Omni Channel Journeys in Pharma with Salesforce Marketing Cloud

Estimated read time: 1:20

Summary

The video discusses the intricacies of implementing omnichannel strategies in the pharmaceutical industry using Salesforce Marketing Cloud. Highlighting the importance of consumer experience and engagement, the discussion reveals challenges such as aligning global strategies with local execution and leveraging digital tools effectively. With a focus on creating seamless and personalized customer journeys, the need for integrating cross-functional teams and embracing both digital and personal interactions is stressed. Key conversations around purpose-driven strategies highlight the shift from traditional models to an innovative and connected approach within pharma.

Highlights

Salesforce Marketing Cloud helps pharma improve customer experiences, focusing on healthcare professionals and patients. 🌟
Omnichannel strategies in pharma create more personalized interactions through various channels for a holistic approach. 🎯
Collaborations across sales, marketing, and analytics teams enhance the connection with customers, leading to better engagement. 💪
Key challenges include aligning strategies across countries with varying digital maturity levels. 🌐
Emphasizing a purpose-driven strategy helps align customer needs with business goals, aiding the shift from traditional models. 💼

Key Takeaways

Pharma is transitioning from traditional to omnichannel strategies with Salesforce Marketing Cloud to enhance customer engagement. 🤖
Alignment between global and local execution of strategies is crucial, highlighting the importance of digital maturity. 🌎
Cross-functional collaboration between sales, marketing, and data teams is key to a seamless customer journey. 🤝
Creating value-driven, personalized journeys is essential for retaining healthcare professionals and patients. 💡
Change management plays a critical role in implementing these strategies effectively across different markets. 🔄

Overview

In the fascinating world of pharma, personalization and consumer engagement are taking center stage, thanks to platforms like Salesforce Marketing Cloud. The discussion at the NEXT Pharma Summit delves into how omnichannel strategies are redefining connections with healthcare professionals (HCPs) and patients, making interactions more tailored and effective.

Challenging as it may be, companies are embracing these strategies to not only reach but also retain customers by tailoring experiences across various channels like emails, webinars, websites, and even face-to-face interactions. This holistic approach, which integrates sales, marketing, and data analytics teams, seeks to create a seamless journey for customers, enhancing the overall customer lifecycle.

However, the transition isn't without its hurdles. Teams face challenges in aligning different countries and digital maturity levels, thus requiring substantial change management efforts. The implementation of these strategies requires a deep understanding of both technology and consumer behavior, creating a hybrid model where digital and personal touches blend seamlessly.

Chapters

00:00 - 00:30: Introduction and Panelist Introduction This chapter serves as an introduction to the panel discussion on 'Omnichannel Journeys in Pharma with Salesforce Marketing Cloud.' It starts with an informal welcome back from a coffee break, suggesting the attendees had a chance to network and enjoy refreshments. The session features panelists, with introductions beginning from the left side with Dirk Abeel from Reckitt. The speaker mentions a recent change in the company's branding, highlighting it is no longer 'Benckiser.' The introduction begins to introduce Cyril, indicating a continuation of panelist introductions.
00:30 - 01:30: First Question: Omnichannel Strategy In this chapter, the discussion is initiated by MSD and Joaquin from Showerthinking, focusing on the omnichannel strategy. The primary question addressed is how the current omnichannel strategy is implemented and how it is expected to evolve as we transition to the 'next normal.' Joaquin begins the conversation by setting the stage and mentions the significance of marketing cloud solutions for the pharma industry.
01:30 - 03:00: Challenges in Implementing Omnichannel Strategies This chapter discusses the challenges faced by pharmaceutical companies in implementing omnichannel strategies to enhance customer experience. The focus is on improving experiences for healthcare professionals, patients, and pharmacists through the use of marketing cloud solutions. The primary advantage of these solutions is their ability to orchestrate multichannel customer journeys across various platforms.
03:00 - 05:30: Approach to Omnichannel and Execution The chapter titled 'Approach to Omnichannel and Execution' discusses the integration and utilization of multiple channels in business operations, specifically highlighting the use of a complex tool for omnichannel strategies. It acknowledges the challenges faced by companies, particularly in the pharmaceutical sector, when implementing such strategies. The speaker mentions ways of engaging customers via various channels, including websites, emails, social media, and sales representatives. They also refer to challenges observed in the early stages of adopting an omnichannel approach. The chapter seems to aim at addressing these challenges and possibly providing solutions or insights into better implementation of omnichannel strategies.
05:30 - 07:30: Future of Omnichannel Post-COVID The chapter examines the challenges digital leaders in pharmaceutical companies face in delivering strategic journeys post-COVID. A key challenge highlighted is translating these strategic journeys into practical tactics using platforms like Salesforce Marketing Cloud or similar technical platforms.
07:30 - 10:00: Effective Channels in the Next Normal The chapter discusses the challenges faced by multinational companies due to varying levels of digital maturity across different countries or teams. Some countries are at the initial stages of digital maturity, while others have more advanced capabilities. The focus is on creating effective multi-channel strategies in this context.
10:00 - 12:30: Importance of Personalized Content and Microsites The chapter discusses the significance of personalized content and the creation of microsites tailored to different countries and levels. It highlights the challenges of co-creating content globally while accommodating local tactical needs, especially in the healthcare sector, to ensure synchronization and differentiation in approach.
12:30 - 15:00: Creating Customer Experience in Pharma This chapter begins with a discussion among colleagues about their views on the omnichannel journey in the pharmaceutical industry. Joaquin's insights are highlighted as particularly resonant, and the conversation emphasizes the familiarity of these discussions, indicating a shared understanding or experience in the field. The focus is on understanding how these omnichannel strategies are developed and their impact on customer experience within the pharmaceutical sector.
15:00 - 17:30: Pharma Learning from Other Industries The chapter discusses the shift from multichannel to omnichannel approaches within the pharma industry, highlighting the need for orchestrated and consistent content distribution across all channels. The focus is on creating a seamless journey and experience for the audience, ensuring that all interactions are cohesive and integrated rather than simply placing content on multiple platforms.
17:30 - 20:30: Challenges in Implementing Omnichannel in Pharma The chapter discusses the importance of commercial strategies in the pharmaceutical industry, with a focus on customer value and business value. The aim is to build customer experiences to win and retain customers. The chapter highlights the adoption of approaches from other industries, such as customer lifecycle management, to attract and retain customers in the pharmaceutical sector.
20:30 - 24:00: Customer Engagement and Experience The importance of journey orchestration is highlighted as a key aspect of customer engagement and experience. It emphasizes seamless integration across channels, ensuring a connected and personalized execution. The use of data is vital to tailor experiences to individuals, moving away from generic interactions.
24:00 - 28:30: Measuring Success in Omnichannel The chapter discusses the importance of orchestration in measuring success in an omnichannel strategy. It emphasizes that optimization in omnichannel efforts needs to be automated across the entire organization, not limited to just the marketing team. Coordination among marketing, sales, and data analytics teams is crucial for effective implementation.
28:30 - 29:30: Conclusion and Final Thoughts In the conclusion, the focus remains on strategic approaches that were already in place before COVID-19 and continue to be relevant. The emphasis shifts to change management over the technology itself, highlighting the importance of managing change effectively in conjunction with technology investments, particularly in data analytics.

