Multi-Channel Relationship Marketing in the Pharmaceutical Industry Bob Wegner 484-951-3684 [email_address] AGANA GROUP Re...
Key Characteristics
Why Multi-Channel RM? <ul><li>Strategic framework </li></ul><ul><li>Most components exist </li></ul><ul><li>Big pharma mak...
HCP Lifecycle
Strategies and Tactics <ul><li>CME </li></ul><ul><li>Grand Rounds </li></ul><ul><li>Article Publication </li></ul><ul><li>...
Strategies and Tactics <ul><li>Sampling/Vouchers </li></ul><ul><li>Patient Education </li></ul><ul><li>Patient Feedback </...
Strategies and Tactics <ul><li>Personal Selling </li></ul><ul><li>Non-Personal Promotion </li></ul><ul><li>KOL-led Meeting...
Strategies and Tactics <ul><li>Personal Selling </li></ul><ul><li>Non-Personal Promotion </li></ul><ul><li>KOL-led Meeting...
Strategies and Tactics <ul><li>Clinical Trial Investigator </li></ul><ul><li>Article Publication </li></ul><ul><li>Speaker...
Coordinated Tactics M E W E S W W T Brand Acceptance In-Person Web Email Mail Phone Personal Selling KOL-led Meetings Non-...
Share of Voice <ul><li>2-way communication uncovers triggers  </li></ul><ul><li>New behavior, attitude or transaction </li...
Share of Voice Customer
Information the Enabler
Multi-Channel RM Is Complex Brand Marketing Sales e-Business Market Research Med Affairs Customer Service Web In-Person Ma...
Where To Begin <ul><li>Start with low hanging fruit </li></ul><ul><li>Measure results </li></ul><ul><li>Continually test <...
How We Help <ul><li>Vision & rationale </li></ul><ul><li>Lifecycle definition </li></ul><ul><li>Technology review </li></u...
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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

Published in: Affaires, Santé & Médecine
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Pharmaceutical Multi Channel Relationship Marketing

  1. 1. Multi-Channel Relationship Marketing in the Pharmaceutical Industry Bob Wegner 484-951-3684 [email_address] AGANA GROUP Relationship Marketing Consultants
  2. 2. Key Characteristics
  3. 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. 4. HCP Lifecycle
  5. 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. 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. 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. 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. 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. 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. 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. 12. Share of Voice Customer
  13. 13. Information the Enabler
  14. 14. Multi-Channel RM Is Complex Brand Marketing Sales e-Business Market Research Med Affairs Customer Service Web In-Person Mail eMail Phone
  15. 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. 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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