Ivans_2011 ePharma Summit Keynote_02!07!11 SUMM

8/2/2019 Ivans_2011 ePharma Summit Keynote_02!07!11 SUMM

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Chairs Opening Address

Paul Ivans

Evolution RoadNew York, February 8, 2011


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A Look Back&A Look Ahead

10 Years


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3Calvin from comic strip Calvin & Hobbes, Bill Watterson 1958


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The Digital World Before 2000
http://en.wikipedia.org/wiki/File:Amazon.com-Logo.svghttp://en.wikipedia.org/wiki/File:@home_logo.png


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2000 Internet Bubble Bursts

Financial Services Technology


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Dial-up = 90% Internet Access

Pew Internet & American Life Project 2000 & 2010


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Google Launches Adwords

Google.com; Poynter New Media Timeline 1969-2011


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AOL & Time Warner Merge

TIME Magazine January 2000


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55% US Internet Users AlreadyOnline for Health


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2001-Two-thirds of USPopulation Uses the Internet

Poynter New Media Timeline 1969-2011; Nielsen; UCLA Internet Report Year One


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Steve Jobs Makes ComebackLaunches iPod

Poynter New Media Timeline 1969-2011;Nielsen; UCLA Internet Report Year One


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2002-03 Social MediaMomentum

Poynter New Media Timeline 1969-2011; Nielsen; Newspaper Association of America 2001;Secondlife.com; NYTimes.com


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Blogs force resignation of Lottas Senate Minority Leader

Poynter New Media Timeline 1969-2011; NYTimes.com


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2004 Official Launch of Web 2.0

Poynter New Media Timeline 1969-2011; Wikipedia; OReilly Media, 2005

Web 2.0 credited to OReilly Medias Web 2.0 Conference

Who really coined Web 2.0? Darcy DiNucci - 1999


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Facebook Launches in 2004

Poynter New Media Timeline 1969-2011; Wikipedia


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2005 YouTube Launches

YouTube.com

Whos this in the 1st video? Jawed Karim


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18Poynter New Media Timeline 1969-2011; Technorati State of the Blogosphere; CNNMoney.com; Engadget.com

100k new blogs created a day

Google buys YouTube for $1.6B

Twitter Launches in 2006

# Employees at YouTube? 67


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2007 The Mobile Future Begins

YouTube.com; Wired.com


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20Poynter New Media Timeline 1969-2011; Pew Internet and American Life Project, 2007;TechCrunch, 2007; Nielsen/NetRatings, May 2007; Wired.com

25% Internet UsersHave Cell Phone Internet Access


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iPhone App Store opens in 2008300,000 apps today

Apple.com, January 2011

# Apps at Launch in 2008? 500


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2008-2010 Mobile DrivesWeb/Social/Video Convergence

Nielsen State of the Media, US Audiences and Devices, January 2011

228MM US mobile users

83MM access mobile web


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Facebook Changes Everything

eMarketer, 2010; Advertising Age January 2011


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Amazon now sells more eBooksthan dead tree books

Wired.com July 2010

How many more? 1.4 Kindle eBooks per paper book


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Mobile + Video Converge

Nielsen 2010

22MM in US watched video on mobile device

Growing 40%+

YouTube #1 mobile video site 7MM monthly uniques


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Mobile Commerce Ramping Up

CNN.com, January 2011; DigitalTrends.com, January 2011

Amazon Mobile Sales? $1B+ already!
http://www.digitaltrends.com/mobile/starbucks-now-accepting-mobile-payments-nationwide/attachment/259306_5/


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27Newsweek.com, July 2010 - Blogpulse, Google Official History, Reality Blurred, The NPD Group, NBC, Bowker,USPS, The Radicati Group, Forbes, Nielsen, Newspaper Association of America, Digital Music News, Apple, iTunes

Quick Then and Now

DAILY LETTERS MAILED

2000

287.8 BILLION

2010

175.6 BILLION

DAILY GOOGLE SEARCHES

2000

100 MILLION

2010

2 BILLION

ACTIVE BLOGS

2000

12,000

2010

141 MILLION

DAILY E-MAILS

2000

12 BILLION

2010

247 BILLION

TEXT MESSAGES

2000

400,000

2010

4.5 BILLION

TIME SPENT ONLINE

2000

2.7 HRS/WK.

2010

18 HRS/WK

DAILY NEWSPAPERS

2000

1,480

2010

1,302

iTUNES DOWNLOADS

2000

0

2010

10 BILLION


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And in Pharma

History of PharmaceuticalDigital Marketing


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Next 10 Years?


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Transform the industry

Transform theConsumer

Marketing Model

Transform the

HCPSelling Model

Quickly Prepare

for theMobile Future


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Transforming ConsumerMarketing fromTV-Centric to Digital-Centric


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Clearly DTC TV Works

Source: The Nielsen Company for DTC Perspectives, September 2010

About $3B Annual DTC TV Spend


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Toto, Ive a feeling were notin Kansas anymore

Fortune Magazine, What the Hell is Going on with TV?, January 2011;

American Film Institute #4 of the Top 100 Movie Quotes of American Cinema

Di i l H l h W k !
http://fortunebrainstormtech.files.wordpress.com/2011/01/future_of_tv.jpghttp://fortunebrainstormtech.files.wordpress.com/2011/01/future_of_tv.jpg


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34Comscore Research February 2010

Actions Taken as a Result of Health-Related Research Online

Digital Health Works!Provides the deeper education patients need

to make better healthcare choices

Digital Health Works!


