Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
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.
https://runfrictionless.com/b2b-white-paper-service/
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
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.
https://runfrictionless.com/b2b-white-paper-service/
1.
•
•
• An e-commerce business model aims to use and leverage the unique
qualities of the Internet, the Web, and the mobile platform.
• There are eight key elements of a business model.
Value proposition
Defines how a company’s product or service fulfills the needs of customers.
Questions to ask:
• Why should the customer buy from you?
• What will your firm provide that others do not or cannot?
Successful e-commerce value propositions:
• Personalization/customization
•
Reduction of product search, price discovery costs
• Facilitation of transactions by managing product delivery
2. Revenue model
• Describes how the firm will earn revenue, generate profits, and produce a superior return
on invested capital.
Most companies rely on one, or some combination, of the following major revenue models:
• Advertising (Yahoo)
• Subscription (WSJ)
• Transaction fee (eBay)
• S ales (Amazon)
• Affiliate (MyPoints)
Why may a company want more than one revenue model?
3. Market opportunity
• • Refers to the company’s intended marketspace and the overall potential financial
opportunities available to the firm in that marketspace.
Marketspace
• Area of actual or potential commercial value in which company intends to
operate.
Realistic market opportunity:
•
Defined by revenue potential in each market niche in which company hopes
to compete.
Market opportunity typically divided into smaller niches
4. Competitive environment
• Refers to the other companies operating in the same marketspace selling
similar products.
Who else occupies your intended marketspace?”
• Other companies selling similar products in the same marketspace.
• Includes both direct and indirect competitors.
Influenced by:
• Number and size of active competitors
• Each competitor’s market share
• Competitors’ profitability
•
•
•
•
5. Competitive advantage
• Competitive advantage:
• Achieved by a firm when it can produce a superior product and/or
bring the product to market at a lower price than most, or all, of its
competitors.
“What special advantages does your firm bring to the marketspace?”
• Is your product superior to or cheaper to produce than your
competitors’?
6. Market strategy
• • The plan you put together that details exactly how you intend to enter a
new market and attract new customers.
Details how a company intends to enter market and attract customers Best
business concepts will fail if not properly marketed to potential customers.
Examples:
• YouTube having social network marketing strategy which lets users to
post content on the site for free;
• AOL distributing out free trial CDs through magazines and newspapers
7. Organizational development
• Development plan describes how the company will organize the work that
needs to be accomplished.
Work typically divided into functional departments, e.g, production,
shipping, marketing
1.
•
•
• An e-commerce business model aims to use and leverage the unique
qualities of the Internet, the Web, and the mobile platform.
• There are eight key elements of a business model.
Value proposition
Defines how a company’s product or service fulfills the needs of customers.
Questions to ask:
• Why should the customer buy from you?
• What will your firm provide that others do not or cannot?
Successful e-commerce value propositions:
• Personalization/customization
•
Reduction of product search, price discovery costs
• Facilitation of transactions by managing product delivery
2. Revenue model
• Describes how the firm will earn revenue, generate profits, and produce a superior return
on invested capital.
Most companies rely on one, or some combination, of the following major revenue models:
• Advertising (Yahoo)
• Subscription (WSJ)
• Transaction fee (eBay)
• S ales (Amazon)
• Affiliate (MyPoints)
Why may a company want more than one revenue model?
3. Market opportunity
• • Refers to the company’s intended marketspace and the overall potential financial
opportunities available to the firm in that marketspace.
Marketspace
• Area of actual or potential commercial value in which company intends to
operate.
Realistic market opportunity:
•
Defined by revenue potential in each market niche in which company hopes
to compete.
Market opportunity typically divided into smaller niches
4. Competitive environment
• Refers to the other companies operating in the same marketspace selling
similar products.
Who else occupies your intended marketspace?”
• Other companies selling similar products in the same marketspace.
• Includes both direct and indirect competitors.
Influenced by:
• Number and size of active competitors
• Each competitor’s market share
• Competitors’ profitability
•
•
•
•
5. Competitive advantage
• Competitive advantage:
• Achieved by a firm when it can produce a superior product and/or
bring the product to market at a lower price than most, or all, of its
competitors.
“What special advantages does your firm bring to the marketspace?”
• Is your product superior to or cheaper to produce than your
competitors’?
6. Market strategy
• • The plan you put together that details exactly how you intend to enter a
new market and attract new customers.
Details how a company intends to enter market and attract customers Best
business concepts will fail if not properly marketed to potential customers.
