how are changing customer behaviors shaping your business? · how are changing customer behaviors...
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3/13/2017 Company Confidential © 2015 Eli Lilly and Company 1
How are Changing Customer Behaviors
Shaping Your Business?
Traditional Commercial Model Sales Rep Driven
Sales Rep Call
Journals
Websites
Call Center
F2F Programs
Conferences
Offline Solutions
What is Multi Channel Marekting?
Multichannel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth.
CHOICE CONSISTENCY CUSTOMER FOCUSED
New Commercial Model MCM Driven
Offline Solutions
Online Solutions
• Mobile/ online • Flexible: real-time, 24/7, • Precise and customized • 3rd Party and Company
Developed • Non-promotional
• Sales rep F2F calls • F2F Programs • Conferences • Mostly driven by
company
Agenda
Multi-Channel Marketing in a Complex World
• Refocus on the Customer Experience
• Multi-Channel Marketing and Channel Management
• Data Driven Decision Making
Mobile Digital
China HCP Behavior
86% of HCPs own a
smartphone
+3%
81% of HCPs use apps
for professional
purpose on
smartphone
90% of HCPs own a
computer or
laptop
83% of HCPs access
digital resources for
professional
purpose at least
once a day
Social
80% of HCPs have
accessed DXY for
professional
purpose in past 3
months
1,048 KOLs have created
WeChat official
accounts for patient
consultation and
education
Source: Manhattan Research, Taking the Pulse® Global 2014,2015
+5%
+11%
China HCP Behavior
3/13/2017 Company Confidential © 2015 Eli Lilly and Company 12
Source: Manhattan Research, Taking the Pulse® Global 2015, Taking the Pulse® US 2015
Step into their shoes„..
Lilly Confidential 2010. For internal use only.
14
Patient Payer “Physician”
Marketing in the New Commercial Model
Multichannel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth.
CHOICE CONSISTENCY CUSTOMER FOCUSED
MCM: “The Holy Grail”
Customer Understanding
Breadth Business Results
Campaign Management
Campaign is setup based on customer
needs, customer value, and analytics
Target Solution
Courtesy: ZS Associates
Data-Driven Decision Management (DDDM)
An approach to business governance that
values decisions that can be backed up
with verifiable data. The success of the
data-driven approach is reliant upon the
quality of the data gathered and the
effectiveness of its analysis and
interpretation.