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Fonny Schenck, CEO Patrick Vidal, MD France
View recorded webinar: http://bit.ly/1KbpPb1
The Multichannel Rep
Across Health Webinar
© Across Health Webinar 1
Some numbers 2015
over 60 consultants
Physical presence in 10 markets
Over 300 projects (40% in
customer insight & strategy)
Channel affinity of 9000 HCPs
(Navigator)
25+% CAGR since 2007
What do physicians want/expect from pharma?
3
What kind of CONTENT & SERVICES do they expect?
Source: Matt Portch, Team Lead, Commercial Effectiveness, Pfizer - Presentation at E4P BCN 2015
Independents
•24% of GPs
•Do not place much value on interactions with pharmaceutical companies
•Rely on evidence-based materials
•Tend to be slower to try new medication
Transactionals
•23% of GPs
•Only value samples from pharmaceutical companies
•Cost conscious
•Most receptive to patient’s preferences
•Tend to be slower to try new medication
Knowledge seekers
•21% of GPs
• Interested in educational programmes offered by pharmaceutical companies
•Do not value informal talks or samples
•Least receptive to patient’s preferences
Relationship seekers
•33% of GPs
•Look forward to interactions with reps and pharmaceutical companies; and other clinicians
•Value samples and education from pharmaceutical companies
•Tend to be earlier adopters of new medication
What kind of CONTENT & CHANNELS do they expect?
LOW HIGH Value placed on pharmaceutical company relationship
4 FUNDAMENTAL PHYSICIAN SEGMENTS, BASED ON INTERACTION PREFERENCES
n = 675 physicians
Source: Quantitative research by Mckinsey
Relationship seekers are on the decline…and knowledge seekers & independents strongly up Changes in the McKinsey Archetype Segment %
0%
5%
10%
15%
20%
25%
30%
35%
40%
2005 2013 2015
Sources: McKinsey 2005, Across Health Navigator 2013 and 2015
Independent
Knowledge seeker
Relationship seeker
Transactional
And even relationship seekers are open to digital
http://www.a-cross.com/health/knowledge/blog/channel-preference-really-binary-or-rather-50-shades-grey
And WHEN do they want to receive information?
The view of the customer – WHEN?
Physicians prefer to learn about new medical developments OUTSIDE office hours, while sales reps focus on office hours!
Cardiology Endocrinology/ Diabetes
GP Internal medicine
Neurology Oncology Paediatrics Psychiatry Urology
Early morning (before office hours)
25% 23% 26% 23% 20% 29% 23% 14% 21%
During weekdays office hours
20% 40% 31% 27% 35% 40% 43% 43% 28%
Evening (after office hours)
59% 69% 56% 67% 71% 59% 53% 58% 60%
Weekends (during office hours)
8% 10% 8% 5% 8% 13% 10% 9% 8%
Weekends (during time off)
40% 54% 39% 37% 38% 30% 36% 45% 36%
Source: “What Physicians Want and Need from Pharma”; 2013 – CMI/Compass
How “other” customers use channels Will HCPs be different when they put on their HCP hat?
9
What is pharma doing to meet these expectations?
10
11 http://www.a-cross.com/health/knowledge/blog/4-years-time-pharma-owned-websites-grew-top-pharma-channel-for-us-oncologists
Venus & Mars revisited?
What pharma
thinks
What HCPs
think
In EU5, specialists now spend 35 times more time online for professional reasons than with reps
• *19 details per month at 2 minutes per detail. Excludes dinners, phone, etc.
12
HOURS/MONTH ONLINE (2015)
HOURS/MONTH WITH REP OR IN
PHARMA MEETINGS (2015)
Source: Across Health SPEC Navigator 2015
0
5
10
15
20
25
30
35
40
35x difference
35
1**
16 hrs In 2009
** Rep = 93 interactions/yr @ 5 mins each = 38 mins/month Local sc meeting = 6 interactions/yr @ 60 mins each = 30 mins/month
13
*19 details per month at 2 minutes per detail. Excludes dinners, phone, etc.
