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Posts Tagged ‘pharmaceutical marketing’

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.

Thought Leader forum – Integration, Scale, ROI – What Really Matters? (by title, this sounds like a real grab-bag!) Moderator: Paul Ivans, Evolution Road

(I’ll just list out interesting and salient points and factoids as they come up).

  • New patient starts, and refills, are improving (attributed to marketing efforts – is that a valid conclusion? -SW)
  • “Digital is the Connective Tissue of our lives” – beyond basic browsing to addressable advertising through multiple digital channels
  • Move from product-centric approach to bigger emphasis on health info/support/services
  • Ex: digital pill dispensing devices
  • Ex: FitBit – mini device (Wi-fi) that tracks your exercise, sleep, etc.
  • Ex: AT&T Telehealth – tie together various monitoring devices, connected to home medical gateway/doctor
  • Think BIG – look for ways to drive business with e-apps. Get into the game with emerging media.
  • Buzz: Personal and Environmental Sustainability
  • Buzz: DTC beyond TV (talk to your doctor is not a call to action anymore)
  • Buzz: Branded Engagement. Originality + The Perfect Fit = Purpose
  • “Content at the point of consumption is the new pink” Static websites are dead
  • The marketing funnel is now a maze. No longer a linear process. Customers now control the brand equity.
  • Web 3.0 and mobile location based services will change the game for search and advertising
  • We will go from audiences of millions to millions of audiences (from David Kramer, Digitas Health)
  • The New Commercial model will require new sets of skills in Health Economics, Managed Care Mkting, etc.
  • The third marketing channel – social influence marketing
  • The power of social is to get to the “influencer”
  • Dynamic of social media space fundamentally different from earlier web approaches
  • Baby steps and persistence need for social media approaches right now
  • Try to introduce med/reg/legal people to social media acc. to their interests outside of pharma
  • Maybe not have marketing lead the social media discussion internally – med/legal types will be cynical by the brand message folks. Get a broader group to lead the initiative.

Josh Bernoff, Forrester Research Inc., Groundswell: Winning in a World Transformed by Social Technologies

  • Social trend – people use technologies to get what they need from each other, not traditional institutions. You cannot control it – but you need to participate.
  • Not surprisingly, the Motrin Mom kerfuffle, and the Twitterstorm that raged.
  • The Google search for Motrin – enduring impact of Motrin Mom incident. Not just a weekend storm.
  • People decide on their own who you are, and what you stand for.
  • 4 step approach to social involvement POSTPeople (assess customers’ social activities) Objectives (what do you want to accomplish) Strategy (plan for how relationships with customers will change) Technology (what will you use)
  • The Social Ladder (from top to bottom) Creators / Critics / Collectors / Joiners / Spectators / Inactives
  • Age is the main predictor of level of participation. Much more participation at younger age.
  • Those who research medical/drug stuff on-line are much higher on the participation scale
  • Drugs with the most social patients – Flovent, Prozac, Lunesta, Lotrel. Why? Unknown
  • Most social participation by disease: Mood disorder (other than depr), Least – osteoporosis
  • Many medical professionals are Spectators
  • Research > Listening
  • Marketing > Talking/Listening
  • Sales > Energizing
  • MD Anderson teamed with Communispace to listen to concerns/issues re: cancer patients. E.g. – waiting for treatment was a real problem (time is precious). Learned they need to reach out more pro-actively to primary care physicians
  • Talking (2-way) vs. Shouting
  • Case studies: P&G Tampons, Sermo/Vyvanse.
  • Energizing – helping your best customers recruit others. Gardasil Facebook application. Spread public awareness. Controlled messaging, video, post your support on the wall, use icon/background
  • Supporting – enabling customers to support each other.  AstraZeneca’s Arimidex. Create your own avatar – invite your friends to send messages of support (“Celebration chain”)
  • Embracing – involving your customers. My Starbucks idea. 50,000 suggestions received; 40 implemented.
  • Educate executives/legal; find your innovators; engage Legal early; start with limited scope project (1 specific area and audience); include separate resources for internal/external interfacing; partner with third parties with established solutions.

