Types of Leads and Auto-Replies

| 9 minutes

When going through the Leads, Marketing Person will read the details present on each inquiry to identify the type of Lead before proceeding to respond to the inquiry accordingly. Each type of Lead is represented in the System with corresponding Tags mentioned in the previous SOP. Each Lead will have an Auto-Reply that can be sent out by Marketing Dept., to customize each Lead reply. Auto-replies are also adjusted to the Lead’s Interests.

Types of Leads

1. Lead Reply (Main Lead)

Lead Reply here is not to be confused with the process of replying to any leads. Rather, it refers to a Lead that has been vetted and deemed as a quality Lead based on its inquiry, and to be assigned immediately to a BD Salesperson. It is also referred to as a Main Lead.

There are two (2) main types of Main Leads:

● Generic Leads: Sender asks for non-specific information; such as information/price for the entire AdvaCare Pharma product range or without mentioning specific products.
● Category Leads: Sender asks for info/price for one (1) to two (2) specific product or categories; for example: pharmaceutical products.
Note: At the moment, medical device brand inquiries will still be handled the same as the whole Medical Device Category Lead Reply.

A Lead Reply inquiry is to be contacted first by the System under the front of Sales Specialist - Henry Mitchell, in which after a reply is received then is “escalated” to the actually assigned BD Salesperson. The purpose of this process is to make sure that the Lead is fully intentional in sending their inquiry. Once a reply has been received, the Lead Reply is then converted to an Opportunity and assigned to BD Salesperson to fully take over.

2. Pre-qualified Leads

Pre-qualified Leads refer to all other inquiries with interest in Advacare brand/products, but cannot be determined by Marketing Person as a legitimate potential Customer just yet. Pre-qualified Leads are given a set of basic questions to provide further information on their company/inquiry for Marketing Person to reassess whether or not to assign to a BD Salesperson as a main lead. Pre-qualified Leads includes the inquiries for the following:

● Pre-Qualify

Inquiries with either limited information or suspicion requiring further information.

● MOQ

Inquiries from legitimate companies but does not meet AdvaCare Pharma’s MOQs. Each category has its own MOQ that can be referred to here: Product List MOQ .

● Tender

Inquiries aimed to invite or request quotations for tender bids. AdvaCare Pharma only considers tendering for business with existing customers who are able to prove distribution and industry capabilities.

● Agency

Inquiry from a person/company whose intention is just as a middleman to “promote/market” AdvaCare product to local distributors, rather than to distribute directly.

● Domestic Market Inquiry

Inquiries for information related to AdvaCare products in the importing country, either asking for quotations

● API

Inquiries for APIs (active pharmaceutical ingredients) and not finished consumable products.

● Not Applicable + Unqualified

Inquiries related to individual use or small organization (such as laboratory) testing, and not distribution.

● Restricted Countries

Inquiries from countries that are not currently targeted and preferred not to be escalated.

These countries include: Nigeria, Ethiopia, Yemen

● Blacklisted Countries

Inquiries from countries in which Advacare currently has no intention to market in.

These countries include: China, India, Pakistan, Bangladesh.

Once pre-qualified Leads have been deemed as “qualified ” based on their answers to the questions, the Lead is then assigned to a BD Salesperson and converted to Opportunity with the tag: “Assigning LR”.

More information and examples on each type of Lead can be found here:

Z:\Shared drives\AdvaCare Marketing Control\Lead Replies\LR Automation

→ Types of Leads

3. Newsletter Subscriber

Newsletter Subscription refers to the request from a Lead to receive updates from Advacare. The Lead is to be added to the system to receive newsletters from Advacare. However, as the prospective inquiry is yet clear, the Lead is not assigned to a BD Salesperson yet until further inquiries from the Lead.

4. Resending Client

Resending Client refers to Leads which contact person/company has previously been assigned to a BD Salesperson, and now again sending a new inquiry. This Lead is to be assigned to the same BD Salesperson. In the case where the assigned BD Salesperson is no longer working at Advacare, then the lead is to be re-assigned to a new current BD Salesperson.

For Customers that are resending an inquiry within 1 week of being assigned/reassigned to a BD Salesperson, no auto-reply email needs to be sent. The email inquiry can just be forwarded to BD Salesperson directly to tend to. In this case, the tag: “Forwarded - BD” is applied.

5. Others (non-Leads)

Others refer to the Leads generated in the System, although it may not be actually an inquiry from a person/company that is interested in AdvaCare products/brands, rather actually a “non-Lead” emails. These Others may include:

● Spam or random Promotional emails

To be archived and ignored

● Potential Factory

Promotional/introduction emails from manufacturers that may be useful contacts for Procurement Dept., not to be processed as Leads but to be forwarded to the relevant persons in the Procurement Dept.

● Unsubscribe Newsletter

Requests to unsubscribe a contact email from receiving Advacare Newsletter.

● Unqualified

Leads that have replied to Pre-qualified Leads and determined as Unqualified by Marketing Person. To be tagged and ignored.

● Bad Email

Leads that have been processed but auto-reply sent out have bounced back as the email address actually does not exist.

