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Multi Channel Marketing (MCM)


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Multi Channel Marketing, Cross-Channel Management, Customer Touch Point Management: Interacting with prospects and customers via various platforms to make it easy for a customer to buy or order or be informed.

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Multi Channel Marketing (MCM)

  1. 1. 1 © Healthcare Marketing Dr. Umbach & Partner Multi Channel Marketing (MCM) Multi-Channel-Marketing-Slideshare
  2. 2. 2 © Healthcare Marketing Dr. Umbach & Partner "Cross-Channel Management" "Customer Touch Point Management"
  3. 3. 3 © Healthcare Marketing Dr. Umbach & Partner Multi Channel Marketing (MCM) or cross channel strategy or cross channel control or multichannel management means interacting with prospects and customers via various platforms or channels with the objective to make it easy for a customer to buy or order or be informed. What is Multi Channel Marketing
  4. 4. 4 © Healthcare Marketing Dr. Umbach & Partner Ideally, you would do a detailed analysis of the return on investment from each different channel, measured in terms of customer response and conversion of sales. However, in most instances, this poses major challenges. "Analytics, "Tracking" and "Reporting" can be nicely applied if you are doing pure digital marketing, that is, if you are working exclusively in the online world. Many agencies have specialized in this area. Measuring the Impact: Concept
  5. 5. 5 © Healthcare Marketing Dr. Umbach & Partner However, the healthcare industry (especially pharma and medical devices) is often simultaneously using six to eight interrelated channels - where the digital channel is only one of them. It is therefore difficult to assess the individual contribution of a single channel on the final revenue generated. Measuring the Impact in Pharma
  6. 6. 6 © Healthcare Marketing Dr. Umbach & Partner Success Criteria that you may find useful: - Organic Search Engine Ranking - Visitors on website - Downloads on website - Conversion rate - Number of subscribers to newsletter - Number of contacts in CRM data base - Response rates to print mailings - People asking for repeat presentations - Number of participants at workshops - Recommendations from various sources - Trend in monthly market share or sales. Key Performance Indicators (KPIs)
  7. 7. 7 © Healthcare Marketing Dr. Umbach & Partner In order to implement MCM effectively, your company should have a good Customer Relationship Management (CRM) system as part of its business strategy. This helps you manage your interactions with prospects and clients. It should be organized around the customer and not around the products. The system should allow for establishing customer profiles so that you can navigate toward valuable clients. MCM and Customer Relationship Management (CRM)
  8. 8. 8 © Healthcare Marketing Dr. Umbach & Partner Your CRM data base should be able answer the following questions: - Past transaction history - Date of last contact - If it was a personal contact: With whom? - How valuable is the customer (e.g. A, B, C, D) - If applicable: Payments made - If applicable: What has been planned How suitable is your CRM?
  9. 9. Channels to Consider (Focus: Pharma and Medical Device Industry) Experts: Advisory boards, professional societies Events: Conferences, workshops, presentations Scientific publications: Abstracts, articles Personal contacts: Connect and network with people Market research: Interviews, focus groups Online: Websites, videos, social media, communities Public relations: Work with journalists Advertising: Print and electronic adverts, brochures Sales force: Train and motivate representatives Direct response marketing: Mailings Telephone service hotlines and call centers Non-interventional studies Professional societies
  10. 10. 10 © Healthcare Marketing Dr. Umbach & Partner You are not executing the channels in isolation, but you are integrating the channels in order to exploit synergies. Your goal is the right channel mix integration with relevant touchpoints along the decision-making journey. Example: You connect print with online media, that is combining offline with web-based activities. However, all of this is easier said than done. Combining the Various Channels
  11. 11. 11 © Healthcare Marketing Dr. Umbach & Partner The concept of Multi Channel Marketing is easy in theory. However putting it into practice and making it happen is more complex than many organizations realize. Some key challenges are: - the number of stakeholders involved - the organizational walls, silos and stovepipes - differing interests of external agencies - disparate information technology (IT) systems. This means that you have to bridge gaps, harmonize objectives and create a team spirit. Execution is Key
  12. 12. 12 © Healthcare Marketing Dr. Umbach & Partner - Attract good people: Get talent on board - Consider an external consultant - Train and teach your team members - Write a comprehensive action plan - Post deadlines and timelines milestones - Ensure follow-up - Measure KPIs - Appreciate and reward team members - Celebrate milestones reached Tips for Effective Implementation
  13. 13. 13 © Healthcare Marketing Dr. Umbach & Partner Please visit More Free Tips