Digital trends in healthcare and pharma marketing

Digital trendsWhat’s changing the landscape

Welcome to the age of digital primacy.(and to this cool presentation from Sean and Leigh)

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 North American Technographics

1. What trends are on your minds?2. Macro trends we’re acting on

OUR AGENDA

• The year of the slate

• App on

• Mobile/on demand

• Location (, location, location)

• Pro social

3. Micro trends we’re intrigued by• RFID out of the warehouse

• Remote observers

• Personal aggregators

• Generation gamer

• Bluetooth comes of age

The Year of the SlateIt’s hardware that’s changing the game this year with both sales teams and healthcare professionals turning to full color, multi touch devices with dedicated applications for common day-to-day tasks

1

The year of the slate1


WHAT TO WATCH FOR WHAT TO WATCH OUT FOR

• Almost 30 new models• Compelling new features

• Operating system wars

Why iPad?

Comfortable to present

Improved display and experience

Lower cost of entry

• Ultra light and portable• Intuitive touch commands

• Large format screen• Bright, bold display

• 1/3 the cost of tablet PCs• Private networks makes new

app distribution easy and efficient


Why we love the first mover

Segue was designed for the

tablet

And entirely re-imagined for

the slate

The latest version of Segue pairs the lab-tested, field-provenusability of our tablet software with native tools

and navigation designed just for the iPad

**Our development team is already planning customizations for the new slates about to hit the market.


What we’re doing on the iPad: Elevating tablet sales tools

Segue’s iPad interface was designed using native Apple mobile features and transitions. That means it’s not only efficient on the platform, it’s also incredibly intuitive for the user

Reps can easily plan their calls any time The year of the slate1

On the iPad, Segue supports multimedia, unique types of transitions, writing and creation tools and, of course, those hallmark swipe movements.

And use all the “wow” features of the iPadThe year of the slate1

App-onThe web is not the culmination of the digital revolution. Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display

2

The web is dead.Long live the internet.

App on2

-Wired Magazine, August 2010http://bit.ly/gswwired

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.

App on2

-Wired Magazine, August 2010http://bit.ly/gswwired

App on2

WHAT TO WATCH FOR WHAT TO WATCH OUT FOR

• Fit better into our lives• Earn more dedicated attention• Easier to monetize

• Google can’t crawl them• HTML doesn’t rule• Systems are fundamentally closed

• More people will access the internet from mobile devices than from PCs.

• Because the screens are smaller, those mobile users will choose specialty software, mostly apps, designed for a single purpose.

IN 5 YEARS

Morgan Stanley, 2010

*There are already hundreds of publically-available apps for doctors, nurses and medical students

http://itunes.apple.com/us/genre/mobile-software-applications/id6020?mt=8

But, there are really just seven basic ways they work >>

1. Decision support2. Reference / lookup3. Patient education / consultation4. Patient support5. Patient tracking6. Continuing medical education7. Collaboration

App on2

GIST is a Novartis app for Canadian doctors to calculate their patients’ risk of recurrence for GastroIntestinal Stromal Tumors (GIST).

DECISION SUPPORT

App on2

When CellSearch invested in a deep online library of case studies and content, they knew it would have to work seamlessly on both a laptop and a wide range of mobile devices. This app is designed to give one-click access to all their clinical case studies:

REFERENCE/LOOKUP

App on2

AFib Educator helps healthcare providers explain atrial fibrillation (AFib) to patients, their families and caregivers.

PATIENT EDUCATION

App on2

Mon Krono Santé is a French health record for chronic disease sufferers. It allows users to store their personal medical information, including medical advice given to them, and synchronize the data with a computer - their own or their doctor’s

PATIENT SUPPORT

App on2

Pain Diary is a private app created to allow chronic pain suffers to track their symptoms, the impact of treatments, etc.

PATIENT TRACKING

App on2

An app for Pfizer’s French healthcare professionals website DocteurWWW.com that includes its rss feeds and podcasts. There is also clinical content themed around oncology, rheumatology and haematology.

CONTINUING ED

App on2

This concept was created for Cephalon. The app is a central hub that keeps the salesforce on message and on target. It tracks, reports, and publicly displays progress and utilization and allows the reps to share ideas and experiences. New rollouts of updates are centralized through the app.

