Commercially EffectiveMultichannel

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What i s Mu l t i channe lMa rke t i ng ?

Multichannel Marketing (MCM) is the use of a variety of salesand marketing channels, from face-to-face meetings to digitalmarketing campaigns to smartphone and tablet apps.

This ebook addresses:

70%of direct customer interactions takeplace through remote channels (phonecalls, online banking and mobilebanking).

In the banking industry..

The healthcare industry is starting to catch up as we see anadvance in digital tools and investment increasing in multiplechannels.

Multichannel marketing is more than a new marketing toolor tactic, it involves a complete change in marketing andsales strategy and the way in which pharmaceutical andmedical device manufacturers communicate with HCPs andpatients.

Rationale for employing multichannel marketing.

Channel Selection.

Implementing MCM in your organisation.

MCM is a marketing strategy that is proven and successful inmany industries:

The S ta t e Of MCM I nHea l t h ca r e

Effective multichannel marketing looks beyondthe channels themselves and focuses on the endcustomer, while also closely integrating thevarious channels used to form your customerengagement strategy"

"

A study from the Boston Consulting group reveals thatcurrent MCM efforts are low in the industry, with not onecompany fully satisfied with its MCM efforts. The averagescore for readiness for MCM in pharmaceutical companies,based on their self-assessment, was only 36 percent.

Ra t i ona l e f o r Mu l t i channe li n Hea l th ca r e :

Data & Information:

The breadth and depth of information now availableto both HCPs and patients on the internet hasempowered healthcare customers to source theinformation they need - when and where they want toget it. According to the Pew Research Internet Project,75% of US adults looked online for health informationwithin the past year. An Eyeforpharma survey revealsthat 86% of physicians use the web for clinicalinformation, with 58% overall searching more thanonce a day.

Access to KDMs:As the healthcare landscape becomes more and morecomplex; multiple stakeholders and providerstructures are emerging. Access to KDMs is becomingmore limited and the importance of finding otherways to deliver messages is growing.

Marketing and sales budgets are under pressure toperform:

The blockbuster age has come to an end and there isincreasing pressure on marketing and sales to developstrategic relationships with healthcare customers.

Ra t i ona l e f o r Mu l t i channe li n Hea l th ca r e :

Industry Best Practices:The days of “interruption” marketing and traditionalmedia are gone. Customers can now tune outmessages they do not want to hear. There is a shifttowards the use of non-branded tools and a “pull”method of promotion in the marketing industry. AMCM approach allows customers to received targetedinformation when and where they want it.

Customer Preferences:Customers want different types of communicationsfrom their pharmaceutical company, which adaptswith their changing preferences. There has been aparadigm shift away from face to-face meetingsbetween HCPs and reps. HCPs expect communicationfrom different channels dependant on their needs. Aproduct or service update may be best received via anemail, followed by a phone call with a rep and finally amore detailed discussion in person with a KAM.

Effective MCM results in improved customerrelationships and better communication of brandmessages, leading to mutually beneficial outcomes.

Channe l Se l e c t i on :

You’ve recognised the need for a multichannel approach,

but which channels are right for your organisation andyour brand? Done incorrectly, multi-channel marketingcan be resource and budget draining. Done correctly,

MCM can optimise marketing messages and channels todrive customer engagement.

A breadth of new tools and channels exist including:

Smartphone or tablet appsSimulators for training surgeons Systems for helping physicians make diagnosis andtreatment decisions.e-CME offeringsWebsitesWeb conferencesGamesQuizzesSocial networks

With so many mediums for reaching customers, it can beoverwhelming. How do you decide what mediums to use?

Follow these 4 steps to determine which channels are rightfor you. Remember, it is important to test multiplechannels and optimise your communications based onresults.

Channe l Se l e c t i on :

1. Put the Customer at the Centre

Before you dive in, ensure you havefully considered your customers.Clear definition around yourtargeted segments is essential forthis step. Research your customersand answer these questions:

Where do your target market spend time?

Where do they go for the healthcare information?

What information do they want?What’s the best way to consume the information?

What additional material they are likely to search for tosupplement it?

Researching upfront prevents you from makingassumption about what your customers and patientswant. For example, you might find that a patient group areinterested in information and advice from fellow patientsabout managing their chronic disease in their daily life, asopposed to researching treatment options.

Channe l Se l e c t i on :

2. Clear Objectives

Define clear objectives for the brand/

product. This creates a framework onwhich to overlay your MCM activities. Inone instance, the objective may be tosimply raise awareness about a poorlyunderstood disease; in another, it may beto increase patient compliance with adrug regimen.

