Smarter Commerce for healthcare and life sciences

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1 IBM Smarter Commerce Healthcare and Life Sciences Smarter Commerce for healthcare and life sciences Competing in a consumer-centric world

2 2 Smarter Commerce Across the healthcare ecosystem, from payers and providers to pharmaceutical and medical device manufacturers, healthcare stakeholders have one objective in common: the health and well being of the individual. In today s highly digital world, healthcare consumers are more empowered, informed, price conscious, value-seeking and social-media savvy than ever before. Whether motivated by financial incentives, easier access to healthcare services and information, or changing cultural norms, consumers are beginning to engage more directly in managing their own health and well-being. Healthcare and life sciences companies are preparing to compete in the healthcare ecosystem of tomorrow by capturing the attention and loyalty of these empowered consumers. Today s consumers want to access information and services across multiple communication channels: web, social media, mobile, phone and in-person. To succeed in this new consumer-centric world, healthcare stakeholders need to rethink the way they engage and communicate with their customers. They need Smarter Commerce. IBM Smarter Commerce solutions are designed to help organizations better integrate and more effectively manage processes to create more value as defined by their consumers. Smarter Commerce helps organizations place individuals at the center of operations and analyze critical consumer and operational data, from multichannel buying behaviors to social media content. This approach enables organizations to build consumer-centric business processes that help them buy, market, sell and service their offerings accordingly. This solution brief provides readers with a better understanding of how Smarter Commerce helps healthcare and life sciences organizations: Understand and anticipate consumer behavior with new insights Respond to changing healthcare needs with new products and services to optimize value Competitively differentiate and build brand value through more targeted marketing, sales and delivery processes Increase consumer loyalty by servicing consumers flawlessly across all channels while enhancing brand trust at every encounter A changing healthcare ecosystem drives demand for Smarter Commerce For today s healthcare organizations, there s no such thing as business as usual. They function under intense pressure to maximize financial performance and reduce risk. Rapidly evolving regulatory, competitive and economic factors have converged to create a more complex and challenging marketplace across the entire ecosystem. New competitors and increased consumer choice mean that healthcare organizations must provide innovative and creative offerings to increase consumer satisfaction. To thrive in the new age of the consumer, they must develop a clear understanding of the motivations of each individual. Smarter Commerce solutions help healthcare and life sciences organizations better understand consumers such that they can provide targeted and personalized communications and deliver more predictable outcomes across their value chains. With Smarter Commerce, organizations can become more agile to better respond to market pressures and changing consumer needs. The result is an optimized consumer experience leading to more satisfied and loyal healthcare consumers.

3 Healthcare and Life Sciences 3 Smarter Commerce help organizations improve business processes and results by: Improving collaboration to more efficiently manage new business models and increasingly complex supplier relationships. Enabling a better understanding of consumer needs and future requirements. Enhancing consumer satisfaction and loyalty by delivering seamless, high-quality service across all channels. Increasing insights by embracing social media and implementing new marketing tools and predictive analytics technologies. The journey to Smarter Commerce for healthcare organizations requires taking a consumer-centric approach and leveraging organizational assets to market, engage and personalize communications and offers to achieve competitive advantage. Smarter Commerce help healthcare industry stakeholders meet increasing consumer demands and provide better decisionmaking capabilities to their organizations. Below are some examples of Smarter Commerce capabilities: Gain an integrated view of consumers Widely distributed data sources and information overload caused by the growing volumes of digital information have made it more difficult for organizations to access a complete view of information about each individual. Smarter Commerce solutions provide organizations with an integrated view of existing and prospective customers. This enables them in developing deeper insights, expediting new product development, and delivering improved access to enterprise information. Insight Enabling success with Smarter Commerce How do organizations get started on a Smarter Commerce journey? By focusing on three steps: Gaining insight, defining strategy and engaging consumers. To gain deep insight into consumer behavior and needs, organizations must anticipate, predict and respond to future behavior. Insights lead them to develop and refine their strategy for profitably enhancing, extending and delivering consumer value. The strategy enables organizations to improve how they engage and collaborate with consumers and partners to conduct commerce and create a differentiated experience. Engagement Strategy Figure 1: Understanding consumer preferences across all channels enables a more optimized consumer experience to increase loyalty and drive growth.

