C580 ExecutiveSummary 2 - ExL Eventsinfo.exlevents.com/rs/195-NER-971/images/C580_DPEast-ExecutiveSummary.pdf · content (KOL videos, product demonstrations, white papers and commercial

EXECUTIVE SUMMARY

www.digitalpharmaseries.com/east

E A S TDELIVERING THE PROMISED ROI THROUGH THE CONNECTION OF DIGITAL INNOVATION, YOUR EVOLVING BUSINESS MODEL AND YOUR CUSTOMER

8TH ANNUAL

CONTENTS

INTRODUCTION 3

PRESENTATIONS 4

RESOURCES FOR INFORMATION AND DISCUSSION 22

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3www.digitalpharmaseries.com/east

INTRODUCTION

If you weren’t able to join us, here is what you missed at ExL Pharma East’s 8th

Annual conference.

With a focus on delivering the promised ROI through the connection of digital

innovation, your evolving business model and your customer, this marquee event

showcased the most relevant strategies, research and case studies on digital

marketing in the pharmaceutical industry today. Held October 21-24 in Philadelphia,

the conference featured the largest expert speaker faculty for an event of this type

globally during 2014.

New this year was “a conference within a conference,” a Mobile Day with all-new

content, a Social/Innovation Day, a Partnering with Agencies Day, and a new

agenda format with greater access to more case studies and more interactive

sessions. Attendees returned to work armed with knowledge to help them promote

internal collaboration and learning methods for their teams, including brand,

marketing, sales, IT, legal, compliance and the MLR.

Content included sessions on how to better understand how healthcare

transformation is forcing pharma to adjust the way it markets to consumers,

education on rolling out an MCM platform targeting HCPs while developing

true engagement, the exploration of the dynamic between brand teams and

multichannel marketing teams, and information on how to optimize creative digital

content utilization across tactics. The summit emphasized the importance of

putting the customer at the center of planning and strategy through optimized

customer-centric measures, carefully implementing social media innovation and risk

avoidance in a post-FDA guidance world, taking a can-do approach to achieving

approvals for initiatives, and much more.

The following are session summaries and highlights from the 2014 conference.


PRESENTATIONS

Mobile Day co-chairs UTeng Cheang of AstraZeneca and Bob Cannan of Eagle Productivity

Solutions offered a session titled “Welcome to Mobile Day.” While mobile is supposed to be

integrated with everything else, they explained that a separate day is still offered since it takes

time for pharma to be comfortable with something new and new things keep happening with

mobile. The range of topics — such as examples and case studies on mobile successes; ways

to spice up relationships between HCPs, patients and pharma; ways to identify your level of

mobile maturity; and tools to help design mobile strategies — is intended to bridge the gap.

Why? Because there are now more mobile devices than there are people on earth.

In “Creation, Distribution and Repurposing of Content for

Life Sciences Organizations: Rethinking How We Create

and Manage Content that Connects with Customers,” Merck

representatives Marty Kovach and Bernie Madden defined

the customer journey, which includes the stage of journey,

customer activity, customer need, customer touch point,

thoughts and feelings, and context. It is critical to align touch

points to the customer journey. Further, content management

involves responsive storytelling, intelligent content and smart

surface design.

Mitch Lawrence of Next IT led a session on “Virtual

Health Assistants: Reach Customers Directly to Improve

Engagement and Adherence 24/7.” Many companies are stuck

in a rut and a single-focused app is not going to solve the

dilemma. The biggest threats today aren’t coming from your

current competition, but from another industry or product.

Improving adherence rates requires real behavioral change,

which necessitates a direct relationship with patients. A virtual

assistant can be placed on any device or channel to help

consumers do the things they are supposed to do. His final

advice: Innovate or die.


“Mind the App! Keeping Clear of Dangerous Buzzwords to Create a Meaningful Mobile

Experience” from Ben Greenberg of Medscape discussed the “Apple Effect” in design and

technology. He said that it’s a myth that building an app will bring more eyeballs to your

brand’s message. Promotional messaging needs to be integrated into a user’s native workfl ow,

and that means native to the medium, content and experience. “Great design will make your

product great” is another myth. Software needs to solve a problem or provide a service that

users don’t want to live without. Finally, it is important to support a user’s experience on every

medium.

Robin Kamen of Pfi zer held a session titled “Mobile Isn’t a

Strategy.” Rather, mobile is a crucial part of multichannel

marketing, which involves multiple screens and offl ine

marketing — and a seamless transition between the two.

