Featured Session

Precision Omnichannel HCP Approaches for 2022

In a world where the average person is exposed to 6,000 to 10,000 ads per day* (*Credit PPC Protect 2/15/21), how do life science brands create content that successfully runs the gauntlet triad:
1- gets to the right people
2- captures attention
3- compels action/retention

To score one is a feat, but to do all three is rare… don’t believe it? Name me the last two advertisements you spent more than 10 seconds with?

In this interactive session, we dive into this topic with a few industry experts that have tips on what is required to create and deliver content that cuts past the market and your competitors.

Featured Experts Include:

 

There’s a window of opportunity for brands to rethink strategy, leverage data in new ways, and find themselves, at least their brands, standing in plain sight right where the customer needs them. Watch the session to learn how.

Transcript of Session

AI Generated

Frank Dolan 0:32
All right, everybody. Welcome to the next session in the biopharma breakthrough Summit. I’m so glad everybody’s here, this is a really, really great session, because we’re gonna bring a lot of things together from what we talked about today. The reality in the market that we are in, in biopharma and med tech is that at the end of the day, in this tumultuous cycle that we’re going through, the real hero is going to have to be you. That’s means bringing in fresh ideas, challenging some of what we’ve been up to, and finding clever ways to change the performance we may be experiencing today, with over 60, companies having had layoffs so far in 2022, even today, Novartis announcing 8000 addition, additional layoffs, globally, it’s certainly unique time, what it brings out to us are two things. The first is that we understand no matter what role you play in a biopharma or a med tech company, everything about what we’re doing and who’s involved is, is under very, very clear review. The second piece that we have to acknowledge is that as while the condition of our companies when it comes to the, to the stock market, to some of the pressures that we feel, from a regulatory perspective, from a marketplace perspective, there are things that have changed about how our customers are receiving and acting on information, whether that’s a patient payer or provider, right now we have to think about, if we are emerging from a unique marketplace with COVID over the last couple of years, it doesn’t necessarily that were re entering the marketplace and the norms of prior to COVID. And so we may have to just think about how do we operate differently. So we get the right message to the right customer at the right time. So we’re going to dive into some really, really cool concepts. And we’re going to give you some practical ideas on how to think about the situation that you may be in with your brand with your organization. And also maybe some tips and tricks on how we can leverage tools, technology and even advice to make a bigger impact. So we’re going to bring up a couple of experts. The first is none other than Julie Granberry. Julie is at Relevate Health, but she’s got an incredible formal career. She’s got over 13 years of experience. Clearly she started when she was 12. It is great to have you here. Julie, welcome.

Julie Granberry 2:51
It’s great to be here. Frank, thanks so much for having me.

Frank Dolan 2:54
Well, we are so excited to have you back again, because I watched it last time. So thank you. So let’s humanize this whole thing for the people that don’t know Julie, tell us a little bit about your career and what you’re doing now.

Julie Granberry 3:09
Sure, thanks, Frank. So I am back at Relevate Health I’m known as a boomerang er. So I started my career when to your point when I was a baby and in the healthcare space on the agency side, so really working my way through understanding the client’s needs on the account side, and delivering a lot of at the time, leave behind and paper based materials, right, but to your point, earlier times have changed. But really to help reps enhance their ability to access and engage with clinicians. And then I got the client side edge and moved over to UCB pharma here in Atlanta, where I reside, was there for four years and absolutely loved it got great experience in the Manage market space, and established brand space, entering a new indication into a new specialty in dermatology and then in the brand launch space. And we were launching a brand during the times of COVID To your point so really brought to light the need for omni channel marketing and understanding how we can reach these HCPs with our field force members with digital manners in different ways. And then I decided to come back to relevant with the advancements the organization’s made and the focus on creating an omni channel enterprise. It just felt like the right fit to come back home and help lead up and insights and strategy division that’s really focused on business analytics and insights, developing the strategies for our brands to make meaningful measurement and movement across the continuum from pre launch to loe. And then last but not least, measuring and optimizing along the way because you can’t measure it it might as well not have happened. So I’m happy to be back. I’m happy to talk a little bit about omni channel today.

Frank Dolan 4:54
Well, we’re excited about that. I think the measurement piece is is key because there are a lot of folks kind of giving advice, that are aphorisms that are intentions that are that are that are lovely things to aspire to. But at the end of the day, there’s a spreadsheet that’s involved and a lot of our conversations. So I think that empirical evidence piece is going to be super, super important. So Julie, welcome. Glad to have you back. Thank you. All right. Next up is George CD Griffith. He’s also with Relevate Health, but George has got an incredible background. Now, he relates to so many of us because we fell out of college, you at East Carolina University, George, I also fell out of college and and carried a bag as a as a drug rep. And then in 1999, you and a co founder started connection 360, which in March of this year, was acquired by Relevate. Health. So George, welcome.

