Digital experience in sales is now more important than ever – particularly in healthcare, pharmaceutical and MedTech industries. Strategist Charlie Boon shares 3 things you can easily do to improve the experience you gives your customers in your sales process.
Never before have healthcare companies been more challenged to rethink the way they work than in 2020. And never before has the opportunity to rethink your relationship with digital and your customers been greater. We’ll explore 3 key areas where you can take small steps to gain market share and improve your digital experience.
Real-time support for real-world sales teams
Field sales teams need to find new ways of selling in a world without face to face contact. New tactics and fresh skills are needed to stay front of mind with customers and keep your sales pipeline healthy. Now is the time to create or refresh your digital sales toolkits.
While a sales toolkit will normally include familiar material like buyer personas, marketing collateral and pricing, unless it’s regularly documented, updated and shared with everyone, vital knowledge can easily be lost. This is particularly pressing now, with many teams working remotely.
The first step to creating any kind of high performing toolkit, should also include a re-evaluation of your customer journey. The way prospects and customers engage with your business will have altered since lockdown, and a quick review of these new journeys may uncover gaps in your sales materials, and expose new customer needs.
A simple way to keep all master documents within your toolkits updated, while also tracking their performance is to implement a digital asset manager (DAM) system. An effective DAM will also monitor various patterns over time, and help identify what works well, and where sales efforts should be focused.
Both these small moves can help you create more relevant sales and marketing content to improve your overall customer experience.
Questions to consider:
• Are there currently gaps in your sales or marketing materials?
• How are sales and marketing materials being kept up to date and distributed?
• How are you catering for customers’ changing needs since the pandemic?
• How easily can customers find what they need on your websites?
• Does your website give a great first impression?
Supporting customers in a time of crisis… And beyond
Across the healthcare sector, a hidden customer support crisis is creating even more uncertainty and leaving customers frustrated. For years, customer support has traditionally been moved to more cost-efficient offshore locations. But with the pandemic creating operational safety challenges in many locations, a shortfall in the support offered to customers has emerged.
Now is the time to turn this tide, with fast, simple digital solutions, which not only address immediate customer requirements, but can also prove useful in the longer term. These solutions are no longer the ‘nice to haves’ or to be considered sometime in the far distant future. The pandemic has highlighted the rapid advances made by telemedicine in this area and has proved it is within reach for the wider industry.
Ready to deploy technology like chatbots, automated responses, and video calls can offer your customers an improved online experience more akin to the B2C (business to consumer) interactions they’re used to.
A quick win to further support customer service teams and take the pressure off, is a few simple updates to online FAQs and support pages within existing websites. This can allow customers to “self-serve”, and help reduce the number of escalated queries.
The first step in updating these areas involves customer journey mapping to find the pain points at each stage. It can also reveal new edge cases and new scenarios that may need to be addressed in the future.
The last six months have shown just how rapidly we can adapt. And, if the rapid changes we’ve all adopted in our own lives have taught us anything, it may be that healthcare companies need to adopt a much more digital approach to meet the customer service needs of a much more digital savvy audience.
Questions to consider:
• Are you still able to resolve queries in a timely manner?
• Can you deal with an increase in queries?
• Have you identified new and irregular requirements because of coronavirus?
• What channels can customers use to make contact?
• What fail safes are there to make sure no query goes unanswered?
Accelerating new clinical models
While patient centricity has been the focus of discussion within the clinical trials industry for several years, the current challenges for ongoing trials means it’s time to look at alternatives to traditional physically based trials. It’s time to look more seriously at new hybrid clinical trials that truly put the patient first.
The coronavirus has acted as an accelerator in this area, by showing that we can quickly adapt, and feel comfortable with new ways of doing everything from work to healthcare. We’ve also seen that a mix of digital and face to face interactions is a viable option to help trials continue through periods of social distancing and local lockdowns.
A hybrid model provides a much more patient friendly experience by offering a digital alternative for routine check-ins and reducing the need for patients to travel long distances to participate. Without the need to rely on physical locations, patients can be recruited from a much wider geographic area and on a much larger scale, while virtual appointments can help decrease the effort needed for participation, keeping retention figures high and ensuring trials continue through this period of uncertainty.
Breaking down the regulations, and complexities of running a hybrid programme into smaller more manageable steps can give early adopters the edge, helping them win greater market share.
A crucial first step in this process is to map out a strategy that makes the best use of new digital health technologies, and kick-start the internal conversations to bring that strategy to life.
Questions to consider:
• How digitally mature is your organisation?
• Do you need to upskill or educate your team?
• What are the regulatory implications?
• What digital technologies are currently available?
• What are the internal barriers to adoption?
Take the first step with us
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