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Pov healthcare communication draft_20111204
1. Logo client
Are we facing
a communication breakdown
in health care?
February 2012
2. Not really⌠but is communication efficiently
delivered?
Source: dailyvoiceofreason.blogspot.com
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3. What do doctors want?
⢠81% want higher-quality reps
⢠52% want fewer sales reps calling on their practices
⢠73% want more specialty reps
⢠58% want more virtual reps
⢠64% want more use of tablet PCs
⢠79% want more HCP-specific disease state websites
⢠73% want more HCP-specific product websites
⢠82% want more eSampling
⢠65% want more eMail
⢠80% want more industry-sponsored peer-to-peer
Source: What physicians want! Survey, 2010 Publicis Touchpoint Solutions, Inc
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4. What are marketersâ challenges?
Source: The House of Marketingâs Health Care Marketing Survey 2011
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5. What are pharma companies doing?
Workforce Communication
+ ?
Source: PricewaterhouseCoopers, Pharma 2020: Marketing the future
5
6. Sales reps are still leveraged first
Source: The House of Marketingâs Health Care Marketing Survey 2011
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7. Pharma communication plan is inadequate
Communications Strategy
Overall description of âCommunicationsâ, integrated MarCom plans
ATL campaigns BTL campaigns
⢠Develop ATL campaigns from initial
briefing, first concepts, pre-
testing, copy writing, development of ⢠As for ATL campaigns, set-up of
materials campaigns from A to Z
(TV, radio, press, online, outdoor, âŚ)
till post-testing
Direct Marketing Sponsoring / Events Corporate Communications
⢠Direct marketing actions such as
simple mailings (letter), flyers, to
⢠Sponsoring & event management ⢠Internal communications, crisis
more enhanced communication
â ranging from small events to communication, external
such as catalogs, mailings
large scale happenings communications (PR)
containing gadgets, sampling,
etc.
Agency management Branding
⢠How to create brand guidelines from
⢠Day-to-day agency management
pitch to actual implementation
⢠Development of pitches, agency
⢠Logo creation (example of briefings,
selection, fee negotiations
suppliers,âŚ)
⢠Rebranding
Source: The House of Marketing 7
9. Although some cases deserve attention
Source: http://www.but.be/work/detail/visions_on_asthma/
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10. Pharma companies have to stand out of the crowd
Source: http://kelliedandrea.com/blog/2011/10/30/are-your-products-and-services-remarkable/
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11. Messages need to be relevant to⌠doctors
Content Timing
Doctors
Form
Person
Channel
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13. Advertising to doctors: rules define most of content
Source: ARRETE ROYAL RELATIF A L'INFORMATION ET A LA PUBLICITE
CONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995
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15. Public ads: rules are subjective and very constraining
Source: ARRETE ROYAL RELATIF A L'INFORMATION ET A LA PUBLICITE
CONCERNANT LES MEDICAMENTS A USAGE HUMAIN, 7 avril 1995
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16. So creative ads just canât survive
Source: www.topito.com
Source: www.woweffect.be
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17. So creative ads just canât survive
Source: supergelule.fr
Source: http://www.skullpat.com/medicament-contre-les-flatulences-3426/
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18. Communication must be fine-tuned
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Pharma industry needs to be
Rules need to be finetuned
more relevant
⢠Lobbying at adequate ⢠Knowing customers
levels ⢠Addressing customersâ and
⢠Promoting clarity and patientsâ needs
rightness of information as ⢠Selecting the right
well as receptorâs attention content, channel, form &
⢠Advertising to the public transmitter at the right
should be less constraining time
⢠Targeting receptorsâ
attention
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19. Health care deserves better communication
Can you
read,
bear?
Source: www.dailydawdle.com
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20. For more information, please contact
SĂŠbastien Piret
Mobile: +32 (0) 491 15 27 93
E-Mail: sebastien.piret@thom.eu
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax +32 (0) 15 444 044
www.thehouseofmarketing.be
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