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Is Social Media Customer Service Important to the Pharmaceutical Industry?
- 1. Is Social Media Customer Service Important (to the Pharmaceutical Industry)?
- 7. by Social Business News on Oct 08, 2012
- 8. Hold up – this is Pharma! “customer service” is not our focus
- 9. …customer service and support are functions that are still viewed and run as cost centers and not as strategic investments in customer experiences.” - Brian Solis
- 11. Customer Service and Adherence “Treatment costs are the top reason people stop taking medications. An estimated $213 billion is lost each year in the US due to wasteful or unnecessary treatment resulting from lack of adherence and medication mismanagement.” - PWC - Customer experience in the pharmaceutical sector: Getting closer to the patient, Nov. 2013
- 19. An often-cited study by evolve24 – a Maritz Research company based in Fenton, Mo., that specializes in social media analytics — found that approximately 70% of customer service complaints made on Twitter go unanswered. Although the study is from 2011, the panelists believe that the percentage hasn’t changed significantly.
- 20. But, there is hope!
- 29. How do you do it? • As a brand team, make a commitment to PARTNERING with your Customer Center • LISTEN to what your audience needs help with • Identify the areas in which you can offer VALUE to your audience • Work with your regulatory review department and agency partners to craft PERSONAL ‘semi- ‘canned’ responses
- 30. So – who’s with me?
Editor's Notes
- Zoe Dunn, principal of Hale Advisors, gave this presentation, “Is Social Media Customer Service Important to the Pharmaceutical Industry?” at the 2nd Annual Pharma Customer Experience Summit in Princeton, NJ in March 2015. Here are the notes to go along with her presentation: Key Points to Deliver… Customer Service – what is it? Why Customer Service works in social media? Customer Service in Pharma?
- Customer Service is HARD. And it’s getting worse! This is what I feel like.
- 2. And this is the lovely lady who is trying to help me.
- 3. I am a 2015 consumer – it’s a digital world, life is fast, accessible, always on, and in the palm of my hand. I want answers NOW – I can’t wait one minute longer.
- 4. But my customer service rep had better be knowledgeable, kind, patient, quick to help, and solution oriented
- This is who your customer service reps are. They will need some serious tools to make sure your company wins the customer over. Source: Bureau of Labor Statistics (2012)
- Digital is enabling speed of information and access Customer expectations have become more demanding The consequences of failing to meet them have become more significant Moving to a competitor is done for less reason and with greater ease every day
- We’re here to generate revenue – we’re manufacturers. There is a clear ROI from Marketing and even Communications that can’t be proven with Customer Service. You can’t even be promotional in Pharma customer service – it’s church and state.
- Intelligent speech processing technology company Nuance Communications commissioned a survey of 1,000 American consumers to reveal current perceptions about customer service departments. The study found that nine out of ten consumers report that a company’s customer service has a significant impact on their decision to do business with them. On the other hand, many consumers also said that they respond positively if they receive good customer service. In the Nuance study, 80 percent of consumers say they’ve taken action following a good experience. For example, more than one-third said they have recommended the company to friends and family or conducted more business with that company (34 percent). Source: Brain Solis
- Let me digress for just a moment – let’s talk about this from a Strategic viewpoint. This is one of the views from Hale Advisors’ Brand Valuation tool that we use to evaluate marketing spends and benchmark efforts. Because I know that the industry, especially the marketing and communications side of it, which is most of you in the room, only sees the “customer service” function in your company as a cost center. But one day, when marketing becomes about the Outcomes, because that is the column that the Payer side and ACA have put us in, then the value of Adherence will be be clear!
- http://www.pwc.com/en_US/us/health-industries/health-research-institute/assets/pwc-hri-customer-experience-pharma.pdf
- We can’t have an impact on the first two, but the last 4 are wide open, and could make the difference to a prospective patient. Not pick one, but do a bit of all four.
- This is me with a migraine – yes, I am unfortunately highly functioning after suffering for almost 25 years.
- So I did a little test – doctor didn’t have answers so went to the website. There are multiple companies that produce amiltriptelien generic – competitive scenario. Elavil, off label use, used what I would consider a traditional channel. Called 800 number (3 layers deep) and was sent to druginfo@mylan.com
- Now this is confusing, because I also found this address on their website…
- Then, to amp it up a notch, I tried Twitter. They have no Facebook page or I would have tried that too.
- Not just picking on Mylan, this is not a Mylan problem, it’s an industry problem.
- “The Real Value of Social Media for Customer Service,” http://www.forbes.com/sites/knowledgewharton/2014/01/09/22014/
- I love this guy – did we ever think we’d get to have a Pope this cool?!?
- @AZHelps – 5 years – 3 responses to very specific problem
- Why isn’t this becoming standard? Regulatory fairytale. Ventrinio's Well of Souls by Sean Murray
- Why isn’t this becoming standard? Viewed as Cost and not Solution Provider Tom Hanks in the Money Pit
- Why isn’t this the industry standard? Staffing – Internal or External Community Management
- Why isn’t this becoming industry standard? Siloed organizational structure