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Erin Federman is a Senior European Brand Manager in the Specialty Care Business Unit at Pfizer, based in the UK. Having previously attained BMedSci in Pharmacology in 2002 Howard graduated in medicine from Edinburgh University Medical School in 2005. Txema Sanz currently holds the position of Senior Brand Director, Urology & Dermatology at Astellas Pharma Europe Limited (APEL) where he is responsible for the urology and dermatology brands and business. Heather Simmonds is the Director of the Prescription Medicines Code of Practice Authority (PMCPA), which was established by The Association of the British Pharmaceutical Industry (ABPI) in 1993 to administer the ABPI Code of Practice for the Pharmaceutical Industry. Murat is the marketing manager of respiratory, urology and neurology lines in BI Turkey since 2011. Shona Davies is originally a chemist but discovered early on that she didna€™t enjoy researching whether acid rain had a deleterious effect on the reproductive efficacy of earthworms. Phil has spent well over a decade in mobile, learning the ropes as a business-to-business mobile journalist in the late 90s. The pharmaceutical marketing sector is fast moving with new marketing techniques developing to meet the wider challenges of the industry.
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Medikly, a startup that aims to help pharmaceutical companies reach and better understand physicians, announced today that it has raised $1.2 million in series A financing from Easton Capital. A recent graduate of the Blueprint Health accelerator in New York City, Medikly has developed an enterprise-grade platform that provides Big Pharma with a multi-channel marketing solution, combining content, Big Data analytics and social in an effort to help them reduce campaign spend and get better insight into your local physician. Founded in 2009 and launched in early 2011, Medikly’s SaaS platform seeks to help marketers better understand physicians behavior and preferences through its so-called “Preference Discovery Engine,” which identifies patterns of behavior, relationships and qualities across multiple touchpoints. Medikly then rounds out its marketing suite with an analytics engine that enables agencies to identify gaps and opportunities, predict campaign attrition and optimize their approach in realtime.
After graduating from medical school at the ripe old age of 23, Gullapalli went to work at a small agency and later founded a consulting company, where he helped design marketing campaigns for pharmaceutical agencies. If pharma is able to more effectively distribute content and knowledge to physicians, the founder tells us, it can actually affect real change on doctors’ behaviors as it relates to how they practice medicine. When Gullapalli founded Medikly in 2011, he saw that the medical education market (particularly the print side) was beginning to die out and pharmaceutical companies were beginning to reduce their spend as a result.

What’s more, Gullapalli says that nearly 95 percent of doctors consume some sort of digital content to stay up to date on their field (and the industry), whether by way of journals, social networking research databases, etc.
The needs of each doctor are very specific based on their area of specialty, and marketers have to be able to recognize those individual needs, while listening to and absorbing physician activity and conversation online, reacting to the changing expectations of physicians accordingly. If an agency wants to run a campaign (or distribute educational materials) on diabetes, they want to know where the doctors are that specialize in diabetes treatment, what they’re talking about and what problems they’re experiencing. In scouring the Web for this kind of medical sentiment data, the founder says, the team has discovered some interesting things about physician behavior. Some of their insights also happen to run contrary to public data and commonly-accepted ideas about physician behavior. In fact, it totally depends on the field; while cardiologists and primary care physicians love talking online and tend to be digitally savvy, Oncologists aren’t talking online as much in the same way, even if they do consume digital content.
Again, while it may seem niche, pharmaceutical companies are practically drooling to get access to this kind of knowledge. SaaS-based medical marketing may be niche and boring to some, but in the case of Medikly, one person’s snores are another person’s goldmine. Howard worked in a range of medical and surgical fields and specialised in General and Vascular Surgery. He was Editor of B2B title Communications Africa, and freelanced for several other titles before moving to newly-founded Symbian, in early 2000.
Over recent years, pharma has learnt what emerging technologies such as online and mobile can offer to a marketing campaign. In turn, Medikly has built a personalization engine on top of its preference discovery tools, which leverages those preference and behavioral insights to allow marketers to send more targeted and relevant information to physicians in the way that physicians actually want to receive that content. As both a physician and a healthcare marketer, Gullapalli got an in-depth, first-hand look at how challenging it can be for Big Pharma to get doctors to pay attention to their marketing messages — even when educational. Doing so creates potential value on both sides of the table, but doctors (like everyone else) are only receptive to the message if it’s presented in the right way, particularly one that’s not invasive and is actually relevant to their career and their practice. Although pharma marketing may seem like (and is) a niche segment, what most don’t realize is that pharmaceutical companies spend roughly $60 billion on physician marketing each year. With the rise of the Web, there’s been a 139 percent increase in the number of physicians going online to look for medical education materials.

Medikly developed a sentiment engine (or a preference discovery engine) so that marketers can search for a keyword like “diabetes” and get visibility into what doctors are talking about, what types of conversations they’re having about a particular drug or pharma company and so on. For example, current data suggests that about 66 percent of healthcare providers use Facebook to communicate professionally.
The point being: It’s much more nuanced than most recognize — and far more so than pharmaceutical companies have been aware of up to this point. Case in point: Medikly spent most of 2012 building its platform and pivoting and didn’t make any sales through November 2012. That means that Medikly is on track to hit $5.6 million in sales for the quarter, the founder says. Zusatzlich werden Apotheker zu der Short List online befragt, deren Ranking ebenfalls in die Bewertung einflie?en wird.
Shin currently serves as the Vice President of Enterprise Business Team in Mobile Communications Division at Samsung Electronics. But they’ve been slow to adapt technologies that actually measure (and produce) the effectiveness of that marketing and ROI, leading to reduced investment in medical education. Of course, as their content consumption behaviors change, so do their expectations of marketing and content distribution. There is an enormous physician population, he says, that uses SoundCloud(!), because doctors will go to meetings, record the information they hear and upload it to SoundCloud for playback and to be able to share it.
But once they opened up the platform after Blueprint’s Demo Day, Medikly closed $960K in bookings just in December. Juni im Rahmen der inspirato Konferenz PHARMA MARKETING in der Villa Kennedy feierlich verliehen und gebuhrend gefeiert.

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