The 4Ps of Multichannel Marketing in Life Sciences

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Overcome decreasing physician access, and meet their demand for self-education via digital media.

- Create and send highly personalized communications across all channels.
- Target and segment dynamically according to audience.
- Use social, profile and website data to trigger automated communications for immediate engagement with prescribers, providers and other healthcare professionals.
- Design and deliver 1:1 communications
- Empower sales to effectively engage potential customers

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  • In this webinar, we'll discuss how to overcome decreasing physician access, and meet their demand for self-education via digital media, as well as the growing importance of pharmacists.  - Create and send highly personalized communications across all channels. - Target and segment dynamically according to audience. - Use social, profile and website data to trigger automated communications for immediate engagement with prescribers, providers and other healthcare professionals. - Design and deliver 1:1 communications - Empower sales to effectively engage potential customers
  • We are a reflection of you. Of challenges you’re working to overcome. And we provide best practice tools targeted to your industry. Our focus isin on delighting the customer and we do that by providing tools and best practices to make them successful.
  • Multichannel, Omnichannel, Cross-channel …. Call it what you want but it all means the same thing. Challenge.  An unrealistic expectation of perfection.We recognize that communication channels are multiplying.  Marketing teams are tasked with communicating a consistent value message across email campaigns, direct mail campaigns, print and digital ads, social media, websites, blogs, events, press releases, partner and patient portals, and on and on and on…… And with that comes the multiplication of audiences.  You have physicians, pharmacists, payors, and patients.  And each of those has a sphere of influence that’s hard to define. Oh, and you need to do that all the while remaining compliant.
  • But it’s these expansive audiences and communication channels that ultimately carry that value message.A perfect example of this is the growing role and influence of pharmacists in healthcare. Pharmacists are influencing patient decisions, affecting prescription selection (after the prescription has been written) and educating patients on self-care practices.  And these expansive audiences and channels that are helping pharma companies do more with less. With a reduction in the sales force there is an added strain on firms where only 56% of prescribers are willing to meet with reps, and that interaction averages only 98 seconds. HCPs today are more independent. Many prefer to research and seek out answers and solutions independently.
  • Digital marketing has come as a welcome solution for sales directors looking to connect with HCPs in a more efficient manner, and market access managers looking to enhance the impact of their value communication strategies. Advancements in technology have allowed digital marketing communications to reach the same level of 1:1 personalization often delivered by a sales rep. And with the sales tools found in CRM and Marketing Automation technology, sales reps are now enabled to deliver those marketing communications, further customize the message while remaining compliant, and focus on those opportunities that demonstrate the highest level of engagement. 
  • Productivity and effectiveness are increasing for both marketing and sales and the Health Care Professional now owns the communicationprocess.  With Marketing Automation technology, like the Oracle Marketing Cloud, the HCP now controls the volume and type of content received through subscription centers and their own Digital Body Language.  They decide when and where they receive information.  They can proactively manage the relationship with the firm, and indicate which content best educates them.  By empowering the HCPs, firms implementing this technology create a more positive experience for the HCP.  HCPs can focus more attention to patient care, while developing a more positive sentiment about the firm.With that in mind, let’s walk through a series of common communication tactics implemented by pharma companies. We’ll discuss how these traditional tactics can be modernized for the Modern Pharma Marketer and meet the requirements of HCPs.
  • Optimize the sample/trial registration form and process.  Capture contact, account and delivery information, product information, and date needed by.  Contact information already captured in the contact record, or stored within CRM, should not be queried.  It’s recommended that this form either link to a subscription form, or contain the subscription form as part of the sample/trial registration.   Nurture and educate the HCP throughout the sample/trial period using 1:1 comunications. Don’t forget to send a confirmation of the delivery of the sample/trial. There should be contact information available in case the sample/trial was not received. Educational content delivered throughout the trial period should provide information on studies, results, and testimonials information.  Content should also provide information on advances in innovation and trends relative to the industry or product.  At the conclusion of the trial period, provide a feedback form to collect information on both the product and the process and enter the HCP into an eDetailing campaign when appropriate.
