Innovative approaches on CLM - is tablet the next game changer

Innovative approaches on CLM

- is tablet the next game changer?

Bart Haanen

Senior Management Consultant Across Health Netherlands

The new era started in 2010AD?

Social, Local, Mobile Seminar - September 29

2

www.a-cross.com/health

It‟s changing weather …

…Technology wise

...Market wise

…Customer wise

…Strategy wise

© M

SOff

ice

Clip

Art

More connected

Abundance of easily accessible medical information

Stronger regulatory constraints More

efficient

More informed

Technological changes

Changing environment... Changing customers

Capabilities deck 5

According to a recent survey in NL: how many HCP are still being reached by the Rep?

a) 90%

b) 70%

c) 50%

d) 30%

Social, Local, Mobile Seminar - September 29

7

Importance of Digital according to Pharma Executives

59%

48%

45%

44%

42%

41%

35%

34%

27%

23%

20%

18%

8%

Which of the following efforts to develop a new commercial model have you seen

being successfully implemented during the past few years?

Significant reduction of

sales reps and more use

of new sales tools and/or

technology

11-04-2011 iPad Case 9

Customer centricity - what customers want……….

What marketing suggested What management approved As designed by engineer

What was manufactured As maintenance installed What the customer wanted

Personalising & customising the message

Understanding the customer journey: multiple touch points & creating customer value

orientation

Marketing

purchase/prescribe

Medical Affairs

problem solving

Med Info

new needs

Assistant/others

needs

Sales

Channel a

……

Channel z

touchpoints touchpoints touchpoints touchpoints touchpoints

Cost/benefit Performance/quality image

recommend continue grow

Customer Value

Closed Loop Marketing – Process

CUSTOMER DATABASE

Business Analytics

• Customer analytics

• Customer needs

• RoI analysis

• Segmentation

• Prioritisation

• Sales Force Effectiveness

• Channel effectiveness

Online Sales Channels

• Teledetailing

• Virtual detailing

• Online virtual meetings

• Website/portal

• eMail marketing

Offline Sales Channels

• Field force calls

• Conferences

• Congresses

• Medical liaisons calls

Sales Call

• Campaign tailoring

• Channel strategy

• Targeting strategy

• Tactics

• Segmentation strategy

• Message segmentation

MARKETING

HCP Virtual

interaction

SALES

Closing

the loop

A continuous flow of defined

information from customer activities

are sent to the Customer Database

Available data and information is

analysed and used to adapt

messages, channels and targeting

Marketing publishes the new

strategy, tactics and content to be

used in the different sales channels

The Current State of CLM implementation is poor!

• Most of the Pharma industry‟s main players have implemented CLM-

type programs.

• However, evidence indicates that these initiatives fall short of full CLM

• Focus is on rolling out new technology to the sales force.

• Only 25% of the companies implementing such programs as part of a

true CLM strategy

• Most efforts are more analogous to basic electronic detailing

Social, Local, Mobile Seminar - September 29

14

Real CLM implementation appears difficult….. Closing the loop isn’t easy

• So, what are the potential bottlenecks?

• Group discussion 10 min.

Social, Local, Mobile Seminar - September 29

15

Closed Loop Marketing – Process

CUSTOMER DATABASE

Business Analytics

• Customer analytics

• Customer needs

• RoI analysis

• Segmentation

• Prioritisation

• Sales Force Effectiveness

• Channel effectiveness

Online Sales Channels

• Teledetailing

• Virtual detailing

• Online virtual meetings

• Website/portal

• eMail marketing

Offline Sales Channels

• Field force calls

• Conferences

• Congresses

• Medical liaisons calls

Sales Call

• Campaign tailoring

• Channel strategy

• Targeting strategy

• Tactics

• Segmentation strategy

• Message segmentation

MARKETING

HCP Virtual

interaction

SALES

Closing

the loop

A continuous flow of defined

information from customer activities

are sent to the Customer Database

Available data and information is

analysed and used to adapt

messages, channels and targeting

Marketing publishes the new

strategy, tactics and content to be

used in the different sales channels

1 2

3

4

CLM implementation has proven difficult……

Social, Local, Mobile Seminar - September 29

17

Towards customer centricity & value: - How to create?

• Dialog

• Interactivity

• Engagement

• Conversion

with your customer

to create through a CLM approach

value for both customer

and the company?

Social, Local, Mobile Seminar - September 29

18

The gamechanger?

Think about….

