Posts Tagged ‘CRM’

The 3 Questions that Data Should Answer for Successful Pharma Marketing

In a recent posting I introduced the idea of a “master data vortex.” The one place where we gather enough data from enough customer activities to derive truly actionable insight.

If we’re only looking at one set of tactics, we’re only seeing one set of behaviors and attitudes about that channel. But what we really need is a data vortex that can suck in everything. Multiple streams of behavioral and activity data will deliver a much better representation of our customer’s DNA.

Marketing Analytics
Once we have that the data, we move on to the next step, marketing analytics. This is when we start to make informed choices. Decisions about budget investment and channel selection. Choices about how we should talk to customers, what messages to send them, and what we’re asking them to do.

At closerlook, we’ve been building a set of robust insight and analytics tools that ride on top of our “master vortex.” These tools allow us to look at a customer across all marketing channels to try to understand them better.

Who What WhenThree Questions
At the heart of the matter, all this activity focuses on answering three basic questions about our healthcare audience: Who cares? What do they care about? And when do they need to know?

Who Cares?
When we look at a population of physicians, the first question we need to ask is, “Who cares about our product?” And it’s not going to be everybody. This runs counter to the traditional marketing assumption. “If these doctors have patients that are sick with our kind of disease, then of course they’re going to care about our product.”

The reality is that not everyone does care. A physician may feel a product is too new, too redundant to what is already in the market, or too expensive. Maybe it’s a new class of drugs for which the physician was never trained. Or maybe the physician just feels a particular loyalty to a competitive product. It almost doesn’t matter. The first job of any true marketing analytics platform is to distill the entire population down to those who DO care.

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Building A Master Data Vortex for Pharma

Nothing powers measurement, intelligence and insight like data.

But what kinds of data, you might ask?

In the past, the “data” that fed customer insight and marketing strategy was usually based on gut instinct, with market research used to justify the final decision.

Gut instinct
Now there’s nothing wrong with gut instinct, especially when it’s based on years of experience in a consumer category that doesn’t change much over the years. But in an industry like healthcare that’s evolving at such a rapid rate, deciding with one’s gut is as likely to lead to irritable bowels as to true customer intelligence.

Gut instinct is a poor tool for measuring success, providing customer intelligence and distilling insight.

Another typical source of customer data has been the quarterly, episodic trend reports from the usual research consulting firms. But that means that the insight is often too little too late.

VortexWhat is needed today is continuous monitoring of our market and our customers and comprehensive reporting across every customer touch point. And to do that, we need a single centralized master database. I like to think of it as a “master data vortex.” That giant sucking sound? It’s the vortex pulling in every piece of data we can – sales and marketing – so that we have the basis for doing near real-time evidence-based analytics.

Single source of truth
Having a single destination for both personal and non-personal customer communications means there will be a single “source of truth” about which channels and messages are working against which segments. This becomes a rich asset that most brand marketers still dream about.

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Pharma Marketing: How We Learned to Deliver Confident Counsel

The transformation of closerlook into the firm it is today started simply enough. We realized that we had become what so many agencies strive for, the “trusted advisor” for our clients.

Trusted advisorBut that wasn’t enough.

The traditional role of an agency has long been one based on counsel. Agency heads would work hard to create a brand around the idea of a “proprietary” advisory relationship with their clients. Traditional agencies often built their reputations on the “big idea.” Success was when the client trusted you to craft a great story to dominate the media gestalt for a moment.

We started down the path of trusted advisor in earnest in 2008. That was the when we decided to focus exclusively on healthcare. We based this key decision on the realization that it wasn’t credible for a small agency to be an expert in more than one domain.
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Pharma Marketing: A Peak Behind the Curtain

Changes in healthcare in the United States have reached the inflection point where everyone in the industry needs to reevaluate their business model and value proposition.

Full stop.

mazeThe parents of change
These changes didn’t all happen as a result of healthcare reform. Numerous environmental changes like aging demographics, poor diets and exercise habits (which lead to more chronic illness), a shrinking pool of primary care physicians, pressure to reduce the cost of care and improve outcomes and a market that’s evolving towards consumerism have all called into question traditional healthcare business models.

