leveraging digital channels to drive bette customer engagement

Leveraging Digital Channels to Drive Better Customer Engagement

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Digital Pharma Summit, Brussels 2-2-2017

Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf

https://be.linkedin.com/in/jsstruyf

Do we believe in digital?

Source : QuintilesIMS update Oct-2016 on investmentsIMS Health. The Essential European Revolution: Why Multichannel is Vital to Europe ?

6.5%Of promotional

Investment is Digital <10%Of HCP contacts are

Digital


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Our Pharma Playground

6 AMradio

8 AMTweet

8:20First

Patients

12:15Crossing

a rep

14:00First

Patients

7:30 Car radio

11:30Department

meeting

12:30Call withcolleague

20:30I-PAD

8:00 Professional

mail

7 AMI-Phone

15:00Mail mgt

15:30Rep visit

19:30TV

16:00Mail mgt

19:45Post mailreading

20:15Phone

20:45Web conf

22:30Agenda

consultation

10:30Newsread

21:30TV serie


Europe islagging behind

Source : IMS health ChannelDynamicsTM MAT Q2 2011-15 Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf

Is ourenvironmentso unique?

Source : Capgemini Consulting & MIT Center for Digital Business, « The Digital Advantage » Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf

A strong vision is not enough…

Source : Across Health : Multichannel Maturometer 2016

…You also need

change management

for success

ORGANIZATION

PROCESS

MIX

MEASUREMENT

WEAK AVERAGE STRONG


Additional Pitfalls Need to be Considered


Digital pays off for B2B.

Why not for Pharma?

Source : McKinsey Digital Quotient®, Capital IQ Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf

Reworkingstrategicapproach

New vision

People and Roles

Process

1

2

3


Develop a stepwise approach

Expand

Drive strategy

Measure engagement

Measure customer experience

Feed insights

Starting with basics


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Building touchpoints around the customer journey is essentialBut don’t forget the Rep

AwarenessLaunch

ConsiderationPost Launch

Dr J receives an email -announcing MA for new

indication with link to the Website for further info

Dr J reviews the efficacy / safety data requests a Sales Call from a representative

Sales Representative triggers an e-mail reinforcing key discussion

points & a link to patient materials

Dr J reviews educational resources and registers for

Newsletter

Dr J follows the link through to the Website and downloads

patient materials in anticipation of her next patient

A Sales Representative engages with Dr Jones and

answers questions.

Dr J receives a triggered e-mail from Website highlighting

educational resources on the website

Dr J watches congress highlights on 3rd Party Website

with key points of new indication.


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Data Feeds Strategy, which Feeds Execution

15%

11%

15%

11%14%

26%

4%

66% of messages delivered during F2F on message

Open rate e-mail

% of RTE opened

% of deliveredmessages on strategy

% of read of key article

% of downloadswebsite

Hospital A

Hospital B

Hospital C

Did my reps execute againststrategy ?

Engagement through whichchannel ?


Poll

Survey

Newsletter preference

Twitter Wall Social Media Monitoring

LikesComments

Contribute content

KOL Feedback

MaximizingCustomer

Experience

Along the congress customer journey


Poll: Are you going to the ESC ? Do you want to be updated ? Survey: Let’s build the ESC together!

Workingwith

partners to be more

impactful


Channel Insight Consolidation isa MUST

Source : McKinsey Digital labs

REP E-mail Website Print


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Work on change Deploy capabilities progressively

Integrate the rep into the model

Shift from product to customer

Gain insights from execution through proper monitoring

Expand gradually touchpoints


Start Basic Put the Customer in the Centre

Work on Change Management

Conclusions


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In case you need help

https://be.linkedin.com/in/jsstruyf

+32 475 877 036Pinchart & AssociatesShortly available via :

Jean-Sébastien Struyf

[email protected] of P&A

Co-founder/owner of Advelox

leveraging digital channels to drive bette customer engagement

Health & Medicine