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Stop the insanity!
PLANNING FOR A UNIFIED
OMNICHANNEL STRATEGY
INTELLIGENT CONTENT LIFE SCIENCE AND HEALTHCARE
Lisa Trager...
a repeatable method of 
A unified content strategy is
…a repeatable method of 
identifying all content 
requirements up fr...
A multichannel strategy is one that…
.. enables firms to build lasting customer
relationships by simultaneously offering
t...
Click to edit Master title styleTop 5 Business Priorities for Life Sciences
83%Reducing costs
70%Mastering multichannel 
m...
Click to edit Master title styleAccording to a 2013 Survey by Accenture:
 85% are in favor of
doing multichannel
 79% ex...
Click to edit Master title styleMajor obstacles
L k f1. Lack of resources
2. Organizations are badly or “very
badly” struc...
Click to edit Master title styleHow to achieve cutting costs while mastering
multichannel marketing efforts?
TragerStrateg...
Click to edit Master title style72% choose to use 3rd party
partners to provide multichannel support
TragerStrategy Stop t...
Click to edit Master title styleWho’s talking to who?
The more people and organizations that are involvedThe more people a...
P l i th h l lPeople accessing these channels are also
running into obstaclesrunning into obstacles
TragerStrategy Stop th...
Click to edit Master title styleTwo sides of the same coin
TragerStrategy Stop the Insanity: Planning for an Omnichannel S...
Where’s the information?
Currently Swiffer is partnering
with the “Dog Whisperer,”g p ,
Cesar Millan, to help pet
owners w...
Click to edit Master title styleSwiffer
Facebook Page
• Where’s Cesar
Millan?
• Anything relevantAnything relevant
to pet ...
Click to edit Master title styleWhere’s the
coupon?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy...
Click to edit Master title styleNot here
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleWhere’s my suitcase?
12 noon PT12 noon PT
Photo courtesy: Scott Olson, Getty Images
Trager...
Wheresmysuitcase comWheresmysuitcase.com
Photo courtesy: Reuters/Jeff Haynes
TragerStrategy Stop the Insanity: Planning fo...
3pm PT
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
3pm PT
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Yikes! 7pm PT
We have not received your baggage delivery information.
If you would like to track the status of your baggag...
Hello, customer service?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
I’m on my computer and yes I 
ant to s bscribe  b t can’t I want to subscribe – but can’t I 
get both the magazine and 
ac...
Can I get a print with a digital subscription?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lis...
Yes, if you click the
right link – for ang
online subscription
TragerStrategy Stop the Insanity: Planning for an Omnichann...
Huh?  I only get 
the app with a 
print subscription?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strate...
Click to edit Master title stylePeople will let you know if you got it wrong!
Need digital copy free
Billing not Google’s ...
Click to edit Master title styleGetting a paper prescription filled
TragerStrategy Stop the Insanity: Planning for an Omni...
Where’s the link?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Hello, customer service?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
What’s going on?
 Marketing and communication lacks
clarity and consistency
 Systems don’t speak to each other
 Content...
Click to edit Master title styleWe have become a nation of multi-screen users
Courtesy: Google: The New Multi screen World...
40% of people move between
devices to accomplish a goal
60% of mobile device usage occurs
at home
90%
of tablet and smartp...
Click to edit Master title styleMulti-screen activities increase brand associations
4 d 18 t 444-screen consumers aged 18 ...
Impact of Mobile Search
4 out of 10 use local search
50% f h i d
3-4 times a week
100%
50% of search is done
using a mobil...
2000
SINGLE
2005
MULTI
2012 >
OMNICROSS
20102000 2005 2012 >2010
Single touchpoint Multiple touchpoints Multiple crossS g ...
Click to edit Master title style …It’s an ominichannel world
Enables people to Enables people to 
have seamless 
interacti...
Click to edit Master title style2/3 of physicians use mobile apps
TragerStrategy Stop the Insanity: Planning for an Omnich...
66% of doctors use mobile apps as part of
their practice
52%
of smartphone owners use their phone to
look up health or med...
Traditional ways of describing y f g
multichannel commerce no longer 
work because customers don't 
i i h i finteract with...
