Your SlideShare is downloading. ×
Pharma marketing summit - Maximize ROI by breaking information silo's between marketing and sales
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Pharma marketing summit - Maximize ROI by breaking information silo's between marketing and sales

306
views

Published on

PPT document prepared for Pharma Marketing Summit in 2009 (Zurich) featuring best-in-class approach in closed loop marketing & Multi-Channel marketing. Clearly, Citobi was (and still is ) visionary

PPT document prepared for Pharma Marketing Summit in 2009 (Zurich) featuring best-in-class approach in closed loop marketing & Multi-Channel marketing. Clearly, Citobi was (and still is ) visionary

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
306
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Maximize ROI by breaking information silo’s between marketing and sales Pierre De Nayer, Partner, Citobi Pharma Marketing Summit, Zurich,
  • 2. On the agenda for today : A case based approach Introduction to Case 1&2: How can a disease management program generate ROI. A « crash course ». Case 1: How e-CRM could strongly help your in your various objectives Get additional ROI by obtaining true involvement from physicians Get additional ROI by obtaining involvement of sales representatives A perfect showcase for illustrating “the case for breaking information silo’s” ”Breaking information silo’s” and integrated “M&S” lead to superior ROIs. Introduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence Based Marketing and sales” program can generate ROI Case 2: How strong ROI was obtained at product launch stage through a e-CRM based approach that involved deeply physicians and sales reps? Case 3: How strong ROI was obtained through fostering systematic screening of a disease through a e-CRM based approach where information silo’s were broken. The future: When scientific objectives will meet ROI objectives: The “SmartSticker” approach
  • 3. On the agenda for today : A case based approach Introduction to Case 1: How can a disease management program generate ROI. A « crash course » Case 1: How e-CRM could strongly help your in your various objectives Get additional ROI by obtaining true involvment from physicians Get additional ROI by obtaining involvment of sales represenatatives A perfect showcase for illustrating “the case for breaking information silo’s” ”Breaking information silo’s” and integrated “M&S” lead to superior ROIs. Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based Marketing and sales” program can generate ROI Case 2: How strong ROI was obtained at product launch stage through a e-CRM based approach that involved deeply physicians and sales reps? Case 3: How strong ROI was obtained through fostering systematic screening of a disease through a e-CRM based approach where information silo’s were broken. The future: When scientific objectives will meet ROI objectives: The “SmartSticker” approach
  • 4. Return # additional patients under treatment Market share in new patients (Impact on) lifetime value Market learning ROI = Investments Component of ROI of a disease management campaign Investments • Content • Media • Interactive Program (one to one)
  • 5. Incremental return Acquisition Relationship Marketing programme Impact on life time value of a disease management program By involving physicians and sales representatives, additional impact could be envisioned, paving the way for superior ROI. • E-CRM approach • Breaking information silo’s • possibility to measure ROI • And to get superior ROI
  • 6. DB Mkt. Aut. software 2.. Patients diagnosed as Obese are asked by the doctor to register to Kilowatch program 3.. Regular e-mail sent to patient to encourage compliance and feedback on the treatment 4. Sales reps are informed on the number of prescriptions per area e Case 1 (Quickly…): Getting additional return by involving physicians and Sales Representatives 5. Product Manager can optimise and monitor compliance and better target the sales effort e 1. Doctor is stimulated by the rep to encourage his obese patients to enroll in the Kilowatch program Dashboard How ROI was calculated?. • Per physician and per sales rep follow up • Number of patients in program (per physician, per rep) • Average length of treatment calculated versus country average • Take your calculator or excel sheet…
