Vanessa Menton Innovatove and Customer Focused Live/Online Learning Events
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Learn how to create live/online learning events that leverage a sophisticated sales funnel
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Vanessa Menton Innovatove and Customer Focused Live/Online Learning Events
- 1. Vanessa Rath Menton November 1, 2018
- 2. The speaker is a paid employee of Astellas. This presentation is intended for informational purposes only. Opinions expressed are those of the speaker and do not necessarily reflect the position of the speaker’s employer, Astellas, its subsidiaries or related entities.
- 3. Bio Importance of Multi-Channel Approach at Launch Customer Perspective and the Need for Change Campaign Overview Results and Learnings
- 7. Pharma’s Priorities at Point of Launch HCPs’ Priorities How can we make it as easy as possible for the customer to learn about a new indication?
- 9. Engaging way to bring peer to peer coverage of key new data to many HCPs quickly and in a way that is convenient for them.
- 11. Criteria Criteria Met? Engaging Peer to peer Many Quickly Convenient for HCPs
- 12. Significantly more HCP engagements via influential peer to peer channel in 6 weeks post launch than past launch periods. Time to peak unaided and aided awareness tracking faster than past launches. Positive field and customer feedback and good buzz created around the event itself.
- 13. Live Q&A is difficult to execute but valued by customers Diminishing returns after 6 weeks Reps need maximum time possible with recruitment materials Cross channel integration planning upfront can maximize pull through and customer learnings In person follow up is key
Editor's Notes
- 6+ years at Astellas Nearly 20 years interacting with HCPs through my work 3 different industries (finance, consulting and pharma – all healthcare focused)
- HCPs are customers - love this cartoon because it gets at the importance of a multichannel approach to buying decisions but also captures the difficulties in measuring the impact of each of those channels individually. The reality is it is all of these channels work together to influence a customers’ decision.
- According to a recent survey, nearly ¼ of HCPs generally try new treatments for appropriate patients as soon as they learn of their approval so it is important for us to drive peak awareness fast.
- HCPs have a lot on their plates. At the time of a launch, we in pharma are focused primarily on driving awareness of our new indication. Our customers, of course, want to learn about it, we also have to be aware of the realities of their days. They’ve got patients to take care of first and foremost. And let’s not forget they running a business. And 10k other things….All of that being said, how can we make it as easy as possible for the customer to learn about a new indication?
- Reps are also an important channel 40% of HCPs rely on reps weekly as a professional resource Limitations: can’t get to everyone in person right away; access is challenging Peer to peer remains most influential for HCPs 80% of HCPs rely on colleagues weekly as a professional resource Live speaker programs! Limitations: difficult to execute FAST and at SCALE Peer to peer is most influential; makes us in pharma think to live speaker programs; limitations are time to execution and scale. Imagine this: you are trying to hit peak awareness fast and encouraging field force to plan as many live speaker programs as possible. What’s the reality of this? First you have to get your deck approved, train your speakers, have your reps plan these programs and recruit to these programs all the while having to work during the day to spread the word about your new indication and deal with the difficulties of convincing the busy HCPs to work all day and then attend a dinner program at night….these programs work and are a useful took for reps but they take time and energy. So knowing this, what can we do and what do we need? ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Other stats: Nearly 50% say they keep abreast of medical developments and new treatment options via pharma company reps, indicating the rep is still an important delivery channel. However, with access becoming increasingly challenging, other channels to reach these HCPs are just as imperative. For example, ~35% of they say they rely on online pharma presentations for that same type of information. Doctors spend over four hours on average every day performing activities that involve the use of non-personal channels of promotion (including digital, mobile, print, journals, direct mail and email).
- Live National Broadcast with 2 Nationally Recognized KOLs and live Q&A (4 weeks post-launch) 2 Encore Broadcast Dates (6 and 8 weeks post-launch) Multichannel recruitment efforts: Printed save the date Printed invites Email invites Telecruiting