Website Trends in Healthcare and Pharma Marketing
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Transcript of Website Trends in Healthcare and Pharma Marketing
WEBSITE TRENDSSeven trends changing the Product.com in pharma
STATE OF THE PRODUCT.COM
At the core of most digital strategies is the online megaphone of a brand: the product.com.
For years, healthcare marketers – from big pharma to little biotech – had low expectations for what the sites could really do. They were a tactic to check off a list, not a major driver of new connections. So, naturally, marketers limited their investment to just digital-izing the basic facts and tools—much of the same info found on the packaging.
Today, the role of the product.com is changing rapidly. Brand managers are leveraging their websites to fill in white space, connect people, deliver meaningful tools and support more empowered patients. They're innovating and evolving both what these sites can and should do. We captured some of the most interesting trends in this presentation:
7 WAYS PHARMA IS INNOVATING ITS PRODUCT.COMs
HUMAN CONNECTED
SUPPORTING THE CONVERSATION
TRUE SELF SERVICE
SELLING FREE APPS
MOBILE (OF COURSE)
ON DEMAND LEARNING REAL TOOLS
HUMAN CONNECTEDThe brand experiences we’re most likely to remember are generous ones – they include some unexpected level of service or unique benefit. Brand managers are adding that sense of high-touch service into otherwise transactional websites by creating easy ways for visitors to connect with real people.
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WHO’S DOING IT WELLHuman Connected
Pfizer’s professional site is robust, but not typically considered high touch. So, it was a surprise last August when they launched SamplesDirect – a very personal e-sampling service:
Docs get the convenience of online ordering with the service of their own rep:
When a doctor places an electronic-sampling order,
Pfizer notifies the sales rep assigned to that doctor to
decide how the order could best be delivered (in person,
overnight, etc.)
WHO’S DOING IT WELLHuman Connected
~10% of physicians are using video chat in their practices. It’s a trend that inspired another recent launch: one-on-one video chat service that immediately connects a physician with a rep:
Today, these video connections tend to be with
universal or call center reps. Soon, we expect physicians to be able to locate their actual rep anywhere on
any technology – so, when the physician clicks on that
video chat link on the website, the rep will get a Skype request on his cell
phone. That’s human connected.
WHO’S DOING IT WELLHuman Connected
Some specialty and niche products have taken an even simpler approach to connecting people– they have a form on their sites that allows docs to request a visit from a rep:
Regranex is an ulcer treatment for people with diabetes. Its website lets
physicians raise their hands to request an in-person
visit when they’re ready to learn more about this
specialty treatment
IS IT RIGHT FOR YOUR BRAND?Human Connected
Has a lot of “white space” not covered by a sales force
Is launching a niche product or truly innovative treatment
Is actively trying to build value around a commoditized Rx
Has a flexible sales force that can respond to warm leads
Human Connected works best when your brand:
* What else: Human connected approaches are also very relevant in small patient populations – like the Cystic Fibrosis community. The high-touch service shows patients and caregivers they’re valued and fosters lasting brand affinity.
TRUE SELF SERVICEOne of the biggest issues we continue to face is access. Many physicians – either at the office or network level – have closed their doors to our reps. Others will meet briefly, but don’t have time to go deep in person. Brand managers are increasingly adding self service features to websites just for these no-and low-see health care providers.
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WHO’S DOING IT WELLTrue Self Service
AstraZeneca has earned a reputation as an experience innovation leader in part because of first-to-market moves like this one:
AZ touchpoints–available directly and on key product
sites like Crestor and Nexium–lets docs connect
immediately with their personal rep or access lots of
self service tools – from downloading patient
education to ordering samples
WHO’S DOING IT WELLTrue Self Service
This is one site where you’re not charged for the items in your cart. On Analpram’s kitting site, physicians can shop the brand:
Analpram lets docs and reps order print materials and brand assets online. The package they receive is
entirely customized to their needs.
IS IT RIGHT FOR YOUR BRAND?True Self Service
* What else: True Self Service is also a way to re-energize the sales force. Make it easy for them to get the tools they need most. Great opportunity to show how the home office is making work easier in the field
Has an existing fulfillment engine
Wants to know more about its most frequent prescribers
Isn’t “first in the bag”
Can target marketing to areas with low rep coverage
True Self Service works best when your brand:
ON DEMAND LEARNINGWe live in an increasingly on-demand culture that blurs the lines between personal time and work time. For physicians, that means many are as likely to be researching and med-surfing at 7 in the morning as they are during prime rep call hours. For those docs, brand managers are putting their best science on the website.