George Griffith 5:55
Thanks, brother. It’s good to be here, man. Yeah. And it’s good to be part of elevate. It’s a new experience and excited to present with Julie today.

Frank Dolan 6:02
Well, we’re glad to have you. So I did touch a little bit on your bio. George, once you want to dig in a little bit more, because I think your industry experience is really relevant. And I think we are all curious on why the heck would you leave the warm embrace, you know, of a Lilly or any other company and say, I Hey, I’m going to put it all on my shoulders, all the risks that may melt, but we’re going to try to be an entrepreneur.

George Griffith 6:27
Yeah, that’s how it felt to know. So I started my career in 1992, as a drug rep right out of college, was SmithKline. Beecham down in rural Georgia. Then moved with Lilly in 1995, join them, they moved me back to North Carolina manage the Duke and UNC territory there. And then, yeah, 1999 came to gentleman and we wanted to start at the time wasn’t what what would be future categorized as a digital agency, but we were putting things on CD ROM and doing Palm Pilots, that was the original digital, if you would. And yeah, I have had an enthusiasm and passion for creative and innovative ways. And practical ways, having been a rep in the field to really engage HCPs. So you know, connection 360 You know, building your own business and coming up with your own ideas has been great. And now joining Relevate Health, which were really in the process of building what I think is going to be the future of HCP engagement, we’re trying to put all the pieces together to help from rep enablement to peer to peer to media, Omni channel in the thing. So all of that together, you know, we’re going to talk about today. So nice to be here, Frank.

Frank Dolan 7:44
Well, it’s great to have you George and I’ve got to tell you, I’m already blown away with what you’re bringing to the table because if I told you I woke up this morning thinking I would hear the terms palm pilot or CD ROM

he wins. That’s very, very cool. All right. So let’s let’s let’s jump in. Julie, help us out here a little bit because everybody’s talking about omni channel I get 50 emails a day from from pharmaceutical magazines, telling us how to market we hear different speakers talking about we all have these different definitions of of omni channel, even when I talk to some of my colleagues running different brand teams. So level set us a little bit what is omni channel? What’s a common definition we can use? How should we be thinking about it in today’s day and age? Yeah, so

Julie Granberry 8:37
it’s a great question. And I feel like if you ask 10 people, you would get 10 different responses. But I think we’re all are coming to this kind of overarching theme of what it is so I thought it’d be fun and engaging if we actually had a little bit of a multiple choice bring it back to our high school days. So up on the screen, I have four different potential solutions for what the answer is for omni channel marketing then we’ll explain how Relevate Health describes it so do you think that omni channel marketing is a marketing advertising messaging across all available channels, be creating specific strategies for each channel? See customer centric unified brand experience across channels or D the same as multi channel and the terms are synonymous with say you Frank and team

Frank Dolan 9:31
well, I encourage everybody who’s on our different platforms whether you’re on Medicine to market use the chat that’s off to the off to the side or if you’re on LinkedIn, go ahead and and put something in there so I don’t know what do you think George Should we go with with C?

George Griffith 9:48
Survey says that could be a right answer Frank.

Julie Granberry 9:52
Surveysays nicely, alright, so the way that Relevate Health at least again, you know, I know there’s a lot of different interpretations. But for grounding ourselves today, the way that we look at it is creating a customer centric unified brand experience across channels. And what does that really look like it’s putting in our scenario, the audience or the HCP, the clinician at the center, regardless of what other channels are being deployed, so that it has a consistent look and feel a consistent message. And you’re really being able to build seemingly a one to one personal relationship with that individual utilizing all the different channels. A great way to explain it. And if you Google omni channel, you’re going to see Disney at the top of it like creating an experience, Disney does a fantastic job in the in the common day world, for you to have your apps for you to have your experience on the actual at the theme parks, your emails, the band’s it’s all tied together in such a way that you feel like when you get there Mickey’s gonna know your name. That’s what we’re trying to create with our clinicians is to create for on behalf of the brands that we work with a unified experience. So they know your brand, they know what you stand for, and no matter if they’re on social website, email, Display, Mobile Palm Pilot, that they’re building that relationship over time.

Frank Dolan 11:18
So how is that different than multi channel?

