Multichannel Marketing for Pharma
The field force and online strategies synergies
Jorge A. Herrera Rojas
Business Technolo...
Agenda / Table of Contents
Multichannel Marketing Definition
Why is it Time for Multichannel Strategies?
1
2
The concept, ...
Multichannel Marketing Definition
Wikipedia
- Multichannel marketing is marketing using many different marketing channels
...
Why is it Time for Multichannel Strategies?
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 4
84% of US p...
Building an Action Plan
Segment
Value
Develop
network
Retool
personalization
Build skills
•Decide on Multiple Channel vs
M...
Augmented Reality
Enhance the sales rep call after the visit
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
P...
Community Platforms
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 7
Do You Have
Any Questions?
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 8
Any Questions?
Thank You
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Phara Sales Reps + Online

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I presentation I did on October 23, 2010 at the Sales Force Effectiveness LATAM congress. I exposed my perspective on multi-channel marketing and how the leverage online tactics for sales reps and enhance their relationship with their audiences

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Phara Sales Reps + Online

  1. 1. Multichannel Marketing for Pharma The field force and online strategies synergies Jorge A. Herrera Rojas Business Technology Director, Pfizer
  2. 2. Agenda / Table of Contents Multichannel Marketing Definition Why is it Time for Multichannel Strategies? 1 2 The concept, personal opinions and cases Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 2 Building an Action Plan Augmented Reality Rep / Online interaction examples 3 4 5
  3. 3. Multichannel Marketing Definition Wikipedia - Multichannel marketing is marketing using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 3 to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the company doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.
  4. 4. Why is it Time for Multichannel Strategies? Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 4 84% of US physicians access medical info online between consultations 42% during consultations (34% in 2009) 81% use Google at least once a week to search for medical information (#1 starting point) Every day consumers are exposed to new technologies that enable them to achive better, faster and cheaper Smart phones Augmented Reality Web of things Top service providers are developing the habit and increasing the expectations of the users, through delivering value through multiple channels integrated in a multi- channel strategy Source: Manhattan Research
  5. 5. Building an Action Plan Segment Value Develop network Retool personalization Build skills •Decide on Multiple Channel vs MultiChannel strategy and decide MultiChannel value proposition (segments, customer mix, brand promise, core process etc) •Economics = more customer value = more profit •Tyghtly align the Brand promise and multi channel •Optmize and build based on your CRM capabilities •Test and learn Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 5 Segment Creation network arcitecture personalization capabilities and optimize •Core channels and linkage •Customer revenaue / cost across channels Based on the Multi-Channel Marketing white paper from McKinsey Marketing Practice Align Brand Promise, Customer Management and Value proposition to provide a seamles and optmiziable experience Utility Usability Likeness
  6. 6. Augmented Reality Enhance the sales rep call after the visit Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 6
  7. 7. Community Platforms Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 7
  8. 8. Do You Have Any Questions? Jorge A. Herrera Rojas Business Technology Director, Pfizer Page 8 Any Questions? Thank You

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