1. 0

2. Multi-Channel Management:
Next Generation Communication with HCPs
Paulash Mohsen
April 2014

3. 2
Multi-Channel Management is an acknowledgment that customers obtain
information from many different sources
Multi-Channel Management

4. 3
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%

5. 4
4.2
4.5
9.4
7.8
7.7
6.4
8.0
7.2
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

6. 5
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%

7. 6
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%

8. 7
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
AssociationClinic
General Content
Government
HCP Content Health & Wellness
Insurance
Medical Journal
Pharmaceuticals

9. 8
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

10. 9
 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 viaHCP Interactions Channels

11. 10
HCP
Brand
Team
Finance Starter
Ops
F2F
Analytics
Mfg/
Supply
Example: Multi-Channel Sampling

12. 11
Example: Multi-Channel Sampling
HCP
Brand
Team
Finance Starter
Ops
Web
Phone
Mail
F2F
Analytics
Mfg/
Supply

13. 12
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

14. 13
“Detailing” across channels
Video
Detailing
Tele-
Detailing
Online
Interactive
Content
Mobile
Content
Traditional Engagement Technology Enabled
+

15. 14
Measuring Success in Multi-Channel
Field Force Multi-Channel
 Reach
 Frequency
 ROI
 Time spent
 Total office call
 etc
?

16. 15
Measuring Success in Multi-Channel
Activity Script SalesDecision-Making
Process

17. 16
Measuring Success in Multi-Channel
Activity Script SalesDecision-Making
Process
The Key:
Measure Here - Customer Engagement

18. 17
Evolving Measurement Model
Program
Execution
Customer
Engagement
Financial
Return
2000s
Mid
2010s
Late
2010s

19. 18
Questions?