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Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
Customer-centred, multichannel marketing
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Customer-centred, multichannel marketing

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At Blue Latitude we believe in customer-centred multichannel marketing, to achieve ultimate success when it comes to Pharma marketing campaigns. This means conducting research to put the customer at …

At Blue Latitude we believe in customer-centred multichannel marketing, to achieve ultimate success when it comes to Pharma marketing campaigns. This means conducting research to put the customer at the heart of marketing planning; and then balancing customer needs and preferences with business goals, of achieving ROI and remaining profitable.

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  • 1. Customer centred,multichannel marketingNovember 2012Blue Latitude
  • 2. Fantastic! I can use remote-detailing to change my prescribing behaviour AND reduce the industry’s cost of intereacting with me!
  • 3. Multichannel marketing is a balance Pharma Agenda • Attitudes • OPEX • Behaviours • FTE, SOV • Needs • Impact • Context • Messages Multi-Channel PlanningBlue Latitude
  • 4. Multichannel marketing is a balanceCustomer Agenda • Attitudes • OPEX • Behaviours • FTE, SOV • Needs • Impact • Context • Messages Multi-Channel Planning Blue Latitude
  • 5. We live in an on-demand worldproviding massive choiceBlue Latitude
  • 6. We live in an on-demand worldproviding massive choice Channels & screens Number of On-demand resources Choice & controlBlue Latitude
  • 7. Customer experience as differentiation Understand customer needs Choose the need to address (Prioritisation) Make it easyBlue Latitude
  • 8. Healthcare stakeholders live in an on-demand worldBlue Latitude
  • 9. Healthcare stakeholders live in an on-demand world Channels & screens Number of On-demand resources Choice & controlBlue Latitude
  • 10. Blue Latitude
  • 11. Need + Context (location, urgency, available device…) = OpportunityBlue Latitude
  • 12. ♯1 Identify real needs (Opportunities) ♯2 Prioritise (Choose one) ♯3 Pick appropriate channels ♯4 Make it easyBlue Latitude
  • 13. Address my real needs…. ..and not the ones you have made up for me..Blue Latitude Confidential and Proprietary 17/10/2012
  • 14. #1 Address real needs (examples) Tell me something useful Help my patients Stop about your drug lower their own flooding me with (in 30 seconds) cholesterol samples! Key Activities: Primary research Customer journey mappingBlue Latitude
  • 15. ♯2 Prioritise (choose one) • Attitudes • OPEX • Behaviours • FTE, SOV • Needs • Impact • Context • Messages Multi-Channel Planning Key Activities: Brutal prioritisationBlue Latitude
  • 16. ♯3 Choose your channels Real physician need: Understand drug safety profile Context: Hospital/bedside Device/Channel/Resource: Mobile/App/Epocrates Mobile/Web/Search Key Activities: Context aware channel planningBlue Latitude
  • 17. Make it easy for me!Blue Latitude
  • 18. #4 Make it easy (examples) Respect Respect my workflows my time Respect Respect my privacy my authority Key Activities: Build. Test with real customers. ImproveBlue Latitude
  • 19. IntroducingBlue Latitude
  • 20. buzzumi is changing the definition of e-commerce.It’s enabling service businesses to deliver their knowledge online. It’s poweringan e-knowledge revolution.Blue Latitude
  • 21. buzzumi is changing the definition of e-commerce.Buzzumi integrates all the necessary components in a single platform Directory Scheduling Messaging Payments January 31 £££ Workflow Analytics Discovery CommunicationBlue Latitude
  • 22. Buzzumi – a smart, simple solution A friction-free platform An easy to use system • Focused on client • Branded environment interaction • Minimal learning curve • Low to no impact • Functions that matter, on internal IT not functional clutterBlue Latitude
  • 23. NHS / Big White WallChallenge to enable Big White Walland the UK Ministry of Health todeliver therapy online.buzzumi Solution fully hosted, white-labelled market-place with directory oftherapist profiles, scheduling, alertingand payment engines built-in.Blue Latitude
  • 24. BayerChallenge to enable Bayer staffto communicate online with KeyOpinion Leaders globally.buzzumi Solution fully hosted,white-labelled online virtualcommunication platform.Blue Latitude
  • 25. Monday morning, 9am. Have you… ♯1 Identified real needs (Opportunities) ? ♯2 Prioritised ? ♯3 Picked appropriate channels ? ♯4 Made it easy ?Blue Latitude
  • 26. Questions? Fred Bassett Co-founder/Head of Strategy T: +44 (0)203 328 007 fred.bassett@bluelatitude.net www.bluelatitude.net @blue_latitudeBlue Latitude

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