TTM HEALTH CSR INITIATIVES · 2019-04-30 · DIGITAL TRANSFORMATION = STRATEGIC CHANGE. DIGITAL STRATEGY: THE 4C’S • Customer (Dr’s,patients,stakeholders …) needs. • Customer

TTM HEALTH CSR INITIATIVESMCM Virtual Academy –

April 25th

“Unveil, Attract, &

Captivate

your customers

online”

© 2019 TTM Associates Ltd. / All RightsReserved

Oksana Matviienko Stelios Charitakis

YOUR PANELISTS

Managing PartnerDigital Customer

Engagement Manager

Jean-Luc KastnerCMO

© 2019 TTM Associates Ltd. / All Rights Reserved

Let’s meet Jean-Luc Kastner

Managing Partner,

TTM


WEBINAR AGENDA & FLOW

From Analogue to Digital

Digital Strategy: the 4 C’s

Understanding the Customer

Identifying the Channels

Creating Content

Measuring Connected-ness



1. FROM ANALOGUE TO DIGITAL


Transition occurred in consumer marketing first, now also in Pharma marketing:

• Doctors now have immediate access to information and latest developments.

• They interact on a daily basis with their peers online, gather input about products, discuss real

cases and make decisions based on what they discover during these interactions.

• Patients also have more access to healthcare information.

• Which they exchange amongst themselves and with their treating doctors.


FROM ANALOGUE TO DIGITAL


• 1 in 20 Searches are Healthcare Related

• 84% of Patients Search After a Doctor’s Appointment





Dr’s as well as patients want to be informed

and do so increasingly via digital channels.

The way we market our products will have to reflect this!


• 1 in 20 Searches are Healthcare Related

• 84% of Patients Search After a Doctor’s Appointment


Digital Marketing includes a

large number of tactics using:

• Internet platforms.

• Any electronic devices such as a

mobile phone, tablet, PC …

• E-detailing.

• E-learning.

• Search Engine Optimisation

(SEO).

• Search Engine Advertising (SEA).

• Social media (Facebook, LinkedIn,

Instagram,YouTube …).



FOOD FOR THOUGHT

What if your brand was in …

RETAIL

BANKING HOSPITALITY


How can Pharma learn from consumer digital transformation?


HOW TO CREATE VALUE &

CONNECT TO CUSTOMERS

2. DIGITAL STRATEGY: THE 4C’S


The Equation of Change…

Transformation requires marrying the right strategy, culture and people with the right enablers

(processes, technologies, metrics,...), as per the Gleicher model (above). All of this needs to be

underpinned by a strong rationale for change, that’s both compelling and understood by all

inside the organisation.

DIGITAL TRANSFORMATION = STRATEGIC CHANGE


In order to avoid confusion, anxiety, frustration, and allow instead for change and transformation

… we need to master the 4 C’s.



Creating Content



DIGITAL TRANSFORMATION = STRATEGIC CHANGE

DIGITAL STRATEGY: THE 4C’S

• Customer (Dr’s, patients, stakeholders …) needs.

• Customer behaviour, which digital channels?

• Know and understand what customers are

discussing online and what matters the most to

them.

• Customer profiling.

• Segmentation: speak to all and speak to nobody!



Creating Content

• Delivering trustworthy and relevant content to

the customers that fuels a conversation about the

disease and your brand.

• Design content that allows your brand to

participate in the ongoing conversations.

• Insights gathered from social media reports of

customer network platforms are helpful in

designing relevant content.

• The art of creating a digital story (is not

necessarily the same as the analogue story!).

• Understanding of how digital channels work

technically and practically.

• Understanding of their value and limitations.

• Legal context.

• Design a multichannel strategy.

• Eye for integrated channels.

• Measuring the customer experience.

• Predictive analytics to improve ROI.




DIGITAL STRATEGY: THE 4C’S

1ST

3. THE 4C’S: UNDERSTANDING THE CUSTOMER

• Customer (Dr’s, patients, stakeholders …) needs/

• Customer behaviour, which digital channels?

