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Client Management for Agencies

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Information about Client Management for Agencies
Business & Mgmt

Published on January 16, 2009

Author: lgelb

Source: slideshare.net

Description

An overview of client management considerations for agency staff servicing biopharma, especially applicable to health outcomes and brand support. Has been used in staff training.
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Optimizing the Biopharma Client Relationship Laurie Gelb, MPH

Health decisions: uniquely complex No “typical” physician or sufferer to study, but rather a spectrum of evolving beliefs that link behavior across organizations and individuals Specifiers (HCPs), purchasers (payors) and consumers (patients) differ most of the time High stakes: wrong decisions can impair, disable or kill Yet future outcomes are seldom completely predictable Ongoing re-evaluation of rx decisions Patient can stop taking rx or start/stop OTC without notice Prescriber can switch or discontinue treatment Payor can change costs, access to agent Extreme: FDA can reinstate a withdrawn drug!

No “typical” physician or sufferer to study, but rather a spectrum of evolving beliefs that link behavior across organizations and individuals

Specifiers (HCPs), purchasers (payors) and consumers (patients) differ most of the time

High stakes: wrong decisions can impair, disable or kill

Yet future outcomes are seldom completely predictable

Ongoing re-evaluation of rx decisions

Patient can stop taking rx or start/stop OTC without notice

Prescriber can switch or discontinue treatment

Payor can change costs, access to agent

Extreme: FDA can reinstate a withdrawn drug!

Life on the brand side: a full table Who’s on the team? Depending on the occasion, forecasting, regulatory, medical affairs, finance, scientific pubs, industrial ops, PR, HO, Marketing, market research, pro-ed, third party agencies, consultants; sometimes senior management sits in Tele or videoconferences common, send slides around beforehand if want to ensure receipt given dial-in issues; may use Web to go through slides Life is largely reactive – go to meetings, review drafts, answer questions, travel as needs arise, address milestones (like next quarter’s message) as time passes Budgeting: few projects split because of accounting constraints – usually one check writer but many kibitzers

Who’s on the team?

Depending on the occasion, forecasting, regulatory, medical affairs, finance, scientific pubs, industrial ops, PR, HO, Marketing, market research, pro-ed, third party agencies, consultants; sometimes senior management sits in

Tele or videoconferences common, send slides around beforehand if want to ensure receipt given dial-in issues; may use Web to go through slides

Life is largely reactive – go to meetings, review drafts, answer questions, travel as needs arise, address milestones (like next quarter’s message) as time passes

Budgeting: few projects split because of accounting constraints – usually one check writer but many kibitzers

No life of leisure Bombarded by weekly, monthly, quarterly and yearly data/reports; but booked for so many meetings that reading anything requires taking it home, coming in early, staying late or reading on the road E-mails : patient, script, promotional tracking and ad hoc studies. Excel spreadsheets. Slide decks with lots of graphs and tables. Occasionally, you try to match these up with what you really shipped to wholesalers, what advertising you really bought, etc. But mostly, everything’s apples and oranges and it changes daily anyway. Other e-mails: issues blown out of proportion due to grandstanding, important issues ignored because no one wants to stick her neck out or contradict someone important Endless travel – to ad boards, clinical meetings, co-promos, agency get-togethers, thought leaders, preceptorships, internal team meetings/ retreats, global meetings, market research viewing

Bombarded by weekly, monthly, quarterly and yearly data/reports; but booked for so many meetings that reading anything requires taking it home, coming in early, staying late or reading on the road

E-mails : patient, script, promotional tracking and ad hoc studies. Excel spreadsheets. Slide decks with lots of graphs and tables.

Occasionally, you try to match these up with what you really shipped to wholesalers, what advertising you really bought, etc. But mostly, everything’s apples and oranges and it changes daily anyway.

Other e-mails: issues blown out of proportion due to grandstanding, important issues ignored because no one wants to stick her neck out or contradict someone important

Endless travel – to ad boards, clinical meetings, co-promos, agency get-togethers, thought leaders, preceptorships, internal team meetings/ retreats, global meetings, market research viewing

Life on the brand: sell, sell, sell A brand team sells every day to: Payors, coalitions, employers, think tanks, oversight agencies Health care professionals, including research sites and academic institutions Sufferers and patients; advocacy and support groups Sales management and reps: “This quarter, we need to focus on patient convenience…” Senior management: “We’re doing great. Can we have more money? And when do I get my promotion?” So question must be, “How will this help revenues ?” Revenues come from units x acquisition cost for strength/formulation, so units are not the whole ball game

A brand team sells every day to:

Payors, coalitions, employers, think tanks, oversight agencies

Health care professionals, including research sites and academic institutions

Sufferers and patients; advocacy and support groups

Sales management and reps: “This quarter, we need to focus on patient convenience…”

Senior management: “We’re doing great. Can we have more money? And when do I get my promotion?”

So question must be, “How will this help revenues ?”

