Realtime closed loop marketing in the pharmaceutical industry_annual global pharma sfe forum rome_2012
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How to approach realtime closed loop marketing in the Pharmaceutical industry. Workshop presentation from the international congress on Pharma SFE in Rome 2012.
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Realtime closed loop marketing in the pharmaceutical industry_annual global pharma sfe forum rome_2012
- 1. Is closed-Loop multi-channel marketing possible in Pharma? … and where does the sales rep fit in? 7th Annual Global Pharma SFE Forum Sven Awege Pharma Strategic sven@pharmastrategic.com +33 6 430 58 229 1
- 2. My mission in 40 minutes • Grasp at a definition of « closed-loop » & « multi-channel » • Review how feasible that really is (in Pharma) • List out some « key factors » • Suggest where the sales rep fits in And all that in an interactive manner on a case study for a pluri-disciplinary audience! 2
- 3. To make this happen? • Listen up • Share your thoughts • Engage in the journey together 3
- 4. Why bother listening to me? • To be polite and you paid to come here? • 20 years working across different industries • Helped blue-chip’s embrace eBiz 12 years ago • Last 9 years in Pharma – Sales – Marketing (multi-channel) – Finance – Consulting • France! 4
- 5. What is driving the urgency in Pharma? From: (I know my Sales Rep) • Sales Rep is king • KOL and pyramid of influence • Push and they will prescribe To: (I know my doctor and his patient) • Doctors have multiple sources of information & no time (access) • Patients are powerful • Security and liability are headlines (product) • Payers are broke! 5
- 6. Hands up if you agree 6
- 7. Concept: closed loop marketing Analysis Marketing Sales 7
- 8. Closed-loop in Pharma? Marketing defines « new » campaign Refinement Communicated to (generation of sales reps in cycle comm « B ») meetings Sales reps Mktg, MR & SFE « select » team Analyse information for doctor X 8 Channel: Sales Reps
- 9. ANY PROBLEMS HERE? 9
- 10. Closed-loop in Pharma? Marketing defines « new » campaign Refinement Communicated to (generation of sales reps in cycle comm « B ») meetings Sales reps Understand rationale Mktg, MR & SFE « select » Visual aids: 15-30% team Analyse information to 100-300 doctors/rep doctor X Data collection 10
- 11. Closed-loop in Pharma? Marketing defines « new » campaign Refinement Communicated to (generation of sales reps in cycle comm « B ») meetings Sales reps Validity of data Mktg, MR & SFE « select » Representivity team Analyse information to doctor X 11
- 12. Closed-loop in Pharma? Marketing defines « new » campaign Are doctors all Refinement Communicated to at same stage (generation of sales reps in cycle of the story? comm « B ») meetings Current behaviour Future behaviour Sales reps Mktg, MR & SFE « select » team Analyse information to doctor X 12
- 13. Closed-loop in Pharma? Marketing defines « new » campaign Refinement (generation NL sent through of comm « B ») IT/agency? Representivity Mktg Analyse Open, clic, read, engage? 13 Channel: Newsletter
- 14. AND SO ON PER CHANNEL… 14
- 15. …of which there are many to touch our Doctor 15
- 16. … and Patients too! 16
- 17. Consider channel coverage.. Web sites Sales reps News Letters 17 Reach today!
- 18. ... and tomorrow… Sales reps Web 2.0 News Letters 18 Potential reach
- 19. …and then there’s the sticky question on messages & channels? different messages through different channels Same message several One channels message per channel 19
- 20. …not forgetting compliance & privacy.. • Are we fully transparent • Do we have true ePermissions • What information are we holding • Who has access to that information • Where is the information held (the server question) • … 20
- 21. …Medical & Regulatory… • On-label vs « perception » of hinting off-label • AER • Medical liability • « medical divice » • Promotional rules… 21
- 22. ..human resistance to change… • Cultural focus on the sales rep (80:20) • Relative lack of knowledge of our HCP • Lack of training and education in these new channels Fear Perceive risks and no benefits (Need to go 20:80) 22
- 23. …and infrastructure capabilities! Can, or should we build to integrate: • CRM on tablets – Sales rep, ML, Mktg… • Portals • Newsletters (internal & external) • Webinars • Widgets 23
- 24. And then there’s that wierd thing # • Scary and not going away Social Media & Mobile (all of above slides apply here again) 24
- 25. So what am I saying? • The concept of closed-loop real-time multi-channel marketing is great, but… • Start with baby steps to learn how to run • Use common sense, ROI calculations are probably impossible to prove and will distract us from focusing on what matters • Absolute clarity on objectives and how to measure results per channel 25
- 26. SO WHERE IS THE INTERACTIVE CASE STUDY? 26
- 27. Imagine you are the CEO NewVentureBiomed: Just raised $XBn to build an organization around a new molecule spun off from a university that targets primary care doctors for a new illness. (aka. Target HCP & Patients) You inherit a sales force 1/5th the size of your “traditional” need, but not like those traditional types (they love technology) Face2face access is getting really tough! 27
- 28. Which channels (and why)? • …. 28
- 29. Trick to see if you were listening! What is the objective? • Product provides a « quality of life » advantage created by a long half-life. • Doctors today believe it is just a « marketing thing », and the specialists don’t want to know about it (hence GP target) • Patients do care about it once informed Build an emotional campaign that will last 12 months taking the HCP & Patients through an awakening journey (behavioural change). Drive patients to consult GP or at least their pharmacist 29
- 30. Which channels (why, and when)*? • …. * For the Italian market 30
- 31. Who should drive & push buttons: Sales Mktg Other? 31
- 32. How « real-time » and « closed-loop » would you make it? Examples: • … 32
- 33. Here’s one I prepared earlier Patients (& partners) • DAC: TV, website (partnership), YouTube (all pushing patients to see doctor) Doctors • Sales Reps, Webinars, Newsletters, Banners, specialise d press (with QR code to mini-site) – disease and product Pharmacists • Educational videos, leaflets, webinars, Newsletters, Banners, specialise33 d press
- 34. Key learnings • Estimate time necessary then triple it • Validate your objectives (MR, focus groups) • Focus on fewer channels but execute with excellence • Channel selection: – Suitability for objective, Reach, impact, CPI • Internal marketing & educating • Establish processes, R&R 34
- 35. Thank you for your time 7th Annual Global Pharma SFE Forum Sven Awege Pharma Strategic sven@pharmastrategic.com +33 6 430 58 229 35