  • 7. Case 2: Depression case study Therapeutic issue Determining correct dosage for anti- depressant is difficult task Hence obtaining accurate information is crucial On actual compliance level On patient’s state of depression Proposed solution: Moodmeter Prescriber requests patient to regularly perform online self-test Patient receives invitation via e-mail every other week On patient’s state of depression Yet available information suggests compliance is generally low In addition, patient’s state of mind at time of visit may not reflect general situation Prescriber is alerted as soon as test is taken, and accesses test results online
  • 8. Case 2: Patients fills him/herself the questionnaire… 8
  • 9. … and prescriber is alerted of results How ROI was calculated?. • Per physician and per sales rep follow up • Number of patients in program (per physician, per rep) • Average length of treatment calculated, versus country average • Take your calculator or excel sheet… • A cross check with Rx figures was also made
  • 10. On the agenda for today : A case based approach Introduction to Case 1: How can a disease management program generate ROI. A « crash course ». Case 1: How e-CRM could strongly help your in your various objectives Get additional ROI by obtaining true involvment from physicians Get additional ROI by obtaining involvment of sales represenatatives A perfect showcase for illustrating “the case for breaking information silo’s” ”Breaking information silo’s” and integrated “M&S” lead to superior ROIs. Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based Marketing and sales” program can generate ROI Case 2: How strong ROI was obtained at product launch stage through a e-CRM based approach that involved deeply physicians and sales reps? Case 3: How strong ROI was obtained through fostering systematic screening of a disease through a e-CRM based approach where information silo’s were broken. The future: When scientific objectives will meet ROI objectives: The “SmartSticker” approach
  • 11. Cases 3&4Cases 3&4 Measure & get ROI and break information silo’s between marketing and sales through a e-CRM based approach…
  • 12. DB Mkt. Aut. software Rep visits the Doctor And All data is available in Actito Database e PharmaCo PM Can view progress In real time Sales force receive progress Report on registrations By email e Email sent with user name And password for Questionnaire The “Simply ask the doctor” approach… (Some links with “truth marketing”, also called EBMS approach) Un Infokit en Néerlandais Un Inforkit en Français … And explains the Questionnaire Doctor receives letter And questionnaire Introducing the Survey Doctor completes Questionnaire On or Offline Sales Rep present the One to One sales aid To the Target List Doctor start Prescribing Sales Funnel calculated One to One sales Aid produced Urologists – Difference of Opinion Prostate cancer has become the second cause of mortality in men. In an effort to provide better products and services for this difficult cancer, AstraZeneca decided to undertake a wide spread survey in Belgium to understand the Urologists attitude to this illness, the management of the disease and methods of treatment. Over the past month all 250 Urologists have been given the chance to take part in this far-reaching survey. The results are surprising…… Testing There were major discrepancies in when Urologists tested for Prostate cancer with 80% testing each year for patients aged between 40-49 with a Androgen and only 33% testing with rectal examination for prostate cancer every 2 years. There seems to be differing ideas on what tests to undertake for differing age groups. Your Results were “Every two years” in both cases Prostate antigen Each Year 80% Every 2 years 16% otherwise 4% Rectal examination Each Year 56% Every 2 years 33% otherwise 11% Treatment Urologists were prescribing 20% of their patients with hormonal treatment, which is much lower than found in the UK and the US where hormonal treatment has been available for longer. In general Urologists were starting Anti-Androgen and LHRH in combination earlier than separately, as it seems that this treatment is more effective. Your results were “non hormonal” How many patients do you prescribe hormonal treatment? Hormonal Treatment 20% Non Hormonal Treatment 80% Timing of Treatment Urologists were giving treatment at differing times with both treatments being given immediately as the most popular. Anti- Antigen were on the whole being prescribed later than three months which again ties in with lower hormonal treatment trend found previously. In general Urologists were starting Anti-Androgen and LHRH in combination earlier than separately, as it seems that this treatment is more effective. Your results were “Both and Immediately” 0 10 20 30 40 50 60 Anti-antigen LHRH AA/LHRH When When do you start Hormonal treatment Immediate Within3 months Later Non User Sporadic User Regular User RU in High Risk Un Infokit en Néerlandais Un Inforkit en Français … Questionnaire Development
