SlideShare ist ein Scribd-Unternehmen logo
1 von 31
Downloaden Sie, um offline zu lesen
Gregg Fisher        Mark Prince
    Managing Director   Client Partner EMEA




1
AT WHAT POINT DOES
    SENIOR MANAGEMENT NO
         LONGER SEE MULTI-
     CHANNEL MARKETING AS
                 OPTIONAL?


2
3
WHAT WE ALREADY
             KNOW




4
Digital is Integral to Clinical Practice


                               83%                      Euro HCPs use the internet
                                                        during the workday


                               77%                      between consultations


                               67%                      to communicate
                                                        with patients


         Online is Surpassing Offline


                               96%                      HCPs use online professional
                                                        sources weekly



    Source: Manhattan Research, Taking the Pulse 2012

5
Mobile is Mainstream


                               81%                      Smartphone adoption


                               58%                      Tablet ownership/use
                                                        - doubled from 28% to 58% between 2011 and 2012


         Physicians Are Increasingly Social


                               65%                      use mainstream social networks for
                                                        professional purposes




    Source: Manhattan Research, Taking the Pulse 2012

6
WHAT WE OFTEN FAIL TO
             CONSIDER




7
THE IMPACT OF THE GENERATION GAP




      Age 27                  Span of ~40 Years                              Age 65

    Early Career                            Late Career
     Training and continuing education        Set in ways, resists behavior change
     Diverse/frequent information sources     Narrow/infrequent information sources
     Easiest to reach                         Most difficult to reach
     Most impressionable                      Least impressionable


9
A BRIEF HISTORY OF THE INTERNET
     Internet Pre-History:    eCommerce, high-speed
     PCs, Dial-Up Services    ISPs, mobile, social and
     and Satellite Phones     semantic web




10
A TALE OF TWO DOCTORS




11
ANALOG NATIVES




12
DIGITAL NATIVES




13
DIGITALLY-NATIVE HCPs




        A doctor who qualified during or after the internet
      went mainstream – and has relied on digital
      interactions through connective digital
           technologies for his/her entire
                   professional career

14
GETTING TO KNOW
     THE DIGITAL NATIVES




     Age 8 (1995)   Age 10 (1997)      Age 14 (2001)          Age 18 (2005)
     the Web        the dot-com boom   doing homework using   Facebook expands
     went public                       Wikipedia              to 21 universities
                                                              in the UK




15
HERE’S THE PREDICTION




16
2014 = A TIPPING POINT




17
DIGITAL TIPPING POINT
      In 2014, the majority of HCPs will be digitally-native.




      49        %




18
CHANGE IS ACCELERATING




19
THE HCP DIGITAL DIVIDE IN 2014



                        51 49          %                           %


     Digital Native                           Analog Native
       Age in 2014: 27–46                      Age in 2014: 47 and up
       More engaged with digital media         Less engaged with digital media
       55% ‘always‘ rely on digital sources    24% ‘always‘ rely on digital sources




20
LOOKING AT PHARMA
     MARKETING ALLOCATIONS
                   IN 2013



21
WHERE IS OUR SPEND DIRECTED
     TODAY?




        Current Pharmaceutical Marketing Investment: 93%


22
WHERE SHOULD IT BE DIRECTED?




        Current Pharmaceutical Marketing Investment: 7%
        (Other Industries: 20%)



23
‘INNOVATIVE’ FOR PHARMA IS NORMAL
      FOR DIGITALLY-NATIVE CUSTOMERS


                                       13 93%                Online between
                                    Online hours/wk           consultations




                                     71                  %   92%Using
                                       Using tablets          smartphones


     Source: Manhattan Research, Taking the Pulse 2012

24
WE’RE STILL OVER-ESTIMATING
     OFFLINE’S ABILITY TO DELIVER

     DIGITALLY-NATIVE HCPs: “When looking for clinical information
     to inform my clinical decisions, my first choice is to use ”




     Digital sources                      82%

     Print sources       18%




25
SO WHAT ARE THE
       IMPLICATIONS?




26
Our customers have changed irreversibly
Senior management can no longer
  ignore customer preferences
The new behaviors require
transformational change vs incremental
PRINCIPLES OF NEW MODEL
       Utility vs Promotion


       Pull vs Push


       Multi-Channel vs Multiple Channels


       Portable Content vs Channel Tactics


       Rep as Valuable Partner vs Sales Agent

30
WHAT’LL FINALLY MOVE
       THINGS FORWARD?




31
GET THE
     INFOGRAPHIC:
     ‘2014:YEAR OF
     THE DIGITALLY-
     NATIVE HCP’

     Available on slide share.



