Closed-loop Marketing SolutionAligning the Pharmaceutical Closed-loop Market Offering with the Needs of the Prospect<br />
Will Pharma Closed-loop Marketing be a FAD or TREND?<br />For Pharma Closed-loop Marketing to become                 a leg...
Why the Pharma Closed-loop Marketing Category <br />May Have a Traction Challenge<br /><ul><li>~10-15% market penetration ...
Fewer RFPs – market expansion stalled
Lack of a compelling business case from vendors
Lack of Differentiation among vendors = RFP
Long sales cycle – Sell CLM then Sell Solution (currently year selling for next year)
The current need for Tablet Computers = expense
Bad Experience with CRM – no measurable impact on revenue side
Conversion of paper-based to electronic = expense
Rep Channel Contracting - Reduced access
Key Business Processes ignored by CLM Installations
Lack of usable/actionable data produced by CLM Systems
Analytics (vs. Reporting) – metrics that impact the business?
Has CLM changed anything – smart versus dumb bombing (Messaging)
Demonstrating Impact on – Sales, Expenses or Efficiencies (Why people buy)
Next CLM sales targets buying dynamics will change (Early & Late Majority)</li></li></ul><li>Pharma CLM Vendors – What’s t...
Pharma CLM Vendors – What’s the Difference?<br />CLM Lite<br />CLM Lite<br />
Pharma CLM Buying Dynamics are Changing<br />1998 to 2009<br />“Buy the Sizzle”<br />2010<br />“How about some Steak <br /...
Pharma CLM is at the Chasm<br />Skeptics<br />Conservatives<br />Visionaries<br />Pragmatists<br />Technology <br />Enthus...
Pharma CLM Buying Dynamics Will Change:<br />Key Characteristics of Next Sales Targets<br />Pragmatists<br />& Conservativ...
Reasons to Buy – Be More Compelling<br />… use technology that helps extend average call time from 96 seconds to 5 minutes...
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Expanding The Opportunity For Closed Loop Marketing

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Closed-loop Marketing to become a legitimate business category and be taken seriously by the pharmaceutical industry must evolve from its current focus on technology and tablet-based detailing.

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Expanding The Opportunity For Closed Loop Marketing

