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Conceptual Marketing... The next genre.
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1
An Eye-Opening Report On The Simplicity of Website / Internet Marketing
2
Internet Marketing Defined...
Internet marketing or Internet-based marketing can be defined as the use of the
Internet and related digital technologies to achieve marketing objectives and
support the modern marketing concept. These technologies include the Corporate
Websites, Internet media and other digital media such as wireless mobile media,
cable and satellite.
In practice, Internet marketing includes the use of a company web site in
conjunction with online promotional techniques such as search engines, banner
advertising other web sites to acquire new customers and provide services to
existing customers that help develop the customer relationship.
WEBSITE MARKETING
The application of the Internet and Website
technologies in conjunction with traditional
communications to achieve marketing objective
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Website / Internet Marketing
IntroductionHow significant is Internet marketing to businesses? Today, the answer to
this question varies dramatically for different products and markets. The
media portrayal of the Internet often suggests that it is merely an alternative
for traditional advertising or only of relevance for online purchases of books
or CDs. In fact, the Internet can be readily applied to all aspects of marketing
communications and can and will need to support the entire marketing
process.
This first challenge is to transform Corporate Website and to half-heartedly
engage in some online activities like banner ads, blogs and a Facebook page
with a real plan to meet the customer & EDs objectives, however New
initiatives are started and neglected, or focused entirely on the wrong
things. As a result, companies miss out. Potential customers - both
physicians and patients - don’t get the message, or feel alienated.
Contd…
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Website / Internet Marketing
Contd…
How does it work? In this report, we find out. We
examine the Internet as it stands today for physicians,
patients and Pharma, and analyze how marketing
strategies must change to reflect the times. We watch
the evolution of the Internet from a static Web page to
an ever-changing social hub and with it, the notions of
customer connections. We look at specific tools in the
social media age, observing how patients, physicians
and businesses in all industries use blogs, social
networking, Twitter, YouTube and other new media
tools, and develop best practices for their use.
Contd…
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Website / Internet Marketing
The corporate website and email went mainstream around ten years ago.
A fifth of all advertising now online, making the web outrank television.
Google has become the starting point for most people researching big
decisions, and the combination of bookmarks, blogs and social media have
become new tools for navigating and exploring issues. Every offline media
business now has a massive online copy of their current and archived
content, and the centre of gravity in publishing and broadcasting is shifting
to the web.
Contd…
In commerce, early adopter sectors such as insurance, ticketing, book shopping and IT hardware have
shifted online almost entirely, while sectors such as real estate, new car sales and job hunting have seen
the starting points in the customer journey shift while still retaining face to face contact at later stages. The
journey of a customer towards purchase is now blended between traditional and digital channels.
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Website / Internet Marketing
Direct to customers (DTC) The pharmaceutical
industry is simply a microcosm of this wider sea change, and while
most pharma brands may have been surprisingly lethargic in
embracing these new channels, the same isn’t true for their
customers. From India to Latin America, South Africa to Scandinavia,
doctors and healthcare professionals have embraced the web and
email as a key tool in their everyday working lives. In many markets
from North America to Western Europe, patients too have found the
web so essential they are as likely to lookup pharma websites or
google up their symptoms as they are to ask a pharmacist. The
decision-making landscape for pharmaceutical purchases today is
unrecognizable compared to 2000.
Contd…
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Website / Internet MarketingContd…
Brands wanting to connect with patients,
prescribers and purchase influencers have no
choice but to embrace the new channels, and the
given the general backwardness of the pharma
sector they may even gain significant competitive
advantage by moving quickly – as well as helping
them cut costs by reducing their investment in
classic channels.
In a world where patients turn to Pharma Websites
or Google rather than their pharmacist & doctors
go to online forums rather than conferences, the
conservatism of the pharma industry has come at
a heavy price.
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What’s in it for me ?... Website Marketing
Market Penetration : The website / internet can be used to spread more existing products into existing market to target market.
Market Development : Here website / internet is used to sell into new markets, taking advantage of the low cost of advertising internationally
without the necessity for a supporting sales infrastructure in the customers’ country.
Product Development : New products or services are developed which can be delivered by the website / internet .
Diversification : In this sector, new products are developed which are sold into new markets.
Contd…
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What’s in it for me ?... Website Marketing
The Internet can be applied by companies as an integral part of modern marketing concept
Used to support full range of organizational functions and processes that deliver products and services to customers
It is a powerful communications medium that can act as a ‘corporate glue’ that integrates the different functional parts of the organization.
