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Using Content to Improve the Customer Experience


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Using Content to Improve the Customer Experience

  1. 1. Accenture Life Sciences Rethink Reshape Restructure…for better patient outcomes Using Content to Drive Better Customer Experience
  2. 2. Agenda Introduction Customer Expectations The Role of the Sales Rep Enabling Multi-Channel Experiences Today’s Challenges Tomorrow’s Content Engine The Payoff and Results Copyright © 2015 Accenture All rights reserved. 2
  3. 3. Introduction Shawn Roman Managing Director Life Sciences Digital Customer Practice Lead @shawn_roman 703-947-1326 Copyright © 2015 Accenture All rights reserved. 3
  4. 4. Copyright © 2015 Accenture All rights reserved. 4 Customer expectations are formed by experiences Direct Competitors Experiential Perceptual Expectations Chasm Sell products that compete with ours Sell experiences that replace ours Change expectations our customers have Copyright © 2015 Accenture All rights reserved. 4
  5. 5. 67% Doctors are one of the primary sources of information for the majority of patients… but digital channels are a close second at 57% 63% want this to be their doctor/specialist. 1% want this to be their pharmaceutical companies. (62% for 18-30 year olds). Note: Percentages are the aggregated average across all services areas. 1st choice 2nd choice 87% of patients want one point of contact to help them manage their health... What patients are saying Patients want their healthcare professionals to be the primary source of information on what services they need to manage their health, but digital channels play a key role as well. Copyright © 2015 Accenture All rights reserved. 5
  6. 6. What this means for pharma companies Pharmaceutical companies need to invest as much in the communication and coordination of the services as they do in building them: Enlist the salesforce Copyright © 2015 Accenture All rights reserved. 6 Communicate across multiple channels and coordinate across key healthcare stakeholders Combine products and services to achieve improved outcomes
  7. 7. The role of the sales rep Reps utilizing digital channels to deliver Personalized Digital Interactions can result in a stronger partnership between Physician and Rep 90+% Rep adoption 65+% open rate, > 3x Benchmark 20+% click through rate, > 6x Benchmark > 5 minute average visit length Increased overall HCP engagement scores by more than 10% Copyright © 2015 Accenture All rights reserved. 7
  8. 8. Copyright © 2015 Accenture All rights reserved. 8 Enabling multi-channel experiences with content End-to-end Digital Content services need to span brand planning, content strategy and design through to content production, publishing and insight generation. Content delivered at speed anywhere and compliant everywhere Insights to drive engagement and return on investment Impactful experiences, connected customers To be relevant, marketers must abandon “one size fits all” mono-channel content and deliver impactful, personalized, integrated experiences across all channels and devices…faster Copyright © 2015 Accenture All rights reserved. 8
  9. 9. Today’s content challenges Copyright © 2015 Accenture All rights reserved. 9 Content needs to be constantly current and communicated in myriad of languages Limited reuse of assets—insufficient centralized marketing asset repositories Unreliable processes to deliver assets across channels create time delays and increase costs Rapid move to mobile requires content to be redesigned Lack of central content strategy Inconsistent content across platforms and channels Increasing costs to create and manage volume of content needed in new ecosystem Delayed market responsiveness • Brand Teams • MLR • Commercial Operations • IT • Sales Review & Approval processes built for an analog age Fragmented content tools & platforms
  10. 10. Tomorrow’s content engine PAY-OFF Acceleration of efficiency More engaging content, delivered faster and at a lower net cost with a consistent, compliant experience across channels. Copyright © 2015 Accenture All rights reserved. 10 HOW? Technology and incentives Technology to enable and incentives to drive effective digital asset management and content production at scale. NOW Inefficient and repetitive Most content is created multiple times across channels and markets and is often focused on promotional campaigns. NEXT Focused and reusable Maximum reuse of created content across channels with increasing amounts of high quality content aggregated from trusted third parties.
  11. 11. Copyright © 2015 Accenture All rights reserved. 11 Transforming your content engine Copyright © 2015 Accenture All rights reserved. 11 • Coordinated across devices and channels • Up-to-date, relevant & compelling content around the clock • Powerful insights enabled by Big Data and analytics • Seamless integration of internal and external content • Co-location and co-creation based approval processes • Scaled content production • Maximize customer engagement with personalized content • Faster speed to market • Higher efficiency in content production and management
  12. 12. Making it happen Drive reuse by putting in place incentives powered by standards, processes and tools. Scale a global approach to deliver the business case. Establish an end- to-end service model. Redefine content approval for the digital age. Separate content production from the creative. Extend delivery to include external content from trusted sources. Content Production & Management Content Approval Acceleration Digital Asset Management Digital Publishing Platform (Development and Maintenance) Digital Project Management & Insights Copyright © 2015 Accenture All rights reserved. 12 1 Decouple 2 Standardize 3 Scale 4 Integrate 5 Multiply
  13. 13. Improved customer engagement through more relevant/fresh digital content 30 day reduced cycle time at global scale through streamlined approval 3.5 days per month released back to Brand Marketers 40-50% savings achieved within 2 years in Content Development Fees The payoff for life sciences clients Copyright © 2015 Accenture All rights reserved. 13
  14. 14. Copyright © 2015 Accenture All rights reserved. 14 The results for your customers Achieving higher customer engagement through personalized and targeted contents delivered through multi-channel Content Strategy  Analytically driven personalized content  Re-usable content across digital channels  Coordinated content across devices and channels  Seamlessly integrated internal & external content  Legally approved content 1 Launched Social Media campaign 2 Extended the content to other social networks 3 Extended the campaign on Flickr 4 Extending the personalized content to the Patient and HCPs 5 Extending the content for e-Detailing A large Pharmaceutical company for their brand in Chronic Pain Copyright © 2015 Accenture All rights reserved. 14