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Pharma Marketing:
Get Started on Creating Great
Customer Experiences
with Journey Strategies
By Connie Moore
Highlights
2
Executive Summary
4
Focus Journey
Strategies on Speed,
High-Value
Interactions, and
Analytics
8
Be Prepared: CMOs
Will Encounter
Challenges with
Journey Strategies
9
Journey Strategies
Create Challenges by
Attempting to Span
Business Silos
10
Start by Following
Best Practices
12
Case Study: Roche
Diabetes Care Is
Transforming from
Medical Devices to
Disease Management
14
Build Awareness,
Use Data, and Focus
on Results to Achieve
Success
Sponsored by
2
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Executive Summary
A well-defined customer journey strategy is critical to customer experience management (CEM)
initiatives.1
Yet most pharmaceutical companies have not followed the lead of industries like consumer
packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of
personalized, cross-channel customer journeys. While recognizing that customer journeys are often more
complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey
strategies similar to those of other industries when transforming customer experiences.
But first, what is a customer journey strategy? Digital Clarity Group (DCG) defines it as follows:
The enterprise’s business technology plan to engage and delight customers by
supporting all touchpoints that span discovery, sales, finance, support, and service, and
by integrating the multiple devices, interaction channels, and application silos that
support those customer touchpoints.
Customer journeys are highly strategic and – in a competitive and regulated environment like life sciences
– understanding them can literally make or break the success of a new drug launch, as well as efforts to
achieve long-term loyalty and adherence. For pharma, added complexities start with the definition of the
“customer.” While patients are the end consumers, pharma has more direct relationships with prescribing
health care providers (HCPs), who significantly influence the patient experience and most certainly
determine the successful marketing of medications.
Pharma continues to spend the lion’s share of its marketing dollars to reach patients via broadcast
advertising and print. Direct-to-consumer pharma ad spending soared more than 60 percent in the
last four years, hitting $5.2 billion last year.2
Marketing’s goal for these ads is to acquire and influence
patients who have assumed unprecedented control of their treatment decisions – yet the ROI of such
investments remains questionable. Pharma companies must put aside the status quo and acknowledge that
fundamental shifts in patient behavior are directly impacting traditional marketing tactics.
Over the next two years, the life sciences industry will undergo dramatic, transformative changes in how
pharma companies interact with patients, HCPs, pharmacies, and insurers. These changes will directly
impact revenues and costs for both pharma and intermediaries, and reshape the customer experience.
Disruptive changes will be fueled by new technology advances, such as virtual, wearables, and the internet
of things, plus shifting customer expectations and disintermediation. Instead of continuing to focus almost
exclusively on advertising, pharmaceutical companies must move quickly to develop more expansive and
comprehensive customer engagement strategies, and begin adopting direct-to-consumer tactics similar to
consumer packaged goods companies.3
These include streamlining the customer journey, improving
3
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Executive Summary
customer experiences, owning more customer data, and building closer relationships with consumers over
time. To capitalize on new opportunities, marketers must rethink their direct-to-consumer strategy in light
of evolving patient needs and expectations, expanding digital channels, and an ever-changing regulatory
climate.
Likewise, pharma must adapt its B2B strategy in light of diminishing direct access to time-strapped
HCPs. With less than half of all HCPs willing to meet with pharma sales reps, it’s imperative for pharma
marketers – as well as field sales – to leverage mature B2B marketing tactics to educate and engage them.
Examples of such tactics include one-to-one personalization on the channels that these professionals
prefer, increased use of mobile technologies, and virtual meeting solutions. As with pharma patients, the
goal of the HCP journey strategy is to understand precisely where they are in their journeys and guide
them towards an appropriate conversion point based on available data and preferred communications
channels. This requires orchestration between marketing, sales, and potentially operations to create an
HCP engagement model that captures every interaction and delivers relevant content.
Moments of truth – such as when a prospective patient indicates affinity by clicking on a social ad
promoting a new medication, or when an HCP clicks through an email about a new trial – provide crucial
intelligence for refining customer experiences. These moments are essential building blocks of a customer
journey strategy, and they continue to evolve as new channels emerge and HCP and consumer behavior
change. As a result, no customer journey strategy is ever complete – it is a continuous process of deploying,
learning, measuring, and adjusting.
Pharma companies that embark on journey strategies and develop journey maps that graphically depict
the pluses and minuses of current interactions, and then interpret customer journeys within the context
of future industry disruption, are well positioned to win the ongoing race to acquire, onboard, engage, and
retain patients and HCPs. The message to the C-suite? Make sure your organization has a journey strategy
that includes all customers, supports crucial moments of truth, anticipates future industry changes in a
dynamic marketplace, and, ultimately, spans all touchpoints.
A journey strategy is the enterprise’s business technology plan to engage and delight
customers by supporting all touchpoints that span discovery, sales, finance, support, and
service, and by integrating the multiple devices, interaction channels, and application silos
that support those customer touchpoints.
4
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Focus Journey Strategies on Speed,
High-Value Interactions, and Analytics
Organizations that successfully adopt customer
journeys as part of their overall business strategy
often succeed in growing customer accounts,
increasing revenues, and improving business
results. By focusing on the customer journey,
companies can make simple adjustments that
have big payoffs. For example, matching an
HCP’s response to an email campaign with his
prescribing behavior and preferences lets the
organization learn which channels the customer
prefers and target those channels in future
interactions.
Successes and tactics like these have catapulted
the delivery of a great customer experience into the
boardroom, where the C-suite routinely discusses
topics such as customer journey strategies and
incorporates them into the organization’s strategic
focus. As a result, three critical customer journey
trends have emerged in organizations over the last
12 months:
1.	 Using high-performance journey teams to
quickly develop a holistic journey strategy
that grows the business. Organizations
with successful journey strategies also have
high-performance marketing teams capable of
adopting journey strategies, integrating them
with the overall business strategy, and doing
so quickly (in light of intense competition).
As Harvard Business Review points out,
companies are now creating journey product
managers as “the journey’s economic and
creative stewards. They have ultimate
accountability for its business performance,
managing it as they would any product.”4
Trying to create a holistic journey strategy
without these resources is time-consuming and
doesn’t leverage internal assets effectively.
2.	 Integrating customer journey platforms
with analytics and predictive intelligence.
Organizations use analytics extensively
with journey platforms for many reasons,
including measuring attribution across
channels, identifying costly bottlenecks that
don’t provide value to customers, surfacing
high-value orders that might otherwise have
been missed, and determining media impact
across channels. By using analytics data,
organizations can identify the best media for
promoting products, streamline the journey
while adding value for the customer, identify
areas potentially at risk for fraud, and make
real-time decisions throughout the customer’s
journey.
3.	 Using omnichannel and back-end
integration to support a single view of
the customer across channels. Companies
are increasingly integrating back-end
business systems for internal uses, and then
incorporating customer touchpoints. This
provides a single view of the customer across
all channels (including social media, email,
and other marketing campaigns), all working
off an integrated source of information. These
in turn support integrated marketing
5
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Focus Journey Strategies on Speed, High-Value Interactions, and Analytics
	 strategies, which are centrally coordinated
across all channels, products, and services
of the organization. Although it is still early
and this type of integration is both expensive
and challenging (requiring a service-oriented
architecture), organizations are increasingly
focused on realignment and moving across
organizational, application, and information
silos. Also, advanced thinkers who focus on
operational excellence for internal processes
are beginning to work with journey teams to
investigate integrating journey strategies with
transformed business processes and how to
marry journey mapping with process mapping.