Healthcare practitioners want information about a brand that

is easy to fi nd and digest. More than 80 percent of nurse

practitioners, physician assistants and pharmacists say mobile

device usage has resulted in improved patient care, and they

use mobile to search, communicate with colleagues, access

professional resources and take notes. Interestingly, patients

of doctors who use mobile apps in the exam room are more

likely to use apps themselves, and are more likely to switch

medications. Kamen also stated that old messages won’t work with new technology, and that

messages must be shorter, more targeted and prioritized, and involve video.

UTeng Cheang of AstraZeneca shared “Purpose-Obsessed

Design: How a Design Philosophy Guides Marketing

Strategies.” All disciplines of digital media design come down

to user experience — which includes visually pleasing graphics,

smooth animation, an easy-to-use interface and great sound

effects. Appropriate use of digital media plus context equals a

good user experience. Companies should ask: “What is the one

thing I want users to do/see at this particular moment?” To do

that, Cheang said that one must design by thinking like a user,

not a designer. The heart of mobile marketing is to identify the

mobile moment and context and help users achieve the user-

identifi ed goal at those different moments. The link between goals/KPIs and tactical goals/

KPIs is what turns data into insights.

THE CANADIAN FORMULA: PAID MEDIA ASSEMBLES AUDIENCES, COMPELLING CONTENT ENGAGES, AND DIALOGUE KEEPS THEM

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“Transforming HCP Clinical Content Engagement” from

Chantal Kolber of Wolters Kluwer focused on starting

conversations, teaching and engaging, and building stronger

relationships. Digital marketing in clinical content involves

using clinical content across multiple channels, leveraging

HCP clinical content to drive engagement and pull customers

into the marketing environment, and maximizing your

marketing investment. She analyzed the importance of primary

research in making clinical decisions and offered details on

the increased HCP access of web and app clinical content.

Transforming article content with embedded video, as an

example, can increase author involvement, enhance content

and engage readers. Leveraging multichannel journal engagement is another great idea for

further engaging all parties. Easy integration of rich marketing content includes enduring

content (KOL videos, product demonstrations, white papers and commercial reprints) as

well as hyperlinks (websites, landing pages, social media and customer service emails).

Interestingly, ads with video see a 450 percent increase in engagement rate as well as a 50

percent increase in time spent. All of this can lead to increased engagement within a trusted

clinical environment.

Pursuit speakers Eunjoo Pluenneke and Steven Robinson

offered details on how to “Test Your Mobile Health.” A 2014

survey by Pursuit revealed that most organizations are not

mobile mature, that most don’t have a mobile strategy and

that mobile spend is not highly efficient. Organizations are

investing more in apps than mobile websites, yet those apps

aren’t achieving their desired objectives. A mobile road map

can facilitate future maturity. The research further indicated

that it is important to stay aligned with multichannel outreach

and to avoid building apps simply for the “wow” factor —

you need to have a clear strategic intent or performance

objectives.


“Leveraging Big Data to Drive Scale and Reach for Healthcare

Marketers” from Patrick Aysseh of Tomorrow Networks

discussed the explosive growth of mobile. In 2014, mobile

accounted for one-quarter of all media consumption. Ad

spend shifted to mobile, too, and tripled between 2012 and

2014. Tomorrow Networks focuses on increasing prescribing

volume and brand awareness among targeted consumers

and specialty HCPs while protecting/growing market share

for marketing outcomes by developing innovative ways to

leverage big data to execute scalable campaigns to qualified

audiences. Customized, data-driven ad solutions can address

specific business needs.

David Lee Scher of Frontline Medical Communications shared “Digital Patient Engagement:

Role of the Clinician and How Pharma Can Help: Results of a KOL Roundtable.”

Characteristics of patient engagement are active participation, shared decision-making

and patient motivation so the patient is able to receive the greatest benefit from available

healthcare services. Barriers to engagement are time limitations, wide variance of patient

health and digital literacy, clinician workflow, and more. Empathy is the missing and necessary

prerequisite of patient engagement; digital tools can serve as an extension of empathy.

Characteristics of ideal digital health tools are as follows: tools that interoperate with EHRs;

information conveyed in plain language with developer input from behavioral, clinical digital

tech and UX experts; and tools that address a broad array of patients and caregivers. Pharma

can help by providing easy-to-electronically-prescribe tools, which can affect adherence and

provide useful metrics. It is important to engage digital KOLs in marketing to power clinician

interest and support.

Scott Powers of Novartis presented a customer use case on “Truly Leveraging the iPad as a

Tactical Productivity Tool.” Powers offered simple maxims to follow to make things happen

in mobile: the iPad is not a laptop; you can learn a lot just by listening; it’s essential to use the

right tool for the right job; and you will lose it if you don’t use it. Many reports were reflecting

the “old way” of doing things, which created a need for new reporting. Novartis discovered the

possibility of linking apps to bolster reporting capabilities. This new option provides a simple

way to get immediate information at your fingertips, using mobile the way it was intended.