Omni Channel Journeys in Pharma with Salesforce Marketing Cloud Transcription

00:00 - 00:30 Hello. Welcome back after the coffee break and networking, hopefully you had some refreshing drinks and some croissants, right. We are continuing with our session which is "Omnichannel Journeys in Pharma with Salesforce Marketing Cloud." From left to the right, welcome Dirk Abeel from Reckitt, not Benckiser anymore. Cyril from
00:30 - 01:00 MSD and Joaquin from Showerthinking. So gentlemens, please have you here and hello. Hello, hello. Okay, so let's set the stage and start with our first question which is "How does our Omnichannel strategy look like and how it will be once we go back to next normal?" Maybe we can start with you Joaquin. Okay, thank you Dario. Just exactly so, let me first say the states, split name what means says for marketing cloud for pharma very short.
01:00 - 01:30 Safer marketing club is one of the preferred solutions for pharma companies to improve the customer experience. When we speak about customer experience, we are speaking about healthcare professionals, but also patients and probably pharmacists. The reason why pharma companies are choosing sales for marketing cloud, is mainly because it's ability to orchestrate multichannel journeys, which is the reason for this meeting today in different channels. Like a
01:30 - 02:00 website, email, social media and also through the sales reps. So at the same time we are using this this tool, which is a little bit complex, for this reason. Because kind of early state multi-channels, but it's also the challenge that I see, that many companies are facing. Let me just quickly share my screen about the, how do we see these challenges, that the pharma companies
02:00 - 02:30 are facing or the digital leaders in these pharma companies. One of the first challenge will be that - how I can take my strategic journeys into tactics, because at the end you need to really write or create in salesforce marketing cloud or a technical platform, a similar terminal platform this journey. So it's this, from my view at least this is one of the main challenges. The
02:30 - 03:00 second challenge is that the multinational companies. You see the here in the second, the different countries or teams... they have different maturity in digital maturity. You could be working with the countries, where the digital maturity there are enough first states, where other countries is are in on more advanced states. So how do we create these multi-channel
03:00 - 03:30 journeys in the different countries, in the different levels. And the third challenge, I will suggest that is - how we co-create together with the countries, if the headquarters are creating some global journeys, while at the local level many times they need to a more tactical approach. When they are facing these healthcare professionals, how do I synchronize this differentiator. So, just for introduction, Dario and thanks for it. This is what my go to states
03:30 - 04:00 and I think that here my colleagues would be very interesting, you know. To know their views. Thank you very much Joaquin. Cyril, let's start with you. How does our Omnichannel Journey look like, I think we have so many journeys these days. Yeah, I think it was really interesting to hear Joaquin, because so also everything he says resonated very strongly with me. It's very familiar discussions,
04:00 - 04:30 we're having as well. So you know, the orchestration of journeys and so on. And maybe, I can take a step back as well just to explain how we approach on the channel that would help move to more concrete discussions. So typically on the channel it's really, it's much more than just going to all channels and you put out content there, right. You have consistent looking feel, that's what we call multichannel. And actually, I think the name of the game in our company, but i'm pretty sure the same thing across the industry is to move the shift from multichannel to omnichannel. So the way we've defined on the channel is really about creating and executing
04:30 - 05:00 commercial strategies, so the commercial part is really important. It's being driven customer value as well, as business value. So it's really about building customer experiences and win over and retain customers. So and here we just bring the approach from other industries which also talk about crypto customer lifecycle management for instance, how you attract and then ultimately retain your customers. So we are trying to bring those approaches to our industry and
05:00 - 05:30 the orchestration of journey, the way Joaquin was explaining. It is definitely a key part of this. If I talk more on a bit more about the execution piece, I'll be executed. It's a three word that comes to mind. One it's about being seamless, so every channel needs to be integrated, this will be called connected and it's also about being personalized. And that's where you need a lot of data, because if you show a very generic experience versus a very personalized experience and we've got we are getting more and more internal examples of
05:30 - 06:00 that you see the difference in business impact. And the last piece is about the coordination, I think again that's where the orchestration that you were referencing, comes in play it's about how you optimize everything. So that you get this optimization automated. That really requires the full organization to work on this. Not just marketing. It's marketing, it's sales it's data analytics. Every team has to work together to put it in place. So that's
