Taryn Tarantino, VP Interactive Marketing, attended the ExL Customer Experience Management conference this week and shared the following takeaways just for Scoop:
• Personas are becoming an important part of HCP marketing, with speakers from Eli Lilly, AstraZeneca, Boehringer Ingelheim, and Merck all reporting active use of this tool. Personas are created through a mix of one-on-one interviews, surveys, and social listening, looking for trends in behavioral goals and informational needs. This was especially useful when John Fish of AstraZeneca needed to re-launch 15 sites around the world at the same time. By engaging with his HCP customers in the actual design and development process (even down to card-sorting topic areas for the websites) he created flexible websites that are both corporately consistent yet flexible enough to allow localization so HCPs in Great Britain see things differently than those in Japan. The new site was welcomed by his customers (both internal marketing teams and HCPs around the world), with engagement and product favorability for AZ significantly up – a win for user–centered design!
• Frank Eliason, Global Director of Social Media at Citi, shared a humorous view of the GM meltdown, and how social media is out there even if a company is not. Transparency and taking responsibility is a much better strategy than this.
• Catherine Price, a blogger and patient with Type 1 Diabetes, also shared an enormous patient advocacy triumph achieved through social media. She uses an insulin monitoring pump as an essential part of managing her disease. By happenstance she found out that in two states, Medicaid does not reimburse diabetes patients for this life-saving device, but through targeted use of Twitter (and an unfortunately timed story in the New York Times which deemed insulin pumps as “superfluous gadgets”), a group of dedicated patient advocates actually broke through political gridlock in Arizona and got the device included in the budget. Considering that the total cost to the state is an estimated $105,000 per year (less than the cost of 6 hypoglycemia-related hospital admissions, according to the American Journal of Managed Care) this was especially sweet.Her advice to the Times: Next time, ask a patient.
• This theme of involving your customers was a theme underscored throughout the conference – engage your audience (HCP and patient) – they want a voice. Be transparent, communicate in ways that are consistent, and keep your promises.
Doctors like to text, with more than half of them texting about work even when off duty according to research. So a program allowing teens to text with their doctors seems promising, especially as a trial showed it helps with adherence.
Wearable tech has enormous potential for gathering data that can benefit payers and providers’ quest to improve the quality of healthcare and outcomes. An article urges insurance companies to improve their technology capabilities to harness this data. (Thanks CMIO Dr. Susan Dorfman for this article.)
If you’ve always had a crush on Patrick Dempsey, now’s the time to think up a good health tech startup idea – the Grey’s Anatomy actor has decided to go into angel investing in our industry. Quick, someone help me think of something.
Rather than try to compete with iPad, Microsoft has launched the new Surface as an alternative to laptops – given that Microsoft hasn’t yet been able to make traction on Surface partly because of iPad’s stronghold, this seems like a smart move.
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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