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How are Changing Customer Behaviors

Shaping Your Business?

The GOAL

3/13/2017 Company Confidential © 2015 Eli Lilly and Company 2

Traditional Commercial Model Sales Rep Driven

Sales Rep Call

Journals

Websites

Call Center

F2F Programs

Conferences

Offline Solutions

Infinite Options

www.teamaag.com

Multi-Channel Marketing

Marketer’s Dilemma

What is Multi Channel Marekting?

Multichannel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth.

CHOICE CONSISTENCY CUSTOMER FOCUSED

New Commercial Model MCM Driven

Offline Solutions

Online Solutions

• Mobile/ online • Flexible: real-time, 24/7, • Precise and customized • 3rd Party and Company

Developed • Non-promotional

• Sales rep F2F calls • F2F Programs • Conferences • Mostly driven by

company

Marketer’s Reality

Agenda

Multi-Channel Marketing in a Complex World

• Refocus on the Customer Experience

• Multi-Channel Marketing and Channel Management

• Data Driven Decision Making

Customer Centricity

Mobile Digital

China HCP Behavior

86% of HCPs own a

smartphone

+3%

81% of HCPs use apps

for professional

purpose on

smartphone

90% of HCPs own a

computer or

laptop

83% of HCPs access

digital resources for

professional

purpose at least

once a day

Social

80% of HCPs have

accessed DXY for

professional

purpose in past 3

months

1,048 KOLs have created

WeChat official

accounts for patient

consultation and

education

Source: Manhattan Research, Taking the Pulse® Global 2014,2015

+5%

+11%

China HCP Behavior

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Source: Manhattan Research, Taking the Pulse® Global 2015, Taking the Pulse® US 2015

Patient Journey

Step into their shoes„..

Lilly Confidential 2010. For internal use only.

14

Patient Payer “Physician”

Marketing in the New Commercial Model

Multichannel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth.

CHOICE CONSISTENCY CUSTOMER FOCUSED

MCM: “The Holy Grail”

Customer Understanding

Breadth Business Results

Campaign Management

Campaign is setup based on customer

needs, customer value, and analytics

Target Solution

Courtesy: ZS Associates

Multi Channel Marketing OR Customer Centric Marketing

Source: ZS Associates

The New Reality for Marketers

www.evidencesoup.com

Capabilities

Data-Driven Decision Management (DDDM)

An approach to business governance that

values decisions that can be backed up

with verifiable data. The success of the

data-driven approach is reliant upon the

quality of the data gathered and the

effectiveness of its analysis and

interpretation.

Data Quality Sophistication

Success

The GOAL

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