MCM planning in Pharma 2018 Vilnius 22032018 Agenda

MCM planning in Pharma 2018 Vilnius, 22/03/2018

Agenda 1. Customers' preferences and available channels - how to mix them? 2. MCM traps and mistakes - can you avoid them? © Janusz Krupa | Brand. Pharma 2

Presentation motto What your customer remembers from the last contact with your company? © Janusz Krupa | Brand. Pharma 3

Meeting organizers’ question: What will be 2018 winning MCM strategies? © Janusz Krupa | Brand. Pharma

Meeting organizers’ question: What is the Holy Grail of MCM strategies? © Janusz Krupa | Brand. Pharma

Multi Channel MARKETING © Janusz Krupa | Brand. Pharma

MCM = traditional + alternative channels Sales Force telephone SMS/MMS radio & TV telemarketing GPS journals PDA fax mailing multimedia presentations conferences mp 3 newsletters www portals E - mailing E-detailing videoconferences

Multi Channel MARKETING We get back to multichannel in … minutes © Janusz Krupa | Brand. Pharma

Multi Channel MARKETING © Janusz Krupa | Brand. Pharma

WHAT is MARKETING? © Janusz Krupa | Brand. Pharma 10

Marketing is… Communication!!! © Janusz Krupa | Brand. Pharma 11

© Janusz Krupa | Brand. Pharma 12

© Janusz Krupa | Brand. Pharma

© Janusz Krupa | Brand. Pharma

© Janusz Krupa | Brand. Pharma

© Janusz Krupa | Brand. Pharma

So the question is: © Janusz Krupa | Brand. Pharma

Marketing is NOT about technology Marketing is about communication © Janusz Krupa | Brand. Pharma

Communication principle What your customer remembers from the last contact with your company? © Janusz Krupa | Brand. Pharma 19

If am to listen to you, my question is What’s in it for me? © Janusz Krupa | Brand. Pharma 20

80% of companies claim, they serve their customers well… but only opinion 8% of customers share this Source: Bain&Company: Closing the delivery gap, 2005 21

Customer … do you REALLY know and understand your customers? © Janusz Krupa | Brand. Pharma

© Janusz Krupa | Brand. Pharma 23

Are all physicians the same? © Janusz Krupa | Brand. Pharma 24

Are all patients the same? © Janusz Krupa | Brand. Pharma 25

One size DOES NOT fit ALL Customers are not the same – why do we want to communicate with them the same way? © Janusz Krupa | Brand. Pharma 26

Are all drugs the same? © Janusz Krupa | Brand. Pharma 27

Some examples… • Zykadia, Xalkori (ALK inhibitors ) - novel molecular NSCLC cancer therapies • Atorvastatin • Kiovig – drug for multifocal motor neuropathy (MMN) - rare disease drug Do they all require the same type of communication? © Janusz Krupa | Brand. Pharma 28

Channels evaluation and selection Channels&cotnent should be appropriate for the product’s stage in its lifecycle New product Known product Product lifecycle Depth of information Launch © Janusz Krupa | Brand. Pharma Frequency of contacts Growth Maturity Decline

Agenda 1. Customers' preferences and available channels - how to mix them? 2. MCM traps and mistakes - can you avoid them? © Janusz Krupa | Brand. Pharma 30

Customers' preferences and available channels¹ The kind of information physicians need has not changed – it’s the format, timing and delivery of that information that changed HCPs turn first to digital media when seeking clinical information¹ • 92% - desktop/laptop • 66% - smartphone • 42% - tablet ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 31

5 rules of engagement¹ 1. 2. 3. 4. Where, when and how „What” still matters most Content should be based on analytics (research) Create memorable interactions through multiple touchpoints 5. Build trust ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 32

Rules of engagement¹ [1] Where, when and how • Easy accessible in convenient moments • At the right time (Dr Widget/drugs database) ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 33