Julie Granberry 11:21
That’s a great question. So I put a slide together here just to kind of walk through it. So and I’d be remiss if I didn’t say this multi channel is not a bad one, it’s fine. And I think there’s times in places where multichannel makes total sense. And it’s a great place to start somewhere, right. But the difference here is omni channel is seeing much more so as a holistic strategy from soup to nuts, and multi channel could be different from the sense of channels specific strategy, so it might have a different look and feel you’re deploying based upon the channels that are needed for your engagement. Again, Omni channel is very focused on that customer centricity and it’s driven by insights. The more we learn about the audience and our clinicians, the more we’re able to personalize and make it feel uniquely for him or her, and multichannel as a bit more broader reach it’s driven by audience. Omni channel is that unified experience. So no matter if you’re on your Blackberry, or if you’re on a website, email, your iPhone, it all feels the same. And then multi channel is an individualized brand experience by channel. We’re looking for that 360 degree customer view so that we can really understand their promotional sensitivities what content they engage with, where they show up how they show up, so that we can create meaningful engagement with them. That’s omni channel, multi channel is channel centric metrics, and that you’re able to measure them. But it’s much less it’s much more fragmented. Omni channel focuses on the right channels and interconnectivity. We always say and it’s the buzzword these days or buzz phrase, right channel, right audience right time, and there’s interconnectivity in between all of them. So you think about your drip campaigns, you think about, you know, this, then that, whereas multi channel is focusing on multiple or many channels as the name inverse for omni channel where messaging or and it’s being tailored for relevance. So we’re going to talk later in our conversation today about how we at relevant like to make things locally relevant and what that might mean. And then for multi channel, the messages may be a bit more generalized. We’re empowering brand interaction and engagement with omni channel. And then multi channel is a bit more just specific on that brand engagement. And then last but not least, again, it’s all about a seamless journey from channel to channel to channel. Whereas multi channel is there can be separate journeys, right, you might have your email journey, you might have your rep journey of engagement with a clinician, whereas the division, the holy grail for omni channel is to be able to have it interconnected, everything as you were just saying everything woven together in a seamless way.

Frank Dolan 14:15
That is fantastic. Thank you for doing that. So if we talk about if we’re doing things in a seamless way, we’re creating a lot of value. And if we’re creating a lot of value, we’re going to impact patients. So So George, I’ll I’ll turn to you and ask how in fact, are you guys at Relevate Health helping providers get the information that they need to be able to help more patients?

George Griffith 14:37
So first thing I’m going to ask Frank is the way every call starts off as Can you see my screen? Yes, we can. All right, great. And can you see my draw or here? We can. All right. So with that being said, I think to help HCPs get critical information. We need to almost backup to figure out how we help our brand customers and our media. customers, you know, begin to be able to communicate so well we’ve built, we started this at connection 360, some 20 years ago is a network. It’s known as the treatment perspective network. That’s how our customers recognize us. And we’ve divided this up by a couple of different ways in which we can engage. And what I would say to anybody out there listening, that’s the first step you want to get with, you know, a company like ours, or whomever and do a target list crossmatch and sing get a flag file to see who you can reach. That is the first step. So, you know, anytime a customer comes to us, that’s the first thing I want to do is, hey, give us your targets, let us cross match. You can look at things by building, you know, what are your key accounts or super accounts in our high impact targets? Let us cross match those. What does EHR look like? If you want to reach into that let us cross match, let us give you a flag file, who can we reach who can’t we reach? We’ve even built we call educational coordinators. And this was something when I was a drug rep way back in the day that I formed relationships with these educational coordinators. And if you’re not familiar with educational coordinators, these are employees of health systems. So when I was at Emory and Duke and UNC, I found this position and it was like a wow moment because they’re in charge of finding the right education for healthcare professionals that they manage. We go out to these educational coordinators now on behalf of Relevate Health and say, Hey, we’ve got a program in this area, if they like it, and there’s a gap, they will in turn, send out the communication. So it’s like an influencer channel. So all of these are ways in which we want to get that critical information. Now, to kind of piggyback on to Julie’s how do we take this information. And now start, the first tenet of omni channel is personalization. So we’ve built a decision engine. And we’ve pumped all of this information from all of this network into L, which is our elevated relevance, Decision Engine. And here we can use our real world data, these proprietary algorithms to start figuring out what are the right markets you need to play in? You need to go everywhere? Maybe, maybe not? What’s the right local KOLs that you might need to influence in certain areas? What’s the right content? What’s my what’s the right channel, which How do these people like to be talked to? Well, we’ve got experience here. And then ultimately, what you’d want to do is figure out how to sequence these together. Now some bigger pharma, smaller pharma are building their own decision engines. And that’s great, we can plug into there. But the other thing you want to be able to do is we can sequence our solutions together to to help out customer so all of this Frank to your question, is ways that we can help HCPs you know, get the information they need.

Frank Dolan 17:54
Excellent, excellent, excellent. So what are the critical aspects of today’s approach to HCP engagement that you leverage to help build a brand strategy.