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WHO’S DOING IT WELLOn Demand Learning
Physicians use their mobile devices for reference, but they still tend to return to their laptops and desktops for research. When they do, Lipitor is ready to make it easy for them to go deep:
On demand education tools include details,
interactive patient profiles, even a series of KOL events
WHO’S DOING IT WELLOn Demand Learning
The best part of self service is skipping the painful stuff – like long hold times or figuring out where to start. Merck Zetia site makes it easy for docs to navigate coverage:
The online managed care wizard lets physicians
access formulary status at the market level.
Question answered – no phone call or handbook
required.
IS IT RIGHT FOR YOUR BRAND?On Demand Learning
*What else: On demand learning is incredibly important for people facing life-changing diagnoses. Giving them a chance to go deep on how treatments work and what complementary wellness choices can do is empowering—at just the right moment.
Has a strong science story
Can deliver proprietary or comparative data
Has a current iPad or digital detail that can easily be converted
Wants to understand what messaging connects with HCPs
On Demand Learning works best when your brand:
SUPPORTING THE CONVERSATIONToday’s most innovative treatments can be challenging to understand and require new conversations about benefits, risks and possibilities. Some brands are using their web investments to inspire those conversations – among HCPs and between doctor and patient.
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WHO’S DOING IT WELLSupporting The Conversation
Remicade is a revolutionary biologic treatment for certain inflammatory diseases – but, it’s not right for every patient. Centocor-Ortho makes it easy for patients and physicians to have an informed conversation:
The Medversations site (linked from their Product.Com)
delivers the information and context physicians need to
talk to their patients about finding their own balance of
benefit and risk.
WHO’S DOING IT WELLSupporting The Conversation
In the year prior to the launch of its various bone disease treatments, Amgen invested in inspiring a conversation about a critical pathway:
Its website shared the critical discoveries that
powered the new treatments, including the role of a specific pathway that
physicians hadn’t been talking about before.
IS IT RIGHT FOR YOUR BRAND?Supporting The Conversation
*What else: Supporting The Conversation can also mean connecting different specialties – what could nurses learn from nutritionists? What could physical therapists learn from gerontologists?
Manages a REMS program
Has new news
Requires a lifestyle change or major patient commitment
Works best for a particular type of patient
Supporting The Conversation works best when your brand:
SELLING FREE APPSAccording to an assessment by Deloitte, just 20% of apps produced by leading consumer and health care brands were downloaded more than 1,000 times. Meanwhile, three-quarters of consumers expect brands to offer apps and tools, meaning that “non-participation in app stores is not an option.” How can pharma make those apps meaningful? Some brands are starting by leading with them on the Product.com.
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WHO’S DOING IT WELLSelling Free Apps
Janssen has always been a leader in content marketing – offering all kinds of great tools from daily reminders for patients to e-sampling for physicians. So, it’s no surprise they made apps easy:
The Ortho TriCyclen site not only merchandises the brand’s apps, its fully
interactive demos let users try out the tools
before they download them.
IS IT RIGHT FOR YOUR BRAND?Selling Free Apps
Ok, it’s not really a Product.Com, but Humana’s Games for Health site demonstrates best-in-class app merchandising:
Their site brings all their games and apps
together – creating a true store with a clear
specialty. Each app includes an opportunity to learn more or quickly
download.
IS IT RIGHT FOR YOUR BRAND?Selling Free Apps
*What else: A Product.Com app store could gain even more credibility by curating the best of the best apps for your audience – including your own branded app in a diverse collection of tools.
Has an app that fills a need in life or at the practice
Is struggling to get those first 1000 users
Has made apps a key part of building value around the Rx
Can fulfill downloads through leading app stores
Selling Free Apps works best when your brand:
MOBILE (OF COURSE)
17% of American adults who use a mobile phone today have used their phone to look up health or medical information. That number becomes ~1:3 when you look at the under 29 set. And, over 80% of physicians are carrying smartphones (mostly iPhones) in the practice. Product.coms are finally getting ready for the little screen.
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WHO’S DOING IT WELLMobile (Of Course)
One of our favorite mobile experiences is actually one of the oldest – it’s Sanofi Aventis’ Lantus site:
Lantus is a 24-hour insulin. Its mobile site is built around
quick access tools and resources. And, smartly, it’s
mobile content focuses on just what you’d need on
the go – basic product info, discounts/co-pay cards, and
answers to FAQs.
