New Multi-Marketing Channel Strategies

Introduction

The future of Pharma marketing lies in using new marketing channels such as social media intertwined with traditional marketing practices to create a multi-channel marketing mix. However, online brand promotion through social media is more effective for targeting patients than physicians, indicating direct marketing tactics to physicians through social media should be limited.

Scope

• Provides an overview of the reasons behind the need for new marketing channels
• Explores the different channel mixes used to reach the pharma industry's diverse customer base, both patients and doctors
• Examines the use of online social media technology and uses in-depth case study analysis to examine the pros and cons of each marketing channel
• Evaluates the future of online technology and how it can be used by Pharma marketing teams

Highlights

Social media is an excellent communication medium for pharma companies wishing to interact with patients, incorporating both disease and product information. The informal relaxed setting suits the more emotive informational needs of patients.

The key for the industry now is to strike the right balance between use of new media tools and deciding which aspects of traditional marketing strategies should remain or can be modified to suit today's marketing environment.

Using online technology such as eDetailing is the most effective online marketing tool for physicians, and can be used to create an effective closed-loop marketing strategy as part of a viable and sensible approach to successful physician marketing.

Reasons to Purchase

• Understand why marketing practices in the pharmaceutical industry is changing
• Access actionable recommendations through case study analysis on the appropriateness of eMedia strategies towards different target audiences.
• Identify future models that Pharma companies could consider replicating going forward

• about The Strategic Pharmaceutical Analysis Team
• Chapter 1 Executive Summary
  • Strategic scoping and focus
  • Datamonitor insight
  • Related reports
  • Table of Contents
• Chapter 2 Examining The Need for A Multi-channeled Marketing Approach
  • Traditional physician and patient marketing channels are becoming less effective
  • A multi-marketing channel approach is the way forward
  • Multi-channel marketing requires a tailored mix of traditional and novel media aimed at each target audience
  • Multi-channel marketing channels need to be considered in terms of targeted customers
  • New multiple-marketing channels need to be considered in terms of the healthcare professional targeted
  • Physician network websites represent a successful format that Pharma could mimic
  • Multi-channeled approaches can enhance Pharma's communication offering to physicians
  • Leveraging eDetailing for effective closed-loop marketing
  • New multiple-marketing channels need to be considered for patients too
  • Patient online communities expect two-way dialogue - Pharma is still communicating one-way
  • Implementation of Pharma's multi-marketing online strategies held up by a regulatory minefield
  • Adverse event reporting should not limit Pharma's uptake of online promotion
• Chapter 3 Web 2.0 Technology - A Key Component of Multi-channel Marketing
  • Pharma needs to be where its customers are - online
  • Web 2.0 technology enables Pharma to communicate with patients
  • YouTube - a underused communication tool
  • The pros and cons of YouTube as a pharma marketing channel
  • Johnson & Johnson leads the way on YouTube
  • Pharma's use of Facebook is still in its infancy
  • The pros and cons of Facebook as a pharma marketing channel
  • Facebook patient awareness - Merck & Co's Gardasil page
  • Facebook patient awareness - Novartis breast cancer awareness page
  • Facebook patient awareness - McNeil Pediatrics sponsored 'ADHD Moms' page
  • Which strategy should Pharma utilize on Facebook?
  • MySpace is not used by Pharma
  • Twitter - Pharma likes to Tweet!
  • The pros and cons of Twitter as a Pharma marketing channel
  • Big Pharma feels safe Twittering
  • Boehringer Ingelheim is pioneering Pharma Tweets
  • Blogs are still a one-way communication method
  • The pros and cons of pharma blogs
  • GlaxoSmithKline succeeds at blogging
  • Web 2.0 technology is not being used effectively as a promotional tool to target healthcare professionals
  • Opportunities for Pharma to create an integrated disease management program around its drugs
  • Google Health - personalized medicine will be the future
  • iPhone (smart-phone) applications - replacement educational incentive for reps seeking physician access
  • Wii Fit - a communication tool
  • Bibliography
  • Publications and online articles
  • Datamonitor resources
• Appendix
  • Search advertisement
  • Sponsored link
  • Web 2.0
  • about Datamonitor
  • about Datamonitor Healthcare
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Marketing approaches to key stakeholders
  • Table 2: Online physician and nurse communities, 2009
  • Table 3: Top 10 Pharma company websites visited by US physicians, 2008
  • Table 4: Brand sponsored patient communities
  • Table 5: Top 10 Big Pharma companies with the highest promotional spend, 2008
  • Table 6: Pharma companies with a presence on YouTube, 2009
  • Table 7: Big Pharma companies with corporate - employee Facebook pages (as of July 2009), 2009
  • Table 8: Pharma sponsored Facebook pages
  • Table 9: List of Pharma companies with Twitter accounts
  • Table 10: Pharma blogs - corporate and branded drug blogs sites currently in operation, 2009
  • Table 11: Top 10 iPhone health-related applications
• List of Figures
  • Figure 1: Big Pharma companies ranked by their 2007 advertising budgets, 2006-07
  • Figure 2: Multi-channel marketing combines traditional and novel (web-based) approaches
  • Figure 3: Internal cross-functional teamwork necessary for multi-channel marketing strategy
  • Figure 4: Optimizing Pharma- physician communication channel strategies
  • Figure 5: An outline of the FDA's draft guidelines on presenting risk information in prescription drug and medical device promotional material
  • Figure 6: The pros and cons of YouTube as a means for pharma companies of raising both disease and product awareness among patients
  • Figure 7: Johnson & Johnson's YouTube page
  • Figure 8: The pros and cons of a pharma Facebook profile as part of Pharma's patient marketing strategy
  • Figure 9: Novartis-sponsored patient advocate Facebook page by Marcia Strassman, 2009
  • Figure 10: Twitter, MySpace and Facebook audience retention rates
  • Figure 11: The pros and cons for pharma companies f of a Twitter account
  • Figure 12: Boehringer Ingelheim's Twitter page user occupation and online behaviors
  • Figure 13: Alli connect - GlaxoSmithKline's honest blogging webpage)