An Ongoing Process of Improvement: Using Analytics to Make Smarter Business Decisions and Prescribe Effective Engagement
•Download as PPTX, PDF•
1 like•796 views
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. Learn how to: - Effectively engage across complex channels and spheres of influence; drive new forms of engagement with “hard to see” and “no see” physicians - Collect and analyze data and metrics to make smarter business decisions - Empower sales to effectively engage prescribers and payors; amplify the voice of thought leading payer formulary influencers
Recommended
Recommended
More Related Content
More from Marilyn (Rupp) Cox, PMP
More from Marilyn (Rupp) Cox, PMP (15)
Recently uploaded
Recently uploaded (20)
An Ongoing Process of Improvement: Using Analytics to Make Smarter Business Decisions and Prescribe Effective Engagement
- 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | An Ongoing Process of Improvement Using Analytics to Make Smarter Business Decisions and Prescribe Effective Engagement Oracle Confidential – Internal/Restricted/Highly Restricted
- 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Marilyn Cox Oracle Confidential – Internal/Restricted/Highly Restricted 2 @MarilynECox • Marilyn.e.cox@oracle.com • If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE
- 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #1 Identify digital channels that extend your reach and identify influencers. Multichannel marketing = visibility opportunity Oracle Confidential – Internal/Restricted/Highly Restricted 3
- 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #2 Leverage tweetchats to engage your audience and grow social presence. Plan upfront for issues that might conflict with regulations Oracle Confidential – Internal/Restricted/Highly Restricted 4
- 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #3 Incorporate other digital channels into your social media initiatives. If it works, run with it. Oracle Confidential – Internal/Restricted/Highly Restricted 5
- 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #4 Analyze event engagement to reduce unnecessary events, increase attendance to premiere events, and reduce spend. Oracle Confidential – Internal/Restricted/Highly Restricted 6
- 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #5 Identify channels not tied to marketing or sales programs. Include these channels to better engage and gain insight into behaviors. Oracle Confidential – Internal/Restricted/Highly Restricted 7
- 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #6 Crack the content code using relevant content determined by an individual's Digital Body Language and smart form strategies. Oracle Confidential – Internal/Restricted/Highly Restricted 8
- 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #7 Develop, document, automate governance for Privacy and Global eMail Policy, Data and Reporting Standards & Digital Brand Guidelines Oracle Confidential – Internal/Restricted/Highly Restricted 9
- 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #8 Develop strong content, unify digital channels, and focus on data forensics to grow revenue, extend reach, and empower sales Oracle Confidential – Internal/Restricted/Highly Restricted 10
Editor's Notes
- 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).
- 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.
- What data to these companies analyze when reviewing “Digital Body Language”? Implicit and Explicit Is there an example of a company doing all of these right? For those companies looking to develop a more comprehensive multichannel marketing strategy, where do you suggest they start? Audit channels Audit content Identify gaps Prioritize Start small Talk with the audience, don’t limit yourself to the 4 walls of the business