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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. 1. Is closed-Loop multi-channel marketing possible in Pharma? … and where does the sales rep fit in?7th Annual Global Pharma SFE ForumSven AwegePharma Strategicsven@pharmastrategic.com+33 6 430 58 229 1
  2. 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 inAnd all that in an interactive manner on a casestudy for a pluri-disciplinary audience! 2
  3. 3. To make this happen?• Listen up• Share your thoughts• Engage in the journey together 3
  4. 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. 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 prescribeTo: (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. 6. Hands up if you agree 6
  7. 7. Concept: closed loop marketing Analysis Marketing Sales 7
  8. 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 8Channel: Sales Reps
  9. 9. ANY PROBLEMS HERE? 9
  10. 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. 11. Closed-loop in Pharma? Marketing defines « new » campaign Refinement Communicated to (generation of sales reps in cycle comm « B ») meetings Sales repsValidity of data Mktg, MR & SFE « select »Representivity team Analyse information to doctor X 11
  12. 12. Closed-loop in Pharma? Marketing defines « new » campaignAre doctors all Refinement Communicated toat same stage (generation of sales reps in cycleof the story? comm « B ») meetingsCurrent behaviourFuture behaviour Sales reps Mktg, MR & SFE « select » team Analyse information to doctor X 12
  13. 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? 13Channel: Newsletter
  14. 14. AND SO ON PER CHANNEL… 14
  15. 15. …of which there are manyto touch our Doctor 15
  16. 16. … and Patients too! 16
  17. 17. Consider channel coverage.. Web sites Sales reps News Letters 17Reach today!
  18. 18. ... and tomorrow… Sales reps Web 2.0 News Letters 18Potential reach
  19. 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. 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. 21. …Medical & Regulatory…• On-label vs « perception » of hinting off-label• AER• Medical liability• « medical divice »• Promotional rules… 21
  22. 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. 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. 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. 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. 26. SO WHERE IS THE INTERACTIVECASE STUDY? 26
  27. 27. Imagine you are the CEONewVentureBiomed:Just raised $XBn to build an organization around a newmolecule spun off from a university that targets primarycare 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. 28. Which channels (and why)?• …. 28
  29. 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 informedBuild an emotional campaign that will last 12 months takingthe HCP & Patients through an awakening journey(behavioural change).Drive patients to consult GP or at least their pharmacist 29
  30. 30. Which channels (why, and when)*?• ….* For the Italian market 30
  31. 31. Who should drive & push buttons: Sales Mktg Other? 31
  32. 32. How « real-time » and « closed-loop » would you make it?Examples:• … 32
  33. 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 productPharmacists• Educational videos, leaflets, webinars, Newsletters, Banners, specialise33 d press
  34. 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. 35. Thank you for your time 7th Annual Global Pharma SFE ForumSven AwegePharma Strategicsven@pharmastrategic.com+33 6 430 58 229 35

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