Extraordinary CX: Turn first-time buyers into loyal customers
Growing Loyal Customers Through Brand Websites Report Summary
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Strategic Benchmarking Research & Analysis Best Practices, LLC Online Patient Support Excellence: Using Brand Website Services to Grow Loyal Customers
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Transcript of Growing Loyal Customers Through Brand Websites Report Summary
Strategic Benchmarking Research & AnalysisBest Practices, LLC
Online Patient Support Excellence: Using Brand Website Services
to Grow Loyal Customers
KEY OPINION LEADERS MANAGEMENT
2
Access the Full Report at: http://www.bit.ly/BPwebsite
For info: Contact Melvin Hines at
or 919-767-9175
BEST PRACTICES,®LLC3
Patient Testimonials Inspire Confidence in Treatment
Does the brand website feature testimonials from patients who have been successfully
treated by the product? Opportunities for Innovation:
• Incorporate stories of patients – or the loved ones of patients – who have been successfully treated by a drug
Opportunities for Innovation:
• Incorporate stories of patients – or the loved ones of patients – who have been successfully treated by a drug
Yes, 50%
No, 50%
Since many patients considering new treatment have only just been diagnosed or have had an unsatisfactory experience with another product, a healthy or pain-free future may seem difficult to imagine. The shared experiences of successfully treated patients can foster enthusiasm for and optimism in a new treatment path.
(n=10)
BEST PRACTICES,®LLC4
Success Stories: Little Details Go a Long Way for Hope
Patient testimonials are a powerful antidote to the negative feelings many people experience when diagnosed with a serious condition. In their use of patient success stories, brand websites often emphasize the little details – like patient names and pictures, or the diagnosis dates – to make a positive connection with new sufferers.
When taken all together, the seemingly mundane particulars of other patients (like names, dates, and pictures) can combine into a highly relatable and inspirational cause for hope.
Patient testimonials also situate a single patient within a larger community of patients and treatment knowledge, capable of improving individual experiences.
BEST PRACTICES,®LLC
KEY OPINION LEADERS MANAGEMENT
5
Access the Full Report at: http://www.bit.ly/BPwebsite
For info: Contact Melvin Hines at
or 919-767-9175
BEST PRACTICES,®LLC6
Video Testimonials Allow Patients to Literally Hear Success StoriesSeeing and hearing from actual patients – in this case, through embedded video on Rituxan’s brand website – vividly illustrates both the harsh realities of living with a disease and the joy of returning to better health.
Videos are intermixed on the website in relevant locations, such as this page on “Living with Rheumatoid Arthritis Symptoms.”
BEST PRACTICES,®LLC7
Patient Links Supplement Website Support with Specialized Resources
Does the brand website include links to other patient support resources and
websites? Opportunities for Innovation:
• Some websites sponsor and
link to external websites that provide more specialized support, such as symptom tracking tools, financial assistance platforms, and advocacy foundations
Opportunities for Innovation:
• Some websites sponsor and
link to external websites that provide more specialized support, such as symptom tracking tools, financial assistance platforms, and advocacy foundations
Yes, 70%
No, 30%
A majority of benchmarked brand websites provide links to the other online resources and websites. A links feature helps to fashion the brand website into a type of ‘hub’ among the many patient support and disease state resource ‘spokes’ available online.
(n=10)
BEST PRACTICES,®LLC8
Provide External Links to Practical Treatment Tools Most websites provide links to independent informational and advocacy websites around a given disease state. A notable exception is Cimzia’s website, which links to both an external branded site for tracking rheumatoid arthritis symptoms (on left) and an external non-branded site around easing the financial burden of treatment (right).
BEST PRACTICES,®LLC9
GETTING STARTED: Tools for Obtaining Treatment
(n=10)
"Tools for Obtaining Treatment"Benchmark Average: (% of Brand Websites Using)
Hotline - General Information 80%
Information and Resource Kits (Handbooks, DVDs, Folders, etc.) 80%
Branding Your Patient Support Program Under Your "Product's Signature" 70%
Signature Program Cards Incenting Patients to Start and Seeding Adherence 60%
Branded Financial Assistance and Product Access Support 40%
"Find a Local Physician" Directory 30%
Symptom Quiz / Printable Doctor Discussion Guide 80%
Benchmark brands provide the following website tools for prospective patients ready to begin treatment. The following slides examine the prevalence these tools, highlighting innovative examples from brand websites.
BEST PRACTICES,®LLC
KEY OPINION LEADERS MANAGEMENT
10
Access the Full Report at: http://www.bit.ly/BPwebsite
For info: Contact Melvin Hines at
or 919-767-9175
BEST PRACTICES,®
LLC11
Copyright © Best Practices, LLC11
Copyright © Best Practices, LLC
Best Practices, LLC6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517www.best-in-class.com
About Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies.