• Know and understand what customers are discussing online and what matters the most to

them.

• Customer profiling.

• Segmentation: speak to all and speak to nobody!

CUSTOMER


• The customer is more and more online to seek information!

• What are they searching for?

• Which channels are they using?

• What is the impact of digital information?

1/3 of doctors have changed a patient’s treatment as a result of an internet search!

To break through and reach our customers with our messages, we have to understand the

customer journey!

UNDERSTANDING THE CUSTOMER JOURNEY


No surprise then that Pharma marketers have started spending an increasing amount of

their budget on digital marketing.

Journal of the American Medical Association, 2019

Medical Marketing Spending in USA

$ 17.7

billion $ 29.9

billion

1997

2016

$ 15.6

billion

HCP

$

2.1

DTC

11.9%

$ 20.3

billion

HCP

$

9.6

DTC

32%




DRG Digital - Manhattan Research

Taking the Pulse® U.S. 2017 Study

• 2,784 U.S. Physicians Across 25+ Specialties

• Measuring:

• Use of Emerging Technology.

• How they Access Information and Make Decisions.

• What they Expect from Pharma Companies.

• Objective:

• Understanding Stakeholder Behaviour.

• Understanding the 4 Types of Thinking Preferences (Herrmann Whole Brain Model).

• How Each Have a Different Definition ofValue - Different Perceived Benefits.

• How to Segment, Prioritise and Target Accordingly.

• How to Develop Communication Strategies.

• How to Develop the Multichannel Digital Strategy.



• Need educational and informative content.

• Pharma content seen as nothing more than advertising.

• Quality of digital resources is poor:

• Only 20% say they find pharma websites credible.

• Information on pharma websites is poorly organised and confusing.

• Patient Support:

• 50% of oncologists say they are more likely to prescribe a product if the company has

superior patient support programmes.

• Only 30% of oncologists find that pharma is doing this well.

• Multimedia:

• 61% of gastroenterologists agree that professional video influences their clinical

decisions.

• 48% say pharma company is not doing a good job.


DRG Digital - Manhattan Research

Taking the Pulse® U.S. 2017 Study


Yet, HCPs are spending more time online than with reps!

Pharma has to do a lot better in digital marketing!

In the US, physicians now spend 73 times more time online

for professional reasons than with reps

Manhattan Research 2011, Taking the Pulse U.S. 2012

44 hours/

month

online

0.6



And internet use by HCPs during patient consultations continues to rise

Use of digital channels/info

Taking the Pulse Europe v11

92%

64% 64%

33%

During which of the following times do you use

the internet or email for professional purposes?

14% in 2007

Before/after

work

During patient

ConsultationsWeekends Between patient

Consultations



And internet use by HCPs during patient consultations continues to rise!

Use of digital channels/infoTaking the Pulse Europe v11

26%

31%

44%

49%

62%

85%

Online community for patients with the same condition

Drug and product-specific information

Compliance and disease management

Health or lifestyle change

Patient support

Disease or condition education awareness

Why do you recommend

patients go online?


HCP

Stakeholders

Marketing


From HCP to Patient-centric marketing.

Patients

HCPs & Stakeholders

Marketing



Epharma Physician Study, 2018

1,400 U.S. physicians



• Pharma Reps present info HCPs already knew in nearly two-thirds of details (64%).

• Patient support and financial assistance resources are highly appreciated, with over three-

quarters of Physicians indicating:

• Adherence programmes.

• Support programmes.

• Reimbursement info.

• Financial support information.

• Remote communication between reps and physicians is on the rise, driven mostly by email.

• While use of remote detailing remains modest, half of Physicians (49%) express interest in

using remote details – up from 35% last year.


Epharma Physician Study, 2018

1,400 U.S. physicians


Stakeholder Mapping and Segmentation are key!



You Can’t Be Everything To Everyone!

The most powerful brand promise

To the most optimal customer segment profiles

Target our brands promise to the customers in those segments and tailor comms. appropriately



QSWOT

QSWOT

Which promise, which brands, to which segments?

