SlideShare uma empresa Scribd logo
1 de 34
Baixar para ler offline
Maximize ROI by breaking information
silo’s between marketing and sales
Pierre De Nayer, Partner, Citobi
Pharma Marketing Summit, Zurich,
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 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
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 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
Component of ROI of a disease management campaign



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



Acquisition   Relationship Marketing programme

                                                              Incremental
                                                                 return




                          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
Case 1 (Quickly…): Getting additional return by involving physicians
and Sales Representatives

                                                               3.. Regular e-mail sent
              2.. Patients diagnosed as
                                                    e          to patient to encourage
              Obese are asked by the
              doctor to register to                                compliance and
              Kilowatch program                                    feedback on the
                                                                                         4. Sales reps are
                                                                       treatment
                                               DB                                        informed on the
                                                                                         number of
                                                 Mkt. Aut.
                                                                                         prescriptions per
                                                 software
                                                                                         area


                                                        e
                                                                                   5. Product Manager can
                                                                                     optimise and monitor
      1. Doctor is                                                                  compliance and better
  stimulated by the                                                                 target the sales effort
  rep to encourage
                                          How ROI was calculated?.
  his obese patients
                                          • Per physician and per sales rep follow up
    to enroll in the
                                          • Number of patients in program (per
       Kilowatch
                                                                            Dashboard
                                          physician, per rep)
       program
                                          • Average length of treatment calculated
                                          versus country average
                                          • Take your calculator or excel sheet…
Case 2: Depression case study


Therapeutic issue                          Proposed solution: Moodmeter

 Determining correct dosage for anti-
 depressant is difficult task               Prescriber requests patient to regularly
                                            perform online self-test
 Hence obtaining accurate information is
 crucial                                    Patient receives invitation via e-mail
     On actual compliance level             every other week
     On patient’s state of depression
                                            Prescriber is alerted as soon as test is
                                            taken, and accesses test results online
 Yet available information suggests
 compliance is generally low

 In addition, patient’s state of mind at
 time of visit may not reflect general
 situation
Case 2: Patients fills him/herself the questionnaire…




                                                        8
… 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
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 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
Cases 3&4
Measure & get ROI and break information
silo’s between marketing and sales
through a e-CRM based approach…
The “Simply ask the doctor” approach…
                (Some links with “truth marketing”, also called EBMS approach)

                                                                                                                                                                                                                                                   PharmaCo PM
                                   e                                                                                                                                                                                                               Can view progress
                                                                                                                                                                                                                                                   In real time
                                                   DB
                             Email sent with
                                                                                Mkt. Aut.                                                                                                                                                            Sales force
                             user name
                                                                                                                                                                                                                                                     receive progress
                                                                                software
                             And password
                                                                                                                                                                                                                                                     Report on registrations
                             for Questionnaire
                                                                                                                                                                                                                                                     By email
                                                                  All data is
                                                                  available in
                              Rep visits
                                                                                                                                                                                                                                         e
                                                                  Actito Database
                              the Doctor
                              And
                              explains                                                  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




                               the
                                                                                        have been given the chance to take part in this far-reaching survey. The results are surprising……
                                                                                                                                                                             Prostate antigen
                                                                                        Testing

                                                                                                                                                                            otherwise
                                                                                                                                                         Every 2 years
                                                                                                                                                                               4%
                                                                                        There were major discrepancies in when                               16%
                                                                                        Urologists tested for Prostate cancer with




                              Questionnaire
                                                                                        80% testing each year for patients aged
                                                                                        between 40-49 with a Androgen and only
Un Infokit en Néerlandais                                                               33% testing with rectal examination for
                                                                                        prostate cancer every 2 years.                                                                              Each Year
                                                                                        There seems to be differing ideas on                                                                          80%
                                                                                        what tests to undertake for differing age
Un Inforkit en Français                                                                                                                                                     Rect al ex aminat ion
                                                                                        groups.

