Optimizing Customer Engagement in a Healthcare Regulatory World

Paul Rockley

President Paul Rockley Associates

Pharmaceutical settlements for off-label promotion

Year Company Product Million

2004 Parke-Davis, Warner-Lambert, Pfizer Neurotonin $ 430

2005 Serono Serotim $ 704

2006 Schering-plough; Intron A, Temodar $ 255

2007 Bristol-Myers Squibb, Otsuka American; Abilify $ 515

2008 Cephalon Gabitril, Provigil $ 800

2009 Eli Lilly Zyprexa $ 1,415

2009 Pfizer Lyrica $ 2,300

2010 Allergan Botox $ 520

The False Claims Act (31 U.S.C. §§ 3729–3733, also called the "Lincoln Law")

How does this happen?

• Medical doctors can discuss off-label use

• If they do so at a sponsored event- sponsor is liable

• Symposium at conventions

• Dinners with invited HCP’s

• Ideal is an ‘arms length’ CME event

• Problematic Sales Tactics

• Trade journal discussions

• Discussing who is using product off-label

• Blog references

• Excessive payments for speaking engagements

Sunshine Laws- March 31, 2013All medical manufacturers and providers report the payments or transfers of value that they made to covered recipients

• Consulting fees, compensation for non-consulting services, honoraria, gifts, entertainment, food, travel, education, research, charitable contributions, royalties or licenses, current or prospective ownership or investment interests, direct compensation for serving as faculty or as a speaker for a medical education program, and grants.

• Excluded • Payments under $10, unless the aggregate amount paid to a

covered recipient exceeds $100 per year;

• Product samples and educational materials for the benefit of patients;

• Loan of a covered device for a trial period under 90 days

Value to the Practioner?

Unless the sales rep is providing value- HCP is too busy meeting Patient treatment standards

• Hospitals require reps to check in on arrival

• No more than 3 visits on the same subject

• HCP can indicate- no visits

• Medical Marketing provides peer review reprints as well as approved white papers

So what does the sales force do going forward?

5

Current Marketing Practice

Outbound Marketing

• Push out promotions into community- email blasts, brochures, dinner meetings, and symposium sessions at conventions.• Create awareness about the device

• Features and benefits

• Demonstrate why the device deserve the customers attention

but If not increasing the Dr’s effectiveness or revenue- no time & no interest

So what is Customer Engagement?

• Critical moments of interaction so customer engagement is every employee’s responsibility

• Marketing has been best point of orchestration

• By all possible means -employees motivate customers to invest into an ongoing relationship with the product or brand

Can marketing alone understand digital channels, cope with volume, nature, velocity of the content?

Has to be a Marketing Shift

Inbound or Pull Marketing

• Marketing tracks customers needs and wants

• Territory reps roles change

• Become on demand support

• Deliver emergency supplies

• Conduct lunch time staff training

• Specialty reps

• Operating Room Interaction

• Clinical training

How does Content management fit in?

HCP’s need access to a Cloud based Portal

• Printable brochure & specification sheet PDF

• Approved videos’ not testimonials

• Continuing Medical Education

• FAQ’s

• Interactive troubleshooting through Chat

How does Content management fit in?Content in Cloud repository

• Tracked & purged by revision level

• Layer filters limit access by role

• Employees by authorization

• HCP’s tracked by click through

Field based reps use tablets exclusively to access Cloud

• Eliminates trunk stock & silos of internal information managed by different functional dept.’s

• Track material usage – reinforce selling skills

• All feed into CRM systems 10

Customer Relationship Management Platform

Providers include SalesForce.Com, Oracle, Microsoft, SAP

HCP segmentation based on extensive profiling IMS prescription frequency

• Fellowship training

• Alma Mater

• IMS prescription patterns

• Grants, size of practice

• Medicare CPT codes analysis

Order Entry Portals

Current customers enabled to order online on their time

• Portal has printable product specifications

• History of orders & consignment inventory

• Printable invoices, shipment tracking

• Chat function as needed

Eliminates need to call customer service during business hours

12

Near Future

HCP’s define what their needs & wants in order to increase Healthcare delivery effectiveness

• Providers constantly update digital platforms to deliver those needs

• Write Once Read Many Times (WORM)

• Interaction shifts from 1 to 1 push relationship

• To On Demand support through interactive mobile devices

• Chat with remote expert OEM support personnel

• On the Fly device setting changes

• Dynamic training 13

Partnering on Content

• Affordable Care Act is shifting the way healthcare is provided

• Sales driven organizations are in denial- still believe the 1:1 relationship drives the revenue

• Marketing driven companies are waking up to the reality of controlled and limited HCP interaction

• Critical that organizations embrace Intelligent Content management as a cornerstone for success

• At a minimum- content teams must be integrated into product commercialization

• Ideally a Chief Content Officer is on the senior executive team

14