Presentation: TEVA
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Transcript of Presentation: TEVA
![Page 1: Presentation: TEVA](https://reader031.fdocuments.us/reader031/viewer/2022030402/587747581a28ab84388b4a63/html5/thumbnails/1.jpg)
Digital Customer Journeys
Building them with care
Lanre Ibitoye
2016
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Casper as a business
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Casper as a publisher
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Remote working
Many disruptors in our industry
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doctors
Time Poor DiverseThirst for
knowledge
Stubborn
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1. Open listening: Learning common problems from customers in an undirected conversation and giving personality to the persona
2. ‘Net-hnographic’ research: Deep social listening to understand the customer point of view in an ‘open’ scenario. Helps to build the persona and understand the customer language.
3. Digital landscape analysis: Understand the digital environment around a customer. E.g. if there are to search for their symptoms, where are they currently most likely to land?
4. Customer panels: Understand a typical day in the life of a customer, deep dive on gains, pains and jobs to be done
Inputs
Customer Journey Approach
| CONFIDENTIAL10
1. Emotions: Understand what a customer
feels and what their emotional triggers are
so you can best elicit a response
2. Understand the language: Learn the best
way to talk to a customer
3. Understand events: Learn what is
happening in your customer’s life
4. Best time for your content: Save on
commercial spend and improve efficiency
through targeting specific moments
5. Understand the moment: Learn what the
customer is exposed to in the key moments
in which you’d like to interact
Outputs
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Analytics FrameworkEngagement
Reach, Act, Convert, Extend
Audience
Demographic, Technology, Interests
Content
Good, Bad, Hidden Gems
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Patients
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Service mix• Emotional support
– Fun content, emotive content, supportive
content
• Practical support
– Behaviour change content, support services,
devices
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Redefining patient understanding
Huntington’s Disease monitoring through wearables
Using connected inhalers in Asthma and COPD looking to predict exacerbations of symptoms
Better products
Better services
Better healthcare
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Moving towards customer centered solutions
• You have to care to be effective
• Look for new ways of collecting customer
data to better their lives
• Think of the customer journey beyond their
interactions with you