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Hi, everyone!

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And welcome to a new episode of Pharma Insights

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the talk show brought to you by Platforce.

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As you may already know, our aim

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in this series

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is to connect professionals from all around the world

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and create a community based on exchange, network and

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meet colleagues from all over the world,

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from everywhere, and if there is a possibility

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create new businesses and deals.

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As you may already know, my name is Juliana Kreisel

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and I will be one of your moderators for today.

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In this episode

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we will explore how to integrate sales and marketing

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in order to generate an enhanced HCP engagement.

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We will explore also how the CRM can enhance it

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and the benefits of the digitalization in the

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fieldforce activity.

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So, without any further delay,

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because everyone is anxious for this talk,

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so let me introduce my co host and colleague

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Stefan Repin, the head of marketing here at Platforce.

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Hi, Stef. How are you doing?

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Hey, hey! Here's Stefan.

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The head of -for now-

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the head of marketing at Platforce.

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Really glad to meet you.

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I'm really glad to meet you guys.

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Well, anything can happen.

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I'm really glad to see you guys

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everyone, guys and girls, see you here

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I'm really happy to be delivering this podcast.

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Your joy,

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your experience is what we love the most

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so feel free to comment, give suggestions to the show

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anything like that, so your comments is our air, okay?

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So the more comments we'll have

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the more air we're gonna have.

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So please be kind.

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Thank you and I will love to introduce our panel.

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Our first speaker for today is Harmeet Seth

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Harmeet, how are you doing today?

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Hi. Good, thanks.

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How are you guys?

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We're good.

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Do you want to...?

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I know our audience would love to hear more about you

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so, if you want to give us a brief introduction.

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Yeah, sure!

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Thank you for inviting me to speak.

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Super exciting topic!

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So, yes, I'm  Harmeet.

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Nice to meet everybody who's joined.

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My background is quite varied

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but in a nutshell

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I've been in the industry sort of over 12,

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13 years now within healthcare.

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Funny enough, I started off

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doing social media marketing

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for clinical trial recruitment.

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So I was seen as the great new shiny toy,

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digital, social media, when it wasn't even at its peak.

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So my whole background has been sort of

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digital engagement, multichannel,

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omni channel, whatever you wanna call it.

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My strategies, tools,

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methodologies,

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have been integrated into the agencies I've worked for

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and also within

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in-house in pharma.

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Lots!

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Well that's a good thing!

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And I know our audience really love a very diverse

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and a nutshell let's say of experience.

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So thank you for being part of this talk show.

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And our second speaker for today

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in this beautiful panel is Mehrnaz Campbell. Hello!

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Hi there! It's good to see you.

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How are you doing? How's everything today?

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It's really good and I'm really excited to be here.

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And thank you for inviting me.

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It's a sunny day in Pennsylvania, so yeah.

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ha ha ha ha Jealous, love it

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Same here!

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So we will love, same as Harmeet,

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if you can give us a brief of yourself

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that will be very helpful for our audience.

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You're asking Harmeet or me?

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No, no.

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You you, yeah okay.

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You said Harmeet that's why I got confused.

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I'm Mehrnaz Campbell

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I've been working in the healthcare sector for 37 years

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I initially was a nurse. I worked for NHS in the UK.

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And in 1992 I joined the pharmaceutical industry

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worked in various sales and marketing roles

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with GSK, Pfizer and Takeda.

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and in 2017 I founded my own company Cheemia

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and during lockdown we developed our own digital

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global brands and called Cheemia ReSET and Cheemia REInspire

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and our purpose really

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is about unleashing the human potential

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to create a healthier world

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and my vision is to inspire pharma

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commercial teams and marketing teams

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to shift from being the message bearers

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to becoming the HCP Advisors

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and we do this through our market access

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and sales pull through strategies

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that we provide for our clients

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but we also do this through our digital brands

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and we help individuals and teams to achieve

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expedential growth both professionally and personally

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and help them feel proud

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and whilst they're having fun doing the work

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that is really valuable

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Thank you, thank you.

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And thank you all for being here.

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Thank our panel and

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I will also like to thank the attendees

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for being part of this talk show.

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We wouldn't be able to do it without you guys.

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As Stefan is saying in the comments

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if you have any questions or any comments at any time

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please let us know, write it down and we can

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and we will definitely bring it up here

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so we can ask our experts about it

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so without any further delays

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Stef,

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do you want to start with this?

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Yeah yeah.

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I'll start yeah

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I mean ladies always comes come first but I'll start

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for now, well okay

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so um I'll... full disclaimer

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I'm reading Mehrnaz' book about omni channel

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and it's really interesting

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it's a very good read for me and

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before actually starting with pharma I used to do

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I used to be in saas,

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different industry, and in saas a very big point is that

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alignment,

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marketing and sales alignment.

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And as far as I know in the pharma

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it's been popular,

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been very popular that the model

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where marketing goes and pays money for

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market research which costs a lot of money

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maybe a million, millions whatever

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and then they come with certain trends

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and then certain words and and

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and um

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branded strategies that

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they go to the sales people and they say

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"okay, look

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now you have to use this

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because this is what we saw in the market"

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Well, sales people maybe try it

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maybe they don't, but they come out and they say "look,

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this is not working what you're saying"

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it's too much too, much brands there

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there's too much me me me me

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me in it, right?

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Like it's not like doctors don't

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don't get it, they don't understand it

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so for me

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the question would... The first question would be

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since Harmeet is here

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like I'm really happy that we have Harmeet here

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cause she's like... she's all engagement

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she's all about HCP engagement

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Am I right, Harmeet?

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Yeah pretty much.

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but I'm scared now haha

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We got only rock stars here so

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so my question would be

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how can you generate content that will serve

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combine that will give you the

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the user engagement

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the HCP engagement and will also well

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work for marketing?

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and how can these two areas work together?

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and

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Harmeet, can you in the start?

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yeah sure

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It's a great question.

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To be honest there's quite a few things

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and I think

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having the privilege of working with different clients

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different pharmaceutical clients

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I've seen quite a lot of variety

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when it comes to how much we're engaging

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and getting the sales reps involved

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or the sales force involved

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um

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and to be honest I think

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I mean even recently

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I'm just working on a project

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and we're actually having

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for example the salesforce go through the content

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whilst it's being developed for a new launch

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so simple but it's still not being done often

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so I have

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like a couple of rules in my head

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and things that I would advise

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um also one of them being like treat your

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treat your field force a bit like KOLs

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if you like have a paddle

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get them involved early. I've seen pharma companies

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where they're getting them involved in their quarterly

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cycle meetings

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monthly reviews,

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reviewing briefs, reviewing first stage content

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so

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I think we need to be getting them engaged a lot more

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the second thing that I always focus on is

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when we're producing content

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be sure to provide the flexibility for the reps to use

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what content they need

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and I think that's really important

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I make sure that we have a modular content strategy

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approach where

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based on what we know about audiences

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and their personas etc

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but I give the content in a way that's bite size

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and flexible to allow the force to use what they need

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they know the audiences the customers well

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so I think that's really important

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and then

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I think another thing is definitely

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having the feedback between the two

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and learnings I've worked at a pharma company

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I'm very impressed with how they're integrating

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the data taking learnings from the CRM

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as well as automated

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so getting... Oh that always happens!

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cause I always do so many hand actions haha

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So yeah

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I think it's yeah

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it's really

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it's really important to also the collaboration

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I go off on a tangent, I'm sorry

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Well I think the computer also agrees with you

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because you had balloons

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Guys I will love to hear more

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but we have a question from the audience

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and if you guys want to bring it up or...

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but I think we should

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we should go audience first, you know

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we're moving just about it

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okay one second

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We have a question from one attendeee saying

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hello everyone greetings of the day.

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can you explain

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what channels and formats are most effective

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for reaching and engaging with healthcare providers?

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Who wants to take all that?

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ha ha ha I'm all quite happy to

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go for it

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I think

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channel is important

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but it's not the most important thing

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I think the content needs to be relevant

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it needs to be at the time that the HCPs needed

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then channel becomes the key thing

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and I think

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it was last year, the conference asked the audience

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amongst the marketeers and leaders

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do they honestly think their content is relevant

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to address the HCP's pain points?

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and half of them didn't think it was,

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and the other half

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that thought the content was relevant

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I asked them

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do you deliver it at the time HCPs need it?

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and nobody did, so the channel becomes a bit irrelevant

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if your content is not relevant

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and is not delivered on time

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00:11:22,260 --> 00:11:23,730
so I mean I always say

280
00:11:23,730 --> 00:11:26,260
go back and make sure that those things are taken

281
00:11:26,260 --> 00:11:26,800
and then

282
00:11:26,800 --> 00:11:29,960
in terms of what channel is the best or most effective

283
00:11:29,960 --> 00:11:32,100
it all depends who you're talking to

284
00:11:32,160 --> 00:11:35,560
HCPs are not using one single channel

285
00:11:35,760 --> 00:11:37,400
all of us are multi channel

286
00:11:37,400 --> 00:11:39,660
I mean think about your own purchasing decision

287
00:11:39,660 --> 00:11:42,660
anything you wanna buy, you probably look online

288
00:11:42,660 --> 00:11:44,560
you probably look at reviews

289
00:11:44,560 --> 00:11:48,260
you talk to a friend, you reach to your network,

290
00:11:48,260 --> 00:11:50,730
and maybe you talk to somebody or salesperson

291
00:11:50,730 --> 00:11:53,760
but you just don't use a single channel

292
00:11:53,860 --> 00:11:55,960
and HCPs are the same

293
00:11:56,000 --> 00:11:57,600
use various channels

294
00:11:57,930 --> 00:12:02,500
to find out information to make decisions

295
00:12:02,860 --> 00:12:04,930
and I think as an industry

296
00:12:04,930 --> 00:12:07,100
we need to be more

297
00:12:07,100 --> 00:12:10,760
fluid to flex and use the channel they prefer

298
00:12:10,760 --> 00:12:13,360
and even with a single Hcp

299
00:12:13,800 --> 00:12:14,530
if you look at it

300
00:12:14,530 --> 00:12:16,700
like a pattern of flow of conversation

301
00:12:16,700 --> 00:12:19,530
you have with them it might start from an email

302
00:12:19,530 --> 00:12:21,660
then it would go into a Teams meeting

303
00:12:21,660 --> 00:12:23,930
then it would be exchange of emails

304
00:12:23,930 --> 00:12:25,630
then it might be a face to face

305
00:12:25,660 --> 00:12:27,260
and then go back to email

306
00:12:27,330 --> 00:12:30,130
depending on where they are on the journey of adoption

307
00:12:30,130 --> 00:12:31,660
and what they need

308
00:12:31,660 --> 00:12:34,560
but the most important thing we need to think about is

309
00:12:34,600 --> 00:12:35,300
customer

310
00:12:35,300 --> 00:12:40,100
is the one who needs to be able to demand information

311
00:12:40,260 --> 00:12:42,900
and then we orchestrate ourselves around

312
00:12:42,900 --> 00:12:45,030
to meet their need and flex

313
00:12:45,800 --> 00:12:47,200
I like it yeah

314
00:12:48,060 --> 00:12:49,200
and I just yeah

315
00:12:49,200 --> 00:12:50,760
I just wanna add to that really quickly

316
00:12:50,760 --> 00:12:52,500
I wanted Mehrnaz to go first

317
00:12:52,500 --> 00:12:54,760
cause they probably won't like my answer

318
00:12:54,960 --> 00:12:56,500
but um I

319
00:12:56,500 --> 00:12:59,260
I have to completely agree on what I would say

320
00:12:59,260 --> 00:13:01,000
and the thing I always

321
00:13:01,730 --> 00:13:05,360
annoy everybody about is where's my media data

322
00:13:05,360 --> 00:13:09,800
I want to know what their habits and preferences are

323
00:13:09,800 --> 00:13:12,760
I want that data I want that learnings

324
00:13:12,800 --> 00:13:14,530
if we don't have it okay

325
00:13:14,530 --> 00:13:18,230
let's at least do a digital landscaping online

326
00:13:18,760 --> 00:13:19,660
I

327
00:13:19,930 --> 00:13:20,730
mmm

328
00:13:20,730 --> 00:13:21,860
professional stalking

329
00:13:22,860 --> 00:13:24,760
but you get an idea

330
00:13:25,330 --> 00:13:26,460
but you get like

331
00:13:26,460 --> 00:13:27,330
you know and

332
00:13:27,330 --> 00:13:29,360
and it's completely different

333
00:13:29,360 --> 00:13:31,760
and just really quickly to give you a real life example

334
00:13:31,760 --> 00:13:33,300
like to Mehrnaz's point

335
00:13:33,330 --> 00:13:35,300
me and my husband are both trying to buy cars

336
00:13:35,300 --> 00:13:37,560
he's taking 3 months, I take a week.

337
00:13:37,560 --> 00:13:39,260
He's watching YouTube videos

338
00:13:39,360 --> 00:13:41,860
I look on two websites, you see the differences?

339
00:13:42,360 --> 00:13:45,730
so I have the same issue yeah

340
00:13:45,730 --> 00:13:48,760
my husband until he decided what car he wanted

341
00:13:48,760 --> 00:13:52,130
we watched thousands of Youtube videos

342
00:13:52,130 --> 00:13:55,200
it takes four months for him.

