“Think like a poet, plan like a bookkeeper”

Carwyn Jones: Managing Director, Channel Health

Eli Lilly – 7 years (Sales, marketing, sales management, strategy)

GSK – 3 years (Global strategy)

Sudler & Hennessey – 3 years (Director of strategic planning, Europe)

Doctors.net.uk – 4 years: Head of Pharma. Responsible for working with

the pharma industry to help them engage with target doctors through a

trusted channel. Sales team, account management, medical writing, design,

web build.

Channel Health – as of mid-June 2012 – all about digital channels

Pharmaceutical Marketing Society (PM Society) – digital lead

Channel Health is a part of the OPEN Health family of companies

CHANNEL HEALTH

CHANNEL HEALTH

Intelligence

CHANNEL HEALTH Strategy

CHANNEL HEALTH

Idea Engine

CHANNEL HEALTH

Engagement

CHANNEL HEALTH

Communities

CHANNEL HEALTH Mobile

CHANNEL HEALTH Elements

What do HCPs want from digital channels?

After today’s presentation you should know a little more about…

Where pharma marketing is going (or has been)

Digital marketing

What doctors are up to online

What HCPs want online

Content and contact

The channel options

Measurement

Set the scene…

So why digital channels?

The history of pharmaceutical sales and marketing

The death of PUSH marketing

Stop shouting

Learning moment – Setting the scene

Digital marketing is BRUTAL

The user is 100% in control

Every company is evaluating new channels to make up for the sales call

So let’s do digital marketing

Digital marketing definition

Digital marketing = digital marketing

Use classical marketing theory (obviously…)

Remember: the online user is 100% in control and the internet is a ‘brutal’

medium to communicate poor or inadequate content to the user

Don’t forget the basics

Do not be seduced…

GPs rate CME as the most useful element on the Internet

6%

3%

4%

4%

6%

7%

9%

16%

16%

20%

20%

20%

23%

24%

27%

28%

68%

Other (please specify)

Conference highlights

Presentations about pharmaceutical and device products

Online quizzes

Podcasts

Medical calculators

Medical images

Medical news

Case studies

Clinical paper reviews

Online handbooks

Clinical discussion forum

Databases of information (drugs, poisons, etc)

Journal articles

Online reference textbooks

Google

Accredited CME modules

Types of online resource rated in the Top 3 in terms of usefulness

Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1,025 GPs (medeConnect) 18

So what are HCPs up to?

Point1: Doctors are weird

Point1: Doctors are weird

CLINICAL

EVIDENCE BASED

SCIENTIFIC

PATIENT OBSESSED

MONEY OBSESSED

Point 2: We’re all the same

Point 2: We’re all the same

When we use digital channels we all want the same thing…

SPEED (impatient)

SIMPLICITY

VALUE

AUTHENTICATION

TRUST

24

Despite a rapidly growing body of evidence…

24

80% of LatAm physicians go online daily for

professional purposes

73% of Chinese physicians

regularly access pharma websites

86% of European doctors say the Internet is

professionally “essential”

69% of urban Indian GPs say the Internet is

their preferred source of new info

SOURCES: Manhattan Research; Kinapse Life Sciences Consulting; Medimix LatAm

25

Between 2005 and 2011, pharma increased its digital investment…

25

from

.1% of total promotion

to

.9% SOURCE: Cegedim Strategic Data (CSD), provided to eMarketer Aug 24 2010

26 26

How valuable is digitally

delivered information from

pharma companies?

31%

37%

8%

11%

14%

49%

69%

64%

92%

89%

85%

50%

UK

Germany

Spain

LatAm

India

China

Valuable

Not valuable

25%

74%

Even though…

SOURCE: EIU Survey, March 2011

Learning moment – What are HCPs up to?

They are different but the same

They want VALUE from an online experience

They want more stuff online and via digital channels

What do HCPs want from digital channels?

Focusing on those who rated a service as either ‘useful’ or ‘very useful’, educational content leads email and then NICE guideline reviews in terms of

actual usefulness

17%

21%

18%

49%

50%

53%

60%

71%

80%

Jobs

Conference highlights

Information from third parties

Journal watch

Forum

News

NICE guideline reviews

Email

Educational content

Perceived usefulness of services provided by Doctors.net.uk

Useful + Very useful

Average

4.1

4.1

3.6

3.5

3.4

3.3

2.7

2.5

2.2

29

Q7. Finally, for the various services provided by Doctors.net.uk, please indicate the extent to which you find them useful? Base: Sept 2011 = 1025 GPs New question in 2011

The most trusted sources for health information are peer-reviewed journals

5%

2%

5%

27%

34%

38%

50%

54%

85%

Other (please specify)

Pharmaceutical industry

General news publishers, e.g. BBC, Sky

Department of Health

Textbooks

Medical news services, e.g. Pulse, GP

Medical colleges

Doctors.net.uk

Peer-reviewed journals, e.g. NEJM, BMJ

Health information sources rated in the Top 3 in terms of

trust

Q2. Which sources of health information do you trust the most? Base: Sept 2011 = 1025 GPs

30

What do HCPs want from these channels?

