IN NOVEMBER 2014, INTERACTIVE MEDICA WAS MENTIONED AS A REPRESENTATIVE VENDOR IN GARTNER’S MARKET GUIDE FOR CRM IN PHARMA AND BIOTECH (1)
According to Garner:
“Over the next five years, we expect the migration to multi-channel marketing to strengthen and grow within the pharma community. Much like the iPad march from several years ago, the movement to multi-channel marketing will push pharma companies to assess their CRM platforms to determine if their new requirements can be effectively met by their current providers.
Vendors that offer enterprise-class solutions in multichannel marketing will stand out in the crowd and attract additional attention. We believe this is specifically because multichannel marketing gives physicians choices in how and when they are detailed. This, in turn, translates into ROI. However, as multichannel marketing becomes an integrated part of the pharma landscape, the need for more-advanced planning, targeting and alignment tools will be required to ensure the full set of personal and nonpersonal (digital) resources are effectively deployed.
Instead of a cycle time of months between targeting and alignment exercises, pharma companies will push to accelerate the responsiveness of their sales and marketing tactics with an ultimate goal of becoming more predictive-based on their intimate knowledge of the customer base.”
Interactive Medica help companies evolve their commercial engagement models to better execute the shift to account-based, multi-channel sales and marketing.
Key Account Management (KAM)
Complex selling environments require a tailored process-based approach
New commercial models (NCM's) are a prerequisite to effective marketing of Pharmaceuticals in today's dynamic healthcare environment. Understanding what is at the heart of driving these NCM’s is fundamental in enabling IT to provide the appropriate tools and support to their commercial organisations.
The ability to embrace trends in Digital, Mobile and Cloud technology is fundamental.
At Interactive Medica, we have taken the lead in understanding, researching and delivering best in class tailored Key Account Management (KAM) applications. The good news is that mapping your product- and market-specific processes has never been easier than with Interactive Medica’s innovative KAM solutions - enabling you to deliver business value and IT compliance and service in parallel.
* Also known as Strategic Account Management (KAM) or Managed Care/Institutional Selling
DIGITAL MULTI-CHANNEL MARKETING
HYPER-PERSONALISATION IN A MULTI-STAKEHOLDER ENVIRONMENT
The effectiveness of traditional Sales Rep-Doctor dialogue is dramatically reducing: spiralling healthcare costs resulted in health authorities introducing procurement models based on a Formulary approach - reducing the influence of the prescriber. In parallel, a reduced face-to-face access to Medical Professionals who decide “I don’t want to be sold to” as an increasing number of digital channels become available to a Medical Professional needing to access information he requires to make effective choices in prescribing behaviour. This market disruption increases the complexity of implementing Brand Strategies but also significantly increase the information available to be able to provide a true personalised engagement of target customers.
The good news is collaborative web & mobile technologies can be used to more effectively plan, run and increase the effectiveness of multi-channel campaigns and significantly shift the dial towards personalised customer relationship management.
We can help you identify the “quick wins” as you move to this multi-channel approach as well as offering the fundamental Campaign Management that’s needed when bringing your high valuable brands to market.
Insights TO ACTION
INSIGHTS where you need them - Successful Commercial Engagement Models in Pharma demand Linking Embedded Analytic Views to ActioN
Pharmaceutical companies have emerged from primarily physician “share-of-voice” focused GtM models to engage multiple stakeholders more strategically and systematically, with multi-disciplinary teams across multiple operational and regulatory bodies, multiple brand and campaign journeys with multiple channels (including digital).
These evolving engagement models demand wider access to sometimes new information to manage this increasingly broad, complex, fast changing and dynamic environment. By operationalizing these processes this pulls through capture of exactly the kind of information to build virtuous circles of continual optimization and improvement.
Our advice can help you build a roadmap as you move out of “information silos” towards gaining this critical capability of agile insights and actions which mean faster and more effective decision making and associated commercial success.
EMBRACE THE NEW REALITY & TAKE ADVANTAGE OF THE OPPORTUNITY
At Interactive Medica, we recognise and embrace the digital world along with the dynamic Healthcare Eco Environment. Procurement models, market access and stakeholder demands are constantly changing and IM is perfectly placed to help you on this journey towards continual and optimal mapping of your processes to your markets at a brand level.
Life Sciences companies are turning to Interactive Medica to exploit these new opportunities and mitigate risks for their organizations as they face disruptive change in the healthcare environment.
(1) Gartner, Inc. "Market Guide for CRM in Pharma & Biotech" by Stephen Davies, Dale Hagemeyer, November 14, 2014