EMC CONSULTING MULTICHANNEL MARKETING FOR LIFE SCIENCES phases with ease

EMC CONSULTING MULTICHANNEL
MARKETING FOR LIFE SCIENCES
Market various products in different lifecycle
phases with ease
Essentials
Changing customer expectations:
• More than 85 percent of practicing U.S.
physicians used the Internet for
professional purposes in the last year
• The average physician now spends eight
hours per week online at the office
• 35 percent spend less time with sales
representatives
EMC Consulting Multichannel Marketing
for Life Sciences service benefits:
BUSINESS CHALLENGES
Historically, pharmaceutical organizations spend a significant part of their marketing
budgets supporting an army of field sales representatives. However, the industry is
changing, and without new blockbuster drugs, the future portfolio mix will increasingly skew
toward lower volume, more specialized medicine. This proliferation of lower volume products
will not sustain traditional sales-driven marketing.
Another aspect of the changing pharmaceutical marketing landscape is the drive toward pay
for performance. The need for evidence-based contracts and revenue models, based on
wellness/outcomes, will shift the focus from selling to healthcare professionals to
influencing patient behavior. The goal of this change is to improve the management of the
patient’s condition.
• More cost-effective customer contact
through alternative promotional and
marketing channels
Over 85 percent of practicing U.S. physicians used the Internet for professional purposes in
the last year. This change in healthcare professionals’ behavior aligns with modern
expectations that product information is readily available online without a sales person’s
intervention.
• Compliance programs and tools that can
be implemented to assure conformity with
regulatory requirements
The need for dramatically more cost-efficient and effective marketing approaches must
become the key internal driver for a strategic change in marketing.
• A complete understanding of all
customers to assure the most effective
marketing efforts
SERVICE DESCRIPTION
The EMC® Consulting Multichannel Marketing service offers our clients the ability to
understand and identify the most effective communication strategy for their specific
healthcare professional (HCP) customers. Our service approaches this problem from several
perspectives.
First, we examine the needs of the customer, considering how an integrated customer view
and enhanced customer experience will impact the marketing organization. As we develop a
multichannel strategy with our clients, we consider the needs of different products in various
lifecycle stages. We let these requirements determine how to best facilitate multi-touch
point marketing and service across multiple channels that these products will utilize as they
come to market.
In addition, all of our multichannel strategy engagements include an analysis of the ROI for
the changes to the channel strategy. We deliver an investment justification that will show
how an integrated multichannel marketing strategy will support a scalable cost structure for
any brand at any stage.
service overvie w
Integrated
Customer
View
Control &
Governance
Enhanced
Customer
Experience
Multichannel
Strategy
Improved
Marketing
Efficiency
ROI
Measurement
& Investment
Justification
BUSINESS BENEFITS
With an integrated multichannel marketing strategy from EMC Consulting, life sciences
companies can effectively promote and sell products online to their HCP constituents and
customers.
© Copyright 2011 EMC Corporation. All rights reserved.
1
Our customers have demonstrated dramatic improvements in marketing efficiency and
scalability across markets using our multichannel strategy. We are able to reduce incremental
marketing costs while expediting access to HCP customers. For example, our services have
effectively increased customer trust and value scores by providing an affirmative online digital
experience for one of our customers. We delivered a model that ties new registrations and
branded engagements to revenue increases—clearly demonstrating ROI.
EMC CONSULTING
As part of EMC Corporation, the world’s leading developer and provider of information
infrastructure technology and solutions, EMC Consulting provides strategic guidance and
technology expertise to help organizations exploit information to its maximum potential. With
worldwide expertise across organizations’ businesses, applications, and infrastructures, as
well as deep industry understanding, EMC Consulting guides and delivers revolutionary
thinking to help clients realize their ambitions in an information economy. EMC Consulting
drives execution for its clients, including more than half of the Global Fortune 500 companies,
to transform information into actionable strategies and tangible business results.
CONTACT US
To learn more about how EMC services can
help solve your business and IT challenges,
contact your local representative or
authorized reseller—or visit us at
www.EMC.com/consulting.
EMC2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All
other trademarks used herein are the property of their respective owners. © Copyright 2011 EMC Corporation. All rights reserved.
PublishedintheUSA.03/11ServiceOverviewH8682
EMC Corporation
Hopkinton, Massachusetts 01748-9103
1-508-435-1000 In North America 1-866-464-7381
www.EMC.com