Transforming fusion strategy into cross channel execution
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Transcript of 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
Webinar Cross-channel
Across Health: Focused Fusion Consulting
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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?
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Webinar Cross-channel
Can we “spice up” the smaller channel to the level
of the BIG channel?
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1.
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Why cross-channel marketing is a key priority today
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Webinar Cross-channel
Why cross-channel marketing is a key priority
today IN PHARMA
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Declining
marketing
budgets
Media
fragmentation Multi stakeholder
environment
Changing
customer
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Changing
business
model
(access)
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HCPs use all channels - online & offline
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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.
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Top 5 business priorities for 2013
according to 200 US pharma decision makers
Accenture 2013: Life in the New Normal: the customer engagement revolution
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Cross-channel mix optimisation seen as one of the top
priorities by pharma marketeers
“What are priorities in your organization regarding DIGITAL?”
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Source : Across Health Digital barometer survey 2013
Webinar Cross-channel
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
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2.
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How to successfully implement a
cross-channel campaign?
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Many channels, different departments
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A central „Cross-channel Management“ should be installed
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Key responsibilities for MC department/manager
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• 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
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Webinar Cross-channel
Example - Objective from client due to
reduction of salesforce
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• 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
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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
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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
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Webinar Cross-channel
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
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
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“Have you been exposed
to this channel?”
“Have you been influenced
by this channel?”
Sales Rep
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Based on the SOV need (70.000 rep equivalents),
a cross-channel mix calculation takes place
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*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 Product Call Wave 2 15.000 25 3.750 0,9 3.375
Call Center Product Call Wave 3 12.000 35 4.200 0,9 3.780
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)
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„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
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Content has to be relevant too !
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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.
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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
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Source: Across Health Digital Barometer 2013
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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
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Accomplished rep equivalent contacts (cumulative
over time) show steady progress
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Month
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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)
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…and this at a cost of 20% of a “full rep effort”
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4.
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What is the role of the rep in cross-channel?
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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
30 Webinar Cross-channel © Across Health 2013 15-4-2014
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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
+
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From Cross-Channel to Omni-Channel
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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!
33 Webinar Cross-channel © Across Health 2013 15-4-2014
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Let’s go for a happy CC ending
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Feel free to contact us with any further questions you may have…
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+32 478 642 846
a-cross.com/health
15-4-2014
Thank You! View recorded webinar: http://bit.ly/1mXX8BR
Webinar Cross-channel © Across Health 2013 36
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