Revenues come from units x acquisition cost for strength/formulation, so units are not the whole ball game

Life can be good… Marketing crafts the optimal messages for reps to take out each quarter Sales management gets and keeps the reps pumped up Sales hit forecast, so there are no production issues Wall Street analysts make note of the drug’s success Medical Affairs and Health Outcomes implement post-marketing studies that further establish the drug’s benefits and ultimately expand the label Trialists turn into loyalists, key thought leaders come on board, formulary access is maintained through refinement of dossiers, relationships and the data (not to mention savvy contracting) Pharmaceutical Executive does an interview with the brand leader The agency on the campaign collects awards

Marketing crafts the optimal messages for reps to take out each quarter

Sales management gets and keeps the reps pumped up

Sales hit forecast, so there are no production issues

Wall Street analysts make note of the drug’s success

Medical Affairs and Health Outcomes implement post-marketing studies that further establish the drug’s benefits and ultimately expand the label

Trialists turn into loyalists, key thought leaders come on board, formulary access is maintained through refinement of dossiers, relationships and the data (not to mention savvy contracting)

Pharmaceutical Executive does an interview with the brand leader

The agency on the campaign collects awards

… but the honeymoon always ends One day (maybe a month after launch) a competitor launches or goes generic, publishes a new paper, gets a new claim; treatment algorithms evolve, etc. Management starts questioning the value of its investment in your compound Very rarely is your brand unchallenged until the generic (Coumadin an exception) The LA Times reports that eleven patients taking your drug suffered hepatotoxicity and Public Citizen files an FDA petition to remove your drug from the market

One day (maybe a month after launch) a competitor launches or goes generic, publishes a new paper, gets a new claim; treatment algorithms evolve, etc.

Management starts questioning the value of its investment in your compound

Very rarely is your brand unchallenged until the generic (Coumadin an exception)

The LA Times reports that eleven patients taking your drug suffered hepatotoxicity and Public Citizen files an FDA petition to remove your drug from the market

Listen and learn… Don’t take client feedback literally I may or may not speak for my team I may or may not believe what I’m saying Biopharma is a political snake pit and vendor projects are frequently used as pawns, or diversions to draw fire What if you’re told more than you want to know? Listen politely--knowledge never hurts “ How can we help?” Keep focused: what is the problem? A solution? Talk about approaches, not people Help a client garner compliments, and you have a relationship

Don’t take client feedback literally

I may or may not speak for my team

I may or may not believe what I’m saying

Biopharma is a political snake pit and vendor projects are frequently used as pawns, or diversions to draw fire

What if you’re told more than you want to know?

Listen politely--knowledge never hurts

“ How can we help?”

Keep focused: what is the problem? A solution? Talk about approaches, not people

Help a client garner compliments, and you have a relationship

One simple rule Bring the person to the table that knows the most about the topic/function/dz state Territoriality may be a rule of life in pharma, but has no place on our side Clients do not want to be used as the beta test, the first draft, the opening act Put your team’s best foot forward from day one! Will multiple experts confuse the client? Never, if their roles are clear – and their expertise should speak for itself But, bring no one to the table who has nothing to add

Bring the person to the table that knows the most about the topic/function/dz state

Territoriality may be a rule of life in pharma, but has no place on our side

Clients do not want to be used as the beta test, the first draft, the opening act

Put your team’s best foot forward from day one!

Will multiple experts confuse the client?

Never, if their roles are clear – and their expertise should speak for itself

But, bring no one to the table who has nothing to add

Deskwork is more than a lit search Trial data, especially pre-launch, is often not published [in essence, first pub is the PI]. Look for IR presentations, often on own Web site [Google/cached] Also look at Trends in Medicine, PR Newswire, biospace, drugs.com, F&C, emedicine.com, PBM sites Do not presume that the PI, esp. for mature brands, represents use in practice. Off-label use and non-sponsored trials are very common to advance indications, dosing, combo tx. Check the literature and peer-to-peer chat to see what’s really recommended

Trial data, especially pre-launch, is often not published [in essence, first pub is the PI]. Look for IR presentations, often on own Web site [Google/cached]

Also look at Trends in Medicine, PR Newswire, biospace, drugs.com, F&C, emedicine.com, PBM sites

Do not presume that the PI, esp. for mature brands, represents use in practice. Off-label use and non-sponsored trials are very common to advance indications, dosing, combo tx. Check the literature and peer-to-peer chat to see what’s really recommended

… but not on the client’s dime Do the pre-work before you write the proposal or show up for the kickoff How is this disorder treated? How are the client’s brand and others positioned clinically—are there inherent differences? Is there a major competitor on the horizon? There is really no recovery from a stupid question or draft, or a meeting that lacks client-perceived value [Lunch & Learn trumps Meet & Greet] Lack of therapeutic insight and understanding what really goes on at a P&T table, exam room, ER, etc. eliminates many vendors without even trying Use knowledge management to leverage resources Ask about what the team knows more than you: the brand’s marketing What we know and don’t, what’s changed, near-term priorities and long-term plans, previous research, post-marketing studies, treatment-centered market research, etc.

Do the pre-work before you write the proposal or show up for the kickoff

How is this disorder treated? How are the client’s brand and others positioned clinically—are there inherent differences? Is there a major competitor on the horizon?

