webinar - multichannel rep
TRANSCRIPT
30/05/2017Proprietary and Confidential Information© Across Health 1
The Multichannel RepAcross Health Webinar:
30 May 2017
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Ground rules
• This webinar will take around 40 minutes, followed by questions
• You can submit questions at any time via the “Ask a question” tab. Questions will be answered at the end of the webinar.
• Some polls will be activated during the webinar. You can access them via the “Vote” tab.
• Please give us your feedback!
• Rate the seminar (“Rate this” tab)
• If you would like to have a follow up discussion on any of the concepts we discussed, please complete the short survey in “Attachments” tab.
• The webinar will be recorded and made available immediately after this session on both the BrightTalkplatform and our dedicated website page: http://www.a-cross.com/health/events/multichannel-rep-2017
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Agenda
1 The multichannel rep – the basics
2 The orchestrator rep of the future – improving the customer experience
3 The orchestrator rep of the future – integrating sales and marketing
4 Sales force Maturometer
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The view of Alex Azar, former president of Lilly USA
“Stories about the death of the sales rep are greatly exaggerated,” said Azar.
He believes that in many instances the sales rep position is still the highest ROI tactic for many brands.
The problem, Azar says, can be access.
“Access [to doctors] is getting worse, but it’s not as bad as some suggest, especially if you are an established pharmaceutical
company,” he said.
Azar relayed an example of how when he was with Lilly, the company created a suite of interactions to test how influential they
could be at reaching physicians that were never called on by a rep.
Over a period of six months, Lilly engaged the physician in a variety of touch points—peer-to-peer videos, direct mail, email, etc. He
said the company was able to convert 18% of those who never saw a rep from its bottom tier to its top tier of advocacy.
“Sales reps don’t just do short sales,” he said. “They build relationships over the long term
and add value over time.”
THIS IS WHAT MULTICHANNELS REPS ARE ABOUT, ADDING VALUE
OVER A LONG TERM RELATIONSHIP MIXING
HUMAN AND DIGITAL INTERACTIONS
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Targets are not only HCP’s not seen face to facePhysicians prefer to learn about new medical developments OUTSIDE office hours
Physicians prefer to learn about new medical developments OUTSIDE office hours (3 : 1 ratio), while pharma focuses during office hours!
Cardiology Endocrinology/ Diabetes
GP Internalmedicine
Neurology Oncology Paediatrics Psychiatry Urology
Early morning (before office hours) 25% 23% 26% 23% 20% 29% 23% 14% 21%
During weekdays office hours
20% 40% 31% 27% 35% 40% 43% 43% 28%
Evening (after office hours)
59% 69% 56% 67% 71% 59% 53% 58% 60%
Weekends (during office hours) 8% 10% 8% 5% 8% 13% 10% 9% 8%
Weekends (during time off)
40% 54% 39% 37% 38% 30% 36% 45% 36%
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Optimizing customer experience and engagement =
The right target reachedby the right channelat the right time and with the right content
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Defining the content that delivers the added value, …For each HCP target/segment
Across Health Webinar7
PromotionalMedical
Environment
Services
Patients
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Tracking the impact of your customers’ interactions
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Bringing it all together…
Multichannel
Multiple channels operating in isolation
Omnichannel
Channels coordinated and synchronized around customer
Customer Engagement Design
Method of how to engage through channels and content
CustomerExperience
Customer perceptions of their interactions with your business
1 2 3 4
2
3
4
Pharma website
Enewsletter
repCongress
Medical meeting
Webinar
Bannering
3rd party websites
Apps…
INTE
GR
ATI
ON
Customer
+
+ CONTEXT
CONTENT
1
Channels
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Reps should know their customers best and hence select the right channel mix and the right content to communicate
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How likely is your company to equip your reps for the role of multichannel orchestrator?
1. We are already there
2. We are working on this for 2017
3. We are thinking about this strongly, but do not know
4. We have thought about it, but cannot get it off the ground
5. This is not an option for us
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In 2014, only 9% said they had an MCM rep strategy in place
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The “multichannel” rep is gaining traction in Europe, but omnichannel customer knowledge remains quite low
n=2212017 dataEuropean Scope
26%
7%
14%
45%
30%
37%
18%
38%
27%
11%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reps equipped with digital tools beyond edetail
Good view of HCP channel acceptance
Integrated customer Db across channels
Completely agree Somewhat agree Somewhat disagree Completely disagree
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Which of these MCM rep tactics have you already integrated?
