Excellence in Healthcare Multi-channel Engagement!€¦ · Excellence in Healthcare Multi-channel...

© 2019 TTM Associates Ltd. / All Rights Reserved Total Talent Management

Excellence in Healthcare

Multi-channel

Engagement!

While the pharmaceutical industry readily adopts new technologies to provide medical advancements, it has been much slower to adopt

technology within its marketing efforts, mostly relying on traditional channels and methods.

However, the decreasing effectiveness of these traditional channels, given changing physician, patient and consumer trends in today’s increasingly

digital society is forcing an evolution of pharmaceutical marketing strategies.

Another challenge that pharma marketers are facing today is: Digital marketing is in a constant state of transformation. This is due to the fact that;

content became the fuel that drives the growth of cross-channel marketing, era!

As a result, the integration of digital in the overall business strategy and marketing plans has become imperative to all pharmaceutical companies and

not a luxury to have anymore! Besides, dramatic changes in the traditional roles & dynamics of healthcare stakeholders have direct implications for

pharma companies.

Recent researches show that The digital revolution has laid a consumer revolution represented by an increasing demand for connectedness and

information. Consumers with new technology tools are becoming more active and self-directive, which changes their interactions with providers,

payers, and pharma companies.

As a result, new and unfamiliar forms of behavior has fundamentally affected the pharmaceutical business (Niemi, 2015).

Understanding The Key Pains & Challenges

of Digital Marketing In Healthcare


Understanding The Key Pains & Challenges

of Digital Marketing In Healthcare


As the Patient Journey has the potential to be radically transformed by digital technology. A truly digital-first industry could mean a reduction in

health problems as lifestyle monitoring tools begin to predict and prevent them before they arise; it could mean that health is not defined by the

absence of ailments or disease, but by a person’s wellbeing and lifestyle. Over time, the rise of telemedicine and diagnostics using artificial

intelligence technology will see AI moving to front of mind for healthcare organisations. The internet of things have already created a wealth of

opportunities within the sector, and there are more ahead. Companies within the sector would be able to shift their focus to prevention rather

than treatment.

Patient centricity is becoming one of the prevalent trends in healthcare and for a good reason. For true closed loop marketing, it’s necessary to

provide solutions that benefit all stakeholders, including pharma brands, physicians and patients. One of the tools that put patients in the center of

attention is a patient journey.

Program Outline

Total Talent Management

Module 1:

Understanding the Pharma Digital

Landscape The key industry changes that speed up the

move to digital - The online behaviour and

trends of physicians, patients and other

stakeholders

Understanding Channel performance .

What are the Zero Moments Of Truth?

Before reaching a decision, customers collect

information from multiple sources. Which

channels perform ? What drives business

impact?

The 4 Cs of Marketing Mix; how to think in

terms of the customers’ interests instead of

business interests

. . .

Module 2:

Trends in The Digital World. Present

Statistics And Real Life Stories To

Show The Trends & Different

Channels: Familiarise oneself with the culture and

language of social networking

Uploading optimised content to attract target

audience, build rapport and engage them

. . .

Module 3:

Customer Behaviors Impact on

Perceived Customer Value: Segmenting customers based on behaviors

and perceived needs.

Impact of brain dominance on the way

various customers perceive value digitally.

Insight on customer Digital needs:

“perception of benefits”.

Customer buying behaviours and

how they affect value-perception.

This 3 day programme will enrich the current understanding of the digital

marketing landscape and dynamics of integrating it into a new Reality of

the 4 Cs marketing approach. Here we mean: The Customers Behaviours,

The Contents They like , The Channels to reach them and finally: The

Connectedness & Value against other companies digitally.

Participants will learn how to design a digital marketing strategy for a

brand therapeutic area that integrates into the whole marketing mix – The

participants will Grasp the full power and trends of all digital tactics in

pharma – Learn how, and when, to select the appropriate tactics, optimise

the mix and how to measure their business impact. They will additionally

learn the trend of digital marketing and online marketing strategies and

approaches. Ultimately, developing contents, applying digital marketing

programmes and measuring its effectiveness will be the ultimate takeaway

after attending this programme as explained in the following points:

• Be able to understand the Concept of the 4Cs collectively in the new

reality of Digital Landscape..