There is really no recovery from a stupid question or draft, or a meeting that lacks client-perceived value [Lunch & Learn trumps Meet & Greet]

Lack of therapeutic insight and understanding what really goes on at a P&T table, exam room, ER, etc. eliminates many vendors without even trying

Use knowledge management to leverage resources

Ask about what the team knows more than you: the brand’s marketing

What we know and don’t, what’s changed, near-term priorities and long-term plans, previous research, post-marketing studies, treatment-centered market research, etc.

What do humans want? Solutions, not problems Answers, not questions To feel that we are building, not re-doing, what has gone before And that our previous efforts count for something To keep our jobs and grow our salaries To know that we are getting fair value To feel confident in our choices To be re-validated as a professional <marketer/scientist/clinician/whatever>

Solutions, not problems

Answers, not questions

To feel that we are building, not re-doing, what has gone before

And that our previous efforts count for something

To keep our jobs and grow our salaries

To know that we are getting fair value

To feel confident in our choices

To be re-validated as a professional <marketer/scientist/clinician/whatever>

What do clients want? To feel good about their decisions, and to be validated as they go The better you look, the better they look To be able to report tangible project progress when someone stops them in the hall To be able to clearly link project deliverables with product success To be able to depend on you time and again, without the dreary process of finding and orienting new vendors To say confidently, “These results are as good as we can get for this level of project.”

To feel good about their decisions, and to be validated as they go

The better you look, the better they look

To be able to report tangible project progress when someone stops them in the hall

To be able to clearly link project deliverables with product success

To be able to depend on you time and again, without the dreary process of finding and orienting new vendors

To say confidently, “These results are as good as we can get for this level of project.”

What do clients (and you) want to support? The right pt gets the right dose of the right agent for the right duration at the right time for the right indication, with optimal results Which is no more than Marketing 101: exchange theory says equal value received by both parties (need to have a need) Whether you call this “evidence-based marketing” or “applied HOR,” it should increase the probability of achieving a beneficial clinical outcome for a given pt So there is not any “fundamental divide” between HOR and marketing, clinical research and marketing…other than common sense regulatory and budgetary divisions

The right pt gets the right dose of the right agent for the right duration at the right time for the right indication, with optimal results

Which is no more than Marketing 101: exchange theory says equal value received by both parties (need to have a need)

Whether you call this “evidence-based marketing” or “applied HOR,” it should increase the probability of achieving a beneficial clinical outcome for a given pt

So there is not any “fundamental divide” between HOR and marketing, clinical research and marketing…other than common sense regulatory and budgetary divisions

Clients don’t want to be your… Project coordinator They want to direct the project, not baby-sit Scribe, recorder or clerk QC manager McDonald’s customer “ Do you want fries with that?” [“Do you want any patients excluded?” What do we recommend, based on the objectives?] Therapeutic expert [that’s what we sell ourselves as; they’re supposed to be the product expert] Trainer [“our drug is not indicated for that”]

Project coordinator

They want to direct the project, not baby-sit

Scribe, recorder or clerk

QC manager

McDonald’s customer

“ Do you want fries with that?” [“Do you want any patients excluded?” What do we recommend, based on the objectives?]

Therapeutic expert [that’s what we sell ourselves as; they’re supposed to be the product expert]

Trainer [“our drug is not indicated for that”]

What clients don’t want to hear “ You’ll have that in an hour” [then it takes two] “ We’ll do our best,” instead of “you’ll have that by X” or, simply “sure” “ I don’t know why that was in the proposal” “ Oh, yeah, I forgot we took that out last meeting” “ We’ll get back to you on that” [when it’s something basic] “ Hi, it’s Marla” [5 minutes after the telecon was scheduled to begin] “ What did we decide about that?” [what happened to your notes?]

“ You’ll have that in an hour” [then it takes two]

“ We’ll do our best,” instead of “you’ll have that by X” or, simply “sure”

“ I don’t know why that was in the proposal”

“ Oh, yeah, I forgot we took that out last meeting”

“ We’ll get back to you on that” [when it’s something basic]

“ Hi, it’s Marla” [5 minutes after the telecon was scheduled to begin]

“ What did we decide about that?” [what happened to your notes?]

Using proprietary data from a client on another’s project Sharing proposals, projects, prices or stories among clients, prospects or intermediaries, including any firewalled corporate unit Disclosing individuals’ or organizations’ identities or attributable comments without consent Concealing or withholding non-proprietary methods, honoraria, instruments, etc “ Bait and switching” – exaggerating level of senior staff involvement; database size, plan relationships, revenues or any other asset

Using proprietary data from a client on another’s project

Sharing proposals, projects, prices or stories among clients, prospects or intermediaries, including any firewalled corporate unit

Disclosing individuals’ or organizations’ identities or attributable comments without consent

Concealing or withholding non-proprietary methods, honoraria, instruments, etc

“ Bait and switching” – exaggerating level of senior staff involvement; database size, plan relationships, revenues or any other asset

Wherever our projects go, our clients are in the same boat!

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