The rise of digital HCP

engagement in Australia

April 2016

The average day for an Aussie Doctor

7.3 hours seeing

patients

1.3 hours using digital

sources

1.5 hours doing

patient paperwork

2.7 hours using EMR

3

On average, 124 patients in a week and only 1 drug rep per week

21%25%

35%

19%

1 to 49 50 to 99 100 to 199 200 or more

Australia…

90%Digital sources

10%Print sources

Clear preference for digital resources

They prefer to be in control of their informational needs

The value the rep delivers is declining

82%

76%

75%

73%

71%

61%

51%

43%

27%

Conferences in person*

Print professional journals

Information I receive from consulting with colleagues (in person or onthe phone)

Online professional journals

Online Continuing Medical Education (eCME)

Offline Continuing Medical Education (CME)

Online conferences*

Information I find on online professional message boards,communities, social networks, or blogs

Pharmaceutical or biotech sales representative or consultant (inperson)

Australia Physicians

How influential are these information sources on your clinical decisions? Sources ranked 4 or 5 on a 5-point influence scale.

Interest in meeting with rep by point in product lifecycle:

72%

57%

19%

Recently reached market In first two years After two yearsDrug recently reached the market

Drug on market 0-2 years

Drug on market 2+ years

% of

physicians

interested

in meeting

pharma

sales rep

in person

Product maturity

High interest in seeing rep when drug is new to the market

As a time poor Doctor, they value convenient alternative ways to access information from Pharma companies

Webinars

Global HCP Portal

Direct MailSmartphones

eMail

Remote Detail

Field Force

The medical ‘Orcherstrator’ Rep

11

The role of social media becoming more important as a channel to deliver information to customers

How frequently do you use the following social networks for professional purposes? – Monthly or more often use summary.

31%

26%

23%

8%

1%

1%

1%

1%

Facebook

LinkedIn

Google Plus (the social network…

Twitter

Quora

Tumblr

Bebo

Weibo*

WeChat*

Orkut

Other

12

The inbound marketing opportunity is evident

5%10%

58%

27%

1 to 4 minutes 5 to 9 minutes 10 to 19 minutes 20 or more minutes

Australia Physicians = 15

28 hours per month searching for information via google

1 hour a month listening to a drug rep

DIGITAL TECHNOLOGY IS INCREASINGLY CHANGING EVERY ASPECT OF DOCTOR’S LIVES

SO WHAT IS PHARMA

DOING TO MEET THE

DOCTORS DIGITAL CONTENT NEEDS?

Use of Pharma service portals becoming more common by Australian HCP’s

Pfizer Confidential │ 15

Trends driving the growth of Multi Channel Marketing in the Pharmaceutical industry in Australia

Medical self diagnosis both a risk and an opportunity

for Pharma

Consumers want more control over their own health

Increasing in Australia YOY

Michele Levine, CEO, Roy

Morgan Research, says:

“Medical practitioners need to

be aware that over one in six

patients today are also

researching health and

medical information on the

internet—and the number is

growing.

“This googling of symptoms

and treatments may be

conducted before or after a

consultation, as a way to self-

diagnose or get a second

opinion.

CUSTOMER EXPERIENCE NOW ADDS MORE TO THE BOTTOM LINE THAN BRAND VALUE

EXPERIENCE IS THE PREMIUM

Facebook the

world’s most

popular media

owner creates no

content.

Uber, the world’s

largest taxi

company owns no

vehicles.

Alibaba, the most

valuable retailer

has no inventory.

In 2015…

And, Airbnb the

world’s largest

accommodation

provider owns no

real estate.

Tech Crunch – The Battle is for the Customer Interface. Tom Goodwin, Mar 2015.

SELF SERVICE

Gartner predicts that by 2020, customers will manage 85% of the relationship with an enterprise without even

interacting with a human.1

• Customers and companies both benefit from the rise in self service.

• It enables customers to easily find the information right for them, when it suits and companies to reduce costs.

• Live chat has become a core staple of the new customer service / self service model.

• Live chat has the highest customer satisfaction levels of any direct contact channel2.

1 - https://fonolo.com/blog/2015/02/whitepaper-10-growing-customer-service-trends-for-2015/

2- http://www.bandt.com.au/media/want-happy-customers-live-chat-is-the-way-forward-says-new-report

CONTENT PERSONALISATION

Tailored contact

strategy across

many micro-

segments by

combining detailed

behavioral

segmentation with

predictive models

Differentiated

contact strategy

across several

macro-segments

across the customer

lifecycle

1:1 targeting and

optimization where

every customer

receives unique

offers based on their

previous history

(e.g., coupons e-

mailed to customer

based on previous

purchases)

1:1 targeting

across channels

where customer

experience is

updated in real-time

(e.g. website serves

different content in

response to

customer clicks)Everyone sees the

same message

through mass

communications

Broadcast

Phase 1

Phase 2

Macro-

segmentation

Phase 4

1-to-1

Phase 5

Dynamic

personalization

Phase 3

Micro-

segmentation

Hello Robert!

The stages of Personalisation

Why MCM? How you measure its success?

• Incremental cost effective engagements

• Improved customer engagement• Enhanced customer experience• Accelerate prescribing behaviour

change• In time less reliance on field

force• Marketing spend optimization• Improved ROI

List Coverage & Awareness

Response Data Resource Critical

In Program SurveysMarket Research

BehaviorMeasured andself-reported

ROI

Measuring Success of your MCM strategies

• Are the tactics driving a response?

• What offers/services are our targets interested in?

• Are the tactics impacting attitudes and perceptions of our products? Customer Experience?

• Are the tactics impacting behavior? How is behavior being affected?

• Is the program producing a positive ROI?

• Why/Why not?

Questions to be Answered

• How many target list /segment physicians are being reached?

• Are they aware of the program?

Response andEngagement

Shifts in Attitudesand Perceptions

Changes in Behavior

Stage of Engagement How Measured

Reach

Multiple factors influence ROI – understanding the impact of tactics throughout the process will help maximize overall effectiveness and ROI

My own learnings over past 6 years on how to succeed with Multi Channel Marketing

• Senior leadership endorsement and advocacy of your Multi Channel Strategy

• Sales to co-create Multi Channel strategy

• Cross functional buy in and involvement

• Set realistic metrics and KPI’s- walk before you run

• The more disciplined approach to MCM capability the more mature the company is

• Benchmark internal digital capabilities across different geographies and different industries

• Be customer centric- know your customer’s behaviour intimately

"If a company is not able to keep up with the changing needs of its customer, it will become irrelevant,”Jim Keyes, CEO Blockbuster Video

Who am I?

• Marketing professional with more than 17 years experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.

What do colleagues say about me?