343
00:13:55,500 --> 00:13:57,100
I'm less than two months

344
00:13:57,300 --> 00:13:59,760
I went to the car dealer

345
00:13:59,760 --> 00:14:01,360
and I just sat on the car and said

346
00:14:01,360 --> 00:14:05,960
"I like this, let's buy it" and that's it yeah yeah

347
00:14:05,960 --> 00:14:07,300
you know

348
00:14:07,300 --> 00:14:10,830
I was gonna say collecting that you know

349
00:14:11,330 --> 00:14:15,200
social listening information is not always true

350
00:14:15,200 --> 00:14:17,160
because we did the panel discussion

351
00:14:17,160 --> 00:14:19,160
and one of the participants was like

352
00:14:19,160 --> 00:14:21,160
a digital analyst from Middle East

353
00:14:21,160 --> 00:14:21,560
and he said

354
00:14:21,560 --> 00:14:25,560
they analysed the preferences of HCP's for channel

355
00:14:25,730 --> 00:14:28,860
and what they found was what

356
00:14:29,060 --> 00:14:30,360
research indicated

357
00:14:30,730 --> 00:14:32,660
was not aligned with actual behaviour

358
00:14:32,660 --> 00:14:34,560
that I had so they would like

359
00:14:34,560 --> 00:14:37,160
research says they would prefer to do this

360
00:14:37,160 --> 00:14:38,800
and then the actual

361
00:14:38,800 --> 00:14:40,060
behaviour should they prefer

362
00:14:40,060 --> 00:14:42,260
like reading emails over the weekend

363
00:14:42,260 --> 00:14:43,660
and I think

364
00:14:43,660 --> 00:14:46,100
looking at the real behaviour is a better indicator

365
00:14:46,100 --> 00:14:48,700
of just research behaviours

366
00:14:49,000 --> 00:14:50,030
no likely

367
00:14:50,660 --> 00:14:52,330
and someone else who was in the panel

368
00:14:52,330 --> 00:14:54,460
she said like if you ask her

369
00:14:54,560 --> 00:14:56,530
whether she would prefer to go to the cinema

370
00:14:56,530 --> 00:14:59,600
or watch Netflix she would say it cinema

371
00:14:59,900 --> 00:15:01,560
but if she looked at her behaviour

372
00:15:01,560 --> 00:15:04,000
the last 24 months leading up to the time

373
00:15:04,000 --> 00:15:05,060
she answered that

374
00:15:05,060 --> 00:15:07,400
she said she's never been to cinema at all

375
00:15:07,400 --> 00:15:08,830
even though that's her preference

376
00:15:09,060 --> 00:15:10,030
yeah yeah

377
00:15:10,200 --> 00:15:11,500
I mean definitely

378
00:15:11,500 --> 00:15:14,460
ideal is to work with your media partners or vendors

379
00:15:14,460 --> 00:15:19,460
they should have access to regional global media data

380
00:15:19,460 --> 00:15:21,960
cause there's always always those surveys happening

381
00:15:22,260 --> 00:15:24,400
um that's my go to

382
00:15:25,000 --> 00:15:28,660
but you don't always get that for various reasons

383
00:15:29,130 --> 00:15:30,700
hmm hmm great

384
00:15:30,700 --> 00:15:33,130
which leads me to the next question, right?

385
00:15:33,130 --> 00:15:35,130
so we're talking about the research

386
00:15:35,130 --> 00:15:36,560
and what happens in the real

387
00:15:36,560 --> 00:15:38,460
real world because what...

388
00:15:39,130 --> 00:15:41,500
because I think there's a difference between

389
00:15:42,330 --> 00:15:43,630
hmm

390
00:15:44,000 --> 00:15:46,530
compare quantitative and quantitative research, right?

391
00:15:46,530 --> 00:15:49,860
so because quantitative research is macroeconomics

392
00:15:49,860 --> 00:15:52,600
and you never know how that can turn into one

393
00:15:52,600 --> 00:15:53,700
single being, you know?

394
00:15:53,700 --> 00:15:56,160
The butterfly theory says that

395
00:15:56,160 --> 00:15:57,830
every time a butterfly moves

396
00:15:57,860 --> 00:16:00,060
things change so a person might

397
00:16:00,060 --> 00:16:04,360
if a person knows his or her future at that moment

398
00:16:04,360 --> 00:16:05,530
his future already changed

399
00:16:05,530 --> 00:16:07,860
so it's not the same so let me

400
00:16:07,860 --> 00:16:10,860
let me go down from

401
00:16:12,500 --> 00:16:13,900
from this like interesting

402
00:16:13,900 --> 00:16:17,400
smart moves and go into other importance of feedback

403
00:16:17,460 --> 00:16:19,900
from sales to marketing when it comes to pharma

404
00:16:19,900 --> 00:16:23,960
so how can sales come to marketing and say

405
00:16:23,960 --> 00:16:25,330
how was that the best way

406
00:16:25,330 --> 00:16:26,730
how they can sort of like

407
00:16:26,730 --> 00:16:30,560
give feedback when it comes to the HCP engagement?

408
00:16:30,800 --> 00:16:32,400
HCP real behavior?

409
00:16:32,400 --> 00:16:33,130
not what's

410
00:16:33,130 --> 00:16:35,760
what's in the market research that they delivered

411
00:16:35,760 --> 00:16:37,500
um they're not superstar

412
00:16:37,900 --> 00:16:38,760
yeah I think

413
00:16:38,760 --> 00:16:41,560
I really loved what Harmeet had said earlier on like

414
00:16:41,560 --> 00:16:42,960
if you're creating content

415
00:16:42,960 --> 00:16:45,360
involve the HCPs early and have

416
00:16:45,360 --> 00:16:47,400
you know, discussion panels with them

417
00:16:47,460 --> 00:16:48,960
but it's not just involving them

418
00:16:48,960 --> 00:16:51,130
it's actually listening and taking action

419
00:16:51,130 --> 00:16:53,800
based on the feedback they give you

420
00:16:53,800 --> 00:16:56,500
it's not just collecting the feedback is acting on it

421
00:16:56,500 --> 00:16:58,330
and I think the acid test is

422
00:16:58,330 --> 00:17:00,300
when you give content to the field team

423
00:17:00,300 --> 00:17:03,560
they present the HCPs, they get immediate feedback

424
00:17:03,730 --> 00:17:06,100
so if the field team are not using material

425
00:17:06,100 --> 00:17:07,600
that's feedback on itself

426
00:17:07,600 --> 00:17:10,830
you need to investigate why they're not using it

427
00:17:10,860 --> 00:17:14,230
it might be the material not resonating

428
00:17:14,300 --> 00:17:16,200
so I think really

429
00:17:16,500 --> 00:17:17,260
but encourage

430
00:17:17,260 --> 00:17:19,260
marketeers to listen to the feedback

431
00:17:19,260 --> 00:17:21,400
from the field force and then ask the why

432
00:17:21,400 --> 00:17:25,130
and scratch the surface to see what's behind it because

433
00:17:25,130 --> 00:17:25,930
um

434
00:17:26,330 --> 00:17:30,000
they have probably more interactions with Hcps and

435
00:17:30,000 --> 00:17:33,260
the material that really resonates with Hcps

436
00:17:33,300 --> 00:17:34,900
are the materials that are there

437
00:17:35,000 --> 00:17:37,330
directly addresses their pain point

438
00:17:37,330 --> 00:17:40,300
or the somehow shaped development of that material

439
00:17:40,300 --> 00:17:42,760
so I think by working more

440
00:17:42,760 --> 00:17:45,000
much more closely between sales and marketing

441
00:17:45,300 --> 00:17:47,960
we can align better with the HCP's needs

442
00:17:47,960 --> 00:17:48,560
and that's why

443
00:17:48,560 --> 00:17:51,230
I think that feedback loop is really important

444
00:17:51,300 --> 00:17:56,160
and I think now more than ever before

445
00:17:56,160 --> 00:17:59,700
I see the value of that we breaking down the silos

446
00:17:59,700 --> 00:18:01,400
and I think in the relationship we've got

447
00:18:01,400 --> 00:18:05,260
we've got with our clients is very much of a tag team

448
00:18:05,260 --> 00:18:07,060
you know the marketing is asking us

449
00:18:07,060 --> 00:18:09,260
so what are the contents do we need

450
00:18:09,260 --> 00:18:11,060
what are the you know gaps

451
00:18:11,160 --> 00:18:13,760
what's resonating and we provide that feedback

452
00:18:13,760 --> 00:18:16,000
but we also say these are the gaps we have

453
00:18:16,000 --> 00:18:18,560
so these are the scenarios we're encountering

454
00:18:18,960 --> 00:18:21,960
and we need approved email content for this scenario

455
00:18:21,960 --> 00:18:24,260
we need email approved content for that scenario

456
00:18:24,260 --> 00:18:28,160
and what we find is when the field team ask for content

457
00:18:28,560 --> 00:18:30,530
guess what they're gonna use it

458
00:18:30,530 --> 00:18:32,460
and when they use it, it creates that

459
00:18:32,460 --> 00:18:35,460
much more of a partnership between sales and marketing

460
00:18:37,460 --> 00:18:38,960
Okay, makes sense

461
00:18:39,330 --> 00:18:40,900
Harmeet, do you wanna add anything?

462
00:18:41,730 --> 00:18:44,060
I was just having an interesting conversation

463
00:18:44,060 --> 00:18:45,500
the other day about

464
00:18:45,500 --> 00:18:46,900
sort of the motivations and

465
00:18:46,900 --> 00:18:48,330
and this

466
00:18:48,330 --> 00:18:49,860
this friend of mine works within pharma

467
00:18:49,860 --> 00:18:53,100
so the motivations actually for reps

468
00:18:53,100 --> 00:18:54,360
and also

469
00:18:54,360 --> 00:18:56,100
the opportunity for them to be involved

470
00:18:56,100 --> 00:18:57,700
with more than just a day today

471
00:18:57,700 --> 00:19:00,260
without giving them an additional burden

472
00:19:00,260 --> 00:19:00,860
by the way

473
00:19:00,860 --> 00:19:02,900
I know they're under a lot of pressure and stress

474
00:19:02,900 --> 00:19:04,700
and loads of things to do

475
00:19:04,900 --> 00:19:05,560
but you know

476
00:19:05,560 --> 00:19:07,330
giving them that availability and that

477
00:19:07,330 --> 00:19:09,200
that chance for their voice to be heard

478
00:19:09,200 --> 00:19:11,960
and be actively involved in the content

479
00:19:11,960 --> 00:19:14,660
and the communications that they're gonna love to use

480
00:19:14,760 --> 00:19:17,100
is just so important

481
00:19:17,100 --> 00:19:18,900
for example so like I was saying before

482
00:19:18,900 --> 00:19:23,200
I have seen panels of

483
00:19:23,200 --> 00:19:25,930
field force that are levaged frequently

484
00:19:25,930 --> 00:19:28,000
for an entire kind of campaign cycle

485
00:19:28,000 --> 00:19:30,360
for example and that's really important

486
00:19:30,600 --> 00:19:35,160
um and then also I'm also noticing even

487
00:19:35,160 --> 00:19:36,260
even their feedback

488
00:19:36,260 --> 00:19:38,560
when it comes to understanding targeting

489
00:19:38,560 --> 00:19:40,160
and the importance I'm

490
00:19:40,160 --> 00:19:42,600
I'm seeing it right now with a client

491
00:19:42,660 --> 00:19:45,430
the marketing's targeting list for launch

492
00:19:45,730 --> 00:19:48,360
and their field forces and how they're

493
00:19:48,360 --> 00:19:51,260
working together and then also

494
00:19:51,260 --> 00:19:54,060
how are we orchestrating the communications

495
00:19:55,060 --> 00:19:56,960
between the two

496
00:19:57,200 --> 00:20:00,200
that comes down to even reviewing their target lists

497
00:20:00,360 --> 00:20:01,630
okay how okay

498
00:20:01,660 --> 00:20:03,100
That's interesting sorry

499
00:20:03,160 --> 00:20:04,460
that's an interesting topic

500
00:20:04,460 --> 00:20:07,360
Let's jump into that how do you demonstrate...

501
00:20:08,730 --> 00:20:10,160
It is very interesting for me.

502
00:20:10,160 --> 00:20:11,600
in fact this is yeah yeah

503
00:20:11,600 --> 00:20:12,100
It's real

504
00:20:12,100 --> 00:20:14,600
it's happening right now and it's not easy just saying

505
00:20:14,600 --> 00:20:15,730
yeah um

506
00:20:15,730 --> 00:20:17,630
so sorry, what was your question Stefan?