We’re finding that bigger isn’t always better, drugs don’t sell themselves anymore, and the respect that consumers and patients now show healthcare professionals, hospitals, pharma, and health insurance companies has never been lower.

Those of us in marketing face similar business challenges in our role as communicators and brand stewards. Just like our pharma clients, we are rethinking our role and value in the healthcare supply chain. Read Full Article Now »

Digital Marketing for Pharma: Just Do It

I don’t want to be overly skeptical about the role of innovation in pharma, particularly in the digital marketing space. But a couple of experiences in the last few weeks have led me to wonder whether, a few outstanding individuals and companies notwithstanding, most of pharma will never really build that capability in-house.

Increasingly, what I’m hearing from pharma is, “I just need someone to do it for me.”

bell curve 3aA simple bell curve helps to paint the picture.

Where do you fall on the curve?
On the left hand side of the curve is a very small minority of digitally savvy marketers who know what they’re doing. That’s labeled, “I’ll do it.” The big hump of the curve, where most pharma marketers are, is labeled, “You do it.” At the trailing end of the curve is the “Do what?” segment, the laggards – those who haven’t even figured out the impact of digital marketing. They’ve heard about it, maybe they’ve done a couple of one-off projects, but they still don’t recognize that digital needs to be core to their strategy.

Most of the digital pharma marketing conferences and trade magazines champion those on the left hand side of the bell curve – the minority of marketers who get digital and are willing to experiment and try things. They have been given a budget to prove out digital – senior management has given them some rope to see if they will either make something happen or hang themselves.

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The Land of Oz

Dr. Oz and celebrity doctors like him have stirred up the medical community. Regardless of what you think about the accuracy of Dr. Oz’s claims and advice, he has created a huge audience of four million viewers who look to him for medical, health and nutrition advice.

While I don’t have the clinical background to judge the truthfulness of Dr. Oz’s advice, I do know that he’s leveraging media and technology in a very fresh and powerful way to enable and support patient empowerment. His platform puts medical and health information into the hands of millions of consumers. Dr. Oz’s approach is filling an unmet need in the medical community: helping patients to truly learn and understand their health.

OzThe Perfect Storm
It really is a perfect storm of trend, technology and media. Patients really want to understand how to live healthier, and cable television and digital media and apps have made access to fresh content cheap, convenient and ubiquitous. But this shift has upset the natural order of traditional patient-doctor relationships.

Physicians working in the traditional health care system are often overburdened and don’t really have the bandwidth to create new ways of doing things. So along comes a physician, Dr. Oz, who is able to break down health, healthcare and medicine in very simple ways that make it accessible to the population – and consumers are embracing that. The magic of Dr. Oz’s approach is that it’s engaging, accessible, simple and motivating.

What can we learn from Dr. Oz?
While there has been negative press about Dr. Oz’s endorsements of weight-loss products, there are people, particularly those who may not have a primary care physician, who use his advice to make decisions about their health. So before we attempt to silence or disparage him, I think it is better for us to look at what Dr. Oz is doing right and what we can learn from his success, especially at the physician level. What can physicians learn from Dr. Oz’s simple, clear explanations of what’s happening in the body, and how can they incorporate that into their patient relationships?

The patient empowerment movement isn’t going away, and we shouldn’t want it to, so it is important for physicians to embrace the patient’s willingness to learn and understand medicine and how it affects their bodies.

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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.

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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.

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The internet as intelligence

In most of my conversations with health care marketers, campaign strategy is not complete unless it includes an internet strategy. Everyone wants and needs an internet strategy (and now a mobile strategy, too) to stay relevant.

Usually when people talk about using the internet for marketing, they are thinking of it as a promotional channel. Call it digital marketing, non-personal promotion, or online communication, it doesn’t matter. The point is that for a truly integrated marketing plan these days, there needs to be a set of online tactics to make it complete.

But there is something missing from this picture. Yes the internet is a convenient, cost-effective promotional channel. It doesn’t require sales reps or postage or expensive TV buys. It’s the internet, and everyone is connected. So there you go, right?

No.

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