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Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
Transforming fusion strategy into cross channel execution
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Transforming fusion strategy into cross channel execution

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- Why cross-channel marketing is a key priority today …

- Why cross-channel marketing is a key priority today
- How to derive an optimized marketing mix from your fusion strategy
- How to translate rep visits into cross-channel equivalents
- Importance of customer intelligence/lead optimization and role of fieldforce
- Case study

If you would like to watch and listen to this presentation, please click on the link:
http://bit.ly/1mXX8BR

Published in: Healthcare, Business, Technology
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  1. Across Health Webinar Transforming fusion strategy into cross-channel execution View recorded webinar: http://bit.ly/1mXX8BR Webinar Cross-channel © Across Health 2013 115-4-2014
  2. Webinar Cross-channel Across Health: Focused Fusion Consulting 15-4-2014 Webinar Cross-channel © Across Health 2013 2 Customer Innovation Strategy & Execution • 60+ strong consultancy • Focus on innovative customer-centric approaches (e-powering traditional channels– “fusion”) • Holistic approach: From strategy to implementation & success metrics/KPIs • Unique offering in the industry • Global footprint (offices in 9 strategic markets) Life Sciences Focus • Pharmaceuticals • Devices & Diagnostics • Consumer Health • Patient & Professional Associations Your presenters:
  3. Agenda Webinar Cross-channel © Across Health 2013 3 1. Why is cross-channel marketing a key priority today? 2. How to successfully implement a cross-channel campaign? 3. How to measure impact? 4. What is the role of the rep in cross-channel? 15-4-2014
  4. Webinar Cross-channel Can we “spice up” the smaller channel to the level of the BIG channel? 4Webinar Cross-channel © Across Health 201315-4-2014
  5. 1. Webinar Cross-channel © Across Health 2013 5 Why cross-channel marketing is a key priority today 15-4-2014
  6. Webinar Cross-channel Why cross-channel marketing is a key priority today IN PHARMA Webinar Cross-channel © Across Health 2013 6 Declining marketing budgets Media fragmentation Multi stakeholder environment Changing customer 15-4-2014 Changing business model (access)
  7. Webinar Cross-channel HCPs use all channels - online & offline Webinar Cross-channel © Across Health 2013 715-4-2014
  8. Webinar Cross-channel US GPs on average use 3 channels in the absence of a rep – up from 1.6 in 2009 • US GP data © 2012 CMI/Compas. 8Webinar Cross-channel © Across Health 201315-4-2014
  9. Webinar Cross-channel Top 5 business priorities for 2013 according to 200 US pharma decision makers Accenture 2013: Life in the New Normal: the customer engagement revolution 9Webinar Cross-channel © Across Health 201315-4-2014
  10. Webinar Cross-channel Cross-channel mix optimisation seen as one of the top priorities by pharma marketeers “What are priorities in your organization regarding DIGITAL?” Webinar Cross-channel © Across Health 2013 1015-4-2014 Source : Across Health Digital barometer survey 2013
  11. Webinar Cross-channel LAUNCH GROWTH MATURITY POST-PATENT Prelaunch brands: OPEX optimization Launch brands: Enhance reach & frequency - and cost efficiencies Growth brands: Focus rep support on key customers Mature brands: Optimize OPEX and reallocate reps to other brands Post-patent products (“heritage”): Identify promotion- sensitive products REINVENTION Cross-channel marketing and the PLC 11Webinar Cross-channel © Across Health 201315-4-2014
  12. 2. Webinar Cross-channel © Across Health 2013 12 How to successfully implement a cross-channel campaign? 15-4-2014
  13. Webinar Cross-channel Many channels, different departments Webinar Cross-channel © Across Health 2013 1315-4-2014
  14. Webinar Cross-channel A central „Cross-channel Management“ should be installed Webinar Cross-channel © Across Health 2013 1415-4-2014
  15. Webinar Cross-channel Key responsibilities for MC department/manager Webinar Cross-channel © Across Health 2013 15 • Development strategy • Planning of implementation • Supervision of project and timings • Single contact for Product Management • Set-up/maintenance database and CRM • Monthly reporting of defined KPIs • Management of third parties • Coordination of content approval (medical/ legal) Company MC Project manager 15-4-2014
