from monochannel to multichannel & … › images › files › from-monochannel...multichannel...

SONJA WILLEMS,

MANAGING DIRECTOR JANSSEN BENELUX

From monochannel to

multichannel & multistakeholder strategy.

The time is NOW!

TOPICS FOR THIS PRESENTATION

Where does the pharm industry currently stand?

Opportunities (Threats?)

Marketing & Sales Model

Patient data

Trust & Reputation

CURRENT ROLE OF DIGITAL IN PHARMA

The digital advantage – Capgemini 2013

DIGITAL MATURITY: PHARMA IS CLEARLY BEHIND

STRATEGY IS OFTEN LACKING ONLY 12% IS SATISFIED WITH THEIR COMPANYWIDE DIGITAL STRATEGY

Across Health Multichannel Barometer 2014

Do you have a company-wide digital strategy in place (i.e. across all brands & functions)?

AVERAGE SPEND LEVELS ON DIGITAL ARE FLAT…AND

BELOW OTHER INDUSTRIES (20% AND UP)

If you oversee a marketing budget, which percentage

of it is allocated to digital initiatives THIS YEAR?

Across Health Multichannel Barometer 2014 6

27.06.2014

copyright © Across Health, 2014 0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

2010 2011 2012 2013 2014

Average

5%

Average

8%

Average

15%

Average

16% Average

15.6%

38%

43%

29%

44%

41%

47%

19%

16%

24%

Europe

US

Emerging

Dissatisfied Neutral Satisfied

LESS THAN 1 IN 5 PHARMA LEADERS IS SATISFIED

WITH DIGITAL ACTIVITIES

27.06.2014 Across Health Multichannel Barometer 2014 7

On a scale from 0 to 5, how satisfied are you with your current digital activities?

copyright © Across Health, 2014

Emerging: Brazil, China, Colombia, Hungary, Mexico, Poland, Russian Federation, South Africa, Turkey, Uruguay

OPPORTUNITIES FOR MARKETING & SALES

IN EUROPE, PHYSICIANS NOW SPEND 60 TIMES MORE TIME

ONLINE FOR PROFESSIONAL REASONS THAN WITH REPS

*19 details per month at 2 minutes per detail. Excludes dinners, phone, etc.

*19 details per month at 2 minutes per detail. Excludes dinners, phone, etc.

Source: Manhattan Research 2011, Europe

HOURS/MONTH

ONLINE

(2012)

HOURS/MONTH

WITH REP

Sources: Across Health Cross-Channel Navigator 2013, Manhattan Research 2012

0

5

10

15

20

25

30

35

40

60x

difference

35

0.6

24 hrs

In 2009

THE PHARMA CHANNEL LANDSCAPE IN BELGIUM (GPS, 2013)

Source: Across Health GP CrossChannel Navigator 2013 (Belgium- 80 GP)

THE PHARMA CHANNEL LANDSCAPE IN BELGIUM (GPS, 2013)

Third-party

medical websites

THE CUSTOMER IS READY…BUT IS PHARMA READY

TO MEET HIS EXPECTATIONS OR

JUST KEEPS THE STATUS-QUO?

Pharma

website

Source: Across Health GP CrossChannel Navigator 2013 (Belgium- 80 GPs)

AND DIGITAL IS EVEN MORE IMPORTANT FOR

SPECIALISTS (UK DATA)

6/27/2014 Across Health 13 http://a-cross.com/health/knowledge/blog/uk-specialists-more-

influenced-digital-pharma-channels-gps

BELGIAN PHARMA MARKET SLOW TO ADOPT TO NEW REALITY

Belgium: traditional pharma market

The rep is still omnipresent

Rep reach one of the highest in Europe (89%)

Rep impact is average (5.7) vs other markets (6.8 max)

Online channels have a rather low reach and impact vs fieldforce

Reach of online channels is much lower vs best in class markets

Impact of online is also lower vs Europe for instance, webcast is lowest in Europe; pharma website is in the lower segment too

GPs spend 25 hours/month online for medical purposes (lower than average in Europe)

WHAT CAN BE DONE ? EXAMPLE : SUPPORT OF 2 MATURE BRANDS IN GERMANY

Situation

• Discontinuation of sales force in selected GP segments for 2 mature brands

Leverage point:

• Brand choice: improve brand engagement for customers through cross-channel

Cross-channel strategy:

• Design & execute full-blown campaign with similar rep equivalent power

• Focus on 10K GP prescribers

Integrated Execution:

• Across Health planned and executed entire campaign

KPIs:

• Number of rep equivalents

• Sales evolution

WE START WITH THE MULTICHANNEL MIX ASSESSMENT

16

teledetailing

DM

eCME

eMSL

ad

website

phase IV

rep

rep (tablet/iPad)

sc treat

medical journal

website tp

hospital

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 1 2 3 4 5 6 7 8 9 10

reach

impact

“Have you been exposed to

this channel?”

“Have you been influenced

by this channel?”

