Report: New Multi-Marketing Channel Strategies TOC

Traditional physician and patient marketing channels are becoming less effective
A multi-marketing channel approach is the way forward
- Multi-channel marketing requires a tailored mix of traditional and novel media aimed at each target audience
Multi-channel marketing channels need to be considered in terms of targeted customers
- New multiple-marketing channels need to be considered in terms of the healthcare professional targeted
- New multiple-marketing channels need to be considered for patients too

Pharma needs to be where its customers are - online
Web 2.0 technology enables Pharma to communicate with patients
- YouTube - a underused communication tool
- Pharma' s use of Facebook is still in its infancy
- MySpace is not used by Pharma
- Twitter - Pharma likes to Tweet!
- Blogs are still a one-way communication method
- Web 2.0 technology is not being used effectively as a promotional tool to target healthcare professionals
Opportunities for Pharma to create an integrated disease management program around its drugs
- Google Health - personalized medicine will be the future
- iPhone (smart-phone) applications - replacement educational incentive for reps seeking physician access
- Wii Fit - a communication tool

Table: Marketing approaches to key stakeholders
Table: Online physician and nurse communities, 2009
Table: Top 10 Pharma company websites visited by US physicians, 2008
Table: Brand sponsored patient communities
Table: Top 10 Big Pharma companies with the highest promotional spend, 2008
Table: Pharma companies with a presence on YouTube, 2009
Table: Big Pharma companies with corporate - employee Facebook pages (as of July 2009), 2009
Table: Pharma sponsored Facebook pages
Table: List of Pharma companies with Twitter accounts
Table: Pharma blogs - corporate and branded drug blogs sites currently in operation, 2009
Table: Top 10 iPhone health-related applications

Figure: Big Pharma companies ranked by their 2007 advertising budgets, 2006 - 07
Figure: Multi-channel marketing combines traditional and novel (web - based) approaches
Figure: Internal cross-functional teamwork necessary for multi-channel marketing strategy
Figure: Optimizing Pharma- physician communication channel strategies
Figure: An outline of the FDA' s draft guidelines on presenting risk information in prescription drug and medical device promotional material
Figure: The pros and cons of YouTube as a means for pharma companies of raising both disease and product awareness among patients
Figure: Johnson & Johnson' s YouTube page
Figure: The pros and cons of a pharma Facebook profile as part of Pharma' s patient marketing strategy
Figure: Novartis-sponsored patient advocate Facebook page by Marcia Strassman, 2009
Figure: Twitter, MySpace and Facebook audience retention rates
Figure: The pros and cons for pharma companies f of a Twitter account
Figure: Boehringer Ingelheim' s Twitter page user occupation and online behaviors
Figure: Alli connect - GlaxoSmithKline' s honest blogging webpage)

New Multi-Marketing Channel Strategies