                                                                                        Your Results were “Every two
…                                                                                                                                                                     otherwise
                                                                                        years” in both cases                                                            11%




                                                                                                                                                      Every 2 years                                         Eac h Year
                                                                                                                                                           33%                                                 56%
                                                                                        How many patients do you prescribe hormonal
                                                                                                        treatment?
                                                                                                                                                          Treatment
                                                                                                                        Hormonal
                                                                                                                                                          Urologists were prescribing 20% of their patients with hormonal
                                                                                                                        Treatment
                                                                                                                           20%                            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
                                                                                             Non Hormonal




Questionnaire
                                                                                                                                                          more effective.
                                                                                              Treatment
                                                                                                 80%
                                                                                                                                                          Your results were “non hormonal”




Development                                                                             Timing of Treatment                                                                                    When do you start Hormonal treatment
                                                                                                                                                                                        60
                                                                                        Urologists were giving treatment at differing times with both
                                                                                        treatments being given immediately as the most popular. Anti-                                   50
                                                                                        Antigen were on the whole being prescribed later than three months                              40
                                                                                        which again ties in with lower hormonal treatment trend found                                   30
                                                                                        previously.                                                                                     20
                                                                                                                                                                                        10
                                                                                        In general Urologists were starting Anti-Androgen and LHRH in
                                                    Un Infokit en Néerlandais                                                                                                            0
                                                                                        combination earlier than separately, as it seems that this treatment is
                                                                                                                                                                                             Anti-antigen       LHRH      AA/LHRH
                                                                                        more effective.
                                                                                                                                                                                                                 When


                                                    Un Inforkit en Français                                                                                                                  Immediate         Within 3 months   Later
                                                                                        Your results were “Both and Immediately”

                                                    …

                                                                                                                                                                                                                                             Sales Rep present the
                                                                                     Sales Funnel calculated
                                                                                                                                                                                                                                                                               Doctor
                                                                                                                                                                                                                                             One to One sales aid
                                                 Doctor completes                    One to One sales
                            Doctor receives                                                                                                                                                                                                                                    start Prescribing
                                                                                                                                                                                                                                             To the Target List
                                                 Questionnaire                       Aid produced
                            letter
                                                 On or Offline
                            And questionnaire
                                                                                                                                                                                                                         Non User
                            Introducing the
                                                                                                                                                                                                                         Sporadic User
                            Survey                                                                                                                                                                                       Regular User
                                                                                                                                                                                                                         RU in High Risk
Case 3: Preparing a product launch through a e-CRM based approach


                    1. Numerous tactical
                    actions are
                                                          5. Rx profile (in category)
                    organized…
                                                          analysis; what is each
                                                          category prescription
                                                          behaviour ?




                              DB
                                  M.A.                          3. At the end of the
                                software                        campaign, a Rx
                                                                potential profile is set
                                                                for each physicians


                         2. Data is captured              4. A synchonisation
                         and structured in a              with SFA tool takes
                                                Siebel,
                         CRM (Marketing                   place for Reps’ use
                         Automation) database   Team’s,
                                                   …
Case 3: Profiling data were crossed with IMS data,
allowing interesting findings…
                                                                                        Disguised figures

               GP prescription behaviour *

                          Low                Medium                   High    Total**


                                                                                        Introducing RX data
           Out of         75                 22                       5       102
                          (74%)              (22%)                    (5%)
           target                                                                       (IMS) demonstrates that
                                                                                        - Attitude categories
           Potential      158                53                       13      224
GP                        (70%)              (52%)                    (6%)
                                                                                        include a variety of
           Selection      162                88                       36      286
Attitude                                                                                prescription behaviours
                          (57%)              (31%)                    (13%)
                                                                                        - Both dimensions are
           Super          568                272                      99      939
                                                                                        not correlated ***
                          (60%)              (29%)                    (11%)
           Selection
           Total          963                435                      153     1551
                          (62%)              (28%)                    (7%)




