Mature Rx Management

in the Prescriber Digisphere

Never stop researching HCPs’:

• Use of the Internet and digital technology

• Adherence to and creation of clinical guidelines

• Approach to and sources of clinical information

• Treatment algorithms and drivers of therapy

Patient and disease stratification

…to drive online stakeholder interaction

Insights must drive action

Mature rx play a mix of cards

• Widespread indifference to CER/P4P limitations

belies patient uniqueness, frequently the driver

for a medical career

• Anticipate more bureaucracy with increasing

regulation of insurance markets

• Unlike the FDA and the press, must balance

safety, efficacy, tolerability, cost and adherence

• Under pressure to adopt HIT, with no assurance

of interoperability, ROI, obsolescence protection

Physicians see no end in sight…

…while packed into portals

• Clinicians already face multiple “portals of necessity” for payors, practices, hospitals, universities, libraries, journals, reference tools, e-Rx, EMRs

• Before considering market research panels, Wall Street consultancies, manufacturer networks

• Every clinician collaborates virtually in some way Yet under multiple legal risks: HIPAA, med mal, scrutiny of manufacturer

payments and ethical conflicts; off-label communication limitations

• Open access and crowdsourced publishing are the new black

Love the brand you’re with

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• Create for the medium (concise, actionable, naturalistic, five senses)

• Use appropriate abbreviations and sentence structure

• Travel to the point of exploration, consideration, decision, transaction

• “Know me” wherever/however audiences log in

• Remember that, on unprotected portals, patients, payors and physicians see everything (P&T minutes, queries, rants), whether aimed at them or not

• On the social Web, your brand equity is only as good as the user’s last experience

Book your tickets late

• Established “consumer review” sites for drugs highlight truth-indeterminate AEs, “miracles”

• News of investigations, reports, litigation spreads at

bytespeed -- and lives on

• Any mature brand can foster risk concerns

• On message boards and e-mail lists, “private messages” may far outpace public posts

• The .com is viewed as “the Establishment,” with little

understanding of FDA regulation on messaging,

product labeling, registration trial limitations

Misconceptions are your problem

• Pursue new short and long-term channels for

services, information, marketing and networking

• See prospects as connections, individuals

• Whom can you benefit by association, by

service, by networking?

• Whom can you convert as a(n) ally, referrer,

sponsor, advertiser, content provider, affiliate,

partner, roommate, fellow traveler?

Span the pt-to-HCP spectrum

Words are brand currency

• The Internet: a foundation to access, share and

repackage information

• Mobile applications leverage users’ locations

• Rich media: content formats that enable more

immersive communication

• Social media: share content, beliefs, knowledge,

skills and experiences beyond 1:1 conversations

• All these comprise “the social Web”

No medium is an island

• Uses of Web-based, mobile and desktop

platforms to share and leverage others’

beliefs, knowledge, skills and

experiences

• Components of a distributed computing model

for meeting professional and personal needs,

building consensus and supporting

decisions

• An evolution of the linked strands of “the

Web” as originally envisioned

Social media: building out the Web

• Mfrs can improve stakeholder interaction and micro-

targeting

Support marketplace of data, ideas, interaction

and pricing by quality

Improved search visibility crosses all channels

• As professional hubs become more transparent to

public scrutiny, HCPs adapt their use of digital media to

find and share insights

Nurture such adaptations, for your own insight

While also building cross-TA, cross-channel

stakeholder databases that remain a profitable

asset for years to come

Why social media now?

