Challenge for rare disease team to find patients from very small patient pool.
Small group of specialists to work with to help identify and manage patients.
KAM based sales team structure very familiar with customer accounts.
Guidance shared from Global on what to achieve with customers.
Uptake Strategies tasked to work with team to build Omnichannel Customer Engagement Plan.
Uptake Strategies initiated a very structured, step-by-step approach:
1. Personas created and customer behavioural objectives defined
2. Behavioural objectives broken into smaller steps and mapped over the time period together with touchpoints
3. Existing content mapped to smaller behavioural steps and channels to drive communication aligned (gaps also captured for action)
4. ‘Boost’ channels prioritised per persona to amplify the impact of content through these channels
The way forward for persona-based Customer Engagement Plans broken into small manageable stages for full specialist team
Clear persona-based behavioural objectives broken into stages
All touchpoints mapped and content aligned and sequenced by behavioural objective and delivery channel
Detailed action plan on how to implement this as a team and expand it further
Digital marketer briefed on activity to connect this with tracking and reporting systems for ongoing monitoring
Uptake Strategies enabled this UK team to:
start small and scale their Customer Engagement Plans by making it structured and manageable
integrate office and KAM knowledge and activity
clarify roles and expectations between digital technical experts and brand team
see how to monitor, learn and iterate