4 4 Smarter Commerce Enable a deeper understanding of consumer preferences As the variety of channels for accessing information and services continues to grow, it is critical for organizations to understand how individuals want to interact with them. With a deeper understanding of consumer preferences, organizations can improve service and engagement, increase loyalty and drive business growth. Smarter Commerce solutions can assess the use and effectiveness of social media in consumer interactions, and analyze consumer trends, interactions, and behaviors to enhance organizational processes, strategies and offerings. Personalize communications and offerings To succeed in an increasingly consumer-driven market, healthcare stakeholders need the ability to effectively personalize communications and offerings to different types of consumers. Smarter Commerce solutions help organizations create highly targeted consumer-centric offerings and communications and achieve better results from marketing programs by increasing campaign intelligence and anticipating consumer actions. Deliver an integrated consumer experience Organizations need to provide a more seamless consumer experience across multiple interactions, regardless of a consumer s channel of choice. Personalized Smarter Commerce offerings allow consumers to receive more consistent information and services using multiple channels, and help organizations optimize contact centers and improve multichannel experiences. With Smarter Commerce, healthcare industry stakeholders can successfully build consumer-centric business processes that help them to: Drive growth by enhancing, extending and redefining how value is delivered. Increase margins by making every stage of the commerce cycle more efficient. Increase the insights generated from consumer interactions. Capitalize more effectively on the social and mobile commerce explosion. Deliver more consistent and predictable outcomes. IBM Smarter Commerce Solutions IBM helps organizations across the healthcare ecosystem, from payers and providers to pharmaceutical and medical device manufacturers, innovate their customer value propositions. As stakeholders strive to deliver personalized, highly relevant products and services, and a seamless experience across all touch points, IBM Smarter Commerce solutions can help them: Analyze, refine and redefine their value chain strategy. Engage, improve and transform consumer experiences. Innovate around wellness and care coordination. Segment and sell directly to individuals based on their needs and profiles. Develop new offerings tailored to individual consumer needs.

5 Healthcare and Life Sciences 5 IBM Smarter Commerce solutions IBM Cognos Consumer Insight. Advanced and predictive analytics, and performance management IBM Coremetrics. Web analytics and marketing statistics management IBM Emptoris Suite. Contract and vendor management IBM Sterling Suite. B2B integration, supply chain and file transfer management IBM Tealeaf suite. Customer and web experience management IBM Unica suite. Precision-driven, coordinated cross-channel personalized marketing campaigns IBM WebSphere Commerce Family. Smarter shopping experiences with personalized shopper interactions IBM WebSphere Portal Family. Personalized web content and applications IBM Smarter Commerce for healthcare and life sciences provides market-leading products and services that help put the consumer at the center of the business. This helps organizations optimize interactions across the entire commerce cycle from sourcing to marketing, selling and servicing. With significant breadth and depth, IBM delivers industry-focused offerings and a strong set of integrated analytics to track consumer behavior across all channels. IBM delivers its modular Smarter Commerce offerings on a platform that is scalable, interoperable and extensible. IBM Smarter Commerce supports flexible consumption and a wide range of delivery models including on-premise, cloud, hybrid, hosted delivery and even fully outsourced business processes. IBM has a wide range of service offerings to help organizations with their Smarter Commerce journey. The IBM Global Business Services Smarter Commerce practice has more than 1,000 consultants worldwide. Our customer value strategy accelerator brings IBM industry and strategy specialists together with clients to develop a roadmap and prioritized recommendations for new business models that address the changing needs of the social, digital and mobile consumer. Through a series of immersive workshops, IBM can help healthcare stakeholders rapidly understand the set of new possibilities created by the digital world and present recommendations to move their organizations forward on a Smarter Commerce path. For more information on how IBM can help your organization on its Smarter Commerce journey, visit ibm.com/smarterplanet/us/en/smarter_commerce/overview/

6 Copyright IBM Corporation 2012 IBM Corporation Software Group (or appropriate division) Route 100 Somers, NY Produced in the United States of America August 2012 IBM, the IBM logo and ibm.com are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at Copyright and trademark information at This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS IS WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANT- ABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided. Please Recycle UVB12353-USEN-00

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