Using Content to Improve the Customer Experience

Accenture Life Sciences
Rethink Reshape Restructure…for better patient outcomes
Using Content to Drive
Better Customer
Experience

Agenda
Introduction
Customer Expectations
The Role of the Sales Rep
Enabling Multi-Channel Experiences
Today’s Challenges
Tomorrow’s Content Engine
The Payoff and Results
Copyright © 2015 Accenture All rights reserved. 2

Introduction
Shawn Roman
Managing Director
Life Sciences Digital Customer Practice Lead
shawn.d.roman@acenture.com
www.linkedin.com/pub/shawn-roman
@shawn_roman
703-947-1326

Customer expectations are formed by experiences
Direct
Competitors
Experiential
Perceptual
Expectations
Chasm
Sell products
that compete with ours
Sell experiences
that replace ours
Change expectations
our customers have

67%
Doctors are
one of the
primary
sources of
information
for the
majority of
patients…
but digital
channels are a
close second at
57%
63%
want this to be their
doctor/specialist.
1%
want this to be their
pharmaceutical
companies.
(62% for 18-30 year olds).
Note: Percentages are the aggregated average across all services areas.
1st
choice
2nd
choice
87%
of patients want one
point of contact to
help them manage
their health...
What patients are saying
Patients want their healthcare professionals to be the primary source of
information on what services they need to manage their health, but digital
channels play a key role as well.

What this means for pharma companies
Pharmaceutical companies need to invest as much in the communication and
coordination of the services as they do in building them:
Enlist the salesforce
Communicate across multiple
channels and coordinate across
key healthcare stakeholders
Combine products and services
to achieve improved outcomes

The role of the sales rep
Reps utilizing digital channels
to deliver Personalized Digital
Interactions can result in a stronger
partnership between Physician
and Rep
90+% Rep adoption
65+% open rate, > 3x Benchmark
20+% click through rate, > 6x Benchmark
> 5 minute average visit length
Increased overall HCP engagement scores by more than 10%

Enabling multi-channel experiences with content
End-to-end Digital Content services need to span brand planning, content strategy
and design through to content production, publishing and insight generation.
Content delivered at
speed anywhere and
compliant everywhere
Insights to drive
engagement and return
on investment
Impactful experiences,
connected customers
To be relevant,
marketers must
abandon “one size
fits all” mono-channel
content and deliver
impactful,
personalized,
integrated
experiences across
all channels and
devices…faster

Today’s content challenges
Content needs to be
constantly current and
communicated in
myriad of languages
Limited reuse of
assets—insufficient
centralized marketing
asset repositories
Unreliable processes to
deliver assets across
channels create time
delays and increase costs
Rapid move to
mobile requires
content to be
redesigned
Lack of central
content strategy Inconsistent
content across
platforms and
channels
Increasing costs to create
and manage volume of
content needed in new
ecosystem
Delayed market
responsiveness
• Brand Teams
• MLR
• Commercial Operations
• IT
• Sales
Review &
Approval
processes
built for an
analog age
Fragmented content
tools & platforms

Tomorrow’s content engine
PAY-OFF
Acceleration of efficiency
More engaging content, delivered faster and at a lower net cost
with a consistent, compliant experience across channels.
HOW?
Technology and incentives
Technology to enable and incentives to drive effective digital
asset management and content production at scale.
NOW
Inefficient and
repetitive
Most content is created
multiple times across
channels and markets
and is often focused on
promotional campaigns.
NEXT
Focused and
reusable
Maximum reuse of
created content across
channels with increasing
amounts of high quality
content aggregated from
trusted third parties.

Transforming your content engine
• Coordinated across devices and
channels
• Up-to-date, relevant & compelling content
around the clock
• Powerful insights enabled by Big Data
and analytics
• Seamless integration of internal and
external content
• Co-location and co-creation based
approval processes
• Scaled content production
• Maximize customer engagement with
personalized content
• Faster speed to market
• Higher efficiency in content production
and management

Making it happen
Drive reuse by
putting in place
incentives powered
by standards,
processes and
tools.
Scale a global
approach to
deliver the
business case.
Establish an end-
to-end service
model. Redefine
content approval
for the digital age.
Separate
content
production from
the creative.
Extend delivery
to include
external
content from
trusted
sources.
Content Production & Management
Content Approval
Acceleration
Digital Asset Management
Digital Publishing Platform (Development and Maintenance)
Digital Project Management & Insights
1
Decouple
2
Standardize
3
Scale
4
Integrate
5
Multiply

Improved
customer
engagement
through more
relevant/fresh
digital content
30 day reduced
cycle time at
global scale
through
streamlined
approval
3.5 days per
month released
back to Brand
Marketers
40-50% savings
achieved within 2
years in Content
Development
Fees
The payoff for life sciences clients

The results for your customers
Achieving higher customer engagement through personalized and targeted
contents delivered through multi-channel
Content Strategy
 Analytically driven
personalized content
 Re-usable content
across digital channels
 Coordinated content
across devices and
channels
 Seamlessly
integrated internal &
external content
 Legally approved
content
1 Launched Social Media
campaign
2 Extended the content to other
social networks
3 Extended the campaign on
Flickr
4 Extending the personalized
content to the Patient and HCPs
5
Extending the content for
e-Detailing
A large Pharmaceutical company for their brand in Chronic Pain

Using Content to Improve the Customer Experience

More Related Content

Viewers also liked

Similar to Using Content to Improve the Customer Experience

Using Content to Improve the Customer Experience