Source: Manhattan Research 2011, Europe
IMS
Pharma spend is just the opposite…
2016…
“Our contributors, commentators and other evidence show that the model is changing very slowly right across the
industry and we are unlikely to see significant organization-wide change
within the next two to five years.”
© Across Health 14 The role of the sales representative in a Multichannel World, EFP 2015
No surprise then that neither HCPS or pharma are happy
0 1 2 3 4 5
% satisfied 2,1% 8,8% 22,0% 41,6% 23,1% 2,3%
22%
42%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Overall satisfaction with pharma digital initiatives on a 0-5 scale
Avg = 2.8
0
10
20
30
40
50
60
2010 2011 2012 2013 2014 2015
N = 222 EU Scope
Dissatisfied Neutral Satisfied
13%
HCP digital satisfaction – all countries Pharma marketer digital satisfaction
Although the top 10% are clearly moving…
Digital maturity EU top 10% vs. All EU
The future is already here it’s just not very evenly distributed
William Gibson
Agenda
1 HCP channel trends & pharma response
2 Multichannel rep strategy
3 Some key tactics for the MCM rep – today & tomorrow
4 Barriers & how to overcome them
In 2014, only 9% said they had an MCM rep strategy in place
But 50 years ago:
The optimal strategy is multichannel & multimessage…
22/02/2016 Across Health Multichannel Workshop
Cross-channel in other industries: sales & marketing alignment...
The rule of “the magnificent seven”
• Cross industries, the golden rule is that you
need 7 interactions to get behavioural change
• In pharma, 7 out of 7 used to be F2F (or meetings)…
• How many are still needed today…and tomorrow?
• For which stages in the buying process & which physicians are traditional channels (Meetings & MSL) still key?
© Across Health 24
YOUR GOAL : The rep at the centre of the Multichannel process
Mastering the tools, the contents, the way to
orchestrate and feeling good about it
Identify the best channel MIX for each specific customer: The right target reached by the right channel
Based on the right customer insights
Across Health Webinar 27
And the right content For each HCP profile?
Across Health Webinar 28
Promotional Medical
Environment
Services
Patients
Then design a clear roadmap…Rome wasn’t built in 1 day
The degree to which a pharma company embraces the orchestrator rep
model depends on corporate culture, the focus of control between sales
and marketing organizations, and the company’s willingness to invest in
technology as per pour Maturometer assessment. Companies can
enable orchestration capabilities in three key stages as shown below,
incrementally adding value while managing the pace of change in the
organization
Source: ZS Associates
Agenda
1 HCP channel trends & pharma response
2 Multichannel rep strategy
3 Some key tactics for the MCM rep – today & tomorrow
4 Barriers & how to overcome them
Multichannel equivalence
32 22/02/2016 Across Health Navigator EU5 2015
Multichannel equivalence
E-mail marketing is more effective if driven by reps directly
Email 3rd Party Email send by Reps
24,5%
77,8%
1,3%
14,5%
Openned Clicked
Case study : email campaign in Sept-Oct 2012 for a French Across Client based on 11000
emails sent by the 3rd party and 3300 sent by reps (same format, same content)
Opened
Remote detailing has many applications...
34
Remote Detailing
Strategies
Increase Reach
Decrease cost of reach
Increase Frequency
Boost capacity temporarily
Among 6 calls that you receive per year, how many could be replaced with webcalls by your field reps?
Source: Kadrige
Hybrid model is preferred by most HCPs
GPs (n= 86)
8,00%
26,50%
38,50%
15,00%
9,00% 3,00%
1
2
3
4
5
6
1
9,50%
22,50%
32%
19,50%
6,50% 10%
SPECs (n= 98)
5 4
3
2
6 5
4
3
2
6 1
iPad Detailing
is now the standard.
Or is it?