• Be able to define a digital strategy for a brand or therapeutic area to

stay competitive and thus Gain a better understanding of how to use

content Marketing for both business and personal use.

• Zoom deep into the Understanding of Customer Needs & Behaviors

in a new reality of Digital Platforms! How this is going to affect

Customers Perception of Medical & Pharma Companies & their

representatives!

• Unveiling the Perceived Value of your brand in a New reality of

Digital world!

• Be able to set concise Purpose & goals for the Digital Marketing as a

whole of your therapeutic area / brand & company!

• Plan, create and execute targeted digital marketing programmes & set

metrics to measure the impact of digital marketing programmes. -

Learn from case studies and real-time demonstrations.

Excellence in Digital Engagement

Setting the Foundation

Four types of buyers and customer

perceptions of value.

. . .

Module 4:

Customer Behavioral & Changes of

Digital Needs over Time-Frame ( the

S-Curve) Segmentation validation and shaping

Boundaries.

Purpose of Digital Strategy & each stage of the

Customer Life Cycle -

The understanding of the S-Curve and how

this will influence the strategic digital

marketing programmes and strategic tactics

. . .

Module 5:

Communicating Value To The

Customer & Track It Delivering personalized communication

through your customers’ preferred media

or channel

How to Leverage your value on social

media to connect with your

customers/consumers

. . .

Module 6:

Connecting the Contents, Channels

To Customers Value! Building Engaging an Model for stakeholders

involved in dealing with Customers

What content do users expect on

each platform?

How to embed execution into the strategy

process & manage the results

Engaging People To enhance Results!

© 2019 TTM Associates Ltd. / All Rights Reserved

Engaging participants into a journey


CREATING CONTENTS

This session will equip the participants with

the knowledge and skills to resource a

content management function, to target

audience, select the right platform and

make use of social listening and competitor

analysis.

By the end of the session participants will

understand the value of social amplification

and what makes content shareable within

social networks. They will also learn how to

use social listening to monitor their brand

on social media platforms and recognise

which formats are suitable for the various

target audiences.

NUGGETS SESSION ON EACH OTHER C: CONTENTS, CHANNELS & CONNECTEDNESS!

CHANNEL STRATEGY

In This session the participants will

understand the importance of digital media

channels, which digital marketing tools to

use and how to categorize these tools for

different marketing activities according to

reachability, action, conversion &

engagement.

They will also understand how to rate the

different digital channels such as social

media, search, email, video and online

display,… and rank it according to their

importance in their own organisation

CONNECTEDNESS (Measuring Impact)

In this session participants will understand

how users of predictive analytics achieve

improved return on investment measured

by different KPIs of business impact.

Additionally they will learn how to construct

the ROI framework in terms of valuable

metrics that apply to the business at large,

not surface-level web analytics data.

Such as Database management (e.g. for

better targeted emails)

Recommendation engines (e.g. for on-site

personalisation)

Real-time decision assistance and guidance

(e.g. for customer service)


Concepts and Tools


SAMPLE OF TOOLS


Concepts and Tools


SAMPLE OF TOOLS PERCEIVED BENEFITS VS COST OF OWNERSHIP

Price

Cost of Usage

Cost of Finance

Cost of

Non Quality

Cost of

Switching


Concepts and Tools


SAMPLE OF TOOLS MUTLICHANNEL STRATEGY


Concept and Tools


FORGET BRAND CONTROL


Concept and Tools

Total Talent Management © 2019 TTM Associates Ltd. / All Rights Reserved

Concept and Tools


The chart below ranks marketers' ability to measure ROI from digital channels and demonstrates that PPC, email

marketing, affiliate marketing, and lead generation were the best digital marketing channels for measuring ROI in

May 2016


Concept and Tools


Concept and Tools


Consultants


Geert Van Loocke. Ph.D.

