PPT document prepared for Pharma Marketing Summit in 2009 (Zurich) featuring best-in-class approach in closed loop marketing & Multi-Channel marketing. Clearly, Citobi was (and still is ) visionary

1. Maximize ROI by breaking information
silo’s between marketing and sales
Pierre De Nayer, Partner, Citobi
Pharma Marketing Summit, Zurich,

2. On the agenda for today : A case based approach
Introduction to Case 1&2: How can a disease management program generate ROI. A
« crash course ».
Case 1: How e-CRM could strongly help your in your various objectives
Get additional ROI by obtaining true involvement from physicians
Get additional ROI by obtaining involvement of sales representatives
A perfect showcase for illustrating “the case for breaking information silo’s”
”Breaking information silo’s” and integrated “M&S” lead to superior ROIs.
Introduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence Based
Marketing and sales” program can generate ROI
Case 2: How strong ROI was obtained at product launch stage through a e-CRM
based approach that involved deeply physicians and sales reps?
Case 3: How strong ROI was obtained through fostering systematic screening of a
disease through a e-CRM based approach where information silo’s were broken.
The future: When scientific objectives will meet ROI objectives: The “SmartSticker”
approach

3. On the agenda for today : A case based approach
Introduction to Case 1: How can a disease management program generate ROI. A
« crash course »
Case 1: How e-CRM could strongly help your in your various objectives
Get additional ROI by obtaining true involvment from physicians
Get additional ROI by obtaining involvment of sales represenatatives
A perfect showcase for illustrating “the case for breaking information silo’s”
”Breaking information silo’s” and integrated “M&S” lead to superior ROIs.
Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based
Marketing and sales” program can generate ROI
Case 2: How strong ROI was obtained at product launch stage through a e-CRM
based approach that involved deeply physicians and sales reps?
Case 3: How strong ROI was obtained through fostering systematic screening of a
disease through a e-CRM based approach where information silo’s were broken.
The future: When scientific objectives will meet ROI objectives: The “SmartSticker”
approach

4. Return
# additional patients under treatment
Market share in new patients
(Impact on) lifetime value
Market learning
ROI =
Investments
Component of ROI of a disease management campaign
Investments
• Content
• Media
• Interactive Program (one to one)

5. Incremental
return
Acquisition Relationship Marketing programme
Impact on life time value of a disease management program
By involving physicians and sales
representatives, additional impact could be
envisioned, paving the way for superior ROI.
• E-CRM approach
• Breaking information silo’s
• possibility to measure ROI
• And to get superior ROI

6. DB
Mkt. Aut.
software
2.. Patients diagnosed as
Obese are asked by the
doctor to register to
Kilowatch program
3.. Regular e-mail sent
to patient to encourage
compliance and
feedback on the
treatment 4. Sales reps are
informed on the
number of
prescriptions per
area
e
Case 1 (Quickly…): Getting additional return by involving physicians
and Sales Representatives
5. Product Manager can
optimise and monitor
compliance and better
target the sales effort
e
1. Doctor is
stimulated by the
rep to encourage
his obese patients
to enroll in the
Kilowatch
program
Dashboard
How ROI was calculated?.
• Per physician and per sales rep follow up
• Number of patients in program (per
physician, per rep)
• Average length of treatment calculated
versus country average
• Take your calculator or excel sheet…

7. Case 2: Depression case study
Therapeutic issue
Determining correct dosage for anti-
depressant is difficult task
Hence obtaining accurate information is
crucial
On actual compliance level
On patient’s state of depression
Proposed solution: Moodmeter
Prescriber requests patient to regularly
perform online self-test
Patient receives invitation via e-mail
every other week
On patient’s state of depression
Yet available information suggests
compliance is generally low
In addition, patient’s state of mind at
time of visit may not reflect general
situation
Prescriber is alerted as soon as test is
taken, and accesses test results online

8. Case 2: Patients fills him/herself the questionnaire…
8

9. … and prescriber is alerted of results
How ROI was calculated?.
• Per physician and per sales rep follow up
• Number of patients in program (per physician, per
rep)
• Average length of treatment calculated, versus
country average
• Take your calculator or excel sheet…
• A cross check with Rx figures was also made

