Optimizing the Digital Channel for HCPs

OPTIMIZINGOPTIMIZINGDIGITALthe

PROMO CHANNELforHCPs

Key Take-Aways

HCPs are Forming Brand Impressions Online

Reconsider the Branded Product Site

Be FINDABLE

Digital Interface = PC + MOBILE

Branded Presence BEFOREBEFORE Social Media

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HCPsare forming Impressions

about your brand Online.

1

A BRAND IS NOT WHAT YOU SAY IT IS.

IT’S WHAT THEYTHEY SAY IT IS.

Marty Neumeier, The Brand Gap, 2006

How doHCPsform Impressions ?

Past Experience/Opinions/Beliefs

+JOI Rep communications + Competitive Reps + CHE +

Clinical data + KOL usage + Colleague discussions +

RN/Pharmacist opinions + Patient feedback + Print Promo

media + Medical Conferences + On-line promo media +

Clinical trials + Company Advisory meetings + The Press

+ Sample availability + Access status + Advocacy group

communications + Caregiver opinions= NET IMPRESSION

New Experiences

Print Promo Media

CHE

Clinical Data

Medical Conferences

Clinical Trials

Advisory Boards

Patients/Caregivers

Sales Reps

On-line Promo Media

Advocacy Groups

Access Status

Samples

KOLs/SpecialistsThe Press

Other HCPs

Colleagues

Point of InfluenceTM Analysis

Print Promo Media

CHE

Clinical Data

Medical Conferences

Clinical Trials

Advisory Boards

Patients/Caregivers

Sales Reps

On-line Promo Media

Advocacy Groups

Access Status

Samples


Other HCPs

Colleagues

Point of InfluenceTM Analysis

Sales Rep Face Time*

RepOther

*Assumptions: 15 minutes every month

Print Promo Media

CHE

Clinical Data

Conference

Clinical Trials

Advisory Boards

Patients/ Caregivers

Sales Reps

On-line Promo Media

Advocacy Groups

Access Status

Samples

KOLs/SpecsThe Press

Other HCPs

Colleagues

What’s Changed?

It’s not WHAT they

are influenced by...

It’s the HOW.

Print Promo Media

CHE

Clinical Data

Medical Conferences

Clinical Trials

Advisory Boards

Patients/Caregivers

Sales Reps

On-line Promo Media

Advocacy Groups

Access Status

Samples


Other HCPs

Colleagues

POITM Analysis: Digital Influence?

Print Promo Media

CHE

Clinical Data

Medical Conferences

Clinical Trials

Advisory Boards

Patients/Caregivers

Sales Reps

On-line Promo Media

Advocacy Groups

Access Status

Samples


Other HCPs

Colleagues

POITM Analysis: Digital Influence?

What are MD’s doing online?

Jupiter Research 2008

•81% visit peer-reviewed online journals

•64% watch medical/health videos

•48% read medical/health blogs

•31% listen to medical podcasts

•21% visit medical chat rooms/bulletin boards

•

What are MD’s doing online?

Essential Research, Oct 2008. n=500 practicing Canadian PCPs

Reconsiderthe branded

2

Product Site.

Evolution of the Branded Product Site

The Past:• Brochureware• Content Heavy• Over-ambitious

• Expensive• High-maintenance

Build it and they won’twon’t come

Evolution of the Branded Product Site

The Present:• Simple Design

• Media-Rich• Easy to Navigate

• Low-maintenance• Objective-Focused

Offer value & a place to go NEXT.NEXT.

Make it Easy to

Let Them IN.

oncedaily

OR

Why a Branded Canadian Site?

• Integrate the promotion of BrandX.ca into your Canadian marketing activities

• Engage physicians directly with JOI Canada

• Offer French content to francophone customers

Be FINDABLE.

3

Universe picture with brandx.com

BrandX.com

Three Ways to Make it FINDABLE

• Build an Integrated Campaign

• On-Line Media

• Search Engine Marketing

What is an Integrated Campaign?

Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage

and move audiences through the sales cycle— wherever they live, work and play.

Journal of Integrated Marketing Communications, 2009

Why an Integrated Campaign?

