The Digital Transformation
Driving Multichannel Engagement in Life Sciences with
Oracle Marketing Cloud
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Peter Rojas Sr Director Life Sciences
Marilyn Cox Marketing Principal - Industry Center of Excellence
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The following is intended to outline our general product direction. It
is intended for information purposes only, and may not be
incorporated into any contract. It is not a commitment to deliver any
material, code, or functionality, and should not be relied upon in
making purchasing decisions. The development, release, and
timing of any features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.
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• Industry Challenges
• Overview of the Oracle Marketing Cloud Platform
• Overview of the Oracle Marketing Cloud Life Sciences Solution
• What’s possible – Dr. Smith’s Journey
• Q&A
Agenda
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Marketing Challenges in Life Sciences
Decreasing
Physician Access
Lack of Marketing
and Sales
Coordination
Compliance
Adherence
Multiple
Channels and
Audiences
X
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of enterprise marketers have no
synchronized view of customer data
82 %
Disparate Data Creates Marketing
Complexity and Lost Revenue
Unable to pull together all their data, marketers fail
to target the right customers.
Oracle Confidential - Restricted
CLM Rx
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No Centralized Hub to
Manage Customer Engagement
The proliferation of point marketing applications have created silos
among marketing teams, processes and execution
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The Result – a Fragmented Customer Experience
Medical Rep details
doctor irrelevant
message with CLM
tablet app
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Doctor writes
competitor’s Rx
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The Oracle Marketing Cloud
Customer-Centricity. Marketing Simplicity. Enterprise Ready.
Unify Data
WEB
Delivered Across All Channels
Aggregate your marketing data and
target the right customers.
Engage Audience
Orchestrate individualized,
relevant customer experiences.
Analyze Performance
Attribute revenue and gain better
insight into customer experience.
• BlueKai Data Management Platform
• Cross-Channel Marketing
• Social Marketing
• Content Marketing
• App-Cloud and BlueKai Partners
• Oracle Marketing Cloud Analytics
MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Oracle Marketing Cloud for Life Sciences
Build Agile Digital
Marketing Content
and Campaigns
Dynamically Track,
Score, and Nurture
healthcare audiences
Measure
Multichannel
Engagement and
Marketing
Effectiveness
Empower Sales to
Effectively Engage
with their customers
Get a 360 HCP View
across in person and
digital channels
Orchestrate and measure personalized 1:1 communications that drive
engagement, Rx, market share, and revenue
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Drive the HCP Engagement Journey
Pre-awareness Awareness Trial Adoption Advocacy
Generate brand
awareness
• Establish dialogue and
promote
• Drive trial
• Provide feedback
• Encourage repeat usage
• Gain share
• Identify proponents
• Community
• KOL
Webinars
Events
Microsites
eDetailing
E-mail marketing
Medical events
eDetailing
Samples
Patient surveys
Patient kits
Social communities
Speaker programs
Influence
Stage
Marketing
Objectives
Marketing
Tactics
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Faster, Easier and Robust Marketing Automation Solution
Integrated Standard Fields &
Views, and Vertical Data
Objects
Best Practice Galleries
Prebuilt Campaign
Wireframes
Campaign Specific Configuration Guides,
Tutorial Videos and Storyboards
Blueprint and
Example Assets
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
eDetailing
Formulary Approval
Digital Medical Event
Live Medical Event
Disease Awareness*
Medication Adherence*
Medication Conversion*
Community Development*
• Get a fast start with prebuilt galleries designed
to address the industry challenges
• Reduce campaign planning time and efforts
• Save time by reusing and repurposing the
gallery templates
• Avoid falling into traps by following the best
practice tips
• Discover how to take full advantage of Oracle
Eloqua capabilities
Pre-built Life Sciences Campaigns
* Planned for next release
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Cross Channel Customer Engagement Orchestration
Meet Celine Watson
Multichannel campaign orchestration
Get up and running fast with pre-configured workflows
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Healthcare Professionals Engagement
Meet Dr. Rob Smith
Keep up to date with all the latest products
Choose HOW AND WHEN to access PERSONALIZED
product information
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Healthcare Payor and Provider Engagement
Meet Mr.Frank Strauss Keep up to date product comparative effectiveness
Choose HOW AND WHEN to access PERSONALIZED
product information
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Healthcare Consumer Engagement
Meet Martha – Dr. Smith’s patient Have relevant doctor patient conversations
Receive co-pay assistance offers
Help me become adherent to my medication with timely
reminders
* Planned for next release
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Face-to-Face Rep Empowerment
Meet Justin Weller Understand my customer’s digital body language to
improve pre-call planning
Send approved emails
Integrate with my CRM: CRM On Demand, Veeva
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Multichannel Reporting and Analytics
Meet Celine Watson Measure Marketing Effectiveness
Multichannel campaign analysis, customer engagement
analysis
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
It’s EASY for me to understand where
the conversations are happening, drive
awareness across all the channels and
personalise EVERY TOUCH POINT my
audience has with my company
Celine, Brand Manager
I have GREATER SUCCESS now that I
have complete visibility of all the
digital behaviour of my customers. I
can also PRIORITIZE them and
UNDERSTAND what they are interested
in before I speak to them
Justin Weller, Face to face rep
It is really EASY for me to keep up to date
with all the latest products. I choose
HOW AND WHEN I access this
information and I always feel as if this is
COMPLETELY PERSONALIZED as if I was
dealing with a person.
Dr Smith
It’s EASY for me to have doctor patient
conversations, become adherent to my
medication, and get better from my
ailment
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• Drive the HCP, Payor, Provider and Consumer Buyer Journey
• Reach more customers with relevant and personalized 1:1
content
• Reach more healthcare professionals with less sales reps in a
cost effective way
• Orchestrate 1:1 digital conversations with healthcare
audiences based on digital body language and behavior
• Make sales representatives more effective by providing them
with healthcare professionals’ interest through online activity
tracking
Increase multi channel engagement, conversion, and retention
with the Oracle Marketing Cloud for Life Sciences
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Day in the Life Demo
password: ModernMarketing
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Q&A
Oracle Confidential – Internal/Restricted/Highly Restricted 22
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