ACS-LS Presentation: Life Science Marketing Best Practices
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Multichannel, Omnichannel, Cross-channel …. Call it what you want but it all means the same thing. Challenge. An unrealistic expectation of perfection. We recognize that communication channels are multiplying. Marketing teams are tasked with communicating a consistent value message across email campaigns, direct mail campaigns, print and digital ads, social media, websites, blogs, events, press releases, partner and patient portals, and on and on and on…… And with that comes the multiplication of audiences. You have physicians, pharmacists, payors, and patients. And each of those has a sphere of influence that’s hard to define. Oh, and you need to do that all the while remaining compliant and often with little budget. But it’s these expansive audiences and communication channels that ultimately carry your value message. You can’t ignore them. You must engage.
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ACS-LS Presentation: Life Science Marketing Best Practices
- 1. 2015 Annual Meeting September 10 – 11, 2015 San Mateo, California ANNUAL MEETING
- 2. 2015 Annual Meeting An Ongoing Process of Improvement: Using Analytics to Make Smarter Business Decisions and Prescribe Effective Engagement Marilyn Cox
- 3. 2015 Annual Meeting Marilyn Cox @MarilynECox • Marilyn.e.cox@oracle.com • If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE
- 4. 2015 Annual Meeting Tweetable Takeaway #1 Identify digital channels that extend your reach and identify influencers. Multichannel marketing = visibility opportunity
- 5. 2015 Annual Meeting Tweetable Takeaway #2 Leverage tweetchats to engage your audience and grow social presence. Plan upfront for issues that might conflict with regulations
- 6. 2015 Annual Meeting Tweetable Takeaway #3 Incorporate other digital channels into your social media initiatives. If it works, run with it.
- 7. 2015 Annual Meeting Tweetable Takeaway #4 Social success it not always about the numbers. Identify ways to drive content contribution.
- 8. 2015 Annual Meeting Tweetable Takeaway #5 Consider ad buys to build, engage, and convert organically. Channels beyond your firewall are an opportunity.
- 9. 2015 Annual Meeting Tweetable Takeaway #6 Analyze event engagement to reduce unnecessary events, increase attendance to premiere events, and reduce spend.
- 10. 2015 Annual Meeting Tweetable Takeaway #7 Identify channels not tied to marketing or sales programs. Include these channels to better engage and gain insight into behaviors
- 11. 2015 Annual Meeting Tweetable Takeaway #8 Technology facilitates but content engages. Become an information concierge and engage with helpful content .
- 12. 2015 Annual Meeting Tweetable Takeaway #9 Consider a payer forum to provide content important to payers like comparative effectiveness and budget impact models
- 13. 2015 Annual Meeting Tweetable Takeaway #10 Develop, document, automate governance for Privacy and Global eMail Policy, Data and Reporting Standards & Digital Brand Guidelines
- 14. 2015 Annual Meeting Tweetable Takeaway #12 Use the analytics captured from these communications to justify the additional efforts and budget required to grow relationships
- 15. 2015 Annual Meeting Tweetable Takeaway #13 Develop strong content, unify digital channels, and focus on data forensics to grow revenue, extend reach, and empower sales
Editor's Notes
- There’s a big word in your industry right now …. Well, it’s a big word said in a couple different ways … Multichannel, Omnichannel, Cross-channel …. Call it what you want but it all means the same thing. Challenge. An unrealistic expectation of perfection. Communication channels are multiplying. You are tasked with communicating a consistent value message across email campaigns, direct mail campaigns, print and digital ads, social media, websites, blogs, events, press releases, partner and patient portals, and on and on and on…… And with that comes the multiplication of audiences. You have physicians, pharmacists, payors, and patients. And each of those has a sphere of influence that’s hard to define. Oh, and you need to do that all the while remaining compliant. But this is also where you have a tremendous opportunity. You can now set your set yourself apart. For the longest time you had to fight for time with HCPs, and fight for the attention of payors and patients. But now these mutichannels are providing that visibility. That opportunity.
- Pharmaphorum published a story about Boehringer Ingelheim and their use of social media. They found success through Tweetchats. These tweetchats allowed them to extend roundtable discussions and engagement with KOLs. They pulled together patient advocacy groups, HCPs, and pharma companies. Using the #ChatAFib they saw 35 active contributors during the hour, including healthcare providers, patient advocates, healthcare journalists and pharmaceutical company representatives. 206,166 Twitter accounts reached across both conversations. Lots of retweeting (including by accounts such as the patient association @AtrialFibUK and medical experts @stopafib and @maasangela), plus 200+ new followers from the discussion. They also prepared for issues that might conflict with regulations. They planned upfront for What happens if someone mentions a specific product? What happens if someone mentions a side-effect? What happens if misleading medical information is presented? What happens if off-topic discussion is initiated about a company or its products?
- Social, when integrated with other channels, can also own brand share. The Thomas Collective enhanced their MCM tactics through the use of social media. After conducting brand awareness research, Thomas recognized there was opportunity for increased awareness. They developed a social media character and used her in a social media contest. Through focused and consistent social media communication, The Thomas Collective: increased its Facebook fan base by 666%, its liked posts by 4,484%, and shared posts by 15,400%. This campaign now extends beyond social media pages and has made its way into all digital programming such as advertising, public relations, event execution, sampling, corporate communication, media buying and promotions. The brand has attributed social media, along with advertising, to the brand’s awareness growth from 39-55%, outpacing its entire competitive set by well over 10%.
