using content to improve the customer experience

Accenture Life SciencesRethink Reshape Restructure…for better patient outcomes

Using Content to Drive

Better Customer

Experience

Agenda

Introduction

Customer Expectations

The Role of the Sales Rep

Enabling Multi-Channel Experiences

Today’s Challenges

Tomorrow’s Content Engine

The Payoff and Results

Copyright © 2015 Accenture All rights reserved. 2

Introduction

Shawn RomanManaging Director

Life Sciences Digital Customer Practice Lead

[email protected]

www.linkedin.com/pub/shawn-roman

@shawn_roman

703-947-1326


mailto:[email protected]

https://www.linkedin.com/profile/view?id=57931


Customer expectations are formed by experiences

Direct

Competitors

Experiential

Perceptual

Expectations

Chasm

Sell products

that compete with ours

Sell experiences

that replace ours

Change expectations

our customers have


67%

Doctors are

one of the

primary

sources of

information

for the

majority of

patients…

but digital

channels are a

close second at

57%

63%

want this to be their

doctor/specialist.

1%

want this to be their

pharmaceutical

companies.

(62% for 18-30 year olds).

Note: Percentages are the aggregated average across all services areas.

1st

choice

2nd

choice

87%

of patients want one

point of contact to

help them manage

their health...

What patients are saying

Patients want their healthcare professionals to be the primary source of

information on what services they need to manage their health, but digital

channels play a key role as well.


What this means for pharma companies

Pharmaceutical companies need to invest as much in the communication and

coordination of the services as they do in building them:

Enlist the salesforce


Communicate across multiple

channels and coordinate across

key healthcare stakeholders

Combine products and services

to achieve improved outcomes

The role of the sales rep

Reps utilizing digital channels

to deliver Personalized Digital

Interactions can result in a stronger

partnership between Physician

and Rep

90+% Rep adoption

65+% open rate, > 3x Benchmark

20+% click through rate, > 6x Benchmark

> 5 minute average visit length

Increased overall HCP engagement scores by more than 10%



Enabling multi-channel experiences with content

End-to-end Digital Content services need to span brand planning, content strategy

and design through to content production, publishing and insight generation.

Content delivered at

speed anywhere and

compliant everywhere

Insights to drive

engagement and return

on investment

Impactful experiences,

connected customers

To be relevant,

marketers must

abandon “one size

fits all” mono-channel

content and deliver

impactful,

personalized,

integrated

experiences across

all channels and

devices…faster


Today’s content challenges


Content needs to be

constantly current and

communicated in

myriad of languages

Limited reuse of

assets—insufficient

centralized marketing

asset repositories

Unreliable processes to

deliver assets across

channels create time

delays and increase costs

Rapid move to

mobile requires

content to be

redesigned

Lack of central

content strategy Inconsistent

content across

platforms and

channels

Increasing costs to create

and manage volume of

content needed in new

ecosystem

Delayed market

responsiveness

• Brand Teams

• MLR

• Commercial Operations

• IT

• Sales

Review &

Approval

processes

built for an

analog age

Fragmented content

tools & platforms

Tomorrow’s content engine

PAY-OFFAcceleration of efficiency

More engaging content, delivered faster and at a lower net cost

with a consistent, compliant experience across channels.


HOW? Technology and incentives

Technology to enable and incentives to drive effective digital

asset management and content production at scale.

NOWInefficient and

repetitive

Most content is created

multiple times across

channels and markets

and is often focused on

promotional campaigns.

NEXTFocused and

reusable

Maximum reuse of

created content across

channels with increasing

amounts of high quality

content aggregated from

trusted third parties.


Transforming your content engine


• Coordinated across devices and

channels

• Up-to-date, relevant & compelling content

around the clock

• Powerful insights enabled by Big Data

and analytics

• Seamless integration of internal and

external content

• Co-location and co-creation based

approval processes

• Scaled content production

• Maximize customer engagement with

personalized content

• Faster speed to market

• Higher efficiency in content production

and management

Making it happen

Drive reuse by

putting in place

incentives powered

by standards,

processes and

tools.

