Transformarea creativ a comunicrii medicale Ruxandra Vasilescu Senior

Transformarea creativă a comunicării medicale Ruxandra Vasilescu, Senior Consultant, Mc. Cann

Dăm viață proiectelor științifice Oferim o misiune brandurilor farmaceutice Punem pacientul în mijlocul business-ului

CINE SUNTEM 1, 600 specialiști în sănătate și wellness, conectați 20 de țări în peste 56 birouri și

Cea mai importantă agenție de comunicare medicală din Europa (clienți & extindere) Premii recente 92 Clienți 503 specialiști 298 dedicați comunicării medicale 139 medici sau doctori în medicină Perspectiva de business 48% 52% International Bronze Cannes Health Lions , 2015 Agency of the Year : Health Agency of the Year in 2013 & 2014 Silver, Cannes Health Lions, 2014 Special Star for Creative Direction, XVIII Edition Media Stars, Online Advertising 2013 Silver, ASPID, 2013 Gold, Integrated HCP, GLOBALS 2013 PM Society 2013 Focus pe digital 2014 60% 40% National PRINT DIGITAL

Engaging HCPs Online How HCPs really interact with & utilise digital technology Thierry Schulmann, MD Mc. Cann Health Europe Bucharest, Sept 22 nd 2015

TAKING THE PULSE® EUROPE, GLOBAL, AND U. S. 2014 STUDIES: METHODOLOGY SUMMARY Taking the Pulse® Europe 2014 Methodology Taking the Pulse® Global 2014 Methodology Taking the Pulse® U. S. 2014 Methodology 1, 242 EU practicing physicians: Germany (n=243), Spain (n=245), France (n=243), Italy (n=242), and the United Kingdom (n=269). The 2014 survey was conducted online and physicians were recruited via email. The final data set is weighted to reflect the actual universe of practicing physicians across the five countries by specialty. 2, 132 global practicing physicians. The survey was conducted using a hybrid survey methodology of phone/online and face-to-face. In order to optimize the study and provide geographic diversity, various regions were targeted in each country. First, second, and third tier cities were targeted, as well as segments of non-urban physicians in each country, including rural physicians from towns, villages, outer-suburbs, county-level cities, and the countryside. The survey was fielded in Q 1 2014. Due to limited availability of information on practicing physicians by age, gender, and practice setting by country, the final data set cannot be compared as the universe is unknown. 3, 066 U. S. practicing physicians. The 2014 survey was conducted online. Final data set is compared to known universe of practicing U. S. physicians by age, gender, region, practice setting, and specialty; the research is accurate and reflective of the overall population of U. S. practicing physicians.

How are our HCPs digitally equipped?

DIGITAL RESOURCES RELIED ON HEAVILY AROUND THE GLOBE Time spent on digital resources for work: Using digital resources for work 1. 5 hours per day Using digital resources for work 1. 4 hours per day Using digital resources for work 1. 3 hours per day Among physicians in mentioned country, n=228 Source: Manhattan Research, Taking the Pulse® Global 2014 Australia Physicians

MULTI DEVICE USE IS COMMONPLACE IN THE EU Devices owned or used for professional purposes in the EU: Desktop/laptop Smartphone 96% 86% Triple screen users: smartphone, tablet and desktop/laptop Among EU physicians; U. S. physicians Source: Manhattan Research, Taking the Pulse® Europe 2014, Taking the Pulse® U. S. 2014 Tablet 75% 67%

DESKTOPS/LAPTOP ARE THE PRIMARY CONDUIT FOR PROFESSIONAL DIGITAL RESOURCES % of Physicians using device during workday to access digital resources: 67% Among all EU physicians Source: Manhattan Research, Taking the Pulse® Europe 2014 40% 20%

What are they looking to?

PHARMA WEBSITES HAVE ONLY MODERATE WEEKLY TRAFFIC Online resources/destinations (weekly or daily use):

It is necessary to optimize SEARCH ENGINE (SEO) strategy Top sources used for information (weekly or more often) Search engines (82%) Search engines (86%) Wikipedia (44%) Wikipedia (42%) Search engines (80%) Wikipedia (45%) Wikipedia (33%) Source: Manhattan Research, Taking the Pulse® US, Europe, and Global 2014

BALANCE INDEPENDENT ASSETS WITH MAINTAINING A PRESENCE ON THIRD-PARTY SOURCES Banner ad on online journal Sources: Manhattan Research, Digital Competitive Landscape Series, http: //www. pmlive. com/digital_handbook/online_audiences/online_physician_communities/groundbreaking_product_launch_proves_value_of_digital , http: //www. pharmafield. co. uk/pf-fox-news/drugs/2013/10/HRT-promotion-wins-digital-media-award http: //www. nras. org. uk/speaking-plainly http: //www. oxfordjournals. org/our_journals/brheum/resource/rheu-1129313 -0003%20 -%20 pi%20&%20 refs%20%28 p%29. pdf

