Daiichi Sankyo, Inc.
211 Mt Airy Rd, Basking Ridge, NJ 07920
2:30-3pm participant check in (walk ups not permitted due to security procedures)
3-5pm session and round tables
5-6:30pm networking reception (beverages and appetizers provided)
Instructions will be posted soon.
Five Ways Brand Teams Can Align Messages & Touchpoints For Greater Commercial Effectiveness
Tom Hartley, PhD, Senior Vice President, GfK Custom Research
The era of the rep-only pharma and biotech commercial model is over. It has been replaced by a new model that is striving to meet challenges that come with increased focus on customer centricity and multichannel marketing that beckon the industry to keep pace. So how do you meet the new challenges to leverage your SFE and message recall in the most advantageous way for your brand?
This presentation will cover five analytical approaches to answer this challenge:
1. Accurately track your competitive position with multidimensional share of voice: It could be that while you are winning share of voice with reps alone, you may be falling behind in the overall race. See a case study where multidimensional touchpoint metrics led to new insights and focus.
2. Coordinate multiple touchpoints, with the sales rep at the center: See examples of metrics of multichannel reach extension (for no-see physicians), and a new multichannel model triggered by reps’ clearer perspective of physicians’ needs.
3. Identify the optimal set of touchpoints to improve engagement and Rx: See analytics that helped brands find the combination of touchpoints that meet the increasingly complicated needs of healthcare professionals.
4. Focus on impactful messages, for greater impact on prescribing behavior: See how a brand learned that by focusing too much on message recall, they failed to focus on the messages with the greatest impact on prescribing behavior.
5. Focus investments on the most effective touchpoints for each message: See message transmission effectiveness estimates for touchpoints, which let a brand team identify the most effective touchpoint for each message.