507
00:20:17,730 --> 00:20:19,960
that was the question so, how do you orchestrate that

508
00:20:19,960 --> 00:20:21,760
like we need the real life example

509
00:20:21,760 --> 00:20:22,560
let's let's play yeah

510
00:20:22,560 --> 00:20:22,930
yeah yeah

511
00:20:22,930 --> 00:20:25,460
We're planning it at the moment to be honest

512
00:20:25,460 --> 00:20:26,900
so um

513
00:20:28,060 --> 00:20:30,260
where do I start? there's a lot going on

514
00:20:30,330 --> 00:20:31,760
hmm ha ha

515
00:20:32,130 --> 00:20:33,630
so like I mentioned

516
00:20:33,660 --> 00:20:36,160
we have the access to their field force

517
00:20:36,160 --> 00:20:37,960
we got five of them super important

518
00:20:37,960 --> 00:20:39,000
super crucial

519
00:20:39,660 --> 00:20:41,800
and what we are seeing

520
00:20:41,860 --> 00:20:46,300
although slightly traditional too, kind of leveraging

521
00:20:46,300 --> 00:20:48,900
CRM platforms, what they can truly do

522
00:20:48,930 --> 00:20:52,200
I am able to understand and see their target list

523
00:20:52,200 --> 00:20:53,660
and their

524
00:20:53,660 --> 00:20:54,660
priority

525
00:20:54,700 --> 00:20:58,200
small target for launch within the first 6 months

526
00:20:58,200 --> 00:21:00,660
and then I'm working with the media partners

527
00:21:00,660 --> 00:21:04,800
for every single tactic we are going to do

528
00:21:04,800 --> 00:21:08,160
from a non personal promotion campaign and PP campaign

529
00:21:08,800 --> 00:21:12,860
we identifying and cross referencing the target lists

530
00:21:12,900 --> 00:21:15,160
because I am orchestrating

531
00:21:15,300 --> 00:21:17,400
from personal to non personal

532
00:21:17,500 --> 00:21:18,400
I am orchestrating

533
00:21:18,400 --> 00:21:20,530
if you're going to these 20 with these VAEs

534
00:21:20,530 --> 00:21:23,080
for example how are we gonna hit them?

535
00:21:23,160 --> 00:21:26,060
with which activity? at what point?

536
00:21:26,060 --> 00:21:28,300
and I don't want double messaging

537
00:21:30,930 --> 00:21:34,060
and I can't like think marketing

538
00:21:34,400 --> 00:21:37,300
if marketing is trying to control the targeting

539
00:21:37,300 --> 00:21:39,900
we're missing a game here because no

540
00:21:39,900 --> 00:21:41,500
but that's yeah yeah

541
00:21:41,660 --> 00:21:42,760
I you know

542
00:21:42,760 --> 00:21:45,700
I think what we need to measure is what really matters

543
00:21:45,730 --> 00:21:46,530
so um

544
00:21:46,530 --> 00:21:50,930
sometimes targeting is not really to drive sales is to

545
00:21:50,930 --> 00:21:52,730
you know drive activity

546
00:21:52,730 --> 00:21:55,360
and I think measuring what matters means

547
00:21:55,360 --> 00:21:56,860
if you say to the salesforce

548
00:21:56,860 --> 00:21:59,400
that the outcome is driving sales and performance

549
00:21:59,400 --> 00:22:02,100
the salesforce are smart commercial people

550
00:22:02,100 --> 00:22:04,960
they pick accounts that are gonna give the performance

551
00:22:04,960 --> 00:22:06,500
but if you're gonna measure the salesforce

552
00:22:06,500 --> 00:22:08,460
based on coverage and frequency

553
00:22:08,460 --> 00:22:09,600
then they're gonna pick the targets

554
00:22:09,600 --> 00:22:12,760
that gonna give them the numbers to hit their KPIs

555
00:22:12,760 --> 00:22:15,000
so I think we've gotta be really honest

556
00:22:15,000 --> 00:22:17,530
and I think what happens if you sit in a room

557
00:22:17,530 --> 00:22:18,500
boardroom

558
00:22:18,730 --> 00:22:22,160
developing a strategy about targeting and segmentation

559
00:22:22,160 --> 00:22:26,500
you come up with ideas that are perfect theoretically

560
00:22:26,500 --> 00:22:28,260
when you go out in the field

561
00:22:28,260 --> 00:22:29,700
if you don't have access to those

562
00:22:29,700 --> 00:22:31,160
high potential accounts

563
00:22:31,400 --> 00:22:32,960
you won't be able to drive the business

564
00:22:32,960 --> 00:22:34,600
and we find in realities

565
00:22:34,800 --> 00:22:37,200
we just targeting and segmentation in the field

566
00:22:37,200 --> 00:22:40,260
and we often get 80% of the sales coming from

567
00:22:40,260 --> 00:22:41,700
20% of the accounts

568
00:22:42,000 --> 00:22:44,730
with those accounts that are early adopters are often

569
00:22:44,730 --> 00:22:47,000
are not the most highly potential accounts

570
00:22:47,400 --> 00:22:50,060
and sometimes it takes 18 months to two years to get

571
00:22:50,060 --> 00:22:51,600
those big accounts moving

572
00:22:51,600 --> 00:22:52,930
because the decision making

573
00:22:52,930 --> 00:22:54,960
within the healthcare organization

574
00:22:54,960 --> 00:22:58,230
is more complex the more stakeholders are involved

575
00:22:58,300 --> 00:22:59,600
for them to get into

576
00:22:59,600 --> 00:23:01,200
in a committee to make a consensus

577
00:23:01,200 --> 00:23:02,800
that takes much longer so

578
00:23:02,800 --> 00:23:06,200
we find medium sized accounts are much faster to adopt

579
00:23:06,200 --> 00:23:08,200
and you can get the market share from

580
00:23:08,200 --> 00:23:08,460
you know

581
00:23:08,460 --> 00:23:12,760
single digit to 70% within 18 months and those big

582
00:23:12,760 --> 00:23:15,460
you know giant accounts that have high potential

583
00:23:15,460 --> 00:23:16,960
it would take them about 18 months

584
00:23:16,960 --> 00:23:19,530
to get them on board once they get going

585
00:23:19,530 --> 00:23:23,730
they can turn huge so you need to have it like a um

586
00:23:23,730 --> 00:23:25,200
portfolio of accounts

587
00:23:25,200 --> 00:23:28,460
the ones that gonna give you the early growth

588
00:23:28,460 --> 00:23:30,460
and the one that gonna give you later

589
00:23:30,500 --> 00:23:33,760
but I think if marketing dictates segmentation

590
00:23:33,760 --> 00:23:36,230
it becomes very much theoretical

591
00:23:36,260 --> 00:23:38,130
there needs to be a dialogue between the two

592
00:23:38,130 --> 00:23:41,060
and it needs to be that healthy tension to say no

593
00:23:41,060 --> 00:23:44,000
I'm not gonna pick these accounts because I

594
00:23:44,000 --> 00:23:45,130
I don't have access

595
00:23:45,130 --> 00:23:47,100
or they're not interested to engage

596
00:23:47,100 --> 00:23:47,660
so it's like

597
00:23:47,660 --> 00:23:49,560
if you look at the full box grid on one access

598
00:23:49,560 --> 00:23:51,800
you looking at potential on the other access

599
00:23:51,800 --> 00:23:55,260
you need to look at customer readiness or access

600
00:23:55,260 --> 00:23:57,560
to even have that conversation with them

601
00:23:57,560 --> 00:23:59,130
to get them to adopt the product

602
00:23:59,130 --> 00:24:01,200
or brands that you're thinking about

603
00:24:01,700 --> 00:24:02,300
so

604
00:24:02,300 --> 00:24:06,100
the reality shapes and the segmentation and targeting

605
00:24:06,730 --> 00:24:07,160
you know

606
00:24:07,160 --> 00:24:10,060
I agree but this is why I really like this project

607
00:24:10,060 --> 00:24:13,960
it's super close the the way I'm seeing

608
00:24:13,960 --> 00:24:16,400
the field force and the marketing team

609
00:24:16,500 --> 00:24:20,860
small teams working very fast for a big launch

610
00:24:20,930 --> 00:24:22,560
and the way they are working together

611
00:24:22,560 --> 00:24:23,600
with their target lists

612
00:24:23,600 --> 00:24:26,060
that then we are leveraging and learning

613
00:24:26,060 --> 00:24:30,400
and adapting our targeting for the NPP

614
00:24:30,530 --> 00:24:32,260
based on the sales reps

615
00:24:32,330 --> 00:24:34,400
based on the information they're providing

616
00:24:34,600 --> 00:24:34,960
it's

617
00:24:34,960 --> 00:24:39,700
because we are going for a small amount of customers

618
00:24:39,700 --> 00:24:41,560
in the beginning the very

619
00:24:41,560 --> 00:24:43,500
very early adopters and I

620
00:24:43,500 --> 00:24:45,430
I love this approach

621
00:24:45,600 --> 00:24:47,330
so but I completely agree

622
00:24:47,330 --> 00:24:49,230
when we're talking about a bigger scale

623
00:24:49,500 --> 00:24:51,700
things ultimately are not as easy as this

624
00:24:51,700 --> 00:24:53,530
but it just shows

625
00:24:53,530 --> 00:24:56,300
the level of collaboration between the two

626
00:24:56,300 --> 00:24:59,300
in real life down to target list level

627
00:24:59,300 --> 00:25:01,160
for example yeah

628
00:25:01,360 --> 00:25:04,130
I think it's one team it's not two separate teams

629
00:25:04,130 --> 00:25:05,900
we need to get rid of silos

630
00:25:06,130 --> 00:25:06,930
um

631
00:25:07,660 --> 00:25:10,860
marketing is trying to

632
00:25:10,860 --> 00:25:12,060
you know drive performance

633
00:25:12,060 --> 00:25:13,760
sales are trying to drive performance

634
00:25:13,760 --> 00:25:16,060
I think as long as people understand

635
00:25:16,060 --> 00:25:19,000
we're on the same side and behaving that way

636
00:25:19,000 --> 00:25:20,560
we can win faster.

637
00:25:20,560 --> 00:25:22,530
We've got a lot of comments from the audience

638
00:25:22,530 --> 00:25:23,900
Do you want us to maybe bring them?

639
00:25:23,900 --> 00:25:24,760
oh really?

640
00:25:24,860 --> 00:25:26,960
Yeah, there's quite a lot of chat here!

641
00:25:27,060 --> 00:25:29,030
ha ha oh no

642
00:25:29,060 --> 00:25:30,760
what are we saying that's controversial?

643
00:25:30,760 --> 00:25:33,400
ha ha ha ha I don't think it's controversial

644
00:25:33,400 --> 00:25:35,200
some were agreeing oh

645
00:25:35,200 --> 00:25:36,760
They're saying that basically

646
00:25:36,760 --> 00:25:38,200
marketing and medical

647
00:25:38,200 --> 00:25:40,460
so Jenny and Hamilton, thank you so much.

648
00:25:40,460 --> 00:25:42,300
Thank you so much for asking questions.

649
00:25:42,300 --> 00:25:45,800
Thank you for getting in this conversation with us so

650
00:25:45,800 --> 00:25:46,460
um uh

651
00:25:46,460 --> 00:25:47,460
oh she's saying yes

652
00:25:47,460 --> 00:25:48,930
and okay so she...

653
00:25:48,930 --> 00:25:49,600
the question is

654
00:25:49,600 --> 00:25:52,630
marketing and medical role is to support sales, right?

655
00:25:52,730 --> 00:25:54,860
and I sort of to be honest

656
00:25:54,860 --> 00:25:57,160
I don't necessarily agree with that

657
00:25:57,160 --> 00:26:00,100
because I'm seeing a raise of

658
00:26:00,400 --> 00:26:02,300
self-serve of the self-serve model

659
00:26:02,300 --> 00:26:04,600
for example so like when I used to buy

660
00:26:04,600 --> 00:26:05,530
um um

661
00:26:05,530 --> 00:26:08,300
a service, a business service in the past

662
00:26:08,300 --> 00:26:10,960
you always, like you have to talk to sales

663
00:26:11,000 --> 00:26:12,200
you know before you buy anything

664
00:26:12,200 --> 00:26:14,930
right now what I'm seeing is like companies go through

665
00:26:14,930 --> 00:26:16,100
they give you a lot of content

666
00:26:16,100 --> 00:26:19,400
so you like engage and you feel like you're wanted

667
00:26:19,400 --> 00:26:21,930
and then you sort of go through a self service model

668
00:26:21,930 --> 00:26:25,630
which basically makes their role of sales more

669
00:26:25,930 --> 00:26:27,130
sort of like influential

670
00:26:27,130 --> 00:26:28,660
more of a like a medical sales

671
00:26:29,160 --> 00:26:31,900
what are you done directly sell

672
00:26:31,900 --> 00:26:33,300
where you more like influence

673
00:26:33,500 --> 00:26:35,130
and that's where I disagree with

674
00:26:35,130 --> 00:26:37,100
with Miss Janine here

675
00:26:37,100 --> 00:26:37,760
but um

676
00:26:37,760 --> 00:26:39,100
again that's my point here

677
00:26:39,100 --> 00:26:40,960
maybe you guys will disagree with me

678
00:26:40,960 --> 00:26:43,360
which is gonna make this conversation even better

679
00:26:43,460 --> 00:26:45,830
Who wants to go first?

680
00:26:48,360 --> 00:26:50,230
Who wants to disagree with Stefan?

