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Multichannel Marketing Business Case Report, 2014

 

Maximizing multichannel marketing strategies and their capabilities

The Multichannel Marketing Case Report, 2014, gives insight on the MCM landscape. Although pharma have an array of strategy options, the problem lies in finding the resources to implement the changes, whether it may be time or talent. The next strategic step is to define what has been achieved as well as how the results were attained. Through case studies, the report will help identify what is working and how to build a framework for future projects. 

The report includes: 

  • Case study driven: Focusing on your competitors and how they are developing their multichannel strategies
  • Optimize channel effectiveness: Identify stakeholder needs from pharma companies and understand how channels can be used to commercially leverage optimum periods within a production lifecycle
  • Implement a winning strategy: Which critical success factors define successful projects? Learn what can be done to shift your corporation menality

 

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Key reasons to purchase this report:

  • Business Case studies: Gain insight from 10 industry leaders on who has done what, when, how and why, to find out where you can adapt your strategy for future success
  • Optimize your channel effectiveness: Primary insights on which channels are most effective, when to use them, and at what frequency
  • Best practice implementation: Learn the step-by-step process required to implement a successful MCM strategy
  • Monitoring and tracking tactics: Simple tactics to turn raw CRM data into valuable insights
  • Skilling up your staff: Identify the training methods required to ensure effective implementation of new channel tactics
  • Leverage multichannel: Integrate channels into your promotional mix so they compliment your sales force
  • Stay compliant: Regulatory framework mapped out for each major region, and each emerging channel so you don’t have to
  • Lifecycle Management: Understand the best time to launch each channel so you don’t waste any resources

Peer Review:

I had the chance to read the report and what I liked is that it is giving in one document all the essence of what are the trends in our industries at different levels (top management vision to the operational activities). It is also giving transversally the toolbox for implementing all new tactics wherever you work within a sales, market access, marketing or digital departments.

I think that all companies have their own vision and culture, but this is a good basis to identify the boundaries of what our industry should achieve to impact positively clinical practice and patient outcomes. It is up to everyone of us to digest these information and translate in concrete actions.

Haider Alleg, Global eMarketing Manager, Preglem

As many companies evolve and Multi-Channel Marketing becomes an essential part of the Go-to-Market strategy, this report aggregates many of the key topics that marketers will need to consider. The additional commentary by practitioners tasked with developing and executing Multi-Channel strategies provides an insiders look at the opportunities and challenges associated with the current state and future of pharmaceutical marketing.

Austin Wilson, Associate Director, Global iPad/Closed Loop Marketing Solutions Leader, Merck

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Your guide to undertaking the next step

Executive summary    11

  • Background to this report    11
  • Chapter 1 - Role of MCM     11
  • Chapter 2 - Channel optimization    12
  • Chapter 3 - Deploying MCM strategies    13
  • Chapter 4 - Implementing an MCM strategy    14
  • Chapter 5 - Growing channel numbers    16
  • Chapter 6 - What does the future hold for MCM?    17

Methodology    19

Introduction    20

  • Background to this report    20
  • Historical perspective    21

1. Definition and role of MCM    24

  • 1.1 Why digital marketing is not developed    24
  • 1.2 Market pressures    25
  • 1.3 Pharmaceutical marketing maturity compared with other sectors    28

2. Channel optimization    31

  • 2.1 Who wants what through what channel?    31
  • 2.2 Healthcare professionals and patients - key differences    33
  • 2.3 Stakeholder needs    33
  • 2.4 Emerging digital channels    34
  • 2.5 How a product life cycle influences resource allocation    41
  • 2.6 Deploying an MCM strategy    45

3. Multichannel marketing strategies    46

  • 3.1 Proven channels    48
  • 3.2 The importance of innovative strategies    49
  • 3.3 Nonpromotional channels    53
  • 3.4 Emerging channels    54

4. Implementing an MCM strategy    55

  • 4.1 Checklist - Are you ready for an integrated strategy? .. 59
  • 4.2 Critical success factors .. 60
  • 4.3 Barriers to success .. 61
  • 4.4 Address the skills gap: opportunities to upskill your organization .. 63

5. Growing channel numbers    66

  • 5.1 Attribution - its importance and how to plan it in    67
  • 5.2 Meet audience needs for information    69
  • 5.2.1. Focus on Janssen - Patient adherence in type 2 diabetes, launch of Invokana (canagliflozin)    70

6. What does the future hold?    70

  • 6.1 Improved information management capabilities    71
  • 6.2 Adapting will be key    73
  • 6.3 Improved aid for the sales force    74

Industry learning    75

  • MCM evolves into MCLM    75
  • Advanced data leveraging    75
  • Multichannel will become ubiquitous    76

Abbreviations    76

References    77

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Methodology

Report has been produced following a rigorous four step research process.

