paulash mohsen opma session may 1 :"multi-channel marketing"

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Multi-Channel Management: Next Generation Communication with HCPs

Paulash Mohsen April 2014

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Multi-Channel Management is an acknowledgment that customers obtain information from many different sources

Multi-Channel Management

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65%

78%

87%93%

97% 99% 99%

77%75%

60%

44%

30%

2001 2003 2005 2007 2008 2009 2010

Online for Professional

US Physicians Are All Online

Source: Manhattan Research, 2010

Online DAILY for Professional

Canada 2011:94%

Canada 2011: 99%

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4.24.5

9.4

7.8

7.7

6.4

8.07.2

2004 2006 2008 2010

Physician Information Preferences: Physician Access Contrasted with Physician Time Online

Source: ImpactRx 2010, Manhattan Research, 2010

Hours/Week Online for Professional

Purposes

Details per Week per PCP

Canada 2011: 8 hrs

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77% 68%

23% 32%

Current % of Time Desired % of Time

73%63%

27%37%

Current % of Time Desired % of Time

Physicians Would Like to Be Online Even More

Source: Manhattan Research

57%44%

43%56%

Current % of Time Desired % of Time

Online Sources

Offline Sources

Accessing Pharma or Device Info

Online Sources

Offline Sources

Attending Professional Conferences

Online Sources

Offline Sources

Reading Professional Journals

Canada

2011: 79%

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Usage Is Up Across All Digital Channels

Source: Manhattan Research, 2010

97%

50%

37%30%

7%

99%

72%

53% 51%

16%

Web Mobile Email EMR Social

Communities

2007 2010

Canada

2011: 63%

Canada

2011: 75%

Canada

2011: 19%

Canada

2011: 99%

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Physician Online Medical Exposure

3%

3%37%

5%

14%

4% 8%

6%

4%

5%

4%

7%

Source: comScore, 2009

Pharmacy Services

Physician Locator

Social Media

Association Clinic

General Content

Government

HCP Content Health & Wellness

Insurance

Medical Journal

Pharmaceuticals

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46%

57%

44% 46%

64%

38%

20%

33%33%

38%40%

37%

Physician Preferences By Interaction Type

Source: Manhattan Research 2010

2007 2010

Prefer Online

Prefer In-Person

Product Questions Ordering Samples Patient Ed Resources

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Live/In-Person

Conventions

Online

Web (e.g. video detailing, e-sampling, etc.)

Email

Mobile/Smartphone

Web 2.0/Social networks

Phone

Direct Mail

Pharma Interactions with HCPs

Product Details

Sample distribution

Materials Distribution (e.g., Patient Ed Resource, Product Programs)

Speaker Programs

Delivered via HCP Interactions Channels

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HCP

Brand Team

Finance Starter Ops

F2F

Analytics

Mfg/ Supply

Example: Multi-Channel Sampling

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Example: Multi-Channel Sampling

HCP

Brand Team

Finance Starter Ops

Web

Phone

Mail

F2F

Analytics

Mfg/ Supply

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Multi-Channel Sampling: Implementation Considerations

Interactions with the field force

Cross-company platform capabilities

Availability across channels (web, phone, mobile)

Cross-channel allocation (“double-dipping”)

Capability syndication

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“Detailing” across channels

Video Detailing

Tele-Detailing

Online Interactive Content

Mobile Content

Traditional Engagement Technology Enabled

+

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Measuring Success in Multi-Channel

Field Force Multi-Channel

Reach

Frequency

ROI

Time spent

Total office call

etc

?

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Measuring Success in Multi-Channel

Activity Script Sales Decision-Making Process

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Measuring Success in Multi-Channel

Activity Script Sales Decision-Making Process

The Key: Measure Here - Customer Engagement

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Evolving Measurement Model

Program Execution

Customer Engagement

Financial Return

2000s Mid

2010s Late

2010s

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Questions?