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Healthy discussion at ysura’s inaugural Vitamin C

Representatives from several mid-sized pharmaceutical companies gathered at ysura’s central Munich location to discuss multi-channel management, pharma marketing campaigns, email consent strategies and more.  A healthy breakfast, including a selection of fresh squeezed juices, provided plenty of Vitamin C.

The small invitation-only gathering encouraged open debate and active participation. Many business cards traded hands during the networking.

One of the highlights was ysura CEO Philip Debbas’ presentation on five myths of multi-channel marketing. Health care professionals are the ones who benefit from multi-channel, right? Wrong, explains Debbas, and he goes on to debunk this and many other commonly accepted beliefs of multi-channel managers. As the Vitamin C participants themselves are in the process of converting their companies to multi-channel, the discussion proved to be more than relevant.

As always, it is fascinating to learn about the wide range of initiatives and interpretations of multi-channel. The discussion centered around the following questions.

  • Who orchestrates multi-channel campaigns? The sales manager, the marketing manager, the computer or the sales rep?
  • To what extent should a key opinion leader campaign differ from a campaign for other HCPs?
  • Should sales reps focus on the channels where they are most effective or are they obligated to master all channels?
  • Is self-service really a channel? If so, will HCPs use online channels from individual pharmaceutical companies or do they prefer industry-wide portals?

Nico Breidenbach’s fascinating case study on the use of personalised email proved equally as enlightening. While all participants were convinced of the elegance and effectiveness of ysura’s personalized email solution, the ensuing discussion revolved primarily around the topic of email consent.

  • To what extent is consent required in order to send a personalized rather than a mass mail?
  • What types of emails are opened and read rather than immediately deleted?
  • If content is formally approved and professionally formatted, how can an email look personal?
  • Does consent need to be collected as an electronic signature, signature on paper, check-box or verbally?
  • Is consent valid for a specific campaign or for all campaigns?
  • When an HCP gives consent, does this consent apply only to the sales rep who requested it or to any sender within the company?

 

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