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Digital Marketing in Pharmaceuticals, an India scenario based presentation.
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Digital Marketing in Pharma
Gurpinder SinghDigital Marketing Professional
http://in.linkedin.com/in/gurpindersingh
What is Digital Marketing
Marketing of products or services with the help of Technology.
Digital Marketing, also termed as e-marketing, web-marketing, online-
marketing or Internet Marketing,
e-marketing also includes the management of digital customer data and
electronic customer relationship management (e-CRM) systems.
e-marketing allows the placement of media along many different stages of
the customer engagement cycle.
Pharmaceutical Digital Marketing
Target Audience:
Digital Marketing is an extension, can be implemented across
Verticals i.e. Doctors, Hospitals, Patients & Sales Team :
Health Care Professionals (HCPs): This is based on
providing services, scientific data, business analytics etc. to
the specialists in order to promotion of products/services.
Patient’s: to ensure awareness & adherence to the
therapy.
Sale’s Team: To make their customer calls more
interactive & upgrade their skills and motivation.
Increasing use of Digital Marketing
As Internet gains more significance in different aspects of our
lives, the world of pharma bound to have its share of Internet
use gradually.
As more healthcare facilities establish point of access between
physicians and pharma sales reps, industry has turned to other
promotional methods and is increasing use of e-Marketing.
e-Detailing and online events (like webinars or webcasts) let
doctors update themself when and where they choose, rather
than having to meet with pharma representatives during rush
hours in their clinics.
e-marketing can be carefully controlled and monitored.
Data Source - The Digital Doctor Study by VIA Media Health
Internet Usage @ Indian HCPs
e-Marketing Opportunities
Digital Marketing
HCPs Portals
Awareness Portals
e-Detailing
Email Marketing
eCMEs / WebinarsSEO / SEM
Social Media
Business Intelligence
Monitoring Tools
Adding immediate impact to every call
Ensuring conversations are tailored to the customer segment and even individual doctor
Gathering targeted customer information to enable true closed-loop marketing
Detail complex products with wide range of Interactive / Dynamic Content
Capture Physician Ratings, Feedbacks & Comments
Selling Tablets through Tablets
Internet is now a significant source of health information and
connectivity between providers, prescribers and patients.
We attend at the transformation of traditional 4Ps Operational
Marketing to e-Marketing
The interest in e-health as a channel for the marketing of
health-related products and services increasing every day.
From social networking tools and advanced physician portals
to streaming video and closed loop strategies, the
opportunities to open new communication channels with
patients, physicians and KOL are limited only by a marketers
imagination and determination.
e-Marketing Opportunities
Medical Portal for HCPs:
Doctor knowledge & networking portals are quickly becoming
an easy-to-use and cost effective solution to extend your
service arm and register your brands.
e-Marketing Opportunities
Medical Portal for HCP:
If implemented properly, this concept benefits both companies and HCPs in a number of ways.
Benefit to Companies:
It reduces the overhead costs as can serve doctors centrally.
Establishes parallel communication channel between the Company & Physician.
Minimal effect of Vacant territory as if a Rep leaves the territory, the market learning’s are present in the digital nervous system, and this business intelligence can facilitate working of new Rep(s)
Benefit to HCP:
They can update and enjoy companies services at their leisure rather than having to meet with a pharma reps during rush hours.
Updated information on his desktop everyday; abreast with all medical updates.
Saving time on searching for information from the Internet.
e-Marketing Opportunities
Awareness / Adherence Portal for Patients:
More and more patients demand to know and expect up-to-date information
on their condition and treatment, as well as alternative treatment options.
The access to information via the Internet means that information on a US
website can be read by a Indian patient and may include information on their
branded medicine.
The foundation of sustainable success in the application of e-Marketing for
pharmaceutical lies the combination of strategic alliances and technological
innovation
e-Marketing Opportunities
E - Detailing
Indian market is still in an early stage of adoption. The e-
detailing market in India does have very few companies acting
as active players.
Although the sales force initially looked at e-detailing with
skepticism, wondering if online promotion would render the
traditional sales call obsolete, most reps are actually seeing the
opposite effect:
e-detail actually increases the overall time spent with the
rep.
Ahead-of-the-curve companies are capitalizing on e-detailing
as a low-cost opportunity to increase physician engagement
and improve the overall sales call quality.
e-Marketing Opportunities
eCMEs / Webinars
Hybrid meetings are events that contain both live and virtual
components combined. They are also great opportunities and are one of
the hottest trends in meeting planning. Live Webcasts using streaming
video of the conference would allow event sponsors and hosting
organizations to widen their meeting exposure to include those who
follow the conference online.
This is one of the cost effective method which is established well in
Indian Pharmaceutical Industry.
e-Marketing Opportunities
Search Engine Optimization (SEO):
SEO is unique to the Internet environment: 47% of web users
said that the most common way they find products or
information is through search engines.
The top 10 results to a search query get 78% more traffic
than subsequent listings, many firms use SEO to be sure their
site is high on the list.
SEO strategies change almost daily.
e-Marketing Opportunities
Know Your Customers
Central digital nervous system of Profiling
Reach Your Customers
Go beyond individual channel (physical presence)
Interact with your Customer
Engage with Closed loop marketing channels
e-Marketing Strategies
Closed Loop Marketing
Another hot topic in pharma Digital marketing is closed loop marketing. The
main objective is to avoid to leave customer communication gap open.
Segmentation is giving way to ”micro" marketing, which is dealing with
individuals rather than segments.
To gather and continuously refine segmentation approach and ways to contact
individual customers- It is closed loop.
Gurpinder Singh
e-Marketing Strategies
Change the mindset Define Goals
Create Digital Marketing
Segment
Next Step?