gastro Intestinal Stromal
Tumours
Medscape – Wen MD
Offers CME activities for doctors
ACE – Genentech
Patient Management
Go Meals – Sanofi
Track Nutritional Info, monitor fats, proteins etc
iChemoDiary – Merc
Medication and keep track of symptoms
Novartis Oncology – Novartis
Profive doctors timely medical information, e
detailing and updates

15. IT’S NOT JUST HEALTH CARE, MHEALTH
IS SELF-CARE
9,000
+4,000
consumer health apps currently in the iTunes store
expected by next summer
These apps offer a mind-boggling array of
health support, like:
•
Calculating calories burned during
exercise
•
Creating soundtracks to help people fall
asleep
•
Displaying pictures that can elicit
memories from Alzheimer’s patients
•
Quantifying pain over time

25. A Third of Internet savvy
doctors have changed
patient’s treatment as a
result of Internet
Source :Hall & Partners 2011

26. 1
TOOLS, NOT TALK
Physicians want to use your brand
(not just hear about it).
•
What can your brand create
that makes running the
practice easier.
•
Or conversations with
patients more powerful?
•
Demonstrate it in the
detail and leave it behind
with a short URL.

27. 2
BE LOGICAL, NOT LINEAR
Conversations never follow the path you sketched out
on a white board.
•
Hot spots and callouts let
reps drill down into the data
or ideas the physician is
most interested in.
•
Multiple paths create a
sense of discovery.
•
All while keeping the detail
in the 2-minute window.

28. 3
SHOP, DON’T DROP
Short are the days of Trunk Stock. Today’s docs want
a more personal, flexible leave behind.
•
We have content physicians
want: tools that support
their patients.
•
How can we merchandise
that in a way that lets docs
choose?
•
And deliver it to them any
way they want.

29. 4
STORY BUILDING,
NOT STORYTELLING
The iPad can create a virtual lab, an interactive AR, or
any other space you might want to collaborate in
We can build scenarios together.
•
That reflect the practice’s
real patients.
•
And demonstrate the
impact of a therapeutic.

30. FIRST MOVERS IN HEALTH CARE
Truly mobile sites
By 2015, more people will access the web from mobile devices than
from computers. Over half of physicians are already accessing the
mobile web more than 5x/day in their practice.
BUT: Only 4% of pharma websites are mobile friendly.
Morgan Stanley, 2010
Manhattan Research, 2011
The Lathe, 2011

31. FIRST MOVERS KNOW:
It’s not just about the experience.
Desktop websites are not designed for small screens.
Some say that mobile could become a mandate.
•
Logo
•
Branding
•
Claim
•
Indication
•
ISI

32. BEST PRACTICE:
MERCK’S JANUMET
• Great, touch-friendly
design with big
buttons, clear
graphics
• Safety information
snippets at top of
page.
• Phone numbers are
active – just tap to
start a call

33. BEST PRACTICE:
SANOFI-AVENTIS’ LANTUS
• One of the first
mobile sites and still
one of our favorites
• Dashboard-style
navigation
• App-like navigation

34. BEST PRACTICE:
NOVO NORDISK’S VICTOZA
•
Strong branding
•
HCP focus
•
Easy scroll text pages

35. TOOLS THAT EMPOWER PATIENTS
Sanofi-Aventis created GoMeals to support people managing their
diabetes. The clever app has calculators and tools that make
mealtime decisions easier.
~3,000 people per month
visit the GoMeals site. The
app itself has 264 reviews
across two app stores with
an average rating of
3.5 – 4 stars.

36. TOOLS THAT POWER BETTER
CONVERSATIONS
King Pharmaceuticals’ PainBalance site brings together an
incredible collection of tools – from clinical aids to surveys,
educational content, REMS, and more.
The site’s visual aids are the
most impressive components –
they’re exam room ready and
in formats for nearly every
device. The site has earned
a lot of time and attention –
rating as many as 15,000
visitors in a month and 4-6
minutes of time per visit.

37. Invest
Earn
Own
Internet Advertising
Social Media
(Pages and Feeds)
Brand and Product
Websites
PPC - Search
Marketing
Word of Mouth
Mobile Brand and
Product Websites
Mobile Advertising
User Forums
Proprietary Mobile
Applications
News, PR,
Announcements
Customer Care
Services
Blogger
Relationships
Proprietary
Digital Content
Sponsorships
Paid Applications

38. thank you