When it comes to patient-CRM programs, are they really successful? Is it about getting your “Best” customer? Or the most customers? Or is it a balance? Also, if the registration form and Value Proposition are not strong enough, are you wasting your money?
At lunch, I was thinking whether Biopharma should really do Branded CRM, because despite our best efforts, we were just too rigid and regulated to do it right. What caused this judgement was recounting a true story of a registration debacle; but as I was telling the story, I realized not much had changed. I had witnessed the same mistake only a year or more earlier. It made me want to see what other professionals thought.
But first, some questions (then the debacle story).
It comes down to 2 questions on the topic of Pharma/Biotech/Device CRM program registration questions:
1. What is the ‘perfect’ number and why?
2. And does the much-discussed ‘drip-drip’ method work in this category? (Ask few at first, gather as you interact and build their Profile.)
3. Is there a Best Practice Biopharma could learn from?
The debacle is worth repeating. In short: Major spokesperson DTC-TV campaign drives 1.4 million unique visitors to the spokesperson-driven CRM program. So far so good. (I was fortunate enough to have this analysis presented by a truly excellent Usability expert.) The end of the story? Tragic: there was such a poor Value-exchange, heaped on top of too many seemingly inexplicable and irrelevant questions that had nothing to do with the program, that by the last question, of 1.4 million who had started the journey, only a little over 1,4000 were left.
Do the math. 1.4 million uniques. 1,400…fans?
Anyone have any wisdom they want to share?
One major footnote. I write this willfully ignoring the collective and very smart wisdom of Veeva, IMS Appature, Epsilon, Merckle and many others.
Included below is a very interesting D&B infographic around why 70% of European CRM initiatives fail. Worth looking at the building blocks of failure because we often focus too much on the Dream and not enough on the Reality of what we are trying to accomplish.
Thank you, Dunn & Bradstreet!