eyeforpharma and IMS Half-Day Pre-Summit Training Workshop

Wednesday 14th May, 3pm-6pm, Zurich Marriott

Demystifying the “e”

eStrategy, eMarketing, eDetailing…what do they really mean for sales and marketing? 

OVERVIEW

The IMS pre-Summit workshop will focus on Closed Loop Marketing (CLM), the new sales and marketing paradigm through which all the topics in the subsequent seminar can be viewed holistically. 

In today's world, the distinction between sales and marketing is blurred, as techniques such as micro-segmentation and eMarketing bring down marketing to the level of the individual customer...an approach that was traditionally the domain of sales.

During the Summit workshop, we will examine the concept of CLM, what it means for the company, and particularly, how to put it all together. We will draw on our own knowledge and what we've seen as service providers to the industry, as well as engaging the views of systems and content providers, and pharmaceutical executives who have lived through the process.

KEY TOPICS

• Developing a program strategy : putting together a strategy for a closed loop approach, and how this differs from traditional pharmaceutical marketing and sales.

• Preparing a communications blueprint : creating a communications plan using closed loop marketing.

• Infrastructure implications : the technological ramifications, as well as the associated infrastructure questions that must be addressed.

• Execution and optimization : Putting it all together – what does it take to succeed, including the necessary change management.

THE WORKSHOP IN DETAIL

Introduction: Setting the scene

We will try to get a guest speaker here

Decision 1: The Classic approach: One product, one message

Each group of participants will take the role of a virtual sales rep in a traditional setting. They will determine how to interact with a number of different customers given a classic selection of calls and promotional resources - with the same overall message.

The simulation will show the impact of each group's decisions.

Debrief & presentation: The New Paradign

We explain the new paradigm of closed loop promotion, discussing its power to organize all different types of promotion with a focus on eMarketing. We see how these promotional means are fundamentally two-way, with the pharma company communicating to the customer while at the same time getting back information that can be used to refine further communications.

Decision 2: Closing the Loop

The second decision finds the participants in the role of the product manager. Having captured the needs and/or objections of each customer, they will determine an appropriate message per segment addressing the specific issues raised, coupled with the relevant marketing tools.

Decision 3: The Way of the Future: One client, one message

The last decision will put participants back into the shoes of the modern rep, facing the same customers.  This time, though, they will experience the contact within the context of a coordinated CLM approach allowing individualised messages and incorporating the eMarketing techniques. The simulation will show the impact of each group's decisions now compared to the previous decision.

Final debrief: The impact of eMarketing initiatives

Having experienced for themselves what an eMarketing approach can mean from the point of view of the customer and the sales force, participants learn the impact of such an approach. We compare results from all groups and look at real-life implementation examples from the industry.

eMARKETING – WHY CHANGE?

According to one senior sales manager in the United States , in the good old days there was no need for fancy systems and segmentation approaches to do a good job as a pharmaceutical medical rep. “I would just go around to the pharmacies, get information about who was prescribing what, then focus on those doctors.” This may have been much better than the typical shotgun approach of the time but it wouldn't stand a chance against more sophisticated competitors. These days, new techniques can allow much greater customer insight across the board, and much better focus for the sales force as a whole…not just the best reps.

Understanding the need for a more scientific approach, the industry has gone through a number of technical phases, running from ETMS through to CRM. To some, CLM is just the latest change in jargon, but in reality, it's the logical, unavoidable and highly desirable next step - an entirely different way of doing business that affects all aspects of a pharmaceutical company's business.

What is Closed Loop Marketing?

CLM measures the results of marketing and communication initiatives by tracking the response of targeted groups (eg by surveys, promotional entries, coupon redemptions and purchase behaviour) and adding them to a database. Marketing campaigns can then continuously adapt to customer needs, creating a true relationship. Simply put: It allows marketers to develop, and monitor, highly targeted strategic campaigns based on a wide variety of customer histories and behaviours.

In a nutshell, CLM changes the whole paradigm of traditional product promotion. Consider the way the pharmaceutical industry has traditionally promoted its products. The marketing department comes up with a campaign and promotional materials. Some of these are put into the market directly by marketing (ads, mailings, etc.) and some are used by the field force (detail aids, tools, etc.). The field force is taught how to deliver the right, pre-established message. Sometimes the message varies somewhat between different customer segments.

CLM changes all of that. Instead of having a campaign and materials developed in relative isolation then delivered through the sales force, with associated communications channels bolted on to the side, a coherent, ever-evolving, individualized approach can be taken for each customer. Feedback from this approach is fed back into the system so that the next time around, it's even better.

YOU CAN SIGN UP TODAY FOR THIS EXCLUSIVE WORKSHOP EITHER ON IT'S OWN OR WITH EITHER A PLATINUM OR DIAMOND PASS.

PLEASE VISIT THE REGISTRATION PAGE TO SEE OUR CURRENT SPECIAL OFFERS.

KIND REGARDS,

GED MOORE                       KATRINE BACH

EVENT DIRECTOR              IMS PRINCIPAL