It facilitates information management, which is now increasingly recognized as a critical marketing support tool to strategy formulation and implementation.
Contd…
Contd…
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What’s in it for me ?... Website Marketing
Website marketing can work well for building relationships with primary customer and purchase influencers
Website channels can provide alternative models to field sales for achieving effective customer connections
Marketers can learn about how customers and stakeholders feel about their brands
Influence of non-purchasers on the purchasing habits of the consumer
Importance of the disease to identifying and classifying markets
Contd…
Contd…
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What’s in it for me ?... Website Marketing
Internet can utilize all the text, animation, pictures, sound, and other characteristics of a television advertisement, at a significantly cheaper cost.
Using online media to reach the right audiences in the right mindset
Switch budgets into the sales channels that are really delivering results
Auditing the effectiveness of current activity can quickly show how to increase returns from existing budgets
Awareness of new drug information
Contd…
Contd…
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1.9 billion users worldwide connected in 2010
220 million users in United States
823 million Internet users only in Asia
85 million users in 2010 only in India
Delhi, Karnataka, Maharashtra & Tamil Nadu
has maximum number of internet users.
Patients with chronic diseases are more
more likely to use internet before making
treatment decisions (PEW Research Centre)
58% say the information they found in
their last search affected decision on
how to treat an illness or condition
61% American adults surf the web for health
information
Facts of Website / Internet Users Worldwide
1 http://www.internetworldstats.com/2 Office fédéral de la statistique3 The Social Life of Health Information, June 2009, pewinternet.org4 E-patients With a Disability or Chronic Disease, Oct. 2007, Pew internet & American Life project
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We are a country of Billion People and
we have measly 81 million active users
71 million users accessed internet in year
2009, with 50 million “active” users who
accessed it once in every week and 42
million users active almost every day
From 1995 to 2010 the percentage of
adults
using internet grew from 15% to 85%
Facts of Website / Internet Users India
Base : Mobile Association of India(IAMAI) and IMRB, April 2010 PEW Research Centre 2010
14Base : Mobile Association of India(IAMAI) and IMRB, April 2010
All Internet users log on to Internet to Check mail, or search for generic information –
with over 87% users checking mail and 80% for general information search.
Facts of Website / Internet Users India
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TRENDS
Marketing
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Welcome to the age of digital primacy.
99% of physicians use the internet in their practices
80+% of nurses direct patients to health-related websites
50:50 chance that our free time is spent with a computer (vs. a TV)
Manhattan Research, Taking the Pulse, 2010Manhattan Research, Taking the Pulse Nurses, 2010Forrester’s 2009
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The web is dead.Long live the internet.
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The web is dead.Long live the internet.
As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work.
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Consumers are continually seeking new ways to better manage their
personal health and wellness and an ever-growing number of online
health sites, support groups, health blogs, podcasts, and other
resources are supporting consumers in this process with the click of
the mouse or touch of a mobile screen.
20Base :1,000 consumers – a representative sample of the U.S. population in terms of age, gender, region, and ethnicity
INTERNET, a Natural
Progression for Information Delivery to Consumers
Information Sources Used in the 2009 by Customers
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A Survey demonstrates how Doctors / Individuals use the internet and search in their regular practices
Understand how Physicians use the websites / internet in
Clinical Practices
Determine the impact of Online Searches
Outline how physicians use search
Evaluate physicians perceptions of the Website / Internet
Research Objectives
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Number of Interviews:
411 Physicians (PCPs / GP, Endo, Cardio and PSY) completed an online
survey, including embedded internet search exercises by Hall Partners
and Google Inc.
