Go Ahead, Get CloseCommit to Customer Relationships through Direct Response, Direct Marketing Association, 2004

1. © 2004 Optas, Inc. – Proprietary and Confidential
Go Ahead, Get Close
Commit to Customer Relationships through Direct Response
Dominique Hurley, Optas
Lisa Kirk, Eli Lilly
Connie Stack, Optas
Croom Lawrence, Wyeth

2. 2© 2004 Optas, Inc. – Proprietary and Confidential
Agenda
• Why it’s Time to Get Close- converging factors
• How do You Get Close- getting started
• What You Need to Get Close- infrastructure
• The Results of Getting Close –case study

3. © 2004 Optas, Inc. – Proprietary and Confidential
Go Ahead, Get Close
A Roadmap for Successful Relationship Marketing
Dominique Hurley
VP, Marketing
Optas, Inc.

4. 4© 2004 Optas, Inc. – Proprietary and Confidential

5. 5© 2004 Optas, Inc. – Proprietary and Confidential

6. 6© 2004 Optas, Inc. – Proprietary and Confidential
Physician Trends
• From 1943 to 1985:
average visit to a
physician's office fell
from 26 to 17 minutes.
• 75 percent of primary
care physicians report
pressure to see more
patients per day.
• Details costs: $150-
$200 for 90 seconds of
time

7. 7© 2004 Optas, Inc. – Proprietary and Confidential
Office-Based Physicians/Sales Rep
7
6.1
5.5
4.9 4.7
8.8
1996 1997 1998 1999 2000 2001
Includescontract, part-time,and full-time repsfrom the top 40 companies
Source: Verispan

8. 8© 2004 Optas, Inc. – Proprietary and Confidential

9. 9© 2004 Optas, Inc. – Proprietary and Confidential
The Boomers are Coming
0
20
40
60
80
100
120
140
2000 2020
<20
20-40
50+
Source: 2001 US Census

10. 10© 2004 Optas, Inc. – Proprietary and Confidential
Consumer Trends
• On average
physicians give
patients only 18
seconds to describe
their medical
complaint before
interrupting.
• Seventy-five percent
of all office visits
occur in under 15
minutes.

11. 11© 2004 Optas, Inc. – Proprietary and Confidential
Consumer Trends
• 60% report being aware of
DTC ads
– 19% result in doctors
visits. Down from 22% in
2003
• Among prescribed patients
26% delay in filling RX
• 18% fail to fill
• 14% took smaller doses
than prescribed.
– 14% didn’t feel they
needed the drug
– 17% said it was too costly
– 20% disliked side effects.
Source: Ipsos, BCG

12. 12© 2004 Optas, Inc. – Proprietary and Confidential
Consumer Trends
• 70% of the “boomer
vanguard” (48-57) go
online at least monthly
• 23% perform online
research about
prescriptions they receive

13. 13© 2004 Optas, Inc. – Proprietary and Confidential
The Time is Right to Get Close
• Nearly half of all disease sufferers want
personalized content from drug firms.
– Two-thirds of pharmaceutical companies
haven’t successfully implemented a
personalized DTP campaign.
• Physicians increasingly want to interact with
pharmaceutical companies on their own terms.
• Need to arm the consumer to be a virtual detail
rep.

14. 14© 2004 Optas, Inc. – Proprietary and Confidential
Implications for Pharma
• Consumers are required
to take more
responsibility for their
healthcare
– Pharmaceutical
companies must help,
or they will be left out
of the decision process
• Mass media limits
marketing impact

15. 15© 2004 Optas, Inc. – Proprietary and Confidential
To Change Results, You Must Get Close
Motivate Behavior
•Build trust
•Dialog
•Targeted
•Right channel
•Right time
•Right motivators
•Right rewards
Understand Each Patient
•Condition impact on lifestyle
•Parties involved
•View on health management
•Demographics/Psychographics
•Diagnostic Stage
Understand Each Physician
•Prescribing Behavior
•Influence (KOL)
•Needs
•Channel

