14th Cairo Marketing Club (Digital World for Pharma) by Dr. Fayza Elshatby & Dr.Mahmoud Hamdy

Digital world for Pharma
Marketing Club Instructor

DIGITAL WORLD FOR
PHARMA
Marketing club

Fayza elshatbyFayza elshatby is certified professional
trainer ,B.S of veterinary medicine from
Alex university and MBA from ESLSCA
Paris, she possess over 22 years in
pharmaceutical business management
and marketing through middle east ,now
she working as country brand lead and
she was recognized by her analysis
capability and critical thinking

Mahmoud
hamdy
Mahmoud hamdy is certified professional
trainer ,B.S of pharmacy from Cairo
university and MBA from ESLSCA Paris
double major , he possess over 14 years in
pharmaceutical business management
,marketing and training over 4000
training hours ,now he working as country
brand lead and he was recognized by his
creative way in delivering training
objectives

Companies grow by digital access
 Boohoo continues to be at the
forefront of fast fashion. It recently
reported a 44% overall growth in
Q4 2018, despite sales in the retail
sector in the UK being at their
lowest for a decade.

Companies grow by digital access
Domino’s
 The fact that four-fifths of Domino’s
sales come from digital channels is
no surprise. The fast food chain has
strived to make its user experience
as fun and frictionless as possible,
allowing customers to order from
whatever channel they choose.
 for example, allows customers to
order on Facebook Messenger,
while its Amazon Echo skill means
they can do so with voice.

Other Companies Have Been
Saved by Digital Transformation
New York Times
Twenty years ago you'd be surrounded by
people with their noses buried in newspapers.
Today, however, everyone's attention is
glued to their phones instead.
Digital has been killing the media industry
According to The Atlantic, "Between 2000
and 2015, print newspaper advertising
revenue fell from about $60 billion to about
$20 billion,
But The New York Times decided to
implement a successful subscription model
for their online content This method appears
to be working. According to their January
2017 report, "Last year, The Times brought in
almost $500 million in purely digital revenue

Other Companies Have Been
Saved by Digital Transformation
Disney Parks
While Disney is definitely not a princess that
needed to be saved, it's important to make
note of their impressive digital transformation
efforts.
In 2015, Disney Parks announced it would be
investing $1 billion in IoT sensors to be used
throughout their parks. Today, guests who
attend Disney World get a Magic Band
wristband to make their time in the park
seem even more magical. These bands act
as payment, hotel room keys, and even ride
tickets. And the data Disney collects as their
customers use these bands only helps the
company find more ways to improve the user
experience.

Pharma Companies Have its try of
Digital Transformation
Novartis
Malaria Initiative includes the SMS for Life
program as a key component of its
partnership. The program incorporates SMS
technology to manage inventory, recording
and adjusting for anti-malarial treatment
availability levels at point-of-care. The
information is collated in a central database
and used to inform and improve access
nationwide across Nigeria. Version 1.0 of the
program was so successful, that v. 2.0 was
recently launched in partnership with the
Kaduna State Ministry of Health and
Vodacom.

Pharma Companies Have its try of
Digital Transformation
GSK
has been working with McLaren, a company
that builds racecars and puts sensors on its
Formula 1 racecar drivers. Using McLaren’s
technology, GSK is running a clinical trial that
outfits children in India with sensors. Their
goal is to develop technology that monitors
patients in real-time, 24/7 versus trying to
compensate for the inherent bias and
aberrations in data that results from
occasional check-ups.

Medi-tech
the approach to pharma digital world

New service
expectations
Changing
requirements

10 HCP needs
1. Good outcomes:
Ensuring that the right drug is delivered to the right patient in the right way. It’s not just the drug
but rather the whole package that counts.
2. Up-to-date information:
Building HCP knowledge on scientific breakthroughs and new developments in existing therapies.
3. Transparency:
Providing the full picture of a treatment with complete honesty and no surprises.

10 HCP needs
4.On-demand information:
Enabling HCPs to access trustworthy information anywhere at any time (even in time-pressed
clinical situations).
5.Personalized channels:
Ensuring that HCPs get information that’s truly relevant – meeting their specific needs.
6.Good industry relations:
A partnership approach, centered on patient care, that continually builds trust.

7.Good patient interactions:
The ability to communicate face-to-face with patients in ways that are clear and impactful.
8. Patient information:
Trustworthy up-to-date content that can be shared with patients (and their families).

