Closed-Loop-Marketing: How IT enables Smart

Decision Practices at ROCHE

Elaine Wu Digital solution of Roche Pharma Informatics Regional App and User Services May, 2015

Agenda

• Overview of Pharmaceutical industry

• Digital driven transforming

• Closed-loop-marketing for Roche

• The role of IT

• Predictive and actionable analytics

• Summary

REVEALED: Documentary discovers pharmaceutical sales reps in the wild

by Eyeforpharma, 2011

Agenda

• Overview of Pharmaceutical industry

• Digital driven transforming

• Closed-loop-marketing for Roche

• The role of IT

• Predictive and actionable analytics

• Summary

Digital driven transforming

How do we evolve?

Agenda

• Overview of Pharmaceutical industry

• Digital driven transforming

• Closed-loop-marketing for Roche

• The role of IT

• Predictive and actionable analytics

• Summary

Customer Relationship

MultiChannle,

touchpoints

Customer segmentation and content

personalization

Digital analytics for

business opportunities

Closed-loop-marketing for Roche

8

The role of IT

Data driven multichannel integration

Data

Digital

analytics Predictive and

actionable

Web+Apps

eM

ail M

ark

eti

ng

Social Media

eD

eta

ilin

g+

CR

M

Example of data tracking

Enabled consistent data tracking tool and methodology for multi-channel

Consistent data tracking methodology

Data integration and management

CRM eDetailing

BI analytics

Web+mobile

app eDM Other customer channels

All digital

channels

The role of IT

Data driven multichannel integration

Digital analytics

Predictive and actionable analytics

12

• New contacts/leads generation;

• Target insights: customer segmentation;

• ROI monitoring;

• Market campaign monitoring.

To understand

customer behaviors

and interested

medical information

through digital

channels to predict

the topics for sales

reps visiting topics

about products,

disease area, or

indications.

Predictive and actionable analytics

Summary

• Pharma IT is transforming

• Digital channels are becoming to be very important market data sources

• Data driven digital foundations

Doing now what patients need next

QUESTIONS