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From the marketing strategy to the execution:

STAY FOCUSED!
Ana-Maria Boie, MD, EMBA
General Manager Boheringer Ingelheim
Romania

More than innovation in pharmaceutical marketing


its important to drive effective strategies!

Understand
the Market and
Competition

Activate
Opportunities

Develop the
Strategy

Identify
Target
Stakeholders

Measure
Impact
Execution
Differentiate
the
Product

The key question is how to increase effectiveness of the


current strategies!
You must understand the reason of the certain result in order to
take
corrective actions!

Efficiency or Effectiveness?

Efficiency

Effectiveness

Doing the things right

Doing the right things right

Guiding principles on effective strategy


Evaluate external environment internal situation and assets and derive
objectives from that.

Develop multiple options, not the single solution.


When coming to solutions make choices,
not compromises (focus and priority).

Make sure you turn your


strategy into an actionable
plan and regularly check
where you stand.

The current challenge for the industry is as much


about quality as quantity!

Some years ago...

quantity

quality

TODA
Y

quantity

quality

Having the right message is important, but sending


that message through the right channel is just as
important!
RIGHT
CUSTOMER

And there are multiple messages that


have to be sent at their right moment
on the appropriate channel
RIGHT
MESSAGE

RIGHT TIME

RIGHT CHANNEL

Multichannel marketing
Customers' decision making process is increasingly complex and
the
way to contribute to that decision takes a multichannel approach.
The importance of having a multichannel marketing strategy is a way
of thinking for todays marketer as a consequence of this decision
making process
A multichannel strategy needs to be about those channels working
in synch, not as separate tactics but as a unified whole;

The optimization of marketing strategy and related activities across


many channels has yet to be implemented effectively in this industry.

Measurement is key to learning!

Activate
Opportunities

Execution

Understand
the Market and
Competition

1
Develop the
Strategy

Measure
Impact

5
6

Measuring Marketing
Effectiveness

Differentiate
the Product

Key challenges
NO REGULAR
MARKETING
EFFECTIVENESS
ACTIVITIES

NO CLARITY OF
HOW TO SELECT
A GOOD METRIC

LACK OF DATA

ISOLATION OF
MEASUREMENT

RESULTS HAVE
NO IMPACT

STAYING
COMPLIANT

Characteristics of effective measurement


Selection of Right Methodology
Definition of Right Metrics

Planning in Advance
Design Activity with
Measurement in mind
Commitment of Time

Result Oriented

EFFECTIVE
MEASUREMENT

Objectives
Business Questions

Reporting Tools

Tips and tricks for successfully measuring impact


Make measuring and acting on implications a continuous
activity
Dedicate time to marketing effectiveness it is worth
the investment
Observe and stop what is not working or enhance it
Recognize there is always room for improvement

Source: IMS Health Strategic Data Promotion Database, Year 2014

To understand the world from sales colleague


perspective you need to

See what the


sales rep sees

Understand how the


sales rep feels

The only part of your strategic plan that your


sales force sees is

Communication

Strategy

Sales & marketing alignment


CUSTOMER
KNOWLEDGE
MANAGEMENT

COMMUNICATION
TO FIELD FORCE

SALES

MARKETING

SALES FORCE
ENGAGEMENT

BRAND STRATEGY
MANAGEMENT

Sales and marketing can be thought of as two gears that drive each other
alignment is necessary for efficient working across a number of different
areas

STAY FOCUSED

F
O
C
U
S

Flawless
execution
Optimizati
on
Commitm
ent
Understan
d
Synergy