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eHealthInsight Series - Reaching Doctors and Patients Through New Digital Media

http://www.companiesandmarkets.com/Summary-Market-Report/ehealthinsight-series-reaching-doctors-and-patients-through-new-digital-media-30328.asp

Report Summary

Introduction

Existing sales and marketing models are considered unsustainable. Pharma has been slow to adapt and take advantage of the marketing opportunities offered by the internet. Meanwhile customers are increasingly using the web to source information. Pharma needs to evolve and engage with their customers online, or risk being left behind.

Scope

  • Overview of the current challenges facing existing sales and marketing models.
  • A review of online activities of physicians and patients and how Pharma companies are currently targeting customers.
  • Analysis of Pharma companies current online strategies supported by case study analysis.
  • Review and recommendations of new media strategies Pharma could potentially consider.


    • Highlights

    Rising healthcare cost, P&R controls public skepticism of Pharma companies and legal issues have made the current sales and marketing model unsustainable, they need for specialized sales forces and increased use of the internet as a customer information resource.

    Increased access to the internet has led a growth in physician and patient websites. Pharma companies need to move forward from the traditional company website and actively engage with its customers.

    The rise in social media, blogging forums opens up potential opportunities for Pharma marketers, also there are a variety of mediums such as podcasts and live video detailing which are currently underutilized.

    Reasons to Purchase

  • Understand the opportunities and threats facing Pharma companies existing sales and marketing models.
  • Provides an overview of Pharma's current online strategies and how they are failing to make an impact.
  • Identification of new media opportunities that Pharma could undertake to engage with their target audiences online.

    • Table of Contents

    CHAPTER 1 EXECUTIVE SUMMARY 4
    Scope of the report 4
    Key findings 4
    TABLE OF TABLES 8
    CHAPTER 2 CHALLENGES FACING EXISTING SALES AND MARKETING MODELS 9
    The current Pharma sales and marketing model - why it is no longer sustainable 9
    Price and reimbursement controls 10
    UK 10
    US 10
    Changing working practices - limited time 11
    Public skepticism of the pharmaceutical industry and its impact on communication 13
    Legal issues facing Pharma company communication strategy 14
    Direct to consumer (DTC) advertising 14
    Implications of DTC advertising on the Web for the EU 15
    Implications of DTC advertising on the Web for the US 15
    Off-label use 16
    Adverse event reporting is an additional consideration 16
    CHAPTER 3 CURRENT SALES AND MARKETING INITIATIVES TO TARGET PHYSICIANS AND PATIENTS 18
    Targeting physicians 18
    Evolution of the representatives role 18
    Physician-specific websites 20
    How pharmaceutical companies engage with physicians online 21
    Targeting patients 23
    Online patient groups 25
    Marketing strategies employed in the EU 26
    Marketing strategies employed in the US 27
    Opportunities and obstacles to targeting patients online 27
    What are pharmaceutical companies doing to reach doctors online? 28
    Pharmaceutical companies existing online strategies 28
    Benchmarking company websites - key features 28
    Other technology strategies employed by Pharma 31
    Time saving strategies - Bayer provides palm pilots for physicians (personal digital assistants) 32
    Time saving strategies - e-detailing case study 32
    Social media strategies - Pfizer forms an alliance with Sermo 33
    Social media strategies - J&J blogging site JNJ BTW 35
    CHAPTER 4 NEW MEDIA OFFERS A VARIETY OF NOVEL OPPORTUNITIES TO PHARMA 36
    Podcasts: an under used resource by Pharma 37
    Increasing popularity of live video detailing 37
    YouTube: future potential in DTC advertising 38
    Video gaming: interactive learning for physicians 39
    Viral marketing: powerful promotional tool 39
    Case study: Bayer explores viral marketing 40
    Second Life: virtual opportunities for Pharma 40
    Possibilities for Pharma 41
    CHAPTER 5 BIBLIOGRAPHY 43
    Websites 43
    Articles 45
    Datamonitor reports 45
    Glossary of terms 46
    APPENDIX 47
    List of Tables
    Table 1: Average time physicians spend viewing campaigns 31
    List of Figures
    Figure 1: Cost containment tools in the healthcare industry, 2007 11
    Figure 2: Approximately how often do doctors see a drug rep 12
    Figure 3: EU users who access websites directed at US audiences 15
    Figure 4: Prescribing influencers in the UK primary care setting 19
    Figure 5: Allocation of interactive marketing budgets of US Pharma marketers by marketing tactic, 2007 (% of respondents) 22
    Figure 6: Drivers and resistors of patient empowerment 23
    Figure 7: Internet penetration in all major markets, 2007 24
    Figure 8: How recently have you done the following activities? 25
    Figure 9: Positive and negative aspects of pharma-patient marketing 27
    Figure 10: Pharmaceutical company webpage features 29
    Figure 11: Preferred information sources for physicians, 2007 30
    Figure 12: Possible outcomes from Pfizer & Sermo collaboration 34
    Figure 13: New digital media that pharma could explore further 36
    Figure 14: Virtual hospital in Second Life 41
    Figure 15: Virtual meeting room in Second Life 42