Session from CBI’s 11th Annual Bio Pharma Contact Centers Conference, which took place in Philadelphia 1/23 – 1/24/12. Barry Dalton, Telerx’s SVP of Multi-Channel Strategy, discusses the increased use of new digital channels amongst HCPs and consumers, and how to incorporate these successfully into the contact center.

1. Connecting the Dots
From Multi-Channel to Cross-Channel
Customer Engagement

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Just what the doctor ordered

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The Return on Relationship Challenge

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A Luxury Resource
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• Annual Cost = $195k
• Cost/Call = $148
• Call Duration = 2 minutes

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No See Physicians
As % of all
Dec ’08
23.6%
Jun ‘10
22.9%
Appointment Physicians
As % of all
Dec ’08
38.5%
Jun ‘10
49.6%

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Health Care
Professional
Inside
Sales
Mobile
Web
Email
@
Print
Call Center
Virtual Sales Force
Blended
Sales
Social
Support
Contract
Resolution
Returns
Order/Distribution
Management
Analytics for Customer
Insights
Training and
Development
Content Management,
Creative Design Experts,
Compliance
Brand
Strategy
Web
Development
/Hosting
Video/ Multi
Media
Marketing/
Advertising

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1) Channel preferences continually
changing, growing, shifting

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Touchpoint Taxonomy
Product
Packaging
Print Catalog
Call Center
Website
Blog
Facebook
Twitter
YouTube
Email
Direct Mail
Radio
Television
Channel
Web
Social Media
Email
Messaging
Telephone
Print
Platform
Web
iOS
Android
Mac OS X
MS Windows
Device
Desktop
Laptop
Mobile
Tablet
Television
Kiosk
Scale
Covert
Mobile
Personal
Environmental
Architectural
Urban
Context
Home
Work
Walking
Driving
Shopping
Plane
Party
Personal
Social
Location
Time
Task
Media
Book
Newspaper
Magazine
Video
Audio
Poster
Billboard

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So, how do customers
feel about
multi-channel?

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81%
1 of 3
30%, 28%80%
255%
By The Numbers

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The Theme of the Day?
One word:
MOBILE!

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Percentage of physicians who said
mobile would have these benefits:56%
Expedite
Decision
Making 39%
Decrease
Time for
Admin
Tasks
36%
Increase
Collaboration
Among
Physicians
26%
Allow More
Time with
Patients
24%
No
Impact
Source: PWC HRI Physicians Survey 2010
Mobile Benefits to the Physician

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2) Managing all channels takes
increasingly specialized talent

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Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
Cross-ChannelMulti-Channel
SERVICE SERVICE

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Account Team
Hundreds of Net New Processes
Communications
Customer
store
mobile social web
email
@
print call center
One Process – One System
Customer
store
mobile social web
email
@
print call center
Communications
Account Coordination
Changing Patient/HCP Behavior Requires
A New Approach

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3) Rapid commoditization &
disintermediation is driving critical
requirement for innovation

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4) Technology represents both
opportunities and threats

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SMS
• Health tips
• Medication &
Testing reminders
Cross Channel/Cross Device
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Customer
DB
iPhone App
•Health tips
•Medication & Testing
reminders
•Diet guide
•Meal planner
API
Electronic
Patient
Records
API
Website
• Landing page
• Enrollment
• Opt-in
• Health tips
• Medication & Testing reminders
• Diet guide
• Meal planner
Telerx 360º
Customer
Experience
Data
Analytics &
Reporting
Smart
Phone App
• Health tips
• Medication & Testing
reminders
• Diet guide
• Meal planner
API
CRM
• Tech support
• Help desk
• Live coaching
API
API

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5) With the rapid pace of change,
is best practice even possible?

21. Mobile devices increasingly used to diagnose
medical treatment
Image: Catra, MIT Media Lab

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Yes, 88%
No, 12%
Physicians Want Patients to Track
Healthcare at Home
65% Weight
61% Blood Sugar
57% Vital Signs
54% Exercise
36% Calorie/Fat Intake
36% Pain Level
35% Sleep Pattern
28% Cardiac Rhythm
17% Bladder Control
16% Acid Reflux
13% Digestive Health
Source: PWC HRI Physicians Survey 2010

23. Mobile technology and augmented reality blends
offline and online barriers

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1. Maintain the brand throughout ANY execution.
2. Listen to your customers first, your boss next.
3. Leverage integrated or single technology platform.
4. Balance mix – great in 1 channel, good in many.
5. Understand the importance of design.
6. Do it better, or differently, preferably both.
7. Be selective in what you want to be FAMOUS for.
7 Keys to Cross-Channel Success
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