1. Is this going to make me a better doctor?

2. Am I going to learn something?

3. Is this something new?

4. Is it interesting?

5. Have I got time?

Trivia: we all read 3 - 7 times faster than we listen

32 32 UK, 3%

UK, 3%

UK, 6%

UK, 8%

UK, 50%

UK, 3%

UK, 6%

UK, 28%

UK, 61%

UK, 61%

Germany, 0%

Germany, 10%

Germany, 21%

Germany, 2%

Germany, 19%

Germany, 15%

Germany, 12%

Germany, 73%

Germany, 62%

Germany, 73%

Spain, 0%

Spain, 8%

Spain, 34%

Spain, 40%

Spain, 24%

Spain, 21%

Spain, 13%

Spain, 37%

Spain, 42%

Spain, 74%

LatAm, 4%

LatAm, 8%

LatAm, 26%

LatAm, 41%

LatAm, 38%

LatAm, 46%

LatAm, 33%

LatAm, 22%

LatAm, 20%

LatAm, 61%

India, 15%

India, 24%

India, 20%

India, 18%

India, 15%

India, 36%

India, 47%

India, 13%

India, 33%

India, 76%

China, 7%

China, 5%

China, 4%

China, 4%

China, 9%

China, 6%

China, 15%

China, 19%

China, 26%

China, 72%

Neonatal infections

HIV/AIDS

Respiratory diseases

Tobacco use

Drug / alcohol abuse

Accidents

Infectious diseases

Other chronic diseases

Ageing populations

Chronic metabolic diseases

6%

11%

18%

19%

23%

25%

26%

27%

34%

68%

Neonatal infections

HIV/AIDS

Respiratory diseases

Tobacco use

Drug / alcohol abuse

Accidents

Infectious diseases

Other chronic diseases

Ageing populations

Chronic metabolic diseases

What are the greatest

health challenges

facing your country?

SOURCE: EIU Survey, March 2011

33 33

What are the biggest

obstacles to conducting

your job?

UK, 6%

UK, 11%

UK, 0%

UK, 6%

UK, 11%

UK, 14%

UK, 19%

UK, 6%

UK, 11%

UK, 33%

UK, 22%

UK, 39%

UK, 42%

Germany, 4%

Germany, 4%

Germany, 8%

Germany, 4%

Germany, 17%

Germany, 0%

Germany, 56%

Germany, 2%

Germany, 6%

Germany, 12%

Germany, 44%

Germany, 69%

Germany, 54%

Spain, 0%

Spain, 8%

Spain, 11%

Spain, 8%

Spain, 13%

Spain, 13%

Spain, 24%

Spain, 5%

Spain, 32%

Spain, 32%

Spain, 42%

Spain, 29%

Spain, 55%

LatAm, 13%

LatAm, 10%

LatAm, 16%

LatAm, 8%

LatAm, 16%

LatAm, 18%

LatAm, 16%

LatAm, 7%

LatAm, 35%

LatAm, 36%

LatAm, 34%

LatAm, 21%

LatAm, 62%

India, 11%

India, 18%

India, 16%

India, 19%

India, 23%

India, 15%

India, 11%

India, 23%

India, 19%

India, 27%

India, 26%

India, 26%

India, 55%

China, 5%

China, 1%

China, 14%

China, 23%

China, 7%

China, 22%

China, 0%

China, 35%

China, 6%

China, 6%

China, 12%

China, 33%

China, 48%

Poor access to latesttreatments

Poor working culture/collegialsupport

Inefficient or obsoletemedical technology

Insufficient / limited access totraining

Inefficient or obsolete ITinfrastructure

Lack of info about latesttreatments

Volume ofpaperwork/administration

Poor work environment

Uncooperative patients

Poor management / lack ofsupport

High workload / stress levels

Understaffing

Lack of funding

8%

9%

13%

14%

15%

15%

16%

17%

19%

23%

27%

33%

54%

Poor access to latest treatments

Poor working culture/collegial support

Inefficient or obsolete medical technology

Insufficient / limited access to training

Inefficient or obsolete IT infrastructure

Lack of info about latest treatments

Volume of paperwork/administration

Poor work environment

Uncooperative patients

Poor management / lack of support

High workload / stress levels

Understaffing

Lack of funding

SOURCE: EIU Survey, March 2011

34 34

What are the biggest

challenges to your

country's healthcare system?

