It's clear that the COVID-19 pandemic forced numerous industries, including pharmaceuticals, to rethink how they market, sell, and engage with their customers. We've seen concepts like "contactless" become a brand characteristic and "curbside pickup" become a standard service offering. Consumers now expect a hybrid model of digital and in-person engagement for products and services. We live on our mobile devices, purchase more through social media ads, and expect delivery at the push of a button.
The healthcare industry hasn't been immune to this shift. During lockdowns, clinical trials were halted as patients couldn’t access sites. Hospitals, overwhelmed by COVID-19 patients, limited in-person access. Conferences and events were canceled. Many of the traditional approaches the pharmaceutical industry relied on were shut down or put on hold.
This shift accelerated the adoption of digital tools, with the entire pharma and biotech industries quickly embracing "Veeva Rep Triggered Emails" as the new communication and sales tool. Virtual meetings via Zoom and Teams, video communication, and a focus on digital advertising became the norm.
By 2021, the pharmaceutical industry began to settle into this new reality, with "omni-channel strategy" becoming a common phrase. But how should businesses respond in this new world?
Key Focus Areas for the Hybrid World
- Customer Experience: Define and design an optimal customer experience.
- Data: Collect and use data to inform strategies and actions.
- Content: Create relevant, contextual, and engaging content.
- Channels: Engage customers on the right platform at the right time.
- Technology: Utilize tools to manage omni-channel engagement effectively.
Business Plan
Gone are the days of a one-size-fits-all healthcare provider persona. Modern marketing and sales must understand HCP (Healthcare Provider) behaviors to create detailed profiles using data. This enables a better understanding of their workflow, channel preferences, prescription habits, and overall engagement tendencies.
By mapping the customer journey and fitting experiences into their workflow, pharmaceutical companies can better meet HCP needs. Implementing advanced digital experiences similar to those used by leading retailers or telecom companies will add tremendous value.
Information
Digital technology has revolutionized pharmaceutical marketing. From in-person engagement to mobile apps and social media, marketers now have multiple touchpoints to influence patients, doctors, and caregivers. With the rise of EHR (Electronic Health Records), patients are accessing their medical records online, filling prescriptions through apps, and participating in online communities to connect with others.
Google, for instance, uses search habits (Google), video viewing (YouTube), email content (Gmail), and mobile activity (Android) to personalize content in real-time. The pharmaceutical industry should look to adopt similar methods to create tailored HCP relationship management systems that go beyond the traditional iPad e-detail model.
Content
Relevant, contextual, and consumable content is critical to creating a meaningful customer experience. In 2021, it’s surprising that some pharmaceutical companies still expect HCPs to read 32-page PDFs on their mobile devices. It’s important to create bite-sized, sharable content and leverage visuals and videos to engage audiences. Adopting a "create once, publish everywhere" strategy across owned, earned, and paid channels is a must in today’s hybrid world.
Channels and Platforms
With new channels and platforms emerging, pharmaceutical companies must now focus on integrated marketing plans that offer seamless customer experiences. Digital platforms like WebMD, Medscape, and Univadis continue to thrive, while social media is evolving. New platforms like TikTok have enabled Gen Z and Millennials to become influential digital voices, yet many pharmaceutical companies have not yet leveraged this platform.
Technology
An integrated marketing approach requires the right technology stack. Tools like Salesforce or Veeva CRM, marketing automation platforms like Marketo, and robust content management systems are critical. The pharmaceutical industry must also break down technological silos and adopt a modern, connected, open API-based Martech stack for seamless customer engagement.
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