Professional Documents
Culture Documents
Physical/human contact channels. These include sales force field representatives increasingly equipped with tablet PC presentations, phone detailing, speaker programs and service representatives distributing samples. Multimedia channels. These channels are becoming more digitized and include WebEx/ Web presentations, sometimes with a live host, video/DVD-based detailing and e-sampling, using a company-owned Web site or portal or a third-party portal service for physician sample orders.
Traditional digital channels. These include e-mail, digital media, social network sites, online physician communities, etc.
tactics or messaging might need to be adjusted and whether spend should be reallocated midstream based on a tactics performance. Lack of key performance indicators (KPIs) is not an issue. The challenge is the industrys strong focus on lagging indicators, evident in reviews of channel and promotion reports. Lagging indicators tell what happened in the past, with limited correlation to what will happen in the future. Indicators such as impressions, calls, targets reached, samples and materials delivered provide insights about the efficiency of a channel. These measures, however, have only a vague or even unknown correlation to how effective a channel is in moving targets toward desired behaviors. In contrast, leading indicators offer insights about a channels potential effectiveness. These KPIs are more behavioral and usually more complex to compute. They require multiple data sources and more planning and coordination time to identify and collect the desired data. Consumer goods and retail have used leading indicators to adjust marketing tactics to drive higher sales, a tactic the pharma industry should adopt. Some of the most valuable leading indicators include:
Successfully managing a campaign that mixes physical and digital channels requires a deep understanding of these points: Cross-channel planning must increase. More planning about how data will be collected from new sources and then merged with traditional data sources is required Companies often with multichannel campaigns. Country and regional plans and allocate money measures are not adequate to a brand; in for managing multichannel multichannel physician campaigns. Because tactical execution occurs at the campaigns, its individual target level, planning critical that spend and measurements must also allocation is aligned be conducted at that level. That raises the critical question of on an individual how a tactics success against physician basis. specific individuals will be measured.
Spend allocations must be realigned. Companies often allocate money to a brand; in multichannel campaigns, its critical that spend allocation is aligned on an individual physician basis. For example, what delivery tools does a physician prefer, and how do these align with tactics the same physician responds to? The answers to these questions have a direct impact not only on where spend should be directed but on the metrics used to evaluate tactics. Campaigns can yield richer data. Channels directed to individuals can yield more data, so the management team must be prepared to collect and interpret this data to quickly adjust the campaign tactic mix. Types of data available include physician preferences about contact channels and individual preferences, garnered by digital profiling of therapy and treatment areas.
Engagement level of visitors by traffic source. Viral reach of marketing campaigns. Cost per engaged visitor. Percent of visitors accessing specific content.
Situation: A client with a diversified portfolio encompassing medical devices, consumer products and pharmaceuticals products wanted to understand how key segments progressed from awareness to actual purchase. With this knowledge, the company could monitor and adjust its promotional efforts more precisely. Challenges included creating a monitoring and measurement framework flexible enough to use with multiple business units and providing
relevant data for known targets as well as diverse groups of anonymous consumers. Further issues included the extreme differences in end-user purchase cycles and the relative lack of branding for some key products.
Solution: The client collaborated with us on a framework that tracked individuals and groups as they moved along a pathway from awareness to interception and engagement on to purchase and eventually loyalty. We defined key leading and lagging metrics for each channel that gauged targets movement from one step to the next. These included:
>
Awareness: KPIs included the number of touch points in the marketplace and how target audiences reacted to those, indicating a move toward interception. Traditional metrics such as impressions and clickthrough rates were supplemented with leading indicators of what users did once they clicked through to content. This was considered interception. Interception: After a user interaction, which represented interception, the framework measured the types of online behavior exhibited by the user. This allowed us to show how many intercepted customers were moving toward true engagement, and how many were merely window shopping. Engagement: Metrics were ordered to represent likelihood to purchase. These metrics ranged from participation in games and online events up to requests for information and downloads, which indicated potential customers. By tracking the movement through the types of engagement, the client was able to refine its marketing information and Web site design to move targets to the purchase stage as quickly as possible. Purchase/intent to purchase: Measure involvement of users in activities associated with imminent purchase. Loyalty: Track the perceptions and social participation/viral spread generated by current users to guide the development of advocates. Spillover impact was calculated by accounting for the viral reach of users and social participants to gauge the wider reach of the brand, which would funnel potential new customers into the initial awareness stage.
This reporting framework allowed the client to recognize and adjust weak links in its campaigns. In one situation, the reporting showed that while awareness and interception were high, communication and promotional efforts were insufficient to move the users to the engagement and A simplified Web purchase cycle. Investigadesign, with key tion showed that while many targets clicked through to engagement activities the Web site for more infor- on the home page, mation, content organizaled to increased tion on the site itself was a barrier to engaging targets. engagement and A simplified Web design, with intent to purchase key engagement activities activities such on the home page, led to increased engagement and as requests for intent to purchase activities information, use of such as requests for informasurgeon locator tools tion, use of surgeon locator and CRM enrollment. tools and CRM enrollment. Case Two: Worldwide Multiple KPI Identification and Tracking Solution
>
>
Situation: A European client running a worldwide multichannel campaign required a means of identifying and then tracking and reporting KPIs in each channel in a more efficient manner to provide insight to the management team. The channels included service reps, tele-sales reps, a contractual sales force, congresses and digital channels. Solution: In partnership with us, the company individually reviewed each channel and identified and grouped performance indicators by type of promotion. For channels with any type of personal, representative interaction, the KPIs were the number of customers reached, number of targets reached, number of calls by target segment, number of days in the field, calls per day, share of customers reached and number of sample drops. KPIs for Web-based channels include number of clicks per day, number of site registrations, time spent on site and requests for information. Those for symposia and congresses included number of acceptances, attendees and requests for visits, samples or information. Leading KPIs received special attention. Three or four key messages were identified for the tele-sales reps to attempt to deliver; those actually delivered were tracked as a measure of engagement in key conversations.
> >
By focusing on these issues, the company was able to better identify a successful combination of channels to improve its customer targeting.
physician data and an analysis of return on investment for use in crafting future campaigns. As pharmaceuticals companies rethink their customer engagement models and reinvent their operations, multichannel campaigns can be powerful tools for enhancing revenues. Effectively measuring these campaigns while they are in progress as well as after completion is clearly an emerging best practice, one made possible by using a sophisticated key indicator early warning system.
About Cognizant
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services, dedicated to helping the worlds leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately 145,200 employees as of June 30, 2012, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.
World Headquarters
500 Frank W. Burr Blvd. Teaneck, NJ 07666 USA Phone: +1 201 801 0233 Fax: +1 201 801 0243 Toll Free: +1 888 937 3277 Email: inquiry@cognizant.com
European Headquarters
1 Kingdom Street Paddington Central London W2 6BD Phone: +44 (0) 20 7297 7600 Fax: +44 (0) 20 7121 0102 Email: infouk@cognizant.com
Copyright 2012, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.