leveraging technology to unify multichannel …leveraging technology to unify multichannel marketing...
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Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare
Right time, Right channel Right person,
What are we aiming for? Customer receives ongoing useful, relevant information via their channel of preference
Customer builds a meaningful relationship with the brand
Optimal customer experience - communication is coordinated across all channels
The new customer engagement model
3
Customer
Social networking
Devices/ search engines
Sales rep detail with iPad
Customer service call
Telesales detail
KOL/Thought leader
Remote speaker education and programs
Conventions
Personal interactions
Text messages
Direct mail responses
Medical apps and portal visits
Website visits and registrations
Email and survey responses
Mobile apps
Non-personal interactions
360° multichannel approach
Right message, right person, right time? What’s the typical current state?
Poor visibility of marketing activities
across channels
Fragmented data, across internal and
external stakeholders
New priorities – increasing data volumes, new data types,
ongoing MDM challenges
‘Traditional’ data management
challenges persist
Customers receive one-off communications
Marketers may not build an ongoing communication journey
Cross channel coordination challenging without the right technology
Despite $, rarely a complete view of the customer
Multichannel Marketing Maturity Curve
Push marketing Customer/channel complexity
Pres
sure
on
mar
gins
/RO
I Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend
Proliferation of customer types and channels is effectively managed at this stage
Integrated Marketing
Foundation for later stages is set – creation of a 360° view of the customer
Data integration
Technology foundation required as basis of successful multichannel marketing.
Integrate all relevant customer/marketing data. Consider ‘outsourcing’ the challenge – cloud based marketing platform
Leverage a marketing platform that manages vendor complexity and integrates data from numerous third parties
Standardize KPIs across marketing vendors, partners, internal organizations
Provide 24/7 access to marketing performance data Quickly make changes to Campaigns already ‘in flow’ and analyze campaign results
Technology, agency and brand team – working together to deliver unified multi- channel marketing
Leveraging Technology to Unify Multichannel Marketing Engagement
A Case Study
Creates loyalty, trust and confidence
Understanding your audience
Drives continuous engagement
Leads to additional insights
What are we aiming for?
Right message
Right time
Right person Right channel
Beacon’s Multichannel Marketing Approach
Customer Relationship Management
Cycle
Acquire customers and prospects through branded and unbranded engageMoments®
ACQUIRE AND SUSTAIN UNDERSTAND AND DIFFERENTIATE
DEVELOP AND CUSTOMIZE INTERACT WITH RELEVANCE
Retain high value customers and engage, motivate others
Understand the needs of the customers through database segmentation
Differentiate according to characteristics, needs and customer behavior
Develop incentives, services and contact points according to customer preferences
Customize communications based on customer segments
Interact and deliver more relevant services & messaging to customers and prospects
WHERE WE’RE GOING
WHERE WE ARE
Multichannel Marketing: A Case Study
12
WHERE WE’VE BEEN
Multichannel Marketing Maturity Curve
Push marketing Customer/channel complexity
Pres
sure
on
mar
gins
/RO
I WHERE
WE’VE BEEN
2006 - 2012
Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend
Proliferation of customer types and channels is effectively managed at this stage
Integrated Marketing
Foundation for later stages is set – creation of a 360° view of the customer
Data integration
Initial Needs, Objectives and Challenges
Need to reach
patients Motivate
to see their
doctor
Understand who is our
target?
What do they
want?
Why did they
engage?
How do they want to be
communicated with?
When do they want or need more
information? Are
they on treatment? How
do we measure success
?
How do we integrate
other data sources?
Commercials
Print Ads
Rebate
Branded Website
Disease Awareness Website
Getting Started
Fulfillment
Copay Card
Call Center
Initial program was going well…
Disunified set of data
No clear insights to behavior
Reactive vs. Proactive
Significant time to develop recommendations
Increasing Database
Registrants
Increasing Communic-
ations
Adding Database Drivers
Increasing Data
Points
Siloed Positive Results
Multichannel Marketing Maturity Curve
Push marketing Customer/channel complexity
Pres
sure
on
mar
gins
/RO
I 2013 - 2014
WHERE WE ARE
WHERE WE’VE BEEN
2006 - 2012
Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend
Proliferation of customer types and channels is effectively managed at this stage
Integrated Marketing
Foundation for later stages is set – creation of a 360° view of the customer
Data integration
Incorporating the Multichannel Platform
Personalized journeys Targeted campaigns Incorporating triggers from
5 vendor API feeds Real-time activity
monitoring Engaging with the right
person, right time, right message
19
Unbranded Digital &
Print Find-A- Doctor
Branded Digital &
Asset Downloads
Mobile Apps
Call Center
Social Media
Channels
Multichannel Marketing
Where We Are Today
Database 1,000,000+
13 Campaigns
57 Journeys
8 Real-time API Feeds
80+ Email Templates
Utilized 220 Times
150K Monthly Emails
200+ Trackable
Data Points
5K Monthly Call Center
12K New Registrants
Monthly
Strategic Agency Partner
Time
Implementation Turnaround
Time
Multichannel Marketing Maturity Curve
Push marketing Customer/channel complexity
Pres
sure
on
mar
gins
/RO
I 2013 - 2014
WHERE WE ARE
2015 WHERE WE’RE GOING
WHERE WE’VE BEEN
2006 - 2012
Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend
Proliferation of customer types and channels is effectively managed at this stage
Integrated Marketing
Foundation for later stages is set – creation of a 360° view of the customer
Data integration
Technology, agency and brand team – working together to deliver unified multi- channel marketing
Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare
Q&A Session