Source: eyeforpharma, 2014
Multichannel Pharma Marketing The use of multiple synchronized
communication channels to reach
consumers, patients, and physicians with marketing communications or information at the appropriate point in their decision cycles.
MEANINGFUL CONTENT
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Synchronization of messages, channels during a campaign
Source: eyeforpharma, 2014
Multichannel Marketing ď‚— 86% of physicians look up information on smart
mobile device before making a clinical decision
Multichannel Marketing ď‚— The key issue of multichannel marketing is the
synchronization of messages across channels.
ď‚— It means the mixture of different promotional and
distribution channels aiming efficient marketing.
Multichannel Marketing ď‚— The real challenge is to obtain that synchronization-
to create a meaningful win- win customer experience and make the transition from isolated channels to a more coordinated cross-channel approach
Multichannel Marketing ď‚— Use of appropriate Information Technology is needed
to gain a common view of customers across the different channels.
Multichannel Marketing  Resources to coordinate messages are needed – in
order to reach customers through these channels.
Multichannel Marketing ď‚— We must measure the effectiveness of each channel in
reaching customers.
Multichannel Marketing Testing different content in the same channel, or the same content in different channels 1) Is the content driving engagement? 2) Is the channel engaging? 3) For which types of customers (based on their channel
use, social media behaviour, and demographic profile)? 4) What’s the right mix of content and channels?
Multichannel Marketing ď‚— The communications must appear coherent and
logical to customers.
Multichannel Marketing Let’s review!
Source: eyeforpharma, 2014
Pharma Multichannel Marketing Maturity Model- by Owen Health The model sets out five maturity stages across the
following six areas:
KPIs Data Strategy Tactics Content Innovation
Planning is Important…
…but how you implement it is the key to SUCCESS
Source: eyeforpharma, 2014
Source: eyeforpharma, 2014
How to build multichannel capability?
Multichannel Marketing We should define a STRATEGY with clear KPIs! Integrate what we do in the field with what customers
do on the internet!
For this we have applications like OneKey Reps should always participate
Multichannel Marketing Engage the audience-
messages in what order? Do not push the messages-
synchronization Interaction on doctors’, patients’
needs- synchronization
Multichannel Marketing ď‚— We should be acting differently in
different stages of the Purchase Journey!
The Purchase Journey
Awareness: triggers and influencers Consideration: product and company research Conversation: deciding where and when to buy Evaluation: experience and feedback
Is this different with Doctors and Pharmacists?
Multichannel Marketing ď‚— Synchronized messages, reaching them at the
appropriate point of the decision cycle will lead to better long term relationship with clients and more efficient promotion.
Multichannel Marketing ï‚— How is CONTENT and THE CHANNELS
synchronized?
Multichannel Marketing For example in the Product Launch phase the relationship stages of doctors may be: A) B) C) D) E) F)
unaware, aware, interest, consider, evaluate trial.
Multichannel Marketing ď‚— At each stage we must have a clear understanding of
what makes them tick.
Multichannel Marketing- at each stage…
What are his needs? What do they see? What does he hear? What does he think? What doe he feel? What does he say? What does he and do? What are his pain points?
Four steps in designing customer centric multichannel solution
The 4 steps
Multichannel Marketing Case study ClearSkin (not real name) An OTC for clearing skin- the campaign Information and Ask your pharmacist leaflet (big role for pharmacist) 2. Decision tree based on leaflet “You’ve got acne, ask your pharmacist!” (lesser role for pharmacist) 3. Supplied electronic information booth in the pharmacy- consulting- you need ClearSkin! (even smaller role for pharmacist) 4. Consulting on special website. 1.