06:00 - 06:30 definitely ... that's just not impacted by COVID, right. It's, it was something we're focusing on before COVID, for sure. And that's going to be, that's going to stay, that's a strategic approach. If I look more specific... yeah? So is it each management. It's not about the technology, it's about the change management. Absolutely, but within that you've got the technology piece, so not tech investments of course. You've got investments in data analytics, technology as well
06:30 - 07:00 as people. Because you need the right people to do that. Expertise in CX, you know. Design customer, experience design and also being a learning organization. It's critical, because we all need to move together at the same time, at the same pace. Definitely. Thank you Cyril. Dirk? Yeah, I'm happy with what you just mentioned, Dario. So change management, because I think from a technology perspective already lot is available. Is it already in the right place and that's another kind of question and I think both Joaquin and Cyril have clearly already
07:00 - 07:30 mentioned that. There is a lot there but to make this whole orchestration and who is going to orchestrate the orchestration, If I can play with words. Is it the sales rep who is the face or is it a a kind of ad-hoc team, which is depending on the kind of interaction and who's putting all these resources together. But I want to step back again because and it's something that Tim White said earlier today. We are living and we are all thinking the same here.
07:30 - 08:00 We are guys ,we are believing in the importance of omnichannel. But when we go back to our organizations and that's why I come back to this change management, it's a cold shower often. Because, the mindset of the whole organization is at different levels. So maturity, within the organization is already at a very different level, that's one understanding and I want to link it also to purpose. What is the purpose for an HCP, to engage with us?
08:00 - 08:30 We know our purpose, but what is his or her purpose, to engage with us. Because based on the purpose, also the channel mix you will have to bring forward, will differ. If I want to really to learn more about your branded solutions or I want to really to be educated myself, kind of CME - Continued Medical Education. Or I want to have access to content whenever I want. The channel preference will be different, so understanding that already is, I think still some
08:30 - 09:00 work that needs to be done in many organizations and then working backwards to say, okay now we what is our goal here and how can we connect these dots and then putting the right technology behind in orchestrating the journey, in giving like Cyril said, the right data inside. Not only the data, but the insights and looking forward because what I am missing in many tools, even if you talk about salesforce at the commercial cloud or the sales product or the marketing cloud. If you look at CRM systems, they're all very good in multichannel management, against
09:00 - 09:30 targets and moving forward. But the sequence, the logic journey from one cycle to another, another kind of challenge I see. And that's what is making it difficult for sales reps, to really understand this concept because we have been brainwashing them about these cycles and you have your cycle, if your target per channel and etc. No, it's not about. That it's about creating
09:30 - 10:00 a long-term vision. It's about the lighting our customers at the end of the day and the sequencing is important. So a lot has been done, but still a lot has to be done and how the future for me looks like it will definitely be hybrid. Another kind of type of sales organization that... So a hybrid experience model, to sum it up. Let's stay with you, Dirk. Next question, we definitely see some digital fatigue, right. I mean many people are enough with another webinar, another
10:00 - 10:30 apps, another websites, whatsoever. So what most effective channels will stay in the next moment? I will try to find my crystal ball to look in that, I think it will be a mix again and and I'll link it back to this, what is the purpose of the interaction. And it will depend a lot on also the, let me say, the digital savviness of endo organization. And at the end of the day, the customer and how are we going to help an HCP to do the same with his
10:30 - 11:00 patients. Because, let's not forget about that. We all need to help, a lot of them in doing the same. So also, they're going through this this whole transition. So I think that remote engagements, like we are doing now, in small groups or one to one. Is there to stay. The same for a CME perspective to whatever kind of solution you want to use, but the face to face part will also stay a pivotal piece for me. Because this will be for me the glue. Because depending on the specialty,
11:00 - 11:30 the healthcare sector states still a very human focused kind of sector. There is telemedicine, yes. But at a certain moment you want to see face to face, sit in front of each other and to discuss what really matters. And I see that the same for the physical interactions of sales reps with with their health care providers, will be different than it has been today because digital