George Griffith 18:09
So to that end, when we think again, you got to think about the HCPs in the middle. So this is what everybody’s trying to do is to engage this HCP. So the first step is you want to look across the different marketing verticals, and they certainly aren’t all inclusive, you got rep enablement, your peer to peer teams, your non personal your media teams, folks that work across video, you know, you could put social in here as well. But you want to figure out when you talk about omni channel or HCP, engagement, engaging across all of these different marketing verticals. And then what we want to do is then layer in some intelligence, you don’t want to do the spray and pray where you just, you know, cross your fingers, hope you got a good target list and you hope you have an intelligent strategy and go out everybody. You do want to be thoughtful about how you’re going out, you know, who are the right people to speak to this audience? What are the right markets to play in? What’s the right content? At least ask these questions, you might come back to saying, hey, well, we’ve got one message. And this is why but a lot of times you asked this question, and there’s some creative, non expensive things that you can do to be more tailored. Then of course, we want to figure out and everybody out there should figure out how we’re going to recruit and engage these customers reps can certainly be involved. But now that rep access is limited and reps are being laid off. As you started off the call with Frank, it’s important to have that support. And the big thing that everybody needs to be asking for, and I’m sure they are is physician level data. This should be fed to you on a weekly basis by your partners, and that’s the expectation in order to do true omni channel that our customers should have So those are just, you know, some of our, you know, beliefs to that in Frank with respect to, you know, a smart engagement approach.

Frank Dolan 20:11
Very, very cool. So So Julie, what are some of the benefits of deploying an omni channel strategy at Relevate? Health?

Julie Granberry 20:19
Sure. So, again, when we think about the Centricity that we’re creating, and again, we’re starting with the HCP. And the clinician over time, it’s our goal to get even closer and closer to the patient, the consumer, I know, we all are, but your ability to create a meaningful relationship seemingly one to one with that clinician and helping them get the information they need, from who they desire to have it in the proper channels, really puts your brand at a premium. And then the ability for you to create synergies across the different functional units and your partners, your vendor partners, the different business units and functional capabilities within your organization. It empowers engagement through preferred different channels. And then it really helps you focus your spend and your investments. Because if we’re really figuring out how to optimize the right channel, the right message at the right time, you’re basically kind of equalizing a lot of different streams of finances that are typically coming from different business units or functional capabilities within your brand team. And it gives you that ability to pull everything together, if you’re focusing on HCP at the end of the day, and be able to pull those funds at and be able to optimize along the way, which is ultimately going to yield increased brand performance. Because again, you’re really able to kind of hit the target, right at the center versus what Georgia said earlier with the kind of spray and paint methodology and the smarter that we get with, you know, initiatives like L our decision engine on our end. And we know that next best action is such a buzzword in the industry right now, the smarter that we all get on that based upon the PLD based upon the data that we’re getting, the better brand performance and the better your clinicians are going to appreciate you and the messaging that you’re sending them because it’s exactly tailored to them.

Frank Dolan 22:04
It’s all about being tailored to them. I think that we would all agree that, you know, we’re largely having to work in a hybrid world. We take a look at every HCP stakeholder, from medical assistants to nurse to physician, they all seem to have a desire to continue this hybrid environment, you know, into the infinite future, so to speak. And as we examine every single physician specialty, the data is overwhelming that it seems like at least a fifth of our interactions will be hybrid virtual in some way, shape, or form. So so maybe George make this, you know, how do we ensure this omni channel success if we’re having to operate in this hybrid world? And definitely

