MPG: New Survey Suggests "Collaborative Care" Platforms Are the Future of Pharma Marketing - Joe Abruzzo & Mahesh Krishna - MediaBizBloggers

In the 15 years since the first DirectToConsumer pharmaceutical ads hit the marketing world consumers have radically changed the way they handle their own healthcare search engines have become the first stop for triage YouTube is the new surgical theatre and Google Health has placed medical record ownership in the patients39 own hands In the early years of DTC marketing prescriptions for heavilyadvertised brands grew at a rate six times that of nonadvertised brands1amp8212no small change in a 122 billion dollar industry where even a minor uptick in market share can result in multimillion dollar boosts for any given pharmaceutical company2 A more recent MillwardBrown study on the efficacy of DTC advertising demonstrated a 096 correlation ie near perfect between advertising expenditure and new prescription volume and ascribed most of the value of pharma advertising to quotbrand awarenessquot and quotemotional affinityquot3Today with digital marketing on the rise and increasing uncertainty about traditional DTC advertising39s ability to deliver the same momentum for brands that it did 10 years ago one fundamental point of influence has continued to stay relevantamp8212even if somewhat altered the doctorpatient conversationMPG39s 2010 Pharma Connect Study amp8211 a study of all touch points that influence patients at every stage of the patient journey from awareness to asking the doctor for a specific brand to advocating it to others shows that the doctorpatient conversation is still the most influential source of information relating to drug brands While mass media such as television and print continue to play an important role in creating awareness for drug brands more than 72 of the 525 American patients we interviewed said their discussion with their physician is the ultimate determinant for which drugs they receive a prescription for The second most influential touch point for consumers A discussion with their pharmacist or an informational website about a specific disease tied at 45 Written information provided by the patient39s pharmacy and magazines about specific diseases follow closely behind at 43 eachConventional wisdom dictates that patients and physicians have very different information needs and hence need dedicated communication streamsamp8212and at first glance our research supports that Meanwhile the 150 American physicians interviewed ranked medical conferences as the most influential source that would lead them to prescribe a specific brand of drug to their patients 85 followed by discussions with academicians and clinicians 83 articles and papers in medical journals 81 and discussions with colleagues 77Thus pharma marketers create two very different streams of communications It is not uncommon to see brands even creating two different websites for the different targetsHowever a deeper look at the survey results reveals an overlap in highly persuasive touch points for both targets Very often both doctors and patients are using the same channels to retrievesimilar information and the dynamic is more collaborative than previously thoughtThis is not just a matter of mass marketing platforms that happen to reach both of the key parties in this conversation it39s a series of common channels ranked as highimpact by both patients and physiciansHowever websites and communities built for specific diseasesamp8212both branded and notamp8212are a primary source of peer feedback Search is the primary navigation tool for both physicians and patients looking for information onlineSome pharma brands are already actively exploring and experimenting in the online arena though they have stopped short of a creating a shared space for both patient and doctor communications HPV vaccine Gardasil collected 100000 fans on Facebook Diabetes products line OneTouch has fostered an online community for hundreds of thousands people with diabetes Alli offers guidance for an entire lifestyle And yet not a single one of these adventures into social media have included the physicianBut it is not all about digital platforms Even patient brochures are meaningful to both physicians and patients alike Samples give patients and physicians opportunities to test new treatments and learn more about their impacts Each of these touch points represent a huge opportunity for pharma marketers to continue or even start the conversation between the doctor and patient outside of the officeAnd yet the patient of the near future will be even savvier Patients will become more conscious of the real cost of their healthcare and will demand to learn more about drugs even before taking them Pharma marketers have an opportunity to bring the power of doctorpatient dialogue to emerging platforms in a quotcollaborative care modelquot to achieve two goals First satiate patients39 appetite for information and second bring the credibility of doctors to help patients delineate good information from misinformationBy bringing the doctor and patient into the mix and providing a platform where they can seriously discuss both disease and solution a pharmaceutical company could be taking leaps into health care39s futureThe technologies are there What we need is imagination and investment to create collaborative care platforms that will evolve doctorpatient dialogue to a whole new level1 National Institute for Health Care Management Research and Education Foundation November 2001 Prescription Drugs and Mass Media Advertising 2000 wwwnihcmorg2National Conference of State Legislatures updated January 2010 Marketing and DirecttoConsumer Advertising DTCA of Pharmaceuticals wwwncslorg3 MillardBrown 2008 DirecttoConsumer Advertising Works

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