11:30 - 12:00 will help us in doing maybe a lot more effective and in an efficient way other interactions, a support of our sales cycle. So which channel, I cannot make a name but it will be dismantled between a digital and offline world. Thank you. Joaquin? Well, I'm going to make a bet here and my bet is probably, well my point is coming we are not only working for pharma companies, but
12:00 - 12:30 also for different companies. And also the other sectors have already faced this customer approach or interaction underneath of approach and my bet is that some channels that we have experienced in pharma during the epidemic, are going to stay from ... and the most detailed ones and the most effective. Because those people see that they are very effective. Many HCP's, they are in a process
12:30 - 13:00 from learning, from pharma companies, about different treatments, about different products. And my bet, you know, it's a little bit around digital workshop, some very specific webinars. We see that in some journeys, there is a lot of requests for content from the pharma companies with this specific focus. So a little bit, I think that they have, I would
13:00 - 13:30 say that the digital ... website, a webinars are going to to stem. Because they see that is more effective. But of course, as a say they're really the meaning behind which is the the journey. What I need to do and what they need from me in terms of their customers. Thank you. Same question. Yeah, well I can, it's going to repeat, what I've just heard.
13:30 - 14:00 Now, I think same thing. I'll think my crystal ball, I guess I've got this a very similar crystal ball to yours Dirk, it seems. Okay, look I will start with again, I will turn it up on your major. It's really about the experience right, so it's not about general affinity or with channel. It's about what experience you're trying to deliver and for which customer time you know, what society audience and so which and how, what you want to deliver and that will guide you towards the right channel. So let's keep this in mind. But in general, what I would see is
14:00 - 14:30 remote detailing differently here to stay, that has grown as we know. But face to face of course, they're still very important what you can achieve through remote and face-to-face is different. So, for sure those. I think we see HCP preferences and behaviors turning towards virtual now you know. Virtual events, webcasts, ECME... so completely agree with what's been mentioned, but also increased use of other digital channels like emails, but more from rapport. MSL for instance
14:30 - 15:00 and for sure websites, but you're right it's not about getting to a website for proliferation. They need to have a propose and a goal, but having this kind of 24/7 tool, this is a portal destination for your customers is critical. I think we've been very focused more on the sales parts if you look more the marketing part now. You know for campaigns and social media is definitely growing quite fast in our industry. We're a bit slow to, you know, start leveraging it. But now it's accelerating across the board,
15:00 - 15:30 I would say. In particular because you can do very precise targeting. The other thing which is going to change not just for us, it's our party cookies. This is going to go with the euro too, so how do you do precise targeting. You know, google will is going to bring another new approach. But social media through match audiences and other tools will enable all of us to do that targeting and campaigning, right. So keep an eye, I've been
15:30 - 16:00 very focused on social media as you may know. But definitely, it's one area we need to focus. Dario, if you allow me I will say what's listening to my colleagues. If there is one thing I strongly believe that will be there and stay there... is what we call whatever is it, a microsite or a personalized portal where HCP really can find the content, they want. Where they get content from companies, maybe even open platforms where different companies are providing
16:00 - 16:30 content so where they can go whenever they want and sharing with their patients. So creating this kind of relationship, but of course in respect with compliance and regulatory and etc. And also at the same time creating some online discussion forum as has been mentioned before. But this microsite personality resource center, whatever we call it, I think that is something quite new, which will be there to stay. Definitely. I bet on one thing, it's that sure. You need
16:30 - 17:00 to we received an interesting question from one of our panelists, Chris. Who says experience is real clearly the buzzword, right reference team, but what does it mean to an HCP, right. How can we take demand for pharma's knowledge and create valuable, sustainable, relationships to our customers. Not just targeted ones. A good one. Do we even need to respond to that or everything...?
17:00 - 17:30 But from my perspective, it's and it has been mentioned already yesterday and today, during the different sessions. It all starts with the customer. So if you want to talk about experience, if you want to understand experience. You need to go and talk. It's designed and I think also there we can do a lot more effort because this is a about a lot of investment. Again at the end of the day, it will be translated in data and insights. But going to talk with them and developing experiences together and in addition to this for me and and maybe
