Italian orphan drugs day - La metodologia “Find & Drive the patient: approccio strategico"

FLAVIO D’ANNUNZIODigital for Business

ITALIAN ORPHAN DRUGS DAYVenerdì 13 febbraio 2015

Sala conferenze Digital for Business - Sesto San Giovanni (MI)

www.digitalforacademy.com

Flavio D’Annunzio Digital for Business Srl - Founder & CEO

‘Find the Patients,Drive the Patients’

3Sesto San Giovanni, 13 Febbraio 2015.‘Italian Orphan Drugs Day’: Find the Patients, Drive the Patients.

Chi è ‘Digital for Business’ ?


Digital for Business

Digital for Business realizza strategie digitali mediante

azioni di web marketing ed online advertising perincrementare la reputazione e le performance di business.

Il Team è composto da professionisti dotati di

conoscenze ed esperienze multidisciplinari,e possiede una forte competenza nelle aree:

Digital, Sales & Marketing e Information Technology.

Digital for Business opera esclusivamente nei mercati:

PHARMA

HEALTHCARE

BEAUTY

‘Digital for Business’: identità e missione.


Digital for Business: metodologia & offerta.

Il successo dei progetti di ‘Digital for Business’ è basatosu metodologie innovative, con un processo costantedi formazione e certificazione e l’utilizzo dei miglioristrumenti digitali a disposizione.

Alcuni elementi di eccellenza:

• Analisi del posizionamento digitale aziendalee del comportamento dei competitors.

• Ideazione e sviluppo di piani di marketing digitale(integrati con il piano marketing tradizionale).

• Implementazioni di sistemi:e-Commerce, website, Blog, Landing Pages.

• Campagne di advertising , online e offline.

• Copy & Content Management, Online Press, PR online.

• SEO, SEM, Engagement, Video and Cartoons

• T-Marketing, gaming & on-line gaming.


‘Digital for Business’ NON opera ‘a caso’…


… ma persegue STRATEGIE COMMERCIALI efficaci …


Raccolta informazioni iniziali

Analisi di mercato (digitale)

Costruzione del piano di marketing

Execution

Analisi preliminare – identificazione parole chiave

Analisi volumi, trend, fonti, sentiment

Identificazione di DOL, stakeholder, influencer ...

Analisi della concorrenza

Stesura del report

Descrizione dei prodotti

Definizione degli obiettivi di progetto

Segmentazione dei clienti

Posizionamento e targeting

Revisione degli obiettivi e formalizzazione

Realizzazione

Content management

ADV

Digital PR / communcation

Analisi del cliente

Individuazione dei canali digitali Co

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Man

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Dig

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P.R

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2,3 incontri

2,3 Settimane

2,3 Settimane

Mesi

… strutturate mediante PROCESSI REALIZZATIVI .


Find the Patients, Drive the Patients.

Find the Patients,

Drive the Patients.


Introduction: Strategy guideline.

Patient Community

Pharmacist Community

Professional Community

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PREMESSA

• In today’s challenging health environment, every disease required a specific diagnosis

• The field of rare and ultra rare diseases are becoming a fast developing market where there are a wide group of conditions (5 - 6 thousands) with low prevalence in the population.

• This low prevalence creates a key point in making diagnosis and/or having the suspect of the disease, addressing the patient to the right centre or specialist

• In this technologic world people use to go into internet and try to have an answer to their symptoms or to know what is the best centre where they can find an answer to their condition

• Internet becomes the way to address the patients to the right centres



PANORAMA

“Drive the patients” is a project fully dedicated to rare, ultra-rare diseases and unmet medical needs:

• In EU countries, the products destined for rare diseases are aimed for diagnosis, prevention or treatment of a disease that poses a threat for the life or a chronic debilitation, affecting less than 5 individuals every 10,000, or one every 2,000.

• Due to the low number of patients few specialized centres or doctors know the disease and are able to make diagnosis.

• Many times the patient does not know which specialist contact or exhibits symptoms that the doctor or specialist is not able to classify in a well defined disease



IL CONCETTO DI INNOVAZIONE

According to the Observatory on Health, the periodic survey on the culture of health in collaboration with ISPO (Istituto per gli Studi sulla PubblicaOpinione) that compares the degree of perceived innovation in the field of health in Italy, Spain, Great Britain, Germany and the USA

• The concept of innovation is preferably associated with 3 representative sectors: information technology, pharmaceuticals & telecommunications

• The television programs, internet and newspapers are the three most commonly used by Italians, Americans and Anglo-Saxons to keep abreast of health and prevention

According to the Orphanet network Italy in our country are 2 million people living with rare diseases and 70 % are children in the paediatric age group.

Digital for Business links information technology, internet and health, and helps to give the basic information on the possible diseases and drive the patients to the right centres or specialists for the diagnosis



IL PROGETTO

Digital for Business links information technology, internet and health.

Digital for Business helps to:

1. give basic informations on the possible diseases

2. find the patients among who search information on the net

3. drive the patients to the right centres or specialists for the diagnosis.

Digital for Business is your partner

that not only offers creative solutions but provides

the flexibility and builds a communication channel

tailor made for physicians, patients and relatives.



- Spider programs, able to catch the key words related to the disease everywhere in the web. Identify the blogs, the web sites, the health centres where the profile of the patient is completely or partially describe

- Textual analysis (100 words), confront between a prepared test on the disease and the first 100 words in the article and Identify the centres and specialist experts on the disease,

- Trend setters screening, through the experts on rare diseases telephone calls identify the specialists involved in the diagnosis,

- Web platform for scientific information

• basic introduction to the disease

• profile of the patients

• profile of the specialist/s

• rare disease centres

• monthly update of the site through specialists support

• chat among patients and doctors



• Scientific Marketing Activities

- Digital Communication

- Online ADV campaigns

- Lead generation offering free first visit

- DEM (Direct e-mail Marketing)

- Medical TV program

- Local Scientific Board

- Seminars and meetings presentations

- Press Conferences

- Articles on Scientific Magazines

- Content Marketing (Corriere della Sera, Il Sole 24 Ore Health, etc.)

- Testimonial-Marketing

- Video Marketing

Grazie per l’attenzione

www.digitalforacademy.com | [email protected]

Health & Medicine

Italian orphan drugs day - La metodologia “Find & Drive the patient: approccio strategico"