S I N G A P O R E C O P E N H A G E N N E W Y O R K S E A T T L E
Product launch in multichannel: from strategy to execution
S e p t e m b e r 2 8 , 2 0 1 7
Agenda
• Introduction
• The changing business landscape in healthcare
• The need for a MCM Strategy (locally and globally)
• 3 Step Best Practice model for MCM Strategy
• Big Data insights model
• MCM Strategy Framework
• Execution examples (cases)
2
CPH
NYC
SNG
SEA
Fi
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Da
ta
I
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IC
I
NC
2
01
7
GlobalAgency
Global Agency • Best of Both Worlds • Strategic Creativity
OURHEALTHCARECLIENTS
Since Vertic's launch in 2002, we've been fiercely
dedicated to developing digital solutions that help
our Fortune 500 clients build their brands.
DO I REALLY NEED A MULTICHANNEL STRATEGY?
LET´S TAKE A LOOK AT THE CHANGING ROLE OF SALES AND MARKETING IN PHARMA
The changing role of sales and marketing in pharma
Traditional planning
and execution
Very solid and well
tested approach
Sales force is the
primary channel
Conferences and key launch
platforms
Sales Training is a key focus
3rd party portal as key
digital initiative
CLASSIC PHARMA SALES & MARKETING HAVE BUILT SUCCESSFUL BRANDS…..
BUT THE BUSINESS ENVIRONMENT IN HEALTHCARE IS RAPIDLY CHANGING…
HCP´s use
multiple
channels
Competing
messages &
little
differentiation
Sales rep access to
HCPs declining
Inadequate
MCM
insights &
knowledge
Digital, main
source for clinical
decision making
Technology offer news
way of engaging
and tracking
The changing role of sales and marketing in pharma
WE NEED TO THINK AND ACT DIFFERENTLY…
Connect offline and
online thinking
Understand MCM
landscape
From solutions to
Content Factory
Move from
touch points
to customer
flow thinking
Build relationship & services
around the product
Share of Life – value
beyond the product
The changing role of sales and marketing in pharma
WHAT CHALLENGES DOES THIS NEW REALITY POSE TO PHARMA SALES AND MARKETING?
How do we remain relevant and influence HCPs?
Sales rep quote:”Increasingly I am facing a closed door to the HCP´soffice. Behind it I know he is in front of his computer getting the answers I was supposed to provide him”
MULTICHANNEL MARKETING
If the current sales model is inadequateHow do we influence HCPs and change their behavior?
Through Frequent and Relevant interactions with our brand
15
Content
OwnedAssets
3rd PartyPortals
Events
SalesForce
• eDetailer
• Event Booth
• HCP website
• Coming soon + Launch Banner Campaign (always MedScape)
Time
Dig
ital
Mat
uri
ty
Most Pharma today: Classic Approach
PERSONAL SELL ING NON - PERSONAL SELL ING
TACTICS OVERVIEW BY CHANNEL (TODAY)DIGITAL MATURITY
The Infrequent Resource
Frequent & Relevant
Social & On-demand
Digital Collaborative Relationship
Problem: Today we are the infrequent resource
16
Content
OwnedAssets
3rd PartyPortals
Events
SalesForce
• eDetailer• Between Meeting
Messages (BMM)• Interactive leave behind• Digital Excellence Kit for
Affiliates
• Booth• Digital Event Activation• Social Media Events• Social media roundtables• VR – ”Closer to Human
Physiology” Experience
• HCP Website• Early adopter programs• Content Hubs• Self detailers• Actimo• Newsletters
• M3 Messages etc• Self detailer modules• Sponsored Content Hub• Creative Display adds
and re-targeting
Solution: Influence through Frequent Relevant Interactions
Social Media
• LinkedIn Campaign• Influencer Activation• DOL campaign• Socialized Med Ed
Time
Dig
ital
Mat
uri
ty
How can wehave frequent
relevant interactions?
TACTICS OVERVIEW BY CHANNELDIGITAL MATURITY
PERSONAL SELL ING NON - PERSONAL SELL ING
The Infrequent Resource
Frequent & Relevant Interactions
Social & On-demand
Digital Collaborative Relationship
HOW DO I KNOW WHICH MCM INITIATIVES TO LAUNCH ?
