TV Peer-€¦ · Tanabe medical.mt-pharma.co.jp Astellas med.astellas.jp An Example From Japan Site...
Transcript of TV Peer-€¦ · Tanabe medical.mt-pharma.co.jp Astellas med.astellas.jp An Example From Japan Site...
Multi-channel Marketing
May 2, 2016
Neil Aubuchon – VP Global Marketing Santen
Customer
Digital
PrintPeer-
to-Peer
TV
Direct Mail
Webinars
A Bit About Me
Australia
Japan
USA
A Disclaimer
Patient
Support
Some Obvious Points
Needs!
Identifying Tensions in the System
Post Visit Consulta
tion
Determining the Strategic Imperatives
Growing a market Taking share from
a competitor
Establishing a niche
Matching the “What” With the “How”
STRATEGY
Compliance
Guidelines
Doctor
Portals
Websites
SALES
FORCE
Peer-to-Peer
WEB
CONFERENCES
Mobile
Social
Channel Strategy Needs to be Adjusted According to the
Environment
m3.com m3.com
carenet carenet.com
Nikkei Medical medical.nikkeibp.co.jp
Medpeer medpeer.jp
Esai www.eisai.jp/medical/
Pfizer pfizerpro.jp
AstraZeneca med.astrazeneca.co.jp
Otsuka otsuka-elibrary.jp
Mtpro mtpro.medical-tribune.co.jp
Yakuji.jp yakuji.co.jp
GSK glaxosmithkline.co.jp/medical/
Takeda takedamed.com
Daiichi Sankyo medicallibrary-dsc.info/medical.php
Mitsubishi Tanabe
medical.mt-pharma.co.jp
Astellas med.astellas.jp
An Example From JapanSite page view per month
January 2014 Source: SimilarWeb based estimate
An Example From Australia
An Example From the USHealth Care
Providers
Payers
Sales Reps
Pharmacists
Patient Support
DTC
Limits of Global Marketing on Channel Strategy
• Global strategy
• Digital content (for i-pad)
• Patient support program strategic guidelines
• Best practice sharing
“All Politics are local”---Tip O’Neill
Stand-Alone vs Embedded Local Team?
• Very small, focused, highly talented leader
• Reporting to the CMO
• Budget for centralized capabilities but not for individual brand activities
• Leadership required by CMO & Managing Director
Something That Works – Web-Conferences
• Regionally well known speaker
• Attendee number not too large (20-30)
• Ability for interaction is critical
• Efficient marketing spend
Iteration and Continuous Improvement
• Net Promoter Score results (understand the why?)
• Continuously pilot new ideas (“Like” button)
• Allow the sales-force to drive them
• Questions in advance
Continuous
Improvement
Do
Chec
k
Act
Plan
Your Most Important Channel -Sales
An Overlooked Diagnostic Tool
A Case Study• Consumer-related TV
campaign
• Piloted in a region,
• Patient material provided in clinics
• Key KOL’s informed in advance
• Sales force aware and trained on learnings from the pilot
A Case Study
• Results can take longer than expected
• How much ROI is enough?
• Senior management buy-in is important
How to Measure Channel Mix
ROI?Customer
Satisfaction?
??????
Where Is the World Moving? Real World Evidence
New Delivery Methods Could be Game Changers (Personalized
Medicine)
Key Takeaways• Start with customer need
• Stay cross-functional approach (Medical, Payer, Sales)
• Pilot & Iterate
• Governance is important
• Evaluate based on customer satisfaction and ROI
• Continuously improve