The Digital Transformation

Transcription

1 The Digital Transformation Driving Multichannel Engagement in Life Sciences with Oracle Marketing Cloud Peter Rojas Sr Director Life Sciences Marilyn Cox Marketing Principal - Industry Center of Excellence Copyright 2014 Oracle and/or its affiliates. All rights reserved.

2 Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle s products remains at the sole discretion of Oracle. 2 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

3 Agenda Industry Challenges Overview of the Oracle Marketing Cloud Platform Overview of the Oracle Marketing Cloud Life Sciences Solution What s possible Dr. Smith s Journey Q&A

4 Marketing Challenges in Life Sciences Decreasing Physician Access Multiple Channels and Audiences Compliance Adherence Lack of Marketing and Sales Coordination X

5 Disparate Data Creates Marketing Complexity and Lost Revenue Unable to pull together all their data, marketers fail to target the right customers. 82% of enterprise marketers have no synchronized view of customer data CLM Rx Oracle Confidential - Restricted 5

6 No Centralized Hub to Manage Customer Engagement The proliferation of point marketing applications have created silos among marketing teams, processes and execution Oracle Confidential - Restricted 6

7 The Result a Fragmented Customer Experience Medical Rep details doctor irrelevant message with CLM tablet app Doctor writes competitor s Rx Oracle Confidential - Restricted 7

8 The Oracle Marketing Cloud Customer-Centricity. Marketing Simplicity. Enterprise Ready. Unify Data Aggregate your marketing data and target the right customers. Engage Audience Orchestrate individualized, relevant customer experiences. Analyze Performance Attribute revenue and gain better insight into customer experience. BlueKai Data Management Platform Cross-Channel Marketing Social Marketing Content Marketing App-Cloud and BlueKai Partners Oracle Marketing Cloud Analytics Delivered Across All Channels WEB MOBILE SOCIAL COMMERCE SALES DISPLAY Oracle Confidential - Restricted 8

9 Oracle Marketing Cloud for Life Sciences Orchestrate and measure personalized 1:1 communications that drive engagement, Rx, market share, and revenue Get a 360 HCP View across in person and digital channels Build Agile Digital Marketing Content and Campaigns Dynamically Track, Score, and Nurture healthcare audiences Empower Sales to Effectively Engage with their customers Measure Multichannel Engagement and Marketing Effectiveness

10 Drive the HCP Engagement Journey Influence Stage Pre-awareness Awareness Trial Adoption Advocacy Marketing Objectives Generate brand awareness Establish dialogue and promote Drive trial Provide feedback Encourage repeat usage Gain share Identify proponents Community KOL Marketing Tactics Webinars Events Microsites Print edetailing marketing Medical events edetailing Samples Patient surveys Patient kits Social communities Speaker programs

11 Faster, Easier and Robust Marketing Automation Solution Best Practice Galleries Integrated Standard Fields & Views, and Vertical Data Objects Prebuilt Campaign Wireframes Blueprint and Example Assets Campaign Specific Configuration Guides, Tutorial Videos and Storyboards

12 Pre-built Life Sciences Campaigns edetailing Get a fast start with prebuilt galleries designed to address the industry challenges Reduce campaign planning time and efforts Save time by reusing and repurposing the gallery templates Avoid falling into traps by following the best practice tips Discover how to take full advantage of Oracle Eloqua capabilities Formulary Approval Digital Medical Event Live Medical Event Disease Awareness* Medication Adherence* Medication Conversion* Community Development* * Planned for next release

13 Cross Channel Customer Engagement Orchestration Meet Celine Watson Multichannel campaign orchestration Get up and running fast with pre-configured workflows

14 Healthcare Professionals Engagement Meet Dr. Rob Smith Keep up to date with all the latest products Choose HOW AND WHEN to access PERSONALIZED product information

15 Healthcare Payor and Provider Engagement Meet Mr.Frank Strauss Keep up to date product comparative effectiveness Choose HOW AND WHEN to access PERSONALIZED product information

16 Healthcare Consumer Engagement Meet Martha Dr. Smith s patient * Planned for next release Have relevant doctor patient conversations Receive co-pay assistance offers Help me become adherent to my medication with timely reminders

17 Face-to-Face Rep Empowerment Meet Justin Weller Understand my customer s digital body language to improve pre-call planning Send approved s Integrate with my CRM: CRM On Demand, Veeva

18 Multichannel Reporting and Analytics Meet Celine Watson Measure Marketing Effectiveness Multichannel campaign analysis, customer engagement analysis

19 It is really EASY for me to keep up to date with all the latest products. I choose HOW AND WHEN I access this information and I always feel as if this is COMPLETELY PERSONALIZED as if I was dealing with a person. Dr Smith It s EASY for me to understand where the conversations are happening, drive awareness across all the channels and personalise EVERY TOUCH POINT my audience has with my company Celine, Brand Manager I have GREATER SUCCESS now that I have complete visibility of all the digital behaviour of my customers. I can also PRIORITIZE them and UNDERSTAND what they are interested in before I speak to them Justin Weller, Face to face rep It s EASY for me to have doctor patient conversations, become adherent to my medication, and get better from my ailment

20 Increase multi channel engagement, conversion, and retention with the Oracle Marketing Cloud for Life Sciences Drive the HCP, Payor, Provider and Consumer Buyer Journey Reach more customers with relevant and personalized 1:1 content Reach more healthcare professionals with less sales reps in a cost effective way Orchestrate 1:1 digital conversations with healthcare audiences based on digital body language and behavior Make sales representatives more effective by providing them with healthcare professionals interest through online activity tracking

21 Day in the Life Demo password: ModernMarketing

22 Q&A Oracle Confidential Internal/Restricted/Highly Restricted 22

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