Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare

Right time, Right channel Right person,

What are we aiming for? Customer receives ongoing useful, relevant information via their channel of preference

Customer builds a meaningful relationship with the brand

Optimal customer experience - communication is coordinated across all channels

The new customer engagement model

3

Customer

Social networking

Devices/ search engines

Sales rep detail with iPad

Customer service call

Telesales detail

KOL/Thought leader

Remote speaker education and programs

Conventions

Personal interactions

Text messages

Direct mail responses

Medical apps and portal visits

Website visits and registrations

Email and survey responses

Mobile apps

Non-personal interactions

360° multichannel approach

Right message, right person, right time? What’s the typical current state?

Poor visibility of marketing activities

across channels

Fragmented data, across internal and

external stakeholders

New priorities – increasing data volumes, new data types,

ongoing MDM challenges

‘Traditional’ data management

challenges persist

Customers receive one-off communications

Marketers may not build an ongoing communication journey

Cross channel coordination challenging without the right technology

Despite $, rarely a complete view of the customer

Multichannel Marketing Maturity Curve

Push marketing Customer/channel complexity

Pres

sure

on

mar

gins

/RO

I Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

Proliferation of customer types and channels is effectively managed at this stage

Integrated Marketing

Foundation for later stages is set – creation of a 360° view of the customer

Data integration

Technology foundation required as basis of successful multichannel marketing.

Integrate all relevant customer/marketing data. Consider ‘outsourcing’ the challenge – cloud based marketing platform

Leverage a marketing platform that manages vendor complexity and integrates data from numerous third parties

Standardize KPIs across marketing vendors, partners, internal organizations

Provide 24/7 access to marketing performance data Quickly make changes to Campaigns already ‘in flow’ and analyze campaign results

Technology, agency and brand team – working together to deliver unified multi- channel marketing

Leveraging Technology to Unify Multichannel Marketing Engagement

A Case Study

Creates loyalty, trust and confidence

Understanding your audience

Drives continuous engagement

Leads to additional insights

What are we aiming for?

Right message

Right time

Right person Right channel

Beacon’s Multichannel Marketing Approach

Customer Relationship Management

Cycle

Acquire customers and prospects through branded and unbranded engageMoments®

ACQUIRE AND SUSTAIN UNDERSTAND AND DIFFERENTIATE

DEVELOP AND CUSTOMIZE INTERACT WITH RELEVANCE

Retain high value customers and engage, motivate others

Understand the needs of the customers through database segmentation

Differentiate according to characteristics, needs and customer behavior

Develop incentives, services and contact points according to customer preferences

Customize communications based on customer segments

Interact and deliver more relevant services & messaging to customers and prospects

WHERE WE’RE GOING

WHERE WE ARE

Multichannel Marketing: A Case Study

12

WHERE WE’VE BEEN

Multichannel Marketing Maturity Curve

Push marketing Customer/channel complexity

Pres

sure

on

mar

gins

/RO

I WHERE

WE’VE BEEN

2006 - 2012

Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

Proliferation of customer types and channels is effectively managed at this stage

Integrated Marketing

Foundation for later stages is set – creation of a 360° view of the customer

Data integration

Initial Needs, Objectives and Challenges

Need to reach

patients Motivate

to see their

doctor

Understand who is our

target?

What do they

want?

Why did they

engage?

How do they want to be

communicated with?

When do they want or need more

information? Are

they on treatment? How

do we measure success

?

How do we integrate

other data sources?

Commercials

Print Ads

Rebate

Branded Website

Disease Awareness Website

Getting Started

Fulfillment

Copay Card

Call Center

Initial program was going well…

Disunified set of data

No clear insights to behavior

Reactive vs. Proactive

Significant time to develop recommendations

Increasing Database

Registrants

Increasing Communic-

ations

Adding Database Drivers

Increasing Data

Points

Siloed Positive Results

Multichannel Marketing Maturity Curve

Push marketing Customer/channel complexity

Pres

sure

on

mar

gins

/RO

I 2013 - 2014

WHERE WE ARE

WHERE WE’VE BEEN

2006 - 2012

Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

Proliferation of customer types and channels is effectively managed at this stage

Integrated Marketing

Foundation for later stages is set – creation of a 360° view of the customer

Data integration

Incorporating the Multichannel Platform

Personalized journeys Targeted campaigns Incorporating triggers from

5 vendor API feeds Real-time activity

monitoring Engaging with the right

person, right time, right message

19

Unbranded Digital &

Print Find-A- Doctor

Branded Digital &

Print

Asset Downloads

Mobile Apps

Call Center

Social Media

Channels

Multichannel Marketing

Where We Are Today

Database 1,000,000+

13 Campaigns

57 Journeys

8 Real-time API Feeds

80+ Email Templates

Utilized 220 Times

150K Monthly Emails

200+ Trackable

Data Points

5K Monthly Call Center

12K New Registrants

Monthly

Strategic Agency Partner

Time

Implementation Turnaround

Time

Multichannel Marketing Maturity Curve

Push marketing Customer/channel complexity

Pres

sure

on

mar

gins

/RO

I 2013 - 2014

WHERE WE ARE

2015 WHERE WE’RE GOING

WHERE WE’VE BEEN

2006 - 2012

Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

Proliferation of customer types and channels is effectively managed at this stage

Integrated Marketing

Foundation for later stages is set – creation of a 360° view of the customer

Data integration

Technology, agency and brand team – working together to deliver unified multi- channel marketing

Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare

Q&A Session