Due to COVID-19, along with just about everyone else, tens of thousands of pharmaceutical representatives are now “working from home”. This has created an engagement void that drug makers are now filling with websites, apps and other digital tools, in an effort to maintain some semblance of interaction with the doctors who prescribe their treatments. How do we make sense of this new digital ecosystem?

1. FOSTERING CONNECTION & ENGAGMENT:
GUIDANCE FOR HEALTHCARE MARKETERS
PIVOTING TO DIGITAL

2. © 2019 DEMANDBASE｜SLIDE 2
OUR PANEL
Christine
Farrier
Sr. Director,
Partner
Marketing,
Demandbase
Ritesh Patel
Chief Digital
Officer,
Ogilvy
Consulting
Angelo
Campano
Sr. VP, Point of
Care Marketing,
Ogilvy Health
Matt Botkin
Vice President,
Pharmacy
Solutions,
Medicom
Health
Matt Balogh
Sr. Director,
Digital Strategy
& Innovation,
Melinta
Therapeutics
Steve
Silvestro
Chief
Commercial
Officer,
OptimizeRx

3. © 2020 DEMANDBASE｜SLIDE 3
B2B IS REALLY BROKEN
85%
of leads never convert
into a sale
29%
of marketers feel their
digital advertising
is effective
70%
of buyers identify their
needs before engaging
a vendor/sales
CSO InsightsWakefield ResearchMarketing Sherpa

4. © 2020 DEMANDBASE｜SLIDE 4
BUT ABM DELIVERS
RESULTS FOR B2B
TOPO 2019 Benchmark Report
90%
Report that ABM
outperforms traditional GTM
86%
Report better win
rates with ABM
81%
Report better Upsell/Cross
sell rates with ABM

5. © 2020 DEMANDBASE｜SLIDE 5
FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B
MARKETERS TO IDENTIFY AND TARGET
THE ACCOUNTS THAT MATTER MOST
Identify the
accounts that
matter most
Market to those
accounts
Measure the results
by accounts

6. © 2019 DEMANDBASE｜SLIDE 6
SIMPLIFY & FOCUS
+
ACCOUNTS REVENUE

7. © 2016 DEMANDBASE / SLIDE 7
THE IMPACT OF ABM
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM OUTPERFORMS
TRADITIONAL
METHODS
B2B Marketers Are
Realizing Greater
Benefits From ABM
Across Multiple Areas
TOPO: ABM State of the Market

8. © 2016 DEMANDBASE / SLIDE 8
THE IMPACT OF ABM
TOPO: ABM State of the Market
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM BENEFITS
INCREASE OVER TIME
The Benefits Of ABM vs.
Traditional Marketing are
more Pronounced as you
Scale your Efforts

9. © 2019 DEMANDBASE｜SLIDE 9
OUR PANEL
Christine
Farrier
Sr. Director,
Partner
Marketing,
Demandbase
Ritesh Patel
Chief Digital
Officer,
Ogilvy
Consulting
Angelo
Campano
Sr. VP, Point of
Care Marketing,
Ogilvy Health
Matt Botkin
Vice President,
Pharmacy
Solutions,
Medicom
Health
Matt Balogh
Sr. Director,
Digital Strategy
& Innovation,
Melinta
Therapeutics
Steve
Silvestro
Chief
Commercial
Officer,
OptimizeRx

10. THANK YOU!