eHealthInsight Series Reaching Doctors and Patients Through New Digital Media

CHAPTER 1 EXECUTIVE SUMMARY 4
Scope of the report 4
Key findings 4
TABLE OF TABLES 8
CHAPTER 2 CHALLENGES FACING EXISTING SALES AND MARKETING MODELS 9
The current Pharma sales and marketing model - why it is no longer sustainable 9
Price and reimbursement controls 10
UK 10
US 10
Changing working practices - limited time 11
Public skepticism of the pharmaceutical industry and its impact on communication 13
Legal issues facing Pharma company communication strategy 14
Direct to consumer (DTC) advertising 14
Implications of DTC advertising on the Web for the EU 15
Implications of DTC advertising on the Web for the US 15
Off-label use 16
Adverse event reporting is an additional consideration 16
CHAPTER 3 CURRENT SALES AND MARKETING INITIATIVES TO TARGET PHYSICIANS AND PATIENTS 18
Targeting physicians 18
Evolution of the representatives role 18
Physician-specific websites 20
How pharmaceutical companies engage with physicians online 21
Targeting patients 23
Online patient groups 25
Marketing strategies employed in the EU 26
Marketing strategies employed in the US 27
Opportunities and obstacles to targeting patients online 27
What are pharmaceutical companies doing to reach doctors online? 28
Pharmaceutical companies existing online strategies 28
Benchmarking company websites - key features 28
Other technology strategies employed by Pharma 31
Time saving strategies - Bayer provides palm pilots for physicians (personal digital assistants) 32
Time saving strategies - e-detailing case study 32
Social media strategies - Pfizer forms an alliance with Sermo 33
Social media strategies - J&J blogging site JNJ BTW 35
CHAPTER 4 NEW MEDIA OFFERS A VARIETY OF NOVEL OPPORTUNITIES TO PHARMA 36
Podcasts: an under used resource by Pharma 37
Increasing popularity of live video detailing 37
YouTube: future potential in DTC advertising 38
Video gaming: interactive learning for physicians 39
Viral marketing: powerful promotional tool 39
Case study: Bayer explores viral marketing 40
Second Life: virtual opportunities for Pharma 40
Possibilities for Pharma 41
CHAPTER 5 BIBLIOGRAPHY 43
Websites 43
Articles 45
Datamonitor reports 45
Glossary of terms 46
APPENDIX 47
List of Tables
Table 1: Average time physicians spend viewing campaigns 31
List of Figures
Figure 1: Cost containment tools in the healthcare industry, 2007 11
Figure 2: Approximately how often do doctors see a drug rep 12
Figure 3: EU users who access websites directed at US audiences 15
Figure 4: Prescribing influencers in the UK primary care setting 19
Figure 5: Allocation of interactive marketing budgets of US Pharma marketers by marketing tactic, 2007 (% of respondents) 22
Figure 6: Drivers and resistors of patient empowerment 23
Figure 7: Internet penetration in all major markets, 2007 24
Figure 8: How recently have you done the following activities? 25
Figure 9: Positive and negative aspects of pharma-patient marketing 27
Figure 10: Pharmaceutical company webpage features 29
Figure 11: Preferred information sources for physicians, 2007 30
Figure 12: Possible outcomes from Pfizer & Sermo collaboration 34
Figure 13: New digital media that pharma could explore further 36
Figure 14: Virtual hospital in Second Life 41
Figure 15: Virtual meeting room in Second Life 42