  • Many organizations have a prominently displayed page or sidebar that contains a list of upcoming events that the company is attending or hosting. It usually lists the event name, date, location, and sometimes a brief topic.  If events are an important engagement channel, consider building out additional content.  Provide a form where contacts can be notified of future events that are either in their area or contain a session of particular interest to them.  Also, don’t neglect the events that have already occurred.  Automate post-event campaigns, offer recorded sessions, recorded webinars, and presentations on SlideShare.Engage Your Compliance Team From the Start.When planning content for the event, best practice is to allow ample time for content approval with the in-house legal team.  It’s recommended that all post-event content be created, approved, and programmed before the event so post-event follow-up can occur immediately.PerkinElmer enhanced a traditional marketing channel by orchestrating the assets into a more comprehensive MCM program.  The pulled together email invites, confirmations, and reminders.  They created an event website with hypersites for event information and a registration form with processing steps to their event modules.  They also created internal team forms for event day attendee checking and sales team promotional flyer ordering.  By analyzing internal team real-time reporting through event module reports, contact custom object field reports, and dashboards they gained greater visibility into this program.  Through this program they reduced unnecessary events, increased attendance to premiere events, and saved $345,000.
  • Most eDetailing forms and follow-up campaigns are designed according to the marketing and sales process.  What’s not typically optimized is the activity driving traffic to the eDetailing form. Much of the eDetailing activity is dependent upon inbound activity.  Considering alternative inbound tactics like personalized digital advertising.On average, digital ads only reach 33% of their intended target.  And the more specialized your product or industry, the harder it becomes to reach your intended audience.   But digital advertising, focused on personalization, leveraging content approval and publishing, and respecting privacy, can aid in solving this problem.  Pharma, companies can now better service and educate their audience, understand engagement and interest, and communicate return on advertising investment.  It can deliver inbound results and provide continual pull through a sales cycle.  This is possible through targeting tools found in the Oracle Marketing Cloud, like EloquaAdFocus and Bizo.  For example, you can define your target audience as “cardiologists in Chicago”.  They would be served up personalized ads, created specifically for that segment, and based on their individual digital body language.  Activity against the digital ad would drive an HCP to a landing page where they can request an eDetail.  Leveraging eDetailing, this campaign would automate personalized 1:1 communications based on the HCP’s digital body language with both inbound and outbound marketing communications, as well as eDetailing behavior. 
  • Take a look at Customer and KOL Testimonial Videos and Commercials.  Video is a very popular, and highly effective, communication channel.  Video offers the opportunity to educate, sometimes interactively, through tutorials and testimonials.  In the life science space, video is used to communicate valuable healthcare information and a sense of caring to patients, HCPs, and employees.  Video allows life sciences organizations to communicate compassion and caring, while remaining compliant.  Because video content is patient and HCP facing, it’s important to note that content should be useful, compliant, and backed up with facts and sources.There are several companies doing this well.  Pfizer's YouTube channel contains useful and informative content. Their videos consist of TV appearances from "The Doctors", product and illness awareness, and background on their drug development process.  Merck leverages evergreen video content, case study testimonials, and content around trending topics like Big Data. During a 10 day period, Merck saw a 3.4% increase in YouTube followers, and Pfizer a 5.1% increase.But aside from subscribing to your organization’s YouTube channel, how can you better engage through video?  As stated before, while video provides a fantastic opportunity to engage, you also need to convert.  Organize and categorize your videos by audience, topic, and journey stage.  Your videos should be easy to navigate and guide the viewer through a story.  Make sure to incorporate a secondary call to action.  These can be additional content offers like patient and physician portals, blog posts, eBooks, or other videos.  Consider incorporating forms for eDetailing or sample requests into the secondary call to action.  Test where the secondary call to action is placed. Placement of CTAs at the beginning, middle, and end of the video will convert differently, as will the length of the form.  You should also measure the engagement of your videos. There are now tools, like those provided by Vidyard, that allow you to deliver offers at different points in the video.  You can also gain greater insight into video engagement through more advanced analytics. Lastly, you can deliver follow-up communications based on the engagement of a specific individual with a specific video. And it’s all automated.Remember to think beyond the click.  Don’t lose the viewer once the video is complete.  Use that first step in engagement to further the conversation, either in person or through predefined automated campaigns.  Convert video engagement, analyze the audience behavior, and use this insight to deliver continued education. 
  • Physician and Patient Portal:  These website portals should contain more than a catalog of content.  Content such as blogs, testimonials, photographs, videos, and KOL findings are great, but even a content library brimming with innovation is useless if the content is not delivered to the right person, at the right time in their journey.  Be proactive. Don’t make physicians and patients search for information.  Allow the Digital Body Language of the partner to dictate which content they receive, and when.  Additionally, use analytics as a barometer for existing engagement, and as a tool for uncovering new engagement opportunities.  Include engagement data into your persona development.  Use this analytic output to guide your decision making.   This information can also be used when deciding how to convert unknown visitors, where to invest with marketing R&D, and which KOLs have the greatest influence.
