WEBSITE TRENDSSeven trends changing the Product.com in pharma

STATE OF THE PRODUCT.COM

At the core of most digital strategies is the online megaphone of a brand: the product.com.

For years, healthcare marketers – from big pharma to little biotech – had low expectations for what the sites could really do. They were a tactic to check off a list, not a major driver of new connections. So, naturally, marketers limited their investment to just digital-izing the basic facts and tools—much of the same info found on the packaging.

Today, the role of the product.com is changing rapidly. Brand managers are leveraging their websites to fill in white space, connect people, deliver meaningful tools and support more empowered patients. They're innovating and evolving both what these sites can and should do. We captured some of the most interesting trends in this presentation:

7 WAYS PHARMA IS INNOVATING ITS PRODUCT.COMs

HUMAN CONNECTED

SUPPORTING THE CONVERSATION

TRUE SELF SERVICE

SELLING FREE APPS

MOBILE (OF COURSE)

ON DEMAND LEARNING REAL TOOLS

HUMAN CONNECTEDThe brand experiences we’re most likely to remember are generous ones – they include some unexpected level of service or unique benefit. Brand managers are adding that sense of high-touch service into otherwise transactional websites by creating easy ways for visitors to connect with real people.

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WHO’S DOING IT WELLHuman Connected

Pfizer’s professional site is robust, but not typically considered high touch. So, it was a surprise last August when they launched SamplesDirect – a very personal e-sampling service:

Docs get the convenience of online ordering with the service of their own rep:

When a doctor places an electronic-sampling order,

Pfizer notifies the sales rep assigned to that doctor to

decide how the order could best be delivered (in person,

overnight, etc.)

WHO’S DOING IT WELLHuman Connected

~10% of physicians are using video chat in their practices. It’s a trend that inspired another recent launch: one-on-one video chat service that immediately connects a physician with a rep:

Today, these video connections tend to be with

universal or call center reps. Soon, we expect physicians to be able to locate their actual rep anywhere on

any technology – so, when the physician clicks on that

video chat link on the website, the rep will get a Skype request on his cell

phone. That’s human connected.

WHO’S DOING IT WELLHuman Connected

Some specialty and niche products have taken an even simpler approach to connecting people– they have a form on their sites that allows docs to request a visit from a rep:

Regranex is an ulcer treatment for people with diabetes. Its website lets

physicians raise their hands to request an in-person

visit when they’re ready to learn more about this

specialty treatment

IS IT RIGHT FOR YOUR BRAND?Human Connected

Has a lot of “white space” not covered by a sales force

Is launching a niche product or truly innovative treatment

Is actively trying to build value around a commoditized Rx

Has a flexible sales force that can respond to warm leads

Human Connected works best when your brand:

* What else: Human connected approaches are also very relevant in small patient populations – like the Cystic Fibrosis community. The high-touch service shows patients and caregivers they’re valued and fosters lasting brand affinity.

TRUE SELF SERVICEOne of the biggest issues we continue to face is access. Many physicians – either at the office or network level – have closed their doors to our reps. Others will meet briefly, but don’t have time to go deep in person. Brand managers are increasingly adding self service features to websites just for these no-and low-see health care providers.

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WHO’S DOING IT WELLTrue Self Service

AstraZeneca has earned a reputation as an experience innovation leader in part because of first-to-market moves like this one:

AZ touchpoints–available directly and on key product

sites like Crestor and Nexium–lets docs connect

immediately with their personal rep or access lots of

self service tools – from downloading patient

education to ordering samples

WHO’S DOING IT WELLTrue Self Service

This is one site where you’re not charged for the items in your cart. On Analpram’s kitting site, physicians can shop the brand:

Analpram lets docs and reps order print materials and brand assets online. The package they receive is

entirely customized to their needs.

IS IT RIGHT FOR YOUR BRAND?True Self Service

* What else: True Self Service is also a way to re-energize the sales force. Make it easy for them to get the tools they need most. Great opportunity to show how the home office is making work easier in the field

Has an existing fulfillment engine

Wants to know more about its most frequent prescribers

Isn’t “first in the bag”

Can target marketing to areas with low rep coverage

True Self Service works best when your brand:

ON DEMAND LEARNINGWe live in an increasingly on-demand culture that blurs the lines between personal time and work time. For physicians, that means many are as likely to be researching and med-surfing at 7 in the morning as they are during prime rep call hours. For those docs, brand managers are putting their best science on the website.

