Jorge A. Herrera Rojas discusses multichannel marketing strategies for pharmaceutical companies. He defines multichannel marketing as using multiple marketing channels like retail stores, websites, mail catalogs, and communications to make it easy for consumers to purchase. With more physicians and consumers using online resources for medical information, it is time for multichannel approaches that integrate field representatives, online interactions, and new technologies like augmented reality. An action plan involves segmenting customers, developing a network architecture across core channels, building personalization capabilities, and optimizing the experience to provide seamless value through different channels aligned with the brand promise.

1. Multichannel Marketing for Pharma
The field force and online strategies synergies
Jorge A. Herrera Rojas
Business Technology Director, Pfizer

2. Agenda / Table of Contents
Multichannel Marketing Definition
Why is it Time for Multichannel Strategies?
1
2
The concept, personal opinions and cases
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
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Building an Action Plan
Augmented Reality
Rep / Online interaction examples
3
4
5

3. Multichannel Marketing Definition
Wikipedia
- Multichannel marketing is marketing using many different marketing channels
to reach a customer. In this sense, a channel might be a retail store, a web site,
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 3
to reach a customer. In this sense, a channel might be a retail store, a web site,
a mail order catalogue, or direct personal communications by letter, email or text
message. The objective of the company doing the marketing is to make it easy
for a consumer to buy from them in whatever way is most appropriate.

4. Why is it Time for Multichannel Strategies?
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 4
84% of US physicians access
medical info online between
consultations
42% during consultations
(34% in 2009)
81% use Google at least once
a week to search for medical
information (#1 starting point)
Every day consumers are
exposed to new technologies
that enable them to achive
better, faster and cheaper
Smart phones
Augmented Reality
Web of things
Top service providers are
developing the habit and
increasing the expectations of
the users, through delivering
value through multiple
channels integrated in a multi-
channel strategy
Source: Manhattan Research

5. Building an Action Plan
Segment
Value
Develop
network
Retool
personalization
Build skills
•Decide on Multiple Channel vs
MultiChannel strategy and decide
MultiChannel value proposition (segments,
customer mix, brand promise, core process
etc)
•Economics = more customer value =
more profit
•Tyghtly align the Brand
promise and multi channel
•Optmize and build based
on your CRM capabilities
•Test and learn
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 5
Segment
Creation
network
arcitecture
personalization
capabilities
and optimize
•Core channels
and linkage
•Customer
revenaue / cost
across channels
Based on the Multi-Channel Marketing white paper from
McKinsey Marketing Practice
Align Brand
Promise, Customer
Management and
Value proposition to
provide a seamles
and optmiziable
experience
Utility Usability Likeness

6. Augmented Reality
Enhance the sales rep call after the visit
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 6

7. Community Platforms
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
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8. Do You Have
Any Questions?
Jorge A. Herrera Rojas
Business Technology Director, Pfizer
Page 8
Any Questions?
Thank You