202 Doctors by Health on Net foundation…
By Theodor Andersson, Judith Patterson & Célia Boyer, Executive Director
2000 Individuals By Russell Marketing Research
In order to qualify the survey, a physician had to:• Be in practice 2 – 30 Years• Spend at least 75% of their time in direct patient care• See a minimum of
75% patients / week for PCPs/GP/Endo/Cardio 50 patients / week for Psychiatrists
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Physicians says “The Internet is Top Health Resource”
of Physicians have used the pharma companies websites or internet to gather health, medical or prescription drug information
The internet far exceeds the following resources for gathering health, medical or prescription drug information:
• Online CME Courses – 78%
• Peer Review Journals – 77%
• Pharmaceutical Sales
representation - 77%
• Colleagues – 67%
• Books - 56%
• Health related organization
/ association - 54%
• Magazines – 35%
• Video DVDs – 20%
Base: Total Doctors =458
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Physicians Access the Internet Across Locations
Question: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? .Base: Total Doctors =411
Places Used to Access the Internet for Medical Information
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Most Physicians Access the Internet Daily
Questions: Which of the following best describe how often you use the internet in your clinical practice to gather health medical or prescription drug information? Approximately how many times per week do use search engines to research clinical information? Base: Total Doctors =411
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Search Engines are the Top Online Resource
Questions: Which of the following online resources do you use to research or gather health, medical or prescription drug information? How useful are the following online resources to you as you research or gather health, medical or prescription drug information?Base: Total Physicians n=411
Potential market to Target Audience
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Physicians Look for Info on Variety of Topics
Reasons for Conducting Online Research
General condition Information 75%
Information for Patients 61%
Information to aid diagnosis 53%
Specific Drug Information 77%
Treatment side effects 68%
Drug safety information 64%
New medications 64%
Contraindications 59%
Medication in Development 45%
Clinical trail information 45%Question: For which of the following reasons do you use the internet to research health, medical or prescription drug information?Base: Total Physicians =411
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Physicians Research on Multiple Websites
Base: Physicians who used websites = 389
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Physicians Research further on Websites
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Physicians Take Action as a Result of Online Research
Frequency of Actions Taken as a Result of Online Research
Question: How often do you take the following actions as a result of gathering clinical information online? Top 2 box (always/often).Base: Total Physicians =411Source:
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Physicians Believe the Internet is Benefit
Question: Using the scale bellow, please indicate how much you agree or disagree with each of the following statements about using the internet in your clinical practice? Top 2 box.Base: Total Physicians =411
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Which drug do Doctor’s visit the most?...
Survey : Manhatten Research, 2008, Press release
Focus Brand Rank
Merck’s Januvia 1st
Takeda’s Actos 2nd
Pfizer’s Chantix 3rd
Merck’s Gardasil 4th
Actonel 5th
Focus Brand Rank
Vytorin 6th
Amitiza 7th
Byetta 8th
Avandia 9th
Aciphex 10th
The sites that feature diabetes meds top the list, with
Merck’s Januvia garnering the No. 1 ranking and
Takeda Pharmaceutical’s Actos finishing second,
according to Manhattan Research, which says it
conducted an online survey in 2008-2009 of 1,681 docs
practicing in the US.
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Conclusions
Internet is an integral part of Physicians Clinical Practice
Physicians use the Websites / Search engines round the clock in short bursts of time
Website / Search is a gateway to online health information but also used throughout the research process
Physicians find with they are looking for using search or through Pharma Companies websites
The Internet and Search have transformed medical practice today
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Recommendations
TO REDESIGN WEBSITE
Prefer a manner of delivery for pharmaceutical activity – rep, video, detail
Website to have feature of Chat live with Customer Representative
Online information about Drug Coverage
Ability to opt / in sign up for additional communications
Ability to report adverse events
Clinical trial results
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Recommendations to redesign the Website
Email customer service requests (with a guaranteed 24-hour response window)
Information about participating in clinical trials
Sign up for product alerts to mobile phone
Request an office visit from a detail rep or sales consultant
Request product samples (i.e. electronic sampling)
Ability to download information to PDA or mobile device
36
Recommendations to redesign the Website
Disease management tools for patients
Disease-specific patient education
Information about upcoming medical conferences
Sign up for product alerts to mobile phone
Request an office visit from a detail rep or sales consultant
Request product samples (i.e. electronic sampling)
Ability to download information to PDA or mobile device
37
Recommendations to redesign the Website
Links to disease sites for professionals
Product-specific patient education
Information about upcoming medical conferences
Treatment guidelines
Effectiveness of live online speaker events
Request product samples (i.e. electronic sampling)
Ability to download information to PDA or mobile device
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Innovation and Change in Marketing
WEB MARKETING
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Innovation and Change in Marketing
When new innovations arrive in business, some sectors adopt them quickly, others more
slowly – and when it comes to digital channels, pharmaceutical firms among the slowest
of all. We've been tracking the growth of digital marketing since 1995 and the pharmaceutical
industry is a curious anomaly.
