Where is Multi-channel heading to? Where is Multi-channel heading to … · You know what doctor thinks about „calls” and „spam” ;) ... but you still think it is working

Where is Multi-channel heading to?

www.connectmedica.com Warsaw / Poland [email protected] +48 22 894 06 30 Page 2

• First: I made #1 website for patients

• Second: I made Ministry of Health website

• We were on the wave of blockbusters drugs

• I won EY Enterpreneur of the Year

• I started new company Connectmedica backed with investors from USA

and than we hit pharma patent [email protected]+48501760490

In 2014 we were #1 pharma agency in Polandand only in Poland

In 2016 we are present in 14 countries


Pressure is privilageWe understood that our and our partnersmultichannel sales process is in fact brokenand will not survive the cost cut


Decision

Can we run business like Amazon

We need representativesto build long term relationsawareness and sells


Agency ClientSales reps

Narrow targets

Prospects

Yes Yes

Yes

Yes

Yes

Yes


Do Agenciesuse effectively multichannel to sell multichannel?


Decision: empower sales force performance


Multi-channel 1 Massive mailing & media planning


Multi-channel 1.1 Content marketing & Native ads


Multi-channel 1.2 Adding CLM


Multi-channel 1.3 Mobile


You know what doctor thinks about „calls” and „spam” ;)... but you still think it is working


Agencies sell like pharma• On paper we all sell best in class services• In details we are quite different including pricing and quality • We do not share contacts or leads• Customers are likely to buy service from sales manager with

long term good relation• Our customers feels offended on badly personized

automation mail


The reason we grow market share is we sell effectively through long term personal relation cost effectively using digital toolkit


• We do not spam

• We keep things simple

• We use video messaging

• We initiate communication only through or on behalf of our representative

• We use relation story between our representative and Client

• We empower our representative to trigger new digital contacts

• We listen to all triggers and align messages in content

• We use automation to follow-up and give representative feedback


Let’s take a look at pharma operations


Operations v1

• Classic

• Based on 1-1 relation and real time events

• Quite Expensive

• Who cares about costs in block buster era


Operations v2 CLM


Operations v3 Multichannel

• Multi-channer managers arrive

• More content needs to be orchestrated

• Vendors are rushing with services

• IT get stronger as a data gatekeeper


Operations v4 Empowering Sales force

• Representative starts to trigger digital activities

Mail or SMS from rep has minimum +21% Openrate

• More remote contacts

Remote detailing is longer and doctor is more focus. Although currently is harder to setup a meeting

• Automatic follow-up activities triggered by doctors (during 1-1 visit, inline, webinar or remote detailing)

Cons and Pros

Cons:

• Internal gatekeepers

• Cost and time of upgrading team competencies

• Implementing right technology

• Even more internal training

Pros:

• Generate more valuable contacts

• Broaden target groups

• Cut costs

• Spends on effectiveness

• Shorter time to market

• Integrated model


How we empower sales using new innovative digital tools


Multi-channel video communication for business.

Add personal video to approved rich media messages


All-in-one non-linear video moderated education programsfor business

For group meetings, Veeva iRep, Online and Webinairs


Including remote detailing

Complete process – from call, schedule, notificationto run and report remote presentation from ipad


Grow your customer opt-ins, better segmentation and preferences


Is it working?

16

68

160

Definitely yes Yes No Definitely no

Definitely yes Yes No Definitely no

84% of doctors expressed interest in communication between face to face visits.

„Would you like to receive additional information from the representative between traditional 1-on-1 meetings?

Connectmedica 2015, n=52

connectmedica.com 2015

Frequent communication with customers

Focus on best performing

„One minute of video is worth 1.8

million words.”

ForresteranalystJames McQuivey,

2008

Video Based on relation Exploring uncluttered channels

56%Of customers will

Interact with messagebecause

of the direct relationship with the sender

55%Avarage open rate

10x better than any other system

72

28

Yes No

Video message (Highp)addresses the doctors’ needs and expectations by offering them an innovative communications solution.

„Are you open to innovative communications channel with pharmaceutical representative?”,

Connectmedica 2015,n =339

84

16

Yes No

„Do you perceive Highp as an innovative form of communication with the

pharmaceutical representative?”, Connectmedica 2015, n=52


Desired innovation

26

62

12 0Definitely better Better Worse Definitely worse

Definitely better Better Worse Definitely worse

9 out of 10 respondents declared that video message is a better way of communication than current emails and sms

„How do you rate Highp when compared to other types of communication between one-on-one meetings (telemarketing, SMS, email) ?”,

Connectmedica 2015, n=52


New form = more interesting form

14

30

40

16

SMS Email Highp Telemarketing

SMS Email Highp Telemarketing

Doctors that participated in projects that use video messagesselected this form as a preferred communication channel with the representatives, between face to face meetings.

„Which communications channel between face to face meetings do you prefer?”,Connectmedica 2015, n=52


The Preferred channel

Our Decision Based Education suite helps product manager to change decision patterns

Customers learn faster through video commented slides

Customers believe non-linear video presentations completes their need for education (including group meeting and conferences)

80% 67%

100 623 3577%Attendees Percentage of attendees that

provided positive feedbackRequested slides Compiled notes

2015

Implementing DBE during HCP group meeting trigger 623 follow-up requests

connectmedica.com

Training triggered requests

55%

Visit follow-up request via video message

93% 63%Highp average positive feedback

of recipients open Highpmessages

of consumers expects further messages

connectmedica.com

880Doctors

38

55

70

Definitely yes Yes No Definetely no

Definitely yes Yes No Definetely no

93% of doctors who received video message have perceived this form of communication a credible one.

„Was the content included in the Highp message credible?,Connectmedica 2015, n=52


Credible communication


Customers are interested in more

frequent contacts with DBE presentatons

60%Perception of

Innovation

of doctors rated our project as

innovative

70 „Our aim was to provide our physicians with the tool, that contains valuable content and that allows for interactivity between the Medical Representative and Physician. Delivering content via interactive presentations is a truly effective way of conducting face to face meetings with physicians”.

Ewa MatusiakMarketing Manager Diabetes at Novo Nordisk Poland

Our programms is perceived by customers as the best working example of innovation

Based on 1500 conducted DBE meetings

%


Doctors assess our training formula is Very Good

8875Our services are consistent with doctors’ expectations

and needs

Our programmes are aligned to Customer

connectmedica.com

95Our services supports partnership in

the discussion between the doctor and the representative

% % %

• Focus on best customer expierience

• Data integration (event activities) are crucial

• Automation

• Representatives dashboards

• Real time recommendations

Real time Multichannel

SalesforceVeevaIMSTabloo

HighpDBEDatuso

Agencies


Operations v5 Getting things work

• Companies will cut costs

• Best companies will have unique insights

• Champions will have digital native representatives

• Product manager will blend into multi-channel marketing

• All activities to Doctors will be orchestrated internally


Operations v6 Future

• Services mastered

• Competences emerge thanks to easy to manage dashboards

• Predictive analytics

• Real time segmentation

• Content as a stream

• Real time multichannel


We focus on ExperienceEducationPerformance

Value Driven Marketing


Takeaway• We can empower sales representatives• We have new effective tools on the market• We are in the middle of huge operation change• Data is your key marketing weapon

Documents

Where is Multi-channel heading to? Where is Multi-channel heading to … · You know what doctor thinks about „calls” and „spam” ;) ... but you still think it is working