How New Media Changes Pharmaceutical DTC Advertising

Transcription

1 How New Media Changes Pharmaceutical DTC Advertising Thursday, April 16, 2009 Meredith Abreu Ressi Vice President of Research, Manhattan Research Jeff Hitchcock President and Founder of Children with Diabetes A Johnson & Johnson Company

2 Manhattan Research Cybercitizen Health v8.0 Study Syndicated study of 8,700 consumers, conducted both via telephone and online interviews. Over 75 different therapeutic categories represented Results weighted based on Census Bureau norms for age, gender, region, and education. Released end of 2008; 10 years of trended data

3 How New Media Changes Pharmaceutical DTC Advertising Is TV Dead Or Just Reborn? The Shifting Balance of Power: Digital vs. Doctor Are You Ready to Join the Conversation?

4 How New Media Changes Pharmaceutical DTC Advertising Is TV Dead Or Just Reborn? The Shifting Balance of Power: Digital vs. Doctor Are You Ready to Join the Conversation?

5 Consumers are No Longer a Captive Audience

6 Less than Half of Consumers Watch all TV Programs Live Watch all TV Live Watch Recorded, Streamed or Downloaded Television Programs

7 First There Were Soap Operas

8 Now, Micro-Targeted Web Content as an Advertising Vehicle

9 CPG Manufacturers Finding Online ROI Exceeds that of TV

10 In the Aftermath of Blockbuster Drugs, Precision Targeting is Valued Over Mass Reach

11 Relevance Percent of Consumers with Condition Who Go Online Post DTC For Many Conditions, Online is a Key Part of DTC Response 35% 30% ADD/ADHD 25% 20% 15% 10% Cancer Influenza Bipolar Disorder Eczema IBS Anxiety Ear infections Depression ADHD Parents Epilepsy Psoriasis Enlarged Prostate Migraine Insomnia Emphysema Fibromyalgia Acne Chronic Bronchitis Eye Infections IBD Asthma Acid Reflux Chronic Pain Males Allergies COPD RLS Menopause High Cholesterol Males Arthritis Diabetes Osteoporosis Hypertension AMD OAB Heart Disease Glaucoma 5% 0% 30% 35% 40% 45% 50% 55% 60% Reach Percent of Consumers with Condition Who Take Action Post DTC

12 How New Media Changes Pharmaceutical DTC Advertising Is TV Dead Or Just Reborn? The Shifting Balance of Power: Digital vs. Doctor Are You Ready to Join the Conversation?

13 As Use of the Internet for Health Information Has Increased 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

14 As Use of the Internet for Health Information Has Increased Use of the Doctor Has Decreased 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

15 Relevance Consumer Satisfaction With Mentioned Source More Consumers Used the Internet for Health Information than their Doctor In % 90% 80% Pharmacists Nurses Doctors 70% 60% 50% Books, Magazines, Newspapers Family and Friends Internet 40% 30% Television 20% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Reach Percent of U.S Adults Using Source for Health Information

16 Relevance Consumer Satisfaction With Mentioned Source Health Information Seeking Landscape Trending % 90% 80% Nurses Doctors Pharmacists Doctors (2004) 70% 60% 50% 40% 30% Books, Magazines, Newspapers Family and Friends Television Internet (2004) Internet 20% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Reach Percent of U.S Adults Using Source for Health Information

17 How New Media Changes Pharmaceutical DTC Advertising Is TV Dead Or Just Reborn? The Shifting Balance of Power: Digital vs. Doctor Are You Ready to Join the Conversation?

18 We are moving from an era of communicating TO consumers Connectivity Content 2001 Communicate TO Customers Customer Care

19 Toward Communicating WITH Them. Connectivity 2009 Content 2001 Communicate TO Customers Customer Care

20 Millions of consumers Use of Health 2.0 Content has Doubled in the Past Year Health 2.0 Consumers are defined as consumers who have conducted one of the following activities in the past 12 months: read health-related blogs, message boards or participated in health-related chatrooms; contributed or posted health content online such as: writing or commenting on a health-related blog, adding or responding to a topic in a forum or group, or creating health related web pages, videos or audio content; used online patient support groups, message boards, chatrooms, or blogs.

21 But Pharma Is Timid Because of Lack of Guidelines

22 Why Do Connected Consumers Matter? Connected Consumers Are Twice as likely as the average health consumer online to request a branded Rx Twice as likely to report others rely on them to make health decisions they are influencers Over 60% discussed information they found online with their personal physician

23 So How Are Pharma Companies Addressing Health 2.0? Monitoring online content

24 So How Are Pharma Companies Addressing Health 2.0? Creating YouTube Channels; Facebook Groups

25 So How Are Pharma Companies Addressing Health 2.0? Pharma is Even Dabbling in Community

26 Connecting With Consumers is the First Step Connectivity 2009 Content 2001 Communicate TO Customers Customer Care

27 Engaging in Active Customer Care and True Relationship Management is the Future of CRM Connectivity Content 2001 Communicate TO Customers Customer Care

28 Customer Service is a First Step toward Customer Engagement

29 Frank Eliason Director, Digital Care

30 Where Do Your DTC Marketing Plans Fall? Connectivity Content 2001 Communicate TO Customers Customer Care

31 Hiding is Not an Option How Will You Engage With Consumers?

32 Thank you Meredith Abreu Ressi Next: Jeff Hitchcock Founder and President, Children with Diabetes