• What are the benefits of new tablets?

• Presenter

• Audience

• What are disadvantages/hurdles?

• List any examples of potential use?

Social, Local, Mobile Seminar - September 29

20

What are the new tablets’ benefits?

• Presenter • Nimble and swift (handbag size, no cords etc)

• Long battery lifetime (no worries or sudden-death)

• Very easy to learn and use

• Starts instantly (no waiting time)

• Engaging – shared device

• Wow factor = cool – image building

• Audience • Customer-centered

• Adjustable presentations

• Interactive/shared device

• Visual – explaning

• All data on-board

• Expanding comfort zone

What are the new tablets’ disadvantages?

• It‟s a TC not a PC...

• New technology...

• Other?

List any examples of potential use?

• Learning solutions

• Detailing, Pre Launch

• Detailing, Sales tool

• Care Management

• Library

• Patient Journey

• Phase lV studies

• Workshop/Case stories

• etc

iPad to dominate tablet sales until 2015 as growth explodes, says Gartner

• The iPad is much more than just a new tablet

computer. It‟s a new category, the touch tablet

• Touch tablets will see an explosion in sales

over the next four years,

• Selling 60% as many units as PCs by 2015

• Apple iPad will retain more than 50% share of

'media tablet' market for years despite Android,

Windows, and others, entry

Social, Local, Mobile Seminar - September 29

24

Across Digital Barometer 2011

Adoption within pharma is still low…

Where would you position the tablet detailing in the PLC?

Sal

es

Time

De

ve

lop

me

nt

Intr

od

ucti

on

Gro

wth

Ma

turi

ty

De

cli

ne

*

1

Product Lifecycle : general recommendation

27

Sal

es

Time

De

ve

lop

me

nt

Intr

od

ucti

on

Gro

wth

Ma

turi

ty

De

cli

ne

Pure WebCall Pure WebCall

Self guided

eDetailing

Self guided

eDetailing

Hybrid WebCall

MSL/KOL Webcall MSL/KOL Webcall MSL/KOL Webcall

Hybrid WebCall

Tablet Tablet Tablet

4 years

Hybrid WebCall

Pure WebCall

* Hybrid WebCall

Pure WebCall *

1

2

3

4

Tablet *

Tablet detailing Business case

• More and more companies seeking innovative

approaches to reach their audience

• „Just do it‟ digital approach

• Tailoring and personalising message

• Define the scope of the project

• “We want to use the iPad” – Why?

• What are the objectives?

• Start building simple CLM approach

• Market Research

• Segmentation & Profiling

• Metrics

• KPI selection

• Call quality, interaction, duration of sales call,

remembrance, message compliance

Capabilities deck

28 4 oktober 2011

CLM

Tablet detailing Business Case: Approach

• Products in growth/mature phase

• New innovative approach on detailing

• Start of a simple CLM approach

• Phased approach

• Phase 1: creating experience and capture

profile data

• Phase 2: profiling and tailoring the message

• Phase 3: CRM integration

• Process excellence

• Building the storyline & storyboard

• Technical adaptation and requirements

• Training of the management and sales force on

skills and attitudes

• Support

• Continuous support after launch to guard the

change management process

Capabilities deck

29 4 oktober 2011

iPlanner-app

Right support

“Putting iPads into the hands of sales reps without the right support is like

fielding a Ferrari without a pit crew –

it‟s fast off the starting line and looks good for a few laps, but it‟s not

sustainable and will not win any races.”

Capabilities deck

31 4-10-2011

Agnitio Analyzer - example

iPad Case

32 11-04-2011

CRM integration

Tablet detailing Business Case: Bottom Line

• Set clear objectives and define KPIs at the

start

• It‟s a change management process for all! • Recognize that touch tablets like the iPad represent

an entirely new way of doing things

• Key for a successful implementation is the

training of the management and sales force on

skills and attitudes.

• Support needed along the route!

• “Putting iPads into the hands of sales reps

without the right support is like fielding a Ferrari

without a pit crew – it‟s fast off the starting line

and looks good for a few laps, but it‟s not

sustainable and will not win any races.”

• CRM integration for CLM approach

34 4 oktober 2011

Potential scenario

Welkom dr. Van Kempen

Email 1 Welkom dr. Van Kempen op

het artsenportaal

Email 2: Welkom dr. Van Kempen op uw

Persoonlijke homepage

The gamechanger?

Questions?

4-10-2011

37

Capabilities deck