Geert is Belgian by birth and International by outlook. Having qualified at the Universities

of Antwerp and Leuven with honours degrees in Philosophy. Geert has had 20 years’

experience in pharmaceutical marketing and communication.

Geert has held local and global marketing positions in international pharmaceutical

companies, such as MSD, AstraZeneca, and Janssen Pharmaceutical. Subsequently, Geert has

managed two leading international Healthcare Communications agency networks in Europe,

and developed an in-depth knowledge of Pharma Brand management and communications.

He has worked on international brands for Astellas, AZ, Bayer, GSK, Novartis, Pfizer, Roche.

Schering AG, Solvay, Organon, UCB and many other pharma companies in Europe and the

Middle East. Geert has been recently involved in Branding and brand building pharma

products seminars in the Middle East with delegates from Pfizer, Mepha, Bayer, Apex, Julphar,

and GSK.

CONSULTANT TEAM RECOMMENDED:


Consultants


Jean-Luc Kastner, PhD

Jean-Luc is a focused Consultant in Strategic Management Marketing, Sales and he has developed and

structured a network of International Consultants specialized in business management and

reengineering. Jean-Luc is currently a TTM Managing partner based in France. He has developed a

comprehensive Sales and Marketing Management Model based on more then 25 years of Industrial

research with the Herrmann Institute.

Within the last five years, he has been instrumental in large skill development programs with

companies such as: Reuters and Philip Morris Kazakhstan amongst other organizations. Tyco

Healthcare, Data logic, Bayer and Vodafone Greece have all redesigned their sales approach with

Jean-Luc’s advice and support.

Jean-Luc is a typical “non-academic”; his experience was gained “on the job” in several management

roles in blue chip organisations such as HP, Boston Scientific and Fresenius where he managed the

International Sales and Marketing Operations and had to lead a crucial change management

program: the shift from transactional product focused Sales to Consultative, Value based Sales. Jean-

Luc is currently involved in One to One management coaching projects at General Manager and VP

level in the B2B Industry, and works in English, German and French. In the last three years he has

been focusing on the EMEA market and has a good understanding of the Middle East & Gulf cultures.

His Academic titles ( Engineering PhD – ENIM) enables him to teach within a number of

Governmental programs in France and abroad. Jean-Luc is and accredited FFCP Professional Coach

and Herrmann International.



Consultants


Michalis Maimaris. MBA, MCIM

Michalis has a lengthy and broad background in strategic planning. He is a holder of a

postgraduate diploma in marketing, and an MBA from Henley Management College.

Having fulfilled the requirements of the Chartered Institute of Marketing (U.K) he

became a full member and chartered marketer. He worked for fourteen years in

managerial positions in the marketing departments of companies from diverse

backgrounds, including FMCG, retailing, international business and consulting.

He is working as a management partner, consultant and trainer since 1997, accredited by the Human Resource

Development Authority. During the last years he participated in many seminars abroad with Michael Porter, Tom Peters,

Stephen Covey, Gary Hamel, Fred Reichheld, and other worldwide known professors, authors and business thinkers,

acquiring in-depth knowledge in the fields of leadership, strategic management, and how the company of the new

millennium will be. He has so far provided more than 200 open and in-company training programs in the areas of

strategic management, leadership, marketing, sales, customer service and customer relationship management. Michalis'

training programs are unique, offering the participants innovative, provocative but applicable ideas for their work place.

His latest articles published in the local press (Business Sections) covered the subject of customer relationship

management.


Michalis Maimaris



ADULT ADVANCED

LEARNING TECHNOLOGY



TTM Company Profile European based with representation partners in UK, France, Belgium, Turkey, South-

Africa and Middle East (Cairo, Dubai, Greece)

Consultants from

around the world

95 100,000+ participants the

last 10 years

50+ Delivered in

countries

Accredited by:

International Institute of

Leadership &

Management

Institute of Sales and

Marketing Management Whole Brain Learning Labs,

France

Our Solutions are focused on:

Strategy

Consulting Leadership

Consulting

Commercial

Consulting

Talent

Consulting




TTM Company Profile Our Workshop Methodology:

Whole Brain Based

Methodology

Unique Behavioral

Development

Methodology Process

Our Workshops Are:

• Unique PowerPoint slide-free workshops.

