4 critical success factors for pharma multichannel marketing
Post on 06-May-2015
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The 4 critical success factors
for pharma multichannel
marketing
Implementation
While planning is important, it’s the implementa2on of your MCM strategy that determines the success of your efforts. To get this right, you’ll need to apply marke2ng fundamentals and business best prac2ces to the integrated-‐channel solu2ons at your disposal. The cri2cal success factors for effec2ve implementa2on are:
1. Walk in your customer’s shoes 2. Be clear on what you are trying to achieve 3. Get management buy-‐in 4. Focus on the message, not the medium Lets go in to more detail on these cri2cal success factors.
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To focus on giving your customer the informa2on he (or she) needs to make informed decisions, you’ll need to put yourself in their posi2on.
Determine what they wants to know, what’s the best way to consume the informa2on and what addi2onal material they are likely to search for to supplement it.
By providing the right informa2on at the right 2me and in the right format, you’ll increase your customer’s level of engagement with your brand and build a stronger future rela2onship.
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#1 Walk in your customer’s
shoes
Set objec2ves based on realis2c measurements, with clear deliverables for each. By doing so, you’ll create the founda2on for a strong MCM strategy that includes market segmenta2on, messaging, methods and resources. You’ll also have a framework against which to evaluate your progress.
Determine not only what you want to do but create concrete goals. For example, if you want to improve engagement, by what percentage over what period of 2me? What’s your star2ng point in terms of market penetra2on? Create a benchmark from which you can work to plot your progress.
To really iden2fy whether the MCM marke2ng achieves your purposes, you‘ll need to be able to produce sta2s2cal evidence, which is impossible to do if you don’t know your star2ng point or your goal.
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#2 Be clear on what you’re trying to achieve
One of the biggest challenges of implemen2ng new marke2ng techniques in pharma is that of obtaining management support. MCM and other forms of digital marke2ng require a different approach, largely because success depends to a degree on trial and error. The process of adap2ng to feedback and sta2s2cs implies that mistakes will be made, and the industry accepts these as part of everyday ac2vity. Management, however, tends to frown on failure of any sort.
Manage expecta2ons and commitment through investment in educa2on, training and internal communica2on and avoid over-‐promising and under-‐delivering.
Any new method of opera2on including MCM has a greater chance of success if it enjoys high level endorsement.
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#3
Get management
buy-‐in
It’s a common mistake among pharma companies who are new to the discipline of MCM to focus too heavily on the media used instead of the message. It’s easy to get so wrapped up in the “where” and “how” that we forget about what we’re trying to tell customers.
Iden2fy the media to use for each message individually, then ascertain whether the message needs adap2ng in any way. For example: Twi[er posts are a maximum of 140 characters long, which indicates that if you post the same message there as you do to Facebook or in your direct mailing to clients you’re likely to lose something in transla2on.
Nothing will tell your clients faster that you don’t know what you’re doing than a poorly-‐executed MCM campaign. And the medium is just the method of dissemina2on; it’s s2ll the message itself that counts for the most points.
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#4 Focus on the message, not the medium
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• COUCH have experience of developing integrated marke2ng campaigns. These are designed to get our clients the maximum impact in the market place.
• We have the experience to run content and social media programmes that last over a year.
• COUCH have exper2se in delivering mul2-‐channel campaigns including print, film, digital, experien2al and managers’ toolkits -‐ we understand that this campaign must have cut-‐through and resonate with customers.
• We help businesses in the pharma, healthcare and life sciences gain more profitable engagement with their most important audiences.
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