                    *IMS-Mkt potential- MAT July 2004
                    ** Excluding GP’s that do not prescribe
                    *** Does not pass the Chi² test of correllation
Case 3: We suggested to implement a segmentation approach (1/2)




                                                               Segment C:
                        GP Prescription behaviour
                                                               Existing immediate
 Segment A:
                                                               potential, but difficult to
                            Low   Medium   High   Total
 Easy to convince
                                                               convince because
 with growth
                                                               unreadiness to
 potential          O       75    22       5      102          reconsider current
                                                               behaviour
                    P       158   53       13     224
    GP
                    S       162   88       36     286
    Attitude
                    SS      568   272      99     939
                    Total   963   435      153    1551

                                                          Segment B:
                                                          Existing immediate
                                                          potential, possible to
                                                          convince but there is
                                                          competition in place
Case 3: We suggested to implement a segmentation approach (2/2)



   1.   Easy to convince with         1.   Openess to receive ‘content’ information, so
        growth potential                   that (e-)dm can be used and replace efficiently
                                           some repeat detailing visits




   2.   Existing immediate
                                      2.   Openess to receive ‘content’ information, so
        potential, possible to
                                           that (e-)dm can be used, but as a complement
        convince but there is
                                           to repeat detailing visits in order to ensure
        competition
                                           enough share of voice

   3.   Existing immediate
                                      3.   Indirect approaches required to improve level of
        potential, but difficult to
                                           receptiveness, so as Phase IV, meeting with
        convince because
                                           Opinion Thought Leaders (Convincing GPs by
        unreadiness to reconsider
                                           leveraging specialists…)
        current behavior
Case 3: At the end of the campaign, ROI was calculated through an
 IMS PIE study


                                                      Product Launch
                                                         campaign

         40



         30

Product
   X
market % 20
 share

         10



                                                                                 Month
          0
              -8   -7    -6    -5   -4    -3     -2     -1   0     1    2    3   4

                        Control Group n = 2934           Attendees n = 221
                                          Value of RX increase:
                                          Cost of campaign
                                          ROI:
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.                                                                                 Peak bone mass at age 25-35
   Early detection allows the administration of medication that
   significantly decreases the fracture risk.                                                               Menopause




                                                                  Bone Mass
 Objective of the program:
   Given asymptomatic aspect of the disease, physicians and
   patients do not spontaneously speak about it
   The first objective was to foster a dialogue between                       Active   Slow   Rapid       Continuing
   patients and physicians about Osteoporosis                                 growth   loss   loss        loss

   …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
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
Objective : Deep involvement of reps...and physicians


    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
                                   statistics
How it worked?


Encoding of contracts   Encoding of patient forms




Weekly email sent          CRM dashboard
to reps and mgmt




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




                                    22
Some screenshots (2/4)
Encoding of patients…




                         23
Some screenshots (3/4)
Dashboards for sales reps and for management …




                                                 24
Some screenshots (4/4)
Dashboards for physicians…




                             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…


                                                                       25
Given the e-CRM aspect of the program, per physicians results could be
easily crossed with IMS figures


                                                      Product Launch
                                                         campaign

         40



         30

Product
   X
market % 20
 share

         10



                                                                                 Month
          0
              -8   -7    -6    -5   -4    -3     -2     -1   0     1    2    3   4

                        Control Group n = 2934           Attendees n = 221
                                          Value of RX increase:
                                          Cost of campaign
                                          ROI:
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 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
The future: When scientific
objectives will meet ROI
objectives….
The “SmartSticker” approach
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
e-Compliance Platfom manages streamlined logistical flow

                                                  2 Prescriber
                                                  Handover to patients




                                       5 Platform
                                       Personalized
                                       feedback
                                                                          3 Patient
1 Sales rep                                                                 Return
Delivery to                                                              Empty blister
prescribers                e-compliance
                              Platform

