Marketing automation in the life sciences industry
-
Upload
across-health -
Category
Healthcare
-
view
519 -
download
2
Transcript of Marketing automation in the life sciences industry
Across Health Webinar:
Marketing Automation
in the Life Sciences industry
Jan Keuppens, MD Across Health Belgium
Pim ten Tusscher, Sr. Consultant Across Health
View recorded webinar: http://bit.ly/1JeUhcO
Across Health: Focused Fusion Consulting
Unique offering in Life Sciences
• 70+ strong consultancy
• Focus on innovative cross-channel
customer-centric approaches (“fusion”)
• Holistic approach: from insight to strategy
to implementation & impact measurement
• Global footprint – 10 markets
• Over 500 projects in 2014
(40% in customer insight & strategy)
• Working for most pharma majors
• Life Science focus (90% pharmaceuticals)
• 35% CAGR since 2007
18/08/2015 Across Health Webinar 2
Extensive experience at regional/global level
AND local execution power
18/08/2015 Across Health Webinar 3
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
18/08/2015 Across Health Webinar 4
18/08/2015 Across Health Webinar 5
18/08/2015 Across Health Webinar 6
Knowledge “management”: the network always wins Account management: if it’s not in SFDC, it does not exist
18/08/2015 Across Health Webinar 7
18/08/2015 Across Health Webinar 8
Across Health Webinar 9
From:“The future of customer relationship “/2014 SSI research
18/08/2015
18/08/2015 10
Life as a pharmaceutical marketer was easy!
Once Upon A Time…
18/08/2015 11 Across Health Webinar
18/08/2015 Across Health Webinar 12
The age of the customer
18/08/2015 Across Health Webinar 13
18/08/2015 Across Health Webinar 14
18/08/2015 Across Health Webinar 15
Summary
• Innovation pace & adoption!
• The empowered customer
• Multititude on-/offline channels
• Product info is just one component in customer equation
• Staying ahead of curve
• Not industry specific
18/08/2015 Across Health Webinar 16
18/08/2015 Across Health Webinar 17
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
Marketing automation “New”?
18/08/2015 Across Health Webinar 18
Marketing automation “Hot”?
• Changing buyer behaviors forced companies to change how
they market and sell
• Fading HCP access + Limited resources + Budget pressure
• The rise of SaaS; subscription model = operational budget ≠
capital investment
18/08/2015 Across Health Webinar 19
18/08/2015 Across Health Webinar 20
18/08/2015 Across Health Webinar 21
18/08/2015 Across Health Webinar 22
18/08/2015 Across Health Webinar 23
18/08/2015 Across Health Webinar 24
Gartner’s Magic Quadrant 2014
18/08/2015 Across Health Webinar 25
18/08/2015 Across Health Webinar 26
18/08/2015 Across Health Webinar 27
18/08/2015 Across Health Webinar 28
18/08/2015 Across Health Webinar 29
A software/technology platform
Planning, streamlining, automating and measuring
campaigns, marketing tasks and workflow
Aiming at boosting your operational sales & marketing
efficiency and growing your revenue
Beneficiary to Marketing only
Effortless, valuecreating engine
Carpetbombing email monster
Email marketing in a new skin
18/08/2015 Across Health Webinar 30
Marketing automation: The basic question
“How to sell more efficient & effective?”
Really no different from how marketers
think about marketing more effectively:
• Right message – relevant message
• Right person – person who is a potential buyer
• Right time – person who is ready to engage with sales
18/08/2015 Across Health Webinar 31
Right Message
18/08/2015 Across Health Webinar 32
Right Person
18/08/2015 Across Health Webinar 33
Meet Glenda…
18/08/2015 Across Health Webinar 34
18/08/2015 Across Health Webinar 35
Giving them what they want…
Web behaviors
Purchase behaviors
Social behaviors
Content consumption
Specific email interactions
Offline behaviors
18/08/2015 Across Health Webinar 36
Resend email
if not opened or clicked
first time
A different email
if the last one was opened
or clicked
Right Message
18/08/2015 Across Health Webinar 37
Right Person,Message,Time
18/08/2015 Across Health Webinar 38
Where to start?
18/08/2015 Across Health Webinar 39
18/08/2015 Across Health Webinar 40
Adapted from Gleanster research/Marketo
18/08/2015 Across Health Webinar 41
Adapted from Gleanster research/Marketo
18/08/2015 Across Health Webinar 42
Adapted from Gleanster research/Marketo
18/08/2015 Across Health Webinar 43
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organisation.
