Download - Primary Care Communication Plan
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Objectives from Sales point of view
Internal stakeholders:All players in this line are selected on ambitious criteria like being open minded, successful in sales, visionary, hard working etc.
we will be the experts in knowing our customers
we will be the first appliers of digital customer services as a full package
External stakeholders:To emphasize the customers that approaching them by 1 rep instead of 3 which was in the past is to provide them better service with one contact respecting their time restrictions
With a wide range of products we give the customer the option to chose which products to promote him/her based on his prescription habits instead of reinforcing them all
we will be the first appliers of digital customer services as a full package
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Objectives from Marketing point of view
Internal stakeholders:Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly keyDevelop strong primary care customers’ knowledge to leverage our entire and unique PC portfolioDevelop initiatives centered on customers’ needs and environmental changes - Increased usage of complementary channels, development of added-value services
External stakeholders: Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly keyTo be perceived as the best pharma company and sales line bringing value added services to primary care in TurkeyTo ensure that our customers have an optimal knowledge of our unique and broad portfolio
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Objectives from Medical point of view
Internal stakeholders: To align all employee about the importance of FP system;
To emphasise the unique PC portfolio of SAG,
To ensure integration of family physicians unmet Medical needs with Patient-centric approach;
External stakeholders: To be perceived as a proactive pharma company closely follow-up the changing healthcare environment; focused on PC system and restructured his sales, medical and marketing teams accordingly.
To be accepted as a partner of FPs that has a whole range of portfolio for "disease management" from prevention to treatment.
To be perceived as the best pharma company organized to bring value added services to PC system via sales reps and other initiatives like a-hekim.tv educational platform designed according to customers' needs.
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Internal Stakeholders
Internal Stakeholders
Touchpoints Brief Messages Tools Platforms
PC Team(S-a and Z)
MotivationBuy-inProviding bottom-up feedbackConveying messages to
external stakeholders effectivelyOpenness to technology
solutionsPerfect alignement between s-
a and Zentiva
Know-how, experience, capability of managing change
Quick adaptation skillsWide portfolio with
effective and safe products
Technologic solutionsMeet customer needs Sector pioneer and
leader with customer centric approach
Branding (logo application, catchphrase (through vision of the business model))
PresentationsTool kit (information about s-a
Group, PC, products and services)Sample scenes on video for
physician engagement SolarisIntranetE-newsletterInstant messaging for information
sharingSMSIdea generation tool to collect
feedbacks
Cycle meetingsRegion
Rendezvous
All Employees Buy-inUnderstanding the FP system
and PC business modelProduct knowledgeMindshift to customer focusCreating advocacy
New customer focused organization structure adapted to changes
Wide portfolio with effective and safe products
Technologic solutionsMeet customer needsSector pioneer and
leader with customer centric approach
E-newsletterZoom magazineIntranetPostersLCD plasmas in HQ
HQ SummitBiz Bize
Meetings
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Internal Stakeholders
Touchpoints Brief Messages Tools Platforms
MC Providing support through feedbacks from FF
Motivating the teamCreating advocacyEmphasizing leadership
on PC
Trust in teamSector pioneer and
leader with customer centric approach
Oral communication Management Meetings
Cycle MeetingsImpact Meetings
CCM Providing support through feedbacks from FF
Motivating the teamCreating advocacyEmphasizing leadership
on PC
Trust in teamSector pioneer and
leader with customer centric approach
Oral communication Cycle Meetings
Internal Stakeholders continued
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External Stakeholders
External Stakeholders
Touchpoints Brief Messages Tools Platforms
Physicians AwarenessBuy-inCommitmentOpen and continious
communication
Wide portfolio with effective and safe products
Adding valueNew organization for
changing needsTechnologic solutions
for their needs
Branded information tool kit (profile, brochures etc.)
Promotion materials PresentationsEducational DVD’sA-hekim TV websiteA-hekim magazine
VisitsCongressesEducation programs such
as a-hekim.TV and/or new platforms
Digitlal Platforms
FP’s AwarenessBuy-inCommitmentOpen and continious
communication
Wide product range with effective safe drugs
Value addNew organization for
changing needsTechnologic solutions
for their needs
Branded information tool kit (profile, brochures etc.)
