L iaquinto advertisingpromotion
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L iaquinto advertisingpromotion

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  • 07/03/10 17:36
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L iaquinto advertisingpromotion L iaquinto advertisingpromotion Presentation Transcript

  • What Advertising Agencies Need from Market Researchers (Working at the Brand Level) Larry Iaquinto President Interlink Healthcare Communications Lawrenceville NJ, London, Mexico City, Hong Kong, New Delhi, London, Paris, Munich, Milan, Barcelona, Tokyo, Sydney
  • Who We Are
    • A Global Full-service Healthcare Advertising and Promotion Agency With Integrated Medical Education Capabilities
  • Current Client Roster — Agency-of-Record
      • aaiPharma
      • Bio-Imaging
      • Bristol-Myers Squibb
      • Covance
      • Enzon
      • GE Healthcare
      • Idenix
      • Inamed
      • Johns Hopkins University
      • Merck
      • Novartis
      • Organon
      • Pfizer
      • Sanofi Aventis
      • Synova Healthcare
      • URL Mutual
  • First off…
    • Change what you do from
      • Market Research
      • To
      • Market ing Research
    • Because we need to do something with it
  • How Marketing Research Can Help!
    • K nowledge — What they know
    • A ttitude — How do they feel, why do they feel that way
    • P ractice — Shifts required to change behavior
    • E xecution — With Customer and
    • Within The Company
  • The Magic Formula Message Send Receive Retrieve Commercialization
  • The Goal
    • Have a relevant brand message/exposure prior to a prescribing opportunity
  • “ Help Us With Positioning and Segmentation,
    • Category Analysis
      • ID category variables
      • Opportunity for new variables
    • Competitor Analysis
      • Who are they?
      • What are they communicating?
      • Competitor/variable alignment
    What segments to target? How will it influence message? Important variables? How does current brand measure up? White space? Requisite variables? Phase I: Research and Assessment
    • Positioning Concepts
      • Pro’s and Con’s
      • Supportable
      • Market development
    • Attribute Mapping
      • Relevance
      • Distinctiveness
      • Differences by segment
    Recommended Positioning Option
    • Customer Assessment
      • Trends
      • Influencers
      • Segmentation
        • product usage
        • attitudinal
    Phase II: Positioning Formulation
  • Help Us With Messaging and Sequencing
    • Optimized articulation
    • Where you want to be
    • Brand ladder
    • Supporting messages
    Positioning Statement
    • Message+Scientific Platform
    • Market development messages
    • Brand specific message
    Phase III: Positioning Statement and Message Development Phase IV: Message Refinement and Planning
    • KOL Validation
      • Vocabulary
      • Clarity
      • Supportability
    Message Mapping (Sequencing) Prelaunch Message Platform Publication Plan
  • Help Us With Branding Concept Development Brand Story Creative Brief Brand Mapping (Essence) Positioning
  • Help Us Make Sure Branding is REAL
    • R = Relevant
    • E = Easy
    • A = Arresting
    • L = Legitimate
    • Focus on a meaningful and supportable point of difference that is recalled at the POP (Point of Prescription)
  • Segmentation, Messaging, Sequencing, Creative, and Execution Should all be in Alignment
      • Execution: Message segmentation strategy
      • Global: Rep Road Map for execution
  • Detailing Drives the Brand Message Gleevec Detail Aid
  • Non-Personal Promotion Reminds Customers of the Detail
  • We Desperately Need To Get Better at Execution!
  • The Power of Marketing Comes From Detailing Efficiencies are derived from the use of support promotion
  • The Sales Rep Explosion 33% 163% Percent Inc. 800,000 101,000 2005 600,000 38,000 1995 # of Physicians # of Sales Reps
  • What Happens in the Doctor’s Office? 15 depart before reaching the receptionist 28 drop samples off with the receptionist 37 drop samples at the sample closet 12 speak to the physician but are not remembered 8 speak to the physician and are remembered Elling ME et al. Making more of pharma’s sales force. Mckinsey Quarterly . 2002.
  • And What Happens if the Rep Gets Into the Office?
    • 93% of the time the sales forces have less than two minutes to give their full presentation(s)
    Source: Health Strategies Group, Palo Alto, CA.
