GEOmarketing what's in it for pharma?

GEOmarketing, what’s in it for pharma? IM Associates 09/10/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu

Agenda 11u00 – 12u00 GEOmarketing exposition & demo’s 12u00 – 12u15 Welcome & introduction (JDB) First course 12u35 – 12u55 GEOmarketing today (GV) 12u55 – 13u15 GEOmarketing tomorrow (BB) Main course 13.35 – 13u45 Adjourne (JDB) Dessert & coffee 14u00 – 15u00 GEOmarketing exposition & demo’s 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 2

Welcome & introduction Jurgen De Baerdemaeker 09/10/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu

IM Associates: who we are Consultancy company created in 1997, currently a team of 15 consultants specialized in implementing sales & marketing excellence. Offices in Leuven (B), Düsseldorf (D) and Paris (F). Active in business-to-business sales & marketing organisations, with a focus on healthcare & pharmaceuticals. Main focus on Belgium, The Netherlands, France and Germany, but also active beyond. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 5

IM Associates’ mission Our mission is to help our clients acquire sales & marketing excellence. By consolidating innovation, analytical processes, people management and intelligent technology we guarantee our clients competitive advantage, profitable growth and customer centricity. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 6

Sales & marketing excellence requires a step-wise process Customer insight & impact analysis Quantitative metrics Performance Qualitative metrics Field force incentives management Field force training Local or field Campaign based Territory design Execution in the execution operations field Sales action planning Campaign tactics & Sales force sizing channel mix definition Corporate or head Strategic business quarters business Customer targets planning Value proposition simulation base d messaging GEOmarketing Value & influence based segmentation Customer analysis Customer needs segmentation Customer data managment Customer potential modeling 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 7

IM.products - Do you want to educate and train your field force in segmentation & targeting? IM.aligned is the tool for optimising, analysing - Do you want marketing and support and visualising your sales force territory managers to experience the benefits of structure. Whether you need an expert opinion Sales & Marketing Excellence? or you want to do it yourself, all is possible with IM.aligned. IM.game is the optimal tool for these purposes. IM.game is a flexible business game that can be customized in function of the objectives you want to achieve with the training. IM.profiling is an intelligent software that allows sales representatives to qualify or profile their customers efficiently. Net.Monitor is a GEOmarketing software that visualises customer networks on a map. It helps to translate visual influence networks into the reality of the field. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 9

GEOmarketing today Geert Vromman 09/10/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu

GEOmarketing, a definition GEOmarketing is a business process in which geographical information is used to analyse market & customer information, determine investment strategies, implement tactics and follow-up the activities executed. Typical GEOinformation or data sources used are: • Individual and regional potential and sales data of different products and categories • Location of customers and sales representatives’ residence • … Less commonly used in b-2-b pharma are socio-demographic datasources: • Age, gender, income classes, … • Lifestyle information • … 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 12

GEOmarketing today, your survey feedback GEOanalyses and reporting are very well adopted by the survey respondants (n=26); in “real” GEOmarketing there’s less experience today. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 13

GEOmarketing today, your survey feedback GEOanalyses are performed using internal CRM-system and IMS data. Socio-demographic information is hardly used. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 15

GEOmarketing today, your survey feedback The IMS brick (147) is the most prevalent GEOunit. Lower level detail units are less utilised. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 16

GEOmarketing today, your survey feedback MS Excel and the known B.I. tools are most frequently used tools for territory realignment 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 17

GEOmarketing, where does it fit in? Market Customer Implementation Performance segmentation targeting in the field management • Where’s the • Determine • Set-up of • Evaluation potential, regional sales within & where are the investment, territories, across sales customers, … where to implement territories invest, … specific tactics, … 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 18

Use GEOanalyses to reveal regional potential concentrations, customer behaviour, … All markets are concentrated, pareto (in one form or another) always applies: a limited set of customers are responsible for a major part of the market and your product sales. # most important prescribers below 2 (152) 2 up to 3 (60) 3 up to 4 (23) 4 up to 5 (18) 5 and more (17) 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 19

Use GEOanalyses to reveal regional potential concentrations, customer behaviour, … GEOanalyses will visually reveal the location of such high potential customers; next to high potential individuals, also high potential regions (bricks, minibricks, doctorgroups, networks, …) will provide important insights 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 20

