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From multi-channel to cross-channel customer engagement

Connecting the dots

Confidential & Proprietary

Just what the doctor ordered


The Return on Relationship Challenge

Confidential & Proprietary4

A Luxury Resource

• Annual cost = $195k

• Cost/call = $148

• Call duration = 2 minutes


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%


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


#1 Channels preferences continually changing, growing,

shifting


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

Media

Book

Newspaper

Magazine

Video

Audio

Poster

Billboard

Context

Home

Work

Walking

Driving

Shopping

Plane

Party

Personal

Social

Location

Time

Task


So, how do customers feel about multi-channel?


81%

1 of 3

30%, 28%80%

255%

By The Numbers


The Theme of the Day?

One word

MOBILE!


Mobile Benefits to the Physician

Percentage of physicians who said mobile would have these

benefits

56%

Expedite

decision

making39%

Decreas

e time for

admin

tasks

36%

Increase

collabora

tion

among

physician

s

26%

Allow

more

time with

patients

24%

No

impact

Source: PWC HRI Physicians Survey 2010


#2 Managing all channels takes increasingly specialized

talent


Adapted from Cross-Platform Service User Experience

portal.acm.org/citation.cfm?id=1851637

Cross-ChannelMulti-Channel

SERVICE SERVICE


Account Team

Hundreds of Net New Processes

Communications

Changing Patient/HCP Behavior Requires A New ApproachCustomer

store

mobile social web

email

@

print call center

One Process – One System

Customer

store

mobile social web

email

@

print call center

Communications

Account Coordination


#3 Rapid commoditization & disintermediation is driving

critical requirement for innovation


#4 Technology represents both opportunities & threats


Cross Channel/Cross Device

Customer

DB

iPhone App

•Health tips

•Medication & Testing

reminders

•Diet guide

•Meal planner

API

EMR/PHR

API

Smart Phone App

•Health tips


reminders

•Diet guide

•Meal planner

Website

•Landing page

•Enrollment

•Opt-in

•Health tips


reminders

•Diet guide

•Meal planner

SMS

•Health tips


reminders

Analytical

Services

Analytics & Reporting

API

API

CRM

•Tech support

•Help desk

•Live coaching

API


#5 With the rapid pace of change, is best practice even

possible?

Mobile devices increasingly used to diagnose medical treatment

Image: Catra, MIT Media Lab


Physicians want patients to track healthcare at home

Yes, 88%

No, 12%65% Weight

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

13% Digestive health

Source: PWC HRI Physicians Survey 2010

Mobile technology and augmented reality blends offline and online barriers


7 Keys to Cross-Channel Success


#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

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Business