  16. Webinar Cross-channel Example - Objective from client due to reduction of salesforce Webinar Cross-channel © Across Health 2013 16 • Classification of target group in visited and non-visited GPs • Application of a Cross-Channel campaign for the non-visited GPs • Target of 70,000 rep calls to be replaced in 1 year • Set-up of a cross-channel customer database with channel acceptance/preference and opt-ins • Set-up of reporting & dashboarding engine 15-4-2014
  17. Webinar Cross-channel B A D C Potential Penetration 3.5006.500 7.50010.000 NoPo 10.000 Planned Visit 30.000 Target group segmentation on potential 17Webinar Cross-channel © Across Health 201315-4-2014
  18. Webinar Cross-channel High Invest 10.000 Full Cross-Channel campaign Visited 30.000 NoPo 10.000 Medium Invest 17.500 Low Invest 40.000 Included in email list, if positive opt-in A 3.500 B 6.500 D 10.000 C 7.500 Full Cross-Channel campaign excl. web calls/call center Target group segmentation on investment 18Webinar Cross-channel © Across Health 201315-4-2014
  19. Webinar Cross-channel Impact 50% 10% 0, 2 0, 1 Rep Opt-In Call Reach Product Call Info-Pack 0, 3 0, 4 0, 5 0, 6 0, 7 0, 8 0, 9 1, 0 Kyp Print Email Website eDetail Sample Webcast Medical Shop Webcall Banner 1, 1 1, 2 Website Event 20% 30% 40% 60% 70% 80% 90% 100% Benchmark the impact of the channels you intend to use with the impact of a rep Webinar Cross-channel © Across Health 2013 19 “Have you been exposed to this channel?” “Have you been influenced by this channel?” Sales Rep 15-4-2014
  20. Webinar Cross-channel Based on the SOV need (70.000 rep equivalents), a cross-channel mix calculation takes place Webinar Cross-channel © Across Health 2013 20 *A rep equivalent = a combination of multichannel interactions with a target customer that equals the impact of 1 rep visit Channel Reach TG Response % Interaction ZG Channel Weight # Facetime Equivalents Call Center Product Call Wave 1 15.000 20 3.000 0,7 2.100 Call Center Product Call Wave 2 15.000 25 3.750 0,9 3.375 Call Center Product Call Wave 3 12.000 35 4.200 0,9 3.780 Call Center Infopackage (Wave 1-3) 42.000 20 8.400 0,7 5.880 Print Mailing Kyp Webstick 12.000 20 2.400 0,7 1.680 Print Mailing Wave 1+2 (Reach) 40.000 15 6.000 0,5 3000 Print Mailing Wave 1+2 (Interaction) 40.000 3 1.200 0,7 840 Email Wave 1-6 Owned (Opt-In start at 5,000, growth est. 6%) 34.876 22 7.673 0,3 2.302 Email Wave 1-6 Bought (Third Party 4,00o Emails/month) 24.000 19 4.560 0,3 1.368 Website Log-Ins 39.233 100 39.233 0,7 27.463 Website Interactions (Download, etc.) 39.233 15 5.885 0,8 4.708 Website sample order 39.233 5 1.962 1 1.962 Website Webcast (VoD) 39.233 10 3.923 1,1 4.316 Website eDetailing (2 eDetails) 39.233 20 7.847 0,8 6.277 Medical Shop 39.233 6 2.354 0,7 1.648 Webcalls 63.015 2 1.260 1,2 1.512 Total 533.288 103.646 72.210 Media campaign (Reach with Banner, NL, etc.) 1.500.000 1 15.000 0,2 3.000 Total including media 2.033.288 118.646 75.210 103,646 contacts within the target group: ca. 72.210 REP equivalent contacts* (rep visits) 15-4-2014
  21. Webinar Cross-channel „Something new every month” Month Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Start Theme Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 Theme 6 Call-Center Wave 1 = Product Call + ePermission + Sample Wave 2 = Product Call + WebCall + Questionnaire Wave 3 = Product Call + Webcast Info-Package Info-Pack1 (+ Fax Sample + Fax Opt- In) Info-Pack 2 (+ Fax Sample + Fax Opt-In) Info-Pack (+ Fax Sample + Fax Opt- In) Web Call Webcall Microsites Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 Theme 6 Edutainment eDetail Webcast Webcall Infotainment Webcall Print-Mailings Starter-Kit Kyp- Webstick Christmas Mailing 4 Emails + Reminder Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 bMail 1 DocCheck bMail 2 DC bMail 3 DC bMail 4 DC bMail 5 DC bMail 6 DC Mediacampaign Flight 1 Flight 2 Flight 3 Flight 4 Flight 5 Flight 6 Shop Shop Define your key messages and put them in a coherent campaign plan 21Webinar Cross-channel © Across Health 201315-4-2014
  22. Webinar Cross-channel Content has to be relevant too ! Webinar Cross-channel © Across Health 2013 2215-4-2014
