One of the marks left by the pandemic on the pharma industry is the rise of omnichannel marketing. With this came the matter of omnichannel engagement in healthcare. Yet are pharma companies truly aware of the real customer’s journey these days?
Nowadays the customer journey is much more than something driven by one communication channel. With the help of a digital presence, it is now more possible for pharma companies to adhere to an Omnichannel marketing approach in pharma. A powerful digital presence can be achieved through the development of a well-structured marketing strategy in that sense.
An omnichannel engagement doesn’t mean adding more channels but providing the right channels and relevant content at all stages of the customer journey. Hence, the ultimate goal is to lead the client to a more personalized experience.
Digital can help you optimize omnichannel engagement
In the case of biopharma, to provide a great customer experience, the sales and marketing teams have to be organized to act as one. In this sense, the use of a marketing automation system, integrated with a CRM service will help both teams have a 360º view of the journey at hand.
However, the success of this new model relies heavily on companies rethinking their commercial models and promoting a tighter collaboration between sales and marketing reps. In that sense, marketing needs to be made more accountable to properly measure customer impact.
A perfect Omnichannel definition for pharma lies in a perfect combination of channels, messaging, and tactics. This allows all interested consumers to interact with a pharma brand from any channel and reach them faster than ever.
One must remember that in pharma there are several audiences, mainly the patients and HCP. With the help of data-first AI-enabled customer journey analytics, this will bring a lot more personalization for several types of audiences, either in B2B or B2C.
How to properly set an omnichannel engagement strategy in motion
For an omnichannel strategy to work there needs to be a strong data and tech infrastructure in place. Companies need to be ready to implement an advanced model as well as have the resources to make it work. Some actions need to be set in place such as:
- Map the customer journey through a deep insight into their needs;
- Have a channel and content mix to deliver a variety of experiences in different interactions;
- Engage with customers at every touchpoint with strategy, coordination, and measurement;
- Allow cross-functional teams to share engagement outcomes to inform ‘next best actions’ that increase the overall customer experience;
- Create meaningful content for the stakeholders you will be addressing it to and share it regularly on your communication channels;
- Consider security and supply measures, to ensure the prevention of data leaks and the encryption of data;
- Make sure that your omnichannel strategy helps reduce the waiting time for both HCP and patients;
- Always consider your client’s feedback for assurance that you’re moving in the right direction;
- Make sure you can analyze data on your KPIs in real time. It will help you to generate, qualify and prioritize engagement tactics and opportunities throughout your omnichannel strategy for engagement;
- In that sense, make sure to use the data you have access to predict behaviors and trends to improve your personalized communications.
What’s the importance of content in this scheme?
We highlight the role of content in the scheme of Omnichannel engagement because brands need to become value providers to succeed online. In that sense, a pharma brand becomes more and more relevant to its readers online if it manages to provide them with value in their professional or personal lives.
If properly planned, pharma content marketing can generate leads and improve conversions. Presently the industry is seeking out new ways to evolve and adapt to the demands of the market scarred by the pandemic.
To ensure the success of your pharma brand you need to make sure that your Pharmal content marketing strategies focus on goals and objectives. Likewise, they must manage to become highly personal to your readers. Remember that there’s an ever-increasing and ever-evolving demand from consumers that forces healthcare to adapt to the reality before us.
This is why content is at the heart of Omnichannel Engagement. Your content will show your audiences the values, topics, and priorities your brand aims for. The best part? You can explore a wide variety of options, such as:
- Blog posts
- Social media posts
- Webinars
- Videos
- Ebooks
- Podcasts
- White papers
- And more!
Content and omnichannel marketing: A customized experience
Content integrity allows both patients and HCP to experience an omnichannel consumer experience customized to their own needs. The more variety of content you can provide your audience, the better the resulting engagement will be. Some styles of content are more popular than others from sector to sector. Therefore, consider your audiences’ needs and “pains” to create contents that truly speak to their needs and educate them on a variety of medical topics.
Did you know that video content is becoming some of the most popular types of content to create engagement with clients? RedNovius can help you create a unique style of video based on your medical data.
Our services, PubVisual and PatientVisual, will allow your scientific data to be transformed into an engaging video content fit for either HCP or patients. Book your meeting and discover how we can help you.
More on omnichannel marketing…
The Impact of Omnichannel Marketing on HCP Engagement
