personalizing non-personal promotion: a strategic framework

November 2, 2011

Personalizing Non-Personal Promotion: A Strategic Framework

Presentation Objectives

Why NPP should be a priority pharma capability The key components of a successful NPP Initiative How personalization can enhance each NPP component Applying a strategic framework to your NPP initiatives

Non-Personal Promotion Defined

Brand commercialization initiatives that do not involve the sales force as the primary communication channel

Non-Personal Promotion: Why?

Traditional “rep-centric” commercial model under strain Customers are questioning value exchange, relevance ROI compliance issues Evolving the commercial model is a top priority

TNS Healthcare survey, March 2009 (n= 1500 physicians)

For every 100 sales reps that visit a medical practice…

37 provide samples..


20 speak to a physician in person.


1 in 4physicians

work in a practice that refuses to see pharma reps


40%of physicians will meet with

pharma reps by appointment only



Because traditional “rep-centric” commercialization model under strain

Your customers want it

67%of physicians had a positive

attitude toward electronic promotion activities

SDI ePromotion Annual 2008, n=1000 physicians, 14 specialties

73%of physicians

said that e-promotion

activities were equal or superior

to face to face calls


69%of physicians

participated in e-promotion activities in the

evening



Because traditional “rep-centric” commercialization model under strain

Your customers want it You can be successful

% Invited Average # of times invited to

participate(among those

receiving invitations)

% Participating Average # of times

participating(among those

participating in each)

Average length of time (in

minutes, among those

participating in each)*

* Unweighted Sample Size for

avg. length of time

Interactive self-service website (a site that can be accessed 24/7)

66% 12 46% 5 16 746

A "virtual detail" (one-way streaming audio/video)

64% 12 45% 4 12 741

Live web-based seminar (i.e. Webinar)

73% 9 38% 2 27 630

Recorded web-based seminar (i.e. Webinar)

68% 9 40% 3 22 647

Key Opinion Leader/Clinical Expert-led sessions

67% 9 41% 3 34 769

Microsite or pharma-sponsored information site embedded in website intended for HCPs

48% 14 32% 4 12 516

Live video chat via webcam (also known as a live video detail) with a pharmaceutical or biotech company sales representative

51% 11 31% 5 14 411

Invitation and Participation in Various Types of Online Promotion - All ePharma Physicians

Source: ePharma Physician® v10.0 (2010), Manhattan Research

Personalization: Why?

Use personalization to give customers a great experience

Personalization will become an expectation

Personalization: Why?

Use personalization to give customers a great experience

Relevance drives engagement Personalization drives conversion

If only it was this simple in pharma…

Buy Now

91%Personalization

efforts led to improvements in online conversion

rates

Aberdeen Group: This Time its Personal: Making Online Experiences Unique, 2007 n= 300 companies

Why a Strategic Approach to P-NPP?

Often considered as stand-alone tactics to supplement an ongoing sales force effort

Frequently suffers from lack of integration with overall marketing strategy

Technology enables us to do it well, and we are spoiled with great data sources!

P-NPP: Four Components

Targeted Outreach

Relevant Engagement

Observation&

Adjustment

Need Fulfillment

Targeted Outreach

Key Components:

Leveraging targeted promotional vehicles to reach the target audience and drive to the digital destination, such as: Print ads with URLs or QR codes DM pieces with URLs or web keys Email (owned list, list rental or sponsorship) Display Advertising (Banner Advertising) Search Engine Marketing

Employing retargeting and digital CRM to drive on-going high value engagements over time

Targeted Outreach

Personalization Opportunities:

Initial audience outreach High personalization opportunity with one-to-one

communications (EM/DM) Low personalization opportunity with one-to-many

communications (banners, search marketing, etc.)

Subsequent / follow-up outreach Based on observed ad interactions and on-site behavior, users

can be segmented to enable increasingly relevant messages

Relevant Engagement

Key Components:

A Self-directed, interactive promotional experience Respectful of physician’s time and information needs Content delivered via a KOL to maximize credibility Leverages rich media content

Polls that feedback national aggregate data Share functionality Integrated with existing digital properties (brand site)

Exampla®

Exampla®

Relevant Engagement

Personalization Opportunities: Known Users: Promotional story flow personalized leveraging

existing prescribing preference data, key objections, etc. Unknown users: profiling questions at the beginning and

throughout the promotional activity that helps streamlines content

Geotargeting Opportunities: based on IP address, relevant content such as managed care information can be personalized

Need Fulfillment

Key Components:

At the end of the promotional activity, make it easy for them to access additional information

Clinical data in reprint or slide format Patient education resources for the office App downloads

If some activities require registration, offer progressive registration

Requesting a rep visit Registering for education initiatives Samples

Need Fulfillment

Personalization Opportunities: Nothing is more personalized than a live connection If the P-NPP initiative is supplementing a field force effort, have

rep fulfill the request whenever possible Offer live connectivity via phone, interactive chat or video

Observation & Adjustment

Key Components: Real time segmentation based on observed behaviors and actions

(implicit & explicit) Intelligent content pathing based on segmentation Auto-adjusting offer serving and follow-on message flow based

on session data

Observation & Adjustment

Personalization Opportunities: With dynamic segmentation and content customization in place,

the three other quadrants can become as personalized as is feasible based on resources and available attributes

Some attributes could include: Educational institution (alma mater) Geographic region Prescribing preferences KOL status Known peer influences Etc.

It’s not a campaign, it’s a constant conversation Create an on-going value

exchange with the physician

The more they engage, the more we learn about them And the more we learn, the

more relevant we can be!

