The application of omnichannel marketing in the healthcare industry is an evolutionary process. Different companies are at different stages of maturity. In our view point, the 6 key focal points for 2023 include the following:
The optimization of flows between the selected channels into a coherent digital ecosystem as opposed to optimization of the individual channels represents a key endeavor at most companies. As an example, in modern marketing the question is not “website vs. email” but rather how to optimize the seamless flow from “banner to website, to sign up to webinar, to reminder, to follow up after webinar …”. This requires an integrated omnichannel infrastructure and the capabilities to run and optimize.
Changes in laws and codes related to data privacy necessitate a shift in focus from “borrowing” data for targeting and personalization to owning, enriched customer data to fuel meaningful customer experiences. This requires intensified, compelling and relevant engagement on owned channels rather than third party portals,which puts demands on technical infrastructure, capabilities and content. Also, each time a pharma (re)pays to engage an HCP audience on a third-party platform, the pharma company strengthens an external entity’s equity, bargaining power and value proposition for competitors.
“An HCP is an HCP every day”. She makes key decisions every day to which she needs support. Marketing should mirror the lives of the target audiences, and for that reason “always on” is superior to short burst campaigns only. At Vertic, we apply a “hum-sing-shout” framework which stipulates the sequencing and rhythm of always on AND campaign-oriented bursts.
As a corollary of an omnichannel approach to marketing, in order to optimize, a Outside-in view of performance as per the Customer Journey should be available to all marketeers at the pharmaceutical company. Above digital metrics across channels, optimally the reporting should take its starting point in the desired behaviors to change which underlie the strategic imperatives of the brand in case.
Generative AI is a transformative technology that empowers machines to mimic human creativity. Through advanced algorithms and deep learning techniques, these AI systems can generate new, original content - whether it's a piece of art, a song, or a well-crafted sentence.
They learn from vast amounts of data, identify patterns and structures, and utilize this knowledge to create something entirely new and often indistinguishable from human-made output.
In essence, Generative AI takes us beyond automation and into a world where machines are not just tools, but creative partners, capable of producing unique, dynamic, and compelling content
In the constant media bombardment, we are all exposed to, our brain disengages as quickly as it engages. Anthropological studies show unanimously that humans look to form ties to entities (people,brands, organizations) which have their best long-term interest in mind. Thus,focus should not be on the individual transaction or engagement but showing mutual reciprocity over time based on a detailed understanding of each individual stakeholder.
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