customer-centred, multichannel marketing

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Customer centred, multichannel marketing November 2012 Blue Latitude

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At Blue Latitude we believe in customer-centred multichannel marketing, to achieve ultimate success when it comes to Pharma marketing campaigns. This means conducting research to put the customer at the heart of marketing planning; and then balancing customer needs and preferences with business goals, of achieving ROI and remaining profitable.

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Page 1: Customer-centred, multichannel marketing

Customer centred, multichannel marketing

November 2012

Blue Latitude

Page 2: Customer-centred, multichannel marketing

Fantastic! I can use remote-detailing to

change my prescribing

behaviour AND reduce the

industry’s cost of intereacting

with me!

Page 3: Customer-centred, multichannel marketing
Page 4: Customer-centred, multichannel marketing

Multichannel marketing is a balance

Blue Latitude

• Attitudes

• Behaviours

• Needs

• Context

• OPEX

• FTE, SOV

• Impact

• Messages

Multi-Channel Planning

Pharma

Agenda

Page 5: Customer-centred, multichannel marketing

Multichannel marketing is a balance

Blue Latitude

• Attitudes

• Behaviours

• Needs

• Context

• OPEX

• FTE, SOV

• Impact

• Messages

Multi-Channel Planning

Customer

Agenda

Page 6: Customer-centred, multichannel marketing

We live in an on-demand world providing massive choice

Blue Latitude

Page 7: Customer-centred, multichannel marketing

We live in an on-demand world providing massive choice

Blue Latitude

Channels & screens

On-demand

Choice & control

Number of

resources

Page 8: Customer-centred, multichannel marketing

Customer experience as differentiation

Blue Latitude

Understand customer needs

Choose the need to address (Prioritisation)

Make it easy

Page 9: Customer-centred, multichannel marketing

Healthcare stakeholders live in an on-demand world

Blue Latitude

Page 10: Customer-centred, multichannel marketing

Healthcare stakeholders live in an on-demand world

Blue Latitude

Channels & screens

On-demand

Choice & control

Number of

resources

Page 11: Customer-centred, multichannel marketing

Blue Latitude

Page 12: Customer-centred, multichannel marketing

Need

+

Context

(location, urgency, available device…)

=

Opportunity

Blue Latitude

Page 13: Customer-centred, multichannel marketing

♯1 Identify real needs (Opportunities)

♯2 Prioritise (Choose one)

♯3 Pick appropriate channels

♯4 Make it easy

Blue Latitude

Page 14: Customer-centred, multichannel marketing

Blue Latitude Confidential and Proprietary 17/10/2012

Address my real needs….

..and not the ones you

have made up for me..

Page 15: Customer-centred, multichannel marketing

#1 Address real needs (examples)

Blue Latitude

Key Activities:

Primary research

Customer journey mapping

Tell me

something useful

about your drug

(in 30 seconds)

Help my patients

lower their own

cholesterol

Stop

flooding me with

samples!

Page 16: Customer-centred, multichannel marketing

Multi-Channel Planning

• Attitudes

• Behaviours

• Needs

• Context

• OPEX

• FTE, SOV

• Impact

• Messages

♯2 Prioritise (choose one)

Blue Latitude

Key Activities:

Brutal prioritisation

Page 17: Customer-centred, multichannel marketing

♯3 Choose your channels

Blue Latitude

Real physician need:

Understand drug safety profile

Context:

Hospital/bedside

Device/Channel/Resource:

Mobile/App/Epocrates

Mobile/Web/Search

Key Activities:

Context aware

channel planning

Page 18: Customer-centred, multichannel marketing

Blue Latitude

Make it easy

for me!

Page 19: Customer-centred, multichannel marketing

#4 Make it easy (examples)

Blue Latitude

Key Activities:

Build. Test with real customers. Improve

Respect my workflows

Respect my privacy

Respect my time

Respect my authority

Page 20: Customer-centred, multichannel marketing

Blue Latitude

Introducing

Page 21: Customer-centred, multichannel marketing

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

Page 22: Customer-centred, multichannel marketing

buzzumi is changing the definition of e-commerce.

Buzzumi integrates all the necessary components in a single platform

Blue Latitude

Payments

£ £ £ 31 January

Scheduling

Workflow Analytics Discovery Communication

Messaging Directory

Page 23: Customer-centred, multichannel marketing

Buzzumi – a smart, simple solution

Blue Latitude

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

Page 24: Customer-centred, multichannel marketing

NHS / Big White Wall

Blue Latitude

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.

Page 25: Customer-centred, multichannel marketing

Bayer

Blue Latitude

Challenge to enable Bayer staff

to communicate online with Key

Opinion Leaders globally.

buzzumi Solution fully hosted,

white-labelled online virtual

communication platform.

Page 26: Customer-centred, multichannel marketing

♯1 Identified real needs (Opportunities) ?

♯2 Prioritised ?

♯3 Picked appropriate channels ?

♯4 Made it easy ?

Blue Latitude

Monday morning, 9am. Have you…

Page 27: Customer-centred, multichannel marketing

Questions?

Blue Latitude

T: +44 (0)203 328 007

[email protected]

www.bluelatitude.net

@blue_latitude

Fred Bassett Co-founder/Head of Strategy