17
Digital customer insights(Digital IQ)
Push content ‘as-is’ via various channels
Adapt message and channels to customer behaviour
Inside-OutMessages and channels are defined by you and pushed to customers.
Outside-InDigital customer insights influence message, language and channels to increase relevance and impact on customers.
AN OUTSIDE - IN FOUNDATION FOR STRATEGY
19
Customer Insights Brand Strategy = MCM Strategy The Outside-In based approach to Multichannel Marketing Strategy
Your multichannel MCM strategy will flesh out the most value adding
launch tactics that deliver on both customer insights and brand
business objectives
….by delivering the right content, through the right channel, to the
right people at the right stage in the CDJ in order to maximize influence
on prescription behavior and increase sales
A Best Practice model for MCM Strategy and Execution
20
Insights Strategy Execution
Situation Analysis
Strategic Direction
Creative Concepts
Tactic Roadmap
Creative & Content
Development
Technical Production
Maintenance &
Measurement
Customer Insights
Landscape Analysis
Competitive Profiling
VERTIC ’S APPROACH TO MCM STRATEGY
22
VERTIC APPROACH: INSIGHTS
Insights Strategy Execution
Situation Analysis
Strategic Direction
Creative Concepts
Tactic Roadmap
Creative & Content
Development
Technical Production
Maintenance & Measure
Customer Insights
Landscape Analysis
Competitive Profiling
Our approach to insights is based on Vertic’s Digital IQ service line.
It is a multi disciplinary method for understanding customers, competitors and your brand’s position in the digital space.
SOCIAL
MEDIA
SEARCH WEB / APP
INSIGHTS
DIGITAL IQ
CUSTOMER
DEMAND
COMPETITOR
SUPPLY
The Digital IQ analysis is an Observational Study model. It
explores the digital landscape within an area or industry, and
seeks to understand the overall supply and demand for
digital resources and interactions within that area.
We analyze three main channels for interaction with online based
content:
• Social Media (+ Influencer Analysis)
• Search Engines
• Solutions (Websites, Apps)
The study that draws on all the information already available and
accessible in the public digital space (conversations, websites,
searches etc.) and structures it in a manner that allows for overview
and insight.
The model can be applied from three perspectives:
• Customer Insight
• Competitor Intelligence
• Company / Own Brand Audit
The Digital IQ Model
Vertic 2017 © Copyright and Confidential 23
Insight Areas
24Vertic 2017 © Copyright and Confidential
Motives /
Drives
Unmet / Info
Needs
Emotions /
Attitudes
Topic
Interests
Channel
Activities
Topic / Industry Context
Competitive Set
Topic
/ Industry
Conte
xt
Sta
kehold
er A
udie
nce
Competitor Insight
Customer Insight
Spectrum of
Competitor Insights
Spectrum of
Customer Insights
Competitive
Environment
Brand /
Company
Customers /
Stakeholders
Channel
Presence
Content
& Services
Messaging &
Positioning
Communication Platform
- Messaging & Positioning
- How?
Value Proposition
- Content & Services
- What?
Journey Presence
- Channel Mix
Where / When?
Understanding
Demand
Understanding
Supply
Consideration:
• What are existing
knowledge gaps
we are aware of?
• How do we best
address those
knowledge gaps?
(Which
methodology)
25
What are our customers’ information needs?
What content, information & resources are available? And
what is the quality like?
Which tools are available for doctors to use in diagnosis and support?
Where are patients & caregivers active online?
What pain points are caregivers discussing / expressing online?
What are patients searching for online?
Which associations and competitors are influencing the digital landscape?
Where does the online content supply focus?
Which ‘disease’ support websites rank in Google?
CUSTOMER DEMAND
COMPETITORSUPPLY
What is the digital behaviour of HCPs?
INSIGHTSDIGITAL IQ
OUTCOMES OF DIGITAL IQWhat kinds of questions can you answer with Digital IQ?
26Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet / Info Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
27Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
28Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
29Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
30Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
31Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
Product Topics break down
32Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
33Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
Product Topics break down
+
Sentiment
34Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
35Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
36Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
37Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
38Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
39Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
40Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
41Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
42Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
43Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
44Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
45Vertic 2017 © Copyright and Confidential
RESEARCH APPROACH
DATA SOURCE:
Research Methodology:
Channel Activity
Topic Interests
Emotions / Attitudes
Unmet Needs
Motives / Drives
Presence / Landscape
Content & Services
Communication
OBSERVATIONAL EXPERIMENTAL / INTERROGATIVE
SOCIAL MEDIA SEARCH ENGINES WEBSITES & APPS PEOPLE / GROUPS
Landscape
Mapping
Listening &
Analytics
Influencer
Analysis
Keyword
Searches
Rank
Results
Landscape
Mapping
Solution
Analytics
Content &
CreativeInterview Focus Group Survey
Purpose and Application of Insights
46Vertic 2017 © Copyright and Confidential
Competitive
Environment
Brand /
Company
Customers /
Stakeholders
PrioritizeKey opportunity space,
customer demand, not
occupied by competitor
De-PrioritizeInside-out perspective.
Interesting to own brand
but not relevant for
stakeholders.
Decide how to
competeHighly-competitive space:
intersection of customer
demand, competitor &
own brand supply
Potential missed
opportunityCustomer demand not
currently covered by
brand.
47
Insights Strategy Execution
Situation Analysis
Strategic Direction
Creative Concepts
Tactic Roadmap
Creative & Content
Development
Technical Production
Maintenance & Measure
Customer Insights
Landscape Analysis
Competitive Profiling
VERTIC APPROACH: STRATEGY
Our approach to strategy is rooted in a process we call ‘strategic creativity’ – it ensures that creative solutions are deeply linked to customer and market insight.
48
STRATEGYAPPROACH
Situation Analysis Direction Creative Concepts
Consolidation of insights into what is critical to know about customers, competitors and the landscape.
• Stakeholder Profiles• Competitor Profiles• Brand Profile• Landscape Diagnosis
Define objectives and clear guiding directions for how to go about achieving them.
• Business Objectives• Strategic Tracks & Principles• Communication Platform• Tactic Prioritization Criteria
Develop creative concepts based on insights that can bring the strategic direction to life.
• Creative Concept Development• Value Proposition Design• Design and User Experience
Tactical Roadmap
Design a coherent tactical plan that works together in realizing the strategic direction and deliver on business objectives.
• Tactic Trees & Canvases• Collective Tactic Views• KPI Framework• Timebound Roadmap
48
APPROACH TO MCM LAUNCH STRATEGY
Stakeholder Profiling
Other
Market Research
=+
What do we know about each stakeholder?
Patient
Specialist
Payer
Nurse
Digital
IQ
Pains
Gains
Tasks
S T A K E H O L D E R S I N S I G H T P R O F I L E S
STAKEHOLDER PROFILESElements of a Stakeholder Profile
D E S C R I P T I O N
› The stakeholder profiles function as a tool for mapping, evaluating and prioritizing stakeholder needs.
› A profile consists of ”Tasks” (jobs), ”Pains” (barriers) and ”Gains” (motivations).
› The tasks, pains and gains have been populated based on Digital IQ research and the consolidation of other provided market research.
› For each profile we define behaviors to change or desired behaviors – the tasks that will support our marketing objectives.
Tasks
Pains
Gains
HCP
A task is a job or behavior that the stakeholder wants to do (or has to do) as part of managing their
role.
Gains are the benefits that can be achieved from completing a task successfully – they represent a potential value to be realized.
Pains are the complications, pain points and barriers that make completing a
task more difficult/painful or present a barrier for the completion of the task
altogether.
Understanding Stakeholders in the Customer Decision Journey
Stay educatedStay educated and up to date about new treatment options for the patients that I care for.
Evaluate new Tx optionsEvaluate whether new available or other treatments are better
options for my patients
Optimise patient treatment. Prescribe new treatments
for the patient – if it is a better option than what the patient is
currently on.
Monitor treatment impactFollow up with patient at next
consultation. Continue to prescribe if progress/results are
good.
“My X patients are well managed on the current
treatments, so I simply do not notice new product
communication”
“As long as my patients don’t complain / are feeling better that’s good enough for me”
“I am not convinced on what I currently know about X. I need
to experience it”
“I do not have time to discuss with my patients, so I will just keep on prescribing what they
already using”
Be more proactive in CMEActively investigate the benefits of new products on the market.
Discover Unmet NeedsProbe for unmet needs in
patients and ask about how the treatment works for them. Both
from an effectiveness perspective but also QoL.
