Charles E. Russo, Jr., President of MarkeTouch Media, describes how customer contact technologies help the pharmacy industry meet challenging objectives.
CDSD: What types of contact technologies does MarkeTouch Media offer and how do they serve the pharmacy industry?
CER: MarkeTouch Media’s Voice Messaging technologies provide an automated platform for companies to communicate with customers quickly and cost-effectively. Since 1992, we’ve developed numerous smart contact solutions including Voice Messaging, Interactive Voice Response (IVR), Live Contact Centers and Data Services. Today, our custom contact solutions have been integrated across multiple industries where customer communications are critical for consumer loyalty and business growth. The unique relationship between pharmacy and customers makes our contact technologies a logical solution for the industry.
CDSD: Why should pharmacies integrate automated contact technologies into their marketing mix?
CER: Ultimately, sales and business growth are driven by quality products and good customer service. We can’t help you with your products but effective customer communications can help build relationships and facilitate loyalties that will grow your bottom line. The real benefit is the ability to manage communication between pharmacy and patient more efficiently with contact automation. With shortages in pharmacy staff, the freedom from calling patients for prescription-ready or refill reminders provides more time to counsel patients one-on-one. Further, the cost savings through Voice Messaging provides a measurable advantage over traditional communications.
CDSD: Describe how your technologies benefit the individual pharmacy and the industry.
CER: One of the best examples for pharmacy is Voice Messaging reminder calls to encourage patients to pick up pending return-to-shelf (RTS) prescriptions or auto refills. RTS is a $5.5 billion problem for the pharmacy industry and our clients report Voice Messaging reminder calls have reduced RTS by as much as 52%. Compliance and persistency requirements are also areas simplified by automated communications. Even larger scale communications to announce drug shortages or vaccination availability are no challenge for a platform capable of rapid deployment. On the side of government affairs, our LobbyLine application assists congressional lobbying efforts to drive constituent support to Washington decision makers around major industry and consumer issues.
CDSD: What are the advantages of Voice Messaging and IVR applications over other forms of contact like email or direct mail?
CER: Well, there’s nothing more persuasive than the human voice and we deliver a targeted, personalized telephone message on-demand. The telephone is still the most reliable and timely medium of contact, as not all people have email access or have multiple email addresses. Using IVR applications to manage inbound calls or Voice Messaging to deliver informational messages in an outbound call campaign gives customers an immediate choice to enroll, verify, or opt-in to various offers or be connected to their local pharmacy for assistance. Our applications are suitable for the large, multi-location chains or the single-site pharmacy and do not require customer premise hardware or software.
CDSD: How can our readers learn more about your company?
For information: contact Lyle Green at 310/806-9385 or
lgreen@marketouchmedia.com