681
00:26:51,460 --> 00:26:52,800
Okay go ahead

682
00:26:54,130 --> 00:26:55,930
you know I think in the past

683
00:26:55,930 --> 00:26:57,600
like looking at 20 years ago

684
00:26:57,600 --> 00:26:59,130
sales would go out there and say

685
00:26:59,130 --> 00:27:01,700
this is my territory these are my customers

686
00:27:01,700 --> 00:27:04,000
and if anybody wants to talk to them

687
00:27:04,000 --> 00:27:04,760
they need to like

688
00:27:04,760 --> 00:27:07,460
I need to know about them being quite territorial

689
00:27:07,600 --> 00:27:09,260
and marketing role was kinda like

690
00:27:09,260 --> 00:27:10,060
these are the messages

691
00:27:10,060 --> 00:27:12,500
I want you to go and deliver in that order

692
00:27:12,500 --> 00:27:16,160
I think we have evolved since then and you know

693
00:27:16,160 --> 00:27:17,830
in the way we work

694
00:27:17,860 --> 00:27:21,800
we see the customer and we see us as a team medical

695
00:27:21,800 --> 00:27:25,660
marketing and sales trying to find what their need is

696
00:27:25,660 --> 00:27:28,560
and address their need with our product and services

697
00:27:28,730 --> 00:27:31,360
and flex in the way that they prefer it

698
00:27:31,860 --> 00:27:34,100
honestly I see marketing and medical as my friends

699
00:27:34,100 --> 00:27:36,030
I see them as my enablers

700
00:27:36,100 --> 00:27:39,400
I don't see that they're there to serve me

701
00:27:39,400 --> 00:27:43,400
I see them as my partners helping me for us to achieve

702
00:27:43,400 --> 00:27:44,600
um you know

703
00:27:44,600 --> 00:27:45,700
results for the customers

704
00:27:45,700 --> 00:27:47,100
and at the end of the day

705
00:27:47,330 --> 00:27:48,600
and you often say this

706
00:27:48,600 --> 00:27:51,160
sales is not doing something to someone

707
00:27:51,160 --> 00:27:53,800
sales is doing something for someone

708
00:27:53,800 --> 00:27:55,900
so you're trying to find the customer pain point

709
00:27:55,900 --> 00:27:58,930
and deliver something that addresses that pain point

710
00:27:58,930 --> 00:28:02,030
I can't do that on my own as a sales person

711
00:28:02,060 --> 00:28:03,960
I need to have a team behind me

712
00:28:03,960 --> 00:28:05,700
medical information marketing

713
00:28:05,960 --> 00:28:06,330
you know

714
00:28:06,330 --> 00:28:08,730
everybody in the company is there to support me

715
00:28:08,730 --> 00:28:11,260
and you need to use as a tag team

716
00:28:11,260 --> 00:28:14,200
get the right person to go and have that conversation

717
00:28:14,300 --> 00:28:16,160
and sometimes we need to even bring

718
00:28:16,160 --> 00:28:18,600
you know the supply people to talk to customers

719
00:28:18,600 --> 00:28:21,100
because they want reassurance about continuity

720
00:28:21,100 --> 00:28:21,960
of supply I mean

721
00:28:21,960 --> 00:28:24,300
there's been a lot of issues around

722
00:28:24,300 --> 00:28:27,200
some of the medicine in NHS that

723
00:28:27,200 --> 00:28:29,560
this is not availability of the medicine

724
00:28:29,560 --> 00:28:33,360
so now I feel we need to think more holistically

725
00:28:33,360 --> 00:28:36,630
and also there's other issues around sustainability

726
00:28:36,930 --> 00:28:39,200
you know environmental impact of medicine

727
00:28:39,200 --> 00:28:41,330
sometimes I need to reach out for somebody who can

728
00:28:41,330 --> 00:28:43,460
reassurance about you know

729
00:28:43,460 --> 00:28:45,840
is it sustainable?

730
00:28:45,900 --> 00:28:46,930
is it recyclable?

731
00:28:46,930 --> 00:28:49,960
because those are the key things are influencing

732
00:28:50,160 --> 00:28:51,860
healthcare providers decision making

733
00:28:51,860 --> 00:28:55,060
it's not just about efficacy and safety of the product

734
00:28:55,060 --> 00:28:57,160
is about bigger impact on environment

735
00:28:57,160 --> 00:28:58,400
so um

736
00:28:58,400 --> 00:28:59,260
for that reason

737
00:28:59,260 --> 00:29:03,560
I don't see the world the way you said Stefan

738
00:29:03,760 --> 00:29:05,560
I see us as one team

739
00:29:05,600 --> 00:29:08,130
maybe in some companies they still do silos

740
00:29:08,130 --> 00:29:11,130
but I think the Nirvana is for us to be more aligned

741
00:29:11,130 --> 00:29:12,630
and get rid of the silos

742
00:29:12,660 --> 00:29:15,160
silos on the counter

743
00:29:15,160 --> 00:29:16,760
I got um well

744
00:29:16,860 --> 00:29:20,260
I see pharma as something...

745
00:29:20,260 --> 00:29:21,200
I see pharma as

746
00:29:21,200 --> 00:29:23,260
something that's a bit behind other industries

747
00:29:23,260 --> 00:29:24,460
in terms of like understanding

748
00:29:24,460 --> 00:29:26,700
terms of business maybe that's my own

749
00:29:26,700 --> 00:29:28,300
that's how I see the world

750
00:29:28,300 --> 00:29:30,400
I don't know let me put my glasses here

751
00:29:30,400 --> 00:29:31,600
maybe they're being right

752
00:29:31,600 --> 00:29:32,600
No, you're right

753
00:29:32,600 --> 00:29:35,060
We are behind there's no doubt about it

754
00:29:35,060 --> 00:29:36,060
so I mean

755
00:29:37,300 --> 00:29:39,760
just to finish and and then you go

756
00:29:39,760 --> 00:29:42,000
and then what I see is that

757
00:29:42,360 --> 00:29:43,500
because it's behind

758
00:29:43,500 --> 00:29:45,560
there is still this delimitation between marketing

759
00:29:45,560 --> 00:29:46,060
and sales

760
00:29:46,060 --> 00:29:50,400
but in other industries where it's a bit forward

761
00:29:50,460 --> 00:29:52,360
you don't have marketing and sales anymore

762
00:29:52,360 --> 00:29:55,360
you have revenue you have a chief revenue officer

763
00:29:55,530 --> 00:29:57,260
who's responsible for all the revenue

764
00:29:57,260 --> 00:29:59,130
and you have multiple teams

765
00:29:59,130 --> 00:30:01,130
inside the revenue department

766
00:30:01,130 --> 00:30:02,460
you have revenue operations

767
00:30:02,460 --> 00:30:07,360
you have certain mini departments

768
00:30:07,360 --> 00:30:09,460
and so you don't have this

769
00:30:09,460 --> 00:30:11,130
like dogs and cats wars

770
00:30:11,130 --> 00:30:12,600
like a marketing and sales

771
00:30:13,600 --> 00:30:14,860
who will win? you know

772
00:30:14,860 --> 00:30:17,830
who has more influence? who will get better, bigger budget?

773
00:30:18,260 --> 00:30:19,730
and so on

774
00:30:19,730 --> 00:30:21,460
sorry, you can continue now

775
00:30:21,660 --> 00:30:23,130
I think you're absolutely right

776
00:30:23,130 --> 00:30:24,130
we're not there, I mean

777
00:30:24,130 --> 00:30:28,160
I'm talking to other entrepreneurs that are running

778
00:30:28,400 --> 00:30:29,500
business is

779
00:30:29,500 --> 00:30:32,800
and direct to consumers and the level of data

780
00:30:32,800 --> 00:30:34,130
the level of sophistication

781
00:30:34,130 --> 00:30:34,400
they have

782
00:30:34,400 --> 00:30:37,930
in the digital marketing is an absolute dream

783
00:30:37,930 --> 00:30:40,760
and in pharma we don't even have sometimes

784
00:30:40,760 --> 00:30:43,100
and the basic stuff integrated

785
00:30:43,360 --> 00:30:43,700
you know

786
00:30:43,700 --> 00:30:46,000
the marketing campaign are not integrated with the CRM

787
00:30:46,000 --> 00:30:48,260
system so we've got a long way to go

788
00:30:48,260 --> 00:30:49,460
but I think the first step

789
00:30:49,460 --> 00:30:53,000
we need to shift in pharma is the marketing's mindset

790
00:30:53,200 --> 00:30:55,800
I think marketing is still thinking brand

791
00:30:55,860 --> 00:30:57,660
they're thinking therapy area

792
00:30:57,960 --> 00:31:00,300
and they don't think about customers

793
00:31:00,300 --> 00:31:02,260
and customers pain points, you know

794
00:31:02,260 --> 00:31:03,960
you talk to any UX designer

795
00:31:03,960 --> 00:31:05,400
the first thing they ask is

796
00:31:05,400 --> 00:31:07,700
what's the pain point we trying to address

797
00:31:07,730 --> 00:31:09,000
as you talk to marketeers

798
00:31:09,000 --> 00:31:11,100
they're saying this is a brand I need to sell

799
00:31:11,100 --> 00:31:11,500
and these are

800
00:31:11,500 --> 00:31:14,300
the targets I need to achieve is a small thing

801
00:31:14,300 --> 00:31:16,760
but is a fundamentally different mindset shift

802
00:31:16,760 --> 00:31:18,660
and I think farmer is behind

803
00:31:18,660 --> 00:31:19,860
because it's still thinking

804
00:31:19,860 --> 00:31:22,630
brand is not thinking about customer pain point

805
00:31:22,760 --> 00:31:24,900
and that's where the conflict happens

806
00:31:24,900 --> 00:31:27,400
the field team are dealing with customers

807
00:31:27,460 --> 00:31:29,600
so they're here in the customer paying points

808
00:31:29,930 --> 00:31:32,000
sometimes they can't feed that back to marketing

809
00:31:32,000 --> 00:31:33,300
and marketing so we'll tell

810
00:31:33,300 --> 00:31:34,700
do what I'm telling you

811
00:31:34,700 --> 00:31:36,500
because I'm wanna sell this brand

812
00:31:36,500 --> 00:31:37,960
I've got this target to meet

813
00:31:37,960 --> 00:31:39,360
and then now you've got on the channel

814
00:31:39,360 --> 00:31:40,730
people that trying to

815
00:31:40,730 --> 00:31:42,400
kind of bring a different perspective

816
00:31:42,560 --> 00:31:44,860
as a mismatch of thinking and mindset

817
00:31:44,860 --> 00:31:47,560
between the three and that's where the conflict happens

818
00:31:47,560 --> 00:31:50,000
but I agree with you we are very much behind

819
00:31:50,060 --> 00:31:52,730
but the steps that can be taken to address the mindset

820
00:31:52,730 --> 00:31:55,660
first I got a remark here for hermit here

821
00:31:55,660 --> 00:31:58,060
so how much so we're talking about brand

822
00:31:58,060 --> 00:32:01,060
we're talking about brand / engagement

823
00:32:01,060 --> 00:32:02,360
so right mm hmm

824
00:32:02,460 --> 00:32:03,960
and um

825
00:32:03,960 --> 00:32:06,860
my question is how much brand / engagement

826
00:32:06,860 --> 00:32:08,700
engagement and other types of

827
00:32:08,760 --> 00:32:11,730
what's the content is health, a healthy one

828
00:32:11,730 --> 00:32:14,960
where have you seen like good and bad examples?

829
00:32:14,960 --> 00:32:19,060
maybe you could come up with stuff like that?

830
00:32:19,060 --> 00:32:22,000
So you're talking about the waiting of the content

831
00:32:22,000 --> 00:32:23,930
so being more brand and being more specific?

832
00:32:23,930 --> 00:32:24,360
yeah yeah yeah

833
00:32:24,360 --> 00:32:26,600
yeah like the need yeah

834
00:32:27,160 --> 00:32:28,500
um good question

835
00:32:28,500 --> 00:32:31,260
so I've seen a huge variety

836
00:32:31,260 --> 00:32:33,530
I've seen and let me put it out there

837
00:32:33,530 --> 00:32:35,830
in terms of the process and the way I work

838
00:32:36,160 --> 00:32:38,660
I understand the brand I read the brand plan

839
00:32:38,660 --> 00:32:40,960
I need to digest it, I need to get it

840
00:32:41,060 --> 00:32:43,130
I've got it but for me

841
00:32:43,130 --> 00:32:46,200
I need to know the deep insights

842
00:32:46,200 --> 00:32:48,200
and understanding around our customers

843
00:32:48,200 --> 00:32:50,800
leveraging all types of data and learnings

844
00:32:50,800 --> 00:32:52,060
that's another subject

845
00:32:52,360 --> 00:32:55,260
so I have seen where we are pushing

846
00:32:55,260 --> 00:32:58,760
for example to really go customer centric first

847
00:32:58,760 --> 00:33:00,430
understanding the pain points

848
00:33:00,660 --> 00:33:02,700
we do things quite smart as well

849
00:33:02,700 --> 00:33:04,760
we add different behaviour models

850
00:33:04,900 --> 00:33:06,460
why not? you wanna get deeper

851
00:33:06,460 --> 00:33:07,900
you wanna understand audiences

852
00:33:07,900 --> 00:33:09,430
you wanna know the differences

853
00:33:09,800 --> 00:33:11,800
not all audiences the same customer

854
00:33:11,800 --> 00:33:13,160
like we've said before

855
00:33:13,360 --> 00:33:18,360
so I've seen where we really push on educational

856
00:33:18,400 --> 00:33:21,160
value added content first

857
00:33:21,900 --> 00:33:25,400
and that's a big push I understand

858
00:33:25,400 --> 00:33:26,130
I'm in an agreement

859
00:33:26,130 --> 00:33:28,500
with the conversations that you two have been having

860
00:33:28,800 --> 00:33:31,460
but I still have to, we have to bear in mind

861
00:33:31,460 --> 00:33:33,300
the reality also of the marketing team

862
00:33:33,300 --> 00:33:36,630
they've got to speak higher up and get the sales

863
00:33:37,060 --> 00:33:39,300
so there's an element of brand

864
00:33:39,300 --> 00:33:42,300
but that's that shouldn't be the first uh conversation

865
00:33:42,360 --> 00:33:44,660
even now we're planning uh

866
00:33:44,660 --> 00:33:46,900
tactics and materials and messaging

867
00:33:47,000 --> 00:33:50,300
and it's what promotional message can we say no

868
00:33:50,300 --> 00:33:53,760
what are the deep pain points that we've understood?