Step 1. Preliminary Research

A review of additional literature and conference proceedings pertaining to pharma’s MCM usage. Secondary sources were selected by referral from those interviewed.

Step 2. Gathering and Analyzing Primary Data

  • 46 interviews with pharmaceutical executives
  • ExclusiveMCM survey sent to a targeted section of our eyeforpharma database in January 2014.
  • 26 primary interviews to decide on the topic
  • 20 detailed insight driven interviews to collect primary information for the report

Step 3. Peer-Reviewing and Editing

Reviewed by

Haider Alleg, Global eMarketing Manager, Preglem
Austin Wilson, Associate Director, Global iPad/Closed Loop Marketing Solutions Leader, Merck
Susanne Schaffer, Multichannel Marketing Manager, Merck
John Pugh, Global Innovation Lead, Boehringer Ingelheim

Step 4. Customer Support and Feedback

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The following industry peers have all contributed:

Thank you to all of the interviewees, peer reviewers and companies that contributed to the creation of this report. Without their support, it could not have been written.

Additionally, a special thank-you must be reserved for the following individuals who contributed quotations directly:

  • Patricia Adams | International Innovation Manager, Boehringer Ingelheim

  • Haider Alleg | Global eMarketing Manager, Preglem

  • Richard Ashdown | Multichannel Director, Caudex

  • Michael Bellis | EU Multichannel Marketing Quality & Integration Manager, Pfizer

  • Shona Davies | Associate Director of Communications and Programme Leader at MSD/Univadis

  • Ozgun Demir | Multichannel Excellence Manager, EMEA, Bayer

  • Florent Edouard | Commercial Excellence Senior Director, AstraZeneca

  • Bert Van Eijk | Director Oncology/HCV, Boehringer

  • Ingelheimlisa Flaiz | Group Product Director, Digital Marketing, Janssen

  • Marian Frank | International Product Manager, Boehringer Ingelheim

  • Kai gait | Global Digital Director, GlaxoSmithKline

  • Mayank Misra | Advanced Analytics Lead, Pfizer

  • Andrew Moore | Multichannel Marketing Manager, Sanofi-Aventis

  • Michele Polz | AVP, Patient Insights & Analytics, U.S. Diabetes Patient Centered Unit, Sanofi

  • Susanne Schaffer | Multichannel Marketing Manager, Merck

  • Peter Stephenson | Head of Multichannel Marketing, Merck

  • Gillian Tachibana | Former Global eMedia Communications Director, Merck Serono

  • Rupert Watts | Senior Consultant, Across Health

  • Austin Wilson | Associate Director, Global iPad/Closed Loop Marketing Solutions Leader, Merck

  • Kara Zubey | Senior Director, Business Strategy, Endo Pharmaceuticals

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All interviews and surveys conducted have been converted graphically to allow you to absorb significance

Index of Figures

All interviews and surveys conducted have been converted graphically to allow you to absorb significance

Figures | Tables

List of figures:

Figure 1: Survey of marketers’ confidence in their digital expertise 22
Figure 2: Challenges to MCM adoption 25
Figure 3: Pharma organizations’ confidence in their MCM strategy 29
Figure 4: MCM strategy confidence 30
Figure 5: Physician channel preferences 31
Figure 6: At what stage in a product’s life cycle should products be deployed? 43
Figure 7: Do you have a process whereby an emerging channel is assessed? 45
Figure 8: The most important channel to a brand’s or product’s success 47
Figure 9: How much effect does promotional innovation have on sales in the pharma industry? 50
Figure 10: MCLM maturity model 56
Figure 11: Current vs. day in the life of a physician and pharma 58
Figure 12: Maturity of MCM capabilities 63
Figure 13: How pharma sales and marketing executives rate the performance of their organization 64
Figure 14: Top five business priorities in 2013 65

List of tables:

Table 1: Challenges to MCM adoption 25
Table 2: Confidence in MCM strategy 30
Table 3: Confidence in MCM strategy 30
Table 4: Stakeholder needs from pharmaceutical companies 34
Table 5: Main social media channels 36
Table 6: Regulation differences of key regions 39
Table 7: At what stage should each channel first be deployed? 43
Table 8: The most important channel to a brand’s product’s success 48
Table 9: How much effect does promotional innovation have on sales in the pharma industry? 50

Click Here Download the report extract

Aleksandra Sledzinska
Aleksandra Sledzinska
Global Account Manager
eyeforpharma
+44 (0) 207422 4332
asledzinska@eyeforpharma.com
7-9 Fashion Street, London E1 6PX