• Increases frequency of message

• Message consistency

• Fewer dead ends

• Provides path from Awareness Adoption

• Measurability at every step

Integrated Promotion

+

Offline &

Online Promotion

Product Website

Integrating with Offline Promotion

• URL + Access Code + Call to Action on…

• Rep business cards

• All leave behind materials

• All Journal Ads

• All DM pieces

Banner Opportunities: 2003

Banner- Enabled Website

E-Newsletter- Enabled Websites

CMA CMAJ Pulsus

2003

Banner Opportunities: 2009

Banner- Enabled Website

E-Newsletter- Enabled Websites

CMA CMAJ OMA

Medical Post NEJM Pulsus

Parkhurst Exchange Doctor’s Review

L’Actualité MedScape-MedPulse

2009

Online Media Opportunities

NON-GATEDNON-GATED• All users are considered “general public”• DTC rules apply for:

• Banners• E-Newsletters

“Reminder only” opportunity with HCPs

Online Media Opportunities

GATEDGATED• User is identified/confirmed as an HCP on site• PAAB rules apply for on-site promo • Link beyond login on branded site• Targeted ads by specialty will be commonplace

Momentum is behind Gated sites

Expandable Banner Example (NEJM)

Expandable Banner Example (NEJM)

How many people are

SEARCHINGfor info about your

BRANDSon THE WEB?

Canada Canada is a

Nation.Nation.

Tramacet: 14,80014,800

Risperdal: 6,6006,600Prezista: 220220

Levaquin: 6,2006,200

Concerta: 22,00022,000

Reminyl: 2,4002,400

Tri-Cyclen: 22,90022,900

Eprex: 1,6001,600

Google Searches from a Canadian Computer, September 2009

95% Of physicians report using a search engine to find medical

information online.Manhattan Research 2007

Physician Targeted Google Ad Words

Learn about Prezista Safety & Efficacy Information for Canadian Physicians www.prezista.ca

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+

4Digital Interface =

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Digital Interface = PC + MOBILE58%58% of Physiciansuse a PDA atat Point-of-Care


Bumper Slide

Digital Interface = PC + MOBILE47%47% of Physiciansuse a PDA betweenbetween patient consults


Bumper Slide

Digital Interface = PC + MOBILE27%27% of Physiciansuse a PDA duringduring patient consults


Mobile Considerations

• Disease Management Applications

• Ensure your branded site is mobile-friendly

• Create mobile access points offline

Disease Management Applications

• 2 leading platforms: iPhone & Blackberry

• iTunes has 1,544 medical apps

• Blackberry App World has 100

Disease Management Applications

TODAY:TODAY: app offering is mainly reference guides and dosage calculators.

TOMORROW:TOMORROW: tools to enhance a physician/patient interaction?

Mobile-Friendly Sites

To visit healthinfoformen.com, please click here.

Or, to visit on your computer, please enter your email address to receive a personal invitation.

submit

Ensure your digital offering is viewable here.

Create Mobile Access Points Offline

• Nike

• National Post

• BMO

• American Airlines

• VW

• Sears



To visit healthinfoformen.com, please click here.

Or, to visit on your computer, please enter your email address to receive a personal invitation.

submit

5Branded PresenceThink

BeforeSocial Media.

The Open Text Box Today…

Let us know your experience with BrandX*:

*Policy: conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,

conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions. Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,

conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,

conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, condition, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions.

Cconditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,

Conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions, conditions,

Company is obliged to remove anything outside the limits of the approved PM

Canadian Physician Social Network: Asklepios

Asklepios.ca

Create your own “Private” Physician Social Network

Create your own “Private” Physician Social Network

Your Branded Site: The Anchor

All of the attention you think you should be spending on online marketing in the many digital

channels and platforms will bring your company or brand zero return if you don't have a website

that is not only nice and easy-to-use, but findable…Mitch Joel, President, Twist Image

Key Take-Aways

HCPs are Forming Brand Impressions Online

Reconsider the Branded Product Site

Be FINDABLE


Branded Presence BEFOREBEFORE Social Media

1

2

3

4

5

OPTIMIZINGOPTIMIZINGDIGITALthe

PROMO CHANNELforHCPs

Contact:

Greg Rice, Managing Director

T) 416-933-4740

E) [email protected]

W) eurorscglife.ca

B) futurepharma.wordpress.com

mailto:[email protected]

Documents

Optimizing the Digital Channel for HCPs