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Customer-centred,multichannel marketing@blue_latitudeFred BassettHead of StrategyBlue LatitudeDan MarovitzCEOBuzzumi
Fantastic!I can use remote-detailing tochange my prescribingbehaviour AND reduce theindustry’s cost of interactingwith me!
Multichannel marketing is a balance• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• MessagesMulti-Channel ...
Multichannel marketing is a balance• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• MessagesMulti-Channel ...
We live in an on-demand worldproviding massive choice@blue_latitude
We live in an on-demand worldproviding massive choice@blue_latitude
We live in an on-demand worldproviding massive choiceNumber ofresources@blue_latitude
We live in an on-demand worldproviding massive choiceChannels & screensNumber ofresources@blue_latitude
We live in an on-demand worldproviding massive choiceChannels & screensOn-demandNumber ofresources@blue_latitude
We live in an on-demand worldproviding massive choiceChannels & screensOn-demandChoice & controlNumber ofresources@blue_la...
Customer experienceas differentiation@blue_latitude
Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blu...
Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blu...
Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blu...
Healthcare stakeholders live in an on-demand world@blue_latitude
Healthcare stakeholders live in an on-demand worldNumber ofresources@blue_latitude
Healthcare stakeholders live in an on-demand worldChannels & screensNumber ofresources@blue_latitude
Healthcare stakeholders live in an on-demand worldChannels & screensOn-demandNumber ofresources@blue_latitude
Healthcare stakeholders live in an on-demand worldChannels & screensOn-demandChoice & controlNumber ofresources@blue_latit...
@blue_latitude
Need+Context(location, urgency, available device…)=Opportunity@blue_latitude
♯1 Identify real needs (Opportunities)♯2 Prioritise (Choose one)♯3 Pick appropriate channels♯4 Make it easy@blue_latitude
Blue Latitude Confidential and Proprietary 17/10/2012Address my real needs…...and not the ones youhave made up for me..
#1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)@blue_latitude
#1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)Help my patientslower their owncholes...
#1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)Help my patientslower their owncholes...
#1 Address real needs (examples)Key Activities:Primary researchCustomer journey mappingTell mesomething usefulabout your d...
♯2 Prioritise (choose one)@blue_latitude
Multi-Channel Planning• Attitudes• Behaviours• Needs• Context♯2 Prioritise (choose one)@blue_latitude
Multi-Channel Planning• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• Messages♯2 Prioritise (choose one)@...
Multi-Channel Planning• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• Messages♯2 Prioritise (choose one)K...
♯3 Choose your channelsReal physician need:Understand drug safety profileContext:Hospital/bedsideDevice/Channel/Resource:M...
♯3 Choose your channelsReal physician need:Understand drug safety profileContext:Hospital/bedsideDevice/Channel/Resource:M...
Make it easyfor me!@blue_latitude
#4 Make it easy (examples)Respectmy workflowsRespectmy privacyRespectmy timeRespectmy authority@blue_latitude
#4 Make it easy (examples)Key Activities:Build. Test with real customers. ImproveRespectmy workflowsRespectmy privacyRespe...
Introducing@blue_latitude
buzzumi is changing the definition of e-commerce.It’s enabling service businesses to deliver their knowledge online. It’s ...
buzzumi is changing the definition of e-commerce.Buzzumi integrates all the necessary components in a single platformPayme...
Buzzumi – a smart, simple solutionA friction-free platform• Focused on clientinteraction• Low to no impacton internal ITAn...
NHS / Big White WallChallenge to enable Big White Walland the UK Ministry of Health todeliver therapy online.buzzumi Solut...
BayerChallenge to enable Bayer staffto communicate online with KeyOpinion Leaders globally.buzzumi Solution fully hosted,w...
♯1 Identified real needs (Opportunities) ?♯2 Prioritised ?♯3 Picked appropriate channels ?♯4 Made it easy ?Monday morning,...
Questions?T: +44 (0)203 328 007fred.bassett@bluelatitude.netwww.bluelatitude.net@FredBassettFred BassettCo-founder/Head of...
How to develop customer-centred, multichannel marketing
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How to develop customer-centred, multichannel marketing

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Fred Bassett, Blue Latitude's Head of Strategy and Co-founder, gave a talk on the benefits of customer-centred, multichannel marketing for Pharma marketers at Eye for Pharma's Mobile & Multichannel conference in November, 2012.

This screencast will take you through helpful case studies, and 4 key principles to follow when embarking upon your own customer-centred, multichannel marketing journey:

1. Understand your customer's real needs
2. Brutally prioritise these needs to focus your marketing activity
3. Choose appropriate channels to reach your customers
4. Make it easy to engage with your content

Contact Mark Walmsley, Senior Consultant, to find out how Blue Latitude can help you to improve your multichannel marketing: mark.walmsley@bluelatitude.net.

