Multi-channel Marketing

May 2, 2016

Neil Aubuchon – VP Global Marketing Santen

Customer

Digital

PrintPeer-

to-Peer

TV

Direct Mail

Webinars

eMail

A Bit About Me

Australia

Japan

USA

A Disclaimer

Patient

Support

Some Obvious Points

Needs!

Identifying Tensions in the System

Post Visit Consulta

tion

Determining the Strategic Imperatives

Growing a market Taking share from

a competitor

Establishing a niche

Matching the “What” With the “How”

STRATEGY

Compliance

Guidelines

Doctor

Portals

Websites

SALES

FORCE

Peer-to-Peer

WEB

CONFERENCES

Mobile

Social

Channel Strategy Needs to be Adjusted According to the

Environment

m3.com m3.com

carenet carenet.com

Nikkei Medical medical.nikkeibp.co.jp

Medpeer medpeer.jp

Esai www.eisai.jp/medical/

Pfizer pfizerpro.jp

AstraZeneca med.astrazeneca.co.jp

Otsuka otsuka-elibrary.jp

Mtpro mtpro.medical-tribune.co.jp

Yakuji.jp yakuji.co.jp

GSK glaxosmithkline.co.jp/medical/

Takeda takedamed.com

Daiichi Sankyo medicallibrary-dsc.info/medical.php

Mitsubishi Tanabe

medical.mt-pharma.co.jp

Astellas med.astellas.jp

An Example From JapanSite page view per month

January 2014 Source: SimilarWeb based estimate

An Example From Australia

An Example From the USHealth Care

Providers

Payers

Sales Reps

Pharmacists

Patient Support

DTC

Limits of Global Marketing on Channel Strategy

• Global strategy

• Digital content (for i-pad)

• Patient support program strategic guidelines

• Best practice sharing

“All Politics are local”---Tip O’Neill

Stand-Alone vs Embedded Local Team?

• Very small, focused, highly talented leader

• Reporting to the CMO

• Budget for centralized capabilities but not for individual brand activities

• Leadership required by CMO & Managing Director

Something That Works – Web-Conferences

• Regionally well known speaker

• Attendee number not too large (20-30)

• Ability for interaction is critical

• Efficient marketing spend

Iteration and Continuous Improvement

• Net Promoter Score results (understand the why?)

• Continuously pilot new ideas (“Like” button)

• Allow the sales-force to drive them

• Questions in advance

Continuous

Improvement

Do

Chec

k

Act

Plan

Your Most Important Channel -Sales

An Overlooked Diagnostic Tool

A Case Study• Consumer-related TV

campaign

• Piloted in a region,

• Patient material provided in clinics

• Key KOL’s informed in advance

• Sales force aware and trained on learnings from the pilot

A Case Study

• Results can take longer than expected

• How much ROI is enough?

• Senior management buy-in is important

How to Measure Channel Mix

ROI?Customer

Satisfaction?

??????

Where Is the World Moving? Real World Evidence

New Delivery Methods Could be Game Changers (Personalized

Medicine)

Key Takeaways• Start with customer need

• Stay cross-functional approach (Medical, Payer, Sales)

• Pilot & Iterate

• Governance is important

• Evaluate based on customer satisfaction and ROI

• Continuously improve