how to leverage digital channels to drive hcp engagement
TRANSCRIPT
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Leveraging Social, Mobile & Online Channels to Drive HCP Engagement
January 18, 2012
Audio for this event Toll Free: 1-888-455-0869 International: 1-773-799-3873 Passcode: HHwebinar
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Housekeeping
• Your phones have been automatically muted
• Use the chat feature if you have a question or problem during the session
• You may contact us directly after the session if you have more in-depth questions
• A recording of this presentation will be made available
• Comment on or follow the conversations on Twitter
@agencyinside #MCM_Rx
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Related Webinars
Now available online…
The Role of Social Media in Pharmaceutical Marketing
Revolutionary Multichannel Data Models for HCPs
Implementing a Global Multichannel Marketing Plan
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Your Presenters
John Wes Green VP, Digital Innovation
Kevin Dunn SVP, Global Brand Strategy
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Meeting Agenda
Relationship Management Perspective
Our Methodology
Key Industry Trends
A Year in the Relationship
Continued Growth of Digital, Mobile and Gaming
Customer is King
Questions and Answers
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Relationship Management Perspective
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Our Point of View
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+ =
BRAND STORY The product unique
selling point amplified by the unmet need for key target audiences
MCM APPROACH
An integrated, segmented campaign with differentiated
messages and offers incorporating channel best
practices and multiple response channels
CUSTOMER CENTRICITY
Delivers the best measureable customer
experience and drives prescribing
behavior
Multichannel Marketing Equation
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Today’s Multichannel Landscape is Customer-Centered
©2011 Harte-Hanks, Inc.
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Reach the right HCPs with the right message
through the right channels at the right time
HCP Relationship Marketing Guiding Principles
Brand
strategy and creative platform
Align
Consider product lifecycle,
prescribing behavior,
motivation, call pattern, etc.
Segment Through different messages and offers
Motivate
Use a mix of channels
while considering the HCP’s
preferences
Integrate Measure business
impact and provide
continuous learning
Deliver
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RM Customer & Product Lifecycle
©2011 Harte-Hanks, Inc.
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Vision: HCP Relationship Marketing
An integrated, segmented campaign with differentiated messages and offers across multiple segments using channel
best practices
Increase engagement
Enhance existing relationships
Augment the sales force
Deliver new data and information
Reinforce prescribing behaviors
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Dimension “Business as Usual” “New Customer Relationship” Mandate
Marketing Planning Siloed by media channel Integrated across channels
Campaign Management Episodic/batch Dialog/real-time/
customer-facing
Customer Identification
Name and physical mailing address in database
Persistent customer ID across all channels
Customer Segmentation Few, large segments Micro segments
Analytics Predictive analytics Optimization analytics across Web, social, mobile
Campaign Metrics Response/conversion rates Engagement metrics
Data Slow-changing data
(transactions, demographics, promotion history)
Fast-changing data (Web interaction, social media,
surveys)
Creating Real-time Learning
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Content is Key
• Patients choice and knowledge is increasing
• Content needs to…
– be relevant, useful, easy to consume and share
– be everywhere, so that it can be easily found when needed
– attract users, not interrupt them
• Relationships and knowledge management
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Our Methodology
Getting “R.E.A.D.Y.”
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Our Methodology
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Our Methodology
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Our Methodology
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Our Methodology
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Our Methodology
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Key Industry Trends
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Connecting through Multiple Channels
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A Year in the Relationship
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Continued Growth of Digital, Mobile and Gaming
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New Technology Trends in Health Care
YouTube/Video Podcasts and Radio Social Media QR Codes
Mobile Blogging and Micro Blogging Gaming Apps
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YouTube for Instructions
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Podcasts and Online Radio
Podcasts
• Short audio or video recordings
• Present insights from different sources
• Can be heard/viewed live or stored for later use
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Social Media
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QR Codes
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Everything is Mobile
• Polls and surveys • Product and event announcements • Targeted messaging • Apps • Directions • Sweepstakes and contests • Special offers
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Health Care Use of Mobile
• Health care companies are using mobile to educate customers, control costs, provide better customer care and increase sales
• Industry examples
– Aetna
– Humana
– Cancellation or reschedule due to weather and/or physician emergency delay
– Pfizer sends sales force updates on new goals, computer outages, key sales messages
– Novartis provides pollen counts info for allergy sufferers
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Blogging and Micro Blogging
• Advantages for Pharma companies
– Less formal way to communicate with customers
– Company thought leaders can express thoughts on disease states, research approaches
– Opens doors to creating a productive, trust-generative dialog with readership
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Gaming
• Gaming is exploding in the health care area
• Gaming is being used for:
– Accessibility
– Health and wellness
– Professional development
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Health Apps
• Estimated to be 8000+ consumer health apps on the market
• Wide range of uses
– Stress management
– Diet
– Fitness
– Brain health
– Medical reference materials
• Easy way to package information about a disease and help with ongoing disease management tasks
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Customer is King
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Customer is King
• Customers are now pushing marketers away
• Marketers are forced to adapt
– Build relationships and trust
– Make interactions personal and memorable
– Utilize all available channels
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Reaching, Engaging and Influencing Your Audience
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New Tools for Success
Customer Data Customer Experience
Campaign Execution
Strategy/Analytics
CUSTOMER
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Relationship Marketing Approach
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Questions?
John Wes Green
The Agency Inside Harte-Hanks
215.944.9557
@johnwesgreen
Kevin Dunn
The Agency Inside Harte-Hanks
215.944.9617
@KevinDunnatHH
Related webinars available on-demand:
Implementing a Global Multichannel Marketing Plan
Revolutionary Multichannel Data Models for HCPs
The Role of Social Media in Pharmaceutical Marketing
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Thank You!