Journey Mapping Is an
Important Tool for Visualizing
and Communicating the
Customer Journey Strategy
Organizations use journey-mapping methods and
software to visually depict customer touchpoints,
providing a useful tool in developing the
customer journey strategy. A customer journey
map is a diagram showing the stages of customer
engagement with an organization across the
channels associated with every service or product.
Many visualization tools can display customer
experience dimensions including sentiment,
touchpoints, goals, experiences, and successes.
When mapping the customer journey, teams
must remember that the only way to develop an
accurate picture is to base it on accurate data.
Importantly, companies must consider two
perspectives while developing the journey map: the
customer’s perspective on the organization, and the
organization’s perspective on the customer. Using
both perspectives, project teams should work to
achieve these goals:
	 Identify obstacles as well as great
experiences. When identifying the
experiences across all touchpoints from
the customer’s perspective, it’s important
not only to replicate great interactions but
also to understand obstacles customers
encounter that result in poor interactions. A
seemingly small obstacle such as a poorly
designed website landing page could result in
significant revenue losses.
	 Understand how customer experiences
align with organizational structures,
channels, and metrics. If an internal 48-hour
turnaround service metric has been agreed
but the customer expects same-business-day
service, then the journey map should show the
misalignment.
	 Go beyond customer interactions to
include all systems, processes, and support
staff involved in customer interactions.
Realistically, enterprises will need several
journey maps to encompass the different
Mapping all the customer interactions from cradle to grave might be
possible and useful but it is a mistake to then try to fix (or even pay
attention to) every one of them.
6
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Focus Journey Strategies on Speed, High-Value Interactions, and Analytics
	 scenarios and paths that customers may take
to engage with the organization. A single map
will seldom convey the whole picture. The
pharma patient lives and works in a diverse
ecosystem that incorporates many medically
related practitioners and a range of influencers
(both human and digital/analog) – all of whom
may reach the patient using a broad array of
channels. (See Figure 1.)
Organizations must also realize that customer
journey maps can depict scenarios ranging from
a simple series of customer interactions to buy
a product, to more complex, comprehensive
diagrams of the entire customer journey across
the customer’s lifetime – spanning all parts of the
organization that serve the customer. Project teams
must take two important precautions:
	 Don’t try to fix every single customer
interaction. Pharma companies must
differentiate between the complete customer
lifecycle and a relatively small number of
high-value customer journeys. Developing the
journey strategy is paramount for identifying
a limited number of journeys that highly
influence both customer satisfaction and value
(revenue) for the organization.
	 Align customer experience teams’ efforts
with the journey strategy so they won’t
become overwhelmed or go off-course. If the
customer journey strategy has a wide scope,
then journey maps should be broken down into
specific products/services, specific channels,
and specific parts of the organization or
implementation phases.5
Developing a journey strategy will allow
organizations to map out all of the interactions
in the customer journey lifecycle and identify a
limited number of journeys that highly influence
both customer satisfaction and value (revenue) for
the organization.
Figure 1
Influencers, Practitioners, and Channels
Patient
Insurance nurse
advisor
Pharmacist
Hospital
HCPs
Drug mail order
staff
HCPs
(GPs, specialists)
Phone
Print
Email
Website
Mobile App
Pharmacy
In-person
Virtual
Chat
CHANNELS
PRACTITIONERS
INFLUENCERS
Support
groups
Friends,
co-workers
Case
managers
Print
ads
News
Outlets
TV ads/
infomercials
Religious
institutions
Social
media
Family
7
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Focus Journey Strategies on Speed, High-Value Interactions, and Analytics
Figure 2 provides a simple example of a
fibromyalgia patient’s journey map that identifies
the stages in diagnosing and treating the disease,
including the steps, channels, patient interactions,
and customer thoughts and emotions. From this,
the project team can identify ways for the pharma
company to improve the journey. Customer
journey maps for complex processes that span
multiple channels – both digital and analog – are
more detailed than this map, which is shown for
illustration purposes.
Figure 2
Sample Journey Map Depicting the Fibromyalgia Patient’s Customer Journey
In denial and afraid 1
	“No one knows about
this disease”
	“Some people say it’s
my imagination”
	“There aren’t any tests to
measure it”
Angry 3
	“I need to learn about
this disease”
	“I’m too young to let this
ruin me”
	“I feel like my life is over”
4
Frustrated and persistent
	“This is too painful to live with”
	“I need help – I feel
so depressed”
	“Surely someone has
the answers” 7
Cautiously optimistic 9
	“My doctor and I will figure
it out”
	“I think mild exercise helps”
	“My life is NOT over!
Bring it on”
Hopeful 11
	“I will manage this disease –
it will not manage me”
	“I’m learning more about
my body”
Starts limited outreach
	Searches for doctor/specialist
	Asks family if condition
is inherited
	Talks with personal trainer
	Discussions with doctors
	Search for specialists
	Discussions with
personal trainer
	Prescription orders
at pharmacy
Seeks information 5
	Schedules medical
appointments
	Talks to people with
the disease
	Buys book on living
with fibromyalgia
	Multiple doctor visits
	Outreach to friends/family
with disease
	Book purchase on Amazon
	Fibromyalgia research on web
Seeks solutions with mixed
results
	Changes eating habits –
no impact
	Starts yoga – some relief 8
	Starts psychotherapy
for depression
	Yoga sessions in person
and DVD
	Psychologist search and
sessions
	Following blogs on healthy
living and fibromyalgia
Takes initiative 10
	Develops treatment plan
with doctor
	Loses weight and starts
exercising
	Checks in with insurance nurse
	Treatment plan discussion
with doctor
	Monthly chat with
insurance nurse
	Training sessions with
fitness coach
	Weight management with
Jenny Craig
Takes initiative
	Joins support group and
helps others 12
	Challenges insurance
payment 13
	Completes a 5K run 14
	Support group
meetings/advisor
	5K run
	Calls with insurance co.
about claims
	Talk with pharmacist about
side effects
PATIENT
EXPERIENCE
PATIENT
ACTIONS
PATIENT
EMOTIONS
TOUCHPOINTS
Diagnosis Realization Acceptance Engagement Success
1 3 4 6
2 5 7
8 9 10 11 12 14
13
2
6
8
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Be Prepared: CMOs Will Encounter Challenges
with Journey Strategies
Journey strategies provide significant value to
organizations that are focused on delivering
exceptional customer experiences, bringing
journey mapping to the forefront as an important
tool in the CEM program. However, pharma
CMOs will encounter several challenges as their
organizations move to develop their journey
strategies and build out their maps:
	 Customers want to control how an
organization engages with them. As a result,
marketers need to shift their approach from
campaigns that typically run over fixed time
periods and fixed channels to more flexible
solutions that can operate in customer time
in the channel where the consumer finds
herself. The cross-channel benefits that can
be achieved – by combining mobile location-
based campaigns with e-mail campaigns, for
example – far outweigh the benefits of single-
channel, fixed-time campaigns.6
Applying a
journey-mapping approach will help to identify
the cross-channel touchpoints.
	 Marketing campaign effectiveness can
be very poor if it is ad hoc and not based
on customer-provided data. In the rush to
do something quickly, and given the heavy
emphasis on big data, CMOs may lose
sight of the relevant consumer intelligence
already at their disposal. Sometimes,
collecting more data is not necessarily better;
sometimes, using what you’ve already got is
expeditious, cost-effective, and very helpful.
Unfortunately, companies often ignore small
data opportunities in an attempt to focus on
big bang, big data implementations. Successful
CMOs start with the right data, which in many
cases they already own, before trying to collect
big data. They focus on accurate marketing
analytics supported by predictive intelligence
to get answers to the problems they seek to
solve.