  1. 1. Closed-loop Marketing SolutionAligning the Pharmaceutical Closed-loop Market Offering with the Needs of the Prospect<br />
  2. 2. Will Pharma Closed-loop Marketing be a FAD or TREND?<br />For Pharma Closed-loop Marketing to become a legitimate business category the market offerings of the principle CLM vendors will have to evolve. <br />Will Closed-loop Marketing be a...<br />or<br />FAD<br />TREND<br />
  3. 3. Why the Pharma Closed-loop Marketing Category <br />May Have a Traction Challenge<br /><ul><li>~10-15% market penetration (of companies) over 12 years - poor
  4. 4. Fewer RFPs – market expansion stalled
  5. 5. Lack of a compelling business case from vendors
  6. 6. Lack of Differentiation among vendors = RFP
  7. 7. Long sales cycle – Sell CLM then Sell Solution (currently year selling for next year)
  8. 8. The current need for Tablet Computers = expense
  9. 9. Bad Experience with CRM – no measurable impact on revenue side
  10. 10. Conversion of paper-based to electronic = expense
  11. 11. Rep Channel Contracting - Reduced access
  12. 12. Key Business Processes ignored by CLM Installations
  13. 13. Lack of usable/actionable data produced by CLM Systems
  14. 14. Analytics (vs. Reporting) – metrics that impact the business?
  15. 15. Has CLM changed anything – smart versus dumb bombing (Messaging)
  16. 16. Demonstrating Impact on – Sales, Expenses or Efficiencies (Why people buy)
  17. 17. Next CLM sales targets buying dynamics will change (Early & Late Majority)</li></li></ul><li>Pharma CLM Vendors – What’s the Difference?<br />CLM Companies Description from Website<br />Exploria SPS specializes in tablet PC software solutions that optimize the sales representative/prescriber interaction.<br />Proscape Technologies is the innovator and global leading provider of Closed Loop Marketing software for the Tablet PC.<br />Our vision is to become the predominant technology platform for optimizing promotional content delivery to customers.<br />
  18. 18. Pharma CLM Vendors – What’s the Difference?<br />CLM Lite<br />CLM Lite<br />
  19. 19. Pharma CLM Buying Dynamics are Changing<br />1998 to 2009<br />“Buy the Sizzle”<br />2010<br />“How about some Steak <br />with that Sizzle?”<br />
  20. 20. Pharma CLM is at the Chasm<br />Skeptics<br />Conservatives<br />Visionaries<br />Pragmatists<br />Technology <br />Enthusiasts<br />Bored with the <br />Simplicity - <br />New Functionality<br />Won’t buy <br />the Sizzle - <br />Will need to <br />see the Steak<br />The Chasm<br />Decreased perceived opportunity<br />Increased perceived risk<br />Increased perceived opportunity<br />Decreased perceived risk<br />
  21. 21. Pharma CLM Buying Dynamics Will Change:<br />Key Characteristics of Next Sales Targets<br />Pragmatists<br />& Conservatives<br />Technology Enthusiasts <br />& Visionaries<br />Have bought into CLM<br />Have yet to buy-in into CLM<br />Prudent<br />Wait and see attitude<br />Expect relationships<br />Management expectations<br />Spend to budget<br />Adventurous<br />Early buy-in<br />Go it along<br />Think big<br />Spend big<br />These 2 groups are not compatible<br />
  22. 22. Reasons to Buy – Be More Compelling<br />… use technology that helps extend average call time from 96 seconds to 5 minutes<br />… bring a core visual aid “to life” for Physicians who just don’t get how our product is differentiated<br />… provide instantaneous feedback to the brand team and sales leadership on all calls<br />… significantly reduce the administrative burden associated with recording actions/outcomes for each call?<br />… receive new information or materials from the brand team to be shared with the physician as soon as available<br />… reduce the hassle of ordering, carrying, and delivering paper-based materials<br />… rapidly deliver different messages to multiple target audiences without confusing the sales force<br />… effectively deliver differentiated promotional aids/materials/reprints to specific physician segments<br />… be absolutely certain about field compliance and accuracy in recording calls<br />… ask a target group of 1000 physicians a specific market research question, and get the answer from them within a day<br />… receive insight/feedback in near real time<br />
  23. 23. Pharma CLM Buying Dynamics Will Change:<br />Selling to the Next Sales Targets<br />Crossing the Chasm Strategies<br /><ul><li>Segment - vertical applications / target customer
  24. 24. Refine& understand - target customer’s whole problem - providing a compelling reason to buy
  25. 25. Define and Develop Whole Product - (and how you can do it better than the competition)</li></li></ul><li>Pharma CLM Buying Dynamics Will Change:<br />Selling to the Next Sales Targets<br />Whole Product Strategies<br />Technology <br />Enthusiasts&<br />Visionaries<br />Skeptics<br />Pragmatists<br />Conservatives<br />Core<br />Product<br />Core<br />Product<br />Core<br />Product<br />Core<br />Product<br />Current Pharma Targets<br />
  26. 26. Pharma CLM Vendors Must Evolve From <br />Technology to a Holistic CLM Solution<br /><ul><li>Closed-loop Marketing is defined too narrowly</li></ul>Plan<br />Key Deficiencies:<br /> ...Physician Targeting<br /> ...Message Delivery <br /> ...Channel Options<br /> ...Data Capture<br />Target<br />Learn<br />Act<br />Core Product: Tablet-based Detailing<br />
  27. 27. Time for the Pharma CLM Category to Split?<br />The Law of Division...<br />...with time, a given category will split, <br />and become two, or more categories.<br />
  28. 28. Other Category Splits – Profound Impact?<br />Expanded from hardware to services<br />88 acquisitions 1999-2010<br />stock price ($49.31 - $129.26)<br />Forcing others to follow:<br />
  29. 29. Expanding the Pharma CLM Opportunity<br />A Model for Developing The Whole Product<br />Customer Portfolio Management<br />Value Proposition<br />Reward/Risk Sharing<br />Value-added Role<br />Refers to the creation of, and management of, customer relationships.<br />Your contribution to the customer’s value chain or total experience.<br />How buyers and seller interact in the relationship.<br />How you create added value and deliver it to the customer.<br />Source: Customer Connections: New Strategies for Growth<br />
  30. 30. Expanding the Pharma CLM Opportunity:<br />Plotting the Current Pharma CLM Model<br />Current<br />Potential<br />
  31. 31. Expanding the Pharma CLM Opportunity<br />Plotting the Potential Pharma CLM Model<br />Customer Portfolio Management:<br /><ul><li>Cross-sell/Up-selling existing clients
  32. 32. Lifecycle specific approaches to CLM
  33. 33. CLM system switching prospects
  34. 34. Proactively pursuing CLM business
  35. 35. Problem-based sales strategy</li></li></ul><li>Expanding the Pharma CLM Opportunity<br />Plotting the Potential Pharma CLM Model<br />Value Proposition:<br /><ul><li>Enhance the CLM experience:
  36. 36. E-detailing augmenting tablet detailing
  37. 37. Web included as a CLM touch point
  38. 38. Bundled CLM Technology and CLM Business Processes solutions
  39. 39. CLM utilization training
  40. 40. Automated Reporting</li></li></ul><li>Expanding the Pharma CLM Opportunity<br />Plotting the Potential Pharma CLM Model<br />Value-added Role:<br /><ul><li>Change Management
  41. 41. Actionable Analytics/Reporting
  42. 42. Consulting – Applying an evidence-based decision-making model
  43. 43. Strategic review sessions
  44. 44. Ad Agency consultation – CLM technology utilization </li></li></ul><li>Expanding the Pharma CLM Opportunity<br />Plotting the Potential Pharma CLM Model<br />Risk & Reward Sharing:<br /><ul><li>Enhancing efficiency of commercial operations supporting promotional activity and tracked by CLM system</li></li></ul><li>We Can Help<br />CLM Vendor looking to create a clear <br />and quantifiable point of differentiation?<br />or <br />Pharmaceutical/Biotech Company <br />considering Closed-loop Marketing?<br />
  45. 45. David Delong, Chief Customer Evangelist<br />The Customer Management Group<br />(800)-477-0907<br />ddelong@cmg-pharma.com<br />QUESTIONS<br />
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