He also recommended leveraging local experts, creating a handbook and only bringing in

what is useful to provide actionable information. Next steps in this area will be to add more

types of data and better indicators as well as a self-service model for training and better

interconnectivity with iRep.


“Reps Are from Mars: Spice Up Your Relationships with Detail

Ads” from Keith Liu of Klick Health focused on leveraging

CRM/CLM platform capabilities to improve relationships with

HCPs. Liu’s first tip was that knowing something about the

audience sparks engagement, so it’s important to track HCPs/

HCOs along their journey, utilizing those insights to build

dynamic conversations. Further, technology can be a coach to

empower reps; investing in the right tools and content will also

accelerate success. All of this can help drive initiatives with

faster speed to market, allowing for greater ease of delivery

and data-driven intelligence.

Bob Cannan of Eagle Productivity Solutions and Jay

McKeekan of Bayer presented “Rising Above the System:

How to Rescue Productivity from the Jaws of Technology.”

As the amount of data and number of marketing channels

both continue to increase, CRM is more important now than

ever before. Mobility is accelerating at a fast rate and complex

level, and CRM is what unifies research, engagement and

strategy. Integration and change management, often missing

pieces of the puzzle, are critical to the success of any CRM

effort. According to Cannan and McKeekan, it isn’t technology

that fails, but our ability to address the business need, and

technology is ultimately just a tool to use to serve customers. The opportunity to deliver a

sustainable, competitive advantage comes from taking an integrated approach to executing

customer centricity.

John Mack, “the Pharma Guy,” shared “A Formula for Creating Patient-Centric Mobile

Health Apps,” which often suffer from low functionality and undocumented, untested efficacy

plus unreliable developers. Many new developers are novices when it comes to regulations.

Mack argued that the industry should proactively create “Guidelines for Mobile Health

Apps Developed by the Pharmaceutical Industry” in the same manner as it developed DTC

advertising guidelines. His formula for good mobile health apps is to create apps that satisfy

patients’ needs, are transparent and provide reliable health data management, adding that

reliable health data management leads to good privacy practices and data security.


“The Chairpersons’ Opening Remarks” from Joe Shields and Megan Lopresto started with a

welcome and goals — to make the audience laugh, become oriented and feel inspired — with

a focus on mobile, digital and social. Per Shields and Lopresto, “it really is a digital world,” and

approaches must change accordingly. The language of digital is now the language of business

and health. It all starts with an idea and requires passion, persistence, perseverance, prowess

and pull-through. They encouraged attendees to challenge themselves, take a risk, let down

their guard, ask questions, network, share and embrace the opportunity.

Joe Shields of AstraZeneca moderated a panel called

“Walking the Talk: Customer-Centricity.” Panelists were Craig

DeLarge of Merck, Peter Justason of Purdue Pharma, Akash

Pathak of AbbVie and Dave Ormesher of Closerlook, Inc. The

panel focused on customer-centered brand management,

customer experience management and customer interaction

management. Shields asked audience members, “Would you

build your app, service, adherence program, etc. differently if

you had to charge customers for it?” They encouraged inside-

out to outside-in thinking and processes and recommended

using customer management for future success. Other tips

were to create a data culture, invest in capabilities, work on relationship management, market

in the year in which you live, build a customer journey, build a system, offer value and be open

to change from within.

Jay Mandel of MasterCard provided tips on “Priceless

Storytelling.” If you want great content, you have to be great;

if you settle for good, it will be content marketing garbage.

Mandel suggested that companies forget about the marketing

and simply create great content. Being a great storyteller

requires telling stories people want to hear. Further, user-

centered marketing puts the needs, wants and limitations of

end users at the heart of each stage of the decision-making

process when designing programs to create awareness, intent

and conversion within markets. Focus on the user’s passions, on organic social discovery.

Since content marketing budgets are rising, the pressure is on to deliver results, and a

relentless focus on measurement is critical. The fi ve steps to getting started are: 1) Finding

your goal (the why); 2) Determining your audience; 3) Writing content for your audience; 4)

Making sure your content is resonating with your audience; and 5) Iterating.


Phil Storer of The Navicor Group and Bruce Rooke of GSW

asked the audience “Who’s Afraid of the Big, Bad Wolf (aka

User-Generated Content)?” While it’s the darling of the

consumer world, the phrase “user-generated content” often

strikes fear in the heart of responsible pharma marketers, so

the duo offered insights and examples on how to use such a

powerful resource (while remaining within FDA guidelines) to

boost a brand’s credibility, relevance and authenticity. User-

generated patient blogs, YouTube videos and social media

posts can all be a valuable tool for any company. Perhaps most

importantly, millennials trust user-generated content three

times more than company websites.

