Creating Better, Personalized Experiences for Your Customers

It’s nice to be understood.

Actually: it’s better than just nice. Feeling understood makes a measurable difference in your satisfaction with life, and the likelihood of your (not) experiencing unpleasant physical symptoms, according to a NIMH study.

And so, if we can help our customers – patients, caregivers, HCPs – feel understood, it stands to reason that they’d notice and appreciate that, right? It’s true, and there’s data to back that up, too. Let’s take a look.

Orchestrated, personalized omnichannel customer experiences aren’t just snazzy things marketers show off to each other. They work, leading to increased engagement and results. According to recent surveys, 80% of consumers are more inclined to do business with a company if it offers them a personalized experience, and HCPs are 2.7 times more likely to prescribe a drug if they feel satisfied with its customer experience.

What does feeling understood look like?
We know that customers appreciate feeling understood, but what does that mean? For today’s customer, it means that they expect a simple, concise experience that is targeted and personal, but respectful of their preferences, while offering them control of their experience. They want simple and timely communication and to decide when, how, and where communication should occur​. They want to be, or feel, they’re in control of the experience, even if they’re being guided​, and they want you to know them … and their boundaries. They are protective of their data, and they expect you to protect it. That’s a big ask. And that’s where modern marketing technology and modular content come in.

Modular content can help.
Modular content is like (pharma-friendly) Legos — preapproved building blocks that you can reconfigure in a range of ways to create new and different “structures.” Along with making the whole process more efficient, modular content allows marketers to test, learn, and optimize messaging to see what works best for which audiences.

So how do you get started? First, do a quick content audit to identify what’s used across multiple channels (e.g., ISI, clinical data), then look for content that can be broken up into its underlying components. Focus on areas of content that perform well and that have longer lifespans; once you’ve done this, you’ll need to build channel-specific templates and use marketing automation to gather and publish content. Automation can also help speed up the time-consuming review and approval process.

Conclusion
Our audiences now want and expect personalization; modular content is one way to achieve this efficiently and effectively. To learn more modular content and how to do it well, download this collaborative white paper from Veeva, Intouch, and others.