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Pharma eMarketing Strategies Report 2011-12

An analysis of the mobile and digital landscape to improve your marketing mix: boosting brand awareness and sales

Based on 20+ interviews with thought leaders from: Roche, Phillips, MSD, Janssen-Cilag

The challenge for pharma isn't justifying expenditure on eMarketing. The challenge is deciding which exciting digital initiative to devote resources to and how best to integrate them into the overall marketing strategy successfully.

This report provides an in-depth analysis of the digital/ mobile landscape and provides examples highlighted in our research as case studies to consider or provide lessons to be learnt.The report features insights from industry digital experts within pharma/medical devices, considering the market drivers, the patient/physician digital pathways and eMarketing initiatives in smart phone, tablet computing, patient portals and much more. With analysis of the eMarketing landscape through in depth industry interviews and

With analysis of the eMarketing landscape through in depth industry interviews and exclusive case studies this report will help executives prioritise their eMarketing channels, improve their integration and benchmark themselves against their peers as well as, how to develop a more robust strategy to gain the competitive edge.

Purchase this report today and get:

  • Comprehensive analysis on the digital footprints of patients and physicians
  • An analysis of the digital landscape currently in mobile, web, tablet computing and social media
  • Expert opinions on the future eMarketing and the anticipated regulatory context
  • 30 case studies on digital initiatives to learn from
  • Data from pharma/medical device executives on their expected digital budget 2012-16,
  • eMarketing priorities and who they see as leading the way in digital
  • 40+ fi gures/charts/tables, refl ecting primary research and the most up-to date secondary data available, including:
    • Global internet penetration 2011
    • Top 15 Pharma brand websites: level of mobile optimisation and percentage number of internet searches conducted by mobile
    • Three models for industry utilisation of physician networks

Who should buy this report?

Marketing executives/Business Unit Directors will see an analysis of the digital landscape in 2011 and forecasts for 2012 and beyond. They will gain a greater understanding of where to prioritise their marketing budget and improve the integration of eMarketing channels in line with their overarching marketing objectives.

eMarketing executives will fi nd an analysis of 30 case studies giving them a comprehensive overview of the digital landscape. From these they will be able to benchmark themselves against their peers and improve their digital strategies. Purchasers of this report so far include Bristol Myers Squibb, Johnson & Johnson and glaxoSmithkline. Secure your copy today to ensure you do not miss out on this vital information.

Report Methodology

eyeforpharma conducted 23 in-depth interviews with pharmaceutical/medical device executives and digital experts across Europe and North America.

Each focus area of the report is based on these primary source interviews with key thought leaders who were either pharmaceutical/ medical device high-level digital marketing executives, industry consultants in award winning fi rms, patient and physician portal executives, a physician with digital expertise, as well as relevant education and association executives (See Figure 5). Information provided by digital pharmaceutical/medical device marketing executives was collated and analysed to provide trend insights This was supplemented by primary research conducted by eyeforpharma, surveying over 400 pharma eMarketing executives and experts. Additionally, the report has been supported by secondary research where appropriate.

The report also includes almost 30 case studies of positive and negative digital marketing strategies. Additional statistics are provided on physician and patient online healthcare interests, information search utilities and behaviour. Regulatory agency positions on pharmaceutical/medical device digital marketing are profi led for the United States, Canada, European Union and the United Kingdom

Selected Findings

Introduction

Mobile and digital technologies are now a fundamental part of the eMarketing mix for pharma and medical device companies. With swift physician and patient adoption of technologies and digital channels, healthcare audiences are increasingly more reachable. For the healthcare industry, the challenge is what to prioritise and then how to integrate it successfully. An exclusive eyeforpharma survey of 180 pharmaceutical and medical device executives found that 73% (Figure 1 not included) needed more information on patient technology penetration and internet habits, with 81% (Figure 2 not included) needing similar information on physicians.

