Presentation delivered at the Russian Pharmaceutical Forum, St Petersburg, 17 - 19 June 2014, an update of a presentation first delivered in 2012: 'Making sense of multichannel'. The focus is on the progress of pharma multichannel marketing during the period 2012 to 2014, highlighting frequently cited hurdles, significant common practices, and emerging trends.
9. Digital priorities 2014
1 Multichannel
1 eDetailing & tablet detailing
2 HCPs’ social networks
3 Closed-loop marketing
4 Social media
PMLive Digital Futures 2014 Survey: 239 respondents from pharma, biotech , medtech, agencies, consultancies
10. But many pharmas remain
sceptical on ROI
Sales
28%cite proving ROI
as the greatest challenge
in driving multichannel*
*Multichannel Business Case Report, Eyeforpharma 2014 (n =152)
11. Convincing management
is equally a challenge
*Multichannel Business Case Report, Eyeforpharma 2014 (n =152)
0 5 10 15 20 25 30
Management buy-in
Channel integration
processes
Brand team capability
CLM capabilities
Platform
unavailability
24%
20%
20%
7%
1%
Largest challenges
in driving multichannel*
18. Customer centricity
can give competitive
advantage to the brand
Reality: Multichannel is
a balance of agendas
Pharma agenda
Sales growth
Market share
SOV
Messages
Internal capabilities
Processes
Regulations
Budgets
Customer agenda
Value-add services
Information in context
Channel choice
Anytime, anywhere
Control
Self-service
Peer-to-peer
Interactivity
M
U
L
T
I
C
H
A
N
N
E
L
20. Two tiers of pharma
MCM practitioners
Pharmas that use MCM to communicate
traditionally
Pharmas that understand the behaviours
of customers have changed and use MCM
to communicate differently
Fred Bassett, Head of Strategy, Blue Latitude, London
21. Pharma innovators are aware
of the evolutionary stages of
MCM and on which stage they
are located
22. Profitable
revenue
growth
Multichannel evolution
Isolated
channels
Limited integration
of 2 – 3 channels
at brand level
Time
Cross-channel integration
of 4 - 8 channels
at brand level
Engagement
across > 8 channels
at franchise/BU level
Increasing use of: insights, data, technology, specialized expertise
MCM
pharma
laggards
MCM
pharma
majority
MCM
pharma
high-flyers
23. Pharma innovators use vendors
with deep MCM experience to
a c c e l e r a t e
their programmes
27. ‘Innovative’ channels such as
HCPs’ SNs largely ignored
2010200920082007
> 120 networks
> 5.5 m HCPs
Global
membership
HCPs’ social
networks
1m
2m
3m
2011 2012 2014
4m
5m
6m
> 120 networks
> 3.5 m doctors
2013
http://www.slideshare.net/lenstarnes/hc-ps-sns-digipharmlondon-sept-2011-final
28. Russian
networks
Members Partnership
options
Network
specifics
Doctomarabote 200,000 Market research
Microsites
Peer-to-peer
Medical portal, pay-
per-activity model
Evrika 42,000 Market research
Microsites
Peer-to-peer
Medical news and
education portal
iVrach 90,000 Market research
Microsites
Peer-to-peer
First in Russia,
highly active
community
Mirvracha 78,000 Market research
Microsites
Peer-to-peer
Medical news
aggregator
Vrachirf 75,000 Market research
Microsites
Peer-to-peer
Medical portal
29. The concept of multichannel marketing in
Russia is going through an introductory phase
with the first pilot projects kicking-off.
This approach holds the potential to become a
perfect solution for better addressing the needs
of Russian HCPs and patients, despite
shrinking marketing budgets.
Oxana Kolosova
Managing Partner iVrach.com
HCPs’ social network
Russia
‘
’
30. Prediction: by 2017 physical/virtual
medical conferences will be ‘core’
0
200
400
600
800
1000
1200
1400
1600
Physical
Virtual
Baseline = 100%
Number of physical conference
attendees in 2010
Medical conference attendees
2010 2017 2020 20232014
Scenario based on current growth of virtual vs physical medical conference attendees:
http://www.slideshare.net/lenstarnes/future-of-med-confs-final-11-dec-2013
40. Market share retained in EU
Growth achieved in AP, LA
Deployed in 33 markets
Campaign duration 3 years
Adapted from a Harte-Hanks case study
41. Turnkey solution for local managers
Global campaign-execution template
Global KPI guidelines and criteria
Partnered with specialist MCM vendor
Adapted from a Harte-Hanks case study
Keys to success
44. ‘Predictive analytics down to a
granular customer [HCP] and
patient level will be the key to turn
intelligence into value.’
Kilian Weiss
CEO Qforma.com
USA
45. Month
Taking insights
to the next level
What is my customer searching for?
Why is she searching?
How must we respond to add value?
Content Services Media Channels
46. Monitoring network behaviour enables
inference of future needs
Sales reps alerted via iPad with
recommended follow-up value-add actions
Sales reps select pre-defined value-add
actions on iPad, activate channels
Predictive analytics
in practice 2014
47. The future of multichannel
is already here, it’s just not
evenly distributed yet.
With eternal gratitude to William Gibson
48. lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
www.linkedin.com/in/lenstarnes
www.twitter.com/lenstarnes
www.slideshare.net/lenstarnes
Len Starnes
Len Starnes Digital Healthcare
Research & Consulting
49. • Fred Bassett, Blue Latitude, UK
• Warren Drysdale, exlpharma, USA
• Kevin Dunn, True Health & Wellness, USA
• Izzy Gladstone, Eyeforpharma, Thailand
• Oxana Kolosova, iVrach, Russia
• Bryon Main, exlpharma, USA
• Tom Masheder, GSK, UK
• Gökhan Salmanoğlu, Pfizer, Russia/India/Turkey
• Paul Simms, Eyeforpharma, UK
• Kilian Weiss, Qforma, USA
A sincere thanks to the following
for their help in developing this
presentation