stop the insanity - unified omnichannel strategy
DESCRIPTION
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 back-end 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! In this session, Lisa will share do’s and don’ts, as well as practical methods and recommendations, which you can use to bring a more holistic, engaging, and unified experience to your targeted audience when designing a multi-channel content strategy.TRANSCRIPT
Stop the insanity!
PLANNING FOR A UNIFIED
OMNICHANNEL STRATEGY
INTELLIGENT CONTENT LIFE SCIENCE AND HEALTHCARE
Lisa TragerT St t M 9 2014www.TragerStrategy.com May 9, 2014
Email: [email protected] Twitter: Lisalt
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 gdefinitive source, and assembling content on demand to meet customer demand to meet customer needs.
Ann RockleyAnn RockleyManaging Enterprise ContentA Unified Content Strategy
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
A multichannel strategy is one that…
.. enables firms to build lasting customer relationships by simultaneously offering their customers and prospects information their customers and prospects information, products, services and support through two or more synchronized channels
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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.
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
Click to edit Master title styleMajor obstacles
L k f 1. Lack of resources 2. Organizations are badly or “very
badly” structured to support y ppmultichannel
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
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
Click to edit Master title styleWho’s talking to who?
The more people and organizations that are involved The 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
P l i th h l l People accessing these channels are also running into obstaclesrunning into obstacles
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleTwo sides of the same coin
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
Click to edit Master title styleSwifferFacebook Page
• Where’s Cesar Millan?
• Anything relevantAnything relevant to pet owners?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleWhere’s the coupon?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Wheresmysuitcase comWheresmysuitcase.com
Photo courtesy: Reuters/Jeff Haynes
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
1pm PT
3pm PT
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
3pm PT
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Yikes! 7pm PT
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TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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 access to the website?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Can I get a print with a digital subscription?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Yes, if you click the right link – for an gonline subscription
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Huh? I only get the app with a print subscription?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
Click to edit Master title styleGetting a paper prescription filled
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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 otherContent created in silosNo checks and balancesAdded costs to companies to deal with p
customer service issues
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
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
Click to edit Master title styleMulti-screen activities increase brand associations
4 d 18 t 44 4-screen consumers aged 18 to 44 were the most likely (69%) to
ll d ti th i recall an advertiser on their favorite TV show.
Marketing Charts staff Marketing Charts staff May 21, 2012
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Impact of Mobile Search4 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
2000SINGLE
2005MULTI
2012 >OMNICROSS
20102000 2005 2012 >2010
Single touchpoint Multiple touchpoints Multiple crossS g e ouc poavailable
p poperating separately
Multiple cross touchpoints for same
brandPeople 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
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
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
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
Traditional ways of describing y f gmultichannel 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 , ydon't distinguish from the brand or business.
Martin GillForresterForrester
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
But that’s not the whole picture!
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleThere’s a customer engagement revolution going on!
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleThere’s a customer engagement revolution going on!
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
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.
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
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 blocksfor planning an
O i h l St tOmnichannel Strategy
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Building Blocks
1.RESEARCH2 LISTEN2.LISTEN3.OBSERVE4.EMPATHIZE4.EMPATHIZE5.GET DATA6.ASSESS7.MAP8.ORGANIZE9 COMMUNICATE9.COMMUNICATE10.TEST and REITERATE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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 Insanity: Planning for an Omnichannel Strategy @Lisalt
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.
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
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
topics and solutions people are seeking.
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleCheck out the keywords being used by the competition
HepCRedefined Queries1 hep c 31.90%2 redefining 30.56%3 redefinig 8 13%
AllAboutHepC Queries1 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 Queries1 anti h c v antibodies 50 15%
3 hepc.com 1.98%4 bomeviral.com 1.76%5 stage 3 fibrosis 1.45%
TuneInToHepC Queries1 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 Queries1 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 Engines1 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 trendingDownward trending
(% of traffic by keyword)
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
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
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleSketching is a great way to capture whatpatients are going through
Courtesy: Amanda Lyons, MS
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
y y ,Visualsforchange.com
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, 54DoctorInternal 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
TasksKey Traits
• Wants to simplify practice management• Wants total control over everything to do with purchase
g
Task Management
The Bottom LineDr. Schwartz’s usual day is seeing patients back to back.
Challenges
Time ManagementInventory ManagementWork 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 CurrentSatisfaction 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 & bill 1
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 brelevant 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
EMPATHIZE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleUnderstand their world and where opportunitiesexist to engage and make a differenceg g
HCPs Patients
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleEmpathy 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
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
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
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
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
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?
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Seek out patterns behind the data
32% - Sleep Information 32% Sleep Information 28% - ACR Information 22% - Take Action
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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
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
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: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleAssess the quality of existing contentwith an audit of all assets
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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 Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Courtesy: Kimberly Struyk, QualQuant Signals
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
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
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
Click to edit Master title styleConsider 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
Click to edit Master title styleDevelop a Touchpoint Map
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Courtesy: Think Brownstone
USER NEED TOUCHPOINT CONTENT ASSET BARIER RESULT
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Courtesy: Think Brownstone
Patient interactions Provider interactions Payer interactions
Courtesy: Think Brownstone
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Courtesy: Think Brownstone
All touchpoint interactions
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
interactionsCourtesy: Think Brownstone
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 features across channels
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleEditorial schedules will help with cross-channelstrategy and publishing schedules
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Click to edit Master title styleInvestigate and integrate back-end systems
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Design Intelligent Content
• Structurally rich• Semantically categorized• Automatically discoverable• Reusable• Reconfigurable• Adaptable
Ann RockleyyManaging Enterprise ContentA Unified Content Strategy
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
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 an Omnichannel Strategy @Lisalt
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
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 hbetween 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
Click to edit Master title styleShare information and overall planning
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
TESTREITERATE
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt
Thank you!
Lisa TragerTrager Strategy
Email: [email protected]: LISALT
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt