1. Pharma eMarketing
Strategies Report 2011-12
An analysis of the mobile and digital landscape to improve
your marketing mix: boosting brand awareness and sales
3. Welcome
Pharma eMarketing Strategies Report
Welcome
Thank you for interest in this eyeforpharma eMarketing Strategies Report 2011-12.
I hope you find it as useful as your peers who have reviewed this document.
This report is only the beginning of our discussions on eMarketing strategy;
despite being comprehensive, there is much more business intelligence I can
provide.
Please get in touch about how I can help support you more to meet your goals:
■■ Research on a topic that’s important to your objectives;
■■ Bullet summary of the report;
■■ Slide share presentation / podcast / webinar;
■■ Teleconference with the research team; or even
■■ The opportunity to be included within my future work.
Let me know what more we can do. I look forward to speaking to you soon.
Piers French
Business Research Manager
E: pfrench@fcbusinessintelligence.com
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4. About eyeforpharma
Pharma eMarketing Strategies Report
About eyeforpharma
eyeforpharma helps pharma companies adopt business models that place
patients’ needs for affordable and accessible healthcare at the centre.
As an ‘eye’ for, and on, the industry, eyeforpharma exists:
■■ to help pharmaceutical companies stay clearly focused on the core reasons
they exist,
■■ to give them the strategic tools they need to be successful in truly
servingpatients with ingenuity and real value, and
■■ to continue to innovate to meet changing healthcare realities.
eyeforpharma has organised conferences and offered strategic advice for the
pharma industry since 2002. From that date, our business has had 30% growth,
year-on-year. Our mission continues to be the advancement of communication
and information exchange within the dynamic and ever-changing healthcare
industry.
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5. Industry review
Pharma eMarketing Strategies Report
Industry review
“This eyeforpharma report has come at an important time for those
considering the ROI of marketing strategies. I would recommend it
to anyone wanting to choose the right mix of traditional and digital
marketing initiatives.”
Jean-François Suelves, International Project Manager at Roche Digital Agency
“For anyone trying to better understand the importance of
eMarketing, this report is a valuable read, capturing thought and
case studies from many of the industry’s true digital experts. I found
the report comprehensive and balanced compared to most articles
that come across as overly editorial.”
Ben Lei Associate Director eMarketing at Genentech
“eMarketing provides a wealth of opportunities for the pharmaceutical
industry to connect in a more cost effective and meaningful way
with our customers and consumers. It is no longer a matter of ‘if’ the
industry will become involved on-line it is a matter of ‘when’.
There are challenges posed, both legally and regulatory. However
through working as cross functional teams, with a clear eMarketing
strategy, solutions can be found.
The eMarketing for pharma report provides an excellent overview
for anyone interested in eMarketing. It has a plethora of examples
outlining the opportunities for digital technology and the healthcare
industry. I thoroughly enjoyed reading this report and found it
insightful and thought provoking.”
Danielle Tenconi, Little Apple Marketing
Marketing Consultant specialising in developing Global, Regional and Local digital
strategies for OTC brands. 9 years of marketing experience working at Merck Consumer
Healthcare, Unilever and Masterfoods. Current projects are focused on Latin America and
the USA.
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6. Acknowledgements
Pharma eMarketing Strategies Report
Acknowledgements
Thank you to all of the interviewees, peer reviewers and companies that
contributed to the creation of this report. Without their support, this report could
not have been made. Over 20 in-depth interviews were held with companies that
include MSD, Roche and Philips.
Additionally, a special thank-you must be reserved for the following individuals
who contributed quotations directly:
■■ Dr. Frank Antwerpes, CEO of DocCheck.
■■ Paul Berney, Chief Marketing Officer of the Mobile Marketing Association.
■■ Simon Björklund, Nordic Business Development Manager at Bioglan.
■■ Fabrizio Caranci, Multichannel Manager at MSD.
■■ Damon Caiazza, VP Digital Strategist at GSW Worldwide.
■■ David Doherty, Director at 3G Doctor.
■■ Daniel Ghinn, Director of Digital Engagement at Creation Healthcare.
■■ Petteri Järkkä, eBusiness Manager Nordic Area at Janssen-Cilag.
■■ Dr. Matthew Jameson Evans, Chairman of HealthUnlocked.
■■ Christine Jordens, Digital Marketing Manager EMEA at Janssen-Cilag.
■■ Kai Gait, Global Digital Marketing Lead at Roche.
■■ Justin Jones, Director Digital Strategy at Afexa Life Sciences.
■■ Zdravko Mauko, CEO of Farmavita.
