0
Maximize ROI by breaking information
silo’s between marketing and sales
Pierre De Nayer, Partner, Citobi
Pharma Marketing ...
On the agenda for today : A case based approach


       Introduction to Case 1&2: How can a disease management program ge...
On the agenda for today : A case based approach


       Introduction to Case 1: How can a disease management program gene...
Component of ROI of a disease management campaign



               Return
                    # additional patients under...
Impact on life time value of a disease management program



Acquisition   Relationship Marketing programme

             ...
Case 1 (Quickly…): Getting additional return by involving physicians
and Sales Representatives

                          ...
Case 2: Depression case study


Therapeutic issue                          Proposed solution: Moodmeter

 Determining corr...
Case 2: Patients fills him/herself the questionnaire…




                                                        8
… and prescriber is alerted of results




                               How ROI was calculated?.
                       ...
On the agenda for today : A case based approach


       Introduction to Case 1: How can a disease management program gene...
Cases 3&4
Measure & get ROI and break information
silo’s between marketing and sales
through a e-CRM based approach…
The “Simply ask the doctor” approach…
                (Some links with “truth marketing”, also called EBMS approach)

    ...
Case 3: Preparing a product launch through a e-CRM based approach


                    1. Numerous tactical
             ...
Case 3: Profiling data were crossed with IMS data,
allowing interesting findings…
                                        ...
Case 3: We suggested to implement a segmentation approach (1/2)




                                                      ...
Case 3: We suggested to implement a segmentation approach (2/2)



   1.   Easy to convince with         1.   Openess to r...
Case 3: At the end of the campaign, ROI was calculated through an
 IMS PIE study


                                       ...
Case 4: A e-CRM powered “Systematic Screening” project…


 About Osteoporosis
   The first true symptoms (=hip fractures, ...
Case 4: Objective - Deep involvement of sales representatives (1/2)


  Provide a tool for sales representatives to manage...
Objective : Deep involvement of reps...and physicians


    Provide CRM tool to reps that allows them to prepare a next vi...
How it worked?


Encoding of contracts   Encoding of patient forms




Weekly email sent          CRM dashboard
to reps an...
Some screenshots (1/4)
Encoding of physicians contracts…




                                    22
Some screenshots (2/4)
Encoding of patients…




                         23
Some screenshots (3/4)
Dashboards for sales reps and for management …




                                                ...
Some screenshots (4/4)
Dashboards for physicians…




                             Potential usage/development
           ...
Given the e-CRM aspect of the program, per physicians results could be
easily crossed with IMS figures


                 ...
On the agenda for today : A case based approach


       Introduction to Case 1: How can a disease management program gene...
The future: When scientific
objectives will meet ROI
objectives….
The “SmartSticker” approach
e-Compliance Platfom based on device fit for purpose




                                  Smartsticker™

                ...
e-Compliance Platfom manages streamlined logistical flow

                                                  2 Prescriber
 ...
e-Compliance Platfom also offers value added processes


                                                    Prescriber
  ...
Detailled reporting could be made available for physicians.
Pharmaco can easily monitor prescriber activity


     Sector code       2003
     Sales rep         Jackson


     Prescr...
Conclusions…
Questions & Answers?
Upcoming SlideShare
Loading in...5
×

Pharma Marketing Summit

564

Published on

PPT document presented at 2008 Eyeforpharma marketing summit. Please contact me for getting a copy.

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

No Downloads
Views
Total Views
564
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
104
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Pharma Marketing Summit"

  1. 1. Maximize ROI by breaking information silo’s between marketing and sales Pierre De Nayer, Partner, Citobi Pharma Marketing Summit, Zurich,
  2. 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 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. 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 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. 4. Component of ROI of a disease management campaign Return # additional patients under treatment Market share in new patients (Impact on) lifetime value Market learning ROI = Investments • Content • Media • Interactive Program (one to one)
  5. 5. Impact on life time value of a disease management program Acquisition Relationship Marketing programme Incremental return 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. 6. Case 1 (Quickly…): Getting additional return by involving physicians and Sales Representatives 3.. Regular e-mail sent 2.. Patients diagnosed as e to patient to encourage Obese are asked by the doctor to register to compliance and Kilowatch program feedback on the 4. Sales reps are treatment DB informed on the number of Mkt. Aut. prescriptions per software area e 5. Product Manager can optimise and monitor 1. Doctor is compliance and better stimulated by the target the sales effort rep to encourage How ROI was calculated?. his obese patients • Per physician and per sales rep follow up to enroll in the • Number of patients in program (per Kilowatch Dashboard physician, per rep) program • Average length of treatment calculated versus country average • Take your calculator or excel sheet…
  7. 7. Case 2: Depression case study Therapeutic issue Proposed solution: Moodmeter Determining correct dosage for anti- depressant is difficult task Prescriber requests patient to regularly perform online self-test Hence obtaining accurate information is crucial Patient receives invitation via e-mail On actual compliance level every other week On patient’s state of depression Prescriber is alerted as soon as test is taken, and accesses test results online Yet available information suggests compliance is generally low In addition, patient’s state of mind at time of visit may not reflect general situation
  8. 8. Case 2: Patients fills him/herself the questionnaire… 8
  9. 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. 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 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. 11. Cases 3&4 Measure & get ROI and break information silo’s between marketing and sales through a e-CRM based approach…
  12. 12. The “Simply ask the doctor” approach… (Some links with “truth marketing”, also called EBMS approach) PharmaCo PM e Can view progress In real time DB Email sent with Mkt. Aut. Sales force user name receive progress software And password Report on registrations for Questionnaire By email All data is available in Rep visits e Actito Database the Doctor And explains 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 the have been given the chance to take part in this far-reaching survey. The results are surprising…… Prostate antigen Testing otherwise Every 2 years 4% There were major discrepancies in when 16% Urologists tested for Prostate cancer with Questionnaire 80% testing each year for patients aged between 40-49 with a Androgen and only Un Infokit en Néerlandais 33% testing with rectal examination for prostate cancer every 2 years. Each Year There seems to be differing ideas on 80% what tests to undertake for differing age Un Inforkit en Français Rect al ex aminat ion groups. Your Results were “Every two … otherwise years” in both cases 11% Every 2 years Eac h Year 33% 56% How many patients do you prescribe hormonal treatment? Treatment Hormonal Urologists were prescribing 20% of their patients with hormonal Treatment 20% 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 Non Hormonal Questionnaire more effective. Treatment 80% Your results were “non hormonal” Development Timing of Treatment When do you start Hormonal treatment 60 Urologists were giving treatment at differing times with both treatments being given immediately as the most popular. Anti- 50 Antigen were on the whole being prescribed later than three months 40 which again ties in with lower hormonal treatment trend found 30 previously. 20 10 In general Urologists were starting Anti-Androgen and LHRH in Un Infokit en Néerlandais 0 combination earlier than separately, as it seems that this treatment is Anti-antigen LHRH AA/LHRH more effective. When Un Inforkit en Français Immediate Within 3 months Later Your results were “Both and Immediately” … Sales Rep present the Sales Funnel calculated Doctor One to One sales aid Doctor completes One to One sales Doctor receives start Prescribing To the Target List Questionnaire Aid produced letter On or Offline And questionnaire Non User Introducing the Sporadic User Survey Regular User RU in High Risk
  13. 13. Case 3: Preparing a product launch through a e-CRM based approach 1. Numerous tactical actions are 5. Rx profile (in category) organized… analysis; what is each category prescription behaviour ? DB M.A. 3. At the end of the software campaign, a Rx potential profile is set for each physicians 2. Data is captured 4. A synchonisation and structured in a with SFA tool takes Siebel, CRM (Marketing place for Reps’ use Automation) database Team’s, …