869
00:33:53,800 --> 00:33:57,600
what are the psychographic kind of elements?

870
00:33:57,860 --> 00:34:01,030
what are the motivations of these customers?

871
00:34:01,330 --> 00:34:02,700
um we

872
00:34:02,700 --> 00:34:04,260
you'll get to the brand

873
00:34:04,260 --> 00:34:07,800
your answer will be the brand ideally

874
00:34:08,060 --> 00:34:10,460
but it doesn't have to be the first thing you say

875
00:34:10,460 --> 00:34:11,500
for example

876
00:34:11,800 --> 00:34:16,030
and the great thing I love doing is testing always

877
00:34:16,200 --> 00:34:18,730
we're doing it right now different display ads

878
00:34:18,730 --> 00:34:19,730
different emails

879
00:34:19,730 --> 00:34:23,060
let's go with this unmet need message first

880
00:34:23,060 --> 00:34:24,130
and try this one

881
00:34:24,130 --> 00:34:26,960
let's go with these pain points and try this one

882
00:34:27,300 --> 00:34:28,800
let's have this one

883
00:34:29,060 --> 00:34:32,160
promotional with your promotional key message first

884
00:34:32,860 --> 00:34:35,600
so I've seen a big mix you know

885
00:34:35,600 --> 00:34:37,600
I'm an advocate of always addressing

886
00:34:37,600 --> 00:34:39,860
what the customer needs obviously

887
00:34:40,260 --> 00:34:41,600
um sorry

888
00:34:41,600 --> 00:34:42,700
that was a long winded answer

889
00:34:42,700 --> 00:34:46,660
but I see and I have some clients that are like

890
00:34:46,660 --> 00:34:47,860
these are the messages

891
00:34:47,930 --> 00:34:50,400
do it on every single channel you can think of

892
00:34:51,000 --> 00:34:52,700
you know um comment

893
00:34:52,700 --> 00:34:55,660
um I was working with the client and

894
00:34:55,660 --> 00:34:57,360
they wanted to

895
00:34:57,700 --> 00:34:59,930
one of the strategies to become more customer focus

896
00:34:59,930 --> 00:35:02,500
was to encourage everyone

897
00:35:02,600 --> 00:35:04,360
to write

898
00:35:04,530 --> 00:35:06,400
customer centric SWAT analysis

899
00:35:07,000 --> 00:35:09,660
when they started writing the SWAT

900
00:35:09,760 --> 00:35:12,830
most of the SWAT they wrote was brand specific

901
00:35:13,160 --> 00:35:14,530
um aa

902
00:35:14,530 --> 00:35:16,560
they couldn't write their customer centric

903
00:35:16,560 --> 00:35:17,330
SWAT analysis

904
00:35:17,330 --> 00:35:20,560
is because they don't know enough about customers

905
00:35:21,160 --> 00:35:21,930
and um

906
00:35:21,930 --> 00:35:24,660
I think sometimes we think we know

907
00:35:24,660 --> 00:35:27,130
but I think most of the knowledge is about the therapy

908
00:35:27,130 --> 00:35:28,130
area and the brand

909
00:35:28,130 --> 00:35:29,930
we selling and we kind of like

910
00:35:29,930 --> 00:35:32,260
trying to find one thing that we can hook the brand to

911
00:35:32,260 --> 00:35:33,760
it but really

912
00:35:33,760 --> 00:35:36,330
if you spend time to understand the customers

913
00:35:36,330 --> 00:35:39,160
and their pain points the things that impact them

914
00:35:39,160 --> 00:35:40,630
you know their environment

915
00:35:40,860 --> 00:35:43,000
then you find better sweet spots

916
00:35:43,000 --> 00:35:46,060
that the brand can meet it much more successfully

917
00:35:46,060 --> 00:35:48,200
so rather than going with the shopping list

918
00:35:48,200 --> 00:35:50,800
of throwing messages at them

919
00:35:50,800 --> 00:35:52,730
you can actually condense it to one message

920
00:35:52,730 --> 00:35:54,560
that directly engages it

921
00:35:54,560 --> 00:35:56,500
and I can give you specific examples

922
00:35:56,500 --> 00:35:59,660
like there was a brand that was working on that

923
00:35:59,660 --> 00:36:03,160
I think that we were focusing on the brand itself

924
00:36:03,160 --> 00:36:05,160
and then we listen to the customers

925
00:36:05,160 --> 00:36:06,360
and we change our approach

926
00:36:06,360 --> 00:36:10,160
we with input from HCPs we created an event

927
00:36:10,560 --> 00:36:13,460
an event that we wanted to invite

928
00:36:14,200 --> 00:36:17,000
like high specific people

929
00:36:17,000 --> 00:36:19,960
maybe eight people to attend this event

930
00:36:20,060 --> 00:36:21,860
because we wanted to specifically train them

931
00:36:21,860 --> 00:36:22,460
because they were

932
00:36:22,460 --> 00:36:24,160
these are like the key opinion leaders

933
00:36:24,530 --> 00:36:26,760
uh we send the invitation last Tuesday

934
00:36:26,760 --> 00:36:30,160
but last Friday we had 30 people registered

935
00:36:30,730 --> 00:36:32,360
we were gonna close it but we thought no

936
00:36:32,360 --> 00:36:34,660
we're not gonna close it and today I checked

937
00:36:34,660 --> 00:36:37,100
we've got over 40 people registered for it

938
00:36:37,200 --> 00:36:39,030
I'm asking myself why?

939
00:36:39,060 --> 00:36:41,860
and I think it's because the content

940
00:36:42,100 --> 00:36:45,500
is addressing an unmet need

941
00:36:45,760 --> 00:36:49,100
and they organically sharing the details

942
00:36:49,100 --> 00:36:51,530
and most people like wanna come into this event

943
00:36:51,530 --> 00:36:54,800
because it was created based on their input

944
00:36:54,800 --> 00:36:55,360
so I kind of

945
00:36:55,360 --> 00:36:59,160
I think if marketing spent a bit more time pondering

946
00:36:59,160 --> 00:37:00,560
on understanding customers

947
00:37:00,560 --> 00:37:01,860
really articulating

948
00:37:01,860 --> 00:37:04,400
really getting under the skin of their emotions

949
00:37:04,400 --> 00:37:05,600
the motivations that you

950
00:37:05,600 --> 00:37:09,900
talk about then sit back and look at the brand and see

951
00:37:09,900 --> 00:37:12,130
does it genuinely meet this

952
00:37:12,130 --> 00:37:15,260
and what specific thing it meets and prioritize it

953
00:37:15,260 --> 00:37:17,130
and I think we'd be a lot more successful

954
00:37:17,130 --> 00:37:19,500
I think what we tend to do is more of the same

955
00:37:19,500 --> 00:37:21,860
over the competitors are doing with benchmarks

956
00:37:21,860 --> 00:37:23,630
ourselves versus competitors

957
00:37:23,760 --> 00:37:25,360
rather than benchmark ourselves

958
00:37:25,360 --> 00:37:28,500
are how good I'll be in satisfying their need

959
00:37:28,500 --> 00:37:30,330
and be really honest with each other

960
00:37:30,330 --> 00:37:32,830
some of their needs we can't satisfy

961
00:37:33,100 --> 00:37:36,760
so don't go there go to areas where we can satisfy

962
00:37:36,760 --> 00:37:40,260
and then we can't satisfy every customer's needs

963
00:37:40,260 --> 00:37:41,900
so when it comes to segmentation

964
00:37:41,900 --> 00:37:43,400
focus on account and customers

965
00:37:43,400 --> 00:37:45,730
that we can genuinely address their need

966
00:37:45,730 --> 00:37:47,530
and forget about the exit

967
00:37:47,530 --> 00:37:49,200
the markets where we can't

968
00:37:49,260 --> 00:37:51,060
and be really honest about it

969
00:37:52,760 --> 00:37:54,530
okay we have a comment

970
00:37:54,530 --> 00:37:57,800
I'm sorry I'm going to interrupt you right now

971
00:37:58,300 --> 00:37:59,560
we have a comment

972
00:37:59,560 --> 00:38:03,260
our question actually says: whose pain points?

973
00:38:03,260 --> 00:38:06,030
the HCPs or the patients?

974
00:38:06,160 --> 00:38:08,300
because they don't have the same pain points

975
00:38:08,300 --> 00:38:13,030
and we need to clarify exactly who we are addressing me

976
00:38:13,860 --> 00:38:14,760
Me me me!

977
00:38:14,760 --> 00:38:15,160
Me me!

978
00:38:15,160 --> 00:38:16,260
you go, you go

979
00:38:16,260 --> 00:38:19,100
You go, girl! You go, girl!

980
00:38:20,460 --> 00:38:21,900
I'm so glad you asked that

981
00:38:21,900 --> 00:38:24,660
see how excited I get I need to calm down okay

982
00:38:24,800 --> 00:38:25,900
so um

983
00:38:25,900 --> 00:38:27,400
I love that question

984
00:38:27,400 --> 00:38:31,630
I love it because part of the strategy

985
00:38:31,730 --> 00:38:32,900
upfront strategy

986
00:38:32,900 --> 00:38:36,400
is understanding the patient as well as the HCP

987
00:38:36,400 --> 00:38:37,800
I'm so glad that question

988
00:38:37,800 --> 00:38:43,800
came up for standard strategy 1:1 patient journeys

989
00:38:43,960 --> 00:38:46,160
for example um

990
00:38:46,160 --> 00:38:48,300
really understanding the journey

991
00:38:48,300 --> 00:38:50,060
that the patient goes through

992
00:38:50,160 --> 00:38:52,300
layering on the stakeholders

993
00:38:52,730 --> 00:38:55,530
this is like I practiced on all the time

994
00:38:55,530 --> 00:38:58,160
I understand but it are sometimes it often gets missed

995
00:38:58,400 --> 00:38:59,930
but understanding their pain points

996
00:38:59,930 --> 00:39:01,300
their needs layering them

997
00:39:01,300 --> 00:39:03,600
the HCPs and the stakeholders who's involved

998
00:39:03,600 --> 00:39:04,700
what are their pain points?

999
00:39:04,700 --> 00:39:05,860
what are the opportunities?

1000
00:39:06,130 --> 00:39:08,760
standard patient journey as an example

1001
00:39:08,860 --> 00:39:10,800
so I think it's a great question

1002
00:39:10,800 --> 00:39:13,300
and definitely understanding the patients

1003
00:39:13,300 --> 00:39:15,030
as well as Hcps

1004
00:39:15,400 --> 00:39:19,800
also I'm seeing something quite interesting quite cool

1005
00:39:19,800 --> 00:39:21,260
uh specifically in the US

1006
00:39:21,260 --> 00:39:22,560
as you could imagine

1007
00:39:22,560 --> 00:39:26,600
how we're taking learning from DTC campaigns

1008
00:39:27,130 --> 00:39:31,760
taking the learnings into HCP engagement

1009
00:39:32,000 --> 00:39:35,560
ooh juicy stuff! I haven't seen it yet

1010
00:39:35,560 --> 00:39:36,060
but it's

1011
00:39:36,060 --> 00:39:40,000
but the fact that marketers are talking about this

1012
00:39:40,060 --> 00:39:41,960
and just do Mehrnaz's earlier point

1013
00:39:41,960 --> 00:39:45,560
I have to give kudos to the marketing teams

1014
00:39:45,560 --> 00:39:46,500
I have worked with

1015
00:39:46,500 --> 00:39:49,360
some great marketing teams that are pushing boundaries

1016
00:39:49,360 --> 00:39:50,960
doing the right thing first

1017
00:39:50,960 --> 00:39:52,900
if I'm honest um

1018
00:39:53,160 --> 00:39:55,730
with a lot of hesitancy in the company

1019
00:39:55,730 --> 00:39:56,860
and organisation

1020
00:39:56,860 --> 00:40:01,760
so I'm seeing a shift technology is always been there

1021
00:40:01,760 --> 00:40:06,500
it's about the education we need internally

1022
00:40:06,660 --> 00:40:07,360
for example

1023
00:40:07,360 --> 00:40:09,930
and the upscaling technology is always been there

1024
00:40:09,930 --> 00:40:10,760
like you say

1025
00:40:10,760 --> 00:40:13,460
we're behind technology has been there in other

1026
00:40:13,460 --> 00:40:15,600
in other industries um

1027
00:40:15,600 --> 00:40:17,000
but yeah I love that question

1028
00:40:17,130 --> 00:40:19,800
always understand both ha ha ha please

1029
00:40:20,860 --> 00:40:22,130
Do you have anything to add?

