The Future of Brand Marketing: Will You be in the Mix?

Transcription

1 The Future of Brand Marketing: Will You be in the Mix? John Mack Publisher Pharma Marketing News

2 Factors That Determine the Mix The Product Your past experience What your competitors are doing Outside expert advice beware! ROI Impact vs. Risk

3 2006 Trends 58% see cuts in overall DTC spending 56% see decrease in TV advertising (vs. 26% that see increase) 71 % see increase in disease awareness or non-branded advertising 65% see increase in DTC regulation Source: Pharma Marketing News 2006 Trend Survey

4 Current & Future Issues Consumer marketing DTC moratorium TV or not TV, that is the question More education, less promotion? PhRMA DTC Guidelines Regulation Communicating risk: less is more?

5 Future Mix: Consumers Source: Optas DTC Industry Checkup Survey 2006

6 Current & Future Issues Physician marketing Sales reps Technology: epromotion vs. elearning CME: No longer part of the marketing mix?

7 Future Mix: Physicians Relative Importance of channels (weighted ranking) Today Sales Reps Advertising & Promotions Conferences, Print Media General Websites Call Centres Company Website edetailing Source: Cap Gemini/Insead Survey 2002

8 Overall Trend Technology will play a greater role in the future marketing mix for consumers and physicians!

9 Technology is Evolving Video Tape Desktop Computers Notebook Computers Tablets PDAs ipod Web & Video Enabled Cell phones

10 3 Dimensions of Advertising Reach Frequency Engagement New Media

11 ROI Analyses DTC ROI (decreasing) $1.60 to $2.00 (DTC Perspective) $0.19 to $1.37 (RAPP) $1.50 to $2.50 (IMS) $1.68 best estimate Traditional Detailing ROI (decreasing) $1.27 to $10.29 (RAPP) edetailing (increasing?) $2.48 (IMS Health Management Consulting; one case)

12 Future Mix: Impact vs. Risk Impact on Market Share Reach, frequency, richness of content, engagement, etc. Risk potential to cause customer dissatisfaction or pushback, increased regulation, negative publicity, etc.

13 What s in the (Consumer) Mix? 3rd Party Web Site Sponsorship Call Center Consumer Generated Content (Buzz & Blogs) Direct Mail Health Fairs National TV Outdoor & Event Venues (billboards, sports) Other Technology Platforms (CD/DVD, cell phones, text messaging, etc.) Pharmacy Programs Physician Office Programs Podcasts Print Radio Search Engines Spot TV Web Banner Ads

14 Consumer Marketing Channel Impact/Risk Analysis HIGH IMPACT, LOW RISK HIGH IMPACT, HIGH RISK IMPACT Search Web Banner Pharmacy Print Office CGC TV Arrows indicate future trends Direct Mail Call Center Source: Pharma Marketing News 2006 Trend Survey Podcast LOW IMPACT, LOW RISK LOW IMPACT, HIGH RISK RISK

15 What s in the (Physician) Mix? 3rd Party Web Site Sponsorship Call Center Direct Mail edetailing Other Technology Platforms (CD/DVD, cell phones, text messaging, etc.) Podcasts Point of Care Marketing (eprescribing) Print Sales Representative Scientific Meetings/Exhibits Search Engines Spot TV Telemarketing Web Banner Ads

16 Physician Marketing Channel Impact/Risk Analysis HIGH IMPACT, LOW RISK HIGH IMPACT, HIGH RISK Print Rep Meetings Search edetail Arrows indicate future trends IMPACT Podcast Call Center Web erx Telemarketing Direct Mail Source: Pharma Marketing News 2006 Trend Survey Banner LOW IMPACT, LOW RISK LOW IMPACT, HIGH RISK RISK

17 Cutting Edge Consumer Technology Consumer Generated Content Sites (blogs, etc.) Not controllable High risk of bad press Podcasts SMS (text messaging, video via cell phones) Very young audience High risk of increased regulation More prevalent in EU (eg, disease management apps)

18 Experts Consulted Kolby Barbera, Director Quaero Corporation (978) Dr. Andrée Bates, Managing Director Campbell Belman Mike Bishop, Executive Director InterAct Communications Vincent DeChellis, Principal NHHS Fabio Figueredo, Consultant ActionPR Neil Gray, Managing Partner Healthcare Trends & Strategies, LLC Paul Ivans, President Evolution Road Robert Nauman, Principal BioPharma Advisors Network J. B. Vick, President SayMedia Wendy White, President Siren Interactive Corporation (708)

19 For More Information Pharma Trends to Watch in Pharma Marketing Network 2006 Pharma Trend Survey John Mack