Len Starnes
Digital healthcare consultant
Russian Pharmaceutical Forum
St Petersburg
17 – 19 June 2014
Making sense of
mul...
Multichannel status
2012
Easy to understand
conceptually
Extremely difficult
in practice
Has this changed?
Not substantially
but progress has
been significant
Agenda
1
Belief & disbelief
in the mantra
2
Common
practices
3
Scaling up
4
The future is
already here
Belief & disbelief in the mantra
70% agree
- by 2017
Linkedin poll 2012
Digital priorities 2014
1 Multichannel
1 eDetailing & tablet detailing
2 HCPs’ social networks
3 Closed-loop marketing
4 S...
But many pharmas remain
sceptical on ROI
Sales
28%cite proving ROI
as the greatest challenge
in driving multichannel*
*Mul...
Convincing management
is equally a challenge
*Multichannel Business Case Report, Eyeforpharma 2014 (n =152)
0 5 10 15 20 2...
Common practices
Who drives multichannel?
Not senior management
Far more
brand or franchise managers
Pharma MCM innovators
take similar approaches …
…but nothing that’s
unfamiliar to marketeers
SMART objectives
Strategy & tactics
Brand plan alignment,
segmentation, targeting,
understanding true value
Channel select...
Effectively using
customer insights…
…differentiates
poor from excellent
pharma MCM innovators
Customer centricity
can give competitive
advantage to the brand
Reality: Multichannel is
a balance of agendas
Pharma agend...
Digital natives behave differently
Two tiers of pharma
MCM practitioners
Pharmas that use MCM to communicate
traditionally
Pharmas that understand the behavi...
Pharma innovators are aware
of the evolutionary stages of
MCM and on which stage they
are located
Profitable
revenue
growth
Multichannel evolution
Isolated
channels
Limited integration
of 2 – 3 channels
at brand level
Ti...
Pharma innovators use vendors
with deep MCM experience to
a c c e l e r a t e
their programmes
Specialist MCM vendor
capabilities
Cross-functional
MCM processes
Customer
insights
Training
& support
Change
management
C...
Pharma MCM innovators focus
on excellence in ‘core’ channels
and tactics…
…mostly traditional
HCPs’
brand
website
SEM
SEO
Banner
ads
Web
eDetailing
Direct
mail
eMail
SF
+ iPad
Call
centre
Typical core
channels
& tact...
‘Innovative’ channels such as
HCPs’ SNs largely ignored
2010200920082007
> 120 networks
> 5.5 m HCPs
Global
membership
HCP...
Russian
networks
Members Partnership
options
Network
specifics
Doctomarabote 200,000 Market research
Microsites
Peer-to-pe...
The concept of multichannel marketing in
Russia is going through an introductory phase
with the first pilot projects kicki...
Prediction: by 2017 physical/virtual
medical conferences will be ‘core’
0
200
400
600
800
1000
1200
1400
1600
Physical
Vir...
Pharma MCM innovators
display meticulously well-organized
implementation processes
Subsidiaries demand
turnkey solutions
Dedicated
resources
Global
Regional
Local
Localization training
Responsibilities, op...
’
Pharma MCM innovators track
multiple performance categories
Categories & sample KPIs
Customer
affinity
Feedback
Sentiment
Reality check:
Are we
addressing
our customers’
needs?
Opera...
Scaling up
World’s largest pharma
multichannel campaign
Launch Patent expiry
Brand
Cozaar
Indication
Hypertension
Target audience
High Rx GPs
Regions
EU, AP, LA
Key objectives
Protect franchise
in EU...
Core
channels
eMail
SF
tools
Direct
mail
Website
Banner
ads
Core
web eD
waves
eDetail Pages
Direct Mail Cover
Banner Ads
Banner ads
eDetail pages
Direct mail
Asset samples
Market share retained in EU
Growth achieved in AP, LA
Deployed in 33 markets
Campaign duration 3 years
Adapted from a Hart...
Turnkey solution for local managers
Global campaign-execution template
Global KPI guidelines and criteria
Partnered with s...
The future is
already here
The future is
predictive analytics
‘Predictive analytics down to a
granular customer [HCP] and
patient level will be the key to turn
intelligence into value....
Month
Taking insights
to the next level
What is my customer searching for?
Why is she searching?
How must we respond to ad...
Monitoring network behaviour enables
inference of future needs
Sales reps alerted via iPad with
recommended follow-up valu...
The future of multichannel
is already here, it’s just not
evenly distributed yet.
With eternal gratitude to William Gibson
lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
www.linkedin.com/in/lenstarnes
www.twitter....
