how to develop customer-centred, multichannel marketing

Customer-centred, multichannel marketing

@blue_latitude

Fred BassettHead of StrategyBlue Latitude

Dan MarovitzCEOBuzzumi

Fantastic!I can use remote-detailing to change my prescribing behaviour AND reduce the industry’s cost of interacting with me!

Multichannel marketing is a balance

• Attitudes• Behaviours• Needs• Context

• OPEX• FTE, SOV• Impact• Messages

Multi-Channel Planning

PharmaAgenda

@blue_latitude

Multichannel marketing is a balance

• Attitudes• Behaviours• Needs• Context

• OPEX• FTE, SOV• Impact• Messages

Multi-Channel Planning

CustomerAgenda

@blue_latitude

We live in an on-demand world providing massive choice

@blue_latitude

We live in an on-demand world providing massive choice

@blue_latitude

We live in an on-demand world providing massive choice

Number of resources

@blue_latitude

We live in an on-demand world providing massive choice

Channels & screens

Number of resources

@blue_latitude

We live in an on-demand world providing massive choice

Channels & screens

On-demandNumber of resources

@blue_latitude

We live in an on-demand world providing massive choice

Channels & screens

On-demand

Choice & control

Number of resources

@blue_latitude

Customer experience as differentiation

@blue_latitude

Customer experience as differentiation

Understand customer needs

Choose the need to address (Prioritisation)

Make it easy

@blue_latitude

Customer experience as differentiation

Understand customer needs

Choose the need to address (Prioritisation)

Make it easy

@blue_latitude

Customer experience as differentiation

Understand customer needs

Choose the need to address (Prioritisation)

Make it easy

@blue_latitude

Healthcare stakeholders live in an on-demand world

@blue_latitude

Healthcare stakeholders live in an on-demand world

Number of resources

@blue_latitude

Healthcare stakeholders live in an on-demand world

Channels & screens

Number of resources

@blue_latitude

Healthcare stakeholders live in an on-demand world

Channels & screens

On-demandNumber of resources

@blue_latitude

Healthcare stakeholders live in an on-demand world

Channels & screens

On-demand

Choice & control

Number of resources

@blue_latitude

@blue_latitude

Need+

Context(location, urgency, available device…)

=Opportunity

@blue_latitude

♯1 Identify real needs (Opportunities)

♯2 Prioritise (Choose one)

♯3 Pick appropriate channels

♯4 Make it easy

@blue_latitude

Blue Latitude Confidential and Proprietary 17/10/2012

Address my real needs….

..and not the ones you have made up for me..

#1 Address real needs (examples)

Tell mesomething useful about your drug (in 30 seconds)

@blue_latitude

#1 Address real needs (examples)

Tell mesomething useful about your drug (in 30 seconds)

Help my patients lower their own

cholesterol

@blue_latitude

#1 Address real needs (examples)

Tell mesomething useful about your drug (in 30 seconds)

Help my patients lower their own

cholesterol

Stopflooding me with

samples!

@blue_latitude

#1 Address real needs (examples)

Key Activities:Primary researchCustomer journey mapping

Tell mesomething useful about your drug (in 30 seconds)

Help my patients lower their own

cholesterol

Stopflooding me with

samples!

@blue_latitude

♯2 Prioritise (choose one)

@blue_latitude

Multi-Channel Planning

• Attitudes• Behaviours• Needs• Context

♯2 Prioritise (choose one)

@blue_latitude

Multi-Channel Planning

• Attitudes• Behaviours• Needs• Context

• OPEX• FTE, SOV• Impact• Messages

♯2 Prioritise (choose one)

@blue_latitude

Multi-Channel Planning

• Attitudes• Behaviours• Needs• Context

• OPEX• FTE, SOV• Impact• Messages

♯2 Prioritise (choose one)

Key Activities:Brutal prioritisation

@blue_latitude

♯3 Choose your channels

Real physician need:Understand drug safety profile

Context:Hospital/bedside

Device/Channel/Resource:Mobile/App/EpocratesMobile/Web/Search

@blue_latitude

♯3 Choose your channels

Real physician need:Understand drug safety profile

Context:Hospital/bedside

Device/Channel/Resource:Mobile/App/EpocratesMobile/Web/Search

Key Activities:Context aware channel planning

@blue_latitude

Make it easy for me!

@blue_latitude

#4 Make it easy (examples)

Respectmy workflows

Respectmy privacy

Respectmy time

Respectmy authority

@blue_latitude

#4 Make it easy (examples)

Key Activities:Build. Test with real customers. Improve

Respectmy workflows

Respectmy privacy

Respectmy time

Respectmy authority

@blue_latitude

Introducing

@blue_latitude

buzzumi is changing the definition of e-commerce.

It’s enabling service businesses to deliver their knowledge online. It’s powering an e-knowledge revolution.

@blue_latitude

buzzumi is changing the definition of e-commerce.

Buzzumi integrates all the necessary components in a single platform

Payments

£££

31January

Scheduling

Workflow Analytics Discovery Communication

MessagingDirectory

@blue_latitude

Buzzumi – a smart, simple solution

A friction-free platform

• Focused on client interaction

• Low to no impact on internal IT

An easy to use system

• Branded environment• Minimal learning curve• Functions that matter,

not functional clutter

@blue_latitude

NHS / Big White Wall

Challenge to enable Big White Wall and the UK Ministry of Health to deliver therapy online.

buzzumi Solution fully hosted, white-labelled market-place with directory of therapist profiles, scheduling, alerting and payment engines built-in.

@blue_latitude

Bayer

Challenge to enable Bayer staff to communicate online with Key Opinion Leaders globally.

buzzumi Solution fully hosted, white-labelled online virtual communication platform.

@blue_latitude

♯1 Identified real needs (Opportunities) ?

♯2 Prioritised ?

♯3 Picked appropriate channels ?

♯4 Made it easy ?

Monday morning, 9am. Have you…

@blue_latitude

Questions?

T: +44 (0)203 328 007fred.bassett@bluelatitude.netwww.bluelatitude.net@FredBassett

Fred BassettCo-founder/Head of Strategy

@blue_latitude