18/08/2015 Across Health Webinar 44
18/08/2015 Across Health Webinar 45
18/08/2015 Across Health Webinar 46
Source: Marketo “The definitive guide to MA”
18/08/2015 Across Health Webinar 47
18/08/2015 Across Health Webinar 48
18/08/2015 Across Health Webinar 49
18/08/2015 Across Health Webinar 50
18/08/2015 Across Health Webinar 51
18/08/2015 Across Health Webinar 52
18/08/2015 Across Health Webinar 53
Are you OK?
18/08/2015 Across Health Webinar 54
18/08/2015 Across Health Webinar 55
18/08/2015 Across Health Webinar 56
18/08/2015 Across Health Webinar 57
18/08/2015 Across Health Webinar 58
https://www.youtube.com/watch?v=pqHWAE8GDEk
18/08/2015 Across Health Webinar 59
18/08/2015 Across Health Webinar 60
18/08/2015 Across Health Webinar 61
18/08/2015 Across Health Webinar 62
18/08/2015 Across Health Webinar 63
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other
markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
18/08/2015 Across Health Webinar 64
Source: http://www.wsol.com/
18/08/2015 Across Health Webinar 65
One channel
18/08/2015 Across Health Webinar 66
One channel pharma: the sales rep
Multi-channel
18/08/2015 Across Health Webinar 67
Multi-channel pharma: new channels
18/08/2015 Across Health Webinar 68
Product website Face-to-face calls Direct Mail iPad detail aid
Cross-channel
18/08/2015 Across Health Webinar 69
Cross-channel pharma: user journeys
18/08/2015 Across Health Webinar 70
Omni-channel
18/08/2015 Across Health Webinar 71
Omni-channel in pharma:
18/08/2015 Across Health Webinar 72
?
18/08/2015
FMCG BANKING LIFE SCIENCES
Across Health Webinar 73
18/08/2015 74
Pharma - current state
• Gradually introducing new channels
• Majority still push marketing
• Limited integration between channels
• Marketing automation often supporting
individual channels
• Increase in data collection, but not yet putting
it to work
18/08/2015 Across Health Webinar 75
18/08/2015 Across Health Webinar 76
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life
Science industry.
• Marketing Automation for your organization.
Observation 1: Plan ≠ Execution
• Due to stringent approval cycles, it proves difficult to plan campaigns
realistically let alone execute them according to plan
18/08/2015 Across Health Webinar 77
Observation 2: Organizational maturity
• Programs are continuously challenged by ‘new’
/previously uninvolved stakeholders thereby halting or
slowing down progress.
18/08/2015 Across Health Webinar 78
Observation 3 - Mismatch between MA
solutions and pharma domain
• Most entry-level MA vendors cover online channels only
• Pharma wanting to extend its reach and frequency adding additional
channels
18/08/2015 Across Health Webinar 79
Observation 4 - E-mail address often the key
• Addresses used as an identifier
• Reluctance with HCP’s to hand them over
18/08/2015 Across Health Webinar 80
Observation 5: the ‘Ferrari principle’
Would you buy a Ferrari and then put it in the garage?
18/08/2015 Across Health Webinar 81
Observation 6: Not the cloud!
• Most MA vendors operate from ‘the cloud’
• Most Pharma companies are reluctant to engage in cloud services
18/08/2015 Across Health Webinar 82
Observation 7: individualized marketing still an exception
18/08/2015 Across Health Webinar 83
Campaign Plan Customer Journey
Company-centric Customer-centric
Fixed-date events Fixed-date and flexible events
Time-triggered Event-triggered and time-triggered
Mass or segmented Individualized
18/08/2015 Across Health Webinar 84
Agenda
• Introduction
• What is Marketing Automation?
• How are other markets using this technology?
• Benchmarking Life Sciences against other markets
• Our observations and learnings in the Life Science industry.
• Marketing Automation for your organization.
18/08/2015 Across Health Webinar 85
… automation applied to an efficient operation will
magnify the efficiency.
Image source: Tumblr
18/08/2015 Across Health Webinar 86
… automation applied to an inefficient operation
will magnify the inefficiency.
Image source: Tumblr
Prerequisites
• Campaign plan and goals in place
• Data available for use
• Stakeholder management
• Initial content set ready/on time
• Channels defined and available
18/08/2015 Across Health Webinar 87
And then finally…
• Bringing it all together (using marketing automation) (using marketing
automation)
18/08/2015 Across Health Webinar 88
Using visual user journey mapping
18/08/2015 Across Health Webinar 89
DOTMAILER IMS NEXXUS
SALES FORCE MARKETING CLOUD
Using visual user journey mapping
18/08/2015 Across Health Webinar 90
Or maybe not yet so sophisticated
• Simple call follow up email triggers
• Individualized landing pages on your website
• Pick a well contained project playground: pre and post-congress
activities
18/08/2015 Across Health Webinar 91
Dream BIG
18/08/2015 Across Health Webinar 92
Feel free to contact us:
18/08/2015 Across Health Webinar 93