Single customer View Blog post

Single Customer View (SCV) – Pharma Oblivion of 360-Degree Customer Dashboard

Written by: Amaninder Dhillon

With customer centricity on the rise and personalized experiences becoming a prime focal point, companies have started exploring the various possibilities the DigiTech landscape has to offer to improve their customer relationships and brand reach. The Pharma industry is no exception.

[ Pharmacia Archives – Field Work Diary ]

Gone are the days when each call with HCP was reported in a diary to be countersigned by first-line managers (Best Practice of Pharma which has now become oblivious to Digital (DropBox Option Selection and Check Boxes) done as formality check for daily allowance and travel reimbursement. Very similar to the objective setting exercise on the HR portal every year.  

Even for that matter take HCPs as an example: They do not want to be inundated with generic content, irrelevant brand advertisements, and information that is repeated across channels. They seek smart journeys with the appropriate strategy that satisfies their unique needs.

Relationships won’t go away, but reps will need to shift their focus from relationship management to more scientific engagement to ensure that detailing adds value to the HCP

Many pharmaceutical companies are taking on the challenge of omnichannel orchestration by utilizing a wide range of marketing solutions, including advanced CRMs, marketing resource management programs, enterprise data warehouses, data lakes, and advanced analytics platforms. Though each of them has a place in streamlining data and improving decision-making, there is one technology that catches the eye in enabling a true Customer 360 experience – Customer Data Platform (CDP).

What is a single customer view?

A single customer view is also referred to as a 360-degree view of a customer or a unified customer view. A comprehensive, dependable, and integrated customer profile created from real-time data captured from multiple sources.

A 360-degree view is a ‘single source of truth’ of past behaviors and touchpoints of customers. A unified customer view improves decision-making capabilities and enhances project management of all departments.

 

What are the types of user data included in an ideal unified customer view?

 ✓ Demographics

✓  Updated Contact information

✓  Place of Practice and Type of Practice  

o  Influence of Management on Practice (High or Low)

o  Ability to Influence Rx Choice (High or Low)

✓  Patient Load (Qualitative and Quantitative)

✓  Rx (RCPA) for each brand – List of products and services used

o  Brand Bonding Ladder Status for each brand Rx

o  Special Rebates and Offers to Account for Enhancing Practice

✓  Marketing, sales, and support interactions

o  MR/MSL/Marketing/Training/Sr.Mgt visit feedback inputs for each brand and division (Cross Selling)

o  Best Practice

▪  Qualitative Notes and observation

▪  (*Minimum 260 characters – Now Read by Artificial Integrated Intelligence of CRM System) for any redundancy

✓  Sentiments and motivation points – Psychographics

o   Attitudes, Behavior, and Belief Systems

✓  User preferences – Drivers and circle of influence

✓  Customer issues and needs (Pain Points)

✓  Social relationships and digital footprints (Captured via MI and AI-enabled platforms e.g D2lPharma)

o  Website and mobile apps analytics of social channels (E.g Twitter/ Linkedln Etc

o  Publication and Research Paper

o  Conference Lectures / Participation and Role 

✓  Business relationships – Preferred channel and level of communications

✓  Affiliation – Personal and Professional

✓  Patient Service Requested (Free Samples / Referral to Patient Support Programs)

✓  Financial Support / Engagement provided for each brand

o  In consent with compliance policies

Data can be collected from online and offline sources and different applications in many cases. Data collection needs to be compliant with GDPR and other local norms as applicable.

For brand marketers to acquire a complete picture of the demands, habits, trends, and preferences of the customer and to execute the correct campaigns through the proper channels, a single customer view brings together offline and real-time data for decision-making and analysis. (A BIG miss in Pharma)

Information and customer insight in Pharma Galleria are often used as a secret weapon to impress hierarchy and kill internal competitors – Knowing very well that leaders sitting in Ivory Tower have NO time to dirty their hands in the field and rather would prefer listening and believing blindly to their coterie of handpicked advisors. ( Read Folktale: – The Emperor’s New Clothes )

 
Schematic of Single Customer View Dashboard (Adopted from https://piwik.pro/blog/what-is-single- customer-view-and-how-does-it-work/)

What are the benefits of applying a single customer view? And How Pharma Can Benefit?

How to connect data dots with marketing technology

Leveraging unified customer data ensures consistent, fruitful, and meaningful interactions with your customers. Nurturing customer relationships and building your business becomes easy with correct and relevant data. Below are different ways to unify them

Creation of a Shared Data Lake that cross-links various sales, marketing, medical, and financial systems capturing customer data to a single viewing window (Transparency Key Hole)

Roadblocks to building a single customer view (SCV)

Some barriers are easier to cross, especially when the management realizes that the goal is worth the effort. Others might take more time and effort. (That’s the case of money or corporate politics)

Poor data quality

For every marketing initiative, the quality of the data is crucial. One must ensure that only trustworthy and correct client information is available to establish SCV. Keeping data current is the utmost necessity part, it’s essential that you periodically check your database, but more importantly, keep verifying your data sources.

Disconnected data

Approx over half of the marketers from enterprise brands states that the main obstacle on their way to creating a truly cross-channel marketing strategy is linking data to create an SCV. Thankfully, there are numerous tools available right now that support businesses in their quest to build the perfect customer record (e.g., SalesForce, Veeva, Verix, Tealium, etc.). However, not many Pharma companies have adopted, integrated, or leveraged them to their full potential.

Tealium for Pharma is offered with built-in integrations to universally-adopted Pharma vendors including Veeva, Doceree, and DMD. These integrations open the door for Pharma companies to automate data flow in real-time (nanoseconds), increasing access to better insights into healthcare professionals and patient behavior. These integrations also customize the audiences’ experiences in real-time, resulting in more relevant interactions and strengthened customer trust.

Legal compliance

The proliferation of privacy laws around the world is the next issue. They are designed to provide users with more control over the data that is dispersed throughout the digital environment. If your business is focused on developing a single picture of your customers, you must comply with the GDPR. This entails putting in place a consent management system together with procedures for handling requests for user data.

Legacy systems

Many businesses struggle to make use of the abundance of data they have available because they continue to rely on antiquated technologies. Along with inadequate data quality and consistency, it is quite likely that data dispersed across channels and trapped in antiquated systems is a challenge that marketers must overcome. Additionally, there’s a significant probability that the historical data from your legacy systems won’t fit in the format of the new systems or even be available in new systems; instead, it may only be housed in a data warehouse. Additionally, legacy systems may use terminology or processes that are outdated and may make it difficult to understand modern techniques.

CDP will endure and develop. It is therefore essential for any organization to view it as a product rather than just an implementation project if it is to succeed in its goals. To build the customized experiences that marketers would need to engage customers with, it is essential to set up a strong, lean core team with the appropriate capabilities and a pool of digital talent to engage as needed.

In the pharmaceutical sector, personalization is paving the way for the future. A CDP may not be the one-size-fits-all solution to champion the various digital marketing challenges posed. But if done properly, it does provide a way for brands to connect with consumers more deeply than ever before, which is, after all, the main objective of most businesses.

Perhaps going further; you would require a practical customer view to design and implement customer-led marketing initiatives.

Source: Strategy& analysis Pwc 2021

Amaninder Dhillon