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Pharmaceutical multichannel marketing in a .me world

The essence of a Multichannel Marketing (MCM) strategy must center on your ability to reach, connect, and deliver value and relevance to various customers. An MCM solution should have a simple, but hugely ambitious purpose: To inspire people to take action—to learn, to speak with confidence, to participate, and to share. It’s about engagement and dialogue. And by embracing an MCM strategy, you can create connections with HCPs and patients that lead to measurable business impact.

To succeed in this new environment and drive stronger MCM initiatives, you should follow three guiding principles explained on the following pages.

With the breakneck pace of innovation, the world today is

vastly different than it was a decade ago. You can no longer

take a one-size-fits-all approach to marketing. Today’s

consumers, whether patients or Healthcare Professionals

(HCPs), demand that you know who they are, where they

are, what they need, and when they need it. With the rise

of social media, consumers have greater control, openly

sharing their positive and negative opinions of everyday

interactions in blogs and online videos for everyone to see.

To be successful in this “.me” world, you need a new solution that recognizes and embraces channel fragmentation, and the maturity of digital. You require a strategy that acknowledges the shifting power balance, and that brand relationships reside in a highly distributed environment.

Developing a multichannel marketing strategy

1/3

38%

Nearly

of those over 50 interact with companies via social marketing

of consumers ages 30-49 and

20% 5%

CONSUMERS EXPECT MORE

Increase in consumer expectations over the past 5 years

How much brands have kept up with expectations, a big gap between what’s desired and what’s delivered

54.2% 48.6%

have engaged in a brand-related social sharing activity based on something seen on or in an ad

OF WOMEN OF MEN

HEALTHCARE

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Today’s consumers have more resources at their fingertips than ever before, empowering them to research, connect, curate, and engage anytime and anywhere. You are also leveraging more channels—from social media and mobile to email and the Web. Real-time capabilities and automation tools enable engagement around the clock.

In this “customer-centric” world, you must plan and execute campaigns that go beyond the multi-stage batch efforts of the past and intelligently use data collected from the myriad consumer engagement points.

Focus on channel-agnostic, next-best interaction.

Embed capabilities that enable delivery of the “next, right message” every time an HCP engages.

Track consumers—how they engage, and what topics they value to ensure that websites, email, etc. are updated with relevant and compelling content.

Create direct links to internal systems so live operations teams know what content is most useful for inbound and outbound calling.

The end result will offer a feeling of connectedness and continuity across the organization.

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Embrace customer centricity

PHARMACEUTICAL MULTICHANNEL MARKETING IN A .ME WORLD

IMPERSONAL

MULTICHANNEL MARKETING

TARGETED MULTICHANNEL MARKETING

BRAND

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Impersonal multichannel marketing is ineffective. Inundating customers with the same information won’t get you far.

Using a targeted multichannel approach will help you understand customers’ individual needs and tailor your messages. Customers will walk away with the feeling— “They understand my needs and give me relevant, timely information at every turn.”

GUIDING PRINCIPLE 1

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The challenging part of MCM is that you may attempt to build relationships with HCPs and patients who don’t fully understand what you offer, especially amid brand confusion and the chaotic healthcare landscape. When asked about your customers, you may look through your database and give general information such as HCP practice profiles, prescribing patterns, co-morbidities, medications, response history, or channel preference.

To achieve superior MCM:

Surpass basic geo-demographic and transactional level data and past behaviors.

Analyze insight from consumer activity, in real time.

Determine what consumers are discussing, what they’re sharing, which topics they value, and what channels they prefer.

You may think of MCM in terms of outbound communications or interactions with people who are in a marketing database. The challenge is that most, if not all, interactions you have with consumers are not initiated in the marketing database or from your website. Brand interactions start with consumers searching for information on the Web, discussing topics with their peers (online or offline), and visiting third-party sites.

Determine how customers learn about your brand and build relationships with you across these channels.

Identify all touch points.

Understand which engagements are most important and connect those touch points in a meaningful way.

By creating brand experiences and relationships that provide inspiration, you can drive audiences to take the next step in their treatment journey or prescribing path.

Treat customers like people, not targets

Get outside the database

To learn more about how MCM strategies will drive results for your business, contact Steve Messina, Business Development Manager, Epsilon, at 905.425.0440.

72%

54%

of marketers see the importance of online personalization but don’t know how to incorporate it

of marketers who have used Web personalization generated positive ROI within months of implementation

personalization

SourcesSocial Interactions Affect Brand Perception, MediaPost, Feb. 19, 2013Online Insights, Burst Media, April 2013Brand and Marketing Trends for 2014, Forbes, Dec. 4, 201311 Useful Digital Marketing Statistics, Business2Community, May 31, 2013Pew Internet: Health, Dec. 13, 2013, Pew Internet & American Life ProjectInfographic: How Health Consumers Engage Online, Geonetric, Nov. 1, 2012The Digital Journey to Wellness: Hospital Selection, Google Think Insights, September 2012Infographic: Rising Use of Social and Mobile in Healthcare, Spark Report Dec. 17, 2012

52%

77%

81%

41%

of smartphone owners, have used their phone to look up health or medical information

of patients used search prior to booking an appointment

of people click on a sponsored link when looking for health information

of people said social media would affect their choice of healthcare provider

GUIDING PRINCIPLE

GUIDING PRINCIPLE

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Our approach

Creating effective connections that drive tangible business results

About Epsilon

Epsilon works with 10 of the top 10 global pharmaceutical companies creating customer connections that build brand and business equity. A new breed of agency for a consumer-empowered world, our unique approach harnesses rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers that deliver results. Recognized by Ad Age as the #1 U.S. Agency from All Disciplines, #1 World CRM/Direct Marketing Network and #2 U.S. Digital Agency Network, we employ over 5,000 associates in 60 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter@EpsilonMktg or call 800.309.0505.

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