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市場調査レポート

マルチチャネルマーケティングレポート

Multichannel Marketing Report 2013

発行 EyeforPharma 商品コード 261602
出版日 ページ情報 英文 52 Pages; 33 Figures & Graphs
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マルチチャネルマーケティングレポート Multichannel Marketing Report 2013
出版日: 2013年02月04日 ページ情報: 英文 52 Pages; 33 Figures & Graphs
概要

当レポートでは、医薬品事業者によるマルチチャネルマーケティングの動向について調査分析し、患者および医師のデジタルフットプリントの分析、モバイル、ウェブ、タブレットコンピューティング、ソーシャルメディアなどのデジタル環境の分析、マルチチャネルマーケティングの将来に関する専門家の見解、医師のデジタル&ソーシャルメディアの好み、デジタルイニシアチブのケーススタディなどをまとめ、概略以下の構成でお届けいたします。

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第1章 医師とカスタマーエンゲージメント

  • 対面によるコンタクト:徐々に困難に
  • コミュニケーションの開始
    • Janssen:患者の可動化
  • 医師によるリアルタイム情報のニーズ
  • 好まれるコンテンツ・チャネル
  • 医師のサポートサービスの役割
  • 医師によるデジタル習慣
    • Univadis
  • 市場区分
  • CLMのより広いマーケティング戦略への統合

第2章 変化への影響

  • 社内のエンゲージメントの構築
    • 社内のエンゲージメントの促進によるGenentechの成功
  • デジタルチャネルによるHCPのサポート
    • GSK:患者団体のエンゲージメント
    • 武田薬品工業:モバイルデバイスアプリによる診断のサポート
  • 患者のループへの取り入れ
    • BestLifeRewarded:患者のエンゲージメントの推進
  • ロイヤルティの拡大

第3章 チャネルの統合と同期

  • チャネルの有効性の測定
  • 定性的情報
  • 影響の測定
  • 本当のROIとは?
  • モバイルデバイスの人気の活用
    • Roche:コングレスモバイルデバイスアプリによる医師のエンゲージメント
  • ソーシャルメディア
    • Pfizer Animal Health:ソーシャルメディアによるエンゲージメントの調査

第4章 医師のメリット

第5章 MCMの将来の発展

  • 医師との協力
  • デジタルマーケティングにおけるゲーミフィケーション
    • Complete Digitalの患者の疾病意識へのゲーミフィケーションの利用
  • AR(拡張現実):興味深い市場機会
  • 予測解析/回帰モデル

第6章 業界研究

図表

目次

Abstract

image1

Use the resources you have today to integrate more successful digital and mobile channels into your marketing

Our primary research with top pharma companies reveals how they use multichannel marketing to improve customer engagement, increase brand loyalty and provide greater value


Some key findings discussed in the report include:

  • What information is important to the customer - what content, at what frequency and which channels are most important to them
  • Doctor engagement - strategies which are being employed and their effectiveness
  • Prescription change - What a brand needs to provide to encourage a doctor to change their prescription habits and ultimately how to improve brand loyalty
  • Channel integration - how to create a consistent message across all channels and showing the most effective channels through ROI and KPIs
  • Advancement of future channels - Mobile and the investments being made by competitors into researching and improving this area.
  • Case studies- these will provide the evidence which supports all of the above points

46 Industry experts provided insights used in this report

Industry insights from 46 interviews with key opinion leaders (21 of these are quoted in the report, the remaining 25 are anonymous and were used to form the content of the report as well as an exclusive survey performed on professionals working in this space). Some key interviewees include:

  • Multichannel Marketing Manager, Merck & Co
  • Digital Consultant, Complete Digital
  • Commercial Effectiveness Leader, Almirall
  • Digital Marketing Director, Janssen Inc
  • Manager eSolutions, GlaxoSmithKline
  • Senior Digital Consultant, Complete Digital
  • Global Platform Excellence Director, AstraZeneca
  • Senior Product Manager, Takeda Pharmaceuticals
  • Region Category Head - Pain, Novartis Consumer Health
  • Head of Multi-Channel Marketing and Digital Strategy, Pfizer Animal Health
  • Head of Marketing Planning, BBC Worldwide
  • Director Social Media and Web Communications, Genentech
  • Senior Manager Direct to Consumer Communications, Eli Lilly Canada
  • European Business Partner, Multichannel Marketing, Pfizer
  • Manager, Digital Marketing, Janssen Inc
  • Digital Marketing Team Lead, Roche
  • Vice President CRM Strategy, Europe, Veeva Systems

Purchase this report and You will receive:

