Archive for the ‘Multi-Channel Marketing’ Category

The Last Mile in Healthcare Delivery

Lately, I’ve been thinking about the impact of the changing healthcare landscape on the people who actually deliver the healthcare – the healthcare professionals -  as millions and millions of more Americans now have health insurance coverage.

There’s been much written about how there won’t be enough primary care physicians available to handle the increase in patients. Some primary care physicians are overloaded, and in some cases are not taking on new patients because their capacity is maxed out, but so far most practices are handling the increase in insured patients.

Nevertheless, the predictions are that the US will have a shortfall of 50,000 primary care physicians in the next decade.

I’ve already written about the primary care physician as an “endangered species.”

This emerging situation highlights the important role of Nurse Practioners (NPs) and Physician Assistants (PAs), those professions that are often lumped under a category called “Healthcare Extenders” or HCEs. Sometimes they’re known as the “Allied Professionals” within healthcare. There are currently 150,000 nurse practitioners in the US.

city on hill 2The Last Mile in Healthcare Delivery
I often consider these HCEs or allied professionals as providing the “last mile” in healthcare delivery.

Physicians have traditionally done the tasks of diagnosing the illness, writing the prescriptions and monitoring the patients, but as primary care physicians are called on to see more patients, they are able to spend less and less time in the exam room. And that’s where the “last mile” comes into play.

For example, some patients may ask, “Now that I have this disease, how do I manage it?” For them, the last mile is patient education. Others may be encountering drug side effects. For them, the last mile is patient support or discussion about an alternate therapy.

Lifestyle changes? Coaching is the last mile.

All of these support requirements will fall more and more squarely on the shoulders of the allied professionals.

What’s more, the HCEs and allied professionals aren’t just doctors’ helpers – they have the education and authority to prescribe medicine and educate patients.

-       79% of NPs and 69% of PAs provide or recommend patient support resources for patients

-       NPs are able to legally prescribe medications in all 50 states

-       PAs can prescribe in 48 of the 50 states

Read Full Article Now »

The Four Cs of Customer-Centric Marketing Culture, Part II

In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to build the foundation of customer understanding. But as we soon discover, not everyone appreciates this level of transparency, even in your own company. We need Courage to counter the various hurdles and vested interests that stand in the way of an open and transparent marketing culture.

4cs2The next step in building customer-centric marketing is to build the technology platform to integrate every customer touch point and marketing tactic. The project involves integrating every sales and marketing tactics into a Relationship Marketing (RM) platform. We call it “RM-enabling” each tactic. This is hard work and requires an investment in new Capabilities.

Capabilities
The job of RM-enabling every tactic to bring customer data and insight back to a centralized database is a simple idea to articulate but it’s complex to execute.

Moving to outside-in, customer-centric marketing will need new RM capabilities. Capabilities is the third C.

Seldom are marketing organizations or traditional agencies equipped to RM-enable every tactic to capture that outside-in insight, and they will need to develop or hire new capabilities to do it.

Read Full Article Now »

The Four Cs of Building a Customer-Centric Marketing Culture

I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade important questions. Questions like, what’s the next big thing around the corner? What should our priorities be? Is anyone doing anything interesting or effective?

Half of the attendees are new to digital marketing and were sent by their boss to learn, the other half are experienced digital marketers looking to commiserate once a year with colleagues on how challenging it is to do marketing in a regulated industry!

DPE Panel

Bringing the Outside In
I was part of a panel that addressed customer-centricity. I called my introductory talk “Bringing the Outside In.” I discussed moving pharma from inside-out thinking to outside-in thinking. This means bringing the customer into every aspect of our business.  This will impact decision-making, define success, affect what user-centered creativity looks like, and influence what it means to develop relevant content. Simply put, it’s about making the customer – physicians and patients – the central focus of all that we do.

