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Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
Pharmaceutical Multi Channel Relationship Marketing
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Pharmaceutical Multi Channel Relationship Marketing

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AGANA Group primer on multi-channel relationship marketing. Please contact us at 484-951-3684 or aganabob@gmail.com

AGANA Group primer on multi-channel relationship marketing. Please contact us at 484-951-3684 or aganabob@gmail.com

Published in: Affaires, Santé & Médecine
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  • 1. Multi-Channel Relationship Marketing in the Pharmaceutical Industry Bob Wegner 484-951-3684 [email_address] AGANA GROUP Relationship Marketing Consultants
  • 2. Key Characteristics
  • 3. Why Multi-Channel RM? <ul><li>Strategic framework </li></ul><ul><li>Most components exist </li></ul><ul><li>Big pharma making significant investment </li></ul><ul><li>Efforts are efficient and effective when: </li></ul><ul><ul><li>Well targeted </li></ul></ul><ul><ul><li>Well timed </li></ul></ul><ul><ul><li>Well received </li></ul></ul><ul><ul><li>Relevant </li></ul></ul>
  • 4. HCP Lifecycle
  • 5. Strategies and Tactics <ul><li>CME </li></ul><ul><li>Grand Rounds </li></ul><ul><li>Article Publication </li></ul><ul><li>Resident Promotion </li></ul><ul><li>Advertising & Sponsorships </li></ul><ul><li>Conferences & Meetings </li></ul><ul><li>Brand Web sites </li></ul><ul><li>Drug Fact Sources </li></ul><ul><li>Personal Selling </li></ul><ul><li>KOL-led Meetings </li></ul><ul><li>Non-Personal Promotion </li></ul><ul><li>Brand Web sites </li></ul>Acquisition Condition & Treatment Awareness Brand Awareness Brand Acceptance
  • 6. Strategies and Tactics <ul><li>Sampling/Vouchers </li></ul><ul><li>Patient Education </li></ul><ul><li>Patient Feedback </li></ul><ul><li>Personal Selling </li></ul>On-Boarding Trial Evaluation
  • 7. Strategies and Tactics <ul><li>Personal Selling </li></ul><ul><li>Non-Personal Promotion </li></ul><ul><li>KOL-led Meetings </li></ul><ul><li>Sampling/Vouchers </li></ul><ul><li>Prescriber Portals </li></ul><ul><li>Patient Education </li></ul><ul><li>Personal Selling </li></ul>Loyalty & Service Reinforcement Servicing Cross Sell
  • 8. Strategies and Tactics <ul><li>Personal Selling </li></ul><ul><li>Non-Personal Promotion </li></ul><ul><li>KOL-led Meetings </li></ul><ul><li>Sampling/Vouchers </li></ul><ul><li>Patient Education </li></ul>Win Back Objection Handling Re-Trial
  • 9. Strategies and Tactics <ul><li>Clinical Trial Investigator </li></ul><ul><li>Article Publication </li></ul><ul><li>Speakers Bureau </li></ul><ul><li>Advisory Board </li></ul>Consultancy Clinical Peer Education
  • 10. Coordinated Tactics M E W E S W W T Brand Acceptance In-Person Web Email Mail Phone Personal Selling KOL-led Meetings Non-Personal Promotion Brand Web Sites Awareness Open-Minded Objections Pre-Trial
  • 11. Share of Voice <ul><li>2-way communication uncovers triggers </li></ul><ul><li>New behavior, attitude or transaction </li></ul><ul><li>2-way communication in every channel </li></ul>Customer M E W E S W W T Trigger Trigger Trigger Awareness Open-Minded Objections Pre-Trial
  • 12. Share of Voice Customer
  • 13. Information the Enabler
  • 14. Multi-Channel RM Is Complex Brand Marketing Sales e-Business Market Research Med Affairs Customer Service Web In-Person Mail eMail Phone
  • 15. Where To Begin <ul><li>Start with low hanging fruit </li></ul><ul><li>Measure results </li></ul><ul><li>Continually test </li></ul>
  • 16. How We Help <ul><li>Vision & rationale </li></ul><ul><li>Lifecycle definition </li></ul><ul><li>Technology review </li></ul><ul><li>Tactical planning </li></ul><ul><li>Execution </li></ul><ul><li>Measurement & reporting </li></ul><ul><li>Analysis </li></ul>Brand Marketing Sales e-Business Market Research Med Affairs Customer Service Web In-Person Mail eMail Phone

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