Transforming fusion strategy into cross channel execution

Across Health Webinar

Transforming fusion strategy into

cross-channel execution

View recorded webinar: http://bit.ly/1mXX8BR

Webinar Cross-channel © Across Health 2013 1 15-4-2014

http://bit.ly/1mXX8BR

Webinar Cross-channel

Across Health: Focused Fusion Consulting

15-4-2014 Webinar Cross-channel © Across Health 2013 2

Customer Innovation

Strategy & Execution

• 60+ strong consultancy

• Focus on innovative customer-centric

approaches (e-powering traditional

channels– “fusion”)

• Holistic approach: From strategy to

implementation & success metrics/KPIs

• Unique offering in the industry

• Global footprint (offices in 9 strategic markets)

Life Sciences Focus

• Pharmaceuticals

• Devices & Diagnostics

• Consumer Health

• Patient & Professional Associations

Your presenters:

Agenda

Webinar Cross-channel © Across Health 2013 3

1. Why is cross-channel marketing a key priority today?

2. How to successfully implement a cross-channel campaign?

3. How to measure impact?

4. What is the role of the rep in cross-channel?

15-4-2014


Can we “spice up” the smaller channel to the level

of the BIG channel?

4 Webinar Cross-channel © Across Health 2013 15-4-2014

1.


Why cross-channel marketing is a key priority today

15-4-2014


Why cross-channel marketing is a key priority

today IN PHARMA


Declining

marketing

budgets

Media

fragmentation Multi stakeholder

environment

Changing

customer

15-4-2014

Changing

business

model

(access)


HCPs use all channels - online & offline



US GPs on average use 3 channels in the

absence of a rep – up from 1.6 in 2009

• US GP data

© 2012 CMI/Compas.



Top 5 business priorities for 2013

according to 200 US pharma decision makers

Accenture 2013: Life in the New Normal: the customer engagement revolution



Cross-channel mix optimisation seen as one of the top

priorities by pharma marketeers

“What are priorities in your organization regarding DIGITAL?”


Source : Across Health Digital barometer survey 2013


LAUNCH GROWTH MATURITY POST-PATENT

Prelaunch brands:

OPEX optimization

Launch brands:

Enhance reach &

frequency - and cost

efficiencies

Growth brands:

Focus rep support on key

customers

Mature brands:

Optimize OPEX and

reallocate reps to

other brands

Post-patent products

(“heritage”):

Identify promotion-

sensitive products

REINVENTION

Cross-channel marketing and the PLC


2.


How to successfully implement a

cross-channel campaign?

15-4-2014


Many channels, different departments



A central „Cross-channel Management“ should be installed



Key responsibilities for MC department/manager


• Development strategy

• Planning of implementation

• Supervision of project and timings

• Single contact for Product Management

• Set-up/maintenance database and CRM

• Monthly reporting of defined KPIs

• Management of third parties

• Coordination of content approval

(medical/ legal)

Company

MC Project

manager

15-4-2014


Example - Objective from client due to

reduction of salesforce


• Classification of target group in visited and non-visited GPs

• Application of a Cross-Channel campaign for the non-visited GPs

• Target of 70,000 rep calls to be replaced in 1 year

• Set-up of a cross-channel customer database with channel

acceptance/preference and opt-ins

• Set-up of reporting & dashboarding engine

15-4-2014


B A

D C

Pote

ntial

Penetration

3.500 6.500

7.500 10.000

NoPo

10.000

Planned

Visit

30.000

Target group segmentation on potential



High

Invest

10.000

Full Cross-Channel

campaign

Visited 30.000

NoPo

10.000

Medium

Invest

17.500

Low

Invest

40.000

Included in email list,

if positive opt-in

A

3.500

B

6.500

D

10.000

C

7.500

Full Cross-Channel

campaign excl. web

calls/call center

Target group segmentation on investment



Impact

50%

10%

0,

2

0,

1

Rep

Opt-In Call

Reach

Product Call

Info-Pack

0,

3

0,

4

0,

5

0,

6

0,

7

0,

8

0,

9

1,

0

Kyp

Print

Email

Website

eDetail

Sample

Webcast

Medical Shop Webcall

Banner

1,

1

1,

2

Website Event

20%

30%

40%

60%

70%

80%

90%

100%

Benchmark the impact of the channels you

intend to use with the impact of a rep


“Have you been exposed

to this channel?”

“Have you been influenced

by this channel?”

Sales Rep

15-4-2014


Based on the SOV need (70.000 rep equivalents),

a cross-channel mix calculation takes place


*A rep equivalent = a combination of multichannel interactions with a target customer that equals the impact of 1 rep visit

Channel Reach

TG

Response

%

Interaction

ZG

Channel

Weight

# Facetime

Equivalents

Call Center Product Call Wave 1 15.000 20 3.000 0,7 2.100



Call Center Infopackage (Wave 1-3) 42.000 20 8.400 0,7 5.880

Print Mailing Kyp Webstick 12.000 20 2.400 0,7 1.680

Print Mailing Wave 1+2 (Reach) 40.000 15 6.000 0,5 3000

Print Mailing Wave 1+2 (Interaction) 40.000 3 1.200 0,7 840

Email Wave 1-6 Owned (Opt-In start at 5,000, growth est. 6%) 34.876 22 7.673 0,3 2.302