                               Database


                           4 Partner
                           Central data read in
e-Compliance Platfom also offers value added processes


                                                    Prescriber
      Sales rep




                                   Easy
                                                Customized
                                registration,
          e-Alerts &
                                                information
                                 access &
           reports
                                                 & service
                                 operation


                                                                 Additional
                                                                                  Patient
                                                                 support
           Pharmaco                                              (information &
                                   e-compliance                  services)
                                      Platform
                  Operation,
                  Monitoring,
                                       Database
                  Reporting
Detailled reporting could be made available for physicians.
Pharmaco can easily monitor prescriber activity


     Sector code       2003
     Sales rep         Jackson


     Prescriber        Registered since         Smartstickers™ returned
                          Date        Tenure      Total       Per month         Per month
                                     (months)                 (average)       (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…
Conclusions…
Questions & Answers?

Mais conteúdo relacionado

Destaque

Workplace Report Anser
Workplace Report   AnserWorkplace Report   Anser
Workplace Report AnserLWWisdom
 
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函y58403155
 
街藝報名表
街藝報名表街藝報名表
街藝報名表y58403155
 
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008pdenayer
 
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...pdenayer
 
Using Social Software: Blogs, Wikis, Social Bookmarking
Using Social Software: Blogs, Wikis, Social BookmarkingUsing Social Software: Blogs, Wikis, Social Bookmarking
Using Social Software: Blogs, Wikis, Social BookmarkingIan Calder
 
Rédaction Web : séduire les internautes et Google
Rédaction Web : séduire les internautes et GoogleRédaction Web : séduire les internautes et Google
Rédaction Web : séduire les internautes et GoogleEditoile
 
Etude E-marketing : Email mobile - maelle urban
Etude E-marketing : Email mobile - maelle urbanEtude E-marketing : Email mobile - maelle urban
Etude E-marketing : Email mobile - maelle urbanmaelleurban
 
Diapo Skydrive
Diapo SkydriveDiapo Skydrive
Diapo SkydriveFlolet
 
La gestion juridique des marques sur les médias sociaux
La gestion juridique des marques sur les médias sociauxLa gestion juridique des marques sur les médias sociaux
La gestion juridique des marques sur les médias sociauxCedric Manara
 
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...Les bonnes pratiques pour développer son activité commerciale sur les réseaux...
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...Vincent Pereira
 
Webdesign sites web et mobiles-strategies et enjeux-ergonomie
Webdesign sites web et mobiles-strategies et enjeux-ergonomieWebdesign sites web et mobiles-strategies et enjeux-ergonomie
Webdesign sites web et mobiles-strategies et enjeux-ergonomieOlivier Dommange
 
Alphorm.com Formation JavaFX
Alphorm.com Formation JavaFXAlphorm.com Formation JavaFX
Alphorm.com Formation JavaFXAlphorm
 

Destaque (15)

Workplace Report Anser
Workplace Report   AnserWorkplace Report   Anser
Workplace Report Anser
 
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函
ICOS2009 oneVillage + GELI 社群日 =「散播創新力」 邀請函
 
街藝報名表
街藝報名表街藝報名表
街藝報名表
 
Say My Name
Say My NameSay My Name
Say My Name
 
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008
CRM, eCRM and "Truth Marketing". EyeForPharma SFE Summit 2008
 
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...
Smc2010 International Marketing Congress Dec 3&4 Raz War Branding In The ...
 
Using Social Software: Blogs, Wikis, Social Bookmarking
Using Social Software: Blogs, Wikis, Social BookmarkingUsing Social Software: Blogs, Wikis, Social Bookmarking
Using Social Software: Blogs, Wikis, Social Bookmarking
 
Rédaction Web : séduire les internautes et Google
Rédaction Web : séduire les internautes et GoogleRédaction Web : séduire les internautes et Google
Rédaction Web : séduire les internautes et Google
 
Etude E-marketing : Email mobile - maelle urban
Etude E-marketing : Email mobile - maelle urbanEtude E-marketing : Email mobile - maelle urban
Etude E-marketing : Email mobile - maelle urban
 
Diapo Skydrive
Diapo SkydriveDiapo Skydrive
Diapo Skydrive
 
La gestion juridique des marques sur les médias sociaux
La gestion juridique des marques sur les médias sociauxLa gestion juridique des marques sur les médias sociaux
La gestion juridique des marques sur les médias sociaux
 
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...Les bonnes pratiques pour développer son activité commerciale sur les réseaux...
Les bonnes pratiques pour développer son activité commerciale sur les réseaux...
 
