tyler cowan opma may 1 session: "multi-channel marketing"
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Multi-Channel Marketing With PhysiciansTyler Cowan
OPMA PRESENTATION
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AGENDA
Changing Landscape
Channel selection
Targeting
Implementation
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WHAT’S CHANGED?
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The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic
Peter Drucker
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“Traditional” sales model is under pressure
EvolutionQuelle: IMS Interviews Launch Excellence TM
Traditional Sales Model Some Need for Change Pressure for Change
• Developing or fundamentally changing healthcare systems
• Information sources poor• Focus on effective traditional
sales deployment models
India
China
Turkey
CEE
Japan
USA
Iber
Latin America
Italy
France
Benelx
Germany UK
NordicCanada
• Non prescribing healthcare decision makers / stakeholders increasing in importance
• Prescriber access challenge• Network marketing and
account based selling instead• Traditional sales model under
pressure – or gone
• Pharma in wait mode, not yet a need for platform change
• Relationship selling, access and non-prescribing decision makers not yet a burning issue
• Traditional sales deployment model, increasing cost effectiveness emphasis
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WHAT CHANNELS COULD I USE?
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Possible HCP channel options
Field Sales Team
CSO Sales Teams
Inside Sales Representatives
Alternate sampling channels
Direct mail, fax, email
Market Intelligence
Product Websites
Inside Phone &
E-Detailing
Field Sales Team
CSO Sales Teams
Direct Mail/Fax/Email
Alternative Sampling Channels
MarketIntelligence
www.product.ca
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GOT IT! – SO, WHO’S MY TARGET?
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TARGETING
High Value Targeted HCPs
High Value Non-Targeted
Supportive Healthcare Staff
Pharmacy
• There are always physicians who are sub-optimally covered with high value (geography, no access, appt only)
• Vacancy management, additional SOV, launch, pre-LOE• Physicians with non-field promotional preference
YES
• Geography challenges• “White Space”, limited field force, small budget• P1 focus on another product that drives target list
YES
• Nurse Practitioners, RNs, dieticians, patient counsellors, diabetes educators, nutritionistsYES
• Pharmacists continue to make up high influencer and potential prescribers. They are traditionally sub-optimally covered, targeted, messaged etc.YES
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IMPLEMENTATION
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Implementing Effectively – What to consider?
Partner/s
Budget
Timeline
Internal Process
Targets
Timeline: It is important to recognize when you need each element implemented
Internal Process: It is common place to run into hurdles with internal partners. A well informed and supportive team will help ensure a smooth roll out
Targets: multi-channel marketing can allow you to access traditionally non-targeted HCPs, support staff, pharmacists and dig deeper into lower decile
Budget: What are you most impactful channels short and long term? Where is the product in its life cycle? If you had to cut off 1 or 2, which would they be?
Partners: It is paramount to choose partners with experience, expertise and a proven track record. Sub-par partners dilute or wreck a solid, well laid out plan
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Thank you!
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