customer centric content creation for hcp websites
TRANSCRIPT
Developing customer centric content for your Australian HCP websiteFebruary 23rd,2016
Stan BilinskiMulti Channel Marketing ConsultantNew Age [email protected] 700 755
Why are you here today?• Considerations for producing customer centric content
for your customer website
Why be customer centric?
How
Without customer insight, multichannel won’t work
Definition of CCM• Customer Centric Marketing (CCM) means putting
yourself in the customer’s shoes with everything you have in the value proposition, the content, the communication and the channels you use
• Where the right information is delivered to the right customer in a way that suits them
GP’s average seeing 4 Pharma reps per month
20 minutes per monthlistening
to productmessages
from Pharmareps
Source: Manhattan Research March 2014
Access to GP’s is getting tougher every year
In comparison, GP’s are spending 28 hours per month online for professional purposes
97% start all searches with
Ave 6 searches per day
86% use google daily
28 hours per month online
for professional purposes
Source: Manhattan Research March 2014
Use of Pharma service portals becoming more common by Australian HCP’s
36%
Inbound becoming much more important than outbound marketing
Australia Physicians
14%
26%
60% I prefer to find prescrip-tion drug information on my ownI prefer to have phar-maceutical companies send me prescription drug informationNo preference
TWICE as likely to searchfor the information themselves
Source: Manhattan Research March 2014
Time Poor doctors increasingly relying on Dr Google
Build Content That Answers Customer Questions or solves a problem- The Wiki content strategy
Econsultancy study showed that out of 1,000 randomly generated keywords, wiki result was first in 56% of times and 2nd in 24%
Why?• SEO experts• Answer question first• In depth and unique content• Targeted webpages for key content• Great internal linking structure• Excellent page authority- generate links from high quality sources
Wikipedia comes 2nd in ED
2nd in Neuralgia
2nd in Arthritis
3rd in Stroke
How to capture customer insights?
Why be customer centric?
How
Without customer insight, multichannel won’t work
Field force and VSR’s are ideal content source
Why Uptodate.com so popular with Australian HCP’s
Why Uptodate so popular with Australian HCP’s- it meets their lower order needs
If the right information is provided in a way and at a time that suits the customer, the quality of the interaction is likely to be high
To engage your customers you need
meet their informational needs
Digital resources currently meeting HCP’s needs meet the HCP’s needs starting with being found
high performing
proficiency
usability
reliability
functionality
Increasing engagement and value by delivering to higher order customer needs and desires*.
Empowers merestoring role, authority and status in
providing care to patients.
Connected to colleagueslearning and socialisation
opportunities with other GPs and also specialists.
Latest medical knowledge current and exact as well as
structured.
Condition ledindependent, accurate, trusted
Fast! Deliver knowledge quicklyspecific, practical, accessible
Must be on page 1 of Google when I am searching for nerve
pain diagnosis
22
Doctors go online to search what patients trigger in consultation- so consumer searches are relevant insights for content creation
TOP 3 REASONS A DOCTOR SEARCHES
Patient Independent Research
Promotional Efforts
34% after seeing a
Pharma rep Patient request more info during consult
Patient requesting specific drug info
Patient reporting drug side effect
55%60%65%70%
68%
62%
61%
After reading a journal article
After attending a medical conference
When a new drug becomes approved
45%50%55%60%
59%
52%
51%
Source : Google Manhattan Research Project – Google Physician Channel Adoption Study
So what consumers are searching are likely to be what Doctors will end up searching for
Listen to what Australian HCP’s are talking about your brand
Why don’t Australian HCP’s use Pharma Portals more often?
25
Why don’t you use pharmaceutical websites more often?
Source: Manhattan Research, Taking the Pulse® Global 2014
The information is biased
I don't know which website will have the information I need
The information is too superficial
I'm confused by the different websites a company or product has
Forget the URL
I don't know how to find them
They don't show up in search engine results
The information isn't updated
Other
None of the above
54%
29%
21%
14%
13%
12%
11%
9%
7%
11%
Australia Physicians n=228
“Where the right information is
delivered to the right customer in a
way that suits them”
26
Which of the following improvements would motivate you to use pharmaceutical websites more often?
Source: Manhattan Research, Taking the Pulse® Global 2014
Links to other medical resources I use
Easier to find the websites through a search engine
Regularly updated content
Better quality pharmaceutical websites
Easier to navigate
Easier to search the websites
Email updates of new content
Better linking between the different pharmaceutical company properties
Updates via Twitter of new content
Other
Nothing would motivate me to use pharmaceutical websites more often
41%
29%
29%
28%
28%
25%
18%
16%
2%
3%
22%
Australia Physicians n=228
In your opinion, what are the key benefits, if any, of online promotional programs as compared to other ways of finding information and services about prescription drugs and treatments?
Source: Manhattan Research, Taking the Pulse® Global 2014
They provide information I don't have the time to find on my own
They are an effective way for me to focus on updating my knowledge on one product
They provide engaging ways for me to learn new information
They provide information and services I was unaware of
Other
I don't think online promotional programs have any benefits when compared to other ways of finding information and services about prescription drugs and treatments
42%
39%
30%
27%
3%
28%
Australia Physicians n=228
Key benefits...save me time, keep me up to date and make me a better doctor in an engaging way..same
themes as exploratory research
Can we execute cost effective customer centric tactics using global channels?
In your opinion, what are the key benefits, if any, of online promotional programs as compared to other ways of finding information and services about prescription drugs and treatments?
Source: Manhattan Research, Taking the Pulse® Global 2014
They provide information I don't have the time to find on my own
They are an effective way for me to focus on updating my knowledge on one product
They provide engaging ways for me to learn new information
They provide information and services I was unaware of
Other
I don't think online promotional programs have any benefits when compared to other ways of finding information and services about prescription drugs and treatments
42%
39%
30%
27%
3%
28%
Australia Physicians n=228
Key takeouts• Put yourself in the shoes of your customer and produce content that they will value
today• Produce content that answers a question or solves a problem first• If the right information is provided in a way and at a time that suits the customer, the
quality of the interaction is likely to be high• Multichannel is NOT merely ‘pushing our messages through more channels’• It is a brilliant opportunity to PUT THE CUSTOMER AT THE CENTRE and add
tremendous value• To do this we must think in terms of DEVELOPING RELATIONSHIPS with customers
Who am I?• Marketing professional with more than 17 years
experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.
What do colleagues say about me?