1030
00:40:22,130 --> 00:40:26,100
I think the point Harmeet makes is absolutely

1031
00:40:26,100 --> 00:40:28,900
fundamental because patients are the end users

1032
00:40:28,900 --> 00:40:29,360
even though that

1033
00:40:29,360 --> 00:40:30,930
we don't directly communicate with them

1034
00:40:30,930 --> 00:40:31,700
but also

1035
00:40:31,700 --> 00:40:35,400
the other aspect is sometimes parents are the carers

1036
00:40:35,400 --> 00:40:37,860
so we need to take that into consideration

1037
00:40:37,860 --> 00:40:39,460
because their attitude

1038
00:40:39,460 --> 00:40:42,500
and behaviours can actually determine compliance

1039
00:40:42,500 --> 00:40:45,500
and preferences for formulation of the brands

1040
00:40:45,660 --> 00:40:48,530
so we need to be mindful of their challenge

1041
00:40:48,530 --> 00:40:50,860
because they could be a barrier to prescribing

1042
00:40:50,860 --> 00:40:52,130
or adoption as well

1043
00:40:52,130 --> 00:40:55,100
so it's important to take that into consideration

1044
00:40:55,260 --> 00:40:56,600
Nice, guys

1045
00:40:56,600 --> 00:40:59,330
we have a comment from someone that we all know

1046
00:40:59,330 --> 00:41:00,960
and love: Claudia

1047
00:41:03,200 --> 00:41:04,000
Claudia,

1048
00:41:04,000 --> 00:41:06,630
I'm so happy to have you here

1049
00:41:08,500 --> 00:41:09,900
um uh

1050
00:41:09,900 --> 00:41:11,000
She is

1051
00:41:11,000 --> 00:41:13,960
guys, for everyone behind, before this started

1052
00:41:13,960 --> 00:41:16,200
we discussed that we all know Claudia

1053
00:41:16,200 --> 00:41:17,800
and love Claudia

1054
00:41:17,800 --> 00:41:19,060
so that's uh

1055
00:41:19,060 --> 00:41:20,530
the key thing

1056
00:41:20,530 --> 00:41:22,160
so she's saying that's the challenge

1057
00:41:22,160 --> 00:41:23,930
that's gonna start with the brand strategies

1058
00:41:23,930 --> 00:41:26,460
not being customer centric enough

1059
00:41:26,530 --> 00:41:28,560
hence the teams at local level

1060
00:41:28,560 --> 00:41:32,460
having to reconcile brand and customer need themselves

1061
00:41:32,600 --> 00:41:35,360
like if they were trying to do magic?

1062
00:41:36,700 --> 00:41:40,900
and I see you guys looking and reading

1063
00:41:40,900 --> 00:41:42,600
so who wants to comment on that?

1064
00:41:42,600 --> 00:41:44,200
and then there is another comment.

1065
00:41:44,200 --> 00:41:46,360
But let's go through parts

1066
00:41:48,660 --> 00:41:50,760
So I'm reading the first part

1067
00:41:50,760 --> 00:41:55,100
I agree and I'm gonna say I agree with you Claudia

1068
00:41:55,100 --> 00:41:56,700
ha ha um

1069
00:41:57,730 --> 00:41:59,360
so yeah I completely agree

1070
00:41:59,360 --> 00:42:01,960
but I think it was kind of part of what

1071
00:42:01,960 --> 00:42:05,260
I was saying earlier so digest the brand plan,

1072
00:42:05,260 --> 00:42:06,660
understand the brand plan,

1073
00:42:06,660 --> 00:42:08,830
okay we now, get the strategies

1074
00:42:08,900 --> 00:42:10,760
the critical success factors

1075
00:42:10,760 --> 00:42:13,000
everything from a brand perspective

1076
00:42:13,360 --> 00:42:14,530
um but yes

1077
00:42:14,530 --> 00:42:16,730
how do we take what we need to be doing

1078
00:42:16,730 --> 00:42:19,300
but now coming up with a communication strategy

1079
00:42:19,300 --> 00:42:21,760
that is customer centric for example?

1080
00:42:21,960 --> 00:42:23,430
so um

1081
00:42:23,460 --> 00:42:26,800
that's typically kind of the process if you like

1082
00:42:26,800 --> 00:42:29,400
how I've been doing it and then the second part

1083
00:42:29,400 --> 00:42:30,060
um hence

1084
00:42:30,060 --> 00:42:31,400
the teams at a local level

1085
00:42:31,400 --> 00:42:34,530
having to reconcile brand and customer names

1086
00:42:34,530 --> 00:42:37,060
if they were trying to do magic

1087
00:42:37,130 --> 00:42:39,360
I don't 100% understand that

1088
00:42:39,360 --> 00:42:41,660
I'm sorry I don't know if somebody else does

1089
00:42:41,660 --> 00:42:42,760
yeah I'm quite happy

1090
00:42:42,760 --> 00:42:44,600
I may be reading it yeah

1091
00:42:44,600 --> 00:42:46,100
yeah I think it's one question

1092
00:42:46,100 --> 00:42:47,400
I think

1093
00:42:47,400 --> 00:42:49,400
I agree with what Claudia's saying

1094
00:42:49,400 --> 00:42:51,560
there's a mismatch here

1095
00:42:51,560 --> 00:42:53,100
from a strategic point of view

1096
00:42:53,100 --> 00:42:54,700
you need to have a red thread

1097
00:42:54,700 --> 00:42:57,830
through the whole process of communication

1098
00:42:58,460 --> 00:43:02,000
if you have a strategic plan that is brand centric

1099
00:43:02,000 --> 00:43:05,130
and not customer centric then it comes to affiliates

1100
00:43:05,130 --> 00:43:07,000
they need to try to fix it

1101
00:43:07,130 --> 00:43:09,100
so you're not getting the right red thread

1102
00:43:09,100 --> 00:43:10,730
and it's unfair to the affiliates

1103
00:43:10,730 --> 00:43:12,500
or if the affiliates don't get it right

1104
00:43:12,500 --> 00:43:13,700
it comes to the field team

1105
00:43:13,700 --> 00:43:15,460
field team trying to fix it

1106
00:43:15,530 --> 00:43:19,800
so I think the core of the strategy needs to be custom

1107
00:43:19,800 --> 00:43:20,830
eccentric

1108
00:43:21,360 --> 00:43:24,660
and the brand needs to match the gap

1109
00:43:24,660 --> 00:43:26,000
or like the sweet spot

1110
00:43:26,000 --> 00:43:29,030
the match the brand can meet that needs

1111
00:43:29,500 --> 00:43:32,160
and if you haven't got it sorted at the top

1112
00:43:32,160 --> 00:43:34,260
it's just not gonna have the right cascade

1113
00:43:34,260 --> 00:43:35,730
and the red threads not coming through

1114
00:43:35,730 --> 00:43:36,460
and you're right

1115
00:43:36,460 --> 00:43:38,360
it creates more work for other people

1116
00:43:38,360 --> 00:43:40,100
and it breaks down trust as well

1117
00:43:40,100 --> 00:43:41,000
because if you

1118
00:43:41,000 --> 00:43:42,930
have to go and do the work that they expected

1119
00:43:42,930 --> 00:43:44,700
global team should have done it

1120
00:43:44,730 --> 00:43:46,560
then they feel quite resentful

1121
00:43:46,560 --> 00:43:48,600
and it creates more work for them

1122
00:43:48,660 --> 00:43:52,060
ha ha ha let's not create resentful

1123
00:43:52,060 --> 00:43:54,860
or resentfulness inside the workplace please

1124
00:43:54,860 --> 00:43:58,130
ha ha so I want to ask I'm sorry Stef

1125
00:43:58,130 --> 00:43:59,900
I'm jumping in but uh

1126
00:43:59,930 --> 00:44:02,700
prior to our discussions uh with Mehrnaz

1127
00:44:02,700 --> 00:44:05,760
we discuss about your

1128
00:44:05,800 --> 00:44:08,560
next book or something like that

1129
00:44:08,560 --> 00:44:10,530
and we discuss and I know

1130
00:44:10,530 --> 00:44:13,000
you talked about the importance of the evolution

1131
00:44:13,160 --> 00:44:16,560
let's say of marketing being more customer centric

1132
00:44:16,700 --> 00:44:19,100
so I know you touch a little bit about that

1133
00:44:19,100 --> 00:44:22,260
but I want to go a little bit in depth

1134
00:44:22,260 --> 00:44:27,530
and to understand you said that it's we need to change

1135
00:44:27,530 --> 00:44:27,960
let's say

1136
00:44:27,960 --> 00:44:32,260
from brand awareness to be more customer

1137
00:44:32,400 --> 00:44:34,800
and that way we can integrate

1138
00:44:34,800 --> 00:44:37,330
or work in the ways of

1139
00:44:37,330 --> 00:44:39,330
integrate and sell some marketing better

1140
00:44:39,330 --> 00:44:41,060
because the clients will be

1141
00:44:41,060 --> 00:44:43,860
we're all going to be working as we are

1142
00:44:43,860 --> 00:44:44,760
with one client

1143
00:44:44,760 --> 00:44:47,400
the same client and that's our end deal

1144
00:44:47,400 --> 00:44:49,730
but how do you think this changes

1145
00:44:49,730 --> 00:44:51,660
or this evolving will happen?

1146
00:44:51,660 --> 00:44:54,130
do you think we're in the way of that happening?

1147
00:44:54,130 --> 00:44:57,200
would you think there are some issues in the middle?

1148
00:44:57,200 --> 00:44:59,460
or what are your thoughts?

1149
00:44:59,700 --> 00:45:02,260
um change is not easy

1150
00:45:02,260 --> 00:45:04,930
humans would avoid change as far as possible

1151
00:45:04,930 --> 00:45:08,700
people wanna do what they're comfortable with so

1152
00:45:09,200 --> 00:45:13,700
you know it's not easy and if you don't have a roadmap

1153
00:45:13,730 --> 00:45:16,230
and it's not lack of clarity

1154
00:45:16,260 --> 00:45:18,930
you kind of like running around like headless chickens

1155
00:45:18,930 --> 00:45:20,900
and I think the problem is

1156
00:45:20,900 --> 00:45:22,960
everybody knows pharma needs to change

1157
00:45:22,960 --> 00:45:25,200
everybody knows pharma is behind

1158
00:45:25,200 --> 00:45:27,600
and everybody's talking about transformation

1159
00:45:27,960 --> 00:45:29,730
but there's not real clarity

1160
00:45:29,730 --> 00:45:32,330
about who needs to do what

1161
00:45:32,330 --> 00:45:33,160
and how you change

1162
00:45:33,160 --> 00:45:35,660
and companies create this like competency framework

1163
00:45:35,660 --> 00:45:37,930
but the competency framework doesn't define

1164
00:45:37,930 --> 00:45:39,760
what is it that you need to do on Monday

1165
00:45:39,760 --> 00:45:41,660
or behaviours you need to have

1166
00:45:41,660 --> 00:45:44,060
so I think with marketing is

1167
00:45:44,060 --> 00:45:48,060
is reaching a... like that tipping point that

1168
00:45:48,300 --> 00:45:52,100
there is a need to shift because the whole

1169
00:45:52,100 --> 00:45:53,160
you know communication

1170
00:45:53,900 --> 00:45:57,930
methodology is shifting because of the

1171
00:45:57,930 --> 00:45:59,600
the transformation

1172
00:45:59,660 --> 00:46:00,460
and if marketing

1173
00:46:00,460 --> 00:46:02,760
still doing what they did 10 years ago

1174
00:46:02,760 --> 00:46:05,300
or 20 years ago

1175
00:46:05,300 --> 00:46:08,060
it's gonna be a point of evolution that it won't survive

1176
00:46:08,060 --> 00:46:09,860
that behaviour won't survive

1177
00:46:10,000 --> 00:46:12,560
so either the individual needs to change

1178
00:46:12,560 --> 00:46:16,560
or then the evolution would remove them from

1179
00:46:16,560 --> 00:46:18,130
you know the food chain

1180
00:46:18,130 --> 00:46:23,460
so I think what there are drives change is necessity

1181
00:46:23,460 --> 00:46:25,800
either pressure to evolve like you know

1182
00:46:25,800 --> 00:46:26,800
even look at pharma

1183
00:46:26,800 --> 00:46:29,100
Pharma was not ready to do digital transformation

1184
00:46:29,100 --> 00:46:31,960
until Covid happened, Covid forced it to do

1185
00:46:31,960 --> 00:46:33,560
but it should have happened ages ago

1186
00:46:33,560 --> 00:46:36,900
I mean how many of us go and visit a brand bank

1187
00:46:37,200 --> 00:46:39,200
how many of us go to a branch

1188
00:46:39,330 --> 00:46:40,660
how many of us write a check

1189
00:46:40,660 --> 00:46:42,600
we do everything online I

1190
00:46:42,600 --> 00:46:44,130
I put my hand up in America

1191
00:46:44,130 --> 00:46:46,160
they're quite backwards they still give checkbooks

1192
00:46:46,160 --> 00:46:47,800
and I was

1193
00:46:47,800 --> 00:46:48,260
opening

1194
00:46:48,260 --> 00:46:51,330
I was going to open a business banking in US this week

1195
00:46:51,330 --> 00:46:52,730
and the guy was saying to me

1196
00:46:52,730 --> 00:46:53,930
I'll be charged so much

1197
00:46:53,930 --> 00:46:55,730
for checking your balance on an ATM

1198
00:46:55,730 --> 00:46:58,500
and I was saying why would I check my balance on an ATM?

