Agenda Icon: Start Date: 2017-02-28

11:15: Personalizing and Leveraging the Customer Experience in Healthcare

How do we rationalize a digital ecosystem of over 30 different assets to create a personalized, consistent and valuable customer experience across multiple touchpoints? Nutricia (Danone) Medical provides products for a variety of disease areas, from Cow's Milk Allergy in infants through to Alzheimers and other age-related conditions. We engage with stakeholders across all care settings (hospital, community, care homes) and all age groups. A fragmented approach to each customer has caused a digital presence to emerge that is neither consistent nor provides noticeable commercial benefits - too many assets built on too many platforms and the data is not integrated into anything that would allow us to leverage any engagements. By using Ektron, we're establishing three key platforms:

  1. Patients or their caretakers
  2. Healthcare professionals
  3. Corporate and public affairs

Platforms are personalized by customer type and then further by product and disease area. All platforms have CRM integration but are also integrated into other touchpoints (i.e. Magento for product/sample orders, Dotmailer forms for event registrations, Webex facilities). Not only do we move from transactional relationships to real engagement, but we also build the 360-degree view of the customer all whilst creating massive development efficiencies through use of templates and widgets.

How do we rationalize a digital ecosystem of over 30 different assets to create a personalized, consistent and valuable customer experience across multiple touchpoints? Nutricia (Danone) Medical provides products for a variety of disease areas, from Cow's Milk Allergy in infants through to Alzheimers and other age-related conditions. We engage with stakeholders across all care settings (hospital, community, care homes) and all age groups. A fragmented approach to each customer has caused a digital presence to emerge that is neither consistent nor provides noticeable commercial benefits - too many assets built on too many platforms and the data is not integrated into anything that would allow us to leverage any engagements. By using Ektron, we're establishing three key platforms:

  1. Patients or their caretakers
  2. Healthcare professionals
  3. Corporate and public affairs

Platforms are personalized by customer type and then further by product and disease area. All platforms have CRM integration but are also integrated into other touchpoints (i.e. Magento for product/sample orders, Dotmailer forms for event registrations, Webex facilities). Not only do we move from transactional relationships to real engagement, but we also build the 360-degree view of the customer all whilst creating massive development efficiencies through use of templates and widgets.