Innovative approaches on CLM - is tablet the next game changer?

Bart Haanen Senior Management Consultant Across Health Netherlands

The new era started in 2010AD?

Social, Local, Mobile Seminar - September 29

Its changing weather

Technology wise ...Market wise Customer wise Strategy wise

MSOffice Clip Art

Changing environment... Changing customers

Stronger regulatory constraints

More efficient

Technological changes

More informed

Abundance of easily accessible medical information

More connected

Capabilities deck

According to a recent survey in NL: how many HCP are still being reached by the Rep?

a) 90% b) 70% c) 50% d) 30%

Social, Local, Mobile Seminar - September 29

Importance of Digital according to Pharma Executives

Which of the following efforts to develop a new commercial model have you seen being successfully implemented during the past few years?
59%

48% 45% 44% 42% 41% 35%

34% 27% 23% 20% 18% 8%

Significant reduction of sales reps and more use of new sales tools and/or technology

11-04-2011

iPad Case

Customer centricity - what customers want.

What marketing suggested

What management approved

As designed by engineer

What was manufactured

As maintenance installed

What the customer wanted

Personalising & customising the message

Understanding the customer journey: multiple touch points & creating customer value
recommend continue grow

Customer Value

Cost/benefit

Performance/quality

image

touchpoints

touchpoints

touchpoints

touchpoints

touchpoints

needs Channel a Channel z

orientation

purchase/prescribe

problem solving

new needs

Sales

Marketing

Medical Affairs

Med Info

Assistant/others

SALES
Offline Sales Channels Sales Call Closed Loop Marketing force Process Field calls Conferences Congresses Medical liaisons calls

A continuous flow of defined information from customer activities are sent to the Customer Database

HCP

Virtual interaction

Online Sales Channels Teledetailing Virtual detailing Online virtual meetings Website/portal eMail marketing

Closing the loop

Marketing publishes the new strategy, tactics and content to be used in the different sales channels

CUSTOMER DATABASE MARKETING

Campaign tailoring Channel strategy Targeting strategy Tactics Segmentation strategy Message segmentation Business Analytics Customer analytics Customer needs RoI analysis Segmentation Prioritisation Sales Force Effectiveness Channel effectiveness

Available data and information is analysed and used to adapt messages, channels and targeting

The Current State of CLM implementation is poor!

Most of the Pharma industrys main players have implemented CLMtype programs. However, evidence indicates that these initiatives fall short of full CLM Focus is on rolling out new technology to the sales force. Only 25% of the companies implementing such programs as part of a true CLM strategy Most efforts are more analogous to basic electronic detailing

Social, Local, Mobile Seminar - September 29

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Real CLM implementation appears difficult.. Closing the loop isnt easy
So, what are the potential bottlenecks?
Group discussion 10 min.

Social, Local, Mobile Seminar - September 29

15

SALES
Offline Sales Channels Sales Call Closed Loop Marketing force Process Field calls Conferences Congresses Medical liaisons calls

A continuous flow of defined information from customer activities are sent to the Customer Database

1
HCP Virtual interaction

Online Sales Channels Teledetailing Virtual detailing Online virtual meetings Website/portal eMail marketing

2
Closing the loop
CUSTOMER DATABASE

Marketing publishes the new strategy, tactics and content to be used in the different sales channels

4
MARKETING
Campaign tailoring Channel strategy Targeting strategy Tactics Segmentation strategy Message segmentation

Business Analytics Customer analytics Customer needs RoI analysis Segmentation Prioritisation Sales Force Effectiveness Channel effectiveness

Available data and information is analysed and used to adapt messages, channels and targeting

CLM implementation has proven difficult

Social, Local, Mobile Seminar - September 29

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Towards customer centricity & value: - How to create?

Dialog Interactivity Engagement Conversion

with your customer to create through a CLM approach value for both customer and the company?

Social, Local, Mobile Seminar - September 29

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The gamechanger?