Business plans are made nationally, but what do they mean regionally, what’s the impact? Translating growth or business plan targets on the GEOreality facilitates the discussions on sales & marketing budgets to be invested. • Areas with already a higher market share vs lower market share will certainly have an impact on budgets for growth • Areas with higher vs lower penetration of the competitors will also reveal areas of “easier” succes. MS Product A&B below 0,05 0,05 up to 0,10 0,10 up to 0,15 0,15 up to 0,20 0,20 and more 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 21

GEOmarketing today, your survey feedback Absolute capacity-related numbers are most frequenty used for redesigning sales territories. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 22

GEOalignment will tell you how healthy your current territory design is. Territories are usually historically structured and adapted over time. Run GEOanalyses: • GEOshares (i.e. percentage of a variable per territory) on market potential, product sales, visits to achieve, customers to visit, … Visits Physicians Potential visited Rep score planned to visit physicians Q1 2009 Access Rep score 0,04740 0,04740 up to 0,04880 0,04880 up to 0,05080 0,05080 up to 0,05300 0,05300 and more 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 23

GEOalignment will tell you how healthy your current territory design is. Territories are usually historically structured and adapted over time. Run GEOanalyses: • Comparing the rep’s residence with the in-territory visit concentration is a leading indicator for call plan NONcompliance Overvisited/Undervisited below -9,00 -9,00 up to -4,00 -4,00 up to 0,00 0,00 up to 4,00 4,00 up to 9,00 9,00 and more 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 24

GEOalignment will tell you how healthy your current territory design is. Territories are usually historically structured and adapted over time. Run GEOanalyses: • Field force and territories are designed using national averages (visits per day, visits per year per rep, field days, etc.), but what about the GEOreality of a country (natural borders, city barriers, language, areas, …) 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 25

GEOalignment will tell you how healthy your current territory design is. Territories are usually historically structured and adapted over time. Run GEOanalyses: • Influence networks and/or buying groups are increasingly playing an important role (many companies therefore start implementing account management principles), but what about the field representative? Aren’t territories cutting (in)formal networks in half? 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 26

GEOmarketing today, your survey feedback Mapping GEOdifferential levels of investment, historical sales and simulations of business results are not frequently used. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 27

Follow-up is usually rep-based, but what does the GEOgraphy tell us? Analysing sales & marketing activities (input) with product & market performance (output) improves insights for sales & marketing management. • Are activities realised where they were planned? Activities are sales and/or marketing related (the full promotional mix that was invested). Visits planned Visits realised below 15,00 (146) below 15,00 (229) 15,00 up to 20,00 (98) 15,00 up to 20,00 (89) 20,00 up to 25,00 (103) 20,00 up to 25,00 (82) 25,00 up to 30,00 (99) 25,00 up to 30,00 (65) 30,00 and more (145) 30,00 and more (126) 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 28

GEOmarketing, tomorrow Bart Bierinckx 09/10/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu

Healthcare markets are undergoing changes which require a revised Sales & Marketing approach The current and future dynamism in Consumer Healthcare markets require competing with an innovative and appropriate Sales & Marketing approach, bringing added value as well for pharmacies as for consumers/patients: Mats Olsson, Senior Consultant and Future Strategist at Kairos Future (Sweden): 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 32

Healthcare markets are undergoing changes which require a revised Sales & Marketing approach Pharmacies recognize these changing market circumstances, and are taking or should take position… Can we help them in proving their added value towards patients/consumers? Filip Babylon, President of the Belgian Pharmaceutical Association (APB): 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 33

Healthcare markets are undergoing changes which require a revised Sales & Marketing approach Rx environments are moving away from the mass detailing model: • Individual (typically mass primary care) target audiences are no longer deciding (alone) on product usage. • With traditional clinical advances moving towards commodities or even self- medication (OTC) the need for patient communication will increase. 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 34

The challenge is to deal with this polarization around 2 target audiences , their relationship, and differences Tomorrow’s focus: Hospital, Physician, Pharmacy AND Consumer / Patient 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 35

Let’s make it more concrete! IM Associates is analyzing socio-demographic and lifestyle consumer data in order to: • Assess current sales & marketing strategies • Explain differences in achieved results • Define future sales & marketing strategies integrating customer and consumer/patient insights • Translate these strategies into pragmatic field activities with a proven added value for your customers and consumers/patients Available socio-demographic information: Lifestyle data examples: Media profiles: Food & Beverage: Buying preferences: 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 36

