eHealthInsight Series: Reaching Doctors and Patients Through New Digital Media

Publication Date	January 2008
Publisher	Datamonitor
Product Type	Report
Pages	48
ISBN Number	not applicable
Product Code	DAT09577

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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.

Content

Chapter 1 Executive Summary
- Scope of the report
- Key findings
Chapter 2 Challenges Facing Existing Sales and Marketing Models
- The current Pharma sales and marketing model - why it is no longer sustainable
- Price and reimbursement controls
- UK
- US
- Changing working practices - limited time
- Public skepticism of the pharmaceutical industry and its impact on communication
- Legal issues facing Pharma company communication strategy
- Direct to consumer (DTC) advertising
- Implications of DTC advertising on the Web for the EU
- Implications of DTC advertising on the Web for the US
- off-label use
- Adverse event reporting is an additional consideration
Chapter 3 Current Sales and Marketing Initiatives to Target Physicians and Patients
- Targeting physicians
- Evolution of the representatives role
- Physician-specific websites
- How pharmaceutical companies engage with physicians online
- Targeting patients
- Online patient groups
- Marketing strategies employed in the EU
- Marketing strategies employed in the US
- Opportunities and obstacles to targeting patients online
- What are pharmaceutical companies doing to reach doctors online?
- Pharmaceutical companies existing online strategies
- Benchmarking company websites - key features
- Other technology strategies employed by Pharma
- Time saving strategies - Bayer provides palm pilots for physicians (personal digital assistants)
- Time saving strategies - e-detailing case study
- Social media strategies - Pfizer forms an alliance with Sermo
- Social media strategies - J&J blogging site JNJ BTW
Chapter 4 New Media Offers A Variety of Novel Opportunities to Pharma
- Podcasts: an under used resource by Pharma
- Increasing popularity of live video detailing
- YouTube: future potential in DTC advertising
- Video gaming: interactive learning for physicians
- Viral marketing: powerful promotional tool
- Case study: Bayer explores viral marketing
- Second Life: virtual opportunities for Pharma
- Possibilities for Pharma
Chapter 5 Bibliography
- Websites
- Articles
- Datamonitor reports
- Glossary of terms
Appendix
List of Tables
- Table 1: Average time physicians spend viewing campaigns
List of Figures
- Figure 1: Cost containment tools in the healthcare industry, 2007
- Figure 2: Approximately how often do doctors see a drug rep
- Figure 3: EU users who access websites directed at US audiences
- Figure 4: Prescribing influencers in the UK primary care setting
- Figure 5: Allocation of interactive marketing budgets of US Pharma marketers by marketing tactic, 2007 (% of respondents)
- Figure 6: Drivers and resistors of patient empowerment
- Figure 7: Internet penetration in all major markets, 2007
- Figure 8: How recently have you done the following activities?
- Figure 9: Positive and negative aspects of pharma-patient marketing
- Figure 10: Pharmaceutical company webpage features
- Figure 11: Preferred information sources for physicians, 2007
- Figure 12: Possible outcomes from Pfizer & Sermo collaboration
- Figure 13: New digital media that pharma could explore further
- Figure 14: Virtual hospital in Second Life
- Figure 15: Virtual meeting room in Second Life