5 Steps to integrate digital channels into 2017 pharma business plans.
5 Steps to integrate digital channels
into pharma business plans.
Digital Marketing has created exciting business avenues for pharma business plans-
o A Multichannel marketing strategy doesn’t mean including email capabilities in your plans.
o The Key is to coordinate and blend your online and offline interactions such as sales call, an
email, webinar and much more.
o If coordinated well, multichannel marketing will help you re-define relationship with your
These points should give you some motivation to incorporate multichannel marketing into your
STEP # 1
Understand what information your customers want and how
do they want it. For example would they be interested in-
o An E-mailed PDF summary with key takeaways of an
o An SMS update about the latest guidelines?
o Online cases being posted weekly?
o Some specific channels that you should consider, such as-
o Online Doctor Networks
START WITH YOUR
STEP # 2
Determine what would be the right product strategy based on your
product stage. A few questions to ponder over-
o Are you trying to differentiate your product from your
o Are you trying to launch a new product?
o Are you trying to increase scientific awareness around your
Choose approach on the basis of your domain.
o Primary care product- broad range of market reaching channels.
o Speciality/Niche product- a narrower approach
Channel strategy is defined by the underlying objective that you are
trying to achieve.
STEP # 3
Once you have identified the customer and product needs, you
should select the right mix of channels-
o Offline channels- Sales calls, Meetings, Print materials, Samples
o Online channels- e-Detailing, mobile apps, websites, emails,
social media etc
Success of multichannel marketing depends on clarity with respect
o Pilot and test new channels before rollout.
o The insights from pilots will let you identify the right online
channel for improving overall customer engagement and
STEP # 4
Success for online campaigns can be defined through
o click through rates
o views/ impressions
o Overall reach of the campaign.
o Likes /helpfuls
Important factors while integrating online and offline channels-
o Customer feedback
o Cost effectiveness
Success also depends on whether you have chosen right content for
right channel. For eg- transferring your detailing aid into an email
for an online campaign will not work.
Make sure you tailor and adapt your communication to your
STEP # 5
o Ensure that your team has the right skill sets to design and
implement a multichannel marketing strategy
o Plan a training session for the brand managers to help
them understand digital channels.
o Collaboration between digital and marketing teams in-
house will be key to a successful strategy.
Calculate ROI from the chosen channels before presenting
Business plan to management for approval
Demonstrate the cost effectiveness of multichannel marketing to
the management. Once this is done, approving your business plan
should be a no-brainer to your CEO/CFO.
Again, remember that we are not moving away from the
traditional marketing channels – just augmenting them with digital
Creating a digital world of doctors !
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