Marketing automation in the life sciences industry

transcript

Across Health Webinar:

Marketing Automation

in the Life Sciences industry

Jan Keuppens, MD Across Health Belgium

Pim ten Tusscher, Sr. Consultant Across Health

View recorded webinar: http://bit.ly/1JeUhcO

Across Health: Focused Fusion Consulting

Unique offering in Life Sciences

• 70+ strong consultancy

• Focus on innovative cross-channel

customer-centric approaches (“fusion”)

• Holistic approach: from insight to strategy

to implementation & impact measurement

• Global footprint – 10 markets

• Over 500 projects in 2014

(40% in customer insight & strategy)

• Working for most pharma majors

• Life Science focus (90% pharmaceuticals)

• 35% CAGR since 2007

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Extensive experience at regional/global level

AND local execution power

Agenda

• Introduction

• What is Marketing Automation?

• How are other markets using this technology?

• Benchmarking Life Sciences against other markets

• Our observations and learnings in the Life Science industry.

• Marketing Automation for your organization.

Knowledge “management”: the network always wins Account management: if it’s not in SFDC, it does not exist

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From:“The future of customer relationship “/2014 SSI research

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Life as a pharmaceutical marketer was easy!

Once Upon A Time…

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The age of the customer

Summary

• Innovation pace & adoption!

• The empowered customer

• Multititude on-/offline channels

• Product info is just one component in customer equation

• Staying ahead of curve

• Not industry specific

Agenda

• Introduction

Marketing automation “New”?

Marketing automation “Hot”?

• Changing buyer behaviors forced companies to change how

they market and sell

• Fading HCP access + Limited resources + Budget pressure

• The rise of SaaS; subscription model = operational budget ≠

capital investment

Gartner’s Magic Quadrant 2014

A software/technology platform

Planning, streamlining, automating and measuring

campaigns, marketing tasks and workflow

Aiming at boosting your operational sales & marketing

efficiency and growing your revenue

Beneficiary to Marketing only

Effortless, valuecreating engine

Carpetbombing email monster

Email marketing in a new skin

Marketing automation: The basic question

“How to sell more efficient & effective?”

Really no different from how marketers

think about marketing more effectively:

• Right message – relevant message

• Right person – person who is a potential buyer

• Right time – person who is ready to engage with sales

Right Message

Right Person

Meet Glenda…

Giving them what they want…

Web behaviors

Purchase behaviors

Social behaviors

Content consumption

Specific email interactions

Offline behaviors

Resend email

if not opened or clicked

first time

A different email

if the last one was opened

or clicked

Right Message

Right Person,Message,Time

Where to start?

Adapted from Gleanster research/Marketo

Agenda

• Introduction

• Marketing Automation for your organisation.

Source: Marketo “The definitive guide to MA”

Are you OK?

https://www.youtube.com/watch?v=pqHWAE8GDEk

Agenda

• Introduction

• Benchmarking Life Sciences against other

markets

Source: http://www.wsol.com/

One channel

One channel pharma: the sales rep

Multi-channel

Multi-channel pharma: new channels

Product website Face-to-face calls Direct Mail iPad detail aid

Cross-channel

Cross-channel pharma: user journeys

Omni-channel

Omni-channel in pharma:

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FMCG BANKING LIFE SCIENCES

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Pharma - current state

• Gradually introducing new channels

• Majority still push marketing

• Limited integration between channels

• Marketing automation often supporting

individual channels

• Increase in data collection, but not yet putting

it to work

Agenda

• Introduction

• Our observations and learnings in the Life

Science industry.

Observation 1: Plan ≠ Execution

• Due to stringent approval cycles, it proves difficult to plan campaigns

realistically let alone execute them according to plan

Observation 2: Organizational maturity

• Programs are continuously challenged by ‘new’

/previously uninvolved stakeholders thereby halting or

slowing down progress.

Observation 3 - Mismatch between MA

solutions and pharma domain

• Most entry-level MA vendors cover online channels only

• Pharma wanting to extend its reach and frequency adding additional

channels

Observation 4 - E-mail address often the key

• Addresses used as an identifier

• Reluctance with HCP’s to hand them over

Observation 5: the ‘Ferrari principle’

Would you buy a Ferrari and then put it in the garage?

Observation 6: Not the cloud!

• Most MA vendors operate from ‘the cloud’

• Most Pharma companies are reluctant to engage in cloud services

Observation 7: individualized marketing still an exception

Campaign Plan Customer Journey

Company-centric Customer-centric

Fixed-date events Fixed-date and flexible events

Time-triggered Event-triggered and time-triggered

Mass or segmented Individualized

Agenda

• Introduction

… automation applied to an efficient operation will

magnify the efficiency.

Image source: Tumblr

… automation applied to an inefficient operation

will magnify the inefficiency.

Image source: Tumblr

Prerequisites

• Campaign plan and goals in place

• Data available for use

• Stakeholder management

• Initial content set ready/on time

• Channels defined and available

And then finally…

• Bringing it all together (using marketing automation) (using marketing

automation)

Using visual user journey mapping

DOTMAILER IMS NEXXUS

SALES FORCE MARKETING CLOUD

Using visual user journey mapping

Or maybe not yet so sophisticated

• Simple call follow up email triggers

• Individualized landing pages on your website

• Pick a well contained project playground: pre and post-congress

activities

Dream BIG

Feel free to contact us:

Marketing automation in the life sciences industry

Healthcare