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  • Radically Customer-centric Marketing November 2008

    (Presentation abstract)

  • PARTNERS+simons

    Background Brand communications company in the outcomes business

    Brand strategy, contact planning, interactive, demand generation, creative and measurement as core competencies

    Boston-based, 70 senior-level employees, $170,000,000 annual billings

    Blend deep audience understandings with channel insights, technology and relentless measurement to help companies acquire, convert, retain, grow loyal customers Common client denominator is quantification of outcomes

    Data generated through any available means, by any capable source

    Work exclusively in broader health, technology and financial services

    2

  • Serving clients throughout the health economy

    PARTNERS+simons

    3

    - Biotech - Medical Device/Technology - Diagnostics - Medical Supply Providers - Drug Discovery - Patient Advocacy Groups - Health Informatics - Pharmacy Benefit Managers - Health Plans - Pharmacies - Health Practices - Pharmaceutical Companies - Hospitals and Health Systems

    Health Plans Patient Advocacy Groups Hospitals and

    Health SystemsDiagnostics

    Biotech Companies

    Diagnostic Companies

    Drug Discovery Companies

    Health Informatics

    Health Insurance

    Plans

    Physician Practices

    Hospitals and Health Systems

    Medical Device/

    Technology Companies

    Medical Supply

    Providers

    Patient Advocacy Groups

    Pharmacies

    Pharmaceutical Companies

    Biotech

  • PARTNERS+simons Our Clients

    4

    SmartrttPoPPower

  • PARTNERS+simons

    Situation Analysis Increasing global competition Pricing Pressures

    Managed Care Provider Contracts

    Government Contracts

    Competition

    R&D Slowing Development trends such as miniaturization

    Tighter manufacturing tolerances affecting design, cost & timelines

    Capital availability decreasing

    5

  • PARTNERS+simons

    Situation Analysis Regulatory constraints

    Long FDA approval times

    State regulations on ethics and compliance requiring operational changes, even capital outlays

    Increasingly restricted access to decision makers Healthcare professionals

    Centralized purchasing departments

    Customers demand more for less MedTech CEOs/CFOs demand more with less

    6

  • Challenges in Reaching Decision Makers

  • PARTNERS+simons Universal Trends

    8

    Media Fragmentation

    Rise of Social Networks

    Buyers in Control

    Choice

    Increased Accountability

    Communication plans become more complex

    Power shifts from companies to individuals

    Brand Managers become Brand Aggregators

    Buyers expect personalized/ customized offers

    Improved marketing resource allocation is required

  • PARTNERS+simons

    Increasingly Complex Communications Landscape

    9

    1960s

    • Newspapers • Magazines • Broadcast TV • Broadcast Radio • Telephone • Direct Mail • Sales Reps • Out-of-Home • Eight Track Tapes

    1980s

    • Newspapers • Magazines • Broadcast TV • Cable TV • VCR • Broadcast Radio • Walkman • Telephone • Fax Machines • Direct Mail • Sales Reps • Out-of-Home • Personal Computer • PC Video Games

    2000s

    • Newspapers • Magazines • Broadcast TV • Cable TV • Satellite TV • DVD Player • DVR • Slingbox • Online Video • Broadcast Radio • Satellite Radio • Compact Discs • MP3 Player • Podcasts • Telephone • Mobile Phones • Mobile Web • Text Messaging • Fax Machines • Direct Mail • Email • Sales Reps • Out-of-Home • Personal Computer • PC Video Games • Console Video Games • MMORP Games • Internet • Blogs • Instant Messaging • Social Networks

  • PARTNERS+simons Media Fragmentation What media do business decision makers (B2B Buyers) use to do their jobs?

    10Source: “The Digital Transformation” by Laura Ramos, Forrester Research, October 2007

    Which do they say are most effective at informing or validating purchase decisions?

