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:
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
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
“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.
4 “P”s now 4 “C”s Community Co-Creation Customisation Conversation The 80 Minute MBA- Richard Reeves John Knel
Niall Harbison Institute of Practitioners in Advertising New Media, Mad Men and Madness
So how has pharma responded?
FDA Cracks Down On Pharma Search Ads
Does your pharmaceutical company permit social media monitoring? Len Starnes Linked in Poll
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?