Make the first prescription.Be a first mover and prescribe without personal experience
with the treatment.
Higher emphasis on XBe better at using X as an
ongoing evaluation metric for the patients progress.
Awareness
(Discovering)
Engagement
(Investigate)
Action
(Choosing)
Loyalty
(Prescribing)
Its not about cool digital ideas – its about changing behaviors across the CDJ
DIGITAL IQMCM STRATEGY
EXECUTIONOPTIMIZATION
Tasks
Barriers
Behaviours to Change
Disease awarenessUnmet needs campaign
Brand sites Early Adopter programs
E-detailer
Self-Detailer
Mobile medical education
Socialized Med. Ed.
Young professionals program
Linkedin HCP campaign
Promotional media campaign
Product gamification (events)
Digital Event Activation
Dose calculator and reminder apps
Patient Support Programs
Conversation tools
Travel app
First prescription tool
PIL Websites
Patient educational material
Promotional media campaign
Unmet needs campaign Disease awareness
Dialogue tools
HCP Patient
Promotional
Non-promotional
Product portals
Product Administration tool
Patient educational material
Facebook and Instagram campaign
KOL Blogs
BMM – Between Meeting Messages
OPPORTUNITY SPACE
In a joint workshop we present and discuss possible tactics, which will be evaluated against customer insights and business relevance criteria
E-learning
Event installations
Product videos
Payer tool
Payer Portals
TRAVEL APP
Behaviour to Change: Be seen as a trusted partner in life with haemophilia no matter where the patient is on the planet.
Uncertainties in a foreign country
Haemophilia Travel App that makes it easier for patients
and their caregivers to travel abroad. Reduces uncertainties and provides a safe and better travel experience both
treatment wise and mentally.
Storing and packing factor
Medication access
Safety Planning
Practical Issues
Access to factor
Peace of mind
Efficient planning
Travelling with Haemophilia
T
A
C
T
I
C
C
A
N
V
A
S
(WHAT) CONTENT:
• Find closest Treatment Centre and directions on how to get there (Geo location)
• Lifeline to local HTC Center• Travel documents from your Doctor• Travel check list• Calculator: How much Factor should I bring• Emergencies: What to do (in local language)
(WHERE) CHANNELS:
Platform: • Mobile App (iOS / Android)• Supportive Mobile Website
Promotion:• Collaboration with leading patient advocacy
groups and haemophilia nurses• Promotion at events and HTC meetings
(WHO) PEOPLE & PROCESSES:
• Project Owner(s):• Agency Partners:• Internal Approval Processes:• External Dependencies:
(WHY) STRATEGIC FIT:
• Strategic Track 1: Become a trusted partner in haemophilia care.
• Objective: Improve positioning and NPS in haemophilia care.
• Value proposition: Help make it easier for patients and caregivers when travelling, and reduce uncertainties about factor access and medical assistance abroad.
(WHEN) TIMELINE:
• Launch Date: Q1 2018• Live Period: Q4 2017• Update Cycles: TBD• Markets: NoBa
STRATEGYTACTIC ROADMAP
TACTIC CANVASHAEMOPHILIA TRAVEL APP
Travelling with Haemophilia
55
EVALUATING & PRIORITIZING DIGITAL TACTICS
Strategic Organizational
Strategic fit
Value fit
Competitive fit
Complexity
Synergies
Capabilities
Economic
ROI
Risk
Sustainability
We can evaluate all concepts based on the Strategic, Economic, and Organizational criteria we introduce.
‘Business Impact’ ‘Feasibility’
DEPRIORITIZED
TRAVEL APP
DEPRIORITIZED
DEPRIORITIZED
SELF DETAILER
DEPRIORITIZED
DEPRIORITIZED
DEPRIORITIZED
DEPRIORITIZED
FEASIBILITY
BUSINESS IMPACT
SELECTING TACTICS BASED ON PRIORIT ISATION CRITERIA
high
highlow
low
LAUNCH PACK
57
ROADMAPTimebound tactical plan of prioritized Tactics with key milestones
STRATEGYTACTICAL PLANNING
ROADMAP
Patients
Nurses
Internal
HCPs
i
Market Shaping Launch Burst Continuous influence
Launch
Disease awareness
Unmet needs campaign
Socialized Med. Ed.