Auto-Replies

Auto-replies are the email templates that have been prepared to provide replies to Customers responding to their inquiry. These replies can be added from the Lead page under the “Auto-reply” tab. When selected under the Auto-Reply tab, the System will send out each reply under the scheduled time written next to the auto-reply name, together with its scheduled date and time next to it. The system will also show the State of each scheduled auto-reply whether it is:

● Pending: unsent, scheduled to be sent
● Sent: already sent
● Cancelled: cancelled as a reply has been received prior to the scheduled follow ups

All auto-reply templates and attachments can be found in this link:

Z:\Shared drives\AdvaCare Marketing Control\Lead Replies\LR Automation

→ Auto-Reply Templates and Attachments

1. Lead Reply

● LR0: Introduction email or first contact with the Potential Customer. It is sent 5 minutes after scheduling. The email contains minimum text content, links and zero attachments in order to avoid being scanned as a spam email on the recipient's inbox and mistakenly sent to the spam folder.
● LR1: Introduction email to the Potential Customer scheduled 8 hours after LR0 that includes catalog and picture attachments for each lead, depending on their inquiry:
● LR1 Generic: when the customer did not specify the category of interests, but showed interest in potential collaboration. All product range catalogs and pictures are attached.
● LR1 Pharmaceutical: When the customer showed interest in the Pharmaceuticals product range. Pharmaceutical product catalog and pictures are attached.
● LR1 Medical Devices: When the customer showed interest in the Medical Device product range. Medical Device product catalog and pictures are attached.
● LR1 Supplements: When the customer showed interest in the Supplements product range. Supplement product catalog and pictures are attached.
● LR1 Pet Supplements: When the customer showed interest in the Pet Supplements product range. Pet Supplements + Veterinary product catalog and pictures are attached.
● LR1 Veterinary: When the customer showed interest in the Veterinary + Pet Supplements product range. Veterinary product catalog and pictures are attached.
● LR2: Follow up email to LR1 scheduled after 2 days if no reply has been received. LR2 auto-reply will automatically be canceled if the System recognizes that a reply has been sent to either LR0 or LR under the same thread.
● LR3: Follow up email to LR2 scheduled after 7 days shown as sent by BD Dept. Manager if no reply has been received. It will also be automatically canceled if LR2 is replied to.
● Assigning LR: escalation email to the Customer while CC’ing BD Salesperson after the Customer’s reply to either LR0, LR1 or LR2.
● Assigning LR3: escalation email to the Customer while CC’ing BD Salesperson after the Customer’s reply to LR3.

2. Pre-qualified Leads

Emails sent to the Leads in order to get more information about the inquiry, before assigning it to BD Salesperson. These emails are sent out 15 minutes after scheduling.

● Pre-qualify: reply email asking for more information regarding the inquiry.
● MOQ: reply email informing that inquiry is below MOQ.
● Tenders: reply email asking if contact person can start with private market.
● Agency: reply to email asking if the contact person can directly do distribution.
● Domestic Market Inquiry: reply email to dismiss the requested information.
● API: reply email asking if contact person can start with finished product.
● Not Applicable + Unqualified: reply email informing that we only sell B2B.
● Restricted Country: reply email confirming the capability of the distributor for this region.
● Blacklisted Country: reply email informing that the country is currently not our target market.
● Assigning LR: escalation email to the Customer and BD Salesperson after the Customer’s reply to any pre-qualification emails, and the Lead is deemed as “qualified”.

3. Newsletter Subscriber

● Newsletter Subscriber: welcoming email to the subscription request.

4. Resending Client

● Resending Inquiry: reintroduction email for the Customer to the assigned BD Salesperson.

Others (non-Leads)

No applicable auto-reply emails are required.

Lead Interests

Regardless of the Types of Leads, each Lead will have at least one Interest that drives the Lead to send an inquiry. If a Lead has more than one Interest, they must all be recorded. These Interests are important to be recorded in order to effectively target the Leads from the initial communication, and also in retargeting campaigns. Interests can be determined from:

● Source of Inquiry: if an inquiry is from a particular brand website or product page
● Content of Inquiry: if a product/range is mentioned in the client’s initial message

The different Interests are:

● Pharmaceutical
● Antimalarial*
● Oncology*
● Medical Devices (if no specific indication of which type of medical devices are of interest)
● Injection Instrument
● Diagnostic Detection
● Incontinence & Urology
● Skin & Wound Care
● Medical Wear
● Condom
● Supplement
● Veterinary
● Veterinary / Medical Device (not currently offered, launch date TBD)
● Pet Supplement
● API

*If Marketing Person is unsure whether a product falls under Antimalarial/Oncology or if it is just a general Pharmaceutical product, then select “Pharmaceutical” as the Interest. Some of the examples of products under this range include the following (only human use, not veterinary):

● Antimalarial: Artemether + Lumefantrine, Artesunate, Dihydroartemisinin, Artemether, Chloroquine Phosphate, Quinine Sulfate, Quinine Dihydrocloride, Artemisinin + Piperaquine, Dihydroartemisinin + Piperaquine, Sulfadiazine and Pyrimethamine, Artesunate + Amodiaquine
● Oncology: Calcium Folinate, Hydroxyurea, Ondansetron HCl, Carmofour, Letrozole, Tamoxifen, Exemestane, Mercaptopurine, Tegafur, Tropisetron HCL, Bleomycin Sulfate, Doxorubicin HCL, Methotrexate, Epirubicin HCl, Mitomycin C, Carboplatin, Floxuridine, Nimustine HCL, Cisplatin, Granisetron HCL, Oxaliplatin, Cyclophosphamide, Idarubicin HCL, Vincristine Sulfate, Cytarabine, Ifosfamide, Vindesine Sulfate, Dactinomycin, Irinotecan, Zoledronic Acid, Docetaxel
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