32

Weitere ähnliche Inhalte

Was ist angesagt?

Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...
Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...
Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...Best Practices
 
Disease awareness campaign awareness pm360 3
Disease awareness campaign awareness pm360 3Disease awareness campaign awareness pm360 3
Disease awareness campaign awareness pm360 3DarrenKong4
 
Pharma Edetailing: the core to a new commercial approach
 Pharma Edetailing: the core to a new commercial approach Pharma Edetailing: the core to a new commercial approach
Pharma Edetailing: the core to a new commercial approachA.R.J. (Rob) Halkes
 
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
 
The Patient Perspective: Trusting Pharma
The Patient Perspective: Trusting PharmaThe Patient Perspective: Trusting Pharma
The Patient Perspective: Trusting Pharmaaccenture
 
Across Health Multichannel Maturometer 2016
Across Health Multichannel Maturometer 2016Across Health Multichannel Maturometer 2016
Across Health Multichannel Maturometer 2016Across Health
 
Across Health Multichannel Barometer 2014
Across Health Multichannel Barometer 2014Across Health Multichannel Barometer 2014
Across Health Multichannel Barometer 2014Across Health
 
Understanding Mental Health Apps — Neurotech SF presentation
Understanding Mental Health Apps — Neurotech SF presentationUnderstanding Mental Health Apps — Neurotech SF presentation
Understanding Mental Health Apps — Neurotech SF presentationSteven Chan, MD MBA
 
Webchutney Digital Healthcare Report 2011
Webchutney Digital Healthcare Report 2011Webchutney Digital Healthcare Report 2011
Webchutney Digital Healthcare Report 2011Sidharth Rao
 
e-detailing: effective promotion of professional science communication
e-detailing: effective promotion of professional science communication e-detailing: effective promotion of professional science communication
e-detailing: effective promotion of professional science communication Merqurio
 
mHealth Insight slides from Wearables Europe
mHealth Insight slides from Wearables EuropemHealth Insight slides from Wearables Europe
mHealth Insight slides from Wearables Europe3GDR
 
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand PlanningDRG Digital
 
The State of Global Well-Being
The State of Global Well-BeingThe State of Global Well-Being
The State of Global Well-BeingStinson
 
The Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryThe Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryLen Starnes
 
Future trends in pharma marketing 2016 copie
Future trends in pharma marketing 2016   copieFuture trends in pharma marketing 2016   copie
Future trends in pharma marketing 2016 copieJulien Dagher
 
Edelman Health Barometer 2008
Edelman Health Barometer 2008Edelman Health Barometer 2008
Edelman Health Barometer 2008Edelman
 
Passive data collection entails active patients: Refocusing the UX lens in cl...
Passive data collection entails active patients: Refocusing the UX lens in cl...Passive data collection entails active patients: Refocusing the UX lens in cl...
Passive data collection entails active patients: Refocusing the UX lens in cl...Medullan
 
ADI: Healthcare In The Digital Age
ADI: Healthcare In The Digital AgeADI: Healthcare In The Digital Age
ADI: Healthcare In The Digital AgeAdobe
 
Iimc main final
Iimc main finalIimc main final
Iimc main finalharishgoli
 

Was ist angesagt? (20)

Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...
Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...
Disease Awareness Program Excellence: Structure, Timing, Activities & Investm...
 
