L iaquinto advertisingpromotion
Transcript of L iaquinto advertisingpromotion
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What Advertising AgenciesNeed from Market Researchers
(Working at the Brand Level)
Larry IaquintoPresident
Interlink Healthcare Communications
Lawrenceville NJ, London, Mexico City, Hong Kong, New Delhi, London, Paris, Munich, Milan, Barcelona, Tokyo, Sydney
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Who We Are
A Global Full-service Healthcare Advertising and Promotion Agency With
Integrated Medical Education Capabilities
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Current Client Roster — Agency-of-Record
aaiPharma Bio-Imaging Bristol-Myers Squibb Covance Enzon GE Healthcare Idenix Inamed
Johns Hopkins University Merck Novartis Organon Pfizer Sanofi Aventis Synova Healthcare URL Mutual
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First off…
Change what you do from
Market Research
To
Marketing Research
Because we need to do something with it
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How Marketing Research Can Help!
Knowledge — What they knowAttitude — How do they feel,
why do they feel that wayPractice — Shifts required to
change behavior
Execution — With Customer and Within The Company
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Commercialization
Message Send Receive Retrieve
The Magic Formula
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The Goal
Have a relevant brand message/exposure prior to a
prescribing opportunity
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Category Analysis ID category variables Opportunity for
new variables
Competitor Analysis Who are they? What are they
communicating? Competitor/variable
alignment
“Help Us With Positioning and Segmentation,
What segments to target?How will it influence message?
Important variables?How does current brand measure up?
White space?Requisite variables?
Phase I: Research and Assessment
Positioning Concepts Pro’s and Con’s Supportable Market
development
Attribute Mapping Relevance Distinctiveness Differences
by segment Recommended Positioning Option
Customer Assessment Trends Influencers Segmentation
product usage attitudinal
Phase II: Positioning Formulation
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Optimized articulation
Where you want to be
Brand ladder
Supporting messages
Positioning Statement
Message+Scientific Platform
• Market development messages
• Brand specific message
Phase III: Positioning Statement and Message Development
Phase IV: Message Refinement and Planning
KOL Validation Vocabulary Clarity Supportability
Message Mapping
(Sequencing)
Prelaunch Message Platform
Publication Plan
Help Us With Messaging and Sequencing
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Help Us With Branding
Concept Development
BrandStory
Creative BriefBrand Mapping
(Essence)
Positioning
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Help Us Make Sure Branding is REAL
R= Relevant
E= Easy
A= Arresting
L= Legitimate
Focus on a meaningful and supportable point of difference that is recalled at the POP (Point of Prescription)
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Segmentation, Messaging, Sequencing, Creative, and Execution Should all be in Alignment
Execution: Message segmentation strategy Global: Rep Road Map for execution
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Detailing Drives the Brand Message
Gleevec Detail Aid
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Non-Personal Promotion Reminds Customers of the Detail
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We Desperately Need To Get Better at Execution!
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The Power of Marketing Comes From Detailing
Efficiencies are derived from the use of support promotion
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The Sales Rep Explosion
# of Sales Reps
# of Physicians
1995 38,000 600,000
2005 101,000 800,000
Percent Inc. 163% 33%
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100
8
85
57
20
0
20
40
60
80
100
Level of Success
# of
Sal
es R
eps
per
Phy
sici
an
What Happens in the Doctor’s Office?
15 depart before reaching the receptionist
28 drop samples off with the receptionist
37 drop samples at the sample closet
12 speak to the physician but are not remembered
8 speak to the physician and are remembered
Elling ME et al. Making more of pharma’s sales force. Mckinsey Quarterly. 2002.
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And What Happens if the Rep Gets Into the Office?
93% of the time the sales forces have less than two minutes to give their full presentation(s)
Source: Health Strategies Group, Palo Alto, CA.
