marketing for an online worldwww.praemedica.com

The Healthcare Digital Landscape

M k R Mill

A review of trends and content

Mark R Millarmark@praemedica.com Tel. +44 (0) 2897 510099

TrendsTrends

1. Growth in no. of channels

2. Growth in new media content (audio, video, images)( , , g )

3. Fragmentation of content production

4 Fragmentation of user consumption4. 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 Questionable utility of some channels9. Questionable utility of some channels

Digital Media Channels

CD distributed

emailSocial Media

Public & society sites

CD distributed resources

Digital Channels

Online advertising

Patient or Channels advertisingdisease sites

Meeting support mobileresourcese‐detailing Intranets

MedscapeBreadth and depth of 

content variesMedscape content varies

AAO ONEAAO ‐ ONEProviding accredited 

content globally

univadis 350 i dunivadis • 350 peer‐reviewed BMJ Learning courses.

• >600,000  HCPs

GoInsulin YouTube Channel• Brands• Brands

GoInsulin YouTube Channel• Companies

• Therapies

• Companies

• Therapies

Pharma on YouTubePharma on YouTube

e detailinge‐detailing

• US origins• 5‐6 minutes• Linear path• Usually primary carey p y

• 173,728 members• Learning & news

T ti fil• Targeting profiles

WebcastsWebcasts

• Any duration• Expert commentary• CME approval

NEJMNEJM• 80,000 fans• A range of features & 

social engagement

ecancermedicalscience• An open‐accessecancermedicalscience• An open‐access multimedia “journal”

• Peer‐reviewed

PraeMedica e articlePraeMedica e‐article• Original article

h d di i• Author‐centred media mix• Sponsored• CD & online

PraeMedica webcastPraeMedica webcast• Writers needed for slides, 

notes, summaries

Pfizer Facebook pagePfizer Facebook pageSocial• Reach out• A different image

ESC FacebookESC Facebook

• EngageEngage• Promote & drive web 

traffic

Digital TrendDigital Trend

• Growth in digital marketing agencies / capabilitiescapabilities

• No. of agencies / companies– From specialised eg PraeMedica to broader

– Doctors.net, OnMedica, Proscape, , p

• Awards

/• Projects / outputs

• Industry press coverageIndustry press coverage

Digital communication requires a new approachg q pp

Duration

Characteristics of digital mediaOnline is indefinite

Interactivity

Human‐computer interface

Customer initiates & terminates

Media mix; lean‐forward v lean backHuman computer interface

Pull v push

Media mix; lean forward v lean back

Supply mindset v demand mindset

i l lTwo‐way communication

Market research

Dialogue v monologue

Detailed analytics

Adaptable

Segmenting & targeting

Test & perfect

Granular & tailored content g g g g

Breadth & depth Unlimited & layered

Pharma use of digital media

ScenariosCategoriesPharma have a wider range of options to consider

• Increase SOV

• Support sales activities

1. Support traditional activities pp

• Reach no‐see customers2. Replace traditional activities

• Disseminate complex info

• Leverage KOL relationships3. Extend traditional activities

• Build stronger relationships

• Promote offline contact – mtgs & rep• Promote offline contact – mtgs & rep

Case Study – CF Voice, NovartisCase Study  CF Voice, Novartis

• Life stories

• Parent videos

• Treatment trackerTreatment tracker

• Mentoring videos

• Events• Events

CF Christopher NovartisCF Christopher, Novartis

• Permanent persona

• Blurs boundary between real and fi tifiction

• Reaches out to patients

Lost or Idol? What to watch during my treatments tonight?

patients

• Drives web traffic

Great run this morning. Blue sky, brisk air, and Vampire Weekend on the ipod.

PatientsLikeMePatientsLikeMe

• 64k users

• All illnesses & treatments

• Used by UCB & Novartis currently

MobileMobile

• 64% US physicians using smartphones• No. iphone users doubled • No cannibalisation of web useManhattan Research 2009 

Physician use of media channelsPhysician use of media channels

90

70

50

Manhattan Research, 2005

Changes in physician‐pharmainteraction

US 100k l f 650k d t• US: 100k sales reps for 650k doctors

¾ l ll l t <2 i t• ¾ sales calls last <2 minutes

• 43% never get past reception• 43% never get past reception

Accell, 2010

This presentation free at www praemedica comThis presentation free at     www.praemedica.com

Thank You

Mark R Millarmark@praemedica.comTel. +44 (0) 2897 510099

www.praemedica.com

Healthcare e‐marketing and e‐communication