Commercial Excellence in Multichannel Marketing
Are you getting left behind your competitors in a multichannel marketing world?
Your audience’s needs are changing. Are you delivering the right information, to the right people, at the right time, in the right channels? If not, your messages won't be able to inform crucial treatment decisions.
Get this new report, with expert advice on how you can improve your multichannel marketing strategy to win more business with payers.
Top Takeaways
FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.
FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.
FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. Covering biosimilars, market access, medical affairs, sales & marketing, technology and therapy areas, FirstWord Reports provide expert views and intelligence on the challenges facing pharma today.
Your audience’s needs are changing. Are you delivering the right information, to the right people, at the right time, in the right channels? If not, your messages won't be able to inform crucial treatment decisions.
Get this new report, with expert advice on how you can improve your multichannel marketing strategy to win more business with payers.
Top Takeaways
- Pharma is still playing catch up: We’re behind other business sectors and don't fully understand the concept of multichannel marketing
- Audiences are changing: Payers and patients have more influence on treatment choices and are now seeking value messaging
- Personalisation needs are recognised but not well-implemented: Experts know what is required but face challenges in achieving their goals
- Structures and siloes are barriers: Pharma companies’ internal divisions are negatively impacting potential multichannel marketing gains
- 'Big data' opportunities are being wasted: Customer and market data aren't being used to gain insights
- Leadership initiative needed: Greater board- level focus and commitment is required to drive through fundamental changes
- Getting it wrong carries huge risks: Your messages will be fragmented and the potential for ineffective marketing is very real, some experts say
- What has changed since our report 2 years ago, and what significant shifts are happening now?
- Does the pharma industry fully understand the strategies and structures needed to exploit the potential of multichannel marketing?
- How, why and when are changing audiences seeking more than just brand messages in a multichannel world?
- How can you target different audiences with the tailored messages they need, and what information is really valued?
- How well do brands understand the customer or patient journey?
- How can pharma learn from best-in-class multichannel operators in other sectors?
- How well is data being used to inform and improve multichannel marketing efforts?
- What are the barriers to better multichannel marketing?
- Board level directors – to see how lack of leadership from the top can damage realising the potential benefits to be gained from multichannel marketing when done well
- Marketing directors and managers – will get insights into dealing with the challenges they face and opportunities to be seized
- Medical affairs directors and managers – to understand where there is a growing overlap with marketing in providing information in a multichannel world
- Senior Director, eBusiness, Medium sized pharma company
- Senior Manager, Marketing Communications & Digital Marketing, Top 10 pharma company
- Senior Global Digital Director, Top 10 pharma company
- Senior Director and Head of Global Customer Interaction Management, Medium sized pharma company
- Senior Director, Customer Experience, Multichannel & Digital, Top 10 pharma company
- Head of Digital Acceleration, Emerging Markets, Top 10 pharma company
- Consultant and former Executive Director of Strategy, Global Commercial Excellence, Top 10 pharma company
- Sven Awege, Managing Director and Principal Consultant, Pharma Strategic
FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.
FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.
FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. Covering biosimilars, market access, medical affairs, sales & marketing, technology and therapy areas, FirstWord Reports provide expert views and intelligence on the challenges facing pharma today.
1. EXECUTIVE SUMMARY1
2. METHODOLOGY AND OBJECTIVES 3
3. CONTRIBUTORS 4
4. CHALLENGES DRIVING MULTICHANNEL MARKETING5
4.1. A more complex operating environment6
4.2. Digitisation and customer expectations 7
4.3. Changing priorities and budget reallocation.9
5. MCM IS NOT JUST MARKETING THROUGH MULTIPLE CHANNELS12
5.1. The importance of channel integration 14
5.2. Catching up in the digital age 16
5.3. Why do tactics fail? 18
6. PROVIDING VALUE TO DIFFERENT STAKEHOLDER GROUPS 19
6.1. Physicians.22
6.2. Using technology to deliver value to physicians.23
6.3. Payers24
6.4. Patients 26
6.5. Understanding the patient journey 27
6.6. Adding value for patients.28
6.7. Towards more personalised marketing 30
6.8. Customer segmentation 30
6.9. Customer preferences are not static 31
6.10. Marketing has to feel personal 33
6.11. Keep the narrative consistent but deliver it to the individual.34
6.12. An Amazon-like aspiration.35
6.13. Trends in channel preference 35
6.14. Customer centricity remains a long-term goal 37
7. DATA, ANALYSIS AND PERFORMANCE MEASUREMENT 41
7.1. From big data to individual MCM interactions41
7.2. Gathering data from various sources 41
7.3. Are companies using these data effectively?.42
7.4. Integrating insights, testing and refining 45
7.5. Can third-party platforms provide a solution?46
7.6. Closing the loop47
7.7. Measuring performance.51
7.8. Demonstrating value to the company.51
7.9. Metrics and KPIs should focus on quality 53
8. KEY CHALLENGES AND CRITICAL SUCCESS FACTORS.55
8.1. Senior leadership must be on board.55
8.2. MCM should be truly customer focused56
8.3. Companies need to build capabilities in MCM.56
8.4. Thinking longer term 58
9. CONCLUSION59
2. METHODOLOGY AND OBJECTIVES 3
3. CONTRIBUTORS 4
4. CHALLENGES DRIVING MULTICHANNEL MARKETING5
4.1. A more complex operating environment6
4.2. Digitisation and customer expectations 7
4.3. Changing priorities and budget reallocation.9
5. MCM IS NOT JUST MARKETING THROUGH MULTIPLE CHANNELS12
5.1. The importance of channel integration 14
5.2. Catching up in the digital age 16
5.3. Why do tactics fail? 18
6. PROVIDING VALUE TO DIFFERENT STAKEHOLDER GROUPS 19
6.1. Physicians.22
6.2. Using technology to deliver value to physicians.23
6.3. Payers24
6.4. Patients 26
6.5. Understanding the patient journey 27
6.6. Adding value for patients.28
6.7. Towards more personalised marketing 30
6.8. Customer segmentation 30
6.9. Customer preferences are not static 31
6.10. Marketing has to feel personal 33
6.11. Keep the narrative consistent but deliver it to the individual.34
6.12. An Amazon-like aspiration.35
6.13. Trends in channel preference 35
6.14. Customer centricity remains a long-term goal 37
7. DATA, ANALYSIS AND PERFORMANCE MEASUREMENT 41
7.1. From big data to individual MCM interactions41
7.2. Gathering data from various sources 41
7.3. Are companies using these data effectively?.42
7.4. Integrating insights, testing and refining 45
7.5. Can third-party platforms provide a solution?46
7.6. Closing the loop47
7.7. Measuring performance.51
7.8. Demonstrating value to the company.51
7.9. Metrics and KPIs should focus on quality 53
8. KEY CHALLENGES AND CRITICAL SUCCESS FACTORS.55
8.1. Senior leadership must be on board.55
8.2. MCM should be truly customer focused56
8.3. Companies need to build capabilities in MCM.56
8.4. Thinking longer term 58
9. CONCLUSION59