10. On the agenda for today : A case based approach
Introduction to Case 1: How can a disease management program generate ROI. A
« crash course ».
Case 1: How e-CRM could strongly help your in your various objectives
Get additional ROI by obtaining true involvment from physicians
Get additional ROI by obtaining involvment of sales represenatatives
A perfect showcase for illustrating “the case for breaking information silo’s”
”Breaking information silo’s” and integrated “M&S” lead to superior ROIs.
Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based
Marketing and sales” program can generate ROI
Case 2: How strong ROI was obtained at product launch stage through a e-CRM
based approach that involved deeply physicians and sales reps?
Case 3: How strong ROI was obtained through fostering systematic screening of a
disease through a e-CRM based approach where information silo’s were broken.
The future: When scientific objectives will meet ROI objectives: The “SmartSticker”
approach

11. Cases 3&4Cases 3&4
Measure & get ROI and break information
silo’s between marketing and sales
through a e-CRM based approach…

12. DB
Mkt. Aut.
software
Rep visits
the Doctor
And
All data is
available in
Actito Database e
PharmaCo PM
Can view progress
In real time
Sales force
receive progress
Report on registrations
By email
e
Email sent with
user name
And password
for Questionnaire
The “Simply ask the doctor” approach…
(Some links with “truth marketing”, also called EBMS approach)
Un Infokit en Néerlandais
Un Inforkit en Français
…
And
explains
the
Questionnaire
Doctor receives
letter
And questionnaire
Introducing the
Survey
Doctor completes
Questionnaire
On or Offline
Sales Rep present the
One to One sales aid
To the Target List
Doctor
start Prescribing
Sales Funnel calculated
One to One sales
Aid produced
Urologists – Difference of Opinion
Prostate cancer has become the second cause of mortality in men. In an effort to provide better products and services for
this difficult cancer, AstraZeneca decided to undertake a wide spread survey in Belgium to understand the Urologists
attitude to this illness, the management of the disease and methods of treatment. Over the past month all 250 Urologists
have been given the chance to take part in this far-reaching survey. The results are surprising……
Testing
There were major discrepancies in when
Urologists tested for Prostate cancer with
80% testing each year for patients aged
between 40-49 with a Androgen and only
33% testing with rectal examination for
prostate cancer every 2 years.
There seems to be differing ideas on
what tests to undertake for differing age
groups.
Your Results were “Every two
years” in both cases
Prostate antigen
Each Year
80%
Every 2 years
16%
otherwise
4%
Rectal examination
Each Year
56%
Every 2 years
33%
otherwise
11%
Treatment
Urologists were prescribing 20% of their patients with hormonal
treatment, which is much lower than found in the UK and the US
where hormonal treatment has been available for longer.
In general Urologists were starting Anti-Androgen and LHRH in
combination earlier than separately, as it seems that this treatment is
more effective.
Your results were “non hormonal”
How many patients do you prescribe hormonal
treatment?
Hormonal
Treatment
20%
Non Hormonal
Treatment
80%
Timing of Treatment
Urologists were giving treatment at differing times with both
treatments being given immediately as the most popular. Anti-
Antigen were on the whole being prescribed later than three months
which again ties in with lower hormonal treatment trend found
previously.
In general Urologists were starting Anti-Androgen and LHRH in
combination earlier than separately, as it seems that this treatment is
more effective.
Your results were “Both and Immediately”
0
10
20
30
40
50
60
Anti-antigen LHRH AA/LHRH
When
When do you start Hormonal treatment
Immediate Within3 months Later
Non User
Sporadic User
Regular User
RU in High Risk
Un Infokit en Néerlandais
Un Inforkit en Français
…
Questionnaire
Development

13. 5. Rx profile (in category)
analysis; what is each
category prescription
behaviour ?
DB
1. Numerous tactical
actions are
organized…
Case 3: Preparing a product launch through a e-CRM based approach
DB
M.A.
software
3. At the end of the
campaign, a Rx
potential profile is set
for each physicians
4. A synchonisation
with SFA tool takes
place for Reps’ useSiebel,
Team’s,
…
2. Data is captured
and structured in a
CRM (Marketing
Automation) database

