BUSINESS INSIGHTS

The DTC Marketing

Outlook 2003

New challenges and opportunities in

consumer-targeted pharmaceutical promotion...
BUSINESS INSIGHTS

The DTC Marketing Outlook 2003:

New challenges and opportunities in consumer-targeted pharmaceutical promotion

Figure 1.5: Future trends in DTC marketing

The management report, The DTC Marketing Outlook 2003:
New challenges and opportunities in consumer-targeted
DTC past & present DTC future
pharmaceutical promotion, analyzes the latest developments
Focus on TV
Integrated media
in DTC marketing and unveils the new channels and markets
eMarketing & digital
that have the potential to boost product sales, awareness and
Focus on products
Focus on consumers
revenue.
Focus on compliance

General awareness
Undifferentiated mass targeting
Target by demographics
Rapid growth in investment
Physician-directed healthcare
Restrictive regulations
Source: The DTC Marketing Outlook 2003
Personalization
Understand the benefits of using Interactive TV (iTV) in your
promotional campaign, recognize how Disease Awareness
Target by beliefs
Campaigns (DACs) can help you to establish product presence
Focus on cost-effectiveness
in new markets and find out which regulations could help or
Patient-driven healthcare
hinder your promotional campaign in different geographical
Consumer-friendly regulations
markets.

This new report will show you how, by empowering

"DTC marketing is not just about securing a request for a specific
consumers with disease and product information utilizing
product. Instead, it is about driving long-term sales growth.
effective DTC marketing techniques, you will see
Future DTC strategies will reach this objective by focusing more on
improvements in ROI, branding, consumer attention
consumers and compliance than on products. In part, this will be
and product awareness.
facilitated by personalized content, which will underpin deeper

relationships between consumers and the industry…"

Top five reasons to buy this report...

Maximize the opportunities to communicate with your

Figure 3.3: Meeting consumers' needs and designing
the optimal multi-channel disease awareness campaign
end-consumers in the absence of ethical DTC marketing
in Europe.
Diagnosis Treatment News services

• self-diagnosis
questionnaire
• drug therapy
• non-drug
• press releases
• opt-in mailing
Prepare to exploit new channels - the industry's first
• script to
communicate
therapy
• specific drug
lists
movers will gain the competitive advantage.
with physician information *

Disease awareness campaign

Learn from the industry's leaders and reduce the time
and costs of in-house experimentation.
Access to Compliance Word-of-mouth
opinions

• links
• eReminders
• eDiaries
• email a friend
Avoid a loss of consumer confidence by working within
• success stories • educational &
• patient forums management eHealth and eSecurity regulations.
• expert forums tools

* denotes US only
Ensure that your company's investment in DTC marketing
Source: The DTC Marketing Outlook 2003
is in line with that of your competitors, using the DTC
Focusing on compliance marketing investment trends for the past six years, as detailed
Roche provides telephone support for Xenical patients
in this report.
"In Q1 2003, Roche became the first pharmaceutical company to use

International SOS' Patient Support Services in the UK.

International SOS provides 24-hour medical and security assistance to Turn to page 3 to see a
multinationals, governments and non-government organizations. table of contents for this report...
Its Patient Support Services are intended to increase

patient compliance with prescribed therapies…"

page 1
Harnessing Patient Power:
Strategies for speeding drug approval, building and retaining market share

Figure 1.5: Areas of potential breakdown in patient Relationships between the pharmaceutical industry and
group-pharma company relationships interactive tools patient groups have changed drastically during the past two
Patient groups will be Pharma companies will be
decades. They are no longer restricted to financial
reluctant to assist with... reluctant to assist with... contributions to create goodwill, with no expectation of a
Price - Access to measurable return for the company.
always perceived as competing
being too high therapies
The new management report, Harnessing Patient Power:
Profits -
pharma companies should
Accelerated access to next
generation therapies -
Strategies for speeding drug approval, building and
not profit from illness possibly competitors’ retaining market share, outlines the developments in
pharma-patient group alliances and provides a guide for
Market share - a diversity of Access to additional
treatment options and product info - may be maximizing their impact across a range of pharma activities:
suppliers is the goal commercially sensitive
clinical trial recruitment, product launches, CME programs,
disease awareness and education initiatives.
Source: Harnessing Patient Power

Advocacy groups are now more aware of how to leverage

“Although many areas of potential mutual co-operation exist
their influence, but still seek financial assistance, cutting-edge
between patient groups and pharma companies, it is vital that the
information about clinical trials, new therapies, professional or
parties identify areas of common interest and, where possible,
technical support, and other in-kind contributions that help
agree to disagree when their interests are different…”
them better serve their patient communities. The report uses
detailed case studies to pinpoint how pharma companies
can convert such relationships into important business
tools to meet their corporate objectives.

Top five reasons to buy this report...

