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Multichannel Rep: When, why and how

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Please view the recorded webinar on: http://bit.ly/1KbpPb1

- The paradox in Pharma
- HCPs expectations and behaviours
- Pharma Digital Maturity
- The Orchestrator rep
- How to implement?

Publicada em: Saúde
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Multichannel Rep: When, why and how

  1. 1. Fonny Schenck, CEO Patrick Vidal, MD France View recorded webinar: http://bit.ly/1KbpPb1 The Multichannel Rep Across Health Webinar © Across Health Webinar1
  2. 2. Some numbers 2015 over 60 consultants Physical presence in 10 markets Over 300 projects (40% in customer insight & strategy) Channel affinity of 9000 HCPs (Navigator) 25+% CAGR since 2007
  3. 3. What do physicians want/expect from pharma? 3
  4. 4. What kind of CONTENT & SERVICES do they expect? Source: Matt Portch, Team Lead, Commercial Effectiveness, Pfizer - Presentation at E4P BCN 2015
  5. 5. Independents •24% of GPs •Do not place much value on interactions with pharmaceutical companies •Rely on evidence- based materials •Tend to be slower to try new medication Transactionals •23% of GPs •Only value samples from pharmaceutical companies •Cost conscious •Most receptive to patient’s preferences •Tend to be slower to try new medication Knowledge seekers •21% of GPs •Interested in educational programmes offered by pharmaceutical companies •Do not value informal talks or samples •Least receptive to patient’s preferences Relationship seekers •33% of GPs •Look forward to interactions with reps and pharmaceutical companies; and other clinicians •Value samples and education from pharmaceutical companies •Tend to be earlier adopters of new medication What kind of CONTENT & CHANNELS do they expect? LOW HIGHValue placed on pharmaceutical company relationship 4 FUNDAMENTAL PHYSICIAN SEGMENTS, BASED ON INTERACTION PREFERENCES n = 675 physicians Source: Quantitative research by Mckinsey
  6. 6. Relationship seekers are on the decline…and knowledge seekers & independents strongly up Changes in the McKinsey Archetype Segment % 0% 5% 10% 15% 20% 25% 30% 35% 40% 2005 2013 2015 Sources: McKinsey 2005, Across Health Navigator 2013 and 2015 Independent Knowledge seeker Relationship seeker Transactional
  7. 7. And even relationship seekers are open to digital http://www.a-cross.com/health/knowledge/blog/channel-preference-really-binary-or-rather-50-shades-grey
  8. 8. And WHEN do they want to receive information? The view of the customer – WHEN? Physicians prefer to learn about new medical developments OUTSIDE office hours, while sales reps focus on office hours! Cardiology Endocrinology / Diabetes GP Internal medicine Neurology Oncology Paediatrics Psychiatry Urology Early morning (before office hours) 25% 23% 26% 23% 20% 29% 23% 14% 21% During weekdays office hours 20% 40% 31% 27% 35% 40% 43% 43% 28% Evening (after office hours) 59% 69% 56% 67% 71% 59% 53% 58% 60% Weekends (during office hours) 8% 10% 8% 5% 8% 13% 10% 9% 8% Weekends (during time off) 40% 54% 39% 37% 38% 30% 36% 45% 36% Source: “What Physicians Want and Need from Pharma”; 2013 – CMI/Compass
  9. 9. How “other” customers use channels Will HCPs be different when they put on their HCP hat? 9
  10. 10. What is pharma doing to meet these expectations? 10
  11. 11. 11 http://www.a-cross.com/health/knowledge/blog/4-years-time-pharma-owned-websites-grew-top-pharma-channel-for-us-oncologists Venus & Mars revisited? What pharma thinks What HCPs think
  12. 12. In EU5, specialists now spend 35 times more time online for professional reasons than with reps • *19 details per month at 2 minutes per detail. Excludes dinners, phone, etc. 12 HOURS/MONTH ONLINE (2015) HOURS/MONTH WITH REP OR IN PHARMA MEETINGS (2015) Source: Across Health SPEC Navigator 2015 0 5 10 15 20 25 30 35 40 35x difference 35 1** 16 hrs In 2009 ** Rep = 93 interactions/yr @ 5 mins each = 38 mins/month Local sc meeting = 6 interactions/yr @ 60 mins each = 30 mins/month
  13. 13. 13 IMS Pharma spend is just the opposite…
  14. 14. 2016… “Our contributors, commentators and other evidence show that the model is changing very slowly right across the industry and we are unlikely to see significant organization-wide change within the next two to five years.” © Across Health14 The role of the sales representative in a Multichannel World, EFP 2015