• We use substantial use of experiential tools and simulations

• Variety Of Learning Platforms & Tools:

• One to one coaching (executive Coaching)

• Coaching capacity building

• Learning partners projects

• Action learning projects

• Online engagement forums & virtual platforms

• Development & assessment centers

ROI in Commercial Assignments:

increase in sales

(in pharma)

33% increase in customer

service (in telecom)

44%


TTM Company Profile

The TTM associates Whole Brain

Transformation methodology

relies on the Action Learning

methodology and experiential tools

that equip participants with skills

and help them to transform their

behaviours in day to day actions.

WORKSHOP METHODOLOGY:

The TTM associates Whole Brain Transformation methodology relies on the

Action Learning methodology and experiential tools that equip participants

with skills and help them to transform their behaviours in day to day actions.

Tools we use include:

SIMULATION:

We have wide varieties of simulations that we can select from, depending on

the assignment, the group and the objectives. People will be demonstrating

the actual behaviours during these simulations that are similar to their own

behaviours in real life.

E-ASSESSMENT TOOLS:

TTM associates provide wide variety of assessment tools, like the Herrmann

Brain Dominance Instrument, The Executive Political Intelligence Profiling, and

the Firo-B.

VISUAL AIDS:

TTM associates provide wide variety of videos, like the Remembering the

Titans , Max and Max,... Etc



TTM Company Profile

TTM associates ambition is

to support Business

Transformation through:

• Elevating minds into new horizons

• Releasing Impact on results

• Innovative Consulting Solutions

Our Innovative Solutions

Transform your business

We are INSPIRED by

BEING MaD! (Making a Difference)

We aim to make a real difference to the

Behaviours of those who experience TTM

solutions and giving people the opportunity to

transform themselves by experiencing our

unique methods of learning.

through Our Unique Breakthrough Technology

Whole Brain

Technology Our Whole Brain Thinking System gives people,

teams and organizations the skills and tools to

increase their thinking agility so they can achieve

exponentially higher levels of performance.



TTM Company Profile – What our clients say about us

Commercial Excellence Director – Fayaz Shah, GSK

“ As you know we have worked on a number of courses for GSK, the latter was the train the trainer with the focus

on Hermann whole brain thinking concept. I must say the quality of the course and delivery was first class, it most

certainly helped my team to have the right focus, some of whom were new at the time, in their positions.”

Corporate Learning & Development Director – Christine Deydier, Gemalto

“My work with TTM has been extremely fulfilling. Delivering high quality, inspiring and engaging learning events, I

have trust and confidence in the services you provide. Magdi, the trainer on last year's Emerging Leadership

program went out of his way to adapt the program to our leaders needs, our business priorities and really created

a dynamic, active session for us. I especially appreciated his generosity and enthusiasm. I appreciate the diversity

of management programs and the creative approach TTM takes from a methodology perspective. The global

reach of trainers and consultants is especially important for our organization.”

Business Support Director – Ayman Gamal, Sanofi

“ I would like to thank you for the good work done with us starting from 2007, since then I can say that we have

no failed or unsatisfactory projects. TTM team have proven their market understanding and their professionalism

in delivering marketing and sales training supported by the good simulation modules you are using. Mini MBA was

one of the remarkable jobs done as well as the last sales and marketing fundamental training given to all high

potential representatives using the new delivery technique using no slides, this technique was very well appreciated

by the whole team and kept them busy in doing the work for the whole training period.”



Methodology:

OUR LEARNING WORKSHOP APPROACH

TTM workshops are always designed based on the Whole Brain Approach and the Learning styles. The TTM Whole Brain Transformation

methodology relies on the Action Learning Methodology and experiential tools that equip participants with skills and help them to

transform their behaviours in day to day actions.