Email Wave 1-6 Bought (Third Party 4,00o Emails/month) 24.000 19 4.560 0,3 1.368

Website Log-Ins 39.233 100 39.233 0,7 27.463

Website Interactions (Download, etc.) 39.233 15 5.885 0,8 4.708

Website sample order 39.233 5 1.962 1 1.962

Website Webcast (VoD) 39.233 10 3.923 1,1 4.316

Website eDetailing (2 eDetails) 39.233 20 7.847 0,8 6.277

Medical Shop 39.233 6 2.354 0,7 1.648

Webcalls 63.015 2 1.260 1,2 1.512

Total 533.288 103.646 72.210

Media campaign (Reach with Banner, NL, etc.) 1.500.000 1 15.000 0,2 3.000

Total including media 2.033.288 118.646 75.210

103,646 contacts within the target group:

ca. 72.210 REP equivalent contacts*

(rep visits)

15-4-2014


„Something new every month”

Month Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Start

Theme

Theme 1

Theme 2

Theme 3

Theme 4

Theme 5

Theme 6

Call-Center

Wave 1 = Product Call + ePermission + Sample Wave 2 = Product Call + WebCall +

Questionnaire

Wave 3 = Product Call + Webcast

Info-Package Info-Pack1 (+ Fax Sample + Fax Opt-

In)

Info-Pack 2 (+ Fax Sample + Fax

Opt-In)

Info-Pack (+ Fax Sample + Fax Opt-

In)

Web Call

Webcall

Microsites

Theme 1

Theme 2

Theme 3

Theme 4

Theme 5

Theme 6

Edutainment

eDetail

Webcast

Webcall

Infotainment

Webcall

Print-Mailings

Starter-Kit Kyp-

Webstick

Christmas

Mailing 4

Emails + Reminder Email 1 Email 2 Email 3 Email 4 Email 5 Email 6

bMail 1 DocCheck bMail 2 DC bMail 3 DC bMail 4 DC bMail 5 DC bMail 6 DC

Mediacampaign

Flight 1

Flight 2

Flight 3

Flight 4

Flight 5

Flight 6

Shop

Shop

Define your key messages and put them in a

coherent campaign plan



Content has to be relevant too !



Date Base Target Group

Cross-Channel KPIs, Metrics

Central Website

Learn to communicate customer-oriented

The data base is the backbone of all. This

is the only way to establish a customer

profile with channel acceptance , a

chance to personalize communication

and to measure ROI based on sales.


3.


How to measure impact?

15-4-2014


0% 10% 20% 30% 40% 50% 60%

We do not see the need for collecting or using customerdata

We leverage this data consistently

We have already implemented some robust customeranalytics frameworks

We are not collecting useful customer data yet, but weshould

We have started doing some analysis on ourmultichannel customer data

“Big” customer data collection and analysis is

just getting started in pharma


Source: Across Health Digital Barometer 2013


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

ePermission wave 1 ePermission wave 2 product call wave 1 product call wave 2 product call wave 3 product call wave 4

interaction engagement % optouts

Example: Development of Call Center Response Rates



Accomplished rep equivalent contacts (cumulative

over time) show steady progress


Month

15-4-2014


Product 1

Product 2

Cross-channel increased

sales 20% over expected

sales (7% better than

salesforce-only group)

Cross-channel increased

sales 13% over expected

sales (.6% better than

salesforce-only group)


…and this at a cost of 20% of a “full rep effort”

15-4-2014

4.


What is the role of the rep in cross-channel?

15-4-2014


Sales Rep is increasingly becoming part of a wider

and more diverse cross-channel strategy

Your opinion about the integration between digital channels and sales force?

4%

17%

29%

51%

0% 20% 40% 60%

Other

The rep should be in the driver’s seat, deciding which parts of the cross-channel offering are relevant to each physician (also triggering emails to

physicians etc)

The rep is the most important channel in the cross-channel mix;marketing centrally decides which messages and channels are relevant

to each physician

The rep is one of the channels in the cross-channel mix reserved forhigh potentials; marketing centrally decides which messages and

channels are relevant to each physician



The role of the rep

31

BUT Involving the rep takes time…

• change management/ training and recurrent communication is key

• the role of the District Manager is key in supporting the teams

• setting mandatory goals & objectives is necessary

Old Normal

New Normal

• F2F Detailing

• Relationship management

• Account management

• Customer data collection

• (profile, attitude, potential,..)

• …

• Hybrid detailing

• CLM 2.0

• Facilitate other channels

• Follow up on

cross-channel leads

• Digital profile collection

(email optin, attitude to

digital,…)

• Focus on high potential

customers

Webinar Cross-channel © Across Health 2013 15-4-2014

+


From Cross-Channel to Omni-Channel


In summary

1. Put the right organisational structure in place

2. Clearly define your objectives

(increase reach/ frequency, with/without reps)

3. Define your customer segments

4. Set-up a centralised

data management system

5. Plan ahead!

6. If you can’t measure it

you can’t treasure it!



Let’s go for a happy CC ending


Feel free to contact us with any further questions you may have…


[email protected]

+32 478 642 846

a-cross.com/health

15-4-2014

Thank You! View recorded webinar: http://bit.ly/1mXX8BR


DISCLAIMER:

Current presentation is confidential. All proposed

concepts and ideas presented here are intellectual

property of Across Health, and are to be used in

collaboration with Across Health.

15-4-2014

http://bit.ly/1mXX8BR

Healthcare

Transforming fusion strategy into cross channel execution