9.Support for treatment adherence:
Enabling HCPs to educate patients and ensure that they get the most from their treatment.
10. High-value services:
Delivering real value (not gimmicks) that have a positive and lasting effect on treatment outcomes.

What doctors want and how technology can
support them
• What do doctors want from the industry?
Healthcare professionals’ needs are not static. They are both more questioning of the value
that the industry provides and more open to new approaches.

1)More involvement from industry
Doctors want a stronger collaboration with industry with the objective
of raising the quality of patient care and improving treatment outcomes.
What this means is that the barriers to healthcare professional access
come down as the industry raises its game – taking a more holistic
approach that adds value beyond the product itself.
By many ways like:
• online consultation
• facilitating care at the bedside,
• individual patient follow up,
• patient information services and novel ways to enhance self-
management

For me it’s about the whole picture. So it would be
somebody who is not just coming to sell their product,
but also being open to any questions and ideas. Not
just talking the talk of being patient focused, but
actually being that as well.”
Dr. Partha Kar UK

2)Better services
Good communication is seen as a vital aspect of patient care and there
is a belief and desire that technology can and should support this.
Yet there is no desire for novelties. It’s the value to the patient that
counts
In particular, communication technology that supports two-way
understanding between doctor and patient is very interesting. As is
any service that is smart enough to answer real patient questions
and give useful guidance that reassures people, helps them get
the best from their treatment, and reduces unnecessary
consultations.
I

It’s about content and delivery… if you are going to
provide digital information, it has to be good content. It
has to be delivered in a fast and an easy way.”
Dr. Grumet USA

3)Information and education
• Life science companies have long been seen as an incredible
source of information. What is new is the opportunity that technology
provides the industry to deliver this.
• Doctors are increasingly looking to life science companies to take on
a role as health educators, making information easily accessible to
everyone – both professionals and patients.
• Digital communication provides ways to do this in a relevant and
timely fashion. Information can be delivered in a way that meets the
needs of each individual and accessible in multiple channels and on
any device. In other words, technology not only makes the delivery
of information possible, it makes it easy – for life science companies,
doctors and patients.

• For me, it’s almost completely educational…it would be
presentations of the newest studies, based on the drugs
that they are talking about. The newest indications, the
most frequent side effects and really educational to me.”
• Dr. Grumet USA

4)Help to improve adherence
• Doctors know that many people do not strictly follow their treatment
regimen – and so they are looking to the industry for help.
• The recent development in consumer health tracking apps have got
some doctors thinking that it may be possible to pursue a similar
strategy for low-adherence conditions like hypertension
• Technology must make the treatment meaningful to patients.

• Physicians are thirsty to provide patients with quality
content that is digital, it is just impossible to find.”
Dr. Scher USA

5)More involvement with patients
• In the past the patients was accepting the advice but now they have
many questions they may be acting on poor quality or incorrect
information gathered though online research
• To help ensure that people make fully informed decisions, doctors
are looking to the industry to ensure that there is ready access to
credible sources of information.
• Pharma can help by:
providing authoritative, clear and useful materials that healthcare
professionals can share with their patients.

• “I think patients who are more informed tend to make better decisions. If you
have a patient with a heart failure, and they have an easy place to go to read
up on heart failure, they may be more likely to be complaint with the diet.”
• Dr. Partha Kar UK

6)Partnerships with sales reps
• Doctors are looking for a new kind of relationship. Rather than a
sales interaction, they are increasingly interested in a deeper
partnership – based on an aligned goal of improving treatment
outcomes.
• Some will want face to-face contact, while for others this can be
intrusive and they may prefer more electronic communication or
group meetings for a whole GP practice or department.
• Technology is facilitating these new relationships. By connecting
face-to-face engagement, remote meetings and self-guided
multichannel communication, it's possible to respond to individual
preferences – while providing the same high quality experience
however the contact occurs

• Right now we have some fairly minimal patient
handout things… so I think it would help to give our
patients an easy online tool to further the information
we counsel them on in the office.”
• Dr. Grumet USA

• What patients want and how technology can
support them

1) Better health
• the people fundamentally just want to get well. The trend for patient
empowerment is being an attempt to take more control over treatment
and get the best possible outcomes.
• Patients want information but there’s no desire for gimmicks or to be
entertained. (patient communication )
• Surrounding each product with an array of services that provide real
value is a patient want that pharma is increasingly keen to provide.
• If you are going to provide digital information it must has a good
content and can be delivered in a fast and easy way.
• it is not easy for people to find credible information.

