PILLARS OF SUCCESS IN HCP MULTICHANNEL MARKETING

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1 ebook SPONSORED BY PILLARS OF SUCCESS IN HCP MULTICHANNEL MARKETING Design a flexible, integrated campaign to reach healthcare professionals

2 CONTENTS 3 MULTICHANNEL MARKETING PILLARS OF SUCCESS 4 INSIGHTS-DRIVEN PLANNING 5 PROVEN PROMOTIONAL TOOLS, RULES-BASED CRM PLATFORM 6 DYNAMIC DEPLOYMENT, REPORTING AND INSIGHTS 7 ADVANCED ANALYTICS, OPTIMIZE YOUR MULTICHANNEL MARKETING SUCCESS WHILE PHARMA AND BIOTECH MARKETERS have always wanted to take control of their brand story, the difference today is that marketers now have the ability to tell these brand stories through journeys that are personalized to the interests and priorities of healthcare providers. Advanced multichannel marketing campaigns employ actionable insights from key data, innovative technology such as rules-based CRM platforms and automated triggering capabilities, and real-time reporting that enables midstream deployment modifications to optimize campaign effectiveness. Data-driven multichannel marketing has a proven track record. In the consumer packaged goods world, data integration and channel blending is so sophisticated that retailers and brands know what days their key consumer segments shop, and for which products. They know the most cost-effective discount levels to change behavior, and the day and time-of-day to deliver those offers across multiple channels. That level of sophistication has historically been missing from pharma marketing, but it s now starting to emerge, and for good reason. Data-driven multichannel campaigns have higher open and engagement rates, as well as greater impact on HCP behavior. These highly effective campaigns are well within reach of pharma markets of any size and market footprint. These campaigns are able to target relevant audiences of any size, from more than 100,000 HCPs specializing in broadbased conditions to those specializing in extremely rare diseases. The path to success with multichannel marketing campaigns starts when brands think in terms of one-to-one, personalized communication journeys. BY JASON COMPTON x mmm-online.com x 2

3 MULTICHANNEL MARKETING PILLARS OF SUCCESS P harma marketers know achieving multichannel marketing campaign excellence is critical in optimizing engagement and impact with target HCPs, but what does excellence look like? Doug Greenberg, associate director of HCP marketing at Regeneron Pharmaceuticals, has identified several key factors that define excellence in multichannel marketing. I want my campaigns focused exclusively on my priority HCP targets, stated Greenberg, with no waste of spend on non-targets. Secondly, we should do everything possible to leverage existing assets to save both money and time. I look to create surround sound with my targets by employing many different non-personal channels while integrating non-personal promotion with our personal selling efforts. Finally, it s imperative that campaign results are measured in real time so deployment can be optimized based on in-market performance. But achieving excellence with multichannel marketing doesn t come easily. My bandwidth and that of the brand team is often challenged by competing priorities, explained Greenberg. I must be able to count on my agency partners to design, develop, and deploy effective multichannel marketing campaigns. However, not all agency partners are up to the task. Another challenge with these campaigns is having a uniform definition of success. For example, how is an engagement defined? added Greenberg. I have found significant variances from one agency partner to another. To achieve multichannel marketing campaign excellence, the journey needs to start with a deep understanding of HCP targets. That means having a clear picture of each HCP s current treatment methodologies, prescription volume, response to promotion, messaging preferences, and channel preferences. A multichannel approach needs to be designed with overlapping, complementary messages that can be consumed at the HCP s pace. Through our experience designing over 1,200 campaigns for 200-plus brands, we have identified several factors that lead to optimal success in HCP multichannel marketing, explained Jeff Persinger, president and CEO of. It all begins with insights-driven campaign planning based on key data related to HCP targets. The goal is to maximize campaign engagement through personalized journeys. We ve demonstrated that high levels of engagement can lead to behavioral change and positively impact treatment decisions. The use of proven promo tools, delivered across channels through a sophisticated CRM platform, is a key driver of high engagement rates, Persinger continued. Once assets are in the market, it s important that engagement rates stay high throughout the campaign. Optimization of asset effectiveness can be driven midstream through real-time reporting and related insights. Finally, advanced analytics can evaluate impact with HCP segments and channel performance to optimize future investments. When these factors come together in a multichannel marketing campaign, our experience predicts strong results for the brand. I WANT MY CAMPAIGNS FOCUSED EXCLUSIVELY ON MY PRIORITY HCP TARGETS, WITH NO WASTE OF SPEND ON NON-TARGETS DOUG GREENBERG Regeneron Pharmaceuticals WE HAVE IDENTIFIED SEVERAL FACTORS THAT LEAD TO OPTIMAL SUCCESS IN HCP MULTICHANNEL MARKETING JEFF PERSINGER x mmm-online.com x 3