Webdesign sites web et mobiles-strategies et enjeux-ergonomie
Webdesign sites web et mobiles-strategies et enjeux-ergonomieWebdesign sites web et mobiles-strategies et enjeux-ergonomie
Webdesign sites web et mobiles-strategies et enjeux-ergonomie
 
Ateliers pack photo
Ateliers pack photo Ateliers pack photo
Ateliers pack photo
 
Alphorm.com Formation JavaFX
Alphorm.com Formation JavaFXAlphorm.com Formation JavaFX
Alphorm.com Formation JavaFX
 

Semelhante a Pharma Marketing Summit

Pharma marketing summit - Maximize ROI by breaking information silo's between...
Pharma marketing summit - Maximize ROI by breaking information silo's between...Pharma marketing summit - Maximize ROI by breaking information silo's between...
Pharma marketing summit - Maximize ROI by breaking information silo's between...Pierre De Nayer
 
RiskPoint Customer Strategy Guide
RiskPoint Customer Strategy GuideRiskPoint Customer Strategy Guide
RiskPoint Customer Strategy GuideWes Little
 
OutcomeAdvantage- Allscripts Open App Challenge
OutcomeAdvantage- Allscripts Open App ChallengeOutcomeAdvantage- Allscripts Open App Challenge
OutcomeAdvantage- Allscripts Open App ChallengeOutcomeAdvantage
 
Stimulus Presentation
Stimulus PresentationStimulus Presentation
Stimulus Presentationrraasch
 
Steps to building_a_telehealth_program
Steps to building_a_telehealth_programSteps to building_a_telehealth_program
Steps to building_a_telehealth_programTrustRobin
 
Financial Benefits of Electronic Health Records
Financial Benefits of Electronic Health RecordsFinancial Benefits of Electronic Health Records
Financial Benefits of Electronic Health Recordsrraasch
 
Top Brainnovation to improve Brain Health & Performance
 Top Brainnovation to improve Brain Health & Performance Top Brainnovation to improve Brain Health & Performance
Top Brainnovation to improve Brain Health & PerformanceSharpBrains
 
Ebvslidesfinal2 171207180630
Ebvslidesfinal2 171207180630Ebvslidesfinal2 171207180630
Ebvslidesfinal2 171207180630Lisa Jenkins
 
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...Aggregage
 
OptimizerRX Investor Presentation
OptimizerRX Investor PresentationOptimizerRX Investor Presentation
OptimizerRX Investor PresentationCompany Spotlight
 
HealthCare Relationship Services Challenge & Solution Portfolio - 215
HealthCare Relationship Services Challenge & Solution Portfolio - 215HealthCare Relationship Services Challenge & Solution Portfolio - 215
HealthCare Relationship Services Challenge & Solution Portfolio - 215Greg Moser
 
Fraud, Waste & Abuse: Capture low hanging fruit and more
Fraud, Waste & Abuse: Capture low hanging fruit and moreFraud, Waste & Abuse: Capture low hanging fruit and more
Fraud, Waste & Abuse: Capture low hanging fruit and moreBrett Reynolds
 
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...Health Catalyst
 
Iggbo-HEDIS White Paper_v10
Iggbo-HEDIS White Paper_v10Iggbo-HEDIS White Paper_v10
Iggbo-HEDIS White Paper_v10Brad Seybert
 
