Logo client

Are we facinga communication breakdown

in health care?

February 2012

Not really… but is communication efficiently delivered?

2Source: dailyvoiceofreason.blogspot.com

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

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Source: What physicians want! Survey, 2010 Publicis Touchpoint Solutions, Inc

What are marketers’ challenges?

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Source: The House of Marketing’s Health Care Marketing Survey 2011

What are pharma companies doing?

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Source: PricewaterhouseCoopers, Pharma 2020: Marketing the future

CommunicationWorkforce

+ ?

Sales reps are still leveraged first

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Source: The House of Marketing’s Health Care Marketing Survey 2011

Pharma communication plan is inadequate

Direct Marketing

BTL campaigns

• Direct marketing actions such as simple mailings (letter), flyers, to more enhanced communication such as catalogs, mailings containing gadgets, sampling, etc.

• Day-to-day agency management• Development of pitches, agency

selection, fee negotiations

Agency management

• As for ATL campaigns, set-up of campaigns from A to Z

• Sponsoring & event management – ranging from small events to large scale happenings

Sponsoring / Events

• Internal communications, crisis communication, external communications (PR)

Corporate Communications

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ATL campaigns

• Develop ATL campaigns from initial briefing, first concepts, pre-testing, copy writing, development of materials (TV, radio, press, online, outdoor, …) till post-testing

• How to create brand guidelines from pitch to actual implementation

• Logo creation (example of briefings, suppliers,…)

• Rebranding

Branding

Communications Strategy

Overall description of “Communications”, integrated MarCom plansLack of integration

Limited unoriginal

Limitedunoriginal wrong

vain limited

Source: The House of Marketing

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Pharma BTL communication often lacks impact

Source: www.kaneandfinkel.com

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Although some cases deserve attention

Source: http://www.but.be/work/detail/visions_on_asthma/

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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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Messages need to be relevant to… doctors

Doctors

Timing

Form

Channel

Person

Content

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Relevancy results from knowledge (CRM)

Source: blog.be-cause.be

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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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But advertising content seriously lacks appeal

Source: www.practiceofmadness.comSource: www. atoute.org

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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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So creative ads just can’t survive

Source: www.topito.comSource: www.woweffect.be

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So creative ads just can’t survive

Source: http://www.skullpat.com/medicament-contre-les-flatulences-3426/

Source: supergelule.fr

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Communication must be fine-tuned

Pharma industry needs to be more relevant

• Knowing customers• Addressing customers’ and patients’ needs

• Selecting the right content, channel, form & transmitter at the right time

• Targeting receptors’ attention

Rules need to be finetuned

• Lobbying at adequate levels

• Promoting clarity and rightness of information as well as receptor’s attention

• Advertising to the public should be less constraining

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Health care deserves better communication

Source: www.dailydawdle.com

Can you read, bear?

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For more information, please contact

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Sébastien PiretMobile: +32 (0) 491 15 27 93

E-Mail: sebastien.piret@thom.eu

Kardinaal Mercierplein, 2B-2800 Mechelen

Belgium

Fax +32 (0) 15 444 044www.thehouseofmarketing.be

Join us on LinkedInFollow us on Twitter

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BACK-UP

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But advertising content seriously lacks appeal

Source: http://www.jrprospal.com/print_xeloda-sa.shtml

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But advertising content seriously lacks appeal

Source: www.kaneandfinkel.com