为您的HCP和患者创造个性化体验

How to build meaningful, personalized connectionswith HCPs and patients For life science companies, tailoring communications and services to individualneeds is essential. Hyper-personalization goes beyond traditional personalization(which relies on broad user segments) by using real-time data, predictiveanalytics, contextual awareness, and personalized communication to deliverhighly individualized experiences. In this ebook, we share the right approach toachieve hyper-personalization, starting with the three essential elements. 1REAL-TIME DATA Building personalized connections between the brand, healthcare professionals (HCPs),and patients builds trust and long-term relationships. Companies need to do so to standout from competitors who use a more generic approach. In the life sciences industry, products and servicesare complex, specialized, and crucial to health.Personalized communication helps companiesunderstand customer needs, increase engagement,and build strong relationships. One example is a companion app that remindspatients with notifications to take their medication.When patients feel valued through these interactions,they're more likely to engage in beneficial activities,such as greater adherence to their drug therapy,reporting outcomes or other feedback, or enrolling inclinical trials. 2CHANNEL AND MESSAGE CONSISTENCY HCPs prefer in-person interactions for building relationships, treatment information,and case support, while they like digital and remote options for clinical researchand education. A consistent online presence across multiple channels is needed toincrease engagement. Life science companies can use blogs, white papers,ebooks, and case studies to explain products, services,equipment upgrades, or policy changes. For example, a lab equipment company couldshare how to improve efficiency when conductingscientific research with their tools. Online platformsfor webinars, forums, and virtual events also helpcompanies connect with their customers, answerquestions in real time, and showcase theirlatest innovations. 3HOLISTIC DATA By combining data from various sources into a single view, life science companiescan better understand and personalize their products and services. Data is alsointegrated and accessible across all touchpoints, which allows business units tocollaborate and deliver the best products and services to the market. All customer data is collected in one place, simplifyingsolution creation. Real-time analytics and machinelearning (ML) handle large datasets and improvedigital marketing. By analyzing data from interactions (like website visits,application engagement, and webinar attendance),life science companies gain insights into behavior,preferences, and pain points. This helps refinemarketing strategies, products, and support, buildingstrong relationships. A PARTNERSHIPBETWEEN SOFTSERVEAND SITECORE Hyper-personalization is important in the industry, but implementing it can be a challenge.Through a strong partnership, Sitecore offers robust tools to create Health InsurancePortability and Accountability Act (HIPAA)-compliant, data-driven experiences, while SoftServeoffers industry expertise and advanced technology. Sitecore offers five tools for hyper-personalization: CENTRALIZE DATA Sitecore’s Customer Data Platform (CDP) combines data from varioustouchpoints into a unified view. Every piece of information is readily accessibleand actionable. LEVERAGE PREDICTIVE ANALYTICS AND AI-DRIVEN INSIGHTS Sitecore uses AI/ML to generate actionable insights from historical data, socompanies can predict behaviors in advance and offer relevant information. TAILOR INTERACTIONS With Sitecore Personalize, life science companies can tailor interactions basedon individual profiles. Sitecore Personalize ensures that each touchpoint andcontent recommendation is aligned with preferences and behaviors. MANAGE CONTENT With Sitecore XM Cloud, life science companies create, manage, and scalepersonalized content across channels, such as the web, mobile apps, and socialmedia, and ensure every interaction is consistent. AUTOMATE COMMUNICATION Sitecore Send automates personalized communication campaigns throughemail, SMS, and other channels. It sends the right message, at the right time, onthe right channel. SOFTSERVE’SAPPROACH SoftServe’s approach to hyper-personalization hasbeen refined by years of experience working withmany life science companies. To start, we focus on seven steps: 1CONVERSION RATE OPTIMIZATION (CRO) ANALYSIS We start with a CRO workshop to analyze where user engagement drops, helping us measurethe business impact. Then we forecast improvements in conversion rates and ROI with theright personalization strategies. This data-driven approach shows the value of personalization early on. We use tools likeGoogle Analytics and Sitecore Analytics to track user journeys, identify key touchpoints, andcompare conversion rates to industry standards. 2CUSTOMER DA