2)Credible information
• Patients, especially younger ones,
are demanding more involvement in
treatment decisions. They want to
fully understand their condition and
the long-term care plan
• The days of a leaflet in the waiting
room are still with us but far from
satisfactory for people who
increasingly turn to the internet –
with all its problems of often
incorrect, partial and simply
conflicting information. This
obviously places more demands on
healthcare professionals.

• It's clear that there is a role for pharma in helping patients access
the credible and up-to-date information that they need. Yet just
putting it ‘out there’ on the internet may not be enough. A more
innovative use of information technology is called for to provide
credible information while meeting all regulation with regard to
direct-to-patient communication

3) HCP contact
• Patients still want direct contact with their caregivers. While they are
looking elsewhere for more information, interaction with healthcare
professionals is the priority.
• Though technology cannot replace patient/caregiver interaction it can
improve it. Rather than seeking to bypass healthcare professionals,
there is an opportunity to use technology to empower doctors to
improve their patient interaction

• Customer-facing staff can provide healthcare professionals with
digital tools to help them explain a condition to patients. Technology
can also be used to strengthen healthcare professionals’ on-going
engagement with patients via remote solutions and on-demand
information services.
• Patients want information that is credible and up-to-date. Doctors
want to provide it. Using technology to ‘help doctors help patients’
can meet two needs simultaneously.

• We must put in consideration that every person is different and it is
important that patients get their information form HCPs

4)Relevant services
• Much of the appeal of digital communication comes from the high
degree of personalization it can provide. In daily life we routinely
experience ‘my newsfeed’, ‘my playlist’ – so why not ‘my treatment’?
• Rather than a patient leaflet intended for everyone, digital
communication can be used to provide the on-demand, real-time
and just-for-you experiences that we increasingly expect

• Creating a menu of digital materials is a good start. This enables
people to pick both the information and the format that suits them
best. And if such materials are provided to healthcare professionals,
communications can be personalized in the consulting room
• Relevance really matters in healthcare because, beyond meeting
our growing expectations for a just-for-me experience, it impacts the
effectiveness of the communication and helps to improve treatment
outcomes with better adherence.

5)Family involvement
• Moving the patient to the center of operations means understanding the
patient’s perspective and starting to see the world through their eyes.
• A positive effect of this approach is a growing focus on the patient’s
home life which is driving innovation in helping existing personal
support networks.

• One opportunity currently being explored is to empower patients with
digital materials that they can share with family and friends. This helps
to ensure that people are in control of what information is shared, as
there are understandable privacy concerns even with family
members.
• Other initiatives have looked at providing the means for patients or
family caregivers to connect online to pool information, share
experiences and get the understanding they need. What’s clear is
that a holistic approach opens up new kinds of initiatives.

6)On-demand knowledge
• There are limits to what doctors can communicate in a consultation –
just as there are limits to the information patients can retain.
• Often people don’t know what to ask, with questions only occurring to
them later. Or they simply need reminders to help them follow
treatment instructions correctly.
• When designing patient communication systems, therefore, it makes
sense to differentiate between information delivered in the consulting
room and that which is available subsequently.

• Digital technology can be employed to ensure that information is
online and on-demand. With good content design, answers then can
be provided to questions as and when they occur to people. It also
enables an always-available store of information that patients can
refer back to at any time.

• What pharma wants and how technology can
support them

• Pharmaceutical companies facing big challenges like:
New
players
Change
in
needs

TRATIDITIONAL
BUSSINESS
MODEL
PATIENT
CENTRICITY
OUTCOMES
BASED MODEL
OR
CHANGETO

1)New communication tool
• The objectives for healthcare professional communications are changing. Couple
this with the long-term trend for declining access and it’s easy to see why people
are questioning traditional practices — and companies are looking to try
something new.
• Healthcare professional interactions are increasingly more about ensuring that
doctors are getting the best possible results from a product
• New objectives — and often new kinds of customer-facing staff — require new
communication tools. In response, digital technology can provide not only on-
demand services 24-7 but also empower staff to help solve specific problems like
screening, diagnosis and adherence

