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Optimizing Customer Engagement In A Healthcare Regulatory World
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Optimizing Customer Engagement In A Healthcare Regulatory World


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You have the content strategy & governance in place. Senior Management, Regulatory and Legal have bought into the plan. However, Doctors receive endless hard copy brochures, most of which are tossed. …

You have the content strategy & governance in place. Senior Management, Regulatory and Legal have bought into the plan. However, Doctors receive endless hard copy brochures, most of which are tossed. They are inundated with email blasts & requests to meet at conventions, it is all information overload. Marketing is skeptical and the sales organization views it as another ‘Sales Prevention’ barrier. Every month there is another report of a company being fined record amounts for off-label promotion. How does this happen when sales representatives take compliance training for approved product promotion? How does a sales representative succeed without crossing the regulatory threshold? This session offers recommendations for how the Content Strategy Team can partner with the Commercial Teams to empower the field sales organization to customize approved materials to engage customers through a customer relationship system and mobile delivery.

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  • 1. Optimizing Customer Engagement in a Healthcare Regulatory World Paul Rockley President Paul Rockley Associates
  • 2. Pharmaceutical settlements for off- label promotion Year Company Product Million 2004 Parke-Davis, Warner-Lambert, Pfizer Neurotonin $ 430 2005 Serono Serotim $ 704 2006 Schering-plough; Intron A, Temodar $ 255 2007 Bristol-Myers Squibb, Otsuka American; Abilify $ 515 2008 Cephalon Gabitril, Provigil $ 800 2009 Eli Lilly Zyprexa $ 1,415 2009 Pfizer Lyrica $ 2,300 2010 Allergan Botox $ 520 The False Claims Act (31 U.S.C. §§ 3729–3733, also called the "Lincoln Law")
  • 3. How does this happen? • Medical doctors can discuss off-label use • If they do so at a sponsored event- sponsor is liable • Symposium at conventions • Dinners with invited HCP’s • Ideal is an ‘arms length’ CME event • Problematic Sales Tactics • Trade journal discussions • Discussing who is using product off-label • Blog references • Excessive payments for speaking engagements
  • 4. Sunshine Laws- March 31, 2013 All medical manufacturers and providers report the payments or transfers of value that they made to covered recipients • Consulting fees, compensation for non-consulting services, honoraria, gifts, entertainment, food, travel, education, research, charitable contributions, royalties or licenses, current or prospective ownership or investment interests, direct compensation for serving as faculty or as a speaker for a medical education program, and grants. • Excluded • Payments under $10, unless the aggregate amount paid to a covered recipient exceeds $100 per year; • Product samples and educational materials for the benefit of patients; • Loan of a covered device for a trial period under 90 days
  • 5. Value to the Practioner? Unless the sales rep is providing value- HCP is too busy meeting Patient treatment standards • Hospitals require reps to check in on arrival • No more than 3 visits on the same subject • HCP can indicate- no visits • Medical Marketing provides peer review reprints as well as approved white papers So what does the sales force do going forward? 5
  • 6. Current Marketing Practice Outbound Marketing • Push out promotions into community- email blasts, brochures, dinner meetings, and symposium sessions at conventions. • Create awareness about the device • Features and benefits • Demonstrate why the device deserve the customers attention but If not increasing the Dr’s effectiveness or revenue- no time & no interest
  • 7. So what is Customer Engagement? • Critical moments of interaction so customer engagement is every employee’s responsibility • Marketing has been best point of orchestration • By all possible means -employees motivate customers to invest into an ongoing relationship with the product or brand Can marketing alone understand digital channels, cope with volume, nature, velocity of the content?
  • 8. Has to be a Marketing Shift Inbound or Pull Marketing • Marketing tracks customers needs and wants • Territory reps roles change • Become on demand support • Deliver emergency supplies • Conduct lunch time staff training • Specialty reps • Operating Room Interaction • Clinical training
  • 9. How does Content management fit in? HCP’s need access to a Cloud based Portal • Printable brochure & specification sheet PDF • Approved videos’ not testimonials • Continuing Medical Education • FAQ’s • Interactive troubleshooting through Chat
  • 10. How does Content management fit in? Content in Cloud repository • Tracked & purged by revision level • Layer filters limit access by role • Employees by authorization • HCP’s tracked by click through Field based reps use tablets exclusively to access Cloud • Eliminates trunk stock & silos of internal information managed by different functional dept.’s • Track material usage – reinforce selling skills • All feed into CRM systems 10
  • 11. Customer Relationship Management Platform Providers include SalesForce.Com, Oracle, Microsoft, SAP HCP segmentation based on extensive profiling IMS prescription frequency • Fellowship training • Alma Mater • IMS prescription patterns • Grants, size of practice • Medicare CPT codes analysis
  • 12. Order Entry Portals Current customers enabled to order online on their time • Portal has printable product specifications • History of orders & consignment inventory • Printable invoices, shipment tracking • Chat function as needed Eliminates need to call customer service during business hours 12
  • 13. Near Future HCP’s define what their needs & wants in order to increase Healthcare delivery effectiveness • Providers constantly update digital platforms to deliver those needs • Write Once Read Many Times (WORM) • Interaction shifts from 1 to 1 push relationship • To On Demand support through interactive mobile devices • Chat with remote expert OEM support personnel • On the Fly device setting changes • Dynamic training 13
  • 14. Partnering on Content • Affordable Care Act is shifting the way healthcare is provided • Sales driven organizations are in denial- still believe the 1:1 relationship drives the revenue • Marketing driven companies are waking up to the reality of controlled and limited HCP interaction • Critical that organizations embrace Intelligent Content management as a cornerstone for success • At a minimum- content teams must be integrated into product commercialization • Ideally a Chief Content Officer is on the senior executive team 14