George Griffith 22:50
All right, Frank, I got a lengthy one here. But this is a good one. It’s it’s five steps. But they’re pretty. They’re very practical to that end. So the first step that everybody out there should do when we think about building omni channel is again, target list, ask your partners to do a cross match against your target list. So an NPI list of your individual targets. If you’ve got key accounts, again, super accounts, high impact target accounts, you can work with companies to ultimately cross match those and figure out do they have access to message your specialties because what you might not have at these key accounts is these individual NPIs, but you do know the specialty. So you want to work with a partner where you can give them that list crossmatch that the next thing you want to do either on your end or have a partner do is begin to figure out how to talk to these people in a more personalized manner. Julie was mentioning Disney earlier, when you start segmenting the people that go to Disney, you have different segments, you not only have the parents, but you have, you know, adults without adult couples without parents or without parents without children that still enjoy going to Disney on their own. There are some people that like the animal kingdom, we need to be able to speak to everybody in a more customized personalized manner. So you know, it’s interesting for my world, many of the clients we call them don’t have this basic tenant done where they’ve taken their target list and figured out how to talk to these individuals. But that’s really the beginning of omni channel is that personalization. The next thing is again, we start to talk about the right message, you know, again, how to talk to people locally, we don’t always have to communicate a message to the entire country. We can start thinking about you know, the right markets to play in. A you look at these two examples here, you know, you’ve got San Antonio, Texas, where you might be looking at a cancer prevalence of 9.7 rep access to 53. And then you got Rochester, Minnesota appear with a little bit higher cancer prevalence but a lower rep access, you’ve actually got the way this study came out was that this Rochester, Minnesota actually had a higher market share. So you want to talk to people different ways, you don’t want to just make assumptions that you’re talking to everyone the same way. So becoming more locally relevant, is all part of that cornerstone of being more personalized with your communications. This then leads to alright, what channels pretty basic, straightforward, you picking out? What are the multiple channels? Again, that’s not a bad word, what are these multiple channels, but then this is this is a lean in moment, you want to figure out how to deploy things intelligently. Again, we mentioned moving away from the spray and pray, I’m gonna go through a couple of platforms and talk to you about how you can deploy things more intelligently. In the EHR, as an example, you can put together a combination of business rules that can help you find your patient type, as a doctor, seeing them in real time at the point of care, and only once a doctor meets these triggered behaviors, or they served up a message again, within their EHR workflow. So again, what a better way of messaging in the EHR versus just putting up display messaging for you know, everyone to see why not make it more tailored. We think about like video on demand. Again, let’s either repurpose the triggers we’ve invested in, let’s repurpose from the EHR, for we’re getting our weekly data, let’s take this data here, and inform a way to deploy to a target customer based upon the behavior they took here, we can then deploy to a video on demand. And then lastly, if you want to get into your key accounts, what are intelligent ways to message there, you know, it’s easy to do a geotarget go, Oh, we’re just gonna pump in this institution here at Duke with a bunch of messaging, why not do it more intelligently based upon search intent, where the key words that someone is searching for for your brand, your competition, you know, your, you know, your, your disease state, can all in turn, have messaging show up at the point of practice. And if you really get creative, what you’re trying to do now is go okay, so we got our target list, we got our personas, we’re messaging intelligently, by our right local markets, got the right channels, we’re doing more precision, how do we link things together? So again, here, based upon our EHR, you could then based upon the behavior and what’s triggered, you could inform them with, say, an email interactive quiz. Based upon the answer that they’re provided here, you could send them to an alarm video, and based upon that, that could inform a sales rep visit to based on the answer being correct or incorrect. So all of these lead us to where Julie mentioned in her introduction, which is key. And one of the things I want to mention to you guys to make sure you get is a data exchange agreement, what is the data exchange agreement, this is what you really want to begin with the end in mind with with every partner, that is, how can we agree upon what the engagement is going to be here, and how we’re going to measure it, and what we’re going to call it many times that is skipped over or not put in place. And that leads to not being able to really optimize, or you’re upset because you didn’t get something you assumed you would get, oh, I assumed I would get the physician level data, you know, on a weekly monthly basis, I didn’t realize it was going to come, you know, way past the quarter or something. So, you again, you’re engaging you want to learn and analyze, or set leads you to figure out how to optimize what is the next best action. Because here, what you’ve really done up to this point is kind of multi channel really move into the omni channel when you start figuring out the next best action. And then of course, you want to measure and figure out how to reengage. So Frank, man, I know that was a lot. But those are really some of the basic tenets that you know those watching and viewing today should be considering from an omni channel perspective.

Frank Dolan 29:24
I think it’s very helpful. So Julie, I’ll ask you this concept around local relevance. I like that. I like that a lot and right message, can you tell us a little bit like what does it look like?

Julie Granberry 29:39
Yeah, I mean, they can look different for everybody. And I think that’s the key to it is how do we get to that one to one relationship and the way we’ve historically viewed it at Relevate Health and over time, as we say locally relevant, local, makes you innately look think think of the United States geography but it’s not just that it really is where I am today, my environment And the people, the product, the demographics, market access all of the different components that make a brand message stand out to me more or less than the person that may be in Philadelphia versus Atlanta. So we’ve always strived to figure out what’s the way in which we can make things even more locally relevant. And there’s six different things. So the first thing is market prioritization, which are the markets that are the most important to you and your brand. We all know that brand performance doesn’t work the exact same Market to Market or, you know, territory to territory, and you’ve got those must win markets. And sure, there’s oftentimes the New York’s and the LA’s and Florida’s, but if you really understand your brand, and the local variation, it helps you to become more synergistic effective with your budgets and with your messaging to get that resonance. Next up gets into that regional variation that I was talking about what is driving that variation between the different markets? And then how can we utilize that as leverage to either dial something up or dial it down to improve your brand’s performance and your messaging? Another example is IDN control. And you can also think through about group consolidation, the difference in variance between private practice and consolidating practices, how much control does that IDN or health system or group have over the individual HCP in his or her prescribing patterns is another area for you to consider? And then what’s the local data story? That’s one of the things that the team that I get the honor of working with here at Relevate. Health, they’re always thinking of how do I make this relevant in a way that helps the brand pop in a way that’s meaningful and helps to drive that primary messaging. Also, looking at your K wells, or not even just your cables, all of your clinicians and understanding how they interrelate with one another. And who influences who in a way that if they hear a message from one individual, it may resonate more than if they hear from someone else. So really understanding that aspect of your local geography, not just a national Kol level. And last, but not least, all of these factors really help us again, thinking about that next best action, it helps us with predictive analytics, looking at things of Who are these lookalike clinicians or lookalike patients that should be targeted over time, based upon the data. These are just a few, there’s many more, but here’s just a few different things for you to think about when you’re trying to take a bite out of becoming more and more relevant with your clinicians versus that one size fits all approach.