Digital Event Activation
E-detailer
Disease awareness Patient Support Programs Travel app
Early Adopter programs
Product portalsProduct videos
Self-Detailer
Unmet NeedUnmet Need Awareness Brand Knowledge Conversion Loyal Prescriber
Unmet needs
Awareness
Knowledge
Conversion
Loyal Prescriber
Customer Dec is ion Journey : F r e q u e n c y & R e l e v a n c e
Exis
tin
g In
itia
tive
sN
ew
Tac
tics
ad
ded
Events
Customer Decision Journey impact
Channel presence impact
Rep
Social Media / 3pp
Website
Events
Direct Mail
Sales Rep
Self-Detailer
Early Adopter
Brand website
Socialized Med/Ed
59
Insights Strategy Execution
Situation Analysis
Strategic Direction
Creative Concepts
Tactic Roadmap
Creative & Content
Development
Technical Production
Maintenance & Measure
Customer Insights
Landscape Analysis
Competitive Profiling
VERTIC APPROACH: EXECUTION
Engaging and innovative solutions driving customer through the Decision Journey
Insights (Leveraging Digital IQ):
• Events are a “window of opportunity” where HCPs are more receptive to messages from the industry and using SoMe.
• They interact digitally with organizers, peers and pharma on twitter – especially looking to KOLs for key conference take-aways
• Social Media Monitoring shows that HCPs use their tablets and smartphone heavily during the events
• Digital Landscaping analysis showed that Twitter is heavily used by participants and non-participants during sessions to share key take-aways, comment, read others’ view points etc.
• Competitor Analysis showed that no competitors used any of these channels seriously delivering good content.
Approach (Aligned with business strategy):
• EASD is a key strategic focus for Novo Nordisk. Some of the most influential stakeholders are present and Novo Nordisk is launching new products into the markets. Vertic proposed using the event to reach large number of customers and key stakeholders to inform about unmet needs related to their products as well as consolidate their position as The Diabetes Company. We saw an opportunity create a strategy for an innovative social media content marketing campaign as organizations had already created the event hashtag #EASD and invite people join the conversation. In order to be relevant to the right people, with the right content at the right time, Vertic and Novo mapped the conference program topics.
Solution:
• A tweet plan promoting the content was created and the content was tweeted into #EASD and directed HCPs to the dedicated Novo Nordisk conference blog hosting all content (articles, video, infographics), diabetes quiz etc.
Result:
• At EASD Novo Nordisk was awarded most influential twitter profile during the entire conference, most mentions, most re-tweets and close to 500.000 impressions. On average 50% of HCPS landing on the blog consumed a second content piece (article, video, infographic, image, PDF)
Content Marketing campaign based on digital customer insight
How insights help define execution (campaigns)
Challenge:
• ALK wanted to create global awareness about their allergy cure (immunization) against moderate to severe allergy. It had been a strategic challenge to make customers understand the new treatment option however doctors failed to really understand the value proposition. As asmall player, it can be challenging to cut through to clutter and deliver messaging to different global markets. This required a targetedapproach!
• Search analysis, Social Media Monitoring and market research showed that both HCP and patients typically failed to address and discussthe severity of allergy and impact on QoL in consultation and thus patientd were never was offered immuno-therapy by their HCP.
• The solution was to leverage the patient empowerment to create a pull-effect by motivating patients to talk to their doctor about certaintopics.
Solution:
• Vertic defined personas representing the psychological profiles of people dissatisfied with symptomatic allergy. The definition was driven by digital intelligence – Vertic’s digital brand IQ – and ALK existing market research.
• At a fundamental level, allergy-unlocked.com is optimized against the search behavior of 2 allergy personas, offering relevant content and tools for understanding immunotherapy better.
• Pinterest inspired Allergy Wall: Throughout the site patients are encouraged to “pin” relevant content to their Allergy Wall (test results, QoLarticles, treatment options, allergy tracker etc.). The Allergy Wall works as a Talk-to-your-doctor guide, which is constructed to remind and visualize the severity and QoL impact of the disease, inform about the immunization option and encourage to a conversation about the moast appropriate treatment.
CASE: Disease Awareness platform Based on Digital IQ, founded in Digital Strategy and inspired by Pinterest (Allergy Wall)
Disease & Treatmentawareness