Published in: Business, Health & Medicine

Transcript of "How to develop customer-centred, multichannel marketing"

  1. 1. Customer-centred,multichannel marketing@blue_latitudeFred BassettHead of StrategyBlue LatitudeDan MarovitzCEOBuzzumi
  2. 2. Fantastic!I can use remote-detailing tochange my prescribingbehaviour AND reduce theindustry’s cost of interactingwith me!
  3. 3. Multichannel marketing is a balance• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• MessagesMulti-Channel PlanningPharmaAgenda@blue_latitude
  4. 4. Multichannel marketing is a balance• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• MessagesMulti-Channel PlanningCustomerAgenda@blue_latitude
  5. 5. We live in an on-demand worldproviding massive choice@blue_latitude
  6. 6. We live in an on-demand worldproviding massive choice@blue_latitude
  7. 7. We live in an on-demand worldproviding massive choiceNumber ofresources@blue_latitude
  8. 8. We live in an on-demand worldproviding massive choiceChannels & screensNumber ofresources@blue_latitude
  9. 9. We live in an on-demand worldproviding massive choiceChannels & screensOn-demandNumber ofresources@blue_latitude
  10. 10. We live in an on-demand worldproviding massive choiceChannels & screensOn-demandChoice & controlNumber ofresources@blue_latitude
  11. 11. Customer experienceas differentiation@blue_latitude
  12. 12. Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blue_latitude
  13. 13. Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blue_latitude
  14. 14. Customer experience as differentiationUnderstand customer needsChoose the need to address (Prioritisation)Make it easy@blue_latitude
  15. 15. Healthcare stakeholders live in an on-demand world@blue_latitude
  16. 16. Healthcare stakeholders live in an on-demand worldNumber ofresources@blue_latitude
  17. 17. Healthcare stakeholders live in an on-demand worldChannels & screensNumber ofresources@blue_latitude
  18. 18. Healthcare stakeholders live in an on-demand worldChannels & screensOn-demandNumber ofresources@blue_latitude
  19. 19. Healthcare stakeholders live in an on-demand worldChannels & screensOn-demandChoice & controlNumber ofresources@blue_latitude
  20. 20. @blue_latitude
  21. 21. Need+Context(location, urgency, available device…)=Opportunity@blue_latitude
  22. 22. ♯1 Identify real needs (Opportunities)♯2 Prioritise (Choose one)♯3 Pick appropriate channels♯4 Make it easy@blue_latitude
  23. 23. Blue Latitude Confidential and Proprietary 17/10/2012Address my real needs…...and not the ones youhave made up for me..
  24. 24. #1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)@blue_latitude
  25. 25. #1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)Help my patientslower their owncholesterol@blue_latitude
  26. 26. #1 Address real needs (examples)Tell mesomething usefulabout your drug(in 30 seconds)Help my patientslower their owncholesterolStopflooding me withsamples!@blue_latitude
  27. 27. #1 Address real needs (examples)Key Activities:Primary researchCustomer journey mappingTell mesomething usefulabout your drug(in 30 seconds)Help my patientslower their owncholesterolStopflooding me withsamples!@blue_latitude
  28. 28. ♯2 Prioritise (choose one)@blue_latitude
  29. 29. Multi-Channel Planning• Attitudes• Behaviours• Needs• Context♯2 Prioritise (choose one)@blue_latitude
  30. 30. Multi-Channel Planning• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• Messages♯2 Prioritise (choose one)@blue_latitude
  31. 31. Multi-Channel Planning• Attitudes• Behaviours• Needs• Context• OPEX• FTE, SOV• Impact• Messages♯2 Prioritise (choose one)Key Activities:Brutal prioritisation@blue_latitude
  32. 32. ♯3 Choose your channelsReal physician need:Understand drug safety profileContext:Hospital/bedsideDevice/Channel/Resource:Mobile/App/EpocratesMobile/Web/Search@blue_latitude
  33. 33. ♯3 Choose your channelsReal physician need:Understand drug safety profileContext:Hospital/bedsideDevice/Channel/Resource:Mobile/App/EpocratesMobile/Web/SearchKey Activities:Context awarechannel planning@blue_latitude
  34. 34. Make it easyfor me!@blue_latitude
  35. 35. #4 Make it easy (examples)Respectmy workflowsRespectmy privacyRespectmy timeRespectmy authority@blue_latitude
  36. 36. #4 Make it easy (examples)Key Activities:Build. Test with real customers. ImproveRespectmy workflowsRespectmy privacyRespectmy timeRespectmy authority@blue_latitude
  37. 37. Introducing@blue_latitude
  38. 38. 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
  39. 39. buzzumi is changing the definition of e-commerce.Buzzumi integrates all the necessary components in a single platformPayments£££31JanuarySchedulingWorkflow Analytics Discovery CommunicationMessagingDirectory@blue_latitude
  40. 40. Buzzumi – a smart, simple solutionA friction-free platform• Focused on clientinteraction• Low to no impacton internal ITAn easy to use system• Branded environment• Minimal learning curve• Functions that matter,not functional clutter@blue_latitude
  41. 41. 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
  42. 42. BayerChallenge to enable Bayer staffto communicate online with KeyOpinion Leaders globally.buzzumi Solution fully hosted,white-labelled online virtualcommunication platform.@blue_latitude
  43. 43. ♯1 Identified real needs (Opportunities) ?♯2 Prioritised ?♯3 Picked appropriate channels ?♯4 Made it easy ?Monday morning, 9am. Have you…@blue_latitude
  44. 44. Questions?T: +44 (0)203 328 007fred.bassett@bluelatitude.netwww.bluelatitude.net@FredBassettFred BassettCo-founder/Head of Strategy@blue_latitude
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