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Hemalsomaiya Head of omnichannel marketing with over 15 years of pharmaceutical marketing experience.
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In today’s ever-changing marketplace, pharmaceutical companies face the challenge of reaching, engaging and persuading physicians in new and more effective ways. With changing behavioral impacts, rising marketing costs, and a myriad of communication channels, pharmaceutical companies are looking for ways to better get their medicines to physicians and, ultimately, to patients in need.
Marketers have been praising multi-channel marketing for years, and it’s no surprise that these campaigns have proven to be more effective than single-channel marketing efforts. However, multichannel approaches often lack the ability to keep up with technological innovation, new communication channels, and the ever-accelerating physician purchasing path. Therefore, it’s time for pharmaceutical marketers to consider an omnichannel approach.
Pharmaceutical marketing needs to change
Over the past decade, the way physicians engage with information has changed dramatically. There are three main causes of inefficiency in traditional marketing strategies.
• The healthcare sector, once an industry that relied heavily on face-to-face interactions for its marketing strategies, has seen a significant increase in digital communication channels.
• As specialized medicine continues to develop, an overwhelming amount of new drugs is entering the market. This poses challenges for physicians when trying to find the best drug for their patients.
• The time it takes for a pharmaceutical company to prescribe the right drug for a patient and reach the prescriber is often very short. This makes accurate, real-time, data-driven strategies essential to pharmaceutical marketing.
So what do pharma companies need to do to reach and engage their often already overburdened prescribers? Consider a comprehensive omnichannel marketing approach powered by a robust platform need to do it.
Next Best Action Marketing is a targeted approach
One marketing strategy that extends the multichannel approach is the Next Best Action approach. Not only is this efficient and effective, but it is also a powerful way for pharmaceutical marketers to get the right message to the right doctor at the right time, on the right channel. may become.
A next-best-action approach should target all physicians based on their preferences, such as where and when they would like to receive information, and personalize that information to best resonate with them. This includes understanding physicians’ personalized attitudes and behaviors to ensure high-impact touchpoints and strong customer experiences.
By no means an exhaustive list, here are five features included in this kind of omnichannel marketing approach:
1. Better data collection and analysis
Accurate and reliable data is essential to successful cost-effective campaigns. A comprehensive omnichannel platform can pull multiple data sets throughout the treatment cycle, giving marketers the most accurate information they need. This allows us to connect with doctors at the right time and provide patients with the right medication.
2. A more effective sales force
With real-time data, field marketers can reach out to physicians who currently have patients who may be eligible for branded prescriptions. An omnichannel approach considers all available channels and data, so businesses don’t have to waste money on ineffective communication strategies or the wrong doctors. For example, marketers shouldn’t stop by doctors who don’t like to meet in person.
3. Highly personalized touchpoints
The patient journey (from diagnosis to treatment decision) can be very short. This means that drug companies need to work quickly to reach out and engage doctors who are treating patients for whom their prescriptions are intended. A well-designed omnichannel platform automatically leverages and invests in the channels physicians use most, and empowers marketers to create highly personalized messages. This can happen on multiple levels, including branded and unbranded messaging, focusing on specific keywords and ordering the messages that unfold to tell the story. This makes every touchpoint along the course of treatment important.
4. Comprehensive and memorable brand experience
A powerful omnichannel platform gives marketers an all-in-one dashboard to manage all their programs, channels, and campaigns in one place. This allows you to create a consistent and coherent brand identity across the physician purchase path. By enabling pharmaceutical marketers to track strategies in real-time, omnichannel platforms help create memorable and holistic experiences for physicians. This allows physicians to actually engage with branded content and memorize value propositions before communicating them to patients. Supporting physician treatment decisions provides the most important indicators of prescription lift and revenue lift.
5. Better return on investment
An all-in-one omnichannel platform helps marketers optimize media spend, control campaign budgets, and improve ROI in real time. Optimizing by identifying physicians with eligible patients, tracking their ongoing behavior and preferences, and constantly reassessing to see them when they are most relevant to where they are. This increases customer loyalty and retention.
In pharmaceutical marketing, a well-managed omnichannel strategy can improve the prescriber’s experience with your brand. By creating more relevant and timely fulfillment opportunities, pharmaceutical marketers can optimize their efforts using all available channels.
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