Michael Roizen, Chief Wellness Officer, Cleveland Clinic: Everything YOU need to know about interacting with patients

  • Two revolutions coming in medicine – Genomics and Stem cells (personalized medicine)
  • Genomics (parsing your particular makeup) will soon be standard practice, to help with targeted treatment
  • Growing your own spare parts via stem cells
  • Getting patients “emotionally involved” with their bodies – awareness.
  • Prevention is different from wellness. Maintain higher quality of life as you age (wellness).
  • Type 2 diabetes – you age 1.5 years (equiv) for every 1 year of life if not well controlled. Controlled – only +1 yr.
  • “Food, physical activity, and meds are your friends”
  • You get to change your family history.
  • 60% lower risk of heart attacks by eating 6 half walnuts a day in a study
  • Aspirin group major benefit over placebo for colo-rectal cancer
  • (Dr Roizen wrote the Real Age and You… books, co-founded RealAge.com)
  • You get to control which of your genes are on/off to a large degree. You control your genetic inheritance.
  • San Francisco is built on 3 fault lines, and has appropriate building codes. We have to put in the proper codes for our genes.
  • Changing 1 food group (broccoli) make change in gene expression, toward cancer prevention
  • Need a smart patient; less emphasis on sick-cure
  • Belly fat vs. hip-area fat. Belly fat hormonally active and self-replicating, affects insulin.
  • Glycosylation – addition of glucose molecules to proteins where they don’t belong. Weakens binding between cells. Leads to athersclerosis LDL build-up).
  • Tim Russert was not a smart patient. Accumulation of belly fat, poor eating habits.
  • Prescription of various pills all should take
  • Wish there had been a specific tie-in to ePharma, eHealth…good stuff, but medical talk  only. Not really ePharma-specific.

Panel: Motivating Healthy Behavior to Engage Consumers and Physicians

  • This is kinda sounding like a “RealAge” commercial.
  • Voices of Mammosite. RealAge NovoSure (Novashore?) program. Support groups/mentoring/ambassadors to help new patients.
  • Will e-enabled on-line communities help with compliance/persistency?
  • Some good info in this panel on general lifestyle/health management, but off-topic from ePharma. Too much reference of RealAge, which is a major sponsor of the conference.

Christopher Schroeder, CEO/President, The Health Central Network – Embracing Risk-taking and Innovation

  • The world we’re in is “new” – not going back cyclically. Great new enterprises will arise (there will be New winners, and Old losers)
  • Delusion: we’ll “get through this” and be back to where we were. No.
  • Regulation is “cool” again.
  • This is a web-savvy administration.
  • Where people learn from each other is where you find active recruits. Treatment happens in a context.
  • People speak in their own words. Real people think of health in terms of their day-to-day lives. Not clinical abstractions.
  • Camaraderie – best compliance people in dialogue with peers.
  • Multi-word, long-tail searches – dramatic impact on search results. Much more active people.
  • Pop culture impact on searches: “Sopranos + Lexapro” Lessen stigma
  • Addressing wives via social media after Tim Russert death – health concerns

Driving Policy/Guidelines around the use of Social Media in Pharma (panel discussion – Marc Monseau, Fabio Gratton, Fard Johnmar, Robert Goldberg)

  • MM – putting a series of internal policies in place for J&J social media usage
  • FG – formulate overall governance early, with cross-section of stakeholders
  • MM – don’t make policies too detailed, as technologies/approaches change rapidly.
  • MM – conversations are already happening “out there” – you’re either in the game, or not.
  • FG – why are we NOT in front of our communities?????
  • FJ – what does company leadership want in the realm of communicating with patients
  • FG – the COMMITMENT required to build social relationships on-line. Long-term mentality. YES! (I’ll be reinforcing this tomorrow in our soc. med. panel discussion at 8:30 am)
  • FG – Do the right thing, and let results follow.
  • MM – very little actual usage of social media tools by executive/legal teams in pharma
  • The risk of NOT using social media to build communications/relationships

John Mangano, Senior Director, comScore – Benchmarks for the Pharma Industry

  • Measuring success for pharma clients; using experience to create industry norms
  • 30 studies, 20 brands, over 5 years, consumers only, control
  • Survey methodology; and Rx database match
  • Almost 12-point lift (patient starts) for those who visited a brand.com site. 25-point lift for existing patients compliance.
  • Cumulative effect of multiple components of marketing mix
  • Display ad latent effects up to 3 weeks after end of campaign

Panel discussion: Medscape, Microsoft, Omnimedix – Health 3.0 coming?

  • Coming semantic web (3.o) – large database with rich information store
  • Is eHealth good medicine for Pharma? Can be. Price pressures, but potentially far better usage
  • 80% of US patients want e-mail access with physicians; only 9% of physicians do this
  • The Personal Health Record dog will wag the Electronic Medical Records tail.
  • Self-diagnosis via Google! Web search + Machine  learning -> collective worldwide experience pool.
  • TrialX.org – search for possible clinical trials using your Personal Health Record (either MS HealthVault or Google)
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