November 2, 2011 Personalizing Non-Personal Promotion: A Strategic Framework
Aug 20, 2015
November 2, 2011
Personalizing Non-Personal Promotion: A Strategic Framework
Presentation Objectives
Why NPP should be a priority pharma capability The key components of a successful NPP Initiative How personalization can enhance each NPP component Applying a strategic framework to your NPP initiatives
Non-Personal Promotion Defined
Brand commercialization initiatives that do not involve the sales force as the primary communication channel
Non-Personal Promotion: Why?
Traditional “rep-centric” commercial model under strain Customers are questioning value exchange, relevance ROI compliance issues Evolving the commercial model is a top priority
TNS Healthcare survey, March 2009 (n= 1500 physicians)
For every 100 sales reps that visit a medical practice…
37 provide samples..
TNS Healthcare survey, March 2009 (n= 1500 physicians)
20 speak to a physician in person.
TNS Healthcare survey, March 2009 (n= 1500 physicians)
1 in 4physicians
work in a practice that refuses to see pharma reps
TNS Healthcare survey, March 2009 (n= 1500 physicians)
40%of physicians will meet with
pharma reps by appointment only
TNS Healthcare survey, March 2009 (n= 1500 physicians)
Non-Personal Promotion: Why?
Because traditional “rep-centric” commercialization model under strain
Your customers want it
67%of physicians had a positive
attitude toward electronic promotion activities
SDI ePromotion Annual 2008, n=1000 physicians, 14 specialties
73%of physicians
said that e-promotion
activities were equal or superior
to face to face calls
SDI ePromotion Annual 2008, n=1000 physicians, 14 specialties
69%of physicians
participated in e-promotion activities in the
evening
SDI ePromotion Annual 2008, n=1000 physicians, 14 specialties
Non-Personal Promotion: Why?
Because traditional “rep-centric” commercialization model under strain
Your customers want it You can be successful
% Invited Average # of times invited to
participate(among those
receiving invitations)
% Participating Average # of times
participating(among those
participating in each)
Average length of time (in
minutes, among those
participating in each)*
* Unweighted Sample Size for
avg. length of time
Interactive self-service website (a site that can be accessed 24/7)
66% 12 46% 5 16 746
A "virtual detail" (one-way streaming audio/video)
64% 12 45% 4 12 741
Live web-based seminar (i.e. Webinar)
73% 9 38% 2 27 630
Recorded web-based seminar (i.e. Webinar)
68% 9 40% 3 22 647
Key Opinion Leader/Clinical Expert-led sessions
67% 9 41% 3 34 769
Microsite or pharma-sponsored information site embedded in website intended for HCPs
48% 14 32% 4 12 516
Live video chat via webcam (also known as a live video detail) with a pharmaceutical or biotech company sales representative
51% 11 31% 5 14 411
Invitation and Participation in Various Types of Online Promotion - All ePharma Physicians
Source: ePharma Physician® v10.0 (2010), Manhattan Research
Personalization: Why?
Use personalization to give customers a great experience
Personalization will become an expectation
Personalization: Why?
Use personalization to give customers a great experience
Relevance drives engagement Personalization drives conversion
If only it was this simple in pharma…
Buy Now
91%Personalization
efforts led to improvements in online conversion
rates
Aberdeen Group: This Time its Personal: Making Online Experiences Unique, 2007 n= 300 companies
Why a Strategic Approach to P-NPP?
Often considered as stand-alone tactics to supplement an ongoing sales force effort
Frequently suffers from lack of integration with overall marketing strategy
Technology enables us to do it well, and we are spoiled with great data sources!
P-NPP: Four Components
Targeted Outreach
Relevant Engagement
Observation&
Adjustment
Need Fulfillment
Targeted Outreach
Key Components:
Leveraging targeted promotional vehicles to reach the target audience and drive to the digital destination, such as: Print ads with URLs or QR codes DM pieces with URLs or web keys Email (owned list, list rental or sponsorship) Display Advertising (Banner Advertising) Search Engine Marketing
Employing retargeting and digital CRM to drive on-going high value engagements over time
Targeted Outreach
Personalization Opportunities:
Initial audience outreach High personalization opportunity with one-to-one
communications (EM/DM) Low personalization opportunity with one-to-many
communications (banners, search marketing, etc.)
