pharma customer experience: a conversation
TRANSCRIPT
In ConversationBiopharma and the Customer Experience
The explosion in connectivity, with
smartphones, tablets...
The explosion in connectivity, with
smart phones, tablets...
laptops, desktops...
... is creating a step-change in interactions. This is leading to a better understanding of
customers’ behaviour.
right?Which can only be a good thing,
... is creating a step-change in interactions. This is leading to a better understanding of
customers’ behaviour.
Yes of course!
Exactly!
Engaging with customers leads to a number of benefits, it...
Exactly!
transparencyincreases
trustbuilds
transparencyit increases
loyaltyand boosts
trustbuilds
transparencyit increases
These are just
a few of the benefits
in maintaining online
relationships with
customers. Right?
Yes! However...
Yes! However...
This is PHARMA.
We do it differently, because...
What we’ve done in the past
has worked...
What we’ve done in the past
has worked...
WHY would
we change?
It’s the
REGULATIONS our hands are tied!
We KNOW what our customers
want.
wait!But
whois your customer?
The patient.
Wrong!
Wrong!The customer are the
regulators, payers and
the prescribers.
They
determine the
Value of your product
Value of your product
procureThey
your product
They
determine the
learnThey
all about your product and consult with patients
to find out if your product is the
right fit.
Value of your product
procureThey
your product
They
determine the
The patient is the end user.
the customer.
Do you have a customer experience
strategy?
Do you have a customer experience
strategy?
No, it’s just
a buzzword.
A bit of jargon!
is...Customer experience
is...The sum of every experience
and interaction a customer has with a provider over the lifetime of the relationship with a brand.Customer
experience
Thank you for that succinct
summary!
Thank you for that succinct
summary!But HOW
does having a customer experience strategy
help my brand?
so your customers will keep coming back.
loyaltyHaving a customer
experience strategy boosts customer
That sounds good. What do I
need to do?
motivationsof your customers
Well... firstly we need
to understand the
behavioursBy understanding
their motivations and
motivationsof your customers
Well... firstly we need
to understand the
behavioursBy understanding
their motivations and
motivationsof your customers
Well... firstly we need
to understand the
solutionsthat meet their needs and thus, increase the voice of your brand.
we can create
That sounds great. Where do we start?
There are a number of ways
to do this, but they all start
with answering
3 key questions!
No.1
Does the product do what the customer,
healthcare professional and patient need it
to do?
No.1
Does the product do what the customer,
healthcare professional and patient need it
to do?
FunctionWe call this...
No.1
No.2
How easy is it for your customers
and patients to access the product?
No.2
AccessibilityHow easy is it
for your customers and patients to access
the product?
We call this...
No.2
No.3
How easy is it for the patient to understand and use the product or comply with the
drug regime?
No.3
How easy is it for the patient to understand and use the product or comply with the
drug regime?
UsabilityWe call this...
No.3
We have clinical trial data and market
research that answers
THOSE questions.
But do the clinical trials and market research answer the
following questions?
Do you know
the localneedsof your customer?
Do you know what they
from your product?
expect
Do you know
the localneedsof your customer?
Do you know what they
from your product?
expect
Do you know
the localneedsof your customer?
Do you have a clear idea of how the customer’s
needs are being met across varying channels?
communication
Do you know what they
from your product?
expect
Do you know
the localneedsof your customer?
Do you have a clear idea of how the customer’s
needs are being met across varying channels?
communication
Do you create
for each customer segment?
CX maps
Do you create
for each customer segment?
CX maps
Do you know what they
from your product?
expect
Do you know
the localneedsof your customer?
Do you have a clear idea of how the customer’s
needs are being met across varying channels?
communication
Do you know when your customers
first come into contact with your
brand? What are their initial
impressions?
Not really.
Not really.
However, we do collect data on all of our tactics.
good start!
That’s a
What do you measure?
good start!
That’s a
Reach, frequency and total spend of communications
against the budget.
Reach, frequency and total spend of communications
against the budget.
And the most IMPORTANT
metric...
We measure
SALES FIGURES.
Well, all of those ARE important, but do
you measure...
The overall EXPERIENCE
of using your communications
materials?
The EASE of getting the
information about your product?
The overall EXPERIENCE
of using your communications
materials?
The EASE of getting the
information about your product?
The overall EXPERIENCE
of using your communications
materials?The TIMING of
getting access to your information?
We BLAST out our communications as soon as we get approval!
So, you don’t
collect metrics around
CUSTOMER NEEDS?
You don’t collect metrics around their
EXPERIENCE?
So, you don’t
collect metrics around
CUSTOMER NEEDS?
You don’t ask them WHAT they would
like and in WHAT FORMAT?
You don’t collect metrics around their
EXPERIENCE?
So, you don’t
collect metrics around
CUSTOMER NEEDS?
Not really.
Not really.As I said, what we have done in the past has worked for us.
Then HOW do you know
what you are doing is
effective?
Then HOW do you know
what you are doing is
effective?
HOW do you know what services to provide healthcare
professionals?
HOW do you know what
educational needs they have?
Then HOW do you know
what you are doing is
effective?
HOW do you know what services to provide healthcare
professionals?
Biopharma.You need to think customer first.
Inspiring audiences. Motivating change. Thinking beyond. We’re a full service medical communications agency with a focus on changing behaviour.
www.wearecouch.com
© COUCH 2015