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PDF of the LBi Health AbbVie Knowledge Hub PowerPoint presentation delivered on the 20-May.
Citation preview
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Current content approach Recommended content approach
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3
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2
3
1 – General public
2 – Patients
3 – Medical professionals
Level of
access
Not producing less for
medical professional but
quality content that is
“public friendly” caters for
core needs of HCPs
Reading view in Hub
Additional browser tab
For content generated
on the platform
3rd party content
Existing AbbVie content
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Measure
Report
Analyse
Optimise
Identify what metrics are important to the business and ensure the right data is being captured accurately and consistently based on the content
Get the relevant data, to the right people, at the right time and ensure they know how the data should be used
Understand visitor behaviours to generate
actionable insights
Improve the performance
(engagements and ROI) by making changes
based on data
Sources: Warc, eMarketer
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Entry point (as general public)
Doctors.net.uk authentication services
• 199,000 doctors have already registered with Doctors.net.uk
• Each registration is authenticated against GMC data
• Doctors are profiled by specialty, seniority, clinical interests, professional responsibilities and place of work.
• Doctors.net.uk provides an authentication service for third party websites which:
– Allows doctors already registered to securely access content on third party websites and mobile apps using their Doctors.net.uk username and password
– Allows non-members, HCPs and Payers to register
– Provides profile information to third party
– With consent reveals identity of each user –to integrate with CRM
• When combined with targeted promotional programmes (web & email promotion) this provides high levels of engagement from target doctors
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• Since 1998, 199,000 doctors have registered with Doctors.net.uk
• Each doctor is authenticated against information licensed from the GMC
• A detailed profile for each doctor is created
• Email, fax and telephone support is provided during office hours
• Updates from GMC identify doctors no longer registered or no longer licensed to practice
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Authenticated registration of GMC registered doctors
• Doctors.net.uk can also provide custom registration service for other HCPs
• Over 3,800 nurses have already completed registration (UKnursing.net)
• Clinical groups are authenticated by professional registration (e.g. NMC number)
• Customer support team check registrations by other groups – Payor group
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Registration for other HCPs
Example traffic driving services
119 Solus email
ClinAlert
ClinTalk
DrClicks (CPC)
Display
Binley’s Web Validation Service
The product features/overview • Based on the most comprehensive
database of HCPs in the UK. • Fits seamlessly into any website login
system (eg via an API*). • Provides robust authentication of
HCP details. • Meets local data protection and
pharmaceutical compliance standards.
• Unlike other systems, does not require the HCP to leave the original web asset.
• Flexible Service Levels.
Figure 1. Schematic for how the API based validation service process flows
Client HCP Registration Page
A P I
API Validation Outcome
“Yes” (Valid)
Permanent Access Permitted
API Validation Outcome
“No” (Not Valid)
Access Denied
API Validation Outcome
“Pending” (TBC)
Temporary Access Permitted or Access
Denied*Binley’s Database
Notes: *Client determined
Binley’s Dashboard
Binley’s Research Team
Denotes interaction/interface
API Validation Outcome
Web Asset Access Status
Service Levels
Service Levels relate to the required level of response/support for registering HCPs • Bronze. This level of service provides the API and access to the Binley’s database only. The client will be responsible
for handling all “pending” validations.
• Silver. This level of service includes the Bronze level provisions plus a manual (on screen) validation service for all
HCPs who fall into the “pending” category. This service has a cap of 10 validations/month and a “within 24 hours” response time during the working week.
• Gold. This level of service includes the Silver level provisions plus an advanced manual (on screen and telephone
based) validation service for all HCPs who fall into the “pending” category. This service has a cap of 10 validations/month and a “within 24 hours” response time during the working week.
• Platinum. This superior level of service includes all Gold level provisions plus a full customer service support package
(Monday to Friday) to include; a personal (telephone) welcome to the web asset, a helpline for ongoing enquiries and full telephone validation of any “pending” registrations.
Figure 1. Schematic for how the API based validation service process flows
Client HCP Registration Page
A P I
API Validation Outcome
“Yes” (Valid)
Permanent Access Permitted
API Validation Outcome
“No” (Not Valid) Access Denied
API Validation Outcome
“Pending” (TBC)
Temporary Access Permitted or Access
Denied* Binley’s Database
Notes: *Client determined/”Pending” denotes HCP details do not appear to be on the Binley’s database/
Binley’s Dashboard Binley’s Research
Team
Denotes interaction/interface
API Validation
Outcome
Web Asset
Access Status
CO
NS
UM
ER
S
BR
AN
DS
400
200
300
700
400
v
21 markets / 25 languages
Multiple websites / no single platform
Product / brand inconsistency
Users accessing from mobile, tablet and
desktop
Honda-ness
P13
Reference Boards
Exploration Boards
Honda-ness
P18
Reference Boards Exploration Boards
Honda-ness
P29
Reference Boards Exploration Boards
Content reflows to suit the
size of the device you are
using
Template reshuffles to suit
the size of the device you are
using
Optimised experience to help
increase conversion
Austria
Estonia
Latvia
Lithuania
Belgium
Czech Republic
Denmark
Finland
France
Germany
Hungary
Italy
Netherlands
Norway
Poland
Portugal
Slovakia
Spain
Sweden
Switzerland
United Kingdom
e.g. interactions & processes e.g. page types & modules e.g. copy & images
Seamless customer experience
across core product types; cars,
bikes, marine,
Volume of copy/images/animations
– volume of languages
A robust framework delivering
page types with flexible publishing
rules (23 page types & 100
modules)
Sources: Warc, eMarketer
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OVERVIEW
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