NEXT GEN PHARMA CONFERENCE10 Big Ideas From Next Gen Pharma Conference 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

REMS CAN BE A MARKETING ADVANTAGELong a big hurdle for marketers, REMS may be

experiencing a renaissance

WE HAVE AN OPPORTUNITY TO REALLY EXPLAIN THE VALUE OF REMS TO USERS

• These programs are only going to become more common – even category-wide in some instances

• They’re not the death-knell of a product. The opportunity is thinking about the benefit as well as the challenges

• Well designed programs can make it easy to comply with an intuitive customer experience that makes customers feel like they’re using the drug in the safest possible way

1

140+ REMS on the market

WE NEED TO REBUILD TRUST2

A recent Harris Poll looked at overall

reputation by industry. Pharma

came in just ahead of tobacco (well

behind other favorite villains like oil companies and

airlines)

Our black hat comes from things

like undisclosed payments to

physicians, GMP violations, drug

recalls, prices, etc.

That lack of trust has serious business consequences. The packaging the FDA

has drafed for tobacco is a

reflection of how we feel about the

industry.

• Understanding and mitigating risk is directly connected to trust and credibility

See the new packaging: http://bit.ly/iQLab2

NEW PRESSURES IN THE EXAM ROOMThose precious seven minutes we get with our doctors are quickly slipping down to six … will medical exams become the newest form of speed dating?

TWO CONFLICTING TRENDS ARE CREATING A LOT OF STRESS IN THE EXAM ROOM

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That’s changing the patient-doctor relationship. Not only are visits getting shorter (to cram more patients into a day), but physicians are often having to say no to patient requests

Patients are more empowered (and more demanding) than ever

Payers are putting significant pressure on physicians to cut costs+

PHYSICIANS ARE TURNING TO MOBILE

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• It seems like quality time is under attack from all sides• We’re hearing that most physicians now interact with patients

for just 6 minutes• Physicians themselves are finding their best access to

information is mobile – it’s an information channel that’s so deep that marketers can’t compete with it– Almost 50% of physicians are looking up drug reference info– Over 30% are using mobile for treatment guidelines

• How do we build beyond these micro interactions by creating engagement that works for the user?

TAKING ON FUZZY MATH FOR BETTER METRICSThe real challenge in digital measurement is attributing action to impressions

YOUR BANNERS MAY BE MORE EFFECTIVE THAN YOU THINK

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• The measurement gurus from Comscore shared a surprising fact: Just because someone doesn’t click on your ad, doesn’t mean it didn’t make an impression

• That’s still trackable. And, likely a metric many of us haven’t been measuring

There’s a hesitancy to

click online ads today

But banners are about branding,

too

A lot of people will see a

banner and then search for the

brand

WE’RE ONLY JUST STARTING TO SEE THE REAL SCALE OF DIGITAL HEALTH

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11%64%

18% 17%Of Facebook users are exchanging info about their automobiles

Of Facebook users are exchanging info about their health

Amount that health internet activity

increased last year

Amount that total internet activity

increased last year

CONCIEREGE SALES AND MARKETINGThe next big metric for pharma sales may be service

COULD NEXT GEN CLM TURN REPS INTO CONCIERGE SALES?

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24% of offices are now “no sees,”• The things that got us in the door in the past are largely being taken

away – by regulation, by price, by preference

Our challenge is connecting with physicians in more relevant ways• Most don’t close the door when they’re getting real value

Can we use data to totally customize a call to what a physician really cares about?• A CLM knows what that physician has already seen and could

potentially model what they’re likely to be interested in

OUR BIGGEST DATA CHALLENGE IS THAT WE DON’T USE IT

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• We collect data everywhere. From websites, email campaigns, salesforces, conference calls

• The challenge is using it to create better experiences

• Most data comes out in 6-month updates– Reams of “what was”

• What pharma needs to figure out is using data in the moment– Responding to changes– Creating custom experiences– Spotting potential opportunities or threats

• Those models and tools don’t exist yet

OUR OTHER DRUG PROBLEM IS ADHERENCEToday’s brand managers are worried about people not taking drugs… and, for really good reason

MOST DOCTORS DON’T SEE THE SCALE OF NON-ADHERENCE

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72% of asthma patients take their controller less

than prescribed

Taking that medicine can reduce hospital and

emergency visits by 80%

That’s a big impact on patients and physicians

• Physicians shake their fingers at noncompliance, but that’s not connecting with patients

• They don’t understand how wide-spread the problem is

• Even in high-attention disease states like inflammatory bowel disease, non adherence is happens fast: 41% in the first two weeks; 70% over time

HEALTHCARE PROFESSIONALS ALONE CAN’T BRIDGE THE GAP

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• The population with chronic diseases is sky rocketing

• It can’t be solved with 6 minute office visits every 9 months

• There’s plenty of information about what works: motivational interviewing, simplifying education, etc. The problem is applying it in a relevant, personal, multi-dimensional way

• The “no brainer” technology is mobile. We don’t leave home without our cell phones. And, we’re totally engaged when we use them

25 MILLION

diabetics 3.8 MILLION

hcps

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