How to Leverage Digital Channels to Drive HCP Engagement
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This document discusses leveraging social, mobile, and online channels to drive engagement with healthcare professionals (HCPs). It presents a methodology called "Getting R.E.A.D.Y." for relationship marketing with HCPs using multiple channels. Key trends discussed include the growth of digital technologies like mobile apps, social media, videos and podcasts. The focus is on using various channels to build relationships with HCPs and influence their prescribing behaviors over the long term.
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How to Leverage Digital Channels to Drive HCP Engagement
- 1. 1 Leveraging Social, Mobile & Online Channels to Drive HCP Engagement January 18, 2012 Audio for this event Toll Free: 1-888-455-0869 International: 1-773-799-3873 Passcode: HHwebinar
- 2. 2 Housekeeping • Your phones have been automatically muted • Use the chat feature if you have a question or problem during the session • You may contact us directly after the session if you have more in-depth questions • A recording of this presentation will be made available • Comment on or follow the conversations on Twitter @agencyinside #MCM_Rx
- 3. 3 Related Webinars Now available online… The Role of Social Media in Pharmaceutical Marketing Revolutionary Multichannel Data Models for HCPs Implementing a Global Multichannel Marketing Plan
- 4. 4 Your Presenters John Wes Green VP, Digital Innovation Kevin Dunn SVP, Global Brand Strategy
- 5. 5 Meeting Agenda Relationship Management Perspective Our Methodology Key Industry Trends A Year in the Relationship Continued Growth of Digital, Mobile and Gaming Customer is King Questions and Answers
- 7. 7 Our Point of View
- 8. 8 + = BRAND STORY The product unique selling point amplified by the unmet need for key target audiences MCM APPROACH An integrated, segmented campaign with differentiated messages and offers incorporating channel best practices and multiple response channels CUSTOMER CENTRICITY Delivers the best measureable customer experience and drives prescribing behavior Multichannel Marketing Equation
- 9. 9 Today’s Multichannel Landscape is Customer-Centered ©2011 Harte-Hanks, Inc.
- 10. 10 Reach the right HCPs with the right message through the right channels at the right time HCP Relationship Marketing Guiding Principles Brand strategy and creative platform Align Consider product lifecycle, prescribing behavior, motivation, call pattern, etc. Segment Through different messages and offers Motivate Use a mix of channels while considering the HCP’s preferences Integrate Measure business impact and provide continuous learning Deliver
- 11. 11 RM Customer & Product Lifecycle ©2011 Harte-Hanks, Inc.
- 12. 12 Vision: HCP Relationship Marketing An integrated, segmented campaign with differentiated messages and offers across multiple segments using channel best practices Increase engagement Enhance existing relationships Augment the sales force Deliver new data and information Reinforce prescribing behaviors
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- 14. 14 Dimension “Business as Usual” “New Customer Relationship” Mandate Marketing Planning Siloed by media channel Integrated across channels Campaign Management Episodic/batch Dialog/real-time/ customer-facing Customer Identification Name and physical mailing address in database Persistent customer ID across all channels Customer Segmentation Few, large segments Micro segments Analytics Predictive analytics Optimization analytics across Web, social, mobile Campaign Metrics Response/conversion rates Engagement metrics Data Slow-changing data (transactions, demographics, promotion history) Fast-changing data (Web interaction, social media, surveys) Creating Real-time Learning
- 15. 15 Content is Key • Patients choice and knowledge is increasing • Content needs to… – be relevant, useful, easy to consume and share – be everywhere, so that it can be easily found when needed – attract users, not interrupt them • Relationships and knowledge management
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- 25. 25 A Year in the Relationship
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- 37. 37 Continued Growth of Digital, Mobile and Gaming
- 38. 38 New Technology Trends in Health Care YouTube/Video Podcasts and Radio Social Media QR Codes Mobile Blogging and Micro Blogging Gaming Apps
- 40. 40 Podcasts and Online Radio Podcasts • Short audio or video recordings • Present insights from different sources • Can be heard/viewed live or stored for later use
- 41. 41 Social Media
- 42. 42 QR Codes
- 43. 43 Everything is Mobile • Polls and surveys • Product and event announcements • Targeted messaging • Apps • Directions • Sweepstakes and contests • Special offers
- 44. 44 Health Care Use of Mobile • Health care companies are using mobile to educate customers, control costs, provide better customer care and increase sales • Industry examples – Aetna – Humana – Cancellation or reschedule due to weather and/or physician emergency delay – Pfizer sends sales force updates on new goals, computer outages, key sales messages – Novartis provides pollen counts info for allergy sufferers
- 45. 45 Blogging and Micro Blogging • Advantages for Pharma companies – Less formal way to communicate with customers – Company thought leaders can express thoughts on disease states, research approaches – Opens doors to creating a productive, trust-generative dialog with readership
- 46. 46 Gaming • Gaming is exploding in the health care area • Gaming is being used for: – Accessibility – Health and wellness – Professional development
- 47. 47 Health Apps • Estimated to be 8000+ consumer health apps on the market • Wide range of uses – Stress management – Diet – Fitness – Brain health – Medical reference materials • Easy way to package information about a disease and help with ongoing disease management tasks
- 49. 49 Customer is King • Customers are now pushing marketers away • Marketers are forced to adapt – Build relationships and trust – Make interactions personal and memorable – Utilize all available channels
- 50. 50 Reaching, Engaging and Influencing Your Audience
- 51. 51 New Tools for Success Customer Data Customer Experience Campaign Execution Strategy/Analytics CUSTOMER
- 53. 53 Questions? John Wes Green The Agency Inside Harte-Hanks 215.944.9557 JohnWes_Green@Harte-Hanks.com @johnwesgreen Kevin Dunn The Agency Inside Harte-Hanks 215.944.9617 Kevin_Dunn@Harte-Hanks.com @KevinDunnatHH Related webinars available on-demand: Implementing a Global Multichannel Marketing Plan Revolutionary Multichannel Data Models for HCPs The Role of Social Media in Pharmaceutical Marketing
- 54. 54 Thank You!