14TH ANNUAL

EYEFORPHARMAPHILADELPHIA 2016

MAY 02-03 | SHERATON SOCIETY HILL

NUVAN DASSANAIKE GLOBAL HEAD OF DIGITAL MARKETING AND SOCIAL MEDIA, MYLAN

DISCLAIMER

The content of this presentation is based on the personal and professional experience of the presenter and is in no way complete or associated with any warranty as to the

accuracy, completeness or currency of the content.

The views and opinions expressed in this document are the author's own and do not necessarily reflect the view of Mylan NV or any of its subsidiaries.

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CLM : LEADING THE WAY THROUGH CUSTOMER JOURNEY

3

How to streamline process, stakeholders and personalized content to support proactive CLM

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AGENDAHow to Deliver concise & coherent marketing materials that answer your customer’s questions in advance

How to rewrite the interactions between your salesforce and physicians

How to gain access to more precise data in real time

Streamline the production process of digital content across the marketing mix to provide personalized content for optimal results on all channels

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WHY CLM MATTERS:

HOW DO YOU WIN IN A WORLD OF LIMITED TIME & COMPETITION?

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THE POWER OF YOUR STORY

HOW TO DELIVER CONCISE & COHERENT MARKETING:

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Finalize Campaign Strategy- Objectives

- Scope - Timelines

- Stakeholders

Standardized Templates with hyper links

- Visuals

- Content /Design

- Features

- Medical/Regulatory alignment

End to end programing/content capsules In field implementation

Evaluation & Evolution

START WITH THE END IN MIND

- THINK IN TEMPLATES

- THINK IN CONTENT CAPSULES

- AGREE OF LINKING APPROACH

- DON’T FORGET KPIS

STAGES OF CLM/CONTENT ADOPTION

• CRM as utility• Presentations as

initial conversion of PDF

• Little native screen development

• Out of the box quantitative data tracking only

• No in-presentation preference data capture

Phase I

ElectronicPDF

Phase V

InteractiveDialog

• Data exchange with other channels

• Optimization of fully interactive dialog with HCP

2013

InteractivePresentation

Phase IPhase II

• Modern CLM platform

• Materials as native HTML5 electronic presentations

• Out of the box quantative data tracking only

• No in-presentation HCP feedback

2014

Phase III

Product / Segment

Driven

• Modern CLM platform Flexible app structure delivers presentation flow to specific segments

• Quantitative data supplemented by In-presentation like/preference tracking

2015

Phase IV

Dynamic

Presentation

• Interactive presentations design to deliver specific messaging to individual physician segments via branching logic and a Dynamic Call Flow

• Annual campaign planning possible building upon based of available content

2016

IMPROVE TIME TO

MARKET BY USING

CONTENT BUILDER

ADD-INS,

STANDARDIZED

DESIGN, PRODUCTION

PROCESS AND

RELEASE

METHODOLOGY

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RAPID CONTENT DEVELOPMENT THRU CONTENT ADD-INS

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BUILD IN PROCESS WITH YOUR E-DETAILING PLATFORM

THINK IN CROSS-FUNCTIONAL INSIGHTS TO ACTION PROCESS FRAMEWORKS

HOW TO RE-WRITE INTERACTIONS:

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HOW TO GAIN ACCESS TO MORE PRECISE REAL-TIME DATA:

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BY FOCUSING ON: - SEGMENTATION TESTING

& TRACKING- BUILD SENTIMENT

TRACKING SURVEYS- STANDARDIZED OPT-INS - LEVERAGE MULTI-

CHANNEL - DATABASE MANAGEMENT - CLOSE THE LOOP

TEMPLATE DRIVEN EMAILS (EXAMPLE: I-ENGAGE)

STREAMLINE PROCESS: IT IS A JOURNEY NOT A DESTINATION

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• Create digital content designations – leverage your digital resources to build content islands that go beyond your e-Details

• Diligently focus on turnaround times and customization of digital assets • Build in content builder add-in to support faster turnarounds

• Create HTML 5 presentations compatible with CLM platforms

• Set up global/regional/local user/group management• Effective Global to Local Presentation Usage without reprogramming

• Content performance - E-Detail sentiment analysis• Effective Global to Local KPI reporting

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Templated UX Designed for Multiple Reuse Across Segments

THINK LIKE A DIGITAL ORGANIZATION

Type 6

Type 5

Type 4

Type 3

statement

contact 1Type 2

Segment

Driven

Key

statement

contact 1

Message

contact 1

Capture

Data Exit

Message

contact 1

Message

contact 1

❶ ❷ ❸ ❹ ❺ ❻ ❼

KEY TAKEAWAYS

1. Plan with the end in mind – focus on repeatability of templates, content & UX design with different segments to be cost effective

2. Identify digital champions within brand teams. Empower them thru governance and SOPs . Gain alignment from medical and regulatory stakeholders

3. Focus on implementation – implement process and measure performance

4. Gain Senior Leadership alignment thru results, pilots and analytics

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