1199
00:46:58,800 --> 00:47:00,300
what's an ATM? he's surprised

1200
00:47:00,330 --> 00:47:01,300
yeah and

1201
00:47:02,700 --> 00:47:05,500
I was just thinking like but the banking

1202
00:47:05,500 --> 00:47:08,330
which is a highly regulated industry has moved so much

1203
00:47:08,330 --> 00:47:13,060
and I remember HSBC put staff in the branches

1204
00:47:13,300 --> 00:47:15,500
so if you visit the branch of HSBC

1205
00:47:15,660 --> 00:47:18,960
55 years ago because you were laggard

1206
00:47:18,960 --> 00:47:20,960
and you were not adopting technology

1207
00:47:21,060 --> 00:47:22,000
they would have staff

1208
00:47:22,000 --> 00:47:24,030
that would take you into a terminal

1209
00:47:24,130 --> 00:47:26,760
and show you how to do your online banking

1210
00:47:26,760 --> 00:47:29,860
so I think maybe we need to have some system

1211
00:47:29,860 --> 00:47:32,760
helping marketers to shift their own mindset

1212
00:47:32,760 --> 00:47:36,160
but there needs to be a change process for that um

1213
00:47:36,160 --> 00:47:37,660
but I think is very much needed

1214
00:47:37,660 --> 00:47:40,500
and I was talking to somebody this morning

1215
00:47:40,530 --> 00:47:42,800
they said the biggest challenge they're having

1216
00:47:42,800 --> 00:47:44,960
in the global team is around

1217
00:47:45,000 --> 00:47:48,900
marketing's mindset around omni channel

1218
00:47:49,160 --> 00:47:50,660
the thing on the channel is something

1219
00:47:50,660 --> 00:47:52,700
you just do the campaign like you've always done

1220
00:47:52,700 --> 00:47:53,460
do everything you did

1221
00:47:53,460 --> 00:47:54,860
and then at the end of that process

1222
00:47:54,860 --> 00:47:55,660
you just think okay

1223
00:47:55,660 --> 00:47:59,900
what channels do I use on the channel is

1224
00:48:00,000 --> 00:48:01,400
is a way of is like

1225
00:48:01,400 --> 00:48:03,530
you need to think about that from the answer

1226
00:48:03,530 --> 00:48:04,360
you need to look at

1227
00:48:04,360 --> 00:48:06,300
look at the behaviours of the customers

1228
00:48:06,360 --> 00:48:08,530
where do they go to sort

1229
00:48:08,530 --> 00:48:10,200
source information for education

1230
00:48:10,200 --> 00:48:12,760
or for knowledge or the data

1231
00:48:12,900 --> 00:48:13,800
and then

1232
00:48:13,860 --> 00:48:17,360
embed that understanding in your whole campaign

1233
00:48:17,360 --> 00:48:20,060
development not something you bought at the end of it

1234
00:48:20,100 --> 00:48:23,100
so the mindset really needs to shift um

1235
00:48:23,100 --> 00:48:25,100
yeah we're gonna have a really interesting panel

1236
00:48:25,100 --> 00:48:27,800
discussion about in three weeks time in Dubrovnik

1237
00:48:27,800 --> 00:48:30,100
and I've listened to the speakers in the panel

1238
00:48:30,100 --> 00:48:31,960
and they are quite controversial

1239
00:48:31,960 --> 00:48:36,300
they say that we need to really change fundamentally

1240
00:48:36,300 --> 00:48:38,630
otherwise marketing won't survive in pharma

1241
00:48:38,760 --> 00:48:40,260
and like you said Stefan

1242
00:48:40,330 --> 00:48:42,800
a lot of organisation outside pharma

1243
00:48:42,800 --> 00:48:45,860
they don't have sales and marketing function per se

1244
00:48:46,600 --> 00:48:48,630
the revenue generators

1245
00:48:48,730 --> 00:48:51,560
so maybe that will happen in pharma as well

1246
00:48:51,900 --> 00:48:55,700
let's hope, let's not to close marketing please

1247
00:48:55,700 --> 00:48:57,600
because I will be without a job

1248
00:48:57,600 --> 00:48:59,100
and I cannot be without a job

1249
00:48:59,100 --> 00:49:02,260
so let's evolve people so

1250
00:49:02,260 --> 00:49:06,060
we have another question from our audience saying

1251
00:49:06,060 --> 00:49:09,160
I'm going to post it here from Freddy.

1252
00:49:09,600 --> 00:49:11,800
He's saying great talk my question is

1253
00:49:11,800 --> 00:49:15,300
how many messages is too many messages per segment?

1254
00:49:15,700 --> 00:49:18,530
should we alternate messages by quarter

1255
00:49:18,530 --> 00:49:19,960
or journey

1256
00:49:19,960 --> 00:49:23,400
or try to leave our 2 to 3 messages consistently

1257
00:49:23,400 --> 00:49:24,960
to drive a recall?

1258
00:49:25,660 --> 00:49:28,700
Who, guys, wants...? Harmeet I see you nodding

1259
00:49:30,960 --> 00:49:32,730
I see you getting excited

1260
00:49:32,730 --> 00:49:38,160
Me me me! How am I gonna answer this though?

1261
00:49:38,160 --> 00:49:40,100
okay ha ha

1262
00:49:40,100 --> 00:49:42,360
it's a great question um

1263
00:49:42,860 --> 00:49:45,060
the one thing that came into my mind

1264
00:49:45,060 --> 00:49:46,560
so I'm just gonna read the questions

1265
00:49:46,560 --> 00:49:48,830
I get all of it should be all the same message okay

1266
00:49:50,300 --> 00:49:56,160
okay so I'm gonna give you an example because one

1267
00:49:56,160 --> 00:49:58,430
I'm rooting for the marketing teams

1268
00:49:58,560 --> 00:50:00,300
come on marketing teams and second

1269
00:50:00,300 --> 00:50:02,660
I've had a great experience recently

1270
00:50:02,660 --> 00:50:04,630
that would probably help answer this

1271
00:50:05,000 --> 00:50:06,260
pharma company

1272
00:50:06,860 --> 00:50:09,100
okay probably a bit sophisticated

1273
00:50:09,100 --> 00:50:13,100
but they have done a great job in building their own

1274
00:50:13,100 --> 00:50:16,130
omni channel engine is what they were calling it um

1275
00:50:16,130 --> 00:50:19,460
and in that you're taking external sales data

1276
00:50:20,330 --> 00:50:25,030
original CRM data including notes from the reps

1277
00:50:25,260 --> 00:50:30,930
and it was actually helping understand multiple

1278
00:50:30,930 --> 00:50:32,800
information about the customer audience

1279
00:50:32,800 --> 00:50:35,130
giving you a 360 view and it truly was

1280
00:50:35,130 --> 00:50:37,730
it was also actually highlighting

1281
00:50:37,730 --> 00:50:39,630
using AI and machine learning

1282
00:50:39,960 --> 00:50:42,500
highlighting potential adopters

1283
00:50:42,500 --> 00:50:45,600
lower doctors prescription growth rate potential

1284
00:50:45,600 --> 00:50:47,760
and also content consumption

1285
00:50:48,660 --> 00:50:49,960
that's the big one

1286
00:50:50,530 --> 00:50:54,000
so there is no one answer for that

1287
00:50:54,000 --> 00:50:59,500
and I technically would not base it on a timing plan

1288
00:50:59,500 --> 00:51:01,400
although I know that's how we

1289
00:51:01,400 --> 00:51:03,000
do marketing

1290
00:51:03,130 --> 00:51:06,500
typically in cycles and quarters and sprints

1291
00:51:06,860 --> 00:51:08,160
I understand that

1292
00:51:08,160 --> 00:51:11,130
but if there is a way of learning and understanding

1293
00:51:11,130 --> 00:51:13,860
what message works

1294
00:51:14,300 --> 00:51:16,360
ideally using a sophisticated CRM

1295
00:51:16,360 --> 00:51:17,760
for example

1296
00:51:18,160 --> 00:51:19,600
because what we're doing

1297
00:51:19,600 --> 00:51:22,100
as long as you're tagging the content correctly

1298
00:51:22,100 --> 00:51:25,000
it was actually giving you your next best action

1299
00:51:25,100 --> 00:51:26,400
and the channel

1300
00:51:26,930 --> 00:51:29,560
and it was saying these are the top three

1301
00:51:29,560 --> 00:51:32,800
collectively from all the healthcare providers

1302
00:51:32,900 --> 00:51:35,000
these are the top three key messages

1303
00:51:35,130 --> 00:51:37,560
so say you have eight typically

1304
00:51:38,000 --> 00:51:41,400
these are the top three that have been most consumed

1305
00:51:41,960 --> 00:51:44,360
and then even on an individual level

1306
00:51:44,700 --> 00:51:47,930
like that is the level I want us to be getting to

1307
00:51:47,930 --> 00:51:49,930
and it is feasible it's happened

1308
00:51:49,930 --> 00:51:51,860
I've worked with it it's amazing

1309
00:51:52,130 --> 00:51:53,500
so sorry

1310
00:51:53,500 --> 00:51:56,400
not probably the best answer I need to give you

1311
00:51:56,400 --> 00:51:58,500
just yes do 2 to 3

1312
00:51:58,500 --> 00:52:01,430
but if there is a way

1313
00:52:01,960 --> 00:52:03,060
probably not a sophisticated

1314
00:52:03,060 --> 00:52:06,200
that you can learn what are the top messages

1315
00:52:06,660 --> 00:52:08,700
please you know

1316
00:52:08,700 --> 00:52:10,500
leverage the content in your damn

1317
00:52:10,500 --> 00:52:11,560
please tag please

1318
00:52:11,560 --> 00:52:13,760
please tag

1319
00:52:13,930 --> 00:52:16,060
and work like with the Content Excellence team

1320
00:52:16,060 --> 00:52:17,760
for example internally

1321
00:52:18,360 --> 00:52:20,860
and I'm gonna go we got a question here

1322
00:52:20,860 --> 00:52:23,160
shouldn't be responses rather than messages

1323
00:52:25,260 --> 00:52:27,900
ha ha it's really funny

1324
00:52:27,900 --> 00:52:30,260
it's really funny you say that because I was gonna say

1325
00:52:30,260 --> 00:52:34,300
being at them like a front end communicating with Hcps

1326
00:52:34,560 --> 00:52:36,060
I think less is more

1327
00:52:36,060 --> 00:52:38,330
and I think what we find is we listen

1328
00:52:38,330 --> 00:52:39,700
to what they say

1329
00:52:39,860 --> 00:52:41,730
and we pick the message that is relevant

1330
00:52:41,730 --> 00:52:43,860
to the conversation so I would say

1331
00:52:43,860 --> 00:52:46,860
you know if you use theoretical marketing stimulations

1332
00:52:46,930 --> 00:52:49,060
the more messages you put in

1333
00:52:49,260 --> 00:52:50,600
the less impact it would have

1334
00:52:50,600 --> 00:52:52,660
so less is more but for every

1335
00:52:52,660 --> 00:52:55,660
every given interaction with the individual HCPs

1336
00:52:55,660 --> 00:52:57,430
from the segment you selecting

1337
00:52:57,460 --> 00:53:00,430
you need to listen to what they say like um

1338
00:53:01,000 --> 00:53:02,400
you said earlier on Harmeet

1339
00:53:02,400 --> 00:53:05,060
your flexibility to feel team

1340
00:53:05,060 --> 00:53:08,200
to use the page or the content from the deck

1341
00:53:08,200 --> 00:53:10,000
that is relevant is not

1342
00:53:10,000 --> 00:53:12,130
the quantity of content

1343
00:53:12,130 --> 00:53:14,930
is keeping the conversation very precise

1344
00:53:14,930 --> 00:53:16,930
on the point that really matters to them

1345
00:53:16,930 --> 00:53:20,030
so I would say don't have more than 3 messages

1346
00:53:20,360 --> 00:53:21,760
because you confuse them

1347
00:53:21,760 --> 00:53:23,900
and it becomes like a tick box

1348
00:53:23,900 --> 00:53:25,860
but then on a given interaction

1349
00:53:25,860 --> 00:53:27,560
focus on the most pertinent one

1350
00:53:27,560 --> 00:53:30,630
with a given HCP to have more impact

1351
00:53:32,600 --> 00:53:35,460
we have another question

1352
00:53:35,460 --> 00:53:36,300
come on guys

1353
00:53:36,300 --> 00:53:39,360
you it's your time to give all the questions you have

1354
00:53:39,730 --> 00:53:40,960
so uh

1355
00:53:40,960 --> 00:53:42,000
the question is

1356
00:53:42,000 --> 00:53:45,000
how can sales and marketing collaborate in development

1357
00:53:45,000 --> 00:53:48,300
and developing relevant and valuable content

1358
00:53:48,300 --> 00:53:50,030
for healthcare providers

1359
00:53:50,700 --> 00:53:53,500
who wants to tackle that? Mehrnaz?

