across health - are tablets the game changer

8/3/2019 Across Health - Are Tablets the Game Changer

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Innovative approaches on CLM- is tablet the next game changer?

Bart Haanen

Senior Management Consultant Across Health Netherlands
http://../Videos/Xoom%20Android%203.0.mp4


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The new era started in 2010AD?

Social, Local, Mobile Seminar - September 29

2


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Its changing weather

Technology wise

...Market wiseCustomer wiseStrategy wise

MSOfficeClipArt


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More

connected

Abundance of

easily accessiblemedical information

Stronger regulatoryconstraints More

efficient

Moreinformed

Technologicalchanges

Changing environment... Changing customers


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Capabilities deck 5


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According to a recent survey in NL:how many HCP are still being reached by the Rep?

a) 90%

b) 70%

c) 50%

d) 30%


7


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Importance of Digital according to PharmaExecutives

59%

48%

45%

44%

42%

41%

35%

34%

27%

23%

20%

18%

8%

Which of the following efforts to develop a new commercial model have you seenbeing successfully implemented during the past few years?

Significant reduction ofsales reps and more useof new sales tools and/or

technology


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11-04-2011 iPad Case 9


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Customer centricity - what customers want.

What marketing suggested What management approved As designed by engineer

What was manufactured As maintenance installed What the customer wanted


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Personalising & customising the message


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Understanding the customer journey:multiple touch points & creating customer value

orientation

Marketing

purchase/prescribe

Medical Affairs

problem solving

Med Info

new needs

Assistant/others

needs

Sales

Channel a

Channel z

touchpoints touchpoints touchpoints touchpointstouchpoints

Cost/benefit Performance/quality image

recommend continue grow

Customer Value


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Closed Loop Marketing Process

CUSTOMER DATABASE

Business Analytics Customer analytics

Customer needs

RoI analysis

Segmentation

Prioritisation

Sales Force Effectiveness

Channel effectiveness

Online Sales Channels Teledetailing

Virtual detailing

Online virtual meetings

Website/portal

eMail marketing

Offline Sales Channels Field force calls

Conferences

Congresses

Medical liaisons calls

Sales Call

Campaign tailoring Channel strategy

Targeting strategy

Tactics

Segmentation strategy

Message segmentation

MARKETING

HCPVirtual

interaction

SALES

Closingthe loop

A continuous flow of definedinformation from customer activitiesare sent to the Customer Database

Available data and information isanalysed and used to adapt

messages, channels and targeting

Marketing publishes the newstrategy, tactics and content to be

used in the different sales channels


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The Current State of CLM implementation is poor!

Most of the Pharma industrys main players have implemented CLM-type programs.

However, evidence indicates that these initiatives fall short of full CLM

Focus is on rolling out new technology to the sales force.

Only 25% of the companies implementing such programs as part of atrue CLM strategy

Most efforts are more analogous to basic electronic detailing


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Real CLM implementation appears difficult..Closing the loop isnt easy

So, what are the potential bottlenecks?

Group discussion 10 min.


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Closed Loop Marketing Process

CUSTOMER DATABASE

Business Analytics Customer analytics

Customer needs

RoI analysis

Segmentation

Prioritisation

Sales Force Effectiveness

Channel effectiveness

Online Sales Channels Teledetailing

Virtual detailing

Online virtual meetings

Website/portal

eMail marketing

Offline Sales Channels Field force calls

Conferences

Congresses

Medical liaisons calls

Sales Call

Campaign tailoring Channel strategy

Targeting strategy

Tactics

Segmentation strategy

Message segmentation

MARKETING

HCPVirtual

interaction

SALES

Closingthe loop

A continuous flow of definedinformation from customer activitiesare sent to the Customer Database

Available data and information isanalysed and used to adapt

messages, channels and targeting

Marketing publishes the newstrategy, tactics and content to be

used in the different sales channels

12

3

4


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CLM implementation has proven difficult


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Towards customer centricity & value:- How to create?

Dialog Interactivity

Engagement

Conversion

with your customer

to create through a CLM approach

value for both customer

and the company?


