how to develop customer-centred, multichannel marketing
DESCRIPTION
Fred Bassett, Blue Latitude's Head of Strategy and Co-founder, gave a talk on the benefits of customer-centred, multichannel marketing for Pharma marketers at Eye for Pharma's Mobile & Multichannel conference in November, 2012. This screencast will take you through helpful case studies, and 4 key principles to follow when embarking upon your own customer-centred, multichannel marketing journey: 1. Understand your customer's real needs 2. Brutally prioritise these needs to focus your marketing activity 3. Choose appropriate channels to reach your customers 4. Make it easy to engage with your content Contact Mark Walmsley, Senior Consultant, to find out how Blue Latitude can help you to improve your multichannel marketing: [email protected].TRANSCRIPT
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.
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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 [email protected]@FredBassett
Fred BassettCo-founder/Head of Strategy
@blue_latitude