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How to research physicians' primal needs in novel ways, and identify actionable insights in novel ways
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Understanding Physicians for Better
Communications
Riddle
• A father and son are in a car crash, and the father is fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”
Intro & ISI
• Kevin Nalty, career Rx marketer with experience on innovation & traditional product management
• Not a research professional.
• A YouTube “weblebrity” and author of “Beyond Viral.”
• Speaker doesn’t represent views of his employer. He speaks as a patient and career Rx marketer.
Agenda*
1. What’s wrong with our physician centricity?
2. Relentless pursuit for customer insights
3. 10 ways to know HCPs (some r cheap)
4. Going mobile (because they want it)
5. The future of customer insights sans lies
* Agenda may vary spontaneously
What’s Wrong With Our Physician
Centricity?
Why is Rx Industry Kinda Bad at Customer Centricity?
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing
• Lack certainty on impact of customer
Why is Rx Industry Kinda Bad at Customer Centricity?
• Regulatory constraints
• Slow lifecycle
• Hasn’t changed fast enough
• Model relies on interruption marketing
• Lack certainty on impact of customer
Yes & No
Discipline of Market Leaders
• Operational Excellence (cost)
• Product Leadership (product/talent)
• Customer Intimacy (solution)
Discipline of Market Leaders
• Operational Excellence (cost)
• Product Leadership (product/talent)
• Customer Intimacy (solution)
But, We...
• Have great sales leaders
• Groom top reps
• Arm them with CRM/SFA
• Give them loads of research
• Augment them with scientific liaisons and medical affairs
• Update selling messages
In the Field• Speak with others who
know physician
• Check previous call notes
• Introduce self; ask what they expect of sales representative
• Provide resources, products... and offer additional value
When Starting with New Physician, We... {
(And Yet)
It’s still about our brand as hero.
(And Yet)
It’s still about our brand as hero.
3 Ways to Screw Up Signal-to-Noise Ratio Quickly
3 Ways to Screw Up Signal-to-Noise Ratio Quickly
• Disparage them: “all they care about is money”
3 Ways to Screw Up Signal-to-Noise Ratio Quickly
• Disparage them: “all they care about is money”
• Stop peeling onion:“their ‘primal need’ is better dosing”
3 Ways to Screw Up Signal-to-Noise Ratio Quickly
• Disparage them: “all they care about is money”
• Stop peeling onion:“their ‘primal need’ is better dosing”
• Trust advice from paid docs:“80% said we’re the gold standard”
A Lot’s Changed
A Lot’s Changed
Percentage of Physicians Owning Mobile Devices1,2
0
20
40
60
80
100
2001 2003 2005 2007 2009 2010 2011
29%
41%
50% 51%
64%
72%
81%
Relentless Pursuit for Customer Insights
From Yesterday to The Day After Tomorrow
So Let’s Understand Them
• First Generation: Deciles
• Second Generation: Behavioral Segmentation
• Third Generation: Attitudinal Segmentation
• Fourth Generation:Predictive Modeling
So Let’s Understand Them
• First Generation: Deciles
• Second Generation: Behavioral Segmentation
• Third Generation: Attitudinal Segmentation
• Fourth Generation:Predictive Modeling
Predictive Modeling Tools
• 1-to-1, triads, focus groups
• Doc-Patient Dialogue monitoring (VOX)
• Linguistic analysis (Verilogue)
• Online-monitoring (Commonhealth)
• Influence Mapping (Qforma)
• Ethnographic research
• Advanced typing tools
When All Else Fails, Ask
When All Else Fails, Ask
When All Else Fails, Ask
Guerrilla Research
Guerrilla Research
Hang Out With Them
What’s Your Favorite Channel?
Get to Know Their Favorite Channel
Consistency of Sources across Devices Is Important to Physicians
52% of ePharma Physicians say it is important to have access to the same
source of info for pharma products across all of their devices
Source: ePharma Physician® v11.0 (2011)
Devices/channels through which ePharma Physicians want to access pharma product information:
Get Mobile (Or Get Blackberried)
Get Mobile (Or Get Blackberried)
Speak Apple or Speak Greek
Beyond Rep
0
100
200
300
400
500
600
Sales Force Online Mobile
48
163
569
Ave
rage
Num
ber
of In
tera
ctio
ns
per
Yea
r
Mobile technology has demonstrated increased reach and uptake in physician usage and personalized the nature of communications
(1) PERQ Medical/Surgical Non-Journal Media 2009. (2) N Eng J Med, A National Survey of Physician-Industry Relationships 2007.
