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Multi-Channel Marketing With PhysiciansTyler Cowan

OPMA PRESENTATION

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AGENDA

Changing Landscape

Channel selection

Targeting

Implementation

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WHAT’S CHANGED?

The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic

Peter Drucker

“Traditional” sales model is under pressure

EvolutionQuelle: IMS Interviews Launch Excellence TM

Traditional Sales Model Some Need for Change Pressure for Change

• Developing or fundamentally changing healthcare systems

• Information sources poor• Focus on effective traditional

sales deployment models

India

China

Turkey

CEE

Japan

USA

Iber

Latin America

Italy

France

Benelx

Germany UK

NordicCanada

• Non prescribing healthcare decision makers / stakeholders increasing in importance

• Prescriber access challenge• Network marketing and

account based selling instead• Traditional sales model under

pressure – or gone

• Pharma in wait mode, not yet a need for platform change

• Relationship selling, access and non-prescribing decision makers not yet a burning issue

• Traditional sales deployment model, increasing cost effectiveness emphasis

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WHAT CHANNELS COULD I USE?

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Possible HCP channel options

Field Sales Team

CSO Sales Teams

Inside Sales Representatives

Alternate sampling channels

Direct mail, fax, email

Market Intelligence

Product Websites

Inside Phone &

E-Detailing

Field Sales Team

CSO Sales Teams

Direct Mail/Fax/Email

Alternative Sampling Channels

MarketIntelligence

www.product.ca

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GOT IT! – SO, WHO’S MY TARGET?

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TARGETING

High Value Targeted HCPs

High Value Non-Targeted

Supportive Healthcare Staff

Pharmacy

• There are always physicians who are sub-optimally covered with high value (geography, no access, appt only)

• Vacancy management, additional SOV, launch, pre-LOE• Physicians with non-field promotional preference

YES

• Geography challenges• “White Space”, limited field force, small budget• P1 focus on another product that drives target list

YES

• Nurse Practitioners, RNs, dieticians, patient counsellors, diabetes educators, nutritionistsYES

• Pharmacists continue to make up high influencer and potential prescribers. They are traditionally sub-optimally covered, targeted, messaged etc.YES

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IMPLEMENTATION

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Implementing Effectively – What to consider?

Partner/s

Budget

Timeline

Internal Process

Targets

Timeline: It is important to recognize when you need each element implemented

Internal Process: It is common place to run into hurdles with internal partners. A well informed and supportive team will help ensure a smooth roll out

Targets: multi-channel marketing can allow you to access traditionally non-targeted HCPs, support staff, pharmacists and dig deeper into lower decile

Budget: What are you most impactful channels short and long term? Where is the product in its life cycle? If you had to cut off 1 or 2, which would they be?

Partners: It is paramount to choose partners with experience, expertise and a proven track record. Sub-par partners dilute or wreck a solid, well laid out plan

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Thank you!

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