  • 13. 5. Rx profile (in category) analysis; what is each category prescription behaviour ? DB 1. Numerous tactical actions are organized… Case 3: Preparing a product launch through a e-CRM based approach DB M.A. software 3. At the end of the campaign, a Rx potential profile is set for each physicians 4. A synchonisation with SFA tool takes place for Reps’ useSiebel, Team’s, … 2. Data is captured and structured in a CRM (Marketing Automation) database
  • 14. Low Medium High Total** Out of target 75 (74%) 22 (22%) 5 (5%) 102 Potential 158 (70%) 53 (52%) 13 (6%) 224 GP prescription behaviour * GP Introducing RX data (IMS) demonstrates that - Attitude categories Disguised figures Case 3: Profiling data were crossed with IMS data, allowing interesting findings… (70%) (52%) (6%) Selection 162 (57%) 88 (31%) 36 (13%) 286 Super Selection 568 (60%) 272 (29%) 99 (11%) 939 Total 963 (62%) 435 (28%) 153 (7%) 1551 GP Attitude - Attitude categories include a variety of prescription behaviours - Both dimensions are not correlated *** *IMS-Mkt potential- MAT July 2004 ** Excluding GP’s that do not prescribe *** Does not pass the Chi² test of correllation
  • 15. Low Medium High Total O 75 22 5 102 P 158 53 13 224 GP Prescription behaviour GP Segment A: Easy to convince with growth potential Segment C: Existing immediate potential, but difficult to convince because unreadiness to reconsider current behaviour Case 3: We suggested to implement a segmentation approach (1/2) P 158 53 13 224 S 162 88 36 286 SS 568 272 99 939 Total 963 435 153 1551 GP Attitude Segment B: Existing immediate potential, possible to convince but there is competition in place
  • 16. 1. Easy to convince with growth potential 2. Existing immediate potential, possible to convince but there is 1. Openess to receive ‘content’ information, so that (e-)dm can be used and replace efficiently some repeat detailing visits 2. Openess to receive ‘content’ information, so that (e-)dm can be used, but as a complement to repeat detailing visits in order to ensure Case 3: We suggested to implement a segmentation approach (2/2) convince but there is competition 3. Existing immediate potential, but difficult to convince because unreadiness to reconsider current behavior to repeat detailing visits in order to ensure enough share of voice 3. Indirect approaches required to improve level of receptiveness, so as Phase IV, meeting with Opinion Thought Leaders (Convincing GPs by leveraging specialists…)
  • 17. 30 40 Product X Product Launch campaign Case 3: At the end of the campaign, ROI was calculated through an IMS PIE study 0 10 20 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 % Control Group n = 2934 Attendees n = 221 X market share MonthMonthMonthMonth Value of RX increase:Value of RX increase:Value of RX increase:Value of RX increase: Cost of campaignCost of campaignCost of campaignCost of campaign ROI:ROI:ROI:ROI:
  • 18. Case 4: A e-CRM powered “Systematic Screening” project… About Osteoporosis The first true symptoms (=hip fractures, wrist fractures and vertebral fractures) appear long after the onset of the pathology. Early detection allows the administration of medication that significantly decreases the fracture risk. Objective of the program: Peak bone mass at age 25-35 Menopause BoneMass Given asymptomatic aspect of the disease, physicians and patients do not spontaneously speak about it The first objective was to foster a dialogue between patients and physicians about Osteoporosis …with the idea to get more diagnosed patients, and more subscriptions From the beginning, thought as a project that would deeply involve physicians and patients Active growth Slow loss Rapid loss Continuing loss
  • 19. Case 4: Objective - Deep involvement of sales representatives (1/2) Provide a tool for sales representatives to manage and follow the program The tool allowed management to track performance of reps Number of contracts registered
