A Digital Marketing Ecosystem for Pharmaceuticals

Pharmaforce 2010

Princeton, NJ USA

• Digital World around us is rapidly changing:− The way people seek information is changing− Emerging Social interactions - interactive, collaborative, social model− Online channels are expanding – mobile boom!− Media formats, richness, and interactivity level is rapidly evolving

• Scattered Digital Marketing technology solutions across organization− Different for each brand / product− Different for each channel – eMail, Web, Mobile, Social, etc.− Fragmented Digital Media Assets− Inconsistency and low reuse

• Change is required to deliver a cohesive Digital Marketing Strategy− Need for an integrated technology approach− Engage consumers in a new and interesting ways of conversation with

consistency

Digital Marketing

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In 2010, for the first time, spending on online digital media crossed spending on print media

• Digital Marketing Platform as a Shared Service− Common infrastructure across the organization− Shared resources and technology

• Benefits of a Digital Marketing Platform− Significant reuse, synergies− Multi channel & cross channel communication− Consistency of communication− Centralized metrics to improve insights, response times, messaging− Significant cost savings from a shared service− Enable more Self Service− Increased ability to scale− Easier to calculate ROI

Digital Marketing Platform

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It can be both a Shared Service and a Platform

A Digital Marketing Roadmap

A Sample Roadmap for Maturity – it’s Complex!

• Reach customers through variety of touch points

• Listen to what they are asking for?

• Engage them by responding with right, interactive, channel appropriate content

• Convert them & build the needed trust

• Retain them by continuous engagement to ultimately build loyalty and advocacy

Digital Marketing Business Requirements

Digital Marketing strategy mapped to business objective. Media and Channel agnostic strategy

Business Goals, Traditional Marketing Objectives

Web Channel

Social Media

Mobile

Reach

Listen Engage Conve

rtRetai

n

Interactive, Engaging Content

Understand Customer Digital Connections

Establish and capture success metrics

Email

Address Regulatory issues

Competitive Analysis

Digital Marketing Technology Platform

A Shared Service Framework – Marketing and IT work together

Extended Platform

Core Platform

Add-Ons

Web Content Mgmt

Digital Asset Mgmt

Content Syndication

Digital Media Management Analytics & Intelligence

Web Analytics

Social Listening Platforms

Business Intelligence

Web Solution Frameworks

Marketing Portals & Micro

sites

Mobile Web Sites & Apps

Search Engine Optimization

Search Engine Marketing

Development & Testing

User Experience

Core ProcessesSustain Model

Hosting Model

Integration

Legacy Integration

Security Integration

Marketing Resource

ManagementInteraction

Mgmt

Campaign Mgmt

Lead Mgmt

Marketing System Integration Social Media Marketing

Community Solution

SM Campaign Mgmt

CRM

SMS / Email Mgmt

Targeting

Behavior Targeting Platform

Ad Management

MVTOnline Video

Mgmt

Search

Web Mobile Email Social Media

Metadata Model

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Digital Asset Management

Digital Asset management – A Center Piece of the Framework

Media Bus

Media AcquisitionServices

Authoring & Editing

Services

SearchServices

Content Repository

Media Repurpose Services

Media Distribution

Services

Inbound

Social Media

Digital Sources

Existing CMS

External Content Sources

Distribution Channels

Social Media

Feeds

Portal

Mobile Devices

Marketing Apps

Workflow Services

Social Media Presents New Dimensions

•Generate insights by Listening & Analyzing the social channels such Twitter. Facebook, blogs, etc.

•Monitor reactions to brands and diseases - decipher sentiment analysis

Social Media Analysis

•Presence on Facebook, Twitter

•Blogs mostly at the corporate level

•Social Media Campaigns, Generate Ideas & encourage social polling

Presence on Social Media Outlets

•Publish promotional , educational videos

•User Generated Video – invite patients to share their stories – moderation required

Online Video

•Targeted communities - dedicated to help people of common interest groups to learn & share

•Monitor all comments in real time and publish only after reviewing

•For unreleased drugs, start or “sponsor” a generic disease / patient community

•Some can conservative approach - Limited set of choices rather than open free form content

Brand Sponsored Patient Communities

•Patients connecting with each other taking each other’s advice. Listen to such communities.

