The document outlines 5 steps for integrating digital channels into pharmaceutical business plans: 1) Understand customer information needs and preferred channels, 2) Determine the right product strategy based on life cycle stage, 3) Select the appropriate mix of online and offline channels, 4) Tailor content and monitor outcomes for each channel, and 5) Ensure marketing teams have the skills to implement the strategy. The goal is to coordinate digital and traditional interactions to strengthen relationships with customers. Pilot testing channels is recommended before full rollout to identify the most effective options for engagement and satisfaction.

1. 5 Steps to integrate digital channels
into pharma business plans.

2. Introduction
Digital Marketing has created exciting business avenues for pharma business plans-
o A Multichannel marketing strategy doesn’t mean including email capabilities in your plans.
o The Key is to coordinate and blend your online and offline interactions such as sales call, an
email, webinar and much more.
o If coordinated well, multichannel marketing will help you re-define relationship with your
customers.
These points should give you some motivation to incorporate multichannel marketing into your
business plans.

3. STEP # 1
Understand what information your customers want and how
do they want it. For example would they be interested in-
o An E-mailed PDF summary with key takeaways of an
event?
o An SMS update about the latest guidelines?
o Online cases being posted weekly?
o Some specific channels that you should consider, such as-
o Emails
o SMS
o Webinars
o Websites
o Videos
o Online Doctor Networks
START WITH YOUR
CUSTOMER

4. STEP # 2
Determine what would be the right product strategy based on your
product stage. A few questions to ponder over-
o Are you trying to differentiate your product from your
competitors?
o Are you trying to launch a new product?
o Are you trying to increase scientific awareness around your
molecule?
Choose approach on the basis of your domain.
o Primary care product- broad range of market reaching channels.
o Speciality/Niche product- a narrower approach
Channel strategy is defined by the underlying objective that you are
trying to achieve.
IDENTIFY YOUR
PRODUCT STRATEGY

5. STEP # 3
Once you have identified the customer and product needs, you
should select the right mix of channels-
o Offline channels- Sales calls, Meetings, Print materials, Samples
etc
o Online channels- e-Detailing, mobile apps, websites, emails,
social media etc
Success of multichannel marketing depends on clarity with respect
to channels-
o Pilot and test new channels before rollout.
o The insights from pilots will let you identify the right online
channel for improving overall customer engagement and
satisfaction.
SELECT THE
CHANNELS

6. STEP # 4
Success for online campaigns can be defined through
o click through rates
o views/ impressions
o Overall reach of the campaign.
o Likes /helpfuls
o Shares
Important factors while integrating online and offline channels-
o Customer feedback
o Cost effectiveness
Success also depends on whether you have chosen right content for
right channel. For eg- transferring your detailing aid into an email
for an online campaign will not work.
Make sure you tailor and adapt your communication to your
channel.
TAILOR AND
MONITOR
OUTCOMES

7. STEP # 5
o Ensure that your team has the right skill sets to design and
implement a multichannel marketing strategy
o Plan a training session for the brand managers to help
them understand digital channels.
o Collaboration between digital and marketing teams in-
house will be key to a successful strategy.
EVALUATE TEAM
SKILLS

8. CONCLUSION
 Calculate ROI from the chosen channels before presenting
Business plan to management for approval
 Demonstrate the cost effectiveness of multichannel marketing to
the management. Once this is done, approving your business plan
should be a no-brainer to your CEO/CFO.
 Again, remember that we are not moving away from the
traditional marketing channels – just augmenting them with digital
channels.

9. Creating a digital world of doctors !
THANK YOU
For details, please contact :
mudit.vijayvergiya@curofy.com
+91-8882079208
jo@curofy.com
+91-9717008660