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What does the multi- channel pharma’ company look like? Paul Dixey Managing Partner BlueLight Partners Disclaimer. Any resemblance to real pharma’ companies,

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Presentation on theme: "What does the multi- channel pharma’ company look like? Paul Dixey Managing Partner BlueLight Partners Disclaimer. Any resemblance to real pharma’ companies,"— Presentation transcript:

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2 What does the multi- channel pharma’ company look like? Paul Dixey Managing Partner BlueLight Partners Disclaimer. Any resemblance to real pharma’ companies, living, merged or sold, is purely coincidental © BlueLight PartnersDigipharm London 2009 All Trademarks Acknowledged could

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5 What would these guys ask? What does my product do Who are my customers How do I get to them What do I say to them What do I want them to do How do I know whether this is working Re-do points 1-3 Make a profit © BlueLight Partners 2009Digipharm London 2009 All Trademarks Acknowledged

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7 Payors rule Generics relegate primary care products to second line therapy Market forces are restricting market potential The launch window slams shut after six short months IMS Health – Aug 2009 Same Goals Different Environment

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9 Pharma “part of well-organised crime” in US. “****** pleads guilty.....record breaking £2.3bn fine for illegally promoting....” As many as 84% of Americans blame the pharmaceutical industry for the country’s healthcare woes, Harris Interactive Poll Sept 2009

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12 Meanwhile

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16 Sept 2009 CountryQ2 2008Q China75,768,35093,549,000 USA74,440,19586,227,582 Japan29,584,70031,085,500 Germany21,420,70224,086,250 France16,601,28618,324,300 UK16,718,40017,838,200 South Korea15,061,65915,876,992 Italy11,534,23012,855,463 Brazil8,490,40010,469,755 Canada9,005,1819,618,107

17 “Mobile Internet Use to triple by 2014” “Twitter gets more users than MySpace for the first time” Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more. How Digital is Shaping the Future of Pharmaceutical Marketing Broadband penetration now at 63% of UK homes eMarketer estimates that the number of Internet users in the UK reached 36.8 million in 2007, and will pass 38 million in 2008—equivalent to 62.6% of the entire population.

18 Copyright© 2009 Manhattan Research, LLC

19 4 “P”s now 4 “C”s Community Co-Creation Customisation Conversation The 80 Minute MBA- Richard Reeves John Knel

20 Niall Harbison Institute of Practitioners in Advertising New Media, Mad Men and Madness

21 So how has pharma responded?

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23 FDA Cracks Down On Pharma Search Ads

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26 Does your pharmaceutical company permit social media monitoring? Len Starnes Linked in Poll

27 Possibility thinking Change the way we think Engage our imagination Design the right questions What“could” How “might” Who “possibly” e.g. How could we possibly communicate with the market in an exciting way? What could we possibly do to be different and compliant? What might we possibly do to differentiate ourselves? Who could possibly help us be different?

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29 So how has pharma responded?

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31 Non Targets n=20000 Targets n=20000 High Value n=5000 Sales Force E-Detailing Journal Advertising Online Advertising Mailings Meetings Webcasts Publications – offline Publications –online P.R. Coverage Map GPs “See” n=10000 “No See” n=10000 Med Value n=6000 Low Value n=9000 © BlueLight PartnersDigipharm London 2009

32 5 key areas

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36 Mckinsey

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38 Digipharm London 2009

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40 Co-ordination by Multi-Channel Directors Pre-launch Launch +1 Launch > 2 Handover Who are all our possible customers, What influence might they have on our business Where are they How can we possibly reach them How could we possibly build a relationship with them What do they value What is the optimum mix of channels to reach them, What possible resources could we deploy, How could we possibly measure how effective we are How would we change our channel mix © BlueLight Partners 2009All trademarks acknowledged

41 The Annual Sales and Marketing Plan

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43 Thank You © BlueLight Partners 2009All trademarks acknowledged Digipharm London 2009


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