Patient Communities (Non-Brand Controlled)

Social Media presents innovative ways of engaging with your brands. It is also a way gather collective intelligence.

• Regulatory Issues • Fair balance and AE (Adverse

Events)• Fit benefits and fair-balance in 140

words on Twitter!• Secure Communications

− Patient information remains secure

Social Media in Pharmaceuticals

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• Education patients – Generate Awareness

• Educate doctors, medical professionals

• Learn how patients cope with diseases

• Offer Support and supportive environment (community)

• Increase Sales of products• Sales Campaigns• Improve public perception• Increase Success

Objectives Challenges

Different type of Diseases / Drugs have different social participations and benefit levels – understand yours…

Social Media Examples in Pharmaceuticals

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•No public examples

Social Media Analysis

•Facebook Community - VOICE (Sanofi-Aventis), Changing Possibilities in Hemophila (Novo Nordisk)

•Blogs - More Than Medicines (GSK), JNJBTW (J&J)

Presence on Social Media Outlets

•GoInsulin (Sanofi – Aventis)

•Pfizer Europe

•Symbicort “MyAsthmaStory” YouTube channel

•Reyataz “Fight HIV Your Way” video and photo contest

Online Video

•Alli (GSK)

•Voices of Diabetes (Novo Nordisk)

•AccChek Diabetis (Roche)

Brand Sponsored Patient Communities

•Novo Nordisk “sponsored” Juvenation, a Type 1 diabetes site run by the Juvenile Diabetes Research Foundation (JDRF)

•ACOR, WebMD Health Exchange,

Patient Communities (Non-Brand Controlled)

Despite challenges, many pharmaceutical companies are leveraging social media opportunities

Source of Communities

Online Communities

(Blogs, Twitter, Wikis, Video, Mashups, URLs)

Brand sponsored

Healthcare Professional

Societies

Patient Driven

Marketing Professionals

OthersIndustry Observers

Caregivers

Social Media groups (Facebook, Youtube, Twitter,

etc)

Individual Builders (employees of Life sciences firms, etc)

•Product/Brand Managers

•Business Unit, Therapy Area, etc.

Brand Sponsored

•Medical Professional Societies, Conferences/Congresses

•Clinical Associations

Healthcare Professional

Societies

•Patients seeking some form of lifelong association

•Patient Advocacy groups

Patient Driven

•Healthcare Marketing Associations, Ad Agencies

•Pure Promotion firms

Marketing Professionals

•New and unknown entrants/outlets,/channels, Academic medicine, Journals, etc

•Parties with conflicting interest (Negative campaigns, etc)

Others

•Third-party advocates providing critical assessment of firms, industry, regulation

•Industry Watchdogs and Independent Communities

Industry Observers

•Patient supporters, families, those seeking information to share

•Nursing groups, Home Healthcare groups, Assisted Patient Living groups

Caregivers

•Facebook, Twitter, etc groups

•Audio/Video Podcasts dedicated to topical areas

Social Media Groups

•Possibly employees of some healthcare or life sciences organization

•Information brokers who many not necessarily represent an organization view

Individual Builders

Channels of Communities

Gain Support

Brand Sponsored Community

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Support community for Alli, weight loss product from GSK

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Patient Community – Non Brand

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Physician Community – Non Brand

• Facebook Page• Twitter Account• YouTube• Web Site• Events• Celebrity• TV

Integrated Social Media Campaign

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Don't plan social media in a vacuum - tie it with overall marketing strategy and business objective

Setup a digital marketing

Governance Team

Current State Inventory - platforms,

applications, products & partners

Establish a reference Business

and Technology Architecture

Gap Analysis with current state

Establish Roadmap

Evaluate Vendors in areas where there is a gap• Prefer Integrated

Solutions from vendors

Design Ongoing operations and sustain model

Setup an experienced

development, integration team.

Set up an Lab for Continuous Innovation

Digital Marketing Platform - How to go there?

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A Digital Marketing Ecosystem for Pharmaceuticals – Open Discussion