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Paulash Mohsen OPMA session May 1 :"Multi-Channel Marketing"
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Paulash Mohsen OPMA session May 1 :"Multi-Channel Marketing"

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  • 1. 0
  • 2. Multi-Channel Management: Next Generation Communication with HCPs Paulash Mohsen April 2014
  • 3. 2 Multi-Channel Management is an acknowledgment that customers obtain information from many different sources Multi-Channel Management
  • 4. 3 65% 78% 87% 93% 97% 99% 99% 77%75% 60% 44% 30% 2001 2003 2005 2007 2008 2009 2010 Online for Professional US Physicians Are All Online Source: Manhattan Research, 2010 Online DAILY for Professional Canada 2011:94% Canada 2011: 99%
  • 5. 4 4.2 4.5 9.4 7.8 7.7 6.4 8.0 7.2 2004 2006 2008 2010 Physician Information Preferences: Physician Access Contrasted with Physician Time Online Source: ImpactRx 2010, Manhattan Research, 2010 Hours/Week Online for Professional Purposes Details per Week per PCP Canada 2011: 8 hrs
  • 6. 5 77% 68% 23% 32% Current % of Time Desired % of Time 73% 63% 27% 37% Current % of Time Desired % of Time Physicians Would Like to Be Online Even More Source: Manhattan Research 57% 44% 43% 56% Current % of Time Desired % of Time Online Sources Offline Sources Accessing Pharma or Device Info Online Sources Offline Sources Attending Professional Conferences Online Sources Offline Sources Reading Professional Journals Canada 2011: 79%
  • 7. 6 Usage Is Up Across All Digital Channels Source: Manhattan Research, 2010 97% 50% 37% 30% 7% 99% 72% 53% 51% 16% Web Mobile Email EMR Social Communities 2007 2010 Canada 2011: 63% Canada 2011: 75% Canada 2011: 19% Canada 2011: 99%
  • 8. 7 Physician Online Medical Exposure 3% 3% 37% 5% 14% 4% 8% 6% 4% 5% 4% 7% Source: comScore, 2009 Pharmacy Services Physician Locator Social Media AssociationClinic General Content Government HCP Content Health & Wellness Insurance Medical Journal Pharmaceuticals
  • 9. 8 46% 57% 44% 46% 64% 38% 20% 33%33% 38% 40% 37% Physician Preferences By Interaction Type Source: Manhattan Research 2010 2007 2010 Prefer Online Prefer In-Person Product Questions Ordering Samples Patient Ed Resources
  • 10. 9  Live/In-Person  Conventions  Online  Web (e.g. video detailing, e-sampling, etc.)  Email  Mobile/Smartphone  Web 2.0/Social networks  Phone  Direct Mail Pharma Interactions with HCPs Product Details Sample distribution Materials Distribution (e.g., Patient Ed Resource, Product Programs) Speaker Programs Delivered viaHCP Interactions Channels
  • 11. 10 HCP Brand Team Finance Starter Ops F2F Analytics Mfg/ Supply Example: Multi-Channel Sampling
  • 12. 11 Example: Multi-Channel Sampling HCP Brand Team Finance Starter Ops Web Phone Mail F2F Analytics Mfg/ Supply
  • 13. 12 Multi-Channel Sampling: Implementation Considerations  Interactions with the field force  Cross-company platform capabilities  Availability across channels (web, phone, mobile)  Cross-channel allocation (“double-dipping”)  Capability syndication
  • 14. 13 “Detailing” across channels Video Detailing Tele- Detailing Online Interactive Content Mobile Content Traditional Engagement Technology Enabled +
  • 15. 14 Measuring Success in Multi-Channel Field Force Multi-Channel  Reach  Frequency  ROI  Time spent  Total office call  etc ?
  • 16. 15 Measuring Success in Multi-Channel Activity Script SalesDecision-Making Process
  • 17. 16 Measuring Success in Multi-Channel Activity Script SalesDecision-Making Process The Key: Measure Here - Customer Engagement
  • 18. 17 Evolving Measurement Model Program Execution Customer Engagement Financial Return 2000s Mid 2010s Late 2010s
  • 19. 18 Questions?