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4th mobile pharma summit hcp e crm final
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Transcript of 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?
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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!)
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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
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EMAIL IS A CRITICAL PART OF HCP MARKETING
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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%
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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
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YOUR ENEMY
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HCP ENGAGEMENT: MOBILE COMPETITION IS FIERCE
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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
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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
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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
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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
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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*
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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%)
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MOVABLEINK IS GREAT EXAMPLE OF INNOVATION
Real-time data updates inside the email
Time and event triggers
Previous behavior triggers dynamic content
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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
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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
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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
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THE ‘TIPS’ PART OF THE PRESENTATION! (IDEAS THAT CAN IMPACT YOUR ECRM NOW!)
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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
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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.
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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