I recently saw a Steve Jobs YouTube clip from the 1997 Apple worldwide developer conference. There he was, in his trademark black polo neck, perched casually on a bar stool, taking questions from the floor. There’s a good chance you might have seen it too as it’s been watched by over 6 million people.
One man in the audience stood up and said: “Mr. Jobs; you are a bright and influential man” (so far so good) but then he added, “…it’s sad and clear that, on several counts, you don’t know what you are talking about. I would like you, to express in clear terms, how, say, Java addresses the ideas embodied in OpenDoc…”
Essentially, what this man was saying to Steve Jobs was: “you don’t understand the technology”.
This reminded me of a recent discussion we witnessed at a meeting with one of our clients.
It centered around one of their recent eDetail campaigns. Apparently, less than 10% of reps were using the tablets the company had supplied to them.
As you can imagine, such a disappointing usage figure quickly prompted a heated debate. On one side, it was argued that “the reps clearly did not understand the platform”. Similarly, a counterpoint was made that “the marketing department weren’t developing solutions that made best use of the platform”.
The truth is that the eDetail simply wasn’t addressing the fundamental needs of the reps. They weren’t using it because it added absolutely zero value to their sales calls. Much worse, what transpired was that the eDetail was actually making their calls much more difficult than they had previously been with a print detail aid.
Unfortunately, this is an issue we’ve seen played out at a number of pharma companies. And it isn’t the fault of the marketeers or reps.
Closed Loop Marketing (CLM) platforms were conceived at a time when the internet was in its infancy. They were originally set up to realise the opportunity of the laptop computer. Companies would simply take their paper detail aid and put it onto the laptop, and, later tablets.
Now, nearly every CLM platform is really just a locally-hosted web solution which captures data and uses it to deliver a semi-personalised experience.
But ultimately, it is a restrictive, and obsolete technology. Website user experience, and supporting technologies already deliver personalised experiences that far outpace any CLM. But too many organisations have invested too much in CLM to simply admit any shortcomings and “pull out”. (The observant will have recognized this as classic loss aversion in action.)
Which brings me back to Steve Jobs. His answer to the challenge was: “You’ve got to start with customer experience and work backwards to the technology. You can’t start with the technology.” And everyone knows how well Apple grew under Steve Jobs.
Maybe it’s time more of us in healthcare marketing followed Steve Jobs’ example and paid more attention to the customer than the technology.