Examples:
• YouTube having social network marketing strategy which lets users to
post content on the site for free;
• AOL distributing out free trial CDs through magazines and newspapers
7. Organizational development
• Development plan describes how the company will organize the work that
needs to be accomplished.
Work typically divided into functional departments, e.g, production,
shipping, marketing
Chapter 15Data Collection Interviewing Individuals and Groups.docxcravennichole326
Chapter 15
Data Collection: Interviewing Individuals and Groups
1
Structured and
Semistructured Interviews
Structured and semistructured interviews are often based on investigator-created interview guides
2
Structured Interviews
A highly structured interview closely resembles an examiner-administered questionnaire
A set of specific questions, a set of possible responses, and a script for introducing the study are used
3
Structured Interviews
The downside of this approach is that discovery of new perspectives, ideas, and insights is unlikely to occur
4
Semistructured Interviews
A semistructured interview uses specific but open-ended questions and allows freer responses form the participants
It is used when the researcher cannot predict all of the possible responses but wants to keep the responses focused on a specific topic
5
Piloting the Interview Guides
It is essential to pilot test the investigator-created questions before using in a research study
Review with experts
Review with peers
Ask pilot study participants to “think aloud” as they respond
6
Conducting the Structured Interview
Deviation from the script and the prepared questions is discouraged when using a structured interview
Interviewers are expected to ask the questions in the order presented and to use the prompts and probes supplied in the script
7
Conducting the
Semistructured Interview
During a semistructured interview, the interviewer is expected to:
Read the question
Use prompts such as “Tell me more” if needed
Refrain from expressing an opinion or sharing a personal experience
8
Unstructured Interviews
An unstructured interview is usually a dialogue, not a monologue
The interviewer needs to be an expert listener in order to guide the interview
9
Conducting an Unstructured Interview
An unstructured interview differs from a social conversation because:
Interviewing has a specific purpose
Information flow is primarily, although not solely, from the interviewee to the interviewer
Most of the talking is done by the interviewee and most of the listening is done by the interviewer
10
Conducting an Unstructured Interview
An unstructured interview differs from a social conversation because:
The session is often recorded
A formal agreement is made between interviewer and interviewee before the interview begins
Analysis, interpretation, and written reports reflecting the results of the interviews are done
11
Opening the Interview
Begin with an introduction to the study and a brief social conversation
Start with a grand tour or mini tour question
Then follow-up the broad question with more specific ones
12
Continuing the Interview
The information sought and the purpose of the interview will guide you when to:
Use prompts and probes
Ask for specifics
Guide the direction of the interview
Ask for clarification where indicated
Allow time for reflection
13
Completing the Interview
When ending the interview:
Review important point ...
This booklet covers Step 1 Capturing Information of the five-step documentation process (Step 1 – Capturing Information, Step 2 – Structuring Information, Step 3 – Presenting Information, Step 4 –Communicating Information, Step 5 – Storing and Maintaining Information). This booklet provides some basic tips, techniques, approaches and exercises for understanding and practicing how to capture information effectively.
Organisational Management: Objectives & Case Studiesguest67a84a02
This project talks more about the different objectives in group decision-making & managing teams.
The slides also touched on case studies of good & bad organisational manangement & how they can be applied
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
2. Chapter 5: Capturing Tacit Knowledge
What Is Knowledge Capture ?
A process by which the expert’s thoughts and
experiences are captured
Transfer of problem-solving expertise from some
knowledge source to a repository or a program
Includes capturing knowledge from other sources
such as books, technical manuscripts, etc.
A knowledge developer collaborates with an
expert to convert expertise into a coded program
Knowing how experts know what they know
2
3. Chapter 5: Capturing Tacit Knowledge
Improving the Knowledge
Capture Process
Knowledge developers should focus on how
experts approach a problem
Look beyond the facts or the heuristics
Re-evaluate how well knowledge developers
understand the problem domain and how
accurately they are modeling it
3
4. Chapter 5: Capturing Tacit Knowledge
Knowledge Capture Steps
Using an appropriate tool to elicit the information from the expert.
Extensive interview with the expert usually accomplishes this step.
Interpreting the verbal information and inferring the expert’s
underlying knowledge and reasoning process.
the knowledge developer decides where the information gathered fits into
the development process of the knowledge-based system.
Throughout the interviewing process, the knowledge developer gathers
information on the expert’s rationale for arriving at a decision.
It is important that the knowledge developer thoroughly questions the
expert on all angles of the problem domain.
Taking the results from step two and using it to build the rules that
represent the expert’s thought process or solutions.
