Paulash Mohsen OPMA session May 1 :"Multi-Channel Marketing"
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Transcript of Paulash Mohsen OPMA session May 1 :"Multi-Channel Marketing"
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Multi-Channel Management: Next Generation Communication with HCPs
Paulash Mohsen April 2014
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Multi-Channel Management is an acknowledgment that customers obtain information from many different sources
Multi-Channel Management
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65%
78%
87%93%
97% 99% 99%
77%75%
60%
44%
30%
2001 2003 2005 2007 2008 2009 2010
Online for Professional
US Physicians Are All Online
Source: Manhattan Research, 2010
Online DAILY for Professional
Canada 2011:94%
Canada 2011: 99%
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4.24.5
9.4
7.8
7.7
6.4
8.07.2
2004 2006 2008 2010
Physician Information Preferences: Physician Access Contrasted with Physician Time Online
Source: ImpactRx 2010, Manhattan Research, 2010
Hours/Week Online for Professional
Purposes
Details per Week per PCP
Canada 2011: 8 hrs
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77% 68%
23% 32%
Current % of Time Desired % of Time
73%63%
27%37%
Current % of Time Desired % of Time
Physicians Would Like to Be Online Even More
Source: Manhattan Research
57%44%
43%56%
Current % of Time Desired % of Time
Online Sources
Offline Sources
Accessing Pharma or Device Info
Online Sources
Offline Sources
Attending Professional Conferences
Online Sources
Offline Sources
Reading Professional Journals
Canada
2011: 79%
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Usage Is Up Across All Digital Channels
Source: Manhattan Research, 2010
97%
50%
37%30%
7%
99%
72%
53% 51%
16%
Web Mobile Email EMR Social
Communities
2007 2010
Canada
2011: 63%
Canada
2011: 75%
Canada
2011: 19%
Canada
2011: 99%
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Physician Online Medical Exposure
3%
3%37%
5%
14%
4% 8%
6%
4%
5%
4%
7%
Source: comScore, 2009
Pharmacy Services
Physician Locator
Social Media
Association Clinic
General Content
Government
HCP Content Health & Wellness
Insurance
Medical Journal
Pharmaceuticals
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46%
57%
44% 46%
64%
38%
20%
33%33%
38%40%
37%
Physician Preferences By Interaction Type
Source: Manhattan Research 2010
2007 2010
Prefer Online
Prefer In-Person
Product Questions Ordering Samples Patient Ed Resources
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Live/In-Person
Conventions
Online
Web (e.g. video detailing, e-sampling, etc.)
Mobile/Smartphone
Web 2.0/Social networks
Phone
Direct Mail
Pharma Interactions with HCPs
Product Details
Sample distribution
Materials Distribution (e.g., Patient Ed Resource, Product Programs)
Speaker Programs
Delivered via HCP Interactions Channels
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HCP
Brand Team
Finance Starter Ops
F2F
Analytics
Mfg/ Supply
Example: Multi-Channel Sampling
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Example: Multi-Channel Sampling
HCP
Brand Team
Finance Starter Ops
Web
Phone
F2F
Analytics
Mfg/ Supply
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Multi-Channel Sampling: Implementation Considerations
Interactions with the field force
Cross-company platform capabilities
Availability across channels (web, phone, mobile)
Cross-channel allocation (“double-dipping”)
Capability syndication
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“Detailing” across channels
Video Detailing
Tele-Detailing
Online Interactive Content
Mobile Content
Traditional Engagement Technology Enabled
+
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Measuring Success in Multi-Channel
Field Force Multi-Channel
Reach
Frequency
ROI
Time spent
Total office call
etc
?
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Measuring Success in Multi-Channel
Activity Script Sales Decision-Making Process
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Measuring Success in Multi-Channel
Activity Script Sales Decision-Making Process
The Key: Measure Here - Customer Engagement
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Evolving Measurement Model
Program Execution
Customer Engagement
Financial Return
2000s Mid
2010s Late
2010s
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Questions?