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市場調査レポート

マルチチャネルマーケティングのビジネスケースレポート

Multichannel Marketing Business Case Report 2014

発行 EyeforPharma 商品コード 306115
出版日 ページ情報 英文 51 Pages; 10 Tables
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本日の銀行送金レート: 1USD=115.27円で換算しております。
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マルチチャネルマーケティングのビジネスケースレポート Multichannel Marketing Business Case Report 2014
出版日: 2014年04月30日 ページ情報: 英文 51 Pages; 10 Tables
概要

製薬会社は多くの戦略的な選択肢を持っていますが、問題は変化を実行するための資源を、それが時間であれ才能であれ、どうやって見出すかにあります。次の戦略的手順は、何が達成されたのかを定義するとともに、その結果がいかにして達成されたかを定義することです。ケーススタディーを通じて、何が機能しているかを特定し、将来のプロジェクトに向けていかにその枠組みを構築するかについての示唆が得られます。

当レポートでは、医薬品のマルチチャネルマーケティング(MCM)を取り上げ、MCMの定義と役割を概括し、MCM戦略の概要を解説し、MCM戦略の実行における主要な要素を分析して、Janssenの実例を紹介するとともに、将来のMCM戦略像を提示しています。

エグゼクティブサマリー

調査手法

イントロダクション

  • レポートの背景
  • 歴史的観点

第1章 MCMの定義と役割

  • デジタルマーケティングが発展していない理由
  • 市場の圧力
  • 他部門に比較した医薬品マーケティングの成熟度

第2章 チャネルの最適化

  • 誰がどのチャネルを通じて何を求めているのか?
  • 医療専門家と患者 - 主な違い
  • ステークホルダーのニーズ
  • 新たなデジタルチャネル
  • 製品ライフサイクルが資源配分にもたらす影響
  • MCM戦略の導入

第3章 マルチチャネルマーケティング(MCM)戦略

  • 実績あるチャネル
  • 革新的な戦略の重要性
  • 非販促チャネル
  • 新たなチャネル

第4章 MCM戦略の実行

  • チェックリスト - 統合戦略を進める準備はできているか?
  • 重要な成功要素
  • 成功への障害
  • 技能の格差に対応:組織における技能向上の機会

第5章 増加するチャネル数

  • 属性 - その重要性と計画への反映方法
  • 観衆の情報ニーズに対応する
  • Janssenに注目 - 2型糖尿病における患者への密着、Invokana(canagliflozin)の発表

第6章 将来像は?

  • 情報管理能力の向上
  • 適応性が鍵となる
  • 販売員に対する支援の向上

業界の教訓

  • MCMがMCLMに進化
  • 高度なデータ活用
  • マルチチャネルはユビキタスになる
目次

Maximizing multichannel marketing strategies and their capabilities.

The Multichannel Marketing Case Report, 2014, gives insight on the MCM landscape. Although pharma have an array of strategy options, the problem lies in finding the resources to implement the changes, whether it may be time or talent. The next strategic step is to define what has been achieved as well as how the results were attained. Through case studies, the report will help identify what is working and how to build a framework for future projects.

The report includes:

  • Case study driven: Focusing on your competitors and how they are developing their multichannel strategies
  • Optimize channel effectiveness: Identify stakeholder needs from pharma companies and understand how channels can be used to commercially leverage optimum periods within a production lifecycle
  • Implement a winning strategy: Which critical success factors define successful projects? Learn what can be done to shift your corporation menality

Key reasons to purchase this report:

  • Business Case studies: Gain insight from 10 industry leaders on who has done what, when, how and why, to find out where you can adapt your strategy for future success
  • Optimize your channel effectiveness: Primary insights on which channels are most effective, when to use them, and at what frequency
  • Best practice implementation: Learn the step-by-step process required to implement a successful MCM strategy
  • Monitoring and tracking tactics: Simple tactics to turn raw CRM data into valuable insights
  • Skilling up your staff: Identify the training methods required to ensure effective implementation of new channel tactics
  • Leverage multichannel: Integrate channels into your promotional mix so they compliment your sales force
  • Stay compliant: Regulatory framework mapped out for each major region, and each emerging channel so you don't have to
  • Lifecycle Management: Understand the best time to launch each channel so you don't waste any resources

Table of Contents

Executive summary

  • Background to this report
  • Chapter 1 - Role of MCM
  • Chapter 2 - Channel optimization
  • Chapter 3 - Deploying MCM strategies
  • Chapter 4 - Implementing an MCM strategy
  • Chapter 5 - Growing channel numbers
  • Chapter 6 - What does the future hold for MCM?

Methodology

Introduction

  • Background to this report
  • Historical perspective

1. Definition and role of MCM

  • 1.1 Why digital marketing is not developed
  • 1.2 Market pressures
  • 1.3 Pharmaceutical marketing maturity compared with other sectors

2. Channel optimization

  • 2.1 Who wants what through what channel?
  • 2.2 Healthcare professionals and patients - key differences
  • 2.3 Stakeholder needs
  • 2.4 Emerging digital channels
  • 2.5 How a product life cycle influences resource allocation
  • 2.6 Deploying an MCM strategy

3. Multichannel marketing strategies

  • 3.1 Proven channels
  • 3.2 The importance of innovative strategies
  • 3.3 Nonpromotional channels
  • 3.4 Emerging channels

4. Implementing an MCM strategy

  • 4.1 Checklist - Are you ready for an integrated strategy? ..
  • 4.2 Critical success factors ..
  • 4.3 Barriers to success ..
  • 4.4 Address the skills gap: opportunities to upskill your organization ..

5. Growing channel numbers

  • 5.1 Attribution - its importance and how to plan it in
  • 5.2 Meet audience needs for information
  • 5.2.1. Focus on Janssen - Patient adherence in type 2 diabetes, launch of Invokana (canagliflozin)

6. What does the future hold?

  • 6.1 Improved information management capabilities
  • 6.2 Adapting will be key
  • 6.3 Improved aid for the sales force

Industry learning

  • MCM evolves into MCLM
  • Advanced data leveraging
  • Multichannel will become ubiquitous

Abbreviations

References

List of figures:

  • Figure 1: Survey of marketers' confidence in their digital expertise
  • Figure 2: Challenges to MCM adoption
  • Figure 3: Pharma organizations' confidence in their MCM strategy
  • Figure 4: MCM strategy confidence
  • Figure 5: Physician channel preferences
  • Figure 6: At what stage in a product's life cycle should products be deployed?
  • Figure 7: Do you have a process whereby an emerging channel is assessed?
  • Figure 8: The most important channel to a brand's or product's success
  • Figure 9: How much effect does promotional innovation have on sales in the pharma industry?
  • Figure 10: MCLM maturity model
  • Figure 11: Current vs. day in the life of a physician and pharma
  • Figure 12: Maturity of MCM capabilities
  • Figure 13: How pharma sales and marketing executives rate the performance of their organization
  • Figure 14: Top five business priorities in 2013

List of tables:

  • Table 1: Challenges to MCM adoption
  • Table 2: Confidence in MCM strategy
  • Table 3: Confidence in MCM strategy
  • Table 4: Stakeholder needs from pharmaceutical companies
  • Table 5: Main social media channels
  • Table 6: Regulation differences of key regions
  • Table 7: At what stage should each channel first be deployed?
  • Table 8: The most important channel to a brand's product's success
  • Table 9: How much effect does promotional innovation have on sales in the pharma industry?
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