Embed Size (px)
Citation preview
On the menu for today
Interrested by 2018?
• call for speakers : [email protected]• Interested to sponsor: [email protected]
Question for today:How to HACK marketing and sales in pharma?
It’s time to think BEYOND The « day after tomorrow »
Pierre De Nayer Managing Director, MediQuality
[email protected]+32 478 554 667 @pdenayer
Marketers do not spend enough time on the « Day After Tomorrow »
Guess What? That’s especially true for Pharma!...
Pharma is behind…
Any theory for this?
T echnology changes exponentially?
Do you follow?
Health Connected devices will soon outnumber computers by a factor of 5
…this machine is better in diagnosing (some) cancer(s)
than a doctor!
A hoax…but not so far from reality…
…23andMe prepares the ground…
Obsolete!
Obsolete!
Old Technology
Will doctors be replaced? Ask Melody?
« The pace of the pace changes! »
Let’s step back: some trends
Self driven patients• Self managing themselves • More motivated • Discussing their health with peers • « Experts »• Strongly equipped • Leveraging connected devices • behaving like health consumers • « hacking » food, (mental) health, decision process,
An enormous amount of data Artificial Intelligence Incredible progress of technology
…affecting healthcare sector • Super physicians • Helped by supernurses • … and many others! • Including robots/ AI • Leveraging Big Datas• From an ever increasing amout of connected devices • Providing personalized medicine • Using an ever increasingly sophisticated technology • That will combine «hardware and software »• Whith responsibility more&more given to patient • Paid by more demanding payers or patients • In a more and more regulated framework
Okay, but What is in it for
Pharma?
Pharma is good innovating at drug
level…
…But does the same for 60 years in
marketing & sales.
Pharma is simply increasing prices...
…But will payers accept this for a
long time?
…And how to react when there are
already disruptors behind the door?
Embrace disruption! • Market Access: working with payers • Partnership model with patient associations • Developping « hardware+software » solutions • Partnering with care providers • Moving away from a product company to a service
company • Fully embrace the connected device arena • Working in network with other care companies
Pharma has to be (much more ) Agile!
• « Stay Tuned »• Embrace changes! • Make pilots and experiments • Be sure you learn from them • Dare to be the first• Leverage existing technologies • Share, share, share
How to be « Agile » at your level…
Some trends you can leverage tomorrow (At your level) • Doctors fully embracing
digital
• Multi-Channel marketing• Virtualization of
congresses• Changing need for
medical education
• Advertise and Engage on digital media
• Pilots simple to put in place are possible • other alternatives
possible • Invest in e-CME
“Skate to where the puck is going, not where it has been”
Walter Gretzky
