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Emerging trends and changes in pharmaceutical marketing... from search and currency changes to evolving ways to engage via social-media and benefit from crowd sourcing. by Joe Shields (http://www.joeshiledsphotography.com) and Kevin Nalty (http://www.naltsconsulting.com)
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Search Silence
boxed warning medicine
What if there was a company that has already embraced
this future?
Reforming Pharma Marketing:
A Case Study
Kevin Nalty & Joe Shields
October 15, 2009
Alphamunex Headquarters in Clayton, MO (near St. Louis)
Alphamunex Board includes several notable execs from Silicon Valley
CEO
OSM*…SalesClinicalR&D
* Office of Social Media:Oversees all Marketing, PR, Customer Insights, IT & Customer Service functions
Sample Customer “Design Lab” managed via Facebook & other emerging platforms.
Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment
Illustrative
High- and low-tech devices enable direct, real-time communication with FDA
Hey — how come I’ve never heard of this
company?
KEVIN NALTY + JOE SHIELDS
SHAPING THE FUTURE
HEALTHCARE MARKETING
SHAPING
FUTURETHE
shiftCURRENCY
New Media, New Influencers
Every new medium creates new stars Faster shift from obscurity to fame
Now Who Are Medical KOLs?
Doctors ?Researchers ?Scientific publications ?
Anyone that is persuasive
& reaches our customers?
OR
Redefining Influence
Traditionally based on subject expertise
Persuasion now more a function of
charisma & reach
vs.brand.com
“happyslip”
Explosive growth: 41% in past year Increased budgets Visceral = influential
Currency of Online Video
Currency of Real-time
Twitter isn’t about Twitter…
It’s real-time buzz & word-of-mouth you can measure
Buzz can build or destroy brands
Monitoring & engaging requires major process changes by Rx manufacturers
At Least Listen
Searchrethink
Old School Health Searching
Today, Search = Google
Search has changed health searchers
What will Search look like tomorrow?
Square & Compare
Mobile Search on the Brink Mobile search growth follows desktop
trends
27
Source: Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008.
Results Beyond Text
Searching the Past vs. the Now"Google organized our memory. Real-time
search organizes our consciousness." - CT
Source: http://www.wired.com/techbiz/people/magazine/17-10/st_thompson
Search via the Social Graph
“…[O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ
“[W]hat happens on Facebook's servers stays on Facebook's servers.” - author
Source: http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall
riends & amilyriends & amily
wisdom of
CROWDS
Can Crowds Be Wise?
Make Better Decisions Faster
Connecting Today Is Easy
Choosing a Doctor
“Passive consumers of physician services”Fewer than 25% considered >175% used recom-mendation from friends, colleagues & relatives
Source: “How Do Patients Choose Physicians?” Katherine Harris (2003).
BEFORE LATE
1990s
TODAY
Even Doctors Visit Social & Ratings Sites
Ratings & Reviews
Community & Forums
Vitals HealthGrades
UCompareHealthCare
HealthBoards Wrong Diagnosis
MedHelpWellSphere
Yahoo! GroupseHealth Forum
Source: Experian Hitwise, 12 weeks ending 8/22/09.
What Would YOU Do?
Whom do I trust to help me?
I have thyroid cancer
Patient Crowdsourcing
Misery likes company. Another approach to evidence-based medicine?
Founder Alex via e-mail: “While I was sick I didn't know anyone with my condition that I could compare notes with, so I really
wanted to help other people find faster paths to health … we're like Yelp for Health.”
Review for those Twittering
Slides for this talk & free white paper on Social Media Policies
available at:
www.Alphamunex.com
BIG FINISH Just more continuous, small changes that we will make.
Actually, there is no