14. Low Medium High Total**
Out of
target
75
(74%)
22
(22%)
5
(5%)
102
Potential 158
(70%)
53
(52%)
13
(6%)
224
GP prescription behaviour *
GP
Introducing RX data
(IMS) demonstrates that
- Attitude categories
Disguised figures
Case 3: Profiling data were crossed with IMS data,
allowing interesting findings…
(70%) (52%) (6%)
Selection 162
(57%)
88
(31%)
36
(13%)
286
Super
Selection
568
(60%)
272
(29%)
99
(11%)
939
Total 963
(62%)
435
(28%)
153
(7%)
1551
GP
Attitude
- Attitude categories
include a variety of
prescription behaviours
- Both dimensions are
not correlated ***
*IMS-Mkt potential- MAT July 2004
** Excluding GP’s that do not prescribe
*** Does not pass the Chi² test of correllation

15. Low Medium High Total
O 75 22 5 102
P 158 53 13 224
GP Prescription behaviour
GP
Segment A:
Easy to convince
with growth
potential
Segment C:
Existing immediate
potential, but difficult to
convince because
unreadiness to
reconsider current
behaviour
Case 3: We suggested to implement a segmentation approach (1/2)
P 158 53 13 224
S 162 88 36 286
SS 568 272 99 939
Total 963 435 153 1551
GP
Attitude
Segment B:
Existing immediate
potential, possible to
convince but there is
competition in place

16. 1. Easy to convince with
growth potential
2. Existing immediate
potential, possible to
convince but there is
1. Openess to receive ‘content’ information, so
that (e-)dm can be used and replace efficiently
some repeat detailing visits
2. Openess to receive ‘content’ information, so
that (e-)dm can be used, but as a complement
to repeat detailing visits in order to ensure
Case 3: We suggested to implement a segmentation approach (2/2)
convince but there is
competition
3. Existing immediate
potential, but difficult to
convince because
unreadiness to reconsider
current behavior
to repeat detailing visits in order to ensure
enough share of voice
3. Indirect approaches required to improve level of
receptiveness, so as Phase IV, meeting with
Opinion Thought Leaders (Convincing GPs by
leveraging specialists…)

17. 30
40
Product
X
Product Launch
campaign
Case 3: At the end of the campaign, ROI was calculated through an
IMS PIE study
0
10
20
-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4
%
Control Group n = 2934 Attendees n = 221
X
market
share
MonthMonthMonthMonth
Value of RX increase:Value of RX increase:Value of RX increase:Value of RX increase:
Cost of campaignCost of campaignCost of campaignCost of campaign
ROI:ROI:ROI:ROI:

18. Case 4: A e-CRM powered “Systematic Screening” project…
About Osteoporosis
The first true symptoms (=hip fractures, wrist fractures and
vertebral fractures) appear long after the onset of the
pathology.
Early detection allows the administration of medication that
significantly decreases the fracture risk.
Objective of the program:
Peak bone mass at age 25-35
Menopause
BoneMass
Given asymptomatic aspect of the disease, physicians and
patients do not spontaneously speak about it
The first objective was to foster a dialogue between
patients and physicians about Osteoporosis
…with the idea to get more diagnosed patients, and more
subscriptions
From the beginning, thought as a project that would
deeply involve physicians and patients
Active
growth
Slow
loss
Rapid
loss
Continuing
loss

19. Case 4: Objective - Deep involvement of sales representatives (1/2)
Provide a tool for sales representatives to manage and follow the program
The tool allowed management to track performance of reps
Number of contracts registered

20. Provide CRM tool to reps that allows them to prepare a next visit. E.g.
Physician X almost never proposes treatment to osteoporotic patients. Is this
physician well informed of the benefits that can have an advanced therapy
(e.g. risk reduction for fractures,…)?
Given the national overall statistics and taking into account the distribution of
patients physician Y has over the different risk categories, this particular
physician refers very few patients for screening.
Have reps performing a “physician-specific” detail call.
…
Always in comparison with the national
Objective : Deep involvement of reps...and physicians
Always in comparison with the national
statistics

