Multi Channel Marketing (MCM)

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
Multi Channel Marketing
(MCM)
Multi-Channel-Marketing-Slideshare

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"Cross-Channel Management"
"Customer Touch Point Management"

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Multi Channel Marketing (MCM) or cross
channel strategy or cross channel control
or multichannel management means
interacting with prospects and customers
via various platforms or channels with the
objective to make it easy for a customer
to buy or order or be informed.
What is Multi Channel Marketing

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Ideally, you would do a detailed analysis of the
return on investment from each different
channel, measured in terms of customer
response and conversion of sales. However, in
most instances, this poses major challenges.
"Analytics, "Tracking" and "Reporting" can be
nicely applied if you are doing pure digital
marketing, that is, if you are working
exclusively in the online world.
Many agencies have specialized in this area.
Measuring the Impact: Concept

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However, the healthcare industry (especially
pharma and medical devices) is often
simultaneously using six to eight interrelated
channels - where the digital channel is only
one of them. It is therefore difficult to assess
the individual contribution of a single channel
on the final revenue generated.
Measuring the Impact in Pharma

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Success Criteria that you may find useful:
- Organic Search Engine Ranking
- Visitors on website
- Downloads on website
- Conversion rate
- Number of subscribers to newsletter
- Number of contacts in CRM data base
- Response rates to print mailings
- People asking for repeat presentations
- Number of participants at workshops
- Recommendations from various sources
- Trend in monthly market share or sales.
Key Performance Indicators (KPIs)

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In order to implement MCM effectively, your
company should have a good Customer
Relationship Management (CRM) system as part
of its business strategy. This helps you manage
your interactions with prospects and clients. It
should be organized around the customer and
not around the products. The system should
allow for establishing customer profiles so that
you can navigate toward valuable clients.
MCM and Customer Relationship
Management (CRM)

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Your CRM data base should be able answer
the following questions:
- Past transaction history
- Date of last contact
- If it was a personal contact: With whom?
- How valuable is the customer
(e.g. A, B, C, D)
- If applicable: Payments made
- If applicable: What has been planned
How suitable is your CRM?

Channels to Consider
(Focus: Pharma and Medical Device Industry)
Experts: Advisory boards, professional societies
Events: Conferences, workshops, presentations
Scientific publications: Abstracts, articles
Personal contacts: Connect and network with people
Market research: Interviews, focus groups
Online: Websites, videos, social media, communities
Public relations: Work with journalists
Advertising: Print and electronic adverts, brochures
Sales force: Train and motivate representatives
Direct response marketing: Mailings
Telephone service hotlines and call centers
Non-interventional studies
Professional societies

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You are not executing the channels in isolation,
but you are integrating the channels in order to
exploit synergies.
Your goal is the right channel mix integration with
relevant touchpoints along the decision-making
journey.
Example: You connect print with online media,
that is combining offline with web-based activities.
However, all of this is easier said than done.
Combining the Various Channels

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The concept of Multi Channel Marketing is easy in
theory. However putting it into practice and making it
happen is more complex than many organizations
realize. Some key challenges are:
- the number of stakeholders involved
- the organizational walls, silos and stovepipes
- differing interests of external agencies
- disparate information technology (IT) systems.
This means that you have to bridge gaps, harmonize
objectives and create a team spirit.
Execution is Key

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- Attract good people: Get talent on board
- Consider an external consultant
- Train and teach your team members
- Write a comprehensive action plan
- Post deadlines and timelines milestones
- Ensure follow-up
- Measure KPIs
- Appreciate and reward team members
- Celebrate milestones reached
Tips for Effective Implementation

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Please visit
www.multi-channel-marketing.com
More Free Tips

Multi Channel Marketing (MCM)

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