By Jamie Beckland | Posted on November 30, 2016
Consumers and HCPs alike expect seamless and safe experiences when accessing their digital worlds, and enterprise clients have an opportunity to collect rich customer insights along the way to better deliver on this expectation. With consumers spending time in more interactive non-traditional channels and HCPs limited by "low-see" restrictions, companies must find new ways to connect.
Companies need to be aware of digital forces that are shaping increased consumer expectations and include these in their approach to activate HCPs and consumers: mobile, social, cloud, IoT, passwordless, analytics, security and the personalized customer journey. Gain trust from consumers and HCPs while also gathering important identity data through three key ways: secure, manage and activate.
Secure customer and HCP data
Privacy and security are paramount for HCPs and consumers today. Ninety percent of consumers are concerned about data privacy, but, according to our identity trends survey, consumers are willing to share their data if they will receive something in return. And, they are twice as likely to share data with a company if they know it will not be shared with other companies.
As we look for new opportunities to connect with physicians, companies should maintain audit trails and scope access. Allowing consumers and physicians to control their access can be huge in connecting with them on a personal level. Allow them to opt in for SMS messages or to connect with a personal email, rather than a company email. Understanding where permissions have been granted and who granted those permissions is crucial.
Use biometrics to activate consumers
People have not always been comfortable using biometrics, but thanks to new technologies, especially mobile, they are more comfortable with logging in using a fingerprint or voice activation. We found that two-thirds of consumers are comfortable using these technologies, up from under 20 percent of consumers willing to use it four years ago.
Photo courtesy of Validic
Patients expect and want more personalized medicine. They are more willing to share personal information with pharmaceutical companies in exchange for personalized medicine and a better understanding of their health. In a recent study of research organizations, pharmas, and biotechs, most are already using digital tech in clinical trials, and virtually everyone expects their use to grow throughout the patient lifecycle.
Manage consumer identities to create personalized experiences
Only 21 percent of consumers feel that companies are doing a good job marketing to them in a way that’s relevant. In order to incentivize consumers and HCPs to remain loyal while also being able to monetize those relationships, companies must create personalized experiences.
What we’ve found is that when companies can put a unified customer identity at the center of their digital marketing, they can better engage consumers as they progress through each stage of the customer journey. This takes consumers from awareness and a reason to register through to converting anonymous visitors into known consumers, and leveraging the information we know about them to drive deeper loyalty and advocacy across the entire marketing funnel.
Check out our recent ePharma webinar to learn more about how to engage customers and HCPs with digital strategies.
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