Courtesy: Google: The New Multi-screen World:
Understanding Cross platform Consumer BehaviorUnderstanding Cross-platform C...
But that’s not the whole picture!
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title style
There’s a customer engagement revolution going on!
TragerStrategy Stop the Insanity: Plan...
Click to edit Master title style
There’s a customer engagement revolution going on!
TragerStrategy Stop the Insanity: Plan...
Click to edit Master title styleThere are also important changes
going on in healthcaregoing on in healthcare
M li d di i...
Click to edit Master title styleThe consumerization of healthcare
This revolution is requiring companies to
rethink how th...
Click to edit Master title styleMultiple audiences & digital platforms
Patients
 Desktop Desktop  Desktop
Providers Pay...
Who’s supposed to keep track of all of this?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title style
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title style
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Building blocksBuilding blocks
for planning an
O i h l St tOmnichannel Strategy
TragerStrategy Stop the Insanity: Planning...
Building Blocks
1.RESEARCH
2 LISTEN2.LISTEN
3.OBSERVE
4.EMPATHIZE4.EMPATHIZE
5.GET DATA
6.ASSESS
7.MAP
8.ORGANIZE
9 COMMUN...
RESEARCH
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleMine existing market research to
learn about your audiencey
TragerStrategy Stop the Insani...
Use 3rd party research to learn about your audience
Manhattan Research provided great insights into the 
behavior of PCPs ...
Click to edit Master title styleGet relevant insights from customized surveys and polls
SERMO Surveys
TragerStrategy Stop ...
LISTEN
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleKeyword research helps to provide insights into
not only the terms being used but also
top...
Click to edit Master title styleCheck out the keywords being used by the competition
HepCRedefined Queries
1 hep c 31.90%
...
Click to edit Master title styleSocial listening can help prepare for upcoming trends
Where are they 
talking about a 
med...
OBSERVE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleGet to know your audience with 1:1 interviews,
usability tests and focus groups
TragerStra...
Click to edit Master title styleSketching is a great way to capture what
patients are going through
Courtesy: Amanda Lyons...
Click to edit Master title styleGo the extra mile –
Observe a day in the life of a doctor or a patient
 “I have 6 office ...
EMPATHIZE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleUnderstand their world and where opportunities
exist to engage and make a differenceg g
HC...
Click to edit Master title style
Empathy starts
from the
beginning.
Understanding
how a patient
may use search
by using wi...
Click to edit Master title styleGilenya’s omnichannel strategy helps
patients express themselves and connect
TragerStrateg...
Click to edit Master title styleUsing new channels can be a way to demonstrate
your understanding of the situation
TragerS...
Click to edit Master title styleProvide the right message at the right time
on the right device and engage the
targeted au...
Click to edit Master title styleThis app also helps pregnant women with everything
from videos, to menus, to tips and tool...
GET DATA
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleGet all relevant metrics, but don’t forget to ask
– what’s behind the numbers?
TragerStrat...
Seek out patterns behind the data
32% - Sleep Information32% Sleep Information
28% - ACR Information
22% - Take Action
Tra...
Click to edit Master title styleWhere are visitors coming from?
Where are they going?
St ti P 1 t I t ti 2 d I t tiStartin...
Click to edit Master title styleWhat new insights can be gained
from unstructured data?
IBM: Patient similarity analytics ...
ASSESS
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleCreate a channel list with all customer touchpoints
TragerStrategy Stop the Insanity: Plan...
Click to edit Master title styleAssess the quality of existing content
with an audit of all assets
TragerStrategy Stop the...
MAP
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleCreate omnichannel objectives
Courtesy: Kimberly Struyk QualQuant Signals
TragerStrategy S...
Click to edit Master title styleIdentify and track all touch points of the customer
experience – both on and offlinep
Cour...
Click to edit Master title stylePrepare for success by planning KPIs to track
and reporting tools to usep g
Courtesy: Kimb...
Click to edit Master title styleMap touchpoints against things that
provide brand equity and increase relationship buildin...
Click to edit Master title style
Consider all the factors influencing channels to use
•*Courtesy: PharmaPhorum. Agencies a...
Click to edit Master title style
Develop a Touchpoint Map
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity: Pla...
