Pharma context Dozens of channels (for HCP & the rest of us) Channel coverage - today and tomorrow …and then there’s the sticky question on messages & channels? …not forgetting compliance & privacy.. …Medical & Regulatory… ..human resistance to change… …and infrastructure capabilities! And then there’s that wierd thing happening in social media and mobile devices Summary: The concept of closed-loop real-time multi-channel marketing is great, but… Start with baby steps to learn how to run Use common sense, ROI calculations are probably impossible to prove and will distract us from focusing on what matters Absolute clarity on objectives and how to measure results Key Learnings: Estimate time necessary then triple it Validate your objectives (MR, focus groups) Focus on fewer channels but execute with excellence Channel selection: Suitability for objective, Reach, impact, CPI Internal marketing & educating Establish processes, R&R

1. Engaging HCP & Patients through a
multi-channel campaign
Sales & Marketing Excellence – Istanbul 21st Feb. 2012
Sven Awege
Pharma Strategic
E. sven@pharmastrategic.com
M. +33 6 430 58 229
1

2. My mission in 25 minutes
• Grasp at a definition of « multi-channel » and
how feasible that really is (in Pharma)
• Focus on some « big issues »
• Suggest where the “sales” fits in
• Look beyond the tools
And all that in an interactive manner on a case
study for a pluri-disciplinary audience!
2

3. To make this happen?
• Listen up
• Share your thoughts
• Engage in the journey together
3

4. Why bother listening to me?
• To be polite and you paid to come here?
• 20 years working across different industries
• Helped blue-chip’s embrace eBiz 12 years ago
• Last 9 years in Pharma
– Sales
– Marketing (multi-channel)
– Finance
– Consulting
• France!
4

5. Pharma context
From: (I know my Sales Rep)
• Sales Rep is king
• KOL and pyramid of influence
• Push and they will prescribe
To: (I know my doctor and his patient)
• Doctors have multiple sources of information & no
time (access)
• Patients are powerful
• Security and liability are headlines (product)
• Payers are broke!
5

6. Dozens of channels
to touch our Doctor
6

7. Patients too!
7

8. Consider channel coverage..
Web
sites
Sales reps
News
Letters
8
Reach today!

9. ... today and tomorrow…
Sales
reps
Web 2.0
News
Letters
9
Potential reach

10. …and then there’s the sticky question
on messages & channels?
different
messages
through
different
channels Same
message
several
One channels
message
per
channel
10

11. …not forgetting compliance & privacy..
• Are we fully transparent
• What information are we holding
• Who has access to that information
• Where is the information held (the server
question)
• …
11

12. …Medical & Regulatory…
• On-label vs « perception » of hinting off-label
• AER
• Medical liability
• « medical divice »
• Promotional rules…
12

13. ..human resistance to change…
• Cultural focus on the sales rep (80:20)
• Relative lack of knowledge of our HCP
• Lack of training and education in these new
channels
Fear
Perceive risks and no benefits
(Need to go 20:80)
13

14. …and infrastructure capabilities!
Can, or should we build to integrate:
• CRM on tablets – Sales rep, ML, Mktg…
• Portals
• Newsletters (internal & external)
• Webinars
• Widgets
14

15. And then there’s that wierd thing #
• Scary and not going away
Social Media & Mobile
(all of above slides apply here again)
15

16. So what am I saying?
• The concept of closed-loop real-time
multi-channel marketing is great, but…
• Start with baby steps to learn how to run
• Use common sense, ROI calculations are
probably impossible to prove and will distract
us from focusing on what matters
• Absolute clarity on objectives and how to
measure results
16

17. SO WHERE IS THE INTERACTIVE
CASE STUDY?
17

18. Imagine you are the CEO
NewVentureBiomed (in Turkey):
Just raised $XBn to build an organization around a new
molecule spun off from a university that targets primary
care doctors for a new illness.
(aka. Target HCP & Patients)
You inherit a sales force 1/5th the size of your
“traditional” need, but not like those traditional types
(they love technology)
Face2face access is getting really tough!
18

19. Which channels (and why)?
• ….
19

20. Trick to see if you were listening!
What is the objective?
• Product provides a « quality of life » advantage
created by a long half-life.
• Doctors today believe it is just a « marketing thing »,
and the specialists don’t want to know about it
(hence GP target)
• Patients do care about it once informed
Build an emotional campaign that will last 12 months taking
the HCP & Patients through an awakening journey
(behavioural change).
Drive patients to consult GP or at least their pharmacist 20

21. Which channels (why, and when)*?
• ….
* For the Turkish market 21

22. Who should drive & push buttons:
Sales Mktg
Other?
22

23. How « real-time » and « closed-loop »
would you make it?
Examples:
• …
23

24. Here’s one I prepared earlier 
Patients (& partners)
• DAC: TV, website (partnership), YouTube
(all pushing patients to see doctor)
Doctors
• Sales Reps, Webinars, Newsletters, Banners,
specialised press (with QR code to mini-site) –
disease and product
Pharmacists
• Educational videos, leaflets, webinars, Newsletters,
Banners, specialised press 24

25. Key learnings
• Estimate time necessary then triple it
• Validate your objectives (MR, focus groups)
• Focus on fewer channels but execute with
excellence
• Channel selection:
– Suitability for objective, Reach, impact, CPI
• Internal marketing & educating
• Establish processes, R&R
25

26. Engaging HCP & Patients through a
multi-channel campaign
Thank you for your time 
Sales & Marketing Excellence – Istanbul 21st Feb. 2012
Sven Awege
Pharma Strategic
E. sven@pharmastrategic.com
M. +33 6 430 58 229
26