Inspired by a recent Agnitio roundtable discussion with Allergan, Ariad Pharmaceuticals, Astellas and Ipsen Pharma. As the number of our digital channels and tools continually expand, there are many opportunities to better understand our customers. The ever-growing digital ‘touch points’ should provide more insight into our customers in order to improve the customer experience.

1. How to
integrate data
to drive sales

2. Inspired by a recent Agnitio roundtable discussion with
Allergan, Ariad Pharmaceuticals, Astellas and Ipsen Pharma.
As the number of our digital channels and tools continually expand,
there are many opportunities to better understand our customers. The
ever-growing digital ‘touch points’ should provide more insight into our
customers in order to improve the customer experience.
How to integrate data
to drive sales

3. Marketers, however, either due to lack of training or because they are
not yet accustomed to make data collection central to their brand plans,
generally have little access to data beyond rep iPad usage. Gathering
customer insights is still seen as a market research activity, rather than
something that should take place during every customer interaction.

4. The good news is that the digital infrastructure is available in most
companies, so the opportunities are there to design and implement a
data strategy to maximize the benefits. Reflecting on what an excellent
rep does during a productive call can inform this strategy. CLM
technology was, after all, created to raise reps to the level of the best
performers.
Learning from each interaction
So what does a good rep do? He or she simply asks questions and then
uses the answers to refine the call, or to plan for a future meeting.
Digital content should work in the same way, and so the platform must
ensure that all data is collected accurately within one system and is
always available when needed.

5. To continually improve the customer experience, content must be
relevant to each individual. By systematically gathering information
about our customers’ understanding, interests and preferences, we can
increase their satisfaction at each future touch point. Every interaction
should feel personal.

6. Reaching every stakeholder
Data, when connected across channels, fuels this process. There are
numerous possibilities for each stakeholder:
Marketer
Knowing what is of interest/importance to
HCPs enables tailored content that satisfies
the customer and strengthens relationships
Rep
Seeing relevant data for each customer within
the app pre-visit empowers them to act on
what is most meaningful

7. HCP
Accessing aggregated or individualized patient
data helps medical professionals refine their
communications and demonstrate to patients that
they are listening
Patient
Sharing information with HCPs should bring
better treatment that is more relevant to each
patient’s situation.
There are many options available to us but improving the customer
experience starts with marketers deciding what additional information
will help them improve their communications, and then devising an
appropriate data strategy.