Post on 16-May-2015
description
It‘s not you it‘s me, I just don‘t want a long
term relationship
Nicki Stephens
•LTRs – do we all want the same things?• Marketing Literacy – Can pharma keep up?• The digital age & new media• Empowerment – the new KOLs?
Agenda
Generation X: Tales from an Accelerated Culture
“I am not a Target Market”
“I don’t want a long-term relationshipwith your company”
What is a long term relationship?
An LTR is a relationship between two people that is based around strong mutual attraction on the physical, mental, and possibly even spiritual levels. It involves the concept of "love" and the desire to be with someone you care very highly about for a long time - possibly for the whole of your lives.
It is NOT something to jump into lightly, but it can have very rewarding aspects to it and (if you choose your partner wisely) will lead you to a level of contentment unlike you have ever experienced before.
The Long Term Relationship by Nine Breaker
What is a long term relationship?
An LTR is a relationship between a company and a customer that is based around strong mutual attraction on the physical, mental, and possibly even spiritual levels. It involves the concept of "love" and the desire to be with the product or service which you care very highly about for a long time - possibly for the whole of your lives.
It is NOT something to jump into lightly, but it can have very rewarding aspects to it and (if you choose your partner wisely) will lead you to a level of contentment unlike you have ever experienced before.
The Long Term Relationship by Nicki Stephens
Who gets what out of a good
LTR?
Customer loyalty for the organisation
Loyal customers spend more €€€’s on the company’s product or service over time
Costs much less to maintain and keep a current customer than search and secure new ones
If customers stay with you…..your business stabilises….& staff retention benefits
Value over a lifetime for organsiation per
customer could be very high
What about me?Long term value from the relationship
Feel specialSimplified decision making
Brand alignment & identitySpecial deals
Avoidance of having to think about changeMet aspirations?
What brands and companies do
you identify with?
Who do you have LTRs with?
What about me?
All FMCG, consumer, no
pharma!
If firms & the customers are looking for LTRs…
Challenge for pharma – can we create the same need for engagement as other areas e.g. FMCG does for
consumer brands?
LTRs – synergy & harmony?
• LTRs – mutually beneficial - we do want the same things but for different reasons
• Brands are important but individuals choose brands – companies have to make the brands attractive so that they are chosen
• Challenge for pharma is to use brands to engage the prescriber and the patient so that they make the choice in order to develop the LTR
To have an LTR the pharma brand team
needs to communicate and
be understood
Marketing Literacy – can pharma keep
up?
How marketing Literate are we?
28
Standard pharma marketing
techniques – are they good
enough to create LTRs?
Detail Aids
Journal Ad’s
Symposia
Exhibition
Booth
Sales Force
Novelty Item
Leave Piece
Medical Decks
CD Roms
Online media
What about DTC?
...and when?
Why do DTC?1. influence patients to take action
2. negate physician discomfort with appropriate DTC infomrmation
3. illicit a positive prescribing decision for the brand by the physician (at the patients request)
Is it really that simple?
What is the most successful
pharma disease awareness
campaign in Europe?….so far....
Novartis – Stepwise “Freddy the Fungus”
….Blazed trail for
DTC in UK….
“over 30% of the 1.2 million fungaltoe nail sufferers have responded tothe six year old campaign”*
*Astin 2002
A significant response…
so they can understand and are therefore marketing
literate?
…maybe the start of an LTR?
Yes and No…..
What do the doc’s think?
“the rising tide of direct-to-consumer promotional programs are creating a new relationship between industry,
healthcare providers and consumers”*Dr’s are far less enthusiastic about
DTC advertising, with the majority expressing the wish that it be ‘decreased or discontinued’
small minorities believe DTCcontributes in a positive way
to the doctor-patient relationship
* White 2004
So in pursuit of mutually beneficial LTRs, the company can use tools, inc
DTC to communicate and
engage but the doc’s may not like
it
Anyone else think this means
pharma has to change how it does things to
create LTRs & run to keep up?
*Breitstein 2004
What about the digital age and
new media?
New tools?
Our digital lives will be disrupted dramatically
over the next years
Multiple devices, home TV will become our main
interface digitally
change has accelerated exponentially
change has accelerated exponentially
change has accelerated exponentially
change has accelerated exponentially
compliance
concordance
outcomes based prescribing
proven medical benefits?
new media in pharmaceuticals
…a shining example….
J&J and Social Media – How’d They Do It?
What SM changes are you seeing in
pharma?
I see these things…..
Role of patient & communities will increase & prove central to both br/unbranded SM DTC initiatives.
Role of healthcare comms agencies will increase, meaning bigger role for SM marketers & consultants.
A daring pharmaceutical company & healthcare marketing manager will score a “big win” with social media, opening the floodgates.
Most companies have not worked out social media?
Do we understood it’s scope?
We do not use ‘modern’ communication tactics and
the result is “I do not want a LTR with you!”
Empowerment….is it important?
Do you agree?• Change is happening rapidly and we can’t keep
up• Legal and regulatory restrictions make it hard for
us to be agile and dynamic• Some have managed it – J & J – how did they do
this?• Traditional pharma methods are old fashioned
and do not meet information driven needs of the consumer
Information is power, power is control, control is empowerment
The empowered – a new stakeholder
segment?
Target stakeholders for a LTR?
The most demanding…….but also the most loyal
More traditional patients and physician groups should be targeted to develop
them into the empowered by intellectual arguments and social influence
Health Central, 2010
Who are the empowered physicians?
Who are the empowered patients?
Income & education are not important
They could make $5000 or $500000
left school at 14 or have a degree
private insurance or medicare
Health Central, 2010
They could be anyone?
Do new groups of empowered patients and doctors have an
impact on our stakeholder mapping
and dynamics?
Traditional methods?
The empowered are our best chance for LTRs
• Empowering the patient or doctor with information should be the target communication goal for each pharma brand team
• The empowered patient is the ‘seeker’ and will look for information and potential start the LTR journey
• Traditional methods are not enough…..pharma must get to grips with the speed of change and the new medias available
Change is occurring, we are struggling to keep
upIf we always do
what we’ve always done,
we’ll always get what we’ve always got!