Developing an Automated Telephone Triage System for a New Product Launch
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DEVELOPING AN AUTOMATED TELEPHONE TRIAGE SYSTEM FOR A NEW PRODUCT LAUNCH LINDAF. GUNDAKER, MBA, MT(ASCP) Senior Drug Information Specialist, DuPont Pharmaceuticals Company, Wilmington, Delaware
One of the goals any company must consider in launching a new product is the ability to provide its customers with complete, accurate, and prompt medical information about the new product. One way that a company can be responsive to its customers and meet their expectations is to provide telephone access to product information. There are many issues that must be addressed in the planning, design, implementation, and maintenance of such a telephone system. DuPont Pharmaceuticals’ development of an automated telephone triage system for a new product launch using a voice response system is highlighted. Key Words: Launch; Telephone; Automated; Triage; Voice response
DUPONT PHARMACEUTICALS Company launched a new drug for the treatment of Human Immunodeficiency Virus (HIV). For this launch, an automated telephone triage system using a voice response system was developed. This paper reviews the system goals, provides a brief overview of the system, and lists the four major steps necessary for developing a successful system: planning, design, implementation, and maintenance.
SYSTEM GOALS
the manufacturer, not only during regular business hours, but also nights, weekends, and holidays. Customers demand information when they want it, and they expect it to be provided at their convenience. They also expect that the information they receive will be accurate and reliable. Using an automated voice response system provides excellent customer service in terms of access to product information 24-hours a day, 7-days a week. Each call is handled consistently and with “voiced back” information; each caller hears the same consistent message.
Excellent Customer Service
Enhanced Productivity
Today, with advances in software technology, customers expect an immediate response to their request; they expect to be able to contact
A company has limited resources. During a new product launch, these resources are stretched. Using an automated voice re-
Presented at the DIA’s 35th Annual Meeting, June 27-July 1, 1999, Baltimore, Maryland, and loth Annual Symposium on “Medical Communications,” March 28-31, 1999, Hilton Head, South Carolina. Reprint address: Linda F. Gundaker, MBA, MT (ASCP), Sr. Drug Information Specialist, Medical Affairs, DuPont Pharmaceuticals Co., Chestnut Run Plaza, 974 Centre Road, Wilmington, DE 19805. E-mail: 1inda.f. [email protected].
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Linda F. Gundaker
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sponse system allows the best utilization of resources, particularly staffing resources, through customer segmentation. By differentiating between health care professionals and consumers or patients, the product specialist (a health care professional on staff) can handle those calls that require human assistance more efficiently, and answ
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