Source: MobiHealthNews
What Are They Doing?Multi-Function Use of Mobile Devices Accelerating in 2011
Functions used for professional purposes on smartphone or PDA:
Source: Taking the Pulse® v11.0
Among those who own or use a smartphone
50% of physicians who own or use a
smartphone prefer to use apps instead of
browsing mobile websites on their
smartphone
No, Professionally...Advanced Use of Mobile Devices Still Relatively Limited
Activities conducted on a smartphone or PDA for professional purposes:
Source: Taking the Pulse® v11.0
Among those who own or use a smartphone
66% of physicians who own or use a smartphone agree that
smartphones/PDAs help improve efficiency during the workday
If You Build It, Will They Come?
Source: ePharma Physician® v11.0 (2011)
Distributed Access Shows Promise
Among those who use or are interested in accessing online promotional programs from pharma
Sources interested in using to access online promotional programs from pharma:
What Do They Want From Us?
Interest in Mobile-Based Promotional Programs Significant
Use or interest in conducting online promotional programs on a smartphone or tablet (e.g. iPad):
Among those who already use or are interested in using any type of online promotional program
12% of ePharma Physicians using online promotional programs have
done so in transit
87% of ePharma Physicians using online promotional
programs have done so from their office
Source: ePharma Physician® v11.0 (2011)
Docs & Mobile Reference
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Daily Multiple times per week
Weekly Less often
Epocrates
Medscape
Skyscape
Application Number of Daily
Users
Medscape 37,154
Skyscape 7,431
Copyright © 2011 Epocrates, Inc. All Rights Reserved. To learn more about Epocrates, please visit us at www.epocrates.com
Kantar Media Non-Journal Media - Digital, June 2011; Daily use includes multiple uses per day
Market share of top 3 apps(similar to Google, Yahoo, MSN race)
Source: Epocrates
Rep + Mobile
1. Adult Learning 101: Can amplify selling messages (retention)
2. Use Functionality: Best brands are providing engagement with content
3. Personalization based on vocalized objections or competitor preference
4. Education (voice of consumer/patient)
5. “Doc, when last we met...” (CRM)
7 Components of HCP Mobile Plan
1. Create Mobile-Ready Content
2. Run Paid Search on Mobile
3. Partner with leading providers (ePocrates, Medscape, Physicians Interactive)
4. Mobile Ad Network if targeted
5. Integrate with other marketing (CRM)
6. Drive Mobile via Reps & Non-personal
7. App if Appropriate
The Wild Future of Doc Insight
Facial Recognition
Hassan Ugail of Bradford University worked with colleagues at Aberystwyth University and the U.K. Border Agency to develop a camera that picks up on changes in blood flow and expression in a subject’s face when lying.
Meet Amy G. Dala
electroencephalography (EEG) measures of brain waves, galvanic skin response, heart rates, facial response, pupil dilation and new brain imaging techniques such as functional magnetic resonance imaging or fMRI
Out with executive functioning... in with the Amygdala. Determine underlying neurological basis of emotion & advertising effectiveness.
User Experience Lab
User Experience Lab
Neuromarketing
Nielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to
measure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and
other marketing elements.
Neuromarketing
Nielsen: Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to
measure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and
other marketing elements.
Agenda (how’d we do)
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it
5. The future of customer insights sans lies. Ask Amygdala!
Agenda (how’d we do)
1. What’s wrong with our physician centricity? How we can fix it
2. Relentless pursuit for customer insights. Novel ways to go beyond deciles
3. 10 ways to know HCPs (some r cheap). New, newer & newest
4. Going mobile (because they want it). It’s another channel & they dig it
5. The future of customer insights sans lies. Ask Amygdala!
Now about that son in the crash....
Riddle
• A father and son are in a car crash, and the father is fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”
Riddle
• A father and son are in a car crash, and the father is fatally injured.
• The son is rushed to an ER.
• The ER surgeon says, upon seeing the boy, “I can’t operate on that boy... he’s my son.”
Questions?