	 With the C-suite focus on CEM, it’s easy to
fixate on digital and lose the big picture.
Implicitly, “digital” refers to sweeping
changes brought about by digital computing
and telecommunications after the 1960s –
specifically, megatrends like the rampant
growth of the web, cloud, mobile, social,
e-commerce, and now, cognitive computing.
Today, digital has become business as usual
for marketing. To significantly impact the
customer experience, digital must be viewed
as an integrated, holistic strategy and not as
completely separate from the rest of marketing.
CMOs must reduce the number of digital
silos and build a shared journey strategy with
digital an integral part of the overall customer
experience.
9
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Journey Strategies Create Challenges
by Attempting to Span Business Silos
Organizations must serve customers and prospects
across all channels and virtually any device,
creating personalized omnichannel experiences
across all business units. This requires a mature
journey strategy, a high degree of knowledge and
experience, and a serious amount of fortitude.
Given the many available touchpoints, or points of
interaction (POIs), customer journeys are no longer
linear. A consumer can research a new over-the-
counter drug using Google and social media, listen
to podcasts by patients with similar issues, pose a
quick question to the insurance company’s nurse
liaison via chat, and buy the drug online almost
in parallel. No matter how much organizations
want consumers to follow the journey laid out
for them, interactions are no longer black and
white, sequential, or as tidy as traditional funnels.
Realistically, life sciences must embrace the
complicated, cyclical, and often quirky nature of a
consumer’s interactions with their products.
Marketing leads most customer experience
initiatives (although customer experience
executives and other newly titled individuals are
also making headway), yet many of the interactions
a customer has with an organization’s products and
services are beyond the CMO’s control.7
Typically,
marketing must convince various functional silos
(e.g., sales, support, finance) within the pharma
company to work together and buy into the journey
strategy. Fortunately, the journey-mapping process
could reduce duplication in multiple customer
experience projects.
Figure 3 punctuates the importance of aligning
external customer touchpoints (outside-in)
with internal processes that support customer
interactions (inside-out).8
Without the support of
functional leaders, such as the VP of sales or
VP of support, it is hard for the CMO or other
customer experience leader to truly implement
a customer journey strategy. By collaborating
with other departments to create cross-functional
processes that support customer POIs, marketing
can identify opportunities to integrate customer
data throughout the organization (i.e., information
that is outside marketing’s purview) to get a better
view of what drives customer behavior during the
buying or support journey.
Whenever possible, the CMO should collaborate
with other functional executives to identify
internal processes that align directly with
customer interactions, and seek to implement
cross-functional, customer-centric processes
that integrate departmental silos into a holistic
customer journey. This is a tall order and well
beyond the reach of any CMO without extensive
collaboration and leadership across the C-suite.
Figure 3
How the Customer Journey and Internal Functions Work Together
10
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Start by Following Best Practices
Attempting to focus on every single customer
POI is an impossible and fruitless task; instead,
journey teams should concentrate their efforts
on identifying the highest-value touchpoints and
making sure these interactions provide great
customer experiences across the journey. Below
are key best practices to observe when starting to
build a customer journey strategy and a supporting
journey-mapping practice:
	 Know where the customer is in the journey.
With the customer in control, it’s vital that the
organization listen to what he is saying about
wants, needs, expectations, and preferences.
Listen for those cues, and understand where
every customer is in his journey with your
organization. Focus on moments of truth that
matter for customers when they engage with
your organization during their journey, and
make it easy for each consumer to move to the
most relevant journey.
	 Consolidate your customer data to better
understand who and what customers seek.
Specifically, use your data about where the
consumer is in her engagement with your
organization to map her actions to your
internal processes and services. (See Figure 4.)
If the customer is at the research stage (#2 in
Figure 4), offer products that move her to the
select and purchase stages (#3 and #4), where
she will make a decision and then buy. These
lifecycle stages can be further broken down
through journey mapping to document the
enterprise’s processes for engaging
with customers.
BUY
Market & Sell
SELECT
RESEARCH
PURCHASE RECOMMEND
MAINTAIN
NEED RECEIVE USE
OWN
Support & Serve
3 1
5
6
8
7
2
4
	
	 Deliver consistent experiences irrespective
of the channel. Building the complete
customer journey while using organizational,
application, and information silos is fraught
with risk. That’s because each functional
group supporting the POIs in the journey
may have developed very different ways
to support customers. User interfaces may
vary widely, making the customer’s journey
between touchpoints a jarring experience. Or,
customer-provided data may not be persistent
across touchpoints, requiring the customer to
repeatedly provide the same information to a
service representative or on the website.
Figure 4
Customer Lifecycle Management
Unfortunately, companies often ignore small data opportunities in an
attempt to focus on big data implementations.
11
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Start by Following Best Practices
	 Include all channels and every area of
the business with the highest value for
customers. This means utilizing everything
at your disposal, including emails, SMS
messages, push notifications, digital and
traditional ads, web experience, in-store, sales
reps, traditional and mobile apps – as well as
emerging channels like wearables, virtual, and
the internet of things – to reach consumers on
all digital channels. Then build interactions
that extend beyond marketing to every area
of the business that aligns with the customer
experience.
	 Don’t overanalyze when implementing the
journey. Once all the planning has been done
and it’s time to implement, don’t overanalyze.
For example, don’t waste time creating
beautiful diagrams or spend endless hours
trying to create the perfect journey. Developing
a journey strategy requires an evolutionary,
phased approach, best done by automating
processes and interactions to move at the
customer’s speed. Use an automation tool to
engage customers at scale, as handcrafted
one-on-one relationships are cost-prohibitive
and not really possible today. Develop
logical decision trees that allow customers
to move through different paths based on
their behavior and preferences. As customers
interact with the pharma company during
the journey, they should be automatically
routed down paths that best fit their behaviors,
requirements, and expectations.
	 Re-evaluate the highest-value POIs
frequently and focus on updating them.
Build logic into interactions that automatically
move customers down different paths based
on how they engage with a message or based
on attributes in their customer profile, like title
or geography. Test different types of channels
and different messages to see which perform
the best. Develop a “crawl, walk, run” strategy.
Your first customer journey may be as simple
as a series of three emails. Then, once engaged
with the customer, the project team can add
communications across an increasing number
of channels depending on customer behavior
and products and services consumed.
	 Measure and adapt the journey using
analytics and metrics. Analyze every
interaction to offer the best experience
possible by examining metrics for what is
and isn’t working. Continually assess where
bad experiences are creating problems,
and design a more positive experience. Use
journey analytics to help evaluate customer
engagements across all channels. Set goals for
every interaction and continually monitor how
customers perform against these goals. Modify
interactions where necessary to better meet
customer needs. Companies with customers
who are more satisfied deliver measurable
results; these customers spend more money,
are more willing to recommend the brand, and
are less likely to churn.
Develop journey maps that allow functional executives and key customer
experience management leaders to visualize all customer touchpoints and
channels that have the highest value for the customer.
12
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
If left untreated, diabetes is a debilitating and
lethal disease. The biggest hurdle for patients is
adhering to an ongoing treatment plan: patients
must manage the disease 24 hours per day, every
day of the year, for the rest of their lives. The threat
can be quite serious: uncontrolled diabetes can
lead to long-term complications like cardiovascular
disease, neuropathy, kidney damage, retinopathy,
and more – foot damage from diabetes can
sometimes even lead to amputation. Plus, shame
and stigma can compound the treatment challenge
because patients may mistakenly feel “guilt, shame,
embarrassment, isolation or blame.”9
Despite the health risks associated with
uncontrolled diabetes, people with diabetes still
struggle to reach their health goals. In fact, almost
50% of people with diabetes in the United States
are not at the recommended Hba1c goal.10
Day-to-
day issues arise, obstacles begin to multiply, and
these can begin to overwhelm any perceived short-
term or long-term benefit of managing diabetes.