Disease awareness campaign awareness pm360 3
Disease awareness campaign awareness pm360 3Disease awareness campaign awareness pm360 3
Disease awareness campaign awareness pm360 3
 
Digital revolutionizing
Digital revolutionizingDigital revolutionizing
Digital revolutionizing
 
Pharma Edetailing: the core to a new commercial approach
 Pharma Edetailing: the core to a new commercial approach Pharma Edetailing: the core to a new commercial approach
Pharma Edetailing: the core to a new commercial approach
 
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?
 
The Patient Perspective: Trusting Pharma
The Patient Perspective: Trusting PharmaThe Patient Perspective: Trusting Pharma
The Patient Perspective: Trusting Pharma
 
Across Health Multichannel Maturometer 2016
Across Health Multichannel Maturometer 2016Across Health Multichannel Maturometer 2016
Across Health Multichannel Maturometer 2016
 
Across Health Multichannel Barometer 2014
Across Health Multichannel Barometer 2014Across Health Multichannel Barometer 2014
Across Health Multichannel Barometer 2014
 
Understanding Mental Health Apps — Neurotech SF presentation
Understanding Mental Health Apps — Neurotech SF presentationUnderstanding Mental Health Apps — Neurotech SF presentation
Understanding Mental Health Apps — Neurotech SF presentation
 
Webchutney Digital Healthcare Report 2011
Webchutney Digital Healthcare Report 2011Webchutney Digital Healthcare Report 2011
Webchutney Digital Healthcare Report 2011
 
e-detailing: effective promotion of professional science communication
e-detailing: effective promotion of professional science communication e-detailing: effective promotion of professional science communication
e-detailing: effective promotion of professional science communication
 
mHealth Insight slides from Wearables Europe
mHealth Insight slides from Wearables EuropemHealth Insight slides from Wearables Europe
mHealth Insight slides from Wearables Europe
 
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning
7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning
 
The State of Global Well-Being
The State of Global Well-BeingThe State of Global Well-Being
The State of Global Well-Being
 
The Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma IndustryThe Digital Metamorphosis of the Pharma Industry
The Digital Metamorphosis of the Pharma Industry
 
Future trends in pharma marketing 2016 copie
Future trends in pharma marketing 2016   copieFuture trends in pharma marketing 2016   copie
Future trends in pharma marketing 2016 copie
 
Edelman Health Barometer 2008
Edelman Health Barometer 2008Edelman Health Barometer 2008
Edelman Health Barometer 2008
 
Passive data collection entails active patients: Refocusing the UX lens in cl...
Passive data collection entails active patients: Refocusing the UX lens in cl...Passive data collection entails active patients: Refocusing the UX lens in cl...
Passive data collection entails active patients: Refocusing the UX lens in cl...
 
ADI: Healthcare In The Digital Age
ADI: Healthcare In The Digital AgeADI: Healthcare In The Digital Age
ADI: Healthcare In The Digital Age
 
Iimc main final
Iimc main finalIimc main final
Iimc main final
 

Andere mochten auch

The Digital Native Physician in Europe
The Digital Native Physician in EuropeThe Digital Native Physician in Europe
The Digital Native Physician in EuropeThe Stem
 
2014: Year of the Digitally-Native HCP
2014: Year of the Digitally-Native HCP2014: Year of the Digitally-Native HCP
2014: Year of the Digitally-Native HCPLBi_Health
 
E.health integrar-digital-con-canales-tradicionales-la-formula
E.health integrar-digital-con-canales-tradicionales-la-formulaE.health integrar-digital-con-canales-tradicionales-la-formula
E.health integrar-digital-con-canales-tradicionales-la-formulaJorgeventura2014
 
Trends and approaches in medical education in the digital age
Trends and approaches in medical education in the digital age Trends and approaches in medical education in the digital age
Trends and approaches in medical education in the digital age Natalie Lafferty
 
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...Plugin Digital
 
Hábitos digitales del médico iDoctus - SEMG
Hábitos digitales del médico   iDoctus - SEMGHábitos digitales del médico   iDoctus - SEMG
Hábitos digitales del médico iDoctus - SEMGAlfonso Gadea
 
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer
 
Channel preference & the road to multichannel maturity
Channel preference & the road to multichannel maturityChannel preference & the road to multichannel maturity
Channel preference & the road to multichannel maturityQuintilesIMS
 