Pete Dannenfelser of Janssen Pharmaceuticals and Zoe Dunn of Hale Advisers spun an

interesting narrative in “Digital Folklore: A Pharmaceutical Marketing Tale.” They crafted their

own fairy tale about Princess Pam, which told of how “once upon a time, the pharmaceutical

industry journeyed into the magical yet scary land of the World Wide Web.” While the digital

innovator is the new breed of hero, many explorers lost their way in the dark woods by falling

prey to tyrannical infrastructure. Pam helped to reveal that the sky was not falling and that

regulations will not blow your house down. Even the ugly duckling of SEM can blossom into a

beautiful swan. The moral of the story? Be nimble and quick and share your gifts.

“First Round Draft Picks: Social Media Landscape Post Guidance” from Jay Goldman of

Klick Health discussed the FDA’s social guidance and how it affects the current and future

social media landscape. Discussion forums, wall posts and comments are all considered

owned versus paid social media. When discussing the challenges of using social media

in a responsible way, he highlighted examples of several best-in-class posts and videos

on Facebook, Twitter and YouTube. While it takes more planning, many companies are

successfully and effectively using social media to advance their mission.

Sam Sukoneck of Bristol-Myers Squibb provided information on “Optimizing Multichannel

and Brand Partnerships to Achieve Results,” adding that it sometimes takes a village

— a partnership. In particular, live chat has been successful for the company, driving up

engagement and interest, and tablet interactivity is an important feature. Since business

planning can be complicated, taking a proactive approach and having a social media expert

is ideal. The challenge for pharma is that the volume and complexity of data delays optimized

decisions. Collaboration is the key to success and KPIs must measure valid behavioral

objectives.


Gregory Lief of Biogen Idec shared “Weaving the Fabric of an Integrated Organization.”

When working to assimilate various aspects of your business, areas of focus are launch

excellence, market excellence, digital customer engagement, technology infrastructure and

patient insights. Trends are starting to come together as Marketing University includes courses

on product launch and digital technology, and as product strategies incorporate digital

plans. Further, early development planning embeds digital technology. Digital must integrate

everything — patient insights, patient engagement, strategy and launch.

Prodeep Bose of The CementBloc explained “Why You

Should Engage with Your Customers Before They’re Your

Customers.” He said that systemic shifts happen when internal

motivators align with external forces, and real change needs

critical mass, hence the value of the long view. Ultimately,

early engagement drives loyalty and results in influence

and business impact. The share of blockbuster drugs in the

United States is projected to shrink, and growth is now in the

smaller categories. Further, mergers and acquisitions activity

suggests that companies are restructuring to better embrace

specialization, enabling a shift in spend from brand platforms

to portfolio/franchise platforms. Such platforms offer multiple opportunities, including

integration, a patient-centric approach and value orientation. The three Ps of innovation are

partners, people and point of care.

Marjorie Reedy of Global Market Research Excellence presented “The Digitally Empowered

Healthcare Consumer: How the Internet Is Influencing the Patient Journey and What

It Means for the Healthcare Community.” Reedy’s case study detailed how the Internet

is helping patients take charge of their own health. She explained that digital is a vital

resource at all stages of the patient journey, that it is driving better healthcare outcomes and

challenging the healthcare community. In fact, of the more than 23,000 healthcare apps, more

than two-thirds of them target consumers. Interestingly, 60 percent of doctors say social

media improves the quality of patient care. Nearly 60 percent of pharma companies have

dedicated digital marketing groups that chiefly focus on social media and mobile applications.

Pharma companies, then, must do their homework to deliver the right message to the right

target with the right digital platform. Understanding consumers — who they are, where they

are online, why they are online and what experience they are seeking — is critical.


Michael Rowbotham of Pfizer offered advice on how to “Differentiate Your Brand Through

Customer Experience — And Why Pharma Isn’t Very Good at It.” Flow starts with customer

experience and hinges on pharma’s ability to deliver and discuss. Per Rowbotham, you know

good customer service when you experience it and you complain when you don’t get it. It’s

important to determine where your brand adds value on a customer’s daily journey. The

strength of a relationship depends on the difference between the customer’s expectations

and the ability to deliver on them — the moments of truth on a customer journey. In pharma,

expectations from the customer are that you will be able to inform them about how to treat

their patients better, answer all of their questions and personalize communications to them to

show you know who they are. It’s helping, not selling. Digital engagement can deliver positive

customer experiences.