USER NEED TOUCHPOINT CONTENT ASSET BARIER RESULT
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity: Planning for...
Patient interactions Provider interactions Payer interactions
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity:...
All touchpoint
interactions
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
interactions
Co...
ORGANIZE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleCreate a content model for each channel
Will help to identify common and unique
content fe...
Click to edit Master title styleEditorial schedules will help with cross-channel
strategy and publishing schedules
TragerS...
Click to edit Master title styleInvestigate and integrate back-end systems
TragerStrategy Stop the Insanity: Planning for ...
Design Intelligent Content
• Structurally rich
• Semantically categorized
• Automatically discoverable
• Reusable
• Reconf...
COMMUNICATE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleBreak down internal organizational barriers
TragerStrategy Stop the Insanity: Planning for...
L t h lLong-term change only
occurs when we address
the mental models andthe mental models and
belief systems that get in
...
The implementation of multi-channel
marketing doesn’t begin withmarketing doesn t begin with
technology or a new agency mo...
Click to edit Master title styleShare information and overall planning
TragerStrategy Stop the Insanity: Planning for an O...
TEST
REITERATE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Thank you!
Lisa Trager
Trager Strategy
Email: lisa@tragerstrategy.com
Twitter: LISALT
TragerStrategy Stop the Insanity: Pl...
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Stop the Insanity! Planning for a unified omnichannel strategy.

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The future of user experience design and content strategy is no longer limited to designing a desktop website. Patients and healthcare providers are interacting with brands through multiple digital channels and devices, as well as pre-existing offline touch points. As a result, it has become more and more necessary to develop a strategy that not only ensures that your audience has a seamless experience, but that you will also be able to get content approved by regulatory agencies. From visiting your desktop or mobile website, to speaking with your call center, getting direct mail and email, and liking your Facebook page or following your company on Twitter, there are things that can be done to ensure your messaging is consistent, your backend systems connect, and that new marketing campaigns can be leveraged. The smart marketer plans for the needs and behaviors of their customers. And today’s customers are everywhere!

Published in: Marketing, Business, Technology

Stop the Insanity! Planning for a unified omnichannel strategy.

  1. 1. Stop the insanity! PLANNING FOR A UNIFIED OMNICHANNEL STRATEGY INTELLIGENT CONTENT LIFE SCIENCE AND HEALTHCARE Lisa Trager T St t M 9 2014www.TragerStrategy.com May 9, 2014 Email: lisa@tragerstrategy.com Twitter: Lisalt
  2. 2. a repeatable method of  A unified content strategy is …a repeatable method of  identifying all content  requirements up front,  creating consistently  structured content for reuse,  managing that content in a g g definitive source, and  assembling content on  demand to meet customer demand to meet customer  needs. Ann RockleyAnn Rockley Managing Enterprise Content A Unified Content Strategy TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  3. 3. A multichannel strategy is one that… .. enables firms to build lasting customer relationships by simultaneously offering their customers and prospects informationtheir customers and prospects information, products, services and support through two or more synchronized channels TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  4. 4. Click to edit Master title styleTop 5 Business Priorities for Life Sciences 83%Reducing costs 70%Mastering multichannel  marketing 60% 56% Improving use and effectiveness of  digital marketing Harnessing analytics to drive  52% Harnessing analytics to drive  improved ROI/consumer satisfaction Improving sales force effectiveness Accenture Life Sciences. Life in the New Normal: The Customer TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Engagement Revolution. Key findings from a survey of 200 US-based Sales and MARKETING Executives in the Pharmaceutical Industry. 2013.