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Digital Health Works!Comscore 5th Annual

Pharmaceutical eMarketingEffectiveness Benchmarks

(based on aggregate 75+ studies)

eMarketing Drives Lifts in:

Communication (awareness, favorability, etc.)

Incremental Prescriptions (new starts, refills)

Comscore Evolution Road 5thAnnual Rx eMarketing EffectivenessBenchmarks, February 2011


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Core Digital TacticsPaid SearchOnline MediaBrand.coms

Drive Incremental New Patient Starts

+9% of qualified prospects who visit Brand.comsbecome new patients above control

Drive Incremental Current User Refills

+16% of current brand users who visit Brand.coms fillan incremental Rx above control

Comscore Evolution Road 5thAnnual Rx eMarketing EffectivenessBenchmarks, February 2011

T d


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TremendousInnovation


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Transform the HealthcareProfessional Sales Model


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Sales Rep Arms Race is Over

FiercePharma, January, 2011; Bloomberg.com, January 2011; Medical Marketing & Media, January 2011

Critical Need for Alternatives


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Paradigm is Shifting

Source: Manhattan Research, ePharma Physician v10, 2010

Significant HCP reach & participation


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SDI ePromotion Audit, PharmaVoice, January 2011

January September 2010: $396 million spend

3.4 million+ ePromotion activities

150 new brands participated
http://www.sdihealth.com/default.aspx


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TGaS Advisors, January 2011

Brands believe NPP/MCM has value 76% Benchmark brands utilize eDetailing

Scale remains the largest barrier

Average program generates less than 5k targetphysician completions

Benchmark of HCP non-personaldigital marketing across 65 brandsTGaS Advisors Digital & RelationshipMarketing Benchmark, 2010


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Big Challenge is Scale

How can we Drive

$10B in Salesvia Multi-Channel?


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Great Strides

Depth ofMessaging

Websites,

eDetailing

Utility &Engagement

eSampling, eRx,

Patient Ed, etc.

Reach &Frequency

Mobile, Social,eMedia,

Mini-eDetails
http://www.merckservices.com/portal/site/merckproductservices/home/?WT.svl=1.2http://www.novartisoncology.us/


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Quickly Prepare for theMobile Future


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48Mary Meeker, Morgan Stanley Internet Trends Report, April 2010

More Mobile Internet Users thanDesktop Internet Users buy 2014


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Yes, Mobile Ads/Apps

Top 10 Fastest Growing Mobile ContentCategories

Rank Mobile Content CategoriesY/Y %

Growth

1. Traded stocks or financial account 192%

2. weather 157%

3. men's magazine content 150%

4. women's magazine content 150%

5. news and information 146%

6. entertainment news 145%

7. health information 144%

8. comics or humor 144%

9. business directories 142%

10. maps 141%

Comscore MobiLens Intelligence Bay News/Frequency June 2009 (3 month average weighting);comScore Ad Metrix Mobile, April 2009

Health is #7 of Top 10 Fastest Growing

Mobile Content Categories
http://2.bp.blogspot.com/_ZiPiXEv_Q_g/S78p3kGy7lI/AAAAAAAAC-U/9dMuGDTGarI/s1600/GoMeaslApp.jpg


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Mobile will transformmarketing fromForm to Function

and fromAdvertising to Value


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Focus on Health Outcomes

Dr. Eric Topol and the Gary & Mary West Wireless Health Institute, US Data, January 2011

Already Many Mobile Devices/Apps


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Hypertension

Engadget.com, January 2011


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Heart Failure

MedGadget.com, January 2011


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Diabetes & Sleep Apnea

Alive Technologies, January 2011


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Getting There

Dr. Eric Topol and the Gary & Mary West Wireless Health Institute, US Data, January 2011


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Improving Outcomes

ClinicalTrials.gov, January 2011


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Improving Outcomes

PRNewswire.com, January 2011
http://kpco-ihr.org/https://www.heart360.org/http://kpco-ihr.org/


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Improving Outcomes

BodyMedia.com January 2011
http://www.bodymedia.com/Shop/Armband-Packages/Armband-BW-Activity-Manager


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59Journal of the American Academy of Pediatrics, October 2009

Improving Outcomes
http://www.mountsinai.org/


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Focus Going ForwardLeverage Mobileto effectively & dramaticallyimprove health outcomes


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Transform the industry

In Summary

Transform theConsumer

Marketing Model

Transform the

HCPSelling Model

Quickly Prepare

for theMobile Future


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Thank You!And have fun over the next 2 days

Paul [email protected]

Ivans_2011 ePharma Summit Keynote_02!07!11 SUMM

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