This step may require several checks to ensure the resulting system meets
the needs of the user and has captured “the expert” as closely as possible.
Flowcharts, flow diagrams, decision trees, decision tables, and other
graphic representation can be used to depict the rules for the expert’s
solution.
4
5. Chapter 5: Capturing Tacit Knowledge
Indicators of Expertise
Peers regard expert’s decisions good decisions
Every time there is a problem, the expert is
consulted
Expert sticks to the facts and works with a focus
Expert has a knack for explaining things
Expert exhibits an exceptional quality in
explanations
5
6. Chapter 5: Capturing Tacit Knowledge
Expert’s Qualifications
Knows when to follow hunches
Sees big picture
Possesses good communication skills
Tolerates stress
Thinks creatively
Exhibits self-confidence
Maintains credibility
Operates within a schema-driven orientation
Uses chunked knowledge
Generates motivation and enthusiasm
Shares expertise willingly
Emulates a good teacher’s habits
6
7. Chapter 5: Capturing Tacit Knowledge
Level of Expertise
Highly expert persons generally give concise explanations
and assume the knowledge developer has enough
knowledge about the problem. This means focusing on the
key steps, often skipping vital detailed information.
Moderately expert problem solvers may be more attentive
in their explanations, yet they tend to provide detailed
explanations. They are quicker to give answers than the
highly expert person and more often adapt their description
to the level of the knowledge developer.
New experts are more likely to offer answers that are brief
and fragmented, which suggests shallow knowledge of the
domain.
The knowledge developer must adapt the questions to the
level of the expert and understand that the types of
questions asked of the expert will be different for each
expert type. 7
8. Chapter 5: Capturing Tacit Knowledge
Pros and Cons of Using a Single
Expert
Advantages:
Ideal when building a simple KM system
A problem in a restricted domain
Facilitates the logistics aspect of coordinating
arrangements for knowledge capture
Problem-related or personal conflicts are easier to
resolve
Shares more confidentiality with project-related
information than does multiple expert
8
9. Chapter 5: Capturing Tacit Knowledge
Pros and Cons of Using a Single
Expert (cont’d)
Drawbacks:
The expert’s knowledge is not easy to capture
Single experts provide a single line of reasoning,
which makes it difficult to evoke in-depth
discussion of the domain
Single experts more likely to change scheduled
meetings than experts who are part of a team
Expert knowledge is sometimes dispersed
9
10. Chapter 5: Capturing Tacit Knowledge
Pros and Cons of Using Multiple
Experts
Advantages
Complex problem domains benefit from the
expertise of more than one expert
Working with multiple experts stimulates
interaction
Listening to a variety of views allows knowledge
developer to consider alternative ways of
representing knowledge
Formal meetings frequently a better environment
for generating thoughtful contributions
10
11. Chapter 5: Capturing Tacit Knowledge
Pros and Cons of Using Multiple
Experts (cont’d)
Drawbacks:
Scheduling difficulties
Disagreements frequently occur among experts
Confidentiality issues
Requires more than one knowledge developer
Process loss in determining a solution
11
12. Chapter 5: Capturing Tacit Knowledge
Developing a Relationship With
Experts
Create the right impression
Do not underestimate the expert’s experience
Understanding the experts style
Procedure type—methodical approach to the solution
Storyteller—focuses on the content of the domain at the
expense of the solution
Godfather—compulsion to take over the session
Salesperson—spends most of the time explaining his or
her solution is the best
Prepare well for the session
Decide where to hold the session
12
13. Chapter 5: Capturing Tacit Knowledge
Approaching Multiple Experts
Individual approach—holding a session with one
expert at a time
Primary and secondary experts—start with the
senior expert first, on down to others in the
hierarchy. Alternatively, start bottom up for
verification and authentication of knowledge
gathered
Small groups approach—experts gathered in one
place to provide a pool of information. Each
expert tested against expertise of others in the
group
13
14. Chapter 5: Capturing Tacit Knowledge
Analogies and Uncertainties In
Information
Experts use analogies to explain events
An expert’s knowledge is the ability to take
uncertain information and use a plausible line of
reasoning to clarify the fuzzy details
Understanding experience. Knowledge in
cognitive psychology is helpful background
Language problem. Reliable knowledge capture
requires understanding and interpreting expert’s
verbal description of information, heuristics, and
so on
14
15. Chapter 5: Capturing Tacit Knowledge
The Interview As a Tool
Commonly used in the early stages of tacit
knowledge capture
The voluntary nature of the interview is important
Major benefit is behavioral analysis