1. Rep email, tablet detailing, rep-led remote detailing, self-service portal
2. Rep email, tablet detailing, self-service portal
3. Only tablet detailing
4. None of the above
5. The reps have (some of) these tools available but are not in the driving seat
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Which channels are orchestrated by the reps?
email tablet detailing remote detailing self-service portals
And rightfully so !
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E-mail marketing is more effective if driven by reps• Around one in two HCPs are more inclined to open rep emails than other
types of email from pharma.
Would you be more inclined to open an email from a rep than from other sources (select all that apply)?
% among HCPs exposed to this channel
N=363
39%
57%
9%
INCLINATION TO OPEN
No more so than other sourcesMore so than pharma eMails/newslettersMore so than medical websites' eMails/newsletters
NEURO
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And physician are open to more…
• One in four HCPs who have been exposed to rep emails would like to increase its frequency.
Would you like to interact more with reps via email?
N=36 N=363
89%
11%4% 6%
64%
25%
1%
Reduce frequency alot
Reduce frequency abit
Keep frequency thesame
Increase frequency abit
Increase frequency alot
EMAIL REP PREFERRED FREQUENCY
HCPs not exposed to channel HCPs exposed to channel
NEURO
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Among 6 calls that you receive per year, how many could be replaced by remote calls from your field reps?
Source: Kadrige
Remote detailing: hybrid model is preferred by most HCPs
GPs (n= 86)
8,00%
26,50%
38,50%
15,00%
9,00% 3,00%
1
2
3
4
5
6
1
9,50%
22,50%
32%
19,50%6,50% 10%
SPECs (n= 98)
54
3
2
65
4
3
2
6 1
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Source: Kadrige as presented on EyeforPharma 2009;
Impact on sales is higher for hybrid campaigns.
From a revenue perspective, fieldforce + MCM is most impactful (but may have a lower ROI)
France, GPs
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84%71%
58%57%
52%41%40%
37%36%
31%29%
27%20%20%19%
16%15%14%13%
12%10%8%7%5%
4%
8%18%
14%30%
27%43%
35%31%
38%44%
25%29%
53%39%42%
37%40%
52%12%
37%27%
19%25%
16%19%
5%9%
22%10%
16%12%
19%24%
24%23%
36%34%
23%36%
36%41%39%
25%53%
44%52%
58%53%
59%61%
3%2%
7%3%
5%3%
7%8%
2%3%
9%10%
3%5%3%
5%6%
9%21%
7%11%
16%15%
20%17%
Tablet eDetailing
Direct marketing
Web Banners
Online medical education
Healthcare professional self-service portal
Outbound call centre
Integrated cross-channel campaigns
Social media marketing
eRep
e-sampling
Marketing automation software
Quantified self / self-tracking devices
Remote patient monitoring
Standard practice Pilot planned or ongoing Never Do not know / not applicable
Since 2015, iPad detailing took over from websites as the most popular tactic!
21
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The iPad does not replace the rep
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Agenda
1 The multichannel rep – the basics
2 The orchestrator rep of the future – improving the customer experience
3 The orchestrator rep of the future – integrating sales and marketing
4 Sales Force Maturometer
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What do physicians want/expect from pharma?
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Insights from Virtual Focus GroupsGP’s and Specialists
Reps should look at us rather than
at their iPads
Face to face is best but in evenings CME would be very nice
Reps are better because without them, I wouldn’t
even know to look at websites
iPads can be helpful but only as an adjunct
to illustrate points. rep needs to know
product well
Rep time is limited and
not effective
I would like rep presentations very specific to the issue the product is treating. Also courses with
the same approach
iPad is not convenient as we don’t have
material to look at after the rep leaves
The human aspect is
important!
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Insights from Virtual Focus GroupsGP’s and Specialists
iPad adds value if it is customized, meeting each
individual’s needs
I use Whatsappwith my patients
and the reps
iPads seems so superimposed on Sales Reps – I don’t have the feeling that they know
what they are doing
I use emails from my laptop for
new drugs info or for CME’s
I like person-to-person interaction so I can ask questions and maintain a relationship for future
I feel remote access would be of great value to me and my practice. IPad is neutral in value to me - another toy
for the rep to play with
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Insights from Virtual Focus GroupsGP’s and Specialists
I prefer everything on my email and no sales rep visits
I get informed by sales reps through WhatsApp. Also in
meetings and events
A medical rep is a kind of a driver. Why would I open
someone’s website and how would I know about it if
medical reps do not visit me?
I get all the newsletters via
Reps
I would like to receive access to a portal for professionals
where I could filter by pathologies and new Products & Services
NEURO
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NEURO
The main criticisms of tablet detailing is that it takes too long and that there are too many screens of information.