  • 0 200 400 600 800 1000 1200 Cumulative Journal Dollars ($000) 0 20 40 60 80 100 % Recall Norm based on 341 observations Campaign Awareness Based on Journal Spend Product A/B No Detail Aid October 2005 Campaign Recognition CR Norm Product Recall PR Norm 21 44 8 19 Product A Product B CTS Plus ACNielsen HCI
  • 0 200 400 600 800 1000 1200 Cumulative Journal Dollars ($000) 0 20 40 60 80 100 % Recall Norm based on 341 observations Campaign Awareness Based on Journal Spend Product A/B Use of Detail Aid October 2005 Campaign Recognition CR Norm Product Recall PR Norm 30 15 Product A Product B 100 % 61 % CTS Plus ACNielsen HCI
  • Promotion Effectiveness of Media Mix on Message Retention (N=155 campaigns, 31,000 MDs)
  • Without Leveraging: The Norm J F M A M J J A S O N D 1 2 2 3 4 5 5 4 3 4 4 4 3 6 Numbers represent different messages. Peer Selling Group Symposia/Conferences Detailing Lunch and Learn Direct Mail Journal E-Detailing Webcast CDROM program
  • Performance 22% Message Retention 20% Product Recall 40% Ad Awareness The USUAL
  • Without Leveraging: The Possible J F M A M J J A S O N D Peer Selling Group Symposia/Conferences Detailing Lunch and Learn Direct Mail Journal E-Detailing Webcast CDROM program Numbers represent different messages. 1 2 2 1 1A 1B 1C 1 1 1 1 1 1 1 1 1 1 1 1 1
  • Performance 52% 65% 90% The POSSIBLE 22% Message Retention 20% Product Recall 40% Ad Awareness The USUAL
  • Leveraging Helps Execution Execution Helps Drive Exposures PSG 10% 1st Mailing 5% 2nd Mailing 2 1/2% 3rd Mailing $ SALES 1 Wk Time 6 Wks Cost of Peer Selling Group $400.00 Cost of Direct Mail 5.00 Per MD
  • Leveraging Concept Supports the Detailing Effort Goal: to smooth product awareness and prescribing levels between sales calls Support Promotion TIME Campaign Awareness + Message Retention + New Rx's Greater level of campaign awareness, message retention, s ales Support Promotion No Support Detail #1 Detail #2 Detail #3 Detail #4
  • What needs to be done
      • Confirm the right message
      • Establish the proper budget for support promotion
      • Leverage the detailing effort
      • Identify areas for improvement
    “ Manage the Process”
  • It’s All About Exposures
    • Support promotion leverages the sales effort
      • Message exposure prior to every prescribing opportunity
      • Reminds physicians of the rep’s call
      • Provides synergy between calls
      • “ Manage the Execution”
  • Important Sources of Medical Information Medical Journals CME Courses Conferences/Symposia Colleagues Pharmaceutical Reps Dinner Meetings E-Detailing Govt Bulletins/Literature Audio Cassettes Video (DVD,CD,VCR) Prescription Pads Patient Record Forms Pharmaceutical company mailings Routine faxed information Source: ACNielsen HCI. Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.
  • Sources of Info 2004
    • Top 5 Sources of New Medical Information– Importance
    • 5. Pharmaceutical sales representatives
    • 4. Colleagues
    • 3. Conferences/symposia
    • 2. CME courses
    • 1. Medical journals
    Source: ACNielsen HCI “Sources of Information Study” 2004.
  • Past Week Exposure to Information or Advertising on Products Medical Journals Pharmaceutical Reps Colleagues Pharmaceutical company mailings Reference Publications Prescription Pads Routine faxed information CME Courses Patient Record Forms Govt Bulletins/Literature Dinner Meetings Conferences/Symposia Video (DVD, CD, VCR) E-Detailing Source: ACNielsen HCI. Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.
  • Sources of Info 2004
    • Top 5 Sources of New Medical Information– Exposure
    • 5. Reference publications
    • 4. Pharma company mailings
    • 3. Colleagues
    • 2. Pharmaceutical sales representatives
    • 1. Medical journals
    Source: ACNielsen HCI “Sources of Information Study” 2004.
  • Where Various Forms of Promotion Fit in the Marketing Plan Symposia E-Detail Websites Ref. Pubs Web Ads CME Mtgs Video Audio Leave Behinds Detailing Direct Mail Journals Create and enhance awareness Deliver a complex message RxPads Pt Rec. Forms Dinner Less R/F Greater R/F “ Non-Traditional” Media “ Traditional” Media 0.0 – Exposure .1-.3 – Awareness .5 – Message .9 – Rx Intention 1.0 – New Rx’s Higher Cost per Exposure Lower Cost per Exposure
  • Impact of the Sales Representative in the A&P Campaign Physician Exposed to All Campaign Media Channels and Message Rep USING Sales Aid Integrated Message Exposure CAMPAIGN CAMPAIGN Reprint Carrier Dinner Meetings Faxed Information Premiums Direct Mail e-Detail Rx Pad Journal Ads Samples
  • Impact of the Sales Representative in the A&P Campaign Physician Exposed to All Campaign Media Channels and Message Message Not Integrated Rep NOT Using Sales Aid Rep USING Sales Aid Integrated Message Exposure CAMPAIGN CAMPAIGN Reprint Carrier Dinner Meetings Faxed Information Premiums Direct Mail e-Detail Rx Pad Journal Ads Samples
  • The Ultimate Goal
    • Catch an Exposure Just Prior to a Prescribing Opportunity!
  • Magnifying the Impact of Detailing Detail with sales aid Reach Journal ads 90% Promo MedEd 10% Mail 25% Rx pads 60% E-detailing 15% Premiums 30% Detail without a sales aid Impact: 1x Impact: 3-4x
  • Relative Value in Delivering a Message
    • “ An exposure is not an exposure.” Tactics must be “weighted” to account for those differences
    • Examples:
    Weighted exposures = 1,000 Weighted exposures = 3,300 Relative value = 1.0 Relative value = 3.3 Number of ad exposures = 1,000 Number of sales calls = 1,000
  • Allocation of Exposures by Type
  • Goal
    • Utilize objective measures to determine if your marketing plan is properly aligned and distributed to maximize message-related-exposures to achieve brand Rx target
  • Takeaway
      • Develop a well researched
      • marketing and communication plan
      • Then execute it by
      • Integrating marketing efficiencies
      • With sales force execution
  • How Marketing Research Can Help!
    • K nowledge — What they know
    • A ttitude — How do they feel, why do they feel that way
    • P ractice — Shifts required to change behavior
    • E xecution — Customer and Company
  • Integrate Marketing Efficiencies with Sales Force Execution Message Send Receive Retrieve Catch an Exposure Prior to a Prescribing Opportunity
  • What Advertising Agencies Need from Market Researchers (Working at the Brand Level) Larry Iaquinto President Interlink Healthcare Communications Lawrenceville, NJ