ePharma Summit Day 3

This is the last day of the ePharma Summit in Philadelphia. Yes, I know that the agenda says it’s Day Two, but I was here for the pre-day, which was Monday, so for ME, it’s Day 3! Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee’s Med 2.0 blog.

I was on the first panel (Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?), so, no entry for that one, except to say that I think it went pretty well – hopefully I didn’t sound like some kind of Kool-Aid drinking social media zealot.

(btw, you find out how to connect with me at all my various on-line networks at: SteveWoodruff.com)

Panel Discussion – Working with Agencies, Is There a ‘Right’ Model to Service Your Interactive Needs?

Moderator:
Christopher Neuner, Consultant

Panelists:
Lyndsay Younce, Marketing Consultant, ELI LILLY & COMPANY
Bill Drummy, Founder and CEO, HEARTBEAT DIGITAL
William Martino, VP, Digital Strategy, SAATCHI & SAATCHI CONSUMER HEALTH + WELLNESS
Dorothy Wetzel, Chief Marketing Extrovert, EXTROVERTIC

• Best type of agency to do this type of interactive work is being built now
• “How digital is your lead account person?”
• Skill sets and structures different for digital agencies
• Traditional agency vs. pure digital agency mild smackdown!
• Having people who use new technology, and who have digital curiosity/innovation, very important in creative strategy
• Must think beyond Reach & Frequency
• Q: Do you want a fully integrated agency, or do you (as the client stakeholder) want to play the role of integrator?

Panel Discussion: Efficiency and Integration Of Your Media Mix

Moderator:
Kathleen Onieal, President, HAYES ONIEAL CONSULTING, Former Global VP of Marketing Innovation MERCK

Panelists:
Amy Cowan, Industry Health Sales Manager, GOOGLE
Shawn O’Hagan, Senior Manager, eMarketing, DAIICHI SANKYO, INC.
Mitzi Reaugh, General Manager, NBC DIGITAL HEALTH NET WORK

• The emotional impact of video
• MR: NBC developed health properties because it is such a concern for a very broad audience. Have about 2,000 health video clips, adding about 50/week. Multiple delivery channels/platforms = better ROI bang.
• SO: niche product, no sales force; used video detail plus direct and e-mail sample, etc. Could provide a template for future promo w/o sales force, or to reach no-see docs?
• AC: 245% growth in on-line video budget spend
• AC: Taking action after watching on-line video – wish I could reproduce the slide here.
• AC: FDA has a brand channel on YouTube to speak to consumers about health issues – even allow comments. 23% of YouTube viewers are age 55+. AstraZeneca just launched Symbicort channel, and Sanofi the Go Insulin channel.
• AC: J&J’s extensive YouTube channel also noted (a BabyChannel also – youtube.com/baby), and GSK’s corporate brand channel (more corporate than brand).
• AC: Novartis Consumer Excedrin Express Gels health contest. 250 user videos submitted.
• AC: YouTube now 2nd most used search engine in U.S., and 4th most visited site in U.S.!

Using the Web to Humanize Your Message, Reach Your Target Audience and Deliver ROI – Translation: Keeping your Patients, the Boss and Investors Happy! Marjorie L. Martin, Senior VP and General Manager, EVERYDAY HEALTH

• Major growth of on-line networking/social medai sites – the usual impressive numbers!
• Example campaign on Everyday Health – Vaseline Clinical Therapy. Embraceable brand advocate (Petal, a lady from Kodiak Alaska as brand spokesperson). “Prescribe this product to others” (viral spread to friends). Friending activity so popular it temporarily slowed server.
• Send eCards to others; opportunity to get coupon
• People really identified with Petal, the “face” of the campaign. Wanted to interact with her.
• Innovate / You’ve got a friend / Fresh is best

MARKET RESEARCH PANEL: Influence of the Internet in Pharma

Moderator:
(substitute, didn’t get name, sorry), WYETH

Panelists:
Mark Bard, President, MANHATTAN RESEARCH
Melissa Davies, Research Director, Healthcare Practice, NIELSEN BUZZMETRICS
John Mangano, Senior Director, comScore, Inc

• MB: half of information physicians get is digital in some form/format
• MB: E-mail an not-as-well tapped resource. 40% physicians have e-mail relat. with pharmas
• JM: The effort to tie SM campaigns to prescriptions
• Patient trust – third party HCP experts, and disease organizations – of course, these rank high
• JM: How to isolate the ROI of specific e-initiatives when there are so many other influences? comScore can isolate on-line because of 1M people whom they track (can do test-and-control); measuring the off-line is more difficult

(sorry, had to duck out for an interview with a local radio station – now have to figure out where we are!)

Anatomy of Great Pharma Online Creative

Moderator:
James Chase, Editor-in-Chief, MEDICAL MARKETING & MEDIA

MM&M 2008 Award Winning Panelists:

Raya Dubner, Senior Manager, US Marketing, SIEMENS CORPORATION
Jeff Campese, Owner, ELITE MARKETING COMMUNICATIONS
Fabio Gratto, Co-Founder & Chief Innovation Officer, IGNITE HEALTH
Rob Likoff, CEO, GROUP DCA

(this is a beauty pageant of recent award-winning marketing campaigns. Nice to watch; almost impossible to live-blog!)

• Siemens – Win an MRI – 101 community hospitals create their own videos; most votes win the MRI. Snippets were great! Huge number of views/media impressions and 1.4 million votes cast. Winner was announced by simulcast – a hospital in upstate NY (Lockport Memorial), and they also gave one to a storm-ravaged hospital in Georgia. Subsequent sales of these new MRI units double what expected.
• Advanced Medical Optics (Lasik – reaching Gen Y) – 18-34 year olds having Lasik least, but most  likely to want it. 77% of that demographic using Internet to research. Have to overcome user-generated negative rants, and FDA website warnings. How to speak to these digital natives on their own terms? Use B-reality show female star (Kristin Cavallari), surround her with hand-held cameras, messages, etc., and have her undergo Lasik (all recorded via video). Website with her blog, and with time-release of the video episodes. Doctor-finder on site. Win-a-Lasik. Partnered with established Vision website. Ning social platform. Sponsored Facebook group and advertising. MySpace video ads. Plus off-line components for doctors’ offices – consultation rate for those docs went up 500%. Huge number of views and PR placements. Results: 11.48% increase in procedures, 1.2% market share growth, during the 3-month campaign.
• OMP Levaquin eDetailing solution – Employ Active Learning strategy for physicians; keep it respectful. Try to restore image of a mature brand. Doctors: Create your own commercial. Ask docs some basic info about practice (with some rank order choices). Present data in the format of patient case studies; have doc “build” a video timeline by choosing data, approach, etc – voila, video commercial “built” (all in Flash).

Mobile Marketing for Pharma

Chris Field, North East Business Development, 3CINTERACTIVE

• The standard massive stats about mobile use (271MM mobile phone users in US, 2.5BN text msg’s sent per day, 91% keep phone within reach 24/7, 94% of msgs are opened and read).
• 42% of 50-64 yr. olds are using SMS, 68% of 25-49 yr olds
• Reaching out to patients and/or doctors via text. Get a short code and let audience text for more info.
• Create, Capture, Convert data
• Take medication reminders. Broadcast product news. Appointment reminders. Polling.
• Reverse pregnancy calendar – messages to expectant Moms while pregnant, appropriate to pregnancy cycle.

…and we’re done! Thanks for tuning in!