Managing knowledge and relationship by web to improve sales efficacy - SFE Sudamerica 2009
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Transcript of Managing knowledge and relationship by web to improve sales efficacy - SFE Sudamerica 2009
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Managing knowledge and relationship by web to improve sales efficacy
SFE Sudamerica 2009Eyeforpharma
November 12th 2009
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Pharma developed efforts to cover Web
• Scientific and medical contents by
Websites
• Services by Websites
• Institutional and branding Websites
• CME – Continuous Medical Education
• One-to-one live e-connections
• Live on-demand training
• Live and on-demand webcasts
• Social Networking Initiatives
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But expectations are changing …
Vision and reality 2001 – Cracking the Code – Unlocking New Value in Customer Relationship; Cap Gemini & Young & 2010 predictions by Pharma marketers in Europe
0
0,51
1,5
22,5
3
3,54
4,5
5
2002 2007 2010
Call Centers
e-Detailing
Company Websites
Cogresses & Symposia
Print Media
Advertising & Promotion
Sales Force
Level of Importance: 1= not important; 6= very important
trad
itio
nal
new
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Web is a reference for people when they are looking for Health Issues
• 32% of people are using web as a source of information for
health
(same frequency for books, magazines, newspapers, friends)
• 60% are using frequently web as a general source (US and
Brazil)
• Different ages are using web for health issues (US)
• 85% are using search engine to find information (US and Brazil)
• Most Pharma companies will increase the investments for
websites and
search engines in the future (60% of them planning to do in
US)
Google – Pharmaceutical Industry Online – March 2009
Ages 18 - 33 34 - 54 55+
Websites about Health 37% 52% 51%
Social Networking 50% 33% 15%
Pharma Websites 7% 10% 14%
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Doctors choose Web as a way to be updated
• 80% to 90% are using as a source of health information (US and
Brazil)
• 85% are using search engine to find information (US and Brazil)
• 63% search for symptoms and diagnosis (Brazil)
• 59% search for new drugs and best procedures (Brazil)
• 50% use to verify dosage of products (Brazil)
• Links online sponsored and videos online are the 2nd and 3rd
most
important media for knowledge and influence after sales rep
(34% and 33%)Google – Pharmaceutical Industry Online – March 2009 and Media Screen – July 2008, Brasil
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Improving new approach step by step
Veronika Johow – Integration of online activities into S&M strategies – Online Marketing & eDetailing Congress, April 2007
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Web 2.0
www.wikipedia.org – Tag Cloud Web 2.0
Examples:
• hosted services
• web applications
• wikipedia
• youtube and video sharing sites
• blogs
• social networking sites
Key Words:
collaboration
information sharing
interoperability
user centered
design
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Social Networking and Communities
• Build online communities of people to share interests and
activities
• it´s a fusion of sociology and technology transforming
monologues
(one to many) into dialogues (many to many)
• Two broad categories:
- internal social networking (private within company,
society )
- external social networking (open and public)
FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
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Twitter – Most recent event
• Topical method of social engagement at the time of
writing
• Communicate with 140 characters limit
• Can retweet updates inside the community
• High number of followers = many people are interests
in posts
• High number of following = engaged with the
community
• High number of updates = something to say
FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
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• 20 from 50 top Pharma companies are using twitter and the total
followers
are less than 14,000 (majority of Pharma are not fully engaged)
• Six Pharma companies with highest number of followers
(Boehringer, Novartis, J&J, Genentech, AstraZeneca, Roche):
a majority of business, media, marketing and small number of
physicians
• 12% of patients share updates or see updates about others = post
comments
queries, information about health or medical matters
FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
Twitter - Pharma at the beginning…
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Twitter – Novartis Case
Novartis Twitter (3,516 followers and following 10)One way communication channel to supplement press releases
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Twitter – Boehringer Case
Boehringer Twitter (3,071 followers and following 2,264)Most engaged twitteres amongst peer group and share news with journalists
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Twitter – Novo Nordisk Case Novo NordiskTwitter (839 followers and following 22)Racecar driver Charles Kimball to prove his high performance career is possible with diabetes – Percepcion that´s not a genuine conversational update
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YouTube – Opportunities to Pharma companies
• Each minute receive additional 13 hours of videos
• Most underused of social media = 11 of the top 50 Pharma
companies
• Sites with more content and more views (224,000 views)
• Metrics: subscriptions and followers; channel views; number
of videos;
level of investment made in the siteFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
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YouTube – Sanofi-Aventis Case Goinsulin – Insulin, Glucose and You (79,303 views)Does not mention branding and provide information about the use of insulin for diabetes and some case studies
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YouTube – Jonhson & Jonhson Case J&J Health Channel (476 views)162 short films cover a broad range of topics (nursing recruitment, teenage obedity, attention-deficit hyperactivity disorder and others)
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YouTube – AstraZeneca Case
Symbicort Brand Channel (249 views)Patient testimonials with drug safety warnings
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Discussion Groups
• Anonymity provide comfort to encourage people to share
their
treatment history, experiences with doctors and results with
the
medication
• Many communities forums are been developed around a
shared
interest in a disease area
• More Connections between experienced patients with
someone newly
diagnosed
FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
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Brand-Sponsored Discussion Groups
Diabetes handprint.com was designed with strictly boundaries: bring people touched by diabetes together to share what diabetes means to them
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Brand-Sponsored Discussion Groups
Chilldren with Diabetes purchase by J&J as a popular forum for juvenile diabetes patients. Remains independent and establish a policy of separation between editorial and advertising content
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Facebook - Discussion Group
• Users can create their own profile and link to friends
• Pharma Companies create interest groups that users can join
to
participate and discuss
• Pharma has removed the ability to interact and replicate the
product
marketing sites with the legal disclaimers and informationFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009
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Facebook - Cervical Cancer
Gardasil Facebook from Merck was the first Pharma brand fan page on Facebook (100,000 fans)
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Facebook - Strong Heart
Strong Heart Community from Bayer has all submissions under revision before posting
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Facebook - Acuminder
Jonhson & Jonhson create Acuminder so send reminders when it´s time to change contact lenses and schedule another doctor visit (414 fans)
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Linkedin providing profile, contacts and groups
www.linkedin.com
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Wikipedia - free to copy, distribute and modify
www.wikipedia.org
2 billion words
10,000 topics
250 languages
5th most popular website
100,000 volunteers
Wiki=4 errors per
article
versus
Britannica=3 errors
article
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New imbalance of Metrics to evaluate Results
Business Dimension
• Total Sales
• Market Share and Rx
• ROI = Return on
Investment
• ROO = Return on
Objective
Customer Dimension
• Satisfaction Survey
• NPS = Net Promoter
Score
• Loyalty Index
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Critical Success Factors
• Relevant Content and Services
• Alignment with the Customer Needs
• Target and Segmentation
• Buy in of Sales Force and Marketing
• Sponsor engaged
• Quality of the execution
• Take the risk