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CTS Plus
ACNielsen HCI
0 200 400 600 800 1000 1200
Cumulative Journal Dollars ($000)
0
20
40
60
80
100% Recall
Norm based on 341 observations
Campaign AwarenessBased on Journal Spend
Product A/B No Detail Aid
October 2005
Campaign Recognition
CR Norm
Product Recall
PR Norm
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44
8
19
Product A
Product B
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CTS Plus
ACNielsen HCI
0 200 400 600 800 1000 1200
Cumulative Journal Dollars ($000)
0
20
40
60
80
100% Recall
Norm based on 341 observations
Campaign AwarenessBased on Journal Spend
Product A/B Use of Detail Aid
October 2005
Campaign Recognition
CR Norm
Product Recall
PR Norm
30
15
Product A
Product B
100%
61%
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Promotion Effectiveness of Media Mixon Message Retention
39%
26%31%
17%21%
9%
05
1015202530354045
NoPromotion
Print Only Detail Only Detail &Print
Detail &Sales Aid
Detail,Sales Aid,
% R
eten
tion
(N=155 campaigns, 31,000 MDs)
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J F M A M J J A S O N D
1
2 2
3 4 5
5
4
3
4 4 4
3
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Without Leveraging: The Norm
Numbers represent different messages.
Peer Selling Group
Symposia/Conferences
Detailing
Lunch and Learn
Direct Mail
Journal
E-Detailing
Webcast
CDROM program
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Performance
The USUAL
Ad Awareness 40%
Product Recall 20%
Message Retention 22%
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J F M A M J J A S O N D
Peer Selling Group
Symposia/Conferences
Detailing
Lunch and Learn
Direct Mail
Journal
E-Detailing
Webcast
CDROM program
Without Leveraging: The Possible
Numbers represent different messages.
1
2 2
1
1A 1B 1C
1
1
1
1
11 1 1
1 1 1 11
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Performance
The USUAL
The POSSIBLE
Ad Awareness 40% 90%
Product Recall 20% 65%
Message Retention 22% 52%
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PSG
10% 1st Mailing5% 2nd Mailing
2 1/2% 3rd Mailing
$SALES
1 Wk Time 6 Wks
Cost of Peer Selling Group $400.00Cost of Direct Mail 5.00
Per MD
Leveraging Helps ExecutionExecution Helps Drive Exposures
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Leveraging Concept Supports the Detailing Effort
Goal: to smooth product awareness and prescribing levels between sales calls
Support Promotion
TIME
CampaignAwareness+MessageRetention+New Rx's
Greater level of campaign awareness, message retention, sales
Support Promotion
No Support
Detail #1 Detail #2 Detail #3 Detail #4
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What needs to be done
Confirm the right message Establish the proper budget for support promotion Leverage the detailing effort Identify areas for improvement
“Manage the Process”
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It’s All About Exposures
Support promotion leverages the sales effort Message exposure prior to every prescribing
opportunity Reminds physicians of the rep’s call Provides synergy between calls
“Manage the Execution”
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Important Sources of Medical Information
5.411.91212.313.714.9
24.231.9
43.546.5
57.170.972.4
76.2
0 20 40 60 80 100Percent Response
Medical JournalsCME Courses
Conferences/SymposiaColleagues
Pharmaceutical RepsDinner Meetings
E-DetailingGovt Bulletins/Literature
Audio CassettesVideo (DVD,CD,VCR)
Prescription PadsPatient Record Forms
Pharmaceutical company mailingsRoutine faxed information
Source: ACNielsen HCI.Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.
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Sources of Info 2004
Top 5 Sources of New Medical Information– Importance 5. Pharmaceutical sales representatives4. Colleagues 3. Conferences/symposia 2. CME courses 1. Medical journals
Source: ACNielsen HCI “Sources of Information Study” 2004.
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Past Week Exposure to Information or Advertising on Products
17.821.9
242828.229.3
35.235.4
45.448.9
59.968.3
77.579.7
0 20 40 60 80 100Percent Response
Medical JournalsPharmaceutical Reps
ColleaguesPharmaceutical company mailings
Reference PublicationsPrescription Pads
Routine faxed informationCME Courses
Patient Record FormsGovt Bulletins/Literature
Dinner MeetingsConferences/Symposia
Video (DVD, CD, VCR)E-Detailing
Source: ACNielsen HCI.Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.
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Sources of Info 2004
Top 5 Sources of New Medical Information– Exposure 5. Reference publications4. Pharma company mailings3. Colleagues2. Pharmaceutical sales representatives 1. Medical journals
Source: ACNielsen HCI “Sources of Information Study” 2004.
