Decideware

What Pharmaceutical Marketing Clients Want and Need

The Pharmaceutical sector is recognized as one of the largest, most complex, competitive and influential marketing environments.

A special feature in this month's PharmaVOICE, "Client Services" focuses on the client-agency relationship and reveals agency executives' perceptions of industry trends, best-practices and client needs.

While the challenges of successful pharmaceutical marketing remains, ahh ... challenging, some common themes emerge from discussions with major providers of communications services when asked the question 'what it is that clients want and need? from their relationships with their agencies.

In no particular order, those answers include the following:

Brand

Clients want agencies to demonstrate their commitment to managing the brand. No surprise here, but they now expect seamless brand management across a complex, disparate media landscape.

Training

Clients typically recruit their marketing team from the salesforce; these people need training in the skills that will make them successful marketers - agencies are well placed to provide that service.

A Partnership Approach

Clients are looking for their agency to integrate with the marketing team and other communication service providers to work seamlessly as one coordinated unit.

"The most important component of providing excellent client service is to break down the barriers that can form between client and agency."

Channel Agnostic & Integration

Channel growth and fragmentation has confused the media landscape. Clients need help understanding what strategies are most (cost) effective to help drive sales growth, short term and long term. And they want advice on how to integrate their marketing spend across various channels.

"Client service teams that are communication channel agnostic can better serve their clients by not only recommending the most effective communication tools for their brands, but by providing guidance on how all of their communication will work together."

Media Expertise & ROI

The rise of digital media channels has added to the complexity of the media environment and (re)fuelled the call from marketers (and their CFOs) for greater levels of accountability. Marketers want a better understanding of the ROI from A&P spend.

Author: Derek Groom

Source: PharmaVOICE.com

This is part 3 in the series of key points that I picked up on at the eyeforprocurement 2nd Supplier Management Conference at the Flamingo in Las Vegas.

CPO vs Buyer

A third area of discussion was from the supplier perspective, about whether noble ideas for strategic supplier relationships that the CPO desires could be at odds with the behavior of Buyers operating "at the coal face".

To expand, Buyers working at operational levels are typically using leverage techniques to force down costs, sometimes in competition with other desired outcomes, such as improved quality.

It is possible for Suppliers to receive mixed messages from Buying organizations lacking a supplier management technique which clarifies each suppliers' performance objectives with a meaningful and well constructed scorecard, which allows all the key people working on the business to contribute to the performance evaluation process.

We were invited to think carefully about the alignment of scorecards developed to support the business objectives of the relatively few, high value suppliers and how that needs to be managed very differently to the relationships with the much larger group of transactionally focussed suppliers.

Conference Summary

All in all it was a terrific conference for professionals interested in techniques and tools to manage high value strategic suppliers. All the speakers were on message and there was plenty of time for discussion and networking. I will be sure to attend next years conference!!!

Author: Richard Benyon (Decideware)

This is part 2 in the series of the series "What happens in Vegas ..." where I highlight some of the key points I picked up on at the eyeforprocurement 2nd Supplier Management Conference at the Flamingo in Las Vegas earlier this month.

Collaborative Practices vs. Collaborative Relationship

We heard an interesting discussion around the buzz word "collaboration".

The audience was challenged to think about whether their relationships with suppliers merely had "collaborative practices", ie processes that simply interfaced with each other.

Or, whether we engineered truly "collaborative relationships" featuring shared goals and joint strategies built in partnership to achieve those goals.

A truly collaborative relationship obviously requires a deeper level of commitment and trust by both parties.

And this lead to an interesting discussion around trust.

• A critical point was made that "The biggest impediment to trust is time"
• A trusting client/supplier relationship requires an investment in time

Accordingly, because time is a precious and costly resource it's best to only build high trust collaborative relationships with a relatively select group of high value, strategic suppliers.

A leading technology organization, by way of example mentioned that they only apply a collaborative approach to 6 key Strategic Suppliers - and the return from investment is substantial.

Author: Richard Benyon (Decideware)

Last week I attended the eyeforprocurement 2nd Supplier Management Conference at the Flamingo in Las Vegas.

With a high powered team of client-side Supplier Management experts both presenting and participating, there was a wealth of content to absorb.

Day 1 was worth it's weight in gold with a great deal of discussion around the value of Supplier Scorecards, and specifically the role of the "people aspects" of managing strategic relationships.

Here are some key points that I thought would be of interest to our Blog audience. Each point will be covered in this and the next 2 posts.

Value Driven Scorecards

Do the questions you're asking on your supplier scorecards drive extra value from the relationship - beyond those basic benefits that you expect to achieve?

One question that all the participants agreed was of terrific value was essentially this:

"Does this supplier demonstrate a commitment to continuous improvement?"

This single, important question has the effect of "Raising the Bar" from each assessment period to the next and is particularly useful for mature relationships where most of the easy wins have already been achieved e.g. direct cost reduction, simple process improvement, financial management, etc.

Some Comments

I would like to add to this discussion the point that Value-driven scorecards need to have criteria in them that are future-focussed.

In contrast, many of the criteria in non-strategically oriented scorecards tend to be historically focused.

By this I mean that criteria such as "Innovation", "Continuous improvement" and "Strategic alignment" are strategically oriented, future-focussed criteria linked to what WILL happen, not what HAS happened.

It is also interesting to note that criteria that focus on previous performance also tend to address governance issues, such contract compliance. Future focussed criteria "go beyond the SLA".

Author: Richard Benyon (Decideware)

In a recent Blog entry entitled "The Marketing Organization – Can we manage it?" in ANA Marketing Musings, Bob Liodice (President and CEO of the ANA) made the following comments on Marketing Accountability.

"CMO’s have to seriously upgrade their credibility. As a function, marketing must continue to push for increasing levels of accountability across the entire marketing supply chain. Marketers are often disappointed due to a lack of credible metrics and measurements throughout the entire chain. A well-oiled accountability machine – that includes partnerships with Finance and an Analytics group – can provide increasing confidence that marketing does what it says it will do."

Blunt Tools

This concept of the "marketing supply chain" and its measurement is obviously very close to my heart. It is not surprising that CMOs do not have access to credible measurement and visibility. Most CMO's only have access to rudimentary tools used to monitor and measure agencies and these have been sadly lacking in bringing anything of great use to the CMO at a strategic level.

Fight the Good Fight

Your typical CFO has access to a wealth of information about their business processes. Comparisons of business units, benchmarking sales, budget trends, exception reports, global averages, normalized scores, capability assessments etc. They enjoy a very strong voice at the management table - armed with data to back-up their arguments and requests.

Why not your CMO?

Why then would each and every CMO not invest in exactly the same tool-set? Surely that would allow them access to the same armory of data that his or her peers have? And one of the cornerstones of marketing accountability should be the evaluation and rating of the performance of the company's key marketing agencies.

Now here is the provocative question - is your CMO being led to your company's management table without the appropriate tools to do his or her job?

Author: Richard Benyon (Decideware)