WHO’S DOING IT WELLMobile (Of Course)
Also in the diabetes category, Victoza maintains its brand look and feel in mobile without taking away from the user experience:
Victoza’s site has clearly labeled resources for both
physicians and patients and it has a highlighted opportunity
to opt in for updates. The only issue – the actual opt in form
is brutally long for mobile typing.
IS IT RIGHT FOR YOUR BRAND?Mobile (Of Course)
Has 5% or more of it’s site traffic coming from mobile devices
Can invest in a truly mobile optimized experience
Has lots of tools and quick reference content
Is ready to edit down ~70% of the site content to go mobile
Mobile works best when your brand:
* What else: If your brand’s site includes tools physicians or patients would want to return to frequently, consider adding prompts to easily bookmark the site by adding an app-like icon to the phone’s home screen
REAL TOOLSRelationships aren’t built on price and product, they’re built on unique value. Brand managers are starting to use Product.coms – and their connected sites – to build that “value around the pill” with real tools that provide meaningful support to people and the practice.
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WHO’S DOING IT WELLReal Tools
Nearly every busy professional is open to one fundamental service: help. On iPractice, Sanofi Aventis goes beyond offering product assistance to offer true practice support
We’ll let the site speak for itself: “iPractice can help
balance the needs of your practice. Looking to get the
most out of technology? Want tips on managing paperwork?
Need dosage information? iPractice can help so you can stay focused on what
matters most — the patient.”
WHO’S DOING IT WELLReal Tools
King Pharmaceuticals’ Pain Balance site brings together an incredible collection of tools – from clinical aids to surveys, education content, REMS, and more.
The site’s visual aids are the most impressive components – they’re exam room ready and
in formats for nearly every device. The site has earned
a lot of time and attention – rating as many as 15,000
visitors in a month and 4-6 minutes of time per visit.
IS IT RIGHT FOR YOUR BRAND?Real Tools
* What else: One relatively unexplored area is creating Real Tools for caregivers – often the biggest advocates and motivators for patients.
Is involved in the patient or physician community
Can work with KOLs, POLs or other experts to create content
Has metrics around relationship building and retention
Needs new ways for sales reps to connect with HCPs
Real Tools works best when your brand:
WhatsYourDigitaliQ.com
@iQlab#iQLab
ABOUT IQWe’re a lab where digital experimentation becomes marketing innovation
H&W LEADERS ARE REDEFINING HOW THEY INVEST IN INNOVATION
Pharma has traditionally looked to the product lab for
innovation. Now more complex market conditions
have led health care leaders to look at innovation more
broadly. In health care today, it’s as likely to come
from marketing insight as hard science.
PRODUCTNew products or improvements on
products
PROCESSNew efficiencies or improved delivery
POSITIONINGNew roles for the
product or company
PARADIGMMajor shifts in
thinking about an industry or product
SO IS GSW WORLDWIDE.INTRODUCING iQ: OUR DEDICATED INNOVATION LAB
So that we can find new kinds of opportunity in fast-changing areas like mobile, social and slate
And, create fresh ways to solve persistent challenges health care marketers face
It’s where big ideas converge and come to life
Better ways for patients to find
breakthrough treatments and
meaningful support
Smarter tools to help caregivers be powerful advocates
for their loved one’s health
More relevant techniques for
physicians and care teams to communicate, connect, and collaborate
iQ IS PART OF OUR SHARED COMMITMENT TO CREATE BETTER HEALTH FOR MORE PEOPLE
iQ IS A CATALYST FOR DIGITAL INNOVATION
CONSTANT FEED OF INSPIRATION
Industry publications, slide decks, blogs, etc.
WORKSHOPS AND BRAINSTORMS
Custom 101s, innovation workshops, ideation
sessions
PERSPECTIVES AND POVS
Best advice on how to leverage key technologies,
trend reports
AND, A PARTNER IN SOLVING HC MARKETING CHALLENGES
Experiments{Visual explorations of how applied technology could solve marketing
challenges}
Products{Sophisticated technology tools
that can be quickly “skinned” and launched for multiple clients}+
A quarterly roadshow of vetted experiments. Shared live with clients and colleagues and archived online.
THOSE EXPERIMENTS BECOME INNOVATION THEATERS
SOME EXPERIMENTS INSPIRE PROJECTS; OTHERS BECOME LASTING PLATFORMSGSW invests in efficient new tools and platforms that help our clients quickly create engaging brand experiences