What are the key issues with iPad/Tablet detailing?
N=87
HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc)Rescaled to 100 points
44
39
36
33
21
Takes too long
Too many screens of information
Detrimental to personal interaction
Not enough engaging visuals to top paper
Confusing layout
REP TABLET KEY ISSUES
Promotional Channels – Rep tablet
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NEUROThere is some misalignment between content offered and content expected by HCPs
What kind of topics are CURRENTLY being offered to you/would you LIKE to see on a Tablet/iPad presentation?
N=87
HCPs exposed to this channel were asked to rank top 3 (#1 = 3 points, then 2, etc) Rescaled to 100 points
59
3224 21 19 17 12 12
4
49
2520
11
26 30
13 13 13
010203040506070
Clinical trialresults
Video on themechanism of
action
Disease areainformation
Video with apatient case
Cost andoutcomes
information
Comparativeproduct
information
Video with aKOL
Liveconversationwith a KOL or
MSL
Quizzes onrelevant
topics
REP TABLET TOPICS
Current Desired
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NEUROHCP expectations also depend on product lifecycle stage
Would you like to be able to contact a pharma company or a sales rep if you have a question about a product that has been on the market for over 10 years (select all that apply)?
N=94
18%
16%
23%
38%
18%
10%
11%
5%
No
Yes, via a pharma website on these products
Yes, via an email or call from the company
Yes, via a face-to-face rep visit
Yes, via a phone call from a rep
Yes, via a remote rep detail
Yes, via a remote eMSL contact
Yes, via an independent website…
INFO REQUEST MATURE PROD
Example: mature products
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NEUROHCPs have clear expectations on content of pharmawebsites
What kind of content or services would you be looking for?
N=82
18%
40%
41%
WEBSITE GENERAL RELEVANCE
Not Useful Nice to Have Useful
How relevant are pharmawebsites to you?
% among HCPs exposed to this channelUseful = 8-10; Nice to have = 5-7; Not useful = 1-4
4234
3124
1610
88
54444
21
Treatment guidelines
Patient education materials
Clinical trial information
Order samples
Disease information
Links to patient or disease websites
Order journal reprints
Information about reimbursement
Report adverse events
Off label information
Order materials
Request a visit from a rep or MSL
Medical images
Webcasts
Contact colleagues on specific drug
Contact KOL
Information about congresses
WEBSITE CONTENT/SERVICES
HCPs were asked to rank top 3 (#1 = 3 points, then 2, etc)
Rescaled to 100 points
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What is pharma doing to meet these expectations?
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Campaign flows as a basic starting pointThe campaign flows
Landing page as central campaign element: KEY CONTENT: visual & interactive elements (e.g. KOL video)ADDITIONAL CONTENT: medical information, supportive data, support
1) Email opened & Click through
2nd LINE OF CONTACT
FACE TO FACE CALL
Supporting offer:
News broadcast channel
3) Rep explains
added value to
HCP
Email not opened
Follow-up :
Review interest /Questions and answers
All HCPs WITH opt-in
All HCPs WITHOUT opt-in
MAIN OFFER: Access to landing page permission to use eMail address
FIRST OFFER:access to visual & interactive elements
2) Email opened & Click through
Email not opened
Email not clicked
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Personalized landing pages with clear links to rep visits…
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… linked to HCP stage in adoption ladder
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SOV QOVQuantity Quality
Right message
Right channel
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Agenda
1 The multichannel rep – the basics
2 The orchestrator rep of the future – improving the customer experience
3 The orchestrator rep of the future – integrating sales and marketing
4 Sales Force Maturometer
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Most pharma companies have not implemented a robust framework to leverage customer data for closed-loop marketing
1%
27%
57%
13%
1%
We do not see the needfor collecting or using
customer data
We are not collectinguseful customer data
yet, but we should
We have started doingsome analysis on ourmultichannel customer
data
We have alreadyimplemented some
robust customeranalytics frameworks
We leverage this dataconsistently
N = 275
Global scope
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✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
✓ 14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology “Visited by me on 12/12/2016.”
✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
What does a rep need to know…and when? Finding the right balance
No view on non-f2f interactions
✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
✓ Accessed website on 13/03/2017 at
21:34 during 3min45 sec.
✓ Watched KOL video on 13/03/2017 at
21:34 during 2min25 sec
✓ Responded to quiz questions on
14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
highlights” on 15/03/2017 at 12:05
✓ Openede email on ”immunology
highlights” on 1703/2017 at 16:35
✓ 14/03/2017 at 10:01 and reached
score of 7/10, - mistake in questions 2
✓ Clicked on ”more info” on question 8
✓ Received email on ”immunology
Overly detailedview on allinteractions
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Individual customer interaction information for the reps is …
Relevant information
Are interactionslinked to my brand
objectives?