- DENTSPLY Tulsa Dental Specialties wanted to increase its Facebook audience and engage endodontic residents in U.S. and Canadian dental schools with one of our products, GuttaCore® obturators. A cross-company team developed a contest--the GuttaCore University Challenge —that was hosted entirely on Facebook reliant upon an Eloqua form and supported by Eloqua Nurture paths/23 emails. Emails Physical presence at universities Facebook (as the entry point) Forms Press releases Digital advertising Endo newsletter CE newsletter Residents and alumni submitted cases on FB. Provided videos of them using the product and demoing techniques. Product manager approved cases. Social media manager posted cases on FB. In-house panel selected finalists. FB audiences voted by “liking”. Resident Program and Residency Awards The results were phenomenal: a 75% increase in Facebook followers; a 650% increase in the number of schools using GuttaCore; a 9162% increase in reach on Facebook, a 5647% increase in likes and post clicks on Facebook, and an energized company that believes in the power of social media and Eloqua — all in just three months. We also acquired hundreds of strong new leads, 75 positive testimonials about GuttaCore, and rich content for our Eloqua content marketing platform.
- Communications team made the recommendation to invest in a Marketing Automation solution to Develop a lead generation program to gather incoming customers into our system Nurture our lead database to provide air cover to our sales team Qualify leads objectively and pass them along to our sales team, eventually using salesforce.com Series of 3 emails to our entire Vascular Interventions customer database (approx. 1300 contacts) Emails would also be sent from a 3rd party’s list (endovascular today), but any form submissions would be captured into our Eloqua database Capturing leads from external ad buys is the key to expanding our customer database (VI’s list expanded by over 12% through two HTML emails buys)
- This orchestration of channels generates not only new opportunity, but also reduces unnecessary spend. PerkinElmer enhanced a traditional marketing channel by orchestrating the assets into a more comprehensive MCM program. They pulled together email invites, confirmations, and reminders. They created an event website with hypersites for event information and a registration form with processing steps to their event modules. They also created internal team forms for event day attendee checking and sales team promotional flyer ordering. By analyzing internal team real-time reporting through event module reports, contact custom object field reports, and dashboards they gained greater visibility into this program. Through this program they reduced unnecessary events, increased attendance to premiere events, and saved $345,000.
- STEMCELL Technologies recognized an opportunity when they realized there were communications channels, like live chat, not effectively tied to their marketing and sales programs. In fact, only 3 lead sources were included in their MCM tracking. Through the use of digital tools they now evaluate 21 different communication channels. By expanding the inclusion of channels, aligning with sales, and improving the opportunity scoring, STEMCELL has improved alignment, productivity, and now has greater insight into marketing communication effectiveness. But companies that tie together all the right channels sometimes still struggle with reaching their desired audience. Whether you’re trying to reach patients or the C-Suite, content is the code breaker.
- Novartis using YouTube: Life hacks are one of the staples of YouTube, with tens of thousands of videos on the platform explaining how to do everything from tying a tie to falling asleep better. Earlier this year, Novartis smartly took this trope and used it for a much more serious purpose: highlighting creative ways to make everyday tasks simpler for people living with multiple sclerosis (MS). The “7 Small Life Hacks That Make a Big Difference” already has nearly 74,000 views. http://www.mdgadvertising.com/blog/4-healthcare-brands-that-are-using-youtube-right/
- We’ve spoken about content for HCPs and patients, but it’s also important to address the needs of payers. There’s a growing recognition amongst pharmaceutical companies that they need to focus as much effort communicating to payers as they do to patients and healthcare providers. Pharma companies must effectively communicate to the payers. “Payers want straightforward information and they want pharma to engage payers in a way that addresses their value and competencies, and want discussions that “are not mere negotiations around access and price, but...relationships” that help payers address their challenges.” Payers put a premium on real-world results and are more interested in comparative data sets than they are in clinical trial data. So while pharma communicates about programs that increase drug adherence and patient engagement, that information is not as persuasive as comparative data sets and comprehensive trials. Genentech is a biotech company making advances in marketing to payers. They’ve created a series of tools that speak directly to the payer about comparative effectiveness and clinical trials and contain budget impact models, health outcomes data, and cost effectiveness assessments. And while a site like Genetech’s Forum may be a year out, segmenting and personalizing communications to payers is not a stretch.
- Through all of this, you still probably have that lingering “compliance voice” in the back of your mind. While the majority of you have compliance processes in place, some companies are going a step further. Thermo Fisher Scientific developed a Marketing Center of Excellence to not only enhance their marketing efforts and return, but to also meet the strict compliance regulations. They’ve developed, documented, and automated governance around Privacy Policy, Global eMail Policy, Data Standards, Digital Brand Guidelines, Reporting Standardization (Divisional, Group, Corporate Analysis).
- By utilizing and unifying the content we discussed, companies can begin to drive that sought after engagement and capture the Digital Body Language required to gain insight into an individual’s interests. Marketing organizations can also use the analytics captured from these communications to justify the additional efforts and budget required to grow relationships.
- Life sciences orgs are finally obtaining that data insight to make smarter business decisions. By capturing and analyzing an individual’s Digital Body Language across all channels, companies cannot only develop that sought after universal profile but also understand things like cost of recruitment efforts, cost of acquiring new prescribers, cost and effort to convert prescribers from one decile level to the next and effectiveness of their communication outreach across regions. Companies can also begin to understand Sales Rep revenue potential. You can see which reps are not only driving the most revenue, but are also the most engaged, which reps have the greatest potential to grow revenue through prescriber prescriptions as well as converting decile prescribers, and which reps are generating the greatest return on investment. In short, you can identify which reps to invest in. Through the development of strong content, unification of digital channels, and focus on data forensics companies can grow revenue, reach hard to see HCPs and KOLs, and empower sales to engage with the right prescribers and payers at the right time with the right message using the right channel.