An App for That
According to Cadient, AstraZeneca was against building the typical customer relationship management program—blasting canned e-mails to patients was not the answer. Rather, Cadient's program is designed using online applications that reside on the patient's personal Web page. And the best part is that the tools are really useful. Viewers can choose to see pollen counts, air quality alerts, and doctor reminders all on one page, which also provides a rewards program encouraging patients to continue with their treatment regiment."You have to provide value to the user to make them want to be involved," says Bob Holloway, VP, group account director. "On the other hand, the company has to see a value in [the technology] —something that actually helps people stay on their medication, or get to find out more information about the treatment."