Obstacles to good self-care include depression,
poor social support, and environmental pressures
such as family, work, and other competing
demands. They may also include harmful health
beliefs that can range from “diabetes is not a big
deal” to “diabetes is a death sentence.” Both these
obstacles and beliefs can interfere and prevent
participation in diabetes self-management.
Roche Diabetes Care, a business unit within the
Roche Group, is a pioneer in the development of
blood glucose monitoring systems and a global
leader for diabetes management systems and
services. Roche Diabetes Care is taking steps
to reduce information overload and help people
with diabetes overcome common barriers to self-
management.11
From a strategic perspective, the
division’s focus has shifted from being a medical
device company to helping people with diabetes
live better lives while managing their health. To
achieve this goal, the Roche Diabetes Care division
has focused on 1) innovating how it engages with
diabetes patients over the course of their disease,
and 2) providing a significantly better customer
experience throughout each patient’s lifelong
treatment plan.
The global Marketing Strategy and Services
team is working to move patient interactions
to personalized 1:1 marketing. The team is
pursuing customer experience journey mapping
and automation, drawn from primary research
with patients and internal marketing staff. The
team recently conducted a regional workshop
with marketers from the EMEA region to better
understand the life of an insulin pump user. They
examined questions such as these:
	 How do patients acquire the insulin pump
product?
	 How do they use the pump?
	 When do they decide to get a new one?
	 What is the typical experience for a patient the
first time they use a pump?
	 What is a day in the life of a pump patient like?
	 How does the day in the life of a pump patient
change over time?
	 What does it feel like to be on a pump?
	 Does the patient understand the effects of food
on their disease?
	 When and how often does the patient exercise?
Case Study: Roche Diabetes Care Is Transforming
from Medical Devices to Disease Management
13
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Case Study: Roche Diabetes Care Is Transforming from Medical Devices to Disease Management
The Marketing Strategy and Services team is
focused on a three-phase approach to help the
company stay more closely connected to the
person with diabetes, work to identify when
barriers or obstacles present themselves, and
provide content solutions that include coaching
and psychological support to enable improved self-
management.
	 Phase 1 of the automation project is to help get
each patient on the right track immediately
after receiving their insulin pump. This
includes getting started with best practices,
spot checks on progress, and educational
information.
	 Phase 2 focuses on helping patients plan
for important life events and activities such
as attending parties, weddings, and other
celebrations.
	 Phase 3 involves helping patients “find their
tribe” so they can communicate, connect with,
and learn from other people with diabetes.
By leveraging and integrating data, the business
can better focus on what matters to each individual
customer. And, Roche Diabetes Care can deliver
content at the right time, based on the insights
gained through customer journey mapping. The
key is to reach patients with small, consumable
amounts of information when they need it. The
communication channels for 1:1 delivery include
the following:
	 Outbound telephone calls
	 Text messages
	 Emails
	 Social messaging via Twitter and Facebook
	 Printed materials
	 Advertising
With this, Roche Diabetes Care aims to support
customers throughout their journey with diabetes,
helping them to achieve better control and live life
more fully.
14
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Customer journey strategies and journey
mapping are essential aspects of CEM and digital
transformation initiatives. Gaining mastery of
journey strategy is essential for marketing and
customer experience teams. When initiating a
journey strategy, follow these steps to obtain the
greatest benefit from using journey maps:
1.	 Consolidate customer information. Instead
of looking at just part of a transaction
or experience, use the customer journey
tool to document the full end-to-end
customer experience, while also collecting
comprehensive customer data and information
for customer journey decision-making.
2.	 Educate senior executives. Many C-suite
executives are unaware of or do not understand
how to develop a journey strategy. Develop a
plan for educating senior executives, and even
board members, in CEM and the need for a
journey strategy before selecting any tools
or technologies. Proactively collect customer
feedback through a formalized voice of the
customer program that provides alerts from
customer services and sentiment in social
channels.
3.	 Use journey maps as a communication
and collaboration tool. Journey maps are
more than attractive diagrams; they provide
valuable data and also offer an effective way
to communicate throughout the organization
about how customer journeys currently
work and how they should work. Don’t get
sidetracked by visualization aesthetics but
instead focus on gaining insights and reaching
consensus while communicating across the
organization. This includes focusing on the
customer data gathered through the journey
and making sure it is accurate, actionable, and
high-impact.
The art of a successful journey strategy is
understanding how to put the customer at the
center of everything. The customer journeys for an
organization’s brands are in the customers’ control,
not the company’s. Remember at all times that
customers have the power to decide 1) how they
want to interact with your organization, 2) what
they want to engage you for, 3) which channel they
want to engage in, and 4) what time they want to
engage.
Build Awareness, Use Data, and Focus
on Results to Achieve Success
Organizations that are successful in using journey strategies have
high-performance marketing teams that have adopted a customer journey
strategy as part of their overall business strategy.
15
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
1	 “The CEM Imperative: Customer Experience in the
Age of the Empowered Consumer,” Digital Clarity
Group, http://www.digitalclaritygroup.com/the-
cem-imperative-customer-experience-in-the-age-
of-the-empowered-consumer/
2	 “Drug makers now spend $5 billion a year on
advertising. Here’s what that buys.” www.statnews.
com/2016/03/09/drug-industry-advertising/
3	 “Six Reasons Why Brands Should Consider
Direct-to-Consumer E-Commerce,” http://www.
digitalclaritygroup.com/direct-to-consumer-e-
commerce/ and “PODCAST: Direct to Consumer
E-Commerce,” http://www.digitalclaritygroup.com/
podcast-direct-consumer-e-commerce/
4	 “Using Customer Journey Mapping to Improve the
Customer Experience,” Harvard Business Review,
November 15, 2010, https://hbr.org/2010/11/using-
customer-journey-maps-to
5	Ibid.
6	 “Consumers Give Location Marketing A Resounding
– Maybe,” Digital Clarity Group, http://www.
digitalclaritygroup.com/consumers-location-
marketing/
7	 “Who Drives Customer Experience: The CIO, The
CMO, or Fill-In-The-Blank?” Digital Clarity Group,
http://www.digitalclaritygroup.com/customer-
experience-cio-cmo/
8	 “Transform Customer Experience and Operational
Excellence by Going Digital Outside and Inside,”
Digital Clarity Group, http://www.digitalclaritygroup.
com/transform-customer-experience-and-
operational-excellence-by-going-digital-outside-
and-inside/
9	 https://diatribe.org/issues/67/learning-curve
10	American Diabetes Association. Glycemic targets.
Diabetes Care. 2016;39(suppl. 1):S39–S46.
doi:10.2337/dc16-S008.
11	The Roche Group, headquartered in Basel,
Switzerland, is active in over 100 countries and
employed more than 94,000 people worldwide in
2016. Roche Diabetes Care, a business unit within
the Roche Group, is a pioneer in the development
of blood glucose monitoring systems and a global
leader for diabetes management systems and
services. For more than 40 years, the Accu-Chek
brand has been dedicated to enabling people
with diabetes to live life as normally and actively
as possible as well as to empowering healthcare
professionals to manage their patients’ condition
in an optimal way. Today, the Accu-Chek portfolio
offers people with diabetes and healthcare
professionals innovative products and impactful
solutions for convenient, efficient, and effective
diabetes management, from glucose monitoring
through information management to insulin
delivery. The Accu-Chek brand encompasses blood
glucose meters, continuous glucose monitoring
systems, insulin delivery systems, lancing devices,
data management, and education programs –
contributing to an improved medical outcome.
