All of us have ignored post-purchase customer experience surveys at some point or another.
“Please give us your feedback”
This phrase in the subject line rarely makes us take action unless we have had a negative experience with a product or service.
But just as email and digital ads that used to use a single message to get consumers and customers to take action have been out-shined by targeted marketing, perhaps un-targeted surveys will go the way of un-targeted ads.
In Life Sciences, for example, compliance with therapy is a perpetual problem. In a recent NPR-Truven patient study, it was found that roughly 30% of patients stop taking their medications at some point without consulting their physician.
Part of the problem is cost, although the NPR-Truven study showed that only 10% of respondents cited “Cost” as a reason for stopping adherence to their medication. One reason is potentially that patients are left to their own devices to comply.
Targeted surveys could provide an answer if tied to existing digital capabilities.
For example: a patient who is prescribed medication could receive follow-ups via email and/or text message, asking questions such as “on a scale of 1-10, 10 being “best”, how would you rate your symptoms versus your original doctors’ visit 2 weeks ago?”.
The responses could be tied into the patient’s EMR with their clinician, or through an opt-in with a value added service from the manufacturer as a sort of “health coach”.
Depending on the patient’s response (or lack thereof), the patient could then be put into a marketing segmentation group that would receive pre-defined educational materials, reminders, or other next steps that are relevant to the patient.
Using AI and Machine Learning, the efficacy of different campaigns could be analyzed to recommended future compliance campaigns, based on past performance and maybe even tie in with the EMR based on clinician notes. The patient compliance efforts can become “smarter” over time based on real data.
The surveys could also be used as a path for patients to notify the manufacturer or healthcare provider of any pharmacovigilance issues, such as adverse reactions, etc. This could then be tied in directly into the manufacturer’s or the provider’s service platform, for remediation and tracking purposes.
Additionally, for categories such as medical devices, any patient problem that is flagged as a result of a survey could trigger a staffing next action for clinicians such as homecare nurses, medical device clinical specialists, or other qualified “technician” that could help address the patient’s / end user’s issues.
Surveys have long been used to ask large groups of people with the same questions.
When tied in with back-end data and front-end platforms, surveys can address the patient as an audience of one, and create a value-added service based on their response, that improves outcomes by driving compliance.