Industria farmacéutica y medios digitales (marketing online)
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Transcript of Industria farmacéutica y medios digitales (marketing online)
![Page 1: Industria farmacéutica y medios digitales (marketing online)](https://reader033.fdocuments.in/reader033/viewer/2022061208/54875f88b4af9f6e0d8b5432/html5/thumbnails/1.jpg)
El mejor profeta del futuro es el pasado
Lord Byron
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Finales del siglo XIX
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Finales del siglo XX
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Seguridad y eficacia
Competencia
Industria
Paciente
Prescriptores
Ciclo de vida del producto
Evidencia científica
Marketing de contenidos
El coste no era un factor crítico
Costes de Marketing
Datos del ROI
Costes de Marketing
Segmentación
Campañas de concienciación
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NUEVO ESCENARIO
NUEVOS RETOS, NUEVAS OPORTUNIDADES
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MEDIDAS DE CONTENCIÓN DEL
GASTO
NUEVOS ACTORES
NUEVOS ROLES DEL PROFESIONALAdministración
Industria
Cuidadores
Payers
Asociaciones P.
Farmacias
Pacientes
.... ?
NUEVOS HÁBITOS DE CONSUMO
TECNOLOGÍA
FIN DE PATENTEDE LOS
BLOCKBUSTERS
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ACCESIBILIDAD
INFORMACIÓN ONLINE
WEARABLES
ANUNCIOS PPC
APPS
BIG DATA
CONTENIDOS
ATOMIZACIÓN
TIEMPO REAL
VALOR AÑADIDO
BEYOND THE PILL
MARKET ACCESS
REDES SOCIALES
ROI
ON DEMAND LEARNING
TARGET (S) PRODUCTO
ENTORNO
TECNOLOGÍA
HÁBITOS DE CONSUMO
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¿ Cómo?
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Awareness
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http://www.youtube.com/watch?v=XaDb64QGmbs
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Touchpoints
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1.440
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El contenido es nuestra competencia
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Marketing B2CMarketing B2C( pacientes... y otros)( pacientes... y otros)
Marketing B2BMarketing B2B (prescriptores)(prescriptores)
CONTENT MKT - INBOUND MKT
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CO-NTENIDO
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Lilly + Disney
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ACCESO
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http://www.aztouchpoints.com
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https://www.pfizerpro.com
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NUEVOS ACTORES - NUEVOS TARGETS
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¿ Nuevos competidores ?
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¿customer?
PACIENTE
MEDICONUEVO MERCADO
(awareness)
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Ciclos de vida de adopción
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http://www.youtube.com/watch?v=MnsuFSI0BjI
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adherencia al tratamiento
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Fuente: Adheris. Braun Analysis
30% olvido70% falta de concienciación
El 8% del gasto sanitario lo provoca el mal usoEl 57% está relacionado con falta de adherencia
(IMS Health 2012)
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Twitter: https://twitter.com/Pereflorensa
Linkedin: https://www.linkedin.com/in/pereflorensallusa
Presentación disponible en:
PM Farma (usuarios registrados)http://www.pmfarma.es/webinars/1635-industria-farmaceutica-y-medios-digitales-como-podemos-comunicarnos-con-nuestro-publico.html
Youtube:
https://www.youtube.com/watch?v=V2RPa9QHLsM