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Primary Care Communication Plan. Public Affairs and Communications 20 April 2010. Business Objectives. Objectives from Sales point of view. Internal stakeholders:
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Primary Care Communication Plan Public Affairs and Communications 20 April 2010
Objectives from Sales point of view • Internal stakeholders: • All players in this line are selected on ambitious criteria like being open minded, successful in sales, visionary, hard working etc. • we will be the experts in knowing our customers • we will be the first appliers of digital customer services as a full package • External stakeholders: • To emphasize the customers that approaching them by 1 rep instead of 3 which was in the past is to provide them better service with one contact respecting their time restrictions • With a wide range of products we give the customer the option to chose which products to promote him/her based on his prescription habits instead of reinforcing them all • we will be the first appliers of digital customer services as a full package
Objectives from Marketing point of view • Internal stakeholders: • Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly key • Develop strong primary care customers’ knowledge to leverage our entire and unique PC portfolio • Develop initiatives centered on customers’ needs and environmental changes - Increased usage of complementary channels, development of added-value services • External stakeholders: • Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly key • To be perceived as the best pharma company and sales line bringing value added services to primary care in Turkey • To ensure that our customers have an optimal knowledge of our unique and broad portfolio
Objectives from Medical point of view • Internal stakeholders: • To align all employee about the importance of FP system; • To emphasise the unique PC portfolio of SAG, • To ensure integration of family physicians unmet Medical needs with Patient-centric approach; • External stakeholders: • To be perceived as a proactive pharma company closely follow-up the changing healthcare environment; focused on PC system and restructured his sales, medical and marketing teams accordingly. • To be accepted as a partner of FPs that has a whole range of portfolio for "disease management" from prevention to treatment. • To be perceived as the best pharma company organized to bring value added services to PC system via sales reps and other initiatives like a-hekim.tv educational platform designed according to customers' needs.
Internal Messages • Primary Care Team, with its know how, experience, capability to manage the change and professionalism strengthens sanofi-aventis Group’s reputation. We trust our team. • Primary Care Team is built of members with quick adaptation skills who are ready and willing to share their expertise and experience with the healthcare professionals. • We are taking leader steps in the primary care by combining our wide portfolio of effective and safe products for all therapeutic areas and services tailored for our customers’ needs with technologic solutions. • With our new organization structure and customer centric approach parallel to the developments in our environment, we are going to be the pioneer in the sector. • With our leader employees, we are going to build on success in primary care and family practitioners system. • Sanofi-aventis Group, Primary Care Team will meet the needs of the family practitioners with the most accurate and quickest solutions.
External Communication Messages • Sanofi-aventis Group, with its wide product portfolio and experienced and committed team offers solutions for the changing needs of the family practitioners. • Sanofi-aventis Group offers added value to the healthcare professionals by combining its wide portfolio of effective and safe products for all therapeutic areas and customer focusedservices with technologic solutions. • Sanofi-aventis Group is a business partner who increases the quality of theservice given by the healthcare professionals mainly by family practitioners. • Sanofi-aventis Group has been restructured in order to provide the support the healthcare professionals, mainly the family practitioners, need and to offer value added solutions. • Sanofi-aventis Group contributes to expanding and developing the primary care system in Turkey.
Internal newsletter • Crucial tool for a better communication knowing the new projects & changes happening on the PC line • Monthly (but one for July&August) • Last issue just released • on Aug 31st to the sales reps - cycle meeting • on Aug 27th to Istanbul HQ • Upcoming issue main topics:
Emailing campaign – Gazete’m • Twice a month • First issue: • sent on Aug 30th to almost 6000 physicians • opening rate: 17% after 2 days (700 physicians) • 20% of them clicked on a link (f.e A-Hekim TV) (200 physicians) • Second issue: • First draft under revision by BMs • Brand rotation schedule: • Brainstorming about customizing the newsletter for each physician with the picture of his sales rep.
