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Healthcare Marketing; Moving from a Population Approach to an Individual Approach

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There’s no question that policy changes have had tremendous impact on the healthcare system.  These changes can be felt through the provider and HCP networks, payer organizations, pharmacies, and especially the patient population.  These new policies are holding everyone accountable.  The provider and HCP networks are accountable for the quality of care, payers and pharmacies are tasked with balancing quality care with achievable cost savings, and patients own more responsibility in their own adherence care as well.  As someone stated, “we’ve moved from a volume based healthcare system to value based healthcare system”.

 

We are seeing a shift in healthcare from a population approach to an individual approach.  With the data now available, and the policies now in place, healthcare is beginning to focus on each individual patient.

 

Personalized Pharmacy Care

One of the best examples of this individualized focus can be seen in compound pharmacies.  Compound pharmacies develop customized medication care for each individual.  The development of individualized prescriptions accounts for multiple variances like other medications prescribed, height, weight, body type, diet, lifestyle, even flavor.  Pharmacies recognize that the chemistry of each individual varies greatly and medications must be adjusted to account for these variances.  Additionally, instructions and patient follow-up communications must be personalized, accounting for the differences in side effects, prescription care, and adherence. compounding_pharmacist.jpg

 

Customized Adherence Programs

But just as treatment and medications are focusing on the individual, its imperative communications follow suit and support the needs of each individual.  For example, let’s look at medication adherence communications.  Medication adherence programs have evolved from the “take 2 and call me in the morning” practice, to more advanced apps that remind you it’s time to take your medication.  Many applications now provide reminders around medication consumption, diet, and exercise on the channel which you prefer.  But just as medications need to be adjusted for the variances in individual chemistry, adherence programs need to be adjusted to the individual. 

 

Lifestyle has an effect on how frequently someone can consume medications, the hours in a week they can exercise, and the caregiver support available.  The issue is not always “are you taking the prescription?” but instead “are you taking the prescription the way it was prescribed?” Medication adherence programs must certainly account for preferences in communication distribution, but also must manage the dynamic content accompanying these personalized medication and wellness regimes.

 

Multichannel and Multi-relational

This individualized care must finally be communicated back through the entire care ecosystem.  It’s not just multichannel communications that must be managed, but also multi-relationship communications that must exist amongst HCPs, providers, payers, and pharma.  Systems must exist that facilitate the visibility and transparency of data, ultimately working together to help the patient.

 

Identify opportunities to communicate with the patient throughout the entire healthcare ecosystem. Segment and target communications based on both the multichannel data, as well as the multi-relationship profiles. Ensure you're matching communications with preferences, interests, lifestyle, and individualized care.

 

Each individual in the life science ecosystem is accountable for the care of patients. Understand your role and responsibility and map your communications to others.

 

How are you moving from a population approach to and individual healthcare approach?


What do you perceive as a valuable offer?

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We're inundated daily with offers. But what are the offers that grab your attention? Which offers and perks demonstrate true value to you?

Do you use images in your assets?

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Hey,

I was wondering how many of you use images on lettres they send out. We allways deal with the question of how many of our contacts get they image and how many get only blank square and X's.

Thanks,

How do you mark your tradeshow leads?

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There is some internal discussions on how tradeshow leads should be marked to attribute revenue to the proper source beyond the campaign. Currently, (something I am not in alignment with) we mark all booth visitors that had a quality conversation with an AE (not card droppers) as MQLs. I disagree with this since marketing did nothing to qualify that lead. However, the prevailing thought is that marketing paid for the show, set up the show, made the collateral, paid for the booth etc. so therefore marketing needs to attribute that revenue since tradeshows take a lot of time/effort. How does your department attribtute opps/revenue from a tradeshow?

Where do you read your e-mails?

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Not the place, but the device that you use more frequently to read your e-mails

Will you be attending Modern Marketing Experience 2015?

Do you use Eloqua for B2C?

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Do you use Eloqua for B2C marketing?

Is Topliners a Useful Resource for Information?

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Let me know if you find the group a valuable asset.


Best Practices Campaign Templates

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Do you use Eloqua's Best Practices Templates to create your campaigns?

Which has proved to be the most helpful in starting your company's campaigns with Eloqua?