Read Full Article Now »

More Than Half of Doctors Refuse to See Reps

A recent report from ZS Associates affirms a decade-long decline in pharmaceutical rep access to physicians. The reasons are well known: doctors have busier schedules, they’re joining large practices or hospitals with “no-see” policies that prevent reps from coming in, and in many cases doctors simply don’t think it’s worth seeing reps.

Although physicians don’t have time for reps, they do need their content. It’s just that now they would rather get it through digital channels.

There has been an evolution in the role of reps from someone who delivers a promotional reminder to someone who is more experienced and savvy and who serves as an account executive helping to provide doctors with the resources and content they need and want.

It’s no longer just an evolution
But what was once a gradual change is now accelerating. According to ZS, in 2008, 23% of doctors put restrictions on reps; now it’s 49%. Basically, half of the doctors in the United States now have moderate to severe restrictions on rep visits.

What we’re beginning to see is a business model evolution. Driven by technology and economics, the role of the traditional manufacturer’s rep is dying.

How fast will this happen?

diffusionDiffusion of Innovation
We have a tool that can predict what will likely happen. It’s called the Diffusion of Innovation theory. The theory, first published in 1962, outlines how a new idea, innovation or technology becomes diffused throughout society.

The theory addresses the questions around how innovation spreads. How connected is the social system into which this innovation is being introduced? How tightly knit is the social system of users, and how much do they talk to each other?

Read Full Article Now »

Is it Digital Marketing or just Marketing?

In a recent article about the future of pharma, Craig DeLarge was quoted extensively about how to organize a “center of excellence” within a pharma company to ensure it is taking advantage of digital tactics and multi-channel marketing. He sees this as the first step in the process of digital transformation for pharma.

marketing dig ageWhat his remarks drive home is the fact that digital and marketing aren’t separate disciplines. “We are marketing in the digital age,” says Craig. This means that marketing and digital marketing shouldn’t be seen as two separate initiatives or even act in a parent-child relationship. Yet very often that’s what happens as evidenced by the typical marketing budget process.

Marketing in the digital age is still marketing, but technology now enables a custom marketing mix that’s appropriate for our product and our audience. It’s not simply a case of adding a few new online or mobile tactics to the marketing mix. That’s just a recipe for adding more promotional noise, without the benefits that we can get from digital.

Read Full Article Now »

Expectations on the Rise for Digital Marketing in Pharma

ExpecatationsI’ve begun to observe among our clients a distinct shift in expectations for the role of digital marketing. Even though pharma marketing budgets continue to invest in the traditional channels of television and print, I’m seeing a change in how digital is viewed, and that’s a positive sign.

Smarter Marketing Talent
The caliber of marketing talent in key pharma leadership roles has improved, bringing higher expectations for technology and digital-based marketing. Marketers in both so-called centers of excellence and at the brand level are demanding measurable goals for what technology can be and should be doing for their company and their products. They reward success and fire agencies or technology partners that don’t meet expectations.

The Amazon Effect
Online retail and social media companies have raised the bar of consumer expectations for access to information and the ability to search and buy in a very seamless way. But until recently, consumer expectations didn’t impact pharma. Now, the online consumer experience is raising the bar on healthcare.

Read Full Article Now »

Traits of a Healthy Marketing Agency

As closerlook passed 100+ employees last  year, I began to reflect on what makes (and keeps) an agency healthy. Although there are many qualities that one might attribute to a healthy agency, I’ve boiled it down to four main traits or characteristics that I think are key, at least in my experience.

traitsBusiness Clarity
The first trait of a healthy agency is clarity. The agency should be clear about what they do and don’t do. A healthy agency’s focus is rooted in deep expertise and a clear understanding of its business value.

In other words, a healthy agency knows what role they play in the business of their client. They know what kind of influence they have. Healthy agencies don’t think of themselves as just executors of strategy, but thinkers — they have brains, not just hands. Successful agencies want to have impact. They want to move the needle, not just deliver on tactics. They really see themselves as a business partner for their clients. Read Full Article Now »

Is pharma doubling down on TV? Really?