4 INSIGHTS-DRIVEN PLANNING T he best place to start planning multichannel marketing campaigns is to identify key HCP target segments, and the key for this segmentation is comprehensive data. But not all data sources are created equal. There are well over 1 million active prescribers in the U.S., so look for a partner with detailed profiles on most of these targets. Make sure the database includes not just doctors, but nurse practitioners and PAs. A truly advanced targeting database also includes details on the office managers and administrators who make a difference in easing patient access to treatment regimens, as well as the managed care executives who make systemwide decisions on treatment protocols. Understanding your target audience means knowing much more than name, address, and specialty for HCPs. In the past, physicians made most treatment decisions based on clinical factors such as efficacy, safety, and dosing, noted Norm Phillips, EVP and CMO for BioPharm Communications. Now, whether a drug is Tier 2 or Tier 3 on a patient s formulary can significantly impact treatment decisions. HCP data is more valuable if it is based on actual tracked behavior and engagement, not just survey results. Understanding what HCPs have done and what has motivated them to change prescribing and treatment behavior is more valuable than a stated preference. It s also important to understand the depth of data that have formulated these insights, to ensure the conclusions drawn are statistically valid. This data can be used to develop commercially valuable targets and optimize campaign design. Before determining spend levels for multichannel marketing campaigns, look at the commercial potential of individual HCPs and begin to create target segments. Several factors affecting the overall commercial potential a brand has with an HCP include: Market share of sponsor s product and competitive products T otal prescriptions written for disease state and drug classes of commercial interest Historical pace of new product adoption Promotion response with prior campaigns Integrated delivery network and accountable care organization affiliations Access with sponsor s field personnel Promotional message affinity such as efficacy, safety, mechanism of action, dosing, and patient access Channel affinity such as digital and print When you target each audience with customized messages, you can tell a story of improved healthcare to everyone involved. Some HCPs may already believe in the efficacy of your product, but need more information. Others will be more motivated by patient access and support in their area, said Steve Carickhoff, EVP and chief operating officer of. Each HCP has unique needs, and telling your story a slightly different way will resonate with them as an individual. Aim for a wide range of messages, not just the same material in multiple media. This is easiest to do when you remember your goal is storytelling, not saturation. Think about the viewpoint of your target HCP, not just your priorities as a marketer, emphasized Rich Patterson, SVP of engagement strategy. Make the content and tone consistent with the channels where the user will experience each message and use a good mix of promotional and clinical approaches, he said. WHETHER A DRUG IS TIER 2 OR TIER 3 ON A PATIENT S FORMULARY CAN SIGNIFICANTLY IMPACT TREATMENT DECISIONS NORM PHILLIPS EACH HCP HAS UNIQUE NEEDS, AND TELLING YOUR STORY A SLIGHTLY DIFFERENT WAY WILL RESONATE WITH THEM AS AN INDIVIDUAL STEVE CARICKHOFF x mmm-online.com x 4