The framework is presented as a cycle for a reason…

Multiple touch points drive behavior change

1st Touch

Engagement

2nd Touch 3rd Touch 4th Touch

Relevancy

Favorability

Propensity to Convert

Each touch creates brand building and learning opportunities

…Everyone in your target list is a Top Decile Writer?

And the Cycle Continues Until…

An Example

A new neuroscience product launch of Exampla® Neurologists are key HCP target Company has other products in this market Company does not have its own “opt-in” customer list NPP campaign to supplement existing field force efforts Purchases an e-mail list to directly target top 2000 Neurologists

Follow Two Customer Pathways

Targeted Outreach

Relevant Engagement

Observation&

Adjustment

Needs Fulfillment

Known

Unknown

Known: Customer Targeting & Outreach

• Dr. Jones receives a personalized e-mail inviting him to participate in an interactive promotional overview of Exampla®

• Rep drops off web key invite card with office manager

• After two weeks, Dr. Jones has not entered into the program, so a second e-mail is sent

• Dr. Jones uses web key to enter program in the evening from home

Dr. JonesNeurologist

• No See• Busy Practice• Early adaptor• Customer Segment:

Unknown• Key Objection:

Unknown• Perceptions of Brand:

Unknown

Known: Digital Engagement


• No See• Busy Practice• Early adaptor• Customer Segment:

Unknown

• Dr. Jones enters personalized interactive program (a section of exampla.com)

• Content is delivered in video format by Dr. John Freeman, one of the most respected Neurologists in the field

• After reviewing some content, he responds to a number of profiling questions and responds to some polls

• Key Objection: Known• Perceptions of Brand:

Known

Known: Fulfillment


• “No See”• Busy Practice• Early adaptor• Customer Segment:

Unknown• Key Objection: Known• Perceptions of Brand:

Known

• Dr. Jones requests:• a reprint of the published pivotal study• samples

• Dr. Jones registers for a local webinar that will take place in a couple of weeks

• Study and sample requests are forwarded to local representative who drops by the office to deliver within the week

Known: Message Refinement & Retargeting


• No See• Busy Practice• Early adaptor

• Based on his content consumption and fulfillment requests:

• Dr. Jones is segmented based on behavior

• He is assigned to a promotional messaging and advertising stream that informs next outreach and communication plan

• Call note profiling (if applicable) is incorporated into segmentation

• This cycle repeats based on subsequent online interactions

• Customer Segment: Known

• Key Objection: Known• Perceptions of Brand:

Known

Follow Two Customer Pathways

Targeted Outreach

Relevant Engagement

Observation&

Adjustment

Needs Fulfillment

Known

Unknown

UnKnown: Customer Targeting & Outreach

User searches for new treatment info

We learn… They are interested in epilepsy treatments They are likely a health care professional

??

• No information Advances in Epilepsy Treatmentwww.treating-epilepsy.com/HCPHealth care professionals: get info on a new treatment option.

• Interest in Epilepsy treatments

• Likely to be a health care professional

Unknown: Digital Engagement

User lands on relevant content on brand.com

Based on content interactions, we can learn more about his/her particular interests

??

• Customer Segment: Unknown



Exampla® for complex partial seizuresHear from Dr. Samantha Grey on new advances in epilepsy treatment Facts on Exampla

Safety

• Interest in combining with other therapies

Use in combo with other therapies

Unknown: Fulfillment

At end of video, she is prompted to register

content content

Schedule a call with an Exampla Representative to learn more.

Thanks for watching

??

• Customer Segment: Unknown




Dr. SmithNeurologist

• Customer Segment: In Consideration


• A neurologist with a private practice in Boston


• Wants to speak with a rep to learn more

Or, click to receive:

Clinical reprints Patient education resources Samples

Unknown is Now Known: Observation & Segmentation

We can now serve up a personalized follow-up experience to Dr. Jones

When the rep goes to see her, he can come armed with information that would be relevant to her, taking into account her:

Customer Segment Geographic location Combo therapy interest

content

Dr. SmithNeurologist

• Customer Segment: In Consideration


• A neurologist with a private practice in Boston


• Wants to speak with a rep to learn more

P-NPP Planning: Key Considerations

Integrate P-NPP into your overall HCP marketing plan creation Explore data integration opportunities early in the process Look for opportunities for field force promotion and fulfillment

of P-NPP Focus efforts on the creation of engaging content and value-

added offerings A robust analytics plan can inform on the effectiveness of all

aspects of the campaign

“ Get Their Attention ”

“ Increasing Relevance” “ Value-Added Follow-up “

“Offer A Relevant & Valuable Experience”

Media Retargeting

o E-mailo Web key (Rep-Delivered or DM)o Search Engine Marketingo Display Advertisingo Editorial Integrationo Mobile Advertisingo Print Leave-Behindso Print Journal Advertising

o Dynamic segmentation based onexplicit (customer provided) and implicit (observed) data

o Rules engine to facilitate dynamic content customization and personalization

o Tracking of both on-site (content consumption) and off-site (ad interaction) behaviors to increase customer understanding and relevancy

o Self-Directed Experienceo KOL-Facilitated Contento Leverage Rich Mediao Profiling Questionso Surveys and Case Study Questionso Integrated into existing digital propertieso Sharing functionalityo o

o Clinical data (reprints/slides)o Patient Education Materials

o App Downloadso Education Registrationo Progressive Registration for Samples

and Rep Visitso Live connection via phone,

interactive chat or videoo Rep fulfillment a priority

o Geo-Targeting

P-NPP Worksheet

Contact

Greg [email protected]

Julie [email protected]

klickpharma.com

personalizing non-personal promotion: a strategic framework

Health & Medicine