■■ Dr. Mathena Pavan, physician at Imperial College.
■■ Dr. Kay Rispeter, Multichannel Marketing Leader at MSD Germany.
■■ Lawrence Sherman, Senior Vice President, Educational Strategy of Prova
Education.
■■ Dr. Kors van Wyngaarden, Director Online Marketing at Philips.
■■ Mert Yentur, CEO of Vayen Solutions.
■■ Olivier Zitoun, CEO of Eveo.
■■ Jean-François Suelves, International Project Manager at Roche Digital Agency
■■ Ben Lei Associate Director eMarketing at Genentech
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8. Contents
Pharma eMarketing Strategies Report
. 3.4. eDetailing.and.email.support.....................................................................53
. 3.5. Electronic.Continuing.Medical.Education.(eCME)........................................54
. 3.6. Clinical.trial.recruitment.development. ......................................................55
.
4. Metrics/Measurement of eMarketing effectiveness. ......................... 58
5. Traditional and eMarketing integration.................................................61
. 5.1. Successful.Case.Studies............................................................................63
. 5.2. Lessons.learnt. ........................................................................................ 64
.
6. Future of the marketing mix. .................................................................. 69
. 6.1. Regulatory.–.expert.opinion...................................................................... 69
. 6.2. Regulatory.–.landscape.............................................................................70
. 6.3. Clinical.trial.recruitment............................................................................75
. 6.4. Sales.force................................................................................................75
. 6.5. Google+....................................................................................................77
. 6.6. Future.outlook.. .........................................................................................78
Industry learnings ......................................................................................... 80
References....................................................................................................... 84
List of Abbreviations...................................................................................... 90
Key Terms........................................................................................................ 92
Persons quoted............................................................................................... 93
Companies discussed.................................................................................... 94
Case Studies.....................................................................................................95
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9. List of figures
Pharma eMarketing Strategies Report
List of figures
Figure 1: Pharma executives’ need for information on the digital habits of patients
Figure 2: Pharma executives’ need for information on the digital habits of physicians
Figure 3: Global internet penetration, 2011
Figure 4: Breakdown of European smartphone subscription
Figure 5: Breakdown of interviewees for the eyeforpharma eMarketing Strategies 2012 report
Figure 6: Pharma/medical devices executives expected change to their digital resources
in 2012
Figure 7: Breakdown of Health Care Professionals’ internet use: Who, how often and where
Figure 8: Reasons for Health Care Professionals’ internet search
Figure 9: Actions taken by Health Care Professionals after an internet search
Figure 10: Physician members of HCP networks in Europe
Figure 11: DocCheck’s user age profile
Figure 12: Medigate home page
Figure 13: The strategic interest of pharma/medical devices executives in patient portals
Figure 14: HealthUnlocked home page
Figure 15: Pharma/medical device executives’ expected change in digital marketing
resources expectations 2012-16
Figure 16: Estimated U.S. physician smartphone and iPad adoption 2010; 2011
Figure 17: Pitcher software for iPad
Figure 18: Top 15 Pharma brand websites: level of mobile optimisation and percentage of
internet searches conducted by mobile
Figure 19: PharmaSecure SMS product authenticity code
Figure 20: Pharma’s usage of corporate, brand, or disease category websites
Figure 21: Pfizer ManMOT “Don’t Be A Wilbert” video
Figure 22: Pharma’s /medical devices’ executives level of prioritisation on utilising
physician portals
Figure 23: Pharma’s/medical devices’ executives level of prioritisation on utilising patient portals
Figure 24: Pharma company use of eReps; eMSLs
Figure 25: Three models for industry utilisation of physician networks
Figure 26: PfizerPro home page
Figure 27: Pharma/medical device experts’ use of active listening
Figure 28: Pharma/medical device experts’ views on Facebook’s usefulness
Figure 29: Patient anti-KV Pharmaceutical Facebook campaign
Figure 30: Boehringer Ingelheim Twitter activity
Figure 31: Afexa Life Sciences COLD-FX Athlete of the Year
Figure 32: DEFEND digital trial recruitment
Figure 33: Pharma/medical executives’ perceived best ROI for digital channels
Figure 34: Symbicort Silhouette campaign
Figure 35: Michele Bachmann; Rick Perry Gardnasil debate
Figure 36: Pfizer Chantix tortoise and hare campaign
Figure 37: Source of pharma ‘Bad Ad’ complaints
Figure 38: Source of ‘Bad Ad’ complaints that received comprehensive review
Figure 39: Current digital channel guidance, September 2011
Figure 40: Google+ home page
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