When the Chips Are Down. Maintaining Patient Loyalty & Transforming Your Marketing Model

Transcription

1 When the Chips Are Down Maintaining Patient Loyalty & Transforming Your Marketing Model

2 Outline The External Landscape The 5 Deadly Traps of Relationship Marketing Programs Current State of RM in the Industry A look at the top 10 selling pharma brands Summary Q&A 2

3 The External Landscape Rapid evolution of technology Mobile, social, gaming and other new/evolving channels Heightened regulatory scrutiny Increased number of Warning Letters; Government Investigations 3

4 4

5 Increased Complexity of Marketing Traditional Capability Adaptable Capability 5

6 Increased Complexity of Marketing Traditional Capability Limited Channels Adaptable Capability Proliferation of Channels 6

7 Increased Complexity of Marketing Traditional Capability Limited Channels X Assets to Review Adaptable Capability Proliferation of Channels 3X+ Assets to Review 7

8 Increased Complexity of Marketing Traditional Capability Limited Channels X Assets to Review Optimization Quarterly Adaptable Capability Proliferation of Channels 3X+ Assets to Review Optimization Daily / Weekly 8

9 Increased Complexity of Marketing Traditional Capability Limited Channels X Assets to Review Optimization Quarterly Limited Vendors Adaptable Capability Proliferation of Channels 3X+ Assets to Review Optimization Daily / Weekly Extensive Vendor Network 9

10 Increased Complexity of Marketing Traditional Capability Limited Channels X Assets to Review Optimization Quarterly Limited Vendors Known Data Sources Adaptable Capability Proliferation of Channels 3X+ Assets to Review Optimization Daily / Weekly Extensive Vendor Network Complex Data Ecosystem 10

11 The New Customer Interaction Model 360 Multi-Channel Approach Social Networking Website Visits Impressions Registrations Non- Distribution/ Personal Response Interactions Direct Mail Distribution/ Response Medical Portals Visits CUSTOMER Personal Interactions Speaker Program Attendance Face-to- Face Detail Telesales Detail Customer Service Call Medical Inquiry Discussions Convention Attendance Devices/ Search Engines 11

12 Moving From a Tactic-Driven Approach Historical model characterized by: Limited access to data about what is working and what is not Limited use of marketing technology Suboptimal coordination across tactics and channels Brand team members working independently to deploy tactics 12

13 13

14 14 The 5 Deadly Traps Relationship Marketing Programs

15 The 5 Deadly Traps 1. The one and done campaign 2. Lack of continuity across channels and tactics 3. Failure to adapt to varying customer preferences 4. Shiny objects over fundamentals 5. Not delivering on implicit promises for campaign follow through 15

16 Root Causes Relationship marketing strategy Operational processes Skills (internal or through partners) working with data Technology platforms Brand team operating model Gaps in cross-departmental collaboration That s how we ve always done it inertia 16

17 Marketing Maturity Diagnostic: Assessing Current State Customer Data and Segmentation: How granularly do you define customers? How frequently do you refine segments? How well integrated are your customer data sources? Customer Experience: How well orchestrated are your campaigns across channels and time? 17

18 Marketing Maturity Diagnostic: Assessing Current State Marketing Analytics: How accessible are your data/reports? On what timeframe do you optimize? How do you make decisions on future investments? Marketing Technology: What marketing systems do you use? How well integrated are your various systems? Where are your marketing systems located? 18

19 Marketing Maturity Diagnostic Go to: 19

20 20 Inventory of RM Programs The Top 10 Brands

21 Top 10 Drug RM Test Brand CRM Sign-Up on Website Successful Required Fields Time to Confirm After Enroll NEXIUM No N/A N/A ABILIFY Yes No 14 N/A CRESTOR Yes Yes 10 No Confirm CYMBALTA No N/A No Confirm HUMIRA Yes Yes 14 Immediate ADVAIR DISKUS Yes Yes 12 No Confirm ENBREL Yes Yes 17 (+1 Extra) Immediate REMICADE Yes Yes 16 No Confirm COPAXONE Yes Yes 19 Immediate NEULASTA No N/A N/A 21

22 Top 10 Drugs in 2012 $41.4 B 60% 30% 2012 Sales Working CRM CRM Meets Consumer Need Only 1 out of top 10 brands sent a follow-up communication within 1 st week of sign-up! 22

23 ADVAIR DISKUS : One and Done! 23

24 ENBREL : Continuity? 24

25 CRESTOR : Customer Preference? 25

26 COPAXONE : Fundamentals! Immediate access to tools on thank you webpage and confirmation 26

27 ABILIFY : Deliver on Promises! 27

28 HUMIRA : On the Right Track Day 30 Immediate Day 5 Welcome Kit: Day 14 28

29 29 Section Roadmap to Moving Up the Marketing Maturity Curve

30 Revisiting the Marketing Maturity Curve 30

31 The Key Ingredients for Moving Up the Curve Team and Partner Skills Technology Platform Operational Process Relationship Management Strategy 31

32 The Shift Toward Marketing Technology By 2017, the CMO will spend more on IT than the CIO Gartner 32

33 Visualizing an Engaging Customer-Centric Campaign 33

34 Movement to the Cloud Low capital costs On Demand purchasing of services (software, hardware, etc.) Platform is scalable; buy as much or as little as you like Enables sharing of resources and costs across a large pool of users Allows for ongoing innovation in product functionality 34

35 Effort Effort Benefit of More Nimble Cloud Applications BEFORE 100% Integrate Data Develop Insights Take Action 0% AFTER 100% 0% Integrate Data Develop Insights Take Action & Optimize Competitive Advantage 35

36 Operational Processes High-Level Business Process Brand Focus Operational Focus Plan Brand Objectives Marketing Strategy Campaign Performance Dashboards Self-Serve Analytics Promotional Response Analyze Design Marketing Channel Mix Key Performance Indicators Medical Legal Regulatory Review Measure Execute In process Campaign Reporting Post Campaign reporting Operational reporting Opt-Ins / Opt-Outs / Preferences Channel Delivery ( , Direct Mail, etc.) Feedback loop from channels 36

37 Summary Marketing model in Life Sciences is changing to address changes in market landscape Emerging marketing model is more data-reliant, insight-driven and technology-dependent New capabilities must now be built to enable marketing (just as sales has been enabled in the past) Life Science marketers can leverage these capabilities to: Create cogent customer experiences across channels/time Drive personalization and continuity through automation Improve ROI through in-market optimization Aggressive efforts underway within large and mid-tier companies to advance up the Marketing Maturity Curve 37

38 38

39 Contact Information Lars Merk Kabir Shahani 39