5 PROVEN PROMOTIONAL TOOLS RULES-BASED CRM PLATFORM W O hether your goal is awareness, patient communication, or formulary placement, sophisticated targeting needs to be backed by established, trusted promotional tools. In-house, first-party vehicles can provide basic brand awareness and messaging, but third-party trusted media is best-suited to change HCP treatment behavior. Phillips reported three out of four HCPs are more likely to open and review material that comes through a source they are familiar with. Further credibility comes from involvement of thought leaders in the medical content of the campaign. Data shows over 80% of HCPs are more likely to utilize a new treatment option if it is endorsed by an opinion leader expert, added Phillips. Additional research has shown that thought-leader experts have the single greatest impact on treatment behavior by HCPs. There are various layers of third-party assets that can be effectively combined to change prescribing behavior. The lightest form of content can be used to create and reinforce awareness of brands and their key messages. Next in depth of content is basic information that communicates the key clinical attributes for a product, such as efficacy and safety data. Finally, the deepest content involves true education that can change clinical behavior of the reader. THREE OUT OF FOUR HCPS ARE MORE LIKELY TO OPEN AND REVIEW MATERIAL THAT COMES THROUGH A SOURCE THEY ARE FAMILIAR WITH NORM PHILLIPS TO GET YOUR STORY ACROSS EFFECTIVELY, YOU MUST MAKE IT AVAILABLE WHENEVER AND WHEREVER THE HCP IS READY TO ENGAGE RICH PATTERSON nly a modern marketing automation engine can deliver personalized experiences at scale. To be effective in delivering one-to-one communications you need to have a platform and business model that is designed to support it, explained BioPharm s Rich Patterson. This means driving campaigns via a platform that allows for design-flexible rules to advance the conversation through personalized journeys and supports in-campaign optimization by tracking delivery and engagement at every step. To support one-toone communications, platform and business models should not impose volume minimums. In today s always-on world, embrace that your HCP customers have the freedom to enjoy exploring your brand story at their own pace and in their own time, Patterson noted. The traditional communication funnel is gone. HCPs will access your messages in their own way, and they will have just as much say in the cadence of your campaign as you do. So ensure your content is deep and diverse enough to keep pace with their interests, even if they skip or repeat some steps in the journey. If someone engages with your deep mechanism-of-action story, your campaign should reflect that they re ready for the next part of the journey, Patterson stated. You can control some parts of their journey, but much of it you can t. To get your story across effectively, you have to make it available whenever and wherever the HCP is ready to engage. This means repeating the story across multiple channels, including direct mail, medical journals, , and banner advertising.to truly optimize, include both highly branded and third-party communications, all coordinated through the CRM platform. x mmm-online.com x 5

6 DYNAMIC DEPLOYMENT REPORTING AND INSIGHTS L R ike everyone else, HCPs obtain trusted information and insight across a wide variety of physical and digital platforms. Leverage a combination of digital and print media, launched in coordination with field professionals who understand your campaign messaging and can actively promote engagement during visits. Think strategically about how your messages blend to tell a story, recommended Carickhoff. It s essential to make a clean break with the siloed communication style of the past, where each tactic could be designed and delivered in isolation and meet its own narrow goals.your tactics must relate to one another and be aligned to an overall strategy to tell a persuasive story about your brand. Simply repeating exposure to isolated messages in different media is not a substitute. Multichannel communication is like conducting an orchestra, and you have to be careful you are making music and not just a lot of noise. Campaign triggers should be designed around a variety of actions that indicate potential interest or readiness to hear your brand story. Signs an HCP is ready to understand new ways to make well-informed patient decisions are diverse. Make sure your in-house and partner technology platforms can recognize and respond to a wide range of triggers. There are triggers as simple as seeing a doctor has engaged with one of your touchpoints, to recognizing an HCP has ordered a specific lab test, Carickhoff indicated. Coordinated, connected data is the key so you can be there with the right message at the right time. YOUR TACTICS MUST RELATE TO ONE ANOTHER AND BE ALIGNED TO A STRATEGY TO TELL A PERSUASIVE STORY ABOUT YOUR BRAND STEVE CARICKHOFF IF YOUR CURRENT PARTNERS AREN T GIVING YOU DATA FAST ENOUGH SO YOU CAN FINE-TUNE YOUR PLAN MIDSTREAM AND OPTIMIZE EFFECTIVENESS, YOU SHOULD BE BOTHERED MAGGIE JORDAN eporting should not be just a lookback, postgame task. Campaigns should be designed around constant measurement and determination of key data-based actionable insights. Campaign optimization involves amplifying successes from early results and evolving execution based on these insights. If your current multichannel marketing partners aren t giving you data fast enough so you can fine-tune your plan midstream and optimize your effectiveness, you should be bothered, explained Maggie Jordan,VP, CRM strategy at. It is one thing to get infrequent but consistent reporting for slower channels such as direct mail, but for dynamic programs delivering touchpoints frequently, you need data much more frequently, perhaps on a daily basis. To defend against retreating into an outmoded, look-back mentality, make analytics professionals a part of campaign design, not just the final reckoning. If the analytics group is pulled in late, they may not have a full understanding of your program and the analyses could miss the mark, Jordan noted. Hold everyone involved in your process to the same high standard for data transparency. It should be a point of pride for a quality partner, not a point of resistance. A vendor or agency should be a partner in your success, not just someone who hands over the data and moves on, she said. Ask your partners to blend data-driven insights from their campaign elements with the rest of your campaign. Trying to understand a multichannel campaign by viewing data from several disconnected dashboards is neither effective nor efficient. Make your multichannel marketing suppliers help you understand what their campaign data means and how it adds to the story you re telling your audiences, Jordan asserted. x mmm-online.com x 6

