Participants

Opinions

SafeValue must use [property]=binding: 42ca263a76a60d7362f79e46be3bcbf1 (see http://g.co/ng/security#xss)

The Importance of Customer Journeys in Digital Marketing

Participants

Opinions

aa306d0c70a74f919f258af5c14d687c

Description

Keynote points for this week's session:

 

1. Creating and distributing relevant content, in the right touchpoint or channel, in the right sequence, helps to engage every individual person and deepen their relationship with your brand.

2. It is important to not just have journeys for each type of customer, but to also clearly define who your customers are. Hint: Doctors are not the only customers for Pharma companies.

3. A granular customer journey is very different from demographic data about them, for example: age, gender, address, phone number, location, size of practice and prescription habits.

4. However, is it valid for all our customers? Unlikely! Each of your target customers come to your brand in a different sequence of touchpoints, and this sequence will differ from person to person.

5. Part of the reason the sales engagement process can be less effective is because your customers come to your product in their own unique way and, in reality, it is far more complicated than the lovely linear customer journeys that we see within our companies.

avatar

Digital Excellence Pharma Academy

22 Jun 2020 12:30 Pinned

Does your brand plan consist of a granular customer journey?
23 Votes
No, I don’t know what it means
35%
No, but we have patient acquisition models
26%
We have started to work on customer journeys
35%
Mapping customer journey is in our DNA
4%
avatar

Riyaz Mulla

24 Jun 2020 04:51

Excellent 👌👌 Examples made easy to understand comlex things

avatar

Salil Kallianpur

26 Jun 2020 17:37

Thanks a lot

avatar

Vivek Hattangadi

6 Jul 2020 10:56

Excellent treatise on patient journey!☺️😊👍💐

avatar

Girisan Kariangal

28 Jun 2020 15:14

Very well put across Salil. Good points to act upon. Thanks.

avatar

Vivek Hattangadi

26 Jun 2020 17:26

An excellent treatise in digital transformation. It was really a good learning for me. Thanks a lot for sharing!😊 Vivek Hattangadi

avatar

Salil Kallianpur

26 Jun 2020 17:37

Sir you are very kind. Thank you for the encouragement and support.

avatar

Swapnil Ashok Vichare

24 Jun 2020 19:22

Thank you so much sir for sharing knowledge. Your preparedness and efforts to make content simple and understanding are amazing... This approach will definitely help build loyal customers. Challenge would be to give same kind of experience if not better next time to customers.

avatar

Salil Kallianpur

26 Jun 2020 17:38

So glad to hear that you liked it. Thanks for watching

avatar

Sudhendra Anandgal

24 Jun 2020 19:12

Great insight lot needs to be done. thank you so much

avatar

Salil Kallianpur

26 Jun 2020 17:38

Thanks for watching

avatar

Sandeep Varma

24 Jun 2020 19:06

A great webinar Salil. You have nicely illustrated how the mapping of doctors and patients can be done by Pharma companies at each stage and how by using a CLM, we can create customer loyalty for our company & brands, without being pushy for the brands. I am recommending this to other colleagues also to watch and benefit from the same. Cheers!

avatar

Salil Kallianpur

26 Jun 2020 17:38

Excellent to hear that Sandeep! Thank you

avatar

Deep Bhandari

24 Jun 2020 17:14

Great insights Salil reminding the 3 cardinal rules of digital marketing

avatar

Salil Kallianpur

26 Jun 2020 17:39

Thanks a lot Deep for your encouragement

avatar

Amaninder Dhillon

24 Jun 2020 16:29

In navigating the customer journey, how do you circumvent compliance and regulatory landmines? Most of the scientific and commercial data have to be firewalled (available and to be accessed only by Physicians) otherwise it may be construed as direct to patient promotion. Having separate digital gateways for patients/caregivers/physicians/payers/pharmacy is a challenge in itself.

avatar

Digital Excellence Pharma Academy

24 Jun 2020 16:32

avatar

Digital Excellence Pharma Academy

24 Jun 2020 16:36

This was part of presentation - Understanding Patient Experience before Launching a Product by Milijana Drobnjak, Director Marketing, Market Access at Novartis at Pharma IQ Live. She did talk about the regulatory challenges in the US and said, it was difficult but certainly possible to work with the regulators. I'm sure in India, regulators are not the main challenge.

avatar

Amaninder Dhillon

24 Jun 2020 18:03 Edited

The DCGI gives approval based on indication and speciality , and I am sharing experience from oncology, where its specific to speciality e.g Denosumab was approved prevention of SRE for medical oncologist but the compliance and regulations didn't allow to promote to urologist initially who also treat prostate cancer. So any promotion or engagement of urologist was consider offlabel. It was on... See more

avatar

Amaninder Dhillon

24 Jun 2020 19:31

avatar

Surendra Padmakar Chandratre

20 Jun 2020 20:17

I liked the Webinar. It is very thoughtful & Interesting. Todays Brand Manager must utilize (Club) this digital process with conventional process to drive growth of a Brand. i.e 3Ps + DE ( Digital expirience for the Customer). Thanks Sir

avatar

Salil Kallianpur

21 Jun 2020 15:15

Thank you for watching

avatar

Prasad Mahadevan -

19 Jun 2020 21:38

Sir as you rightly said the thinking now should be service and experience oriented rather than product centric. Currently all Pharma companies keep huge budgets to satisfy customers with inputs, So according to you what's your opinion is it better to understand the need and take feedback from customers regarding requirements of any specific inputs, before finalizing the same. Also you spoke ab... See more

avatar

Anup Soans

19 Jun 2020 22:13

Pharma needs to move away from transactional selling to services and experiences through genuine CRM to create customer loyalty. Current methods are unsustainable because someone else can give a better deal and that reduces you to a commodity. When you watch all the webinars and put the key learnings together, it will make sense.