16. 16© 2004 Optas, Inc. – Proprietary and Confidential
“A relationship, is like a shark,
you know? It has to constantly
move forward or it dies.”
Woody Allen

17. 17© 2004 Optas, Inc. – Proprietary and Confidential
Build Database to Critical Mass
Roadmap to Effective Relationship Marketing
Gather Intelligence
Test Messaging, Understand Behavior, Drive Action
Understand Economic Value of Audience Segments
Adjust Spend to Match Economic Opportunity

18. © 2004 Optas, Inc. – Proprietary and Confidential
Getting Started
How Do You Get Close?
Lisa Kirk
Patient Marketing Manager
Eli Lilly

19. 19© 2004 Optas, Inc. – Proprietary and Confidential
Three Key Considerations - Consumer
• How willing is your customer and what are their
terms?
• What is it worth to you?
• How able are you to commit to the relationship?

20. 20© 2004 Optas, Inc. – Proprietary and Confidential
How willing is your customer?
• View on Health Management
– MD dependent
– Info seeker
– Education level
– Cultural considerations
• Disease Impact on Lifestyle
– Chronic , Acute Episodic
– Symptom severity and relief
– Side Effects profile
– Compliance importance

21. 21© 2004 Optas, Inc. – Proprietary and Confidential
How willing is your customer?
• Diagnostic Stage
– Diagnosed untreated
– Diagnosed on therapy
– Diagnosed on
competitive therapy
– Undiagnosed
• Relationship
– Patient
– Caregiver

22. 22© 2004 Optas, Inc. – Proprietary and Confidential
Recommendations
• Segment your patient base to
understand what they will
need from you.
– Types of content
– Level of motivation
– When to reward
• Build an understanding of
how best to reach them
– Channel
– Timing
– Triggers

23. 23© 2004 Optas, Inc. – Proprietary and Confidential
What is the relationship worth to you?
• Understand segment worth
– Past fill behavior
– Size
– Ability to reach them
– Ability to change their behavior
• Rank segments by worth
– Compare segment worth to segment relationship
requirements
– Pick pilot program segments ( test and control)

24. 24© 2004 Optas, Inc. – Proprietary and Confidential
How Ready are you to Commit?

25. 25© 2004 Optas, Inc. – Proprietary and Confidential
How Ready are you to Commit?
• Operations platform in place?
– Multi-channel
– Interactive Dialog
– Communication deployment
– Standardized measurement
• Patience
– Program results built over time
– Learn from failure and success
– Complexity and detail

26. 26© 2004 Optas, Inc. – Proprietary and Confidential
Recommendations
• Build the formula to identify best targets
• Run targeted pilot program to determine
– Ability to influence behavior
– Identify segment interest in relationship
– Best messaging and channel
– Benchmarks for behavioral change
• Build measurement plan to evaluate impact on
market share

27. 27© 2004 Optas, Inc. – Proprietary and Confidential
Measurement – It’s not just ROI
• What defines success?
– Build metrics based on program goals – acquisition,
conversion, retention
– Sources – self-reported or appended
• Apply the right measure at the right time
– Breakeven Analysis
– Response rates
– Conversion rates
– ROI

28. 28© 2004 Optas, Inc. – Proprietary and Confidential
Taking the Plunge - Beyond pilot to rollout

29. © 2004 Optas, Inc. – Proprietary and Confidential
What You Need To Get Close
The Infrastructure to Support Consumer Relationships
Connie Stack
VP of Client Services
Optas, Inc.

30. 30© 2004 Optas, Inc. – Proprietary and Confidential
The Guiding Principals – IDIC*
Identify customers, individually
and addressably
Differentiate them, by value and
needs
Interact with them efficiently and
cost effectively
Customize communications for
consumer relevance
II
* Source: Peppers & Rogers Group
DD
II
CC

31. 31© 2004 Optas, Inc. – Proprietary and Confidential
Identify
• Gather and Store Consumer Data:
– Name
– Physical Address
– E-Mail Address
– Demographics
– Psychographics
– Lifestyle
– Healthstyle
– Diagnostic Stage
– Therapy Stage
II