COLLABORATION

App on2

Mobile on demandThe move to mobile is about much more than apps. It’s a fundamental change in expectations about resources and information. It’s a move to a fully on-demand world where content preferences are intensely personal. Is mobile the end of mass?

3

It’s harder than ever for sales reps to connect with prescribers

AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

REP-ACCESSIBLE DOCS

20%REP-INACCESSIBLE DOCS

50%

Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.

CHANGE OUR PERSPECTIVE

All we saw were closed doorsBut they were looking at little screens

72% of physicians use smart phones

• 95% of docs with smartphones download medical apps

• #1 search = information about drugs

• 17% of those PCPs and 18% of specialists use them for e-detailing

Manhattan Research, 201011,000 Physicans by Knowledge Networks, 2010http://bit.ly/cpMeec

This isn’t a story about the end of the salesforce. It’s simply an evolution in how HCPs want to interact with sales and marketing

Physicians Survey, Business Insights Ltd, 2009

Always prefer a sales rep

Prefer a mix

Always prefer online (remote or on

demand)

Mobile on demand3

Virtual Detailing Definition: Sales/Call Center Representative delivering a Web-based detail; similar to online

meetings/chat sessions Delivery Method: Sales Representative, Call Center (KOL, MSL, etc) Delivery Platform: Web

Personal DetailingDefinition: Sales Representative detailing in an in-person settingDelivery Method: Sales RepresentativeDelivery Platform: Tablet PC, Laptop, Plasma, iPhone, Blackberry, etc

Call Center Reps KOLs/MSLs

Self-Directed Detailing Definition: HCP is driven to a destination from which they can walk through a detail at their own pace Delivery Method: HCP-driven Delivery Platform: Web, iPhone, Blackberry

Field Reps

Field Reps Tradeshow

Self Directed

Mobile

Mobile

The opportunity: Be there when and where they wantMobile on demand3

RemoteLive video detailingAny HCP; Anywhere

PersonalConversation live, in office

24/7 Accessibility to engaging digital experience and learning Peer Discussion

Engage with trusted HCP sources remotely

Invitation

Self Exploration

Tradeshow

Knowledge ConsumptionOf medically relevant content

Call Center Reps

KOLs/MSLs

Self Directed

Field Reps

The challenge: efficiently enable and complement the sales force (without losing control of the message)

Mobile on demand3

What if a sales rep’s business card was a portal to his on-demand office?

ONE IDEA

Mobile on demand3

A physician scans the QR tag on a rep’s business card and is taken to a custom, transactional mobile web page

It’s got to work great for the medium

IMPORTANT NOTE

Mobile on demand3

Location (, location, location)Location is set to be the new peer influence. It’s what makes content more relevant, searching more personal. Today, most locations apps are about travel, navigation, lifestyle, and productivity. But, new opportunities are on the horizon for healthcare

4

August 2010: When location went mainstream

Location (,location, location)4

Why it matters (now)

Where it fits inLocation (,location, location)4


How it will change things

THE NEW VALUE EQUATION

+Know my previous choices

Know what my contacts think KNOW WHERE I AM+

US app developed by GSK Oncology in collaboration with MedTrust Online for patients and doctors to find cancer trials within 150 miles of their current location.

MAKING DATA MORE ACTIONABLE


Sneak peek: A concept in development by our innovation lab

PROVIDING CONCIEREGE SERVICE


• The challenge: Finding your way around a complex medical or university campus can feel overwhelming. Even if you can find a map, it only shows the buildings, not what’s inside.

• So we asked: What if we could use location to give every visitor a personal concierge who would effortlessly get her where she’s going?

A bluetooth broadcaster at the visitor’s entrance, could automatically send a message to most cell phones that pass by it


4 Location (,location, location)

Visitors who want concierge help can enter their destinations


Welcome to XYZ Med. Do you need help finding your way?

Yes NoDon’t show this again

Enter a professionals last name

SUBMIT

Or, select an office


And get step-by-step directions right to the office door


You are 2 minutes from DR LINDAUER’s OFFiCE.

Get a mapGet directions

Search again:


Sneak peek: A prototype from our innovation lab

MAKING ADHERENCE EASIER


• The challenge: Physicians and patients have been battling over adherence for years. Sometimes patients choose to stop taking a Rx, but often we just forget to refill it

• So we asked: What if you could be reminded to refill when it was actually convenient?

