Before you hang up on this approach, consider how a number of pharmaceutical companies are using phone-based, speech-enabled outreach to build share and to drive brand recognition and loyalty. A well-designed outreach program enables you to craft, deliver, and support one-on-one interaction with your target consumers—in their homes, at a time that's convenient for them. It's like a TV ad that comes alive and speaks directly with the person—learning as it goes so the next call can be that much more informed.
Some pharmaceutical companies have started integrating the phone into their multilayered consumer-marketing strategies through inbound-call screening programs that help people with a condition to self-identify, and with outbound-call efforts that target, assess, and refer those at risk to resources in real time.
Initiating a potentially sensitive conversation about a person's health can be tricky. Successful outreach is possible only when the underlying structure is designed to respect and engage the consumer. That means blending the science behind a flexible speech-recognition technology with a humanistic quality that recognizes that a real person—idiosyncrasies and all—is on the other end of the phone.
Since organizations are relying on a speech-recognition engine to act as the face of their brand, they had better pick one that's up for the challenge. Engines that are tuned specifically to the healthcare industry are better able to accommodate unique functions like communicating with the hard of hearing or even adjusting the pace of the call based on the patient's age and need.
It all adds up to outreach that respects, engages, enables, and ultimately inspires people to actually change their behavior.
Find the Undiagnosed
Pharmaceutical companies have long pioneered the use of innovative acquisition strategies to expand market share and build brand recognition. A major part of this effort, of course, is focused on helping people who have not yet been diagnosed with a condition to self-identify and take action.