Frank Dolan 32:34
Well, that’s very, very cool. I think of someone I used to work with, who often would say, when all was said and done, more was said than done. And what these this is really, really cool stuff. So how does this How does this pan out? Like, how do we measure this?

Julie Granberry 32:51
Yeah, so we, like I said earlier that in the talk, if, for me, at least, if you don’t measure it, it doesn’t happen. And granted, you know, we all know that. There are things you can’t necessarily measure. But it just helped us with optimization over time. So yes, you have the national brand growth, the one size fits all campaigns, and I get it, I’ve been a part of it, you have to do that. There’s certain messaging and initiatives that need to be one size fits all to ensure consistency in your brand message and and your plan. But then, if there are opportunities for you to consider that local marketing, we know that it increases the engagement and the resonance. And so to be able to do that, it’s got to be in a very scalable way. And we’ve found that if you can do local marketing at scale, it does increase engagement, from everything that we have enabled to measure, it at least improves 30% increase in engagement. And from all the different products that we have internally at Relevate Health that we are continually innovating and evolving. We’ve seen seven to one on average ROI for those products in which we’re doing that local marketing at scale using local messaging using local clinicians. And doing it in a way that makes it feel like I said, very personalized, but at scale.

Frank Dolan 34:11
Excellent. So let me ask this, this question here. And perhaps George will turn this to you a bit. You know, how do we best enable our sales teams to be able to operate and to be effective in the new world that we’re living in?

George Griffith 34:30
Well, I can tell you a great question when near and dear to my heart again, having having grown up a rep. I kind of use this as the way it was back in my day and maybe not too long ago, but you could see about 60% of your customers on a routine basis. This is who you typed in your call plan each week. And you had about another 30% that you could see quarterly and then there was about 10% that you know where you’re no see docs, you know our routine same basis has now moved over to about 30%. So you’re kind of seeing a lot of the same people, but less of that percentage over and over again. So you’re really relying on less to try to give you market share with and now this is the biggie, you’ve got these 50% that are one time a quarter, and then this 20%, that is no see. So that’s, that’s the real question that if you’re a rep in this new world order, you’re trying to figure out how to a see these 50% more frequently, how to break into the 20%, and then how to do things differently so that you don’t wear out your welcome with the 30%. So there’s two things two kind of innovative ideas that I’ll showcase today that we’ve pioneered this one I love because it really models, what the essence of being a great drug rep is about, you know, if any, if you’ve ever been to sales training, I know you have Frank and Julie, you start off with getting taught about pre call planning, asking great questions. And then of course, you want to share the approved resources. If you go out and you do a rep rod or rep visit, what you ended up finding is the pre call plan as I plan to have a good call, but nobody’s really thinking in advance what they want the behavior change to be the you know, good question is how’s it going today, Doc, or how’s it going with filling the product, and then the approved resources are either in the car or somewhere on the desktop. Now, again, that’s not a blanket statement for all sales horses, but I’m sure people out there listening, maybe can connect with it. So we wanted to figure out a way to make these behaviors consistent on every call. And what we developed was the expert exchange and bring to life how this works. Basically step one, a rep is going to do pre call planning, by choosing from a list of questions that are developed in advance and these questions are painstakingly put together. Imagine the great questions if you’ve had your DM, or RBD, do a ride along with you. And they would ask a great question go man. I had no clue. The doctor didn’t know that. Those are the level of questions we want to pre call plan. And usually they’re anywhere from one to three questions that if you could get the doctor to answer these and gain insight into how they’re thinking they can make a big difference. So step two, you now go in and part of the value proposition is we’ve taken these questions. And we’ve posed these to thought leaders or a thought leader, and we’ve gotten their responses back. So the value proposition that a rep would lead in is you know, Hey, Dr. Frank, how’d you like to hear? I’d like to ask you some questions today do something different? I’d like to see how your answers compare to that of Dr. Radhakrishnan. Oh, that sounds great. Something different. So the rep would pose the question, their customer gives the answer. And then here you have the correct answer. And really what you’re hoping for is that they get the answer incorrect, because that’s where behavior change takes place. Now you can reinforce what Dr. Radhakrishnan has to say about it. And then now you’re driving them to the approved asset that is basically within your iba or another approved asset. So it really allows for these reps. Again, if we if we go back here, this is going to be a great way to see someone more routine, I’m going to be a little bit more innovative. For those that I’m seeing less frequently, I’ve got something that I can do different and I can gain some good information. And maybe this is a good door opener here as well. So I’ll pause hoops to jump ahead. I’ll pause here for the expert exchange. I got one other I wanted to share. But I wanted to see this. Frank, if you had any questions or thoughts on this one?