  5. 5. Click to edit Master title styleAccording to a 2013 Survey by Accenture:  85% are in favor of doing multichannel  79% expect at least half of all marketing campaigns to have some multichannel integration Accenture Technology Vision 2013. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  6. 6. Click to edit Master title styleMajor obstacles L k f1. Lack of resources 2. Organizations are badly or “very badly” structured to supporty pp multichannel TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  7. 7. Click to edit Master title styleHow to achieve cutting costs while mastering multichannel marketing efforts? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  8. 8. Click to edit Master title style72% choose to use 3rd party partners to provide multichannel support TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  9. 9. Click to edit Master title styleWho’s talking to who? The more people and organizations that are involvedThe more people and organizations that are involved, the higher the risk for disagreement and lack of cohesive planning and communication.cohesive planning and communication. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  10. 10. P l i th h l lPeople accessing these channels are also running into obstaclesrunning into obstacles TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  11. 11. Click to edit Master title styleTwo sides of the same coin TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  12. 12. Where’s the information? Currently Swiffer is partnering with the “Dog Whisperer,”g p , Cesar Millan, to help pet owners with their unique cleaning challenges For morecleaning challenges. For more information, visit www.facebook.com/swiffer. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  13. 13. Click to edit Master title styleSwiffer Facebook Page • Where’s Cesar Millan? • Anything relevantAnything relevant to pet owners? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  14. 14. Click to edit Master title styleWhere’s the coupon? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  15. 15. Click to edit Master title styleNot here TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  16. 16. Click to edit Master title styleWhere’s my suitcase? 12 noon PT12 noon PT Photo courtesy: Scott Olson, Getty Images TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  17. 17. Wheresmysuitcase comWheresmysuitcase.com Photo courtesy: Reuters/Jeff Haynes TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt 1pm PT
  18. 18. 3pm PT TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  19. 19. 3pm PT TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  20. 20. Yikes! 7pm PT We have not received your baggage delivery information. If you would like to track the status of your baggage delivery once it has been entered into the system, please id th i f ti b l If d t i h tprovide the information below. If you do not wish to receive updates on your delivery status via email, please click Cancel TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  21. 21. Hello, customer service? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  22. 22. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  23. 23. I’m on my computer and yes I  ant to s bscribe  b t can’t I want to subscribe – but can’t I  get both the magazine and  access to the website? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  24. 24. Can I get a print with a digital subscription? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  25. 25. Yes, if you click the right link – for ang online subscription TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  26. 26. Huh?  I only get  the app with a  print subscription? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  27. 27. Click to edit Master title stylePeople will let you know if you got it wrong! Need digital copy free Billing not Google’s fault I already have a digitalI already have a digital subscription with them Excellent Get with the program TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  28. 28. Click to edit Master title styleGetting a paper prescription filled TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  29. 29. Where’s the link? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  30. 30. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  31. 31. Hello, customer service? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  32. 32. What’s going on?  Marketing and communication lacks clarity and consistency  Systems don’t speak to each other  Content created in silos  No checks and balances  Added costs to companies to deal withp customer service issues TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  33. 33. Click to edit Master title styleWe have become a nation of multi-screen users Courtesy: Google: The New Multi screen World: TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Google: The New Multi-screen World: Understanding Cross-platform Consumer Behavior
