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Role of search in a Multi Channel Marketing strategy for Pharma brands
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Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
THE IMPORTANCE OF SEARCH DURING THE EARLY DEVELOPMENT OF YOUR HCP MULTI CHANNEL MARKETING STRATEGY
LEARNING'S FROM AUSTRALIAN DOCTOR'S ONLINE BEHAVIOUR & SIMILARITIES TO CHINESE DOCTORS
STAN BILINSKI
MULTI CHANNEL MARKETING LEAD
PFIZER AUSTRALIA
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
DISCLAIMER
The views of this presentation are not necessarily the opinion or views from Pfizer.
2
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
WHAT TODAY IS ABOUT?
DR DIGITAL BEHAVIOURS
- CHINA &
AUSTRALIA
USING ONLINE TO EDUCATE
PRESCRIBERS
DOCTORS & SEARCH
SEARCH =
STARTING POINT FOR MCM
KEY TAKE OUTS FROM TODAY
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
BEFORE WE START A LITTLE ABOUT SEARCH
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
SEARCH BEHAVIOUR IN PERSPECTIVE
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
A GLOBAL PERSPECTIVE
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
A GLOBAL PERSPECTIVE
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
BUT HOW ARE PATIENTS USING SEARCH A FEW QUICK THINGS TO REMEMBER
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
PATIENT BEHAVIOUR
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
PATIENT BEHAVIOUR – SEARCH
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
PATIENT BEHAVIOUR – SEARCH
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
DOCTOR DIGITAL BEHAVIOUR COMPARISON BETWEEN CHINA & AUSTRALIA
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
ENGAGING DOCTORS
DEVICES USED IN PRACTICE
99% use Desktop /
Laptop
84% use Smartphone
54% use Tablet
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study
Doctors spend 200% more
time consulting online
resources than they do print
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
ENGAGING DOCTORS
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION
98% Search on Desktop /
laptop
56% Search on Smartphones
63% Search on Tablets
Search is the #1 place to start - more than any
other specific website /
portal
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
ENGAGING AUSTRALIAN DOCTORS – ONLINE
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
ENGAGING AUSTRALIAN DOCTORS – ONLINE
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
ENGAGING AUSTRALIAN DOCTORS – SEARCH
SEARCH'S ROLE IN FINDING CLINICAL INFORMATION
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR
1.3 hrs/day spent using digital resources for work
60% visit HCP portal websites for
professional purposes weekly
40%
participate in any on-demand
presentations
1.4 hrs/day spent using digital resources for work
46% visit HCP portal websites for
professional purposes weekly
26%
participate in any on-demand
presentations
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
CHINESE & AUSTRALIAN DIGITAL BEHAVIOUR
83%
own a smartphone
154 average number of patients
seen weekly
4 see Pharma reps from various
companies per week
88%
own a smartphone
124 average number of patients
seen weekly
4 see Pharma reps from various
companies per week
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
CHINESE PHYSICIANS SEEING JUST FOUR PHARMA REPS PER MONTH
Source: Manhattan Research March 2014
80 mins/mth listening to product messages
from Pharma Reps
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
CHINESE PHYSICIANS SPEND 26 HRS / MTH ONLINE
FOR PROFESSIONAL PURPOSES
Source: Manhattan Research March 2014
50% use Baidu daily
Average 6 searches a day
97% of all searches with Baidu
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
PHARMA SERVICE PORTALS BECOMING MORE COMMON
BY CHINESE HCPS
60% usage rate
Source: Manhattan Research March 2014
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
USING ONLINE TO EDUCATE PRESCRIBERS
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
INBOUND VS OUTBOUND MARKETING
MORE IMPORTANT IN MOST GLOBAL MARKETS
14%
26%
60%
Australia Physicians
I prefer to find prescription drug information on my own
I prefer to have pharmaceutical companies send me prescription drug information
No preference
Source: Manhattan Research March 2014
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
GLOBAL TRENDS IMPACTING PHARMA
Decreasing access to Physicians by Pharma Reps
Smaller field forces due to financial pressures on most Pharma Companies
Patients increasingly self diagnosing prior to
seeing their Doctor
Physicians proactively accessing information
online
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
DOCTORS & SEARCH HOW ARE THEY USING IT & WHAT ARE THEY DOING?
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
IMPACT OF SEARCH ENGINES
In the US now 95% of the internet browsing
population access a search engine
77% of online health seekers began their session on a search
engine
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
Search has fast become the doctors digital stethoscope
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
DOCTORS GO ONLINE TO SEARCH WHAT PATIENTS TRIGGER IN CONSULTATION
TOP 3 REASONS A DOCTOR SEARCHES
Patient Independent Research
Promotional Efforts
34% after seeing a
Pharma rep 68%
62%
61%
55% 60% 65% 70%
Patient request more info during
consult
Patient requesting specific drug info
Patient reporting drug side effect
59%
52%
51%
45% 50% 55% 60%
After reading a journal article
After attending a medical
conference
When a new drug becomes approved
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
NOT SURPRISINGLY, SEARCH TERMS ARE VARIED
KEYWORDS USED FOR CLINICAL INFORMATION
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
OPPORTUNITY FOR PHARMA
NOT TO LEARN FROM OTHER PHARMA
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
SEARCH = STARTING POINT FOR MCM EFFECTIVE LEARNING PLATFORM
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
WHAT IS MCM?
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
SEARCH SIMPLY ALLOWS CUSTOMERS TO QUICKLY AND EASILY ACCESS OUR MULTIPLE CHANNELS
Webinar
Remote Detailing
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
MORE MCM CONTENT TRADITIONAL PROCESS TO PRODUCE CONTENT FOR PHYSICIANS
Brand strategy Communication
objective Product digital
assets SEO
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
Customer insights
Match customer
information need to brand
communication strategy
Product digital assets
Acquisition strategy
ALTERNATIVE PROCESS TO PRODUCE CONTENT FOR PHYSICIANS TO INCREASE CUSTOMER CENTRICITY
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
SEARCH IS CRUCIAL TO COST EFFECTIVELY
INCREASE CUSTOMER TRIAL & ADOPTION OF MCM CHANNELS
Increase your Inbound
marketing spend
Refocus your Outbound
marketing spend
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
SUMMARY OF TODAY TOP FIVE THINGS TO REMEMBER
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
KEY FIVE TAKE OUTS
Digital, especially Search, is the fundamental tool for Doctors
Digital (search again) has become the 1ST call for patients looking for health information
Mobile search is crucial to both Doctors & Patients
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
KEY FIVE TAKE OUTS
Removing friction in the search for medical / health information is key to success
Reliable , trustworthy, actionable content is king (mobile, VDO, landing pages)
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
QUESTIONS? THOUGHTS OR COMMENTS ACCEPTED TOO
Stan Bilinski Multi Channel Marketing Lead, Australia
The Importance of Search early in the Development of your HCP MCM Strategy July 2014
THANK YOU! STAN BILINSKI – MULTI CHANNEL MARKETING LEAD PFIZER AUSTRALIA