Greg Csaszar
Director, Payor Marketing, Boehringer Ingelheim
Craig Waugh
Strategic Payer Partnerships, Digital Health and Established Brands Market Access, Boehringer Ingelheim
Personalizing Payer Engagements
While today’s consumers are used to the marketing approaches of Google, Apple, and Amazon, there have not been as many advances in the personalized approach in which pharma engages with payer customers. That is until Greg Csaszar and Craig Waugh made personalized payer engagements a reality.
In late 2020, Boehringer Ingelheim was faced with an opportunity to improve its resource development and cataloging for the field account teams so they could have a single location for all resources that would be easily accessible, searchable, and aligned to their strategic objectives. In response, Greg embarked down a successful year-long path of creating the Market Access Resource Catalogue, or “MARC” for short. MARC is a central resource warehouse, fully integrated within Veeva connecting CRM and Vault to organize all approved payer team resources, while logging utilization metrics and customer interactions along the way.
With Greg and team focusing on personal interactions, it was time to begin the non-personal journey to supplement MARC. Enter the Payer Omnichannel project. Over the second half of 2021, Craig championed the development of an engagement strategy that laid out the path that could take BI from a multichannel approach to an integrated omnichannel approach for payer engagement by 2023. This approach was vetted by a core group of cross-functional leaders throughout development to ensure that the account teams remained at the center of customer engagement and that any non-personal, omnichannel-based initiatives would effectively supplement their customer relationships.
As they moved into 2022, it became time to bring MARC and the omnichannel strategy together with Greg spearheading this effort. Through data captured in a single warehouse from both MARC and any non-personal initiatives, the team is now able to build on primary payer research to further refine the content being delivered to each individual customer. These real-world insights also allow the team to truly understand customers’ preferences as well as how they receive their information from pharma and third-party sources—as BI moves towards a holistic, integrated, omnichannel approach.