In “Multichannel Digital Strategy: Think Different,” Bert van Ejik of Boehringer Ingelheim

noted that companies that adopt digital strategies are better positioned to take advantage

of rapidly changing business technologies and leap ahead of the competition. In hopes of

providing value to all of its key audiences, the company aims to know and understand the

customer so well that products sell themselves. In a recent survey, 55 percent of HCPs “totally

agreed” that digital was essential to their practice. Reaching patients through physicians is an

important strategy and opportunity, and social media — including YouTube and Wikipedia — is

a good way to do so. Businesses must learn to ask the right questions and move away from

sales-focused, one-size-fits-all messaging. Further, it is important to understand the interplay

between channels and leverage each to strengthen the other.

Focusing on true HCP engagement and pharma’s evolving role, Erik Dalton of Healthcasts,

Ara Dikranian of the San Diego Arthritis Medical Clinic and Annie Singer of Bristol-Myers

Squibb delivered “Communicating Through the Physician Voice: Engaging HCPs on Their

Terms.” They asked the question: How do physicians interact and have a conversation

in today’s digital world? Leading experts weighed in on physician-member insights

and questions, revealing that 92 percent of rheumatologists reported challenges with

managing and treating patients with psoriasis or psoriatic arthritis and that 97 percent of

rheumatologists prescribe combination therapy for patients with inadequate response to

methotrexate. Delivering on the educational needs of physicians involves four key elements:

1) Educational content distributed to a relevant physician audience; 2) Surveys and FAQs

developed for physician feedback; 3) Follow-up educational pieces based on analysis and

physician questions from surveys; and 4) Tailored messaging for specific audiences to deliver

the most impactful message in a controlled, MLR-approved format.


Jim DeLash of GlaxoSmithKline presented “Contradictions: The Changing World of

Pharmaceutical Marketing.” Future success in the industry will entail more sophisticated

analysis, the development of additional content and better use of technology for patients. On

the one hand, data is more available, but on the other, marketing analysis is more complicated.

Setting clear, specific objectives is the only way to get meaningful analysis. Pharma reps have

less access to doctors today, but there are more ways to reach doctors using digital channels.

As such, pharma companies need to build more content to strengthen digital relationships

with physicians. Lastly, patients have more access to information, but there is no change in

patient adherence rates. Patient adherence programs need to be designed to use technology

more than they have in the past.

Deb Nevins of Boehringer Ingelheim explained “The Marketing Changes You Should Be

Making.” Nevins believes that healthcare is about outcomes and pharma needs to get in the

game, that understanding true customer needs is the holy grail, and that education is key to

changing how you market. If customer needs don’t match your brand objective, it’s time to

re-evaluate the relationship, aligning behavioral and communication needs with the customer.

Additionally, big data is now smart data and one size does not fit all. The idea of content

marketing is to attract and retain customers by creating and curating relevant and valuable

content. To that end, content must be continuous. One message broken up and then pushed

everywhere will not lead to better engagement.

Scott Monty of Shift Communications led a session titled

“Connecting with Consumers in Highly Regulated Industries.”

In it, Monty stated that Big Brother is watching and that

regulation is everywhere — so resistance is futile. While it’s

on the rise, trust in organizations is still weak, and peers and

experts are considered more trusted sources. It is important

not to treat people like they are stupid. According to Monty,

consumers feel that “if you wish to persuade me, you must

think my thoughts, feel my feelings and speak my words.” His

advice for creating better connections with customers? Listen.

Legal is your friend. Hire strategists, not tacticians. Observe

who’s doing it well. Aim for the heart.


Tom Jones of Makovsky provided relevant insights on “today’s

health consumer” in his session, “Patient Experience Involves

Community.” Relationships are evolving, and the new reality

is that when consumers want something, they want it now!

Companies are no longer the source of health information,

with WebMD leading the way at 62 percent. While Wikipedia

is also a popular source, WebMD and pharma-reviewed

content remain the gold standard. After a diagnosis, the first

thing people research is symptoms, followed by treatment

options, and then specialists and care centers. While the

treatment path is via mobile, only 28 percent of pharma

websites are optimized for mobile. Further, minorities remain

underrepresented in outreach. Today one in three Americans would trust a disease-state

website sponsored by a pharma company, and consumers are open to visiting a pharma-

sponsored disease website and sharing their personal health information. Likewise, consumers

are open to community; to understand a disease or improve care options, 90 percent of

consumers are willing to share personal health information. To use this openness to your

advantage, creative ideas need to be more pragmatic — include real-world examples and be

vigilant about regulatory monitoring. Keep in mind that integration is the new creativity.

