While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing fundamentals and business best practices to the integrated-channel solutions at your disposal. The critical success factors for effective implementation are outlined in this presentation.

1. 4 SUCCESS
FACTORS
FOR PHARMA
MULTICHANNEL
MARKETING
4 SUCCESS
FACTORS
FOR PHARMA
MULTICHANNEL
MARKETING

2. It’s super
important!
4 SUCCESS
FACTORS
FOR PHARMA
MULTICHANNEL
MARKETING

3. PLANNING
IS IMPORTANT

4. BUT...
PLANNING
IS IMPORTANT

5. IT’S HOW
YOU IMPLEMENT
YOUR STRATEGY

6. THAT
DETERMINES
IT’S

7. SUCCESS

8. TAKE A
WALK
IN YOUR
CUSTOMERS
SHOES.
#1

9. #1
WHAT
DO THEY
NEED TO
KNOW?
Put yourself in their position. What do you need to
know to be able to make informed decisions on your
treatment or therapy?

10. HOW
DO THEY
FIND
THIS?
What’s the best way for them to to consume
the information and what additional material are
they likely to search for to supplement it?
#1

11. WHEN
DO THEY
NEED TO
KNOW IT?
#1
By providing the right information at the right time and in the
right format, you’ll increase their level of engagement with
you and your brand and build a stronger future relationship.

12. BE CLEAR
ON WHAT
YOU’RE
TRYING TO
ACHIEVE.
#2

13. SET
OBJECTIVESSet objectives with clear deliverables. By doing this you’ll
create the foundation for a strong strategy that includes market
segmentation, messaging, methods and resources. You’ll also
have a framework to evaluate your progress against.
#2

14. SET
OBJECTIVESSet objectives with clear deliverables. By doing this you’ll
create the foundation for a strong strategy that includes market
segmentation, messaging, methods and resources. You’ll also
have a framework to evaluate your progress against.
#2
but be
realistic!
SET
OBJECTIVESSet objectives with clear deliverables. By doing this you’ll
create the foundation for a strong strategy that includes market
segmentation, messaging, methods and resources. You’ll also
have a framework to evaluate your progress against.
#2
but be
realistic!

15. #2
CREATE
CONCRETE
GOALS
Determine not only what you want to do but create concrete
goals. For example, if you want to improve engagement,
by what percentage over what period of time?
What’s your starting point in terms of market penetration?
Create a benchmark to work to and plot your progress.

16. #2
SHOW
EVIDENCE
To really identify whether the marketing achieves
your purposes, you‘ll need to be able to show
statistical evidence, which is impossible if you
don’t know your starting point or your goal.

17. GET
MANAGEMENT
BUY IN.
#3

18. #3
LEARN
FAST
One of the biggest challenges of implementing new
marketing techniques is getting support from the
management team. Success (to a degree) depends on trial
and error. The idea of adapting to feedback and statistics
implies that mistakes will be made and the industry accepts
these as part of everyday life. Management, however, tends
to frown on any sort of failure.

19. UNDER
PROMISE
OVER
DELIVER
#3
Manage expectations and commitment through investment
in education, training and internal communication and avoid
over-promising and under-delivering.

20. GET A
SEAL OF
APPROVAL
Any new method of operation has a greater chance
of success if it enjoys high level endorsement.
#3

21. FOCUS
ON THE
MESSAGE.
#4

22. (NOT THE MEDIUM).
FOCUS
ON THE
MESSAGE.
#4

23. #4
It’s a common mistake among pharma companies to
focus too heavily on the media used instead of the message.
It’s easy to get so wrapped up in the “where” and “how” that
we forget what we’re trying to tell our customers.
HUH?

24. #4
TWEAK
YOUR
MESSAGE
Identify the media to use for each message individually, then
work out whether the message needs adapting in any way.
For example twitter posts are a maximum of 140 characters
long, which indicates that if you post the same message there
as you do to Facebook or in your direct mailing to clients
you’re likely to lose something in translation.

25. THE
MESSAGE
IS KING
Nothing will tell your clients faster that you don’t know
what you’re doing than a poorly-executed campaign.
And the medium is just the method of dissemination;
it’s still the message itself that counts the most.
#4

26. THE END.

27. BUT WAIT...

28. THUMBS
UP?

29. OR
THUMBS
DOWN?

30. WE
WANT
TO KNOW!Love the content? The design? Want to see more?
Or have you heard it all before and want something
new? We want to know.

31. Inspiring audiences. Motivating change. Thinking beyond.
We’re a full service medical communications agency with a focus on changing behaviour.
www.wearecouch.com