TEVA PHARMACUITICALS

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  • Javier Garca Garcia - javi99garcia

    WHAT PHARMA CAN LEARN FROM RETAIL

    JAVIER GARCA GARCA

    Director, Omni-Channel Marketing EU

  • Javier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garciaJavier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garcia

    PHYSICIANS

    CLINICAL TRIALS SYMPOSIUMS

    CME

    SAMPLES

    HIGH PROFATIBILITY

    Javier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garcia

    Retailers have service in their DNA

    They are investing heavily in e-commerce and also in stores

    They are closely integrating their online and offline sales channels to present

    customers with a seamless shopping experience

    They are leveraging social media for direct sales

    Private label merchandise accounts for a high and often increasing proportion of sales

    Whatever they promise, they deliver, or make themselves accountable if they dontTh

    e 10

    cha

    ract

    eris

    tics

    of H

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    y E

    ffect

    ive

    Ret

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    aker

    Javier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garcia

    TRADITIONALISTS

    Mission

    Operate the pharmacy as a business considering margins and sales conditionsKey Purchase Drivers

    Deal with best companies/brands with trusted reputation

    Mission

    Quality services to differentiate, Sell better to sell moreKey Purchase Drivers

    Selling arguments are more important than ingredients

    Mission

    Assist their patient with their expertise on pharmacological (ingredients,dosage )Key Purchase Drivers

    Scientific tools and training

    Mission

    Health counselor : Establish a trustful relation with patients: Human touch is keyKey Purchase Drivers

    Importance of trusted and reliable brands to be reassured and to reassure clients

    SCIENTISTS

    MARKETERS

    BUSINESSMEN

  • Javier Garca Garcia - javi99garcia

    1

    2

    3

    Education

    Congresses

    Detailing

    Beyond the pill

  • Javier Garca Garcia - javi99garcia

    E-commerce

    Banking

    New business model

  • Javier Garca Garcia - javi99garcia

    Users

    @

  • Javier Garca Garcia - javi99garcia

    Nowadays, the

    web universe is

    the base for a

    digital strategy to

    relate with

    customers and

    other usersClient/user

    communication

    Funnel

    Client information

    extraction

    Client behaviour

    Customized

    treatment

    Quality improvement

    in services

    Web

    Proactive

    communication

    The three main activities in the online channel are: 1- Web (inbound), 2 Proactive communication (outbound) and 3- Knowledge

    Customer

    insights

  • Javier Garca Garcia - javi99garcia

    Strengthen transaction area

    Fragment the information

    Advertising and aimed promotion

    Personalized content and service

    Generate contents

    What do Customers seek in our website?

    Must to have - Website

    Unify web technologies

  • Javier Garca Garcia - javi99garcia

    Customers can place

    their orders online

    They can choose the

    visualization by

    presentation or

    molecule

    Top molecule

    recommendation per

    customer

    The system provides

    recommend order

    based on past

    information

    They can copy and

    paste the purchase

    from pharmacy ERP

    Lessons learnt from on-line retailers

  • Javier Garca Garcia - javi99garcia

    Customers can process claims online

    download invoices and other

    documents like 347 model

    and have all the information about their

    order: status, wholesaler

    Lessons learnt from banking

  • Javier Garca Garcia - javi99garcia

    # orders

    2014 20162015

    turnover (MM)

    2014 20162015

    # users

    2014 20162015

  • Javier Garca Garcia - javi99garcia

    Single Channel Multi-Channel Cross-Channel Omni-Channel

    Single contact point Multiple contact points acting independently

    New opportunities within the digital channel

    Single contact point Some coordination between

    channels Digital channel is key Single view of the customer

    but operating in silos Customers see multiple

    touch-points as part of same brand

    Single contact point Single view of the customer

    and operating co-ordinately Digital in the centre Big data Customers experience a

    brand, not a channel within a brand. They engage via integrated, seamless experiences

    e-mail landlinewebsales rep

    mobilesales rep

    web sales rep

    mobile e-mail landlinesocial mediae-mail landlinewebsales

    rep

    mobile

  • Javier Garca Garcia - javi99garcia

    rea de clientes (2) Microsites Videos

    Comunidades Servicios

    (1) PrivateCustomer Area

    (3) Videos

    (5) Communities (4) Services

    Content is the king

  • Javier Garca Garcia - javi99garcia

    We use our microsites to focus in valuable information for pharmacists and attract people to our Digital environment

    Pharmacy services (MUR,

    screenings, health check,)

    Courses (collaboration with other

    institutions)

  • Javier Garca Garcia - javi99garcia

    Through valuable contents we have been able to attract visitors and creates engagement in a regular growing pattern

    # of Newsletter subscribers

    # Visitors

    92,5%

    106%

    Av. session duration: 3 (returning visitors)

  • Javier Garca Garcia - javi99garcia

    Marketing Automation

    Awareness

    Loyalty

    Conversion

    Sales ForceCustomer service Web

  • Javier Garca Garcia - javi99garcia

    Colpotrofin is back: 10 % discount

    We want to ask you forgiveness

    25/05/2016

    Colpotrofin is back: 10 % discount

    28/05/2016

    YES

    NO

    YES

    NO

    NO

    YES

    YES

    NO

    YES

    NO

    We want to ask you forgiveness

    23/06/2016

    2506/2016

    YES

    NO

    NO

    19/07/2016

    Last call

    From a single campaign

  • Javier Garca Garcia - javi99garcia

    Call2

    action

    NO

    YES

    NO

    Campaign 1

    Campaign 2

    Campaign 3

    Campaign 4

    Campaign 5

    Campaign 1

    Call2

    action

    YES

    NO

    Campaign 1b

    YES

    Call2

    action

    YES

    NO

    Campaign 1b

    Call2

    action

    YES

    NO

    Campaign 1c

    YES

    Call2

    action

    YES

    NO

    Campaign 1c

    Call2

    action

    YES

    NO

    YES

    Campaign 6

    To multiples campaignes according to the situation in the funnel

  • Javier Garca Garcia - javi99garcia

    Loads of content have to be created

  • Javier Garca Garcia - javi99garcia

  • Javier Garca Garcia - javi99garcia

    0%

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    # customers

    50%

    95%

    0%

    B

    C

    D

    A% online purchases

    0

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    8

    # m

    ole

    cu

    les

    # customers

    >1

    >25

    >60391

    clientes

    167 clientes

    UNSATISFIED

    FRIENDS

    LOVERS

    FANS

    % P

    urc

    hase

    Onli

    ne

    # molecules

    A

    B

    C

    D

    Inactive

    Unsatisfied Friends Lovers Fans

    Multichannel acquisition

    strategy

    1

    5 4

    6 7

    8 REACTIVATION

    DEVELOPMENT OFF MULTICHANNEL

    SATISFACTION

    DEVELOPMENT MULTI

    UPSELLING2HI GH