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J O I N U S I N B U I L D I N G A H E A L T H I E R W O R L DJ O I N U S I N B U I L D I N G A H E A L T H I E R W O R L D
Pharmaceutical Marketing at Merck
Marketing at Merck
Merck Human Health Divisions Asia Pacific
Europe, Middle East, & Africa
The Americas (US Human Health, Canada, Latin America)
Worldwide Human Health Marketing
Merck Vaccine Division U.S. Vaccine Marketing
Merck Vaccine International
Pharmaceutical Industry Characteristics
Highly Competitive but Fragmented industry
Complicated business model with numerous stakeholders
Very Technical/Scientific products
Major R&D expenditures and High Risk product development environment
Long Product-Development Timelines
Pharmaceutical Marketing Characteristics
Long Marketing-Planning horizons
Highly regulated industry and highly regulated marketing communications by FDA
Primary targets: Healthcare Professionals and Consumers
Numerous “customers” with variety of information needs requires multiple approaches to creating marketing campaigns and communications
Evolving selling environment
Use of e-channel still in its infancy in our industry
Role of Marketing
• Recommend development
• Define product profile needs
• Define comparators
• Define Outcomes Research needs
• Develop market
• Develop strategy
• Input on product labeling
• Recommend filing strategy
• Define launch plan
• Develop positioning and branding
• Finalize strategy
• Finalize pricing
• Finalize promotion and branding
• Implement launch campaign
• Finalize field sales plans
• Monitor performance
• Adjust strategy and tactics
• Sequence promotion
• Manage product life cycle
• Provide background on market and product potential
STAGES OF PRODUCT DEVELOPMENT
PostlaunchMarketing
Product Launch
Regulatory Approval
Clinical Studies
Basic Research
Merck Marketing Principles Understand the customer’s perspective Anticipate and outmaneuver the competition Concentrate on selected audiences and behaviors Define the product’s distinctive value to
selected audiences Plan for sequenced growth throughout the
product’s life-cycle Shape customer’s perceptions Ensure that execution is efficient, consistent,
and well integrated Track results and re-evaluate decisions
MarketResearchMarket
Research
MarketingCommunications
MarketingCommunications
CustomerMarketingCustomerMarketing Pricing
AnalysisPricing
Analysis
BusinessDevelopment
BusinessDevelopment
ProfessionalSales
ProfessionalSales
Brand Management is the HUB of pharmaceutical marketing
BrandManagement
BrandManagement
Medical Medical ServicesServices
Pharmaceutical Branding
Currently: Limited penetration and use of e-channel
Unclear regulatory guidance
Limited e-commerce opportunity except with major wholesellers—EDI works fine
Difficult ROI measurement with consumers
Commitment to personal selling model with physicians
Challenging privacy issues
Physician role as “learned intermediary” has to be considered and respected
Consumers are increasingly being asked to take an “active role” in managing their healthcare
Numerous treatment options and decisions to consider. Consumers are expected to “partner” with their physicians to consider risks and benefits and make choices.
Third-party payers and employers are adopting cost-sharing models of healthcare coverage. (Spending accounts, 3-tier co-pays, etc.)
Healthcare information is a Primary destination on the web
BUT brings concerns about:Credibility/AccuracyPrivacy ProtectionRelevance
The Web Offers:SpeedConvenienceRobust ResourcesAnonymity
The changing The changing ee-Health -Health Landscape:Landscape:
In 1999 there were 750 health-information web sites
Majority based on “advertising revenue” model
Today there are ~ 50 such properties 400 filed for
bankruptcy 100 were acquired and
then went out of business
200 closed or disappeared with no explanation
Studies estimate between 73M-100M US Adults have gone online to look for health information
73M or 62% with internet access using the Web to look at Healthcare information
68% of health seekers say the material affected their decision about treatments and care for themselves or a loved one.
61% of health seekers said the internet has improved the way they take care of themselves
Top Reasons: 93% looked for info about a particular illness or condition 65% look for nutrition, exercise, weight control advice 64% looked for info on prescription drugs 55% gathered info before visiting a doctor
Source: “The Online Health Care Revolution”, “Vital Decisions”; Pew Internet & American Life, 11/26/00, 05/22/02
The internet provides new Opportunities for Pharmaceutical Companies
We have complex, highly technical products
The empowered consumer needs information they can learn from and use in discussions with their physician
Educated customers have always been our best customers and we have a significant offline commitment to education
We are now bringing that commitment online to better meet our customers’ needs through the web channel
This new channel requires us to evolve from a “push” to a “pull” model as consumers demand greater control and convenience in how they access online healthcare information
What has Merck Done? Create Online Websites with Merck Product Information
Integrated part of our marketing campaigns that provide additional information online
Can be accessed directly (www.product.com) or through links at our corporate site, 3rd party sites, or from banners throughout the web
Originated as “Brochureware”
Evolving towards greater robustness, interactivity, customization and permission-based marketing approach
Primarily Consumer Focused Developing an educational/ less advertising oriented
approach to healthcare professionals
Some Examples of Websites
MerckMedicus is a health-information portal designed to support the medical-education needs of physicians
MerckSource is a health-information resource for patients
Both sites offer objective, credible, evidenced-based resources to support the doctor-patient dialog
They deliver online on Merck’s commitment to support the medical-education needs of customers
“Merck Manuals” of the 21st Century
What else has Merck Done? Create Online Medical Education Resources for physicians and patients
Issues for our Industry
The web promises instant access to all information, yet our regulated environment poses limits on how we can use this channel to meet customer expectations
Our traditional “product-centric” approach vs the “customer-centric” web environment requires adjustments in how we create and offer information to customers
Supporting and respecting the doctor-patient, payor and employer relationships while adequately serving the consumer is a challenging balancing act
Privacy Protection is critical. Healthcare status impacts employment and social relationships.
Corporate Info
Customer Focus
Fully Integrated Information & Services
Corporate, Product Focus
Discrete Sets of Information
Where are we headed in the future? Towards more integrated offerings
Product Info
Limited Interactivity
Customization
Personalization High TrustHigh Value
Relationship
Brochureware
Enriched Product and Medical
Education sites
PULLPUSH
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