QSWOT Analysis

• Internal Analysis:

• Ability to serve the customer

• External Analysis:

• Attractiveness of a segment

MANAGING THE PERCEPTION OF VALUE

So now consumer behaviour – the cornerstone of marketing’s focus – will be more concerned

with consumer’s digital behaviour.

We need to better understand how digital changes behaviour.



QSWOT ANALYSIS MATRIX

B A A

C B A

C C B

100 200 300

200

100

300

Ability to serve

Internal – Products & Services

Att

ract

iven

ess

Ext

ernal –

Cust

omer

s -M

ark

ets

Risky

Fair Good Target

Clinicians

Is merely concentrated on the factual side of

your product offer.

Looks at numbers, (price, features and

compliance to measurable items)

What? Cost?

Benefits? Proof?

Innovators

Is very interested in new technologies, bells and

whistles. At the same time he needs to have the

big picture and is not interested in details.

Why? What is the

Purpose?

Researchers

He is the process guardian. He will make sure

that all clinical aspect have been covered

How? References,

Contingencies, Safety.

Social

This is the person that is merely interested in

helping you and others in the sales process. His

mere interest is to help people therefore he or she

might also help the competition. Strong personal

bindings need to be created.

Who? Inter-relationships

WIIFM? WIIFT?

DIFFERENT TYPES OF BEHAVIOURS


TYPES OF CONTENT

2ND & 3RD & TYPES OF CHANNELS

• Digital content prevails in life sciences

• The do’s & don’ts of digital pharma content

• Content priorities: education, peer and KOLs opinions

• Connected content



Let’s meet

Let’s meet Oksana Matviienko

CMO, Viseven



51% of patients go online after receiving Rx - and 26% ask their doctor to change Rx as a result

HCPs and patients are digital-first for health across the globe

54% of rheumatoid arthritis patients with a smartphone

use this device for health info while at the doctor's office

56% of online EU5 consumers with a chronic condition watch

health videos

75% of China physicians use their smartphone for

professional purposes at home

16% million social conversations about

breast cancer*

87% of Brazil physicians prefer digital over print sources for

clinical decision making2.2+ million yearly searches

for "diabetes" related terms in Australia* *DRGDigital

© 2019 TTM Associates Ltd. / All Rights Reserved37© 2019 TTM Associates Ltd. / All RightsReserved

DIGITAL CONTENT PREVAILS IN LIFE SCIENCES

https://www.slideshare.net/DRGDigital/7-big-physician-and-patient-engagement-trends-you-cant-miss-for-brand-planning


THE DON’TS OF DIGITAL PHARMA CONTENT

No more ads! Leave the advertising to rule in the

Direct-to-Consumer and TV world –

that’s where they are the most

efficient. On the internet, people

want to see less ads and more

valuable content.


No more stale

info!Within every 2nd interaction with a rep,

physicians hear things they already know

from previous meetings or simply by doing

their own internet research



Only 46% of physicians are

considered accessible for pharma

reps. Physicians spend 1 min/per visit

on a pharma website, on average.

Stop wasting my time!

In an Internet world of any content at

your fingertips, waiting to be

discovered, no HCP is able to tolerate

outdated or repetitive information

taking their precious time.



THE DO’S OF DIGITAL PHARMA CONTENT

Interactions with pharma reps are

already preferred in the digital

dimension than within face-to-face

(52% against 34%).

Rep of the future is Digital-first, f2f-second!