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010Joseph Mack & Associates
 
Relevant Healthcare's Pharmacy Transparency Tool
Relevant Healthcare's Pharmacy Transparency ToolRelevant Healthcare's Pharmacy Transparency Tool
Relevant Healthcare's Pharmacy Transparency ToolScott Fuqua
 
Solutions for Behavioral Health
Solutions for Behavioral HealthSolutions for Behavioral Health
Solutions for Behavioral HealthNextGen Healthcare
 
Digital trend in Indian Healthcare context
Digital trend in Indian Healthcare contextDigital trend in Indian Healthcare context
Digital trend in Indian Healthcare contextSat' Pan
 

Semelhante a Pharma Marketing Summit (20)

Pharma marketing summit - Maximize ROI by breaking information silo's between...
Pharma marketing summit - Maximize ROI by breaking information silo's between...Pharma marketing summit - Maximize ROI by breaking information silo's between...
Pharma marketing summit - Maximize ROI by breaking information silo's between...
 
RiskPoint Customer Strategy Guide
RiskPoint Customer Strategy GuideRiskPoint Customer Strategy Guide
RiskPoint Customer Strategy Guide
 
OutcomeAdvantage- Allscripts Open App Challenge
OutcomeAdvantage- Allscripts Open App ChallengeOutcomeAdvantage- Allscripts Open App Challenge
OutcomeAdvantage- Allscripts Open App Challenge
 
Stimulus Presentation
Stimulus PresentationStimulus Presentation
Stimulus Presentation
 
Steps to building_a_telehealth_program
Steps to building_a_telehealth_programSteps to building_a_telehealth_program
Steps to building_a_telehealth_program
 
Financial Benefits of Electronic Health Records
Financial Benefits of Electronic Health RecordsFinancial Benefits of Electronic Health Records
Financial Benefits of Electronic Health Records
 
Top Brainnovation to improve Brain Health & Performance
 Top Brainnovation to improve Brain Health & Performance Top Brainnovation to improve Brain Health & Performance
Top Brainnovation to improve Brain Health & Performance
 
Ebvslidesfinal2 171207180630
Ebvslidesfinal2 171207180630Ebvslidesfinal2 171207180630
Ebvslidesfinal2 171207180630
 
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...
2022 Guide to Improved Patient Outcomes: AI-Powered Remote Monitoring and Inc...
 
OptimizerRX Investor Presentation
OptimizerRX Investor PresentationOptimizerRX Investor Presentation
OptimizerRX Investor Presentation
 
HealthCare Relationship Services Challenge & Solution Portfolio - 215
HealthCare Relationship Services Challenge & Solution Portfolio - 215HealthCare Relationship Services Challenge & Solution Portfolio - 215
HealthCare Relationship Services Challenge & Solution Portfolio - 215
 
Fraud, Waste & Abuse: Capture low hanging fruit and more
Fraud, Waste & Abuse: Capture low hanging fruit and moreFraud, Waste & Abuse: Capture low hanging fruit and more
Fraud, Waste & Abuse: Capture low hanging fruit and more
 
Ambulatory Solutions
Ambulatory SolutionsAmbulatory Solutions
Ambulatory Solutions
 
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...
Master Your Value-Based Care Strategy: Introducing Health Catalyst Value Opti...
 
Iggbo-HEDIS White Paper_v10
Iggbo-HEDIS White Paper_v10Iggbo-HEDIS White Paper_v10
Iggbo-HEDIS White Paper_v10
 
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010
Critical Success Factors For Physician Adoption Of Emr & Ehr August 2010
 
Relevant Healthcare's Pharmacy Transparency Tool
Relevant Healthcare's Pharmacy Transparency ToolRelevant Healthcare's Pharmacy Transparency Tool
Relevant Healthcare's Pharmacy Transparency Tool
 
Behavioral Health Brochure
Behavioral Health BrochureBehavioral Health Brochure
Behavioral Health Brochure
 
