Empower Your Pharmaceutical Sales Team with Customer Focused Selling for Pharmaceutical

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[Music] hello everyone thank you for joining us today this is on my hand sir I'm an associate principal at CS I lead our customer centric marketing analytics efforts in North America and I work with a number of biopharma organizations and multi-channel marketing domain leveraging advanced analytics we have an innovative and exciting topic to cover today we'll be focusing on orchestrating hcp engagement using artificial intelligence and automation before we turn our attention to Pharma let's take a quick look at our digital world today it's indeed getting deeply personal Amazon is able to effectively leverage our purchase and search history and combine that with the appropriate profile dimensions to come up with the right to personalized product recommendations that also take into account what other similar users have purchased in the past or have searched for in the past similarly Netflix is leveraging our movie-watching history and the ratings that we've provided for movies as well as other Netflix subscribers preferences towards particular movies that we may not have seen to provide a personalized movie recommendation statistics has a different business model but the ideas are similar in that it provides personalized style recommendations but in this case a personal stylist actually handpicks five pieces of clothing items and the users are the customers of stage fix provide feedback on those items essentially they can choose to keep some of the items and returned others and the personal stylist learns from that feedback loop and essentially improve the recommendations over time for those of you are familiar with any of us suggestions the idea is very similar to mark as complete in which case I keep the items versus this mess in which case I return the items and the process learns from that and the recommendations improve over time and finally a harmony calm or mash calm or based on last week's news Facebook providing matchmaking services or it effectively leveraging very rich profiling from and potentially historical dating information to come up with a recommendation for a couple for a next best date but it's an interesting business question because if the next best date recommendation is indeed the best possible date for that couple it may end up with a long term relationship which may turn into a marriage as well in which case technically the couple are no longer going to be using the services of the matchmaking site well while our digital world is getting deeply personal of course the health care providers are also demanding a level of service that's associated with this level of customization and personalization they want us to know about their preferences and they want that to be timely and relevant for them however if we actually take a look at what Pharma is doing today we observe that there are significant opportunities for orchestrated customer engagement what we're looking at here is a real customer engagement journey 4n HCP over a period of ten weeks actual exposures to a number of different channels from reps to emails to remote sales to other channels the boxes are the touch points that the manufacturer has had with the HCP and in columns you see the weeks so we started looking at the engagement here closely we observe large gaps in promotional activity leading to potentially lower share of mind or share of voice for the customer we actually look at the email channel we observe that the emails are sent to everyone in the target universe at the same time with the same theme same content or same subject line we also observe that there are overlapping office visits and remote sales calls with duplicative messaging in this case they both focused on the same topic but they could have focused on different topics as well the coordination and harmonization that needs to be there wasn't actually there if we actually look at the situation that the target customers for this particular organization was in we actually realized that 70% of the digital exposures did not match the customers they channel in content preferences and more than half of the ACPs actually received sub optimal state so a series of touch points from the manufacturer that led to suboptimal outcomes the key to addressed this problem is to really focus on aligning the engagement with the brand strategy and powering this personalized customer journey idea with analytics AI and machine learning and vessel astrayed of example dr. Sharma who is a skeptical champion who happens to have high sales force affinity and hyphenated towards digital channels and also high business potential needs to go through a personalized journey in June through August summer months to focus on the benefits of early treatment the journey starts with an email that focuses on the benefits of early treatment which leads to the website which serves unbranded early treatment driver content and the face-to-face channel in this case the sales representative is informed of the customers engagement via the third-party content or the website and the rep follows up with an email that focuses on the patient video series and the customer watches the video and they have some questions on dosing which the inside sales representative addresses the journey evolves in September through November to focus on clinical results and the patient in the inside sales representative follows up with an invitation via email to a medical conference and the journey continues that way so you can see that the journey itself is very personalized and depending on how the customers choose to engage or not engage with particular channels like you follow a completely different journey and we need to know how to harmonize