PHARMA MARKETING

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PHARMA MARKETING THE INTERNET How to affect
your companys OnLine Strategy
Presented by P\S\L Research October 25,2000
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AGENDA

• The E-volution of the Pharma Industry
• Opportunities for Pharmaceutical Marketers
• Maximising your internet presence

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THE E-VOLUTION OF THE PHARMACEUTICAL INDUSTRY
STEP 1 CORPORATE WEBSITE
Aimed at investors Aimed at job seekers Provide
product monograph information
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THE E-VOLUTION OF THE PHARMACEUTICAL INDUSTRY
STEP 2 INTERNAL INTERNET CHAMPION
Medical, IT or Marketing - Local
personnel Product and disease sites
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WHAT WERE THE RESULTS?

• Global and local websites begin to proliferate
• Recognition of huge expenditures
• ROI being questioned
• Traffic below expectations
• Still not addressing all customer needs
• Regulatory issues to contend with
• Increased staff requirements

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THE E-VOLUTION OF THE PHARMACEUTICAL INDUSTRY
THE INTERNET HITS THE BOARDROOM!
The Internet becomes a mandate Requirement for
pragmatic investment Learning becomes
essential Global strategy begins
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GROUP CHAIRMAN OF JJ,INTEL HEALTH SUMMIT,
OCT.99

• Questions being asked within senior management at
  JJ - How does the internet
• help us to achieve our strategic goals?
• make us modify our existing goals?
• Affect our relationships with our customers?
• A visit to a JJ website is a visit to our
  company!
• Not an experience about JJ, rather an experience
  of JJ

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AGENDA

• The E-volution of the Pharma Industry
• Opportunities for Pharmaceutical Marketers
• Maximising your internet presence

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OPPORTUNITIES FOR PHARMACEUTICAL MARKETERS

• The internet provides an unparalleled medium to
  interact with our customers
• physicians
• to help them deal with the more knowledgeable
  health care consumer
• to communicate and interact with them like never
  before
• consumers
• to educate and inform them about specific
  disease conditions health matters

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OPPORTUNITIES FOR PHARMACEUTICAL MARKETERS
Enhance the marketing mix
The Internet Has The Potential To
Improve marketing efficiency
Improve marketing effectiveness
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A FEW EXAMPLES...

• Virtual Symposia
• Streamed video from satellite symposia at key
  congresses
• CME
• webcasts -broadcasted (audio and/or video) CME
  programmes
• Case studies
• Forums/discussions on specific themes
• E-Detailing

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A FEW EXAMPLES...

• 1.8 billion spent on DTC advertising in the US
  in 1999 - TV (58), Print (40), Internet (1)
• A CyberAtlas Survey (January 2000) found the
  amount spent to drive a single drug request by a
  consumer
• 220 per specific drug request for print ads
• 197 per specific drug request for television ads
• 14 per specific drug request for the internet

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MOVEMENT TOWARDS PLACINGMULTIPLE BETS

• It is an internet presence you are building not
  an internet site
• Systemic exploitation of the internet to reach
  your target audience through a variety of means
• Targeting specific market segments with unique,
  relevant, compelling information/offers
• Thus fully integrated into your marketing mix

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AGENDA

• The E-volution of the Pharma Industry
• Opportunities for Pharmaceutical Marketers
• Maximising your internet presence

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BUILDING AN INTERNETPRESENCE
Understand your Customers needs circumstances
ID partners w/ knowledge of pharma the Internet
WHERE TO BEGIN?
Learn from your competitors
Learn from the outside world
Define your objectives
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UNDERSTANDING YOURCUSTOMERS NEEDS
PHYSICIANS
PATIENTS

• Disease info
• Treatment alternatives
• Assns/support groups

• News literature
• Latest developments in their area
• Education - CME
• Product info
• Patient info
• Clinical trial info

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LEARNING FROM YOUR COMPETITORS

• Companies are continuing to develop their own
• corporate websites
• product websites
• disease websites
• In addition to that, many are considering
  partnering with or sponsoring of third party
  sites to maximize their Internet presence

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OUTSIDE WORLD LEARNINGS -ELEMENTS OF A
SUCCESSFUL SITE

• Keep the graphics light and simple
• Ease of navigation
• Fresh, dynamic content
• Valuable experience component
• site stickiness
• regular return visits
• Personalized/tailored

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OUTSIDE WORLD LEARNINGS -ELEMENTS OF A
SUCCESSFUL SITE

• Site has good handle on demographics of its
  visitors
• measure who is coming to your site
• What they do when they get there
• Promotion both on-line and off-line
• Ensure that it is consistent with your overall
  marketing objectives
• have your goals clearly defined

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DEFINING YOUR OBJECTIVES
PASSIVE (accessing information)
INTERACTIVE (exchanging information)
TRANSACTIONAL (ordering/purchasing goods)
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HOW CAN MARKETING RESEARCH CONTRIBUTE?
EXPLORE UNDERSTAND
ASSESS DEVELOP
MONITOR PERFORMANCE
IMPLEMENT TEST