Speaker:
Vlad Castillo is responsible for Patient and Digital Marketing at Bristol-Myers Squibb. In his current YERVOY brand marketing role, he has developed and executed Digital Strategies and Customer Experience Marketing (CEM) initiatives. Vlad’s experiences range from PLAVIX marketing to building and leading a center of excellence group dedicated to supporting direct and digital marketing programs across BMS. With fresh, bold innovative thinking, clear strategic vision, and a commitment to excellence, Vlad empowers his biopharma organization to embrace and succeed in the current and future fast-changing environment.
The traditional DTP/DTC model is now being questioned:
It’s no longer effective to just inform patients about their disease. Awareness alone no longer prompts them to take action. Castillo provides an analogous case study of The Matrix when Morpheus makes Neo aware that large leaps from building to building is possible. Neo tries, and fails. (See YouTube Clip)
In this case, awareness did not lead to a successful action
Castillo, however, suggests a new model:
Awareness –> Acceptance –> Action
Using this model, we know that we must increase the dialogue between patients, physicians, peers, and caregivers. From a digital perspective, this dialogue occurs in an ecosystem that consists of:
- SEO
- Mobile
- Website
For pharma, it is a difficult transition to this ‘new’ model. The key is to bring in external reinforcement from agencies that understand patients from an emotional perspective and are passionate about moving to the next level of communicating with patients.
They learned to move past their regular web analytics and understand how their high engagers were interacting with their digital properties
In tracking this type of new model, there are three levels of measurement:
1. Effectiveness of Media Referrals
- Organic
- Paid search
- Direct
- Referrals/other
- HCP site referral
2. Content effectiveness: how much time are they spending on certain pages of your site relative to others?
3. High engagement traffic: where do patients go once they’re on your site?
Top 5 take-aways:
1. Creating engagement begins at day 1.
2. Awareness alone is not enough. Acceptance must be generated.
3. Develop concepts, tactics and experiences that meet objectives and are driven by customer insights.
4. Execute insightful action efforts across platforms/campaigns.
5. Partner with an agency that’s as vested and passionate about patients as you are.
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