across channels and how to adapt our messaging to different behavior choices that the customer goes through as they go through their journey the aim is to provide the appropriate tools and processes such that we can treat every customer differently to drive engagement to demonstrably improve sales the key is the orchestration and the idea of orchestration consists of four important keep killers personalization allows improvement of engagement and brand recalled by essentially taking the appropriate channel and content combinations that the customer has preference towards or has affinity towards the harmonization creates a consistent brand engagement by arranging the touch points in the sequence and intensity that optimizes the experience the journey needs to be able to adapt to contextual response as well as any sort of contextual factors that define the customers behavior so we need to be prepared to change every few moves and provide the appropriate messaging based on how the customer reacted to previous touch points and how they change their their prescribing behavior and finally if the deployment channel itself is the field force we need to enable the representatives such that they know why a particular action is being suggested as we need to provide them of with the appropriate rationale that drives adoption of the field force and that essentially leads to a better customer experience and rep experience so the content and the context are humanized so it resonates with the field force when a recommendation is provided to the field force some organizations have already made progress and in this personalized journey design and they establish the tighter linkage between sales and marketing channels and that's already leading to positive outcomes either by pilots or some national scale implementations the impact is observed across multiple fronts a critical one is at the customer level and around prescribing behavior and dollar impact some implementations have seen as high as 7% new to brand patient uplift 2 to 4% top-line an Rx sales uplift or 15 to 25% impact able sales uplift the orchestration and tighter linkage between sales and marketing also leads to improved marketing channel performance scene 20% better open rates for home office driven emails and 25% higher attendance in webinars and finally it also leads to improved direct performance we've seen 15% better call planeteers and 20% better rep triggered email open rates our personalized next best action solution is the orchestration engine the engine incorporates machine learning and expert systems or domain expertise by capturing the appropriate branch strategy budget and operational constraints it's an artificial intelligence enabled engine that provides recommendations to third party channels as well as the field force it evaluates the history the relevant history of the customer from both a touch point perspective interactions and engagements with the manufacturer marketing and sales channels as well as the behavior the prescribing behavior of the customer to identify the optimal next contact which captures the right customer the right channel the right content as well as the appropriate timing or cadence for that particular touch point in many cases the next-best touch point could be a personal visit from a customer facing representative in which case the engine provides the specific insights and rationale for why that action is being suggested I could capture themes as competitive threat to managed care or a Congress booth visit for instance the engine incorporates continuous learning and feedback both from the HCPs as well as the representatives and the deployment platforms our campaign automation platforms such as Salesforce marketing cloud or adobe marketing cloud in terms of the third-party marketing actions or field suggestions enabled by Viva CRM the orchestration engine essentially needs to leverage a range of AI approaches that will blend deep domain expertise and machine learning techniques there's a wide spectrum from left to right that captures different levels of sophistication of domain expertise and online automated machine learning on the left hand side we have the expert systems or domain expertise and data science driven suggestions and next best actions please inform the appropriate rules under which the actions are being recommended and data science helps determine the thresholds above or below which we trigger certain actions the transparency is high we can explain why a particular action is being recommended the personalization is medium to high there are still some segment level inputs that go into the equation in which case the personalization wouldn't be very very high it would be specific to the segment itself and the automation needs to be high so that we can provide these on a regular basis offline machine learning and domain expertise driven suggestions and next best actions use knowledge extracted from data using machine learning algorithms that may be offline for instance the predictive algorithm that determines when a patient a new patient might visit a particular office falls in this domain and these can be codified into triggers and rules the transparency can be medium to high in some cases the predictive modeling can use machine learning techniques that might be difficult to explain for instance to the field representative the reason I'm proposing a particular action is because we believe or we have strong enough evidence to believe that a particular patient is going to visit this customer the personalization will be high because the algorithms are largely run at the customer level in the automation can be medium to high depending on the integration of the offline machine learning with the online engine and deployment platforms and finally online an automated machine learning