21. How it worked?
Encoding of contracts Encoding of patient forms
Weekly email sent
to reps and mgmt
CRM dashboard
+

22. Some screenshots (1/4)
Encoding of physicians contracts…
22

23. Some screenshots (2/4)
Encoding of patients…
23

24. Some screenshots (3/4)
Dashboards for sales reps and for management …
24

25. Some screenshots (4/4)
Dashboards for physicians…
25
Potential usage/development
•Give access to sales representatives
(enable her/him to discuss results with
physician)
•Produce a paper one-to-sales aid! (Do
close the loop marketing without tablet
PCs)
•Etc…

26. 30
40
Product
X
Product Launch
campaign
Given the e-CRM aspect of the program, per physicians results could be
easily crossed with IMS figures
0
10
20
-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4
%
Control Group n = 2934 Attendees n = 221
X
market
share
MonthMonthMonthMonth
Value of RX increase:Value of RX increase:Value of RX increase:Value of RX increase:
Cost of campaignCost of campaignCost of campaignCost of campaign
ROI:ROI:ROI:ROI:

27. On the agenda for today : A case based approach
Introduction to Case 1: How can a disease management program generate ROI. A
« crash course »
Case 1: How e-CRM could strongly help your in your various objectives
Get additional ROI by obtaining true involvment from physicians
Get additional ROI by obtaining involvment of sales represenatatives
A perfect showcase for illustrating “the case for breaking information silo’s”
”Breaking information silo’s” and integrated “M&S” lead to superior ROIs.
Introduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence BasedIntroduction to Case 2 & 3: “Simply ask the doctor” – How an “Evidence Based
Marketing and sales” program can generate ROI
Case 2: How strong ROI was obtained at product launch stage through a e-CRM
based approach that involved deeply physicians and sales reps?
Case 3: How strong ROI was obtained through fostering systematic screening of a
disease through a e-CRM based approach where information silo’s were broken.
The future: When scientific objectives will meet ROI objectives: The “SmartSticker”
approach

28. The future: When scientificThe future: When scientific
objectives will meet ROI
objectives….
The “SmartSticker” approach

29. e-Compliance Platfom based on device fit for purpose
Smartsticker™
Fits in real-life treatment process
Patient can easily stick it to blistered drug
No prior deblistering required
No constraint for practical use by patient
Reliable material
Adaptable to 95% of blister formats
Can be integrated in simple logistical flow

30. e-Compliance Platfom manages streamlined logistical flow
3 Patient
5 Platform
Personalized
feedback
2 Prescriber
Handover to patients
4 Partner
Central data read in
1 Sales rep
Delivery to
prescribers
3 Patient
Return
Empty blister
feedback
e-compliance
Platform
Database

31. e-Compliance Platfom also offers value added processes
Sales rep
Customized
information
& service
Prescriber
e-Alerts &
reports
Easy
registration,
access &
operation
Pharmaco
Patient
Additional
support
(information &
services)
Operation,
Monitoring,
Reporting
e-compliance
Platform
Database

32. Detailled reporting could be made available for physicians.

33. Pharmaco can easily monitor prescriber activity
Sector code 2003
Sales rep Jackson
Prescriber Registered since Smartstickers™ returned
Date Tenure
(months)
Total Per month
(average)
Per month
(last 30 days)
1 Jekill 15/01/2008 4,7 9 1,9 1,2
2 Hyde 1/02/2008 4,2 12 2,9 3,0
3 Frankenstein 22/02/2008 3,5 11 3,1 1,6
4 Rogge 7/03/2008 3,0 5 1,7 3,4
5 Piot 19/04/2008 1,6 4 2,4 2,0
6 Vesalius 3/05/2008 1,2 2 1,7 2,1
Total / Average 3,0 43 2,3 2,2
•Info can be made available to sales force
•Detailed view on program acceptance = reliable proxy
for individual prescription behaviour
• Number of patients in program (per physician, per
rep)
• Average length of treatment calculated, versus
country average
• Take your calculator or excel sheet…

34. Conclusions…
Questions & Answers?