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WEBINAR How Pharma Marketers Use Digital To Enable Customer Engagement Marketing

WEBINAR How Pharma Marketers Use Digital To Enable Customer Engagement Marketing. Lori Wizdo, Vice President, Principal Analyst. November 11, 2016. Call in at 12:55 p.m. Eastern time. Our buyers have changed. Consumers seek online advice. Casual. Considered.

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WEBINAR How Pharma Marketers Use Digital To Enable Customer Engagement Marketing

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  1. WEBINAR How Pharma Marketers Use Digital To Enable Customer Engagement Marketing Lori Wizdo, Vice President, Principal Analyst November 11, 2016. Call in at 12:55 p.m. Eastern time

  2. Our buyers have changed.

  3. Consumers seek online advice Casual Considered

  4. The average physician now spends a full work day (eight hours) per week using the internet for professional reasons. 6

  5. 87% use tablets or smartphones in their practice. 7

  6. Today’s medical professionals trust their peers Professional Consumer

  7. When making clinical decisions, physicians spend twice as much time using online resources as print.

  8. Today’s medical professionals seek advice Considered Casual

  9. 44% of medical professionals watch videos on YouTube. Source: Source: Manhattan Research -- Google Physician Channel Adoptions Study, 2012 Source: Source: Manhattan Research -- Google Physician Channel Adoptions Study, 2012

  10. 53% of physicians in the US place moderate-to-severe restrictions on visits from sales reps.

  11. Marketing is getting tougher New experiences New media New touchpoints New connections

  12. The vendor’s challenge You need to be relevant at the Zero MomentofTruth

  13. You can’t solve this by starting with a marketing technology perspective.

  14. . . . even a rational marketing technology perspective

  15. You can’t solve this with marketing mixmodeling. Source: Get Ready For The B2B Marketing Renaissance Forrester report

  16. Where do you start?

  17. 1. Identify your customers Distributors HCPs KOLs Patients Doctors Regulators Friends

  18. 2. Get to know your customers

  19. 2. Get to know your customers

  20. 3. Identify their journeys

  21. 3. Identify specific journeys Precontemplation The five stages of a change model is a very useful framework that describes the series of stages we go through to change our lifestyle habits. Contemplation Preparation Action Maintenance Advocacy

  22. 3. Map their journey

  23. Map the buyer journey to: • Understand the buying dynamics. • Identify key needs and behaviors. • Develop your content strategy. • Develop an engagement strategy. Who How Why What Where

  24. 4. Use that context to engineer engagement at all stages of the buyer journey Unique profile Situational context

  25. Deliver content customers want, when and where they want it

  26. Engage customers on their specific journeys

  27. Create new value through new experiences

  28. Create entirely new customermoments

  29. Create new low-frictionways of transacting

  30. How context changes marketing After context: Before context: • Campaigns • Interactions • Targeting • Engaging • Customersegmentation • Customer recognition • Media schedules • Customer moments • Messages • Utility • Transactions • Value exchanges • GRPs and CPMs • Minutes of engagement

  31. Build a contextual marketing engine engagement A brand-specific platform that exploits customer context to deliver utility and guide the customer into the next best interaction.

  32. The contextual marketing engine (CME) at work Discover Engage Ask Explore • Campaigns spark interactions across the customer life cycle. • Insight and automation drive the engine. • Customer data and analytics fuel the engine with insights. Use Buy Interactions Marketing automation Real-time analytics Insight Big data Customer database

  33. What will a contextual marketing engine do for you? • Bridge the gap between marketing and experience. • Drive more useful interactions with customers. • Provide a persistent incentive to engage. • Redefine the purpose of your campaigns.

  34. Four key steps to build your contextual marketing engine Define your strategy • Determine your brand’s North star. • Identify your unique interaction cycle in support of that. 1 Reorganize your processes • Reconceive the role of content to provide utility. • Embrace iterative and agile approaches. 2 Adaptyour marketing technology portfolio • Take inventory of your existing technology assets. • Identify new technologies neededto build the engine. 3 Accelerate innovation with analytics • Use systems of insight to anticipate customer needs. • Compress the data-to-insight process. 4

  35. Back at your desk . . .

  36. Get started . . . • Team up marketers, data scientists, CX pros, and technologists. • Map your customer journeys. • Map your technology assets to your customer journey maps. • Design your own contextual marketing engine. • Treat a contextual marketing engine as a living product, not a one-time project.

  37. Key takeaways Technology changes . . . • How customers behave. • How you reach customers. • How customers choose. • What customers expect. Marketers must . . . • Define a shared BT agenda. • Own the customer moment. • Turn data into insight into action. • Unite brand and experience.

  38. Lori Wizdo lwizdo@forrester.com

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