marketing automation in the life sciences industry
TRANSCRIPT
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Across Health Webinar:
Marketing Automation
in the Life Sciences industry
Jan Keuppens, MD Across Health Belgium
Pim ten Tusscher, Sr. Consultant Across Health
View recorded webinar: http://bit.ly/1JeUhcO
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Across Health: Focused Fusion Consulting
Unique offering in Life Sciences
• 70+ strong consultancy
• Focus on innovative cross-channel
customer-centric approaches (“fusion”)
• Holistic approach: from insight to strategy
to implementation & impact measurement
• Global footprint – 10 markets
• Over 500 projects in 2014
(40% in customer insight & strategy)
• Working for most pharma majors
• Life Science focus (90% pharmaceuticals)
• 35% CAGR since 2007
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Extensive experience at regional/global level
AND local execution power
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
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Knowledge “management”: the network always wins Account management: if it’s not in SFDC, it does not exist
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From:“The future of customer relationship “/2014 SSI research
18/08/2015
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Life as a pharmaceutical marketer was easy!
Once Upon A Time…
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The age of the customer
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Summary
• Innovation pace & adoption!
• The empowered customer
• Multititude on-/offline channels
• Product info is just one component in customer equation
• Staying ahead of curve
• Not industry specific
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
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Marketing automation “New”?
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Marketing automation “Hot”?
• Changing buyer behaviors forced companies to change how
they market and sell
• Fading HCP access + Limited resources + Budget pressure
• The rise of SaaS; subscription model = operational budget ≠
capital investment
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Gartner’s Magic Quadrant 2014
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A software/technology platform
Planning, streamlining, automating and measuring
campaigns, marketing tasks and workflow
Aiming at boosting your operational sales & marketing
efficiency and growing your revenue
Beneficiary to Marketing only
Effortless, valuecreating engine
Carpetbombing email monster
Email marketing in a new skin
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Marketing automation: The basic question
“How to sell more efficient & effective?”
Really no different from how marketers
think about marketing more effectively:
• Right message – relevant message
• Right person – person who is a potential buyer
• Right time – person who is ready to engage with sales
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Right Message
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Right Person
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Meet Glenda…
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Giving them what they want…
Web behaviors
Purchase behaviors
Social behaviors
Content consumption
Specific email interactions
Offline behaviors
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Resend email
if not opened or clicked
first time
A different email
if the last one was opened
or clicked
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Right Message
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Right Person,Message,Time
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Where to start?
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Adapted from Gleanster research/Marketo
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Adapted from Gleanster research/Marketo
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Adapted from Gleanster research/Marketo
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organisation.
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Source: Marketo “The definitive guide to MA”
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Are you OK?
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https://www.youtube.com/watch?v=pqHWAE8GDEk
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other
markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
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Source: http://www.wsol.com/
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One channel
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One channel pharma: the sales rep
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Multi-channel
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Multi-channel pharma: new channels
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Product website Face-to-face calls Direct Mail iPad detail aid
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Cross-channel
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Cross-channel pharma: user journeys
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Omni-channel
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Omni-channel in pharma:
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?
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18/08/2015
FMCG BANKING LIFE SCIENCES
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Pharma - current state
• Gradually introducing new channels
• Majority still push marketing
• Limited integration between channels
• Marketing automation often supporting
individual channels
• Increase in data collection, but not yet putting
it to work
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life
Science industry.
• Marketing Automation for your organization.
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Observation 1: Plan ≠ Execution
• Due to stringent approval cycles, it proves difficult to plan campaigns
realistically let alone execute them according to plan
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Observation 2: Organizational maturity
• Programs are continuously challenged by ‘new’
/previously uninvolved stakeholders thereby halting or
slowing down progress.
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Observation 3 - Mismatch between MA
solutions and pharma domain
• Most entry-level MA vendors cover online channels only
• Pharma wanting to extend its reach and frequency adding additional
channels
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Observation 4 - E-mail address often the key
• Addresses used as an identifier
• Reluctance with HCP’s to hand them over
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Observation 5: the ‘Ferrari principle’
Would you buy a Ferrari and then put it in the garage?
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Observation 6: Not the cloud!
• Most MA vendors operate from ‘the cloud’
• Most Pharma companies are reluctant to engage in cloud services
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Observation 7: individualized marketing still an exception
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Campaign Plan Customer Journey
Company-centric Customer-centric
Fixed-date events Fixed-date and flexible events
Time-triggered Event-triggered and time-triggered
Mass or segmented Individualized
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Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
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… automation applied to an efficient operation will
magnify the efficiency.
Image source: Tumblr
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… automation applied to an inefficient operation
will magnify the inefficiency.
Image source: Tumblr
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Prerequisites
• Campaign plan and goals in place
• Data available for use
• Stakeholder management
• Initial content set ready/on time
• Channels defined and available
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And then finally…
• Bringing it all together (using marketing automation) (using marketing
automation)
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Using visual user journey mapping
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DOTMAILER IMS NEXXUS
SALES FORCE MARKETING CLOUD
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Using visual user journey mapping
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Or maybe not yet so sophisticated
• Simple call follow up email triggers
• Individualized landing pages on your website
• Pick a well contained project playground: pre and post-congress
activities
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Dream BIG
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Feel free to contact us:
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