Product launch in multichannel: from strategy to … Product Launch by...Your multichannel MCM...

S I N G A P O R E C O P E N H A G E N N E W Y O R K S E A T T L E

Product launch in multichannel: from strategy to execution

S e p t e m b e r 2 8 , 2 0 1 7

Agenda

• Introduction

• The changing business landscape in healthcare

• The need for a MCM Strategy (locally and globally)

• 3 Step Best Practice model for MCM Strategy

• Big Data insights model

• MCM Strategy Framework

• Execution examples (cases)

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GlobalAgency

Global Agency • Best of Both Worlds • Strategic Creativity

OURHEALTHCARECLIENTS

Since Vertic's launch in 2002, we've been fiercely

dedicated to developing digital solutions that help

our Fortune 500 clients build their brands.

DO I REALLY NEED A MULTICHANNEL STRATEGY?

LET´S TAKE A LOOK AT THE CHANGING ROLE OF SALES AND MARKETING IN PHARMA

The changing role of sales and marketing in pharma

Traditional planning

and execution

Very solid and well

tested approach

Sales force is the

primary channel

Conferences and key launch

platforms

Sales Training is a key focus

3rd party portal as key

digital initiative

CLASSIC PHARMA SALES & MARKETING HAVE BUILT SUCCESSFUL BRANDS…..

BUT THE BUSINESS ENVIRONMENT IN HEALTHCARE IS RAPIDLY CHANGING…

HCP´s use

multiple

channels

Competing

messages &

little

differentiation

Sales rep access to

HCPs declining

Inadequate

MCM

insights &

knowledge

Digital, main

source for clinical

decision making

Technology offer news

way of engaging

and tracking


WE NEED TO THINK AND ACT DIFFERENTLY…

Connect offline and

online thinking

Understand MCM

landscape

From solutions to

Content Factory

Move from

touch points

to customer

flow thinking

Build relationship & services

around the product

Share of Life – value

beyond the product


WHAT CHALLENGES DOES THIS NEW REALITY POSE TO PHARMA SALES AND MARKETING?

How do we remain relevant and influence HCPs?

Sales rep quote:”Increasingly I am facing a closed door to the HCP´soffice. Behind it I know he is in front of his computer getting the answers I was supposed to provide him”

MULTICHANNEL MARKETING

If the current sales model is inadequateHow do we influence HCPs and change their behavior?

Through Frequent and Relevant interactions with our brand

15

Content

OwnedAssets

3rd PartyPortals

Events

SalesForce

• eDetailer

• Event Booth

• HCP website

• Coming soon + Launch Banner Campaign (always MedScape)

Time

Dig

ital

Mat

uri

ty

Most Pharma today: Classic Approach

PERSONAL SELL ING NON - PERSONAL SELL ING

TACTICS OVERVIEW BY CHANNEL (TODAY)DIGITAL MATURITY

The Infrequent Resource

Frequent & Relevant

Social & On-demand

Digital Collaborative Relationship

Problem: Today we are the infrequent resource

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Content

OwnedAssets

3rd PartyPortals

Events

SalesForce

• eDetailer• Between Meeting

Messages (BMM)• Interactive leave behind• Digital Excellence Kit for

Affiliates

• Booth• Digital Event Activation• Social Media Events• Social media roundtables• VR – ”Closer to Human

Physiology” Experience

• HCP Website• Early adopter programs• Content Hubs• Self detailers• Actimo• Newsletters

• M3 Messages etc• Self detailer modules• Sponsored Content Hub• Creative Display adds

and re-targeting

Solution: Influence through Frequent Relevant Interactions

Social Media

• LinkedIn Campaign• Influencer Activation• DOL campaign• Socialized Med Ed

Time

Dig

ital

Mat

uri

ty

How can wehave frequent

relevant interactions?

TACTICS OVERVIEW BY CHANNELDIGITAL MATURITY

PERSONAL SELL ING NON - PERSONAL SELL ING

The Infrequent Resource

Frequent & Relevant Interactions

Social & On-demand

Digital Collaborative Relationship

HOW DO I KNOW WHICH MCM INITIATIVES TO LAUNCH ?

17

Digital customer insights(Digital IQ)

Push content ‘as-is’ via various channels

Adapt message and channels to customer behaviour

Inside-OutMessages and channels are defined by you and pushed to customers.