Subsequent / follow-up outreach Based on observed ad interactions and on-site behavior, users
can be segmented to enable increasingly relevant messages
Relevant Engagement
Key Components:
A Self-directed, interactive promotional experience Respectful of physician’s time and information needs Content delivered via a KOL to maximize credibility Leverages rich media content
Polls that feedback national aggregate data Share functionality Integrated with existing digital properties (brand site)
Exampla®
Exampla®
Relevant Engagement
Personalization Opportunities: Known Users: Promotional story flow personalized leveraging
existing prescribing preference data, key objections, etc. Unknown users: profiling questions at the beginning and
throughout the promotional activity that helps streamlines content
Geotargeting Opportunities: based on IP address, relevant content such as managed care information can be personalized
Need Fulfillment
Key Components:
At the end of the promotional activity, make it easy for them to access additional information
Clinical data in reprint or slide format Patient education resources for the office App downloads
If some activities require registration, offer progressive registration
Requesting a rep visit Registering for education initiatives Samples
Need Fulfillment
Personalization Opportunities: Nothing is more personalized than a live connection If the P-NPP initiative is supplementing a field force effort, have
rep fulfill the request whenever possible Offer live connectivity via phone, interactive chat or video
Observation & Adjustment
Key Components: Real time segmentation based on observed behaviors and actions
(implicit & explicit) Intelligent content pathing based on segmentation Auto-adjusting offer serving and follow-on message flow based
on session data
Observation & Adjustment
Personalization Opportunities: With dynamic segmentation and content customization in place,
the three other quadrants can become as personalized as is feasible based on resources and available attributes
Some attributes could include: Educational institution (alma mater) Geographic region Prescribing preferences KOL status Known peer influences Etc.
It’s not a campaign, it’s a constant conversation Create an on-going value
exchange with the physician
The more they engage, the more we learn about them And the more we learn, the
more relevant we can be!
The framework is presented as a cycle for a reason…
Multiple touch points drive behavior change
1st Touch
Engagement
2nd Touch 3rd Touch 4th Touch
Relevancy
Favorability
Propensity to Convert
Each touch creates brand building and learning opportunities
…Everyone in your target list is a Top Decile Writer?
And the Cycle Continues Until…
An Example
A new neuroscience product launch of Exampla® Neurologists are key HCP target Company has other products in this market Company does not have its own “opt-in” customer list NPP campaign to supplement existing field force efforts Purchases an e-mail list to directly target top 2000 Neurologists
Follow Two Customer Pathways
Targeted Outreach
Relevant Engagement
Observation&
Adjustment
Needs Fulfillment
Known
Unknown
Known: Customer Targeting & Outreach
• Dr. Jones receives a personalized e-mail inviting him to participate in an interactive promotional overview of Exampla®
• Rep drops off web key invite card with office manager
• After two weeks, Dr. Jones has not entered into the program, so a second e-mail is sent
• Dr. Jones uses web key to enter program in the evening from home
Dr. JonesNeurologist
• No See• Busy Practice• Early adaptor• Customer Segment:
Unknown• Key Objection:
Unknown• Perceptions of Brand:
Unknown
Known: Digital Engagement
Dr. JonesNeurologist
• No See• Busy Practice• Early adaptor• Customer Segment:
Unknown
• Dr. Jones enters personalized interactive program (a section of exampla.com)
• Content is delivered in video format by Dr. John Freeman, one of the most respected Neurologists in the field
• After reviewing some content, he responds to a number of profiling questions and responds to some polls
• Key Objection: Known• Perceptions of Brand:
Known
Known: Fulfillment
Dr. JonesNeurologist
• “No See”• Busy Practice• Early adaptor• Customer Segment:
Unknown• Key Objection: Known• Perceptions of Brand:
Known
• Dr. Jones requests:• a reprint of the published pivotal study• samples
• Dr. Jones registers for a local webinar that will take place in a couple of weeks
• Study and sample requests are forwarded to local representative who drops by the office to deliver within the week
Known: Message Refinement & Retargeting
Dr. JonesNeurologist
• No See• Busy Practice• Early adaptor
• Based on his content consumption and fulfillment requests:
• Dr. Jones is segmented based on behavior
• He is assigned to a promotional messaging and advertising stream that informs next outreach and communication plan
• Call note profiling (if applicable) is incorporated into segmentation
• This cycle repeats based on subsequent online interactions
• Customer Segment: Known
• Key Objection: Known• Perceptions of Brand:
Known
Follow Two Customer Pathways
Targeted Outreach
Relevant Engagement
Observation&
Adjustment
Needs Fulfillment
Known
Unknown
UnKnown: Customer Targeting & Outreach
User searches for new treatment info
We learn… They are interested in epilepsy treatments They are likely a health care professional
??
