Leveraging Technology to Unify Multichannel Leveraging Technology to Unify Multichannel Marketing...

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Transcript of Leveraging Technology to Unify Multichannel Leveraging Technology to Unify Multichannel Marketing...

  • Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare

  • Right time, Right channel Right person,

    What are we aiming for? Customer receives ongoing useful, relevant information via their channel of preference

    Customer builds a meaningful relationship with the brand

    Optimal customer experience - communication is coordinated across all channels

  • The new customer engagement model

    3

    Customer

    Social networking

    Devices/ search engines

    Sales rep detail with iPad

    Customer service call

    Telesales detail

    KOL/Thought leader

    Remote speaker education and programs

    Conventions

    Personal interactions

    Text messages

    Direct mail responses

    Medical apps and portal visits

    Website visits and registrations

    Email and survey responses

    Mobile apps

    Non-personal interactions

    360° multichannel approach

  • Right message, right person, right time? What’s the typical current state?

    Poor visibility of marketing activities

    across channels

    Fragmented data, across internal and

    external stakeholders

    New priorities – increasing data volumes, new data types,

    ongoing MDM challenges

    ‘Traditional’ data management

    challenges persist

    Customers receive one-off communications

    Marketers may not build an ongoing communication journey

    Cross channel coordination challenging without the right technology

    Despite $, rarely a complete view of the customer

  • Multichannel Marketing Maturity Curve

    Push marketing Customer/channel complexity

    Pr es

    su re

    o n

    m ar

    gi ns

    /R O

    I Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

    Proliferation of customer types and channels is effectively managed at this stage

    Integrated Marketing

    Foundation for later stages is set – creation of a 360° view of the customer

    Data integration

  • Technology foundation required as basis of successful multichannel marketing.

    Integrate all relevant customer/marketing data. Consider ‘outsourcing’ the challenge – cloud based marketing platform

    Leverage a marketing platform that manages vendor complexity and integrates data from numerous third parties

    Standardize KPIs across marketing vendors, partners, internal organizations

    Provide 24/7 access to marketing performance data Quickly make changes to Campaigns already ‘in flow’ and analyze campaign results

  • Technology, agency and brand team – working together to deliver unified multi- channel marketing

  • Leveraging Technology to Unify Multichannel Marketing Engagement

    A Case Study

  • Creates loyalty, trust and confidence

    Understanding your audience

    Drives continuous engagement

    Leads to additional insights

  • What are we aiming for?

    Right message

    Right time

    Right person Right channel

  • Beacon’s Multichannel Marketing Approach

    Customer Relationship Management

    Cycle

    Acquire customers and prospects through branded and unbranded engageMoments®

    ACQUIRE AND SUSTAIN UNDERSTAND AND DIFFERENTIATE

    DEVELOP AND CUSTOMIZE INTERACT WITH RELEVANCE

    Retain high value customers and engage, motivate others

    Understand the needs of the customers through database segmentation

    Differentiate according to characteristics, needs and customer behavior

    Develop incentives, services and contact points according to customer preferences

    Customize communications based on customer segments

    Interact and deliver more relevant services & messaging to customers and prospects

  • WHERE WE’RE GOING

    WHERE WE ARE

    Multichannel Marketing: A Case Study

    12

    WHERE WE’VE BEEN

  • Multichannel Marketing Maturity Curve

    Push marketing Customer/channel complexity

    Pr es

    su re

    o n

    m ar

    gi ns

    /R O

    I WHERE

    WE’VE BEEN

    2006 - 2012

    Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

    Proliferation of customer types and channels is effectively managed at this stage

    Integrated Marketing

    Foundation for later stages is set – creation of a 360° view of the customer

    Data integration

  • Initial Needs, Objectives and Challenges

    Need to reach

    patients Motivate

    to see their

    doctor

    Understand who is our

    target?

    What do they

    want?

    Why did they

    engage?

    How do they want to be

    communicated with?

    When do they want or need more

    information? Are

    they on treatment? How

    do we measure success

    ?

    How do we integrate

    other data sources?

  • Commercials

    Print Ads

    Rebate

    Branded Website

    Disease Awareness Website

    Getting Started

    Fulfillment

    Copay Card

    Call Center

  • Initial program was going well…

    Disunified set of data

    No clear insights to behavior

    Reactive vs. Proactive

    Significant time to develop recommendations

    Increasing Database

    Registrants

    Increasing Communic-

    ations

    Adding Database Drivers

    Increasing Data

    Points

    Siloed Positive Results

  • Multichannel Marketing Maturity Curve

    Push marketing Customer/channel complexity

    Pr es

    su re

    o n

    m ar

    gi ns

    /R O

    I 2013 - 2014

    WHERE WE ARE

    WHERE WE’VE BEEN

    2006 - 2012

    Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

    Proliferation of customer types and channels is effectively managed at this stage

    Integrated Marketing

    Foundation for later stages is set – creation of a 360° view of the customer

    Data integration

  • Incorporating the Multichannel Platform

     Personalized journeys  Targeted campaigns  Incorporating triggers from

    5 vendor API feeds  Real-time activity

    monitoring  Engaging with the right

    person, right time, right message

  • 19

    Unbranded Digital &

    Print Find-A- Doctor

    Branded Digital &

    Print

    Asset Downloads

    Mobile Apps

    Call Center

    Social Media

    Channels

    Multichannel Marketing

  • Where We Are Today

    Database 1,000,000+

    13 Campaigns

    57 Journeys

    8 Real- time API Feeds

    80+ Email Templates

    Utilized 220 Times

    150K Monthly Emails

    200+ Trackable

    Data Points

    5K Monthly Call Center

    12K New Registrants

    Monthly

    Strategic Agency Partner

    Time

    Implementation Turnaround

    Time

  • Multichannel Marketing Maturity Curve

    Push marketing Customer/channel complexity

    Pr es

    su re

    o n

    m ar

    gi ns

    /R O

    I 2013 - 2014

    WHERE WE ARE

    2015 WHERE WE’RE GOING

    WHERE WE’VE BEEN

    2006 - 2012

    Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend

    Proliferation of customer types and channels is effectively managed at this stage

    Integrated Marketing

    Foundation for later stages is set – creation of a 360° view of the customer

    Data integration

  • Technology, agency and brand team – working together to deliver unified multi- channel marketing

  • Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare

    Q&A Session

    Leveraging Technology �to Unify Multichannel Marketing Engagement Slide Number 2 The new customer engagement model Slide Number 4 Slide Number 5 Technology foundation required as basis of successful multichannel marketing. Slide Number 7 Leveraging Technology �to Unify Multichannel Marketing Engagement Slide Number 9 Slide Number 10 Beacon’s Multichannel Marketing Approach Multichannel Marketing: A Case Study Slide Number 13 Slide Number