leveraging digital channels to drive bette customer engagement
TRANSCRIPT
Leveraging Digital Channels to Drive Better Customer Engagement
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Digital Pharma Summit, Brussels 2-2-2017
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Do we believe in digital?
Source : QuintilesIMS update Oct-2016 on investmentsIMS Health. The Essential European Revolution: Why Multichannel is Vital to Europe ?
6.5%Of promotional
Investment is Digital <10%Of HCP contacts are
Digital
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
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Our Pharma Playground
6 AMradio
8 AMTweet
8:20First
Patients
12:15Crossing
a rep
14:00First
Patients
7:30 Car radio
11:30Department
meeting
12:30Call withcolleague
20:30I-PAD
8:00 Professional
7 AMI-Phone
15:00Mail mgt
15:30Rep visit
19:30TV
16:00Mail mgt
19:45Post mailreading
20:15Phone
20:45Web conf
22:30Agenda
consultation
10:30Newsread
21:30TV serie
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Europe islagging behind
Source : IMS health ChannelDynamicsTM MAT Q2 2011-15 Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Is ourenvironmentso unique?
Source : Capgemini Consulting & MIT Center for Digital Business, « The Digital Advantage » Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
A strong vision is not enough…
Source : Across Health : Multichannel Maturometer 2016
…You also need
change management
for success
ORGANIZATION
PROCESS
MIX
MEASUREMENT
WEAK AVERAGE STRONG
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Additional Pitfalls Need to be Considered
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Digital pays off for B2B.
Why not for Pharma?
Source : McKinsey Digital Quotient®, Capital IQ Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Reworkingstrategicapproach
New vision
People and Roles
Process
1
2
3
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Develop a stepwise approach
Expand
Drive strategy
Measure engagement
Measure customer experience
Feed insights
Starting with basics
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
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Building touchpoints around the customer journey is essentialBut don’t forget the Rep
AwarenessLaunch
ConsiderationPost Launch
Dr J receives an email -announcing MA for new
indication with link to the Website for further info
Dr J reviews the efficacy / safety data requests a Sales Call from a representative
Sales Representative triggers an e-mail reinforcing key discussion
points & a link to patient materials
Dr J reviews educational resources and registers for
Newsletter
Dr J follows the link through to the Website and downloads
patient materials in anticipation of her next patient
A Sales Representative engages with Dr Jones and
answers questions.
Dr J receives a triggered e-mail from Website highlighting
educational resources on the website
Dr J watches congress highlights on 3rd Party Website
with key points of new indication.
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
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Data Feeds Strategy, which Feeds Execution
15%
11%
15%
11%14%
26%
4%
66% of messages delivered during F2F on message
Open rate e-mail
% of RTE opened
% of deliveredmessages on strategy
% of read of key article
% of downloadswebsite
Hospital A
Hospital B
Hospital C
Did my reps execute againststrategy ?
Engagement through whichchannel ?
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Poll
Survey
Newsletter preference
Twitter Wall Social Media Monitoring
LikesComments
Contribute content
KOL Feedback
MaximizingCustomer
Experience
Along the congress customer journey
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Poll: Are you going to the ESC ? Do you want to be updated ? Survey: Let’s build the ESC together!
Workingwith
partners to be more
impactful
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Channel Insight Consolidation isa MUST
Source : McKinsey Digital labs
REP E-mail Website Print
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
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Work on change Deploy capabilities progressively
Integrate the rep into the model
Shift from product to customer
Gain insights from execution through proper monitoring
Expand gradually touchpoints
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
Start Basic Put the Customer in the Centre
Work on Change Management
Conclusions
Jean-Sébastien Struyfhttps://be.linkedin.com/in/jsstruyf
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In case you need help
https://be.linkedin.com/in/jsstruyf
+32 475 877 036Pinchart & AssociatesShortly available via :
Jean-Sébastien Struyf
[email protected] of P&A
Co-founder/owner of Advelox