Issue link: http://osercommunicationsgroup.uberflip.com/i/960903
Chain Drugstore Daily Monday, April 23, 2018 8 Driving Sales through Comprehensive Digital Engagement By Roy Simrell, Chief Client Officer, Inmar Digital outreach that's not truly compre- hensive isn't going to "reach" anyone. Marketers intent on driving shopper interaction and generating sales must establish digital touchpoints along the entire path to purchase. It must be a strategically enabled priority – not a pro- motional afterthought. But, the return is there for those who demonstrate the resolve and commit the resources. Inmar's data analysis finds significantly greater response from shop- pers when brands and retailers bring thoughtful digital engagement to every touchpoint, coordinate messaging and outreach across all digital channels, and, most importantly target their shoppers with personalized content. That's why Inmar has developed a comprehensive suite of data-driven digi- tal solutions empowering trading part- ners to engage shoppers pre-shop, in store and post-purchase. It's an offering that is unique in the industry and one that sets us well apart from others in the space. At the core of our efforts is a direct-connect network reaching 35 percent of all digital retailer rooftops in the U.S. Layered on top of this access to shoppers is: 1) proprietary personal- ization technology on the leading edge of digital promotion; 2) in-store con- tent delivery capabilities informed by real-time basket data; 3) a nationwide influencer marketing community com- prising 10,000 curated influencers; and 4) programmatic digital media place- ment powered by shopper and social targeting. Through this combined func- tionality, Inmar enables enhanced retail-level execution at scale while facilitating hyper-productive intercon- nectivity between marketing and merchandising. Repeatedly, we've executed campaigns combining content, media and promotional offers that resulted in measurably improved marketing performance. In one instance, we helped a leading cereal brand leverage social media to drive in-store purchase by non-buyers. By pairing social content with relevant offers – and targeting both – the cam- paign succeeded in driving a 6.9 percent lift in brand spend per household versus the control audience. The efficacy of Inmar's solutions represents a clear opportunity for brands and retailers to dramatically enhance sales as the significance of digital coupons has never been more evident. Inmar's recently completed analysis of 2017 coupon activity found that, for the fifth consecutive year, redemption of dig- ital coupons increased by double digits – up an incredible 67 percent compared to 2016. While this remarkable growth in redemption is indicative of the innate popularity of digital promotions, it was aided by an increase in digital coupon distribution. But, even as marketers increased their digital promotion distribution by 38 per- cent last year, availability of these sales-driving offers still lags seri- ously behind demand. And, that must change. Today's shoppers expect a relevant, content-rich experience whenever and wherever they engage with brands and retailers and marketers must meet that expectation – especially in the digital space as shoppers, more and more, are "living" online and starting their shopper journey by clicking a link or opening an app. Therefore, success in the market- place demands deployment of compre- hensive, interconnected online strategies that fully leverage Inmar's technology and superior solution set – bridging mar- keting, merchandising, media and social influence for both brands and retailers alike. Visit Inmar at table #430. For more infor- mation, go to www.inmar.com. Executing Successful Formulary Win/Pull Through Programs with PDQ PDQ Communications has a proven track record in providing the most innovative formulary announcements in direct mail and email within the pharmaceutical industry. One of the biggest challenges that pharmaceutical companies encounter is timely communications. PDQ will strategize your program to ensure your national formulary or state specific win is seen by your target audience expeditious- ly, attaining the leverage needed with an important win. The company's top-notch sales and production teams will provide insight into the most cutting edge programs available. Whether it is its clear envelope designed to showcase your flashcard, or an envelope with variable teaser copy to highlight each plan approval, its formula- ry mailings get your message noticed. Complement your formulary announce- ment with an email program to further accelerate and reinforce your message, while broadening your reach with a mul- tichannel campaign. PDQ's formulary email campaigns are tailored to the appropriate healthcare professional with a special emphasis on the particular plan approval. Add an echo email (a repeat of the initial email with openers suppressed) at half the cost and boost your open rate. Whatever your managed care needs may be, its highly-experi- enced account managers will provide valuable, innovative, timely and cost-effective ideas to get your message delivered. Let PDQ Communications be your partner for all of your non-personal healthcare promotional needs. PDQ is there when you need them and there in a flash. For more information, call 866.485.4737. West-Ward Pharmaceuticals Strengthens U.S. Leadership West-Ward Pharmaceuticals, a wholly owned subsidiary of Hikma Pharmaceuticals PLC ("Hikma"), the fast growing multinational pharmaceutical group, announced the appointment of Craig Heneghan as Executive Vice President Commercial Development Strategy for the U.S. Generics Division in June 2017. This leadership change has created greater organizational focus and align- ment, while ensuring a strong focus on the different and changing needs of the customers in the U.S. Heneghan is responsible for the lead- ership, and implementation of the com- mercial development initiatives for the U.S. Generics business, as well as providing input into the long- range planning and goal-setting to achieve the growth potential of the division in the U.S. Prior to joining Hikma, Heneghan was the found- ing President of Red Oak Sourcing, a stand-alone joint venture between CVS Health and Cardinal Health and the largest generic pharmaceutical sourcing entity in the United States. He reports to Brian Hoffmann, President of U.S. Generics at Hikma. Hoffmann commented, "We are thrilled that Craig has joined our team. His well-established leadership skills and depth of expe- rience within the generics sector will bring a functional excellence focus to West-Ward and help fur- ther Hikma's standing within the generic pharmaceutical industry." Visit West-Ward at booth #634. For more information, go to www.west-ward.com. Raymond McCall Joins Pharmacy Firm XIL Consulting as President XIL Consulting welcomes Raymond McCall as the company's new President. Raymond brings 27-plus years of pharmacy and retail experi- ence to his XIL role, and his top prior- ity is client success. XIL Consulting specializes in innovative strategies and pricing consultation to drive economic value for companies managing drug benefits and access. The firm works with a number of Fortune 500 compa- nies that define the Rx drug market, including retail pharmacies, PBMs, specialty/bio tech drug manufacturers, wholesalers, generic companies and more. With his passion for the pharmacy space and deep expertise, Raymond is already leading the XIL team in the disruption of the drug market and cre- ating sustainable growth for XIL's clients. The market is in a state of flux and the work is compelling. The ques- tions XIL tackles as a consulting firm are the same that are being asked on the policy/government, employer and consumer levels. Prior to this new role, Raymond worked as a senior executive at compa- nies like Albertsons, CVS and AholdUSA. In his time at Ahold, Raymond focused on leadership strate- gies, and designed and executed campaigns for portfolios in phar- macy, health and beauty care, and household needs. In addition to his extensive experience, Raymond is an active member of NACDS and holds his BS in Pharmacy from the University of Louisiana. Raymond's valuable industry insight means he's able to assess, strategize and actually change the way XIL's clients compete in the market, and he's surrounded himself with top talent to get the job done. First, Raymond is joined by Cari Wegge, Vice President of Client Strategies. Cari's background includes a wide array of healthcare experience, degrees from the University of Missouri and the University of Tulsa, and 15-plus years in sales and account man- agement and network at Express Scripts. Next, and XIL's most recent addition to the team, is Alexandra Robertson, Director of Product Innovations. Alexandra holds her MBA in Finance and Marketing from Rollins College and has worked with technology companies, most notably Microsoft and Mixpanel, establishing relationships with an array of Fortune 500 teams. With Cari and Alexandra onboard and Raymond at the helm, XIL Consulting is sure to execute quickly, focusing on making a market impact on behalf of its clients. For more information, go to www.xil consulting.com, call 239.249.5902 ext. 714 or email r.mccall@xilangconsulting.com.