I took the family to Disney this spring and every time we go I'm reminded about what it means to create a truly magical curated experience for customers.
No one accuses Disney theme parks of being cheap. In fact they are the Apple of theme parks–they have rabid followers who are willing to pay premium prices for what they have to offer. There is an important place for curated experiences in pharmaceutical and medtech marketing as new products move towards rare conditions and niche markets where the individual costs are higher and the patient populations are low.
Lessons for marketers from Disney are well documented in their wonderful book, Imagineering. Some of the top line lessons that stick in my mind from visiting the parks, however, center on the way people are treated and how the experience is curated.
Attention to detail
On every ride there are access corridors, stairs, and pathways for the crews to clean and maintain them. These utilitarian areas are still branded with the ride’s theme right down to the railings and door designs. They probably change to unadorned stairwells and metal doors inside the attraction and away from guests’ eyes and experience but as far as the customer experience is concerned the ride’s theme carries on forever.
For a company with many brands and a consolidated call center make sure that there are scripts and protocols available for each patient and brand. For brands with multiple indications look closely at how patients are treated at the front door. The best experience is one where each condition has its own site. Next best is one where the user’s choice is remembered so that they see the most relevant information on subsequent visits. Remember, even if you have an 85% “first visit” rate, those 15% of return visitors are probably mostly made up of your patients.
You’re never rushed
Disney has technology to optimize the guest’s experience, but lines can still be long. When my daughter waited in line to see her favourite characters there was a line a mile long behind us. When talking with the characters she wasn’t rushed or snubbed, the experience was fulfilling and worth the wait.
Your patients have often been through a long journey to get to their script, take the time to really curate an experience for them and make them feel valued. This can be an extra couple of minutes on a phone call, a call center script that offers more options, a more complete digital experience, or even a retargeting campaign centered on services for patients rather than just selling the brand.
Technology set to “help”
The FastPass system at Disney is absolutely genius. For those who haven’t visited recently, the FastPass system is available to all park visitors and essentially ensures that every guest will have a great experience on at least three rides. They limit the number of FastPass guests for rides in one-hour periods so that they can manage the lines. This provides a better experience for guests who aren’t standing in line all day and frees up their time to buy food and Disney merchandise.
What could your patients do with extra time? There are often ways to curate their experience to assist with the journey. Can specialists be found nearby? When filling a script are there nearby pharmacies or even specialty mail-order pharmacies available?
For your writing physicians, are there ways you can make their lives easier? Most rare disease claims require prior authorization forms, are there ways that your information can be organized to help them? Even better, is your payer marketing program set up to make their lives as easy as possible?
The Disney experience is something that is not replicated in other theme parks but which pays dividends in terms of revenue per guest and repeat visits. Look to your own customer experiences and ask the question: what would Disney do?