32. 32© 2004 Optas, Inc. – Proprietary and Confidential
Identify = DatabaseII

33. 33© 2004 Optas, Inc. – Proprietary and Confidential
But…
• I already have a database at…
– my agency;
– the lettershop;
– my e-mail deployment vendor;
– my rebate fulfillment company;
– the call center.
• Legal is petrified of PHI and PII coming together in
one place.
• I can’t possibly take on a database build project.
• I don’t dare work with our IT Department.
II

34. 34© 2004 Optas, Inc. – Proprietary and Confidential
Differentiate = Reporting
• Can I identify my consumers by
type /segment?
• Do I understand the needs of my
consumers?
• Do I understand the behaviors of my
consumers?
• Do I understand the value of my
consumers?
• Can I identify the source of my
consumers?
DD

35. 35© 2004 Optas, Inc. – Proprietary and Confidential
DifferentiateDD
Build vs. Buy
Installed vs.
Hosted

36. 36© 2004 Optas, Inc. – Proprietary and Confidential
But…
• I can’t afford enterprise wide reporting and analysis
software.
• We don’t have the skill set or the bandwidth in
marketing to use this software anyway.
• Legal is petrified of marketing having access to
consumer health information.
• My agency provides me with monthly reports.
• I don’t dare work with our IT Department.
DD

37. 37© 2004 Optas, Inc. – Proprietary and Confidential
Interact = Campaign Management
• Can I honor consumer preferences?
• Where can I use interaction to gain more consumer
insight?
• How do I use the information I’ve learned from the
consumer?
• Which channel is most cost effective?
• Which channel does my consumer prefer?
II

38. 38© 2004 Optas, Inc. – Proprietary and Confidential
InteractII

39. 39© 2004 Optas, Inc. – Proprietary and Confidential
But…
• I can’t afford enterprise wide campaign
management software.
• We don’t have the skill set or the bandwidth in
marketing to use this software anyway.
• Legal is petrified of marketing having access to
consumer health information at a customer
segment level.
• My agency helps me understand what works and
what doesn’t.
• I don’t dare work with our IT Department.
II

40. 40© 2004 Optas, Inc. – Proprietary and Confidential
Customize = Business Rules
• What can I do to my message to better fit the needs
of my consumer?
• What information is relevant to this consumer?
• What channel does each consumer prefer?
• How can I leverage the consumer insight I have to
drive consumer behavior?
• How can I continue the consumer dialog to learn
even more?
CC

41. 41© 2004 Optas, Inc. – Proprietary and Confidential
CustomizeCC

42. 42© 2004 Optas, Inc. – Proprietary and Confidential
But…
• I don’t have enough valuable information about my
consumers.
• I don’t have the budget to cover all possible
channels in a personalized format.
• I can’t access the information that I have – it’s siloed
throughout the information.
• How could I ever manage the business rules to
execute on this.
CC

43. © 2004 Optas, Inc. – Proprietary and Confidential
A Case Study
How We Got This Done At Wyeth Pharmaceuticals
Croom Lawrence
Manager, eMarketing & Consumer Communications
Wyeth Pharmaceuticals

44. 44© 2004 Optas, Inc. – Proprietary and Confidential
Identify
• Coordinated a multi-channel consumer data
collection strategy:
– Created an inventory of current consumer data
collection points (online and offline).
• Built a centralized, enterprise wide data collection
repository:
– Outsourced vs. building with internal IT.
• Used a phased approach:
– Key brands implemented earliest
– Demonstrated quick wins
II

45. 45© 2004 Optas, Inc. – Proprietary and Confidential
Differentiate
• Implemented Optas Dashboard for consumer
Data Reporting and Analysis:
– Full-service approach (may move to self-serve in
the future)
– ASP model to reduce IT roadblocks
– Optas client services providing data strategy to
help us differentiate our consumers.
DD

46. 46© 2004 Optas, Inc. – Proprietary and Confidential
Interact
• Implemented Optas Campaign for Multi-Channel
Campaign Management:
– Currently executing consumer campaigns via:
> Direct Mail
> E-Mail
> Web
> In-office
> Call Center
– Systematically managing consumer communication
(including opt-in and opt-out status) preferences via
the database.
II

