Guide to Starting a Pharma Digital Marketing Campaign

Transcription

1 PromoZoo PMI Digital Masterclass Guide to Starting a Pharma Digital Marketing Campaign Promozoo Limited Copyright 2011

2 Introduction Background: In today s world it is getting difficult to find an industry that has yet to be influenced in some way by the Digital tidal wave. Today, doctors view x-rays on ipads, patients get medical information on the internet and medical students learn about medicine and the body online as well as in the classroom. The Pharmaceutical Industry and Digital Marketing The challenge for this industry has been in the complex regulations surrounding marketing activity in general allied to the fact that senior management and highly influential customers, KOLS etc, have relied on traditional methods of sales, marketing and communication. In January 2012 for the first time almost all Pharma Companies will begin detailing using tablet technology (ipad). So what happens now... From our experience as pharmaceutical Digital Specialists, in this guide we give a starting structure to a digital marketing framework specifically created for pharmaceutical marketers, sales teams and senior management. We trust it will assist you on your digital journey. From all at PromoZoo. Promozoo Limited Copyright 2011

3 We have created a mythical pharmaceutical product for launch to demonstrate the basic principles involved in digital marketing today. You are now a Brand Manager of Pharma Co Ltd responsible for the launch of Panacea. Read the brief below and get cracking. Launch of new drug Brief to Create a Launch Campaign Panacea for the treatment of LCS Example of Global Brand Ad, Logo and Campaign name which must be used The Therapy Area: LCS - Life Complexity Syndrome LCS is a recently discovered/isolated condition known to affect all adults living in the Western world. It is commonly misdiagnosed as various other chronic illnesses as its symptoms can present as lethargy, being fed up, apathetic, often leading male patients to dying their hair and buying motorcycles, its manifestations in females are less obvious but a renewed interest in shopping and travelling away from the home are common. The recently approved Panacea by Pharma Co Limited as been indicated for the treatment of LCS, it is a first in class treatment and it acts with almost immediate effect, giving the patient clarity of mind, an upbeat demeanour and a renewed vigour for life.

4 It is being commonly called the miracle cure however the launch has challenges... Patient Side effects: The side effects are Zero once the patient conforms to the regular medication cycles as directed by their GP. For an average male /female this is 3 tablets per day at 4 hour intervals. Failure to adhere to the medication plan often leads to profound disillusionment that is difficult to recover from feedback is that once you have had Panacea there is no going back! Indication and Audience: The Indication is as a Prescription only medication, in primary care. Communication Challenge: Despite the fact that the medication is fully licensed in Ireland and that there are very strong studies from the USA to support the efficacy of Panacea, a healthy scepticism combined with a lack of knowledge and awareness exists in the Irish market of both LCS and Panacea. The Launch must address the awareness, education and scepticism together with delivering some tangible results. Resources available for Launch are as follows: KOLS: There are 2 key respected consultants Professor Laurel (London) and Professor Hardy (Dublin) that are willing to participate in an educational campaign. Budget: 200,000 Year 1, depending on the measurability of success this budget could be doubled for year 2, as has been the case in other markets. Sales Team - There are 10 dedicated sales professionals, including a traditionally trained Sales manager. Pharma Co Ireland s management,while not digitally experienced recognise the changing market conditions and remain open to persuasion on its merits and have requested guide costings on the mix. We welcome any thoughts you may have that would contribute to the successful launch. Panacea Because Life is complex enough Copyright of Promozoo Ltd [email protected]

5 Your Pricing Guide Now that you know how fantastic Panacea is in the treatment of LCS, here are some guide prices to help you plan your marketing media mix. What are you going to pick? The list is only a sample of ideas in use today. Online Website 10k - 20k Apps 5k - 15k Bespoke Software 20k - 30k Offline Publications 20k pa TV 30k+ Radio 10k+ marketing 2k - 5k Leave Pieces 2k per 1,000 Video 3k - 7k Direct Mailers 5k per 1,000 PPC 1k - 3k Sales Rep? Online Media Placement 10k - 20k Marketing Materials 2k per 1,000 edetailing via webinar 5k - 15k Social Media 2k - 5k Local Meeting 5k per meeting National/intl. Meetings 20k+ Price Guide Given as rough estimates for Workshop Members Use Only

6 We recommend you begin by considering these Quick win Steps Treatment Area- Is there an education gap? Product Attributes- Are there product attributes that would respond well to digital technology using video, apps, animations, texts reminders etc Audience/Stakeholders Digital makes it cost effective to micro segment audiences- each audience can have a different message and medium who are the key audiences and where do they live online? Resources Available Consider Financial, People (eg Sales team), Brand advocates, overseas created collateral, Local and overseas KOLs, existing seminars/online groups Challenges to Overcome Identify early the key threats to your success-competition/access/education and how these may be overcome digitally and with an integrated solution Measurements of Success Consider Online Analytics, measurement, audience interaction in terms of usage, download, precise use of apps and website etc Lock Down your digital assets Prioritise your Audience Build Strong Creative & Content Drug URL, Active URL, Treatment URL, Campaign URL, Social Media Assets Specialists/KOLs GP s, Pharmacists HCP Other, Patients, Treatment Groups Consider content, audience and competitors.

