New Tools to define paradigms of interactionfor our clients

SFE Sudamerica 2008Eyeforpharma

October 17th 2008

Redefine into 4 Dimensions:

• Focus on scientific and medical promising and attractive areas

• Improve capacity to establish partnership

• Moving from functional organization to business portfolio

• Develop new approaches and services to customers and

communities

Challenges for Pharma Industry

Windhover information Inc. – In Vivo – The Business & Medicine Report . November 2003

From Brand Approach to Customer Relationship

Looking for a better Customer Relationship Model

where

. increase profitability,

. develop a new relationship and

. create a differentiation that

- add value and quality for

Customers

Business as Usual - Push from Pharma

Sales Rep detailRep Consulting

Eventse-CME

Contact Center

Remote Promotion

E-detailing Hot line Self detailing

EmailsNewsletter Web content

Web servicesSocial networkingCommunities of

Practice

Investm

en

t p

er

docto

r

Different Communication Channel

William Cerantola – EyeforPharma 2008

Doctors Need - Customization

Sales Rep detailRep Consulting

Eventse-CME

Contact Center

Remote Promotion

E-detailing Hot line

Web contentWeb services

Social networkingCommunities of

Practice

Investm

en

t p

er

docto

r

Different Communication Channel

Docto

rs C

hoic

e

Self detailingEmails

Newsletter

William Cerantola – EyeforPharma 2008

Push – Pull Model

Sales Rep detailRep Consulting

Eventse-CME

Contact Center

Remote Promotion E-detailing

Hot line

Web contentWeb services

Social networkingCommunities of

Practice

Investm

en

t p

er

ph

ysic

ian

Different Communication Channel

Docto

rs C

hoic

e

Self detailingEmails

Newsletter

PUSH - Pharma Choice

PULL- Doctors Need

William Cerantola – EyeforPharma 2008

Face to face contact with doctors – unique channel Average time 3 - 5 minutes

High investment , time and resources Medical education as a driver to relationship

Frequency , sequency, Rx

Changes in the Customer Relationship

Face to face, remote contact, web, e-detailing – multiple

channels

Average time from 3 minutes to hour

Variable investments , time and resources (optimize

channels)

Customer need as a driver (what, when and how)

Frequency, sequency, Rx, NPS, profile analysis

Remote Promotion

• Goal– Primary - establish an alternative communication channel

for doctors

– Secondary – to be a SF support to contact doctors

• Concept– Multi channel strategy by phone calls, emails, mailing

materials and differentiated services to doctors

. What, when, how

Send promotional materials, newsletters and e-mails

By Phone calls provide information followingdoctors needs

DOCTORS

Monitor contacts,integrate into system,update product dataand send materials byspecialty

Remote Promotion Activities

Define target, invite physicians, develop a profile survey, identify needs

and offer approach and services

OverviewDoctors in different specialties

Most part of the panel covered

Average time of contact – 4 minutes

Many interactions per doctor-cycle

Key franchises

RelationshipPositive Feedback: define issue and time

Personal approach

Better level of attention

Innovation and flexibility

Remote Promotion – Lessons Learned

E-Detailing

• Goal – Understand and evaluate the impact of web channel

approach in detailing and interacting with customers as a new relationship model

• Concept– e-Detailing is an internet-enabled technology based on face-to-face interaction

E-detailing Activities

Critical Steps• Define target• Training• Communication• Infrastructure• Tracking

• Decrease visit costs -

PCOE

• Deliver value to the

customers

• Reinforce innovative

image

Doctor Benefits Sales Reps Benefits

• Generate more value to relationship

• Increased face time with doctors

• Save time and less travel to remote

areas

• Flexibility – doctor choose the day

and time

• Receive special attention and more

interactions

• Access to differentiate scientific

content

and servicesMSD Benefits

E-Detailing - Benefits

E-detailing – Lessons Learned

Overview

• Doctors and Opinion Leaders

• Different number of visits per doctor

• Video, chat, presentation

• Average time of contact – 20 to 90 minutes

• Key franchises

Insights

• Alternative for some doctors and sales rep

• Focus on training – webcam and website

• Special promotional material

• Deviation for product and specialty

Web – The Best example of Networking

Souce: Web Trend MAP 2007

Social Networking and Difusion of Innovation

Time

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Source: Know the Net, Knit the Net – Valdis Krebs – Washington, 2006

Social Networking - Patterns

Analysis:

• Concentration

• Influence

• Connections

• Intensity

• Efficiency

Building Smart Networks: 5 Steps

• Map your network

• Analyze your network

• Weave your network

• Support action projects that emerge

• Set up metrics and indicators to know you’re making a

difference

Source: Know the Net, Knit the Net – Washington, 2006

Network Weaver Tools: Introduction Pyramid

Source -Jack Ricchiuto, 2006

Networking as alternative

• Concept

- Develop activities with the medical community

- Develop innovative actions involving other alternatives with web

services

• Goals

- Contact doctors in a specific region

. KOL and community (different specialties)

. Monitor results

. Approach and data by doctors request

- Develop a social community – social community

. Doctors demand

. Restricted access to discussion

. Share articles, clinical cases, presentations

Which are the key factors …

• Sponsor engaged

• Challenge the status quo

• Understanding of local culture

• Sales and Marketing ownership

• Understanding of communities needs

• Resources dedicated

• Get right target and segmentation

• And …Take the risk