Telerx cbi presentation - connect the dots

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Session from CBI’s 11th Annual Bio Pharma Contact Centers Conference, which took place in Philadelphia 1/23 – 1/24/12. Barry Dalton, Telerx’s SVP of Multi-Channel Strategy, discusses the increased use of new digital channels amongst HCPs and consumers, and how to incorporate these successfully into the contact center.

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Telerx cbi presentation - connect the dots

  1. 1. Connecting the DotsFrom Multi-Channel to Cross-ChannelCustomer Engagement
  2. 2. Confidential & ProprietaryJust what the doctor ordered
  3. 3. Confidential & ProprietaryThe Return on Relationship Challenge
  4. 4. Confidential & ProprietaryA Luxury Resource4• Annual Cost = $195k• Cost/Call = $148• Call Duration = 2 minutes
  5. 5. Confidential & Proprietary5No See PhysiciansAs % of allDec ’0823.6%Jun ‘1022.9%Appointment PhysiciansAs % of allDec ’0838.5%Jun ‘1049.6%
  6. 6. Confidential & Proprietary66Health CareProfessionalInsideSalesMobileWebEmail@PrintCall CenterVirtual Sales ForceBlendedSalesSocialSupportContractResolutionReturnsOrder/DistributionManagementAnalytics for CustomerInsightsTraining andDevelopmentContent Management,Creative Design Experts,ComplianceBrandStrategyWebDevelopment/HostingVideo/ MultiMediaMarketing/Advertising
  7. 7. Confidential & Proprietary71) Channel preferences continuallychanging, growing, shifting
  8. 8. Confidential & Proprietary8Touchpoint TaxonomyProductPackagingPrint CatalogCall CenterWebsiteBlogFacebookTwitterYouTubeEmailDirect MailRadioTelevisionChannelWebSocial MediaEmailMessagingTelephonePrintPlatformWebiOSAndroidMac OS XMS WindowsDeviceDesktopLaptopMobileTabletTelevisionKioskScaleCovertMobilePersonalEnvironmentalArchitecturalUrbanContextHomeWorkWalkingDrivingShoppingPlanePartyPersonalSocialLocationTimeTaskMediaBookNewspaperMagazineVideoAudioPosterBillboard
  9. 9. Confidential & Proprietary9So, how do customersfeel aboutmulti-channel?
  10. 10. Confidential & Proprietary81%1 of 330%, 28%80%255%By The Numbers
  11. 11. Confidential & Proprietary11
  12. 12. Confidential & ProprietaryThe Theme of the Day?One word:MOBILE!
  13. 13. Confidential & ProprietaryPercentage of physicians who saidmobile would have these benefits:56%ExpediteDecisionMaking 39%DecreaseTime forAdminTasks36%IncreaseCollaborationAmongPhysicians26%Allow MoreTime withPatients24%NoImpactSource: PWC HRI Physicians Survey 2010Mobile Benefits to the Physician
  14. 14. Confidential & Proprietary142) Managing all channels takesincreasingly specialized talent
  15. 15. Confidential & Proprietary15Adapted from Cross-Platform Service User Experienceportal.acm.org/citation.cfm?id=1851637Cross-ChannelMulti-ChannelSERVICE SERVICE
  16. 16. Confidential & ProprietaryAccount TeamHundreds of Net New ProcessesCommunicationsCustomerstoremobile social webemail@print call centerOne Process – One SystemCustomerstoremobile social webemail@print call centerCommunicationsAccount CoordinationChanging Patient/HCP Behavior RequiresA New Approach
  17. 17. Confidential & Proprietary173) Rapid commoditization &disintermediation is driving criticalrequirement for innovation
  18. 18. Confidential & Proprietary184) Technology represents bothopportunities and threats
  19. 19. Confidential & ProprietarySMS• Health tips• Medication &Testing remindersCross Channel/Cross Device19CustomerDBiPhone App•Health tips•Medication & Testingreminders•Diet guide•Meal plannerAPIElectronicPatientRecordsAPIWebsite• Landing page• Enrollment• Opt-in• Health tips• Medication & Testing reminders• Diet guide• Meal plannerTelerx 360ºCustomerExperienceDataAnalytics &ReportingSmartPhone App• Health tips• Medication & Testingreminders• Diet guide• Meal plannerAPICRM• Tech support• Help desk• Live coachingAPIAPI
  20. 20. Confidential & Proprietary205) With the rapid pace of change,is best practice even possible?
  21. 21. Mobile devices increasingly used to diagnosemedical treatmentImage: Catra, MIT Media Lab
  22. 22. Confidential & ProprietaryYes, 88%No, 12%Physicians Want Patients to TrackHealthcare at Home65% Weight61% Blood Sugar57% Vital Signs54% Exercise36% Calorie/Fat Intake36% Pain Level35% Sleep Pattern28% Cardiac Rhythm17% Bladder Control16% Acid Reflux13% Digestive HealthSource: PWC HRI Physicians Survey 2010
  23. 23. Mobile technology and augmented reality blendsoffline and online barriers
  24. 24. Confidential & Proprietary1. Maintain the brand throughout ANY execution.2. Listen to your customers first, your boss next.3. Leverage integrated or single technology platform.4. Balance mix – great in 1 channel, good in many.5. Understand the importance of design.6. Do it better, or differently, preferably both.7. Be selective in what you want to be FAMOUS for.7 Keys to Cross-Channel Success24

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