The document outlines a 30-60-90 day multichannel marketing plan for pharmaceutical companies, emphasizing commercial effectiveness, integration, and change management. It details strategies for optimizing marketing efforts through data-driven insights, customer segmentation, and collaborative training across departments. Action items include creating a roadmap for multichannel best practices, conducting customer surveys, and establishing metrics for success.

1. 30-60-90 days Multichannel Plan Guidelines for
Pharmaceutical companies*
* Beyond current gaps/deviations/biases/ongoing/limitations
Daniel J. Martínez-Canca
Digital Marketing & Medical Scientific Liaison Consultant
Oct. 21st, 2020
Over 20 years of Clinical & Healthcare Industry experience
(GSK, MSD, BMS, AZ, NOVARTIS)
Expertise Areas (local and multi-country level)
• Medical Scientific Liaison, Pharmacovigilance, and Clinical Affairs:
Oncology, Infectious diseases, and Respiratory areas
• Digital Sales & Marketing Strategies, Strategic Consultancy, Close Loop
Marketing and CRM integration, Market Research & Business Intelligence
through new commercial models for Sales Force Effectiveness, Medical
Marketing Management, SEM/SEO, Branding & Promotion.
• Product Marketing Plan & Sales Team Management

2. 1. Commercial Effectiveness
How will the actions that Multichannel Marketing takes in the first
90 days ensure commercial success to Pharma companies?
2. Integration & Competitivenes
How will Multichannel Marketing ensure it provides INTERNAL
customers with exceptional service and high value?
How will Multichannel Marketing ensure it provides EXTERNAL
customers with exceptional service and high value?
3. Change Management
What actions will Multichannel Marketing take to set up, engage and
motivate colleagues to ensure that it delivers on its objectives?
Daniel J. Martínez-Canca
Digital Business & MSL Consultant
Phone: +34 666 966 125

3. § Finding opportunities in any step
of Products Marketing Plans when
analysing processes, technologies,
applications and practices used to
support decision making.
30 days 60 days 90 days
§ Aligning Channels (ensuring
bidirectional sources of data) to
product life cycle to identify
optimization points in order to add
value for multichannel Marketing
Plans.
§ Underlining possible Cost/
Investment optimization for any
department when getting access to
clients.
§ Initiating Commercial and
behavioural Segmentation and
Targeting (Customer Insight: type /
innovative profiling versus Product
Potential/Affinity), basic for
engagement
§ Prioritizing customer segments’
needs through the appropriate
channel approach to accelerate
effective Marketing, Sales and
Innovation to Market
§ Identifying synergies among
Cross-selling, business units,
channels and services to make
actions more profitable.
§ Initiating Multichannel Marketing
best practices/processes Handbook
for short, medium, long term plans
(customers and channels) to
become an exportable Roadmap.
§ Initiating ROI Multichannel Marketing
Model (cost-effectiveness
measurement through Impacts
Maximization Approach): right
messages-right channel-right targets
§ Creating/Tuning the Dashboard
(KPIs & Metrics) for correction
factors and Goals deviations to
guarantee Close Loop Marketing
helping Data Integration into CRM,
using easy to handle -Business
Intelligence- tools, reacting quickly
facing time to market.
Innovative Market Insight / Data Management + Efficient Business Intelligence System = Effectiveness + Growth
§ Previous 60 days work on-going Daniel J. Martínez-Canca
Digital Business & MSL Consultant
Phone: +34 666 966 125

