Creating a Connected HCP Customer Journey · Livestream & On-Demand Programs for 24/7 eLearning 81%...

Creating a Connected HCP Customer Journey

Sherlynn Tan

Cloud Communications Division of NTT

©2019 Arkadin Cloud Communications. All rights reserved. 2

HCP Online & Mobile platorms

SEA’s largest multichannel HCP network with over 2 million HCPs across online & mobile apps

Multichannel Medical Media & Content Platforms

Multi-disciplinary & Specialty publications

Digital HCP Engagement

Online. Email Marketing. Lead Generation. CLMCampaign optimization. A/B Testing. Reports & Analysis

Continuous Innovation & Improvements

Design Thinking; AgileLean Six Sigma

[email protected]

linkedin.com/in/sherlynntan/

About

©2019 Arkadin Cloud Communications. All rights reserved. Source: Gartner CMO Spend Survey 2018-19

The Increasing Relevance Of Technology In Marketing

• Technology is no longer the mainstay of Chief Information Officers (CIO)

• Chief Marketing Officers (CMO) now spend more on technology than talent

©2019 Arkadin Cloud Communications. All rights reserved.

A Rapidly Growing MarTech Landscape

Source: 2019. Chiefmartec.com

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Evolving Customer Engagement Landscape

Forbes- Moving From Omni-Channel To A Channel-Less Customer Experience

Single channel Multi-channel Omni-channel Channel-Less

Seamless customer experience that allows the customer to experience a consistent brand interaction irrespective of the channels & company representative

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Leverage content, data and technology to create a connectedHealthcare Professional customer experience

AVERAGE ATTENTION SPAN

Human: 8 seconds

Goldfish: 9 seconds

Source: Microsoft


Traditional Digital Channels are Not Working

Time pressures are driving HCPs to ignore emails, opt-out of email subscriptions and leverage ad

blockers to reduce information clutter.

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Sources: DRG Digital (Survey of US Physicians); Arkadin Insights

50%

Receive too many emails from pharma companies

Professional emails’ opt-out by physicians in the past 6 months

40%

https://worldofdtcmarketing.com/wp-content/uploads/2018/07/itemeditorimage_5b0290bb9fac2.jpg


HCP Digital Engagement Varies by Generation

Rising star physicians are more likely to use social and video sources for medical news and education,

and somewhat less likely to be influenced by KOLs than older generation HCPs.

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Sources: DRG Digital; Arkadin Insights

Physicians who rate public posts by KOLs in their specialty as influential

40%31%

All U.S. Physicians

Millennial Physicians

Physicians who use videoswithin their practice

10%

40%

All U.S. Physicians

Millennial Physicians

https://worldofdtcmarketing.com/wp-content/uploads/2018/07/itemeditorimage_5b3b8b8e78a2d.jpg

©2019 Arkadin Cloud Communications. All rights reserved.©2019 Arkadin Cloud Communications. All rights reserved.

TVNETWORKS

RADIOSTATIONS

#1 Principle of Content

Information is no longer a privilege, but a commodity


Time to evaluate the traditional brand planning strategy?

Strategic Imperatives

Strategy-tactics

Translation?

Tactical Plans

Definitions Of Success ?

Execution

How do these tactics drive the desired changes in behavior, to

achieve strategic imperatives?

What are the common definitions of success –serving as performance

benchmarks and milestones to optimize

©2019 Arkadin Cloud Communications. All rights reserved. ©2019 Arkadin Cloud Communications. All rights reserved.

Content Drives Experiences

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Understand Compare Evaluate Adoption Advocate

Creating Content to drive the Therapy Adoption Journey

T H E R A P Y A D O P T I O N J O U R N E Y


Content Drives Experiences

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• Disease state of awareness

• Epidemiology• Socio-economic burden

of disease• Efficacy, MoA,

Endpoints

• Comparative benefits• Milestone data points• Treatment adherence &

compliance• Long-term safety profile• Clinical Practice

Guidelines & Protocols

• Patient Management concerns(comorbidities, QoL)

• Cost-effectiveness & out-of-pocket expense impact

• Disease progression monitoring

• Patient Education Support

• Compliance Management Support

• RWE results

Understand Compare Evaluate Adoption Advocate

Creating Content to drive the Therapy Adoption Journey

T H E R A P Y A D O P T I O N J O U R N E Y

B u i l d a c o n t e n t l i b r a r y t h a t c r e a t e s o p p o r t u n i t i e s t o e n g a g e a c r o s s t h i s j o u r n e y


Context Influences Content Experiences

Summary digest of noteworthy & recent updates to pull HCPs to relevant digital content -Rendering is key

Email NewslettersEducational, long-form media for interested HCPs willing to invest their time. APAC pharma webinar benchmarks – 62 minutes (Live)

Webinars

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

Videos

Context is about catering for the instances in which content is discovered (3rd party channels, emails, physical),

researched (search engines, external sites) and consumed (casual browsing, in-depth research, long-form engagement)

ONE TOPIC – MULTIPLE TOUCHPOINT EXPERIENCES

Display & Access Devices

Casual Consumption

Captive Engagement


Embrace Multi-Touch Experiences

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ENGAGEMENTInteractive content - talk-show style, newscast-style, behind the scenes interviews, Q&As

Source: ESC, ESMO sites. EPG Health.

