The document discusses selling digital pharma projects in 2011. It provides guidance on qualifying leads, building a team, following industry regulations, and understanding what motivates pharma marketers to purchase digital solutions. The key recommendations are to follow industry rules, sell projects that add value, qualify all opportunities, and ensure proposed solutions satisfy the client's immediate objectives.

1. Selling
Digital Pharma
2011
Caution, honest opinions ahead...
Richard.Lucas@tangent90.co.uk
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2. Digital Pharma Market Status 2011
• 2011 is a year of amazing transition. I anticipate that Tablets and
Smartphones will continue to revolutionise the dialogue with digital
consumers including Pharma customers.
• All companies are experimenting with a variety of platforms and
portals. Social networks are consolidating and analytics are being
utilised to benchmark and inform the marketing process.
• Physicians are inventing Apps(!) and breakthrough digital services are
being requested and provisioned. However, it is important to ensure
that the best of the old is not thrown out with the new.
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3. Regulatory Guidelines
Follow the industry rules
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4. Where do digital leads come from?
Entrepreneurial approaches to clients about current marketing challenges
Quick wins from previous effort, contractual or perceived exclusivity
Referral network, social site (groups & contacts) and web leads
Day to day client account management
New account selling, usually with a pitch or creds presentation
Handover meetings (when team changes happen and new staff are introduced)
Business networking activity and events
‘Accidental’ social meetings
Make sure you keep all your sales channels open, it’s not just about ‘hitting the phones’
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5. What Digital tactics are being bought by Pharma Clients?
Aggregating digital reporting tools and
Closed Loop Marketing - Tablet & Web
Business Intelligence
based digital detailing
Novel Scientific booth activities and
iPhone / iPad App development
'innovation' such as QR codes (all talk
little action) & Natural User Interfaces
Online Advisory boards
Patient services (eDiary, QoL tools)
eReprints & Publisher driven solutions
‘Old’ Favorites - 3D MOA, Quiz/Survey
Stock Control / Project control & KOL engagement
Social monitoring (but not social sites) Budget consolidation country to global
Pharma marketeers buy a lot of digital
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6. Where does Digital fit in Pharma marketing?
Competitive
Licensed Product Identified Need
Evidence Base
Great Content Great Delivery Successful AMP
Funded & Willing
Informed Patients Educated Doctors
Payers
Customers
Sell projects that add ‘great delivery’ to sales and marketing
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7. The Pharmaceutical Marketing ‘Team’
Every member of the team has to ‘buy’ the project
Country/Global manager Product manager
Medical Portfolio Marketing manager
manager
Medical Agency
Legal & Regulatory
manager And finally... Your team
Involve the key team members early and ensure their views are included in the specification
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8. What do Account Managers need to do to sell projects?
Qualify the project Make sure you differentiate and bring a
unique perspective, price(!) and appeal
Is there a budget and a brief?
Ensure the right skills in your team
Do the agency and client support the
project? Are you the best project lead?
Is the project needed and is it needed Bring in ‘seasoned’ skills
right now?
Make sure your team ‘gel’ with the
Who are the competition? client through personality,
communication/management style or
Identify and canvas the buyers male/female bias
Qualify your leads, train hard, build your team, methodically expand your network,
research well, develop your own insights and present your ideas
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9. Basic checklist for agency proposals
The proposal demonstrates understanding of the audience, market and product.
The language and explanation are compatible with the client
ROI, Bottom line benefits or Critical Success Factors are stated and understood
All stakeholders have been canvassed as part of the proposal process
Legal and regulatory approval is feasible
Budget is adequate
Sign-off process is agreed
Ask a lot of questions and sell projects you understand and that are ‘deliverable’
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10. Try to turn crosses into ticks!
X Website centric Solution focused digital consumer client
(‘i must have a website’) (‘solve my marketing problem’)
X Brand ‘nice to have’ Integral part of the ‘marketing mix’
X Short Term, Project focused & Partner Shy Lifetime focused and refined over time
X Manager dependent Partner Friendly with Team Delivery
X Inconsistent and Ad-hoc Maintenance Systemised approach
X Pushing and Selling Structured support and maintenance
Sell today’s reality but realise that more clients do now see digital as strategic.
Be vigilant and manage the technical risks of short term tactical thinking
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11. Why does a marketeer buy a digital project?
Increase sales/customer engagement
Competitor activity
Fulfils brand objectives
Imaginative use of technology
Differentiating tactic for attracting
Uses up spare budget
delegates to our booths
Sales force is being down-sized and/or
Peer recognition and Career
product is going off patent
development
Marketeers are motivated by their own immediate objectives, this year,
make sure you satisfy this requirement first
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12. Selling Digital Pharma 2011
Follow the industry rules
Pharma marketeers buy a lot of digital
Sell projects that add value and ‘great delivery’ to sales and marketing
Involve key team members early and ensure their views are included in the specification
Qualify your leads, train hard, build your team, methodically expand your network, research well, develop
your own insights and present your ideas
Ask a lot of questions, sell projects you understand and that are ‘deliverable’
‘sell today’s reality’. Increasingly clients perceive that digital is strategic
Be vigilant and manage the technical risks of all your projects
Make sure you keep all your sales channels open
Marketeers are motivated by their own immediate objectives, this year, make sure you satisfy
this requirement first
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13. Thank You
Do get in touch!
Especially if you need help with your Pharma Digital sales or delivery.
richard.lucas@tangent90.co.uk
Twitter: rlv360
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14. Thank You
Do get in touch!
Especially if you need help with your Pharma Digital sales or delivery.
richard.lucas@tangent90.co.uk
Twitter: rlv360
Let me know what you think, favorite this presentation and visit www.tangent90.co.uk if you want more...