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
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
+
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
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…