Pharma saleforce effectiveness & digital marketing

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Digital attribution is primarily associated with paid digital media and associated online click behavior. It is assumed that digital is effective, and since it saves cost of delivery of information it would be an effective channel. Pharmaceutical companies has absolutely no insight into how the digital interaction with the physician and the patient drives the efficacy of their current sales levers. At Kvantum, we help Pharma companies in answering questions like:
Does digital affect the need to reallocate spend on detailing vs sampling
Which type of digital interaction has the most impact on physician behavior when prescribing a drug, and how much time does it take digital interaction to influence that behavior
Does this behavior change with time?
Should the pharmaceutical company invest more in sales reps who can interact with a physician over email or chat?
Should the field sales rep call or meet less often, should part of these meetings be conducted over a digital medium
….
Bottomline, the effect of digital on sales in an unknown

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  • When talking of an even that has taken place we use the simple past tense for example I listened to music today. When the statement becomes one where we detail that something did not happen the verb should be in the present tense since did not specifies the time. So the statement should now be I did not LISTEN to music today
  • Digital Engagement: Click-stream data from Client.com,Landing pages, e-detailing content, journals;Query-stream data,Paid Search, SEO keywords, query terms & associated click-streamAdvertising & Consumer: Offline sales & prescriptions data, customer data mart, advertising spendPrescription, Sales, Brand data: IMS Health data, Consumer search mindshare; semantics and sentiment data from brand content, industry digital trends related to brand content
  • Digital Engagement: Click-stream data from Client.com,Landing pages, e-detailing content, journals;Query-stream data,Paid Search, SEO keywords, query terms & associated click-streamAdvertising & Consumer: Offline sales & prescriptions data, customer data mart, advertising spendPrescription, Sales, Brand data: IMS Health data, Consumer search mindshare; semantics and sentiment data from brand content, industry digital trends related to brand content
  • Pharma saleforce effectiveness & digital marketing

    1. 1. www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Multi-Channel Customer Engagement & Sales Force Effectiveness Robin Keat – Director Life Sciences, Evalueserve Harpreet Singh – CEO Kvantum
    2. 2. p. 2 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved What we will talk about today  Current SFE and marketing analytics often focus on the salesforce alone  Marketing spend on digital channels (including tools) is increasing and salesforces contracting  Optimized digital spend can help maximize ROI from salesforces
    3. 3. p. 3 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Digital channels are growing in usage and influence for Physicians 56% of EU physicians are interested in online professional networks provided by pharma, 20% are very interested, 8% use them already 13% of EU physicians online use professional networks (9% daily, 26% weekly). 70% are interested in using them 9hrs/week 51% use social media 72% use professional blogs EU physicians spend 9 hours per week online for professional purposes 70% of 30-40 year olds, 51% of 50-64 year olds, 3% of 65+ use social media* 72% of EU physicians use online professional message boards, communities, social networks and blogs 70% in prof. networks 56% interested in online 66% of EU physicians are using online professional networks to stay up to date with medical information, 32% use it for networking 66% keep up to date online
    4. 4. p. 4 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Promotional & marketing channel spend analysis PHYSICIAN DETAILING SAMPLING FIELD SALES REPS E-DETAILING DIGITAL MEDIA FOR ENGAGEMENT DTC MARKETING PATIENT BEHAVIOR FOCUS FOR SALES ANALYTICS TODAY LIMITED ASSESSMNT OF IMPACT
    5. 5. p. 5 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Now significant investment in digital tools employed by pharma companies iPad/tablet devices CRM/CLM E-detailing SFE Enhancement Social Media Healthcare portals Patient tools Build Customer Relationship +
    6. 6. p. 6 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Challenges with sales analytics (1/2)  Most current ROI models are static and focus on sales levers alone  Block box models with time lag of 4-6 months  Independent Chanel Analysis – Pharma struggles with combining the analysis arising from different channels.  Additionally the customers are not exposed to multiple channels at the same time. The industry is moving rapidly towards a multi-channel, multi-touchpoint relationship with the physician and the patient PHYSICIANS ACCESS MULTI CHNNELS THROUGH DIGITAL PATIENTS ARE MORE ACTIVE IN DRUG CHOICE + PHARMA IS LOSING CONTROL
    7. 7. p. 7 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Challenges with sales analytics (2/2) PAID, EARNED MEDIA OWNED MEDIA CONVERSION Current state analytics does not provide any insight into the synergies between digital spend & traditional sales force effectiveness channels TRADITIONAL CHANNELS FOR SALES FORCE EFFECTIVENESS IN INFLUENCING PHYCISIAN & PATIENT BEHAVIOR SYNERGY BETWEEN DIGITAL & TRADITIONAL CHANNELS DIGITAL
    8. 8. p. 8 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Next Generation Of Sales Force Effectiveness Models TRADITIONAL SALESFORCE EFFECTIVENESS MODELS DIGITAL CHANNELS Detailing, Sampling, DTC (TV, Radio, Print Media) TRx and NRx Sales, ROI, Brand Awareness Paid, Earned, Owned Media Physician Engagement Patient Engagement Incorporate synergistic & cross effects associated with multi-channel interaction with the physician & the patient
    9. 9. p. 9 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Example - Healthcare Patient Physician Prescription & Health Advice Demands specific treatment options Business Challenge • Sales Rep sells to the Physician. Doing more calls/providing more information was at a point of diminishing returns. • Investment in digital is completely undifferentiated, and diffuse. Solution • Quantify the effectiveness of various digital tools being used to deliver content, or build brand awareness • Portfolio of optimized digital tools, and sales rep actions to improve sales force effectiveness at the same spend levels Pharmaceutical Company Sales Rep
    10. 10. p. 10 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Solution Approach In a Multi-Channel Data Rich Environment Awareness DATA SOURCES Digital Engagement Advertising & Customer Prescriptions, Sales Brand Metrics, Panel Data Salesforce Data Drug Research & Learning Prescription Process Patient Awareness & Compliance Salesforce Effectiveness
    11. 11. p. 11 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Our Solution – Agile, On Demand Salesforce Analytics Econometric Models Data Management & Harmonization Machine Learning Unstructured Data Analytics Dashboard, Reporting & Hypothesis Modeling Tools REALTIME DIGITAL ATTRIBUTION PLATFORM FOR SALESFORCE EFFECTIVENESS Decision Science, Pharmaceutical Industry Experts Existing BI & Models
    12. 12. p. 12 www.evalueserve.com | © 2014 Evalueserve. All Rights Reserved Thank you for your attention.

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