1) The pharmaceutical industry is facing changes as physicians have less time for drug promotion and regulations are increasing. 2) New promotional models using digital technologies like mobile health apps, social media, and virtual conferences are emerging. 3) Boehringer Ingelheim Turkey has successfully used these new approaches like their e-COPD partnership and e-cardiology virtual congress. However, the presenter notes more can still be done to close the loop on insights from digital initiatives.

1. The Pharma Marketer:
Will there be an (r)evolution?
Murat Tanoren
Marketing Manager, Boehringer Ingelheim Turkey
Sep 27th, 2012 - London
@bencewom
http://goo.gl/y5Bim
Source: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)

2. The statements or opinions expressed in this
presentation are my own and do not necessarily
represent those of my employer.

3. Q: Will there be an evolution of
“the pharma marketer”?
NO
YES
It depends...

4. http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

5. S
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

6. Source: Progressions 2012, The third place: health care everywhere, Ernst & Young

8. ACCESSIBLE HCP’S HCP’S NOT INTERESTED
IN PROMOTION
20% 50%
Source: AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

9. Window of opportunity is narrow
Only 7% of standard calls last longer than 2 minutes
Source: Based on Canadian Study, Arcus/B.C. Medical Association, 2011

10. In Turkey:
20 Calls/Physician in One Day!
13 Calls/Rep in One Day!
Page  10
Duration of 1 Call: ~ 2 min

11. The end of detailing?
Official Gazette
REGULATION ON
PROMOTIONAL
ACTIVITIES OF
HUMAN MEDICINAL
PRODUCTS
By the Ministry of Health
rising availability increasingly time-strapped growing regulations
of alternative data physicians
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

12. There is no longer any measurable relationship between
launch success and either the delivery of medical product
samples (a strong proxy for detailing volumes) or share of
voice in the market.
Only 27% of medical doctors consider leading pharmaceutical
companies to be a reliable source of information.
IMS Launch Excellence III study in the UK
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

13. Ab actu ad posse valet illatio
From the past one can infer
the future

14. Future possibilities in
pharmaceutical promotion
• Continued, but selective, growth in promotion of Rx drugs directly to
consumers
• Expansion of interest in new targets for promotion such as hospital and
HMO CEOs
• Continued growth in use of “rational” appeals such as economics and QoL
improvement
• Expansion of the use of electronic media to incorporate tailor-made or on-
request drug information in the prescriber’s office or at other drug use
sites
• Greater attention to promoting corporate image in conjunction with
individual product promotion
1991) Pharmaceutical Marketing: Strategy and Cases, Pharmaceutical Products Press, Binghamton, NY.
Source: Smith, M. C. (

16. Divide et impera
Divide and conquer

17. 1
2
3
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

18. 1
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

19. Level of Social Media Activity Depends on Condition
Rank Condition Health 2.0* Rank Condition Health 2.0*
1 ADD/ADHD 59% 21 Acid Reflux 37%
2 Acne 53% 22 Chronic Pain 36%
3 Influenza/Flu 50% 23 Restless Leg Syndrome 35%
4 Eye Infections 46% 24 Arrhythmia 33%
5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33%
6 Psoriasis 46% 26 High Triglycerides 32%
7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31%
8 Fibromyalgia 45% 28 Cancer 30%
9 Eczema 45% 29 Enlarged Prostate 29%
10 Migraine 44% 30 Osteoporosis 29%
11 Generalized Anxiety 44% 31 High Cholesterol 26%
12 Ear infections 43% 32 Any Arthritis 26%
13 Anxiety/Social Phobia 43% 33 Hypertension 25%
14 Chronic Bronchitis 42% 34 Diabetes 25%
15 Acute Pain 41% 35 Heart Disease 18%
16 Allergies 40%
17 Asthma 39%
18 Depression 39%
19 Gout 37%
20 Shingles 37%
*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat
rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

20. All Age Groups Are Using Social Media
 Participation has grown across all
age segments
 18-24 segment is leading in participation
– ~90% participate in some way
– ~75% join social networks
 55+ segment engagement is increasing
across all types of participation (e.g.,
creators, critics, spectators)
 Marketing to 45+ now viable
through social media due to their
increasing participation
 Only 28% of online adults 45-54 say they
don’t use social media
 Only 38% of online adults 55+ say they
don’t use social media
Source: IMC2 Adaptation of 2008 Forrester Research

21. Of Those Online,
Caregivers Tend To Be More Active in Social Media
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

24. 2
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

26. &
• Pilot study a lifestyle behavior modification
program to improve the health status of people
with diabetes Type 2
• Digital coaching and a wireless glucose meter
• 1st phase 200 adults in the U.S. diagnosed with
Type 2 diabetes for at least six months will have
access to Healthrageous’ digital diabetes self-
management program
• Program includes
 personalized action plan with health behavior
improvement goals,
 biometric feedback to demonstrate goal
achievement and milestones,
 digital coach interaction,
 recognition and incentives for progress,
 supply and strip refill ordering,
 medication reminders,
 social networking support

27. Local initiatives are also possible
15 Family Physicians x 50 patients x BP monitors

28. 3
Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

29. Are we really closing the loop?
Source: Information versus insight: Are you really closing the loop?, Capgemini Consulting

30. M-health is here
64% own/use a smartphone for prof. purposes
35% own/use a tablet for prof. purposes
60% go online between patient consultations
23% participate in pharma online programmes
59% would be interested in doing so
Source:
http://www.pmlive.com/digital_intelligence_blog/archive/2012/aug_2012/turkish_doctors_smartph
ones_ipad_iphone?utm_source=PMLiVE+Week-in-Review&utm_campaign=a7fbc1fc45-
PMLiVE_Week_in_Review_03_08_2012&utm_medium=email

32. E-cardiology is the 1st virtual congress
of Turkish Society of Cardiology
– Supported by BI
– Scientifically equipped by Turkish Society of Cardiology

33. E-cardiology utilized different
interactive modules
– 16 symposia
– 6 live operations
– 5 live debates
– 2 live conferences
– 4 product booths
– 3 satellite symposia

36. BI Booths

37. Turkish Society of
Internal Medicine
e-COPD Partnership (Jun-Jul 2012)

39. LiveConference PresentationCenter OnlineTV

40. Results
Total entry 5,354
Total members entry 686
Total Spiriva corner entry 2,025
Total members Spiriva corner entry 223
Total members ans. to surveys 176
Online TV membership 201
# of COPD slides downloads 166
Crossword puzzle 33

41. BI Turkey is strongly positioned in terms of digital,
yet basics are still important
Q32. Thinking of these activies please rate Boehringer Ingelheim, xxx, yyy, zzz and aaa on a scale that 1 represents ‘lowest’ and 10 represents
‘highest’.
9
8,44
7,85
8
7
5,91
6 5,71 5,65
5,22
5 4,77
4
3
2
E-detailing with I-PAD E-detailing with E- Virtual congresses Reps Virtual TV Web sites Congresses
mail
xxx
yyy
zzz
aaa
Source: Brand Awareness, Jun-Jul 2012 41

42. Fortes fortuna adiuvat
Fortune favours the bold

43. Thank you for your attention
Murat Tanoren
Marketing Manager, Boehringer Ingelheim Turkey
Sep 27th, 2012 - London
@bencewom
http://goo.gl/y5Bim
Source: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)