Multichannel Marketing Case study Eliquis by Pfizer 1. The rep gives the doctor an Eliquis leave piece 2. Some time later the doctor would like to learn more
on Eliquis
3. Searching online he discovers a Pfizer sponsored
advertisment and clicks through for more info
Multichannel Marketing Case study Eliquis by Pfizer 4. On PfizerLine the doctor discovers that more
information is available through several channels
5. He selects Product Information and registers to
access online resources for Pfizer
6. He reviews the information later at a convenient
time
Multichannel Marketing Case study Eliquis by Pfizer 7. He clicks on Partner AF, a medical education
initiative
8. He reads the opinions of his peers about Eliquis 9. Some time later he clicks on a banner on Medscape
promoting an Eliquis webinar
Multichannel Marketing Case study Eliquis by Pfizer 10. He accesses the site using credentials given by
Pfizer and views the promoted online webinar.
11. After the event he receives a follow-up email from
Pfizer which includes a link to Pfizerline.
12. He later identifies a patient that would be ideal for
Eliquis and would like to speak to someone.
Multichannel Marketing Case study Eliquis by Pfizer 13. Clicking the Pfizerline link in the email he selects
“Ask Pfizer” and schedules a call for a convenient time
14. He joins the call and his questions are answered. He
is confident that he found the right treatment for his patient
15. Closing the call he agrees to a follow-up visit by a
Pfizer rep.
Multichannel Marketing ď‚— Many questions have been raised by the development
of new media
Multichannel Marketing ď‚— 31% percent of respondents to that survey thought this
would happen within 2 years (by 2011)
ď‚— 38% said within 5 years (2014)
Multichannel Marketing ď‚— Is there a paradigm shift in pharmaceutical
marketing to digital platforms and to customer centered strategies?
Multichannel Marketing ď‚— The main aim:
Delivering information that is comprehensive and accurate, personally relevant and passionately delivered by credible sources
Multichannel Marketing Another key: Successfully integrating web 2.0 ( Search Engine Marketing, blogs, social networking, mobile, and widgets) into the marketing mix.
Multichannel Marketing ď‚— Sales reps should always be involved and be given the
visibility they need to have more informed calls and make the best next decision.
ď‚— Opinion?
Multichannel Marketing Don’t over-engineer the channel mix! There are nearly
50 channels available!
Suggestions to make it simple?
We are engaged in Social Media but‌ ‌ This sometime raises difficult issues We are closer and closer to a Patient centred industry
Challenges of Social Media Patient centred industry Think about these challenges: 1. Adverse event reporting on Social Media 2. Off-label promotion What should we do?
Challenges of Social Media
ď‚— What are the challenges with respect to Social Media
and our employees?
Closed loop marketing
Closed loop marketing The challenges For an effective response to doctors reaction to messages, technology is needed- tablet at the call How realistic is this?
But 3 case studies show very positive effects!
3 case studies for tablet use Case 1 75% increase in commitment to brand Over 2/3 of physicians found sales representatives to
be more credible and calls to be more impactful 63% of physicians indicated a preference for edetailing
3 case studies for tablet use ď‚— Case 2 ď‚— Sales representatives reported more face-to-face time,
improved message recall and improved clarity with the physician
3 case studies for tablet use Case 3 Better access to sales-averse physicians 65% of physicians felt tablet-equipped sales
representatives generated higher-quality interactions 62% of physicians found the overall tablet PC call experience to be more valuable than paper
Closed loop marketing The challenges
Closed loop marketing The challenges Studies show: 19% of physicians refuse calls 75% of calls are no-face time- merely simple drop offs About 7% of calls last more than 2 mins
Closed loop marketing The challenges ď‚— In brief: Too little time for seeing reps
Augmented reality A new way to engage Users do not lose touch with reality and
‌ it puts information into eyesight as fast as possible.
Augmented reality ď‚— Definition: ď‚— An enhanced version of reality created by the use of
technology to overlay digital information on an image of something being viewed through a device (such as a smartphone camera)
Source: https://pmsociety.org.uk
Augmented reality Often there is scientific evidence… but… the doctor does not act on that…
because they can’t see it!
Augmented reality We can actually show a patient with schizophrenia
complaining on his/ her negative symptoms
Presenting a patient on drug with no movement
disorders
How can we underline digitally what the doctors DO
NOT SEE?
Augmented reality Helps meaningful engagement