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. Is closed-Loop multi-channel marketing
possible in Pharma?
… and where does the sales rep fit in?
7th Annual Global Pharma SFE Forum
Sven Awege
Pharma Strategic
sven@pharmastrategic.com
+33 6 430 58 229 1
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 in
And all that in an interactive manner on a case
study for a pluri-disciplinary audience!
2
3. To make this happen?
• Listen up
• Share your thoughts
• Engage in the journey together
3
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. 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 prescribe
To: (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
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
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Channel: Sales Reps
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. Closed-loop in Pharma?
Marketing defines
« new » campaign
Refinement Communicated to
(generation of sales reps in cycle
comm « B ») meetings
Sales reps
Validity of data Mktg, MR & SFE « select »
Representivity team Analyse information to
doctor X
11
12. Closed-loop in Pharma?
Marketing defines
« new » campaign
Are doctors all Refinement Communicated to
at same stage (generation of sales reps in cycle
of the story? comm « B ») meetings
Current behaviour
Future behaviour
Sales reps
Mktg, MR & SFE « select »
team Analyse information to
doctor X
12
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?
13
Channel: Newsletter
18. ... and tomorrow…
Sales
reps
Web 2.0
News
Letters
18
Potential reach
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. …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)
• …
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21. …Medical & Regulatory…
• On-label vs « perception » of hinting off-label
• AER
• Medical liability
• « medical divice »
• Promotional rules…
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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)
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23. …and infrastructure capabilities!
Can, or should we build to integrate:
• CRM on tablets – Sales rep, ML, Mktg…
• Portals
• Newsletters (internal & external)
• Webinars
• Widgets
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24. And then there’s that wierd thing #
• Scary and not going away
Social Media & Mobile
(all of above slides apply here again)
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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
27. Imagine you are the CEO
NewVentureBiomed:
Just raised $XBn to build an organization around a new
molecule spun off from a university that targets primary
care 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!
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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 informed
Build an emotional campaign that will last 12 months taking
the HCP & Patients through an awakening journey
(behavioural change).
Drive patients to consult GP or at least their pharmacist 29