• Fred Bassett, Blue Latitude, UK
• Warren Drysdale, exlpharma, USA
• Kevin Dunn, True Health & Wellness, USA
• Izzy Glads...
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Making sense of multichannel: Redux

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Presentation delivered at the Russian Pharmaceutical Forum, St Petersburg, 17 - 19 June 2014, an update of a presentation first delivered in 2012: 'Making sense of multichannel'. The focus is on the progress of pharma multichannel marketing during the period 2012 to 2014, highlighting frequently cited hurdles, significant common practices, and emerging trends.

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Making sense of multichannel: Redux

  1. 1. Len Starnes Digital healthcare consultant Russian Pharmaceutical Forum St Petersburg 17 – 19 June 2014 Making sense of multichannel Redux
  2. 2. Multichannel status 2012
  3. 3. Easy to understand conceptually
  4. 4. Extremely difficult in practice
  5. 5. Has this changed? Not substantially but progress has been significant
  6. 6. Agenda 1 Belief & disbelief in the mantra 2 Common practices 3 Scaling up 4 The future is already here
  7. 7. Belief & disbelief in the mantra
  8. 8. 70% agree - by 2017 Linkedin poll 2012
  9. 9. Digital priorities 2014 1 Multichannel 1 eDetailing & tablet detailing 2 HCPs’ social networks 3 Closed-loop marketing 4 Social media PMLive Digital Futures 2014 Survey: 239 respondents from pharma, biotech , medtech, agencies, consultancies
  10. 10. But many pharmas remain sceptical on ROI Sales 28%cite proving ROI as the greatest challenge in driving multichannel* *Multichannel Business Case Report, Eyeforpharma 2014 (n =152)
  11. 11. Convincing management is equally a challenge *Multichannel Business Case Report, Eyeforpharma 2014 (n =152) 0 5 10 15 20 25 30 Management buy-in Channel integration processes Brand team capability CLM capabilities Platform unavailability 24% 20% 20% 7% 1% Largest challenges in driving multichannel*
  12. 12. Common practices
  13. 13. Who drives multichannel?
  14. 14. Not senior management Far more brand or franchise managers
  15. 15. Pharma MCM innovators take similar approaches … …but nothing that’s unfamiliar to marketeers
  16. 16. SMART objectives Strategy & tactics Brand plan alignment, segmentation, targeting, understanding true value Channel selection Learning journey, traditional channels, innovative channels, costs Execution Turnkey solutions, localization, campaign templates Measurement Engagement, operational, financial KPIs Maturity assessment Management, culture, capabilities, technology, platforms, vendor selection Customer insights Customer journey, needs, preferences, behaviours
  17. 17. Effectively using customer insights… …differentiates poor from excellent pharma MCM innovators
  18. 18. Customer centricity can give competitive advantage to the brand Reality: Multichannel is a balance of agendas Pharma agenda Sales growth Market share SOV Messages Internal capabilities Processes Regulations Budgets Customer agenda Value-add services Information in context Channel choice Anytime, anywhere Control Self-service Peer-to-peer Interactivity M U L T I C H A N N E L
  19. 19. Digital natives behave differently
  20. 20. Two tiers of pharma MCM practitioners Pharmas that use MCM to communicate traditionally Pharmas that understand the behaviours of customers have changed and use MCM to communicate differently Fred Bassett, Head of Strategy, Blue Latitude, London
  21. 21. Pharma innovators are aware of the evolutionary stages of MCM and on which stage they are located
  22. 22. Profitable revenue growth Multichannel evolution Isolated channels Limited integration of 2 – 3 channels at brand level Time Cross-channel integration of 4 - 8 channels at brand level Engagement across > 8 channels at franchise/BU level Increasing use of: insights, data, technology, specialized expertise MCM pharma laggards MCM pharma majority MCM pharma high-flyers
  23. 23. Pharma innovators use vendors with deep MCM experience to a c c e l e r a t e their programmes
  24. 24. Specialist MCM vendor capabilities Cross-functional MCM processes Customer insights Training & support Change management Campaign templates, KPIs
  25. 25. Pharma MCM innovators focus on excellence in ‘core’ channels and tactics… …mostly traditional
  26. 26. HCPs’ brand website SEM SEO Banner ads Web eDetailing Direct mail eMail SF + iPad Call centre Typical core channels & tactics
