5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

Medical profession is seen to be corrupt

Patients don’t trust doctors Media loves doctor bashingViolence against doctors is

increasingly commonPharma is seen to be greedy – the

doctor-pharma nexus is an open secret

5th Edition – Paris -- June 4-5, 2015

Doctors do not respect MRs – you cannot buy trust !

MRs do not respect doctors - or themselves

Low morale and self-esteem - cannot recruit good MRs

Mug’s game - race to the bottomRegulatory backlashNegative media coverage

5th Edition – Paris -- June 4-5, 2015

Don’t add any value to my lifeDon’t want to waste my time – or

theirsHow can pharma engage with

doctors like me ?

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

How do we reach out to doctors?New problems need new

solutionsDigital marketing offers a lot of

promise !All industries are going online -

and pharma needs to do this too !

5th Edition – Paris -- June 4-5, 2015

Apps ?Tabs ?Portals ?Whatsapp ?Digital marketing ?Marketing spiel ?

5th Edition – Paris -- June 4-5, 2015

Not a core competence – digital is still a foreign territory for pharma

Corporate inertia – why fix it if it’s not broken ?

Star MRs feel threatenedHow do you prove ROI ?KOLs are older – most are digital

dinosaurs

5th Edition – Paris -- June 4-5, 2015

More patientsMore moneyBetter productivity and profitabilityMore fameProfessional prestige

Medical research and publications Invitations to speak at medical

conferencesWork-life balance

5th Edition – Paris -- June 4-5, 2015

Marketing 101 - go to where your customers are !

In the past, this meant the doctor’s clinic, which is why pharma needed MRs to establish relationships

Today, all doctors are online !Because all their patients are

online !Pharma needs to go online as well !

5th Edition – Paris -- June 4-5, 2015

Needs to do only one thing - Give every doctor their own website

5th Edition – Paris -- June 4-5, 2015

Valuable digital real estate - direct source of referrals

Online reputation management Openness, trust and transparency Local language Competitive edge Doctors want and need their own

website but they don’t know how to create a website

You can fill in the gap !

5th Edition – Paris -- June 4-5, 2015

Patient acquisition – direct source of referrals

Create patient educational materials - spend once, use often

Saves administrative hasslesNo phone tag – email has a much

better signal to noise ratioBecome patient centric and

empathetic

5th Edition – Paris -- June 4-5, 2015

Doctor is available and accessible

Can doctor shop from homeGet second opinionsTrusted voiceLocal languageTransparency and openness

creates trust

5th Edition – Paris -- June 4-5, 2015

Direct digital access to the doctorRSS feeds for new drugs and

recent advances. Reach out to patients through the website

Economies of scale, which makes it cost-effective !

Only one chance for the innovator - only one website per doctor

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

Bought in bulk by pharma companies

Customised for each individual doctor

Everyone benefits – pharma company, doctor and patient !

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

Just a buzzword ?Patient-centric” doesn't mean selling

more products – it means keeping the patient's needs above your own

Long-term philosophyUnchallenged competitive edge

when you become the trusted brand !

5th Edition – Paris -- June 4-5, 2015

Perceived regulatory hurdles – “ pharma cannot touch the patient”

Digital is not a core competenceCorporate inertiaHow do you prove ROI ?How do you scale up ?

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

The right diagnosisThe right treatmentLow costA kind doctor who listens to

themConvenienceHigh quality medical care

5th Edition – Paris -- June 4-5, 2015

Help patients to find the right doctor !

5th Edition – Paris -- June 4-5, 2015

Create a one stop digital health destination for Indians

The Indian WebMD !Combine with a call-center –

marry high tech with high touch

5th Edition – Paris -- June 4-5, 2015

Patient education Disease management Referrals to KOLs Big data analytics Market research - listening to

the voice of the customer R&D - Clinical trial recruitment PR – good corporate citizens

5th Edition – Paris -- June 4-5, 2015

Promoting SelfCare , so they can do as much for themselves as they can

Helping them with Evidence-Based Guidelines , so they can ask for the right medical treatment that they need – no more and no less

Helping them with Veto Power, so they can say No to medical care they don’t need

5th Edition – Paris -- June 4-5, 2015

5th Edition – Paris -- June 4-5, 2015

Marketing ?Brand managers ?Customer service ?Corporate social responsibility

Does it make business sense ?

5th Edition – Paris -- June 4-5, 2015

We try never to forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. — George W(ilhelm) Merck

Address to the Medical College of Virginia, Richmond (1 Dec 1950).

5th Edition – Paris -- June 4-5, 2015