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Innovative approaches on CLM - is tablet the next game changer

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Brave New World, already in its fourth edition and with over 250 participants to date, sets out to provide guidance on this digital rollercoaster journey by means of selected case studies - and at the …

Brave New World, already in its fourth edition and with over 250 participants to date, sets out to provide guidance on this digital rollercoaster journey by means of selected case studies - and at the same time aims to bring you in touch with subject experts and peers in other companies.

More information on the innovation seminars from Across Health can be found on our website a-cross.com/health.

Contact : newsletter@a-cross.com

More in: Business , Technology
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  • 1. Innovative approaches on CLM- is tablet the next game changer? Bart HaanenSenior Management Consultant Across Health Netherlands
  • 2. The new era started in 2010AD? Social, Local, Mobile Seminar - September 29 2
  • 3. It‟s changing weather … …Technology wise ...Market wise …Customer wise …Strategy wise © MSOffice Clip Art
  • 4. Changing environment... Changing customers Stronger regulatory constraints More efficient Technological changes More informed Abundance of More easily accessible medical information connected
  • 5. Capabilities deck 5
  • 6. According to a recent survey in NL:how many HCP are still being reached by the Rep?a) 90%b) 70%c) 50% d) 30% Social, Local, Mobile Seminar - September 29 7
  • 7. Importance of Digital according to PharmaExecutives Which of the following efforts to develop a new commercial model have you seen being successfully implemented during the past few years? 59% 48% 45% 44% 42% 41% 35% 34% Significant reduction of sales reps and more use 27% of new sales tools and/or 23% technology 20% 18% 8%
  • 8. 11-04-2011 iPad Case 9
  • 9. Customer centricity - what customers want………. What marketing suggested What management approved As designed by engineer What was manufactured As maintenance installed What the customer wanted
  • 10. Personalising & customising the message
  • 11. Understanding the customer journey: multiple touch points & creating customer value recommend continue grow Customer Value Cost/benefit Performance/quality image touchpoints touchpoints touchpoints touchpoints touchpoints needs orientation purchase/prescribe problem solving new needsChannel a……Channel z Sales Marketing Medical Affairs Med Info Assistant/others
  • 12. SALESClosed Loop Marketing force Process Sales Call • Field – calls Offline Sales Channels A continuous flow of defined information from customer activities • Conferences are sent to the Customer Database • Congresses • Medical liaisons calls Online Sales Channels • Teledetailing • Virtual detailing • Online virtual meetings HCP • Website/portal Virtual • eMail marketing interaction Closing the loop Marketing publishes the new strategy, tactics and content to beused in the different sales channels CUSTOMER DATABASE MARKETING Business Analytics • Campaign tailoring • Customer analytics • Channel strategy • Customer needs • Targeting strategy • RoI analysis • Tactics • Segmentation • Segmentation strategy • Prioritisation • Message segmentation • Sales Force Effectiveness • Channel effectiveness Available data and information is analysed and used to adapt messages, channels and targeting
  • 13. The Current State of CLM implementation is poor!• Most of the Pharma industry‟s main players have implemented CLM- type programs.• However, evidence indicates that these initiatives fall short of full CLM• Focus is on rolling out new technology to the sales force.• Only 25% of the companies implementing such programs as part of a true CLM strategy• Most efforts are more analogous to basic electronic detailing Social, Local, Mobile Seminar - September 29 14
  • 14. Real CLM implementation appears difficult…..Closing the loop isn’t easy• So, what are the potential bottlenecks?• Group discussion 10 min. Social, Local, Mobile Seminar - September 29 15
  • 15. SALESClosed Loop Marketing force Process Sales Call • Field – calls Offline Sales Channels A continuous flow of defined information from customer activities • Conferences are sent to the Customer Database • Congresses • Medical liaisons calls 1 Online Sales Channels • Teledetailing • Virtual detailing • Online virtual meetings 2 HCP • Website/portal Virtual • eMail marketing interaction Closing Marketing publishes the new strategy, tactics and content to beused in the different sales channels 4 the loop CUSTOMER DATABASE MARKETING Business Analytics • Campaign tailoring • Customer analytics • Channel strategy • Customer needs 3 • Targeting strategy • RoI analysis • Tactics • Segmentation • Segmentation strategy • Prioritisation • Message segmentation • Sales Force Effectiveness • Channel effectiveness Available data and information is analysed and used to adapt messages, channels and targeting
