This document discusses multi-channel marketing approaches for engaging with physicians. It outlines several potential channels including field sales teams, CSO sales teams, inside sales representatives, alternate sampling channels, direct mail/fax/email, market intelligence, and product websites. It emphasizes targeting not just high-value physicians but also non-targeted HCPs, supportive healthcare staff, and pharmacists. When implementing a multi-channel strategy, the document recommends considering partner selection, budget, timeline, internal processes, and targets to ensure effective rollout.

1. ….
Multi-Channel Marketing
With Physicians
Tyler Cowan
OPMA PRESENTATION

2. AGENDA
Changing Landscape
Channel selection
Targeting
Implementation
2

3. WHAT’S CHANGED?
3

4. The greatest danger in times of turbulence is not the turbulence – it is to act with
yesterday’s logic
Peter Drucker

5. “Traditional” sales model is under pressure
EvolutionQuelle: IMS Interviews Launch Excellence TM
Traditional Sales Model Some Need for Change Pressure for Change
• Developing or fundamentally
changing healthcare systems
• Information sources poor
• Focus on effective traditional
sales deployment models
India
China
Turkey
CEE
Japan
USA
Iber
Latin
America
Italy
France
Benelx
Germany
UK
Nordic
Canada
• Non prescribing healthcare
decision makers /
stakeholders increasing in
importance
• Prescriber access challenge
• Network marketing and
account based selling instead
• Traditional sales model under
pressure – or gone
• Pharma in wait mode, not yet a
need for platform change
• Relationship selling, access and
non-prescribing decision
makers not yet a burning issue
• Traditional sales deployment
model, increasing cost
effectiveness emphasis

6. WHAT CHANNELS COULD I USE?
6

7. Possible HCP channel options
Field Sales Team
CSO Sales Teams
Inside Sales Representatives
Alternate sampling channels
Direct mail, fax, email
Market Intelligence
Product Websites
7
Inside
Phone &
E-Detailing
Field Sales Team
CSO Sales Teams
Direct
Mail/Fax/Email
Alternative
Sampling Channels
Market
Intelligence
www.product.ca

8. GOT IT! – SO, WHO’S MY TARGET?
8

9. TARGETING
9
High Value Targeted HCPs
High Value Non-Targeted
Supportive Healthcare
Staff
Pharmacy
• There are always physicians who are sub-optimally
covered with high value (geography, no access, appt only)
• Vacancy management, additional SOV, launch, pre-LOE
• Physicians with non-field promotional preference
YES
• Geography challenges
• “White Space”, limited field force, small budget
• P1 focus on another product that drives target list
YES
• Nurse Practitioners, RNs, dieticians, patient counsellors,
diabetes educators, nutritionistsYES
• Pharmacists continue to make up high influencer and
potential prescribers. They are traditionally sub-optimally
covered, targeted, messaged etc.
YES

10. IMPLEMENTATION
10

11. 11
Implementing Effectively – What to consider?
Partner/s
Budget
Timeline
Internal
Process
Targets
Timeline: It is important to recognize when you need
each element implemented
Internal Process: It is common place to run into
hurdles with internal partners. A well informed and
supportive team will help ensure a smooth roll out
Targets: multi-channel marketing can allow you to
access traditionally non-targeted HCPs, support
staff, pharmacists and dig deeper into lower decile
Budget: What are you most impactful channels short
and long term? Where is the product in its life cycle?
If you had to cut off 1 or 2, which would they be?
Partners: It is paramount to choose partners with
experience, expertise and a proven track record. Sub-
par partners dilute or wreck a solid, well laid out plan

12. 12
Thank you!

13. 13