A major pharmaceutical company with multiple direct-to-consumer marketing campaigns required a partner to handle advertising driven consumer inquiries for their entire product portfolio.

Objectives

• Provide the company defined "Consumer Experience"
• Maintain strict compliance with federal and state regulations and corporate policies
• Fair balance
• Prescribing information (PI and/or PPI)
• Product experience reporting
• Privacy
• Answer consumers' inquiries using approved "FAQs" and continue to build a library of responses to satisfy callers
• Create call handling efficiencies without sacrificing service
• Maintain a high level of customer satisfaction
• Strive for first call resolution

Results

• Provided a fully compliant contact center that consistently passed internal and client audits
• Continuous enhancement and addition of consumer approved responses through partnership with client program owners and medical legal decision makers
• Consumer satisfaction scores consistent with world class service in a regulated environment
• Increased customer satisfaction with 24x7 self-service access to product information via web and IVR
• 50% reduction in cost and increased efficiency realized by moving calls to the IVR
• Enhanced consumer experience

Program Overview Telerx began supporting the direct marketing efforts of this client by providing live operator support for the client's multiple product advertisements in compliance with federal and state regulations and corporate policies. As the program evolved, the client expanded its marketing efforts to target audiences during prime television viewing hours and sought a cost-effective solution to providing 24 hour support.

A Consumer-Centric Solution FDA regulations mandate that all branded pharmaceutical advertisements must provide "adequate provision" to consumers giving them access to prescribing information. Telerx developed a dedicated team of agents who understood the medical and legal issues, and also had thorough knowledge of the company's products. Telerx further differentiated its DTC support through recruiting and training to immerse the team in the client culture, enabling them to consistently communicate and reinforce the brand message to the callers. The team received further training to understand today's knowledgeable consumer and to recognize when they were frustrated and needed more information.

This level of engagement enabled the team to continuously provide feedback to the client identifying where the team did not have approved responses for information callers were seeking. Working with the medical legal department, the client was frequently able to provide approved responses enabling the team to satisfy more callers and minimize their frustration. In this manner, the team truly became the conduit for the voice of the consumer to the client, helping the client understand when the consumer's communication needs were not being met. The team's ability to identify these gaps and the client's efforts to address these needs ultimately resulted in an enhanced consumer experience and a stronger relationship between the consumer and the brand.

Cost-Effective Support As the recognized leader in customer care,Telerx continues to look for options to meet consumer needs and provide detailed information in compliance with HIPAA and FDA regulations. In order to meet FDA regulations and provide consumers 24x7 access to product information,Telerx developed a sophisticated Interactive Voice Response (IVR) application utilizing advanced speech recognition technology. The IVR is able to capture the caller's spoken input to provide the desired information. The IVR handles after hours calls. During normal business hours, callers are given the option to speak to a live operator or continue to self-serve through the IVR. The IVR main menu for each product offers consumers easy navigation with three options including:

1. Information packet request
2. Questions regarding medication -- transfer to live representative
3. Product information

Beyond the main menu consumers can drill down through each option for more detailed information such as general product information, prescribing information, who is not a good candidate for the product, possible side effects, what to discuss with the doctor prior to taking, and more. Consumers also have the opportunity to opt-in/opt-out to receive other product information as it becomes available and also consent to receive information on other products.

Additionally, all callers are directed to the internet for additional information at the beginning and end of their call.

Conclusion Telerx is a strategic business partner to this pharmaceutical giant providing the expertise to support large volume DTC campaigns. Benefits of the partnership include:

• High Ranking CSAT Scores
  A random sampling of callers polled on their call experience yielded consistently high results: 89% of callers were very satisfied with their experience.
• A dedicated team capable of supporting multiple products
  When Telerx partnered with this client eight years ago the program supported 3 products; since then, it has grown to a dedicated team of experts supporting 10 different products. As new products are rolled in or new campaigns ramp up, the client has an existing dedicated team who is already well versed in the company culture and has an existing awareness of its consumers' concerns.
• Scheduling Flexibility
  Having a dedicated team offers the client the opportunity to share product campaigns which allows the client flexibility to schedule representatives to support different initiatives without additional training. Additionally, when there are special initiatives and expanded coverage is required, the team can be shifted to provide support.
• Provide the client with the Voice of the Consumer
  Telerx's experienced client representatives are trained to identify consumer frustrations allowing them to capture common concerns and trends. Telerx provides the client with valuable data based on consumer feedback that enables additions to the FAQ database resulting in an enhanced consumer experience.

As the recognized leader in customer care,Telerx maintains a pulse on the changing face of the consumer and develops solutions to support the knowledgeable and savvy consumers of today.