Sales Rep

…TO DERIVE A “REP EQUIVALENCE” VALUE FOR EACH

CHANNEL

A rep equivalent =

a combination of multichannel interactions

with a target customer

that equals the impact of 1 rep visit

17

Example :

1 rep equivalent =

a clickthrough on an email

+ using a webstick

+ watching an e-detail

YOU PREDICT THE IMPACT BY SELECTING CHANNELS WITH

A CERTAIN REP EQUIVALENT VALUE

6/27/2014 18

*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

# Rep

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

Webseite Log-Ins 39.233 100 39.233 0,7 27.463

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

Webseite sample order 39.233 5 1.962 1 1.962

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

Webseite 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)

Monat 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-Package

(+ Fax Sample + Fax Opt-In)

Info-Package


Info-Package


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-Stick

Mailing 3

Mailing 4

Emails + Reminder Email Wave 1 Email Wave 1 Email Wave 1 Email Wave 1 Email Wave 1 Email Wave 1

Own & Third Party Own & Third Party Own & Third Party Own & Third Party Own & Third Party Own & Third Party

Media campaign

Flight 1

Flight 2

Flight 3

Flight 4

Flight 5

Flight 6

HCP-Shop-Insert

HCP-Shop-Insert

THE KEY CHANNELS THEN GET INTEGRATED INTO AN

OVERALL CAMPAIGN CONCEPT

6/27/2014 19

„Something new every month”

REP EQUIVALENT CONTACTS SHOW STEADY

PROGRESS

20

Month

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)

© Across Health 2013 21

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

BLENDING ONLINE AND OFFLINE WILL BECOME A KEY

COMPETITIVE ADVANTAGE

• Offline and online will have to work together… the customer journey is a cross-channel activity

“Attributing a sale to the last touch

point is like assuming that winning the

relay race is solely due to the effort of

the last runner.”

THE ROLE OF THE REP

BUT Involving the rep takes time…

change management/training and continuous communication are key

the District Manager plays a pivotal role

setting mandatory goals & objectives is necessary

23

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

+

ACCESS TO (PATIENT) DATA

PHARMA ONLY SEES PART OF THE PATIENT DATA

WHAT CAN BE DONE? EXAMPLE MSD

26

Practice Fusion has launched its

population health management

offering in collaboration with Merck, it

reports. Through the partnership,

Practice Fusion's 112,000 monthly

active medical professionals have

access to a real-time dashboard that

compares each provider's patient

population to those of other Practice

Fusion providers, allowing them to

actively track the percentage of their

adult patients that have received

select vaccinations based on CDC

guidelines and giving them a quantified

view of their vaccination rates. During

patient office visits, the program

notifies providers within the EHR if a

vaccine is recommended for that

particular patient based on guidelines

from the CDC

POWERFUL “OUTSIDERS” ARE ENTERING THE HEALTH SPACE

2 June 2014 Apple Healthkit

SOFTWARE

28 May 2014 Samsung Simband

HARDWARE

TRANSPARENCY, TRUST & REPUTATION

Comics Movies

Books News Publications

IN THE PUBLIC SPACE THE TONE IS VERY NEGATIVE

29 2012. Reputation Institute.

Improved Declined Is unchanged

29%

38%

33% Only a minority of patient groups think that the reputation of big pharma has improved during the past five years.

PATIENTS/PATIENT GROUPS: REPUTATION HAS DECLINED OVER THE PAST FIVE YEARS

2012. Reputation Institute. 30

• The overall reputation of the pharmaceutical, biotech and generic

pharma industries is average.

Only 42% of the patient groups believe that the multinational

pharma industry has a ‘good’ or ‘excellent’ corporate reputation.

n = 349

n = 349

n = 349

n = 349

n = 349I would participate in relevant activities/events initiated by the

pharmaceutical industry

If I had the opportunity, I would recommend the pharmaceutical

industry as an investment

I would work for the pharmaceutical industry

I would consult the pharmaceutical industry if I had a question

If I had the opportunity, I would invest in the pharmaceutical

industry

PEOPLE ARE ON THE FENCE WHEN IT COMES TO PARTNERING WITH THE INDUSTRY

31

Negative (1-2) =22,3%

Neutral (3-5) = 35,2%

Negative (1-2) = 13,5%

Neutral (3-5) = 49,2%

Positive (6-7) = 33,3%

Not sure = 9,2%

Positive (6-7) = 31,2%

Not sure = 6,1%

Negative (1-2) = 20,9%

Neutral (3-5) = 44,6%

Positive (6-7) = 27,7%

Not sure = 6,8%

n = 349

n = 349

n = 349

n = 349








industry

n = 349

n = 349

n = 349

n = 349








industry

What do we need to do to be seen as a reliable partner among stakeholders?

Be ethical and fair in

the way you do

business

Be a more visible and

active partner in

addressing health

challenges

The pillars Pharma has to deliver on to get trust and support

32

Reliable

partner

Secure and increase

the positive impact of

the industry on

Belgian society

WHAT CAN WE DO? EXAMPLE JANSSEN BELGIUM

Be the preferred destination for customers.

iCONNECT honors our pledge

through whole company collaboration that brings us

closer to customers and delivers them better products and

services.

To Be the preferred destination for customers:

• Believe in multichannel • Design a strategy • Get top management

endorsement and active support

• Take one step at the time & learn from it (it’s a journey)

• Go for it! • BUT time is running out.

from monochannel to multichannel & … › images › files › from-monochannel...multichannel...

Documents