1)New communication tool
• “Marketers are thinking more about providing a customer experience built
around service delivery. However, there are real hurdles – the right internal
processes, capabilities and access to tools that enable a greater focus on the
whole customer journey.”
• Phil Matton Consultant, SPICE healthcare Former VP Commercial Strategy, AstraZeneca

2) Informed patients
• There is growing awareness that products need to be better supported throughout
the treatment pathway — with a particular focus on ensuring that patients have all
the information that they need. While the delivery of information usually remains the
domain of medical professionals, there’s increasing industry interest in supporting
them — especially in the face of the on-going trend for empowered, more-
demanding patients seeking to be better informed.
• Digital communication technology opens up new ways to ‘help doctors help
patients’ by empowering healthcare professionals with credible information on-
demand, together with the means to deliver it to patients in fast, simple and direct
ways. This not only better supports products but also boosts healthcare-
professional relationships by providing them with more value

2) Informed patients
“Patients and prescribers are increasingly online seeking help and support. The trick
is to provide patients with sufficient information that will enable them to ask the right
questions – and at the same time equip the prescribers to be ready with the solutions”
Marianne Kryhlmand Global Brand Manager, Depression Portfolio,Lundbek

3)More control over communication
• As the options for digital communications increase, so does complexity of
managing it. Now there are different versions of materials for different markets,
new kinds of content provided to multiple types of customer-facing staff, and more
channels than ever before.
• All this has to be controlled. Knowing what’s where — and what needs to be
updated, retired, or adapted — is just the start. Content needs to flow from one
channel to the next, customer interactions tracked, data delivered to the right
people – with all this happening in a timely way, everywhere the company
operates.
• Marketers need true content systems that are scalable, reduce human error, and
account for the complexity at play — actually making it easier to realize the
potential for rich communications tat the technology offer.

3)More control over communication
• Things are getting more complex. Marketers now need to control multiple
channels and content at a global, local and even individual level. This calls
for new approaches like AI that enables us to respond to customers’ needs
and deal with this complexity.”
Philippe Kirby Director, Customer Engagement Capabilities, MSD

4)Digital services
• Companies are adapting to a new paradigm, in which providing a product is just
part of a solution that delivers the right treatment outcomes. This requires more
holistic approaches — valuable, outcome-improving services that surround every
drug or the medical device.
• While this is unfamiliar territory it offers the potential for huge gains for companies
that respond to the challenge. Businesses can add value far more quickly with
services than via therapeutic product pipelines — especially if digital technology
is deployed more effectively.
• With expectations that whole regions will become entirely outcomes-based,
adding digital service elements provides significant commercial advantage. Yet
companies need the systems that enable them to build services around their
products.

4)Digital services
• Digital is expanding our means for creating awareness and education on
treatment & therapy solutions. It is enabling a shift ‘beyond the pill’ by
allowing us to package service & solutions around a drug and to gain
insights on what works and doesn’t.”
Philippe Kirby Director, Customer Engagement Capabilities, MSD

5)Actionable data
• Digital technology has opened up the opportunity to better understand customer
needs by tracking content. Now data is flowing in from e-detailing, websites, apps
and other channels. What’s missing is a way to manage it and put it to work.
• All the data in the world isn’t of use if it’s all piled up. So companies are looking
for not just data collection but also an easy way to manage it, with processes that
get the information where it needs to go.
• Some aggregated customer data needs to be handled in HQ, some by affiliates,
some by R&D or market access. Individualized data needs to reach customer-
facing staff so they can provide relevant services. Getting data to flow to the right
person in a timely way, and in a format that enables it to be actionable, is
increasingly essential.

5)Actionable data
• Data provide an objective and fast way to identify opportunities and gaps. As
the opportunities grow, pharma must consciously understand the unique
value of each tool and its value to each customer.”
Beth Wolff Head of Commercial Excellence Nordics, Sandoz

6)Connected multichannel
The spectacular growth in digital channels in recent years has actually started to
become a problem. If you search for diabetes apps you will find hundreds of
examples. The sheer number of websites, social media projects and mobile
applications can be confusing for their intended audiences. What’s in focus now is
not the actual channels but the relationship between them. Rather than a series of
isolated initiatives, companies are increasingly asking how to provide coherent,
holistic customer experiences. What’s needed is an ecosystem of connected
channels. Patients might move between web-based communications, social media
and mobile apps; while healthcare professionals travel from e-detailing to portals and
back again. What matters is the experience that’s delivered

