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Christian Stehle, Multi-Channel Management & Services
Manage your Channels. Master your Success.
WORKSHOP
MULTI-CHANNEL MARKETING IN PHARMA
WHAT IT IS. HOW TO START. HOW TO BE SUCCESSFUL.
Christian Stehle, Multi-Channel Management & Services
Christian Stehle
Multi-Channel Management Professional
24 years IT, 19 years Pharma, 15 years Digital Marketing & MCM
Head of IT & eMarketing for Austria-CEE-Russia at Wyeth Pharma
Head of the Vienna eMarketing Center (VEC), Global Multi-Channel Marketing at Pfizer
800 digital projects globally to date
MBA at the University of Economics, Vienna
Christian Stehle, Multi-Channel Management & Services
“Not everything that can be counted
counts, and not everything that counts
can be counted.”
Albert Einstein
Christian Stehle, Multi-Channel Management & Services
03
02
04
• Think Strategic
• Deliver Results
7 Critical Success Factors
01 • Introduction to Pharma MCM • Core Principles
What This Is All About
MCM Strategy & Tactics
Q&A
• Successful Strategies
• Effective Tactics
05
Bringing It All Together • How to start
• How to measure
Christian Stehle, Multi-Channel Management & Services
What do we talk about?
This:
Or something else?
Christian Stehle, Multi-Channel Management & Services
Definitions
Omni-Channel Management (OCM)
Seamless integration of analog and digital channels
Multi-Channel Marketing / Management (MCM) Marketing via multiple, integrated communication touch points to reach and influence a target audience / distribution of goods and services
Digital Marketing Marketing by use of electronic media, electronic devices and the Internet
Multi-Channel Communication Communication via two or more media channels
eMarketing Internet marketing, online advertising
eCommerce, eBusiness Communicating, buying and selling online
Christian Stehle, Multi-Channel Management & Services
3 Core Principles of making MCM work for you
1. Understand the need for information HCPs and patients have a need for information
2. Information available and relevant Easy to find, easy to use, and relevant
3. Understand Online Channels Establish knowledge, reach your audience
Christian Stehle, Multi-Channel Management & Services
Which Channels are there in Pharma?
Webcasts/Webinars
eMail/Newsletter
Field Force
Tablet Detailing/eDetailing => Closed Loop Marketing
Websites
Video/Remote Detailing
Direct Mail
Multi-Channel Sampling
eRx (electronic prescription)
Social Media & Online Communities
Digital Mobility
Call Centers / Helplines
Customer-centric approach maximizes business impact!
Christian Stehle, Multi-Channel Management & Services
MCM is a Learning Circle
Develop and apply insights to evaluate ongoing and inform future efforts
Develop customer interaction strategies
and plan customer touch points
Collect and prepare interaction data from all touch points and platforms
Business Cycle
Align and execute customer
interactions across identified channels
MCM Principles
• Collect information from marketing touch points
• Use that information to shape messaging and marketing events
• Create a relevant and seamless customer experience
Christian Stehle, Multi-Channel Management & Services
03
02
04
• Think Strategic
• Deliver Results
7 Critical Success Factors
01 • Introduction to Pharma MCM • Core Principles
What This Is All About
MCM Strategy & Tactics
Q&A
• Successful Strategies
• Effective Tactics
05
Bringing It All Together • How to start
• How to measure
Christian Stehle, Multi-Channel Management & Services
Whom Patients Trust
Christian Stehle, Multi-Channel Management & Services
7 Critical Success Factors for MCM
1.Senior Management Support
2.Viable organization structure
3.Clear MCM Strategy
4.Compelling Customer Experience
5.Positive ROI
6. Impeccable Compliance
7.Change Management
Christian Stehle, Multi-Channel Management & Services
CSF 1 and 2: Management Support, Organization
• Management Support needed for the change:
– Provide more impactful and authentic support
– Decide more decisively
• Organization Structure depends on:
– Global strategy and leadership
– Regional planning
– Local execution and deployment
– Organizational Change is a must to make MCM really effective!
Demanding & Less Accessible
Customers
More Fragmented Customer Base
Increasing Cost Pressure
New Competitors,
Generics
Resource A
Resource B
Resouce C
Resource D
Driving forces for a new "Go-to-Market" model:
Christian Stehle, Multi-Channel Management & Services
CSF 3 and 4: MCM Strategy, Customer Experience
• MCM Strategy framework:
– Clear Objectives & Measures
– Define KPIs, generate Insights
• Customer Experience (CX) principles:
– Know what your customers require
– Create customer centric messaging, provide benefits !