Promotion materials
•Presentations
•Educational DVD’s
•A-hekim TV website
•A-hekim magazine
•Visits
•Congresses
•Education programs such as a-hekim.TV and/or new platforms
•Digitlal Platforms
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External Stakeholders
Touchpoints Brief Messages Tools Platforms
Relevant Specialists
•Awareness
•Buy-in
•Commitment
•Open and continious communication
•Wide product range with effective safe drugs
•Adding value
•New organization for changing needs
•Technologic solutions for your needs
•Branded information tool kit (profile, brochures etc.)
•Promotion materials
•Presentations
•Educational DVD’s
•A-hekim TV
•A-hekim magazine
•Visits
•Congresses
•Education programs
•Digital Platforms
Pharmacies •Awareness
•Buy-in
•Business partner
•Business partner •Branded information materials
•TEBEOS
•Visits
NGO’s (FP Association, TEB … )
•Awareness
•Buy-in
•Open and continous communication
•Support the development of primary care systems •Branded information tool kit
(s-a Group profile, brochures etc.)
•High Level Visits
Health authorities (SSI, MOH….)
•Awareness
•Buy-in
•Open and continous communication
•Support the development of primary care systems
•Branded information tool kit (profile, brochures etc.)
•High level Visitis
External Stakeholders continued
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Internal Messages
• Primary Care Team, with its know how, experience, capability to manage the change and professionalism strengthens sanofi-aventis Group’s reputation. We trust our team.
• Primary Care Team is built of members with quick adaptation skills who are ready and willing to share their expertise and experience with the healthcare professionals.
• We are taking leader steps in the primary care by combining our wide portfolio of effective and safe products for all therapeutic areas and services tailored for our customers’ needs with technologic solutions.
• With our new organization structure and customer centric approach parallel to the developments in our environment, we are going to be the pioneer in the sector.
• With our leader employees, we are going to build on success in primary care and family practitioners system.
• Sanofi-aventis Group, Primary Care Team will meet the needs of the family practitioners with the most accurate and quickest solutions.
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External Communication Messages
• Sanofi-aventis Group, with its wide product portfolio and experienced and committed team offers solutions for the changing needs of the family practitioners.
• Sanofi-aventis Group offers added value to the healthcare professionals by combining its wide portfolio of effective and safe products for all therapeutic areas and customer focused services with technologic solutions.
• Sanofi-aventis Group is a business partner who increases the quality of the service given by the healthcare professionals mainly by family practitioners.
• Sanofi-aventis Group has been restructured in order to provide the support the healthcare professionals, mainly the family practitioners, need and to offer value added solutions.
• Sanofi-aventis Group contributes to expanding and developing the primary care system in Turkey.
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Internal newsletter
• Crucial tool for a better communication knowing the new projects & changes happening on the PC line
• Monthly (but one for July & August)
• Last issue just released
– on Aug 31st to the sales reps - cycle meeting
– on Aug 27th to Istanbul HQ
• Upcoming issue main topics:
Sep-10
Topics:
Cycle meeting in August with photos and agenda
Tablet PC training
a-hekim TV program box
Field Force: Rep TBD
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Emailing campaign – Gazete’m
• Twice a month• First issue:
– sent on Aug 30th to almost 6000 physicians– opening rate: 17% after 2 days (700 physicians)– 20% of them clicked on a link (f.e A-Hekim TV)
(200 physicians)
• Second issue:
– First draft under revision by BMs
• Brand rotation schedule:
• Brainstorming about customizing the newsletter for each physician with the picture of his sales rep.
Ağust Eylül #1 Eylül #2 Ekim #1 Ekim #2 Kasım #1 Kasım #2
Delix Nasacort Nasacort Nasacort Nasacort Surgam Delix
Amaryl Musco Musco Ketek Ketek Ketek Ketek
Trental Surgam Surgam Delix Muscoril Musco Nasacort