Portal+ segmentatio
n
+ personalisation
iPad+segmentatio
n
SharedFiles
My Team- reps
- medical- marketin
g
full product site
(SmPC, MoA, dosing, support materials etc) including eRep
fullmedicallibrary
(slides, artic
l
es , guidelines, movies etc)
including eMSL
Content clips
Bringing it all together…
What it can look like
38
Campaign
database
Customer
segmentation
Customer
profiling
Operational
Dashboard &
reporting
Insight
builder
Channel
suite
Direct Mail
Events
Call center
(owned & 3rd
party)
Rep/MSL
visits
Client data Veeva, MI, …
Demographics, Prescribing potential
Adoption stage (penetration)
Channel affinity, Cumulative channel interactions
Reach & Frequency Measures
Next best target
Customer engagement
MCQ
cumulative,
by channel,
efficiency
+
Recruiter
App
Website
solution
Agenda
1 HCP channel trends & pharma response
2 Multichannel rep strategy
3 Some key tactics for the MCM rep – today & tomorrow
4 Barriers & how to overcome them
Key barriers to change
How do we get there?
© Across Health 41
It sounds harder but would be easier if you
1. Have a clear strategy defined and communicated
2. Embark your sales Management and Regional Managers
3. Define the right HCP targets
4. Start small with Ambassadors
5. Ensure your tools and processes are efficient
6. Measure implementation
7. Recognise the ambassadors, welcome the followers and embrace them
8. Deploy to the late majority/laggards through your ambassador network
© Across Health 42
1) Have a clear strategy defined and communicated
• What is the rationale for the company?
• Why does it support your business objectives?
• Why does it meet part of your customer expectations?
• Where do you want to be in two years' time?
• How are you going to get there?
Repeat and demonstrate that your client facing team is the cornerstone of your execution
© Across Health 43
2) Embark your sales Management and Regional Managers Validate the strategy with them
© Across Health 44
3) Define the right HCP Targets… and the right reps profile
© Across Health 45
Face to face only Digital only HCP’s
Face to Face call pressure
Early adopters
Innovators
Early Majority
Late Majority
0
12
Laggards
Pure Digital
(Call center/3rd
parties/service
center..)
4) Start small with Ambassadors Great leaders are first terrific followers
© Across Health 46
Identify them
Ask for volunteers
Reward them
Recognise their achievement
Listen to their feedback
Let them coach laggards
5) Ensure your tools and processes are efficient
• Not necessarily bug free but with corrections applied quickly
• Allow for feedback on tools and content
• Acknowledge the mistakes (technical or others)
• Review your strategy based on feedback
• Deploy phase 2 to the Early majority
© Across Health 47
6) Measure implementation
• Start assessing where you stand (Internal MC Maturometer for both head office and field force)
• Define and agree on the KPI’s with the Sales Management
• Make them quantifiable
• Accept compromises
• Review intermediary results with the stakeholders
• Allow for flexibility in content
© Across Health 48
Benchmark adoption before, during & at the end of the pilot
3 months after launch, benchmark the evolution of your sales force maturity and implement corrective actions
© Across Health 49
28%
Weak usage
Do you use the iPad?
7) Recognise Ambassadors Embrace them as leaders
© Across Health 50
Interviews
Videos
Achievement recognised
in team meetings
Turn them into coaches of early/late adopters
8) Deploy to the late majority Relying on your ambassadors network
© Across Health 51
• Refine the strategy/contents/training supports based on initial phases
• Adapt the multichannel interactions to the HCP targets
• Adapt KPI’s based on your internal sales force maturity
• Integrate MC activity in bonus/reward systems
Defining success in a multichannel world
To support the learning curve both of the rep and the organisation, a 3-phased approach is advised, which will incentivise the rep to make full use of all the channels at his disposal.
52 22/02/2016
Phase I: sales target + channel engagement metrics • KPI 1: sales in territory • KPI 2: % of multichannel extensions
(i.e. f2f+eMail, f2f+remote call, etc.)
Phase II – sales target + hard engagement metrics • KPI 1: sales in territory • KPI 2: total multichannel equivalents
delivered
Phase III: Integrated NPS (net prescriber/promoter score) Evaluate performance across all channels on an integration of actual prescription (e.g. via
IMS) and willingness to prescribe/promote prescription.
Ultimately, this will allow for a single-KPI assessment of rep performance across the full channel spectrum.
