0
Multi-Channel Management:
Next Generation Communication with HCPs
Paulash Mohsen
April 2014
2
Multi-Channel Management is an acknowledgment that customers obtain
information from many different sources
Multi-Channe...
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 ...
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 ...
5
77% 68%
23% 32%
Current % of Time Desired % of Time
73%
63%
27%
37%
Current % of Time Desired % of Time
Physicians Would...
6
Usage Is Up Across All Digital Channels
Source: Manhattan Research, 2010
97%
50%
37%
30%
7%
99%
72%
53% 51%
16%
Web Mobi...
7
Physician Online Medical Exposure
3%
3%
37%
5%
14%
4% 8%
6%
4%
5%
4%
7%
Source: comScore, 2009
Pharmacy Services
Physici...
8
46%
57%
44% 46%
64%
38%
20%
33%33%
38% 40%
37%
Physician Preferences By Interaction Type
Source: Manhattan Research 2010...
9
 Live/In-Person
 Conventions
 Online
 Web (e.g. video detailing,
e-sampling, etc.)
 Email
 Mobile/Smartphone
 Web...
10
HCP
Brand
Team
Finance Starter
Ops
F2F
Analytics
Mfg/
Supply
Example: Multi-Channel Sampling
11
Example: Multi-Channel Sampling
HCP
Brand
Team
Finance Starter
Ops
Web
Phone
Mail
F2F
Analytics
Mfg/
Supply
12
Multi-Channel Sampling:
Implementation Considerations
 Interactions with the field force
 Cross-company platform capa...
13
“Detailing” across channels
Video
Detailing
Tele-
Detailing
Online
Interactive
Content
Mobile
Content
Traditional Engag...
14
Measuring Success in Multi-Channel
Field Force Multi-Channel
 Reach
 Frequency
 ROI
 Time spent
 Total office call...
15
Measuring Success in Multi-Channel
Activity Script SalesDecision-Making
Process
16
Measuring Success in Multi-Channel
Activity Script SalesDecision-Making
Process
The Key:
Measure Here - Customer Engage...
17
Evolving Measurement Model
Program
Execution
Customer
Engagement
Financial
Return
2000s
Mid
2010s
Late
2010s
18
Questions?
Upcoming SlideShare
Loading in...5
×

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

112

Published on

Published in: Healthcare, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
112
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. 0
  2. 2. Multi-Channel Management: Next Generation Communication with HCPs Paulash Mohsen April 2014
  3. 3. 2 Multi-Channel Management is an acknowledgment that customers obtain information from many different sources Multi-Channel Management
  4. 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. 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. 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. 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. 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. 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. 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. 11. 10 HCP Brand Team Finance Starter Ops F2F Analytics Mfg/ Supply Example: Multi-Channel Sampling
  12. 12. 11 Example: Multi-Channel Sampling HCP Brand Team Finance Starter Ops Web Phone Mail F2F Analytics Mfg/ Supply
  13. 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. 14. 13 “Detailing” across channels Video Detailing Tele- Detailing Online Interactive Content Mobile Content Traditional Engagement Technology Enabled +
  15. 15. 14 Measuring Success in Multi-Channel Field Force Multi-Channel  Reach  Frequency  ROI  Time spent  Total office call  etc ?
  16. 16. 15 Measuring Success in Multi-Channel Activity Script SalesDecision-Making Process
  17. 17. 16 Measuring Success in Multi-Channel Activity Script SalesDecision-Making Process The Key: Measure Here - Customer Engagement
  18. 18. 17 Evolving Measurement Model Program Execution Customer Engagement Financial Return 2000s Mid 2010s Late 2010s
  19. 19. 18 Questions?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×