EYE FOR PHARMACONFERENCE10 Big Ideas From EyeForPharma Summit 2010

About conference wrap ups

iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing. Then we model innovative tools and experiences designed just for health care marketers

One of the ways we stay connected to the thought leaders in our industry is speaking at and live blogging from top healthcare marketing conferences

After the conferences we collect the top 10 big ideas we heard to share in conference wrap up sessions. We use presentations like this one to lead those discussions

THE PROMISES OF PERSONALIZED MEDICINE ARE HIGHCan they really solve the problems global pharma is facing?

PHARMA IS LOOKING TO PERSONALIZED MEDICINE TO DELIVER BUSINESS HEALTH

• Some companies – like Roche – are even putting it at the center of their strategy

• All are looking at highly motivating opportunities:

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Expand pool of diagnosed patients

Segment patient types

for reimbursement

Improve efficiency of clinical trials

Salvage failed products

BUT: WE HAVEN’T CONNECTED THE DIAGNOSTIC TO THE TREATMENT

• The more specialized the treatment, the more specific the needed tests

• Drug and diagnostic companies work on different time lines• And payers won’t move without the diagnostic proof

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PHARMA IS (RE)DEFINING THE WHY & HOW OF INNOVATIONFor years we talked about integration as our loftiest goal. Now, we’ve turned our sights to innovation: the profitable implementation of ideas. Will it be any less elusive?

AS AN INDUSTRY WE’RE TRYING TO INSTITUTIONALIZE IDEA GENERATION

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• Pharma is expanding innovation beyond the product; moving to process, market and social innovation

• The challenge is that our organizations aren’t adapting fast enough

• Create urgency• Form a powerful coalition• Create a vision for change• Communicate the vision• Remove obstacles• Create short term wins• Use reviews to foster continuous improvement• Anchor changes in corporate culture

8 CHANGES TO PROMOTE

INNOVATION

THERE ARE COMMON MYTHS ABOUT INNOVATION WE NEED TO OVERCOME

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We think: But, really:

Innovation starts with a brainstormInnovation starts with insight into your audience and technologies

Innovation is about creating new products

Studies show focusing on business models / related services

gives better results

Innovation is an untamed creative process that can’t be led

The art of leading innovation well is to be gentle (guide it)

Innovation is about thinking outside the box

The ideas have to be relevant to what we’re doing – redefine the box

PHARMA IS REALIGNIG TO ENTER NEW MARKETSThese emerging economies are complex and demand a nimble organization

PHARMA IS SHIFTING GROWTH STRATEGIES TO EMERGING MARKETS

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• Huge populations with unmet medical needs• Dynamic, growing markets• Few price constraints; low cost of doing business• Millions of new ideas• Scientists trained to think outside of typical limitations• Abbott was first phama company to India; Pfizer, GSK, AZ

quickly followed

THE CHALLENGE IS THE DIFFERENCES IN EACH MARKET

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• Mexico is largely self pay• Poland has universal coverage

Nature of insurance coverage

• India is simple and quick (2 years)• China is complex (4 years)Approval process

• UAE has few competitors• Brazil has strong local championsLocal competition

• Turkey has good patient access nationwide• Indonesia has vast under-developed areas

Medical infrastructure

PHARMA MARKETING BUDGETS UNDER-VALUE DIGITALWe’re increasingly embracing digital for its efficiencies and trackability – but, do we really understand its role in healthcare decision making?

BUDGETS DON’T MATCH UP TO CONSUMER TRUST

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• In the U.S., the #1 most trusted source of information is physicians (62%). The #2 most trusted is the Internet (57%)

• In Europe, those numbers are 85%, 79%

• Yet most pharma marketing budgets save only 2-3% of their investment for digital

BIGGEST ONLINE GROUP ISN’T WHO WE’D THINK

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We Googl

e Health

• More people are looking for health information online than entertainment, travel, finance, and automotive

40-somethings own the web

• 96% of teenagers are online. But, the biggest group – by the numbers – of online adults is actually the 40 somethings

55+ go online

for health

• In August, 28% of visitors to health and wellness websites were 55+" (Index 129)

RELEVANCE IS THE KEY DRIVER OF ANY MARKET SUCCESSHow can we make marketing more resonant instead of just more more?

MEDIA PROLIFERATION HAS CREATED A LOT OF SHOUTING (IN MORE CHANNELS)

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• Looking at data has replaced listening to people

• A Google health leader placed pharma circa 1994 on an internet evolution chart

• As an industry, we’re slow to evolve; faster to relocate

THE BIGGER OPPORTUNITY IS CREATING MORE RELVANCE

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Think about how people really use our digital tools

MATCH CONTENT TO REAL SEARCH

The biggest website mistake most marketers make is using

“oncology” where people search

“cancer”

UNDERSTAND WHAT’S NEXT

66% of UK patients talked to their doctor after visiting a HC site. Would your site have

prepared them for the conversation?

RETHINK FILTERSPatients are so savvy

today that it’s difficult to bring just HCPS to a

site. Plan for a mix. Limit the hurdles you

ask them to jump

ADD VALUE What are people

already doing that you could make easier,

better, more fulfilling? What would we do if

we started there?

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse