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Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
Selling Digital Pharma 2011
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Selling Digital Pharma 2011

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Selling Digital Pharma projects in 2011, a simple guide and checklists.

Selling Digital Pharma projects in 2011, a simple guide and checklists.

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  • 1. Selling Digital Pharma 2011 Caution, honest opinions ahead... Richard.Lucas@tangent90.co.ukLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 2. Digital Pharma Market Status 2011 • 2011 is a year of amazing transition. I anticipate that Tablets and Smartphones will continue to revolutionise the dialogue with digital consumers including Pharma customers. • All companies are experimenting with a variety of platforms and portals. Social networks are consolidating and analytics are being utilised to benchmark and inform the marketing process. • Physicians are inventing Apps(!) and breakthrough digital services are being requested and provisioned. However, it is important to ensure that the best of the old is not thrown out with the new.Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 3. Regulatory Guidelines Follow the industry rulesLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 4. Where do digital leads come from? Entrepreneurial approaches to clients about current marketing challenges Quick wins from previous effort, contractual or perceived exclusivity Referral network, social site (groups & contacts) and web leads Day to day client account management New account selling, usually with a pitch or creds presentation Handover meetings (when team changes happen and new staff are introduced) Business networking activity and events ‘Accidental’ social meetings Make sure you keep all your sales channels open, it’s not just about ‘hitting the phones’Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 5. What Digital tactics are being bought by Pharma Clients? Aggregating digital reporting tools and Closed Loop Marketing - Tablet & Web Business Intelligence based digital detailing Novel Scientific booth activities and iPhone / iPad App development innovation such as QR codes (all talk little action) & Natural User Interfaces Online Advisory boards Patient services (eDiary, QoL tools) eReprints & Publisher driven solutions ‘Old’ Favorites - 3D MOA, Quiz/Survey Stock Control / Project control & KOL engagement Social monitoring (but not social sites) Budget consolidation country to global Pharma marketeers buy a lot of digitalLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 6. Where does Digital fit in Pharma marketing? Competitive Licensed Product Identified Need Evidence Base Great Content Great Delivery Successful AMP Funded & Willing Informed Patients Educated Doctors Payers Customers Sell projects that add ‘great delivery’ to sales and marketingLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 7. The Pharmaceutical Marketing ‘Team’ Every member of the team has to ‘buy’ the project Country/Global manager Product manager Medical Portfolio Marketing manager manager Medical Agency Legal & Regulatory manager And finally... Your teamInvolve the key team members early and ensure their views are included in the specificationLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 8. What do Account Managers need to do to sell projects? Qualify the project Make sure you differentiate and bring a unique perspective, price(!) and appeal Is there a budget and a brief? Ensure the right skills in your team Do the agency and client support the project? Are you the best project lead? Is the project needed and is it needed Bring in ‘seasoned’ skills right now? Make sure your team ‘gel’ with the Who are the competition? client through personality, communication/management style or Identify and canvas the buyers male/female bias Qualify your leads, train hard, build your team, methodically expand your network, research well, develop your own insights and present your ideasLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 9. Basic checklist for agency proposals The proposal demonstrates understanding of the audience, market and product. The language and explanation are compatible with the client ROI, Bottom line benefits or Critical Success Factors are stated and understood All stakeholders have been canvassed as part of the proposal process Legal and regulatory approval is feasible Budget is adequate Sign-off process is agreed Ask a lot of questions and sell projects you understand and that are ‘deliverable’Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 10. Try to turn crosses into ticks! X Website centric Solution focused digital consumer client (‘i must have a website’) (‘solve my marketing problem’) X Brand ‘nice to have’ Integral part of the ‘marketing mix’ X Short Term, Project focused & Partner Shy Lifetime focused and refined over time X Manager dependent Partner Friendly with Team Delivery X Inconsistent and Ad-hoc Maintenance Systemised approach X Pushing and Selling Structured support and maintenance Sell today’s reality but realise that more clients do now see digital as strategic. Be vigilant and manage the technical risks of short term tactical thinkingLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 11. Why does a marketeer buy a digital project? Increase sales/customer engagement Competitor activity Fulfils brand objectives Imaginative use of technology Differentiating tactic for attracting Uses up spare budget delegates to our booths Sales force is being down-sized and/or Peer recognition and Career product is going off patent development Marketeers are motivated by their own immediate objectives, this year, make sure you satisfy this requirement firstLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 12. Selling Digital Pharma 2011 Follow the industry rules Pharma marketeers buy a lot of digital Sell projects that add value and ‘great delivery’ to sales and marketing Involve key team members early and ensure their views are included in the specification Qualify your leads, train hard, build your team, methodically expand your network, research well, develop your own insights and present your ideas Ask a lot of questions, sell projects you understand and that are ‘deliverable’ ‘sell today’s reality’. Increasingly clients perceive that digital is strategic Be vigilant and manage the technical risks of all your projects Make sure you keep all your sales channels open Marketeers are motivated by their own immediate objectives, this year, make sure you satisfy this requirement firstLet me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 13. Thank You Do get in touch! Especially if you need help with your Pharma Digital sales or delivery. richard.lucas@tangent90.co.uk Twitter: rlv360Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...
  • 14. Thank You Do get in touch! Especially if you need help with your Pharma Digital sales or delivery. richard.lucas@tangent90.co.uk Twitter: rlv360Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...

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