Plan
Digital Strategy & KPIs
Align commercial objectives
Develop tactical mix
Create
Content Creation (local compliance guidelines)
Approval
Execute
Build and Test
Campaign Management Set-up
Launch (regional, local)
Measure
Data collection / reporting
Assess plan vs. actuals
Optimize
Create Insights Compare to Multi-
Channel Landscape
Situational Analysis
Physicians & HCPs
Patients & Care givers
KOLs Hospitals Payers & Regulators
Pharmacists Consumers Employees
Christian Stehle, Multi-Channel Management & Services
CSF 5 and 6: ROI & Cost Effectiveness, Compliance
• Show Positive ROI: – Expand marketing reach to new customers
– Reduce time to market
– Increase share of voice
• Create Cost Efficiencies: – MCM Governance
– Standardization of production and vendors
– Re-use of assets, "build once, use many“
• Core Compliance objectives: – Adhere to legal, medical, regulatory and
local requirements
– Consistent policies and SOPs
– Align stakeholders and processes
– Efficient approval flow
Christian Stehle, Multi-Channel Management & Services
CSF 7: Change Management
Factors Dimensions
Clear Vision & Strategy:
Vision/direction understood and shared Case for change explained
Engaged Leadership:
Alignment of leadership Strong leadership exhibiting the right behaviors
Engaged & Involved Stakeholders:
People are willing to adopt changes Trust in the MCM transformation
High Performing Project Team:
Clear project goals and priorities Mix of right skills and resources
Aligned Processes and Organization:
Organization aligned Operating processes adapted
Roles and Responsibilities
Defined roles and responsibilities Capabilities available
Supportive Culture & Behavior:
Culture, values, beliefs and behavioral norms drive required performance and sustain the change
Training: Knowledge transfer and capability building
Christian Stehle, Multi-Channel Management & Services
03
02
04
• Think Strategic
• Deliver Results
7 Critical Success Factors
01 • Introduction to Pharma MCM • Core Principles
What This Is All About
MCM Strategy & Tactics
Q&A
• Successful Strategies
• Effective Tactics
05
Bringing It All Together • How to start
• How to measure
Christian Stehle, Multi-Channel Management & Services
Top 10 Pharma Internal Research: Customer Loyalty and MCM Reach
18% 20% 22% 23% 23% 27% 33% 37%
47%
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6 7 8 9-10
% Loyal Cumulative Reach (%)
21% 23%
Number of Touch Points Used in 1 Year
# Touch Points used
% Using 5% 11% 15% 14% 14% 11% 11% 7% 5%
Base 140 309 402 390 384 313 299 200 138
% Loyal Advocates by Number of Touch Points Used
Most Used Channel(s)
HCP website
Email Newsletter + Prof. Inquiry
+Samples through
Sales Reps
+Samples company
portal
+3rd
party samples
+eDetails +Video detail/remote
detail
Among MCM Users
18% 27% 43%
Lo
ya
lty
to
Co
mp
an
y
(Pe
rce
nt
Lo
ya
l)
vs 6 channels vs 8 channels
Christian Stehle, Multi-Channel Management & Services
Creating a MCM Strategy
• Identify strategic priorities together with the business: – Define focus: brand, disease or services
– Understand the audience
• Consider business imperatives , e.g.: – Quick wins vs. long term
– New products vs. profit generators
– Product vs. customer centric view
• Define initial mix of channels, e.g.: – Online/offline integration
– Scientific offering for KOLs
– Community channels for public and HCPs
• Create strategic Measures/Core KPIs
Christian Stehle, Multi-Channel Management & Services
Example: Mindmap of a strategic vision
Christian Stehle, Multi-Channel Management & Services
Example: Top-10 Company MCM Strategy Matrix
Business Outcome Opportunity
Faster entry, lower cost for new market geographies, languages, channels, and segments
Consistent look and feel and messaging across brands
Customer-centric experience coordinated across digital channels
Reduced time for campaign design, development and delivery
Maximising the customer experience and their life time value
Optimisation of customer experience (via relevant, timely, and reliable messages)
Faster time-to-market
Integrated cross-channel experience
Brand consistency
Expand marketing reach to new customers
Incr
ease
in R
even
ue
Optimisation of creative spend
Optimisation of digital assets deployment
Consolidation of vendor partners
Reduction in time to market
Redeploy Resources – ‘Build once, use many’
Introduction of lower cost channels
Consolidated creative spend, relocate to offshore low cost
Global scale efficiencies / optimisation
Outsourcing offshore, decoupling, global scale
Fast Global deployment
Timely content re-use, production and distribution
Increased mix of lower cost channels to reach certain customer segments
Co
st S
avin
gs
New Revenue Sources
Customer Experience
Opportunity Costs
Cost Savings
Christian Stehle, Multi-Channel Management & Services
Creating MCM Tactics
• Derive Tactics from the MCM Strategy
– Based on brand, disease and service strategies
– Translate sales objectives into customer segments and channels
• Define campaigns & initiatives
• Identify Channel Mix and prioritize
– Balance cost vs. effectiveness
– Collaborative effort between MCM, Brand Management, Sales, Medical, and/or Regulatory
• Specify tactical measures and KPIs
• Combine everything and create the Tactical Plan
Christian Stehle, Multi-Channel Management & Services
Example: First steps towards a tactical plan
Enable appropriate product use and compliance
Scientifically focused clinicians
Established provider base
Focused outreach (e.g., advocacy groups, social media)
Patient support programs (e.g., copay assistance) Data generation (e.g., trials, IIRs)
Research collaborations
Traditional brand-specific promotion (e.g., field force detailing, sampling)
Consumers/ Patients
Physicians
What are the brand objectives?
