Presentation Abstract

U.S. commercial teams are increasingly using Customer Loyalty and Customer Engagement research to inform strategies and the approaches have been adopted by several major pharmaceutical companies over the past five years.

In this engaging session at the PMRG 2012 ANC, a senior agency market research professional with extensive experience in Loyalty, together with a pharmaceutical manufacturer Director of Global Market Research will present the results of a proprietary multi-therapeutic area, multi-company study that integrates Loyalty, Sales Force Effectiveness and multi-channel marketing.

In addition to discussing the linkages between relative impact of personal and non-personal promotion on prescriber loyalty, we will present the client's experience deploying the results and taking action on them.

Results from a study of 2,000 prescribers in the U.S., together with experience analyzing and deploying results will be used to answer these questions:

• Is loyalty towards the company real, or is it an artifact of beliefs about the product? How big is the impact of customer loyalty towards the company, controlling for beliefs about the product?
• What are the drivers of loyalty and disloyalty towards the company? What are the strengths and weaknesses of using different approaches to prioritization (e.g. structural equation modeling vs. Shapley Value estimators)? What are the pros and cons of each?
• Which actionable drivers decrease the number of disloyal customers? Which increase the number of loyal customers? Do the same activities achieve both goals?
• What is the relative importance of sales rep behaviors and activities vs. non-personal promotion channels? What is the potential contribution of non-personal promotion towards reach and frequency? What is the impact of frequency and intensity of contact on customer loyalty?
• Which internal clients should use the results of this research? What are the implications for marketing, for sales, and for multi-channel marketing? How can post-research activities gain support across the organization so that actionable findings are applied to your business, and customer loyalty not only informs strategy but injects customer centricity throughout your business?

Speaker Biographies

Scott Brunetto has managed all levels of pharmaceutical research and analytics including primary market research, secondary data analysis, forecasting, competitive intelligence and sales force analytics. He has worked on both the client and supplier side, providing insights across customer segments for in-line and new product research. Scott joined Shire after several years at Johnson & Johnson, and IMS America. He is a graduate of the George Washington University.

Tom Hartley has served major corporations in pharmaceuticals, medical equipment, financial services and retail, focusing on the measurement and improvement of customer loyalty and engagement. He has also led integrated customer and employee engagement programs, helping his clients integrate acquisitions and focus employees on their customers.  Tom's fact-based consulting makes maximum use of customer engagement data, validating loyalty metrics that are leading indicators of financial performance, conducting leading-edge driver analysis that identifies priorities for change, communicating results in a straightforward way, and facilitating action plan sessions that accelerate change. Prior to joining GfK, Tom was a Senior Consultant at The Gallup Organization, based in New York City. He also taught survey research at the University of Connecticut's Master's Program in Survey Research. Tom was trained at Yale University and M.I.T.