VILNIUS, March 22nd, 2018 – MedMarketingDay has for the 4th time united pharma MCM experts from all over Europe, connecting 50+ attendees with a broad scope of expertize. From sales, product, digital and marketing to medical affairs and communication specialists – all creating a comprehensive dialogue on the latest tendencies of multichannel marketing in pharma.
Here’s a digest of collected insights that Viseven team, which was in the picture as well, is pleased to share with you. The topics were revolving around multichannel pharmamarketing and with a surprising accuracy were echoing the tendencies one can come across at the global-scale events. So, minimum buzzwords, maximum gist: let’s get to it!
An alternative for ‘key messages’ obsession
The event has started off with Janusz Krupa from Poland, owner of BrandPharma consultancy. With a medical background – thus, having a first-hand experience with the ways pharma communicates with its audience – and with more than 10 years in pharmamarketing, he was asking one major question: what constitutes a winning MCM strategy in 2018?
When implementing new digital tools, pharmamarketers must keep in mind that marketing is not about technology, it’s about communication.
It figures that mixing is what matters most now – not every independent channel per se, however good it might be. Also, using one-size-fits-all approach can jeopardize the success of MCM strategy – so, taking interest in doctors’ channel preferences and the following segmentation remain at the epicenter. Moreover, channel and content should correlate with the product’s stage in its lifecycle, as was proved by the case. In further defense of the multichannel, it was confirmed that successful pharmamarketing is creating memorable interactions through multiple touchpoints. In this way, the marketers can stay resourceful about customer’s preferences and available marketing channels. So, divide the audience and mix the channels! Last, but not least: pushy salesmen is a big no-no for pharma audience engagement. The alternative?
More of ”branded education” –less of simple marketing messaging
Act more like a publisher, not an advertiser
Keeping with the subject of the education-based marketing campaigns, René Neubach, Austrian Content Marketer Specialist from Neubach Comms, with over 7 years of experience collaborating with Pfizer as a digital agency, says:
Pull prospects towards you – instead of pushing messages
And he’s right – there’s a lot pharma can learn from alternative marketing models in this respect. Presenting examples of initiatives from other industries, which set a task of educating and entertaining customers in their engagement campaigns, instead of going for blunt persuasion, it serves as a reminder that driving content engagement means thinking and acting more like a publisher, not an advertiser. Needless to say, that within this context, content goal would be to meet the audiences’ expectations, needs and challenges. So, another side of that perfect audience engagement pattern is:
In the most simplistic terms, MCM is all about choice
…and acting upon it. You see, often when talking about MCM, it’s only highlighted what marketers themselves can do, while their audience comes across as passive. But what value does even the most refined content have, if it’s not backed up by audience’s reaction? Enabling the content recipients to take action in response to the messages by using the channel of their choice – this is what the ultimate goal of MCM strategy should be.
On alternative channels
Upon presenting comprehensive forecasts on the state of retail Rx market in Lithuania, Michal Pilkiewicz, Director Supplier Services EE from IQVIA Poland, provided insights on the complements (or maybe even alternatives) to face-to-face communication with physicians. In particular, an extensive case study on stepping out of the target group focus upon implementing remote communication strategies. Long story short – apart from providing overall longer duration of communication, remote detailing also increases product info retention levels, and is rated higher than face-to-face calls. And, more importantly:
More than 90% of the doctors declared that they would prescribe the product more frequently (higher than F2F calls)
Our ultimate goal was to present a case for creating perfect CLM content – fast, easy to make, relevant and engaging. Non-surprisingly, we believe that content marketing success – and real engagement – is born in a productive dialogue between both pharma company and their creative agency. To provide a holistic view on the case, it’s crucial to see the perspectives of both digital content customers and their vendors. Keeping in mind our extensive cooperation on eDetailing development across brands and regions, comprehensive experience, which Viseven Europe has gained and exchanged as well as reliable teamwork bonds we have shaped over these years, it comes as no wonder that we have collaborated with Ivan Chervotkin from Pfizer Ukraine to present a truly holistic view on digital content creation.
After the big pharma’s view was demonstrated, our Digital Expert Nataliya Tovkus took to the stage in order to answer one big question: how to initiate the improvement of digital content creation drill between digital agencies and their pharma clients, and drive forward HCP audience engagement?
Through the agency’s view on this process, it might be surprising to discover that agencies and pharma often stay on different sides of the trench, when creating and using digital content. But since both pharma and agency working to satisfy one and the same demand – physicians’ need in valuable and relevant information, the call for a common strategy around digital content towards better collaboration comes as no surprise.
Digital content is that axis, which connects pharma with HCPs, and ultimately, the patients. So, it is necessary that agencies and pharma clients work as one team, one ecosystem through communication and access, so they can create together that perfectly tailored content, as well as keep it consistent, relevant and delivered through various channels.
Thus, our integrated solution, the Digital Content Factory, fits as a perfect example of providing high quality digital content for engaging medical circles and contributing to multivendor collaboration. A powerful digital platform for content repurpose, eWizard, as well as seamless integrations with widely used systems like Veeva and IQVIA, enable pharma managers to orchestrate revolutionary MCM content strategies for optimal communications.
There’s definitely something special about niche-scale events like MEDMarketingDay. Although they are organized on a regional level, they echo the main tendencies quite accurately. Our team was happy to attend and we can definitely imagine ourselves participating and sharing more insights in the future.