Solutions for Behavioral Health
Solutions for Behavioral HealthSolutions for Behavioral Health
Solutions for Behavioral Health
 
Digital trend in Indian Healthcare context
Digital trend in Indian Healthcare contextDigital trend in Indian Healthcare context
Digital trend in Indian Healthcare context
 

Pharma Marketing Summit

  • 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 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 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. Component of ROI of a disease management campaign Return # additional patients under treatment Market share in new patients (Impact on) lifetime value Market learning ROI = Investments • Content • Media • Interactive Program (one to one)
  • 5. Impact on life time value of a disease management program Acquisition Relationship Marketing programme Incremental return 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. Case 1 (Quickly…): Getting additional return by involving physicians and Sales Representatives 3.. Regular e-mail sent 2.. Patients diagnosed as e to patient to encourage Obese are asked by the doctor to register to compliance and Kilowatch program feedback on the 4. Sales reps are treatment DB informed on the number of Mkt. Aut. prescriptions per software area e 5. Product Manager can optimise and monitor 1. Doctor is compliance and better stimulated by the target the sales effort rep to encourage How ROI was calculated?. his obese patients • Per physician and per sales rep follow up to enroll in the • Number of patients in program (per Kilowatch Dashboard physician, per rep) program • Average length of treatment calculated versus country average • Take your calculator or excel sheet…
  • 7. Case 2: Depression case study Therapeutic issue Proposed solution: Moodmeter Determining correct dosage for anti- depressant is difficult task Prescriber requests patient to regularly perform online self-test Hence obtaining accurate information is crucial Patient receives invitation via e-mail On actual compliance level every other week On patient’s state of depression Prescriber is alerted as soon as test is taken, and accesses test results online Yet available information suggests compliance is generally low In addition, patient’s state of mind at time of visit may not reflect general situation
  • 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 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&4 Measure & get ROI and break information silo’s between marketing and sales through a e-CRM based approach…
  • 12. The “Simply ask the doctor” approach… (Some links with “truth marketing”, also called EBMS approach) PharmaCo PM e Can view progress In real time DB Email sent with Mkt. Aut. Sales force user name receive progress software And password Report on registrations for Questionnaire By email All data is available in Rep visits e Actito Database the Doctor And explains 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 the have been given the chance to take part in this far-reaching survey. The results are surprising…… Prostate antigen Testing otherwise Every 2 years 4% There were major discrepancies in when 16% Urologists tested for Prostate cancer with Questionnaire 80% testing each year for patients aged between 40-49 with a Androgen and only Un Infokit en Néerlandais 33% testing with rectal examination for prostate cancer every 2 years. Each Year There seems to be differing ideas on 80% what tests to undertake for differing age Un Inforkit en Français Rect al ex aminat ion groups. Your Results were “Every two … otherwise years” in both cases 11% Every 2 years Eac h Year 33% 56% How many patients do you prescribe hormonal treatment? Treatment Hormonal Urologists were prescribing 20% of their patients with hormonal Treatment 20% 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 Non Hormonal Questionnaire more effective. Treatment 80% Your results were “non hormonal” Development Timing of Treatment When do you start Hormonal treatment 60 Urologists were giving treatment at differing times with both treatments being given immediately as the most popular. Anti- 50 Antigen were on the whole being prescribed later than three months 40 which again ties in with lower hormonal treatment trend found 30 previously. 20 10 In general Urologists were starting Anti-Androgen and LHRH in Un Infokit en Néerlandais 0 combination earlier than separately, as it seems that this treatment is Anti-antigen LHRH AA/LHRH more effective. When Un Inforkit en Français Immediate Within 3 months Later Your results were “Both and Immediately” … Sales Rep present the Sales Funnel calculated Doctor One to One sales aid Doctor completes One to One sales Doctor receives start Prescribing To the Target List Questionnaire Aid produced letter On or Offline And questionnaire Non User Introducing the Sporadic User Survey Regular User RU in High Risk