1 Who are key stakeholders?
2 How should they be addressed?
3
Large, dispersed patient pool
Small, niche community of patients
KOLs/ academic centers
Nurses
Institutions
Payors
Government programs
Regulators
Data dissemination (e.g., publications, speaker programs, RMRS, CME) D Clinically
focused outreach and support
E Broad-based outreach to HCP groups
Partnership strategies (e.g., rebates, education, compliance programs)
Focused efforts to ensure reimbursement (e.g., health economics, safety/efficacy outcomes studies)
G Institutional outreach
Institutional account management Collaborations for guideline development IDN outreach (e.g., pharmacoeconomics) Support to discharge planners
C Enhancing knowledge in the scientific community
Brand-specific DTC promotion if available (e.g., TV, print, newsletters)
B Focused patient interactions
A Broad-based patient outreach
Business mix levers Selected activities
H Building product value story for third parties
Christian Stehle, Multi-Channel Management & Services
Example: Setting Channel Focus
Campaign
Objective: Identify, opt-in and engage with HCPs during pre-launch phase to develop relationship and prime them for training Channel: website
Objective: Highlight unmet need and link to disease area Channel: Expert forum, ad boards, congress, video, website
Objective: Capture names and link to disease area Channel: Medical info stand at key congress
Congress
Objective: Use real life patient stories to reinforce burden of disease for specific patient types during pre-launch phase Channel: Congress, website, YouTube
Website Video
Christian Stehle, Multi-Channel Management & Services
Example: Channel Mix
Journal Ads
PPC
Search
Brand website
Training
Patient Material
Disease information
MOA Animation HCPs
Reps
Register via Tablet Detail
Unbranded KOL scientific
website
@congresses
Congress Material
Publications
Scientific Material
Content App Content as on site
Training App Videos
Company
HCP Portals & Communities
Invitation
Training/eCME
Peer-to-peer
Webcasts
Newsletter opt-in
Tablet Detail Key Content
Christian Stehle, Multi-Channel Management & Services
Example: MCM Tactical (Brand) Plan
CSF Strategy Tactic Initiative Target group
RACI* Jan Feb Mar Apr Mai Jun Jul Aug Sep Okt Nov Dez
CSF 1 Expand usage among early adopters
Encourage physicians to treat to full sucess
Summit and other case studies Brand website Specialists I
enhancements on Usability Brand website Specialists A
Communicate Image and video bank material internally
Collaboration tool Brand teams A
Center of Excellence meeting material
KOL site Specialists I
Encourage earlier intervention
FESSH symposium material KOL site Surgeons R, C u
DS Scientific board implementation DS "Community" site Specialists A
Encourage treatment of more advanced cases
Include publications on multicord, prior surgery, difficult cases
Brand website Specialists C
Implementation of Media toolkit Brand website Health journalists
A
CSF 2 Expand usage to other specialists
Raise awareness of new theurapeutic option
EFORT material KOL site Rheums, surgeons
R, C u
EFORT material eMail follow-up KOL site Rheums, surgeons
A
EULAR material KOL site Rheums R, C u
EULAR material eMail follow-up KOL site Rheums A
EURAPS material KOL site Surgeons, Rheums
R, C u
EURAPS materia eMail follow-upl KOL site Surgeons, Rheums
A
Online Advisory board "Circle of Excellence" idea to leverage discussion and share material among board members
Circle of competence
Specialists I
Demonstrate product value
Promote physician training at congresses
Congress iPad Specialists C u u u
PPC campaign targeted to Rheums Pay-per-click Promotion
Rheums R
Build product awareness through targeted outreach
iPad Detail to leverage competitiveness across specialties
Specialists A, C
Christian Stehle, Multi-Channel Management & Services
03
02
04
• Think Strategic
• Deliver Results
7 Critical Success Factors
01 • Introduction to Pharma MCM • Core Principles
What This Is All About
MCM Strategy & Tactics
Q&A
• Successful Strategies
• Effective Tactics
05
Bringing It All Together • How to start
• How to measure
Christian Stehle, Multi-Channel Management & Services
How to start MCM: Initial CSF Questions
• Is there any important CSF missing (for my company) ?
