Stop the Insanity! Planning for a unified omnichannel strategy.

Stop the insanity!
PLANNING FOR A UNIFIED
OMNICHANNEL STRATEGY
INTELLIGENT CONTENT LIFE SCIENCE AND HEALTHCARE
Lisa Trager
T St t M 9 2014www.TragerStrategy.com May 9, 2014
Email: lisa@tragerstrategy.com Twitter: Lisalt

a repeatable method of
A unified content strategy is
…a repeatable method of
identifying all content
requirements up front,
creating consistently
structured content for reuse,
managing that content in a g g
definitive source, and
assembling content on
demand to meet customer demand to meet customer
needs.
Ann RockleyAnn Rockley
Managing Enterprise Content
A Unified Content Strategy
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt

A multichannel strategy is one that…
.. enables firms to build lasting customer
relationships by simultaneously offering
their customers and prospects informationtheir customers and prospects information,
products, services and support through two
or more synchronized channels

Click to edit Master title styleTop 5 Business Priorities for Life Sciences
83%Reducing costs
70%Mastering multichannel
marketing
60%
56%
Improving use and effectiveness of
digital marketing
Harnessing analytics to drive
52%
Harnessing analytics to drive
improved ROI/consumer satisfaction
Improving sales force effectiveness
Accenture Life Sciences. Life in the New Normal: The Customer
Engagement Revolution. Key findings from a survey of 200 US-based Sales
and MARKETING Executives in the Pharmaceutical Industry. 2013.

Click to edit Master title styleAccording to a 2013 Survey by Accenture:
 85% are in favor of
doing multichannel
 79% expect at least half
of all marketing
campaigns to have some
multichannel integration
Accenture Technology Vision 2013.

Click to edit Master title styleMajor obstacles
L k f1. Lack of resources
2. Organizations are badly or “very
badly” structured to supporty pp
multichannel

Click to edit Master title styleHow to achieve cutting costs while mastering
multichannel marketing efforts?

Click to edit Master title style72% choose to use 3rd party
partners to provide multichannel support

Click to edit Master title styleWho’s talking to who?
The more people and organizations that are involvedThe more people and organizations that are involved,
the higher the risk for disagreement and lack of
cohesive planning and communication.cohesive planning and communication.

P l i th h l lPeople accessing these channels are also
running into obstaclesrunning into obstacles

Click to edit Master title styleTwo sides of the same coin

Where’s the information?
Currently Swiffer is partnering
with the “Dog Whisperer,”g p ,
Cesar Millan, to help pet
owners with their unique
cleaning challenges For morecleaning challenges. For more
information, visit
www.facebook.com/swiffer.

Click to edit Master title styleSwiffer
Facebook Page
• Where’s Cesar
Millan?
• Anything relevantAnything relevant
to pet owners?

Click to edit Master title styleWhere’s the
coupon?

Click to edit Master title styleNot here

Click to edit Master title styleWhere’s my suitcase?
12 noon PT12 noon PT
Photo courtesy: Scott Olson, Getty Images

Wheresmysuitcase comWheresmysuitcase.com
Photo courtesy: Reuters/Jeff Haynes
1pm PT

3pm PT

Yikes! 7pm PT
We have not received your baggage delivery information.
If you would like to track the status of your baggage
delivery once it has been entered into the system, please
id th i f ti b l If d t i h tprovide the information below. If you do not wish to
receive updates on your delivery status via email, please
click Cancel

Hello, customer service?

I’m on my computer and yes I
ant to s bscribe b t can’t I want to subscribe – but can’t I
get both the magazine and
access to the website?

Can I get a print with a digital subscription?

Yes, if you click the
right link – for ang
online subscription

Huh? I only get
the app with a
print subscription?

Click to edit Master title stylePeople will let you know if you got it wrong!
Need digital copy free
Billing not Google’s fault
I already have a digitalI already have a digital
subscription with them
Excellent
Get with the program

Click to edit Master title styleGetting a paper prescription filled

Where’s the link?

