customer-centred, multichannel marketing
DESCRIPTION
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.TRANSCRIPT
Customer centred, multichannel marketing
November 2012
Blue Latitude
Fantastic! I can use remote-detailing to
change my prescribing
behaviour AND reduce the
industry’s cost of intereacting
with me!
Multichannel marketing is a balance
Blue Latitude
• Attitudes
• Behaviours
• Needs
• Context
• OPEX
• FTE, SOV
• Impact
• Messages
Multi-Channel Planning
Pharma
Agenda
Multichannel marketing is a balance
Blue Latitude
• Attitudes
• Behaviours
• Needs
• Context
• OPEX
• FTE, SOV
• Impact
• Messages
Multi-Channel Planning
Customer
Agenda
We live in an on-demand world providing massive choice
Blue Latitude
We live in an on-demand world providing massive choice
Blue Latitude
Channels & screens
On-demand
Choice & control
Number of
resources
Customer experience as differentiation
Blue Latitude
Understand customer needs
Choose the need to address (Prioritisation)
Make it easy
Healthcare stakeholders live in an on-demand world
Blue Latitude
Healthcare stakeholders live in an on-demand world
Blue Latitude
Channels & screens
On-demand
Choice & control
Number of
resources
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)
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!
Multi-Channel Planning
• Attitudes
• Behaviours
• Needs
• Context
• OPEX
• FTE, SOV
• Impact
• Messages
♯2 Prioritise (choose one)
Blue Latitude
Key Activities:
Brutal prioritisation
♯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
Blue Latitude
Make it easy
for me!
#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
Blue Latitude
Introducing
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
Blue Latitude
Payments
£ £ £ 31 January
Scheduling
Workflow Analytics Discovery Communication
Messaging Directory
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
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.
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.
♯1 Identified real needs (Opportunities) ?
♯2 Prioritised ?
♯3 Picked appropriate channels ?
♯4 Made it easy ?
Blue Latitude
Monday morning, 9am. Have you…
Questions?
Blue Latitude
T: +44 (0)203 328 007
www.bluelatitude.net
@blue_latitude
Fred Bassett Co-founder/Head of Strategy