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市場調査レポート
医薬品企業の新しい多経路マーケティング戦略
New Multi-Marketing Channel Strategies
| 発行 |
Datamonitor |
| 出版日 |
2009年08月 |
商品コード |
99200 |
| ページ情報 |
英文 57 pages |
| 価格 |
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Abstract
Introduction
The future of Pharma marketing lies in using new marketing channels such as
social media intertwined with traditional marketing practices to create a
multi-channel marketing mix. However, online brand promotion through social
media is more effective for targeting patients than physicians, indicating
direct marketing tactics to physicians through social media should be limited.
Scope of this research
- Provides an overview of the reasons behind the need for new marketing
channels
- Explores the different channel mixes used to reach the pharma industry' s
diverse customer base, both patients and doctors
- Examines the use of online social media technology and uses in-depth case
study analysis to examine the pros and cons of each marketing channel
- Evaluates the future of online technology and how it can be used by Pharma
marketing teams
Research and analysis highlights
Social media is an excellent communication medium for pharma companies wishing
to interact with patients, incorporating both disease and product information.
The informal relaxed setting suits the more emotive informational needs of
patients.
The key for the industry now is to strike the right balance between use of new
media tools and deciding which aspects of traditional marketing strategies
should remain or can be modified to suit today' s marketing environment.
Using online technology such as eDetailing is the most effective online
marketing tool for physicians, and can be used to create an effective
closed-loop marketing strategy as part of a viable and sensible approach to
successful physician marketing.
Key reasons to purchase this research
- Understand why marketing practices in the pharmaceutical industry is
changing
- Access actionable recommendations through case study analysis on the
appropriateness of eMedia strategies towards different target audiences.
- Identify future models that Pharma companies could consider replicating
going forward
Table of Contents
EXECUTIVE SUMMARY
- Strategic scoping and focus
- Datamonitor insight
- Related reports
CHAPTER 2 EXAMINING THE NEED FOR A MULTI-CHANNELED MARKETING APPROACH
- Traditional physician and patient marketing channels are becoming less
effective
- A multi-marketing channel approach is the way forward
- Multi-channel marketing requires a tailored mix of traditional and novel
media aimed at each target audience
- Multi-channel marketing channels need to be considered in terms of
targeted customers
- New multiple-marketing channels need to be considered in terms of the
healthcare professional targeted
- New multiple-marketing channels need to be considered for patients too
WEB 2.0 TECHNOLOGY - A KEY COMPONENT OF MULTI-CHANNEL MARKETING
- Pharma needs to be where its customers are - online
- Web 2.0 technology enables Pharma to communicate with patients
- YouTube - a underused communication tool
- Pharma' s use of Facebook is still in its infancy
- MySpace is not used by Pharma
- Twitter - Pharma likes to Tweet!
- Blogs are still a one-way communication method
- Web 2.0 technology is not being used effectively as a promotional tool
to target healthcare professionals
- Opportunities for Pharma to create an integrated disease management
program around its drugs
- Google Health - personalized medicine will be the future
- iPhone (smart-phone) applications - replacement educational incentive
for reps seeking physician access
- Wii Fit - a communication tool
BIBLIOGRAPHY
- Publications and online articles
- Datamonitor resources
APPENDIX
- Search advertisement
- Sponsored link
- Web 2.0
TABLES
- Table: Marketing approaches to key stakeholders
- Table: Online physician and nurse communities, 2009
- Table: Top 10 Pharma company websites visited by US physicians, 2008
- Table: Brand sponsored patient communities
- Table: Top 10 Big Pharma companies with the highest promotional spend, 2008
- Table: Pharma companies with a presence on YouTube, 2009
- Table: Big Pharma companies with corporate - employee Facebook pages (as
of July 2009), 2009
- Table: Pharma sponsored Facebook pages
- Table: List of Pharma companies with Twitter accounts
- Table: Pharma blogs - corporate and branded drug blogs sites currently
in operation, 2009
- Table: Top 10 iPhone health-related applications
FIGURES
- Figure: Big Pharma companies ranked by their 2007 advertising budgets,
2006 - 07
- Figure: Multi-channel marketing combines traditional and novel (web -
based) approaches
- Figure: Internal cross-functional teamwork necessary for multi-channel
marketing strategy
- Figure: Optimizing Pharma- physician communication channel strategies
- Figure: An outline of the FDA' s draft guidelines on presenting risk
information in prescription drug and medical device promotional material
- Figure: The pros and cons of YouTube as a means for pharma companies of
raising both disease and product awareness among patients
- Figure: Johnson & Johnson' s YouTube page
- Figure: The pros and cons of a pharma Facebook profile as part of Pharma' s
patient marketing strategy
- Figure: Novartis-sponsored patient advocate Facebook page by Marcia
Strassman, 2009
- Figure: Twitter, MySpace and Facebook audience retention rates
- Figure: The pros and cons for pharma companies f of a Twitter account
- Figure: Boehringer Ingelheim' s Twitter page user occupation and online
behaviors
- Figure: Alli connect - GlaxoSmithKline' s honest blogging webpage)
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