Multichannel: Insights for Measuring Effectiveness
This article is an extract of a white paper on how multichannel engagement strategies help organizations succeed in a more complex, regulated and cost conscious market.
|Pierre Morgon Chief Marketing Officer, Cegedim Pierre.Morgon@cegedim.com Twitter: @P_A_MORGON||
Gracia Rodriguez Valbuena
Marketing Consultant, Cegedim Relationship Management
Life Sciences companies have witnessed a dramatic industry evolution over the last few years. Critical factors that have prompted changes are the economic crisis, heightened compliance regulations, the end of the blockbuster drug era, as well as transformations in both social and technology trends.
These myriad, challenging elements have propelled the industry to adapt the way in which it manages customer relationships.Today, customers are increasingly multi-faceted, and involve a combination of very different actors with diverse profiles, needs, and interrelations.
In order to engage within this rapidly changing customer network, innovative companies now employ a key strategy to generate meaningful engagement throughout a broad matrix of interaction channels – referred to as multichannel strategy. Ideally, it exists as a strategy, campaign, or initiative that achieves a balanced mix of engagement channels, each of which is adapted to the unique needs of the customer. This enables companies to maximize budgets by targeting the channel or channels through which the customer is most likely to engage. Within the Life Sciences, examples of channels include both face-to-face and digital interactions across diverse media.
Cegedim authored this white paper as the first one in a series to bring insights on how multichannel engagement strategy helps organizations succeed in a more complex, regulated and cost conscious market by providing examples of the real impact of multichannel commercial plans. Using Cegedim Strategic Data promotion audit results, the paper presents an analysis beyond best practices and into the evidence of the impact different channels have among the HCP and Stakeholder community, quantifying the effect from added value perception all the way to prescription behavioral shifts. Of course, physician behavior and corresponding detailing strategy may vary significantly depending on the country. The CSD detailing audits case study from the UK reveals that the deployment of innovative detailing techniques in the UK is among the highest in the EU5 and at comparable levels to the USA. It is likely that other countries will follow in the adoption of this strategy. Accordingly, the UK results serve as a guide to what may come next elsewhere.
This paper will provide the current state of Multichannel Marketing (MCM) and best-in-breed techniques on how to transform current industry obstacles into exceptional value opportunities for today’s enterprises.
Future publications will drill down into current usage of additional marketing channels such contact center, digital and social enabling “pull” strategy, the implementation of closed loop marketing techniques to achieve more effective, personalized interactions, envisioning how these channels are synchronized into integrated campaign management and execution, the role of Big Data as the cornerstone of multichannel customer engagement, and the organizational impact this has in the Life Sciences corporations. Finally, how do technology, data and other services provided by Cegedim enable MCM in a meaningful and cost efficient way?
Cegedim, using supporting data from global promotion audits and other ad-hoc study results, is uniquely suited to provide insights to help our life science partners reach their business goals through optimized and cost effective coordination of commercial company resources. Please enjoy this series of white papers as a complementary resource during the course of the coming year. We look forward to hearing from you.