7 So, what is content? Quick Guide Great Content - Peer Opinions, Journal Articles, KOL Reviews, trial papers, Case Studies etc is vital to the ongoing success to your campaign. Below are areas to consider when planning your content strategy. Ask The Audience Reps/eSurvey Content Planning What have you got today Campaign Review Analytics Internal-Your Trial Papers Broader Industry Trends Helpful to your HCP s Work HCP Generated Opinion Your International colleagues ejournals Blogs Industry Symposia

8 Considerations for your Mix Social Twitter FB LinkedIn You Tube Google + Focus Groups Online Presentations esymposia Website Apps Smartphone marketing ejournal Surveys Video Medical Blogs Article Marketing Ad Online Content Network PPC eadvisory ecpd elearning Online Forums Intranets Associations/Societies Newsfeeds Online Media Sites Direct Marketing edetailing Tablet Webinars Text Campaigns Overseas Peer Content This tools of the trade checklist is helpful when considering how your message should be delivered. Note: in the competitive Pharmaceutical market we strongly recommend you use original creative. (we have seen the same doctor pictures advertising competitors product - he must be rich by now...)

9 Lets start with The Offline Creative

10 Every Brand needs a home on the web Start with your website patient side... This deals a lot with the treatment area, helpful FAQs for Patients and support group links... Patient side there are the branding limitations, but the overall look and feel of the creative can be carried through without the brand names...so as all facets of the campaing share the same look and feel...

11 HCP Side-contains key HCP resources HCP side of the website can have secure login although this is no longer absolutely necessary. Consider the key content a HCP may require that will add value to their working day...trial papers, education videos, patient guides, Medical slide kits, apps as may be available, contact info, peer forums, easy access to general treatment info etc.

12 Now choose the Platforms For message delivery some examples Video Mobile App/Text QR Code integrated into Print Media Online Ad Placement in HCP Sites Web-The Digital Home Note: keep the Creative Original and uniform online and offline

13 Tip: In Pharmaland Video Content is King UK Video Views- source Possible uses of Video KOL Speakers-latest opinion Training Team/HCPS Simple Explanations of complex topics -animated? -Patient Side info Video is really growing on line as it works for quick access to information

14 E Mail Marketing Communications Creating and Retaining an Interactive Community One we prepared earlier Marketing is still one of the strongest methods of communication online with a vastly higher penetration rate than almost any other medium. In Ireland this is particularly true as it works extremely well on mobile devices ipad, Mobile Phones, as well as the traditional PC or laptop. Furthermore it delivers huge value in terms of audience Segmentation, reach and measurement analytics. So the key is to understand and plan an communication campaigng to your various audiences-that is relevant to each

15 E-Detailing via Webinar Possibly the most obvious area of change in the sales process where Remote HCP s can be detailed cost effectively at a higher frequency That ever before. Webinar is also very effective for International speakers. The audience can attend Live or review a recorded Webinar at their leisure. Webinar on PC, ipad & Mobile. At this point in time it is safe to assume that almost all HCP s have attended/are attending webinars in their specialist area.

16 E Journals Example of Placement E-Journals and other relevant content sites should Be considered for media placement. 65% forward newsletters Source: Habeas Q Publishers: Cost effective Reaching segments Persuasion tool Front-of-mind Measureable Recipients: Enjoyable to read Easy to share Saves time Automatic updates Content of value Can read at a convenient time

17 Online Sampling- Other Considerations Other considerations for launch campaigns. Pfizer, AstraZeneca & Merck adjust online drug sample programme to preserve doctor rep relationships DoctorLogistics.Net Wall Street Journal Dec 2010 Consider a Patient or HCP App e.g. Medication reminder app. Consider e-detailer.com A brand new service,developed in Ireland to provide & manage up to the minute content simultaneously through your Reps & your HCP s ipads... In R&D at the PromoZoo and coming v soon...

18 Digital Measurement Like no Other Finally - digital campaigns really excel in terms of the measurement of success with all audience interactions recorded automatically e.g. Click through rate, viewing times, participation stats, by each member of the target audience empowering the brand owner. As the saying goes if it can be measured it can be managed. This is a key difference with digital and one that is welcomed by all in a management role-marketing effectiveness can now be measured!

19 A Possible Launch Plan for Panacea Below is an example of a year marketing planner in response to the panacea brief. Its just one idea, but it may be a good place to start. Website 15k Reps edetailing 5k Brand Materials 10k Samples 10k Marketing 5k Direct Marketing 10k Webinars 15k ejournals 15k Ed Events 30k KOL Webinar 10k National Seminar 20k ecpd 15k Social Media Patient 5k Patient Treatment 15k Media Placement 20k

20 In summary your next steps Lock Down your digital assets: - Your brand name, medical name, treatment area...hypertension.ie...are there others? Identify and Ask your audience- KOLs, registrars, GPs, Nursing staff, dieticians, pharmacists, HCP s other. Create relevant content & Strong Creative for key stakeholders Launch Strategy: Choose and test your best media options Video, Pod Casting, RSS Feeds, ejournals, Webinar, Blog, edetailing- esampling delivered via Desktop Tablet Smart Phone Build your starting site-hcp side/patient Side don't forget that this is just the start Measure your Success...now and forever!

21 Contact Us This guide is produced to assist all in the Pharmaceutical industry begin and maybe improve their digital journey. If you wish to discuss any of these ideas we would be delighted to help. Please contact us : Brian Larkin [email protected] Bernard Harris [email protected] Mark Collis [email protected] Ph Click the link below to review brief from the day Follow our Pharma Join our Pharma Marketing Group from Ireland on Linked in. Group: Pharma Marketing Ireland BIO: Over 15 Years of Agency Experience working with Pharma Co s in Australian, UK, Irish and Continental European Pharmaceutical and Medical Device Companies What We Do: Create Campaigns that are Digital Centric Digital Strategy Planning and creation Website Design & Development Outbound Digital Marketing Inbound Digital Marketing Analytics & Return On Investment Linked with Offline Strategy Promozoo Limited Copyright 2011