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App - Coggle Diagram
App
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Pendiente
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Patxi
necesario persona que coordine en tema entre marketing y ventas y sea el responsable de cubrir las necesidades, manejar el sistema y nutrirlo con las aportaciones de los product managers
gestion de materiales es pobre, mucho mas avanzada en CLM
necesario tambien un administrador de la parte de ventas, kpi y temas metricos
ya hay varias plataformas e-detailing dentro de los crms clasicos, que incluyen la visita remota dentro de un plan de omnicanalidad
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desventaja
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no valen refritos de materiales fisicos ppt, pdf, html5
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en la visita clasica el material es de apoyo, en estas estas en el centro muchas veces
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companias
iqvia
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ya tiene muchas plantillas para emailings, contenidos, etc
precios muy variables, varia dependiendo del paquete integrado en la compania
no sustituto de la visita tradicional, antes ciencia ficcion, ahora tiene hueco de mercado claro para ciertos productos, segmentos, clientes mas nativos digitalmente o aquellos de dificil visita tradicional
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preguntas
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plantillas aibertas con preguntas, comunidad, ofrecer datos gratis
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Usuarios
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Marketing
Necesidades
esenciales
kpi regionales, nacionales
perfil administrador nacional, regional
valor añadido
segmentacion resultados (edad, perfil, ventas, etc)
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exportar charts para imagen, powerpoint, etc
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Hooked
For some businesses, forming habits is a critical component to success, but not every business requires habitual user engagement.
When successful, forming strong user habits can have several business benefits including: higher customer lifetime value (CLTV), greater pricing flexibility, supercharged growth, and a sharper competitive edge.
Habits cannot form outside the Habit Zone, where the behavior occurs with enough frequency and perceived utility.
Habit-forming products often start as nice-to-haves (vitamins) but once the habit is formed, they become must-haves (painkillers).
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Designing habit-forming products is a form of manipulation. Product builders would benefit from a bit of introspection before attempting to hook users to make sure they are building healthy habits, not unhealthy addictions
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External triggers tell the user what to do next by placing information within the user’s environment.
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To build a habit-forming product, makers need to understand which user emotions may be tied to internal triggers and know how to leverage external triggers to drive the user to action.
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For any behavior to occur, a trigger must be present at the same time as the user has sufficient ability and motivation to take action.
To increase the desired behavior, ensure a clear trigger is present; next, increase ability by making the action easier to do; finally, align with the right motivator.
Every behavior is driven by one of three Core Motivators: seeking pleasure and avoiding pain; seeking hope and avoiding fear; seeking social acceptance while avoiding social rejection.
Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment.
Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action.
Variable reward is the third phase of the Hook Model, and there are three types of variable rewards: the tribe, the hunt, and the self.
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Rewards of the self is the search for intrinsic rewards of mastery, competence, and completion.
When our autonomy is threatened, we feel constrained by our lack of choices and often rebel against doing a new behavior. Psychologists refer to this as reactance. Maintaining a sense of user autonomy is a requirement for repeat engagement.
Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability.
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Unlike the action phase, which delivers immediate gratification, the investment phase concerns the anticipation of rewards in the future.
Investments in a product create preferences because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance.
Investment comes after the variable reward phase, when users are primed to reciprocate.
Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation, or skill.
Investments increase the likelihood of users passing through the Hook again by loading the next trigger to start the cycle all over again.
Promocion & Marketing
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USP Unique Selling Point
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UI/UX similar to Apple (minimum learning, intuitive, )
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info
Beneficios
- mejor comunicacion con medicos
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reduccion costes / ecologia (menos papel, distrib materiales)
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Elementos interactivos
agenda dynamica, contenido personalizado a las necesidades del medico
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Fases / Etapas
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- montaje systema y analyticas
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- entrenar personal y testeo
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- evaluacion y siguientes pasos
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anadir nuevos canales (microsites, email, presentacion remota)
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ampliar el alcance a KOLs, etc
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