    Email or e-newsletters

    Industry-specific business magazines

    Peer advice, word of mouth

    Vendors’ Web sites

    Industry-specific conferences

    Industry-specific trade shows

    Web portals (e.g., Google)

    General business magazines

    Industry-specific magazine Web sites

    Newspapers

    Web-based events

    Direct mail

    General business magazine sites

    Specialized biz sites (e.g. IT Toolbox)

    Online Video or RIAs

    Online communities/social nets

    TV

    Mobile/wireless devices

    B2B Blogs

    Radio

    Outdoor

    Podcasts

    RSS Feeds

    69%

    67%

    65%

    62%

    55%

    54%

    51%

    34%

    27%

    21%

    76%

    66%

    57%

    55%

    52%

    45%

    40%

    40%

    35%

    34%

    31%

    20%

    19%

    48%

    48%

    45%

    45%

    44%

    40%

    40%

  • PARTNERS+simons Media Fragmentation Which are the most common ways you learn about vendors and their products and services?

    11Source: “Marketing to Life Scientists” BioInformatics, LLC March 2006

    Catalogs mailed to my lab

    Scientific meetings

    Peer advice, word of mouth

    Direct mail

    Email

    Vendor websites

    Sales reps

    Vendor “mini shows” at my institution

    Vendor technical newsletters

    Information portals

    Print ads

    Vendor-sponsored workshops

    Online banner ads

    Telesales

    58%

    58%

    42%

    38%

    29%

    20%

    13%

    62%

    48%

    31%

    25%

    15%

    5%

    3%

    Word of mouth is big - this target is wary of unfamiliar

    products which elevate their

    perception of risk

    Traditional channels are still highly

    influential

    68% of scientists spend up to 2 hours/week looking for

    product info online

  • PARTNERS+simons B2B buyers adopt emerging media faster than B2B marketers

    12 Source: “The Digital Transformation” by Laura Ramos, Forrester Research, October 2007 *”Harnessing the Power of New Media Platforms” by Guideline for BtoB Magazine & ANA, August 2007

    B2B Marketers’ Usage*

    2007 2009

    20% 34%

    36% 52%

    24% 37%

    29% 47%

    24% 37%

    21%* N/A

    14%* N/A

    BDMs:

  • PARTNERS+simons

    Emerging media adoption continues to grow 99% of physicians surveyed use the Internet, 95% use search engines to find medical information 66% access blogs, webcasts, streaming video and podcasts 52% use PDAs, smart phones or other mobile computing devices 33% of online physicians use blogs, professional networks, forums, and message

    boards to connect with other physicians 22% use the Internet during patient consultations 45K US physicians regularly get live video details from sales reps (and 300K

    more have expressed interest)

    13

    Sources: Manhattan Research, Jupiter Research

  • PARTNERS+simons Social Networks

    14

    Physicians Physicians & Nurse Practitioners

    Research Scientists

    Clinicians PhysiciansScientists

  • PARTNERS+simons

    Groups

    15

    697 28,383 1,226 374

    3,193 4,159 773 1,162

    6,960 8,194 2,067 178

  • PARTNERS+simons Virtual Worlds & Trade Shows, Online Video & Tours

    16

    Cardio Live

    Agilent Metabolomics Lab

    IBM Healthcare Island

  • PARTNERS+simons Virtual Worlds & Trade Shows, Online Video & Tours

    17

    RocheExchange.com

    MerckServices.com

    PfizerPro.com

  • PARTNERS+simons Branded HCP Portals

    18

    massbio.org massmedic.com thehcma.org

    lifescienceexec.com devicelink.com biocompare.com

  • PARTNERS+simons Varied Audiences How do you find the right communications mix?

    19

    Employees

    Investors

    Partners

    Media

    Staff Scientists

    Principal Investigators

    Lab Directors

    Academia

    Lab Technicians

    QA/QC

    Physicians

    Medical Technologists

    Nurses

    Purchasing Agents

    Pharmacists

    Consumers

    IS Manager

    Medical Center

    Government

    CRO

    Pharma/Biotech Group/Private Practice

    Commercial Testing Lab

  • Radically Customer-centric Marketing

  • PARTNERS+simons High-level view of radically customer centric marketing

    21

    Behavioral Data

    Geo-demographicData

    Psychographic/Attitudinal Data

    Media Consumption Data

    Modeling/Analysis Personas

    Targeting Universe

    Customers

    Strategic Analysis

    Tactical ImplementationResults ! Media planning/selection ! List selection/scoring ! Events planning ! Sponsorships ! Channel ! Messaging ! Timing

    Tactical Analysis

    4,032 47%

    2,144

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