The Essential European Revolution
The Essential European RevolutionThe Essential European Revolution
The Essential European RevolutionQuintilesIMS
 

Andere mochten auch (10)

The Digital Native Physician in Europe
The Digital Native Physician in EuropeThe Digital Native Physician in Europe
The Digital Native Physician in Europe
 
2014: Year of the Digitally-Native HCP
2014: Year of the Digitally-Native HCP2014: Year of the Digitally-Native HCP
2014: Year of the Digitally-Native HCP
 
E.health integrar-digital-con-canales-tradicionales-la-formula
E.health integrar-digital-con-canales-tradicionales-la-formulaE.health integrar-digital-con-canales-tradicionales-la-formula
E.health integrar-digital-con-canales-tradicionales-la-formula
 
Trends and approaches in medical education in the digital age
Trends and approaches in medical education in the digital age Trends and approaches in medical education in the digital age
Trends and approaches in medical education in the digital age
 
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...
Plugin data for decision makers in pharma marketing June 2016 (Multichannel, ...
 
Hábitos digitales del médico iDoctus - SEMG
Hábitos digitales del médico   iDoctus - SEMGHábitos digitales del médico   iDoctus - SEMG
Hábitos digitales del médico iDoctus - SEMG
 
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
 
Health at-a-glance-europe-2016-chartset
Health at-a-glance-europe-2016-chartsetHealth at-a-glance-europe-2016-chartset
Health at-a-glance-europe-2016-chartset
 
Channel preference & the road to multichannel maturity
Channel preference & the road to multichannel maturityChannel preference & the road to multichannel maturity
Channel preference & the road to multichannel maturity
 
The Essential European Revolution
The Essential European RevolutionThe Essential European Revolution
The Essential European Revolution
 

Ähnlich wie Pharma europe 250213 final-edit2

The Evolving Digital Patient
The Evolving Digital PatientThe Evolving Digital Patient
The Evolving Digital PatientIFAH
 
Mobility in Healthcare: Prescription for Success
Mobility in Healthcare: Prescription for SuccessMobility in Healthcare: Prescription for Success
Mobility in Healthcare: Prescription for Success[x]cube LABS
 
#STC13: Who is today's technical communicator?
#STC13: Who is today's technical communicator?#STC13: Who is today's technical communicator?
#STC13: Who is today's technical communicator?Maxwell Hoffmann
 
From Interruption to Interaction
From Interruption to InteractionFrom Interruption to Interaction
From Interruption to InteractionJohn Olson
 
Public Engagement - Reality and Evolution of Public Relations by Richard Ede...
 Public Engagement - Reality and Evolution of Public Relations by Richard Ede... Public Engagement - Reality and Evolution of Public Relations by Richard Ede...
Public Engagement - Reality and Evolution of Public Relations by Richard Ede...Edelman Digital
 
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...Vivastream
 
New business models in healthcare
New business models in healthcareNew business models in healthcare
New business models in healthcareMads Petersen
 
Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides
 Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides
Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos RossidesMedochemie Ltd
 
Multichannel Marketing Trends 2017
Multichannel Marketing Trends 2017Multichannel Marketing Trends 2017
Multichannel Marketing Trends 2017Viseven
 
The new rules of doctor engagement in the new normal
The new rules of doctor engagement in the new normalThe new rules of doctor engagement in the new normal
The new rules of doctor engagement in the new normalKiran Mandrawadkar
 
October Webinar: Healthcare Leaves the Desktop
October Webinar: Healthcare Leaves the DesktopOctober Webinar: Healthcare Leaves the Desktop
October Webinar: Healthcare Leaves the DesktopResearch Now
 
Marketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareMarketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareOgilvy Consulting
 
Operating in a Platform World - DPlat, 8/14/14
Operating in a Platform World - DPlat, 8/14/14Operating in a Platform World - DPlat, 8/14/14
Operating in a Platform World - DPlat, 8/14/14Digiday
 