Frank Dolan 38:48
Well, the thing that jumps out at me in the environment that we’re in, we talked about in one of our sessions, how over 60 companies that are publicly traded have announced some sort of downsizing or restructure. And so it just can’t help but think if I’m a brand manager, how do I take advantage of this if my reps don’t have access? Or even worse if I don’t have a sales force anymore?

George Griffith 39:14
Well, I’ll tell you that. We’re solving that for a client right now that’s come to the market, they’re brand new pharmaceutical company, and they’re really pondering, do they, they’re gonna hire some sales reps, but it’s not the 300 400 they’re gonna go with minimum and actually, it’ll lead into kind of how we’re going to support them. With another initiative that we have is called rep cast. And I know everybody out there, their reps are using rep triggered emails, but we took a good thing and we wore it, slapdash out over the course the COVID and now they’re just you know, they’re kind of tired. So we’ve come up with a more innovative approach to engaging through rep triggered emails and the tie in to this kind of digital rep. That This can also be intelligently deployed if you don’t have a field force, or you have a minimal field force. And ultimately, what we want to do is we want to capture the few reps that you have, and have them either at home or we can capture them at a meeting, go through a pre approved script, where they would pick an introduction, a middle, and a call to action. And usually the call to action is, Hi, I’m your rep in your territory, we haven’t had the chance to meet, I’d love the chance to meet, click on this Appointment button here. And, and let’s set up some time to connect here. Or hey, following up from our last call, here’s a great video I thought she would appreciate. So we’re finding these are getting huge open rates, the call to action, we’re getting about a 22% call to action. And that call to action is either they’re setting up an appointment, they’re watching a video, they’re taking some action versus delete. So if somebody out there listening now is saying, you know, I don’t have a field force, or, you know, they’ve just deprioritized it. And now I have to figure out how to promote my brand. These are creative ways. And we can also link these emails to business rules, where you can do this non personally. And we can set up a series of intelligent business rules, which informs the next best action that a rep would normally take on their own if they were managing it, or we can take it for them. Or if there’s not a sales rep there to take it, we can do it on our own. So we’ve got I think the main take home is we’ve got to start thinking differently about the reps we hire for the future, what their jobs are going to be in their skill sets that are going to need to be required, but also how we go about engaging, can’t just use the same IAVA we can’t just use the same rep triggered email, we’ve got to meet a bar where you started out with more clever for how we go about engaging, Frank.

Frank Dolan 41:54
Well, thank you for that. That George. Any other keys here of you know what we need to succeed in this environment,

George Griffith 42:02
not from the rep and the things, I think those are just a couple of things, again, just wreath, whatever you’re doing now, I’m sure there’s some success coming from it. But again, we’ve got to be when we go back and look at these numbers here, we got so many people that we’re seeing so infrequently, and this number is getting bigger and bigger. Gotta be more thoughtful about the tools we’re giving the reps we have out there, or if we don’t have reps out there, how we’re gonna go about engaging those HCPs.

Frank Dolan 42:35
It’s fantastic. Well, I just think about the environment that we’re in it to think about strategies, tools and tactics that can help our field folks be more effective in an environment where access is just playing hard. And virtual access might even be harder. Especially if there are if there are no telltale signs of why a provider should engage with that, that representative. In fact, I feel for a lot of our our folks right now that are in the field, and they’ve got a new call list. Or they coach, they change territories, they change companies, and they’re trying to break through with an unfamiliar email address to providers, like how do we signal? What will be a valuable relationship? That is for sure, because of the access that we have today, as far as I’m concerned, when we all go to work tomorrow, you know, is about earning access, you know, in the future as well. What we had today may not enjoy tomorrow, especially if we don’t deliver and delight with every interaction we have virtual or face to face.

George Griffith 43:46
That greed 100%.

Frank Dolan 43:50
Good stuff. Julie, did you want to weigh on this topic as we continue?

Julie Granberry 43:55
I think he’s I think he nailed it. I don’t really think I think I have anything else to add. It’s how do you make it work smarter, not necessarily harder, and give these reps meaningful tools and ways to make their impact stronger and using the power of omni channel to be able to do that.

Frank Dolan 44:11
Excellent. Excellent. So So Julie, I’m going to ask you. We’ve shared some great ideas over the course of today. We’ve really gone deep on some really cool ideas in this particular session. Here’s the trick. If I’m inside an organization, and I realized that whatever cool ideas I have, I’ve got to sell them up and I’ve got to sell them wide. If we agree that we are in unique times, everything’s really being evaluated. What advice do you have to those individuals who want to be the hero inside their organization? To help take some of these courageous new ideas these new techniques, a process This technology data metrics that maybe my boss isn’t used to, to have the courage to say, hey, but let’s really walk through this. I’m not an expert in this area, but these folks are. And I need you to slow down and really dig deep. I want advice on how to be courageous inside the company with new ideas and challenges.

