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Generic Pharma

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  1. Generic Pharma International Health Forum Bucharest September 12, 2013 Dr. Nicos Rossides CEO Medochemie

  2. Strategic Inflection… What is it? • Where outside forces have challenged the norm, radically altering the competitive landscape • Old ways of doing business are destroyed…new competitors emerge. • Existing businesses are forced to change or die • Internal reactions often amount to ‘strategic dissonance’: • competencies suddenly diverge from the basis of competition • company’s stated strategy tends to differ dramatically from what it actually does …Andrew Grove, Intel

  3. Generic Pharma

  4. From Digital Marketing to Living & Workingin a Digital World H Digital Focus ‘Business in a Digital World’ SOCIAL MEDIA ‘Digital Marketing’ ONLINE MEDIA BRAND WEBSITES L 2013 2009 2007 2005

  5. Towards a digital strategy… Access & context Behavior, preference & interaction. Always available computing power & storage. Insight & predictive analytics.

  6. In roughly a decade…

  7. 2003 2004 2001

  8. 2006 2007 2010

  9. 2011 2011 2012 2012

  10. A Few Numbers…..

  11. 665M active users/day 189M active users through mobile

  12. 410,714 join each day 55 minutes spent/day

  13. 500M active users 9M unique visitors/day

  14. 200M active users 172,800 join each day

  15. Per Day… • 32M unique visitors • 195M hours of videos watched • 3Bn views

  16. The New Era

  17. 2013 Stats 823M 165Bn 2.7Bn 6.8Bn 7.1Bn people on earth

  18. Fast forward to 2020…

  19. In 2020: Mobile will dominate

  20. In 2020: Media Consumptionindividual& interactive

  21. Primacy of Earned Media

  22. PUSH & PULL brand website, brand social network page, packaging, experiential Owned Media Bought Media Earned Media e.g. RM activation e.g. RM acquisition PULL PUSH e.g. PR Digital Culture online conversations / blogs, consumer driven brand advocacy, consumer driven buzz/viral TV, press, radio, online, sponsorships

  23. Appropriate mix of push and pull marketing need to evolve from ‘push’ (tell/sell)

  24. to ‘pull’ (help/support)

  25. In 2020: TV no longer the spoke of the advertising wheel

  26. By 2020… PATIENT ENGAGEMENT PATIENT CENTRICITY

  27. Web enabled devices will grow fourfold. 20,000,000,000

  28. ‘Big data’ will drive decisions Zettabyte Exabyte Petabyte Terabyte GB MB

  29. Implications for businesses

  30. What is the opportunity for generic pharma - apart from survival?

  31. New ways of gaining insight!

  32. ….Less questioning, more listening &interacting.

  33. Social media is becoming the primary means for communication & collaboration. But….. It’s easy to be busy with social media. It’s hard to be strategic.

  34. The Evidence….

  35. Healthcare & Social Media PHYSICIANS PATIENT PARTNERS

  36. The Connected Patient 25% of Internet users live with a disease. 80% seek info on their disease. 23% follow their friends’ health status. Seek medical info & second opinions. Rate products & services. Share their experience - provide support & encouragement.

  37. The Connected Patient

  38. How about physicians?

  39. The Connected Physician 90% of U.S. physicians go online for health or drug info. 92% accessed it from their office. 21% did so with a patient in the examination room. 88% looked for health info online from home. 59% used mobile device to get online. best treatment? adverse effects? indications? tips from specialists? new molecules dosage forms? drug interactions?

  40. The Connected Physician…

  41. The way forward…

  42. Improve patient engagement Provide relevant content & give feedback to gain patient trust, anticipate changing needs & add value.

  43. Increase physician engagement Create a positive customer experience with physicians by understanding their specific clinical & professional needs. Through dedicated portals, CRM.

  44. Get complete view of customers Effective targeting & advanced analytics to evaluate customer behaviour & refine customer segments.

  45. Enable mass collaboration & co-creation Build on-line communities for co-creation & engagement while creating lasting relationships.

  46. Move from procedural to strategic uses of social media Screen for applicants with digital capabilities – partner them with experienced managers. Harness the new ways of gaining insight & creating engagement – communities, gamification. Extend capabilities through third party providers – for content production, analytics etc.

  47. Targeted Healthcare Portals • B2C portals - info about diseases, medical products & services (www.intelihealth.com) to enable patients to buy OTC online (www.drugstore.com). • B2D portals – networking, info exchange, expert advice for doctors. (www.sermo.com). • B2B portals - connect pharma companies, hospitals, wholesalers and pharmacies to reduce transaction costs (www.webmd.com).

  48. Create a strategy around…