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Innovations in Multichannel Marketing

  • August 2013
  • -
  • Firstword Pharma
  • -
  • 55 pages





FirstWord goes beyond the multichannel marketing hype to explore what multichannel marketing (MCM) really means for Pharma today, and what it holds for the future.

With Pharma sales forces in steep decline, marketers are faced with the challenge of reaching customers with the right content, at the right time, through multiple traditional and digital channels. They must also change the mind-set of internal stakeholders and convince them to embrace a new way of working.

This crucial report explores the essential ingredients of an effective multichannel marketing model, through the direct experiences of senior marketers at top Pharma companies, including GlaxoSmithKline, AstraZeneca, Pfizer, Sanofi Pasteur MSD and Lundbeck, as well as MCM powerhouse, Google.

These global MCM opinion leaders share their perspectives on key trends such as digital and mobile communications, Big Data, customer centricity, patient empowerment, and closed-loop marketing (CLM).

Innovations in Multichannel Marketing is a must-read for forward-thinking marketing and sales professionals.







Report Highlights of Innovations in Multichannel Marketing include:


Key elements of MCM – from the experiences of global MCM experts
How Digital and Mobile are changing the game
Integrating your traditional and digital programmes
Latest data tracking and analysis techniques
Major innovations that are making MCM even more powerful








Key Benefits

With fewer field sales reps, tighter regulations around Pharma-doctor interactions, and changes in the ways that customers consume content, MCM is becoming increasingly important. However, very few companies have fully integrated programmes. With an abundance of channels now available to marketers, there is a need to understand how to put programmes together to effectively reach the target audience through the right channels at the right time. Through this report, exclusive guidance from senior marketers inside and outside Pharma will help you make your MCM more integrated, more measurable, and more effective


Understand how to make your MCM customer-centric, fully integrated, and “closed-loop”
Learn creative ways to integrate your sales force and multichannel marketing programmes
Demonstrate enterprise value and win over internal stakeholders
Be ready for exciting future developments



Key Questions Answered

Innovations in Multichannel Marketing addresses your strategic and tactical questions, such as:


What is multichannel marketing?
Are the experiences of other industries relevant to Pharma?
How can I listen to my customers in a way that generates value?
How do I demonstrate enterprise value if ROI is no longer a simple calculation?
What data can I collect, and what can I use it for?





Selected quotes from the report


“The key success factor in any project you deliver is actually identifying what the customer need is and looking at customer behaviours. Anything we do has to be based around their need, otherwise it becomes less relevant’s a true matrix.” Kai Gait, global digital director, GlaxoSmithKline

“It is an understanding of the audience that begins and ends the really successful multichannel marketing campaign.” Ben Barokas, general manager for marketplace development, Google

“The mobile revolution is one of those things that has impacted dramatically on the way we can relate with our customers. We shouldn’t do anything in multichannel that doesn’t involve mobile as one of those channels.” Antonio Ibarra, multichannel marketing manager, Sanofi Pasteur MSD

“Our customers are shaped by the external world as much as we like to think they are shaped by pharmaceutical interactions. In a world where people are generally using digital devices in their everyday lives, expectations are high for access to information. All of that shaping that goes on in the real world is what’s driving the success of really thinking about a multichannel world for pharma.” John Gerow, European multi-channel marketing director, AstraZeneca



Expert Views


Sven Awege, executive director and senior consultant, Pharma Strategic
Ben Barokas, general manager, marketplace development, Google
Vivek Chaudhri, senior director, multi-channel marketing, Pfizer EU
Kai Gait, global digital director, GlaxoSmithKline
Nitin Gandhi, director, operational improvement and excellence (Europe/AfME), Pfizer
John Gerow, European multi-channel marketing director, AstraZeneca
Antonio Ibarra, multichannel marketing manager, Sanofi Pasteur MSD
Pierre Morgon, chief marketing officer, Cegedim and non-executive director, Theradiag (formerly BioMedical Diagnostics)
Timothy White, global director and head of customer interaction management, Lundbeck



Table Of Contents

Innovations in Multichannel Marketing
1.Executive summary
2.Introduction
2.1.What is multichannel marketing?
2.2.Why is the pharmaceutical industry interested?
2.2.1.The digital revolution
2.2.2.The need to reduce costs
2.2.3.Can MCM provide a solution?
3.Understanding the dynamics of MCM
3.1.The key ingredients of MCM
3.2.Getting the content right
3.4.Knowing your customer
3.4.1.Data capture and analysis
3.4.2.The complexities of tracking and data privacy issues
3.4.3.Invest in new technology, but do not lose sight of the big picture
3.5.Convincing your internal stakeholders
3.6.How to select the right channel mix
3.6.1.Customer preference
3.6.2Touch points
3.6.3Traditional channels versus digital
3.6.4How has mobile changed the game?
3.6.5Regional differences
3.7.Customer segmentation
3.8.How to demonstrate enterprise value
4.Innovation - where do we go from here?
4.1.Reflecting key issues from other industries
4.2.Multichannel or cross-channel?
4.3.Closing the loop in MCM
4.4.Integrating big data with MCM
4.5.Customer centricity
4.5.1.Interaction through social media
4.5.1.1.Social media interaction: Novartis invites input from MS patients
4.5.2.The empowered patient
4.5.2.1.Providing information to patients: Sanofi's Diabetes Matters
4.6.The personalised marketing ideal
4.7.Concluding thoughts
5.Acknowledgements

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