Think about.
What are the benefits of new tablets?
Presenter Audience

What are disadvantages/hurdles? List any examples of potential use?

Social, Local, Mobile Seminar - September 29

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What are the new tablets benefits?

Presenter
Nimble and swift (handbag size, no cords etc) Long battery lifetime (no worries or sudden-death) Very easy to learn and use Starts instantly (no waiting time) Engaging shared device Wow factor = cool image building

Audience
Customer-centered Adjustable presentations Interactive/shared device Visual explaning All data on-board Expanding comfort zone

What are the new tablets disadvantages?

Its a TC not a PC... New technology... Other?

List any examples of potential use?

Learning solutions Detailing, Pre Launch Detailing, Sales tool Care Management Library Patient Journey Phase lV studies Workshop/Case stories etc

iPad to dominate tablet sales until 2015 as growth explodes, says Gartner

The iPad is much more than just a new tablet computer. Its a new category, the touch tablet Touch tablets will see an explosion in sales over the next four years,

Selling 60% as many units as PCs by 2015

Apple iPad will retain more than 50% share of 'media tablet' market for years despite Android, Windows, and others, entry

Social, Local, Mobile Seminar - September 29

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Adoption within pharma is still low

Across Digital Barometer 2011

Where would you position the tablet detailing in the PLC?

1 Sales
Development Introduction

Maturity

Time

Decline

Growth

Product Lifecycle : general recommendation

Self guided eDetailing Hybrid WebCall Pure WebCall MSL/KOL Webcall MSL/KOL Webcall Tablet Self guided eDetailing Hybrid WebCall

Hybrid WebCall
Pure WebCall MSL/KOL Webcall Tablet

Hybrid WebCall Pure WebCall

* * *

Pure WebCall

Tablet

Tablet

1 Sales
Development Introduction

4 years
Maturity Decline Growth

2 3

4 Time
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Tablet detailing Business case

More and more companies seeking innovative approaches to reach their audience
Just do it digital approach Tailoring and personalising message

Define the scope of the project

We want to use the iPad Why?

CLM

What are the objectives?

Start building simple CLM approach Market Research Segmentation & Profiling

Metrics
KPI selection Call quality, interaction, duration of sales call, remembrance, message compliance

Capabilities deck

4 oktober 2011

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Tablet detailing Business Case: Approach

Products in growth/mature phase

New innovative approach on detailing Start of a simple CLM approach

Phased approach
Phase 1: creating experience and capture profile data Phase 2: profiling and tailoring the message Phase 3: CRM integration

Process excellence
Building the storyline & storyboard Technical adaptation and requirements Training of the management and sales force on skills and attitudes

Support
Continuous support after launch to guard the change management process
Capabilities deck

4 oktober 2011

29

iPlanner-app

Right support
Putting iPads into the hands of sales reps without the right support is like fielding a Ferrari without a pit crew

its fast off the starting line and looks good for a few laps, but its not sustainable and will not win any races.

Capabilities deck

4-10-2011

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Agnitio Analyzer - example

iPad Case

11-04-2011

32

CRM integration

Tablet detailing Business Case: Bottom Line

Set clear objectives and define KPIs at the start

Its a change management process for all!

Recognize that touch tablets like the iPad represent an entirely new way of doing things

Key for a successful implementation is the training of the management and sales force on skills and attitudes.
Support needed along the route!
Putting iPads into the hands of sales reps without the right support is like fielding a Ferrari without a pit crew its fast off the starting line and looks good for a few laps, but its not sustainable and will not win any races.

CRM integration for CLM approach

4 oktober 2011
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Potential scenario

Email 1 Welkom dr. Van Kempen op het artsenportaal Email 2: Welkom dr. Van Kempen op uw Persoonlijke homepage

Welkom dr. Van Kempen

The gamechanger?

Questions?

4-10-2011

Capabilities deck

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