How do you elevate the value of your omnichannel communications?
Divergent Consulting
Let’s accelerate your CX-omnichannel change program that enables sustainable organisation-wide transformation
How do you elevate the impact and value of your omnichannel communications?
More often than not, we jump straight into the content of our communication, before we set the context, which greatly undermines our value and diminishes our impact.
And if we are to be human-centered innovators we should prioritise context over content, as this is the reason
Focus on context over content
What are some simple questions that when answered can provide the context for your communication?
So often when life science marketers are mapping content they are focused on a problem - through the lens of the brand.?
This translates to problem statements such as a % of patients who are not gaining access who would benefit or a % of HCPs who are not reviewing patients soon enough, or prescribing guidelines and patient management flows are not always aligned.
While these problems are real, they are NOT the sort of problems that an HCP spends time considering. These are not the problems they spend all day focused on.?
When we frame our communication in the context of why we are supplying this material, it allows an HCP to understand when, and with whom this material will matter for.
Frame your communication into these categories
How does 'Context over Content' translate via your channels
Below are 2 channel scenarios
Email is still an incredibly powerful channel, however, the reality is that even when an HCP values the content, how will they remember it when they need it, and how do you share complex information that requires more than an email allows?
When you send an email based on your marketing plan, you have made choices based on what is important to you. My advice would be to reflect on the challenges your HCPs have with patient care. Are they starting patients on new medicines frequently, or are they needing to manage patients on a variety of medicines to get good outcomes, or do they only see a patient for your medicine infrequently, but when they do it’s a complex, critical engagement.
With that in mind consider your email frequency. For most of us, consistent, regular communication is better than random surprises in our inboxes.
Maybe you should send an email series over a period of time, with each email building on the next with context at the core. (a learning series)
Or maybe you should be doing a monthly email, reminding HCPs where to find your resources, and what tools are used when.
Either way, don’t send a brand promotional email without giving context as to why, and why now, you have sent this information.
Remember, email communication in a healthcare setting should be human-led. Don’t send an email that looks and feels like it came from a company, but rather from a team of people committed to supporting the HCP in the challenging job they have to do.
Pharma HCP Portals
The data continues to inform us that utilisation and engagement in pharma HCP portals is very low.?
But in our mind, that doesn’t mean they don’t play a key role.?
You wouldn’t expect high engagement based on the role (context) pharma HCP portals play in the day-to-day life of an HCP, and maybe if they were designed with the needs of HCPs better, engagement would be higher.
What does context look like in a pharma HCP portal?
Most portals we’ve seen have the navigation designed around buckets of information example: Prescribing Information, Patient Support Program, Patient Resources, Education & Events, Adverse Event Reporting etc.
What if the navigation was designed around the ‘jobs-to-be-done’?
Based on what the HCP needs help with in that moment.?
Content laid out based on context.
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Jobs-To-Be-Done
If this was the case then the navigation might look something like this:
Initiating Patients
???> Indications & Funding
???> Guides & Patient Care Flows
???> Clinical Research
???> Patient Resources
???> Education & Events
Improving Patient Outcomes
???> Indications & Funding
???> Guides & Patient Care Flows
???> Clinical Research
???> Patient Resources
???> Education & Events
Removing Patients
???> Indications & Funding
???> Guides & Patient Care Flows
???> Clinical Research
???> Patient Resources
???> Education & Events
Make it easy, and helpful for the HCP to find what they need, when they need it.
There is huge potential to improve the value proposition of pharma HCP portals, however, this starts with having a human-led strategy, and one simple way to get started is to prioritise context over content.
Omnichannel communication is complex, however, if you shift the focus to context over content, you will very simply become human-centered, and improve the impact you have in HCP lives.
As always we love hearing your feedback on Tania's thoughts.
ABOUT DIVERGENT CONSULTING
Divergent Consulting is a life science innovation & change consultancy. We believe that success starts by doing things differently - today!
When teams have complex challenges to solve we facilitate human-centered workshops to move from customer insights to a customer-tested solution within days.
When teams need to think, act & work differently in a complex and uncertain world, we guide & teach teams HOW to deliver better outcomes - for patients, clinicians and the business.
Talk to us today to discuss how we help; email Tania Rowland, Chief Reinvention Officer. [email protected]