4th mobile pharma summit hcp e crm final

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Email and mobile: new tricks, tips and metrics in a customer-centric world

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Mobile is creating Emails’ Evolution!

Email & Mobile: Boring or Breakthrough?

ASK YOURSELF…”EMAIL IS…”…

Boring Old school Ineffective Need-to-have but not a business driver Someone else does it (a version of “boring”) What’s a database? What’s email? Potential game-changer (the best answer!)

ONCE UPON A TIME, EMAIL WAS...

Structure:• Great list• Great content• Compelling offer• In-the-can• Pre-determined cadence • On and on…

Old (current) metrics: • Open rate• Click-through • Action-taken• CTOR

EMAIL IS A CRITICAL PART OF HCP MARKETING

REAL-WORLD FACTORS MAKE MOBILE EMAIL A WINNER

8 second attention span

15 minutes per patient

74 interruptions/alerts from EHR daily

68% of HCP’s prefer email to Sales Rep visit (11%)*

Time-squeezed Customer-centricity

*Annual HealthLink Professional Communications Study 2016

Disappearing Access

Having access to see a doctor is hovering around 50%

MOBILE TIPPING POINT CHANGES THE GAME

As of March 2016, 51% of all U.S. Internet traffic is now mobile

80% (+) of HCP’s have smartphones*

63% of HCP view email on mobile vs 20% on desktop**

*eMarketer March 2016 **MMS

YOUR ENEMY

HCP ENGAGEMENT: MOBILE COMPETITION IS FIERCE

It’s all about Context* in a customer-in-control world(time, data, event, season, last-action, next-action, etc)

*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach

FORRESTER ON EMAIL: STILL THE MOST COST-EFFECTIVE CHANNEL IS EVOLVING FAST

“Don’t Ignore the User ExperienceYou should also assess the user-facing elements of your email program. Components of a successful campaign include a concise and relevant subscription process, engaging, customized, and contextually relevant content, strong visual presentation, and trust-instilling best practices that help foster long-term customer care.”

*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach

Forrester, US Experience Index, Q1 2015

“Which of the following initiatives are likely to be your organization’stop business priorities over the next 12 months?” (Global business leaders’ top priorities)

WHY CRM/CXM? THEY GROW REVENUE AND KEEP CUSTOMERS

EASE-OF-USE NOW BEATS TRUST

• 59% trust Advocacy sites, but only 19% visit them

• 53% visit WebMD, but only 39% trust the content

• And for Biopharma? 40% trust the content and find it easy-to-use but only 10% visit!

Makovsky March 2016

LET’S LOOK AT A KEY HCP AUDIENCE(The largest group in today’s workforce)

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Mobile is a must: 88% check email on smartphone 98% check personal email every few

hours at work One client, 62% open PRM on smartphone

Up from 47% in 2015

Pictures are worth a 1000 words: This age group thinks & communicates in

images

HBR blog ‘Email is the best way to reach Millennials’* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html

*American College of Physicians

MILLENNIALS': 25% OF HCP’S ARE UNDER 39 YEARS OLD*

TIMING IS EVERYTHING: EMAIL AND MILLENNIALS

15HBR blog ‘Email is the best way to reach Millennials’* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html

Millennials are also more likely than any other age group to check email:

From bed (70%)

Driving (27%)

From the bathroom (57%)

MOVABLEINK IS GREAT EXAMPLE OF INNOVATION

Real-time data updates inside the email

Time and event triggers

Previous behavior triggers dynamic content

LITMUS IS A GREAT TOOL (PIXEL)

Litmus: Customer controls the CTR, but you can provide a ‘time-on-email’ metric that allows you to evaluate the value of your content seen and give the customer a sense of control

Free “Email Marketing in 2020” https://goo.gl/2h13QX

Litmus: Recognizes time-squeeze and customer control , by allowing you to know whether they actually read the content:• Time read• Skimmed• Deleted• Device• Geography• Time-of-day• Shared/

Forwarded

MOBILE ECRM METRICS ARE EVOLVING:BEYOND THE CLICK, IT’S ENGAGEMENT

New metrics: • Open rate • Time spent

reading• CTR • Action-taken• CTOR

Old (current) metrics: • Open rate• Click-through • Action-taken• CTOR

THE ‘TIPS’ PART OF THE PRESENTATION! (IDEAS THAT CAN IMPACT YOUR ECRM NOW!)

CONCLUSION: THE GAME HAS CHANGED, CHANGE WITH IT

Test, but don’t waste time: Usability Hub

Lean templates

Play to audience mobile consumption Time-of-day, events, seasonality, regionality

Apply sequential subject lines & copy

Apply tracking tools like Litmus

THINGS TO THINK ABOUT (2) Open triggered dynamic content

Database knows what previous content doctor consumed Limit CTA’s to 3 Use Call Center as primary CTA

Satisfy the immediate response to content / customer service Map mobile analytics to physician working day Create ad hoc trigger emails Be careful of video; it does not work well across all platforms.

THANK YOU!AONEILL@HARBINGERASSOCIATES.NETWWW,HARBINGERASSOCIATES.NET

Doctor on email

COMING THIS FALL!

THANK YOUAONEILL@HARBINGERASSOCIATES.NETWWW,HARBINGERASSOCIATES.NET

THANK YOUAONEILL@HARBINGERASSOCIATES.NETWWW,HARBINGERASSOCIATES.NET

aoneill@harbingerassociates.netwww,harbingerassociates.net

THE ‘TIPS’ PART OF THE PRESENTATION! How can we learn from Consumer market? Can we re-purpose content? Can we create event/trigger-based program? What should we be testing? How do we maximize eCRM