Multichannel Marketing for PharmaThe field force and online strategies synergies

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

Agenda / Table of Contents

Multichannel Marketing Definition

Why is it Time for Multichannel Strategies?

1

2

The concept, personal opinions and cases

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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Building an Action Plan

Augmented Reality

Rep / Online interaction examples

3

4

5

Multichannel Marketing Definition

Wikipedia- Multichannel marketing is marketing using many different marketing channels

to reach a customer. In this sense, a channel might be a retail store, a web site,

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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to reach a customer. In this sense, a channel might be a retail store, a web site,

a mail order catalogue, or direct personal communications by letter, email or text

message. The objective of the company doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.

Why is it Time for Multichannel Strategies?

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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� 84% of US physicians access medical info online between consultations

� 42% during consultations (34% in 2009)

� 81% use Google at least once a week to search for medical information (#1 starting point)

� Every day consumers are exposed to new technologies that enable them to achive better, faster and cheaper

� Smart phones

� Augmented Reality

� Web of things

� Top service providers are developing the habit and increasing the expectations of the users, through delivering value through multiple channels integrated in a multi-channel strategy

Source: Manhattan Research

Building an Action Plan

SegmentValue

Develop network

Retool personalization

Build skills

•Decide on Multiple Channel vs MultiChannel strategy and decide MultiChannel value proposition (segments, customer mix, brand promise, core process etc)

•Economics = more customer value = more profit

•Tyghtly align the Brand promise and multi channel

•Optmize and build based on your CRM capabilities

•Test and learn

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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SegmentCreation

network arcitecture

personalization

capabilitiesand optimize

•Core channels and linkage

•Customer revenaue / cost across channels

Based on the Multi-Channel Marketing white paper from McKinsey Marketing Practice

Align Brand Promise, Customer Management and Value proposition to provide a seamles and optmiziable experience

Utility Usability Likeness

Augmented Reality

Enhance the sales rep call after the visit

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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Community Platforms

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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Do You Have Any Questions?

Jorge A. Herrera RojasBusiness Technology Director, Pfizer

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Any Questions?

Thank You