The combination of big management structures, global frameworks, understandable conservatism and unclear
regulation has left pharma marketing five to seven years behind more innovative sectors in the use of the web. From
clinicians to administrators, those involved in the purchase process switched to the web, but few pharma brands
properly followed. Many rarely reach out beyond their own websites, and most websites remain simple Web 1.0
brochure ware pages that play only a marginal role in the sales conversion process.
The result is a massive missed opportunity…
40
Innovation and Change in Marketing
“The centre of gravity in marketing is moving to digital channels; pharma and
healthcare brands who respond quickly can gain competitive advantage as well as
improving the effectiveness of their marketing”
“Pharmaceutical brands were slow to web marketing. The cautious
behavior, combined with uncertainty of regulation, held pharmaceuticals
back while marketers in finance, professional services, manufacturing
and business services raced ahead online. For the experienced digital
marketer this will be a useful checklist, for those new to the web it could
revolutionize the communications mix - and for finance directors it could
be the key to saving 20% of the marketing budget without any drop in
results.” Danny Meadows-Klue, CEO & Chief Analyst
41
Website Analytics
Some proving facts of Websites
A Website Analysis graph which represents the number of visitors
visited the website for information
Let us take a quick view example
42
No. of Website Visitors
Total Visitors
Total Unique Visitors
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Cipla Website Analyzer
No. of Website Visitors
Total Unique Visitors
Total Visitors
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Other Websites Statistics : Total Individual Visitors Data
Contd…
Total No. of Website VisitorsName Apr-10 Sep-10 Mar-11 Monthly Change %
Merck 1031385 967039 134453 6.14Roche 198668 165091 213344 21.01Astellas 127668 117350 127967 28.92GlaxoSmithKline 105215 85208 89528 9.46Abbott Laboratories 76495 131504 72920 18.11Novartis India Ltd 75650 65065 65131 5Eli Lilly 72047 83467 78144 8.7BMS 45095 56847 52379 2.92Johnson & Johnson 44859 33817 41014 25.36Baxter 43382 43671 53610 17.92Allergan 37452 30224 36696 15.92Amgen 33008 26941 33580 9.97Bayer 32198 30405 22986 -2.53Astrazeneca 29865 23247 31149 -9.2Genzyme 22898 22783 14846 -8.21
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Contd…Other Websites Statistics : Total Individual Visitors Data
Total No. of Website VisitorsName Apr-10 Sep-10 Mar-11 Monthly Change %
Novo Nordisk 16349 8087 10150 -4.64Sanofi Aventis 12689 7216 8116 -2.62Cephalon 11111 6901 7219 -30.95Celgene 8982 10894 11368 -17.88Takeda Pharmaceuticals 7931 10882 5361 -20.73Abbott India Ltd 6152 3985 1637 42.63Daiichi Sankyo 4716 4217 2910 5.09Ranbaxy Laboratories 4124 1238 2926 180.27Actavis 1472 3863 3131 -16.33Otsuka Global 1430 552 267 -80.6Aurobindo Pharma 1158 2393 369 -43.4Glenmark 1135 1572 2345 271.04Sun Pharmaceutical 1017 2640 700 14.19Intas Pharmaceuticals 1002 616 527 -33.63
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Companies successfully implemented Website Marketing
47
Companies successfully implemented it..
48
Companies successfully implemented it..
DOCTORS.NET
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Other Companies List…
Contd…
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Other Companies List…Contd…
51
Internet Marketing Steps
THE ENTIRE CONCEPT OF
INTERNET MARKETING IS DIVIDED
INTO FOUR LADDERS :
• CORPORATE WEBSITE
• CONVERSION OPTIMIZATION
• SEARCH MARKETING
• SOCIAL MEDIA MARKETING
Our 1st Step is to redesign our Website
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Innovation and Change in Marketing
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It is speculated there will be an increased use of the Internet in the future.
Schools are offering computer classes to children of much younger ages,
as compared to just a few years ago. As the cost of computers and
Internet access decline, more and more consumers will utilize the Internet
as an information source. Hence, it will be beneficial for companies to
promote their products on the Internet. The Internet can also be called the
newest direct-to-consumer advertising tool. As more companies plan to
take advantage of the Internet as a marketing tool. The Internet will
become more user friendly and Web sites will become easier to access.
The internet will contribute to the formation of a globally accessible
pharmaceutical industry.
Projections for the Future
54
Thanks
Allwyn Fernandes