Figure 3.4: Centralized system for reporting, maintaining Understand advocacy group cultures and identify
and sharing information about patient group relationships common goals.
across functions

Develop and benefit from ‘expert patient panels’,

Government/
regulatory
whereby patients are trained to become experts in
affairs
managing their own illness.
Sales Public
Policy
relations

Marketing
Create vital patient links to clinical trials that can speed
a drug's approval.
PR agency/ Centralized
third party function
Evaluate how best you can work with advocacy groups
that may have limited resources and manpower.
Patient
group

Recognise and work within the boundaries of new and

Source: Harnessing Patient Power
existing relationships to ensure win-win outcomes.
"Increasingly, pharma companies are recognizing the value in

centralizing the management of their public relations and

patient group relationships as a way of reducing traditional

inefficiencies across functions...”

Turn to page 3 to see a
table of contents for this report...

page 2
www.GlobalBusinessInsights.com
BUSINESS INSIGHTS

The DTC Marketing Outlook 2003

Table of contents New challenges and opportunities in consumer-targeted pharmaceutical promotion

EXECUTIVE SUMMARY Monitoring and encouraging interactivity AstraZeneca's migraine campaign

Control over data Disease management -
CHAPTER 1: DTC MARKETING: PAST
Integration is the biggest barrier GlaxoSmithKline's asthma campaign
PRESENT AND FUTURE
Making and maintaining customer contact: Focusing on compliance - Roche provides
Consumers as substitute sales reps
operational CRM telephone support for Xenical patients
Trends in branded DTC marketing
Response to advertising
1997-2000: rapid expansion of DTC
Callback CHAPTER 4: NEW REGULATIONS:
marketing spend
Service relationship eHEALTH AND eSECURITY LEGISLATION
DTC creates new markets
Future CRM will exploit iTV's specific IN THE US AND EUROPE
2000-2002: investment slows then declines
capabilities Europe
Growth in sampling cannibalizes DTC spend
Video chat Overview of pharmaceutical
Segmentation of investment
Personalized advertising patient-targeted marketing controls
Future trends in DTC marketing
Audience controlled interactive advertising Self-regulatory organizations
Media integration
CRM opportunities for brands and service Regulations
Lifecycle marketing
companies Disease awareness campaign guidelines
Focus on consumers and compliance
Pharmaceutical industry's position US
Segment-based and personalized marketing
Overview of pharmaceutical
CHAPTER 3: NEW MARKETS: RAISING patient-targeted marketing controls
CHAPTER 2: NEW CHANNELS: iTV IN
DISEASE AWARENESS IN EUROPE Self-regulatory organizations
PHARMA
The legal context Regulations
Introduction
What are disease awareness campaigns? eSecurity
Benefits of iTV marketing
Pharmaceutical and consumer support for The healthcare IT challenge: improving
Relevance to DTC marketing
disease awareness campaigns quality
What is iTV CRM?
The case for the opposition and efficiency while assuring individual
Operational and analytical CRM
Selecting appropriate medical conditions privacy
Characterizing and understanding the
Maximizing outcomes Europe - Data Protection Directive
target audience: analytical CRM
Summary: the ideal DAC US - HIPAA
Tracking viewing preferences
Raising disease awareness - Online security
Sample groups

Harnessing Patient Power

Table of contents Strategies for speeding drug approval, building and retaining market share

EXECUTIVE SUMMARY
An introduction to patient power
Relationships between pharma companies
and patient groups
Building effective relationships with patient
groups
A strategic approach to forming
pharma-patient group relationships
CHAPTER 1: AN INTRODUCTION TO
PATIENT POWER
Summary
Introduction
What is patient power?
Developments in patient power
Drivers of patient power
Patient power in operation
CHAPTER 2: RELATIONSHIPS BETWEEN
PHARMA COMPANIES AND PATIENT
GROUPS
Summary
Introduction
The role of patient groups
Impact on pharma companies
Early examples of patient groups
AIDS patient groups
Cancer patient groups
The changing role of patient groups CHAPTER 4: A STRATEGIC APPROACH
New objectives TO FORMING PHARMA-PATIENT GROUP
Case studies RELATIONSHIPS
Summary
CHAPTER 3: BUILDING EFFECTIVE Introduction
RELATIONSHIPS WITH PATIENT GROUPS Transparency is vital
Summary Understand goals and objectives
Introduction Evaluate current and future initiatives
The rise of the informed consumer Clarify each party's expectations
Forming a partnership of equals Nominate points of contact
Pharma company benefits Relevant job functions
Patient group benefits Consistency is key
Broader benefits Define levels of commitment
Communicating through patient groups Short- versus long-term
Influencing policy makers Specific projects
Developing the relationship The relationship in operation
Plan early Launching the relationship
Research potential partners Ongoing support
Define mutual and shared objectives Case studies
Establish ground rules
Retaining patient group independence CHAPTER 5: THE FUTURE OUTLOOK
Patient groups and DTC marketing FORMING PHARMA-PATIENT GROUP
Influencing patient requests for medications RELATIONSHIPS
The doctors' response Summary
Case studies Introduction
Mutual trust
Advantages of putting the patient first
Identifying opportunities
Future developments

page 3
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