  34. 34. 40% of people move between devices to accomplish a goal 60% of mobile device usage occurs at home 90% of tablet and smartphone owners used their devices d il hil hi TVdaily while watching TV TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  35. 35. Click to edit Master title styleMulti-screen activities increase brand associations 4 d 18 t 444-screen consumers aged 18 to 44 were the most likely (69%) to ll d ti th irecall an advertiser on their favorite TV show. Marketing Charts staffMarketing Charts staff May 21, 2012 TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  36. 36. Impact of Mobile Search 4 out of 10 use local search 50% f h i d 3-4 times a week 100% 50% of search is done using a mobile device 77% of mobile searches take place at home or work Only 21% of websites are mobile friendly 55% of mobile search conversions happen within the hour home or work TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  37. 37. 2000 SINGLE 2005 MULTI 2012 > OMNICROSS 20102000 2005 2012 >2010 Single touchpoint Multiple touchpoints Multiple crossS g e ouc po available p p operating separately Multiple cross touchpoints for same brand People interact with brand anytime, any place. Adapted from Samantha Starmer’s presentations on omnichannel marketing TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  38. 38. Click to edit Master title style …It’s an ominichannel world Enables people to Enables people to  have seamless  interactions with  b d   ti  brands anytime,  anyplace with little  thought of the  channel being used TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  39. 39. Click to edit Master title style2/3 of physicians use mobile apps TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: WorldofMarketing.com
  40. 40. 66% of doctors use mobile apps as part of their practice 52% of smartphone owners use their phone to look up health or medical information 38% of younger people would like to use a digital device to manager their blood pressurepressure of patients would like to use their smartphone or tablet to get medical test30% smartphone or tablet to get medical test results, make appointments or ask their doctor questions 30% TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  41. 41. Traditional ways of describing y f g multichannel commerce no longer  work because customers don't  i i h i finteract with companies from a  "channel" perspective. Customers  now use a rapidly evolving set of now use a rapidly evolving set of  devices as a means of engaging  across touchpoints, which they p , y don't distinguish from the brand  or business. Martin Gill ForresterForrester TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  42. 42. Courtesy: Google: The New Multi-screen World: Understanding Cross platform Consumer BehaviorUnderstanding Cross-platform Consumer Behavior TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  43. 43. But that’s not the whole picture! TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  44. 44. Click to edit Master title style There’s a customer engagement revolution going on! TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  45. 45. Click to edit Master title style There’s a customer engagement revolution going on! TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  46. 46. Click to edit Master title styleThere are also important changes going on in healthcaregoing on in healthcare M li d di i More personalized medicine  Improved patient outcomesp p  Lower overall medical costs TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  47. 47. Click to edit Master title styleThe consumerization of healthcare This revolution is requiring companies to rethink how they can reach patients, payers,rethink how they can reach patients, payers, providers and governments in both mature and emerging markets—at speed, at the right price and with the right information for each targetand with the right information for each target audience. .. Customer expectations are high as access to information and services grows in other aspects of their lives. Accenture Life Sciences. Life in the New Normal: The Customer Engagement Revolution. Key findings from a survey of 200 US-based Sales d MARKETING E ti i th Ph ti l I d t 2013 TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt and MARKETING Executives in the Pharmaceutical Industry. 2013.
  48. 48. Click to edit Master title styleMultiple audiences & digital platforms Patients  Desktop Desktop  Desktop Providers Payers  Mobile  Apps  Mobile  Apps F b k  Mobile  Apps Y T b Facebook  Twitter  YouTube  YouTube  SERMO  WebMD YouTube  WebMD  Twitter TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  49. 49. Who’s supposed to keep track of all of this? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  50. 50. Click to edit Master title style TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  51. 51. Click to edit Master title style TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  52. 52. Building blocksBuilding blocks for planning an O i h l St tOmnichannel Strategy TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  53. 53. Building Blocks 1.RESEARCH 2 LISTEN2.LISTEN 3.OBSERVE 4.EMPATHIZE4.EMPATHIZE 5.GET DATA 6.ASSESS 7.MAP 8.ORGANIZE 9 COMMUNICATE9.COMMUNICATE 10.TEST and REITERATE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  54. 54. RESEARCH TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  55. 55. Click to edit Master title styleMine existing market research to learn about your audiencey TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  56. 56. Use 3rd party research to learn about your audience Manhattan Research provided great insights into the  behavior of PCPs vs. ID’s vs. GI’s related to their use  Manhattan Research TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt of digital devices. 