Map out some measurable goals from this high levelobjective. If you want to increase patient compliance, bywhat percentage over time do you aim to increasepatient engagement? Create a benchmark from whichyou can work to plot your progress. While clear objectivesmight seem contrary to the need for adapbility andoptimisation; objectives can be amended over time onlyif they are clearly defined in the first place

3. Channel Suitability

Be always mindful of the marketing message you arecommunicating. Often, organisations can get caught up inall the channels that are now available to them, and losefocus on the core message. Is the message suitable to thechannel? For example, e-CME programs, which cannotcontain material that focuses on particular brands, may bea great way to generate increased awareness about adisease but are unlikely to be effective at diverting sharefrom similar products.

Channe l Se l e c t i on :

Web conferences are a great way to engage with HCPs.Despite offering a high return and impact, webconferences require time and commitment and are bestleveraged to a highly engaged segment of your customers.

4. Internal Audit

Conduct an internal analysis of yourcurrent marketing assets andchannels used. You may have somegreat hard copy brochures targetedto IDNs or patient pamphlets thatcan be turned into useful digitalassets.

Often a lack of coordination of messages andcommunication between marketing and sales leavedpowerful assets unused. Work with sales to analyse the “asis” and the plan for the future.

Now that you've assessed channels and assets, it's time tomove forward and follow our 4 tips for implementing MCMto drive customer engagement...

Imp l emen t i ng MCM

1. Channel Integration

All channels marketers decide to use must also worktogether. By delivering a combined message across severalplatforms customers receive a strong and cohesivemessage.

66%of marketers in enterprise companiesfail to tightly coordinate campaignsacross all marketing channels.

The combination of multiple channels,brands and regions can lead to afragmented approach toMCM. Commercial Excellence inhealthcare demands a globally andorganisationally consistent strategy thatallows for local and brand-relatedrelevancies. Establish a core set of assets,IT systems and reporting systems for allregions, brands and disease states toadhere to.

2. Global / Organisational Consistent Strategy

Imp l emen t i ng MCM

3. Measurement

Access to digital performance and big data means thatMCM is more transparent and measurable than everbefore.

This wealth of data and channels means there is also thepotential for finding out more about what you could bedoing to optimize campaigns. To implementcommercially effective MCM, adaptability is key and small'failures' are acceptable, provided they inform futureactivity. Measure the feedback from multichannelexercises via closed-loop marketing. Using a combinationof quantitative and qualitative information, measure yourcustomers’ responses and assess their accuracy based onstatistical evidence. From this you can create a dynamicapproach, adjusting your message or delivery ofinformation.

4. Ongoing Optimisation

Evaluate ROI by tracking KPIs such as click rates,number of users for a website or app, calldurations, and physician satisfaction levels.

Effective marketing approaches can make use of thatwealth of data, allowing pharmaceutical and medicaldevice companies to tailor their content and channel mixto maximum effect. By closely montioring performance,

we can ensure all marketing activities are commerciallyeffective.

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What ' s Nex t ?

The % of marketing activity that digitalaccounts for in pharma.

but with the rise of channels – and the growth ofwearables – this is set to increase to:

15%

30% in the next 3-4 years.

As the health care industry transitions from a fee-for-service model to one based on qualitative measures ofreimbursement, manufacturers need to realign for anoutcomes-based world. In an industry where pharma andmedtech companies are tasked with achieving “more withless”, it’s time to commit to MCM.

Multichannel is a strategy to be embraced, not avoided.

The healthcare industry is finally catching up to MCMand there are huge rewards to be gained.

C3H, a Clarity solution, helps pharma and medtechcompanies to re-align their marketing and salesprograms to drive customer engagement within ourCommercial Excellence model.

Learn More

Resou r ce s

http://social.eyeforpharma.com/digital/how-be-mcm-

maverick

http://social.eyeforpharma.com/marketing/art-multichannel

http://www.cmswire.com/cms/digital-marketing/top-

challenges-for-multichannel-marketers-dma14-

027009.php

https://www.bcgperspectives.com/content/articles/biopharmaceuticals_marketing_breaking_through_noise_pharmaceutical_marketing_digital_world/

http://www.bluewolf.com/resources/infographic/healthcare-shift-business-consumer

http://www.wearecouch.com/blog/how-can-pharma-

implement-a-successful-multichannel-marketing-

strategy