4 critical success factors for pharma multichannel marketing

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While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing …

While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing fundamentals and business best practices to the integrated-channel solutions at your disposal. The critical success factors for effective implementation are outlined in this presentation.

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  • 1. The 4 critical success factors for pharma multichannel marketing
  • 2. Implementation While  planning  is  important,  it’s  the  implementa2on  of  your  MCM  strategy  that  determines  the  success  of  your  efforts.   To  get  this  right,  you’ll  need  to  apply  marke2ng  fundamentals  and  business  best  prac2ces  to  the  integrated-­‐channel   solu2ons  at  your  disposal.  The  cri2cal  success  factors  for  effec2ve  implementa2on  are:   1.  Walk  in  your  customer’s  shoes   2.  Be  clear  on  what  you  are  trying  to  achieve     3.  Get  management  buy-­‐in   4.  Focus  on  the  message,  not  the  medium     Lets  go  in  to  more  detail  on  these  cri2cal  success  factors.     2  
  • 3. To  focus  on  giving  your   customer  the   informa2on  he  (or  she)   needs  to  make  informed   decisions,  you’ll  need  to   put  yourself  in  their   posi2on.     Determine  what  they   wants  to  know,  what’s   the  best  way  to   consume  the   informa2on  and  what   addi2onal  material  they   are  likely  to  search  for   to  supplement  it.     By  providing  the  right   informa2on  at  the  right   2me  and  in  the  right   format,  you’ll  increase   your  customer’s  level   of  engagement  with   your  brand  and  build  a   stronger  future   rela2onship. 3   #1     Walk  in  your   customer’s   shoes  
  • 4. Set  objec2ves  based  on   realis2c  measurements,   with  clear  deliverables   for  each.  By  doing  so,   you’ll  create  the   founda2on  for  a  strong   MCM  strategy  that   includes  market   segmenta2on,   messaging,  methods   and  resources.  You’ll   also  have  a  framework   against  which  to   evaluate  your  progress.     Determine  not  only   what  you  want  to  do   but  create  concrete   goals.  For  example,  if   you  want  to  improve   engagement,  by  what   percentage  over  what   period  of  2me?  What’s   your  star2ng  point  in   terms  of  market   penetra2on?  Create  a   benchmark  from  which   you  can  work  to  plot   your  progress.     To  really  iden2fy   whether  the  MCM   marke2ng  achieves   your  purposes,  you‘ll   need  to  be  able  to   produce  sta2s2cal   evidence,  which  is   impossible  to  do  if  you   don’t  know  your   star2ng  point  or  your   goal.     4   #2     Be  clear  on   what  you’re   trying  to   achieve    
  • 5. One  of  the  biggest  challenges   of  implemen2ng  new   marke2ng  techniques  in   pharma  is  that  of  obtaining   management  support.  MCM   and  other  forms  of  digital   marke2ng  require  a  different   approach,  largely  because   success  depends  to  a  degree   on  trial  and  error.  The   process  of  adap2ng  to   feedback  and  sta2s2cs   implies  that  mistakes  will  be   made,  and  the  industry   accepts  these  as  part  of   everyday  ac2vity.   Management,  however,   tends  to  frown  on  failure  of   any  sort.     Manage  expecta2ons   and  commitment   through  investment  in   educa2on,  training  and   internal  communica2on   and  avoid  over-­‐ promising  and  under-­‐ delivering.     Any  new  method  of   opera2on  including   MCM  has  a  greater   chance  of  success  if  it   enjoys  high  level   endorsement.   5   #3     Get   management   buy-­‐in    
  • 6. It’s  a  common  mistake   among  pharma   companies  who  are  new   to  the  discipline  of   MCM  to  focus  too   heavily  on  the  media   used  instead  of  the   message.  It’s  easy  to  get   so  wrapped  up  in  the   “where”  and  “how”  that   we  forget  about  what   we’re  trying  to  tell   customers.     Iden2fy  the  media  to   use  for  each  message   individually,  then   ascertain  whether  the   message  needs  adap2ng   in  any  way.  For   example:  Twi[er  posts   are  a  maximum  of  140   characters  long,  which   indicates  that  if  you   post  the  same  message   there  as  you  do  to   Facebook  or  in  your   direct  mailing  to  clients   you’re  likely  to  lose   something  in   transla2on.     Nothing  will  tell  your   clients  faster  that  you   don’t  know  what   you’re  doing  than  a   poorly-­‐executed  MCM   campaign.  And  the   medium  is  just  the   method  of   dissemina2on;  it’s  s2ll   the  message  itself  that   counts  for  the  most   points.     6   #4     Focus  on  the   message,  not   the  medium    
  • 7. Let us know what you thought COUCH.     1  Ma[hews  Yard   Croydon   London   CR0  1FF   United  Kingdom     www.wearecouch.com     t:  +44  20  3714  4449   @we_are_couch   h[p://bit.ly/CouchLinkedIn  
  • 8. A Little About Us COUCH,  is  a  digital  marke2ng  and  crea2ve  healthcare  communica2ons   agency,  offering  a  different  approach,  a  different  level  of  commitment   and  most  importantly  a  different  way  of  thinking,  to  ensure  our   communica2ons  strategies  deliver  effec2ve  results  for  our  customers.     London  based  and  launched  in  2013,  we  are  self-­‐funded  and   independent.  We  embrace  a  learning  culture,  which  means  we  are   fast-­‐growing  and  con2nually  evolving.  As  leading  experts  in  the   transforma2on  of  organisa2onal  marke2ng  capabili2es,  COUCH   operates  across  a  wide  range  of  geographical  loca2ons  and  cultures.   As  rewarding  as  our  start-­‐up  journey  has  been,  it’s  the  future  we’re   most  excited  about.  Each  member  of  our  team  is  here  not  only   because  they're  ridiculously  talented,  but  also  because  they  love  what   they  do.     •  COUCH  have  experience  of  developing  integrated  marke2ng   campaigns.  These  are  designed  to  get  our  clients  the  maximum   impact  in  the  market  place.     •  We  have  the  experience  to  run  content  and  social  media   programmes  that  last  over  a  year.     •  COUCH  have  exper2se  in  delivering  mul2-­‐channel  campaigns   including  print,  film,  digital,  experien2al  and  managers’  toolkits  -­‐   we  understand  that  this  campaign  must  have  cut-­‐through  and   resonate  with  customers.   •  We  help  businesses  in  the  pharma,  healthcare  and  life  sciences   gain  more  profitable  engagement  with  their  most  important   audiences.     8