  • Library of KOL Content and Patient Testimonials:  On a life sciences website, or within a physician or patient portal, a library or listing of thought leadership content and patient testimonials can be found.  But aside from Google Analytics, you can learn a lot more from activity on those pages. Tools like Oracle Marketing Cloud allow you to leverage those pages. Page tagging offers the fantastic ability to not only understand segmented analytics, but to also trigger behavior based on activity against tagged pages.  Scoring and entry into nurture or sample campaigns can also occur with this activity.  Consider tagging activity against specific offerings or content from the same KOL and then, based on engagement with a specific asset, deliver personalized communications from a designated sales rep or that KOL. Ensure the sales organizations have insight and visibility into that activity.
  • Newsletter Subscription Form:  Everyone has one.  And everyone also has a newsletter subscription form.  But if you’re only capturing basic contact information, and delivering the same generic newsletter to all of your subscribers, you’re missing out on a great opportunity to engage.  Incorporate a broader subscription center offer into the form.  You can even provide this opt-in within an eDetail form.  Capture information about delivery and device preferences. Understand content and medical interests.  Use this data to provide a more personalized and dynamic content-rich newsletter. Capture and score engagement against specific content and identify potential revenue opportunities.
  • Social Media Links:  Today most websites contain links to the company’s social media accounts.  These typically include Facebook, LinkedIn, Twitter, and YouTube.  Rarely do the sites give a justification for following the social pages.  Aside from the standard “learn more” or “receive up-to-date information” reasons, community development can be a compelling driver for engagement. Entice with the ability to research independently, engage with other HCPs, and even recruit.  You can then tie this social activity into segmented and targeted advertising and email communications. The Thomas Collective enhanced their MCM tactics through the use of social media.  After conducting brand awareness research, Thomas recognized there was opportunity for increased awareness.  They developed a social media character and used her in a social media contest. Through focused and consistent social media communication, The Thomas Collective increased its Facebook fan base by 666%, its liked posts by 4,484%, and shared posts by 15,400%.  This campaign now extends beyond social media pages and has made its way into all digital programming such as advertising, public relations, event execution, sampling, corporate communication, media buying and promotions. The brand has attributed social media, along with advertising, to the brand’s awareness growth from 39-55%, outpacing its entire competitive set by well over 10%.
  • So how can you do this … communicate across all channels, to all audiences …. in a personalized and compliant manner?  OK, so you can’t get past the attorneys.  But you can better align with them and provide the information that will put their compliance concerns at ease.  Below are 6 actions you can take to work more effectively with your legal teams.
  • Outline your compliance process and where marketing communications fit in.  Marketing cloud technology is not meant to replace your existing compliance system, rather it’s meant to compliment your existing process. Oracle Marketing Cloud Tools like Eloqua and Compendium allow for an additional layer of review and approval.  Make sure you identify at what point to involve legal.  They probably don’t need to see every draft, and would rather review all marketing assets for a program at one time. Understand their process.  Have the attorneys define how much they want to see, and at what point in the process.
  • Leverage built in tools.  Eloqua contains a functionality that allows organizations to lock down content.  This provides sales with the power to communicate independently, while assuring the organization that brand and legal standards will be met.  Both Eloqua and Compendium also contain review, approval, and testing
  • Export communication workflow.  Once you’ve created your campaign workflow and decision rules, export them out of the system.  This allows legal to visualize the process and approve the entire program, versus one asset a time which ultimately stalls the flow of communication.
  • Define what data is captured in each system.  Document what data is stored against a contact record, as well as what data is passed back and forth between your CRM, SFA, MA, data warehouse, and compliance systems.
  • Allow ample time for development, revision, and approval processes.  If you haven’t already, document a project schedule.  Baseline the work effort across the communication development process.  Identify the constraints, like legal approval.  Now, use that project schedule and execute backwards planning. Understanding when all communication assets must be finalized and approved allows you to plan backwards and identify the start date of the project.  Clear it with legal.  Explain why the schedule is defined as is, point out the constraints, and obtain buy-in that they can meet the approval time frames if all completed assets are turned over for review by the defined date.  And don’t forget to build in time for the revision process.
  • Create an employee training and education program.  This program should extend beyond an email with the rules listed.  If employees are sending communications, creating content, and posting to social sites then policy and governance should be clearly communicated to all employees, preferably in the form of training.