Endnotes
16
DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies |
Digital Clarity Group is a research-based advisory firm focused on the
content, technologies, and practices that drive world-class customer
experience. Global organizations depend on our insight, reports, and
consulting services to help them turn digital disruption into digital
advantage. As analysts, we cover the customer experience management
(CEM) footprint – those organizational capabilities and competencies that
impact the experience delivered to customers and prospects. In our view,
the CEM footprint overlays content management, marketing automation,
e-commerce, social media management, collaboration, customer
relationship management, localization, and search. As consultants, we
believe that education and advice leading to successful CEM is only
possible by actively engaging with all participants in the CEM solutions
ecosystem. In keeping with this philosophy, we work with enterprise
adopters of CEM solutions, technology vendors that develop and market
CEM systems and tools, and service providers who implement solutions,
including systems integrators and digital agencies.
About Digital Clarity Group
Contact Us
Email:
info@digitalclaritygroup.com
Twitter: @just_clarity
www.digitalclaritygroup.com

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Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies

  • 1. Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies By Connie Moore Highlights 2 Executive Summary 4 Focus Journey Strategies on Speed, High-Value Interactions, and Analytics 8 Be Prepared: CMOs Will Encounter Challenges with Journey Strategies 9 Journey Strategies Create Challenges by Attempting to Span Business Silos 10 Start by Following Best Practices 12 Case Study: Roche Diabetes Care Is Transforming from Medical Devices to Disease Management 14 Build Awareness, Use Data, and Focus on Results to Achieve Success Sponsored by
  • 2. 2 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Executive Summary A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences. But first, what is a customer journey strategy? Digital Clarity Group (DCG) defines it as follows: The enterprise’s business technology plan to engage and delight customers by supporting all touchpoints that span discovery, sales, finance, support, and service, and by integrating the multiple devices, interaction channels, and application silos that support those customer touchpoints. Customer journeys are highly strategic and – in a competitive and regulated environment like life sciences – understanding them can literally make or break the success of a new drug launch, as well as efforts to achieve long-term loyalty and adherence. For pharma, added complexities start with the definition of the “customer.” While patients are the end consumers, pharma has more direct relationships with prescribing health care providers (HCPs), who significantly influence the patient experience and most certainly determine the successful marketing of medications. Pharma continues to spend the lion’s share of its marketing dollars to reach patients via broadcast advertising and print. Direct-to-consumer pharma ad spending soared more than 60 percent in the last four years, hitting $5.2 billion last year.2 Marketing’s goal for these ads is to acquire and influence patients who have assumed unprecedented control of their treatment decisions – yet the ROI of such investments remains questionable. Pharma companies must put aside the status quo and acknowledge that fundamental shifts in patient behavior are directly impacting traditional marketing tactics. Over the next two years, the life sciences industry will undergo dramatic, transformative changes in how pharma companies interact with patients, HCPs, pharmacies, and insurers. These changes will directly impact revenues and costs for both pharma and intermediaries, and reshape the customer experience. Disruptive changes will be fueled by new technology advances, such as virtual, wearables, and the internet of things, plus shifting customer expectations and disintermediation. Instead of continuing to focus almost exclusively on advertising, pharmaceutical companies must move quickly to develop more expansive and comprehensive customer engagement strategies, and begin adopting direct-to-consumer tactics similar to consumer packaged goods companies.3 These include streamlining the customer journey, improving
  • 3. 3 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Executive Summary customer experiences, owning more customer data, and building closer relationships with consumers over time. To capitalize on new opportunities, marketers must rethink their direct-to-consumer strategy in light of evolving patient needs and expectations, expanding digital channels, and an ever-changing regulatory climate. Likewise, pharma must adapt its B2B strategy in light of diminishing direct access to time-strapped HCPs. With less than half of all HCPs willing to meet with pharma sales reps, it’s imperative for pharma marketers – as well as field sales – to leverage mature B2B marketing tactics to educate and engage them. Examples of such tactics include one-to-one personalization on the channels that these professionals prefer, increased use of mobile technologies, and virtual meeting solutions. As with pharma patients, the goal of the HCP journey strategy is to understand precisely where they are in their journeys and guide them towards an appropriate conversion point based on available data and preferred communications channels. This requires orchestration between marketing, sales, and potentially operations to create an HCP engagement model that captures every interaction and delivers relevant content. Moments of truth – such as when a prospective patient indicates affinity by clicking on a social ad promoting a new medication, or when an HCP clicks through an email about a new trial – provide crucial intelligence for refining customer experiences. These moments are essential building blocks of a customer journey strategy, and they continue to evolve as new channels emerge and HCP and consumer behavior change. As a result, no customer journey strategy is ever complete – it is a continuous process of deploying, learning, measuring, and adjusting. Pharma companies that embark on journey strategies and develop journey maps that graphically depict the pluses and minuses of current interactions, and then interpret customer journeys within the context of future industry disruption, are well positioned to win the ongoing race to acquire, onboard, engage, and retain patients and HCPs. The message to the C-suite? Make sure your organization has a journey strategy that includes all customers, supports crucial moments of truth, anticipates future industry changes in a dynamic marketplace, and, ultimately, spans all touchpoints. A journey strategy is the enterprise’s business technology plan to engage and delight customers by supporting all touchpoints that span discovery, sales, finance, support, and service, and by integrating the multiple devices, interaction channels, and application silos that support those customer touchpoints.
  • 4. 4 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Focus Journey Strategies on Speed, High-Value Interactions, and Analytics Organizations that successfully adopt customer journeys as part of their overall business strategy often succeed in growing customer accounts, increasing revenues, and improving business results. By focusing on the customer journey, companies can make simple adjustments that have big payoffs. For example, matching an HCP’s response to an email campaign with his prescribing behavior and preferences lets the organization learn which channels the customer prefers and target those channels in future interactions. Successes and tactics like these have catapulted the delivery of a great customer experience into the boardroom, where the C-suite routinely discusses topics such as customer journey strategies and incorporates them into the organization’s strategic focus. As a result, three critical customer journey trends have emerged in organizations over the last 12 months: 1. Using high-performance journey teams to quickly develop a holistic journey strategy that grows the business. Organizations with successful journey strategies also have high-performance marketing teams capable of adopting journey strategies, integrating them with the overall business strategy, and doing so quickly (in light of intense competition). As Harvard Business Review points out, companies are now creating journey product managers as “the journey’s economic and creative stewards. They have ultimate accountability for its business performance, managing it as they would any product.”4 Trying to create a holistic journey strategy without these resources is time-consuming and doesn’t leverage internal assets effectively. 2. Integrating customer journey platforms with analytics and predictive intelligence. Organizations use analytics extensively with journey platforms for many reasons, including measuring attribution across channels, identifying costly bottlenecks that don’t provide value to customers, surfacing high-value orders that might otherwise have been missed, and determining media impact across channels. By using analytics data, organizations can identify the best media for promoting products, streamline the journey while adding value for the customer, identify areas potentially at risk for fraud, and make real-time decisions throughout the customer’s journey. 3. Using omnichannel and back-end integration to support a single view of the customer across channels. Companies are increasingly integrating back-end business systems for internal uses, and then incorporating customer touchpoints. This provides a single view of the customer across all channels (including social media, email, and other marketing campaigns), all working off an integrated source of information. These in turn support integrated marketing
  • 5. 5 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Focus Journey Strategies on Speed, High-Value Interactions, and Analytics strategies, which are centrally coordinated across all channels, products, and services of the organization. Although it is still early and this type of integration is both expensive and challenging (requiring a service-oriented architecture), organizations are increasingly focused on realignment and moving across organizational, application, and information silos. Also, advanced thinkers who focus on operational excellence for internal processes are beginning to work with journey teams to investigate integrating journey strategies with transformed business processes and how to marry journey mapping with process mapping. Journey Mapping Is an Important Tool for Visualizing and Communicating the Customer Journey Strategy Organizations use journey-mapping methods and software to visually depict customer touchpoints, providing a useful tool in developing the customer journey strategy. A customer journey map is a diagram showing the stages of customer engagement with an organization across the channels associated with every service or product. Many visualization tools can display customer experience dimensions including sentiment, touchpoints, goals, experiences, and successes. When mapping the customer journey, teams must remember that the only way to develop an accurate picture is to base it on accurate data. Importantly, companies must consider two perspectives while developing the journey map: the customer’s perspective on the organization, and the organization’s perspective on the customer. Using both perspectives, project teams should work to achieve these goals: Identify obstacles as well as great experiences. When identifying the experiences across all touchpoints from the customer’s perspective, it’s important not only to replicate great interactions but also to understand obstacles customers encounter that result in poor interactions. A seemingly small obstacle such as a poorly designed website landing page could result in significant revenue losses. Understand how customer experiences align with organizational structures, channels, and metrics. If an internal 48-hour turnaround service metric has been agreed but the customer expects same-business-day service, then the journey map should show the misalignment. Go beyond customer interactions to include all systems, processes, and support staff involved in customer interactions. Realistically, enterprises will need several journey maps to encompass the different Mapping all the customer interactions from cradle to grave might be possible and useful but it is a mistake to then try to fix (or even pay attention to) every one of them.