CONTENT PRIORITIES: EDUCATION, PEER AND KOLS OPINIONS

88% of physicians are interested in receiving invitations from

pharma for Continuous Medical Education

Average physician is 3x as likely to open messages containing

KOLs insights

46% of physicians prefer a digital way of participation

in an education course provided by pharma

© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All RightsReserved


Email, the Content’s Champion Channel

86% of physicians find time to check their email at least 2-3 times

a day

89% of physicians said an email with product info has more of an

impact than a digital ad on website

57%of physicians prefer to hear about a pharma or med device

product via email

© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All RightsReserved



How to get the best exposure of your content

through email?Stuff your email with content that sparks interest

The average physician is almost 2x as likely to open

emails containing peer opinions

Email first means mobile first 70% preview email

on mobile before opening it on computer Half of

all emails are opened on a mobile device

Email works best when combined with other

channels

Digital outreach + in-person visit = the greatest

impact



Pharma websites the laggards among the channelsAverage 1 min/per visit spent on a pharma website means either 52% - old

confusing UI (inconvenient search) or 38% - uselessness of content (too

much selling or no clinical trial info)

Only 13% of physicians think the information provided

on pharma websites is educational or info-rich

63% of physician activity on brand website is limited

to its consumer side


© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All RightsReserved


Devices and screen resolution – it’s time to go cross-platform

Top devices to access content

42%Mobile

49%PC

9%Tablet


© 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All RightsReserved


Mobile First!

70%of HCPs preview email on mobile

before opening it on computer





Action items Less push, more pull: not only product info

and ads, but peer opinions and

educational materials

Email is a champion channel for delivering

content, but is best used when combined

with others

Content should be flexible – in terms of

devices, and cross-channel – in terms of

format

Content is expected to be tailored to the

subject of HCP’s interest and, therefore,

frequently updated

Content is expected to present a

wholesome and consistent picture

Content a doctor truly

anticipates should be:

NEW

TIMELY

RELEVANT





CONNECTED CONTENT


Content Creation Should Not Be ARocket Science• Create and adjust multichannel

• content easily


eWizard: unique platform for

creating connected content Automatic conversion to PDF,

PowerPoint, InDesign into CLM

presentation

Storage and access to globally-

approved content for reuse

Fast and easy editing, localization,

adaptation of content

One message/idea is available for

promotion across multiple channels

Integration with VEEVA, IQVIA, and

other channels


© 2019 TTM Associates Ltd. / All RightsReserved © 2019 TTM Associates Ltd. / All Rights Reserved© 2019 TTM Associates Ltd. / All RightsReserved


Thank you

[email protected]

Oksana MatviienkoCMO, Viseven


CONNECTEDNESS4TH

Let’s meet Stelios Charitakis

Digital Customer

Engagement Manager

MSD


Agenda

• Connectedness creates opportunities • Digital Personas

• Customer Journey mapping

• Marketing Automation & Predictive analytics• How Data Management Platforms work

• Predictive Intelligence

• Real world examples

• Measure Customer Engagement, KPIs & ROI • Set KPIs that matter

• Measure ROI every time

Agenda








In a noisy digital landscape…

Receive feedback & Measure ROI every time…

Look for Opportunities…

Based on your Strategy……don’t get distracted by fancy new techs and buzzwords unless they fit your plan

…to increase sales, to reduce costs, to provide a stellar customer experience to your customers

…even if you have to pay for it

Where does the real value hinders?

Social

Media

Portals

&

Blogs

Family

&

Friends

Mobile

Colleagues

Podcasts

&

Webinars

Entertainment

Shopping

We are all connected in a unique way

Connectedness creates opportunities

- We connect for different reasons

- We use a different channel mix

- We show different online behavior

- We have different needs

Segment your customers to Digital Personas

Know your customers in depth: Monitor & Observe

Create personas based on:

Characteristics

Interests

Behavior

Demographics

Digital journeys

Devices used

Websites visited

Social Activity

Geo-location

Time of the day

Local weather conditions

Compliance

comes first

Image source: Digilant

https://digilant.com/your-cookies-are-stale-so-whats-next-for-digital-marketers/

Customer Journey mapping

Define your objective – Map your customer’s journey – Explore opportunities

Different opportunities

for different segments...and visualize it…could be more

than one

Image source: Medium

https://medium.com/@azviss4/customer-journey-mapping-in-7-bookmarks-d116da67a0c2

Agenda








How Data Management Platforms work

Data feed from various sources System output

Insights & Predictive analytics

Monitor behavior & segment

MarketingAutomation

Offline data

Mobile data

Google searches

Social data

Online / Website data

3RD party data

Image source: Admedo

https://www.admedo.com/wp-content/uploads/2017/06/ademedo-dpm-diagram-768x543.png

Insights & Predictive analytics

Predictive Intelligence answers to the questions:

Identify & segment based on predicted

behavior. With every action taken, build

a profile of customer preferences.