Interviewing as a tool requires training and
preparation
Great tool for eliciting information about complex
subjects
Convenient tool for evaluating the validity of
information acquired
15
16. Chapter 5: Capturing Tacit Knowledge
Types of Interviews
Structured: Questions and responses are
definitive. Used when specific information is
sought
Multiple-choice questions offer specific choices, faster tabulation,
and less bias by the way answers are ordered
Dichotomous (yes/no) questions are a special type of multiple-
choice question
Ranking scale questions ask expert to arrange items in a list in
order of their important or preference
Semistructured: Predefined questions are asked
but allow expert some freedom in expressing the
answers
Unstructured: Neither the questions nor their
responses specified in advance. Used when
exploring an issue 16
17. Chapter 5: Capturing Tacit Knowledge
Guide to a Successful Interview
Set the stage and establish rapport
Properly phrase the questions
Question construction is important
Listen closely and avoid arguments
Evaluate session outcomes
17
18. Chapter 5: Capturing Tacit Knowledge
Set the stage and establish rapport
Knowledge Expert Style:
Friendly
Timid
Resident
Knowledge Developer Guiding Factors
Honesty
Confidentiality
Modesty
Efficiency
Professionalism
Respect
18
19. Chapter 5: Capturing Tacit Knowledge
Question Phrasing and Question
Sequencing
Proper question phrasing ensures validity of
the question. It should be worded correctly
and clearly and should be asked in the same
order (question sequence) as it appears on
the interview question.
19
20. Chapter 5: Capturing Tacit Knowledge
Question construction :Primary and
Secondary Question
A primary question is a question that elicits
the most important information in one area
during the interview. This, in turn,
normally paves the way for secondary
questions to obtain pertinent details.
20
21. Chapter 5: Capturing Tacit Knowledge
Question construction :Open-ended
and Closed Questions
Open-ended questions ask for general
rather than specific responses.
Question sequencing determines
whether the interview begins with
general, open-ended questions
followed by secondary questions
(closed-questions) or vice versa.
21
22. Chapter 5: Capturing Tacit Knowledge
Things to Avoid
Taping a session without advance permission from
the expert
Converting the interview into an interrogation
Interrupting the expert
Asking questions that put the domain expert on
the defensive
Losing control of the session
Pretending to understand an explanation when you
actually don’t
Promising something that cannot be delivered
Bring items not on the agenda
22
23. Chapter 5: Capturing Tacit Knowledge
Sources of Error that Reduce
Information Reliability
Expert’s perceptual slant
Expert’s failure to remember just what happened
Expert’s fear of the unknown
Communication problems
Role bias
23
24. Chapter 5: Capturing Tacit Knowledge
Errors Made by the Knowledge
Developer
Age effect
Race effect
Gender effect
24
25. Chapter 5: Capturing Tacit Knowledge
Problems Encountered During
the Interview
Response bias
Assumed to answer “yes”
Contamination effect
Circular triad
Inconsistency
Validity
Reliability
Communication difficulties
Hostile attitude
Standardized questions
Lengthy questions
Long interview
25
26. Chapter 5: Capturing Tacit Knowledge
Validity and Reliability
Validity means integrity and consistency in
the way a question or a phrase is
interpreted. For example, on an exam, if a
question means different things to different
students, then there is a validity problem.
Reliability means trustworthiness and
dependability. It is a measure of
truthfulness or credibility.
26
27. Chapter 5: Capturing Tacit Knowledge
Issues to Assess
How would one elicit knowledge from experts who cannot
say what they mean or mean what they say?
What does one say or do when the expert says, “Look, I
work with shades of gray reasoning. I simply look at the
problem and decide. Don’t ask me why or how.”
How does one set up the problem domain when one has
only a general idea of what it should be?
What does one do if the relationship with the domain
expert turns out to be difficult?
What happens if the expert dislikes the knowledge
developer?
27
28. Chapter 5: Capturing Tacit Knowledge
Rapid Prototyping
• Knowledge is added with each knowledge capture session.
• This incremental or iterative approach allows the expert to
verify the rules as they are built during the session
• Rapid prototyping can open up communication through its
demonstration of the KM system.
• it also reduces risk of failure.
• Allowing the knowledge developer to learn every time a change
is made in the prototype.
• Its iterative nature encourages discovery of better ways to build
the KM system.
• Rapid proto typing depends on the teamwork spirit of the
knowledge developer, the expert, and the end user.
• Its continuous feedback leads to improvements and refinements
all the way to completion, which creates a KM system that
corresponds as closely as possible to its stated requirements.
28