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WHO’S DOING IT WELLOn Demand Learning

Physicians use their mobile devices for reference, but they still tend to return to their laptops and desktops for research. When they do, Lipitor is ready to make it easy for them to go deep:

On demand education tools include details,

interactive patient profiles, even a series of KOL events

WHO’S DOING IT WELLOn Demand Learning

The best part of self service is skipping the painful stuff – like long hold times or figuring out where to start. Merck Zetia site makes it easy for docs to navigate coverage:

The online managed care wizard lets physicians

access formulary status at the market level.

Question answered – no phone call or handbook

required.

IS IT RIGHT FOR YOUR BRAND?On Demand Learning

*What else: On demand learning is incredibly important for people facing life-changing diagnoses. Giving them a chance to go deep on how treatments work and what complementary wellness choices can do is empowering—at just the right moment.

Has a strong science story

Can deliver proprietary or comparative data

Has a current iPad or digital detail that can easily be converted

Wants to understand what messaging connects with HCPs

On Demand Learning works best when your brand:

SUPPORTING THE CONVERSATIONToday’s most innovative treatments can be challenging to understand and require new conversations about benefits, risks and possibilities. Some brands are using their web investments to inspire those conversations – among HCPs and between doctor and patient.

4

WHO’S DOING IT WELLSupporting The Conversation

Remicade is a revolutionary biologic treatment for certain inflammatory diseases – but, it’s not right for every patient. Centocor-Ortho makes it easy for patients and physicians to have an informed conversation:

The Medversations site (linked from their Product.Com)

delivers the information and context physicians need to

talk to their patients about finding their own balance of

benefit and risk.

WHO’S DOING IT WELLSupporting The Conversation

In the year prior to the launch of its various bone disease treatments, Amgen invested in inspiring a conversation about a critical pathway:

Its website shared the critical discoveries that

powered the new treatments, including the role of a specific pathway that

physicians hadn’t been talking about before.

IS IT RIGHT FOR YOUR BRAND?Supporting The Conversation

*What else: Supporting The Conversation can also mean connecting different specialties – what could nurses learn from nutritionists? What could physical therapists learn from gerontologists?

Manages a REMS program

Has new news

Requires a lifestyle change or major patient commitment

Works best for a particular type of patient

Supporting The Conversation works best when your brand:

SELLING FREE APPSAccording to an assessment by Deloitte, just 20% of apps produced by leading consumer and health care brands were downloaded more than 1,000 times. Meanwhile, three-quarters of consumers expect brands to offer apps and tools, meaning that “non-participation in app stores is not an option.” How can pharma make those apps meaningful? Some brands are starting by leading with them on the Product.com.

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WHO’S DOING IT WELLSelling Free Apps

Janssen has always been a leader in content marketing – offering all kinds of great tools from daily reminders for patients to e-sampling for physicians. So, it’s no surprise they made apps easy:

The Ortho TriCyclen site not only merchandises the brand’s apps, its fully

interactive demos let users try out the tools

before they download them.

IS IT RIGHT FOR YOUR BRAND?Selling Free Apps

Ok, it’s not really a Product.Com, but Humana’s Games for Health site demonstrates best-in-class app merchandising:

Their site brings all their games and apps

together – creating a true store with a clear

specialty. Each app includes an opportunity to learn more or quickly

download.

IS IT RIGHT FOR YOUR BRAND?Selling Free Apps

*What else: A Product.Com app store could gain even more credibility by curating the best of the best apps for your audience – including your own branded app in a diverse collection of tools.

Has an app that fills a need in life or at the practice

Is struggling to get those first 1000 users

Has made apps a key part of building value around the Rx

Can fulfill downloads through leading app stores

Selling Free Apps works best when your brand:

MOBILE (OF COURSE)

17% of American adults who use a mobile phone today have used their phone to look up health or medical information. That number becomes ~1:3 when you look at the under 29 set. And, over 80% of physicians are carrying smartphones (mostly iPhones) in the practice. Product.coms are finally getting ready for the little screen.

6

WHO’S DOING IT WELLMobile (Of Course)

One of our favorite mobile experiences is actually one of the oldest – it’s Sanofi Aventis’ Lantus site:

Lantus is a 24-hour insulin. Its mobile site is built around

quick access tools and resources. And, smartly, it’s

mobile content focuses on just what you’d need on

the go – basic product info, discounts/co-pay cards, and

answers to FAQs.

