New Potential Sponsorship
Strategies for Cardiovascular
Societies
Stefano Remiddi, AIM Group Int.l Strategic Consultant
Hungarian Society of Hypertension
Siòfok, September 27th, 2014
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Big Pharma: a new growing period is coming !
But… Therapeutic Areas will be different
Driven by Big Giants only
September 1st, 2014:
NOVARTIS announces
outstanding study results for
LCZ696, a new agent against
Hear Failure. NOVARTIS shares
rose +5% in the following 3
days (business potential
estimated = 6 Bil. $ on annual
basis).
September 4th, 2014: FDA
grants accelerated approval
for KEYTRUDA, a new Merck
drug against Melanoma, first
of a new class of agents (PD-1
Inhibitors). Expected price per
Patient = 100.000 USD.
For the first six months in
2014, SOVALDI, the new Gilead
breakthrough therapy for
Hepatitis C, achieved worlwide
sales of 5.8 Bil. $ (price per
Patient = 30.000 €).
Top 10 Pharma Companies in 2013
Company
Sales
(USD Bill.)
R&D Spend
(USD MilL.)
R&D
(%)
1. PFIZER (NY, US)
47.404
7,046
14.9
2. NOVARTIS (Basel, CH) *
45.418
8,831
19.4
3. MERCK (NJ, US)
41.143
7,911
19.2
4. SANOFI (Paris, FR) *
38.370
6,117
15.9
5. ROCHE (Basel, CH)
37.542
8,032
21.4
6. GLAXOSMITHKLINE (UK)
33.107
5,255
15.9
7. ASTRAZENECA (UK)
27.064
4,452
16.4
8. JOHNSON&JOHNSON (NJ, US)
23.491
5,362
22.8
9. ABBOTT (IL, US)
23.119
2,900
12.5
10. ELI LILLY (IN, US)
18.509
5,074
27.4
Source: Pharmaceutical Executive 2013
(*) Companies with new breaktrough CV products in R&D
Key Considerations
 Sponsorship opportunities for Pharma Companies at the
events of the Cardiovascular Societies are constantly
declining
 Young Fellows and other Specialists are less represented in
the International Congresses
 Number of Countries represented at the International
Congresses is reducing over time
 Pharma Industry Sponsorship will be further reduced
because of the lack on new CV (AntiHT) Agents
 There is the need to find new avenues preserving the
Scientific Core of CV Scientific Societies but trying to expand
a little bit the range of activities towards new directions to
grow
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First Step: Line Extension
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Line Extension of Current Key Topics: Medical Devices
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Digital Revolution in Health Care is expected to mobilize high
investments with a significant shift to Home Care Assistance
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Potential Key Digital Players/Sponsor in Europe
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Line Extension of Current Key Topics: Diagnostics &
Genetics
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Line Extension of Current Key Topics: Life Style
Changes
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Second Step: Technology Integration
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Web Marketing & Dematerialization
Web Marketing e Dematerializzazione
Web Marketing: Impact on Physician activity
EU Commission: Green Paper on Mobile Health
Application for the future
Data
N. App disponibili
N. Download
11 Luglio 2008
500
-
3.000
100 Milioni
APP proposito…
ma
4 Novembre 2009
100.000
2.5 Miliardi
quante “App” esistono ?...
9 Settembre 2008
4 Ottobre 2011
500.000
18 Miliardi
16 Maggio 2013
850.000
50 Miliardi
The new Targets: Patient Communities
Studio Consulenziale Dr. S.Remiddi
Web Marketing: Social Media & Gamification
Web Site & Web Engagement
Visual patterns observed during a web site navigation: performance of the customer engagement
related with e-commerce activity
“Eye Gaze Patterns while Searching vs. Browsing a Website“ Sav Shrestha e Kelsi Lenz, Usability News,2007
Third Step: Range Expansion
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Expansion of Current Horizon
Interest
Prevention
High Blood Pressure
Organ Damage
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Expansion of Current Horizon: Prevention
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Life Style Changes
Food
Diet
Ionic-Metabolic Balance
Nutraceuticals
Sports & Wellness
QoL
HT Prevention Guidelines
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Nutraceuticals
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Conclusions & Suggested Actions
 Develop a platform Strategy to sinergy the Technology
Integration and remain highly attractive for potential
Sponsors in this new area
 Design Web Site, Web Marketing Activities and Integrate all
Communication Channels including Social Network Strategy
for Patient Communities
 Be ready to create the necessary spaces at each Congress
(scientific arena & commercial/sponsorship arena)
 Interact with other key stakeholders in the new areas (eg
European Association of Nutraceuticals, Sports & Medicine,
Dietology Associations)
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Thanks for your attention !