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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

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Pharmaceutical Multi Channel Relationship Marketing Presentation Transcript

  • 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?
    • Strategic framework
    • Most components exist
    • Big pharma making significant investment
    • Efforts are efficient and effective when:
      • Well targeted
      • Well timed
      • Well received
      • Relevant
  • 4. HCP Lifecycle
  • 5. Strategies and Tactics
    • CME
    • Grand Rounds
    • Article Publication
    • Resident Promotion
    • Advertising & Sponsorships
    • Conferences & Meetings
    • Brand Web sites
    • Drug Fact Sources
    • Personal Selling
    • KOL-led Meetings
    • Non-Personal Promotion
    • Brand Web sites
    Acquisition Condition & Treatment Awareness Brand Awareness Brand Acceptance
  • 6. Strategies and Tactics
    • Sampling/Vouchers
    • Patient Education
    • Patient Feedback
    • Personal Selling
    On-Boarding Trial Evaluation
  • 7. Strategies and Tactics
    • Personal Selling
    • Non-Personal Promotion
    • KOL-led Meetings
    • Sampling/Vouchers
    • Prescriber Portals
    • Patient Education
    • Personal Selling
    Loyalty & Service Reinforcement Servicing Cross Sell
  • 8. Strategies and Tactics
    • Personal Selling
    • Non-Personal Promotion
    • KOL-led Meetings
    • Sampling/Vouchers
    • Patient Education
    Win Back Objection Handling Re-Trial
  • 9. Strategies and Tactics
    • Clinical Trial Investigator
    • Article Publication
    • Speakers Bureau
    • Advisory Board
    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
    • 2-way communication uncovers triggers
    • New behavior, attitude or transaction
    • 2-way communication in every channel
    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
    • Start with low hanging fruit
    • Measure results
    • Continually test
  • 16. How We Help
    • Vision & rationale
    • Lifecycle definition
    • Technology review
    • Tactical planning
    • Execution
    • Measurement & reporting
    • Analysis
    Brand Marketing Sales e-Business Market Research Med Affairs Customer Service Web In-Person Mail eMail Phone