  • 13. Case 3: Preparing a product launch through a e-CRM based approach 1. Numerous tactical actions are 5. Rx profile (in category) organized… analysis; what is each category prescription behaviour ? DB M.A. 3. At the end of the software campaign, a Rx potential profile is set for each physicians 2. Data is captured 4. A synchonisation and structured in a with SFA tool takes Siebel, CRM (Marketing place for Reps’ use Automation) database Team’s, …
  • 14. Case 3: Profiling data were crossed with IMS data, allowing interesting findings… Disguised figures GP prescription behaviour * Low Medium High Total** Introducing RX data Out of 75 22 5 102 (74%) (22%) (5%) target (IMS) demonstrates that - Attitude categories Potential 158 53 13 224 GP (70%) (52%) (6%) include a variety of Selection 162 88 36 286 Attitude prescription behaviours (57%) (31%) (13%) - Both dimensions are Super 568 272 99 939 not correlated *** (60%) (29%) (11%) Selection Total 963 435 153 1551 (62%) (28%) (7%) *IMS-Mkt potential- MAT July 2004 ** Excluding GP’s that do not prescribe *** Does not pass the Chi² test of correllation
  • 15. Case 3: We suggested to implement a segmentation approach (1/2) Segment C: GP Prescription behaviour Existing immediate Segment A: potential, but difficult to Low Medium High Total Easy to convince convince because with growth unreadiness to potential O 75 22 5 102 reconsider current behaviour P 158 53 13 224 GP S 162 88 36 286 Attitude SS 568 272 99 939 Total 963 435 153 1551 Segment B: Existing immediate potential, possible to convince but there is competition in place
  • 16. Case 3: We suggested to implement a segmentation approach (2/2) 1. Easy to convince with 1. Openess to receive ‘content’ information, so growth potential that (e-)dm can be used and replace efficiently some repeat detailing visits 2. Existing immediate 2. Openess to receive ‘content’ information, so potential, possible to that (e-)dm can be used, but as a complement convince but there is to repeat detailing visits in order to ensure competition enough share of voice 3. Existing immediate 3. Indirect approaches required to improve level of potential, but difficult to receptiveness, so as Phase IV, meeting with convince because Opinion Thought Leaders (Convincing GPs by unreadiness to reconsider leveraging specialists…) current behavior
  • 17. Case 3: At the end of the campaign, ROI was calculated through an IMS PIE study Product Launch campaign 40 30 Product X market % 20 share 10 Month 0 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 Control Group n = 2934 Attendees n = 221 Value of RX increase: Cost of campaign 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. Peak bone mass at age 25-35 Early detection allows the administration of medication that significantly decreases the fracture risk. Menopause Bone Mass Objective of the program: Given asymptomatic aspect of the disease, physicians and patients do not spontaneously speak about it The first objective was to foster a dialogue between Active Slow Rapid Continuing patients and physicians about Osteoporosis growth loss loss loss …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
  • 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. Objective : Deep involvement of reps...and physicians 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 statistics
  • 21. How it worked? Encoding of contracts Encoding of patient forms Weekly email sent CRM dashboard to reps and mgmt +
  • 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… 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… 25
  • 26. Given the e-CRM aspect of the program, per physicians results could be easily crossed with IMS figures Product Launch campaign 40 30 Product X market % 20 share 10 Month 0 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 Control Group n = 2934 Attendees n = 221 Value of RX increase: Cost of campaign 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 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 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 2 Prescriber Handover to patients 5 Platform Personalized feedback 3 Patient 1 Sales rep Return Delivery to Empty blister prescribers e-compliance Platform Database 4 Partner Central data read in
  • 31. e-Compliance Platfom also offers value added processes Prescriber Sales rep Easy Customized registration, e-Alerts & information access & reports & service operation Additional Patient support Pharmaco (information & e-compliance services) Platform Operation, Monitoring, Database Reporting
  • 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 Total Per month Per month (months) (average) (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…