Delivers unique experiences to each

individual as it anticipates the intent of the

customer before providing a recommendation

Uses algorithms to deliver content based on estimates of

what the customer wants or needs based on what has

been observed

Image source: tickto

• What is most likely to happen based on my current data?

• What can I do to change or ensure that outcome?

Reference: Salesforce

http://www.tickto.com/

https://www.salesforce.com/blog/2015/08/predictive-intelligence-definition.html

Marketing Automation

Market on multiple channels online in an automated way

Target customers with automated messages across email, web, social, and text according to workflows previously set

Image source Salesforce

1. Create workflows based on your customer’s journey

2. Connect different tools & Integrate different functions

based on your personas’ interests

Image source: Wishpond.com

http://www.salesforce.com/

http://mbsy.co/cZWWN

• Hospitals reduce their costs as well as increase population health

• Being able to figure out the why behind the readmission can help hospital solve capacity issues

• Hospitals are melding multiple data sources to get insight into what is causing readmission (researching ties between readmission and socioeconomic data points like income, addresses, crime rates, and air pollution)

• Similar to the way marketers are targeting customers, hospitals are trying to better tailor their care to help their patients based off of how other similar patients have responded in the past

• Even a phone call at the right time after an operation has been shown to reduce the amount of readmission that occurs.

Predicting why patients are being readmitted to hospitals

Real world examples

Reference: Medium

Image source: Ehcca

https://medium.com/coriers/7-use-cases-for-data-science-and-predictive-analytics-e3616e9331f9

http://www.ehcca.com/presentations/predmodel9/wang_poc.pdf

• One third of the population suffering from physical ailments also suffer from an accompanying mental

health condition exacerbating the physical illness, reducing quality of life, and increasing medical costs.

• Some companies like Quartet are finding that if they help improve the mental health along with the

physical health of their customers, it helps improve their overall health and reduce costs for the patients.

• Quartet is working on a collaborative health ecosystem by curating effective care teams and combining

their expertise with data-driven insights.

• They are working with insurance providers in order to calculate the overall ROI of their new behavioral

health plan that they had implemented to help deal with a specific physical pathology

Predicting when a patient needs mental health support

partnered with their physical medical procedures

Real world examples

Reference: Medium

https://medium.com/coriers/7-use-cases-for-data-science-and-predictive-analytics-e3616e9331f9

• Wearable devices provide real time feed to the electronic health record of a patient

• Big data reduces costs of treatment since there is less chances of having to perform

unnecessary diagnosis

• It helps in predicting outbreaks of epidemics and also helps in deciding what preventive

measures could be taken to minimize the effects of the same

• It helps avoid preventable diseases by detecting diseases in early stages

• Patients can be provided with the evidence based medicine which is identified and

prescribed after doing the research of past medical results

Wearable devices used as medical sensors

Real world examples

Reference: IntellipaatImage source: todaysmedicaldevelopments

https://intellipaat.com/blog/7-big-data-examples-application-of-big-data-in-real-life/

https://www.todaysmedicaldevelopments.com/article/wearable-medical-devices-2016-market-72816/

Agenda








A typical digital marketing funnel

Non typical for pharma

Image source: Medium

https://medium.com/@skippernico/the-easiest-receipt-to-a-successful-digital-marketing-strategy-90183ad68d4

Set KPIs that matter

Business impact KPIs- Focus on actual sales or reduced costs- Use data to measure engagements &

create direct correlations with sales

Measure performance on 3 pillars

Strategic KPIs- Focus on outcomes that work well with your strategy

(i.e. perceptional changes or awareness %)

- Measure “before & after” via market researches

Technical / Implementation KPIs- Reach, engagement %, email open rates etc.

