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Digital Pharma Marketing Trends 2012
@alex__butler
@The_Social_Moon [email protected]@alex__butler
Competitor Landscape
Your Capabilities
Customer Needs
Strategic Focus
Strategic Elements
Develop a digital strategy focussed on where your competitors are weak
and your customers need is strong.
The age of computers has given way to the age of communication
Printing press turns alchemists into chemists
An asymmetry existed with previous communication milestones:
Those good for 1:1 conversation could not facilitate mass communication or support
group action
Conversation Broadcast
Groups
for the first time in history the amount of traditional broadcast television watched by the younger generation is decreasing rather than increasing annually
Ericsson (NASDAQ:ERIC) ConsumerLab "TV & Video Consumer Trend Report 2011,
40% of viewers said they use Facebook, Twitter or some other social networking tool to discuss TV shows as they watch.
The 200 Billion hours of television consumption per year in US alone estimated to
be 2000 times less than the hours taken to create Wikipedia.
Clay Shirky: Cognitive Surplus 2010
Personal Community Public Civic
SHARING
CO-OPERATION
COLLECTIVE ACTION
Poses fewest demands on participants.
Maximum freedom of the individual + fewest complications of group life
Share + then Gather vs. Gather + Share
Synchronised behaviour
Group identity (can be as simple as conversation)
Collaborative production
Commitment to joint action
Involved-tension between individual + group goals
Binding group decisions Information Sharing = Shared Awareness
Co-Operation = Shared Production
Collective Action = Shared Responsibility
Ladder of Engagement
sharing conversationcollaboration
collective action
“Innovation is a decidedly social process encompassing diverse
individuals, corporations, communities, networks, and
regions. The work of the Myelin Repair Foundation is an excellent
demonstration of these principles.”
John Hagel, Co-ChairDeloitte LLC, Center for Edge
Innovation
'You've spent the day on the Internet, but not on the Web'
http://www.wired.com/magazine/2010/08/ff_webrip/all/1
Death of a website?
Stand-alone websites feel unfamiliar, impersonal and museum-like to Internet users accustomed to the Social Web's interaction.
Website traffic has collapsed, and it is hard to see how or why it should recover..
Post PC Era?
Mobile Becoming Fundamental
Your customers are almost certainly using smart mobile technology every day
Mobile will be the most integrated marketing medium the world has ever known
1999 was the year of mobile, the 21st century will be one of ubiquitous connectivity
Building A Strategy
Your Objectives
How are your customers
using mobile?
How can you optimise
your collateral for
mobile?
Does it follow
mobile best practice?
Accessing medical records
Want help with prescribing a medication
Help monitoring patients in hospital
83%86%
74%
Make a portable body scanner that can detect 15 diseases
and capture key health metrics and you could win
10 million dollars
The Fun Instinct
Games are as old as civilisation itself and found in all cultures.
Games are about pleasure, freedom and escape.
They also combine the most powerful set of human motivators:
Achievement, competition, collaboration, learning & improvement, communication and self expression.
GAMIFICATION IS BULLS*!T
“Game developers and players have critiqued gamification on the grounds that it gets games
wrong, mistaking incidental properties like points and levels for primary features like interactions with behavioural complexity”
MOTIVATIONAL DESIGN
Hakkar: blood god lodged at the heart of the Zul’Gurub dungeon
2005
Deadly disease generated by Hakkar was accidentally transmitted by infected players to the world ouside the confines of the dungeon.
Within hours the ‘corrupted blood plague’ had begun.
Tens of thousands of players characters succumbed.
Dr Ran D Balicer: American Journal Epidemiology
“Virtual environments could serve as a platform for studying the dissemination of infectious diseases”
“[they might prove a] testing ground for novel interventions to control emerging communicable diseases”
Patient Rescue is a proof of concept for a game that supports health
professionals to recognise the signs of patient deterioration, use set protocols to assess a patient's
condition and intervene effectively.
Triage Trainer develops accurate decision making in the life
saving skill of Triage.
The game is set at the scene of an explosion in a busy high
street and the player's job is to prioritise the multiple casualties
for treatment.
Gamers Redesign a Protein That
Stumped Scientists for Years
“ “Every two days now we create as much information as we did from the dawn of
civilization up until 2003
Big Data
Twitter Revealed Epidemic Two Weeks Before Health Officials [STUDY]
The Use of Twitter to Track Levels of Disease Activity and Public Concern in the U.S. during the Influenza A H1N1 Pandemic
Big Data
I think the biggest innovations of the 21st
Century will be the intersection of [health, medicine]…biology and [digital] technology. A
new era is begginning…
“ “