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Making Sense of Multichannel

Presentation first given at the Digital Health Summit Turkey, Istanbul, 11 – 12 September 2012. This was the first event of its type in Turkey with representatives of all major healthcare stakeholders: HCPs, patients, pharma, payers, government, academia, regulators, digital agencies and the media. Some 200 delegates participated. http://www.ptms.com.tr/

1 of 41
Making sense of


     Multichannel
 Len Starnes                    Digital Health Summit Turkey
Len Starnes Marketing & Sales Sakip Sabanci Museum Istanbul
 Head of Digital
 General Medicine
Digital healthcare consultant        11 – 12 September 2012
Easy to understand
conceptually
Extremely difficult
in practice
Difficulty is the
elephant in the room
Agenda                  5
                      Industry
                       opinion
 1                                  4
                                   Vendors
Basics
            2                      & geeks
                         3
          Roots of
         complexity   Real-world
                      outcomes
Basics

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Making Sense of Multichannel

  • 1. Making sense of Multichannel Len Starnes Digital Health Summit Turkey Len Starnes Marketing & Sales Sakip Sabanci Museum Istanbul Head of Digital General Medicine Digital healthcare consultant 11 – 12 September 2012
  • 5. Agenda 5 Industry opinion 1 4 Vendors Basics 2 & geeks 3 Roots of complexity Real-world outcomes
  • 7. What is MCM? ‘A marketing methodology that uses two or more different media approaches to reach and influence a target audience in a single campaign’ Bill Tyson, CEO Strategic Marketing Plus, USA
  • 8. Why do it? Each channel reinforces the other thereby increasing the probability of a call-to-action being taken
  • 9. Are digital and MCM the same thing? No, digital is a toolset that underpins and supports MCM Panel session opinion, Digital Pharma West, 2012
  • 10. Essentials of good MCM Clear objectives Customer centricity Segmentation Personalization Learnings based CRM
  • 11. Essentials of good MCM Channel preference insights Channel/message match Technological expertise Analytics capabilities
  • 12. MCM must evolve* MCM Profitable engagement revenue growth Cross-channel integration Independence with integrated teams 50% other Channel industries independence Most pharmas Time *Adapted from: The Multichannel Maturity Mandate, Forrester Research 2011
  • 13. Reasons companies fail to evolve No defined strategy Incompatible org structure Disparate tech platforms Cross-Channel Marketing Report 2012, Econsultancy & Responsys Based on survey of 650 companies in US, EU, AP
  • 14. Most industries optimistic % agree + completely agree Will increase sales & profitability 77% Will be crucial for long-term success 76% MC customer worth significantly more 65% than SC customer *Forrester Consulting, December 2011: Results based on responses from 226 global marketing decision makers in 27 industries
  • 16. Brand objectives Increase sales by x% in 6 months HCPs target audience GPs Medical specialists Pharmacists Nurses Segmentation model High/med/low prescriber See/No see Attitudinal data Channel preferences/segment Stated Opt-in/out Relationship data Market research
  • 17. Sales Direct Mobile rep mail HCPs’ Events SNs Channel proliferation One-way Two-way Tele Call eD centre SD Website eMail eD
  • 18. Select channels on cost External Internal Historical data based Organizational on cost to increase Rx effort and expertise Low Medium High Low Medium High
  • 19. Select channels on suitability Email Simple messaging, calls to action Self-directed eD Moderately complex messaging, interactivity, calls to action HCPs’ SNs Complex messaging in context, P2P engagement, relationship building
  • 20. Optimize mix and sequencing Message 1 Message 2 Message 3 eD wave 1 eD wave 2 eD wave 3 Discussion 1 Discussion 2 Discussion 3 Month 1 2 3 4 5 6
  • 21. HCPs database Metrics and KPI framework Analytics & Below reporting dashboard the surface Learnings feedback loop
  • 22. The future of MCM will be based on predictive modelling
  • 23. Insights driven Why is it happening? What will happen next? What must be done to increase sales? Segment Channel Message Optimum mix Month
  • 25. Brand Key objectives Angiotensin receptor blocker Protect franchise Indication in EU markets Hypertension Target audience Grow in emerging High Rx GPs markets Countries EU, AP, LA Adapted from a Harte-Hanks case study webinar: http://www.harte-hanks.com/page/resources_webinars
  • 26. Global Direct channels mail Website eMail Core eD waves SF Banner tools ads
  • 27. Reported results Market share retained in EU Growth achieved in AP, LA Deployed in 33 markets New campaign running to 2013 Adapted from a Harte-Hanks case study webinar: http://www.harte-hanks.com/page/resources_webinars
  • 28. Direct mail Brand Inuvair steroid inhaler eMail Indication Asthma Call Target audience centre GPs Country eD Germany Presented at Pharma eMarketing Europe, Eyeforpharma, Barcelona 2012
  • 29. 30% sales lift in 4 months Start Month Presented at Pharma eMarketing Europe, Eyeforpharma, Barcelona 2012
  • 30. Sales force + 1 Country Channel Th area Int cost KPIs UK Self eD GI €47 + 22% sales D Webinar Onc €73 73% intent to Rx ES Tele eD Endo €34 51% unprom recall USA HCP portal Eurol €45 + 8% market share Courtesy: Blue Latitude, UK
  • 32. Uncomfortable truth Marketeers will be highly dependent on mathematicians, statisticians, and scientists of all types. With profound implications for the industry
  • 33. In other words, geeks ‘Qforma is an eclectic blend of science, serious maths and business topped with deep domain expertise’
  • 36. Adoption in 5 years ‘Yes MCM is more effective, but the more effective it is the more complex and costly it becomes. If we are to speed up the process we need to focus on change management, on education…’ Lars Bogner Head Digital Centre of Excellence, Leo Pharma, Denmark
  • 37. Adoption in 10 years ‘…necessitates a complete volte-face for the traditional one-way comms marketer, with their mindset wrapped around one- off iPad-pumped campaigns and non- meaningful KPI/ROIs for the lifespan of an annual sales budget or new launch programme’ Johnathan Reid Senior Commercial IT Project Manager, Abbot Laboratories, UK
  • 38. Adoption in 10 – 15 years ‘…the reluctance of pharma to traverse MCM is the overwhelmingly cerebral undertaking it requires and the "not currently budgeted" costs to ensure success’ Richie Bavasso President Virtual Private Social Networks LLC, USA
  • 39. When will pharma marketing become de facto multichannel marketing in Turkey?
  • 40. Len Starnes lenstarnes@gmail.com T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes linkedin.com/in/lenstarnes twitter.com/lenstarnes slideshare.net/lenstarnes
  • 41. Sincere thanks to the following for their help in developing this presentation • All 226 friends and colleagues who kindly responded to the Linkedin MCM poll, particularly those who contributed to the discussion • Duncan Arbour, Blue Latitude, UK • Mark Bard, Digital Health Coalition, USA • Paul Dixey, Bluelight, UK • Kevin Dunn, The Agency Inside - Harte-Hanks, USA • Lanre Ibitoye, Eyeforpharma, UK • Monique Levy, Manhattan Research, USA • Bryon Main, exlpharma, USA • David Ormesher, Closerlook, USA