  • 6. 6 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Focus Journey Strategies on Speed, High-Value Interactions, and Analytics scenarios and paths that customers may take to engage with the organization. A single map will seldom convey the whole picture. The pharma patient lives and works in a diverse ecosystem that incorporates many medically related practitioners and a range of influencers (both human and digital/analog) – all of whom may reach the patient using a broad array of channels. (See Figure 1.) Organizations must also realize that customer journey maps can depict scenarios ranging from a simple series of customer interactions to buy a product, to more complex, comprehensive diagrams of the entire customer journey across the customer’s lifetime – spanning all parts of the organization that serve the customer. Project teams must take two important precautions: Don’t try to fix every single customer interaction. Pharma companies must differentiate between the complete customer lifecycle and a relatively small number of high-value customer journeys. Developing the journey strategy is paramount for identifying a limited number of journeys that highly influence both customer satisfaction and value (revenue) for the organization. Align customer experience teams’ efforts with the journey strategy so they won’t become overwhelmed or go off-course. If the customer journey strategy has a wide scope, then journey maps should be broken down into specific products/services, specific channels, and specific parts of the organization or implementation phases.5 Developing a journey strategy will allow organizations to map out all of the interactions in the customer journey lifecycle and identify a limited number of journeys that highly influence both customer satisfaction and value (revenue) for the organization. Figure 1 Influencers, Practitioners, and Channels Patient Insurance nurse advisor Pharmacist Hospital HCPs Drug mail order staff HCPs (GPs, specialists) Phone Print Email Website Mobile App Pharmacy In-person Virtual Chat CHANNELS PRACTITIONERS INFLUENCERS Support groups Friends, co-workers Case managers Print ads News Outlets TV ads/ infomercials Religious institutions Social media Family
  • 7. 7 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Focus Journey Strategies on Speed, High-Value Interactions, and Analytics Figure 2 provides a simple example of a fibromyalgia patient’s journey map that identifies the stages in diagnosing and treating the disease, including the steps, channels, patient interactions, and customer thoughts and emotions. From this, the project team can identify ways for the pharma company to improve the journey. Customer journey maps for complex processes that span multiple channels – both digital and analog – are more detailed than this map, which is shown for illustration purposes. Figure 2 Sample Journey Map Depicting the Fibromyalgia Patient’s Customer Journey In denial and afraid 1 “No one knows about this disease” “Some people say it’s my imagination” “There aren’t any tests to measure it” Angry 3 “I need to learn about this disease” “I’m too young to let this ruin me” “I feel like my life is over” 4 Frustrated and persistent “This is too painful to live with” “I need help – I feel so depressed” “Surely someone has the answers” 7 Cautiously optimistic 9 “My doctor and I will figure it out” “I think mild exercise helps” “My life is NOT over! Bring it on” Hopeful 11 “I will manage this disease – it will not manage me” “I’m learning more about my body” Starts limited outreach Searches for doctor/specialist Asks family if condition is inherited Talks with personal trainer Discussions with doctors Search for specialists Discussions with personal trainer Prescription orders at pharmacy Seeks information 5 Schedules medical appointments Talks to people with the disease Buys book on living with fibromyalgia Multiple doctor visits Outreach to friends/family with disease Book purchase on Amazon Fibromyalgia research on web Seeks solutions with mixed results Changes eating habits – no impact Starts yoga – some relief 8 Starts psychotherapy for depression Yoga sessions in person and DVD Psychologist search and sessions Following blogs on healthy living and fibromyalgia Takes initiative 10 Develops treatment plan with doctor Loses weight and starts exercising Checks in with insurance nurse Treatment plan discussion with doctor Monthly chat with insurance nurse Training sessions with fitness coach Weight management with Jenny Craig Takes initiative Joins support group and helps others 12 Challenges insurance payment 13 Completes a 5K run 14 Support group meetings/advisor 5K run Calls with insurance co. about claims Talk with pharmacist about side effects PATIENT EXPERIENCE PATIENT ACTIONS PATIENT EMOTIONS TOUCHPOINTS Diagnosis Realization Acceptance Engagement Success 1 3 4 6 2 5 7 8 9 10 11 12 14 13 2 6
  • 8. 8 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Be Prepared: CMOs Will Encounter Challenges with Journey Strategies Journey strategies provide significant value to organizations that are focused on delivering exceptional customer experiences, bringing journey mapping to the forefront as an important tool in the CEM program. However, pharma CMOs will encounter several challenges as their organizations move to develop their journey strategies and build out their maps: Customers want to control how an organization engages with them. As a result, marketers need to shift their approach from campaigns that typically run over fixed time periods and fixed channels to more flexible solutions that can operate in customer time in the channel where the consumer finds herself. The cross-channel benefits that can be achieved – by combining mobile location- based campaigns with e-mail campaigns, for example – far outweigh the benefits of single- channel, fixed-time campaigns.6 Applying a journey-mapping approach will help to identify the cross-channel touchpoints. Marketing campaign effectiveness can be very poor if it is ad hoc and not based on customer-provided data. In the rush to do something quickly, and given the heavy emphasis on big data, CMOs may lose sight of the relevant consumer intelligence already at their disposal. Sometimes, collecting more data is not necessarily better; sometimes, using what you’ve already got is expeditious, cost-effective, and very helpful. Unfortunately, companies often ignore small data opportunities in an attempt to focus on big bang, big data implementations. Successful CMOs start with the right data, which in many cases they already own, before trying to collect big data. They focus on accurate marketing analytics supported by predictive intelligence to get answers to the problems they seek to solve. With the C-suite focus on CEM, it’s easy to fixate on digital and lose the big picture. Implicitly, “digital” refers to sweeping changes brought about by digital computing and telecommunications after the 1960s – specifically, megatrends like the rampant growth of the web, cloud, mobile, social, e-commerce, and now, cognitive computing. Today, digital has become business as usual for marketing. To significantly impact the customer experience, digital must be viewed as an integrated, holistic strategy and not as completely separate from the rest of marketing. CMOs must reduce the number of digital silos and build a shared journey strategy with digital an integral part of the overall customer experience.