17:30 - 18:00 i'm kicking in an open door, it's not only about products, it's not about drugs only. It's also about services which you bring together. Maybe packages of services together with other companies, which really creates experience beyond the product, beyond the pill, beyond the team etc. So that's what I think, how we can do that but we need to keep the thing at the post by talking
18:00 - 18:30 for whom we design it and not really we know it all like we like to do. Definitely, we mean that we also received another interesting question from our previous panelists, Philipe. You'll see the question and maybe Joaquin can give you the answer on that particular one in the best way, because our thinking is partnering not only with pharma sector, but also with Starbucks, as an example. So I think you can really compare what does it mean to live on the channel outside pharma and inside
18:30 - 19:00 pharma and whatever takeaways. Well we see that in pharma, the way we are approaching is that now we have this amazing technology. There is an enormous gap in terms of training as Cyril said before, which is the team who is going to create this customer experience. Which is the team with
19:00 - 19:30 which are going to understand this omnichannel analytics. So from abilities there's a tendency still, to use the standard approach that they will have in pharma which is basically to send you know this... okay, we have these new tools but we are using in a very basic way. Which is, just send this email communication and nothing behind, because I also need to say that from my view creating in this sector in the pharma sector, these omnichannel programs or projects
19:30 - 20:00 is one of the most complex, you can imagine. It's not so easy as in the past you know. Comes to an agency or court certainly, together with the marketing team. Probably any other team and together they can create, you know these journeys, these strategic journeys. But now you need a lot of technological people behind analytics expertise, in this case in server marketing cloud
20:00 - 20:30 and also the internal teams people from your CRM and put together between all these things. So it's really the what we see is that the approaching pharma, many companies are trying to create what they have been doing in the past But now we during this year or next year also, I think that we need to come to a next stage. Which will be how to define and also many of our customers are asking
20:30 - 21:00 what are other customers in pharma doing and really their response is that no one from IBO at least has yet their response. Everyone need to analyze and need to discover which is the best solution for these customers. So in terms of as making a quick summary of your questions, in other sectors probably more years already working at the beginning, in other
21:00 - 21:30 sectors like for example retail or fast-moving consumer group. They were always trying to understand what other companies are doing but at the end each company needs to discover and as it's very more complex that you can imagine, is not only put to put their what plan for in by magic, you know. You have this omnichannel journeys because you have the tool. Is completely different you need to create this team of people inside the organization. We are able to evolve,
21:30 - 22:00 create and evolve these journeys. So pharma can't learn anything from Starbucks, right. It needs to... By the way, in starbucks you can order 16 666 different variations of coffee. So maybe in information, but they are definitely experience based if you look, I mean they are putting your name on the cups, they are calling themselves a third place. So definitely they leverage experience a long time ago. Cyril, Dirk would you like to build on on the boards of?
22:00 - 22:30 I think I can go back to what we've been discussing think how do we describe customer experience and so on and so maybe it's not just a direct follow-up here, but some some agencies have been doing some really good work trying to understand what is CX. What is good customer experience in pharma and they talk about the trust, they talk about simplicity, they talk about usefulness through what you bring some services. So I think there's been some work which is already
22:30 - 23:00 available which can help us with this what I would add to this is, I think we are very focused on transactional discussions with our customers. It's all about products and features or you know rational benefits. We need to start leathering up to more emotional, you know storytelling. In a way we should build a business, right. I'm not trying to tell you to write your books, stories and so on but we need every other industry does that. I mean, I come from consumer goods, I've worked many
23:00 - 23:30 companies in that field. You don't just talk about the products, so we need to also learn from that. That is a key trick to keep to get to those real meaningful relationships. Thank you. I like that point because it's a bit, we also like to talk very technically. Features and etc. I always like to say we should talk kitchen language, because that's how the doctor talks to the patients, know. Exactly. So I think to your point, it's it's a functional benefit but what is the emotional