With a focus on patient targeting and building customer

loyalty, Betty Michelson of IMS Health offered “Connecting

with Patients Through Multichannel Engagement.” Key

success factors include understanding the customer, optimal

messaging, cross-channel integration and actionable insights.

Trends driving change in the marketing model include a

shift from brand-centric to customer-centric engagement

opportunities, a changing channel mix, exploding data

sources, and performance accountability. The new customer

engagement model is a 360-degree multichannel approach.

The key ingredients for moving up the curve of any

relationship management strategy are robust data, a technology platform, team and partner

skills, and operational processes. Trigger-based journeys ensure ongoing relationship building.


Phil Baumann of Healthcare Connexions shared a presentation on “Operationalizing

Engagement with Patients and Healthcare Providers.” Today the collaboration cluster

includes the brand team, marketing, legal, public affairs, PV/drug safety and other parties.

Process mitigates risk and structure supports returns. Lower risk includes discovery and

publishing while higher risk activities are responsive engagement and targeted outreach.

Having the right staff (including licensed individuals) is also important throughout the process.

Finally, understanding patients as humans must be a team effort that looks at the whole

person.

Imran Haque of Zoetis presented “A Dog and Pony Show,” defining innovation as insights

plus execution plus scale. Haque encouraged companies to break through by challenging

legacy and dominant logic and owning their innovation via a measurement and portfolio

approach. He further noted that innovation can be incremental and can even be a

byproduct. He encouraged the audience to select sponsors and colleagues carefully, and

that partnerships work and speed matters far more than perfection. Nevertheless, customer

experience matters the most. His final thoughts were to be deliberate, set expectations, have a

portfolio strategy, partner smartly and market your brand.

Jay Denhart-Lillard of Eli Lilly focused his presentation on

“Solution Design in the Workflow (and Lifeflow) of Your

Customer.” His advice was to investigate new ideas, test them

and roll out the ones that work. He added that time pressure

is pervasive in healthcare, and that individuals expect pay to

be based on outcomes; further, motivating patients remains

a challenge. Physicians note that shifting reimbursement,

financial management, time with patients and the Affordable

Care Act are their biggest challenges today. In the future,

they intend to increase practice efficiency; explore different

business models; and adapt business technology, in that order.

Doctors generally welcome solutions if they fit within their

workflow. Ultimately, it comes down to understanding how doctors and patients get things

done. From the pharma point of view, a shift needs to be made from “What message do I

want to deliver?” to “What experience do I want them to have?” Improvement comes from

respecting workflow, meeting needs, designing experiences with people at the center, and

testing and learning.


Mike Spitz of Klick Health provided details on “How to

Personalize Non-Personal Promotion for HCPs.” HCP and rep

interactions are now less frequent and more costly. Likewise,

reduction in sales forces is hurting more than helping, orphan

drugs are crowding additional reps into offi ces, and systems

consolidation is further constricting reps. Digital is both the

villain and the hero — it has contributed to the death of the

sales force and the rise of the e-physician. The new digital

norm is to expect personalization. Infusing non-personal with

personalization is the defi nition of brand commercialization

methods that learn from HCPs’ digital fi ngerprint to provide

custom content and even help close the loop with rep

visits. The four keys are targeted outreach, custom engagement, personalized fulfi llment,

and metrics and optimization. This circle takes reps from limited access to continuous

engagement. Additional tips from Spitz included the following: heighten interactivity at every

touch point to get HCPs more involved and to share more data about themselves; partner with

experts to create optimal HCP clinical experiences and build the technological infrastructure;

and continue the dialogue because audiences are increasingly demanding and digital is

forever evolving.

“Social Is the New DTC” was the subject of a presentation

from Malcolm Bohm of Liquid Grids, who noted that social

has changed marketing dynamics. People now talk about their

health online: 100,000,000 people search, discuss and share

health information online on a daily basis. Health information

is also shared with others with strong ties. The goal for

companies, then, is to fi nd, target and convert, using keyword

analytics to build contextual ads and campaigns to attract,

engage and convert. An interactive consumer experience

involves creating engaging experiences, extending the story

visually, driving viewers to action, and making sharing easy

and obvious. Bohm also provided FDA and FTC guidelines based on the current regulatory

landscape.