  57. 57. Click to edit Master title styleGet relevant insights from customized surveys and polls SERMO Surveys TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt SERMO Surveys
  58. 58. LISTEN TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  59. 59. Click to edit Master title styleKeyword research helps to provide insights into not only the terms being used but also topics and solutions people are seeking. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  60. 60. Click to edit Master title styleCheck out the keywords being used by the competition HepCRedefined Queries 1 hep c 31.90% 2 redefining 30.56% 3 redefinig 8 13% AllAboutHepC Queries 1 hep c 25.76% 2 stage 3 liver disease 4.84% 3 hepc com 1 98%3 redefinig 8.13% 4 redifining 6.39% 5 redefininf 5.48% CheckForHepC Top Queries 1 anti h c v antibodies 50 15% 3 hepc.com 1.98% 4 bomeviral.com 1.76% 5 stage 3 fibrosis 1.45% TuneInToHepC Queries 1 tune in 56.33%1 anti‐h.c.v. antibodies 50.15% 2 us census 1945‐1965 23.50% 3 waverly hepc 14.57% 4 hep‐c test 11.74% 5 how to check site sitemap 0 04% 1 tune in 56.33% 2 hep c 12.40% 3 c.com 6.39% 4 tune in to 4.08% 5 youre tuned into 3.53% 6 hi i 3 12%5 how to check site sitemap 0.04% BettertoKnowC Top Queries 1 hepc.com 20.54% 2 holding someone's hand at a dentists 6.54% 3 h ldi ' h d t d ti t' 6 33% 6 c‐com hispanic 3.12% Top Queries from Search Engines 1 stop hep c 29.32% 2 c info 19.90% 3 hep c 5 97%3 holding someone's hand at a dentist's 6.33% 5 can chronic hep c return if cured 2.99% 6 can hep c be cured 2.88% 7 does interferon treatment cure hep c 1.70% 8 flu like symptoms with indigestion 1 54% 3 hep c 5.97% 4 what is hep c 4.14% 5 pegylated interferon can be given  twice a day 3.53% 6 h‐cv.com 1.83% TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt 8 flu like symptoms with indigestion 1.54% Upward trending Downward trending (% of traffic by keyword)
  61. 61. Click to edit Master title styleSocial listening can help prepare for upcoming trends Where are they  talking about a  medical condition  or brand? And what  is the sentiment? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  62. 62. OBSERVE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  63. 63. Click to edit Master title styleGet to know your audience with 1:1 interviews, usability tests and focus groups TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  64. 64. Click to edit Master title styleSketching is a great way to capture what patients are going through Courtesy: Amanda Lyons, MS TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt y y , Visualsforchange.com
  65. 65. Click to edit Master title styleGo the extra mile – Observe a day in the life of a doctor or a patient  “I have 6 office staff and end up being responsible for any and every action of my staff.” Dr. Scott Schwartz, 54 Doctor Internal Medicine • Looks out patient welfare and is a caring person • Sees patients back to back • Makes product choice decisions • Feels responsible for actions of all his staff • Patient care • Supply ordering • Practice management Tasks Key Traits • Wants to simplify practice management • Wants total control over everything to do with purchase g Task Management The Bottom Line Dr. Schwartz’s usual day is seeing patients back to back. Challenges Time Management Inventory Management Work Procedure   With multiple patient care to manage, along with overseeing staff whose actions he feels responsible for, he wants to simplify practice management. He is responsible for every aspect of his practice. Dr. Schwartz is the primary decision maker behind what vaccines and medical supplies are purchased. As a partner in his practice, Dr. Schwartz  What he’s using Why he uses it Current Satisfaction Gap vs. Needs Importance of Speed/Ease Low High Pre Transaction Timeline Post p p p , consults with the other doctors on final decisions. To renew product supplies with Wants time spent ordering to be O d i & bill1 2 3 Product detail To renew product supplies with accuracy and minimum time spent Get best value for 2nd greatest expense to his business. Learn about incentives and promotions To abide by CDC recommendations and a p o d g o b relevant and more efficient (e.g. ability to order both public and private supplies at once) Wants price up-front and likes seeing savings from affiliations with PBG’s Product information needs to be Pricing details Ordering & bill pay Basic Deep Pricing Utilities Product Information TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt 3 Product detail information To abide by CDC recommendations and state mandates and provide patients with the best care. 4 Account information Business part of owning a practice and ensuring that credit and account information is right more accessible and contextual to his needs Needs to see transactional information from time of order - (payments/discounts) Calculate possible savings Tabulate pricing Pricing Utilities
  66. 66. EMPATHIZE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  67. 67. Click to edit Master title styleUnderstand their world and where opportunities exist to engage and make a differenceg g HCPs Patients TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  68. 68. Click to edit Master title style Empathy starts from the beginning. Understanding how a patient may use search by using with the right terms, shows you care. TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  69. 69. Click to edit Master title styleGilenya’s omnichannel strategy helps patients express themselves and connect TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  70. 70. Click to edit Master title styleUsing new channels can be a way to demonstrate your understanding of the situation TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  71. 71. Click to edit Master title styleProvide the right message at the right time on the right device and engage the targeted audience with activities that they enjoy! 4 bText 4 Baby Johnson & Johnson TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  72. 