  • In order to succeed, it’s important to take a multi-channel marketing approach to your communications strategy. You need to incorporate all channels (web, social, video, email, and personal communications) into the journey of the 4P’s
  • Look at those channels not currently integrated. STEMCELL Technologies recognized an opportunity when they realized there were communications channels, like live chat, not effectively tied to their marketing and sales programs.  In fact, only 3 lead sources were included in their MCM tracking. Through the use of the Oracle Marketing Cloud they now evaluate 21 different communication channels.  By expanding the inclusion of channels, aligning with sales, and improving the opportunity scoring, STEMCELL has improved alignment, productivity, and now has greater insight into marketing communication effectiveness.
  • capturing digital engagement
  • Segment and target your communications
  • automating the process
  • Finally, bring all of those takeaways together to match communications with interests and preferences. This will ultimately enhance the HCP experience, increase loyalty, drive contributions, and drive enrollment. Perfection is something worth striving for, but you can’t put a hold on strategy and execution waiting for perfection to become reality.  Identify the greatest opportunity for improvement, and start there.  Piece by piece you can work towards building a more perfect multi-omni-cross-channel marketing strategy.
  • The 4Ps of Multichannel Marketing in Life Sciences

    1. 1. The 4 P’s of Multichannel Marketing: Physicians, Pharmacists, Professionals, and Patients Marilyn Cox Marketing Principal, Oracle Marketing Cloud Industry Solutions
    2. 2. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 122 CREATE – SEND - PERSONALIZE TARGET AND SEGMENT USE DIGITAL BODY LANGUAGE TO COMMUNICATE EFFECTIVELY DESIGN AND DELIVER 1:1 COMMUNICATIONS EMPOWER SALES TO EFFECTIVELY ENGAGE POTENTIAL CUSTOMERS Agenda
    3. 3. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 123 MARILYN COX MARKETING PRINCIPAL – ORACLE MARKETING CLOUD INDUSTRY SOLUTIONS @MARILYNECOX MARILYN.E.COX@ORACLE.COM ELOQUA USER FOR 6 YEARS IF I COULDN’T BE A MODERN MARKETER, I WOULD BE A PROFESSIONAL WRESTLER WITH THE WWE About Me
    4. 4. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 124 The Oracle Customer Experience Portfolio Social, Marketing, Sales, Commerce and Service across all Channels Mobile Social Media In Store Self Service & Support Group Sales Direct Sales Broker SalesWeb Oracle Marketing Cloud Oracle Sales Cloud Oracle Commerce Oracle Service Cloud
    5. 5. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 125 About Oracle Marketing Cloud Industry Solutions
    6. 6. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 126 Multichannel Marketing To HCPs Pre- Awareness Medical Education Event Social Media TV Media Online Ads Print Media 3rd Party Websites Awareness Live Medical Event Digital Medical Event DetailingeDetailing Formulary Trial Adoption Advocacy
    7. 7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 127 HCP’s Today Are More Independent
    8. 8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 128 Connect – Enable - Empower
    9. 9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 129 Productivity – Control - Manage
    10. 10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1210 Optimize The Sampling And Trialing Process
    11. 11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1211 Enhance Tradeshow And Medical Educational Events
    12. 12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1212 Extend The eDetailing Process
    13. 13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1213 Better Utilize Video Channels
    14. 14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1214 Analyze Physician And Patient Portals
    15. 15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1215 Leverage KOL Content And Patient Testimonials
    16. 16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1216 Improve Your Subscription Forms
    17. 17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1217 Recognize The Potential In Social Media
    18. 18. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1218 Cool! But What About Compliance?
    19. 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1219 Outline Your Compliance Process And Where Marketing Communications Fit In
    20. 20. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1220 Leverage Built-In Tools
    21. 21. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1221 Export Communication Workflow
    22. 22. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1222 Define What Data Is Captured In Each System
    23. 23. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1223 Allow Ample Time For Development, Revision, And Approval Processes
    24. 24. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1224 Create An Employee Training And Education Program
    25. 25. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1225 FINAL TAKEAWAYS
    26. 26. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1226 IDENTIFY OPPORTUNITIES
    27. 27. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1227 CAPTURE DIGITAL ENGAGEMENT
    28. 28. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1228 SEGMENT AND TARGET
    29. 29. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1229 AUTOMATE
    30. 30. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1230 ENABLE AND EMPOWER
    31. 31. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1231 UNIFY TACTICS
    32. 32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1232 QUESTIONS?
    33. 33. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1233
    34. 34. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 1234

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