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The gamechanger?


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Think about.

What are the benefits of new tablets? Presenter

Audience

What are disadvantages/hurdles?

List any examples of potential use?


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What are the new tablets benefits?

Presenter Nimble and swift (handbag size, no cords etc)

Long battery lifetime (no worries or sudden-death)

Very easy to learn and use

Starts instantly (no waiting time)

Engaging shared device

Wow factor = cool image building

Audience Customer-centered

Adjustable presentations

Interactive/shared device

Visual explaning

All data on-board

Expanding comfort zone


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What are the new tablets disadvantages?

Its a TC not a PC... New technology...

Other?


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List any examples of potential use?

Learning solutions Detailing, Pre Launch

Detailing, Sales tool

Care Management

Library

Patient Journey Phase lV studies

Workshop/Case stories

etc


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iPad to dominatetablet sales until

2015 as growthexplodes, saysGartner

The iPad is much more than just a new tabletcomputer. Its a new category, the touch tablet

Touch tablets will see an explosion in salesover the next four years,

Selling 60% as many units as PCs by 2015

Apple iPad will retain more than 50% share of'media tablet' market for years despite Android,Windows, and others, entry


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Across Digital Barometer 2011

Adoption within pharma is still low


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Where would you position the tablet detailing in thePLC?

Sales

Time

Develop

ment

Introduc

tion

Growth

Maturity

Decline

*

1


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Product Lifecycle : general recommendation

27

Sales

Time

Develop

ment

Introduc

tion

Growth

Maturity

Decline

Pure WebCall Pure WebCall

Self guidedeDetailing

Self guidedeDetailing

Hybrid WebCall

MSL/KOL Webcall MSL/KOL Webcall MSL/KOL Webcall

Hybrid WebCall

Tablet Tablet Tablet

4 years

Hybrid WebCall

Pure WebCall

*Hybrid WebCall

Pure WebCall *

1

2

3

4

Tablet *


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Tablet detailingBusiness case

More and more companies seeking innovativeapproaches to reach their audience

Just do it digital approach

Tailoring and personalising message

Define the scope of the project

We want to use the iPad Why?

What are the objectives? Start building simple CLM approach

Market Research

Segmentation & Profiling

Metrics

KPI selection

Call quality, interaction, duration of sales call,remembrance, message compliance

Capabilities deck

284 oktober 2011

CLM


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Tablet detailingBusiness Case:Approach

Products in growth/mature phase

New innovative approach on detailing

Start of a simple CLM approach

Phased approach

Phase 1: creating experience and captureprofile data

Phase 2: profiling and tailoring the message

Phase 3: CRM integration

Process excellence

Building the storyline & storyboard

Technical adaptation and requirements

Training of the management and sales force on

skills and attitudes

Support

Continuous support after launch to guard thechange management process

Capabilities deck

294 oktober 2011


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iPlanner-app


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Right support

Putting iPads into the hands of sales reps without the right support is likefielding a Ferrari without a pit crew

its fast off the starting line and looks good for a few laps, but its notsustainable and will not win any races.

Capabilities deck

314-10-2011


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Agnitio Analyzer - example

iPad Case

3211-04-2011


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CRM integration


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Tablet detailingBusiness Case:Bottom Line

Set clear objectives and define KPIs at thestart

Its a change management process for all! Recognize that touch tablets like the iPad represent

an entirely new way of doing things

Key for a successful implementation is the

training of the management and sales force onskills and attitudes.

Support needed along the route!

Putting iPads into the hands of sales reps

without the right support is like fielding a Ferrariwithout a pit crewits fast off the starting lineand looks good for a few laps, but its not

sustainable and will not win any races.

CRM integration for CLM approach

344 oktober 2011


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Potential scenario

Welkom dr. Van Kempen

Email 1 Welkom dr. Van Kempen ophet artsenportaal

Email 2: Welkom dr. Van Kempen op uw

Persoonlijke homepage


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The gamechanger?


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Questions?

4-10-2011 Capabilities deck

across health - are tablets the game changer

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