23:30 - 24:00 benefit on top of that and also educating healthcare providers in that regard. Because when we talk to patients ... it's astonishing to hear how many frustrations there are from that angle, not being understood by the healthcare provider. So we have this insight and I think we also should start serving this bank to healthcare providers, to let them understand are you aware of this and we are here to help you. Which for me is again coming, is contributing to this creation of a user experience but all the organization needs to
24:00 - 24:30 circle around the other and that's the last point I want to say because, if you look if your c-suite is saying so many nice things, but all the rest is going against it and you need to keep on hitting your targets. Of course we need to hit profitability, etc. And it's not looking at at satisfaction, kind of things. Then there's a discrepancy. So it's about walking to talk to when we start advocating or preaching this journey. Definitely, but at the end how to measure the
24:30 - 25:00 success in the omnichannel environment? Because what I feel is, we changed our app, we changed our tools, we changed the engagement levels a lot. But we didn't change the KPI's right? So who would like to go with that question? Well, I like the the response from Cyril at the start of this meeting, saying that there will need to be a business purpose behind, you know. And for from my
25:00 - 25:30 view the analytics will follow. Will not be these technical KPI's, that we are speaking like... Click-through rate or open rate or any other measure that you can have digitally. There is still a lot of work to be do there, which is how to combine this standard or offline metrics, that we have the with the sales teams. Together, with this digital metrics that we are getting.
25:30 - 26:00 So, although at the end you know we need to have this business value that we need to present. So we are in a moment that many companies are still introducing this platform, but probably in some time we will need to provide very clear results you know to them.
26:00 - 26:30 You want that first? Okay thanks. Now fully agree, for me the way I look at it it's like there's three levels right when you're running like operating in the channel. You then get what I will call engagement metrics, more activity level metrics, so your usual you know reach percentage frequency view rates. All the metrics we know and there's thousands of them. Which are really critical still because you need to understand how your activity is doing to be able to optimize real time. So it's really important to have them, in to have those the data.
26:30 - 27:00 But that's only going to tell you one part of the story as Joaquin was explained. That just kids tells you how, well your activity is doing it doesn't really tell you how well it's supporting the business. So the next level I see is more about customer satisfaction or customer experience level matrix. HCP's could be one there are others. It's hard to get to measure right, it's not that easy especially in our industry. But it's already a better and that's I mean the ideal
27:00 - 27:30 stage which we are far away from is business value and metric the customer lifetime value, which many other industries use, Starbucks I'm sure uses that. Or you know b2b e-commerce models will be using. That's ultimately shows how much you invest, how much you get in return right. So it doesn't sound really well in pharma because we talk about medicine and and therapies and so on. But we still need to get to a point where we understand the value of what we are
27:30 - 28:00 delivering. So maybe there are proxies to look at, but it's one area of interest. What I would like to add on that is is for my end it is the famous why question? Why is happening, what is happening? I give an example because we say, okay an open rate of an email 40% is the industry standard, sum 45, that's great. The question you should say should be... why is this 40, why is this other 55? What is happening there? Why did someone opt-in and why is someone
28:00 - 28:30 opt-ing out again? Why is this happening, why are people not coming back? So really better understand the reasoning why behind. And there we can still do a lot more it's using the numbers. That's what I love about the numbers. But i'm intrigued about what it is telling me. And we are happy, okay these are the guys that are coming there we also should understand, why are they coming back by the way. But for me, the the big black box out there is why is it that we are still missing a big group, which is not willing to engage or not want to
28:30 - 29:00 continue the engagement to all these kind of fancy tools we have been putting out there. Definitely, okay gentlemens, What's really a pleasant conversation we also see that is on fire. So feel free to join the networking sessions with the people. Please feel free from the chat section and I would like to thank you all, Cyril, Joaquin and Dirk for joining that and
29:00 - 29:30 of course we will publish this on Youtube as well. Take care and wish you a nice rest of the day. Thank you very much. Thanks. Bye.