  • 20. Provide CRM tool to reps that allows them to prepare a next visit. E.g. Physician X almost never proposes treatment to osteoporotic patients. Is this physician well informed of the benefits that can have an advanced therapy (e.g. risk reduction for fractures,…)? Given the national overall statistics and taking into account the distribution of patients physician Y has over the different risk categories, this particular physician refers very few patients for screening. Have reps performing a “physician-specific” detail call. … Always in comparison with the national Objective : Deep involvement of reps...and physicians Always in comparison with the national statistics
  • 21. How it worked? Encoding of contracts Encoding of patient forms Weekly email sent to reps and mgmt CRM dashboard +
  • 22. Some screenshots (1/4) Encoding of physicians contracts… 22
  • 23. Some screenshots (2/4) Encoding of patients… 23
  • 24. Some screenshots (3/4) Dashboards for sales reps and for management … 24
  • 25. Some screenshots (4/4) Dashboards for physicians… 25 Potential usage/development •Give access to sales representatives (enable her/him to discuss results with physician) •Produce a paper one-to-sales aid! (Do close the loop marketing without tablet PCs) •Etc…
  • 26. 30 40 Product X Product Launch campaign Given the e-CRM aspect of the program, per physicians results could be easily crossed with IMS figures 0 10 20 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 % Control Group n = 2934 Attendees n = 221 X market share MonthMonthMonthMonth Value of RX increase:Value of RX increase:Value of RX increase:Value of RX increase: Cost of campaignCost of campaignCost of campaignCost of campaign ROI:ROI:ROI:ROI:
  • 27. On the agenda for today : A case based approach Introduction to Case 1: How can a disease management program generate ROI. A « crash course » Case 1: How e-CRM could strongly help your in your various objectives Get additional ROI by obtaining true involvment from physicians Get additional ROI by obtaining involvment of sales represenatatives A perfect showcase for illustrating “the case for breaking information silo’s” ”Breaking information silo’s” and integrated “M&S” lead to superior ROIs. Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based Marketing and sales” program can generate ROI Case 2: How strong ROI was obtained at product launch stage through a e-CRM based approach that involved deeply physicians and sales reps? Case 3: How strong ROI was obtained through fostering systematic screening of a disease through a e-CRM based approach where information silo’s were broken. The future: When scientific objectives will meet ROI objectives: The “SmartSticker” approach
  • 28. The future: When scientificThe future: When scientific objectives will meet ROI objectives…. The “SmartSticker” approach
  • 29. e-Compliance Platfom based on device fit for purpose Smartsticker™ Fits in real-life treatment process Patient can easily stick it to blistered drug No prior deblistering required No constraint for practical use by patient Reliable material Adaptable to 95% of blister formats Can be integrated in simple logistical flow
  • 30. e-Compliance Platfom manages streamlined logistical flow 3 Patient 5 Platform Personalized feedback 2 Prescriber Handover to patients 4 Partner Central data read in 1 Sales rep Delivery to prescribers 3 Patient Return Empty blister feedback e-compliance Platform Database
  • 31. e-Compliance Platfom also offers value added processes Sales rep Customized information & service Prescriber e-Alerts & reports Easy registration, access & operation Pharmaco Patient Additional support (information & services) Operation, Monitoring, Reporting e-compliance Platform Database
  • 32. Detailled reporting could be made available for physicians.
  • 33. Pharmaco can easily monitor prescriber activity Sector code 2003 Sales rep Jackson Prescriber Registered since Smartstickers™ returned Date Tenure (months) Total Per month (average) Per month (last 30 days) 1 Jekill 15/01/2008 4,7 9 1,9 1,2 2 Hyde 1/02/2008 4,2 12 2,9 3,0 3 Frankenstein 22/02/2008 3,5 11 3,1 1,6 4 Rogge 7/03/2008 3,0 5 1,7 3,4 5 Piot 19/04/2008 1,6 4 2,4 2,0 6 Vesalius 3/05/2008 1,2 2 1,7 2,1 Total / Average 3,0 43 2,3 2,2 •Info can be made available to sales force •Detailed view on program acceptance = reliable proxy for individual prescription behaviour • Number of patients in program (per physician, per rep) • Average length of treatment calculated, versus country average • Take your calculator or excel sheet…
  • 34. Conclusions… Questions & Answers?