See the video: http://bit.ly/afw8eh

Pro socialThere’s no question that social media is harder in highly regulated industries like ours. There are questions about adverse events, off label references and clashes of cultures. But, physicians aren’t sitting on the sidelines. More and more of them are connecting in social media all the time.

5

65% of docs plan to use social media for

professional development

Manhattan Research 2009, 2010Sermo,com

Compete.com

This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers

115,000 docs talk to each

other on Sermo.

Pro social5

Two-thirds of physicians use UCG content for professional purposes

• 115,000 physicians • ~20,000 PCPs• Created by physicians for physicians• Fastest growing physician community by far• Three key uses:

- Collaborate on diagnoses- Share observations from

daily practice - Discuss value of new

research, drugs and therapies

Pro social5

Their #1 destination for sharing: Sermo

• Accelerates the emergence of trends and new insights on medications, treatments, etc., in the medical community

• Provides instant access to peer opinions from around the world (more on demand than most sales forces)

• Is part of a fundamental shift that we’re seeing online, via text, over Skype, etc.

Pro social5

Why Sermo and other networks matter

In the run-up to last year’s gastroenterology conference, AstraZeneca created a tool that started collaboration before the event - and, kept people talking right up to it. Now, it continues as a place to stay engaged…

APPROACH: TAKE ACTION

Pro social5

What are the opportunities to engage?

Pro social5

What are the opportunities to engage?

APPROACH: LISTEN & RESPOND

Nexium listens for people with complaints about its products and then directs them to its customer service line to find help. Great way to show you’re listening and find new ways to use big investments (like a call center)

RFID out of the warehouse6

Remote observers7

Personal aggregators8

Generation gamer9

Bluetooth comes of age10

What else?


WHAT IT IS WHAT WE’RE WATCHING

• Stands for radio frequency identification

• At a simple level, it tracks things (it’s an alternative to bar codes)

• It involves tags that emit radio signals and devices called readers that pick up the signal

• How it can personalize experience (ex. Providence Saint Joseph Medical Center)

Sneak peek: A concept in development by our innovation lab

A SMARTER CONFERENCE


• The challenge: Standing out on the crowded convention room floor is nearly impossible and new sponsorship opportunities are harder and harder to find.

• So we asked: What if we found a way to make every presentation more relevant and make our booth the smartest one on the floor?

The same technology that tracks your packages from warehouse to pharmacy. Can better connect conference attendees.



A small RFID sticker is placed on a conference lanyard





It let’s conference rooms know who’s there


And helps your booth personally greet every attendee


Remote observers7


• Monitoring networks that let us participate in places and events remotely

• Webcams, social widgets and biometrics that create a clear view of another space

• How it powers virtual caregiving(ex. MEDCottage)

Remote observers7

CHANGING THE OB/GYN SPACE

AirStrip OB is already FDA cleared and actively used in the OB space. It offers the latest remote healthcare surveillance technology allowing physicians to directly access patient tests and readings. Other apps are in development for cardiology, critical care, imaging and laboratory.



• A tool that keeps track of updates to blogs, news sources, and other websites all on one page

• Bringing all your personal content to one place

• New UX that makes boring old RSS readers more like high touch magazines


TRACKING THE CONVERSATION

Generation Gamer9


• Highly interactive games with HD graphics and seamless connectivity have changed an entire generation’s expectations for what a digital experience should be

• Smart integrations of entertainment and health

Generation gamer9

A WHOLE NEW CME EXPERIENCE

In this award-winning site, GSW connected with doctors in very unexpected ways during pre-market conditioning



• A way for wireless devices to easily exchange information over short distances

• Changing up the waiting room experience

Sneak peek: A prototype from our innovation lab

TRACKING REAL PATIENT PROGRESS

• The challenge: To create the best care plan, physicians need to understand that daily journey – both how the patient feels and what she’s doing for daily pain management

• So we asked: How could a patient with limited mobility easily give her treatment team a fuller view?


See the video: http://bit.ly/a42T0f

Leigh:leigh.householder@gsw-w.comAdvergirl.comWhatsYourDigitaliQ.comBrandLiberators.com@leighhouse@iqlab

Sean:[email protected]@Sean_P_Cowan#iqlab

Thank you.(keep in touch!)

Health & Medicine

Digital trends in healthcare and pharma marketing