Concrete

Experience

Feeling

Abstract

Conceptualisation

Thinking

Active

Experimentation

Doing

Reflective

Observation

Watching

Diverging

(feel and watch)

CR/RO

Accommodating

(feel and do)

CE/AE

Assimilating

(think and watch)

AC/RO

Converging

(think and do)

AC/AE

Processing How we

Continuum do things

Perc

ep

tio

n

Co

nti

nu

um

Ho

w w

e t

hin

k a

bo

ut

thin

gs

© 1986-1997 The Ned Herrmann Group

CULTURE & ENVIRONMENT IN WHICH

THE PROCESS IS APPLIED Futuristic

Opportunity-driven Academic

Results-driven

Task-driven

Traditional

Feelings-driven

Humanistic

co

ncre

te

Logical

Rational

Quantitative

Theoretical

Organized

Sequential

Procedural

Methodical

Visual

Conceptual

Simultaneous

Experimental

Emotional

Expressive

Interpersonal

Kinesthetic

A D

RIGHT LEFT

UPPER

LOWER

exp

erie

ntia

l

intellectual

instinctual

WHOLE BRAIN TEACHING & LEARNING MODEL

B C

verb

al

no

n-v

erb

al



Methodology: We pride ourselves as one of the few companies who use zero PowerPoint slides

in the workshops. Our facilitators are always trained and updated with the recent

tools and techniques of facilitation. We apply Coaching-facilitation skills regularly,

provoke the thought of participants and challenge them so that they can get the

aha moments that trigger change and provoke the transformation! Tools we use

during our workshops include:

Behavioural Based Simulations: We have wide varieties of simulations that we

can select from, depending on the assignment, the group and the objectives. People

will be demonstrating the actual behaviours during these simulations that are

similar to their own behaviours in real life.

E-Assessment Tools: TTM associates provide wide variety of assessment tools,

like the Herrmann Brain Dominance Instrument, The Executive Political Intelligence

Profiling, and the Gallup Strengths Finder, the appreciative inquiry techniques and

Creative-thinking.

Stationeries & Room Layout:

The company pride itself for equipping the learners with stationeries that is: very

colourful, Braine-opening exercises, colourful and funky pens, scented markers,

learning-sensors opening scents.

The room style and the learning environment is created based on the brain

learning the solution is focused and oriented to your own organization and can be

easily integrated into the workforce in order to change their behaviours according

to your customer needs.

Accreditation:

TTM solutions and methodologies are accredited by the International Institute of

Leadership & Management (ILM), Certified by the Hermann Whole Brain Lab,

France and also the international Institute of Sales and marketing Management, UK.



Adult Advanced Learning Technology

TIME, TRAINING DELIVERY & LEARNING RETENTION

Cyclic Left and Right Brain

dominance

require trainee

synchronization at

the start of the

training cycle.

The use of Journaling at the end

of each

day, combined with project

work at day

10 and day 40 will

ensure an optimal

80 % retention

factor.

SOURCE SCIENCE, KLEIN, 1976

SOURCE TONY BUZAN, USE YOUR HEAD

LEARNING RETENTION OVER TIME





FRAMEWORK FOR MEASURING & TRACKING LEARNING RESULTS

BUSINESS

APPLICATION SKILLS

AWARENESS

KNOWLEDGE

DESIRED

TRAJECTORY

OF CHANGE





TTM’S APPROACH IS APPLICABLE TO ALL FUNCTIONS AT ALL LEVELS OF LIFE SCIENCE COMPANIES



TTM ASSOCIATES – Profile


TTM associates works with prestigious, global & local pharmaceutical organisations


UK Tel. +44 7903706936 | CY Tel. +357 22 452 493 | CY Fax. +357 22 452 994

Address: Ascot House, 2 Woodberry Grove, London, N12 0FB, United Kingdom

Email. [email protected] | www.ttmassociates.com


mailto:[email protected]

http://www.ttmassociates.com/

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