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The New Pharma Marketing eBook


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Managing the complexity to effectively connect with customers and providers.

Understanding the New Complexity in Pharmaceutical Marketing

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Published in: Healthcare
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The New Pharma Marketing eBook

  1. 1. Speech analytics for collection performance and compliance Managing the complexity to effectively connect with consumers and providers
  2. 2. ©2015 Fair Isaac Corporation. All rights reserved. 2 The New Pharma Marketing Understanding the New Complexity in Pharmaceutical Marketing The traditional marketing pathways to health care providers and consumers are radically changing with the growth of digital technology and internet- based communications. The evolving approach for pharmaceutical marketing integrates existing channels such as websites and email with social media, texting and mobile apps. And as the consumer assumes a stronger partner role in researching and choosing treatments, so does the complexity grow in assuring trusted information is shared with the right people at the right time. “Big pharma needs to learn to stay ahead of the marketing curve — to innovate targeted products for specific populations and to focus its marketing on those populations.” Steve Brozak,
  3. 3. ©2015 Fair Isaac Corporation. All rights reserved. 3 The New Pharma Marketing Challenges Abound Challenges abound for pharma marketers in this new environment. So how do you win in this new world of pharma marketing, and how do you add value to your relationships without increasing complexity? At the consumer level, there are challenges with social media navigation, taking advantage of targeted behavioral web activities, and employing consistent opt language across the organization. At the HCP level, valuable face-to- face time with doctors has become increasingly scarce, and there’s a growing requirement to better integrate marketing-directed communications with field sales to increase value and relevancy. Scalability has become increasingly important as rare diseases and targeted therapies are a new product focus. Marketing systems must be able to accommodate small and large patient and provider populations as well as support simple and sophisticated marketing campaigns. #1 Consumer Challenges #2 Provider Challenges #3 Operational Challenges
  4. 4. The New Pharma Marketing Integration of Customer Interactions Is the Key Effectively engaging new and existing channels and executing across them has become a critical strategy for pharma marketing success. Driving this strategy is the need to integrate all customer interactions in a single database that allows marketers to communicate across channels with the right message at the right time via the right channel. New data sources, targeted digital media and browser activities in combination with promotional activities provide powerful information for optimizing promotions. It all adds up to a clear path for pharma marketers to build stronger ties with consumers and providers. ©2015 Fair Isaac Corporation. All rights reserved. 4
  5. 5. ©2015 Fair Isaac Corporation. All rights reserved. 5 The New Pharma Marketing Is Your Marketing System Ready? A multi-channel approach must feature a centralized integrated database that provides a 360° view on interactions, a user-friendly campaign management tool with the power to create and drive deep customer dialogues and enable analysis across brands and markets. Today’s consumers and providers use a variety of different channels to get information. An effective marketing platform must allow customer actions or requests in one channel to reshape the communications and customer experience in all other channels. Important features should include the ability to drive faster decision-making and adapt messaging on the fly, as well as leverage streaming data and real- time analytics. Is our current technology platform built to support a true multi-channel marketing approach? Can we unify the customer’s experience through integrated capabilities? Is our platform providing the insights we need?
  6. 6. ©2015 Fair Isaac Corporation. All rights reserved. 6 The New Pharma Marketing Integration of contextual data sources such as social listening and geo-location are a growing, novel component of today’s segmentation marketing. But marketing platforms also must be robust and smart enough to only maintain and manage the right data, not all data. A truly integrated marketing system allows sales to have a clear view of marketing tactics. Information should be easily shared between sales and marketing to improve the relevancy and value you bring to health care providers. Is Your Marketing System Ready? If you answered “no” or “not sure” to one or more of these questions, it’s likely that your marketing isn’t built to work effectively within the digitally driven pharma marketplace. It may be time for an upgrade. Can we take advantage of new data sources and still handle the burdens of expanded data management? Are our marketing and sales efforts closely aligned for a closer working relationship?
  7. 7. Support for the Integrated Platform FICO® Customer Dialogue Manager is a streamlined approach to a fully integrated marketing platform for pharma that motivates action with relevant, consistent and personalized dialogue through an audience’s preferred channel. The New Pharma Marketing ©2015 Fair Isaac Corporation. All rights reserved. 7
  8. 8. ©2015 Fair Isaac Corporation. All rights reserved. 8 The New Pharma Marketing Designed for Simplified, Precise Targeting FICO® Customer Dialogue Manager is a software as a service (SaaS) campaign management application that enables pharma marketers to interact with consumers and providers in a coordinated fashion across all channels, including mobile and social media. It enables pharma marketers to plan, execute and maximize multi-channel campaigns that are precisely targeted based on customer interactions, needs and preferences. Multi-channel campaigns FICO® Customer Dialogue Manager High performance database Integrated analytics and data visualization tools CDM campaign manager tool Complex data environment Customer data integration (CDI) engine
  9. 9. The New Pharma Marketing CASE STUDY: What One Pharmaceutical Company Achieved Client: A top 10 global pharmaceutical company. Challenge: How to efficiently support multi-brand relationship marketing efforts to drive increased acquisition and adherence and grow market share of their brands. Solution: Development of a relationship marketing Center of Excellence supported by FICO marketing technology. ©2015 Fair Isaac Corporation. All rights reserved. 9
  10. 10. The New Pharma Marketing CASE STUDY: What One Pharmaceutical Company Achieved (continued) A top 10 global pharmaceutical company wanted to drive increased market share by using consumer data to generate insights for improved relationship marketing capabilities. They relied on FICO’s expertise in pharmaceutical marketing, advanced analytics and decision technology to implement a platform and processes that moved their marketing from siloed brands and customer touchpoints to an integrated solution using best practices. Results: Reduced relationship marketing brand program costs by 68% and improved compliance with privacy laws. The implementation of the FICO marketing platform, services and best practices enabled the client to support over 20 brands and eliminated the silos that were once barriers to understanding effective customer relationship management. ©2015 Fair Isaac Corporation. All rights reserved. 10
  11. 11. FICO is a trademark or registered trademark of Fair Isaac Corporation in the United States and in other countries. Other product and company names herein may be trademarks of their respective owners. © 2015 Fair Isaac Corporation. All rights reserved. 4129BK_EN 06/15 PDF NORTH AMERICA +1 888 342 6336 FOR MORE INFORMATION LATIN AMERICA & CARIBBEAN +55 11 5189 8267 EUROPE, MIDDLE EAST & AFRICA +44 (0) 207 940 8718 ASIA PACIFIC +65 6422 7700 Learn More Visit us online at: Be a Change-Maker With the right technology, pharma marketers can manage the complexity of today’s pharma marketing landscape through an integrated platform that delivers the right message at the right time to the right person. FICO® Customer Dialogue Manager delivers unmatched agility to meet today’s ever shifting market trends. The New Pharma Marketing