Maximizing MCM Impact: Part 1
Gilbert Merariu, Senior Principal, Technology
Blog
Oct 29, 2019

Can Achieving your Marketing Goals be as Simple as a Drive in the Park?

It is a much more pleasant experience getting from point A to point B with the assistance of a real time driving app. The app I use not only contains a rich database of places, alerts and road information but the data is dynamically updated to reflect real time conditions. Being able to monitor traffic and other problems in real time means I can determine the optimal route, saving me time and energy, with a more pleasant, stress-free commute.

What if executing and measuring the results of a multichannel campaign was that easy and simple? Imagine you have a database of all your customers’ addresses and touch points. And you also know the latest communication your customer received and their preferences. By knowing when, where and how to use personalized channels, marketers can capitalize on opportunities to route communication to each customer to maximum effect.

In this and the next three blog posts, my colleagues and I will discuss some ideas and tips around Multichannel Marketing (MCM) programs: why MCM is important, where to start, what are the pre-requisites, and how do you achieve success step by step.

Why MCM is Important

To overcome the challenges of communicating in person with health care providers (HCPs), today’s pharma marketers may employ digital channels (i.e., email, Web, social media, SMS/MMS, etc.) in addition to traditional channels (sales reps, journal ads). But how can I tell if the channel I chose is working? How do I know what mix of channels to use? Why, despite using a new digital channel, does my campaign not necessarily lead to better customer engagement?

Communication preferences can differ widely from HCP to HCP – and can change for an individual HCP. If you choose to use only one digital channel, for example sending emails in addition to rep visits, it will not necessarily be the best method to communicate with every physician. Improving messaging to HCPs is about getting the right message to the right physician at the right time using the right channel mix. And just like adjusting your driving route to the latest road conditions, making better marketing decisions is about capturing good campaign metrics, measuring successes, learning what’s not working and being able to find a better route. For example, if you knew exactly which HCPs viewed your email campaign message and what the reaction was to it (i.e., did she click on the call to action or delete the email?) you can adjust your campaign and test new approaches to improve your results.

In other words, success in MCM starts with good data and good planning. A lack of data can manifest in various ways – everything from the simple lack of contact information to the more complex issue of knowing which physicians you should be talking to or which products you should be talking to them about, based on their patient mix and practice behaviour.

Lack of Email Addresses

What makes one driving app better than another? First, I look for the one with the largest database of places to visit. Second, it must be kept up-to-date, so I don’t end up going to a restaurant that is closed.

A common issue among marketers is figuring out how to reach customers when some have email addresses for less than 20% of their customers. If email open rates are optimistically at 20%1, it means that only four out of every 100 of your most valuable customers will even see your message. Implementing tactics to increase the number of customers receiving the message can be a good start to improving your campaign results.

Perhaps achieving your goals is not as easy as a drive in the park but there are things that your organization can do to adjust quicker to changing customer behaviour and improve the ROI on your campaigns.

What’s Next…

In our next blog, Magali David, one of our MCM Experts, will talk about the importance of self-diagnostics to help your organization assess its current HCP engagement maturity level. Understanding where your organization currently sits on the engagement maturity curve is critical to designing the best roadmap for reaching your marketing goals.

 

 

1 Based on IQVIA’s benchmarks for email open rates.

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