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Multichannel management in times of GDPR

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Multichannel management in times of GDPR develops customer-centric consent strategies that fit your multichannel communication, based on the preference center approach. By putting health care professionals in the driving seat, pharma companies can lay the playground for platform-based business models.

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Multichannel management in times of GDPR

  1. 1. Multichannel management in times of GDPR A BearingPoint Accelerator Multichannel management in times of GDPR develops customer-centric consent strategies that fit your multichannel communication, based on the preference center approach. By putting health care professionals (HCP) in the driving seat, pharma companies can lay the playground for platform-based business models.
  2. 2. Multichannel management in times of GDPR | A BearingPoint Accelerator Contents Market Drivers Our Approach Client Benefits References Contact
  3. 3. Multichannel management in times of GDPR | A BearingPoint Accelerator The General Data Protection Regulation (GDPR), which was enforced on 25th May 2018, changes the way pharmaceutical companies interact with healthcare professionals (HCPs). Current approaches to multichannel marketing (MCM) must be revaluated as the GDPR imposes more stringent data management and puts greater emphasis on HCPs consent to receive marketing materials and being subject to profiling activities. To ensure compliance in communicating with HCPs, pharmaceutical companies are required to obtain channel-specific, unambiguous consent. Similarly, consenting in the context of event-related communication must be re-assessed. Thus, the defining of effective consent strategies underlying MCM approaches is a must, whereas failure is associated with the risk of falling behind in the race for HCP attention. Pharmaceutical companies face many challenges in defining effective consent strategies. Firstly, designing a seamless customer journey requires a clear understanding of customer preferences regarding consent in the MCM context. Secondly, consent management is often found to be fragmented across business units with a lack of transparency in relation to marketing departments, sales reps and other parties interacting with HCPs. Finally, only a few consent strategies build on the digitalization of customer touchpoints, which cause inefficiencies in consent handling and slow reaction times to changing customer preferences. Drawing on both management and IT experience, BearingPoint helps clients in the pharmaceutical industry to create concepts for effective consent strategies with the aim to achieve the best customer experience – thereby fuelling MCM initiatives! Market Drivers
  4. 4. Multichannel management in times of GDPR | A BearingPoint Accelerator The General Data Protection Regulation (GDPR) points to the roadblocks in multichannel excellence, including: • Isolated MCM solutions: Align the IT landscape with respect to multichannel management tools currently comprising several isolated solutions (e.g. CRM, campaign management tools, website manager, etc.) • Fragmented HCP data: Consolidate silos of HCP and consent data which are documented in various systems and different warehouses that are not or insufficiently connected • Ineffective data analytics strategies: Reassess and reflect on data analytic strategies with regard to more precise segmentation and profiling • Non-compliant web tracking of users: Resolve contradictions between web tracking strategies and HCP consents obtained or restrictions implied by the GDPR • Low channel effectiveness: Match content and channel underlying marketing initiatives with HCP consent and/or preferences
  5. 5. Multichannel management in times of GDPR | A BearingPoint Accelerator Central to the project approach is the development of a seamless customer journey by involving HCPs early in the process As-Is-Assessment 21 3 4Development of Strategy & Target Processes Data Consolidation & Implementation Testing & Refinement • Derive HCP requirements and preferences through key stakeholder interviews • Assessment of current consent processes and tools as well as MCM approach • IT landscape analysis with respect to MCM • Industry benchmarking • Development of target consent strategy and related processes • Identification of main use cases for consent generation and objection handling • Drafting of key customer journeys for different customer types and use cases • Mapping of customer journeys with consent management platform • Bridging the silos in consent documentation based on the consolidation concept • Integration of the consent management platform in the MCM landscape • Vendor-independent challenging of consent solutions (e.g. Veeva®, Adobe® or OneKey®) • Agile implementation of the consent management platform • Rapid testing of the consenting management platform with respect to user experience • Implementation of lessons learned from testing • Documentation of a new consent generation process • Alignment with MCM strategy and processes - incl. segmentation and profiling Focus on customer experience
  6. 6. Multichannel management in times of GDPR | A BearingPoint Accelerator Multi-Channel Enablement • Seamless channel integration • Holistic view of consent status and interactions • Additional insight into HCP preferences Governance • Effective consent strategies for HCP opt-in • Defined roles & responsibilities • Transparency in consent handling IT Architecture • Centralization: One database and leading system for consent • Use of digital devices for consent generation (e.g. iPads, cell phones) Lean Consent Processes • Digitalization of processes (wherever legally allowed) • Improved processes for consent/ objection handling Health Care Professional • Individualized communication over preferred channels • Self-maintenance and intuitive consent opt-in/out • Full transparency regarding consent status and data collected
  7. 7. Multichannel management in times of GDPR | A BearingPoint Accelerator Optional Platform Development The preference center provides a solid basis for building platform-oriented business models in the near future. Thereby, pharmaceutical companies can become more responsive to environmental and competitive changes in the digital age. Compliance-driven1 Content-driven2 Collaboration-driven3 Optional advancement of preference center Focus on advancing customer experience • Full transparency for HCPs regarding consent given • Granular opt-out with respect to therapeutic area and channel • Indicate additional (non GDPR-related) preferences • Integration of event management (event calendars, event agenda & speaker, summaries) • White papers and articles • HCP webinars • Chatbot • Enable collaboration between HCPs (HCPs agree to be seen by others “Visible profile”) and with patient groups • APIs to different health ecosystems • Bringing together HCP preference centers and transcend HCP interests
  8. 8. Multichannel management in times of GDPR | A BearingPoint Accelerator Subsidiary of leading biopharmaceutical company Approach • Creating a concept for consent strategy based on a grassroots approach • Consolidation of de-fragmented consent/ objection management • Design of a centralized system for consent/ objection across business units Results • Full transparency in consent management • Faster processing of HCP consents and objections Subsidiary of global pharmaceutical company Approach • Designing full breach consent strategy including event-related consenting • Centralization based on one database and one leading system for consent • Setting up a consent management platform and preparing Veeva implementation Results • Seamless customer journey and digitalization of touchpoints • Compliant MCM processes References
  9. 9. Multichannel management in times of GDPR | A BearingPoint Accelerator Contact Marcel Tietjen Partner BearingPoint Germany marcel.tietjen@bearingpoint.com Tobias Bothur Senior Business Consultant BearingPoint Germany tobias.bothur@bearingpoint.com About BearingPoint BearingPoint is an independent management and technology consultancy with European roots and a global reach. The company operates in three units: Consulting, Solutions and Ventures. Consulting covers the advisory business; Solutions provides the tools for successful digital transformation, regulatory technology and advanced analytics; Ventures drives the financing and development of start-ups. BearingPoint’s clients include many of the world’s leading companies and organizations. The firm has a global consulting network with more than 10,000 people and supports clients in over 75 countries, engaging with them to achieve measurable and sustainable success. For more information, please visit: Homepage: www.bearingpoint.com LinkedIn: www.linkedin.com/company/bearingpoint Twitter: @BearingPoint © 2018 BearingPoint. All rights reserved

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