Multichannel Excellence Europe:
Customizing adds the magic! Is Pharma making headway?

 
 33% 
The stakeholder landscape is expanding, but still it´s physicians driving topline by prescription. Related complexity and required
resources to serve physicians force companies to focus the development of new and efficient multichannel approaches.

However, it seems the pharmaceutical industry does not exploit the full potential of Multichannel Excellence.

To find out where the industry expects chances and which hurdles keep them from reaching expectations,
Camelot Management Consultants and TaylorWessing kindly ask you for your opinion on our survey´s hypothesis.

This survey should not take more than 5-10 minutes of your time.

Please note: Multichannel Management within this survey includes all channels, also traditional ones like the sales force.


REACH
strongly agree
+3

+2

+1

-1

-2
strongly disagree
-3
Multichannel Management in the pharmaceutical industry does not yet reach its full potential regarding available technology and individual customer experience
Valuable sales potential remains untapped, as those doctors not included in sales force target lists, are not actively managed
The reach of those physicians who disapprove of sales reps visits, is significantly increased by using a smart mix of other channels
Using a Multichannel Excellence approach increases reactiveness to physicians´ pull-requests and enables to precisely serve physicians´ needs
IMPACT
strongly agree
+3

+2

+1

-1

-2
strongly disagree
-3
Today´s possibilities of automatic data survey and analysis enable a customized marketing approach even on the level of individual physicians
For Pharma, the goal of Multichannel Management should be to provide customized offerings to each individual physician
Efficiency and impact are significantly increased when switching from a broad, unspecified Multichannel mix to a customized channel selection and "next-best-offers"
Physician behavior is influenced by providing a perceived added value which is generated from an individually orchestrated Multichannel mix
Physicians´ preference & receptiveness for "next-best-offer" depend on their current state of mind and interactions. Behavioral changes need to be considered when
managing Multichannel mix for maximum impact
Our Multichannel Management already or soon considers behavioral changes to define individual “next-best-offers”
LEGAL
strongly agree
+3

+2

+1

-1

-2
strongly disagree
-3
Legal restrictions prevent a greater examination of individual data collection and its use for a customized Multichannel Excellence
Multichannel Management is to be rolled out on a country-by-county basis due to different law concepts even in the EU
Data protection requirements are a difficult hurdle to overcome for implementing an efficient customer Multichannel Management
The lack of the specific legal expertise within our company prevents us from exploiting today´s Multichannel possibilities the way we would wish to do
Legal departments get involved very early in the development of Multichannel concepts
The traditional communication problems between legal and marketing departments complicate Multichannel Management