Outside-InDigital customer insights influence message, language and channels to increase relevance and impact on customers.

AN OUTSIDE - IN FOUNDATION FOR STRATEGY

19

Customer Insights Brand Strategy = MCM Strategy The Outside-In based approach to Multichannel Marketing Strategy

Your multichannel MCM strategy will flesh out the most value adding

launch tactics that deliver on both customer insights and brand

business objectives

….by delivering the right content, through the right channel, to the

right people at the right stage in the CDJ in order to maximize influence

on prescription behavior and increase sales

A Best Practice model for MCM Strategy and Execution

20

Insights Strategy Execution

Situation Analysis

Strategic Direction

Creative Concepts

Tactic Roadmap

Creative & Content

Development

Technical Production

Maintenance &

Measurement

Customer Insights

Landscape Analysis

Competitive Profiling

VERTIC ’S APPROACH TO MCM STRATEGY

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VERTIC APPROACH: INSIGHTS


Situation Analysis

Strategic Direction

Creative Concepts

Tactic Roadmap

Creative & Content

Development


Maintenance & Measure

Customer Insights

Landscape Analysis


Our approach to insights is based on Vertic’s Digital IQ service line.

It is a multi disciplinary method for understanding customers, competitors and your brand’s position in the digital space.

SOCIAL

MEDIA

SEARCH WEB / APP

INSIGHTS

DIGITAL IQ

CUSTOMER

DEMAND

COMPETITOR

SUPPLY

The Digital IQ analysis is an Observational Study model. It

explores the digital landscape within an area or industry, and

seeks to understand the overall supply and demand for

digital resources and interactions within that area.

We analyze three main channels for interaction with online based

content:

• Social Media (+ Influencer Analysis)

• Search Engines

• Solutions (Websites, Apps)

The study that draws on all the information already available and

accessible in the public digital space (conversations, websites,

searches etc.) and structures it in a manner that allows for overview

and insight.

The model can be applied from three perspectives:

• Customer Insight

• Competitor Intelligence

• Company / Own Brand Audit

The Digital IQ Model

Vertic 2017 © Copyright and Confidential 23

Insight Areas

24Vertic 2017 © Copyright and Confidential

Motives /

Drives

Unmet / Info

Needs

Emotions /

Attitudes

Topic

Interests

Channel

Activities

Topic / Industry Context

Competitive Set

Topic

/ Industry

Conte

xt

Sta

kehold

er A

udie

nce

Competitor Insight

Customer Insight

Spectrum of

Competitor Insights

Spectrum of

Customer Insights

Competitive

Environment

Brand /

Company

Customers /

Stakeholders

Channel

Presence

Content

& Services

Messaging &

Positioning

Communication Platform

- Messaging & Positioning

- How?

Value Proposition

- Content & Services

- What?

Journey Presence

- Channel Mix

Where / When?

Understanding

Demand

Understanding

Supply

Consideration:

• What are existing

knowledge gaps

we are aware of?

• How do we best

address those

knowledge gaps?

(Which

methodology)

25

What are our customers’ information needs?

What content, information & resources are available? And

what is the quality like?

Which tools are available for doctors to use in diagnosis and support?

Where are patients & caregivers active online?

What pain points are caregivers discussing / expressing online?

What are patients searching for online?

Which associations and competitors are influencing the digital landscape?

Where does the online content supply focus?

Which ‘disease’ support websites rank in Google?

CUSTOMER DEMAND

COMPETITORSUPPLY

What is the digital behaviour of HCPs?

INSIGHTSDIGITAL IQ

OUTCOMES OF DIGITAL IQWhat kinds of questions can you answer with Digital IQ?


RESEARCH APPROACH

DATA SOURCE:

Research Methodology:

Channel Activity

Topic Interests

Emotions / Attitudes

Unmet / Info Needs

Motives / Drives

Presence / Landscape

Content & Services

Communication

OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE

SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS

Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &

CreativeInterview Focus Group Survey


RESEARCH APPROACH

DATA SOURCE:


Channel Activity

Topic Interests


Unmet Needs

Motives / Drives


Content & Services

Communication



Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &



RESEARCH APPROACH

DATA SOURCE:


Channel Activity

Topic Interests


Unmet Needs

Motives / Drives


Content & Services

Communication



Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &


Product Topics break down


RESEARCH APPROACH

DATA SOURCE:


Channel Activity

Topic Interests


Unmet Needs

Motives / Drives


Content & Services

Communication



Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &



RESEARCH APPROACH

DATA SOURCE:


Channel Activity

Topic Interests


Unmet Needs

Motives / Drives


Content & Services

Communication



Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &


Product Topics break down

+

Sentiment


RESEARCH APPROACH

DATA SOURCE:


Channel Activity

Topic Interests


Unmet Needs

Motives / Drives


Content & Services

Communication



Landscape

Mapping

Listening &

Analytics

Influencer

Analysis

Keyword

Searches

Rank

Results

Landscape

Mapping

Solution

Analytics

Content &


Purpose and Application of Insights


Competitive

Environment

Brand /

Company

Customers /

Stakeholders

PrioritizeKey opportunity space,

customer demand, not

occupied by competitor

De-PrioritizeInside-out perspective.

Interesting to own brand

but not relevant for

stakeholders.

Decide how to

competeHighly-competitive space:

intersection of customer

demand, competitor &

own brand supply

Potential missed

opportunityCustomer demand not

currently covered by

brand.

47


Situation Analysis

Strategic Direction

Creative Concepts

Tactic Roadmap

Creative & Content

Development



Customer Insights

Landscape Analysis


VERTIC APPROACH: STRATEGY

Our approach to strategy is rooted in a process we call ‘strategic creativity’ – it ensures that creative solutions are deeply linked to customer and market insight.

48

STRATEGYAPPROACH

Situation Analysis Direction Creative Concepts

Consolidation of insights into what is critical to know about customers, competitors and the landscape.

• Stakeholder Profiles• Competitor Profiles• Brand Profile• Landscape Diagnosis

Define objectives and clear guiding directions for how to go about achieving them.

• Business Objectives• Strategic Tracks & Principles• Communication Platform• Tactic Prioritization Criteria

Develop creative concepts based on insights that can bring the strategic direction to life.

• Creative Concept Development• Value Proposition Design• Design and User Experience

Tactical Roadmap

Design a coherent tactical plan that works together in realizing the strategic direction and deliver on business objectives.

• Tactic Trees & Canvases• Collective Tactic Views• KPI Framework• Timebound Roadmap

48

APPROACH TO MCM LAUNCH STRATEGY

Stakeholder Profiling

Other

Market Research

=+

What do we know about each stakeholder?

Patient

Specialist

Payer

Nurse

Digital

IQ

Pains

Gains

Tasks

S T A K E H O L D E R S I N S I G H T P R O F I L E S

STAKEHOLDER PROFILESElements of a Stakeholder Profile

D E S C R I P T I O N

› The stakeholder profiles function as a tool for mapping, evaluating and prioritizing stakeholder needs.

› A profile consists of ”Tasks” (jobs), ”Pains” (barriers) and ”Gains” (motivations).

› The tasks, pains and gains have been populated based on Digital IQ research and the consolidation of other provided market research.

› For each profile we define behaviors to change or desired behaviors – the tasks that will support our marketing objectives.

Tasks

Pains

Gains

HCP

A task is a job or behavior that the stakeholder wants to do (or has to do) as part of managing their

role.

Gains are the benefits that can be achieved from completing a task successfully – they represent a potential value to be realized.

Pains are the complications, pain points and barriers that make completing a

task more difficult/painful or present a barrier for the completion of the task

altogether.

Understanding Stakeholders in the Customer Decision Journey

Stay educatedStay educated and up to date about new treatment options for the patients that I care for.

Evaluate new Tx optionsEvaluate whether new available or other treatments are better

options for my patients

Optimise patient treatment. Prescribe new treatments

for the patient – if it is a better option than what the patient is

currently on.

Monitor treatment impactFollow up with patient at next

consultation. Continue to prescribe if progress/results are

good.

“My X patients are well managed on the current

treatments, so I simply do not notice new product

communication”

“As long as my patients don’t complain / are feeling better that’s good enough for me”

“I am not convinced on what I currently know about X. I need

to experience it”

“I do not have time to discuss with my patients, so I will just keep on prescribing what they

already using”

Be more proactive in CMEActively investigate the benefits of new products on the market.

Discover Unmet NeedsProbe for unmet needs in

patients and ask about how the treatment works for them. Both

from an effectiveness perspective but also QoL.

Make the first prescription.Be a first mover and prescribe without personal experience

with the treatment.