47. 47© 2004 Optas, Inc. – Proprietary and Confidential
Customize
• Developing business rules to drive segmented
consumer communications.
• Beginning to understand patient value.
• Beginning to deliver communications via preferred
channels (testing key brands).
CC

48. © 2004 Optas, Inc. – Proprietary and Confidential
The Results
How This has Impacting RM at Wyeth Pharmaceuticals
Croom Lawrence
Manager, eMarketing & Consumer Communications
Wyeth Pharmaceuticals

49. 49© 2004 Optas, Inc. – Proprietary and Confidential
The Results - Infrastructure
The Privacy Hub:
Compliant to:
HIPAA
COPPA
Texas Medical Privacy Act
California AB 262
CAN-SPAM
IHC Code of Ethics
Consumer &
Physician Survey
Data (Real-Time)
Call Center & BRC
Data (Weekly)
Consumers &
Physician Registration
Data (Real-Time)
Coupon Redemption
Data (Weekly)
Wyeth Program
Reporting (Ongoing)
BrandBrand
EE--MailMail
CampaignsCampaigns
Optas Deploys
Campaigns via Optas
Campaign (Ongoing)
TradeTrade
FSRFSR
FileFile
Field Sales Roster
Data (Daily)
Weekly Coupon
Fulfillment Files
(Weekly)
Weekly Coupon
Fulfillment Files
(Weekly)
Consumer Survey and
Registration Data
(Weekly)
Data Source Data Type/Timing Database Output
Info Kit Fulfillment
Files (Real-Time)
BrandBrand
SurveySurvey
PagesPages
BrandBrand
RegistrationRegistration
SystemsSystems
Privacy Guardian
Marketing Database
Privacy Guardian
Marketing Database

50. 50© 2004 Optas, Inc. – Proprietary and Confidential
The Results – Relevant Consumer Dialog
• Patients self-identify, enhance profile – Wyeth Rx
treats different patients differently:
– I rely on myself to make educated healthcare
decisions for me and my family.
– Wyeth provides:
> Online clinical support
> Customized eMail messaging

51. 51© 2004 Optas, Inc. – Proprietary and Confidential
The Results – Relevant Consumer Dialog
– I just have to live with my condition; my wife will
always look after me.
– Wyeth provides:
> Caregiver resources
> Disease management tools and tactics
I don’t know what I don’t know and how my
new diagnosis may affect me and my family.
Wyeth provides:
> Disease primer
> Resource directories

52. 52© 2004 Optas, Inc. – Proprietary and Confidential
The Results – Creative Multi-Channel Campaigns
Optas Deploys eNewsletter
Containing Quick Poll
Results Reported via Optas Dashboard
Future Campaign Segmentation
Refined via Optas Campaign
11
22
33

53. 53© 2004 Optas, Inc. – Proprietary and Confidential
Online Registration and Surveys with Integrated Fulfillment
Optas Hosts
Registration/Survey Page
Results Reported via Optas Dashboard
Real-time
consumer data
transfer for Info
Kit Fulfillment
11
22
33

54. 54© 2004 Optas, Inc. – Proprietary and Confidential
Refer-A-Friend Viral Marketing
Optas Hosts Refer-A-Friend Page
Refer-A-Friend E-Mail Deployed by Optas
11
22
Results Reported via Optas Dashboard33

55. 55© 2004 Optas, Inc. – Proprietary and Confidential
Optas Hosted Rebate
Registration Form
Real-Time
E-Fulfillment
Optas transfers
consumer data
on a weekly basis
for Postal Rebate
Fulfillment
11
22
33
Rebate Management & Integrated Fulfillment

56. 56© 2004 Optas, Inc. – Proprietary and Confidential
Optas Deploys E-Mail
Notification in Real-Time
Optas transfers
consumer data
in Real-time for
Call Center
Notification
Optas Hosted Real-Time Preference-
based Patient Notification System
Consumer Preference-Based Notification System
11
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