Answers below
1) When designing an omnichannel strategy for your brand, what is the ideal sequence?
A. Content -> channels -> behavioural objectives -> KPIs
B. Strategic objectives -> leverage point(s) -> target segment(s) -> behavioural objective(s) -> content -> channels -> KPIs
C. Channels -> KPIs -> budget -> technologies -> target segments
D. Strategic objectives -> channels -> KPIs
(Source: Evidence-Based Omnichannel - The Missing Manual (2022, 5th Edition))
2) When do you achieve a balanced omnichannel mix for your key prescribers?
A. When you combine owned, paid and, where possible, earned channels
B. When you implement all rep-led digital channels
C. When you seamlessly integrate all your owned channels
D. When you outsource your campaign to a 3rd-party website
(Source: Evidence-Based Omnichannel - The Missing Manual (2022, 5th Edition))
3) Are open rates for pharma-owned email newsletters similar to those of 3rd-party websites?
A. 3rd-party newsletters have higher open rates - they are more trusted
B. There is no difference between the 2 types - a newsletter is a newsletter
C. Pharma-owned e-newsletters have a higher open rate
D. Physicians do not opt in to pharma e-newsletters
(Source: Evidence-Based Omnichannel - The Missing Manual (2022, 5th Edition))
4) Your SEO/natural position in Google can never be guaranteed as Google sometimes updates its search algorithm. How often per year?
A. Once a year
B. Between 2-5 times/year
C. Every month
D. Every day
E. More than once/day
5) Which of the four building blocks for a successful change (Gleicher’s formula for change) is scoring the lowest at this moment in EU biopharma companies?
A. Need for Change
B. Concrete first steps
C. Capability to change
D. Clear vision and goals
(Source: Maturometer 2023)
6) What does the "1% rule" in social media marketing mean?
A. Only 1% of your visitors to social media will actively produce content
B. Only 1% of your target audience will visit social media
C. Only 1% of HCPs like pharma social media
D. Only 1% of social media offerings by pharma is visited by HCPs
7) NPS is a standard way of measuring customer engagement. Which of the following statements is FALSE?
A. The answer is measured on a scale between 1 to 5
B. NPS defines 3 groups of respondents - promoters, passives and detractors
C. NPS can be used in pharma
D. NPS stands for: Net Promoter Score
8) How do EU5 HCPs perceive the value of tablet detailing vs traditional detailing?
A. They believe tablet detailing is less valuable
B. They believe it is similarly impactful
C. They see added value in tablet detailing
D. They only want to see reps who use tablets
(Source: Navigator365™ Core, EU5 specialists, 2023)
Answers:
B. Strategic objectives, leverage point(s), target segment(s), behavioural objective(s), content, channels, KPIs
Sun Tzu was right. When establishing an omnichannel strategy for your brand, bear in mind that 'Tactics without strategy is the noise before defeat'. Choosing channels and designing content should only take place after the objectives and leverage points have been defined.
A. When you combine owned, paid and, where possible, earned channels
A balanced omnichannel mix can be achieved by blending the different kinds of channels - and not relying on any single type. Owned and paid should certainly be included, and where feasible, earned channels should be too.
C. Pharma-owned e-newsletters have a higher open rate
While there may well be more people signed up to 3rd party website mailing lists, these lists are anonymous, often overused, and less focussed than those owned by pharma. If you want to create a 360° view of your customers and provide "the right answer" at "the right time" for "the right customer", you need to know who's who. And your customers will reward the relevancy (and lower frequency) of your messages with higher open rates.
E. More than once/day
Pantha rhei. The only constant is change. Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update that affects search results in significant ways (source: Moz.org)
C: Capability to change currently scores the lowest of the four dimensions due to shortcomings in many elements, including staff training, channel mix & acceptance and Cx programmes.
A. Only 1% of your visitors to social media will actively produce content
Not all people share content in the same way. A widely used rule-of-thumb is that 89% of visitors consume, 10% will vote or like, and only 1% will produce content (source: Jeff .Howe, Crowdsourcing)
A. The answer is measured on a scale between 1 to 5
NPS questionnaires ask people on a scale of 0 to 10, whether they would recommend a service or product to a friend or colleague. An NPS score is then calculated by subtracting the percentage of participants who gave a score between 1 and 6 (detractors) from the percentage who gave a score of 9 and 10 (promoters). Passives (7-8) are not taken into account.
C. They see added value in tablet detailing
Reps with tablet detail aids are perceived as somewhat more impactful vs reps without tablet detail aids by more than 70% of HCPs. Do remember though that the quality of the interaction itself is also key. Tools are only as good as the hands that hold them.
Learn more about this topic at the following short duration course(s):
Strategic Omnichannel for Pharma Marketing
With Jean-Sebastien Struyf & Olga Duvillard