1360
00:53:53,900 --> 00:53:54,600
Yeah, I can

1361
00:53:54,600 --> 00:53:55,760
then we go to our meet

1362
00:53:55,760 --> 00:53:58,100
because I just think she's excited as well

1363
00:53:58,100 --> 00:53:59,560
I I keep these horses

1364
00:53:59,900 --> 00:54:04,030
so I've seen case studies developed for brands

1365
00:54:04,130 --> 00:54:05,200
and I read them

1366
00:54:05,200 --> 00:54:08,200
and I kind of think this doesn't sound like a patient

1367
00:54:08,200 --> 00:54:11,260
and couple of years ago we actually worked with HCPs

1368
00:54:11,260 --> 00:54:13,860
they wrote case studies and they

1369
00:54:13,860 --> 00:54:16,260
case studies were much more real

1370
00:54:16,260 --> 00:54:17,700
and I remember we

1371
00:54:17,700 --> 00:54:19,800
help them develop a booklet

1372
00:54:19,800 --> 00:54:21,800
to collate all the case studies

1373
00:54:21,800 --> 00:54:24,460
and the case studies were describing the scenarios

1374
00:54:24,460 --> 00:54:26,130
and when we were showing those case studies

1375
00:54:26,130 --> 00:54:27,800
to other healthcare professionals

1376
00:54:27,800 --> 00:54:28,530
they were saying yeah

1377
00:54:28,530 --> 00:54:31,760
I can relate to a David I can relate to a Marjorie

1378
00:54:31,760 --> 00:54:35,000
so I think um the best content is a

1379
00:54:35,000 --> 00:54:37,530
content that is actually created by Hcps

1380
00:54:37,530 --> 00:54:39,260
based on their real experiences

1381
00:54:39,260 --> 00:54:42,000
and is a really good way of educating others

1382
00:54:42,000 --> 00:54:43,900
because others can relate to it

1383
00:54:44,300 --> 00:54:45,800
Nice! Harmeet?

1384
00:54:46,930 --> 00:54:49,360
I think the question also for me

1385
00:54:49,360 --> 00:54:50,930
it kinds of links back to

1386
00:54:50,930 --> 00:54:52,860
I guess the first question you asked us

1387
00:54:52,860 --> 00:54:56,000
um is finding methodologies

1388
00:54:56,000 --> 00:54:58,360
whatever works for your team

1389
00:54:58,360 --> 00:55:00,900
and their pressures of their job

1390
00:55:00,900 --> 00:55:03,600
but ways that they can be working together a lot more

1391
00:55:03,600 --> 00:55:05,730
and communicating and feedbacking

1392
00:55:05,730 --> 00:55:08,830
but also give a sense of authority

1393
00:55:09,560 --> 00:55:13,460
and ownership and freedom to the sales team

1394
00:55:14,130 --> 00:55:18,330
so um that comes down to like I say

1395
00:55:18,330 --> 00:55:22,360
understand your customer deep insights if possible

1396
00:55:22,460 --> 00:55:24,200
multi layered

1397
00:55:24,400 --> 00:55:27,960
segmentation if possible and then

1398
00:55:28,530 --> 00:55:31,700
have the content that we need but again

1399
00:55:31,700 --> 00:55:34,330
package it and feed it back to the sales webs

1400
00:55:34,330 --> 00:55:36,100
to get an idea of what they believe

1401
00:55:36,100 --> 00:55:38,760
is the right messages according to their customers

1402
00:55:39,000 --> 00:55:39,360
and then

1403
00:55:39,360 --> 00:55:43,830
give them the freedom and ownership to use the content

1404
00:55:44,600 --> 00:55:47,330
that they seem relevant for Doctor Joe

1405
00:55:47,330 --> 00:55:49,660
for example so

1406
00:55:49,860 --> 00:55:50,760
and again

1407
00:55:50,760 --> 00:55:52,930
I know everyone's time poor

1408
00:55:52,930 --> 00:55:54,500
not just the healthcare professionals

1409
00:55:54,500 --> 00:55:56,200
like we all are I get it

1410
00:55:56,200 --> 00:55:58,560
I understand but honestly

1411
00:55:58,560 --> 00:56:03,000
that it's not difficult to arrange a call with 5 reps

1412
00:56:03,000 --> 00:56:05,360
for example so

1413
00:56:05,600 --> 00:56:07,800
and then as frequently as you want to be doing it

1414
00:56:07,800 --> 00:56:09,560
as much as you want their involvement

1415
00:56:09,560 --> 00:56:11,200
if they're happy to be involved and they

1416
00:56:11,200 --> 00:56:13,000
I don't know but from experience

1417
00:56:13,000 --> 00:56:14,330
they're always happy to involve

1418
00:56:14,330 --> 00:56:16,260
be involved and be heard

1419
00:56:16,800 --> 00:56:18,560
and they come up with great insights

1420
00:56:18,560 --> 00:56:21,300
they were helping us shape our efficacy story

1421
00:56:21,300 --> 00:56:25,430
they were helping us shape our um like the key messages

1422
00:56:27,300 --> 00:56:30,730
so I love that we need more

1423
00:56:30,730 --> 00:56:32,800
more people like you harmony

1424
00:56:33,930 --> 00:56:36,700
who open and inclusive and well

1425
00:56:38,300 --> 00:56:40,000
I'm actually seeing a good shift

1426
00:56:40,000 --> 00:56:42,660
I don't know I don't think it's as bad as it used to be

1427
00:56:42,660 --> 00:56:44,360
like over 12 years

1428
00:56:44,600 --> 00:56:46,730
things are moving in the right direction

1429
00:56:46,730 --> 00:56:48,200
I'm just putting it out there

1430
00:56:48,200 --> 00:56:51,360
yeah or I'm just working with a select few

1431
00:56:51,360 --> 00:56:53,860
I don't know but yeah

1432
00:56:54,000 --> 00:56:55,200
well I think there's a mix

1433
00:56:55,200 --> 00:56:56,200
there's a mix everywhere

1434
00:56:56,200 --> 00:56:58,100
and there are some really talented people

1435
00:56:58,100 --> 00:57:00,330
who are focused on doing the right thing

1436
00:57:00,330 --> 00:57:02,660
and being inclusive and getting rid of the silos

1437
00:57:02,660 --> 00:57:04,560
and there's still some that still

1438
00:57:04,760 --> 00:57:06,960
you know traditional in their way of thinking

1439
00:57:06,960 --> 00:57:09,060
like anything else you've got early adopters

1440
00:57:09,260 --> 00:57:11,660
you've got one and you've got the others in between

1441
00:57:11,660 --> 00:57:12,560
yeah yep

1442
00:57:12,560 --> 00:57:12,760
yep yep

1443
00:57:12,760 --> 00:57:13,700
yep yep yeah

1444
00:57:13,700 --> 00:57:15,460
definitely

1445
00:57:15,700 --> 00:57:19,960
so I'm going to... We are close to ending and this is sad

1446
00:57:19,960 --> 00:57:22,030
but it's the thing

1447
00:57:22,360 --> 00:57:26,960
so I would love to have closing remarks for you guys

1448
00:57:26,960 --> 00:57:29,400
if you have anything to say to our audience

1449
00:57:29,400 --> 00:57:31,900
or leave our audience with

1450
00:57:31,900 --> 00:57:34,760
who wants to go first a close with a remark?

1451
00:57:36,000 --> 00:57:36,160
I

1452
00:57:36,160 --> 00:57:38,500
I could go first I would say

1453
00:57:38,760 --> 00:57:40,860
one of the key things we need to think about is

1454
00:57:40,860 --> 00:57:44,100
HCPs are on the tremendous amount of pressure

1455
00:57:44,100 --> 00:57:46,460
there's long waiting times

1456
00:57:46,460 --> 00:57:48,400
patients are waiting for you know

1457
00:57:48,400 --> 00:57:50,360
surgeries or appointments for a long time

1458
00:57:50,360 --> 00:57:53,200
we've got a duty and responsibility to make sure

1459
00:57:53,200 --> 00:57:55,230
we don't waste HCP's time

1460
00:57:55,500 --> 00:57:58,000
so every time we thinking about reach

1461
00:57:58,060 --> 00:57:59,330
we need to think about how

1462
00:57:59,330 --> 00:58:01,960
we can actually address a pain point

1463
00:58:01,960 --> 00:58:03,060
that helps them

1464
00:58:03,060 --> 00:58:05,400
to be able to deliver better care for the patients

1465
00:58:05,960 --> 00:58:08,760
and focus on that it's not about quantity

1466
00:58:08,760 --> 00:58:09,600
it's about quality

1467
00:58:09,600 --> 00:58:11,800
and being really relevant to their pain point

1468
00:58:12,360 --> 00:58:15,160
thank you for that how you meet yeah

1469
00:58:15,160 --> 00:58:16,600
that's an amazing answer

1470
00:58:16,600 --> 00:58:18,860
and then I guess it's a nobody is

1471
00:58:18,860 --> 00:58:20,730
but it's like the why ultimately

1472
00:58:20,730 --> 00:58:23,660
what should we be doing all of ourselves marketing

1473
00:58:23,660 --> 00:58:25,000
anyone in the organization

1474
00:58:25,600 --> 00:58:29,960
and then I guess the part 2 maybe is then the how

1475
00:58:30,130 --> 00:58:33,260
so please please collaborate

1476
00:58:33,960 --> 00:58:37,700
I have seen even on a level

1477
00:58:38,400 --> 00:58:39,260
content excellence

1478
00:58:39,260 --> 00:58:41,930
not collaborating with the digital and the tech team

1479
00:58:41,930 --> 00:58:43,630
for example so

1480
00:58:44,400 --> 00:58:47,000
find strategies and ways of working

1481
00:58:47,000 --> 00:58:48,660
where you can collaborate

1482
00:58:48,760 --> 00:58:50,160
cross collaborate

1483
00:58:50,330 --> 00:58:55,600
collaborate with the sales reps efficiently you know

1484
00:58:56,260 --> 00:58:57,560
making sure that you actually

1485
00:58:57,560 --> 00:58:59,700
you have results at the end of it

1486
00:59:00,760 --> 00:59:03,160
but ultimately to do what men are said

1487
00:59:03,160 --> 00:59:05,160
at the end day is the most important

1488
00:59:05,160 --> 00:59:08,800
but work together in any way possible and share

1489
00:59:08,800 --> 00:59:11,830
and honestly internally share case studies

1490
00:59:11,860 --> 00:59:15,800
share learnings across therapy areas across markets

1491
00:59:15,900 --> 00:59:19,100
across like just across the organization um

1492
00:59:19,200 --> 00:59:21,060
everyone is so I get it

1493
00:59:21,060 --> 00:59:25,800
everyone's time for working in their zone but um yeah

1494
00:59:25,800 --> 00:59:28,730
I could keep going it's not closing is it

1495
00:59:28,730 --> 00:59:31,860
um what might help in terms of how is

1496
00:59:31,860 --> 00:59:34,560
I've written a book about the Omni Advantage

1497
00:59:34,560 --> 00:59:37,460
the Omni Advantage is not about technology

1498
00:59:37,660 --> 00:59:41,260
is about people and how can we can bring people medical

1499
00:59:41,260 --> 00:59:44,160
marketing and sales together on this journey

1500
00:59:44,160 --> 00:59:46,860
so we can actually be the trusted advisors

1501
00:59:46,860 --> 00:59:48,260
for healthcare professionals

1502
00:59:48,300 --> 00:59:50,160
as an industry so um

1503
00:59:50,160 --> 00:59:52,360
if you've not checked it out um

1504
00:59:52,360 --> 00:59:52,930
check it out

1505
00:59:52,930 --> 00:59:56,260
because it is written more like a road map

1506
00:59:56,260 --> 00:59:59,160
to give you the house nice

1507
00:59:59,460 --> 01:00:02,960
so guys I will want to thank you all for being here

1508
01:00:02,960 --> 01:00:06,460
thank you for your panel and to all our attendees

1509
01:00:06,460 --> 01:00:07,860
thank you so much

1510
01:00:07,930 --> 01:00:10,530
your comments and questions were amazing

1511
01:00:10,530 --> 01:00:13,260
and we were so happy that you enjoy this

1512
01:00:13,260 --> 01:00:16,560
as much as we did so without any further delay

1513
01:00:16,560 --> 01:00:18,330
have a great weekend

1514
01:00:18,330 --> 01:00:22,500
and I will see you all on our next farming sites

1515
01:00:22,530 --> 01:00:23,600
Bye, everyone.

1516
01:00:24,560 --> 01:00:25,960
Thank you so much, bye.

1517
01:00:25,960 --> 01:00:27,860
Thank you. You're welcome.