EXAMPLE: HCP WEBSITE, UNIVADIS ITALY Includes all clinical content, not pharma focused Source: www. univadis. it/application-library/merck-manual (translated) Has an icon based toolbar that is easily navigable

MOBILE WEBSITES HAVE A MUCH LONGER TAIL Mobile apps 76% use any 1 Top 5 professional apps used on smartphone: Medscape Professional Apps* Med. Calc *Medscape Professional Apps includes use of mobile apps from Web. MD, Medscape, or The. Heart. org Mobile websites 83% visit any Top 5 professional websites visited in past 12 months 2: Medscape Professional Network** Univadis British Medical Journal (The BMJ) Pub. Med On Tap NIH Websites New England Journal of Medicine (NEJM) The Lancet Among smartphone users [1] Use any specific professional mobile app (Medscape Professional, Med. Calc, etc. ) (2) Websites visited on any device Source: Manhattan Research, Taking the Pulse® Europe 2014 **Medscape Professional Network includes e. Medicine, Medicine. Net, Medscape. com, Medscape France, Medscape Deutschland, Medscape Connect, Medscape Education, Rx. List – The Internet Drug Index, Medcenter, The. Heart, or Web. MD. Among all EU physicians

EXAMPLE: BEST PRACTICES IN NON-PHARMA Medscape App Med. Calc App All shown applications have a clean design that is easy for physicians to navigate quickly Source: https: //play. google. com/store/apps/, http: //www. pocket. md

PHARMA RISKS LOSING HCPS WITH NON-MOBILE OPTIMIZED WEBSITES Mobile experience for Amazon. com and Boston. Globe. com Mobile experience for two pharma product websites for HCPs *Among those looking for clinical and treatment information from their smartphone, n=475 Source: Manhattan Research – Google Physician Channel Adoption Study 2012

How Pharma reps can leverage these digital tools?

TABLET REPS NOW MAINSTREAM AMONG EUROPEAN PHYSICIANS Devices or materials used by pharma sales rep during an in-person meeting: Printed materials Percentage of physicians in 2013 77% 72% of e. Pharma Physicians i. Pad Laptop Other new generation tablet (i. e. Galaxy, Touch. Pad, Playbook etc. ) Smartphone Among those who see reps in person Source: Manhattan Research, Taking the Pulse Europe®, 2013 64% 70% 44% 22% 9% have seen reps use any type of tablet

TIME MATTERS, BUT LONGER IS NOT NECESSARILY BETTER Likelihood to prescribe a drug based on time spent with a tablet rep Likelihood to prescribe the drug or treatment discussed in the meeting 28% 19% 21% 14% 18% 13% 1 -3 4 -6 7 -9 1 -3 min 4 -6 min 7 -9 min 10 -12 min 13 -15 16 min or more Average length of time with a tablet rep Among those who see reps with tablets Source: Manhattan Research, e. Pharma Physician® 2013

Percentage of physicians who held the tablet at least some of the time during a rep meeting PHYSICIANS INTERACTION WITH A REP’S TABLET CORRELATES STRONGLY WITH PRODUCT FEATURES INTEREST IN Physician was able to handle a rep's tablet 37% Not influential at all (1) 69% 71% 62% 40% 2 Very influential (5) Interest of physician in products features Among those seeing reps with tablets Source: Manhattan Research, Taking the Pulse Europe® 2013 3 4

OPPORTUNITIES EXIST FOR TABLET REPS TO EMPHASIZE HIGH-YIELD ACTIVITIES Videos featuring KOLs Clinical trial results Customized information from pharma companies 70% Case studies Journal articles (among those conducting activity on pharma rep’s tablet) Interest on Product features* 65% Cost and outcomes information 60% 55% Quizzes on relevant topics Live video communication with MSLs or KOLs Relevant apps I can download on my own device 50% A game related to the product 45% -20% 40% Comparative product information Patient education An animation/video about the condition Patient support services 0% 20% An animation/video about the mechanism of action 40% 60% Reach of activity conducted on tablets during rep meetings (Among those seeing reps with tablets) Source: Manhattan Research, Taking the Pulse® Europe 2014 80% 100%

LENGTH FOR HIGHER REACH ACTIVITIES Addition to average length of all meetings done by respective physicians Product content Non-product content Videos featuring KOLs 60% features (among those who have viewed any of trhe respective activities during pharma tablet rep meetings) Interest of tablet activities on product 70% +4 min. Quizzes on relevant topics 50% Live video communication with MSLs or KOLs 40% A game related to the product 30% 20% Relevant apps for my patients 10% 0% 0% 10% 20% 30% 40% Reach of tablet activities 50% (among those seeing pharma sales reps using tablets during meetings) Source: Manhattan Research, Taking the Pulse Europe® 2014 60% 70%

Innovation at Symposia (example)

Innovation AT SYMPOSIA This session uses 'Pigeonhole Live' for interactive Q&A Session Post questions Vote by tapping on the arrow Tap on the back arrow to go back POWERED BY: