How to combine digital and humans to build lifelong relationships with customers

There’s no lack of need for digital transformation, obviously accelerated by COVID-19 and continuing well into 2021.  Most challenging has been the reinvention of the life science go-to-market model. Adding a new channel here or there won’t fundamentally change access and engagement.  There is a bigger theme and opportunity of building lifelong relationships with customers, increasing anchored in digital and supported by humans. This requires significant pivots in the digital and human mix, “push” and self-service changes, commercial and scientific support working together – across all channels.  This is what our panel will tackle.

Panelists include:

- Sheila Patel, Vice President, Digital Platforms for Life Sciences and Healthcare at Capgemini

- Paul Murasko, Senior Marketing & Commercial Healthcare Leader at IPSEN

- Richard Marcil, Chief Customer Officer at conversationHEALTH

- Moderator: Dario Safaric, Chairman of NEXT Pharma Summit

Speaker

Welcome to our exciting panel presentation today How to Combine Digital and Humans to Build Lifelong Relationships with Customers with Sheila Patel, Vice President, Digital Platforms for Life Sciences and Healthcare at Capgemini, Paul Murasko, Senior Marketing & Commercial Healthcare Leader at IPSEN and Richard Marcil, Chief Customer Officer at conversationHEALTH

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Hello everyone.

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Today we are looking at how to provide these digital relationships with customers. I will definitely say that this is a crucial topic and triggered by the pandemic

Speaker  

Helping our clients in their digital transformation is important for us. You know,  in terms of really seeing what we can do for customers so consistency is still there where the strategies are being laid out.

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I think that the purpose of today’s presentation is to really focus on building customer relationships within commercial departments.  And surely combining digital solutions in 2020. The end of q2 is still six months away right so that means it's business as usual. And frankly, I think customer behavior changes will continue to change the commercial operation is just a work in progress for us so let's talk about heading to the next few slides. Changing different information sources for medical research from the iPad, etc. which means computing power is much more positive. Corporate transformation. Yes. But from my perspective, is that we still change.

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Sure. We're sitting and starting to move from just, you know customer satisfaction to delighting customers when they're interfacing with the healthcare system. They want a conversation and what I mean by an acronym is really that, you know, in a relaxing kind of conversation. You know, a lot of folks are dealing with medical appointments, making sure that when they come into an appointment. They want to make sure that you know what, and they're able to focus on one conversation with the doctor.

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They would expect from a clinician hearing about their situation their symptoms and sort of hearing that they as a clinician on the other side with their clarity of schedule and trying to understand what's going on at once. Want to resolve whatever symptoms they are coming into this. Let's say appointments with lasting impressions that are left with that conversation around their health care patients even more so as an entity that really needs. The right models to support them.


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What is astonishing to me is that US stats show that between 67 and 70 percent of individuals, prior to a doctor's appointment look online for medical information and, not just on Google, but globally, social media and social media influencers.




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What we can do as an industry as we look at 2021 is be ready for fundamental change, and we need to discuss these services because within our industry the stereotype is that the younger groups are using digital channels to get information and this is not the reality. Consumers regardless of their age are searching for information online.  There's an opportunity here for exceptional customer experiences when adopting conversational agents to provide accurate, credible information 24/7/365. It’s a patient first approach.