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Customer-centred, multichannel marketing
@blue_latitude
Fred BassettHead of StrategyBlue Latitude
Dan MarovitzCEOBuzzumi
Fantastic!I can use remote-detailing to change my prescribing behaviour AND reduce the industry’s cost of interacting with me!
Multichannel marketing is a balance
• Attitudes• Behaviours• Needs• Context
• OPEX• FTE, SOV• Impact• Messages
Multi-Channel Planning
PharmaAgenda
@blue_latitude
Multichannel marketing is a balance
• Attitudes• Behaviours• Needs• Context
• OPEX• FTE, SOV• Impact• Messages
Multi-Channel Planning
CustomerAgenda
@blue_latitude
We live in an on-demand world providing massive choice
@blue_latitude
We live in an on-demand world providing massive choice
@blue_latitude
We live in an on-demand world providing massive choice
Number of resources
@blue_latitude
We live in an on-demand world providing massive choice
Channels & screens
Number of resources
@blue_latitude
We live in an on-demand world providing massive choice
Channels & screens
On-demandNumber of resources
@blue_latitude
We live in an on-demand world providing massive choice
Channels & screens
On-demand
Choice & control
Number of resources
@blue_latitude
Customer experience as differentiation
@blue_latitude
Customer experience as differentiation
Understand customer needs
Choose the need to address (Prioritisation)
Make it easy
@blue_latitude
Customer experience as differentiation
Understand customer needs
Choose the need to address (Prioritisation)
Make it easy
@blue_latitude
Customer experience as differentiation
Understand customer needs
Choose the need to address (Prioritisation)
Make it easy
@blue_latitude
Healthcare stakeholders live in an on-demand world
@blue_latitude
Healthcare stakeholders live in an on-demand world
Number of resources
@blue_latitude
Healthcare stakeholders live in an on-demand world
Channels & screens
Number of resources
@blue_latitude
Healthcare stakeholders live in an on-demand world
Channels & screens
On-demandNumber of resources
@blue_latitude
Healthcare stakeholders live in an on-demand world
Channels & screens
On-demand
Choice & control
Number of resources
@blue_latitude
@blue_latitude
Need+
Context(location, urgency, available device…)
=Opportunity
@blue_latitude
♯1 Identify real needs (Opportunities)
♯2 Prioritise (Choose one)
♯3 Pick appropriate channels
♯4 Make it easy
@blue_latitude
Blue Latitude Confidential and Proprietary 17/10/2012
Address my real needs….
..and not the ones you have made up for me..
#1 Address real needs (examples)
Tell mesomething useful about your drug (in 30 seconds)
@blue_latitude
#1 Address real needs (examples)
Tell mesomething useful about your drug (in 30 seconds)
Help my patients lower their own
cholesterol
@blue_latitude
#1 Address real needs (examples)
Tell mesomething useful about your drug (in 30 seconds)
Help my patients lower their own
cholesterol
Stopflooding me with
samples!
@blue_latitude
#1 Address real needs (examples)
Key Activities:Primary researchCustomer journey mapping
Tell mesomething useful about your drug (in 30 seconds)
Help my patients lower their own
cholesterol
Stopflooding me with
samples!
@blue_latitude
♯2 Prioritise (choose one)
@blue_latitude
Multi-Channel Planning
• Attitudes• Behaviours• Needs• Context
♯2 Prioritise (choose one)
@blue_latitude
Multi-Channel Planning
• Attitudes• Behaviours• Needs• Context
• OPEX• FTE, SOV• Impact• Messages
♯2 Prioritise (choose one)
@blue_latitude
Multi-Channel Planning
• Attitudes• Behaviours• Needs• Context
• OPEX• FTE, SOV• Impact• Messages
♯2 Prioritise (choose one)
Key Activities:Brutal prioritisation
@blue_latitude
♯3 Choose your channels
Real physician need:Understand drug safety profile
Context:Hospital/bedside
Device/Channel/Resource:Mobile/App/EpocratesMobile/Web/Search
@blue_latitude
♯3 Choose your channels
Real physician need:Understand drug safety profile
Context:Hospital/bedside
Device/Channel/Resource:Mobile/App/EpocratesMobile/Web/Search
Key Activities:Context aware channel planning
@blue_latitude
Make it easy for me!
@blue_latitude
#4 Make it easy (examples)
Respectmy workflows
Respectmy privacy
Respectmy time
Respectmy authority
@blue_latitude
#4 Make it easy (examples)
Key Activities:Build. Test with real customers. Improve
Respectmy workflows
Respectmy privacy
Respectmy time
Respectmy authority
@blue_latitude
Introducing
@blue_latitude
buzzumi is changing the definition of e-commerce.
It’s enabling service businesses to deliver their knowledge online. It’s powering an e-knowledge revolution.
@blue_latitude
buzzumi is changing the definition of e-commerce.
Buzzumi integrates all the necessary components in a single platform
Payments
£££
31January
Scheduling
Workflow Analytics Discovery Communication
MessagingDirectory
@blue_latitude
Buzzumi – a smart, simple solution
A friction-free platform
• Focused on client interaction
• Low to no impact on internal IT
An easy to use system
• Branded environment• Minimal learning curve• Functions that matter,
not functional clutter
@blue_latitude
NHS / Big White Wall
Challenge to enable Big White Wall and the UK Ministry of Health to deliver therapy online.
buzzumi Solution fully hosted, white-labelled market-place with directory of therapist profiles, scheduling, alerting and payment engines built-in.
@blue_latitude
Bayer
Challenge to enable Bayer staff to communicate online with Key Opinion Leaders globally.
buzzumi Solution fully hosted, white-labelled online virtual communication platform.
@blue_latitude
♯1 Identified real needs (Opportunities) ?
♯2 Prioritised ?
♯3 Picked appropriate channels ?
♯4 Made it easy ?
Monday morning, 9am. Have you…
@blue_latitude
Questions?
T: +44 (0)203 328 [email protected]@FredBassett
Fred BassettCo-founder/Head of Strategy
@blue_latitude
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