14%

23%

25%

31%

35%

35%

37%

54%

Too much private sector involvement

Lack of private sector investment

Increased demand for services

Shortage of trained medical staff

Lack of funding for medical research

Lack of cohesive policy system

Poor management

Lack of funding for frontline services

UK, 3%

UK, 19%

UK, 31%

UK, 25%

UK, 19%

UK, 17%

UK, 42%

UK, 56%

Germany, 17%

Germany, 21%

Germany, 17%

Germany, 35%

Germany, 31%

Germany, 44%

Germany, 39%

Germany, 60%

Spain, 13%

Spain, 37%

Spain, 53%

Spain, 16%

Spain, 50%

Spain, 34%

Spain, 45%

Spain, 37%

LatAm, 20%

LatAm, 29%

LatAm, 30%

LatAm, 22%

LatAm, 49%

LatAm, 48%

LatAm, 43%

LatAm, 52%

India, 21%

India, 20%

India, 24%

India, 41%

India, 46%

India, 38%

India, 45%

India, 61%

China, 2%

China, 15%

China, 15%

China, 35%

China, 12%

China, 22%

China, 21%

China, 51%

Too much private sectorinvolvement

Lack of private sectorinvestment

Increased demand for services

Shortage of trained medicalstaff

Lack of funding for medicalresearch

Lack of cohesive policy system

Poor management

Lack of funding for frontlineservices

SOURCE: EIU Survey, March 2011

35 35

Mutual Value

Physicians Pharma

Learning moment - What do HCPs want from these channels?

Provide VALUE to HCPs

If you can’t provide value, be prepared to think carefully about what you are doing

Get over yourself…

Content and Contact

When it comes to diamonds there are four Cs to remember

CUT

CLARITY

COLOUR

CARAT

When it comes to effective medical communications online, there are just two…

CONTENT CONTACT

Content and Contact

Content Contact Engagement

Content Contact

Sales aid Sales force

Advertisement Journal with greatest circulation

Website / eDetail THE RIGHT CHANNEL

Learning moment – Content and Contact

To provide ENGAGEMENT you must provide CONTENT and CONTACT

Which channel options exist?

Channel options to HCPs

Key message

Channel options to HCPs

Key message

Channel options to HCPs

Key message 3. Communities

5. Remote eDetailing

4. Brand.com

1. Email marketing

2. Display advertising

Channel options to HCPs

Channels I AM going to talk about

1. Email marketing

2. Display advertising

3. Community engagement

4. Remote eDetailing

5. Brand.com

Channels I AM NOT going to talk about

1. Face to face

2. Print advertising

3. Telemarketing

4. Direct mail

5. Mobile

6. And a few others…

Digital channel considerations

• Authenticated users

• Metrics – click thru’, open rates, reporting Email marketing

• Only for brand awareness

• ‘Fish where the fish are’ Display advertising

• Segmentation opportunities

• Cost?

Community engagement

• Expensive relative to representative

• Determine the group of customers who want this Remote eDetailing

• SEO – getting to your customers

• Ensure you have clarified how to establish CONTACT Brand.com

What do you measure?

YES – QUALITATIVE (Detail Follow Up)

OUTPUT / IMPACT

1. On prescribing, on understanding, on knowledge, on behaviour

2. Market research, exit polls, qualitative feedback

MAYBE – QUANTITATIVE (Call rate)

INPUT / NUMBERS

1. Number of hits

2. Number of views

3. Time on page

4. Open rate / bounce rate

Trivia: HITS – How Idiots Track Success

Learning moment - Channel options to HCPs

Understand the digital channels available to you

Work with the digital channels you trust

Work with the digital channels that can work together

Measure the right stuff

Case studies

• Created in 2011

• Challenge was to sell to Primary Care without a sales force

• An eDetailing campaign was designed and implemented

using KOLs to educate physicians on the benefits of allergy

testing

• Each eDetail results in a 19-45% increase in sales during

the following month

• To date, 6 e-details have been released over a 12-month

period

• eDetailing campaign is supported by full digital campaign

(including resource centre, apps and Google adwords

campaign)

Email E-detail Linked Resource Centre Downloadable App

ImmunoCAP for Thermo Fisher

QUESTIONS??

For more information contact Channel

Health

Carwyn Jones carwyn@channel-

health.co.uk +44 7770 408 674