  14. 14. Case 3: Profiling data were crossed with IMS data, allowing interesting findings… Disguised figures GP prescription behaviour * Low Medium High Total** Introducing RX data Out of 75 22 5 102 (74%) (22%) (5%) target (IMS) demonstrates that - Attitude categories Potential 158 53 13 224 GP (70%) (52%) (6%) include a variety of Selection 162 88 36 286 Attitude prescription behaviours (57%) (31%) (13%) - Both dimensions are Super 568 272 99 939 not correlated *** (60%) (29%) (11%) Selection Total 963 435 153 1551 (62%) (28%) (7%) *IMS-Mkt potential- MAT July 2004 ** Excluding GP’s that do not prescribe *** Does not pass the Chi² test of correllation
  15. 15. Case 3: We suggested to implement a segmentation approach (1/2) Segment C: GP Prescription behaviour Existing immediate Segment A: potential, but difficult to Low Medium High Total Easy to convince convince because with growth unreadiness to potential O 75 22 5 102 reconsider current behaviour P 158 53 13 224 GP S 162 88 36 286 Attitude SS 568 272 99 939 Total 963 435 153 1551 Segment B: Existing immediate potential, possible to convince but there is competition in place
  16. 16. Case 3: We suggested to implement a segmentation approach (2/2) 1. Easy to convince with 1. Openess to receive ‘content’ information, so growth potential that (e-)dm can be used and replace efficiently some repeat detailing visits 2. Existing immediate 2. Openess to receive ‘content’ information, so potential, possible to that (e-)dm can be used, but as a complement convince but there is to repeat detailing visits in order to ensure competition enough share of voice 3. Existing immediate 3. Indirect approaches required to improve level of potential, but difficult to receptiveness, so as Phase IV, meeting with convince because Opinion Thought Leaders (Convincing GPs by unreadiness to reconsider leveraging specialists…) current behavior
  17. 17. Case 3: At the end of the campaign, ROI was calculated through an IMS PIE study Product Launch campaign 40 30 Product X market % 20 share 10 Month 0 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 Control Group n = 2934 Attendees n = 221 Value of RX increase: Cost of campaign ROI:
  18. 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. Peak bone mass at age 25-35 Early detection allows the administration of medication that significantly decreases the fracture risk. Menopause Bone Mass Objective of the program: Given asymptomatic aspect of the disease, physicians and patients do not spontaneously speak about it The first objective was to foster a dialogue between Active Slow Rapid Continuing patients and physicians about Osteoporosis growth loss loss loss …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
  19. 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. 20. Objective : Deep involvement of reps...and physicians 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 statistics
  21. 21. How it worked? Encoding of contracts Encoding of patient forms Weekly email sent CRM dashboard to reps and mgmt +
  22. 22. Some screenshots (1/4) Encoding of physicians contracts… 22
  23. 23. Some screenshots (2/4) Encoding of patients… 23
  24. 24. Some screenshots (3/4) Dashboards for sales reps and for management … 24
  25. 25. Some screenshots (4/4) Dashboards for physicians… 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… 25
  26. 26. Given the e-CRM aspect of the program, per physicians results could be easily crossed with IMS figures Product Launch campaign 40 30 Product X market % 20 share 10 Month 0 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 Control Group n = 2934 Attendees n = 221 Value of RX increase: Cost of campaign ROI:
  27. 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 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. 28. The future: When scientific objectives will meet ROI objectives…. The “SmartSticker” approach
  29. 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. 30. e-Compliance Platfom manages streamlined logistical flow 2 Prescriber Handover to patients 5 Platform Personalized feedback 3 Patient 1 Sales rep Return Delivery to Empty blister prescribers e-compliance Platform Database 4 Partner Central data read in
  31. 31. e-Compliance Platfom also offers value added processes Prescriber Sales rep Easy Customized registration, e-Alerts & information access & reports & service operation Additional Patient support Pharmaco (information & e-compliance services) Platform Operation, Monitoring, Database Reporting
  32. 32. Detailled reporting could be made available for physicians.
  33. 33. Pharmaco can easily monitor prescriber activity Sector code 2003 Sales rep Jackson Prescriber Registered since Smartstickers™ returned Date Tenure Total Per month Per month (months) (average) (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. 34. Conclusions… Questions & Answers?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×