The catalyst for
successful decision
making in the life
sciences industry
www.kantarhealth.com
Kantar Health offers tailored
solutions to help you achieve
effectiveness in today’s diverse
stakeholder environment
Kantar Health
Stakeholder Effectiveness
www.kantarhealth.com
Engaging the right stakeholders
with the right messages via the
right channels
The days of achieving high-volume sales
simply by exposing your brand to PCPs are
over. To achieve true innovation, you need to
identify key influencers in patient, HCP, payer
and other key groups, and engage them with
messages that appeal via channels they are
comfortable using.
Figure A. Rate of the Changing
Commercial Model
Classic measures of sales and share become
less relevant as the sole measure, as building
relationships with the key players in the new
Stakeholder Ecosystem (see Figure C) and
retaining those stakeholders becomes more
important. But how can you segment the different
groups effectively when the dividing lines
between payers, HCPs and patients are often
blurred and, in many cases, non-existent?
Source: Kantar Health 2011 Commercial Model
Also, a new set of validated metrics is needed
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to measure success, but should those metrics
be measuring satisfaction, loyalty or customer
Figure B. Relevance of Sales and
Share as a Metric Diminishes
retention, and how should you tackle online
communication?
Our Solution:
Stakeholder Effectiveness
Targeting stakeholders effectively
and tracking retention
We can offer you tailored data and
consultancy-driven solutions for your particular
sales and marketing challenges. Our solutions,
which can be delivered via a state-of-the-art
Stakeholder Effectiveness Dashboard, are
based around the following methodologies:
•
TRI*M, a validated stakeholder satisfaction
measurement tool with benchmarks, is already
used to measure sales and marketing success
by 1,600+ clients globally including all of the
top 10 leading pharmaceutical companies.
• Digital
Life Health, the largest and most
comprehensive worldwide study of digital
consumers in the healthcare world, helps you
establish a granular segmentation of your key
stakeholders and understand their online/offline
communication preferences.
This solution enables you to be truly effective
in your stakeholder relationships by measuring
success via analytics delivered to your desktop
or mobile.
Figure C. Kantar Health/Sudler
Stakeholder Ecosystem
Kantar Health Stakeholder Effectiveness, by Mark Sales, Head of Global Brand & Stakeholder Management – March 2012
2
www.kantarhealth.com
Benchmarking Effectiveness -- Our
Annual Stakeholder Effectiveness
Survey
The 2011 results revealed that over two-thirds
As a value-add to our Stakeholder
retention is a key performance measure. These
Effectiveness Dashboard, we can also deliver
results show a dramatic shift since the initial
benchmarks to you centering on the findings of
survey in 2009, when 98% of respondents
a yearly stakeholder reputation’ survey. Each
said traditional sales were the sole measure
year we talk to stakeholders in key regions
of success and few multi-stakeholder
(US, 5EU, BRIC) to establish their motivations
engagement programs were in place. 40% of
and opinions, communication preferences and
the 500-plus respondents from leading pharma
find out more about their healthcare systems.
companies said that while sales are still a way
Figure E. Digital Life Segments
of respondents from leading companies in
the pharmaceutical sector think that customer
to measure reps, they should not be the only
measure and that companies should look at
the impact of other programs that often work
better for time-pressured PCPs. Interestingly,
those with responsibility for Latin America saw
the largest shift in attitude, closely followed by
those covering European territories.
To find out more about the results of the 2011
survey and out digital dashboard delivery
system, contact Mark Sales.
Figure D. Stakeholder Management Dashboard: Understanding
Your TRI*M Typology by Digital Life Health Segment
Kantar Health Stakeholder Effectiveness, by Mark Sales, Head of Global Brand & Stakeholder Management – March 2012
3
The catalyst for
successful decision
making in the life
sciences industry
www.kantarhealth.com
Kantar Health
Stakeholder Effectiveness
Visit http://kantarhealth.com/blog/mark-sales
Mark Sales
Head of Global Brand & Stakeholder Management
Kantar Health
T: +44 1372825974
M: +44 795 8046616
E: [email protected]
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