1.
Connecting the dots
From multi-channel to cross-channel
customer engagement

2.
Just what the doctor ordered
Confidential & Proprietary

3.
The Return on Relationship Challenge
Confidential & Proprietary

4.
A Luxury Resource
• Annual cost = $195k
• Cost/call = $148
• Call duration = 2 minutes
4 Confidential & Proprietary

5.
No See Physicians
As % of all
Dec ’08 Jun ‘10
23.6% 22.9%
Appointment Physicians
As % of all
Dec ’08 Jun ‘10
38.5% 49.6%
5 Confidential & Proprietary

6.
Health Care Professional
@
Mobile Inside
Email Returns
Sales
Virtual Sales Force Support
Training and
Social Development Call Center
Contract
Resolution
Blended Order/Distribution
Sales Print Web Management
Content Management,
Creative Design Experts,
Compliance
Web
Brand Development
Strategy /Hosting
Video/ Multi Marketing/
Media Advertising
Analytics for
Customer Insights
6 Confidential & Proprietary

7.
#1 Channels preferences continually changing, growing,
shifting
7 Confidential & Proprietary

8.
Touchpoint Taxonomy
Platform Media
Channel Web Book
Product Web iOS Newspaper
Packaging Social Media Android Magazine
Email Video
Print Catalog Mac OS X
Messaging Audio
Call Center Telephone
MS Windows Poster
Website Print Billboard
Blog Context
Facebook Home
Twitter Work
Walking
YouTube
Driving
Email Device Shopping
Direct Mail Desktop Scale Plane
Radio Laptop Covert Party
Mobile Mobile Personal
Television Tablet Personal Social
Television Environmental Location
Kiosk Architectural Time
Urban Task
8 Confidential & Proprietary

9.
So, how do customers feel about multi-channel?
9 Confidential & Proprietary

10.
By The Numbers
80% 30%, 28%
255%
81%
1 of 3
Confidential & Proprietary

11.
11 Confidential & Proprietary

12.
The Theme of the Day?
One word
MOBILE!
Confidential & Proprietary

13.
Mobile Benefits to the Physician
Percentage of physicians who said mobile would have these
benefits
56%
Expedite
decision
making 39%
36%
Decreas
e time for Increase
admin collabora 26%
tasks tion 24%
Allow
among more No
physician time with impact
s patients
Source: PWC HRI Physicians Survey 2010
Confidential & Proprietary

14.
#2 Managing all channels takes increasingly specialized
talent
14 Confidential & Proprietary

15.
Multi-Channel Cross-Channel
SERVICE SERVICE
Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
15
15 Confidential & Proprietary

16.
Changing Patient/HCP Behavior Requires A New Approach
Customer Customer
@ @
email print store call center email print store call center
mobile social web mobile social web
Communications Communications
Account Coordination
Account Team
Hundreds of Net New Processes One Process – One System
Confidential & Proprietary

17.
#3 Rapid commoditization & disintermediation is driving
critical requirement for innovation
17 Confidential & Proprietary

18.
#4 Technology represents both opportunities & threats
18 Confidential & Proprietary

19.
Cross Channel/Cross Device
Website
Smart Phone App •Landing page
•Health tips •Enrollment
•Medication & Testing •Opt-in
reminders
•Health tips
•Diet guide CRM
•Medication & Testing
•Meal planner reminders •Tech support
•Diet guide •Help desk
API •Live coaching
•Meal planner
Customer API
API
DB
EMR/PHR
API
API
iPhone App
•Health tips
Analytical SMS
•Medication & Testing
reminders Services •Health tips
•Diet guide •Medication & Testing
reminders
•Meal planner
Analytics & Reporting
Confidential & Proprietary

20.
#5 With the rapid pace of change, is best practice even
possible?
20 Confidential & Proprietary

21.
Image: Catra, MIT Media Lab
Mobile devices increasingly used to diagnose medical
treatment

22.
Physicians want patients to track healthcare at home
65% Weight
No, 12%
61% Blood sugar
57% Vital signs
54% Exercise
36% Calorie/Fat
intake
36% Pain level
35% Sleep pattern
28% Cardiac rhythm
17% Bladder control
16% Acid reflux Yes, 88%
13% Digestive health
Source: PWC HRI Physicians Survey 2010
Confidential & Proprietary

23.
Mobile technology and augmented reality blends
offline and online barriers

24.
7 Keys to Cross-Channel Success
24 Confidential & Proprietary

25.
#1 Maintain the brand throughout ANY execution
25 Confidential & Proprietary

26.
#2 Listen to your customers first, your boss next
26 Confidential & Proprietary

27.
#3 Leverage integrated or single technology platform
27 Confidential & Proprietary

28.
#4 Balance mix – great in 1 channel, good in many
28 Confidential & Proprietary

29.
#5 Understand the importance of design
29 Confidential & Proprietary

30.
#6 Do it better, or differently, preferably both
30 Confidential & Proprietary

31.
#7 Be selective in what you want to be FAMOUS for
31 Confidential & Proprietary