Scale a global

approach to

deliver the

business case.

Establish an end-

to-end service

model. Redefine

content approval

for the digital age.

Separate

content

production from

the creative.

Extend delivery

to include

external

content from

trusted

sources.

Content Production & ManagementContent Approval

Acceleration

Digital Asset Management

Digital Publishing Platform (Development and Maintenance)

Digital Project Management & Insights


1Decouple

2Standardize

3Scale

4Integrate

5Multiply

Improved

customer

engagement

through more

relevant/fresh

digital content

30 day reduced

cycle time at

global scale

through

streamlined

approval

3.5 days per

month released

back to Brand

Marketers

40-50% savings

achieved within 2

years in Content

Development

Fees

The payoff for life sciences clients



The results for your customers

Achieving higher customer engagement through personalized and targeted

contents delivered through multi-channel

Content Strategy

Analytically driven personalized content

Re-usable content across digital channels

Coordinated content across devices and

channels

Seamlessly

integrated internal &

external content

Legally approved content

1 Launched Social Media

campaign

2 Extended the content to other

social networks

3 Extended the campaign on

Flickr

4 Extending the personalized

content to the Patient and HCPs

5Extending the content for

e-Detailing

A large Pharmaceutical company for their brand in Chronic Pain


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=llmeeQKIj9CEeM&tbnid=QT21UgLXK-fcXM:&ved=0CAUQjRw&url=http://ss.utpb.edu/student-life/orientation/getconnected/&ei=4KpMUp3iGIK29gSs3oCYDA&bvm=bv.53371865,bs.1,d.aWM&psig=AFQjCNEnRx6I6qvKogIlfJXZGkl7WkeHNw&ust=1380842554395680

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=llmeeQKIj9CEeM&tbnid=QT21UgLXK-fcXM:&ved=0CAUQjRw&url=http://ss.utpb.edu/student-life/orientation/getconnected/&ei=4KpMUp3iGIK29gSs3oCYDA&bvm=bv.53371865,bs.1,d.aWM&psig=AFQjCNEnRx6I6qvKogIlfJXZGkl7WkeHNw&ust=1380842554395680

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ChPaqnXRVKPwyM&tbnid=3OVVKeqSB-5lsM:&ved=0CAUQjRw&url=http://mq.edu.au/on_campus/get_involved/conception_day/the_lineup/&ei=CqtMUqPNGJO-9gT_v4DYDQ&bvm=bv.53371865,bs.1,d.aWM&psig=AFQjCNF3lCFklH6OtVLjYBAGYg6jsQK7SA&ust=1380842629126304

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ChPaqnXRVKPwyM&tbnid=3OVVKeqSB-5lsM:&ved=0CAUQjRw&url=http://mq.edu.au/on_campus/get_involved/conception_day/the_lineup/&ei=CqtMUqPNGJO-9gT_v4DYDQ&bvm=bv.53371865,bs.1,d.aWM&psig=AFQjCNF3lCFklH6OtVLjYBAGYg6jsQK7SA&ust=1380842629126304

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vuGBv7MdzBZBVM&tbnid=0kCG7wUF5Pq0UM:&ved=0CAUQjRw&url=http://www.vrayforc4d.net/&ei=J9JMUsDqJInQ8QTCvYFQ&bvm=bv.53537100,d.cGE&psig=AFQjCNH7vgyeEfcjZfKFRn61y0v7LzB58A&ust=1380852582986293

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vuGBv7MdzBZBVM&tbnid=0kCG7wUF5Pq0UM:&ved=0CAUQjRw&url=http://www.vrayforc4d.net/&ei=J9JMUsDqJInQ8QTCvYFQ&bvm=bv.53537100,d.cGE&psig=AFQjCNH7vgyeEfcjZfKFRn61y0v7LzB58A&ust=1380852582986293

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