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Commercial Excellence in Multichannel Marketing

  • November 2015
  • -
  • Firstword Pharma

Are you getting left behind your competitors in a multichannel marketing world?
Your audience’s needs are changing. Are you delivering the right information, to the right people, at the right time, in the right channels? If not, your messages won't be able to inform crucial treatment decisions. 
Get this new report, with expert advice on how you can improve your multichannel marketing strategy to win more business with payers.


Top Takeaways


Pharma is still playing catch up: We’re behind other business sectors and don't fully understand the concept of multichannel marketing
Audiences are changing: Payers and patients have more influence on treatment choices and are now seeking value messaging
Personalisation needs are recognised but not well-implemented: Experts know what is required but face challenges in achieving their goals
Structures and siloes are barriers: Pharma companies’ internal divisions are negatively impacting potential multichannel marketing gains
'Big data' opportunities are being wasted: Customer and market data aren't being used to gain insights
Leadership initiative needed: Greater board- level focus and commitment is required to drive through fundamental changes
Getting it wrong carries huge risks: Your messages will be fragmented and the potential for ineffective marketing is very real, some experts say

Key Issues Explored


What has changed since our report 2 years ago, and what significant shifts are happening now?
Does the pharma industry fully understand the strategies and structures needed to exploit the potential of multichannel marketing?
How, why and when are changing audiences seeking more than just brand messages in a multichannel world?
How can you target different audiences with the tailored messages they need, and what information is really valued?
How well do brands understand the customer or patient journey?
How can pharma learn from best-in-class multichannel operators in other sectors?
How well is data being used to inform and improve multichannel marketing efforts?
What are the barriers to better multichannel marketing?

Who needs this report?

Board level directors – to see how lack of leadership from the top can damage realising the potential benefits to be gained from multichannel marketing when done well
Marketing directors and managers – will get insights into dealing with the challenges they face and opportunities to be seized
Medical affairs directors and managers – to understand where there is a growing overlap with marketing in providing information in a multichannel world



Contributors

Senior Director , eBusiness, Medium sized pharma company
Senior Manager, Marketing Communications & Digital Marketing, Top 10 pharma company
Senior Global Digital Director, Top 10 pharma company
Senior Director and Head of Global Customer Interaction Management, Medium sized pharma company
Senior Director, Customer Experience, Multichannel & Digital, Top 10 pharma company
Head of Digital Acceleration, Emerging Markets, Top 10 pharma company
Consultant and former Executive Director of Strategy, Global Commercial Excellence, Top 10 pharma company
Sven Awege, Managing Director and Principal Consultant, Pharma Strategic

Table Of Contents

Commercial Excellence in Multichannel Marketing
1 Executive summary 1
2Methodology and objectives3
3Contributors 4
4Challenges driving multichannel marketing 5
41A more complex operating environment 6
42Digitisation and customer expectations 7
43Changing priorities and budget reallocation9
5MCM is not just marketing through multiple channels 12
51The importance of channel integration 14
52Catching up in the digital age16
53Why do tactics fail?18
6Providing value to different stakeholder groups19
61Physicians 22
62Using technology to deliver value to physicians23
63Payers 24
64Patients26
65Understanding the patient journey 27
66Adding value for patients28
67Towards more personalised marketing30
68Customer segmentation 30
69Customer preferences are not static 31
610Marketing has to feel personal 33
611Keep the narrative consistent but deliver it to the individual34
612An Amazon-like aspiration35
613Trends in channel preference35
614Customer centricity remains a long-term goal 37
7Data, analysis and performance measurement 41
71From big data to individual MCM interactions 41
72Gathering data from various sources 41
73Are companies using these data effectively?42
74Integrating insights, testing and refining45
75Can third-party platforms provide a solution? 46
76Closing the loop 47
77Measuring performance 51
78Demonstrating value to the company51
79Metrics and KPIs should focus on quality 53
8Key challenges and critical success factors55
81Senior leadership must be on board55
82MCM should be truly customer focused 56
83Companies need to build capabilities in MCM56
84Thinking longer term58
9Conclusion 59

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