The data is out on consumer ad spending in 2013. It wasn’t a surprise that TV and magazine ad spending was down significantly while digital spend was up. If you own a TV network, you can’t ignore the handwriting on the wall. You feel the pain.TV.jpg

Unless you are selling to pharma.

It appears that pharma is trying to single-handedly bail out traditional media. Pharma’s TV ad spending was up more than 12% last year, and magazines were up more than 6%. And digital? The channel to which every other industry is moving their spend?

For pharma, digital spend was down more than 14%…

The total pharma DTC spend last year was $3.8 billion, and of that, it spent about $60 million on digital ads last year. That doesn’t even qualify as a rounding error. Of the top 20 pharma brands, 16 didn’t even spend more than $1MM on digital advertising.

I’m left scratching my head. Why the heck is pharma bucking the global trend to digital? Does it know something the rest of us have missed?

I have a couple thoughts on this trend. First, I have to give props to TV and magazine sales executives. Obviously, they haven’t surrendered to digital, at least among their pharma clients. They make the argument that cable TV allows for better targeting, an attractive argument for brands that are trying to reach a mass audience.

Read Full Article Now »

Closed Loop(s) Marketing – It’s More Than Pharma Sales Rep Tablets

As I re-read a recent Gartner report on Closed Loop Marketing (CLM) in pharma, it struck me that while Gartner was very focused on the shortcomings of current tablet-based sales applications for closing the sales rep-physician loop, they missed two other equally important brand-customer loops.

closed loops editedI’d suggest that there are three “loops” that need to be closed. And closing them would provide a lot more effectiveness in marketing.

First, let’s briefly touch on the sales rep-physician loop that Gartner’s analyst Dale Hagemeyer focused on and that most brand teams and agencies think of when they talk about CLM.

The Sales Rep – Physician Loop
Gartner’s point is that sales forces are underutilizing tablet technology and that this major investment in mobile presentation devices has not resulted in any true brand differentiation. In fact, for most companies Gartner talked to there wasn’t even a good business case for investing in sales rep tablets. According to interviews with 63 pharma clients, Gartner was consistently told, “We don’t have a business case. We simply have to have them because everybody else is getting them.”

As a result of this non-strategic implementation of interactive detailing, it’s no surprise that the tablets are simply another show-and-tell device, and with 85% of sales forces now equipped with the technology, their use provides no competitive advantage. The real power in tablet technology is the ability to collect individual physician data for analysis and the generation of insights at both the individual and aggregate level. This is a major missed opportunity and is one reason why the ROI on CLM hardware investments has not lived up to its promise.

Read Full Article Now »

The Touch of an Imerman Angel.

The phone rings.

It’s your doctor with the biopsy results and the news isn’t good.

Cancer.

Just the word itself takes your breath away. You feel dizzy.

Amidst swirling emotions of fear and uncertainty, you place a call to a number your doctor gave you. He called them angels. Whatever.

Later that day you get a call back from a woman who identifies herself as a cancer survivor. She’s your age and gender and she had your same diagnosis and she beat it. A survivor who knows exactly what you’re going through…

Slide1Welcome to Imerman Angels, the largest network of cancer survivors who volunteer to provide high touch, one-on-one support to cancer patients.

Jonny Imerman, the founder of Imerman Angels and himself a cancer survivor, was on a panel that I moderated at the recent Point of Care Conference in Philadelphia. The other panelists included a pharma marketing executive, a mobile health entrepreneur, and a medical mobile technology investor. Together we explored how technology can improve the physician-patient relationship.

It was very refreshing to have the voice of the patient on the panel, but why was Jonny on a panel about mobile technology? Is it possible to use mobile and social media and still retain the high touch experience of a cancer survivor talking to a newly diagnosed cancer patient? Read Full Article Now »