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Javier García Garcia - javi99garcia WHAT PHARMA CAN LEARN FROM RETAIL JAVIER GARCÍA GARCÍA Director, Omni-Channel Marketing EU

TEVA PHARMACUITICALS

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Javier García Garcia - javi99garcia

WHAT PHARMA CAN LEARN FROM RETAIL

JAVIER GARCÍA GARCÍA

Director, Omni-Channel Marketing EU

Javier García Garcia - javi99garcia

Javier García Garcia - javi99garcia

Javier García Garcia - javi99garciaJavier García Garcia - javi99garcia

Javier García Garcia - javi99garcia

PHYSICIANS

CLINICAL TRIALS SYMPOSIUMS

CME

SAMPLES

HIGH PROFATIBILITY

Javier García Garcia - javi99garcia

Javier García 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 don’tThe

10

char

acte

ristic

s of

Hig

hly

Effe

ctiv

e R

etai

lers

. Mic

hael

Bak

er

Javier García Garcia - javi99garcia

Javier García Garcia - javi99garcia

TRADITIONALISTS

Mission

Operate the pharmacy as a business considering margins and sales conditions

Key Purchase Drivers

Deal with best companies/brands with trusted reputation

Mission

Quality services to differentiate, Sell better to sell more

Key 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 key

Key Purchase Drivers

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

SCIENTISTS

MARKETERS

BUSINESSMEN

Javier García Garcia - javi99garcia

1

2

3

Education

Congresses

Detailing

Beyond the pill

Javier García Garcia - javi99garcia

E-commerce

Banking

New business model

Javier García Garcia - javi99garcia

Users

@

Javier García 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 García 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 García 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 García 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 García Garcia - javi99garcia

# orders

2014 20162015

turnover (MM)

2014 20162015

# users

2014 20162015

Javier García 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 García Garcia - javi99garcia

Área de clientes (2) Microsites Videos

Comunidades Servicios

(1) PrivateCustomer Area

(3) Videos

(5) Communities (4) Services

Content is the king

Javier García 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 García 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 García Garcia - javi99garcia

Marketing Automation

Awareness

Loyalty

Conversion

Sales ForceCustomer service Web

Javier García 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 García 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 García Garcia - javi99garcia

Loads of content have to be created

Javier García Garcia - javi99garcia

Javier García Garcia - javi99garcia

0%

20%

40%

60%

80%

100%

120%

327

33

18

63

09

93

01

22

92

52

83

82

75

12

66

42

57

72

49

02

40

32

31

62

22

92

14

22

05

51

96

81

88

11

79

41

70

71

62

01

53

31

44

61

35

91

27

21

18

51

09

81

01

19

24

83

77

50

66

35

76

48

94

02

31

52

28

14

15

4

0%

20%

40%

60%

80%

100%

120%

48

14

46

87

45

60

44

33

43

06

41

79

40

52

39

25

37

98

36

71

35

44

34

17

32

90

31

63

30

36

29

09

27

82

26

55

25

28

24

01

22

74

21

47

20

20

18

93

17

66

16

39

15

12

13

85

12

58

11

31

10

04

87

77

50

62

34

96

36

92

42

11

5

# customers

50%

95%

0%

B

C

D

A% online purchases

0

20

40

60

80

100

120

140

26

81

34

20

02

66

33

23

98

46

45

30

59

66

62

72

87

94

86

09

26

99

21

05

81

12

41

19

01

25

61

32

21

38

81

45

41

52

01

58

61

65

21

71

81

78

41

85

01

91

61

98

22

04

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 POTENCI AL ON

3

DIGITAL LOYALTY

Promotion of the digital

channel

.

Digital upselling and

cross-selling activitiesAchieving loyalty and

digital cross-selling

activities

Top clients testing the on-line channel: promotion

of the channel , multichannel upselling activities

and digital cross-selling act.

Digital upselling

activities

Multi-channel upselling

activities: SF and Online

Promotion of the digital channel

From data to insights

Javier García Garcia - javi99garcia

The opportunity

Javier García Garcia - javi99garcia