WHO’S DOING IT WELLMobile (Of Course)

Also in the diabetes category, Victoza maintains its brand look and feel in mobile without taking away from the user experience:

Victoza’s site has clearly labeled resources for both

physicians and patients and it has a highlighted opportunity

to opt in for updates. The only issue – the actual opt in form

is brutally long for mobile typing.

IS IT RIGHT FOR YOUR BRAND?Mobile (Of Course)

Has 5% or more of it’s site traffic coming from mobile devices

Can invest in a truly mobile optimized experience

Has lots of tools and quick reference content

Is ready to edit down ~70% of the site content to go mobile

Mobile works best when your brand:

* What else: If your brand’s site includes tools physicians or patients would want to return to frequently, consider adding prompts to easily bookmark the site by adding an app-like icon to the phone’s home screen

REAL TOOLSRelationships aren’t built on price and product, they’re built on unique value. Brand managers are starting to use Product.coms – and their connected sites – to build that “value around the pill” with real tools that provide meaningful support to people and the practice.

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WHO’S DOING IT WELLReal Tools

Nearly every busy professional is open to one fundamental service: help. On iPractice, Sanofi Aventis goes beyond offering product assistance to offer true practice support

We’ll let the site speak for itself: “iPractice can help

balance the needs of your practice. Looking to get the

most out of technology? Want tips on managing paperwork?

Need dosage information? iPractice can help so you can stay focused on what

matters most — the patient.”

WHO’S DOING IT WELLReal Tools

King Pharmaceuticals’ Pain Balance site brings together an incredible collection of tools – from clinical aids to surveys, education 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.

IS IT RIGHT FOR YOUR BRAND?Real Tools

* What else: One relatively unexplored area is creating Real Tools for caregivers – often the biggest advocates and motivators for patients.

Is involved in the patient or physician community

Can work with KOLs, POLs or other experts to create content

Has metrics around relationship building and retention

Needs new ways for sales reps to connect with HCPs

Real Tools works best when your brand:

WhatsYourDigitaliQ.com

@iQlab#iQLab

ABOUT IQWe’re a lab where digital experimentation becomes marketing innovation

H&W LEADERS ARE REDEFINING HOW THEY INVEST IN INNOVATION

Pharma has traditionally looked to the product lab for

innovation. Now more complex market conditions

have led health care leaders to look at innovation more

broadly. In health care today, it’s as likely to come

from marketing insight as hard science.

PRODUCTNew products or improvements on

products

PROCESSNew efficiencies or improved delivery

POSITIONINGNew roles for the

product or company

PARADIGMMajor shifts in

thinking about an industry or product

SO IS GSW WORLDWIDE.INTRODUCING iQ: OUR DEDICATED INNOVATION LAB

So that we can find new kinds of opportunity in fast-changing areas like mobile, social and slate

And, create fresh ways to solve persistent challenges health care marketers face

It’s where big ideas converge and come to life

Better ways for patients to find

breakthrough treatments and

meaningful support

Smarter tools to help caregivers be powerful advocates

for their loved one’s health

More relevant techniques for

physicians and care teams to communicate, connect, and collaborate

iQ IS PART OF OUR SHARED COMMITMENT TO CREATE BETTER HEALTH FOR MORE PEOPLE

iQ IS A CATALYST FOR DIGITAL INNOVATION

CONSTANT FEED OF INSPIRATION

Industry publications, slide decks, blogs, etc.

WORKSHOPS AND BRAINSTORMS

Custom 101s, innovation workshops, ideation

sessions

PERSPECTIVES AND POVS

Best advice on how to leverage key technologies,

trend reports

AND, A PARTNER IN SOLVING HC MARKETING CHALLENGES

Experiments{Visual explorations of how applied technology could solve marketing

challenges}

Products{Sophisticated technology tools

that can be quickly “skinned” and launched for multiple clients}+

A quarterly roadshow of vetted experiments. Shared live with clients and colleagues and archived online.

THOSE EXPERIMENTS BECOME INNOVATION THEATERS

SOME EXPERIMENTS INSPIRE PROJECTS; OTHERS BECOME LASTING PLATFORMSGSW invests in efficient new tools and platforms that help our clients quickly create engaging brand experiences