New Profiler for Summer Release

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This summer we will be releasing an update to the Eloqua Profiler tool to give sales reps a more intuitive and complete 360- degree view of a contact including external activities such as attending a tradeshow, viewing a webinar, etc. For our Summer release schedule, please see the Release Resource Center (Note: Only available to members of Eloqua Insiders Group)

 

Overall our new profiler gives a familiar social-stream interface by showing the activities in a feed with the most recent activity displayed at the top of the list. Activities can be expanded to see the details. The activity feed can be filtered based on date, activity type (tiles) or by searching. As a result, sales reps can find exactly what they need all in one place.

 

A Tour of the New Profiler:

  • Smaller graph to give a snapshot view of the overall trend of activities over time

profiler_11_960_blogpost.png

  • Feed of activities with the most recent at the top of the list, with no extra clicks
  • More modern look and feel
  • External activities to give a 360-degree view of the buyer
  • Filters for each activity type (for example: Email Sent, Web Page Viewed, etc.)
  • Activity Search to find specific text within the history of the feed
  • View the Contact’s Lead Score (with setting to change lead score model, for instance if you have both enterprise and consumer divisions.)
  • Title and Name of Company
  • Contact information including email address, phone number and Twitter handle

 

 

Functionality in Classic Profiler that is not in Profiler Stream View:

  • Most recent search term and search engine
  • Subscribed or unsubscribed to emails
  • Embedded Twitter Feed (instead, links to actual Twitter feed)

 


Profiler Stream View as the Default Profiler Experience:

Profiler Stream View will be the default experience with the summer release.  There is no url change and no flag needs to be set.

 

Classic Profiler still exists:

If you wish to continue using Classic Profiler, then add  "&stream=false" in the Profiler URL.

 

For example:

If you are using direct login then originally the URL for a lead was: https://<podURL>/apps/profiler/index.aspx?emailAddress={!lead.email}

now it will be https://<podURL>/apps/profiler/index.aspx?emailAddress={!lead.email}&stream=false


To learn more about the various login methods for profiler, please see Eloqua Profiler Configuration Guide for Salesforce.com


field constraint issue "Must be a string value, at most 1000 characters long"

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When I try to export contacts from Eloqua using the BulkApi, I get this error message complaining about the length of my filter field. So far I haven't found a way to construct my filter using this set of email addresses in a shorter syntax. Is there another (shorter) way to do this using Eloqua Expression Language so I can fetch more records in each request?

 

{

    "failures": [

        {

            "field": "filter",

            "value": "'{{Contact.Field(C_EmailAddress)}}' = 'a1@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a2@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a3@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a4@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a5@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a6@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a7@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a8@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a9@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a10@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a11@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a12@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a13@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a14@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a15@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a16@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a17@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a18@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a19@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a20@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a21@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a22@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a23@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a24@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a25@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a26@asd.com' OR '{{Contact.Field(C_EmailAddress)}}' = 'a20@asd.com'",

            "constraint": "Must be a string value, at most 1000 characters long."

        }

    ]

}

 

 

Thank you in advance.

How can I dynamically update CDO records for multi-inquiry forms in E10?

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We recently upgraded to E10. The migration has seemingly gone with a few hiccups but there were no major errors.

 

However, today I came across one hurdle that I am unable to solve. We have landing pages that allow people to select multiple products on the form (i.e. Product1, Product2, etc.). The form will collect the data and send the appropriate call to SFDC.

 

Here's where our business process is causing strife. In E9 we were allowed to update the prospect table and swap out the product codes based on HTML form values. In E10, we're using CDO and the update processing step no longer allows "static values" from and only allows mapped form data. I have found that using the "Update CDO - with Custom Values" will work but only for one CDO row. Our business process requires one record PER product. If you select three products, you will have three rows of data, each with unique product codes.

 

How can I get one-to-many CDO's for these products? Is such a thing possible in E10? Please note that we are using the unique key in our CDO to allow one-to-many records.

 

 

Todd

Eloqua Support Holiday Schedule

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Happy Holidays from the Oracle Marketing Cloud Support Team

 


Due to the holidays, we have changed our hours of operations.

 

December 22 and 23 - normal 24 hour operations

December 24 - 12 midnight to 8pm EST (UTC -5)

December 25 - Closed

December 26 - 8 am to 8 pm EST

December 29 and 30 - normal 24 hour operations

December 31 - 12 midnight to 8 pm EST

January 1 2015 - Closed

January 2 - 8 am to 8 pm EST

January 5 - resume normal 24 hour operations 5 days a week

 

 

*Please note, for Emergency Severity 1 issues, we are available outside of the hours listed above. You can reach us at the following numbers:


USA & Canada: 1-866-327-8764
UK & EMEA: +44 20 3608 1304
France: +33-975181647
Germany: 0800 184 4542
Switzerland: 0800-559-851
Australia: 1-800-226-412
Singapore: 800 130 1655
Hong Kong & APAC: + 852 800 930 694

All Other Countries: 1-416-849-3247


Happy Holidays!