identifies rules that are modified on the fly as new data on customer behavior as well as rep preferences and behavior is captured now true machine learning algorithms constantly regenerate next best actions in many cases the actions essentially optimize a particular objective variable which could be sales it could be customer engagement or experience it could be read read feedbacks at different levels or different variables can be incorporated into the objective for the for the termination exercise but the transparency might become lower in some of these cases because technically the next best action is being recommended because it is the revenue maximizing next best action but we don't really know exactly why it's being recommended besides the fact that we we believe based on the history they will generate higher returns we may not be able to link it back to certain managed care dynamics or certain HCP behavior dynamics and so on it may simply be recommended because it actually urgent is believed to generate better outcomes based on mathematical algorithms the personalization will be very high because it incorporates many profile dimensions that the customer has as well as their individual behaviors and references around that particular customer and the automation needs to be very high as well to be able to incorporate this many calculations and this many dimensions into the whole optimization exercise that needs to be deployed through third party marketing channels as well as the field force majority of the programs that we worked on with client organizations are a blend of these different are these different approaches so the very first one on the page the archetype one essentially uses more of the domain expertise and data science driven suggestions and next best actions and less of the offline machine learning and online machine learning driven approaches the archetype two on the other hand is leveraging heavily online machine learning and then to a smaller extent domain expertise and offline machine learning algorithms AI a machine learning camp our suggestions across many different scenarios one idea could be to identify the best driver of performance given the history and context that the customer is in this example dr. kent has engaged with a series series of touch points and based on that is the recent engagement history with dr. kent and what has historically worked best for a cps like dr. kent the next best step is to discuss products or products clinical superiority in a speaker program and the action that's recommended is to reinforce the clinical superiority using patient profile in the next interaction and consider inviting dr. Cantu a speaker event focused on new trial results another scenario could enable course correction in real time dr. Lee has had a significant change in market share compared to other similar ACPs in his cohort the action that's recommended is the scheduled a follow-up visit to understand why dr. Chan's behavior has shifted and another scenario could be the prediction of new patient opportunities early on dr. foster conducted two genetic test procedures which are precursors of a particular down downstream diagnosis and dr. Foster has high affinity towards efficacy messages so the recommended action is to visit dr. Foster discuss patient options for patients who would be potentially eligible if the diagnosis comes through and quote recent efficacy related articles in discussion of product patient profiles for mild to severe patients for dr. Foster with average a range of advanced data science algorithms to identify and cluster similar sequences to identify and assess performance the components of this include high ROI sequences look at tactic sequences over an extended period of time to determine the right series of touch points or sequence of touch points that will generate the highest return or highest impact on the HCPs we incorporate the individual affinities towards channels as well as content could be safety tolerability efficacy access injection infusion focus and so on and choose among a feasible set of channels and content for the right customer at the right time the entire HCP engagement history is incorporated into the optimization algorithm and the sequencing algorithm to come up with the appropriate next best action for that particular HCP with the appropriate content and timing so this recommended next best action if it's a marketing next best action its automated through a marketing automation platform such as Adobe or salesforce.com or as deployed through Viva CRM through livre suggestions this undoubtedly will lead to a paradigm shift in the future and it will blur the line between strategic planning tactical planning and execution the current planning happens oftentimes once or up to four times a year quarterly planning it's generally done at this segment level farm organizations have a reasonable understanding of the segments so most of the planning is done at the segment level as well many times it's manually triggered and directed so the planning process starts at a particular point in time it ends at a particular point in time and then there are downstream implications and deployment that needs to that need to change based on the direction provided from the planning but the processing is any shaded manually and oftentimes the deployment is even done manually the rep channel continues to be a very heavy focus as the highest impact driver in most scenarios but it also is treated and assessed in a silo in general outside of the realm of other non personal marketing channels but the future will bring is going to be close to real-time dynamic optimization the assessment is going to be individualized or customized and personalized ingly as opposed to being at the segment level it will be automated and enabled by