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Pharmaceutical Web Strategies. Leigh Rosenorn, RD Web Strategies for Health Communications Friday, July 24, 2009. Case Studies: Pharma and biotech companies. www.novartis.com - #1. www.novonordisk.com - #2. www.biogenidec.com - #3.

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Pharmaceutical web strategies l.jpg

Pharmaceutical Web Strategies

Leigh Rosenorn, RD

Web Strategies for Health Communications

Friday, July 24, 2009


Case studies pharma and biotech companies l.jpg
Case Studies: Pharma and biotech companies

www.novartis.com - #1

www.novonordisk.com - #2

www.biogenidec.com - #3


Web strategy pharma companies expand their web presence to increase reach and credibility l.jpg
Web strategy: Pharma companies expand their web presence to increase reach and credibility

Company branded

Unbranded and

Semi-Independent

‘Independent’

Disease based communities

Corporate web site: Company information

Product specific content on YouTube created by user

Company product web site

Company sponsored interactive site for patients

Disease based patient community

HCP portals: Medical information

‘Objective’, informational websites sponsored by companies

Low

High

Users’ trust


1 novartis background l.jpg
#1 Novartis - Background increase reach and credibility

www.novartis.com

  • People

  • Based in Basel, Switzerland

  • 96,700 employees in 140 countries

  • 21% in the US (approx. 28,000)

  • 2008 Financials

  • $41.5B sales

  • 31% from the US

  • $8.2 B net income

  • Products

  • Cardiovascular

  • Oncology

  • Generics

  • Vaccines

  • Diagnostic tools

  • Consumer health


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Novartis - Web Strategy increase reach and credibility

www.novartis.com

  • For profit company

  • Tone- traditional content

    • Focus on profits/business (Investors, Prescribers, Careers)

    • Less-patient focused (limited education resources)

    • Prescriber & product info

  • Web strategy imbedded in media/communications strategy

    • Communications is anchored in the company’s Executive Committee. Specialists cover all aspects of communication including electronic communications and web casting.

  • Web budget: Assume in the millions??

    • Company sponsored, semi, and independent consumer driven content (sites not linked to company sponsored site)

    • Dedicated FTEs for web development and management

  • Web-site seems to support mission


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Novartis Home Page increase reach and credibility


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Current use of social media increase reach and credibility

  • In November 2008, Novartis Oncology provided I’m Too Young for This, an organization for young adults living with cancer, with an unrestricted grant to develop on and off-line initiatives (in collaboration with other pharma companies)

  • Novartis Consumer Health - YouTube channel for Excedrin, with competitions for user-created content

  • In 2008, used patientslikeme.com to recruit for MS clinical trial

  • Novartis maintains a corporate Twitter account, discussing its corporate news, global initiatives, and disease specific info (2,221 followers)

* As of July 16, 2009


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#2 Novo Nordisk- Background increase reach and credibility

www.novovordisk-us.com

  • Vision

  • We will be the world’s leading diabetes care company

  • We will offer products and services in other areas where we can make a difference

  • We will achieve competitive business results

  • A job here is never just a job

  • Our values are expressed in all our actions

  • Our history tells us, it can be done

  • People

  • Based in Copenhagen, DK

  • 27,000 employees in 81 countries

  • 14% in the US (approx. 3,300)

  • 2008 Financials

  • $9B in sales

  • 33% in North America

  • $1.9B net income

  • Products

  • Diabetes (70+ %)

  • Growth hormone

  • Haemostasis

  • HRT


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Novo Nordisk- Web Strategy increase reach and credibility

www.novonordisk-us.com

  • For profit company

  • Tone-traditional content

    • Highly patient focused, cozy and warm, easy to understand

    • Also many resources for all HCP, but cannot access all or in Danish

  • Web strategy

    • Worldwide website layout centralized and controlled from Denmark

    • Supportive of prescriber influencers (e.g. nurses) & patients

  • Web budget: Assume in the millions??

    • Company sponsored, semi, and independent consumer driven content (Sites not linked to company sponsored site)

    • Dedicated team in the global and US marketing departments for continuous management

  • Web-site seems to support mission


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Novo Nordisk Patient Page increase reach and credibility


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Current use of social media increase reach and credibility

www.juvenation.com

  • Company sponsored JDRF community that offers services similar to:

  • Facebook

  • Twitter

  • YouTube

  • Blogs

  • Forums

    Users connect based on common disease


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#3 Biogen Idec- Background increase reach and credibility

www.biogenidec.com

Mission

We create new standards of care in neurology, oncology and immunology

through our pioneering research, our global development, manufacturing and commercial capabilities

  • People

  • Based in Cambridge, MA

  • 4,700 in 29 countries

  • ~2/3 in the US (approx. 3,000)

  • 2008 Financials

  • $4.1B in sales

  • 67% in the US

  • $1.1B in net income

  • Products

  • MS

  • Oncology

  • R&D in cardiopulmonary, immunology and haemophelia


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Biogen Idec - Web Strategy increase reach and credibility

www.biogenidec.com

  • For profit company

  • Tone of corporate web site

    • Tabs for company, products, patients, careers

    • No Prescriber focus

    • Science, text heavy, dry and serious

  • Web strategy: Linked with product marketing strategy

    • Support acquisition and retention of current patients

      • Driven by specific disease and product web sites such as MSactivesource.com , AVONEX.com and TYSABRI.com

  • Web budget: Unavailable

    • Company sponsored, semi-independent content, Social Media activities in development(Not linked to company sponsored sites)

    • 15 in-house communications staff, some out-sourced

    • Continuous revision and management

  • Web-site seems to support mission


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Biogen Idec Products Page increase reach and credibility


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Current use of social media increase reach and credibilityExample: Sweden

  • Biogen Idec managed and funded, unbranded patient site 1st hit for ‘multipel skleros’ on Google

  • Patient stories and disease information placed on YouTube with link to web site

  • Part of integrated patient CRM strategy


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Web strategy: Pharma companies expand their web presence to increase reach and credibility

Company branded

Unbranded and

Semi-Independent

‘Independent’

Disease based communities, e.g. MS Active Source sponsored by Biogen Idec

Corporate web site: Company information

Produt specific content on YouTube created by user - who is also Biogen Idec patient advocate

Company product web site

JDRF interactive site for patients - sponsored by Novo Nordisk

‘Objective’, informational websites sponsored by companies who contribute content as well

Disease based patient community with non-profit and company sponsors, e.g., Novartis used to recruit for clinical trial

HCP portals: Medical information,e.g., NovoMedLink

Low

High

Users’ trust


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Web strategy: Emerging role of social media in pharma increase reach and credibility

  • A blog posting in May 2009 claimed that 45 out of the top 50 pharmaceuticals didn’t have social media presence

  • That posting was picked up and pulled through various media channels. According to the posting, pharma companies are reluctant to use social media channels because -

    • Don’t understand where social media fits - No FDA guidelines

    • Short sighted – equating social media efforts to marketing campaigns

    • Focus their efforts on measurable ROI

  • In fact, 10 out of the 50 are already involved, a 100% increase. Others are on their way

  • This shows that -

    • Companies are indeed moving into the social media arena

    • Don’t trust everything you read on a blog (Trust issues)

The Kevin French blog – www.kevinfrench.com


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Web strategy: increase reach and credibilityPharma companies on Twitter

  • Big Pharma presence on twitter is very recent- all corporate accounts are less than a year old, most count only a few months of “twitter“ experience


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Overall SWOT Analysis increase reach and credibility


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Company Comparison increase reach and credibility


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Recommendations increase reach and credibility


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Questions increase reach and credibility