0

Multichannel Marketing: how to be customer-centric

in practice and deliver value

to the company?

Marcin Urbanowski

Commercial Director

IMS Health

1

Investment by Channel Full Year 2012 – Full Year 2014

IMS Health Confidential

+ 5.2%

- 2.7 %

+ 0.0 %

- 25.7 %

+ 14.4 %

+ 31.0%

+ 40.1%

% Change

2014/2013

Total Invt $bn

% Change

$78.4

+ 0.1%

$79.3

+ 1.1%

$78.3

Worldwide

+ 37.4%

* Digital investment includes : e-detailing, e-meetings, e-mailing.

2

MCM challenges: how to deliver value to the organization? (1/3)

Copyright © 2015 IMS Health Incorporated or its affiliates. All rights reserved.

3

MCM challenges: how to effectively use resources and set the right channel mix? (2/3)

Direct mail

Medical portals

Website visits

E-mailings

Mobile applications

Call center and remote detailing

KOL/ Thought leader

E-detailing

Webinars

Conventions

Social media

Personal

Non-personal Customer

Copyright © 2015 IMS Health Incorporated or its affiliates. All rights reserved.

4

MCM challenges: how to deliver right messages, right time, right channel (3/3)

Copyright © 2015 IMS Health Incorporated or its affiliates. All rights reserved.

5

MCM in Client - introduction

How to be customer-centric in practice and deliver value to the company?

Copyright © 2015 IMS Health Incorporated or its affiliates. All rights reserved.

WHY

Business

Requirements

& Customer

Needs

WHAT

Technology

Solution

Key learnings HOW

Methodology &

Schedule

WHO

Team

Organization

01 02 05 03 04

6

Business Requirements & customer needs

WHY

01

1. Reinforce FF brand promotion by other

communication channels

2. Increase brand SOV by distant promotion

adressed to non-visited doctors

3. Capture insights of non-visited doctors

for future FF retargetting

1. Valuable message tailored to personal needs

2. Time saving (5 min/FF call)

3. Relevant frequency of contact

7

Technology Solution – Nexxus MCM

WHAT

02

Insights Reporting and analytics

for campaign optimization

and data visualization

Marketing Database Single view of the HCP (physician),

segmentation by any demographic, behavioral or

attitudinal attribute

Campaign management

Coordinated execution across all channels and

automation of personalized customer journeys

8

Team Project Organization

WHO

03

Multichannel Manager

(Project Leader)

Purchasing Manager

Product Manager

IS Digital Partner

Content Manager

9

Methodology and Schedule

HOW

04

● Client and IMS workshop with main stakeholders

● Nexxus platfrom deployment for Client

● ETL’s deployment

● Campaigns and Journeys implementation

● Project launch to FF

● Campaigns and journeys execution

● Key learnings

Phase 1:

Workshop

Phase 3:

Pilot

Phase 2:

Implementation

10

Workshop

HOW

04 Phase 1

● Define target group

● Construct marketing message

● Choose communication channel

● Campaigns and journeys plan

● Engagement rate assumptions

11

Define target groups

HOW

04 Phase 1

● GPs – their role in brand initiation:

How to reinforce FF activities addressed to this target group?

Target

rotation

Distant

contact

channels

Increase the

frequency of the

contact with the

usage of distant

channels

12

Engagement assumptions

HOW

04 Phase 1

● Customer engagement rate in digital channels will be higher for

visited doctors when fully integrated with FF visits comparing to

customer engagement rate in digital channels of visited doctors

w/o integration with other channels

● Customer engagement rate will be increasing from one campaign

to another (5 campaigns designed)

● Among non-visited doctors there will be a segment of customers

who will engage in all campaigns (heavy digital users)

13

Engagement rate assumptions

HOW

04 Phase 1

● Customer engagement rate in digital

channels will be higher for visited doctors

when fully integrated with FF visits

comparing to customer engagement rate

of visited doctors w/o integration with other

channels

● Customer engagement rate will be

increasing from one campaign to another

(5 campaigns designed)

● Among non-visited doctors there will be a

segment of customers who will engage in

all campaigns (heavy digital users)

Opportunity: decrease of FF visit frequency

and fill the gap by digital contacts; free

resources to increase FF coverage of

target group

Opportunity: deepen the relation with the

customers

Opportunity: identification of doctors „A” to

be contacted on distance effectively

(premium content to design for them)

14

Choose communication channel

HOW

04 Phase 1

CLM

FF visits

Self e-detailing

website

E-mailing

Video materials Mobile apps

Conference relation

Patient cases

15

Customer campaigns and journeys plan

HOW

04 Phase 1

FF visit:

short message

and brigde for

e-contact

e-contact:

in line with

bridging

message

Customer

insight report

provided to

MReps

Follow up FF visit

based on customer

insight & bridge to

next e-contact

Next e-contact

in line with

bridging

message

1. Valuable

message tailored

to personal needs

2. Time saving

(5 min/FF call)

3. Relevant

frequency of

contact

16

Five campaigns planned

HOW

04 Phase 1

5 campaigns

1st campaign 2nd campaign 3rd campaign 4th campaign 5th campaign

FF GP’s target

Ftf visit 3

video material, patient

case

Ftf visit follow

up

Post call activity

17

Customer campaigns and journeys – Nexxus MCM

HOW

04 Phase 2

18

Key learnings

Key

Learnings

05

● Customer engagement rate in digital

channels will be higher for visited doctors

when fully integrated with FF visits

comparing to customer engagement rate

of visited doctors w/o integration with other

channels

● Customer engagement rate will be

increasing from one campaign to another

(5 campaigns designed)

● Among non-visited doctors there will be a

segment of customers who will engage in

all campaigns (heavy digital users)

Potential: decrease of FF visit frequency

and fill the gap by digital contacts; free

resources to increase FF coverage of

target group

Potential: deepen the relation with the

customers

Potential: identification of doctors „A” to be

contacted on distance effectivelly (premium

content to design for them)

> 4-fold

increase

+ 52% (target)

+35% (non-target)

18% of

non-visited

doctors

Phase 3

19

Key Succes Factors

● Readiness to take a risk

● Strong support from Top Management from the

beginning to the end

● Excellent cross-functional cooperation: Digital &

Marketing & IS & Procurement

● Content is the King: Content Manager as internal

resource

● FF engagement into the project

Key

Learnings

05 Phase 3

20

Thank you

Disclaimer :

• The analyses, their interpretation, and related

information contained herein are made and provided

subject to the assumptions, methodologies, caveats,

and variables described in this report and are based

on third party sources and data reasonably believed to

be reliable. No warranty is made as to the

completeness or accuracy of such third party sources

or data.

• As with any attempt to estimate future events, the

forecasts, projections, conclusions, and other

information included herein are subject to certain risks

and uncertainties, and are not to be considered

guarantees of any particular outcome.

• All reproduction rights, quotations, broadcasting,

publications reserved. No part of this presentation

may be reproduced or transmitted in any form or by

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photocopy, recording, or any information storage and

retrieval system, without express written consent of

IMS HEALTH.

• ©2015 IMS Health Incorporated and its affiliates. All

rights reserved. Trademarks are registered in the

United States and in various other countries.

Copyright © 2015 IMS Health Incorporated or its affiliates. All rights reserved.