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
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