ReadyTalk for Oracle Eloqua

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Understand your prospects buying behavior and move leads through the pipeline faster with ReadyTalk’s full-featured webinar solution that integrates directly with Oracle Eloqua’s industry-leading marketing automation platform. ReadyTalk for Oracle Eloqua allows you to leverage the strengths of both services – ReadyTalk to host a flawless webinar and Eloqua to promote your webinar and speed follow up.


Promote Your Webinars with Eloqua


Use the powerful Campaign Canvas workflow to promote your live webinar and drive registrations. When a prospect indicates they will attend the webinar, Oracle Eloqua automatically sends their data to ReadyTalk to register them. Use Oracle Eloqua's landing pages and event emails to maintain existing workflows as well as your brand’s look-and-feel.


Increase Webinar Attendance with a Unique ICS File


ReadyTalk helps you drive better attendance rates by making it easy for registrants to add your event to their calendar. An ICS file containing your registrant’s unique ‘Join Meeting’ link is included in confirmation and reminder emails sent from Eloqua.


Improve Funnel Velocity


Immediately after the webinar, you can automatically re-score, hand-off and follow-up with prospects based on engagement indicators like how they responded to a specific polling and post-event survey question, or how long they attended the event.


Click here to view the ReadyTalk for Oracle Eloqua video

 

Learn More:

 

Requirements:

 

Company Overview

ReadyTalk gives you all the confidence that’s been missing in online meetings and webinars. Our platform delivers serious collaboration technology, supported by expert service you didn’t think was possible. Our passion is perfect meetings and presentations.

Possible to Integrate Revenue suite with Sales cloud?

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Do any of you have list of supported Eloqua suites' in Sales cloud. Previously we integrated Eloqua suites' such as Eloqua engage, Eloqua profiler, Eloqua Discover with sales cloud. And now, we looking to integrate Eloqua Revenue suite (i.e Revenue Architect & Revenue Insights) with sales cloud. Let us know if it is possible to do.  Please share your thoughts. Thanks in advance.


SnapApp Audience App

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The SnapApp Audience App enables Oracle Eloqua customers to deliver leads from their SnapApp interactive content seamlessly into any Eloqua campaign, right in the campaign canvas.


Taking action on the robust lead data collected in a SnapApp engagement is now easier than ever. With dead simple drag-and-drop functionality, the SnapApp Audience App lets marketers serve better lead data into every campaign, contact, custom object, and shared list from right within Eloqua.


Benefits:

  1. Quick Setup: Once installed from the AppCloud Marketplace, the Audience App can easily be added and configured within your Eloqua campaign canvas.
  2. Fewer Steps: No need for additional lists and segmenting; data flows directly into your Eloqua campaign.
  3. Data Customization: Use the Audience App to populate not only your campaign, but also your global contacts, custom objects, and shared lists.
  4. Multiple Campaign Sources: Feed any campaign with multiple SnapApp engagements.

 

Learn More:

 

Requirements:

 

Company Overview

SnapApp is an interactive content creation platform that enables B2B marketers to improve ROI by up to 50% across all their existing demand gen programs. SnapApp customers include Oracle, Atmel, PBS, and EMC, among others. For more information, visit snapapp.com.

Eloqua10 Post-Update Success Plan

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We want you to be successful in Eloqua10, and that means going beyond the technical training you have done so far. The next step in your journey to success is to explore more resources available to you.

 

1. Seed Your Success

 

Now that you've moved to Eloqua10, we recognize we cannot be with you through every step on the journey to revenue generation success. This is where the Eloqua 'Seed your Success' program comes in. This is for you, a user of Eloqua, to better yourself in the areas you feel are most important. Click here to start. Choose the tactics you want to focus on. The Seed Your Success automated nurture program will send a series of emails to you. Want to know more about best practices? Setting up Nurturing, Welcome, and Education campaigns? Improve your Lead Management? Manage Database Health? These are a few areas you can focus on.

