Scopes

Scope(s) represents the object of the Tactical, Product Plan, respectively the Brand (product) and the disease for which we do the plan. The scopes include both Brands and Diseases as some of the communications will be promotional, therefore linked to the Brand, while other will be non-promotional, therefore linked to the disease (indication).

A plan can have a single or multiple products as scope. If multiple products share the same patient/ disease journey, then it may make sense to have them all in the same plan, as some of the objectives will be common, and also the stories delivered to the customers will be more coherent.

Points of Interest aka Must Win Battles

Represent the Big Challenges/Barriers or Group of Challenges identified in the Patient / Disease journey, i.e. Screening and Diagnostic, Access, Adherence. Typically a Point Of Interest can include multiple related challenges in the patient journey. Although multiple points of interest may be identified across the Patient journey, only some of them will be prioritised for a certain time period (i.e. year, quarter)

Strategic Drivers aka Strategic Imperatives aka Strategic Objectives

Strategic Drivers are what the company needs to achieve according to their strategy. Typically from a Point of Interest maybe only some of the challenges are actionable or relevant to the company. Solving those challenges represents a strategic driver.

Communication Objectives aka Core Themes

Represent the key topics we want to communicate, in abstract form, i.e. Safety, Efficacy, etc. The same communication objective may be implemented through multiple messages (wordings). While the communication objective may be the same across customer segments, the actual messages transmitted may be different from segment to segment.

Messages

Represent the actual content (the actual wording/form) transmitted to customers which may be different from segment to segment. A message represents an implementation of a communication objective. A message can contain multiple supporting arguments

Supporting Arguments

Like messages the supporting arguments represent the actual content that is being transmitted, but they bring a higher level of detail than a message. Supporting Arguments reinforce the message and multiple supporting arguments can be assigned to the same massage. Similarly to Messages, Supporting Arguments can be differentiated between segments.

Customer Experience

A Customer Experience is determined by the sequence of interactions (touchpoints) between the customer and a product/disease story. It is not necessarily only the interactions between the customer and the company as some touch points will be delivered on the company managed channels, while others can be delivered through 3rd party channels.

Designing an Omnichannel Customer Experience means defining what content (messages) in what sequence, on which channels, in which format, delivered by whom. The essence is that the customer experience delivers a consistent story (sequence is important) that will facilitate the desired change of behaviours in the target group.

NOTE that during a planned period (year, quarter) we would likely want to deliver multiple stories to the same customers, i.e. screening and diagnostic story, an adherence Story, etc. Thus an Omnichannel Plan may define a number of different customer experiences driven by the strategic priorities.

Campaigns

Campaigns are the practical way in which we plan and deliver customer experiences. Essentially a campaign is a set of actions across multiple channels and driven by multiple functions and teams that follow the same strategic objective(s) and delivers a coherent story. For example we can define campaigns to improve screening and diagnostic, or campaigns focused on differentiation and increasing market share.

What is the difference between campaigns and customer experiences?