Case Study

Understanding how customers engage with digital channels

Understanding how customers engage with digital channels
Cello Health Insight
DIGITAL RESEARCH

THE CLIENT

A European pharmaceutical company with an established presence in haematology

THE BUSINESS CHALLENGE

With an increased digital marketing budget for the coming year our client wanted to better understand how their customers engaged with digital channels within the haematology arena. They needed to understand how customers used existing channels (both pharma and non-pharma resources), their current frustrations, pain points and unmet needs as well as the opportunities that existed to engage in new ways. Finally they needed to understand what pharma ‘gold standard’ was when it came to digital – who was leading the field and how to surpass expectations

OUR APPROACH

In designing our approach we wanted to get beyond simple recall and automatic behaviours to capture how they were actually engaging in a real-world context. We engaged with Haematologists and Nurses through our online community platform (eVillage) to understand current attitudes. We then also asked participants to record short videos to capture good/bad real-life digital engagements and to show us what gold standard really looked like. We finished with web-assisted ‘surfs’ with participants taking us on specific information online search journeys whilst talking us through in detail


THE RESULTS

The multi-methodological nature of our approach meant that we were able to understand the problem from different angles. The online community gave us the considered perspective allowing HCPs to really think about all the different ways in which they engaged, rather than just those they could remember.

The mobile videos then brought to life actual examples of what did/did not work currently, giving us a wealth of visceral content in which they could convey the everyday challenges and opportunities where digital resources both surprised and delighted as well as those that infuriated.

The web-assisted surfs helped to bring everything together and allowed us to fill in the gaps whilst also getting a level of consistency in the information seeking exercises we asked them to complete. The final report gave our client a rich, holistic understanding of how their customers were really engaging with digital in-situ and allowed us to get a much better understanding of where the opportunities would lie for them to better harness digital

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