A revolution in customer experience – healthcare and pharmaceutical companies are not immune to the shift in control of the brand/customer relationship to the social customer. Paul Greenburg – “Social CRM is the company’s response to the customer’s control of the conversation”
The HCP relationshipchallengePharma and healthcare companies continue to have high expectations for continued revenue growth, but these expectationsmust be met economically i.e. with reduced emphasis on traditional channels - the outside sales representative. Three reasons for this dilemma
#2Diminishing effectA recent study by the health intelligence company SK&A revealed that 22.9% ofphysicians currently are not accessible to pharmaceutical sales representatives.2 Theimportant observation, however, was not the magnitude of that number, but the fact thatit has remained almost unchanged b.t. 12/08 and 6/10.Unlikely that the efficacy of the outside sales representative is declining because physiciansAre not seeing outside sales ppl. Real reason: fundamental sales routingModel. Needs to be at HCPs convenience, not the convenience of the field sales representative.
#3A continuing needrep-delivered promotion has become less economical, but because the need for personal promotion still existsMarketers are exploring many digital media channels, e.g. self-directed edetailing. They’re still not as effective in penetration. Field reps can gainaccess to almost 80% of physicians, most self-directed e-detailing projects are considered successful if they engage only 10% to 20% of the targeted docs.
Cross channel challenges
And the growth of available touch points is exploding
80% of physicians report owning a mobile device capable of downloading an app30% own an iPad, Addition 28% plan on purchasing one in 201281% own a smartphone; compared to 50% of general populationWireless health market has grown 255% since 20071 in 3 physicians would prefer patients to track and report information via on-line applications
Need updated data
Then just when we have seemed to gotten a handle on all these channels, customers’ expectations have changed to demand cross-channel integration that delivers a consistent message regardless of channel
Every growing number of channels, driven by customer preference, results in exponentially more and complex business processes
Customer experience is the only real sustainable value creator and competitive advantage.
The trap, that history has shown to repeat over and over, is to focus on the technology for technology’s sake rather than customer’s preference and the desire to enhance the customer experience.
Security challengesIntegrated across payor, provider, manufacturer and patient platforms
“Gamification” means applying gaming psychology and gaming mechanics to technologies and business process, making better customer experiences. What makes games like Mob Wars so freakishly addictive?If you are doing any of the following:1.recognizing most valuable “players” in your support community – Dell, Logitech2.showing “top lists” of agents inside your contact center;3.Using leader board concepts to encourage target activities;4.employing progress bars in self-service wizards; or5.handing out achievement badges for attaining certain training levels, then you have dipped your toe (however accidentally and superficially) into the water of gamification.
VirginApple – analysts thought they were nuts for entering the retail space. What does apple know about retailing?
Best of breed will consume valuable resources and continually put the company behind the customer in terms of channel preference
At least to start. Amazon, Apple,Zappos are exceptions. It didn’t happen over night. Zappos and Amazon focus on the upstream business process that destroy customer value and make the experience at the moments of truth challenging.
Design of the customer experience – co creation is the path to a unique customer experience
Cbi talk final 1 16-12
Connecting the dotsFrom multi-channel to cross-channel customer engagement
Just what the doctor ordered Confidential & Proprietary
The Return on Relationship Challenge Confidential & Proprietary
No See Physicians As % of all Dec ’08 Jun ‘10 23.6% 22.9% Appointment Physicians As % of all Dec ’08 Jun ‘10 38.5% 49.6%5 Confidential & Proprietary
Health Care Professional @ Mobile Inside Email Returns Sales Virtual Sales Force Support Training andSocial Development Call Center Contract Resolution Blended Order/Distribution Sales Print Web Management Content Management, Creative Design Experts, Compliance Web Brand Development Strategy /Hosting Video/ Multi Marketing/ Media Advertising Analytics for Customer Insights6 Confidential & Proprietary
Touchpoint Taxonomy Platform Media Channel Web BookProduct Web iOS NewspaperPackaging Social Media Android Magazine Email VideoPrint Catalog Mac OS X Messaging AudioCall Center Telephone MS Windows PosterWebsite Print BillboardBlog ContextFacebook HomeTwitter Work WalkingYouTube DrivingEmail Device ShoppingDirect Mail Desktop Scale PlaneRadio Laptop Covert Party Mobile Mobile PersonalTelevision Tablet Personal Social Television Environmental Location Kiosk Architectural Time Urban Task 8 Confidential & Proprietary
So, how do customers feel about multi-channel? 9 Confidential & Proprietary
By The Numbers 80% 30%, 28% 255% 81% 1 of 3 Confidential & Proprietary
The Theme of the Day?One word MOBILE! Confidential & Proprietary
Mobile Benefits to the Physician Percentage of physicians who said mobile would have these benefits 56% Expedite decision making 39% 36% Decreas e time for Increase admin collabora 26% tasks tion 24% Allow among more No physician time with impact s patients Source: PWC HRI Physicians Survey 2010 Confidential & Proprietary
Multi-Channel Cross-Channel SERVICE SERVICE Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 1515 Confidential & Proprietary
Changing Patient/HCP Behavior Requires A New Approach Customer Customer @ @ email print store call center email print store call center mobile social web mobile social web Communications Communications Account CoordinationAccount TeamHundreds of Net New Processes One Process – One System Confidential & Proprietary
#3 Rapid commoditization & disintermediation is drivingcritical requirement for innovation17 Confidential & Proprietary