What’s going on?
 Marketing and communication lacks
clarity and consistency
 Systems don’t speak to each other
 Content created in silos
 No checks and balances
 Added costs to companies to deal withp
customer service issues

Click to edit Master title styleWe have become a nation of multi-screen users
Courtesy: Google: The New Multi screen World:
Courtesy: Google: The New Multi-screen World:
Understanding Cross-platform Consumer Behavior

40% of people move between
devices to accomplish a goal
60% of mobile device usage occurs
at home
90%
of tablet and smartphone
owners used their devices
d il hil hi TVdaily while watching TV

Click to edit Master title styleMulti-screen activities increase brand associations
4 d 18 t 444-screen consumers aged 18 to 44
were the most likely (69%) to
ll d ti th irecall an advertiser on their
favorite TV show.
Marketing Charts staffMarketing Charts staff
May 21, 2012

Impact of Mobile Search
4 out of 10 use local search
50% f h i d
3-4 times a week
100%
50% of search is done
using a mobile device
77% of mobile
searches take place at
home or work
Only 21% of websites
are mobile friendly
55% of mobile search
conversions happen
within the hour
home or work

2000
SINGLE
2005
MULTI
2012 >
OMNICROSS
20102000 2005 2012 >2010
Single touchpoint Multiple touchpoints Multiple crossS g e ouc po
available
p p
operating
separately
Multiple cross
touchpoints for same
brand
People interact with brand
anytime, any place.
Adapted from Samantha Starmer’s presentations on omnichannel marketing

Click to edit Master title style …It’s an ominichannel world
Enables people to Enables people to
have seamless
interactions with
b d ti brands anytime,
anyplace with little
thought of the
channel being used

Click to edit Master title style2/3 of physicians use mobile apps
Courtesy: WorldofMarketing.com

66% of doctors use mobile apps as part of
their practice
52%
of smartphone owners use their phone to
look up health or medical information
38%
of younger people would like to use a
digital device to manager their blood
pressurepressure
of patients would like to use their
smartphone or tablet to get medical test30% smartphone or tablet to get medical test
results, make appointments or ask their
doctor questions
30%

Traditional ways of describing y f g
multichannel commerce no longer
work because customers don't
i i h i finteract with companies from a
"channel" perspective. Customers
now use a rapidly evolving set of now use a rapidly evolving set of
devices as a means of engaging
across touchpoints, which they p , y
don't distinguish from the brand
or business.
Martin Gill
ForresterForrester

Courtesy: Google: The New Multi-screen World:
Understanding Cross platform Consumer BehaviorUnderstanding Cross-platform Consumer Behavior

But that’s not the whole picture!

Click to edit Master title style
There’s a customer engagement revolution going on!

Click to edit Master title styleThere are also important changes
going on in healthcaregoing on in healthcare
M li d di i More personalized medicine
 Improved patient outcomesp p
 Lower overall medical costs

Click to edit Master title styleThe consumerization of healthcare
This revolution is requiring companies to
rethink how they can reach patients, payers,rethink how they can reach patients, payers,
providers and governments in both mature and
emerging markets—at speed, at the right price
and with the right information for each targetand with the right information for each target
audience. .. Customer expectations are high
as access to information and services
grows in other aspects of their lives.
Accenture Life Sciences. Life in the New Normal: The Customer
Engagement Revolution. Key findings from a survey of 200 US-based Sales
d MARKETING E ti i th Ph ti l I d t 2013
and MARKETING Executives in the Pharmaceutical Industry. 2013.

Click to edit Master title styleMultiple audiences & digital platforms
Patients
 Desktop Desktop  Desktop
Providers Payers
 Mobile
 Apps
 Mobile
 Apps
F b k
 Mobile
 Apps
Y T b Facebook
 Twitter
 YouTube
 YouTube
 SERMO
 WebMD YouTube  WebMD
 Twitter

Who’s supposed to keep track of all of this?

Building blocksBuilding blocks
for planning an
O i h l St tOmnichannel Strategy

Building Blocks
1.RESEARCH
2 LISTEN2.LISTEN
3.OBSERVE
4.EMPATHIZE4.EMPATHIZE
5.GET DATA
6.ASSESS
7.MAP
8.ORGANIZE
9 COMMUNICATE9.COMMUNICATE
10.TEST and REITERATE

RESEARCH

Click to edit Master title styleMine existing market research to
learn about your audiencey

Use 3rd party research to learn about your audience
Manhattan Research provided great insights into the
behavior of PCPs vs. ID’s vs. GI’s related to their use Manhattan Research
of digital devices.

Click to edit Master title styleGet relevant insights from customized surveys and polls
SERMO Surveys
SERMO Surveys

LISTEN

Click to edit Master title styleKeyword research helps to provide insights into
not only the terms being used but also
topics and solutions people are seeking.