Rules of engagement¹ [2] „What” still matters most • No matter its length – content must offer real • • value to the physician Content that works should be factual and academic in tone Science resonates with HCPs Tools: • video is extremely effective for showcasing detailed information, KOLs interviews, etc. • Detailed Power Point presentations • White papers ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 34

Rules of engagement¹ [3] Content should be based on analytics (research) • Measure and analyze campaigns • Organize market research around campaigns • Understand well, which pieces of information are resonating with HCPs • What education gaps still remain? ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 35

Rules of engagement¹ [4] Create memorable interactions through multiple touchpoints • Leverage different formats: interactive learning programs, quizzes, slide decks, videos, texts, learning modules, …. ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 36

Rules of engagement¹ [5] Build trust • Invite KOLs, medical societies, patient advocacy groups to endorse your communication • In one of the surveys 84% of the physicians said, they are likely to prescribe a new drug if it is endorsed by KOL ¹ - Healthcast white paper © Janusz Krupa | Brand. Pharma 37

Customers’ (HCPs) expectations* • Education • Information • ……… • …and everything that helps them to improve patient outcomes * Annual HCP communication report 2017 by Health Link dimensions © Janusz Krupa | Brand. Pharma 38

Customers’ communication channels preferences • • Medical meetings (live, on-line) Sales Representatives … All other channels © Janusz Krupa | Brand. Pharma 39

Product X case study

Developing Rx Market Y (Sales in Units) Product X sales January - 89 000 Units / month (growth in units - 25 x) Campaign start 30 $ – patient price 60 $ – patient price 120 $ – patient price 1 st generic - 20 $/month

THERE IS NO MIRACLE, THERE IS MEDICINE ASK YOUR DOCTOR FOR EFFECTIVE ADVICE CALORIES CALCULATOR FAQ NEWS DOCTORS CERTIFIED EXPERTS ADVICES BY POLISH OBESITY SOCIETY CLUBZONE 42 202 0 -09

New Product X strategy – patient programme Educational program Classic promotion patients PR Innovative promotion Company ABC

New Product X strategy – patient programme Did it really work? Traffic on website & Product X sales correlation 44 202 0 -09

Winning strategies 2018 [1] • Customers’ understanding and segmentation based on CLM/Market Research/ftf contacts • Channel and content relevant for a product (channels’ optimization) • Cross-functional planning (invite sales team to this exercise) • Content is (still) king © Janusz Krupa | Brand. Pharma 45

Winning strategies 2018 [2] • Look for differentiation • The best differentiation – based on patients’ profiles (coughing patients, not-complying patients, etc. ) © Janusz Krupa | Brand. Pharma 46

Winning strategies 2018 [3] • Pharma marketing activities seen (considered) as education will grab customers’ attention (what’s in it for me? ) in 2018 and beyond • More „branded education”/less simple marketing messaging © Janusz Krupa | Brand. Pharma 47

Agenda 1. Customers' preferences and available channels how to mix them? 2. MCM traps and mistakes - can you avoid them? © Janusz Krupa | Brand. Pharma 48

Digital tools traps and mistakes [1] • • • Need for novelty (let’s do something new…) Digital is cheap Unrealistic expectations The more channels the better Lack of channels’ integration © Janusz Krupa | Brand. Pharma 49

Digital tools traps and mistakes [2] • Some additional channels will work ONLY if supported by Sales Representatives • CLM – only as good as SRs using them – training is key © Janusz Krupa | Brand. Pharma 50

How to avoid these traps • Understand your customers’ needs and expectations • If possible - make SR „owner” of multi channel communication (SR as „conductor”, „orchestrator”) • Be realistic, be patient • Implement, observe, measure and learn • Work hard – no one will do it for you © Janusz Krupa | Brand. Pharma 51

Finally what matters most What your customer remembers from the last contact with your company? © Janusz Krupa | Brand. Pharma 52

And the 2018 MCM winner is: …… … to be announced by end of 2018 by your customers! © Janusz Krupa | Brand. Pharma

+48 602 58 99 01 janusz. krupa@brandpharma. pl 54