  • 16. CLM implementation has proven difficult…… Social, Local, Mobile Seminar - September 29 17
  • 17. Towards customer centricity & value:- How to create?• Dialog• Interactivity• Engagement• Conversionwith your customerto create through a CLM approachvalue for both customerand the company? Social, Local, Mobile Seminar - September 29 18
  • 18. The gamechanger?
  • 19. Think about….• What are the benefits of new tablets? • Presenter • Audience• What are disadvantages/hurdles?• List any examples of potential use? Social, Local, Mobile Seminar - September 29 20
  • 20. What are the new tablets’ benefits?• Presenter • Nimble and swift (handbag size, no cords etc) • Long battery lifetime (no worries or sudden-death) • Very easy to learn and use • Starts instantly (no waiting time) • Engaging – shared device • Wow factor = cool – image building• Audience • Customer-centered • Adjustable presentations • Interactive/shared device • Visual – explaning • All data on-board • Expanding comfort zone
  • 21. What are the new tablets’ disadvantages?• It‟s a TC not a PC...• New technology...• Other?
  • 22. List any examples of potential use?• Learning solutions• Detailing, Pre Launch• Detailing, Sales tool• Care Management• Library• Patient Journey• Phase lV studies• Workshop/Case stories• etc
  • 23. iPad to dominate • The iPad is much more than just a new tablettablet sales until computer. It‟s a new category, the touch tablet2015 as growthexplodes, says • Touch tablets will see an explosion in salesGartner over the next four years, • Selling 60% as many units as PCs by 2015 • Apple iPad will retain more than 50% share of media tablet market for years despite Android, Windows, and others, entry Social, Local, Mobile Seminar - September 29 24
  • 24. Adoption within pharma is still low… Across Digital Barometer 2011
  • 25. Where would you position the tablet detailing in the PLC? * 1Sales Development Introduction Maturity Decline Growth Time
  • 26. Product Lifecycle : general recommendation Self guided Self guided eDetailing eDetailing Hybrid WebCall Hybrid WebCall Hybrid WebCall Hybrid WebCall * Pure WebCall Pure WebCall Pure WebCall Pure WebCall * MSL/KOL Webcall MSL/KOL Webcall MSL/KOL Webcall Tablet Tablet Tablet Tablet * 1Sales 2 4 years Development Introduction Maturity Decline Growth 3 4 Time 27
  • 27. Tablet detailing • More and more companies seeking innovative approaches to reach their audience Business case • „Just do it‟ digital approach • Tailoring and personalising message • Define the scope of the project • “We want to use the iPad” – Why? CLM • What are the objectives? • Start building simple CLM approach • Market Research • Segmentation & Profiling • Metrics • KPI selection • Call quality, interaction, duration of sales call, remembrance, message compliance Capabilities deck4 oktober 2011 28
  • 28. Tablet detailing • Products in growth/mature phase Business Case: • New innovative approach on detailing • Start of a simple CLM approach Approach • Phased approach • Phase 1: creating experience and capture profile data • Phase 2: profiling and tailoring the message • Phase 3: CRM integration • Process excellence • Building the storyline & storyboard • Technical adaptation and requirements • Training of the management and sales force on skills and attitudes • Support • Continuous support after launch to guard the change management process Capabilities deck4 oktober 2011 29
  • 29. iPlanner-app
  • 30. Right support “Putting iPads into the hands of sales reps without the right support is like fielding a Ferrari without a pit crew – it‟s fast off the starting line and looks good for a few laps, but it‟s not sustainable and will not win any races.” Capabilities deck4-10-2011 31
  • 31. Agnitio Analyzer - example iPad Case11-04-2011 32
  • 32. CRM integration
  • 33. Tablet detailing Business Case: • Set clear objectives and define KPIs at the start Bottom Line • It‟s a change management process for all! • Recognize that touch tablets like the iPad represent an entirely new way of doing things • Key for a successful implementation is the training of the management and sales force on skills and attitudes. • Support needed along the route! • “Putting iPads into the hands of sales reps without the right support is like fielding a Ferrari without a pit crew – it‟s fast off the starting line and looks good for a few laps, but it‟s not sustainable and will not win any races.” • CRM integration for CLM approach4 oktober 2011 34
  • 34. Potential scenario Email 1 Welkom dr. Van Kempen op het artsenportaal Email 2: Welkom dr. Van Kempen op uw Persoonlijke homepage Welkom dr. Van Kempen
  • 35. The gamechanger?
  • 36. Questions? 4-10-2011 Capabilities deck 37