  15. 15. No surprise then that neither HCPS or pharma are happy 0 1 2 3 4 5 % satisfied 2,1% 8,8% 22,0% 41,6% 23,1% 2,3% 22% 42% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Overall satisfaction with pharma digital initiatives on a 0-5 scale Avg = 2.8 0 10 20 30 40 50 60 2010 2011 2012 2013 2014 2015 N = 222 EU Scope Dissatisfied Neutral Satisfied 13% HCP digital satisfaction – all countries Pharma marketer digital satisfaction
  16. 16. Although the top 10% are clearly moving… Digital maturity EU top 10% vs. All EU
  17. 17. The future is already here it’s just not very evenly distributed William Gibson
  18. 18. Agenda 1 HCP channel trends & pharma response 2 Multichannel rep strategy 3 Some key tactics for the MCM rep – today & tomorrow 4 Barriers & how to overcome them
  19. 19. In 2014, only 9% said they had an MCM rep strategy in place
  20. 20. But 50 years ago: The optimal strategy is multichannel & multimessage… 22/02/2016 Across Health Multichannel Workshop
  21. 21. Cross-channel in other industries: sales & marketing alignment...
  22. 22. The rule of “the magnificent seven” • Cross industries, the golden rule is that you need 7 interactions to get behavioural change • In pharma, 7 out of 7 used to be F2F (or meetings)… • How many are still needed today…and tomorrow? • For which stages in the buying process & which physicians are traditional channels (Meetings & MSL) still key?
  23. 23. © Across Health24
  24. 24. YOUR GOAL : The rep at the centre of the Multichannel process Mastering the tools, the contents, the way to orchestrate and feeling good about it
  25. 25. Identify the best channel MIX for each specific customer: The right target reached by the right channel
  26. 26. Based on the right customer insights Across Health Webinar27
  27. 27. And the right content For each HCP profile? Across Health Webinar28 Promotional Medical Environment Services Patients
  28. 28. Then design a clear roadmap…Rome wasn’t built in 1 day The degree to which a pharma company embraces the orchestrator rep model depends on corporate culture, the focus of control between sales and marketing organizations, and the company’s willingness to invest in technology as per pour Maturometer assessment. Companies can enable orchestration capabilities in three key stages as shown below, incrementally adding value while managing the pace of change in the organization Source: ZS Associates
  29. 29. Agenda 1 HCP channel trends & pharma response 2 Multichannel rep strategy 3 Some key tactics for the MCM rep – today & tomorrow 4 Barriers & how to overcome them
  30. 30. Multichannel equivalence 32 22/02/2016 Across Health Navigator EU5 2015 Multichannel equivalence
  31. 31. E-mail marketing is more effective if driven by reps directly Email 3rd Party Email send by Reps 24,5% 77,8% 1,3% 14,5% Openned Clicked Case study : email campaign in Sept-Oct 2012 for a French Across Client based on 11000 emails sent by the 3rd party and 3300 sent by reps (same format, same content) Opened
  32. 32. Remote detailing has many applications... 34 Remote Detailing Strategies Increase Reach Decrease cost of reach Increase Frequency Boost capacity temporarily
  33. 33. Among 6 calls that you receive per year, how many could be replaced with webcalls by your field reps? Source: Kadrige Hybrid model is preferred by most HCPs GPs (n= 86) 8,00% 26,50% 38,50% 15,00% 9,00% 3,00% 1 2 3 4 5 6 1 9,50% 22,50% 32% 19,50% 6,50% 10% SPECs (n= 98) 5 4 3 2 6 5 4 3 2 6 1
  34. 34. iPad Detailing is now the standard. Or is it?
  35. 35. Portal + segmentatio + personalisation iPad +segmentatio n Shared Files My Team - reps - medical - marketin g full product site (SmPC, MoA, dosing, support materials etc) including eRep full medical library (slides, artic l es, guidelines, movies etc) including eMSL Content clips Bringing it all together…