- Measure team efficiency & personal goals

Image source: Appsamurai

https://appsamurai.com/15-mobile-app-kpis-to-measure-the-performance/

Measure ROI every time

Don’t hesitate to take the risk and fail. But fail fast.

Executing on DMP and a new data-driven

strategy requires long-term planning and

realistic expectations on value generation over

the short, medium and long-term.

Create a phasing plan which realises value through achieving milestones over time

Reference: Lotame

https://www.lotame.com/dmp-determining-marketer-roi-use-cases/


SUMMARY

• From ‘wanting to be online’ ‘be smart online’ …

• In digital marketing, always think ‘customer journey’, not ‘brand’

• Digital marketing is not meant to replace traditional marketing

• Both co-exist with interchanging roles across the customer journey

• Integrate online with offline

• Content of online communications ≠ transcription of offline tactics

• Online strategy ≠ a website and some emails!

• Need an integrated multichannel strategy: Connectivity!

• Define success metrics upfront and measure accordingly

• ROI of digital channels cannot be measured in isolation; need a multichannel, connected ROI

• Marketing, legal, regulatory and medical needs to be involved from A to Z


REFERENCES

• https://decisionresourcesgroup.com/report/641618-digital-epharma-physician-2018/

• https://www.vodori.com/why-you-should-include-email-in-your-healthcare-provider-marketing-tactics/

• http://www.mmslists.com/medical-marketing-healthcare-lists-and-data-solutions-mms

• https://www.iqvia.com/-/media/iqvia/pdfs/library/white-papers/driving-launch-success-2018.pdf

• https://www.thinkherrmann.com/

• https://www.slideshare.net/DRGDigital/7-big-physician-and-patient-engagement-trends-you-cant-miss-for-brand-planning

• https://www.beckersspine.com/orthopedic-spine-practices-improving-profits/item/37751-51-of-physicians-report-pharma-reps-share-stale-information-7-things-to-know.html

• https://www.mmm-online.com/welcome/65979/single/~home~channel~features~dont-call-it-a-comeback-why-tv-remains-an-effective-ad-medium-for-pharma/

• Digital MedTech Physician Survey 2019: https://www.drgdigital.com/infographics/infographic-the-medtech-fielding-the-best-reps

• CME preferences physician survey 2019: https://www.mmslists.com/2019-cme-survey

• Access Monitor from ZS Associates: https://www.zs.com/industries/pharmaceuticals-and-biotech/accessmonitor


https://decisionresourcesgroup.com/report/641618-digital-epharma-physician-2018/

https://www.vodori.com/why-you-should-include-email-in-your-healthcare-provider-marketing-tactics/

http://www.mmslists.com/medical-marketing-healthcare-lists-and-data-solutions-mms

https://www.iqvia.com/-/media/iqvia/pdfs/library/white-papers/driving-launch-success-2018.pdf

https://www.thinkherrmann.com/

https://www.slideshare.net/DRGDigital/7-big-physician-and-patient-engagement-trends-you-cant-miss-for-brand-planning

https://www.beckersspine.com/orthopedic-spine-practices-improving-profits/item/37751-51-of-physicians-report-pharma-reps-share-stale-information-7-things-to-know.html

https://www.mmm-online.com/welcome/65979/single/~home~channel~features~dont-call-it-a-comeback-why-tv-remains-an-effective-ad-medium-for-pharma/

https://www.drgdigital.com/infographics/infographic-the-medtech-fielding-the-best-reps

https://www.mmslists.com/2019-cme-survey

https://www.zs.com/industries/pharmaceuticals-and-biotech/accessmonitor

Thank you for attending

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TTM HEALTH CSR INITIATIVES · 2019-04-30 · DIGITAL TRANSFORMATION = STRATEGIC CHANGE. DIGITAL STRATEGY: THE 4C’S • Customer (Dr’s,patients,stakeholders …) needs. • Customer

Documents