  23. Webinar Cross-channel Date Base Target Group Cross-ChannelKPIs, Metrics Central Website Learn to communicate customer-oriented The data base is the backbone of all. This is the only way to establish a customer profile with channel acceptance , a chance to personalize communication and to measure ROI based on sales. 23Webinar Cross-channel © Across Health 201315-4-2014
  24. 3. Webinar Cross-channel © Across Health 2013 24 How to measure impact? 15-4-2014
  25. Webinar Cross-channel 0% 10% 20% 30% 40% 50% 60% We do not see the need for collecting or using customer data We leverage this data consistently We have already implemented some robust customer analytics frameworks We are not collecting useful customer data yet, but we should We have started doing some analysis on our multichannel customer data “Big” customer data collection and analysis is just getting started in pharma Webinar Cross-channel © Across Health 2013 2515-4-2014 Source: Across Health Digital Barometer 2013
  26. Webinar Cross-channel 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% ePermission wave 1 ePermission wave 2 product call wave 1 product call wave 2 product call wave 3 product call wave 4 interaction engagement % optouts Example: Development of Call Center Response Rates 15-4-2014 Webinar Cross-channel © Across Health 2013 26
  27. Webinar Cross-channel Accomplished rep equivalent contacts (cumulative over time) show steady progress Webinar Cross-channel © Across Health 2013 27 Month 15-4-2014
  28. Webinar Cross-channel Product 1 Product 2 Cross-channel increased sales 20% over expected sales (7% better than salesforce-only group) Cross-channel increased sales 13% over expected sales (.6% better than salesforce-only group) Webinar Cross-channel © Across Health 2013 28 …and this at a cost of 20% of a “full rep effort” 15-4-2014
  29. 4. Webinar Cross-channel © Across Health 2013 29 What is the role of the rep in cross-channel? 15-4-2014
  30. Webinar Cross-channel Sales Rep is increasingly becoming part of a wider and more diverse cross-channel strategy Your opinion about the integration between digital channels and sales force? 4% 17% 29% 51% 0% 20% 40% 60% Other The rep should be in the driver’s seat, deciding which parts of the cross- channel offering are relevant to each physician (also triggering emails to physicians etc) The rep is the most important channel in the cross-channel mix; marketing centrally decides which messages and channels are relevant to each physician The rep is one of the channels in the cross-channel mix reserved for high potentials; marketing centrally decides which messages and channels are relevant to each physician 30Webinar Cross-channel © Across Health 201315-4-2014
  31. Webinar Cross-channel The role of the rep 31 BUT Involving the rep takes time… • change management/ training and recurrent communication is key • the role of the District Manager is key in supporting the teams • setting mandatory goals & objectives is necessary Old Normal New Normal • F2F Detailing • Relationship management • Account management • Customer data collection • (profile, attitude, potential,..) • … • Hybrid detailing • CLM 2.0 • Facilitate other channels • Follow up on cross-channel leads • Digital profile collection (email optin, attitude to digital,…) • Focus on high potential customers Webinar Cross-channel © Across Health 201315-4-2014 +
  32. Webinar Cross-channel From Cross-Channel to Omni-Channel Webinar Cross-channel © Across Health 2013 3215-4-2014
  33. In summary 1. Put the right organisational structure in place 2. Clearly define your objectives (increase reach/ frequency, with/without reps) 3. Define your customer segments 4. Set-up a centralised data management system 5. Plan ahead! 6. If you can’t measure it you can’t treasure it! 33Webinar Cross-channel © Across Health 201315-4-2014
  34. Webinar Cross-channel Let’s go for a happy CC ending 15-4-2014 Webinar Cross-channel © Across Health 2013 34
  35. Feel free to contact us with any further questions you may have… Webinar Cross-channel © Across Health 2013 35 beverly.smet@a-cross.com +32 478 642 846 a-cross.com/health 15-4-2014
  36. Thank You! View recorded webinar: http://bit.ly/1mXX8BR Webinar Cross-channel © Across Health 2013 36 DISCLAIMER: Current presentation is confidential. All proposed concepts and ideas presented here are intellectual property of Across Health, and are to be used in collaboration with Across Health. 15-4-2014

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