Click to edit Master title styleCheck out the keywords being used by the competition
HepCRedefined Queries
1 hep c 31.90%
2 redefining 30.56%
3 redefinig 8 13%
AllAboutHepC Queries
1 hep c 25.76%
2 stage 3 liver disease 4.84%
3 hepc com 1 98%3 redefinig 8.13%
4 redifining 6.39%
5 redefininf 5.48%
CheckForHepC Top Queries
1 anti h c v antibodies 50 15%
3 hepc.com 1.98%
4 bomeviral.com 1.76%
5 stage 3 fibrosis 1.45%
TuneInToHepC Queries
1 tune in 56.33%1 anti‐h.c.v. antibodies 50.15%
2 us census 1945‐1965 23.50%
3 waverly hepc 14.57%
4 hep‐c test 11.74%
5 how to check site sitemap 0 04%
1 tune in 56.33%
2 hep c 12.40%
3 c.com 6.39%
4 tune in to 4.08%
5 youre tuned into 3.53%
6 hi i 3 12%5 how to check site sitemap 0.04%
BettertoKnowC Top Queries
1 hepc.com 20.54%
2 holding someone's hand at a dentists 6.54%
3 h ldi ' h d t d ti t' 6 33%
6 c‐com hispanic 3.12%
Top Queries from Search Engines
1 stop hep c 29.32%
2 c info 19.90%
3 hep c 5 97%3 holding someone's hand at a dentist's 6.33%
5 can chronic hep c return if cured 2.99%
6 can hep c be cured 2.88%
7 does interferon treatment cure hep c 1.70%
8 flu like symptoms with indigestion 1 54%
3 hep c 5.97%
4 what is hep c 4.14%
5
pegylated interferon can be given
twice a day
3.53%
6 h‐cv.com 1.83%
8 flu like symptoms with indigestion 1.54%
Upward trending
Downward trending
(% of traffic by keyword)

Click to edit Master title styleSocial listening can help prepare for upcoming trends
Where are they
talking about a
medical condition
or brand? And what
is the sentiment?

OBSERVE

Click to edit Master title styleGet to know your audience with 1:1 interviews,
usability tests and focus groups

Click to edit Master title styleSketching is a great way to capture what
patients are going through
Courtesy: Amanda Lyons, MS
y y ,
Visualsforchange.com

Click to edit Master title styleGo the extra mile –
Observe a day in the life of a doctor or a patient
 “I have 6 office staff and end up being responsible
for any and every action of my staff.”
Dr. Scott Schwartz, 54
Doctor
Internal Medicine
• Looks out patient welfare and is a caring person
• Sees patients back to back
• Makes product choice decisions
• Feels responsible for actions of all his staff
• Patient care
• Supply ordering
• Practice management
Tasks
Key Traits
• Wants to simplify practice management
• Wants total control over everything to do with purchase
g
Task Management
The Bottom Line
Dr. Schwartz’s usual day is seeing patients back to back.
Challenges
Time Management
Inventory Management
Work Procedure


With multiple patient care to manage, along with overseeing
staff whose actions he feels responsible for, he wants to
simplify practice management. He is responsible for every
aspect of his practice. Dr. Schwartz is the primary decision
maker behind what vaccines and medical supplies are
purchased. As a partner in his practice, Dr. Schwartz

What he’s using Why he uses it
Current
Satisfaction
Gap vs. Needs
Importance of Speed/Ease
Low High
Pre Transaction Timeline Post
p p p ,
consults with the other doctors on final decisions.
To renew product supplies with
Wants time spent ordering to be
O d i & bill1
2
3 Product detail
To renew product supplies with
accuracy and minimum time spent
Get best value for 2nd greatest
expense to his business. Learn
about incentives and promotions
To abide by CDC recommendations and
a p o d g o b
relevant and more efficient (e.g.
ability to order both public and
private supplies at once)
Wants price up-front and likes
seeing savings from affiliations
with PBG’s
Product information needs to be
Pricing details
Ordering & bill
pay
Basic Deep
Pricing Utilities
Product Information
3 Product detail
information
To abide by CDC recommendations and
state mandates and provide patients
with the best care.
4 Account
information
Business part of owning a practice
and ensuring that credit and account
information is right
more accessible and contextual
to his needs
Needs to see transactional
information from time of order -
(payments/discounts)
Calculate
possible
savings
Tabulate
pricing
Pricing Utilities

EMPATHIZE

Click to edit Master title styleUnderstand their world and where opportunities
exist to engage and make a differenceg g
HCPs Patients

Empathy starts
from the
beginning.
Understanding
how a patient
may use search
by using with
the right terms,
shows you care.

