stop the insanity - unified omnichannel strategy

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


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


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.


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


Click to edit Master title styleHow to achieve cutting costs while mastering multichannel marketing efforts?


Click to edit Master title style72% choose to use 3rd party partners to provide multichannel support


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.


P l i th h l l People accessing these channels are also running into obstaclesrunning into obstacles


Click to edit Master title styleTwo sides of the same coin


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.


Click to edit Master title styleSwifferFacebook Page

• Where’s Cesar Millan?

• Anything relevantAnything relevant to pet owners?


Click to edit Master title styleWhere’s the coupon?


Click to edit Master title styleNot here


Click to edit Master title styleWhere’s my suitcase?

12 noon PT12 noon PT

Photo courtesy: Scott Olson, Getty Images


Wheresmysuitcase comWheresmysuitcase.com

Photo courtesy: Reuters/Jeff Haynes


1pm PT

3pm PT


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


Hello, customer service?


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?


Can I get a print with a digital subscription?


Yes, if you click the right link – for an gonline subscription


Huh? I only get the app with a print subscription?


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


Click to edit Master title styleGetting a paper prescription filled


Where’s the link?


Hello, customer service?


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


Click to edit Master title styleWe have become a nation of multi-screen users

Courtesy: Google: The New Multi screen World:


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


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


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


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


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


Click to edit Master title style2/3 of physicians use mobile apps


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%


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


Courtesy: Google: The New Multi-screen World: Understanding Cross platform Consumer BehaviorUnderstanding Cross-platform Consumer Behavior


But that’s not the whole picture!


Click to edit Master title styleThere’s a customer engagement revolution going on!


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


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


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


Who’s supposed to keep track of all of this?


Click to edit Master title style


Building blocksBuilding blocksfor planning an

O i h l St tOmnichannel Strategy


Building Blocks

1.RESEARCH2 LISTEN2.LISTEN3.OBSERVE4.EMPATHIZE4.EMPATHIZE5.GET DATA6.ASSESS7.MAP8.ORGANIZE9 COMMUNICATE9.COMMUNICATE10.TEST and REITERATE


RESEARCH


Click to edit Master title styleMine existing market research to learn about your audiencey


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


of digital devices.

Click to edit Master title styleGet relevant insights from customized surveys and polls

SERMO Surveys


SERMO Surveys

LISTEN


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.


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%


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?


OBSERVE


Click to edit Master title styleGet to know your audience with 1:1 interviews, usability tests and focus groups


Click to edit Master title styleSketching is a great way to capture whatpatients are going through

Courtesy: Amanda Lyons, MS


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


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


Click to edit Master title styleUnderstand their world and where opportunitiesexist to engage and make a differenceg g

HCPs Patients


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.


Click to edit Master title styleGilenya’s omnichannel strategy helps patients express themselves and connect


Click to edit Master title styleUsing new channels can be a way to demonstrate your understanding of the situation


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


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


GET DATA


Click to edit Master title styleGet all relevant metrics, but don’t forget to ask– what’s behind the numbers?


Seek out patterns behind the data

32% - Sleep Information 32% Sleep Information 28% - ACR Information 22% - Take Action


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


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


ASSESS


Click to edit Master title styleCreate a channel list with all customer touchpoints


Click to edit Master title styleAssess the quality of existing contentwith an audit of all assets


MAP


Click to edit Master title styleCreate omnichannel objectives

Courtesy: Kimberly Struyk QualQuant Signals


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


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


Click to edit Master title styleMap touchpoints against things that provide brand equity and increase relationship building

Di it lDigital Touchpoint


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



USER NEED TOUCHPOINT CONTENT ASSET BARIER RESULT




Patient interactions Provider interactions Payer interactions




All touchpoint interactions


interactionsCourtesy: Think Brownstone

ORGANIZE


Click to edit Master title styleCreate a content model for each channel

Will help to identify common and unique content features across channels


Click to edit Master title styleEditorial schedules will help with cross-channelstrategy and publishing schedules


Click to edit Master title styleInvestigate and integrate back-end systems


Design Intelligent Content

• Structurally rich• Semantically categorized• Automatically discoverable• Reusable• Reconfigurable• Adaptable

Ann RockleyyManaging Enterprise ContentA Unified Content Strategy


COMMUNICATE


Click to edit Master title styleBreak down internal organizational barriers


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


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


Click to edit Master title styleShare information and overall planning


TESTREITERATE


Thank you!

Lisa TragerTrager Strategy

Email: [email protected]: LISALT


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