Presentation first given at the Digital Health Summit Turkey, Istanbul, 11 – 12 September 2012. This was the first event of its type in Turkey with representatives of all major healthcare stakeholders: HCPs, patients, pharma, payers, government, academia, regulators, digital agencies and the media. Some 200 delegates participated. http://www.ptms.com.tr/

1. Making sense of
Multichannel
Len Starnes Digital Health Summit Turkey
Len Starnes Marketing & Sales Sakip Sabanci Museum Istanbul
Head of Digital
General Medicine
Digital healthcare consultant 11 – 12 September 2012

2. Easy to understand
conceptually

3. Extremely difficult
in practice

4. Difficulty is the
elephant in the room

5. Agenda 5
Industry
opinion
1 4
Vendors
Basics
2 & geeks
3
Roots of
complexity Real-world
outcomes

6. Basics

7. What is MCM?
‘A marketing methodology that
uses two or more different media
approaches to reach and influence
a target audience in a single
campaign’
Bill Tyson, CEO Strategic Marketing Plus, USA

8. Why do it?
Each channel reinforces the
other thereby increasing the probability
of a call-to-action being taken

9. Are digital and MCM the
same thing?
No, digital is a toolset that
underpins and supports MCM
Panel session opinion, Digital Pharma West, 2012

10. Essentials of
good MCM
Clear objectives
Customer centricity
Segmentation
Personalization
Learnings based
CRM

11. Essentials of
good MCM
Channel preference insights
Channel/message match
Technological expertise
Analytics capabilities

12. MCM must evolve*
MCM
Profitable engagement
revenue
growth
Cross-channel
integration
Independence
with integrated
teams
50% other
Channel industries
independence
Most
pharmas
Time
*Adapted from: The Multichannel Maturity Mandate, Forrester Research 2011

13. Reasons companies
fail to evolve
No defined strategy
Incompatible org structure
Disparate tech platforms
Cross-Channel Marketing Report 2012, Econsultancy & Responsys
Based on survey of 650 companies in US, EU, AP

14. Most industries optimistic
% agree + completely agree
Will increase sales
& profitability
77%
Will be crucial for
long-term success 76%
MC customer worth
significantly more 65%
than SC customer
*Forrester Consulting, December 2011:
Results based on responses from 226 global marketing decision makers in 27 industries

15. Roots
of complexity

16. Brand objectives
Increase sales by x% in 6 months
HCPs target audience
GPs Medical specialists Pharmacists Nurses
Segmentation model
High/med/low prescriber See/No see Attitudinal data
Channel preferences/segment
Stated Opt-in/out Relationship data Market research

17. Sales Direct
Mobile rep mail
HCPs’
Events
SNs
Channel proliferation
One-way Two-way
Tele Call
eD centre
SD
Website eMail
eD

18. Select channels on
cost
External Internal
Historical data based Organizational
on cost to increase Rx effort and expertise
Low Medium High Low Medium High

19. Select channels on
suitability
Email
Simple messaging, calls to action
Self-directed eD
Moderately complex messaging,
interactivity, calls to action
HCPs’ SNs
Complex messaging in context,
P2P engagement, relationship building

20. Optimize mix and sequencing
Message 1 Message 2 Message 3
eD wave 1 eD wave 2 eD wave 3
Discussion 1 Discussion 2 Discussion 3
Month 1 2 3 4 5 6

21. HCPs database
Metrics and KPI
framework
Analytics &
Below reporting dashboard
the surface
Learnings
feedback loop

22. The future of MCM will be based on
predictive modelling

23. Insights driven
Why is it happening?
What will happen next?
What must be done to increase sales?
Segment Channel Message Optimum mix
Month

24. Real-world outcomes

25. Brand Key objectives
Angiotensin
receptor blocker Protect franchise
Indication in EU markets
Hypertension
Target audience Grow in emerging
High Rx GPs markets
Countries
EU, AP, LA Adapted from a Harte-Hanks case study webinar:
http://www.harte-hanks.com/page/resources_webinars

26. Global Direct
channels mail
Website eMail
Core
eD
waves
SF Banner
tools ads

27. Reported results
Market share retained in EU
Growth achieved in AP, LA
Deployed in 33 markets
New campaign running to 2013
Adapted from a Harte-Hanks case study webinar:
http://www.harte-hanks.com/page/resources_webinars

28. Direct
mail
Brand
Inuvair steroid inhaler eMail
Indication
Asthma Call
Target audience centre
GPs
Country eD
Germany
Presented at Pharma eMarketing Europe, Eyeforpharma, Barcelona 2012

29. 30% sales lift in 4 months
Start
Month
Presented at Pharma eMarketing Europe, Eyeforpharma, Barcelona 2012

30. Sales force + 1
Country Channel Th area Int cost KPIs
UK Self eD GI €47 + 22% sales
D Webinar Onc €73 73% intent to Rx
ES Tele eD Endo €34 51% unprom recall
USA HCP portal Eurol €45 + 8% market share
Courtesy: Blue Latitude, UK

31. Vendors
& geeks

32. Uncomfortable
truth
Marketeers will be highly dependent
on mathematicians, statisticians, and
scientists of all types. With profound
implications for the industry

33. In other words, geeks
‘Qforma is an eclectic
blend of science,
serious maths and
business topped with
deep domain expertise’

34. Industry
opinion

35. Opinion is divided

36. Adoption in 5 years
‘Yes MCM is more effective, but the
more effective it is the more complex
and costly it becomes. If we are to
speed up the process we need to focus
on change management, on education…’
Lars Bogner
Head Digital Centre of Excellence, Leo Pharma, Denmark

37. Adoption in 10 years
‘…necessitates a complete volte-face for
the traditional one-way comms marketer,
with their mindset wrapped around one-
off iPad-pumped campaigns and non-
meaningful KPI/ROIs for the lifespan of
an annual sales budget or new launch
programme’
Johnathan Reid
Senior Commercial IT Project Manager, Abbot Laboratories, UK

38. Adoption in 10 – 15 years
‘…the reluctance of pharma to
traverse MCM is the overwhelmingly
cerebral undertaking it requires and
the "not currently budgeted" costs to
ensure success’
Richie Bavasso
President Virtual Private Social Networks LLC, USA

39. When will pharma marketing
become de facto multichannel
marketing in Turkey?

40. Len Starnes
lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
linkedin.com/in/lenstarnes
twitter.com/lenstarnes
slideshare.net/lenstarnes

41. Sincere thanks to the following for their
help in developing this presentation
• All 226 friends and colleagues who kindly responded
to the Linkedin MCM poll, particularly those who
contributed to the discussion
• Duncan Arbour, Blue Latitude, UK
• Mark Bard, Digital Health Coalition, USA
• Paul Dixey, Bluelight, UK
• Kevin Dunn, The Agency Inside - Harte-Hanks, USA
• Lanre Ibitoye, Eyeforpharma, UK
• Monique Levy, Manhattan Research, USA
• Bryon Main, exlpharma, USA
• David Ormesher, Closerlook, USA