Higher emphasis on XBe better at using X as an

ongoing evaluation metric for the patients progress.

Awareness

(Discovering)

Engagement

(Investigate)

Action

(Choosing)

Loyalty

(Prescribing)

Its not about cool digital ideas – its about changing behaviors across the CDJ

DIGITAL IQMCM STRATEGY

EXECUTIONOPTIMIZATION

Tasks

Barriers

Behaviours to Change

Disease awarenessUnmet needs campaign

Brand sites Early Adopter programs

E-detailer

Self-Detailer

Mobile medical education

Socialized Med. Ed.

Young professionals program

Linkedin HCP campaign

Promotional media campaign

Product gamification (events)

Digital Event Activation

Dose calculator and reminder apps

Patient Support Programs

Conversation tools

Travel app

First prescription tool

PIL Websites

Patient educational material

Promotional media campaign

Unmet needs campaign Disease awareness

Dialogue tools

HCP Patient

Promotional

Non-promotional

Product portals

Product Administration tool

Patient educational material

Facebook and Instagram campaign

KOL Blogs

BMM – Between Meeting Messages

OPPORTUNITY SPACE

In a joint workshop we present and discuss possible tactics, which will be evaluated against customer insights and business relevance criteria

E-learning

Event installations

Product videos

Payer tool

Payer Portals

TRAVEL APP

Behaviour to Change: Be seen as a trusted partner in life with haemophilia no matter where the patient is on the planet.

Uncertainties in a foreign country

Haemophilia Travel App that makes it easier for patients

and their caregivers to travel abroad. Reduces uncertainties and provides a safe and better travel experience both

treatment wise and mentally.

Storing and packing factor

Medication access

Safety Planning

Practical Issues

Access to factor

Peace of mind

Efficient planning

Travelling with Haemophilia

T

A

C

T

I

C

C

A

N

V

A

S

(WHAT) CONTENT:

• Find closest Treatment Centre and directions on how to get there (Geo location)

• Lifeline to local HTC Center• Travel documents from your Doctor• Travel check list• Calculator: How much Factor should I bring• Emergencies: What to do (in local language)

(WHERE) CHANNELS:

Platform: • Mobile App (iOS / Android)• Supportive Mobile Website

Promotion:• Collaboration with leading patient advocacy

groups and haemophilia nurses• Promotion at events and HTC meetings

(WHO) PEOPLE & PROCESSES:

• Project Owner(s):• Agency Partners:• Internal Approval Processes:• External Dependencies:

(WHY) STRATEGIC FIT:

• Strategic Track 1: Become a trusted partner in haemophilia care.

• Objective: Improve positioning and NPS in haemophilia care.

• Value proposition: Help make it easier for patients and caregivers when travelling, and reduce uncertainties about factor access and medical assistance abroad.

(WHEN) TIMELINE:

• Launch Date: Q1 2018• Live Period: Q4 2017• Update Cycles: TBD• Markets: NoBa

STRATEGYTACTIC ROADMAP

TACTIC CANVASHAEMOPHILIA TRAVEL APP

Travelling with Haemophilia

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EVALUATING & PRIORITIZING DIGITAL TACTICS

Strategic Organizational

Strategic fit

Value fit

Competitive fit

Complexity

Synergies

Capabilities

Economic

ROI

Risk

Sustainability

We can evaluate all concepts based on the Strategic, Economic, and Organizational criteria we introduce.

‘Business Impact’ ‘Feasibility’

LINKEDIN

DEPRIORITIZED

TRAVEL APP

DEPRIORITIZED

DEPRIORITIZED

SELF DETAILER

DEPRIORITIZED

DEPRIORITIZED

DEPRIORITIZED

DEPRIORITIZED

FEASIBILITY

BUSINESS IMPACT

SELECTING TACTICS BASED ON PRIORIT ISATION CRITERIA

high

highlow

low

LAUNCH PACK

57

ROADMAPTimebound tactical plan of prioritized Tactics with key milestones

STRATEGYTACTICAL PLANNING

ROADMAP

Patients

Nurses

Internal

HCPs

i

Market Shaping Launch Burst Continuous influence

Launch

Disease awareness

Unmet needs campaign

Socialized Med. Ed.