Figure 3: Global Internet Penetration

Source: Internet World Stats 2011

The healthcare sector has clearly recognised that internet usage has become a fundamental part of how both physicians and patients consider their healthcare choices. Internet penetration continues to increase at signifi cant rates, even in well served markets. According to the most recent Internet World Stats1, internet penetration rates have exceeded 78% of the North American and 58% of the European populations. Added to this, those same markets have shown swift adoption of smartphone and tablet technologies, taking internet connection mobile. According to comScore2 in December 2010, U.S. smartphone adoption exceeded 60,000 subscribers, or 27% percent of all mobile subscribers, an increase of ten percentage points from the previous year. European adoption exceeded 70,000 subscribers, or 31% percent, also up nearly ten points versus a year ago. As physician and patient internet access increases, so is the time spent on the web seeking healthcare information.

Although pharmaceutical and medical device companies have taken an understandably more cautious approach to digital strategies in the past, it is clear that business models are changing to incorporate digital channels as a central marketing tool; not just as an add-on strategy. According to an A-Cross 2011 survey of almost 200 pharmaceutical and medical device company executives, 67% felt they were behind in leveraging the internet compared to other industries. Pharmaceutical and medical device eMarketing generally lags behind commercial/retail, even in markets where Direct-To- Consumer (DTC) advertising is allowed.

Figure 4: Breakdown of European smartphone subscription

Source: The comScore 2010 Mobile Year in Review, February 2011

Pioneering approaches, including the use of patient networks for clinical trial recruitment and Roche/ Genentech's pulmozyme patient website have already achieved strong results, while others have run afoul with regulatory authorities. By combining knowledge from previous digital campaigns with forward-thinking innovation, healthcare company eMarketing has an exciting future. The one certainty is, that with an increasingly digital customer base - healthcare professionals (HCPs) and patients - researching and discussing disease and treatments, no pharmaceutical/medical device company can afford to ignore the opportunities eMarketing presents.

Table of Contents

ABOUT EYEFORPHARMA

INDUSTRY REVIEW

CONTENTS

LIST OF FIGURES

INTRODUCTION

METHODOLOGY

1. eMarketing explained

  • 1.1. Defi ning eMarketing for Pharma
  • 1.2. eMarketing evolution
  • 1.3. eMarketing drivers

2. The new face of pharma customers

  • 2.1. Doctors' digital footprint
    • 2.1.1. Internet searches
    • 2.1.2. Physician networks
  • 2.2. Patients' pathway
    • 2.2.1. Patient networks and forums

3. Digital strategies

  • 3.1. Mobile
    • 3.1.1. Mobile phones / smartphones
    • 3.1.2. iPad
      • 3.1.2.1. Face to face Sales
      • 3.1.2.2. Cost/benefi ts
    • 3.1.3. Mobile-optimisation for websites
    • 3.1.4. Quick Response and SMS codes
  • 3.2. Web
    • 3.2.1. Websites
    • 3.2.2. Physician portals
    • 3.2.3. Web conferences and Live Chat
  • 3.3. Social Media
    • 3.3.1. Physician and patient networks
    • 3.3.2. Data mining
    • 3.3.3. Facebook
      • 3.3.3.1. Usefulness
      • 3.3.3.2. Facebook's dangers
    • 3.3.4. Twitter
      • 3.3.4.1. Restrictions
      • 3.3.4.2. Information dissemination
    • 3.3.5. Linkedin
    • 3.3.6. YouTube
    • 3.3.7. Multi-channel campaign case studies
  • 3.4. eDetailing and email support
  • 3.5. Electronic continuing medical education
  • 3.6. Clinical trial recruitment

4. Metrics/Measurement of eMarketing eff ectiveness

5. Traditional and eMarketing integration

  • 5.1. Successful Case Studies
  • 5.2. Lessons learnt

6. Future of marketing mix

  • 6.1. Regulatory - expert opinion
  • 6.2. Regulatory landscape
  • 6.3. Clinical trial recruitment
  • 6.4. Sales force
  • 6.5. Google+
  • 6.6. Future outlook

7. Industry learnings

REFERENCES

LIST OF ABBREVIATIONS

ABOUT THE AUTHOR

THANK YOU

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