PM360 DECEMBER 2010

E-Source

The Multi-Channel Integration Evolution
By Rob Likoff

We are all aware of the changes the industry is making to optimize physician interactions. Let’s face it, the old promotional model of a large-scale uniform sales force is long gone. As we’ve discussed in this column before, the digital revolution and pressures to control field costs have led to some exciting advances in promotion. We now have a myriad of options in our marketing arsenal to deploy, giving us reach and flexibility we wouldn’t have thought possible just a short decade ago.

On the field force side, a wide variety of contemporary representative types and deployment models fits the personal promotional needs of the brand throughout its lifecycle. And, thanks to the e-revolution, digital communication possibilities are just as robust and can be tailored to suit both brand need and physician preference. As an industry, we now have tele-detailing, mobile applications, e-promotion, video detailing, web portals, e-sampling, and e-detailing to add to the promotional mix. If it can be communicated, we can e-communicate it.

The Driving Force for Integration
Although they are multi-channel by definition, these marketing tactics have mostly remained in silos until recently. So although a company might have both field forces and e-communications deployed, each channel activity was kept quite separate and the synergistic opportunity that results from integrating these multi-channel efforts was lost. But all that is changing as we move into the next decade, as it rightfully should.

As an e-marketer, I have spent the past decade building and supporting interactive digital technologies. I am thrilled to report that there is now tremendous movement toward integrating these non-personal technologies with personal promotion, giving “surround sound” coverage to physicians and fully optimizing results from both.

What is driving this integration? It’s simple really. Physicians are demanding that we listen to them and give them information when, where, and how they want to receive it. Margin pressures are dictating that pharmaceutical marketers deploy more cost-effective methodologies without sacrificing impact. The ability of digital outreach and sales force automation platforms to collect meaningful data on physician preferences allows us to customize not only our methodologies, but also our messaging, to meet the needs of the individual customer. Integrating the data from these two sources is the next logical step.

Optimize the Best of Both Worlds
Think about it. By integrating data from personal and non-personal promotion, you can build a multi-channel strategy that is far more efficient, optimizing the best of both worlds. For example, you can deploy the field force where the physician has indicated the need for personal delivery of information and tap the non-personal channel methods to provide additional or reinforcing brand messaging and information when and where needed.

When representatives have the integrated results of multi-channel outreach on their SFA platform, they can see where the physician’s interests lie and respond appropriately. The key is allowing physicians a measure of control over when, where, and how they receive information by offering complementary e-communications options that provide choice.

This smart deployment of integrated personal and non-personal promotion is more respectful of your customer, and as such, actually enhances use of the messaging channels. It drives engagement and builds relationships, both real and digital, thereby optimizing perceived value of your brand. Now that’s just smart marketing.

Rob Likoff is CEO of Group DCA, a PDI company, now offering integrated, multi-channel personal and non-personal promotion. He can be reached at rob.likoff@groupdca.com