Listening to this, a few key points came through for me:
- The current selling model is no longer as effective/sustainable long term
- Big advances in customer behaviour and access to information
- Social media is here to stay and we need to find ways to participate
There was a great reference in Fiona’s presentation to “Pharmageddon 2012” (www.pharmageddon2012.com), where it has been said that by 2012 there will be a $200billion shortfall due to the decline in R&D and the expiry of current product patents.
Although a little dramatic, it does make you ask the question “Where will we be in 2012?”
….. DIGITAL – we need to embrace it now. Because the opportunities are huge.
People’s behaviour and access to information has changed since the internet, and even more since Web 2.0.
Today, 1.7 billion people are online (16.9 million in Australia). We use the internet everyday – from managing finances to virtual tours of our next holiday destination.
In Australia, health/medical/product information is the third highest topic search - 54 million searches performed on Google every month. And it’s not just patients. 87% of Australian HCPs use the internet for research and information.
Now, thanks to Web 2.0 people can create content via blogs, forums and social media sites.
The internet has surpassed magazines, books, newspapers, sales reps as well as organizations/associations for seeking health/medical related information due to its speed, accessibility and up-to-date information.
Pharma needs to adapt to this ever changing environment. But what about regulations? Doesn’t it stop us from using digital for communication?
There are restrictions on what we can do and say on specific products. However, we are constantly researching and testing different ways to work within the code to improve communications and create an open dialogue with customers. And there were some great case studies from the DigiPharm conference that we can learn from.
If you missed out and want to know more, contact Fiona Grigg at ZEST Healthcare Communications on (02) 9409 7600.
Pictures from ZEST Digital Breakfast held at Eden Gardens, 28 October 2009
ZEST Healthcare Communications specialises in the creation of medical education programs and materials designed to inform and educate healthcare professionals and consumers. Our materials run across all media, including the latest in online technologies. The strategic intent of these programs and materials is to positively transform the way people think about a disease area or brand.