  36. 36. What it can look like 38 Campaign database Customer segmentation Customer profiling Operational Dashboard & reporting Insight builder Channel suite Direct Mail Events Call center E-mail (owned & 3rd party) Rep/MSL visits Client data Veeva, MI, … Demographics, Prescribing potential Adoption stage (penetration) Channel affinity, Cumulative channel interactions Reach & Frequency Measures Next best target Customer engagement MCQ cumulative, by channel, efficiency + Recruiter App Website solution
  37. 37. Agenda 1 HCP channel trends & pharma response 2 Multichannel rep strategy 3 Some key tactics for the MCM rep – today & tomorrow 4 Barriers & how to overcome them
  38. 38. Key barriers to change
  39. 39. How do we get there? © Across Health41
  40. 40. It sounds harder but would be easier if you 1. Have a clear strategy defined and communicated 2. Embark your sales Management and Regional Managers 3. Define the right HCP targets 4. Start small with Ambassadors 5. Ensure your tools and processes are efficient 6. Measure implementation 7. Recognise the ambassadors, welcome the followers and embrace them 8. Deploy to the late majority/laggards through your ambassador network © Across Health42
  41. 41. 1) Have a clear strategy defined and communicated • What is the rationale for the company? • Why does it support your business objectives? • Why does it meet part of your customer expectations? • Where do you want to be in two years' time? • How are you going to get there? Repeat and demonstrate that your client facing team is the cornerstone of your execution © Across Health43
  42. 42. 2) Embark your sales Management and Regional Managers Validate the strategy with them © Across Health44
  43. 43. 3) Define the right HCP Targets… and the right reps profile © Across Health45 Face to face only Digital only HCP’s Face to Face call pressure Early adopters Innovators Early Majority Late Majority 0 12 Laggards Pure Digital (Call center/3rd parties/service center..)
  44. 44. 4) Start small with Ambassadors Great leaders are first terrific followers © Across Health46 Identify them Ask for volunteers Reward them Recognise their achievement Listen to their feedback Let them coach laggards
  45. 45. 5) Ensure your tools and processes are efficient • Not necessarily bug free but with corrections applied quickly • Allow for feedback on tools and content • Acknowledge the mistakes (technical or others) • Review your strategy based on feedback • Deploy phase 2 to the Early majority © Across Health47
  46. 46. 6) Measure implementation • Start assessing where you stand (Internal MC Maturometer for both head office and field force) • Define and agree on the KPI’s with the Sales Management • Make them quantifiable • Accept compromises • Review intermediary results with the stakeholders • Allow for flexibility in content © Across Health48
  47. 47. Benchmark adoption before, during & at the end of the pilot 3 months after launch, benchmark the evolution of your sales force maturity and implement corrective actions © Across Health49 28% Weak usage Do you use the iPad?
  48. 48. 7) Recognise Ambassadors Embrace them as leaders © Across Health50 Interviews Videos Achievement recognised in team meetings Turn them into coaches of early/late adopters
  49. 49. 8) Deploy to the late majority Relying on your ambassadors network © Across Health51 • Refine the strategy/contents/training supports based on initial phases • Adapt the multichannel interactions to the HCP targets • Adapt KPI’s based on your internal sales force maturity • Integrate MC activity in bonus/reward systems
  50. 50. Defining success in a multichannel world To support the learning curve both of the rep and the organisation, a 3-phased approach is advised, which will incentivise the rep to make full use of all the channels at his disposal. 5222/02/2016 Phase I: sales target + channel engagement metrics • KPI 1: sales in territory • KPI 2: % of multichannel extensions (i.e. f2f+eMail, f2f+remote call, etc.) Phase II – sales target + hard engagement metrics • KPI 1: sales in territory • KPI 2: total multichannel equivalents delivered Phase III: Integrated NPS (net prescriber/promoter score) Evaluate performance across all channels on an integration of actual prescription (e.g. via IMS) and willingness to prescribe/promote prescription. Ultimately, this will allow for a single-KPI assessment of rep performance across the full channel spectrum.

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