Leveraging Technology to Unify Multichannel Marketing Engagement Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare
What are we aiming for? Customer receives ongoing useful, relevant information via their channel of preference Optimal customer experience - communication is coordinated across all channels Customer builds a meaningful relationship with the brand Right person, Right time, Right channel
The new customer engagement model 360 multichannel approach Website visits and registrations Social networking Remote speaker education and programs Email and survey responses Sales rep detail with ipad Direct mail responses Text messages Non-personal interactions Customer Personal interactions Telesales detail Customer service call Medical apps and portal visits KOL/Thought leader Mobile apps Devices/ search engines Conventions 3
Right message, right person, right time? What s the typical current state? Traditional data management challenges persist New priorities increasing data volumes, new data types, ongoing MDM challenges Fragmented data, across internal and external stakeholders Poor visibility of marketing activities across channels Despite $, rarely a complete view of the customer Cross channel coordination challenging without the right technology Marketers may not build an ongoing communication journey Customers receive one-off communications
Multichannel Marketing Maturity Curve Pressure on margins/roi Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend Integrated Marketing Proliferation of customer types and channels is effectively managed at this stage Data integration Foundation for later stages is set creation of a 360 view of the customer Push marketing Customer/channel complexity
Technology foundation required as basis of successful multichannel marketing. Integrate all relevant customer/marketing data. Consider outsourcing the challenge cloud based marketing platform Standardize KPIs across marketing vendors, partners, internal organizations Leverage a marketing platform that manages vendor complexity and integrates data from numerous third parties 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 multichannel marketing
Leveraging Technology to Unify Multichannel Marketing Engagement A Case Study
Understanding your audience Drives continuous engagement Leads to additional insights Creates loyalty, trust and confidence
What are we aiming for? Right message Right person Right channel Right time
Beacon s Multichannel Marketing Approach ACQUIRE AND SUSTAIN Acquire customers and prospects through branded and unbranded engagemoments UNDERSTAND AND DIFFERENTIATE Understand the needs of the customers through database segmentation Retain high value customers and engage, motivate others Customize communications based on customer segments Interact and deliver more relevant services & messaging to customers and prospects Customer Relationship Management Cycle Differentiate according to characteristics, needs and customer behavior Develop incentives, services and contact points according to customer preferences INTERACT WITH RELEVANCE DEVELOP AND CUSTOMIZE
Multichannel Marketing: A Case Study WHERE WE VE ARE BEEN WHERE WE RE GOING 12
Multichannel Marketing Maturity Curve Pressure on margins/roi 2006-2012 WHERE WE VE BEEN Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend Integrated Marketing Proliferation of customer types and channels is effectively managed at this stage Data integration Foundation for later stages is set creation of a 360 view of the customer Push marketing Customer/channel complexity
Initial Needs, Objectives and Challenges Need to reach patients How do we measure success? Motivate to see their doctor Understand who is our target? How do they want to be communicated with? Why did they engage? What do they want? When do they want or need more information? How do we integrate other data sources? Are they on treatment?
Getting Started Fulfillment Commercials Branded Website Print Ads Disease Awareness Website Call Center Rebate Copay Card
Initial program was going well Reactive vs. Proactive Increasing Database Registrants Increasing Communications Adding Database Drivers Increasing Data Points Disunified set of data No clear insights to behavior Siloed Positive Results Significant time to develop recommendations
Multichannel Marketing Maturity Curve Pressure on margins/roi 2006-2012 WHERE WE VE BEEN 2013-2014 WHERE WE ARE Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend Integrated Marketing Proliferation of customer types and channels is effectively managed at this stage Data integration Foundation for later stages is set creation of a 360 view of the customer Push marketing Customer/channel complexity
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 Find-A- Doctor Unbranded Digital & Print Branded Digital & Print Call Center Multichannel Marketing Asset Downloads Mobile Apps Social Media Channels
Where We Are Today 13 Campaigns 12K New Registrants Monthly 57 Journeys Implementation Turnaround Time 5K Monthly Call Center Database 1,000,000+ 8 Realtime API Feeds Strategic Agency Partner Time 200+ Trackable Data Points 150K Monthly Emails 80+ Email Templates Utilized 220 Times
Multichannel Marketing Maturity Curve Pressure on margins/roi 2006-2012 WHERE WE VE BEEN 2013-2014 WHERE WE ARE 2015 WHERE WE RE GOING Unified Multichannel Marketing Brand builds real relationships with customers, optimizes communication across channels, optimally allocates marketing spend Integrated Marketing Proliferation of customer types and channels is effectively managed at this stage Data integration Foundation for later stages is set creation of a 360 view of the customer Push marketing Customer/channel complexity
Technology, agency and brand team working together to deliver unified multichannel marketing
Leveraging Technology to Unify Multichannel Marketing Engagement Q&A Session Simone Bailey, Director of Strategy, Technology & Applications, IMS Health Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare