From the Session: The Power of Integrating Digital Across All Aspects of Your Organization
Christopher Pitcherella, Director, Clinical Trial Innovation Global Clinical Operations, TEVA
Joshua Palau, Senior Director Digital Innovation, Social Media and Search, Johnson & Johnson (watch his exclusive ConferenceInsider™ interview)
Joyce Ercolino, Digital Business Leader & Strategist
Matt Kollmorgen, Vice President of Digital Transformation Group, SoftServe
Integrating digital across all aspects of your organization means:
- Empowering the benefits of a customer experience that’s continuously supported through digital channels
- Maximizing commercial profitability by employing new digital capabilities to support your business objectives and set yourself apart from other mHealth offerings
- Optimizing your current digital capabilities and aligning them with the functions of traditional channels to stay ahead of the game
Too high-tech? Okay. If “digital transformation” seems like a new frontier beyond your sights, refocus your thinking. Joyce Ercolino, Digital Business Leader & Strategist, suggests calling it “business transformation,” perhaps a more comfortable business term that implies aligning your people, processes, and technology.
It’s nothing you haven’t heard before, but what’s important is execution. That’s where the rubber hits the road.”
In agreement, Matt Kollmorgen, Vice President of Digital Transformation Group,SoftServe, says he’s constantly reminding clients that it’s digital transformation, yes, but it’s not really about technology. It’s about people. It’s about moving from a transaction to a relationship with someone. It’s the technology that enables that relationship and provides insights about your end user.”
Another way to give digital transformation a relatable, real life spin is to put yourself in the customer’s shoes. “Digital integration is about usability,” Ercolino adds. “Everyone has time deficits and a short attention span. They don’t want to go to your website if they cannot quickly digest the content they need. So the secret sauce is finding the right content for the right audience at the right time. You’ve heard this before. It’s not that you can’t do it. It’s just challenging.”
To beat the challenge, you need to map out each individual audience’s behaviors and needs so you’re serving up the right content across the customer journey continuum. And those needs are different at different times. For example, a patient just diagnosed is not looking for the same information as someone undergoing therapy. That makes mapping your customers’ needs and behaviors an ongoing practice.
Think of it as an empowering process that maximizes your game.