Click to edit Master title styleGilenya’s omnichannel strategy helps
patients express themselves and connect

Click to edit Master title styleUsing new channels can be a way to demonstrate
your understanding of the situation

Click to edit Master title styleProvide the right message at the right time
on the right device and engage the
targeted audience with activities that they enjoy!
4 bText 4 Baby Johnson & Johnson

Click to edit Master title styleThis app also helps pregnant women with everything
from videos, to menus, to tips and tools that a women, , p
would need throughout her pregnancy

GET DATA

Click to edit Master title styleGet all relevant metrics, but don’t forget to ask
– what’s behind the numbers?

Seek out patterns behind the data
32% - Sleep Information32% Sleep Information
28% - ACR Information
22% - Take Action

Click to edit Master title styleWhere are visitors coming from?
Where are they going?
St ti P 1 t I t ti 2 d I t tiStarting Page
Alpha
1st Interaction
About
2nd Interaction
DDG
Homepage
Beta
Beta
DDG
FTO
About
FTO
DDG
FTO
Homepage
Homepage
AlphaDDG Homepage Alpha

Click to edit Master title styleWhat new insights can be gained
from unstructured data?
IBM: Patient similarity analytics is a tool that doctors can
use to develop predictive medicine

ASSESS

Click to edit Master title styleCreate a channel list with all customer touchpoints

Click to edit Master title styleAssess the quality of existing content
with an audit of all assets

MAP

Click to edit Master title styleCreate omnichannel objectives
Courtesy: Kimberly Struyk QualQuant Signals
Courtesy: Kimberly Struyk, QualQuant Signals

Click to edit Master title styleIdentify and track all touch points of the customer
experience – both on and offlinep
Courtesy: Alex Flagg. www.b2bstories.com

Click to edit Master title stylePrepare for success by planning KPIs to track
and reporting tools to usep g
Courtesy: Kimberly Struyk QualQuant SignalsCourtesy: Kimberly Struyk, QualQuant Signals

Click to edit Master title styleMap touchpoints against things that
provide brand equity and increase relationship building
Di it lDigital
Touchpoint
Courtesy: Kimberly Struyk, QualQuant Signals

Consider all the factors influencing channels to use
•*Courtesy: PharmaPhorum. Agencies and pharma weigh in on multichannel marketing.
4/30/2013
TragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @LisaltTragerStrategy Stop the Insanity: Planning for an Omnichannel Strategy @Lisalt

Develop a Touchpoint Map
Courtesy: Think Brownstone

USER NEED TOUCHPOINT CONTENT ASSET BARIER RESULT

Patient interactions Provider interactions Payer interactions

All touchpoint
interactions
interactions

ORGANIZE

Click to edit Master title styleCreate a content model for each channel
Will help to identify common and unique
content features across channels

Click to edit Master title styleEditorial schedules will help with cross-channel
strategy and publishing schedules

Click to edit Master title styleInvestigate and integrate back-end systems

Design Intelligent Content
• Structurally rich
• Semantically categorized
• Automatically discoverable
• Reusable
• Reconfigurable
• Adaptable
Ann Rockleyy
Managing Enterprise Content
A Unified Content Strategy

COMMUNICATE

Click to edit Master title styleBreak down internal organizational barriers

L t h lLong-term change only
occurs when we address
the mental models andthe mental models and
belief systems that get in
the way of desired results.*t e ay o des ed esu ts
Courtesy : Jeffrey Cufaude .
Break Out of the Silo Mentality, 2009

The implementation of multi-channel
marketing doesn’t begin withmarketing doesn t begin with
technology or a new agency model.
It starts with internal change
management within pharma itself.
Multi-channel marketing requires a
level of coordination and trust
C t D id O h
between departments that have
traditionally been at odds. It involves
longer range planning than normal
Courtesy: David Ormesher.
The Difference Makers. Blog
longer-range planning than normal.
It demands a new culture of
coordination between and among
agency partners.
The Difference Makers. Change Management: The Key to
Multichannel Pharma Marketing. June 6, 2013

Click to edit Master title styleShare information and overall planning

TEST
REITERATE

Thank you!
Lisa Trager
Trager Strategy
Email: lisa@tragerstrategy.com
Twitter: LISALT

Stop the Insanity! Planning for a unified omnichannel strategy.

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