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Where Various Forms of Promotion Fit in the Marketing Plan
Symposia E-Detail Websites Ref. Pubs Web AdsCME
Mtgs Video Audio Leave Behinds
DetailingDirectMail Journals
Create and enhanceawareness
Deliver a complexmessage
RxPads Pt Rec. FormsDinner
Less R/F Greater R/F
“Non-Traditional” Media
“Traditional” Media
0.0 – Exposure
.1-.3 – Awareness
.5 – Message
.9 – Rx Intention
1.0 – New Rx’sHigher Cost per Exposure
Lower Cost per Exposure
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Impact of the Sales Representative in the A&P Campaign
Physician Exposed to All Campaign Media Channels
and Message
Rep USINGSales Aid
Integrated Message Exposure
CAMPAIGNCAMPAIGN
CAMPAIGNCAMPAIGN
Reprint Carrier
Dinner Meetings
Faxed Information
Premiums
Direct Mail
e-Detail
Rx Pad
Journal Ads Samples
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Impact of the Sales Representative in the A&P Campaign
Physician Exposed to All Campaign Media Channels
and Message
Message Not Integrated
Rep NOT Using
Sales Aid
Rep USINGSales Aid
Integrated Message Exposure
CAMPAIGNCAMPAIGN
CAMPAIGNCAMPAIGN
Reprint Carrier
Dinner Meetings
Faxed Information
Premiums
Direct Mail
e-Detail
Rx Pad
Journal Ads Samples
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The Ultimate Goal
Catch an Exposure Just Prior to a Prescribing Opportunity!
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Magnifying the Impact of Detailing
Detail with sales aid
Reach
Journal ads 90%
Promo MedEd 10%
Mail 25%
Rx pads 60%
E-detailing 15%
Premiums 30%
Detail without asales aid
Impact: 1x
Impact: 3-4x
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Relative Value in Delivering a Message
Number of sales calls = 1,000 Number of ad exposures = 1,000
Relative value = 3.3 Relative value = 1.0
Weighted exposures = 3,300 Weighted exposures = 1,000
• “An exposure is not an exposure.” Tactics must be “weighted” to account for those differences
• Examples:
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Allocation of exposures by type of promotion
Total GP 1 GP 2 GP 3
Message Complexity: Complex Complex Complex
1,300 KOL Development 0.1%23,745 Education-branded 1.1% 0.8% 1.3% 2.4%
340 Education-nonbranded612,694 Detailing 27.5% 54.1% 29.0% 34.4%
332 Convention0 PDA Programs0 Email Broadcast
32,052 Mail 1.4% 1.6% 2.4% 2.2%0 Patient Aids
19,801 Public Relations 0.9% 0.5% 0.8% 0.8%1,486,740 Advertising 66.8% 40.5% 62.6% 57.6%
0 Website support0 Reference Publications
9,040 Office Reminder 0.4% 0.4% 0.7% 0.6%0 Rx pads, forms
39,005 Samples 1.8% 2.0% 3.1% 1.9%0 Giveaways
2,225,049 Broad/target ratio--suppot promotion Proposed:
Broad 75% 75% 75%Targeted 25% 25% 25%
Achieved:Broad 42% 65% 65%
Targeted 58% 35% 35%
Home
Increased time
Increased cost
Increased message
complexityIncreased frequency
Increased reach
Allocation of Exposures by Type
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Goal
Utilize objective measures to determine if your marketing plan is properly aligned and distributed to maximize
message-related-exposures to achieve brand Rx target
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How Marketing Research Can Help!
Knowledge — What they knowAttitude — How do they feel,
why do they feel that wayPractice — Shifts required to
change behavior
Execution — Customer and Company
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Catch an ExposurePrior to a Prescribing
Opportunity
Message Send Receive Retrieve
Integrate Marketing Efficiencies with Sales Force Execution
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What Advertising AgenciesNeed from Market Researchers
(Working at the Brand Level)
Larry IaquintoPresident
Interlink Healthcare CommunicationsLawrenceville, NJ