Digital attribution is primarily associated with paid digital media and associated online click behavior. It is assumed that digital is effective, and since it saves cost of delivery of information it would be an effective channel. Pharmaceutical companies has absolutely no insight into how the digital interaction with the physician and the patient drives the efficacy of their current sales levers. At Kvantum, we help Pharma companies in answering questions like: Does digital affect the need to reallocate spend on detailing vs sampling Which type of digital interaction has the most impact on physician behavior when prescribing a drug, and how much time does it take digital interaction to influence that behavior Does this behavior change with time? Should the pharmaceutical company invest more in sales reps who can interact with a physician over email or chat? Should the field sales rep call or meet less often, should part of these meetings be conducted over a digital medium …. Bottomline, the effect of digital on sales in an unknown

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Multi-Channel Customer Engagement
& Sales Force Effectiveness
Robin Keat – Director Life Sciences, Evalueserve
Harpreet Singh – CEO Kvantum

2. p. 2
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What we will talk about today
 Current SFE and marketing analytics often focus on the
salesforce alone
 Marketing spend on digital channels (including tools) is
increasing and salesforces contracting
 Optimized digital spend can help maximize ROI from salesforces

3. p. 3
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Digital channels are growing in usage and influence for
Physicians
56% of EU physicians are interested in online professional
networks provided by pharma, 20% are very interested, 8% use
them already
13% of EU physicians online use professional networks
(9% daily, 26% weekly). 70% are interested in using them
9hrs/week
51% use social media
72% use professional blogs
EU physicians spend 9 hours per week online
for professional purposes
70% of 30-40 year olds, 51% of 50-64 year olds,
3% of 65+ use social media*
72% of EU physicians use online professional message
boards, communities, social networks and blogs
70% in prof. networks
56% interested in online
66% of EU physicians are using online professional
networks to stay up to date with medical information, 32%
use it for networking
66% keep up to date online

4. p. 4
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Promotional & marketing channel spend analysis
PHYSICIAN
DETAILING
SAMPLING
FIELD SALES
REPS
E-DETAILING
DIGITAL
MEDIA FOR
ENGAGEMENT
DTC
MARKETING
PATIENT
BEHAVIOR
FOCUS FOR SALES
ANALYTICS TODAY
LIMITED ASSESSMNT
OF IMPACT

5. p. 5
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Now significant investment in digital tools employed by
pharma companies
iPad/tablet
devices
CRM/CLM
E-detailing
SFE Enhancement
Social Media
Healthcare
portals
Patient tools
Build Customer
Relationship
+

6. p. 6
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Challenges with sales analytics (1/2)
 Most current ROI models are static and focus on sales levers alone
 Block box models with time lag of 4-6 months
 Independent Chanel Analysis – Pharma struggles with combining the
analysis arising from different channels.
 Additionally the customers are not exposed to multiple channels at
the same time.
The industry is moving rapidly towards a multi-channel, multi-touchpoint
relationship with the physician and the patient
PHYSICIANS
ACCESS
MULTI
CHNNELS
THROUGH
DIGITAL
PATIENTS
ARE MORE
ACTIVE IN
DRUG
CHOICE
+
PHARMA IS
LOSING
CONTROL

7. p. 7
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Challenges with sales analytics (2/2)
PAID, EARNED
MEDIA
OWNED
MEDIA
CONVERSION
Current state analytics does not provide any insight into the synergies
between digital spend & traditional sales force effectiveness channels
TRADITIONAL CHANNELS FOR SALES FORCE EFFECTIVENESS
IN INFLUENCING PHYCISIAN & PATIENT BEHAVIOR
SYNERGY BETWEEN DIGITAL &
TRADITIONAL CHANNELS
DIGITAL

8. p. 8
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Next Generation Of Sales Force Effectiveness Models
TRADITIONAL SALESFORCE
EFFECTIVENESS MODELS DIGITAL CHANNELS
Detailing, Sampling,
DTC (TV, Radio, Print
Media)
TRx and NRx
Sales, ROI, Brand
Awareness
Paid, Earned,
Owned Media
Physician
Engagement
Patient
Engagement
Incorporate synergistic & cross effects
associated with multi-channel interaction
with the physician & the patient

9. p. 9
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Example - Healthcare
Patient
Physician
Prescription &
Health Advice
Demands
specific
treatment
options
Business Challenge
• Sales Rep sells to the Physician. Doing
more calls/providing more information
was at a point of diminishing returns.
• Investment in digital is completely
undifferentiated, and diffuse.
Solution
• Quantify the effectiveness of various
digital tools being used to deliver
content, or build brand awareness
• Portfolio of optimized digital tools, and
sales rep actions to improve sales force
effectiveness at the same spend levels
Pharmaceutical
Company
Sales Rep

10. p. 10
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Solution Approach In a Multi-Channel Data Rich Environment
Awareness
DATA SOURCES
Digital
Engagement
Advertising &
Customer
Prescriptions,
Sales
Brand Metrics,
Panel Data
Salesforce Data
Drug Research &
Learning
Prescription Process
Patient Awareness
& Compliance
Salesforce
Effectiveness

11. p. 11
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Our Solution – Agile, On Demand Salesforce Analytics
Econometric
Models
Data Management & Harmonization
Machine Learning
Unstructured
Data Analytics
Dashboard, Reporting & Hypothesis Modeling Tools
REALTIME DIGITAL ATTRIBUTION PLATFORM FOR SALESFORCE
EFFECTIVENESS
Decision Science, Pharmaceutical Industry Experts
Existing BI &
Models

12. p. 12
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Thank you for your attention.