Introduction to mHealth
Introduction to mHealthIntroduction to mHealth
Introduction to mHealthJess Jacobs
 
Across Health digital barometer 2012
Across Health digital barometer 2012Across Health digital barometer 2012
Across Health digital barometer 2012Beverly Smet
 
Across Health Digital Barometer 2012
Across Health Digital Barometer 2012Across Health Digital Barometer 2012
Across Health Digital Barometer 2012Across Health
 
2012 Brunswick Investor Use of Digital and Social Media Survey
2012 Brunswick Investor Use of Digital and Social Media Survey2012 Brunswick Investor Use of Digital and Social Media Survey
2012 Brunswick Investor Use of Digital and Social Media SurveyBrunswick Group
 
11 key marketing trends for 2011
11 key marketing trends for 201111 key marketing trends for 2011
11 key marketing trends for 2011Nuno Fraga Coelho
 

Ähnlich wie Pharma europe 250213 final-edit2 (20)

The Evolving Digital Patient
The Evolving Digital PatientThe Evolving Digital Patient
The Evolving Digital Patient
 
Mobility in Healthcare: Prescription for Success
Mobility in Healthcare: Prescription for SuccessMobility in Healthcare: Prescription for Success
Mobility in Healthcare: Prescription for Success
 
#STC13: Who is today's technical communicator?
#STC13: Who is today's technical communicator?#STC13: Who is today's technical communicator?
#STC13: Who is today's technical communicator?
 
From Interruption to Interaction
From Interruption to InteractionFrom Interruption to Interaction
From Interruption to Interaction
 
2010 Trends Summary Klick Pharma
2010 Trends Summary Klick Pharma2010 Trends Summary Klick Pharma
2010 Trends Summary Klick Pharma
 
Public Engagement - Reality and Evolution of Public Relations by Richard Ede...
 Public Engagement - Reality and Evolution of Public Relations by Richard Ede... Public Engagement - Reality and Evolution of Public Relations by Richard Ede...
Public Engagement - Reality and Evolution of Public Relations by Richard Ede...
 
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...
A Customer Centricity Paradox, a 2012 Acxiom & Digiday State of the Industry ...
 
New business models in healthcare
New business models in healthcareNew business models in healthcare
New business models in healthcare
 
Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides
 Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides
Generic Pharma at Strategic Inflection Point - IHF - CEO Nicos Rossides
 
Mighty Mobile
Mighty MobileMighty Mobile
Mighty Mobile
 
Multichannel Marketing Trends 2017
Multichannel Marketing Trends 2017Multichannel Marketing Trends 2017
Multichannel Marketing Trends 2017
 
The new rules of doctor engagement in the new normal
The new rules of doctor engagement in the new normalThe new rules of doctor engagement in the new normal
The new rules of doctor engagement in the new normal
 
October Webinar: Healthcare Leaves the Desktop
October Webinar: Healthcare Leaves the DesktopOctober Webinar: Healthcare Leaves the Desktop
October Webinar: Healthcare Leaves the Desktop
 
Marketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareMarketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric Healthcare
 
Operating in a Platform World - DPlat, 8/14/14
Operating in a Platform World - DPlat, 8/14/14Operating in a Platform World - DPlat, 8/14/14
Operating in a Platform World - DPlat, 8/14/14
 
Introduction to mHealth
Introduction to mHealthIntroduction to mHealth
Introduction to mHealth
 
Across Health digital barometer 2012
Across Health digital barometer 2012Across Health digital barometer 2012
Across Health digital barometer 2012
 
Across Health Digital Barometer 2012
Across Health Digital Barometer 2012Across Health Digital Barometer 2012
Across Health Digital Barometer 2012
 
2012 Brunswick Investor Use of Digital and Social Media Survey
2012 Brunswick Investor Use of Digital and Social Media Survey2012 Brunswick Investor Use of Digital and Social Media Survey
2012 Brunswick Investor Use of Digital and Social Media Survey
 
11 key marketing trends for 2011
11 key marketing trends for 201111 key marketing trends for 2011
11 key marketing trends for 2011
 