artificial intelligence as opposed to being triggered with an FTE based model manually it will need to incorporate all channels in an integrated fashion to come up with the appropriate direction using surround sound that will deliver the highest impact in a harmonized way that will adapt to change in customer context as well as behaviors in order to facilitate the orchestration program we've established some guiding principles to drive effective change towards adoption this is four critical components the first one is the anti end design of the change management program we need a structured approach the design strategy is intact that will drive the appropriate emotional and behavioral change with different stakeholder groups the end vision needs to be shared but the change needs to be shrunk as well so we create the right path towards improvement over time in a sustainable fashion the content needs to be tailored to different stakeholder groups from IT to sales operations to Salesforce to brand and marketing teams and leadership the change approaching content over the change continue needs to be appropriately configured for the different groups the program needs to be aligned to the adult learning theory where 70% of the learning happens on the job or via experience 20% of the learning happens by a coaching or exposure and only 10% of the learning happens by a standard traditional training or workshops so the whole Learning and Development Program needs to be designed around the adult learning theory and it needs to be motivational exercise rich and targeted and finally we need to be able to enable a proper dialogue two-way communication is really critical we need to continue to listen for feedback and refine the approach based on the feedback and be transparent and sharing successes as well as failures we've established tailored content to support organizational Evoque evolution and change management and orchestration implementation that we continue to leverage across farm organizations and enhance at every implementation I'll focus on two former case studies so the first one will focus on next best action for a large global biopharma company for a blockbuster specialty brand the intent is to coordinate across many channels and sequence to touch points appropriately to drive hcp level personalization based on both predicted as well as actual Channel and content preferences or affinity the intent is to generate a fully automated machine learning based and exbest actions we've gone through the process in 2017 and the outcomes are be promising even in the earlier months of the launch of the program we've observed a 16% increase in reach towards target physicians a 20% increase in engagement with home office emails as well as remote sales representative calls now 33% of the touch points are interspersed between personal to non personal interactions previously that used to be 9% have touch points that were interspersed between the two types of high-level channels and there's a 60 million dollar potential revenue outside with expansion to other channels which is happening as we speak so the results are very promising with the implementation of fully machine learning driven and fully automated next best action approach the second case will focus on orchestration engine with a field engagement this is also for a large global biopharma company for multiple brands and multiple indications with 700 representatives 20 plus data sources and a large number of suggestion themes I spent a broad spectrum the outcomes are also very promising this program has been in place for about two years at this point 13% to improved call plan adherence 16% increased customer engagement and a 15 to 25% impact able sales uplift I want to leave you with some perspective on where the industry stands today about 15% of pharma companies have started piloting integration of sales and marketing to deliver the personalized customer experience that we talked about the industry has changed significantly since 2012 back in 2012 about 2/3 of the farm organizations the large farm organizations were in that tactic marketing stage where they were just getting started understanding the value of proper customer centric marketing and realizing that they need to build the data technology and analytics foundation to get there a few years down down the line so that change really started happening and it picked up in the last couple of years every fast forward to 2018 now only a quarter of the farm organizations are in that tactic marketing just getting started stage a third of the organization's have moved to integrated trigger-based marketing where customer centric marketing is happening for their priority brands but not for their smaller brands and the value that they're able to drive is tailoring marketing content and channels to the customer preference for those priority brands about a quarter of the companies have been able to move to what we call the integrated journey marketing with sales channel being informed they've been able to expand customer centric marketing to cover more brands and linked to the sales representatives and other customer facing personnel as well so as a result they're able to provide consistent customer experience across channels and finally about 15% of the companies are either piloting or they've nationally rolled out an orchestrated sales and marketing approach the capture of sales and marketing via next-best actions and suggestions in an integrated manner and they're able to provide a significantly more personalized customer experience so where does your where does your organization stand today and do you have a road map in place thank you very much for your attention if you have any questions please don't hesitate to contact me at all Marriott answer at leas com thank you again [Music] you