Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
Can You Help Me? What Today's Consumers Want Pharma Marketers to Know

Can You Help Me? What Today's Consumers Want Pharma Marketers to Know

Ratings: (0)|Views: 904|Likes:
Published by Digitas Health
A Digitas Health White Paper
A Digitas Health White Paper

More info:

Published by: Digitas Health on Dec 13, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

12/14/2011

pdf

text

original

 
A Digitas Health White Paper
What today’s consumers wantmarketers to know
 
What’s the biggest challengefacing pharma marketers today?
You read the papers. You’ve seen the numbers. You have to live andwork every day in a perect storm o challenges, including…
•Thecascadeof
patent expiries
that, between now and2015, will erase over $130 billion in revenues.
1
•Thedroughtin
drug discovery
that analysts predict willtake at least a decade to turn around.
2
 
•Theintensifying
margin pressure
rom generic competition,healthcare reorm, and growing managed-care demand orrebates.
•Theincreasinglyhostile
legal, regulatory, and legislative
 environment.
•Andtoday’snear-vanishing
consumer trust
levels, in whichonly 11% o Americans now say the pharma industry isgenerally honest and trustworthy.
3
 But the biggest challenge conronting every pharma marketer todayis none o these. It’s
irrelevance
.
My brand? Irrelevant?
How can an industry that spends over $4 billion annually onadvertising alone
4
possibly be in danger o irrelevance?By taking our eyes o our customers and ailing to change theway we engage with them as their needs, values, and behaviorshave changed.
Fornearlyadecade,mass-media,push-messagingDTCworked
spectacularly. It delivered a genuine service to consumers by raisingawareness o underdiagnosed conditions and the availability o newand eective treatments or them.But success can be seductive…and dangerous i we ail tounderstand its source.
Toomanyofustookthewronglessonandcametobelievethatthe
right schedule, the right spend, and the right number o GRPs couldguarantee dominant share-o-voice and mindshare — and that thisdominance would reliably translate into positive consumer belie andpurchase intent.It was never mere reach and requency or share o voice that made
DTCsuccessful.Itwastheservicethatitdeliveredtoourcustomers.
And to the degree that we have, as an industry, orgotten this, thevery practices and assumptions that once brought us closer to ourcustomers now threaten to pull us ever urther rom where ourcustomers are…
and where they want us to be
.
Not in Kansas anymore
Our customers today — consumers and healthcare proessionalsalike — are swept up in a rising tide o expectations or customer-centric, service-based marketing, created by marketers such as BestBuy, Apple, Amazon, and Nordstrom. And increasingly, they measureall marketers against these high standards.At the same time, they are living in a hyperconnected world, wherethe prolieration o new digital and mobile tools give them the power,not only to tune out marketing that does not deliver real service, butto consult, in its place, the experience o hundreds or even thousandso people like themselves.
Theresultisaclimateinwhichunhelpful,interruptivemarketing
 messages are relegated to an increasingly peripheral position ininuencing consumer decisions.
 
Some hard facts
•90%ofUSconsumerswhocanskipTV
 commercials, do.
5
 
•Only14%ofAmericanstrustadvertising.
4
•90%ratepeerrecommendationsasthestrongest
purchase inuence.
6
 
•Over100millionAmericanscreateorconsume
health-related user-generated content today.
7
•Increasingly,theyaremakingmobiledevicestheir
platorm o choice or fnding and accessing this
content…evenwhenaPCisavailabletothem.
7
•70%ofconsumersregardthiscontentascredible.
8
 
MINDSHARECOMPETITIONCOMMERCIALCOMPETITION
It’s not the mediumit’s the message
Let’sbeclear.We’renotsayingthatTV,print,outdoor,oranyother
traditional marketing channel or tactic is irrelevant; or that digital isthe new panacea.What we are saying is that
valueless
marketing — marketing thatdoes not deliver a genuine service to our customers — is irrelevant inany channel; and deservedly so.Every brand today has to compete, not only with its traditionalcommercial competitors, but with the much larger universe ocompetitors or our customers’ mindshare — the riends, peers, socialmedia, and third-party content sources that, in aggregate, can speakmuch louder than any single advertising campaign. And i thosevoices contradict what we’re saying about our brand, we have a verylarge problem.
What digital offers, far more than just another selling channel,is a window
into this larger, noisier world — a unique living laboratoryin which we can learn, through listening to and interacting with ourcustomers and their inuencers, how to create responses that delivervalue in
any 
channel.

Activity (3)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Gareth Wyn Abbit liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->