Customer Centricity 

As we reflect on trends from 2018 and move into 2019, a common theme we have seen has been around customer centricity. One fact we would all agree on is that Pharma must bring value beyond the efficacy and safety of their products. The pill-plus mentality focuses on customer centricity as more than just a luxury. It’s a necessity.

Big Pharma Investing in Customer Centricity 

We have now seen Novartis invest in “Alia”—a chatbot that is available 24 hours a day, 7 days a week to help patients living with psoriasis and chronic urticaria get answers to questions they have on the spot. Novo Nordisk’s online chatbot “Sophia” is also available 24/7 to answer questions about diabetes and will direct customers to the appropriate contact if the answer isn’t available. With time, these technologies will improve based on predictions and human interaction learnings. The fact is these companies have recognized the need for more customer engagement.

Marketing has never been more of a two-way street than it is today, and one thing still holds true for both HCPs and patients. We need to provide information when, where, and how they want it.  

Physicians

Physicians are becoming harder to reach because they are implementing ad blockers at higher percentages, and they aren’t as engaged in CRM programs as they used to be. We all know that sales representatives are also receiving less time in the office with their customers. What if there were a button that allowed physicians to contact pharma/sales representatives when they needed them?

Patients

Patients have become information seekers and 83% look for health information online (The Social Life of Health Information). In addition, 57% of patients decide where to get treatment based on providers’ social media presence. Patients are becoming more educated and proactive about their health with all the information available to them online. What if patients could get their questions answered and reach Pharma companies by pressing a button?

The Easy Button for Health Care
Ping™ M3 Health

Continuing down the avenue of customer engagement, M3 Health has partnered with Amazon technologies (Amazon Dash) to bring their Internet of Things (IOT) customer services approach to Pharma and it couldn’t be more timely in this era of customer centricity. One of the main objectives of the technology is to simplify the customer experience. The concept at its root is derived from the Amazon Dash experience. If you can recall, Tide® laundry detergent was arguably one of the most popular brands to use Amazon Dash for customers to order detergent to their doorsteps by clicking a button.

Utilizing this concept in Pharma is a great way to bring convenience to our patients/HCPs and keep our brands top of mind. This button can be given to a doctor so he/she can request a representative at any time. Patients could also use this button to keep in touch with care staff and/or Pharma companies. For more on M3 Health and the Ping™ technology capabilities, please visit http://m3-health.com/ping.

Written by Damon Tutulic

Director of Digital Experience

We are a full-service, independent, healthcare advertising agency that provides end-to-end, sound strategic thinking and creative, multichannel solutions to pharmaceutical and medical device clients.

Contact SOUND

0

Comments

Your email address will not be published. Required fields are marked *


Sign up for Newsletter

Get the latest news from Sound about creative strategy and more.