how to leverage digital channels to drive hcp engagement

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Leveraging Social, Mobile & Online Channels to Drive HCP Engagement

January 18, 2012

Audio for this event Toll Free: 1-888-455-0869 International: 1-773-799-3873 Passcode: HHwebinar

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Housekeeping

• Your phones have been automatically muted

• Use the chat feature if you have a question or problem during the session

• You may contact us directly after the session if you have more in-depth questions

• A recording of this presentation will be made available

• Comment on or follow the conversations on Twitter

@agencyinside #MCM_Rx

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Related Webinars

Now available online…

The Role of Social Media in Pharmaceutical Marketing

Revolutionary Multichannel Data Models for HCPs

Implementing a Global Multichannel Marketing Plan

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Your Presenters

John Wes Green VP, Digital Innovation

Kevin Dunn SVP, Global Brand Strategy

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Meeting Agenda

Relationship Management Perspective

Our Methodology

Key Industry Trends

A Year in the Relationship

Continued Growth of Digital, Mobile and Gaming

Customer is King

Questions and Answers

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Relationship Management Perspective

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Our Point of View

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+ =

BRAND STORY The product unique

selling point amplified by the unmet need for key target audiences

MCM APPROACH

An integrated, segmented campaign with differentiated

messages and offers incorporating channel best

practices and multiple response channels

CUSTOMER CENTRICITY

Delivers the best measureable customer

experience and drives prescribing

behavior

Multichannel Marketing Equation

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Today’s Multichannel Landscape is Customer-Centered

©2011 Harte-Hanks, Inc.

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Reach the right HCPs with the right message

through the right channels at the right time

HCP Relationship Marketing Guiding Principles

Brand

strategy and creative platform

Align

Consider product lifecycle,

prescribing behavior,

motivation, call pattern, etc.

Segment Through different messages and offers

Motivate

Use a mix of channels

while considering the HCP’s

preferences

Integrate Measure business

impact and provide

continuous learning

Deliver

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RM Customer & Product Lifecycle

©2011 Harte-Hanks, Inc.

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Vision: HCP Relationship Marketing

An integrated, segmented campaign with differentiated messages and offers across multiple segments using channel

best practices

Increase engagement

Enhance existing relationships

Augment the sales force

Deliver new data and information

Reinforce prescribing behaviors

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Dimension “Business as Usual” “New Customer Relationship” Mandate

Marketing Planning Siloed by media channel Integrated across channels

Campaign Management Episodic/batch Dialog/real-time/

customer-facing

Customer Identification

Name and physical mailing address in database

Persistent customer ID across all channels

Customer Segmentation Few, large segments Micro segments

Analytics Predictive analytics Optimization analytics across Web, social, mobile

Campaign Metrics Response/conversion rates Engagement metrics

Data Slow-changing data

(transactions, demographics, promotion history)

Fast-changing data (Web interaction, social media,

surveys)

Creating Real-time Learning

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Content is Key

• Patients choice and knowledge is increasing

• Content needs to…

– be relevant, useful, easy to consume and share

– be everywhere, so that it can be easily found when needed

– attract users, not interrupt them

• Relationships and knowledge management

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Our Methodology

Getting “R.E.A.D.Y.”

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Our Methodology

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Our Methodology

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Our Methodology

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Our Methodology

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Our Methodology

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Key Industry Trends

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Connecting through Multiple Channels

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A Year in the Relationship

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Continued Growth of Digital, Mobile and Gaming

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New Technology Trends in Health Care

YouTube/Video Podcasts and Radio Social Media QR Codes

Mobile Blogging and Micro Blogging Gaming Apps

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YouTube for Instructions

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Podcasts and Online Radio

Podcasts

• Short audio or video recordings

• Present insights from different sources

• Can be heard/viewed live or stored for later use

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Social Media

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QR Codes

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Everything is Mobile

• Polls and surveys • Product and event announcements • Targeted messaging • Apps • Directions • Sweepstakes and contests • Special offers

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Health Care Use of Mobile

• Health care companies are using mobile to educate customers, control costs, provide better customer care and increase sales

• Industry examples

– Aetna

– Humana

– Cancellation or reschedule due to weather and/or physician emergency delay

– Pfizer sends sales force updates on new goals, computer outages, key sales messages

– Novartis provides pollen counts info for allergy sufferers

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Blogging and Micro Blogging

• Advantages for Pharma companies

– Less formal way to communicate with customers

– Company thought leaders can express thoughts on disease states, research approaches

– Opens doors to creating a productive, trust-generative dialog with readership

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Gaming

• Gaming is exploding in the health care area

• Gaming is being used for:

– Accessibility

– Health and wellness

– Professional development

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Health Apps

• Estimated to be 8000+ consumer health apps on the market

• Wide range of uses

– Stress management

– Diet

– Fitness

– Brain health

– Medical reference materials

• Easy way to package information about a disease and help with ongoing disease management tasks

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Customer is King

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Customer is King

• Customers are now pushing marketers away

• Marketers are forced to adapt

– Build relationships and trust

– Make interactions personal and memorable

– Utilize all available channels

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Reaching, Engaging and Influencing Your Audience

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New Tools for Success

Customer Data Customer Experience

Campaign Execution

Strategy/Analytics

CUSTOMER

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Relationship Marketing Approach

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Questions?

John Wes Green

The Agency Inside Harte-Hanks

215.944.9557

JohnWes_Green@Harte-Hanks.com

@johnwesgreen

Kevin Dunn

The Agency Inside Harte-Hanks

215.944.9617

Kevin_Dunn@Harte-Hanks.com

@KevinDunnatHH

Related webinars available on-demand:

Implementing a Global Multichannel Marketing Plan

Revolutionary Multichannel Data Models for HCPs

The Role of Social Media in Pharmaceutical Marketing

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Thank You!