EDUCATIONLivestream & On-Demand Programs for 24/7 eLearning

81% of HCPs

prefer to access conference material throughout the year

From once-off to ongoing

engagement

90% agree this

helps them to apply new medical

approaches more quickly

Virtual Symposia

Live-Streaming Broadcast & On-Demand Webcasting

Multi-Site Meetings

Facilitate case discussions, small-scale educational

lectures

Video Portals

Most recent & Evergreen Content available on-

demand

Image Source: www.datasciencecentral.com

Harnessing Data & TechnologyHow Focused Is Your Customer Engagement Data Strategy?

Data Collection In The Absence Of Strategy Outcomes-oriented Data Strategy

(1) What answers do we need?(2) What questions should we be asking?(3) What data should we be collecting?

Too many metrics, not enough insights


Develop a Data Strategy Framework

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D ATA ANALYTICS

TRENDSPerformance over time

“What is no longer working as well? Where is the emerging opportunity?”

LATENCY & TRANSIENCEWhat’s the cost & complexity impact?

“How up-to-date must the data be compared to the live source system? Which data points should we retain over

time and which ones can be scrubbed?”

DESCRIPTIVEHistorical insights that tell us what is happening now

PRESCRIPTIVEData-driven recommended actions to take

DIAGNOSTICDrill down into root cause and identify why something is happening

PREDICTIVEData + Patterns + Statistical modelling to tell us what is likely to happen in the future

COMPARISONSWhich activities achieve better results?

“Where should I invest more?”

CUMULATIVEHow are benefits stacking up over time?

“On a scale of 1-5, how likely are you to modify your clinical practice as a result of ……..”


Orchestrate Digital Channels to harvest interaction data

HCP Actions & Insights

CRM

EVENTS

EXPERT OPINIONS

PATIENT CASE STUDIES

RESOURCES

SITE ACTIVITY

SITE ENGAGEMENT

REP-TRIGGERED EMAILS

PORTAL E-NEWSLETTER

Seamless Registration for optimal user experience (and consolidation of metrics)

HCP Portal Channel Analytics

C L O S E D L O O P M A R K E T I N G

A C T I V A T E . E N G A G E . M E A S U R E . I N S I G H T S .

WEBCASTS


ActivityAffinity

Augment Activity Data with Affinity Insights

What are the behavioral attitudes that drive their decisions?

Interactions: Logins, views, click-throughs, downloads

Engagement: Length of time spent on average, Frequency of returns, …

• Personalization based on

behavioral attitudes


▪ Time to onset of efficacy

▪ Long-term safety profile

▪ Delays progression of disease

▪ Treatment Endpoints

▪ Patient Compliance & Adherence

▪ Improves Patient QOL

▪ Dosing frequency

▪ Mode of administration

▪ Scheduling treatment

▪ Patient out-of-pocket costs

Turning Affinity Insights into Actions

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Using the key POSITIVE (Drivers of Prescription) and NEGATIVE (Barriers to Prescription) attitudes to guide the medical education strategy

HCP INSIGHTS – WHAT MATTERS MOST

HCPs make clinical decisions uniquely

Which product attributes and patient benefits most influence a HCP’s choice of a therapeutic agent

Consolidate Affinity & Activity insights to personalize and automate the customer journey

RIGHT MESSAGE. RIGHT TIME. RIGHT CADENCE.

→ Delivering to HCPs what they need before they

explicitly ask for it

Artificial intelligence, Machine Learning,

Predictive Analytics, … require human interpretation

C O N T E N T

D A T A

Content Strategy to drive therapy adoption

Data Strategy to harness insights

Customer-Persona specific customer Journey

Personalization & Messaging Sequencing

Technology Ecosystem to support a connected journey

T E C H N O L O G Y

Checklist


Traditional Technology Ecosystem

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Image Source: The Stackies 2018 – Marketing Tech Stacks visualised

INSIDE-OUT PERSPECTIVE How do I reach, target & engage my customers?

HCP CUSTOMERS PERSPECTIVE How seamless, frictionless is my ongoing relationship & dialogue with this brand/organization?


Customer Experience of the Future

Two-way, unified dialogue versus unidirectional

marketing

• Customers can initiate engagements via channel of their

choice - messaging, audio calls, video communications,

online helpdesks, etc.

• Unified, persistent customer-organization dialogue

Interactive, intelligent and automated

• Historical 360 customer interactions, activity and affinity

insights, combined with AI, smart chatbot technology for

interactive, intelligent & automated responses

• Auto-routing to right representative (e.g. MR vs MSL) as

follow-up responders

Foster deeper customer engagement and enhance

every interaction in real-time

The information highway is not a one-way street, and we are not the only car on the road

THE CHANNEL-LESS CUSTOMER


“All of us involved in delivering end-to-end experiences are going to have to think long and hard about how do we regulate the cadence of those experiences. And that’s going

to be a tricky road to navigate, but navigate it we must.”

Source: Fjord Trends 2019 – Silence is Golden

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Thank [email protected]/in/sherlynntan

Creating a Connected HCP Customer Journey · Livestream & On-Demand Programs for 24/7 eLearning 81%...

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