Personalization Expectation: The New Digital Norm


Rich Altus of the PDR Network delivered a session on

“Prescriber Engagement in the EHR.” PDR created the

Prescriber’s Engagement Index to be the industry benchmark

for measuring advancement in workfl ow effi ciency and value

extraction among EHR physicians. Evaluation categories were

managing the practice, prescribing support and facilitating

patient-provider communication. In 2013, the aggregate score

was at the “explorer” level, which means the prescriber is

actively engaged with the EHR during the patient encounter

but continues to rely on external sources to support

information and communication needs. By actively engaging

with EHR, the aggregate score moved up to “Leader” in 2014,

which indicates that prescribers experience increased workfl ow effi ciency and are delivering

a better patient experience as a result of tools and resources accessed within EHR. The key

driver of increased engagement is the use of prescribing support tools. This means that

brands need an effective point-of-prescribing strategy. Prescribers are also asking for the

“pricing genie” to come out of the bottle.

As part of Social/Innovation Day, chair Shwen Gwee of Digitas

Health delivered a pop quiz on relevant topics, noting that

the FDA hadn’t convened an open forum for Internet topics

between 1996 and 2009. Following that, there was a federal

mandate for the FDA to deliver social media guidelines by

mid-2014. Gwee also pointed out that, if Facebook users were

a country, it would be the second largest one in the world,

which makes guidelines on using social media all the more

important. The major social platform with the highest adoption

among HCPs for professional use is LinkedIn. The majority of

pharma execs agree that the industry is behind when it comes

to digital. The new ways of driving customers from awareness

to advocacy largely revolve around digital and social. Real-time marketing using LinkedIn,

Tumblr, Facebook and other platforms can create conversations and impressions. A holistic

approach to social media adoption is generally the best strategy.


A presentation from AdhereTech’s Josh Stein focused on the patented smart pill bottles

that increase adherence to high-cost specialty meds and help with tracking adherence

within clinical trials. The bottles send data in real time and the system automatically analyzes

information and populates a dashboard. Patients can also choose to receive custom

reminders. The business models are for both specialty pharma and clinical trials and research

studies. The generation two bottle, with the look and feel of a more traditional pill bottle, will

be released in 2015. Benefi ts include zero setup for patients, an unchanged patient workfl ow,

passive data collection and ease of use for the non-data savvy.

In “Winning the Moment” from Jeremy Anderson of

Twitter, Anderson stated that “the moments that matter are

happening now on Twitter.” Why? Twitter is live, public and

conversational, and it provides the opportunity to reach more

than 279 million active users who produce 1,000,000,000

tweets every two days. He showcased a variety of tweets that

subsequently reached the world and highlighted the ALS Ice

Bucket Challenge of 2014, which saw 4.5 million mentions in

14 days with $110 million donated to ALS. Furthermore, Twitter

increases ROI from TV advertising, allowing companies to

leverage existing content to spark conversation. For pharma

in particular, Twitter can be part of everyday moments

(conversations about allergies, for instance) as well as targeted advertising. Additional

strategies include disease observances, advocacy, education and real-time focus groups.

Stephanie Katzman of LinkedIn Marketing Solutions delivered “The Doctor Is IN: Leveraging

LinkedIn for Pharma.” Just fi ve years ago, LinkedIn helped people connect, communicate and

manage their network; today, it is all about connecting, engaging and consuming content.

As a matter of fact, one of every two professionals on the planet is on LinkedIn. Content is

core to the site and represents 85 percent of member engagement. The overall healthcare

professional audience is also growing on LinkedIn — 2013 alone saw a 30 percent increase.

Further, healthcare professionals are open to interacting with healthcare brands on LinkedIn

and will increasingly access continuing medical information, research fi ndings and conference

information. Therefore, there is an opportunity for pharma to share timely news, event

participation, research fi ndings, industry thought leadership, insights, tips and more.

Twitter, Inc. | Confidential

Leverage existing content to cultivate conversation

Print Advertising

SEO / SEM

Internet Marketin

TV

eMarketing

Radio

Public Relation

Direct Marketing

Social Media


Rupal Nanavati of Dell shared a presentation on “Social

Media: Insight and ROI.” Dell has used social media to

gather new product ideas, improve customer service, bolster

talent acquisition, and build fans and sales. The core metrics

used in social media analytics include fans and followers,

engagement, conversion volume, traffic delivered to company

websites, reach, share of voice, sentiment, and trends over

time. When leveraging social media in the pharma industry, it

is important to listen, communicate and engage, going beyond

just Facebook, Twitter and Instagram into psychographic,

engagement, physiological and consumption data. To that end,

Dell has created a “Single Score” metric to analyze and engage

the complete patient ecosystem.

“Getting to Know Your Community” from Sebastian

Hempstead of Brandwatch focused on social media analytics

and the ability to get insights from social data in pharma.