72. Click to edit Master title styleThis app also helps pregnant women with everything from videos, to menus, to tips and tools that a women, , p would need throughout her pregnancy TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  73. 73. GET DATA TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  74. 74. Click to edit Master title styleGet all relevant metrics, but don’t forget to ask – what’s behind the numbers? TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  75. 75. Seek out patterns behind the data 32% - Sleep Information32% Sleep Information 28% - ACR Information 22% - Take Action TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  76. 76. Click to edit Master title styleWhere are visitors coming from? Where are they going? St ti P 1 t I t ti 2 d I t tiStarting Page Alpha 1st Interaction About 2nd Interaction DDG Homepage Beta Beta DDG FTO About FTO DDG FTO Homepage Homepage AlphaDDG Homepage Alpha TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  77. 77. Click to edit Master title styleWhat new insights can be gained from unstructured data? IBM: Patient similarity analytics is a tool that doctors can use to develop predictive medicine TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  78. 78. ASSESS TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  79. 79. Click to edit Master title styleCreate a channel list with all customer touchpoints TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  80. 80. Click to edit Master title styleAssess the quality of existing content with an audit of all assets TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  81. 81. MAP TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  82. 82. Click to edit Master title styleCreate omnichannel objectives Courtesy: Kimberly Struyk QualQuant Signals TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Kimberly Struyk, QualQuant Signals
  83. 83. Click to edit Master title styleIdentify and track all touch points of the customer experience – both on and offlinep Courtesy: Alex Flagg. www.b2bstories.com TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  84. 84. Click to edit Master title stylePrepare for success by planning KPIs to track and reporting tools to usep g Courtesy: Kimberly Struyk QualQuant SignalsCourtesy: Kimberly Struyk, QualQuant Signals TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  85. 85. Click to edit Master title styleMap touchpoints against things that provide brand equity and increase relationship building Di it lDigital Touchpoint TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Kimberly Struyk, QualQuant Signals
  86. 86. Click to edit Master title style Consider all the factors influencing channels to use •*Courtesy: PharmaPhorum. Agencies and pharma weigh in on multichannel marketing. 4/30/2013 TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @LisaltTragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  87. 87. Click to edit Master title style Develop a Touchpoint Map Courtesy: Think Brownstone TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Think Brownstone
  88. 88. USER NEED TOUCHPOINT CONTENT ASSET BARIER RESULT Courtesy: Think Brownstone TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Think Brownstone
  89. 89. Patient interactions Provider interactions Payer interactions Courtesy: Think Brownstone TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt Courtesy: Think Brownstone
  90. 90. All touchpoint interactions TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt interactions Courtesy: Think Brownstone
  91. 91. ORGANIZE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  92. 92. Click to edit Master title styleCreate a content model for each channel Will help to identify common and unique content features across channels TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  93. 93. Click to edit Master title styleEditorial schedules will help with cross-channel strategy and publishing schedules TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  94. 94. Click to edit Master title styleInvestigate and integrate back-end systems TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  95. 95. Design Intelligent Content • Structurally rich • Semantically categorized • Automatically discoverable • Reusable • Reconfigurable • Adaptable Ann Rockleyy Managing Enterprise Content A Unified Content Strategy TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  96. 96. COMMUNICATE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  97. 97. Click to edit Master title styleBreak down internal organizational barriers TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  98. 98. L t h lLong-term change only occurs when we address the mental models andthe mental models and belief systems that get in the way of desired results.*t e ay o des ed esu ts Courtesy : Jeffrey Cufaude . Break Out of the Silo Mentality, 2009 TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  99. 99. The implementation of multi-channel marketing doesn’t begin withmarketing doesn t begin with technology or a new agency model. It starts with internal change management within pharma itself. Multi-channel marketing requires a level of coordination and trust C t D id O h between departments that have traditionally been at odds. It involves longer range planning than normal Courtesy: David Ormesher. The Difference Makers. Blog longer-range planning than normal. It demands a new culture of coordination between and among agency partners. The Difference Makers. Change Management: The Key to Multichannel Pharma Marketing. June 6, 2013 TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  100. 100. Click to edit Master title styleShare information and overall planning TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  101. 101. TEST REITERATE TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
  102. 102. Thank you! Lisa Trager Trager Strategy Email: lisa@tragerstrategy.com Twitter: LISALT TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt

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