Source: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)

The Pharma Marketer: Will there be an (r)evolution?

Murat Tanoren Marketing Manager, Boehringer Ingelheim Turkey Sep 27th, 2012 - London

@bencewom

http://goo.gl/y5Bim

The statements or opinions expressed in this presentation are my own and do not necessarily

represent those of my employer.

Q: Will there be an evolution of “the pharma marketer”?

NO

YES

It depends...

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

S

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

Source: Progressions 2012, The third place: health care everywhere, Ernst & Young

Source: AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

ACCESSIBLE HCP’S

20%

HCP’S NOT INTERESTED

IN PROMOTION

50%

Window of opportunity is narrow

Only 7% of standard calls last longer than 2 minutes

Source: Based on Canadian Study, Arcus/B.C. Medical Association, 2011

Page 10

In Turkey:

20 Calls/Physician in One Day!

13 Calls/Rep in One Day!

Duration of 1 Call: ~ 2 min

Official Gazette

REGULATION ON PROMOTIONAL ACTIVITIES OF

HUMAN MEDICINAL PRODUCTS

By the Ministry of Health

The end of detailing?

rising availability of alternative data

increasingly time-strapped physicians

growing regulations

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

There is no longer any measurable relationship between launch success and either the delivery of medical product samples (a strong proxy for detailing volumes) or share of voice in the market.

Only 27% of medical doctors consider leading pharmaceutical companies to be a reliable source of information.

IMS Launch Excellence III study in the UK

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

Ab actu ad posse valet illatio

From the past one can infer the future

Future possibilities in pharmaceutical promotion

• Continued, but selective, growth in promotion of Rx drugs directly to consumers

• Expansion of interest in new targets for promotion such as hospital and HMO CEOs

• Continued growth in use of “rational” appeals such as economics and QoL improvement

• Expansion of the use of electronic media to incorporate tailor-made or on-request drug information in the prescriber’s office or at other drug use sites

• Greater attention to promoting corporate image in conjunction with individual product promotion

Source: Smith, M. C. (1991) Pharmaceutical Marketing: Strategy and Cases, Pharmaceutical Products Press, Binghamton, NY.

Divide et impera

Divide and conquer

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

1

2

3

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

1

Level of Social Media Activity Depends on Condition

*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat

rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60

Rank Condition Health 2.0*

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

ADD/ADHD

Acne

Influenza/Flu

Eye Infections

Insomnia/Sleep Disorder

Psoriasis

Irritable Bowel Syndrome

Fibromyalgia

Eczema

Migraine

Generalized Anxiety

Ear infections

Anxiety/Social Phobia

Chronic Bronchitis

Acute Pain

Allergies

Asthma

Depression

Gout

Shingles

59%

53%

50%

46%

46%

46%

45%

45%

45%

44%

44%

43%

43%

42%

41%

40%

39%

39%

37%

37%

Rank Condition Health 2.0*

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

Acid Reflux

Chronic Pain

Restless Leg Syndrome

Arrhythmia

Pneumonia

High Triglycerides

Overactive Bladder

Cancer

Enlarged Prostate

Osteoporosis

High Cholesterol

Any Arthritis

Hypertension

Diabetes

Heart Disease

37%

36%

35%

33%

33%

32%

31%

30%

29%

29%

26%

26%

25%

25%

18%

Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

All Age Groups Are Using Social Media

Participation has grown across all

age segments

18-24 segment is leading in participation

– ~90% participate in some way

– ~75% join social networks

55+ segment engagement is increasing

across all types of participation (e.g.,

creators, critics, spectators)

Marketing to 45+ now viable

through social media due to their

increasing participation

Only 28% of online adults 45-54 say they

don’t use social media

Only 38% of online adults 55+ say they

don’t use social media

Source: IMC2 Adaptation of 2008 Forrester Research

Of Those Online, Caregivers Tend To Be More Active in Social Media

Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

2

&

• Pilot study a lifestyle behavior modification program to improve the health status of people with diabetes Type 2

• Digital coaching and a wireless glucose meter

• 1st phase 200 adults in the U.S. diagnosed with Type 2 diabetes for at least six months will have access to Healthrageous’ digital diabetes self-management program

• Program includes

personalized action plan with health behavior improvement goals,

biometric feedback to demonstrate goal achievement and milestones,

digital coach interaction,

recognition and incentives for progress,

supply and strip refill ordering,

medication reminders,

social networking support

Local initiatives are also possible

15 Family Physicians x 50 patients x BP monitors

Source: Wordham, J. and Jacobson, S. L. (2012) Transforming Commercial Models to Address New Health Care Realities

3

Are we really closing the loop?

Source: Information versus insight: Are you really closing the loop?, Capgemini Consulting

M-health is here

64% own/use a smartphone for prof. purposes

35% own/use a tablet for prof. purposes

60% go online between patient consultations

23% participate in pharma online programmes

59% would be interested in doing so

Source:

http://www.pmlive.com/digital_intelligence_blog/archive/2012/aug_2012/turkish_doctors_smartph

ones_ipad_iphone?utm_source=PMLiVE+Week-in-Review&utm_campaign=a7fbc1fc45-

PMLiVE_Week_in_Review_03_08_2012&utm_medium=email

E-cardiology is the 1st virtual congress of Turkish Society of Cardiology

– Supported by BI

– Scientifically equipped by Turkish Society of Cardiology

E-cardiology utilized different interactive modules

– 16 symposia

– 6 live operations

– 5 live debates

– 2 live conferences

– 4 product booths

– 3 satellite symposia

BI Booths

e-COPD Partnership (Jun-Jul 2012)

Turkish Society of Internal Medicine

LiveConference PresentationCenter OnlineTV

Total entry 5,354 Total members entry 686 Total Spiriva corner entry 2,025 Total members Spiriva corner entry 223 Total members ans. to surveys 176 Online TV membership 201 # of COPD slides downloads 166 Crossword puzzle 33

Results

BI Turkey is strongly positioned in terms of digital, yet basics are still important

41 Source: Brand Awareness, Jun-Jul 2012

Q32. Thinking of these activies please rate Boehringer Ingelheim, xxx, yyy, zzz and aaa on a scale that 1 represents ‘lowest’ and 10 represents

‘highest’.

5,91 5,71

5,22

7,85

4,77

5,65

8,44

2

3

4

5

6

7

8

9

E-detailing with I-PAD E-detailing with E-mail

Virtual congresses Reps Virtual TV Web sites Congresses

xxx

yyy

zzz aaa

Fortes fortuna adiuvat

Fortune favours the bold

Source: http://www.collthings.co.uk/2009/09/15-coolest-apple-mac-wallpapers.html (Accessed 28.08.2012)

Thank you for your attention

Murat Tanoren Marketing Manager, Boehringer Ingelheim Turkey Sep 27th, 2012 - London

@bencewom

http://goo.gl/y5Bim