Session from CBI’s 11th Annual Bio Pharma Contact Centers Conference, which took place in Philadelphia 1/23 – 1/24/12. Barry Dalton, Telerx’s SVP of Multi-Channel Strategy, discusses the increased use of new digital channels amongst HCPs and consumers, and how to incorporate these successfully into the contact center.
5. Confidential & Proprietary5
No See Physicians
As % of all
Dec ’08
23.6%
Jun ‘10
22.9%
Appointment Physicians
As % of all
Dec ’08
38.5%
Jun ‘10
49.6%
6. Confidential & Proprietary66
Health Care
Professional
Inside
Sales
Mobile
Web
Email
@
Print
Call Center
Virtual Sales Force
Blended
Sales
Social
Support
Contract
Resolution
Returns
Order/Distribution
Management
Analytics for Customer
Insights
Training and
Development
Content Management,
Creative Design Experts,
Compliance
Brand
Strategy
Web
Development
/Hosting
Video/ Multi
Media
Marketing/
Advertising
8. Confidential & Proprietary8
Touchpoint Taxonomy
Product
Packaging
Print Catalog
Call Center
Website
Blog
Facebook
Twitter
YouTube
Email
Direct Mail
Radio
Television
Channel
Web
Social Media
Email
Messaging
Telephone
Print
Platform
Web
iOS
Android
Mac OS X
MS Windows
Device
Desktop
Laptop
Mobile
Tablet
Television
Kiosk
Scale
Covert
Mobile
Personal
Environmental
Architectural
Urban
Context
Home
Work
Walking
Driving
Shopping
Plane
Party
Personal
Social
Location
Time
Task
Media
Book
Newspaper
Magazine
Video
Audio
Poster
Billboard
13. Confidential & Proprietary
Percentage of physicians who said
mobile would have these benefits:56%
Expedite
Decision
Making 39%
Decrease
Time for
Admin
Tasks
36%
Increase
Collaboration
Among
Physicians
26%
Allow More
Time with
Patients
24%
No
Impact
Source: PWC HRI Physicians Survey 2010
Mobile Benefits to the Physician
15. Confidential & Proprietary15
Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
Cross-ChannelMulti-Channel
SERVICE SERVICE
16. Confidential & Proprietary
Account Team
Hundreds of Net New Processes
Communications
Customer
store
mobile social web
email
@
print call center
One Process – One System
Customer
store
mobile social web
email
@
print call center
Communications
Account Coordination
Changing Patient/HCP Behavior Requires
A New Approach
24. Confidential & Proprietary
1. Maintain the brand throughout ANY execution.
2. Listen to your customers first, your boss next.
3. Leverage integrated or single technology platform.
4. Balance mix – great in 1 channel, good in many.
5. Understand the importance of design.
6. Do it better, or differently, preferably both.
7. Be selective in what you want to be FAMOUS for.
7 Keys to Cross-Channel Success
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