• No information Advances in Epilepsy Treatmentwww.treating-epilepsy.com/HCPHealth care professionals: get info on a new treatment option.
• Interest in Epilepsy treatments
• Likely to be a health care professional
Unknown: Digital Engagement
User lands on relevant content on brand.com
Based on content interactions, we can learn more about his/her particular interests
??
• Customer Segment: Unknown
• Interest in Epilepsy treatments
• Likely to be a health care professional
Exampla® for complex partial seizuresHear from Dr. Samantha Grey on new advances in epilepsy treatment Facts on Exampla
Safety
• Interest in combining with other therapies
Use in combo with other therapies
Unknown: Fulfillment
At end of video, she is prompted to register
content content
Schedule a call with an Exampla Representative to learn more.
Thanks for watching
??
• Customer Segment: Unknown
• Interest in Epilepsy treatments
• Likely to be a health care professional
• Interest in combining with other therapies
Dr. SmithNeurologist
• Customer Segment: In Consideration
• Interest in Epilepsy treatments
• A neurologist with a private practice in Boston
• Interest in combining with other therapies
• Wants to speak with a rep to learn more
Or, click to receive:
Clinical reprints Patient education resources Samples
Unknown is Now Known: Observation & Segmentation
We can now serve up a personalized follow-up experience to Dr. Jones
When the rep goes to see her, he can come armed with information that would be relevant to her, taking into account her:
Customer Segment Geographic location Combo therapy interest
content
Dr. SmithNeurologist
• Customer Segment: In Consideration
• Interest in Epilepsy treatments
• A neurologist with a private practice in Boston
• Interest in combining with other therapies
• Wants to speak with a rep to learn more
P-NPP Planning: Key Considerations
Integrate P-NPP into your overall HCP marketing plan creation Explore data integration opportunities early in the process Look for opportunities for field force promotion and fulfillment
of P-NPP Focus efforts on the creation of engaging content and value-
added offerings A robust analytics plan can inform on the effectiveness of all
aspects of the campaign
“ Get Their Attention ”
“ Increasing Relevance” “ Value-Added Follow-up “
“Offer A Relevant & Valuable Experience”
Media Retargeting
o E-mailo Web key (Rep-Delivered or DM)o Search Engine Marketingo Display Advertisingo Editorial Integrationo Mobile Advertisingo Print Leave-Behindso Print Journal Advertising
o Dynamic segmentation based onexplicit (customer provided) and implicit (observed) data
o Rules engine to facilitate dynamic content customization and personalization
o Tracking of both on-site (content consumption) and off-site (ad interaction) behaviors to increase customer understanding and relevancy
o Self-Directed Experienceo KOL-Facilitated Contento Leverage Rich Mediao Profiling Questionso Surveys and Case Study Questionso Integrated into existing digital propertieso Sharing functionalityo o
o Clinical data (reprints/slides)o Patient Education Materials
o App Downloadso Education Registrationo Progressive Registration for Samples
and Rep Visitso Live connection via phone,
interactive chat or videoo Rep fulfillment a priority
o Geo-Targeting
P-NPP Worksheet