4. § Showing a rapid uptake of plans,
scenarios, approaches, needs and
requests to identify barriers,
inefficiencies, threats, weaknesses,
strengths, opportunities and
drivers.
30 days 60 days 90 days
§ Being aligned with their objectives
demonstrating strategic and tactic
view to tailor the speech and
messages to Multich. Mktg. &
Innovation sensitivity depending on
different acceptance levels.
§ Giving them security through
personal experience with success
cases, correct and true knowledge
when evangelizing in an assertive
way, specifying professional skills
for past Multichannel approaches
through innovation and projects
management (agencies, vendors
and wide range of resources).
§ Sharing the importance and
effectiveness of the Voice of the
Customer approach under client-
focused orientation to succeed
through differentiating and
personalized activities.
§ Sharing ideas and getting their
approval for all support and
improvement suggestions MCM may
provide throughout the Market
Insight analysis (Segment. & Target.)
§ Being available with attention and
flexibility to capture demands and
prioritizing needs in order to come
up with clearly structured, well-
substantiated solutions, reacting
quickly.
§ Present the Preliminary Voice of the
Customer Survey/Program to improve
the approach to final clients, reaching
the highest client-focused orientation
to maximize impacts and optimize
resources and investments.
(Innovative ideas Workshops)
§ Present the draft for Multitarget,
Personalized Services Plan
(Physicians, patients, administration
and other stakeholders and making
decision people) under three
perspectives: Engagement, Switch
and Fidelization.
§ Present the draft for the Tracking
Satisfaction Plan from the current
channels Model to an optimized
Multichannel Marketing approach,
tuning current services and creating
a new attractive offering.
§ Previous 60 days work on-going Daniel J. Martínez-Canca
Digital Business & MSL Consultant
Phone: +34 666 966 125

5. § Analysing the Commercial
approach to targets in terms of
type of service per type of
customer and value perceived.
30 days 60 days 90 days
§ Identifying barriers, inefficiencies
and opportunities.
§ Initiating the three Axes Analysis
(Awareness, Differentiation and
Loyalty) vs. actions taken in each
product life cycle phase and their
specific Marketing objectives.
§ Designing Voice of the Customer
repository to draw a Customer
Insight Map (behaviour, needs,
affinities, focus of interest and
preferences).
§ Designing and Testing the Voice of
the Customer Program (e.g. focus,
sharing experiences platforms, …)
§ Start designing a Competitive/
Positioning Matrix (channel reach
vs. channel utilization) on Services
to identify differentiating activities
and create a one-to-one
relationship
§ Pre-launching Voice of the Customer
Survey/Program to reach the highest
client-focused orientation
§ Initiating a Connectivity Multitarget/
Personalized services Plan
(Physicians, patients,
administration…) under three
perspectives: Engagement, Switch
and Fidelization.
§ Initiating a Tracking Satisfaction
Plan from current Marketing
channels Model to an optimized
Multichannel Marketing approach,
tuning current services and creating
a new attractive offering.
§ Previous 60 days work on-going Daniel J. Martínez-Canca
Digital Business & MSL Consultant
Phone: +34 666 966 125

6. § Listening the Voice of the internal
Customer to identify needs in these
new ways of doing things and/or
Multichannel background gaps to
meet them.
30 days 60 days 90 days
§ Evangelizing all departments
together with IT about more client-
focused Advanced Commercial
Model supported by top
management in order to gain more
individual and collective efficiency.
§ Involving all company areas/
departments as needed when
communicating that there will be
training and workshops to enrich
their personal and professional
skills and knowledge in their daily
role.
§ Being operative and supportive,
giving specific, full-detailed
solutions/alternatives to most
urgent, concrete challenges at any
step of the action till the end of the
activity / project.
§ Collaborating with IT/Training /
Communication/HHRR
departments in order to plan,
design and executing training and
workshops on Innovation in
Multichannel Marketing subjects
for different Departments.
§ Including different departments’
members as part of planning,
design and execution of training
and workshops.
§ Training and workshops Program on
New Business/Multichannel
Commercial Models Management
through cases of success.
§ Identify a Product/Team to develop
the Multichannel Marketing best
practices / processes / Roadmap
Handbook in order to be a guidance
for other products
§ Awards Plan for Cultural Change
Cultural Change Management + Sharing the experience = Implication + Results
§ Previous 60 days work on-going

7. § Digital Behavioral Segmentation & Targeting
§ Multichannel Business Model
§ CRM & CLM
§ Channels integration: Evaluation & Quality Ratio Impact
§ e-Commerce as a Channel (if applicable)
§ Channel Scorecard: Budget & ROI
§ Analytics: KPIs & Measurement
§ Online Advertising
§ Logistics and Internationalization
§ Regulations, Law & Data Privacy
§ Previous 60 days work on-going