Actionableinformation
What should bemy “best next
action” ?
TimelyInformation
How can this help me to plan and
prioritize myactivities ?
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Turning analytics into a planning tool
© Across Health 42
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Leadscoring
• Lead scoring: assigning points to each prospect you come across. Points are assigned based on specific criteria you set—those attributes you’ve identified as being most often associated with serious prospective customers.
The higher the score, the more likely they’re the right target prospect who is actively engaged in the buying process, and should be routed to sales.
© Across Health 43
Is this HCP worth a visit?
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Leadscoring in pharma - example
- Omnichannel interactions (implicit scoring)
- Account Potential (explicit scoring)
- Sales Rep’s opinion/rate (explicit scoring)
Scoring components
• Every activity, on- & offline gets a score:• Reading an email: +0,5 points• Callcenter call accepted: +1 point• Read a page on the website: +1 point• Watched a video on website: +2 points• Acted upon letter (DM): +3 points• Watched/Attended a webinar: +3 points
Lead Scoring Algorithm• Additionally, every activity can be
categorized. • Patient centric• Evidence based• ….
• This categorization helps to determine the HCP’s focus
Is this HCP worth a visit?
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Leadscore tool
• Cloud based solution, meaning available anytime/anywhere
• Allows for flexible segmentation & viewing of data
• Contains detailed information about the entire user journey
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Agenda
1 The multichannel rep – the basics
2 The orchestrator rep of the future – improving the customer experience
3 The orchestrator rep of the future – integrating sales and marketing
4 Sales Force Maturometer
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Is your organisationready foromnichannel ?
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4%
7%
5%
4%
6%
9%
11%
14%
16%
26%
2%
6%
6%
6%
7%
8%
11%
13%
18%
23%
2%
6%
7%
7%
7%
7%
11%
13%
18%
23%
Healthcare disruption
Big data and artificial intelligence
Maximizing the opportunities of digital health
Developing a strong integrated emedical offering
Moving from HCP-centricity to patient-centricity
Getting robust insights of the omnichannelecosystem
Upskilling the organization
Moving from product-centricity to customer-centricity
Transforming the fieldforce to multichannel reps
Defining & optimizing the customer journey acrossmultiple touchpoints
Global Europe
Multichannel priorities over the next 2 years
Please indicate the importance of these topics to your organization in the next 2 years. Please distribute 100 points over the most important ones
n=256 (Global);
221 (Europe); 45
(US)
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Successful digital transformation depends on 4 criteria
The best strategy is useless if it cannot be executed by your sales force.
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Set the foundation right
Channels prioritised in your local Roadmap
• Email (mass & rep)
• eDetailing (iPad)
• Remote detailing
• Websites
• ….
MC tools
• Veeva/MI (CLM optimisation)
• Opt-in collection tool/process
• iPad CLM presentations
• KPI’s
Train on the optimal use of the channels to achieve your objectives
2 3
1Customer (HCPs + Sales Force)
• Digital insights/ Behavior
• Segmentation
• Channel affinity
• MC customer journey
Importance of data collection to enrich customers insights and track achievement
Understand how customers use digital channels in their daily practice + adapt content/channel
MC Training District
Managers & Reps
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Take into account the maturity (knowledge levels) and attitude of your sales force towards Omnichannel
© Across Health 51 Proprietary and Confidential Information
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Internal Maturometer to capture the knowledge and attitude of your client facing team towards Multichannel• Across Health created a survey in QuestionPro that is aimed
at understanding the current Multichannel Maturity of the Reps and District Managers, as well as their willingness to implement.
• The survey covers 4 dimensions : - knowledge of digital tactics
- knowledge/beliefs of (digital) customer behavior
- perceived value of digital and expectations
- willingness of getting on board
• The outcome of the survey allowsto align the training/coaching content with the current sales force maturity levels within your company
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Benchmark the outcome versus your head office maturity
Source : Across Health Multichannel Maturometer 2015
Pharmaco
Pharmaco
Pharmaco
Pharmaco
Pharmaco
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Monitor the maturity regularly and coach3 months after deployment, benchmark the evolution of your sales force maturity and implement corrective actions
28% Weak usage
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The journeyA long journey always starts with a first step
Embark Management
Select and train ambassadors
Coach and recognise
ambassadors
Deploy
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Thank you