Pharma europe 250213 final-edit2

  • 1. Gregg Fisher Mark Prince Managing Director Client Partner EMEA 1
  • 2. AT WHAT POINT DOES SENIOR MANAGEMENT NO LONGER SEE MULTI- CHANNEL MARKETING AS OPTIONAL? 2
  • 3. 3
  • 5. Digital is Integral to Clinical Practice 83% Euro HCPs use the internet during the workday 77% between consultations 67% to communicate with patients Online is Surpassing Offline 96% HCPs use online professional sources weekly Source: Manhattan Research, Taking the Pulse 2012 5
  • 6. Mobile is Mainstream 81% Smartphone adoption 58% Tablet ownership/use - doubled from 28% to 58% between 2011 and 2012 Physicians Are Increasingly Social 65% use mainstream social networks for professional purposes Source: Manhattan Research, Taking the Pulse 2012 6
  • 7. WHAT WE OFTEN FAIL TO CONSIDER 7
  • 8. THE IMPACT OF THE GENERATION GAP Age 27 Span of ~40 Years Age 65 Early Career Late Career Training and continuing education Set in ways, resists behavior change Diverse/frequent information sources Narrow/infrequent information sources Easiest to reach Most difficult to reach Most impressionable Least impressionable 9
  • 9. A BRIEF HISTORY OF THE INTERNET Internet Pre-History: eCommerce, high-speed PCs, Dial-Up Services ISPs, mobile, social and and Satellite Phones semantic web 10
  • 10. A TALE OF TWO DOCTORS 11
  • 13. DIGITALLY-NATIVE HCPs A doctor who qualified during or after the internet went mainstream – and has relied on digital interactions through connective digital technologies for his/her entire professional career 14
  • 14. GETTING TO KNOW THE DIGITAL NATIVES Age 8 (1995) Age 10 (1997) Age 14 (2001) Age 18 (2005) the Web the dot-com boom doing homework using Facebook expands went public Wikipedia to 21 universities in the UK 15
  • 16. 2014 = A TIPPING POINT 17
  • 17. DIGITAL TIPPING POINT In 2014, the majority of HCPs will be digitally-native. 49 % 18
  • 19. THE HCP DIGITAL DIVIDE IN 2014 51 49 % % Digital Native Analog Native Age in 2014: 27–46 Age in 2014: 47 and up More engaged with digital media Less engaged with digital media 55% ‘always‘ rely on digital sources 24% ‘always‘ rely on digital sources 20
  • 20. LOOKING AT PHARMA MARKETING ALLOCATIONS IN 2013 21
  • 21. WHERE IS OUR SPEND DIRECTED TODAY? Current Pharmaceutical Marketing Investment: 93% 22
  • 22. WHERE SHOULD IT BE DIRECTED? Current Pharmaceutical Marketing Investment: 7% (Other Industries: 20%) 23
  • 23. ‘INNOVATIVE’ FOR PHARMA IS NORMAL FOR DIGITALLY-NATIVE CUSTOMERS 13 93% Online between Online hours/wk consultations 71 % 92%Using Using tablets smartphones Source: Manhattan Research, Taking the Pulse 2012 24
  • 24. WE’RE STILL OVER-ESTIMATING OFFLINE’S ABILITY TO DELIVER DIGITALLY-NATIVE HCPs: “When looking for clinical information to inform my clinical decisions, my first choice is to use ” Digital sources 82% Print sources 18% 25
  • 25. SO WHAT ARE THE IMPLICATIONS? 26
  • 26. Our customers have changed irreversibly
  • 27. Senior management can no longer ignore customer preferences
  • 28. The new behaviors require transformational change vs incremental
  • 29. PRINCIPLES OF NEW MODEL Utility vs Promotion Pull vs Push Multi-Channel vs Multiple Channels Portable Content vs Channel Tactics Rep as Valuable Partner vs Sales Agent 30
  • 30. WHAT’LL FINALLY MOVE THINGS FORWARD? 31
  • 31. GET THE INFOGRAPHIC: ‘2014:YEAR OF THE DIGITALLY- NATIVE HCP’ Available on slide share. 32