Pragmatic conclusions will enrich all phases of your sales & marketing process Market Customer Implementation Performance segmentation targeting in the field management • Where’s the • Determine • Set-up of • Evaluation potential, regional sales within & where are the investment, territories, across sales customers, … where to implement territories invest what, specific … tactics, … We will be looking into some concrete examples for each of these process steps 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 37

Qualitative insights will bring about additional knowledge on top of quantitative segmentation information Consumer data allow to apply a qualitative segmentation Market model, bringing additional insights on top of a quantitative segmentation segmentation on pharmacy or physician level. Typical topics which we treat: • Does your consumer/patient target group overlap with your high potential customers? Market potential value on IMS147 brick level for category X: Potential per statistical zone based on product target group: women between 35 and 60 in social classes A/B1/B2: 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 38

Qualitative insights will bring about additional knowledge on top of quantitative segmentation information Market Typical topics which we treat: segmentation • Can consumer/patient profiles explain differences in sales achievements, and point out ‘low hanging fruit’ opportunities? E.g.: Potential per statistical zone based on product target group: Market share per statistical zone for our brand women between 35 and 60 in social classes A/B1/B2: Similar consumer profile and potential, but we score a completely different market share! How to deal with physicians and pharmacies in these sectors? 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 39

Linking customer and consumer information will help to close the gap between sales & marketing Customer Marketing people tend to target on consumer/patient level, while targeting sales people target physicians/pharmacies. Marketing target group: e.g. Women Sales target group: e.g. high potential between 35 and 60, in the higher social physicians/pharmacies with whom we have classes (A-B1-B2) a low market share Target customers in Target customers in a sector with a high a sector with a low density of women density of women with the good profile with the good profile Awareness Knowledge Preference Purchase Where to put priorities? With whom do we still make a 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s reasonable chance? in it for pharma? 40

Integrating sales force activities in a Campaign Management approach will increase your sales & marketing budgets’ impact Implementation Sales force and trade marketing activities should be aligned with in the field above the line communication to increase the effectiveness of your investments. E.g.: Above the line communication plan: 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 41

Integrating sales force activities in a Campaign Management approach will increase your sales & marketing budgets’ impact Implementation You should make sure that your POS activities (visits, trade in the field marketing) ensure an optimal visibility when your target consumers are visiting the pharmacy. Where are the consumers which we will How to manage timings and feasibility in the touch with our above the line communication field? How to ensure added value for the living? customer? Campaign Management • “Product X” face-to-face call among pharmacies selected based on selling-out and consumer profile. Focus: education assistants Call 1 • Mailing to re-inforce “Product X” message and to announce media presence 3 months from now Mail • Second face-to-face call to introduce POS material, discuss visibility, stock, category management Call 2 • Media presence over a period of 4 months Media presence • Third face-to-face call to validate Selling-Out effects and gather feedback Call 3 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 42

Consumer data allow for a pragmatic follow-up Performance In addition to normal activity reporting, consumer data will bring management complementary insights and will allow for decisions about possible corrective actions. E.g.: Is your face-to-face presence aligned with the distribution of your consumers? Potential per statistical zone based on product target group: Visit distribution per statistical zone: women between 35 and 60 in social classes A/B1/B2: 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 43

Consumer data allow for a pragmatic follow-up Performance In addition to normal activity reporting, consumer data will bring management complementary insights and will allow for decisions about possible corrective actions. E.g.: Is your numerical distribution of POS activities (visibility) aligned with the distribution of your consumers Potential per statistical zone based on product target group: Visibility per statistical zone women between 35 and 60 in social classes A/B1/B2: 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 44

Adjourne Jurgen De Baerdemaeker 09/10/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu

Agenda 11u00 – 12u00 GEOmarketing exposition & demo’s 12u00 – 12u15 Welcome & introduction (JDB) First course 12u35 – 12u55 GEOmarketing today (GV) 12u55 – 13u15 GEOmarketing tomorrow (BB) Main course 13.35 – 13u45 Conclusions (JDB) Dessert & coffee 14u00 – 15u00 GEOmarketing exposition & demo’s 09/10/2009 © 2009 IM Associates: GEOmarketing, what’s in it for pharma? 48

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GEOmarketing what's in it for pharma?

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GEOmarketing what’s in it for pharma? — Presentation Transcript