 

2. Power Hours

 

These hour-long sessions focus on the theory of good marketing practices and how to apply them through Eloqua. From topics covering Lead Nurturing strategies, to customer retention, to A/B testing, the Power Hours have a library of resources for both beginner and advanced users. We recommend the following:

 

  • Cool Campaigns: find out about some of the amazing and creative ideas that Eloqua customers have initiated through campaign canvas.
  • A/B Testing: are you sending the best emails possible? Run an A/B test to determine if there are winning attributes you should incorporate to your emails.
  • Transforming Marketing Practices:change from a "batch and blast" marketing orientation to a right time, right message, right channel orientation.
  • Program Builder in E10: discusses the reasons for using program builder in Eloqua10 including data automation, decision rules, and use cases.
  • Closed-Loop Reporting: understand what closed look reporting is, how to set up the process, and understand the relationship to Eloqua Campaigns.
  • E10 Configuration and Admin: learn specific configuration tasks that are handled by Eloqua admins.

 

Want more Power Hours? For a full listing of Power Hours Sessions, please visithere.

 

3. Eloqua University

 

Eloqua University offers a wealth of resources through live sessions and covers various topics. Engaging educational instructors are there every step of the way to ensure you are fully trained and your questions are answered. They also offer accreditations for those that have successfully taken the courses, completed examinations, and want to be certified as an Eloqua Master. You can visit the site here. You must have an education pass to access Eloqua university. To purchase passes, please contact your account director for further details.

 

On your path to becoming an Eloqua expert, we suggest you take the following courses:

 

  • Eloqua10: The Eloqua10 Fundamentals Series
  • Eloqua10: Insight
  • Eloqua10: Events in the Cloud
  • Eloqua10: Managing Social Media
  • Eloqua10: Personalizing Campaigns
  • RPM: Targeting & Segmentation
  • RPM: Effective Nurturing
  • RPM: Lead Quality

 

4. It's All About Revenue

 

Through Eloqua's Revenue Marketing Blog we explore the role that innovation plays in revenue generation. It's about the causes and effects of sales and marketing alignment. It's about demand generation, operational efficiency, and marketing analytics. From Expert Q&A sessions, to marketing and industry best practices, it's about change, progress, and most importantly, revenue! Click here to read the blog,


5. Eloqua Success Plan

 

Ready for the next step? The Eloqua Success Plan is designed to help guide you on your path to successfully establishing a high-performance revenue generation function. The contents of the Plan are based on our experience with nearly 1,000 companies that have deployed Eloqua – these checklists comprise the best practices we've repeatedly seen work for organizations of all shapes and sizes. If you've ever wondered "What should I do next?" or "I don't feel like I'm doing everything I can with Eloqua", refer to the Eloqua Success Plan to help keep you on track.

 

Each of the fours chapters in the Success Plan focuses around one discipline of the Eloqua Revenue Lifecycle™ Methodology: Contact Management, Campaign Management, Lead Management, and Effectiveness Measurement. Within each chapter, there are three sections of checklists: 1) processes and definitions; 2) assets, programs, and other Eloqua capabilities; and 3) the metrics you'll want to start benchmarking to track your successes. To begin,click here.

Using WebEx Cloud Connector in E10 Campaign Canvas

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Hi -

 

I found a lot of examples using the WebEx Cloud Connectors in Program Builder, but would like to accomplish this in the Campaign Canvas.  After talking to Support, they said this was possible, but I'm having trouble conceptualizing it.  Does anyone have a Campaign Canvas they could share that uses the WebEx Cloud Connectors for an event?

 

I understand:

1) Create Segment

2) Send email with register button.  Goes to Eloqua form.  Contact completes form and is added to shared list. 

 

I don't understand:

  • Now, I'd like to pass that contact to Webex so that that Webex sends out the confirmation/reminders, etc.   Do I just link the Shared List? Component = Yes to the Cloud Connector Webex Register Component?

 

Also, post event, how to pull back all the Registrants to Eloqua (using Campaign Canvas, not a Program).

 

Thanks!

Contacts not getting updated via excel upload

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I've been doing some data cleanup in our system and I'm running into an issue when trying to upload the updated contacts back into Eloqua.  Some of the data is being updated on contacts and other contacts are not being updated with the new data.  I've set the field settings to "always update" and I've gone a step further and changed the entire upload to "always update" all the fields in the upload. But when I check the uploaded data in Eloqua post-upload, I'm still seeing some of the old data.

 

Any ideas as to why this is happening? What am I missing?

 

Thanks in advance for any help!

Are Legal and Compliance Teams a Part of Your Communication Process?

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If so, how integrated are they into the development, execution, and approval of marketing communications?

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