• Who are the stakeholders in my company for garnering support? – Evangelist
– Sponsor
– Supporter
– Undecided
– Opponent
• To which extent is the company prepared to change and invest?
• What is more important: – Cost savings vs. investments
– Opportunity costs vs. new revenue sources?
Decreasing
Support from
Stakeholders
Christian Stehle, Multi-Channel Management & Services
How to start MCM: First Steps (1)
1. Identify stakeholders in your company – Senior Management
– Marketing, Sales, IT, Medical, Regulatory, …
2. Create MCM Vision
3. Propose MCM organization – short term
– long term
4. Define MCM Strategy – Brands, Therapy Areas
– Customer Segmentation
– Offline/online integration
at any point in time: run one or more pilots as show cases
Christian Stehle, Multi-Channel Management & Services
How to start MCM: First Steps (2)
5. Create MCM Tactics – Pilots
– Quick Wins
– New Product Launches
– Target audiences
– Define MCM Channels
6. Set Objectives and KPIs
7. Define budgets and ROI
8. Identify digital vendors
9. Get compliance right from the start – Establish Supervisory Board and/or Compliance Committee
– Establish Policies & Procedures
Christian Stehle, Multi-Channel Management & Services
Measure Success and ROI
• Still a challenge in Pharma: How to show direct MCM/ROI relation – especially difficult in RX
– better in DTC sales (Consumer/OTC, Nutritionals, Animal Health)
• Solution: – Company-specific sets of KPIs
– Multi-dimensional KPIs: combine base metrics with e.g. engagement metrics
• Base metrics – Unique visitors, page views, average session time, etc.
• Customer centric metrics like: – Customer Engagement index, Loyalty, self-detail participation/completion rates
– Registration and Conversion rates
• Track sales vs. MCM activities, e.g.: – Pharmacy sales, Hospital sales
– Loyalty/coupon sales programs
• Use of CRM is important to “close the loop”
Christian Stehle, Multi-Channel Management & Services
“Someone who never made a mistake
has never tried anything new.”
Albert Einstein
Christian Stehle, Multi-Channel Management & Services
03
02
04
• Think Strategic
• Deliver Results
7 Critical Success Factors
01 • Introduction to Pharma MCM • Core Principles
What This Is All About
MCM Strategy & Tactics
Q&A
• Successful Strategies
• Effective Tactics
05
Bringing It All Together • How to start
• How to measure
Christian Stehle, Multi-Channel Management & Services
Manage your Channels. Master your Success.
THANK YOU! email [email protected] mobile +43 664 4114230
Christian Stehle, Multi-Channel Management & Services
MCM Channels (1)
Sales Force Face to face detailing from Sales Reps to HCPs, with or without a tablet.
Tablet Detail/ eDetail/ Self
Detail
F2f detailing with use of a tablet, with or without CLM support, or self-guided digital modules on the web or as an app. Content varies depending on brand objectives, covering anything from a clinical trial or detailed safety presentation; branded or unbranded.
Video Detailing/ Remote
Detailing
Physicians/customers directly interact with qualified, trained Sales Reps via audio and/or video feed, with or without screen sharing of presentations. Also called "Teledetailing“ or “Remote Personal Selling” (RPS) in the US.
Email/ Newsletters
Newsletters or emails that communicate product, disease state or support messages with or without digital attachments.
Direct Mail Promotional programs that communicate product, disease state or support messages via printed materials delivered through postal mail.
Webcasts/ Webinars
Online broadcasts (live or delayed) of audio and/or video content, much like traditional television and radio broadcasts. Webcasts are one way and do not allow interaction between the presenter and the audience. Webinars are live presentations, or workshops, over the Web and allow for interaction between the presenter and the audience.
Christian Stehle, Multi-Channel Management & Services
MCM Channels (2)
Websites
Includes branded , unbranded, single or multiple brand, and disease or therapy area websites designed to meet the needs of the customers, the public, or payers. Includes online portals, which cover brands and offer services to Healthcare Professionals (HCPs).
Multi-Channel Sampling
HCP customers can request product samples through several channels including telephone, websites, direct mail and email and receive shipment of the requested samples via the mail. Not available in all countries or regions.
eRx Stands for "Electronic Prescribing". It refers to the electronic generation, transmission and filling of a medical prescription, taking the place of paper and faxed prescriptions.
Digital Mobility
Refers to communicating and engaging through any mobile device or network to deliver information, services, or applications
Virtual Communities/ Social Media
Social media is the use of web-based technologies to turn communication into social interaction. User Generated Content (UGC) or Crowd Sourcing is another term which encapsulates all digital media created and shared online by website users.
Call Center Refers to the centralized facility and technology that manages inbound customer calls, usually to provide customer services and answer questions.