  • 9. 9 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Journey Strategies Create Challenges by Attempting to Span Business Silos Organizations must serve customers and prospects across all channels and virtually any device, creating personalized omnichannel experiences across all business units. This requires a mature journey strategy, a high degree of knowledge and experience, and a serious amount of fortitude. Given the many available touchpoints, or points of interaction (POIs), customer journeys are no longer linear. A consumer can research a new over-the- counter drug using Google and social media, listen to podcasts by patients with similar issues, pose a quick question to the insurance company’s nurse liaison via chat, and buy the drug online almost in parallel. No matter how much organizations want consumers to follow the journey laid out for them, interactions are no longer black and white, sequential, or as tidy as traditional funnels. Realistically, life sciences must embrace the complicated, cyclical, and often quirky nature of a consumer’s interactions with their products. Marketing leads most customer experience initiatives (although customer experience executives and other newly titled individuals are also making headway), yet many of the interactions a customer has with an organization’s products and services are beyond the CMO’s control.7 Typically, marketing must convince various functional silos (e.g., sales, support, finance) within the pharma company to work together and buy into the journey strategy. Fortunately, the journey-mapping process could reduce duplication in multiple customer experience projects. Figure 3 punctuates the importance of aligning external customer touchpoints (outside-in) with internal processes that support customer interactions (inside-out).8 Without the support of functional leaders, such as the VP of sales or VP of support, it is hard for the CMO or other customer experience leader to truly implement a customer journey strategy. By collaborating with other departments to create cross-functional processes that support customer POIs, marketing can identify opportunities to integrate customer data throughout the organization (i.e., information that is outside marketing’s purview) to get a better view of what drives customer behavior during the buying or support journey. Whenever possible, the CMO should collaborate with other functional executives to identify internal processes that align directly with customer interactions, and seek to implement cross-functional, customer-centric processes that integrate departmental silos into a holistic customer journey. This is a tall order and well beyond the reach of any CMO without extensive collaboration and leadership across the C-suite. Figure 3 How the Customer Journey and Internal Functions Work Together
  • 10. 10 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Start by Following Best Practices Attempting to focus on every single customer POI is an impossible and fruitless task; instead, journey teams should concentrate their efforts on identifying the highest-value touchpoints and making sure these interactions provide great customer experiences across the journey. Below are key best practices to observe when starting to build a customer journey strategy and a supporting journey-mapping practice: Know where the customer is in the journey. With the customer in control, it’s vital that the organization listen to what he is saying about wants, needs, expectations, and preferences. Listen for those cues, and understand where every customer is in his journey with your organization. Focus on moments of truth that matter for customers when they engage with your organization during their journey, and make it easy for each consumer to move to the most relevant journey. Consolidate your customer data to better understand who and what customers seek. Specifically, use your data about where the consumer is in her engagement with your organization to map her actions to your internal processes and services. (See Figure 4.) If the customer is at the research stage (#2 in Figure 4), offer products that move her to the select and purchase stages (#3 and #4), where she will make a decision and then buy. These lifecycle stages can be further broken down through journey mapping to document the enterprise’s processes for engaging with customers. BUY Market & Sell SELECT RESEARCH PURCHASE RECOMMEND MAINTAIN NEED RECEIVE USE OWN Support & Serve 3 1 5 6 8 7 2 4 Deliver consistent experiences irrespective of the channel. Building the complete customer journey while using organizational, application, and information silos is fraught with risk. That’s because each functional group supporting the POIs in the journey may have developed very different ways to support customers. User interfaces may vary widely, making the customer’s journey between touchpoints a jarring experience. Or, customer-provided data may not be persistent across touchpoints, requiring the customer to repeatedly provide the same information to a service representative or on the website. Figure 4 Customer Lifecycle Management Unfortunately, companies often ignore small data opportunities in an attempt to focus on big data implementations.
  • 11. 11 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Start by Following Best Practices Include all channels and every area of the business with the highest value for customers. This means utilizing everything at your disposal, including emails, SMS messages, push notifications, digital and traditional ads, web experience, in-store, sales reps, traditional and mobile apps – as well as emerging channels like wearables, virtual, and the internet of things – to reach consumers on all digital channels. Then build interactions that extend beyond marketing to every area of the business that aligns with the customer experience. Don’t overanalyze when implementing the journey. Once all the planning has been done and it’s time to implement, don’t overanalyze. For example, don’t waste time creating beautiful diagrams or spend endless hours trying to create the perfect journey. Developing a journey strategy requires an evolutionary, phased approach, best done by automating processes and interactions to move at the customer’s speed. Use an automation tool to engage customers at scale, as handcrafted one-on-one relationships are cost-prohibitive and not really possible today. Develop logical decision trees that allow customers to move through different paths based on their behavior and preferences. As customers interact with the pharma company during the journey, they should be automatically routed down paths that best fit their behaviors, requirements, and expectations. Re-evaluate the highest-value POIs frequently and focus on updating them. Build logic into interactions that automatically move customers down different paths based on how they engage with a message or based on attributes in their customer profile, like title or geography. Test different types of channels and different messages to see which perform the best. Develop a “crawl, walk, run” strategy. Your first customer journey may be as simple as a series of three emails. Then, once engaged with the customer, the project team can add communications across an increasing number of channels depending on customer behavior and products and services consumed. Measure and adapt the journey using analytics and metrics. Analyze every interaction to offer the best experience possible by examining metrics for what is and isn’t working. Continually assess where bad experiences are creating problems, and design a more positive experience. Use journey analytics to help evaluate customer engagements across all channels. Set goals for every interaction and continually monitor how customers perform against these goals. Modify interactions where necessary to better meet customer needs. Companies with customers who are more satisfied deliver measurable results; these customers spend more money, are more willing to recommend the brand, and are less likely to churn. Develop journey maps that allow functional executives and key customer experience management leaders to visualize all customer touchpoints and channels that have the highest value for the customer.