George Griffith 45:20
Just bring Julian and have them talk to the boss.

Julie Granberry 45:26
No, I think actually, a big part of it is is like one working, I keep saying it. But I really mean it working outside of your silos we are so siloed, especially when you’re, you know, on a brand marketing team, you’ve got different components that are that are charged with different functionality. But if you look at it, there’s a notion of being better together. And if you guys work through to how to crack the code, oftentimes, you’re able to reinforce your budgets to share budgets, meet with your MLR see team early, and often, every company calls it something different. So when I say mlmrc, I mean medical, legal, regulatory and compliance. If you want to do something new and innovative, just have a conversation with them that solutions oriented to make sure that we’re mitigating any kind of risk. You know, that’s something that we’ve done with these webcast. The webcast component that George was talking through, we’ve met early and often with compliance to help them understand our ability to do 2000 different rep videos that are individualized, done the comfort of each and every reps home, ensuring that it’s compliantly done, and that they’re on script and that we’re not deviating using the power of natural language like natural language processing. I’m tongue tied and machine learning to create that scalability so that you’re not having to pay an arm and a leg to be able to do it. So I think really being able to not be afraid of innovation, notion of being better together, and working across the different silos in your organization and making friends with your mlmrc team. Because I think they’re there to really help. We always say, Oh, they’re there to say, no, no, they’re there to help find solutions that mitigate your risk. A few tips that I just put up on the screen for you guys, though, at the end of the day, is to just really think audience first, right? Who are you targeting, building a relationship through relevance is really at the end of the day, what we’re trying to do, because that helps you have that relationship with your individual. Find ways, like we just talked about integrating across business units and functional partners, focusing your spend and investments, if you’re able to pull from all these different departments together, you’re going to be able to have these innovative solutions that you’re able to vet with your colleagues and teams. It’s also going to create consistency across the channels, so that you’re better together and your HCPs your clinicians, they notice it because whether they’re on their mobile device or on their email, they’ve got a rep engagement, it has that similar look, feel and tone, and it’s engaging. And then last, but not least is don’t be afraid to take the first step always be in beta, you know, something is better do something more so than doing nothing, and then build upon it over time learn and the ability to optimize that you can improve your brand engagement and improve the brand performance. That’s what I’d say, Frank? Well, those

Frank Dolan 48:21
are great words. Great advice. Great tips. We very much appreciate it. So thank you for that. Julie. George, if we want to get in touch with you. We want to learn about more what you do and how do we find you.

George Griffith 48:35
You can certainly call or email my cell phone happy to give that out to 012451090. Or you can email me at George.Griffith@Relevatehealth.com. So yeah, pick up the phone. We happy to give you guys a call. I think the one little pearl, I would leave folks out there with today that I really see from my purview is people do really good siloed omni channel, the omni channel team is great at their stuff. And then the folks that measure like I talked to a group of national sales directors today at a client three national sales directors, they have no idea what’s going on on the omni channel media side of things. But if we could feed them, the physician level data, and all these reps that are locked out, were informed by the behaviors that were taken through these omni channel or these media events. I mean, how much more creative Could you be in opening those doors? So that’s a great, easy win. Like if everybody’s out there going, Man, I don’t have any money. I just had everything taken away from me. Get all of the HCP initiatives, put them out on the kitchen table, spread them out and go okay, what are we doing now? And how do we make these talk to each other and how can we feed anything we’re getting from an intelligence perspective to the reps and Veeva, the limited reps we have left to whatever that looks like. That’s the big thing that people can be doing. And that’s free. That’s just a matter of how and conversations, and again breaking down these walls.

Frank Dolan 50:04
Excellent. Excellent. And, Julie, if we want to follow up with you, what’s the best way to do that?

George Griffith 50:10
Come on down to the dealership.

Julie Granberry 50:15
Look me up on LinkedIn, you can you can email me at Julie.Granberry@Relevatehealth.com. Look, we’re an omni channel organization. So you should find this anywhere as long as you

George Griffith 50:28
that would really be bad if they couldn’t find us.

Julie Granberry 50:32
So I just look for this as a passion, you can tell how excited George and I are. We just We just love to be able to help. And for all of us, the whole industry is trying to crack this code. And we want to be a big part of it in any way that we can. So happy to help and happy to be a part of today. Thanks so much for including us, Frank.

Frank Dolan 50:46
Well, it’s a privilege to have you both here. We thank you both you guys are doing really really great work. Guys. I think that a path to a successful future, no doubt is going to be hyperlocal hyper personalized, and well understood in articulating, Hey, what did we do and what works. So you guys are a big part of that. It’s a great job. Awesome. Thank you, Frank. All right. On that note, I want to thank the audience for joining us for this session. I want to thank George and Julie for their time and treasures and we’ll see you guys in the next session. See everybody next tim

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