Digital Event Activation

E-detailer

Disease awareness Patient Support Programs Travel app

Early Adopter programs

Product portalsProduct videos

Self-Detailer

Unmet NeedUnmet Need Awareness Brand Knowledge Conversion Loyal Prescriber

Unmet needs

Awareness

Knowledge

Conversion

Loyal Prescriber

Customer Dec is ion Journey : F r e q u e n c y & R e l e v a n c e

Exis

tin

g In

itia

tive

sN

ew

Tac

tics

ad

ded

Events

Customer Decision Journey impact

Channel presence impact

Rep

Social Media / 3pp

Email

Website

Events

Direct Mail

Sales Rep

LinkedIn

Self-Detailer

Early Adopter

Print

Brand website

Socialized Med/Ed

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Situation Analysis

Strategic Direction

Creative Concepts

Tactic Roadmap

Creative & Content

Development



Customer Insights

Landscape Analysis


VERTIC APPROACH: EXECUTION

Engaging and innovative solutions driving customer through the Decision Journey

Insights (Leveraging Digital IQ):

• Events are a “window of opportunity” where HCPs are more receptive to messages from the industry and using SoMe.

• They interact digitally with organizers, peers and pharma on twitter – especially looking to KOLs for key conference take-aways

• Social Media Monitoring shows that HCPs use their tablets and smartphone heavily during the events

• Digital Landscaping analysis showed that Twitter is heavily used by participants and non-participants during sessions to share key take-aways, comment, read others’ view points etc.

• Competitor Analysis showed that no competitors used any of these channels seriously delivering good content.

Approach (Aligned with business strategy):

• EASD is a key strategic focus for Novo Nordisk. Some of the most influential stakeholders are present and Novo Nordisk is launching new products into the markets. Vertic proposed using the event to reach large number of customers and key stakeholders to inform about unmet needs related to their products as well as consolidate their position as The Diabetes Company. We saw an opportunity create a strategy for an innovative social media content marketing campaign as organizations had already created the event hashtag #EASD and invite people join the conversation. In order to be relevant to the right people, with the right content at the right time, Vertic and Novo mapped the conference program topics.

Solution:

• A tweet plan promoting the content was created and the content was tweeted into #EASD and directed HCPs to the dedicated Novo Nordisk conference blog hosting all content (articles, video, infographics), diabetes quiz etc.

Result:

• At EASD Novo Nordisk was awarded most influential twitter profile during the entire conference, most mentions, most re-tweets and close to 500.000 impressions. On average 50% of HCPS landing on the blog consumed a second content piece (article, video, infographic, image, PDF)

Content Marketing campaign based on digital customer insight

How insights help define execution (campaigns)

Thank you !Mikkel Arnoldi

Vertic Healthcare

+45 61717500

[email protected]

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Challenge:

• ALK wanted to create global awareness about their allergy cure (immunization) against moderate to severe allergy. It had been a strategic challenge to make customers understand the new treatment option however doctors failed to really understand the value proposition. As asmall player, it can be challenging to cut through to clutter and deliver messaging to different global markets. This required a targetedapproach!

• Search analysis, Social Media Monitoring and market research showed that both HCP and patients typically failed to address and discussthe severity of allergy and impact on QoL in consultation and thus patientd were never was offered immuno-therapy by their HCP.

• The solution was to leverage the patient empowerment to create a pull-effect by motivating patients to talk to their doctor about certaintopics.

Solution:

• Vertic defined personas representing the psychological profiles of people dissatisfied with symptomatic allergy. The definition was driven by digital intelligence – Vertic’s digital brand IQ – and ALK existing market research.

• At a fundamental level, allergy-unlocked.com is optimized against the search behavior of 2 allergy personas, offering relevant content and tools for understanding immunotherapy better.

• Pinterest inspired Allergy Wall: Throughout the site patients are encouraged to “pin” relevant content to their Allergy Wall (test results, QoLarticles, treatment options, allergy tracker etc.). The Allergy Wall works as a Talk-to-your-doctor guide, which is constructed to remind and visualize the severity and QoL impact of the disease, inform about the immunization option and encourage to a conversation about the moast appropriate treatment.

CASE: Disease Awareness platform Based on Digital IQ, founded in Digital Strategy and inspired by Pinterest (Allergy Wall)

Disease & Treatmentawareness

Product launch in multichannel: from strategy to … Product Launch by...Your multichannel MCM...

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Transcript of Product launch in multichannel: from strategy to … Product Launch by...Your multichannel MCM...