  27. 27. ‘Innovative’ channels such as HCPs’ SNs largely ignored 2010200920082007 > 120 networks > 5.5 m HCPs Global membership HCPs’ social networks 1m 2m 3m 2011 2012 2014 4m 5m 6m > 120 networks > 3.5 m doctors 2013 http://www.slideshare.net/lenstarnes/hc-ps-sns-digipharmlondon-sept-2011-final
  28. 28. Russian networks Members Partnership options Network specifics Doctomarabote 200,000 Market research Microsites Peer-to-peer Medical portal, pay- per-activity model Evrika 42,000 Market research Microsites Peer-to-peer Medical news and education portal iVrach 90,000 Market research Microsites Peer-to-peer First in Russia, highly active community Mirvracha 78,000 Market research Microsites Peer-to-peer Medical news aggregator Vrachirf 75,000 Market research Microsites Peer-to-peer Medical portal
  29. 29. The concept of multichannel marketing in Russia is going through an introductory phase with the first pilot projects kicking-off. This approach holds the potential to become a perfect solution for better addressing the needs of Russian HCPs and patients, despite shrinking marketing budgets. Oxana Kolosova Managing Partner iVrach.com HCPs’ social network Russia ‘ ’
  30. 30. Prediction: by 2017 physical/virtual medical conferences will be ‘core’ 0 200 400 600 800 1000 1200 1400 1600 Physical Virtual Baseline = 100% Number of physical conference attendees in 2010 Medical conference attendees 2010 2017 2020 20232014 Scenario based on current growth of virtual vs physical medical conference attendees: http://www.slideshare.net/lenstarnes/future-of-med-confs-final-11-dec-2013
  31. 31. Pharma MCM innovators display meticulously well-organized implementation processes
  32. 32. Subsidiaries demand turnkey solutions Dedicated resources Global Regional Local Localization training Responsibilities, options, use of channels/tactics Campaign templates Orchestration of messages & actions across channels Performance dashboards Channel-specific KPIs
  33. 33. ’ Pharma MCM innovators track multiple performance categories
  34. 34. Categories & sample KPIs Customer affinity Feedback Sentiment Reality check: Are we addressing our customers’ needs? Operational effectiveness Open rates CTRs Impressions Unique visitors Visit duration Referring sites Opt-ins Completion rates Intent to Rx Cost/contact Bottom-line results % sales lift target/control ROI = margin/investment
  35. 35. Scaling up
  36. 36. World’s largest pharma multichannel campaign Launch Patent expiry
  37. 37. Brand Cozaar Indication Hypertension Target audience High Rx GPs Regions EU, AP, LA Key objectives Protect franchise in EU markets Grow in emerging markets Adapted from a Harte-Hanks case study
  38. 38. Core channels eMail SF tools Direct mail Website Banner ads Core web eD waves
  39. 39. eDetail Pages Direct Mail Cover Banner Ads Banner ads eDetail pages Direct mail Asset samples
  40. 40. Market share retained in EU Growth achieved in AP, LA Deployed in 33 markets Campaign duration 3 years Adapted from a Harte-Hanks case study
  41. 41. Turnkey solution for local managers Global campaign-execution template Global KPI guidelines and criteria Partnered with specialist MCM vendor Adapted from a Harte-Hanks case study Keys to success
  42. 42. The future is already here
  43. 43. The future is predictive analytics
  44. 44. ‘Predictive analytics down to a granular customer [HCP] and patient level will be the key to turn intelligence into value.’ Kilian Weiss CEO Qforma.com USA
  45. 45. Month Taking insights to the next level What is my customer searching for? Why is she searching? How must we respond to add value? Content Services Media Channels
  46. 46. Monitoring network behaviour enables inference of future needs Sales reps alerted via iPad with recommended follow-up value-add actions Sales reps select pre-defined value-add actions on iPad, activate channels Predictive analytics in practice 2014
  47. 47. The future of multichannel is already here, it’s just not evenly distributed yet. With eternal gratitude to William Gibson
  48. 48. lenstarnes@gmail.com T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes www.linkedin.com/in/lenstarnes www.twitter.com/lenstarnes www.slideshare.net/lenstarnes Len Starnes Len Starnes Digital Healthcare Research & Consulting
  49. 49. • Fred Bassett, Blue Latitude, UK • Warren Drysdale, exlpharma, USA • Kevin Dunn, True Health & Wellness, USA • Izzy Gladstone, Eyeforpharma, Thailand • Oxana Kolosova, iVrach, Russia • Bryon Main, exlpharma, USA • Tom Masheder, GSK, UK • Gökhan Salmanoğlu, Pfizer, Russia/India/Turkey • Paul Simms, Eyeforpharma, UK • Kilian Weiss, Qforma, USA A sincere thanks to the following for their help in developing this presentation

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