6)Connected multichannel
“We’re really thinking about creating experiences now rather than building
channels. To do this, there needs to be flexible systems that allow different
channels to work together holistically.”
Lars U Diemer CEO, Agnitio

It seems good but there is another
side of the story

in real life digital way may fail
Ford
 In 2014, Ford attempted a digital
transformation by creating a new
segment called Ford Smart Mobility. The
goal was to build digitally enabled cars
with enhanced mobility. The issues arose
when the new segment wasn’t
integrated into the rest of Ford.. As Ford
dumped huge amounts of money into its
new venture, it faced quality concerns in
other areas of the company. Ford’s stock
price dropped dramatically, and the
CEO stepped down a few year later.
 Lesson: digital transformation needs to
be integrated into the company.

in real life digital way may fail
GlaxoSmithKline,
 Andrew Ploszay, head of digital
innovation and strategic
partnerships at GlaxoSmithKline,
there was a disconnect between
apps developed to support their
products and thinking through
whether they were something
patients actually wanted.

Why pharma companies may face
failure in digital transformation

Fuzzy definitions
 When we talk with leaders about what they mean by digital, some
view it as the upgraded term for what their IT function does. Others
focus on digital marketing or sales. But very few have a broad,
holistic view of what digital really means. We view digital as the
nearly instant, free, and flawless ability to connect people, devices,
and physical objects anywhere.

Digital underinvestment
 One of the consequences of this digital underinvestment is that this
has created opportunities for third parties to become the go-to
resources for consumers and physicians looking for healthcare
information online.
 This is despite the fact that, in many cases, healthcare marketers’
organizations have valuable, proprietary data and content.

The trust gap
 The healthcare industry, and pharma in particular, doesn’t have the
best reputation
 Alexandra von Plato, group president of North America for Publicis
Healthcare Communications Group, has observed, “We neglect the
origin story. Instead we run these dumb ads,” referring to the
ubiquitous and oft-parodied television ads promoting prescription
drugs

Wearables & HIPAA
 is growing but healthcare marketers are struggling to take
advantage of wearable opportunities.
 HIPAA, the Health Insurance Portability and Accountability Act,
which regulates the use of Protected Health Information (PHI).
 HIPAA must receive consent from patients before their PHI is used for
marketing purposes, and there are many grey areas, particularly as
far as innovative technologies such as wearables are concerned.

Lawmakers
Those “dumb ads” haven’t made fans of physicians, and the
aforementioned drug pricing controversy has made pharma
companies Enemy #1 for some lawmakers in the US.
That could soon have a dramatic impact on healthcare marketers as
lawmakers consider reigning in how healthcare marketers promote
their wares to professionals and the public.

Prober planning
prevent poor
performance
LETS ASSESS TO PLAN

Pharma access assessment
Assessing digital maturity

Success initiative and tactics of
pharma companies in digital world
Pfizer
Dare to Try, a company-wide program that uses various tools, training
sessions and a network of self-nominated “champions” to, as Austin puts it,
fail “freely but inexpensively” until success is found.

Novartis
September 1, 2019 Novartis and Microsoft announced a multiyear alliance
which will leverage data & Artificial Intelligence (AI) to transform how
medicines are discovered, developed and commercialized. Novartis is
also establishing an AI Innovation Lab to empower associates to use AI
across our business.

 Eli Lilly
Eli Lilly announced Aug. 14 an open challenge to promote the
development of innovative digital solutions for the care of inflammatory
bowel disease.
proposals leveraging technologies such as mobile apps, wearable
devices, algorithms and digital games to improve monitoring, condition
management and/or care enhancement for IBD patients. The
"Transforming IBD Care" challenge will accept submissions through Sept. 30,
after which one proposal will be chosen to receive $50,000 and the
opportunity to further develop their solution alongside Eli Lilly.

Are you ready ??
The answer is ( workshop 1)
Is your company ready ??
The answer is ( workshop 2)
can you do strategy for digital
transformation ??
The answer is ( next session )

Digital Marketing
Strategy
See you soon
Thank you

14th Cairo Marketing Club (Digital World for Pharma) by Dr. Fayza Elshatby & Dr.Mahmoud Hamdy

14th Cairo Marketing Club (Digital World for Pharma) by Dr. Fayza Elshatby & Dr.Mahmoud Hamdy

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14th Cairo Marketing Club (Digital World for Pharma) by Dr. Fayza Elshatby & Dr.Mahmoud Hamdy