Marketers maximize the value of their customer portfolios (patients and HCPs) by delivering engaging and relevant experiences that are informed by insights into their needs, interests and preferences. Many brands are now at a point where they are sitting on millions of database records that provide a rich history of their interactions with customers. In fact, these millions of records are dwarfed by the number of records stored in web tracking files (Omniture, Webtrends, etc.). Combined, these transactions should allow marketers to identify the needs and interests of their customers and use this information to develop and deliver promotion plans tailored to specific customers.
The reality is that brands have not fully exploited this opportunity, which results in many brands continuing to be tactic-centric and not customer-centric. Why is this? It’s clear that customer-centric promotion requires customer-centric analytics, but brands continue to view their data from a tactic / channel perspective. While these metrics are useful, they don’t provide insight into the drivers of customer engagement and profit. Instead, they put the focus on optimizing channel or tactic performance. Only by viewing engagement data by customer, over time, will brands be in a position to obtain insights that lead to personalized communications. Further, this longitudinal view should encompass the touchpoints that relate to a specific CRM campaign as well as all other interactions (rep visits, dinner meetings, web activity) a customer has with the manufacturer – not just with the brand that is sponsoring the promotion.
When analyzing a customer’s engagement over time, patterns will emerge that indicate not only channel preferences but content preferences as well. For example, does a physician respond only when the communication references clinical data? Do patient profiles generate interest? To learn about these types of customer preferences, it is critical that this data is captured, stored and easily accessible in the customer database. In the absence of clearly defined reference fields, it becomes much more difficult to know what content drives customer engagement. Marketers must ensure that this information is being capture and stored in a usable fashion.
Remember, understanding how and why a customer has engaged historically over time is the best way to ensure that the customer stays engaged in the future.