If content value is king,

the channel is the chariot

Engage yourself first

• Tune into your senses as you socialize,

analyze, transact Challenge, engage, connect prospects

Avoid perceived cynicism, condescension, arrogance, indifference

• Share drama, mystery, comedy, discovery

• Cast a wide net, outside your comfort zone

• Collaborate across time and space

Be a useful marketer

• Perceived durable value prevails

• Support informed choices, satisfying decisions and no-

mess transactions

• Leverage unasked validation’s power

• Help users find, index, sort, filter, act on what they need,

from all comers

• E-mail and search: still online marketing pillars, but as

pathways to content and social bridges

“People want choice, convenience and control.”Ed Artzt, past Procter & Gamble CEO, 1994

Support your brand and HCP search

• Support positioning

Add value to existing products and services

Create new revenue streams and brand support

• Leverage shifts in distribution models

Only decades ago, “searching the literature” meant walking into a medical library

Clinicians still looking for the “best option”

With dx/tx/rx support on handhelds, laps or desks, the clinician seeks “instant access” to what’s relevant this second -- and easy ways to act on it

Monitor the market

What, when, how, why, where are topics mentioned,

queries made, advice provided?

Include yourself, you, allies, competitors, influencers and emerging players/solutions

Resource: http://mashable.com/2008/12/24/free-brand-monitoring-tools/

Closed networks, blogs and boards: not the real world, but real to participants

Monitor the media that mean something to you

personally; assign staff to do the same

HCPs in social media:

fragmented seekers

• Though top physician portals (Sermo, Medscape) boast

only about 100K each at their ID-validated levels, almost

all HCPs utilize portals for information or transactions

• Tweeting and blogging have reached cliché status, yet…

• Most physicians still compartmentalize their social media

participation due to legal and privacy concerns

• While all seek the most actionable information for the

smallest investment of time

From abstraction to reality

Go where the heart is

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•

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You and

your

customers

Friends,

allies

(people &

groups)

Colleagues

Affinity groups

Shared

content

(YouTube)

Blogs

Shared

bookmarks Communities

Transaction

engines

Facebook

E-mail

IMPortals

(Amazon)

Link in, learn more

• Marketingwithmeaning.com provides examples

• Never stop linking the brand with the patients,

physicians and outcomes

• Position the business for peer validation,

unasked support -- far more powerful than any

pay-for-praise

Avoid reciprocity traps

• Measure outcomes all day, every day

Market with meaning

Leverage social & search

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Tomorrow’s digisphere:

richer, yet tighter

• SEO and SEM require constant monitoring of

search engine algorithms

In the semantic Web where social and search

converge via vocabularies and tagging

With natural language search a user-friendly front

end, but content still the difference between a

commodity and a relationship

• Ubiquity of broadband brings GPS/GIS and

immersive experiences to the forefront

Validating the importance of combining rich and

interactive media

Implications for action

• On-demand search, instant query of audiences

(peers, followers, readers)

• Bite-sized, personalized content

• Explicit transparency of sponsorship, funding,

source of message

• Maintain positive focus on “opportunities of the

commons” (e.g. adherence to definitive tx), not

single-brand solutions

• Willingly submit to outside comment, annotation,

caveats, corrections -- but wave the truth when

others distort it

Potential social objects

• Widgets, blidgets, desktop/Web/mobile apps

Resource tracking, selectable by media type,

specialty, role, MESH term

Facilitate peer sharing using existing networks

Support annotations, comments, questions on

content

Offer abstracts that integrate with existing Web-

based notes apps and/or reference managers

Support Twitter hash tags that reference a common

topic/issue, enabling real-time consults

• “Sponsored by” model often more workable than overly

narrow content or channel

Success in the digisphere

• Inducing “naysayers” uncomfortable with pharma

interaction to engage with you requires:

Saving them time

Providing a greater value for the same time

Benefits that existing channels cannot match

• Target individuals who bridge networks, are articulate,

and/or have unique opportunities for influence

“Digital thought leaders” may not be as influential

off line

Lay influencers may not have active disease; many

are caregivers or past sufferers

Above all, leverage interaction

• Ask targeted audiences specific, relevant questions, that

challenge and engage

• Share and build on the outcomes, leveraging the spirit of

open access and the equity of key brands

Build and grow collaborations across time and space

Use social media as a frame for rich media initiatives

• Accumulate social and intellectual capital to fuel

offerings that outpace competitors’