Generic Pharma International Health Forum Bucharest September 12, 2013 Dr. Nicos Rossides CEO Medochemie
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
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
Towards a digital strategy… Access & context Behavior, preference & interaction. Always available computing power & storage. Insight & predictive analytics.
2003 2004 2001
2006 2007 2010
2011 2011 2012 2012
665M active users/day 189M active users through mobile
410,714 join each day 55 minutes spent/day
500M active users 9M unique visitors/day
200M active users 172,800 join each day
Per Day… • 32M unique visitors • 195M hours of videos watched • 3Bn views
2013 Stats 823M 165Bn 2.7Bn 6.8Bn 7.1Bn people on earth
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
Appropriate mix of push and pull marketing need to evolve from ‘push’ (tell/sell)
By 2020… PATIENT ENGAGEMENT PATIENT CENTRICITY
Web enabled devices will grow fourfold. 20,000,000,000
‘Big data’ will drive decisions Zettabyte Exabyte Petabyte Terabyte GB MB
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.
Healthcare & Social Media PHYSICIANS PATIENT PARTNERS
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.
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?
Improve patient engagement Provide relevant content & give feedback to gain patient trust, anticipate changing needs & add value.
Increase physician engagement Create a positive customer experience with physicians by understanding their specific clinical & professional needs. Through dedicated portals, CRM.
Get complete view of customers Effective targeting & advanced analytics to evaluate customer behaviour & refine customer segments.
Enable mass collaboration & co-creation Build on-line communities for co-creation & engagement while creating lasting relationships.
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.
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).