Closed Loop MultiChannel Marketing Szymon Komorowski Managing Principal

Closed Loop Multi-Channel Marketing Szymon Komorowski Managing Principal – East Europe, IMS Health

IMS Health: From Information to Consulting & Services. . . and to Applications Creating transformational impact Information • World´s leading source for unique healthcare information assets Consulting & Services • Evidence-based strategic advice and implementation support focussed on life science Applications & Tech • Healthcare industryspecific solutions for more effective and efficient operations

Nexxus Sales: Aligning all commercial operations digital narrative evolves

Focus on the Customer 80% of EU HCPs use the internet for work 70% of HCPs watch video online for work

There are new partners in healthcare

There is a room for innovation

And new ways of using digital technologies 2005 2013

The new customer engagement model Website visits and registrations Remote speaker education and programs Social networking Sales rep detail with i. Pad Email and survey responses Direct mail responses Non-personal interactions Text messages Telesales detail Customer Personal interactions Customer service call Medical apps and portal visits Mobile apps KOL/ Thought leader Devices/ search engines Conventions

Nexxus Sales: Aligning all commercial operations what stops pharma?

What stops pharma from moving ahead? KEY CHALLENGES EXAMPLES 1. What channel to be used? (set Each channel activity is planned, priorities) delivered and evaluated separately 2. Unclear role and application of A VIP-focused support-tool, or a digital channels cheap solution for D-segment? 3. Scattered and unaligned activities are easy to start, but costly and ineffective Duplicated costs, incomplete benefits (1+1<2) 4. Current databases and activity registries do not deliver required information in the required way How many systems do you need to query to understand what a particular doctor is exposed to? 5. Inconsistent and inadequate monitoring of effects Relative actions effectiveness evaluated intuitively if at all

Nexxus Sales: Aligning all commercial operations answers are available

Processess and structures need to be revised (1/2) CHALLENGES SOLUTIONS 1. What channel to be used? (set priorities) • Alignment of processes & structure around clients & brands 2. Unclear role and application • Synchronization of cycles • Adapting role of channels to of digital channels context WWW

Processess and structures need to be revised (2/2) Old Model Traditional Model Pharma New Model Pharma WWW PUBS Customer Sales Rep. Customer Time/ Complexity of data and Channel Management WWW Customer

Integration requires automation CHALLENGES SOLUTIONS 3. Scattered and unaligned activities are easy to start, but costly and ineffective • Design of coherent client journeys for key brands • Automated journeys execution across channels, brands and clients • Automated e-marketing Field Force Insight Mobile Customer segmentation Journeys Campaign management Digital communication Database Surveys Website integration Operational reports Customer profile Insight Builder

Build technology solutions on data coherence CHALLENGES SOLUTIONS 4. Current databases and activity registries do not deliver required information in the required way • Cloud-based data integration • Built-in monitoring of geospecific action metrics tied to sales outcomes • A coherent cycle of evaluations > revisions > decisions 5. Inconsistent and inadequate monitoring of effects

Nexxus Sales: Aligning all commercial operations best practices

Case Study: multichannel activity integration with IMS Nexxus technology (Central Europe) WWW Service materials MCM Case (Q 1 2014): Call center § Client: major innovative firm § Geography: 3 Central Europe countries § Portfolio: two mature brands § Audience: 13, 000 doctors § Goals: § Switch selected doctors to remote communication CRM § Maintain assumed revenue § Improve margin fax Fax Post Pen-drive E-mail Reps Automated Manual

Case Study (continued): organization of processes and structures to enable true multichannel Rep: • high volume of doctors and fragmented territories • low visits frequency • high cost and low yield MCM database - selection of doctors for remote communciation Dedicated handler for each doctor (rep/MCM): Personalised contact via: • telefon (in/out) • e-mail fax • fax Clients Call center: • • outgoing calls high coverage unassigned individuals medium cost MCM campaigns: • all doctors • low/mid cost

Getting to Multi-Channel Excellence is no chrystallized discipline Advanced MCM Basic MCM Channel Optimization Customer Targeting Technology Enablers ▪ Selected channels in selected products ▪ ▪ Campaigns are deployed independently and by uncoordinated agencies Full use of channels across entire portfolio of products ▪ Sophisticated channel optimization based on analytics ▪ Selected target groups only Full customer base targeted ▪ Customer targeting based on brand advocacy or on potential alone ▪ ▪ ▪ Advanced CRM integration, integrated customer view ▪ Central platforms for core channels ▪ Advanced analytics (focus on optimal channel integration) ▪ No CRM integration; manual workarounds ▪ Local platforms Portfolio value- and preferencedriven segmentation (actual behavior based)

The whole journey towards Multi Channel Management can be planned in three phases 3 1 Setting the base 2 Conduct and evaluate pilot • Conduct status quo analysis • Execute pilot for 6 -12 month • Define Multi-Channel strategy • Define further roll-out plan • Define pilot scope and goals • Define and implement corresponding multi-channel solution architecture • Adopt/Develop campaign and respective marketing material to run the pilot 20 © 2014, IMS HEALTH • Approach and waves • Roll-out toolbox Conduct roll-out • Adapt overall approach according to pilot results • Start roll-out of multichannel approach across TAs/ Brands taking into account individual needs and set-ups

Multi-Channel Benefits. . . Deliver better, more interactive content to your customers Capture attitudinal information towards your product and company Measure customer interaction across channels Create tailored messages Personalize your messaging and communication channels React faster to market events with focused product messages Optimize promotional strategy across channels Improve collaboration between Marketing, Sales, and IT 21 © 2014, IMS HEALTH

… creating measurable value add Leading Indicators • Increase reach of customers (e. g. Reach of customer groups that could not profitably covered by sales force) • Increase contact frequency (e. g. to support sales force activities) • Increase response rates (tailored channels) • Increase customer satisfactions (tailored messages) • Decreased costs per contact (channel mix) • Increased number of interactions/ campaigns (better technology support) Lagging Indicators • Sales growths • Reduced marketing costs • Increased marketing and sales efficiency 22 © 2014, IMS HEALTH