Problem: Compliance

Pharma communications are tightly regulated by the FDA, NIH and other government agencies. Pharma legal and marketing departments must have assurances that all messaging and information is compliant with regulations.  This challenge is further compounded because regulations frequently change.

Cierant Solution

On-line archive of board of review approved, compliant content

Benefit

• Ensures only approved content is used.
• When regulations change, content can be quickly updated, deleted or otherwise modified as needed
• Provides a reliable record of the content distributed, format of distribution and recipients of those communications

Problem: Content Creation 

The formulary status of a specific product or brand varies by both health plan and state.  This results in hundreds of variants in formulary status for even a single product.  The creative design costs associated with composing the resulting hundreds versions of marketing communications is both time consuming and crippling to a client’s budget.

Cierant Solution  

On-line, self service templates enable Account Executives to customize pre-approved communications with current formulary status information. Off-line composition automation merges client supplied formulary data and approved artwork  to auto-generate hundreds of unique versions to support large-scale national campaigns.

Benefit   

Cierant’s solution enables the creation of content quickly in a real-time, easy-to-use WYSIWYG environment.   No design experience is required by the Account Manager. Reduces several weeks of conventional graphic design and approval time down to just a few minutes, saving the client the time and expense of hiring an outside graphic design firm.  In one year a client saved an estimated 3000 hours of employee, management and graphic design time, labor valued at over $195,000.00.

Problem: Targeting

Because formulary status information is specific and unique by state and health plan clients need to target the distribution of the marketing communications to only those constituents for whom the information is relevant.

Cierant Solution  

Cierant’s workflow integrates customer supplied call plan, sale roster and formulary status data to facilitate targeting of communications. individual campaigns can be targeted, executed and measured by:

• Clinical specialty
• Healthcare role/category (e.g. MD, PA, nurse practitioner, etc.)
• Insurance reimbursement levels
• Target health plan formulary status
• Geography, sales district, sales territory
• Sales call plan priority
• Product  mix
• Campaign strategy
• Messaging mix
• Other client-specific segmentation variables

Benefit  

Optimizes use of most current market data, increases relevance of communications, avoids wasting marketing budget on low priority prospects. Clients report campaign ROI of 13:1.

Problem: Time to Market

Formluary Wins are hard to get and don’t last forever. Once a win is achieved, a pharma company must move rapidly to take advantage of the opportunity. Many obstacles impede the client’s ability to deploy campaigns rapidly. Design time, regulatory approvals, data processing production and distribution time all add up.  Co-ordination of multiple vendors across multiple disciplines (and the inevitable disconnects that result) cause additional delays when responsibility for various interrelated project components is distributed across data management vendors, creative agencies, print service providers, email marketing service providers, web service provides, distribution and fulfillment service providers.

Cierant Solution  

• Preformatted, review board approved, template campaigns enable  quick customization and rapid deployment .
• One resource for complete campaign execution (data management , content creation, print services, email marketing services, web services, distribution and fulfillment service

Benefit  

Time to market from campaign approval to distribution is reduced from an industry average lead time of 3-4 weeks down to 1.5 weeks.

Problem: Execution of Multi-Channel Tactics

Effective pull through marketing campaigns require co-ordination of both personal and non-personal communications across a variety of on-line and off-line communication channels.

Cierant Solution

• Cierant’s system enables the execution and co-ordination of communications in print, direct mail, email, mobile and on-line.  Multi-wave campaigns can be created, triggered and deployed. The timing and sequence of HCP communications can be closely coordinated with field sales activities.  Sales teams are informed of communications targeting HCP in their territories prompted with appropriate follow through materials.
• Our template approach enables complex data management, graphic design, marketing messaging, budgeting and approve processes to be completed reliably and quickly.

Benefit

• Multi-wave, multi-channel campaign execution improves results. Our experience indicates that multi-channel marketing initiatives out-perform conventional approaches with up to 80% of campaign responses being derived from multi-channel tactics.
• Improves the co-ordination of marketing communications with field sales activities3. Complex campaign tasks that typically take hours or weeks to complete can be accomplished on-line within just a few minutes.

Problem: Approvals

Compliance requires approval of content

Cierant Solution  

On-line approvals

Benefit  

Provides a centralized repository of all campaign content, makes approval process easier and auditable.

Problem: Budgeting

Account Executives and marketing managers need to manage their budgets. The dynamic and unpredictable nature of the managed market space makes this difficult.

Cierant Solution 

Project/campaign costs are calculated in real-time, on-line prior to submission.

Benefit

AEs and marketing managers can easily manipulate the scope of a campaign to fit their available budget.