  • 12. 12 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | If left untreated, diabetes is a debilitating and lethal disease. The biggest hurdle for patients is adhering to an ongoing treatment plan: patients must manage the disease 24 hours per day, every day of the year, for the rest of their lives. The threat can be quite serious: uncontrolled diabetes can lead to long-term complications like cardiovascular disease, neuropathy, kidney damage, retinopathy, and more – foot damage from diabetes can sometimes even lead to amputation. Plus, shame and stigma can compound the treatment challenge because patients may mistakenly feel “guilt, shame, embarrassment, isolation or blame.”9 Despite the health risks associated with uncontrolled diabetes, people with diabetes still struggle to reach their health goals. In fact, almost 50% of people with diabetes in the United States are not at the recommended Hba1c goal.10 Day-to- day issues arise, obstacles begin to multiply, and these can begin to overwhelm any perceived short- term or long-term benefit of managing diabetes. Obstacles to good self-care include depression, poor social support, and environmental pressures such as family, work, and other competing demands. They may also include harmful health beliefs that can range from “diabetes is not a big deal” to “diabetes is a death sentence.” Both these obstacles and beliefs can interfere and prevent participation in diabetes self-management. Roche Diabetes Care, a business unit within the Roche Group, is a pioneer in the development of blood glucose monitoring systems and a global leader for diabetes management systems and services. Roche Diabetes Care is taking steps to reduce information overload and help people with diabetes overcome common barriers to self- management.11 From a strategic perspective, the division’s focus has shifted from being a medical device company to helping people with diabetes live better lives while managing their health. To achieve this goal, the Roche Diabetes Care division has focused on 1) innovating how it engages with diabetes patients over the course of their disease, and 2) providing a significantly better customer experience throughout each patient’s lifelong treatment plan. The global Marketing Strategy and Services team is working to move patient interactions to personalized 1:1 marketing. The team is pursuing customer experience journey mapping and automation, drawn from primary research with patients and internal marketing staff. The team recently conducted a regional workshop with marketers from the EMEA region to better understand the life of an insulin pump user. They examined questions such as these: How do patients acquire the insulin pump product? How do they use the pump? When do they decide to get a new one? What is the typical experience for a patient the first time they use a pump? What is a day in the life of a pump patient like? How does the day in the life of a pump patient change over time? What does it feel like to be on a pump? Does the patient understand the effects of food on their disease? When and how often does the patient exercise? Case Study: Roche Diabetes Care Is Transforming from Medical Devices to Disease Management
  • 13. 13 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Case Study: Roche Diabetes Care Is Transforming from Medical Devices to Disease Management The Marketing Strategy and Services team is focused on a three-phase approach to help the company stay more closely connected to the person with diabetes, work to identify when barriers or obstacles present themselves, and provide content solutions that include coaching and psychological support to enable improved self- management. Phase 1 of the automation project is to help get each patient on the right track immediately after receiving their insulin pump. This includes getting started with best practices, spot checks on progress, and educational information. Phase 2 focuses on helping patients plan for important life events and activities such as attending parties, weddings, and other celebrations. Phase 3 involves helping patients “find their tribe” so they can communicate, connect with, and learn from other people with diabetes. By leveraging and integrating data, the business can better focus on what matters to each individual customer. And, Roche Diabetes Care can deliver content at the right time, based on the insights gained through customer journey mapping. The key is to reach patients with small, consumable amounts of information when they need it. The communication channels for 1:1 delivery include the following: Outbound telephone calls Text messages Emails Social messaging via Twitter and Facebook Printed materials Advertising With this, Roche Diabetes Care aims to support customers throughout their journey with diabetes, helping them to achieve better control and live life more fully.
  • 14. 14 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Customer journey strategies and journey mapping are essential aspects of CEM and digital transformation initiatives. Gaining mastery of journey strategy is essential for marketing and customer experience teams. When initiating a journey strategy, follow these steps to obtain the greatest benefit from using journey maps: 1. Consolidate customer information. Instead of looking at just part of a transaction or experience, use the customer journey tool to document the full end-to-end customer experience, while also collecting comprehensive customer data and information for customer journey decision-making. 2. Educate senior executives. Many C-suite executives are unaware of or do not understand how to develop a journey strategy. Develop a plan for educating senior executives, and even board members, in CEM and the need for a journey strategy before selecting any tools or technologies. Proactively collect customer feedback through a formalized voice of the customer program that provides alerts from customer services and sentiment in social channels. 3. Use journey maps as a communication and collaboration tool. Journey maps are more than attractive diagrams; they provide valuable data and also offer an effective way to communicate throughout the organization about how customer journeys currently work and how they should work. Don’t get sidetracked by visualization aesthetics but instead focus on gaining insights and reaching consensus while communicating across the organization. This includes focusing on the customer data gathered through the journey and making sure it is accurate, actionable, and high-impact. The art of a successful journey strategy is understanding how to put the customer at the center of everything. The customer journeys for an organization’s brands are in the customers’ control, not the company’s. Remember at all times that customers have the power to decide 1) how they want to interact with your organization, 2) what they want to engage you for, 3) which channel they want to engage in, and 4) what time they want to engage. Build Awareness, Use Data, and Focus on Results to Achieve Success Organizations that are successful in using journey strategies have high-performance marketing teams that have adopted a customer journey strategy as part of their overall business strategy.
  • 15. 15 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | 1 “The CEM Imperative: Customer Experience in the Age of the Empowered Consumer,” Digital Clarity Group, http://www.digitalclaritygroup.com/the- cem-imperative-customer-experience-in-the-age- of-the-empowered-consumer/ 2 “Drug makers now spend $5 billion a year on advertising. Here’s what that buys.” www.statnews. com/2016/03/09/drug-industry-advertising/ 3 “Six Reasons Why Brands Should Consider Direct-to-Consumer E-Commerce,” http://www. digitalclaritygroup.com/direct-to-consumer-e- commerce/ and “PODCAST: Direct to Consumer E-Commerce,” http://www.digitalclaritygroup.com/ podcast-direct-consumer-e-commerce/ 4 “Using Customer Journey Mapping to Improve the Customer Experience,” Harvard Business Review, November 15, 2010, https://hbr.org/2010/11/using- customer-journey-maps-to 5 Ibid. 6 “Consumers Give Location Marketing A Resounding – Maybe,” Digital Clarity Group, http://www. digitalclaritygroup.com/consumers-location- marketing/ 7 “Who Drives Customer Experience: The CIO, The CMO, or Fill-In-The-Blank?” Digital Clarity Group, http://www.digitalclaritygroup.com/customer- experience-cio-cmo/ 8 “Transform Customer Experience and Operational Excellence by Going Digital Outside and Inside,” Digital Clarity Group, http://www.digitalclaritygroup. com/transform-customer-experience-and- operational-excellence-by-going-digital-outside- and-inside/ 9 https://diatribe.org/issues/67/learning-curve 10 American Diabetes Association. Glycemic targets. Diabetes Care. 2016;39(suppl. 1):S39–S46. doi:10.2337/dc16-S008. 11 The Roche Group, headquartered in Basel, Switzerland, is active in over 100 countries and employed more than 94,000 people worldwide in 2016. Roche Diabetes Care, a business unit within the Roche Group, is a pioneer in the development of blood glucose monitoring systems and a global leader for diabetes management systems and services. For more than 40 years, the Accu-Chek brand has been dedicated to enabling people with diabetes to live life as normally and actively as possible as well as to empowering healthcare professionals to manage their patients’ condition in an optimal way. Today, the Accu-Chek portfolio offers people with diabetes and healthcare professionals innovative products and impactful solutions for convenient, efficient, and effective diabetes management, from glucose monitoring through information management to insulin delivery. The Accu-Chek brand encompasses blood glucose meters, continuous glucose monitoring systems, insulin delivery systems, lancing devices, data management, and education programs – contributing to an improved medical outcome. Endnotes
  • 16. 16 DIGITAL CLARITY GROUP | © 2017  | info@digitalclaritygroup.com Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies | Digital Clarity Group is a research-based advisory firm focused on the content, technologies, and practices that drive world-class customer experience. Global organizations depend on our insight, reports, and consulting services to help them turn digital disruption into digital advantage. As analysts, we cover the customer experience management (CEM) footprint – those organizational capabilities and competencies that impact the experience delivered to customers and prospects. In our view, the CEM footprint overlays content management, marketing automation, e-commerce, social media management, collaboration, customer relationship management, localization, and search. As consultants, we believe that education and advice leading to successful CEM is only possible by actively engaging with all participants in the CEM solutions ecosystem. In keeping with this philosophy, we work with enterprise adopters of CEM solutions, technology vendors that develop and market CEM systems and tools, and service providers who implement solutions, including systems integrators and digital agencies. About Digital Clarity Group Contact Us Email: info@digitalclaritygroup.com Twitter: @just_clarity www.digitalclaritygroup.com