7 ADVANCED ANALYTICS OPTIMIZE YOUR SUCCESS U B nderstanding of a multichannel campaign s effectiveness isn t complete without systematic ROI analysis. Historically, many pharma companies have been satisfied with aggregate measurement of ROI, but in today s data-rich environment, much more sophisticated and detailed studies can be conducted that demonstrate how campaigns performed at a very granular level. That means looking not just at the aggregate multiplier the campaign s activity had on revenue through new prescriptions or increasing HCP loyalty to your brand, explained Lars Nordmann, EVP, analytics at BioPharm. Digging into the specific performance of each message across each channel will help you refine future campaign design and budget allocations, he continued. There is also tremendous value in using advanced analytics to evaluate ROI with specific target segments to determine appropriate spend levels in future campaigns. ROI for individual tactics can be determined to help decide which tactics should be employed in future campaigns and which should not. Advanced analytics will clarify which campaigns should serve as templates for new efforts and which should be redesigned. Advanced analytics illustrate where and when diminishing returns set in, and when an increase in spending won t have a positive net effect, even in your most effective channels and creative media. DIGGING INTO THE PERFORMANCE OF MESSAGES ACROSS EACH CHANNEL WILL REFINE CAMPAIGN DESIGN AND BUDGET ALLOCATIONS LARS NORDMANN THE RESULTS OF THE CAMPAIGN EXCEEDED OUR CUSTOMER S EXPECTATIONS. AFTER SIX MONTHS, MARKET SHARE LIFT WAS OVER 10% AND ROI WAS NEARLY 4-TO-1 JEFF PERSINGER iopharm s approach to HCP multichannel marketing has been receiving positive feedback from its customers. One recent example involves a pharma brand that asked us to plan, develop, and deploy a multichannel campaign with a microsegmentation model, noted Persinger. The brand was hoping for a 5% lift in market share and a minimum 2:1 return on investment. BioPharm s first step was to analyze more than 25 integrated data sets for the brand, enabling it to create 15 unique microsegments based on HCP clinical practice patterns, commercial value, message and channel affinity, and access for the sponsor s product in each practice area. Every microsegment had a dedicated budget and custom journey of channels and messaging. The results of the campaign exceeded our customer s expectations, explained Persinger. After six months, market share lift was over 10% and overall ROI for the campaign was nearly 4:1. A successful multichannel campaign shapes itself to the attitudes and information each HCP responds to best. This results in higher engagement levels because HCPs have good reason to expect the next message will resonate with their personal needs. Invest in effective, flexible multichannel campaigns because engagement and impact significantly exceed non-integrated, disconnected messaging delivered in siloed tactics. Invest because it s the most effective way to reach carefully targeted and selected professionals with the messages that matter most to their own interests and priorities. Effective multichannel campaigns reach busy healthcare professionals with the right messages, at the right time, and in the right way, especially when these campaigns are coordinated through a proven, experienced partner. x mmm-online.com x 7

8 Rules-Based CRM Proven Promotional Tools Insights-Driven Planning Advanced Analytics Dynamic Deployment Reporting & Insights... It s in Our DNA has over a decade of leadership in multichannel marketing for pharma and biotech brands. We leverage our proprietary data-driven approach to plan, develop, and deploy campaigns through a portfolio of proven promotional tools and our advanced multichannel platform. We design solutions that are scalable from tactical programs to fully integrated multichannel marketing support. REACH, ENGAGE, IMPACT To learn more about how we can accelerate your brand, contact Clay Romweber at cromweber@biopharmcommunications.com BioPharmCommunications.com DNA_v1g.indd 1 3/20/18 10:50 AM