Tap Into a Renewable Source of Customer Insights Through Knowledge Graphs

How to use knowledge graphs to improve customer experience — digging into the healthcare example.

Knowledge graphs are well known to the Pharma industry, and their power has been utilized for many years; either for use cases around clinical trials, research and key opinion leaders.

However, one such area remains untouched until now and is waiting to witness the use of knowledge graphs — the application of knowledge graphs for “customer experience.”

Who Is the Actual Customer?

Before delving deep, the first thing to identify is who the customer is here? So, when we say customer, we are “talking about” healthcare professionals and sales representatives.

The currently available tools to support a smooth transition from a “siloed experiences” scenario to “connected experiences” for our customers are linear and siloed. Hence, the situation calls for innovative tools. 

This is where Knowledge graphs are handy and can act as the connective tissue to drive connected “customer experiences” while being robust for use/reuse across use cases.

Related Article: Your Silos Are Showing in Your Customer Experience

CX Challenges in Pharma

Let’s illustrate how this works in a healthcare setting. We are talking about implementing a knowledge graph by deriving relationships between the healthcare professionals (HCPs) and the type of connection like common publications, clinical trials, congresses attended and speaker events. When we put together those relationships in the knowledge graph, we get an “HCP 360” view.

We can identify how one HCP relates to another HCP — are they doing publications together, participating in clinical trials, speaking at a particular event, or are they attending the same congresses?

Knowledge graphs make this information easy to consume, user-friendly and prescriptive for the brands, marketing, and commercial teams.

CX Use Cases Enabled By Knowledge Graphs

Use Case: Next Best Content to Serve Patients

Objective: Provide HCPs latest information about the content required to serve patients at the right channel and cadence.


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