  • Comprehensive analysis on the digital footprints of patients and physicians
  • An analysis of the digital landscape currently in mobile, web, tablet computing and social media
  • Expert opinions on the future Multichannel Marketing and the anticipated regulatory context
  • Physicians digital preferences and social media preferences in Europe are discussed (survey on 1000 doctors in this region)
  • 46 interviews and 9 detailed case studies on digital initiatives to learn from
  • Data from pharma/healthcare professionals on their priorities and who they see as leading the way in digital
  • 17 tables/charts from exclusive surveys and the most up-to date secondary data available
  • Exclusive insights into Pharma's use of Social Media in 2013 for both patients and physicians
  • Detailed insights from industry leaders into cutting edge techniques of gamification and predictive analysis/regression models

Is this report for me? Who should purchase this report:

  • This report provides relevant insights to the following job functions:
  • Marketing/digital professional handling non-traditional forms of communication

The insights in the report provide value to the following companies:

  • Pharmaceutical, medical device, consultants, technology vendors and digital agencies

Table of Contents

Welcome

Industry reviews

About eyeforpharma

Acknowledgments

List of figures and tables

Executive summary

Methodology

Introduction

1. Physician and customer engagement

  • 1.1. Face-to-face contact increasingly difficult
  • 1.2. Initiating communication
    • Focus on - Janssen: Patient mobilization
  • 1.3. Physicians' needs for real-time information
  • 1.4. Preferred content and channels
  • 1.5. Physician support service role
  • 1.6. Physicians digital habits
    • Focus on - Univadis
  • 1.7. Market segmentation
  • 1.8. Integrating CLM into the wider marketing strategy

2. Influencing change

  • 2.1. Building internal engagement
    • Focus on - Genentech's success at boosting internal engagement
  • 2.2. Supporting HCPs through digital channels
    • Focus on - GSK: Engaging with patient association
    • Focus on -Takeda: Supporting diagnosis through mobile device app
  • 2.3. Bringing patients into the loop
    • Focus on - BestLifeRewarded: Fostering patient engagement
  • 2.4. Increasing loyalty

3. Channel integration and synchronization

  • 3.1. Measuring channel effectiveness
  • 3.2. Qualitative information
  • 3.3. Measuring impact
  • 3.4. What is the true return on investment?
  • 3.5. Exploiting the popularity of mobile devices
    • Focus on - Roche: Physician engagement through congress mobile device app
  • 3.6. Social media
    • Focus on - Pfizer Animal Health: Vet engagement through social media

4. Physician benefits

5. Future developments in MCM

  • 5.1. Collaborating with physicians
  • 5.2. Gamification in digital marketing
    • Focus on - Complete Digital's use of gamification for patient disease awareness
  • 5.3. Augmented reality an exciting opportunity
  • 5.4. Predictive analytics/regression models

6. Industry learnings

Abbreviations

References

List of Figures and Tables

  • Figure 1: Information areas of key interest for pharma marketers
  • Figure 2: Areas expected to see largest pharma marketing increase through 2014
  • Figure 3: Challenges to MCM
  • Figure 4: How would you describe your company's MCM expertise?
  • Figure 5: Pharma field force cuts 2010-11,2012
  • Figure 6: Clinical trial information sources
  • Figure 7: Decision support tool resources
  • Figure 8: Educational information for patients
  • Figure 9: Reimbursement/cost information sources
  • Figure 10: MOA/pharmacokinetics information sources
  • Figure 11: Most important digital content for physicians
  • Figure 12: Information sources for physicians, value change
  • Figure 13: Univadis user ratings
  • Figure 14: CLM challenges
  • Figure 15: Physician professional use of smartphones and tablets
  • Figure 16: Physician professional use of social media
  • Table 1: Information areas of key interest for pharma marketers
  • Table 2: Areas expected to see largest pharma marketing increase through 2014
  • Table 3: Challenges to MCM
  • Table 4: How would you describe your company's MCM expertise?
  • Table 5: Pharma field force cuts 2010-11,2012
  • Table 6: Clinical trial information sources
  • Table 7: Decision support tool resources
  • Table 8: Educational information for patients
  • Table 9: Reimbursement/cost information sources
  • Table 10: MOA/pharmacokinetics information sources
  • Table 11: Most important digital content for physicians
  • Table 12: Information sources for physicians, value change
  • Table 13: Univadis user ratings
  • Table 14: CLM challenges
  • Table 15: Proposed FDA classifications for apps and connected devices according to patient risk
  • Table 16: Physician professional use of smartphones and tablets
  • Table 17: Physician professional use of social media
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