Ten big ideas from the Next Gen Pharma conference in Baltimore

1. NEXT GEN
PHARMA
CONFERENCE
10 Big Ideas From Next Gen Pharma Conference
2010

2. About conference wrap ups
iQ is the innovation lab of GSW Worldwide. We
research emerging trends in both how technology and
expectations are changing. Then we model innovative
tools and experiences designed just for health care
marketers
One of the ways we stay connected to the thought
leaders in our industry is speaking at and live
blogging from top healthcare marketing conferences
After the conferences we collect the top 10 big ideas
we heard to share in conference wrap up sessions.
We use presentations like this one to lead those
discussions

3. REMS CAN BE
A MARKETING
ADVANTAGE
Long a big hurdle for marketers, REMS may be
experiencing a renaissance

4. 1 WE HAVE AN OPPORTUNITY
TO REALLY EXPLAIN THE
VALUE OF REMS TO USERS
• These programs are only going to become
more common – even category-wide in
140+ REMS some instances
on the • They’re not the death-knell of a product.
market The opportunity is thinking about the
benefit as well as the challenges
• Well designed programs can make it easy
to comply with an intuitive customer
experience that makes customers feel like
they’re using the drug in the safest
possible way

5. 2 WE NEED TO REBUILD TRUST
• Understanding and mitigating risk is directly connected
to trust and credibility
A recent Harris Poll That lack of trust
looked at overall Our black hat has serious business
reputation by
comes from things consequences. The
industry. Pharma
like undisclosed packaging the FDA
came in just ahead
of tobacco (well payments to has drafed for
behind other physicians, GMP tobacco is a
favorite villains like violations, drug reflection of how
oil companies and recalls, prices, etc. we feel about the
airlines) industry.
See the new packaging: http://bit.ly/iQLab2

6. NEW PRESSURES IN
THE EXAM ROOM
Those precious seven minutes we get with our doctors
are quickly slipping down to six … will medical exams
become the newest form of speed dating?

7. 3 TWO CONFLICTING TRENDS
ARE CREATING A LOT OF
STRESS IN THE EXAM ROOM
Patients are more Payers are putting
empowered (and more significant pressure on
demanding) than ever physicians to cut costs
That’s changing the patient-doctor relationship. Not only are
visits getting shorter (to cram more patients into a day), but
physicians are often having to say no to patient requests

8. 4 PHYSICIANS ARE TURNING
TO MOBILE
• It seems like quality time is under attack from all sides
• We’re hearing that most physicians now interact with
patients for just 6 minutes
• Physicians themselves are finding their best access to
information is mobile – it’s an information channel that’s
so deep that marketers can’t compete with it
– Almost 50% of physicians are looking up drug reference info
– Over 30% are using mobile for treatment guidelines
• How do we build beyond these micro interactions by
creating engagement that works for the user?

9. TAKING ON FUZZY
MATH FOR BETTER
METRICS
The real challenge in digital measurement is attributing
action to impressions

10. 5 YOUR BANNERS MAY BE MORE
EFFECTIVE THAN YOU THINK
• The measurement gurus from Comscore shared a
surprising fact: Just because someone doesn’t click on
your ad, doesn’t mean it didn’t make an impression
A lot of people
There’s a
But banners are will see a
hesitancy to
about banner and then
click online ads
branding, too search for the
today
brand
• That’s still trackable. And, likely a metric many of us
haven’t been measuring

11. 6 WE’RE ONLY JUST STARTING
TO SEE THE REAL SCALE OF
DIGITAL HEALTH
Amount that total Of Facebook users are
internet activity
increased last year 18% 17% exchanging info about
their automobiles
Amount that health Of Facebook users
internet activity
increased last year
64% 11% are exchanging info
about their health

12. CONCIEREGE SALES
AND MARKETING
The next big metric for pharma sales may be service

13. 7 COULD NEXT GEN CLM TURN
REPS INTO CONCIERGE SALES?
24% of offices are now “no sees,”
• The things that got us in the door in the past are largely being taken
away – by regulation, by price, by preference
Our challenge is connecting with physicians
in more relevant ways
• Most don’t close the door when they’re getting real value
Can we use data to totally customize a call to
what a physician really cares about?
• A CLM knows what that physician has already seen and could
potentially model what they’re likely to be interested in

14. 8 OUR BIGGEST DATA
CHALLENGE IS THAT WE
DON’T USE IT
• We collect data everywhere. From websites, email
campaigns, salesforces, conference calls
• The challenge is using it to create better experiences
• Most data comes out in 6-month updates
– Reams of “what was”
• What pharma needs to figure out is using data in the
moment
– Responding to changes
– Creating custom experiences
– Spotting potential opportunities or threats
• Those models and tools don’t exist yet

15. OUR OTHER DRUG
PROBLEM IS
ADHERENCE
Today’s brand managers are worried about people not
taking drugs… and, for really good reason

16. 9 MOST DOCTORS DON’T SEE THE
SCALE OF NON-ADHERENCE
• Physicians shake their fingers at 72% of asthma patients
noncompliance, but that’s not take their controller less
connecting with patients than prescribed
• They don’t understand how
wide-spread the problem is
• Even in high-attention disease Taking that medicine
states like inflammatory bowel can reduce hospital and
emergency visits by 80%
disease, non adherence is
happens fast: 41% in the first
two weeks; 70% over time
That’s a big impact on
patients and physicians

17. 10 HEALTHCARE
PROFESSIONALS ALONE
CAN’T BRIDGE THE GAP
• The population with chronic
25 MILLION 3.8 MILLION
diseases is sky rocketing
diabetics hcps
• It can’t be solved with
6 minute office visits every 9 months
• There’s plenty of information about what works: motivational
interviewing, simplifying education, etc. The problem is
applying it in a relevant, personal, multi-dimensional way
• The “no brainer” technology is mobile. We don’t leave home
without our cell phones. And, we’re totally engaged when we
use them

18. INNOVATION LAB 2010