eHealthInsight Series: Reaching Doctors and Patients Through New Digital Media

Introduction

Existing sales and marketing models are considered unsustainable. Pharma has been slow to adapt and take advantage of the marketing opportunities offered by the internet. Meanwhile customers are increasingly using the web to source information. Pharma needs to evolve and engage with their customers online, or risk being left behind.

Scope

Overview of the current challenges facing existing sales and marketing models. A review of online activities of physicians and patients and how Pharma companies are currently targeting customers. Analysis of Pharma companies current online strategies supported by case study analysis. Review and recommendations of new media strategies Pharma could potentially consider.

Highlights

Rising healthcare cost, P&R controls public skepticism of Pharma companies and legal issues have made the current sales and marketing model unsustainable, they need for specialized sales forces and increased use of the internet as a customer information resource. Increased access to the internet has led a growth in physician and patient websites. Pharma companies need to move forward from the traditional company website and actively engage with its customers. The rise in social media, blogging forums opens up potential opportunities for Pharma marketers, also there are a variety of mediums such as podcasts and live video detailing which are currently underutilized.

Reasons to Purchase

Understand the opportunities and threats facing Pharma companies existing sales and marketing models. Provides an overview of Pharma's current online strategies and how they are failing to make an impact. Identification of new media opportunities that Pharma could undertake to engage with their target audiences online.

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CHAPTER 1 EXECUTIVE SUMMARY

Scope of the report

Key findings

TABLE OF TABLES

CHAPTER 2 CHALLENGES FACING EXISTING SALES AND MARKETING MODELS

The current Pharma sales and marketing model - why it is no longer sustainable

Price and reimbursement controls

UK

US

Changing working practices - limited time

Public skepticism of the pharmaceutical industry and its impact on communication

Legal issues facing Pharma company communication strategy

Direct to consumer (DTC) advertising

Implications of DTC advertising on the Web for the EU

Implications of DTC advertising on the Web for the US

Off-label use

Adverse event reporting is an additional consideration

CHAPTER 3 CURRENT SALES AND MARKETING INITIATIVES TO TARGET PHYSICIANS AND PATIENTS

Targeting physicians

Evolution of the representatives role

Physician-specific websites

How pharmaceutical companies engage with physicians online

Targeting patients

Online patient groups

Marketing strategies employed in the EU

Marketing strategies employed in the US

Opportunities and obstacles to targeting patients online

What are pharmaceutical companies doing to reach doctors online?

Pharmaceutical companies existing online strategies

Benchmarking company websites - key features

Other technology strategies employed by Pharma

Time saving strategies - Bayer provides palm pilots for physicians (personal digital assistants)

Time saving strategies - e-detailing case study

Social media strategies - Pfizer forms an alliance with Sermo

Social media strategies - J&J blogging site JNJ BTW

CHAPTER 4 NEW MEDIA OFFERS A VARIETY OF NOVEL OPPORTUNITIES TO PHARMA

Podcasts: an under used resource by Pharma

Increasing popularity of live video detailing

YouTube: future potential in DTC advertising

Video gaming: interactive learning for physicians

Viral marketing: powerful promotional tool

Case study: Bayer explores viral marketing

Second Life: virtual opportunities for Pharma

Possibilities for Pharma

CHAPTER 5 BIBLIOGRAPHY

Websites

Articles

Datamonitor reports

Glossary of terms

APPENDIX

List of Tables

Table 1: Average time physicians spend viewing campaigns

List of Figures

Figure 1: Cost containment tools in the healthcare industry, 2007

Figure 2: Approximately how often do doctors see a drug rep

Figure 3: EU users who access websites directed at US audiences

Figure 4: Prescribing influencers in the UK primary care setting

Figure 5: Allocation of interactive marketing budgets of US Pharma marketers by marketing tactic, 2007 (% of respondents)

Figure 6: Drivers and resistors of patient empowerment

Figure 7: Internet penetration in all major markets, 2007

Figure 8: How recently have you done the following activities?

Figure 9: Positive and negative aspects of pharma-patient marketing

Figure 10: Pharmaceutical company webpage features

Figure 11: Preferred information sources for physicians, 2007

Figure 12: Possible outcomes from Pfizer & Sermo collaboration

Figure 13: New digital media that pharma could explore further

Figure 14: Virtual hospital in Second Life

Figure 15: Virtual meeting room in Second Life