5. No See Physicians
As % of all
Dec ’08 Jun ‘10
23.6% 22.9%
Appointment Physicians
As % of all
Dec ’08 Jun ‘10
38.5% 49.6%
5 Confidential & Proprietary
6. Health Care Professional
@
Mobile Inside
Email Returns
Sales
Virtual Sales Force Support
Training and
Social Development Call Center
Contract
Resolution
Blended Order/Distribution
Sales Print Web Management
Content Management,
Creative Design Experts,
Compliance
Web
Brand Development
Strategy /Hosting
Video/ Multi Marketing/
Media Advertising
Analytics for
Customer Insights
6 Confidential & Proprietary
8. Touchpoint Taxonomy
Platform Media
Channel Web Book
Product Web iOS Newspaper
Packaging Social Media Android Magazine
Email Video
Print Catalog Mac OS X
Messaging Audio
Call Center Telephone
MS Windows Poster
Website Print Billboard
Blog Context
Facebook Home
Twitter Work
Walking
YouTube
Driving
Email Device Shopping
Direct Mail Desktop Scale Plane
Radio Laptop Covert Party
Mobile Mobile Personal
Television Tablet Personal Social
Television Environmental Location
Kiosk Architectural Time
Urban Task
8 Confidential & Proprietary
9. So, how do customers feel about multi-channel?
9 Confidential & Proprietary
10. By The Numbers
80% 30%, 28%
255%
81%
1 of 3
Confidential & Proprietary
12. The Theme of the Day?
One word
MOBILE!
Confidential & Proprietary
13. Mobile Benefits to the Physician
Percentage of physicians who said mobile would have these
benefits
56%
Expedite
decision
making 39%
36%
Decreas
e time for Increase
admin collabora 26%
tasks tion 24%
Allow
among more No
physician time with impact
s patients
Source: PWC HRI Physicians Survey 2010
Confidential & Proprietary
15. Multi-Channel Cross-Channel
SERVICE SERVICE
Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
15
15 Confidential & Proprietary
16. Changing Patient/HCP Behavior Requires A New Approach
Customer Customer
@ @
email print store call center email print store call center
mobile social web mobile social web
Communications Communications
Account Coordination
Account Team
Hundreds of Net New Processes One Process – One System
Confidential & Proprietary
17. #3 Rapid commoditization & disintermediation is driving
critical requirement for innovation
17 Confidential & Proprietary
28. #4 Balance mix – great in 1 channel, good in many
28 Confidential & Proprietary
29. #5 Understand the importance of design
29 Confidential & Proprietary
30. #6 Do it better, or differently, preferably both
30 Confidential & Proprietary
31. #7 Be selective in what you want to be FAMOUS for
31 Confidential & Proprietary
Notas do Editor
A revolution in customer experience – healthcare and pharmaceutical companies are not immune to the shift in control of the brand/customer relationship to the social customer. Paul Greenburg – “Social CRM is the company’s response to the customer’s control of the conversation”
The HCP relationshipchallengePharma and healthcare companies continue to have high expectations for continued revenue growth, but these expectationsmust be met economically i.e. with reduced emphasis on traditional channels - the outside sales representative. Three reasons for this dilemma
#2Diminishing effectA recent study by the health intelligence company SK&A revealed that 22.9% ofphysicians currently are not accessible to pharmaceutical sales representatives.2 Theimportant observation, however, was not the magnitude of that number, but the fact thatit has remained almost unchanged b.t. 12/08 and 6/10.Unlikely that the efficacy of the outside sales representative is declining because physiciansAre not seeing outside sales ppl. Real reason: fundamental sales routingModel. Needs to be at HCPs convenience, not the convenience of the field sales representative.
#3A continuing needrep-delivered promotion has become less economical, but because the need for personal promotion still existsMarketers are exploring many digital media channels, e.g. self-directed edetailing. They’re still not as effective in penetration. Field reps can gainaccess to almost 80% of physicians, most self-directed e-detailing projects are considered successful if they engage only 10% to 20% of the targeted docs.
Cross channel challenges
And the growth of available touch points is exploding
Channel preference
80% of physicians report owning a mobile device capable of downloading an app30% own an iPad, Addition 28% plan on purchasing one in 201281% own a smartphone; compared to 50% of general populationWireless health market has grown 255% since 20071 in 3 physicians would prefer patients to track and report information via on-line applications
Need updated data
Managing channels
Then just when we have seemed to gotten a handle on all these channels, customers’ expectations have changed to demand cross-channel integration that delivers a consistent message regardless of channel
Every growing number of channels, driven by customer preference, results in exponentially more and complex business processes
Customer experience is the only real sustainable value creator and competitive advantage.
The trap, that history has shown to repeat over and over, is to focus on the technology for technology’s sake rather than customer’s preference and the desire to enhance the customer experience.
Security challengesIntegrated across payor, provider, manufacturer and patient platforms
“Gamification” means applying gaming psychology and gaming mechanics to technologies and business process, making better customer experiences. What makes games like Mob Wars so freakishly addictive?If you are doing any of the following:1.recognizing most valuable “players” in your support community – Dell, Logitech2.showing “top lists” of agents inside your contact center;3.Using leader board concepts to encourage target activities;4.employing progress bars in self-service wizards; or5.handing out achievement badges for attaining certain training levels, then you have dipped your toe (however accidentally and superficially) into the water of gamification.
VirginApple – analysts thought they were nuts for entering the retail space. What does apple know about retailing?
ATM example
Best of breed will consume valuable resources and continually put the company behind the customer in terms of channel preference
At least to start. Amazon, Apple,Zappos are exceptions. It didn’t happen over night. Zappos and Amazon focus on the upstream business process that destroy customer value and make the experience at the moments of truth challenging.
Design of the customer experience – co creation is the path to a unique customer experience