A study found that companies should report adverse

events but not go looking for them and that many potential

adverse events in social media are non-reportable; there

simply aren’t as many branded AE cases as one might think.

When segmenting audiences, options include a historical

data set, sample size, random selection, manual selection,

and sentiment versus emotion. Informed messaging can

then help companies reach their audience. Identifying key

opinion leaders and creating a social panel are two additional

strategies for success.

“Social Innovations in Healthcare” from Pat MacWilliams of Healthcare Google stated that

the one thing all good content has in common is that it feels authentic. However, making great

content isn’t easy. Building great content entails connecting with consumers and conveying

the right message at the right frequency. This includes a combination of pull, push and go-

big content designed to increase awareness. Content should educate (inform consumers and

answer their questions and concerns), entertain (tap into consumers’ passion points and build

loyalty) and inspire (connect emotionally to consumers with hero content that is inspirational,

memorable and able to invite participation).


Robert Stern of IBM Watson focused his presentation on

the idea that “If You Are Not in the Workflow…You Have No

Voice.” The company’s Point of Care app leverages natural

language questions (using microphone audio or typewritten

text) for Watson to decipher what the physician is looking for

and to offer the best potential answers. It has been used to

examine a myriad of conditions. It tracks HCP decision-making,

shares patient education materials, gathers patient behavioral

data about the use of pharmaceuticals for key conditions,

enhances patient compliance and adherence, and more.

Benefits of the app include shared decision-making between

HCPs and patients, more goal-oriented patient disease

management with efficient office visits, and improved HCP/patient communications, among

others.

David Howe of Lumina Care Solutions emphasized the importance of the “Right Drug and

the Right Dose and Right Time for Each Patient.” Resistant bacterial infections currently add

$10 to $20 billion in excess hospital costs, and the rate of resistance continues to increase. The

high cost of developing antibiotics means that the current approach isn’t feasible for resistant

bacteria. As an example of a solution, Lumina Care’s cloud-based platform provides a six-fold

reduction in time for selecting the appropriate treatment, enabling faster trial recruitment and

improving patient outcomes.

“Solving for Rx Adherence” was the focus of a presentation from David Weingard of

Fit4D Adhere. For pharmaceutical companies with a branded drug/device, Fit4D improves

adherence, optimizing the mix between technology and human touch points. Pharma

challenges are that patient adherence is poor and poor adherence is costly; moreover, solving

for poor adherence is complicated. By truly customizing engagement and use of technology

to scale for diabetes patients, Fit4D is personalized, takes a voice and provides a good use of

technology.


For Partnering with Agencies Day, chair Augustine Fou

of Marketing Science Consulting Group talked about the

intersection of agencies, clients and consultants. The session

focused on hands-on collaboration to identify challenges

in agency-client relationships and to create practical steps

that increase efficiency and productivity. His discussion of

technology trends, noted that the majority of our daily media

interactions are screen based, and in 2014, people spent more

time using digital devices than watching TV. Users now have

instant and constant access to information, which means

that offline conversations are now taking place online. More

agencies are specializing in digital outreach (many clients now

view smaller as better) to help companies meet digital goals, even as more companies are

bringing agencies in-house to save money.

“Performance and Metrics from an Agency Guy Turned

Client” showcased that shift in perspective from Alejandro

Potes of Medtronic, who noted that the client-agency

relationship is like a marriage (it goes through every potential

stage from courtship to divorce). Potes then gave delegates

a reality check; he said that change does not come easy to

companies and must involve processes (status, follow-up,

planning and content creation), tools (including a roles and

responsibilities matrix), and a plan. Ultimately, your agency

is as good as the person you work with. When it comes to

performance metrics, don’t assume your agency knows what

you want — determine and visualize what success looks like together. A good client scorecard

includes clear instructions, scope of work and expectations, and adequate information and

availability.

Ross Nunamaker of Olympus America discussed issues with vendors in “How to Identify the

Right Agency for the Job and Position Them for Success!” He gave participants some tips for

selecting a vendor (talk, listen and explore) and a reminder of what can derail projects when

deciding to hire a vendor, including complexity, project definition and the selection process.

In making the decision on a vendor, don’t be democratic, don’t circle back unless you have

to, and don’t notify anyone about an agreement until paperwork has been signed. Companies

should also use clearly defined project milestones and require reporting when crafting a

contract. Additionally, Nunamaker suggested being honest with vendors who weren’t selected

and keeping communication flowing.


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E A S T

Documents

C580 ExecutiveSummary 2 - ExL Eventsinfo.exlevents.com/rs/195-NER-971/images/C580_DPEast-ExecutiveSummary.pdf · content (KOL videos, product demonstrations, white papers and commercial