So what is Customer Engagement? • Critical moments of interaction so customer engagement is every employee’s responsibility • Marketing has beenbest point of orchestration • By all possible means, employees motivate customers to invest into an ongoing relationship with the product or brand. Can marketing alone understand digital channels, cope with volume, nature, velocity of the content.

1. Optimizing Customer
Engagement in a
Healthcare Regulatory
World
Paul Rockley
President Paul Rockley Associates

2. Pharmaceutical settlements for off-
label promotion
Year Company Product Million
2004 Parke-Davis, Warner-Lambert, Pfizer Neurotonin $ 430
2005 Serono Serotim $ 704
2006 Schering-plough; Intron A, Temodar $ 255
2007 Bristol-Myers Squibb, Otsuka American; Abilify $ 515
2008 Cephalon Gabitril, Provigil $ 800
2009 Eli Lilly Zyprexa $ 1,415
2009 Pfizer Lyrica $ 2,300
2010 Allergan Botox $ 520
The False Claims Act (31 U.S.C. §§ 3729–3733, also called the "Lincoln Law")

3. How does this happen?
• Medical doctors can discuss off-label use
• If they do so at a sponsored event- sponsor is liable
• Symposium at conventions
• Dinners with invited HCP’s
• Ideal is an ‘arms length’ CME event
• Problematic Sales Tactics
• Trade journal discussions
• Discussing who is using product off-label
• Blog references
• Excessive payments for speaking engagements

4. Sunshine Laws- March 31,
2013
All medical manufacturers and providers report the payments
or transfers of value that they made to covered recipients
• Consulting fees, compensation for non-consulting services,
honoraria, gifts, entertainment, food, travel, education,
research, charitable contributions, royalties or licenses,
current or prospective ownership or investment interests,
direct compensation for serving as faculty or as a speaker for
a medical education program, and grants.
• Excluded
• Payments under $10, unless the aggregate amount paid to a
covered recipient exceeds $100 per year;
• Product samples and educational materials for the benefit of
patients;
• Loan of a covered device for a trial period under 90 days

5. Value to the Practioner?
Unless the sales rep is providing value- HCP is too busy
meeting Patient treatment standards
• Hospitals require reps to check in on arrival
• No more than 3 visits on the same subject
• HCP can indicate- no visits
• Medical Marketing provides peer review reprints as well as
approved white papers
So what does the sales force do going forward?
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6. Current Marketing Practice
Outbound Marketing
• Push out promotions into community- email blasts,
brochures, dinner meetings, and symposium sessions at
conventions.
• Create awareness about the device
• Features and benefits
• Demonstrate why the device deserve the customers attention
but If not increasing the Dr’s effectiveness or
revenue- no time & no interest

7. So what is Customer Engagement?
• Critical moments of interaction so customer engagement is
every employee’s responsibility
• Marketing has been best point of orchestration
• By all possible means -employees motivate customers to
invest into an ongoing relationship with the product or brand
Can marketing alone understand digital channels, cope
with volume, nature, velocity of the content?

8. Has to be a Marketing Shift
Inbound or Pull Marketing
• Marketing tracks customers needs and wants
• Territory reps roles change
• Become on demand support
• Deliver emergency supplies
• Conduct lunch time staff training
• Specialty reps
• Operating Room Interaction
• Clinical training

9. How does Content
management fit in?
HCP’s need access to a Cloud based Portal
• Printable brochure & specification sheet PDF
• Approved videos’ not testimonials
• Continuing Medical Education
• FAQ’s
• Interactive troubleshooting through Chat

10. How does Content
management fit in?
Content in Cloud repository
• Tracked & purged by revision level
• Layer filters limit access by role
• Employees by authorization
• HCP’s tracked by click through
Field based reps use tablets exclusively to access Cloud
• Eliminates trunk stock & silos of internal information managed
by different functional dept.’s
• Track material usage – reinforce selling skills
• All feed into CRM systems 10

11. Customer Relationship
Management Platform
Providers include SalesForce.Com, Oracle,
Microsoft, SAP
HCP segmentation based on extensive
profiling IMS prescription frequency
• Fellowship training
• Alma Mater
• IMS prescription patterns
• Grants, size of practice
• Medicare CPT codes analysis

12. Order Entry Portals
Current customers enabled to order online on their time
• Portal has printable product specifications
• History of orders & consignment inventory
• Printable invoices, shipment tracking
• Chat function as needed
Eliminates need to call customer service during business
hours
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13. Near Future
HCP’s define what their needs & wants in order to
increase Healthcare delivery effectiveness
• Providers constantly update digital platforms to deliver
those needs
• Write Once Read Many Times (WORM)
• Interaction shifts from 1 to 1 push relationship
• To On Demand support through interactive mobile
devices
• Chat with remote expert OEM support personnel
• On the Fly device setting changes
• Dynamic training
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14. Partnering on Content
• Affordable Care Act is shifting the way healthcare is provided
• Sales driven organizations are in denial- still believe the 1:1
relationship drives the revenue
• Marketing driven companies are waking up to the reality of
controlled and limited HCP interaction
• Critical that organizations embrace Intelligent Content
management as a cornerstone for success
• At a minimum- content teams must be integrated into
product commercialization
• Ideally a Chief Content Officer is on the senior executive
team
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